Health Club Management January 18

http://www.healthclubmanagement.co.uk/healthclubmanagement.co.uk @healthclubmag

JANUARY 2018 No 253 healthclubmanagement.co.uk @healthclubmag

JANUARY 2018 No 253

AVI YEHIEL ROBERT COOK WeWork moves into Virgin Active UK’s fitness – we talk to their head of MD reveals his wellness p54 plans for the brand p30

PICTURE PERFECT? Do images of fitness models in gym marketing do more harm than good? p58

RHIAN STEPHENSON Psycle’s CEO on transforming an indoor cycling studio into a multi-concept brand p42 Embrace Your customers Technology will love you for it!

Now Introducing Myzone Virtual Classes The only system in the world with full Myzone feedback integration.

Functional Prompts Eliminating the need for instructors to use white boards.

Private Messaging Communicate privately with clients via the MZChat feature within the Myzone app.

EDITOR’S LETTER

A new age of wellness As public appetite for holistic health and wellness services continues to grow, are operators doing enough to ensure their clubs are addressing this member need?

he US$3.7 trillion global wellness sector has long SUHVHQWHGDJUHDWRSSRUWXQLW\IRUWKHʛWQHVV industry. And it’s an opportunity we’ve been tapping T into in recent years with the steady rise of wellness services, such as meditation and mindfulness, in ʛWQHVVVHWWLQJV+RZHYHUDVWKHQHZ\HDUJHWVRʞWRD start, it appears that 2018 may be the year that the fusion RIWKHVHKLJKO\V\QHUJLVWLFDUHDVUHDOO\WDNHVRʞ A case in point is Virgin Active UK. In this issue of Health Club ManagementZHVSHDNWRWKHʛWQHVVEUDQGȷV MD, Robert Cook (p30), who cites the creation of the company’s new 360-degree wellness concept Beyond Movement as its response to the question: what does the IXWXUHRIʛWQHVVORRNOLNH"$QGZKLOH9LUJLQ$FWLYH8.KDV claimed the ‘Beyond Movement’ name for itself, it’s one that perfectly captures the current industry sentiment that Gym-goers also need wellness services like physical rehabilitation LWȷVWLPHIRUʛWQHVVIDFLOLWLHVWRORRNEH\RQGSK\VLFDODFWLYLW\ when addressing members’ needs. As we discover on page 42 of this month’s magazine, It’s time for fitness facilities London-based indoor cycling studio Psycle was clearly ahead of the game in this area. The appointment of a to look beyond physical naturopath and nutritionist as CEO back in 2014 may activity when addressing have seemed like an unusual move, but under Rhian Stephenson’s leadership the brand has grown from a single members’ needs cycle studio to a multi-concept three-studio operation, with three more openings expected in the next few PRQWKV7KHVHFUHWWR6WHSKHQVRQȷVVXFFHVV"6KHWROG Gym operators must now respond by taking a more us: “We don’t see Psycle as a ride brand, we see it as a holistic approach to service provision. Those that don’t ZHOOQHVVOLIHVW\OHDQGʛWQHVVEUDQGȻ risk not only being left behind, but also missing out on But it’s not just the big-box clubs and boutique the new secondary spend opportunities presented by the studios that are readily embracing wellness. On page 54, introduction of tailored nutrition, rehab and physiotherapy Avi Yehiel, head of wellness at WeWork, explains why a RʞHULQJVDQGRQFUHDWLQJDVWURQJHUFRPPXQLW\RI company that has made its name in shared workspaces happier, healthier and more engaged members. UHFHQWO\FKRVHWRODXQFKLWVRZQʛWQHVVDQGZHOOQHVV concept. It’s a move that suggests two things: the public is Dr Lauretta Ihonor, editor more aware of how intertwined all facets of life are and [email protected]

3+2726+877(5672&.&20 it’s eager to place health at the centre of everyday life. @laurettaihonor

+44 (0)1462 431385 WWW.HEALTHCLUBMANAGEMENT.CO.UK [email protected] WWW.LEISURESUBS.COM

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 5 CONTENTS

JANUARY 2018 No 253 healthclubmanagement.co.uk

ON THE COVER

42 Rhian Stephenson on taking Psycle beyond cycling PHOTO: SHUTTERTOCK.COM 30 Robert Cook is making big changes at Virgin Active UK 58 Is it time for gym marketing images to get real?

05 Editor’s letter 18 News round-up Wellness looks set to take centre stage in Workout for water raises US$850,000 & the fitness industry, says Lauretta Ihonor Apple GymKit-enabled equipment debuts in Fitness First Australia and Virgin Active UK 10 Letters How the sector can help Gen Z is discussed 29 Events calendar SPATEX is one of several upcoming events 12 HCM people Silke Frank 30 Interview FIBO’s new event director on taking the Robert Cook show in a different direction this year The MD of Virgin Active UK tells us about his plans for making wellness and customer Frank Lampard service key priorities for the fitness brand The ex-footballer’s new venture sees him partnering with a health clinic in Dubai 36 Data-driven training As more gyms invest in data-driven cardio Get your free digital subscription SIGN UP ONLINE Timo Leppanen training, is the gym-floor PT likely to healthclubmanagement.co.uk/signup Stairforce app’s co-creator on tackling inactivity become a thing of the past?

6 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 54$YL

74,QJ\PQXWULWLRQLVJHWWLQJDPDNHRYHU 50&OXE,QWHOUHYHDOVWKHFXUUHQWWUHQGVLQWKHJOREDOʛWQHVVLQGXVWU\

42 Interview 64 Focus on inclusivity 82 ukactive update Rhian Stephenson UFIT, InstructAbility, Enable Me and SFC The year of action The woman behind the evolution of Psycle are striving to increase industry inclusivity ukactive’s CEO Steve Ward says the charity on going from brand nutritionist to CEO is focused on turning “promises into action” 70 Paul Batty 50 Staying on trend David Lloyd Clubs’ head of procurement 84 Derek Gallup ClubIntel’s Stephen Tharrett and Mark explains how he makes purchasing decisions IHRSA’s new chair shares his plans for his Williamson share the industry trends time at the organisation and discusses his revealed in the annual report 74 Fitness nutrition role at private-equity firm NeV As gym-goers become more nutritionally 54 Interview Avi Yehiel savvy, they are demanding more tailored 86 Product Innovation WeWork’s head of wellness explains why food options. How are operators Technogym and Versaclimber are among the workspace brand has launched a gym responding to the opportunity presented? the latest fitness products on the market 58 Picture perfect 78 SIBEC 2017 review 92 Vision of fitness We discuss if it’s time for gyms to stop Keynote speaker Eddie ‘the Eagle’ Edwards US researchers say that regular exercise using images of unrealistically perfect talks to us about going to the Calgary may be the secret to reducing the risk of physiques in marketing materials Winter Olympics and the power of sport the common eye condition glaucoma

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 7 MEET THE TEAM

EDITOR PUBLISHER Lauretta Ihonor Jan Williams +44 (0)1462 471925 +44 (0)1462 471909 CHOOSE HOW YOU READ HEALTH CLUB MANAGEMENT

PRINT Health Club Management is available in print on subscription: www.leisuresubs.com

DIGITAL Read free on online and enjoy extra links and searchability: DEPUTY EDITOR EDITORIAL DIRECTOR www.healthclubmanagement.co.uk/digital Steph Eaves Liz Terry PDF +44 (0)1462 471934 +44 (0)1462 431385 A PDF edition is available to read offl ine at: www.healthclubmanagement.co.uk/pdf For email use: [email protected]

OTHER RESOURCES FROM HEAD OF NEWS HEAD OF TECH HEALTH CLUB MANAGEMENT Rob Gibson Michael Paramore +44 (0)1462 471902 +44 (0)1462 471926 HCM HANDBOOK SALES FINANCE www.healthclubhandbook.com John Challinor Denise Adams www.healthclubhandbook.com/pdf +44 (0)1202 742968 +44 (0)1462 471930 HCM WEBSITE healthclubmanagement.co.uk DESIGN Rebekah Scott Paul McLaughlin +44 (0)1462 733477 LEISURE OPPORTUNITES +44 (0)1462 471933 www.leisureopportunities.co.uk WEB TEAM www.leisureopportunities.co.uk/pdf PRODUCT EDITOR Dean Fox www.leisuremedia.com/subscribe Lauren Heath-Jones +44 (0)1462 471900 HCM EZINE, +44 (0)1462 471922 Emma Harris INSTANT ALERTS & RSS +44 (0)1462 471921 www.leisuremedia.com/subscribe SUBSCRIPTIONS Denise Adams Tim Nash BUYER SEARCH ENGINE +44 (0)1462 471930 +44 (0)1462 471917 www.fitness-kit.net

CIRCULATION Michael Emmerson +44 (0)1462 471932

Public Affairs Media Partner ©Cybertrek Ltd 2017 ISSN 1361-3510 (print) / 2397-2351 (online)

8 healthclubmanagement.co.uk January 2018 Does your referrals process measure up to new legislation?

Under new GDPR legislation, from May 2018 you’ll no longer be able to store details of referred prospects without their permission.

With Netpulse’s club mobile apps, members can refer friends straight from their phone. And it’s fully compliant with GDPR, too.

Find out more at netpulse.com or [email protected] Write to reply Do you have a strong opinion or disagree with somebody else’s views on the industry? If so, we’d love to hear from you – email: [email protected]

Z-ers will need the fitness industry’s support to thrive PHOTO: SHUTTERSTOCK.COM The fresh perspective Generation Z brings to the fitness industry is needed to improve inclusivity and services

Laura Kavanagh, director, Sports Quest Ltd

I was pleased to see a young face, both in sports and wonders of working in the fresh outlook Generation Z spotlight shone on the business, and I feel certain that LQGXVWU\$QGZHȷUHWDNLQJ is bringing to our industry importance of Generation Z actively creating more things further by creating provides the perfect in the last issue of Health Club opportunities for higher levels of specialised opportunity for us all to Management (Introducing Generation Z will knock down development through Sports evolve and establish a sector *HQ=Ș̨ $VDIRUPHUHOLWH participation barriers and help Quest’s sister company that places all in society on a female rugby player and young RXULQGXVWU\SURJUHVV Q Gym Ltd – an inclusive gym PRUHOHYHOSOD\LQJILHOG fitness business owner, I’m That’s why I started Sports that focuses on core fitness $VD\RXQJHQWUHSUHQHXU very aware of the barriers the Quest Ltd, which focuses on values and meeting the who employs many Z-ers, I engaging the young in physical requirements of people with can confidently say that this activity, and does so through special educational needs, generation has remarkable fitness, sports, therapy and mental health problems and ideas that can transform HGXFDWLRQ%\RSHQLQJXS DQDUUD\RIGLVDELOLWLHV RXULQGXVWU\IRUWKHEHWWHU courses in connection with Inclusivity has been the We now need to create the WKH<0&$RIIHULQJHOLWH exception rather than the pathways to help them put academy set ups, providing QRUPXQWLOQRZ+RZHYHUWKH WKHVHLGHDVLQWRDFWLRQ dynamic educational establishment services, career pathways, therapy and “Inclusivity has been the exception Laura Kavanagh rehabilitation, we want to help Generation Z see the rather than the norm until now”

10 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 LETTERS

PHOTO: SHUTTERSTOCK.COM An AED plus CPR can increase the chances of survival after a cardiac arrest

Health club staff must be trained in using automated external defibrillators if operators are to safeguard member health

Martin Symcox, director, IQL UK

It was recently announced People can suffer cardiac arrest that London’s black cab “ drivers will be taught how to use automated external anywhere, and health clubs are defibrillators (AEDs) to help no exception them handle emergency ” situations. I welcome this news. People can suffer AEDs in their centres. They’re LQ̻̽SHUFHQWRILQFLGHQWVLQ cardiac arrest anywhere, and also training a wide range of London in the last year alone. health clubs are no exception. Martin Symcox staff – from gym and pool Bourne Leisure, Everybody On the contrary, gyms, sports team members, to reception Sport and Recreation, Leeds halls and swimming pools are staff – in their use. And Active Lifestyles and Fusion one of the most common every single minute a person they boast some impressive are also achieving results after areas for this type of incident. goes without defibrillation, survival rates as a result. installing AEDs in every centre. Sudden cardiac arrest is a their chances of survival fall For example, Places for These few examples leading cause of premature E\XSWR̷̶SHUFHQW People Leisure has reported a demonstrate the vital role death and an AED combined With that in mind, we’re ̹̽SHUFHQWVXUYLYDOUDWHDIWHU of AEDs and echo how with CPR can significantly working with forward-thinking intervention with an AED, important it is for operators increase the chances of operators to save lives with David Lloyd Leisure has saved to invest in this life-saving survival. According to the AEDs and are encouraged to RYHU̷̶̶OLYHVZLWK$('V technology and in training key British Heart Foundation, for see that so many installing while GLL staff saved lives staff on how to use it.

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 11 HCM PEOPLE

PEOPLE ,VWURQJO\EHOLHYHWKHʛWQHVVLQGXVWU\LVDWWKHEHJLQQLQJRI “ “ DQLQFUHDVLQJO\LQQRYDWLYHSHULRGDQGLWȷVH[FLWLQJWREHDW WKHKHDUWRIWKDWDVSDUWRIWKH),%2WHDP SILKE FRANK

FIBO: EVENT DIRECTOR

You were recently appointed the head of FIBO. Tell us about your road to that position. Having worked in the global trade show sector for Reed Exhibitions Germany for over 17 years, I’ve been able to gain experience in virtually all areas of the industry. Before joining the FIBO team, I served as the event director of PSI, Europe’s largest promotional products trade show, held annually in Düsseldorf. The role involved a variety of tasks, including coordinating the show’s global initiatives. That international experience has been immensely helpful in my new position with FIBO. Enhancing our global visitor marketing strategy and international network are key priorities for the company at present, so this makes P\H[SHULHQFHHYHQPRUHEHQHʛFLDO

What attracted you to your current role and what does it involve? As the world’s biggest trade fair for ʛWQHVVZHOOQHVVDQGKHDOWK),%2 LQʜXHQFHVWKHOLYHVRIPLOOLRQVRISHRSOH who are interested in healthy living. It Silke Frank brings international experience to the role introduces the latest innovations of the industry into the global market; DGGUHVVHVWKHFXUUHQWLVVXHVRIʛWQHVV DQGZHOOQHVVSURIHVVLRQDOVRʞHULQJWKHP It’s an amazing trade show, which the FIBO 2018 promises a change advanced training in pivotal topics and FIBO team will be developing even further. from the usual format. thus enhancing the professional quality $VZHLQWKHʛWQHVVVHFWRUNQRZOLIH What can we expect? in gyms; and last but not least, it helps stagnates without movement, meaning :HȷYHLPSOHPHQWHGDGLʞHUHQWEUDQG FRQVXPHUVGLVFRYHUWKHEHVWʛWQHVVDQG that even a hugely successful trade show strategy to attract new show visitors, health solutions for them. like FIBO has to evolve on a regular basis. SDUWLFXODUO\IURPWKHJOREDOJURXSʛWQHVV

12 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 ),%2KDVEHHQGHVLJQHGWRDWWUDFWQHZYLVLWRUVIURPJURXSʛWQHVVQXWULWLRQKHDOWKDQGUHWDLO

nutrition, health and retail sectors. It bold about integrating even smarter digital SRWHQWLDOIRUWKHʛWQHVVDQGKHDOWK involves taking a more holistic approach solutions into their products and services. sector to attract new customers for its WRRXUʛWQHVVFRQWHQW6WXGLRRSHUDWRUV As customers look for increasingly services. We’re also seeing a clear trend trainers and instructors all face the same customised workouts to meet their WRZDUGVLQGLYLGXDOVSHFLDOLVHGʛWQHVV challenges today – they have to keep up individual training goals, it’s likely that FRQFHSWVWKDWDOORZJ\PVWRRʞHU ZLWKWHFKQRORJLHVVFLHQWLʛFDQGPHGLFDO HYHQPRUHVSHFLDOLVHGDQGGLYHUVLʛHG services, such as at-home, outdoor insights, and the increasing demands of ʛWQHVVHTXLSPHQWZLOOWDNHFHQWUHVWDJH and medical training, and to begin to consumers – which means that they all ,VWURQJO\EHOLHYHWKHʛWQHVVLQGXVWU\LVDW establish themselves as competence come to the show with similar questions. the beginning of an increasingly innovative FHQWUHVIRUDOOʛWQHVVVHJPHQWVȲ That’s why we’re organising FIBO 2018 period and it’s exciting to be at the heart LQFOXGLQJGLJLWDOʛWQHVVVROXWLRQV to be categorised according to the issues of that as part of the FIBO team. These are excellent opportunities, but the industry cares about. as we all know, retention is the key to Another change to FIBO 2018 is the :KDWDUHWKHJUHDWHVW success. That means gym owners and improved Academy concept. This year RSSRUWXQLWLHVIRURXUVHFWRU" operators will need to remain focussed ZHȷOOEHRʞHULQJWKHLQFUHDVLQJQXPEHU As more people of all ages are adopting on developing and implementing of trainers and presenters expected a healthy lifestyle, there’s great convincing retention programmes. to attend a multi-faceted three days of advanced theoretical training, hands-on masterclasses with top presenters, and enhanced networking opportunities. We’re also further developing FIBO as a platform for professionals and consumers interested in creating a healthy lifestyle, and that means we’re placing more emphasis on medical training and healthy nutrition.

:KDWGR\RXʛQGPRVWH[FLWLQJ DERXWEHLQJLQWKHʛWQHVV LQGXVWU\DWWKLVPRPHQWLQWLPH" 7KHLQGXVWU\LVEHFRPLQJPRUHGLYHUVLʛHG personalised and more social, and as such, manufacturers, club operators and trainers alike are all developing more creative ways to enhance the fun and community spirit gained by working out at FIBO will highlight ways to enhance fun and community spirit the gym. I love how companies are getting

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 13

HCM PEOPLE The technology they have at nanoM can help to pinpoint potential “ “ issues before you even know about them FRANK LAMPARD

NANOM: BRAND AMBASSADOR

ith a football career spanning W23 years, 609 match appearances and 177 goals to his name, Romford-born former professional footballer Frank Lampard is deservedly known as one of the greatest PLGʛHOGHUVRIKLVJHQHUDWLRQ Despite hanging up his boots in early WKH&KHOVHDPLGʛHOGHUWXUQHG children’s-author has continued his DVVRFLDWLRQZLWKKLJKSHUIRUPDQFH+HȷV now partnering with a cutting-edge KHDOWKFOLQLFIRUDWKOHWHVLQ'XEDL The nanoM clinic is a state-of-the-art 17,000sq ft (5,182sq m) centre located in the Golden Mile Galleria on Palm -XPHLUDK2ZQHGE\WKH(PLUDWHV +HDOWKFDUH*URXSWKHIDFLOLW\RʞHUV cardio-metabolic and muscle activation testing, 3D posture and motion analysis, functional agility assessments and KDQGH\HFRRUGLQDWLRQWHVWLQJ

DEDICATED TRAINING Throughout his career, Lampard was considered lucky with injuries, starting almost every Premier League game for Chelsea and enjoying an extended Lampard is a fan of the clinic’s focus on early-stage injury risk detection

twilight to his career, with spells at pinpoint potential issues before you Manchester City and New York City HYHQNQRZDERXWWKHP EHIRUHUHWLULQJLQ)HEUXDU\DJHG “To have everything under one roof is It’s clear that one of the reasons he so unique and it means you don’t need became the Premier League’s highest to visit multiple clinics and see multiple JRDOVFRULQJPLGʛHOGHULVKLVGHGLFDWLRQ GRFWRUVDQGVXUJHRQVIRUGLʞHUHQWLVVXHV WRWUDLQLQJH[HUFLVHDQGQXWULWLRQ That could have a big impact on how He also had the luxury of working players detect and respond to injuries, with world-class health professionals ZKLFKFDQRQO\EHDJRRGWKLQJȻ at facilities in Cobham, Surrey, and /DPSDUGLVIDUIURPWKHʛUVW Stamford Bridge, West London – making KLJKSURʛOHIRRWEDOOHUWRPRYHLQWRWKH KLPDWRXJKFXVWRPHUWRSOHDVH ʛWQHVVLQGXVWU\/DVW\HDU5HDO0DGULG Speaking at the nanoM launch, forward Christiano Ronaldo teamed up Lampard said: “This is exactly the kind with US-based health club chain Crunch Frank Lampard is partnering with RIIDFLOLW\SOD\HUVWRGD\ZLOOUHDOO\EHQHʛW Fitness to launch CR7 gyms in Madrid; and the Emirates Healthcare Group from, especially when you consider the former England footballer Alan Shearer is technology they have here can help to D6SHHGʜH[DPEDVVDGRUDQGLQYHVWRU

14 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 eGym Premium: The advanced digital training experience

eGym Premium introduces 3 new training programmes and 6 training goals, building bespoke member workouts. Individualised training programmes provide greater variety to challenge and engage members even longer. The highest quality of the training based on the Find out more email latest research in sport science for personal goal [email protected] achievements.

eGym UK | T: +44 (0)203 701 4267 | egym.co.uk/business

+&03(23/( (YHU\ERG\DJUHHVH[HUFLVHRʞHUVPDQ\KHDOWKEHQHʛWV “ “ KRZHYHUWKHFKDOOHQJHLVJHWWLQJVWUHVVHGRXWGHVNERXQG HPSOR\HHVWRH[HUFLVHPRUH TIMO LEPPANEN

STAIRFORCE: CO-CREATOR

Tell us about Stairforce – what is it? Stairforce is an iPhone app designed to encourage incidental exercise by rewarding users for taking the stairs instead of an elevator. The app visualises the vertical distance climbed on the stairs as a slow and steady ascent into space. The idea is to boost incidental exercise by gamifying climbing as human- SRZHUHGVSDFHWUDYHO6WDLUIRUFHRʞHUV PRUHWKDQGLʞHUHQWPLOHVWRQHVVXFK DVFOLPELQJWKHHTXLYDOHQWRIWKH(LʞHO 7RZHURUWKH(PSLUH6WDWH%XLOGLQJ and users of the app can also compete against their Facebook friends.

How did the idea come about? ,ZRUNDW3DOPXRQHRIWKHELJJHVW design agencies in Finland. While FOLPELQJWKHVWDLUVWRRXUVL[WKʜRRU RʡFH,VWDUWHGYLVXDOLVLQJP\VHOI climbing a stairway into space. This struck me as a cool way to encourage people to stop taking elevators. At the VDPHWLPH,ZDVUHDGLQJDQXPEHURI GLʞHUHQWERRNVDERXWIRUPLQJKDELWV and how redesigning habits may help encourage people towards healthier FKRLFHV3URPSWHGE\WKLV,VKDUHGP\ idea with the owners of Palmu who liked it so much they helped to fund its GHYHORSPHQWDORQJZLWK$9(.ȷVȲ7KH /HSSDQHQJRWWKHLGHDIRU6WDLUIRUFHFOLPELQJWKHVL[ʜLJKWVWRKLVRʡFH Promotion Centre for Audiovisual &XOWXUH)LQODQGȲ'LJL'HPRSURJUDPPH

What’s your professional What is the attitude to VWUHVVHGRXWGHVNERXQGHPSOR\HHV background? physical activity like in to exercise more often. Our goal with I graduated from the University of your native Finland? Stairforce is to add physical activity $UWDQG'HVLJQ+HOVLQNLZLWKD0DVWHU 3HRSOHGRQȷWGRHQRXJKDQGDVDUHVXOW LQWRRXUXVHUVȷGDLO\OLYHVZLWKRXWWRR of Arts and have since worked in KDOIRIWKHDGXOWVDUHRYHUZHLJKWDQG much inconvenience. We want to make DGYHUWLVLQJ EUDQGLQJVWRU\WHOOLQJ RQHLQʛYHDGXOWVLVREHVH7KHZHLJKWRI WKHZRUOGDEHWWHUSODFHRQHVWHSDWD marketing) and service design (concept Finnish men has been increasing since the WLPH:HODXQFKHGWKHʛUVWYHUVLRQRI and user-centred product design). VDQGZRPHQVLQFHWKHVVRLWȷV WKHDSSODVWVXPPHUVRZHȷUHVWLOODW Working on the Stairforce project has a real cause for concern. WKHEHJLQQLQJ:HȷUHWU\LQJWRʛQGRXU been a great way of combining these tribe and understand more about what VNLOOV%XWDV6WDLUIRUFHLVDQDSSDQG What is your ultimate our users want from Stairforce. ,ȷPQRWDSURJUDPPHU,ȷYHMRLQHGIRUFHV goal with Stairforce? :HȷUHORRNLQJIRUIXQGLQJDQGʛUPV ZLWKDFRXSOHRISURJUDPPHUVLQFOXGLQJ (YHU\ERG\DJUHHVWKDWH[HUFLVHRʞHUV we can partner with to execute our RXUFKLHIWHFKQRORJ\RʡFHU7DSLR PDQ\KHDOWKEHQHʛWVKRZHYHUWKH YLVLRQVXFKDVDSOD\HULQWKHKHDOWKFDUH +HLVNDQHQWREULQJWKHFRQFHSWWROLIH FKDOOHQJHLVʛQGLQJDZD\WRJHW sector or an app/game company. O

16 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 CONFERENCE 26 FEBRUARY 2018 EXCEL LONDON Uniting the leisure industry in London

BOOK YOUR DELEGATE PASS HERE: WWW.FILIVE.CO.UK/CBOOK ENTER PROMO CODE HCM2 FOR A CHANCE TO WIN £250 TO SPEND AT THE SHOW

The Fitness Industry Live Convention delegates will recieve free access to the World Spa & Wellness Convention on Monday 26 February 2018. For more information please visit www.worldspawellness.com/convention

#FILive www.FILive.co.uk

Taking place alongside; Read stories in more detail at www.healthclubmanagement.co.uk International news Email: [email protected]

Les Mills’ global Workout for Water raises US$850,000

global ﬁ tness fundraising and their families gain access Ainitiative, Workout For to safe water, health care, Water, has raised more nutrition and vital sanitation. than US$850,000 (€720,490, Workouts, involving Les £633,620) to help combat Mills’ 19,000 gym partners ongoing humanitarian crises. and 130,000 instructors, took The campaign centred on place on 18 November 2017. a one-day exercise event More than £36,000 (€41,000, organised by children’s US$49,100) was raised in the charity Unicef and global UK alone – an amount Les Mills ﬁ tness brand Les Mills to has pledged to match. provide funds to help children Unicef New Zealand’s executive director Vivien Maidaborn said: “Water is central to everything we do. When children have access to safe water, sanitation and hygiene, they have more than just life, they have a chance to be healthy, to gain an education and to have a brighter future.” Vivien Maidaborn, executive The one-day workout raised funds director, Unicef New Zealand More: http://lei.sr/?a=v7B7C_H to provide clean water for children

TRIB3 targets Asian market Apple’s GymKit debuts in as part of global expansion Fitness First and Virgin Active Boutique gym operator TRIB3 The news comes as TRIB3 itness First Australia has Members with an Apple is in advanced talks to take prepares to launch in Helsinki, F become the ﬁ rst operator Watch will be able to pair it its brand into Asia as part of after Sami Hurme bought in the world to introduce with TechnoGym kit. its ongoing global expansion. the rights to open studios in gym floor cardio equipment Once connected, the watch TRIB3 chief executive the country, with a target of that pairs wirelessly with and equipment exchange data Kevin Yates told Health Club creating 18 new sites in total. Apple GymKit technology, without the need to download Management: “We’re working Hurme is hoping to shake up with Virgin Active UK hot on additional apps, press extra with a partner to grow our the ﬁ tness industry in Finland. its heels with a December buttons or navigate menus. international expansion launch at its Mansion House throughout Asia.” More: http://lei.sr/?a=D4J3m_H location in London. More: http://lei.sr/?a=u4P9h_H

The technology debuted in Fitness First clubs in Sydney and Melbourne We’re working with a partner to grow our international expansion throughout Asia Kevin Yates

18 PTs not trained with the right skills, say European operators

Around 35 per cent of which was conducted European fi tness operators by EuropeActive and believe PTs are not trained the European Register with the skills they want, according to a survey of 213 European employers. Many operators said they have to provide training for newly hired PTs The fi ndings, presented at EuropeActive’s 2017 International Standards of Exercise Professionals “The survey revealed a lot of Meeting (ISM) in Rome, Italy, (EREPS), included insights interesting views, such as PTs also showed that 61 per cent from 4,200 fi tness profession- listing communication skills of operators have to provide als, of which 3,000 were PTs, as a priority in their personal additional training for newly from 15 European countries. skills development.” hired PTs and only 16 per All were asked about their “My wish is that we can now cent of employers fi nd it easy The survey revealed a satisfaction with vocational develop this research and or very easy to recruit the lot of interesting views, training, PT levels of education, repeat this survey every two trainers they want. such as PTs listing happiness and job satisfaction, years. I hope it can become a Findings from a second communication skills as a among other topics. benchmark for the industry survey looking at PT skills priority in their personal Julian Berriman, director of because we need that.” across Europe were also skills development EuropeActive’s Professional announced. The study, Julian Berriman Standards Committee, said: More: http://lei.sr?a=w9N3j_H

HIIT predicted to be top fitness trend for 2018

High-intensity interval The survey found that training (HIIT) is predicted to clinical professionals in be the leading exercise trend medical fitness centres this year, taking the top spot want to use HIIT with their from wearable technology, patients, but would sub- according to the latest survey stitute high-intensity with ﬁ ndings from the US. moderate-intensity. The training method “Despite warnings by HIIT returned to the number one position after four years, with group exercise named as the second biggest trend for 2018

returns to the number one some fitness professionals SHUTTERSTOCK.COM PHOTO: position after four years, of potentially increased says the American College injury rates using HIIT, this Forty potential trends were Other trends that did not of Sports Medicine in its form of exercise has been given as choices, with the 20 make the top 20 included Worldwide Survey of Fitness popular in gyms all over the most popular published. boot camps, indoor cycling, Trends for 2018. world,” the report said. Trends that dropped pilates, and children’s exercise Group training, wearable Now in its 12th year, the out of the top 20 this year for the treatment and technology, body weight survey was completed by included worksite health prevention of obesity. training and strength train- 4,100 respondents worldwide promotion initiatives and ing completed the top five. – its largest sample to date. smartphone exercise apps. More: http://lei.sr/?a=t4f9a_H

healthclubmanagement.co.uk November/December 2018 19 Read stories in more detail at www.healthclubmanagement.co.uk UK news Email: [email protected]

Sport England launches £100m pilot to get poorer communities active

Twelve areas across The public body Sport physical activity are oﬀ ered By developing collaborations England will take part in England will allocate £100m – rallying local organisations between social enterprises, a groundbreaking pilot to in National Lottery funding and using “an intense focus” local authorities, schools, GPs help physically inactive over four years in an eﬀ ort to on barriers to activity. and parenting groups, it aims communities get more active. transform the way sport and Research from the body’s to break down barriers such as Active Lives Survey showed a poor transport and cost. quarter of the general pop- “In this part of the country ulation is inactive, meaning a monthly membership to the they do less than 30 minutes gym starts from £14.99, but of exercise that gets them people won’t pay that if they slightly out of breath weekly. can’t put food on the table,” The project aims to reach said Cheryl Dixon, a community those on low incomes, women, worker from North Ormesby, older adults, people from Middlesbrough – an area certain ethnic groups and selected for funding. The funding will target barriers such as transport for the elderly those with disabilities – groups proven to be less active. More: http://lei.sr?a=X3a5k_H

FlyFit sets sights on three more Places for People doubles airports by crowdfunding number of low cost offerings

itness and wellness operation, secured on a nine- laces for People which was launched in F studio FlyFit is planning year lease, is expected to open Leisure has expanded May 2015 to expand the to expand to three more within the next few months. P its low-cost off ering operator’s reach, and range airports this year, while it The airport studio offers with the purchase in size from 16,500sq ft puts the fi nishing touches to classes to travellers for £45. of three Simply Gym sites. (1,530sq m) to 24,000sq ft its fi rst site at Heathrow. The handover of the clubs, (2,230sq m), with a com- The business, which off ers More: http://lei.sr/?a=3P9y7_H in Chesterfi eld, Hinckley and bined membership of 9,000. instructor-led and on-demand Telford, takes the operator’s Staff will be trans- classes for travellers, aims portfolio of Places Gyms ferred under TUPE and to raise £750,000 (US$1m, to six, with sites also in existing memberships €853,500) through crowd- Preston, Sheffi eld and Corby. will continue as normal. funding platform Crowdcube The sites will be run under and has already achieved the Places Gym brand, More: http://lei.sr/?a=y8B6F_H more than half of its target, attracting 68 investors. A statement from FlyFit said: Flyfit founders Brian Chappon “We are already in partnership and Lauren Perkins discussions with multiple leading lounges, airline alliances, luxury airport concierge and large corporations.” As reported last July, FlyFit signed a deal with Heathrow Airport to open a studio in The Places for People Gym portfolio now includes six clubs Terminal 2. The 3,000sq ft

20 healthclubmanagement.co.uk January 2018 Virgin Active co-founder Frank Reed to roll-out Sweat! Gyms

rank Reed’s gym chain its eff orts on attracting Sweat! has received female customers. Sweat! F £3.75m (US$5m, reports 600 to 800 visits to €4.2m) worth of equity each of its fi ve gyms every investment that will see a day and a customer base that roll-out of fi ve new clubs in is 55 per cent female. the next 12 months – dou- Welcoming the investment Sweat! launched at the end of 2013 bling its portfolio of sites. from Puma, Reed, who The deal with Puma co-founded Virgin Active in Investments includes an option 1997, said: “We set-up Sweat! feel more comfortable about Sheffi eld, Glasgow and Greater for a further equity investment because we felt the budget gym going to the gym.” Manchester. It plans to trial its of up to £2.5m (US$3.4m, sector lacked a fresh, fun and Last October the chain gyms within three Debenhams €2.8m) after 12 months. safe environment for women. opened its fi fth standalone stores later this year. Since launching at the end “Sweat! appeals to both gym in Chelmsford, adding of 2013, Sweat! has focused men and women who want to to existing sites in Walsall, More: http://lei.sr?a=R3A3J_H

Former NBA basketballer Amaechi received Warwick reveals £49m plan an OBE in 2011 to become UK’s fittest uni PHOTO: LEWIS WHYLD/PA WIRE/PA IMAGES WIRE/PA LEWIS WHYLD/PA PHOTO: John Amaechi calls on sector to embrace diversity The new sports and wellness hub is designed for the public and staﬀ as well as the university’s sports teams

Former NBA star John “Having an inclusive culture UNIVERSITY OF WARWICK PHOTO: Amaechi has called for the makes a diff erence – it means sport and physical activity you have the best minds.” he University of as part of the university’s sector to embrace diversity Speaking at ukactive’s TWarwick is building mission to get “everyone and encourage inclusivity. Active Training Conference, a £49m (US$64.6m, active every day”. Amaechi, who became the Amaechi added: “People €54.9m) sports and wellness With 300 stations, it will fi rst former NBA basketballer think we live in a meritocracy, hub in a bid to become the include a high-performance to come out publicly when but when you look at most “most physically active strength and condition- he wrote his memoir, said industries, it’s impossible higher education campus” ing area; cardiovascular, businesses need to create a to believe the best brains in the UK by 2020. weights and functional more diverse workforce and available exist only in elderly Set to open in 2019, the training area; dedicated will soon realise the benefi ts. white men – they can’t have hub will include one of group cycle studio and four “There’s an old, but true, say- all the best brains.” the largest gyms in higher fitness studios. ing that ‘culture eats strategy education, spanning for breakfast’,” said Amaechi. More: http://lei.sr/?a=E9f9H_H 16,684sq ft (1,550sq m), More: http://lei.sr?a=4u7J3_H

healthclubmanagement.co.uk January 2018 21 Read stories in more detail at www.healthclubmanagement.co.uk UK news Email: [email protected]

More women swim as rethink over classes sees Serco numbers treble

Women-only swimming sessions could hold the key to improving numbers, according to an initiative by leisure centre operator Serco. The number of women taking part in sessions at the operator’s facilities has more than tripled over the past two years, following the introduction of women-only classes. Serco introduced the single-gender classes at 20 of its leisure centres across England in support of the This Girl Can Swim Since January 2016, the number of women taking campaign, part of Sport part in swimming sessions at 20 Serco leisure England’s nationwide This centres has grown from about 150 a week to nearly 500

Girl Can campaign. SHUTTERSTOCK.COM PHOTO: The number of female swimmers fell by more However, since Serco “We know fears over body create an environment where than half a million between introduced women-only image or swimming ability can women can feel comfortable,” 2005/2006 and 2015/2016 classes in January 2016, the be major barriers stopping said Kate McKnight, head of according to Sport England’s number of women taking part some women from taking up aquatics at Serco Leisure. Active People survey – over has grown from approximately swimming, so we wanted to twice the fall seen among men. 150 a week to nearly 500. do everything we could to More: http://lei.sr/?a=Y5S9F_H

Bannatyne Group begins expansion into Northern Ireland with Virgin Active acquisitions

The Bannatyne Group has Musgrove, the group’s chief 3,700 people, includes a cast its net across the Irish executive officer. gym, cycle studio, luxury Sea after buying Virgin He added: “This agreement spa, sauna facilities and a Active’s Belfast club. could be the first of several 20-metre swimming pool The acquisition, for an acquisitions north and south with children’s pool. undisclosed sum, is the ﬁ rst of the Irish border.” This marks the second step in an investment strategy The operator intends to deal struck between the that’s likely to include further invest £1.2m (US$1.6m, two operators in 2017. deals and club openings in €1.4m) in the Belfast club, Bannatyne’s bought Virgin Northern Ireland and also the which will feature the latest Active’s Humberston site in Republic of Ireland. fitness equipment and tech- Lincolnshire last August. “Bannatyne Group is in an nology, including Technogym Since its launch in 1996, This agreement could acquisition and growth phase kit, MyZone and Bannatyne’s the Bannatyne Group portfo- be the ﬁ rst of several and has significant resources own B:360 wristbands. lio has grown to 71 clubs. acquisitions north and to draw upon to fund the The club, which has a south of the Irish border right deals,” said Justin membership of more than More: http://lei.sr/?a=C8H8Y_H Justin Musgrove

22 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018

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Paralympian Marc Woods is named as new chair of CIMSPA

aralympic gold Chartered Institute for the Marc Woods succeeds medallist and BBC Management of Sport and Andy Reed as chair P commentator Marc Physical Activity (CIMSPA). Woods has been Woods, who is also an named as the chair of the author and conference speaker, succeeds Andy Reed OBE, who is standing down after serving as interim chair for the past year. His appointment, which will last three years, comes after news in September that CIMSPA secured £1.2m in

funding from Sport England CIMSPA PHOTO: to drive its workforce improvement project. “I’d like to thank Andy Reed experienced chair in place to It’s vital we have an “I’m delighted to be made for all his hard work and look help drive forward our agenda. experienced chair in CIMSPA chair at an exciting time forward to building on the Marc brings a wealth of place to help drive for the chartered institute, fol- success achieved.” experience to the institute.” forward our agenda lowing the recent Sport England Tara Dillon, CIMSPA CEO, Tara Dillon investment,” said Woods. added: “It’s vital we have an More: http://lei.sr?a=J3v4Y_H

Industry veteran John Gamble announces his retirement Garry Spreadborough to lead key UK Keiser accounts ohn Gamble, the J managing director Fitness equipment brand Before joining the company of Core Health & Keiser UK has promoted in 2015, Spreadborough Fitness responsible for Garry Spreadborough to UK gained over 10 years of Europe, the Middle East key account manager. experience in the ﬁ tness and Africa (EMEA), has He rises up the ranks from industry, having held roles as a announced his retirement. regional business manager for PT, operations manager, head The former managing the South East and London. of sales and general manager director of Fitness First, at other leisure companies, Technogym and Life Fitness including Virgin Active and has spent the past five David Lloyd Leisure. years at Core restructuring John Gamble was previously On his promotion, its EMEA operations. managing director at Fitness Spreadborough said: “The First and Technogym Core develops and industry’s movement manufactures cardio and towards functional training strength training products. Current EMEA CFO and means we can drive our core Gamble said he wants to general manager Adrian concepts with outstanding spend more time with his Message will become the equipment and education.” Spreadborough has previously family, invest in his personal interim managing director. worked for Virgin Active and fitness and indulge his David Lloyd Leisure More: http://bit.ly/2o2XzSu passion for road cycling. More: http://bit.ly/2j4J7UZ

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 25 Read stories in more detail at www.healthclubmanagement.co.uk Training news Email: [email protected]

Fusion Lifestyle trebles number of apprentices to 500

ore apprentices will Latest fi gures from the growing its annual apprentice- M be off ered a route into Department for Education ship programme in partnership the sports and leisure show the number of new with sports and leisure industry This programme combines industry following Fusion apprentices in England fell training provider ICON Training, the practical teaching Lifestyle’s announcement by 59 per cent in the three as it looks to boost employee and knowledge elements that it plans to grow its months to the end of July. engagement and retention. in one course programme from 150 to 500 However, Fusion Lifestyle The scheme, titled Gary Denton over the next three years. is aiming to buck the trend by Fusion500, off ers apprentices a career pathway using the Leisure Professional Apprenticeship from Level 2 through to Level 7, encouraging members of staff to become managers and leaders. ICON director Gary Denton said: “Most providers in the sport and leisure sector off er and knowledge elements either purely vocational skills in one course, creating a or business, management multi-skilled, commercially and leadership development, focused frontline workforce.” Fusion will encourage members of staff to become but this programme com- managers and leaders through the apprenticeship scheme bines the practical teaching More: http://lei.sr/?a=D9X7A_H

Winners of Active Training Awards announced

he sector’s best per- providers who are dedicated formers in workforce to developing our sector’s T development were workforce. The onus is now on announced at the us to use this as a springboard Active Training Awards 2017. for making rapid progress on Life Leisure came away with the skills agenda.” the most awards, taking home More than 250 leaders from Medium-Sized Employer of the the physical activity sector Year, alongside an individual came together at the Reading gong for Danny Drayson from Hilton for the awards. Life Leisure Grand Central, The conference was who scooped Outstanding opened by ukactive chair Active Training Awards winners are driving excellence Individual of the Year. Tanni Grey-Thompson, who Virgin Active landed urged the audience to pull exploring how to navigate Jenny Patrickson, managing the Large Employer of the together to drive progress the challenges of the director of the awards’ Year award, while Training on the skills agenda. Apprenticeship Levy. headline sponsor, Active IQ, Provider of the Year went to Recruitment and CIMSPA CEO Tara Dillon added: “These awards are so Future Fit Training. Employment Confederation said: “Huge congratulations important in recognising those ukactive CEO Steven Ward CEO Kevin Green took to the winners. We hope their who lead the way.” said: “We have to celebrate attendees through the policy success sets the tone for the employers and training landscape facing the sector, improvements in the sector. More: http://lei.sr/?a=n9b5Y_H

26 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 9-10 MAY 2018|EXCEL|LONDON THE ARENA OF PHYSICAL ACTIVITY, HEALTH & PERFORMANCE

ELEVATE EXHIBITION ELEVATE SEMINARS 200 exhibitors demonstrating 1000s of products and services, plus The seminars are split into the following four streams: feature areas and attractions carefully curated to encompass physical STRATEGIES FOR AN ACTIVE NATION activity, health and performance: SUPPORTED BY ᔢ New innovators ᔢ Tech Lab ᔢ Active Aquatic ᔢ Facilities ᔢ Performance Path ᔢ Business Lounge This stream will examine how the physical activity and its wider ᔢ Buyer programme ᔢ Skills Pavilion ᔢ Research Uncovered stakeholders can reach and inﬂ uence the inactive, exploring how ᔢ Tech Walk ᔢ Networking Hub to create opportunities for people to be active in ways that ﬁ t their everyday lives and interests. NEW ELEVATE CONFERENCE EVIDENCE BASE: PHYSICAL ACTIVITY FOR HEALTH AND WELLBEING SPONSORED BY SUPPORTED BY In 2018, we will have a new Elevate Conference to challenge the sector to live up to its full potential, analyse the challenges, assess This series of seminars will examine the evidence base behind the evidence and present the opportunities - all brought to live by an physical activity and its potential contribution to health and wellbeing incredible line-up of speakers. FREE-TO-ATTEND. throughout an individual’s life. SPEAKERS INCLUDE: PERFORMANCE: MAXIMISING POTENTIAL ᔢ Tracey Crouch, Parliamentary Under Secretary SPONSORED BY of State for Sport and Civil Society, Department for Digital, Culture, Media and Sport In these seminars, we cover the full range of performance, from the role of psychology and nutrition among elite athletes, through to new innovations in personalised programming for maximum results, to ᔢ Sir Muir Gray CBE, Director at Better Value the vital importance of sleep, meditation, nutrition and recovery in Healthcare optimising everyone’s performance in their day-to-day lives. THE BUSINESS OF PHYSICAL ACTIVITY

SPONSORED BY SUPPORTED BY ᔢ Dr Michael Mosley, Journalist, Producer and Presenter Elevate’s business seminars see industry experts providing insights into the trends shaping the sector, how to get the attention of the investment community, and how to use the data your business gathers, as well as practical sessions on topics including marketing, social media, cost-savings, stafﬁ ng and many more. There will also LEAD SUPPORTERS: be an afternoon dedicated to aquatics and pool operation.

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ELEVATEARENA.COM FOR CARDIO & SELECTORIZED EQUIPMENT AREAS, FREEWEIGHT & OLYMPIC LIFTING ZONES, CROSSFIT BOXES, FUNCTIONAL & AGILITY TRAINING, GROUP EX & SPINNING STUDIOS, AND SPRINT TRACKS

FOR MORE INFORMATION CALL +44 (0) 161 818 7377 EMAIL [email protected] | @rephouse Events calendar

JANUARY 2018 30 | January–1 February Spatex Ricoh Arena, Coventry, UK

SPATEX represents all sectors of the industry from pools, spas and saunas to hydrotherapy, wellness, steamrooms and children’s play equipment. www.spatex.co.uk

FEBRUARY 2018 Take part in a tandem skydive to raise funds for dementia research 20–21 | Quest NBS and CIMSPA Conferences CHARITY CHALLENGE Chesford Grange, Warwick, UK 11 March | Alzheimer’s Society One Giant Leap - Airﬁ elds across the UK The two-day Quest NBS and CIMSPA conference features Natalie Summers, Experience the thrill of jumping out of a plane and free-falling while co-founder of Bear Grylls EPIC harnessed to a professional instructor in a sponsored tandem skydive. Training, as the keynote speaker. Join hundreds of others and support those affected by dementia. The 2017 event attracted more than Enjoy the exhilarating feeling of flying through the clouds at over 10,000 feet and 300 leisure industry professionals. at speeds of up to 120 mph. Registration is £35 with a fundraising target of £430. www.questnbs.org www.alzheimers.org.uk

The Royal British Legion Ride 21–25 | ACSM Team Physician Course ﬁ nishes at the Menin Gate in Ypres Sheraton San Diego Hotel, San Diego, CA, US

The course gives physicians and other healthcare providers the core knowledge needed to care for sports teams in the community. Presentations include new perspectives in orthopaedic, primary care and emergency medicine aspects of sports medicine. www.acsm.org

21–23 | ForumClub-Forum Piscine Gallery, Fiera di Bologna, Bologna, Italy

In its 19th year, this event will see 16,000sq m dedicated to the exhibition of products and services for those who CHARITY CHALLENGE design, build and restore private, public and commercial ﬁ tness clubs, pools and 28 June - 2 July | The Royal British Legion Ride London spas. A separate congress aims to attract UK to Ypres, Belgium more than 800 trade professionals. www.forumclub.it Experience the poignant history of the First World War on a 295- mile bike ride. Visit battlefields, cemeteries and memorials on this 25–26 | Professional Beauty London scenic ride of remembrance. Four days in the saddle will take you ExCeL, London, UK from London through the historic Somme region of France, then towards Passchendaele and finishing at the Menin Gate in Ypres. Showcasing skincare, spa and beauty Transport, accommodation and most meals are provided. There will also be products, Professional Beauty is one of a historian en route to bring the stories of the region to life. Registration is the biggest events of its kind in the UK. It £650 and participants are asked to raise £900 for the Royal British Legion. includes the Professional Spa & Wellness www.britishlegion.org.uk Convention for spa professionals. www.professionalbeauty.co.uk/e/London

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 29 INTERVIEW

After 30 years in the hotel sector, Virgin Active UK’s MD is bringing a new perspective to the fitness industry. He talks to Steph Eaves about making the transition and his plans for the brand

Under Cook’s leadership, Virgin Active UK is placing exceptional customer service at the heart of the brand

resh from the hotel industry, Robert Cook is “The whole premise of Beyond Movement is ‘moving not shy about admitting he has many changes freely’,” says Cook. “If you join us because you want to planned for Virgin Active UK. And – perhaps UXQWKH/RQGRQ0DUDWKRQZHFDQJHW\RXʛWIRUWKDW F unsurprisingly, given his background – top of the But we also think we’ve got a responsibility to keep your OLVWLVEURDGHQLQJWKHEUDQGȷVRʞHU muscles and your body in great shape.” “I came in just as Virgin Active was selling 35 clubs to 1XʡHOGDQGWKHQVL[PRQWKVODWHUZHVROGWR'DYLG DEVELOPING MENTAL FITNESS Lloyd,” he says. “We were already going through a lot of With Beyond Movement already making an impact, change and so we had to get that calmed down. But it was QXWULWLRQDQGPHQWDOZHOOEHLQJDUHQH[WRQWKHDJHQGD the right thing to do, and it also gave me a bit of time to “We’re working with some nutritional companies really understand the market and where we were going. to come in and give advice that can be passed on to “We took the team away for three days and asked members through our PTs. And similarly for mental them, ‘what does the future look like?’ What we came up with was a 360-degree wellness concept.” The concept, says Cook, consists of body We took the team away for three maintenance and rehabilitation, nutrition, mental “ ZHOOEHLQJDQGPRYHPHQW7KHʛUVWFRPSRQHQWFDOOHG days and asked them, ‘what does the Beyond Movement, has already been launched in several future look like?’ What we came up with clubs, which now provide physiotherapy, sports massage and reformer pilates for members and non-members. was a 360-degree wellness concept

30 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 Robert Cook photographed for Health Club Management at Virgin Active, Barbican, London, November 2017 PHOTO: PAUL McLAUGHLIN PAUL PHOTO:

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 31 ,17(59,(:

7KHQHZ0'KDVUHVKDSHGWKH9LUJLQ$FWLYH8.RʞHUIROORZLQJLWVVHOORʞRIFOXEVWR1XʡHOGDQG'DYLG/OR\G

wellbeing, it’s early days but we’ll be looking to work with YDULRXVFRPSDQLHVRQZD\VWRGHYHORSPHQWDOʛWQHVVDQG agility, as well as cultivating a good state of mind. QVIRGIN ACTIVE UK’S INNOVATIVE “It’s never going to be a white coat and stethoscope ADDITION - APPLE’S GYMKIT kind of thing, but we’re looking at what kinds of LQWHUYHQWLRQVZHFDQRʞHUZKHWKHULWȷVWKURXJKVRFLDO irgin Active UK ended 2017 on an innovative LQWHUDFWLRQEXGG\LQJXSGLʞHUHQWIRUPVRIH[HUFLVH meditation or live chat lines,” Cook says. Vnote after becoming the first gym in Europe to Movement, the “core pillar”, is also being evolved, with introduce Apple GymKit-enabled cardio equipment DQLQWHQVLʛHGIRFXVRQJURXSH[HUFLVH in house. The breakthrough technology, which allows Ⱥ:HȷYHJRWDORWJRLQJRQWKHUHȻKHH[SODLQVȺ:HȷYH cardio equipment to pair wirelessly and seamlessly with ODXQFKHG3XQFKȲRXUER[LQJFODVVȲDQG5XQ7ULEHDQG5R the Apple Watch, had its Europen debut in December at – our respective running and rowing group classes. We’ve Virgin Active Mansion House in London. DOVREURXJKWLQ,VUDHO5LYHUDȲDELJKLWWHUIURPWKH86ZKRȷV Using GymKit, members will be able to synchronise JRLQJWREHKHDGLQJXSWKHJURXSH[HUFLVHWHDPȻ their data, such as speed, floors climbed and pace, LESSONS FROM THE HOTEL WORLD captured by both the cardio machine they are working With a hospitality career spanning 30 years, Cook is out on andFrame their Apple has expanded watch, to produceinto instructor what Apple training has well placed to bring fresh ideas into the company. “I was called “the most accurate measurements possible”. brought up in hotels,” he says. “My parents had hotels in Andy Birch, Product and Fitness Director at Virgin Aberdeenshire. I lived in a hotel bedroom until I was 18, Active said: when I went to university to study hotel management.” “Technology is 7KH6FRWVSHQWWKHHDUO\\HDUVRIKLVFDUHHUODXQFKLQJ ZRUNLQJLQDQGOHDGLQJVRPHRIWKH8.ȷVELJJHVWKRWHO becoming increasingly companies, including Intercontinental, the Balmoral Hotel, part of everyday life Malmaison Hotels and racing car driver David Coulthard’s and advancements like Columbus and Dakota Hotels. After seven years as CEO of these allow us to track Malmaison, during which time he oversaw the acquisition of and monitor our ﬁ tness Hotel Du Vin and grew the business from 12 hotels to 28, and wellbeing. We are Cook moved to De Vere to run the Village Group. excited to bring Apple Ⱥ7KH9LOODJH*URXSKDVDELJʛWQHVVFRPSRQHQWZLWK GymKit technology to VRPHPHPEHUV7KDWZDVP\ʛUVWIRUD\LQWR Users can track their progress KHDOWKDQGʛWQHVVLQWKHUHDOZRUOG+RWHOʛWQHVVLVTXLWH Virgin Active.” GLʞHUHQWȲIHZHUPHWULFVDQGVPDOOHULQVL]HȻ

32 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 5RDJURXSURZLQJFODVVLVRQHRIWKUHHQHZJURXSH[HUFLVHFRQFHSWVRQRʞHUDW9LUJLQ$FWLYH8.FOXEV

+HZHQWRQWRUXQ0DFGRQDOG+RWHOVWKH8.ȷVODUJHVW It’s early days but we’ll be looking to SULYDWHKRWHOJURXSZLWKDODUJHKHDOWKʛWQHVVDQGVSD FRPSRQHQWȺ$QGWKHQ,WXUQHG/LIHEHJLQVDWVR, “ work with various companies around WKRXJKWLWZDVWLPHWRGRVRPHWKLQJGLʞHUHQWȻKHVD\V Not knowing exactly what this change might be, Cook ways to develop mental ﬁ tness and agility, ZDVXQDZDUHKHZRXOGEHUHWXUQLQJWRKLVʛUVWSDVVLRQ as well as cultivating a good state of mind

“I always loved sports and being active. Funnily enough, I’d planned to study PE at Jordanhill College in Glasgow, EXWDFDUDFFLGHQWLQP\ʛQDO\HDURIVFKRROOHIWPH needing back surgery and there was no way I could go. So WKHREYLRXVWKLQJIRUPHWRGRZDVWRJHWLQWRKRWHOVȻ $IWHUWKHʛUVW\HDURIKLVKRWHOPDQDJHPHQWGHJUHH KRZHYHU&RRNIRXQGKLPVHOIHQMR\LQJWKHʛHOG3OD\LQJ YROOH\EDOODQGJROIVDWLVʛHGKLVLQWHUHVWLQSK\VLFDODFWLYLW\ VRKHGHFLGHGQRWWRWUDQVIHUWRWKH3(FRXUVH7KLUW\ years later, the opportunity to rekindle this interest arose. MAKING THE CHANGE Ⱥ,ȷGJRQHWRDFRXSOHRIDJHQFLHVDQGWROGWKHPWKDW, ZDQWHGWRGRVRPHWKLQJGLʞHUHQW,JRWDFDOORQHGD\ saying there was an opportunity at Virgin. I was excited, because I think Virgin is a very quirky, very cool brand. $QGZKHQ,IRXQGRXWLWZDVUXQQLQJWKHKHDOWKDQG ʛWQHVVEXVLQHVVLWVRXQGHGSHUIHFWȻ $IWHUQLQHLQWHUYLHZV&RRNVWHSSHGLQWRWKHUROHDQG into the industry on 20 June 2016. “It was quite a hard WUDQVLWLRQEHFDXVHIRU\HDUVȲP\ZKROHDGXOWOLIHȲ,ȷG been in hotels. And I’d always had a massive advantage EHFDXVHRIP\XSEULQJLQJ0\IDWKHUDQGPRWKHUZHUH IDQWDVWLFKRWHOLHUVDQGWKDWJDYHPHDJUHDWVWDUWZKLFK Cook is focussed on group exercise and building a social hub FRQWLQXHGWKURXJKP\OLIHDOORZLQJPHWREHFRPHVRUW RIDQLQGXVWU\OHDGHU:KHQ,FDPHLQWRWKHKHDOWKDQG

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 33 ,17(59,(:

Cook wants to focus on developing ways for members to socialise and spend more time with each other

ʛWQHVVLQGXVWU\LWZDVDFRPSOHWHO\QHZZRUOG,WZDVD ORWPRUHFRPSOH[WKDQ,WKRXJKWLWZRXOGEH Ⱥ,GLGDORWRIOLVWHQLQJZKLFKZDVXQXVXDOIRUPH, ZDVOXFN\,KDG3DXO:RROIDQGWKHQ0DWWKHZ%XFNQDOO DV&(2VSDUWLFXODUO\0DWWKHZZKRKDVVHHQ\HDUVRI F\FOLFDOWUHQGVDQGFKDQJHVLQWKLVLQGXVWU\ Ⱥ%XWWREHKRQHVWPRVWRIP\OLVWHQLQJKDSSHQHG LQWHUQDOO\WRWKHSURGXFWJX\VWKH37VWKHRSHUDWLRQV JX\VMXVWWRXQGHUVWDQGZKDWLWZDVDOODERXW,GLGD ORWPRUHOLVWHQLQJWKDQ,XVXDOO\ZRXOGKDYHGRQHDQG OHDUQHGDORW%XW,ZDVKLUHGIRUDUHDVRQVRLWȷVQRZ WLPHIRUPHWRVWDUWWDNLQJDFWLRQȻ&RRNVD\V PUTTING CUSTOMERS FIRST 1RZKHȷVJRWWKHOD\RIWKHODQGGRHV&RRNDQWLFLSDWH DQ\VLJQLʛFDQWWKUHDWVWRWKHEXVLQHVVKHȷVWDNHQRQ" Ⱥ,WKLQNWKHGLYHUVLW\DQGVSHHGRIWKHFRPSHWLWLRQ HQWHULQJWKHPDUNHWLVDKXJHFRQFHUQIRUHYHU\ERG\Ȼ KHVD\VȺ,QʜDWLRQDU\SUHVVXUHVDUHDOVRDQLVVXHIRUDOO EXVLQHVVHVȲWKHFRVWRIIXHOXWLOLWLHVUHQWVDQGUDWHV :HȷYHMXVWJRWWREHVPDUWDERXWWKDWSURSHUW\ZLVH DQGSHRSOHZLVHEXWDWWKHVDPHWLPHQRWKLQJVKRXOG 6RPHFOXEVQRZRʞHUSK\VLRWKHUDS\DQGVSRUWVPDVVDJH JHWLQWKHZD\RIWKHFXVWRPHUH[SHULHQFHȻ $QGLWȷVFXVWRPHUH[SHULHQFHWKDW&RRNKRSHVZLOO GLʞHUHQWLDWH9LUJLQ$FWLYHIURPLWVFRPSHWLWRUV Ⱥ,ȷPIRFXVLQJRQWKHʛUVWʛYHPLQXWHVȲUHFHSWLRQ Yes, we want members to spend more FKDQJLQJIDFLOLWLHVDQGVRRQ7KRVHLQWHUDFWLRQVDUHMXVW DVLPSRUWDQWDVWLPHLQWKHJ\PȻKHVD\V “ money, of course we do, but I want Ⱥ:KHUH,WKLQNERXWLTXHVOHWWKHPVHOYHVGRZQLVWKH them to spend more time with each other. H[SHULHQFHRXWVLGHWKHFODVV,QWLPHWKHFRQVXPHUZLOO EHVD\LQJȶJUHDWFODVVEXW,ZDQWDEHWWHUVKRZHUWKDQ, Creating social hubs is really, really important

34 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 7KHʛWQHVVEUDQGLVHDJHUWRIXUWKHUGHYHORSLWVJURXSH[HUFLVHRʞHULQJKDYLQJODXQFKHGQHZFRQFHSWVLQ

have at home, I want great F&B’. That’s the boutique of “We have a massive, massive leverage against the the future, and I think we’ve got the basis of that in play. leisure industry because we work for arguably the UK’s “I believe that we’ve got to be as good at delivering ʛQHVWEUDQG9LUJLQKDVDPDVVLYHIROORZLQJ7KDWȷVIDFW WKHPLQXWHVWKDWPHPEHUVVSHQGRʞWKHLUELNHV We’ve got the data to show it,” he says with a smile. after their classes as we are at delivering the 20 minutes “When I came in, I went out of my way to build on they’re on the bike. That’s really, really important to me.” RXUH[LVWLQJUHODWLRQVKLSZLWK9LUJLQDQGQRZ,ZRUNYHU\ very closely with the people team, and the values and BOOSTING DWELL TIME EUDQGWHDPDW9LUJLQ,DOVRZRUNDORWZLWKP\9LUJLQ That, according to Cook, means creating clubs that contemporaries in the other businesses. function as more than just gyms – clubs that serve as “That was an area that I saw as an opportunity for lifestyle hubs for socialising, working and relaxing. XV:HȷYHJRWWKH9LUJLQ5('OR\DOW\SURJUDPPHZKLFK “My utopia would be to see a number of group PHDQV9LUJLQ$FWLYHPHPEHUVJHWJUHDWGHDOVZLWK9LUJLQ H[HUFLVHFODVVHVDOOʛQLVKLQJDWDURXQGWKHVDPHWLPHLQ ([SHULHQFHV/LPLWHG(GLWLRQ$LUOLQHV7UDLQVDQGVRRQ the evening and then seeing a big spike in the lounge ,WKLQNWKDWȷVDJUHDWSRLQWRIGLʞHUHQFHȻ and people dwelling longer in our clubs. And yes, we want them to spend more money, of course we do, but THE RIGHT DIRECTION I want them to spend more time with each other. I think After a year and a half in the role, Cook’s enthusiasm creating social hubs is really, really important. for the sector has continued to grow, and he’s now Ⱥ:HSXWDORWRIHʞRUWLQWRKRZWKHORXQJHORRNV looking to build on that by making a splash. and feels. We want to make sure the Wi-Fi is good so “Fitness is going through a revolution at the people are able to work in the club. We’ve got to have moment,” he says. “It’s reaching the top of more good mobile signal, good papers, good magazines and and more people’s agendas, as well as the top of the JUHDWFRʞHH7KHORXQJHVKRXOGEHDFRPIRUWDEOHTXLHW governmental agenda. I think the industry’s becoming space, and also an interactive space. It’s a bit like the more aware, more professional and, as such, a bigger American country club model,” he says. contributor to society overall.” Ⱥ:HȷYHVFDOHGGRZQWKH9LUJLQ$FWLYHEXVLQHVVVR THE COOL FACTOR I now want to concentrate on getting the jewel we’ve &RRNEHOLHYHVDQRWKHUVWURQJGLʞHUHQWLDWRUIRU9LUJLQ got properly polished. I also want to give myself a bit of Active is the very thing that attracted him to the role – time to see where the industry’s really going. There are EHLQJSDUWRIWKH9LUJLQEUDQGZKLFKRZQVSHUFHQW a lot of question marks around what the next big thing RIWKHKHDOWKDQGʛWQHVVEXVLQHVV will be. We’d like to lead that, obviously.” O

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 35 ASK AN EXPERT

Is data-driven CV training a threat to the gym-floor PT? More and more operators are investing in gym kit that uses data analysis to capture and relay user performance – a key role of the traditional PT. Kath Hudson asks industry experts if the growth of such tech could make the gym-floor PT redundant

ata-driven training is becoming an ever greater part of as mapmyrun and Strava. Furthermore, when Apple’s GymKit Dthe gym experience. By providing metrics, like power – which will sync with up to 80 per cent of CV equipment – rolls output, heart rate and leg speed, Wattbike has helped out worldwide, we can expect interest in data to skyrocket. to transform British cycling fortunes on the world stage and But how will data impact the industry and particularly the is now a standard feature in many gyms. eGym can integrate role of PTs on the gym floor? Will they see their responsibilities with many cardiovascular (CV) equipment ranges, as well taken over by data-driven technology or could they use these as apps, and many gym members are now using their own innovations to make themselves more relevant than ever, data-driven technology with Garmins, Fitbits and apps, such helping members to achieve better results? We ask the experts…

Steve Marshall Many PT clients have no prior Wattbike: UK sales manager knowledge about training with heart

I think the goals of club this is where the innovative rate – their motivation is to build strength or members who like PTs can really succeed. using data-driven In my experience, to change body shape. This has been a rich CV equipment PTs don’t vein for PTs and is unlikely to disappear and those of automatically the majority of head for the PT clientele are data-driven CV currently very equipment, but different. Many prefer to focus on PT clients have no boxing, functional, prior knowledge about weights and hard training with heart rate, intervals. However, as more power and leg speed. Instead, people are now using data- their motivation is to build gathering technology, such as strength or to change their Garmins, Fitbits, fitness apps body shape. This has been and our own Wattbike Hub a rich vein for PTs and is app, PTs do need to make unlikely to disappear. sure they stay educated on What has changed is that how they can use these tools, those who are confident using otherwise they risk missing technology and data have out while customers get their usually educated themselves PT advice online. because they are training Currently, I don’t think for a specific goal or sport, data-driven technology such as a triathlon or cycling. provides any threat to PTs. These customers are unlikely While the market expands to book in for a standard PT and demographics widen, session, but would certainly there is a great need for PTs Many people who use seek out a sport-specific who can create personalised data are training for a coach who understands the programmes, provide expert VSHFLʛFVSRUWRUJRDO data they train with. There motivation and keep their certainly is a gap here and clients accountable.

36 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 PTs may use client data to give feedback during and after sessions

David Minton As fitness technology The Leisure Database Company: director increasingly embraces data- based feedback, the scope for PTs is As an estimated 80 per cent people’s perceptions of of CV equipment will be able exercise will change. The gym likely to increase rather than decrease to link up to Apple’s GymKit is likely to be incorporated within a few years, into everyday wellness the future will be habits like walking Craig Swyer all about data. and climbing stairs. Technogym: marketing manager (commercial) Rather than Data will threaten the give PTs the role of the PT opportunity to As a supplier of CV believe it will, gym-floor PTs on the gym floor, get more involved equipment that utilises are unlikely to be made I think data- with their clients data, we’ve done extensive obsolete by technology. driven equipment between sessions, research into this area We’re focused on will have the opposite give personal push and have identified developing innovative eff ect and people will need notifications, see what their two key groups solutions that cater more help, advice and clients are doing when not of gym-goers to both types reassurance on how to at the gym and praise them. who enjoy and of data-driven interpret it most effi ciently. This innovation will also seek out data- exercisers. Our And, just as the car industry involve more people from driven exercise. latest product, is having to adapt to the diff erent levels of society, The first group SkillRun, is such presence of electric cars, as one of the reasons why is driven by a a solution, with the fitness industry will lower income groups don’t specific goal, such as features like recorded also adapt. It will be more engage is because they often improved fitness, weight videos and data feedback software than equipment led. don’t know where to start. loss or feeling more healthy. – which allows the user to With Apple, the largest Operators will be forced to They understand the view their real-time data tech company in the world, adapt, because their clients benefits of exercise, and on metrics, such as running moving into our space and will adapt, but they should are hungry for data and power, cadence, step length making it a data game, embrace the change. guidance whilst they and ground contact time. workout, but they are happy Usefulness of the latter can to do this unsupervised. be enhanced and supported With Apple, the largest tech company The second group is by a PT, further showing experience focused and that as fitness technology in the world, moving into our space wants PT engagement to increasingly embraces data- and making it a data game, people’s enhance their experience and based feedback, the scope bring the data to life. As long for PTs is likely to increase perceptions of exercise will change as this group persists, and we rather than decrease.

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 37 ASK AN EXPERT

Data can be used to put exercisers more in control of their goals

Andy Hall Currently, between 8 and 12 eGym: sales manager per cent of members use PT services, but we believe eff ective use Members respond best tools available for managing to a personalised service, members, PTs can improve of data will drive up this figure so there will always be a their customer care while place for PTs on the reducing time spent on gym floor. Recent admin. This allows from multiple sources, diff erentiator. It’s not advancements PTs to actually be including cardio equipment only the key to improving in digital able to grow their suppliers, body analysers, fitness results but also to technologies business further. fitness trackers and apps, creating social networks and the move Currently, PTs can identify physical and meaningful trainer-to- towards between 8 and strengths and imbalances member interactions, which a totally 12 per cent of and set achievable, eff ective will strengthen the member connected members use training plans tailored to the experience in the gym. In environment PT services, but we member’s ability, routines turn, this reduces attrition, support their role, as believe eff ective use of data and work life. improves retention and, it means PTs now have will drive up this figure. Data is the next as a result, has a positive access to a rich source of Access to in-depth significant evolution for influence on the club’s data to further enhance training data enables PTs the industry. Many clubs revenue stream. Innovative their service. to provide a more detailed have the same equipment, clubs that embrace data and With data-driven and customised service. For concept and off ering, so the the opportunities technology equipment, real-time digital example, by accessing and collection and interpretation brings will thrive, while those training plans and digital analysing data collected of data creates a significant who don’t will get left behind.

38 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 Technology can imitate world-class, tailored WUDLQLQJZLWKTXDQWLʛHGUHVXOWVEXWVRPH PHPEHUVZLOOVWLOOSUHIHUWRZRUNZLWKD37

Mary Obana There is nothing that can threaten Koko FitClubs: president and co-founder the value PTs uniquely provide;

Data-driven CV equipment their game. Data-driven however, PTs who stand idly by, sipping shouldn’t be a threat to great personal training will replace a coff ee while merely telling their clients trainers. Knowing some of them unless they model the the best trainers in success of the best what to do, will have to raise their game the world, there trainers, creating is nothing that deep personal can threaten connections with are doing at every moment each exercise or cardio the value they their clients. during that session and their session, but wrapping that uniquely provide: Koko FitClub level of fitness. The end guidance in an exceptional, combining is a technology- result is that they can benefit engaging client experience expertise and centric fitness from world-class training, so they continue to do it. a fun, engaging concept. Our on demand, tailored to them Engaging client experience experience, with a patented Smartraining and with quantified results. doesn’t end with the unique personal connection, System delivers automated, Despite this, we have some session and, to that end, our to create a devoted following. real-time one-to-one members who still prefer technology also includes However, PTs who stand coaching, customising every working with trainers. a platform that delivers idly by, sipping a coff ee while workout to each member We have learned that well-timed recognition of merely telling their clients based on their goals, what eff ective training involves accomplishments, triggered what to do, will have to raise they did last time, what they not only guiding clients on by specific client activity. O

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 39 AN SRS PROMOTION THE POWER OF DATA DRIVEN STOCK MANAGEMENT SRS LEISURE INCREASES SERCO PROFITS 20 PER CENT

SRS Leisure has combined 25 years of retail experience with new technology to deliver progressive stock management solutions to the industry. Its long standing customer, Serco Leisure, is its latest automatic stock management success story

echnological advancements 40+ swimming facilities, changing its within our industry are goods-for-resale (GFR) operations. currently being felt more than Customisation was the key starting Tever, particularly by retail SRLQWDVHYHU\VLWHZDVGLʞHUHQWLQ suppliers operating in front terms of visitors, programming etc. This of house areas. Indeed, the traditional meant that the bulk of the work involved reception is now being challenged by a getting the initial stock par levels correct. cashless, ‘concierge’ model. By automating SRS Leisure spent time working with everyday tasks, this model increases Serco Leisure to set parameters for each RSHUDWLRQDOHʡFLHQF\DOORZLQJVWDʞ VLWHȲSDUDPHWHUVDVVSHFLʛFDVSURGXFW redeployment and/or reduced labour colours and swimwear styles. hours. SRS Leisure has always taken pride $IWHUWKHLQLWLDOVHWXSDQRSHQʜRZ LQEHLQJWKHʛUVWWRPDUNHWZLWKLQQRYDWLYH of data was created to allow weekly retail solutions to address challenges and sales reports to be received from each FKDQJHDQGWRGD\LVQRGLʞHUHQW individual site. This was a vital step, as this data enables uplift to be tracked, trends DATA-DRIVEN AUTOMATED LGHQWLʛHGDQGSURGXFWOLVWLQJVUHʛQHGWR STOCK MANAGEMENT (ASM) HQVXUHUHVSRQVLYHDQGH[DFWRʞHULQJV Empty shelves, damaged stock and an Data is knowledge, and SRS Leisure’s ASM incorrect product mix are costs that system builds valuable insight and allows OHLVXUHRSHUDWRUVFDQQRWDʞRUGWR Serco Leisure to be more informed about bear. SRS Leisure’s ASM solution uses every single one of its GFR decisions. data and technology to fully automate stock management within facilities. It The ASM in practice takes product data from point-of-sale Weekly replenishment orders are equipment to measure and analyse stock automatically generated to replace stock movements, automatically generating via a next day delivery service. Fully ʛOOWRPD[LPXPUHSOHQLVKPHQWRUGHUV Swimwear and learn-to-swim stocked shelves are more commercially VSHFLʛFWRDQLQGLYLGXDOIDFLOLW\ products are available at Serco attractive than half empty ones, but Leisure's centres and make up a HʞHFWLYHSDUOHYHOVUHTXLUHDEDODQFLQJDFW Implementing ASM with Serco Leisure key source of revenue shelves should be fully stocked without SRS Leisure has been working as Serco exceeding maximum values, as this reduces Leisure’s exclusive supplier of the risk of shrinkage and stock damage. swimwear and learn-to-swim The automation provided by products for more than 10 the system has reduced Serco years. Over the past 12 Leisure’s labour costs, as months, SRS Leisure has manual ordering and stock implemented its new ASM checking are substituted by system across Serco Leisure’s automatic ordering.

40 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 6HUFR/HLVXUHKDVPRUHWKDQVZLPPLQJIDFLOLWLHVDFURVVWKH8.DQGHDFKKDVLWVRZQVSHFLʛFFXVWRPHUDQGYLVLWRUSURʛOH

KRXVHWDVNV6WDʞFDQLQVWHDGIRFXV “The results speak for themselves; we have seen a on welcoming visitors and upselling to 25 per cent increase in sales of swimwear and IXUWKHUGULYHVDOHV X 6PDUWGDWDGULYHQLQYHQWRU\ learn to swim products at our leisure centres PDQDJHPHQWWKDWLPSURYHVSHUIRUPDQFH RI*)5E\HUDGLFDWLQJRXWRIVWRFNV since installing the new ASM system” DQGUHGXFLQJVKULQNDJHDQGWKHQHHGIRU price markdowns Kate McKnight X 656/HLVXUHFRQGXFWVLQLWLDOVHWXS LQFOXGLQJSDUOHYHOVDQGVDOHVIRUHFDVWLQJ DQGRQJRLQJF\FOHFRXQWLQJVWRFNFKHFNV Data integrity is critical for this system overall customer experience. to maintain data integrity and accuracy O to work, so cycle-counting is used to back “SRS Leisure has acted as an extension up stock data. Instead of checking shelf WRRXUEXVLQHVVGHOLYHULQJDQHʞHFWLYH stock at every order, SRS Leisure’s system technological solution and driving its For a free consultation, handles manual stock level checks every implementation. This has resulted in contact SRS Leisure: four to six weeks in order to ensure that better performance for both of our data is as accurate as possible. organisations and I hope to see continued TEL: +44 (0) 121 550 2700 growth over the next 12 months.” EMAIL: [email protected] Results: 25 per cent sales increase WEBSITE: www.srsleisure.com GFR sales across Serco Leisure’s sites KEY BENEFITS OF SRS have improved over the past 12 months LEISURE’S ASM SYSTEM that the system has been in place. Kate X Integrates with numerous internal McKnight, head of aquatics for Serco, systems, including Legend and says: “The results speak for themselves; Gladstone, because it relies on an open we have seen a 25 per cent increase in ʜRZRIGDWDWR656/HLVXUH sales of swimwear and learn to swim X 5HPRYHVWKHUHTXLUHPHQWIRU products at our leisure centres since purchase order numbers, as the installing the new ASM system. Our front ULVNRIEXGJHWVEHLQJH[FHHGHGZLWK of house employees have been freed up replenishment orders is eliminated. This from manual tasks such as counting and ultimately speeds up the process ordering, so can now concentrate on X Reduces labour costs due to training and upskilling them to improve the DXWRPDWLRQRIWUDGLWLRQDOIURQWRI

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 41 INTERVIEW

Boutique fitness brand Psycle has been +RZGLG\RXʛUVWJHWLQYROYHGZLWK3V\FOH" I was approached by the management team while it was transformed from an indoor cycling studio into a still in the concept phase. They wanted me to come in and consult on how to make Psycle more of a wellness multi-modal fitness concept. On the eve of an brand. I’m a nutritionist and naturopath, and I was exclusively running my own wellness consultancy for expansion that’s set to bring three new studios OLIHVW\OHDQGʛWQHVVDWWKDWWLPH*LYHQWKDW,DOVRXVHG to be an national swimmer, the consulting role with to London, Lauretta Ihonor talks to the woman Psycle seemed like the perfect position that brought WRJHWKHUP\LQWHUHVWDQGH[SHULHQFHLQʛWQHVVQXWULWLRQ behind the brand’s transformation and health. After a few months of consulting for them, I was asked to come on board full-time. And when the management team changed in September 2014, they asked me to take over as CEO. It was quite an organic move from being on the consultancy side to becoming more and more involved in the business and the product.

7KDWȷVTXLWHDFKDQJH+RZGLG\RXʛQGWKH WUDQVLWLRQIURPZHOOQHVVFRQVXOWDQWWR&(2" It was honestly one of the hardest things I’ve ever done. When I took over, I was completely solid on the ZHOOQHVVVLGHRIWKLQJVȲWKHSURGXFWʛWQHVVFRQFHSW DQGQXWULWLRQDORʞHULQJȲEXWWKHQ,VXGGHQO\EHFDPH responsible for property, operations and all the other aspects of running a business. It also took us quite a ZKLOHWRʛQGDQHZWHDPVRWKHOHDUQLQJFXUYHZDV steep and very challenging. Despite that, it’s been an incredible experience and I’ve been supported by so many great people while we’ve built up the team.

+RZKDVWKHEUDQGFKDQJHGVLQFH\RX EHFDPH&(2" It’s changed in a lot of ways, the most obvious being that we’ve launched other concepts. Psycle started out RʞHULQJLQGRRUF\FOLQJRQO\EXWZHȷYHVLQFHODXQFKHG barre, HIIT and yoga concepts. While the expansion of concepts is the most obvious change, I truly believe the

When I took over, I was solid “ on the wellness side of things, but I suddenly became responsible for property, operations and other $EDUUHFRQFHSWZDVDGGHGWRWKH3V\FOHSRUWIROLRLQ aspects of running a business

42 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 Stephenson has a background in wellness consultancy, and was formerly on Canada’s national swim team

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 43 ,17(59,(:

3V\FOHHYROYHGIURPRʞHULQJLQGRRUF\FOLQJH[FOXVLYHO\WRRʞHULQJEDUUH+,,7DQG\RJDFRQFHSWV

biggest change has been the establishment of a clear KDYHEDODQFHZKLFKLQYROYHVGRLQJVWUHQJWKWUDLQLQJʜH[LELOLW\ company ethos and brand. That included getting clear DQGFDUGLR:HFRXOGQȷWKRQHVWO\FDOORXUVHOYHVDEUDQGWKDW on what we wanted to achieve as a company and what stands for health and then only do cardio. exactly we wanted the brand to stand for. 7KHRWKHUUHDVRQ,ZDVLQWHUHVWHGLQPRYLQJEH\RQG :KHQ3V\FOHʛUVWODXQFKHGWKHUHUHDOO\ZDVQȷW F\FOLQJZDVWKDWZHȷGFUHDWHGVXFKLQFUHGLEOHFRPPXQLWLHV DGHʛQHGPLVVLRQ&OHDUYDOXHVDUHFHQWUDOWR DQGHQHUJLHVDVDF\FOHRQO\EUDQG,IHOWWKDWLIZH JXLGLQJWKHGHFLVLRQVPDGHLQDFRPSDQ\VR could achieve something similar in other concepts it WKHʛUVWWKLQJ,GLGZDVWRRXWOLQHWKHPPDNH ZRXOGEHIDQWDVWLFDQGZHFRXOGFUHDWHD&ODVV3DVV sure the team was aligned with them and VW\OHPRGHOLQRQHEUDQGVRLI\RXORYH3V\FOH\RX HQVXUHWKDWZHZHUHPDNLQJNH\GHFLVLRQV GRQȷWQHHGWRJRDQ\ZKHUHHOVH VXFKDVKLULQJEDVHGRQWKHVHYDOXHV 7KHUHZDVQHYHUDQ\WDONRIDQDPHFKDQJH RQFHZHH[SDQGHGEH\RQGF\FOLQJ7KDWȷV So how would you describe the EHFDXVHZHGRQȷWVHH3V\FOHDVDULGHEUDQGZH Psycle brand ethos? VHHLWDVDZHOOQHVVOLIHVW\OHDQGʛWQHVVEUDQG What we wanted to do with Psycle was so we never even contemplated changing it. create a brand that got people excited and We thought if we wanted to do a concept-only SDVVLRQDWHDERXWWKHLURZQKHDOWK7KDWȷVUHDOO\ VWXGLRZHPLJKWFDOOLWȶ&RQFHSWE\3V\FOHȷRU ZKDWZHVWDQGIRU3V\FOHLVDERXWʛQGLQJ\RXU ȶE\3V\FOHȷEXWLWZRXOGDOZD\VUHPDLQ3V\FOH FRQʛGHQFHDQGVWUHQJWKWKURXJKPRYHPHQWDQG SHUVRQDOFKDOOHQJH,WȷVDERXWFUHDWLQJDQLQVSLULQJ 7HOOXVDERXW3V\FOHȷVHQHUJ\NLWFKHQ FRPPXQLW\IRU\RXWREHDSDUWRI,WȷVUHDOO\DERXW :KHQ,WRRNRYHUDW3V\FOHWKHUHZDVQRUHDO RSHQLQJ\RXUH\HVWRWKHVHEHQHʛWVUDWKHUWKDQMXVW QXWULWLRQDORʞHULQJȲWKHUHZDVMXVWDIULGJHZKHUH IRFXVLQJRQZHLJKWORVV)RUXVLI\RXȷUHJRLQJWRFUHDWHD you could buy water and energy balls. One of OLIHORQJSDVVLRQIRUʛWQHVVLWFDQQRWEHEDVHGRQORVLQJ WKHʛUVWFKDQJHV,PDGHZDVODXQFKLQJWKHHQHUJ\ ʛYHLQFKHVLQ-DQXDU\EHFDXVH\RXȷYHLQGXOJHGRYHUWKH NLWFKHQȲDSURWHLQVKDNHDQGVPRRWKLHEDU KROLGD\V,QVWHDGZHOLNHWRVKRZSHRSOHKRZPXFK $IWHUDZRUNRXWLVWKHEHVWWLPHWRHDWLQWHUPV exercise positively impacts all aspects of their life. RIKHDOWK,WȷVDOVRWKHEHVWRSSRUWXQLW\ZHKDYHWR SRVLWLYHO\LQʜXHQFHRXUFXVWRPHUVEHFDXVHHZKHQWKH\ Why did you make the decision to move OHDYH3V\FOHQRWRQO\DUHWKH\KXQJU\WKH\ȷUHRIWHQ beyond indoor cycling? WLPHSRRUEHFDXVHWKH\KDYHWRJRWRZRUNRUVLPLODU ,ZDVLQLWLDOO\LQPL[HGPLQGVDERXWH[SDQGLQJEH\RQG 6RDGGLQJLQDQRʞHULQJWRʛOOWKDWQHHGZDVLPSRUWDQW F\FOLQJ2QRQHKDQG,ZDVFRQFHUQHGDERXWGLOXWLQJZKDW for me from a business and a health perspective. we do at Psycle by adding new concepts. But on the other ,DOVRZDQWHGWRPDNHVXUHWKDWZHZHUH KDQG,NQHZWKDWLQRUGHUWREHWUXO\KHDOWK\\RXQHHGWR providing truly nutritional foods. We could

44 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018

INTERVIEW

Recent investment in Psycle has allowed the brand to expand, with three new studios on the horizon

have stocked bottled energy drinks that you can buy 'R\RXWKLQNWKHERXWLTXHPDUNHWZLOOPRYHDZD\ cheaply and sell for £2 to create a good margin, but I from pay-as-you-go and towards a membership model? wanted to make sure our customers could trust every I don’t think so. When you look at the metrics, it’s just not feasible single thing we sold. So in our energy kitchen, we serve WRRʞHUDKLJKTXDOLW\ERXWLTXHH[SHULHQFHXVLQJDPHPEHUVKLS cold-pressed juices, energising smoothies and a grab-and- model unless the membership is very expensive. We could never sell go range of food. And even though I could probably earn a £100 per month memberships and still cover our rent alone. lot more money if we started to use pasteurised products ,WȷVKDUGHQRXJKWREUHDNHYHQLQERXWLTXHʛWQHVVZLWKSD\DV\RXJR and ingredients with really long shelf lives, I’m not willing ZKLOHPDLQWDLQLQJWKHTXDOLW\RIVWDʞLQVWUXFWRUVDQGVPDOOWKLQJVOLNH to do that because that’s not what we stand for. It makes things harder because we have to manage RXULQYHQWRU\PHWLFXORXVO\DQGZHKDYHWRVXʞHUKLJKHU amounts of waste, but I think our customers appreciate the fact that they know everything they buy from us is picked by nutritionist who would eat it herself. What are the expansion plans for Psycle? It’s an exciting time. We recently secured a £3m investment, which has helped us acquire three new studios, due to open starting from April. These will be in London, although we’re not revealing the locations yet. We’ve also talked about expanding beyond the UK at some point, but before we do that, we want to be VXUHZHKDYHDVROLGDQGPDWXUHFRUHRʞHULQJLQ/RQGRQ Expanding internationally before that would be too much of a distraction, but we certainly are talking about ABOUT PSYCLE whether we want to franchise once we have that solid Q standing, or if we’ll expand under our own brand. O The ﬁ rst Psycle studio opened on Mortimer Street in It’s often said that it’s hard to make a central London in 2014 SURʛWLQWKHERXWLTXHʛWQHVVVHFWRU+DYH O There are currently three studios based in London: you found this to be true? Shoreditch, Mortimer Street and Canary Wharf, with three

46 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 There was never any talk of a name change once we “ expanded beyond cycling. That’s because we don’t see Psycle as a ride brand, we see it as a wellness, lifestyle and ﬁ tness brand

Psycle customers learn that exercise can have a positive impact on all aspects of their lives

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 4747 INTERVIEW

great shampoo and products that deliver the luxurious It’s just not feasible to offer a high- convenience our customers demand. What I do think will happen is that there’ll be a “ quality boutique experience using a shift in people’s awareness of how expensive boutique classes are relative to everyday expenditure. There’s a membership model unless the membership is perception that being healthy is more expensive than very expensive. We could never sell £100 per being unhealthy, but when most people take a close look at how much they spend, they quickly notice that month memberships and still cover our rent the amount of money they spend on unhealthy things is disproportionately greater than what they spend on healthy things. A £20 class is nothing compared to spending £200 on a single night out. What are your predictions for the industry RYHUWKHQH[WʛYH\HDUV" If we look at what’s already happening, a lot of the bigger gym chains are increasingly making use of studio space DQGRʞHULQJERXWLTXHFODVVHV7KDWȷVEHFDXVHWKH\NQRZ people want a prescriptive model – that’s how people stay engaged. One of the biggest problems with going to the gym is that you have to do your own thing. You need the knowledge to create a workout for yourself and the discipline to follow it, but most people don’t have these abilities because they haven’t been taught them. ,QWKH8.ZHȷUHDOZD\VʛYHWR\HDUVEHKLQGWKH US. A trend we’re seeing there is specialised and tailored workout programmes. Members have a say in the goals they want to accomplish, and trainers help them to create a plan based on that. It’s popular because there are so many more options available these days, and the choice and autonomy appeals to exercisers. I think we’ll see something similar happen in the UK in the near future. O

Stephenson believes UK gyms will move towards creating tailored exercise programmes for their clients

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©Cybertrek 2018 healthclubmanagement.co.uk January 2018 49 INDUSTRY TRENDS STAYING ON TREND

Stephen Tharrett and Mark Williamson of US-based research and consulting firm ClubIntel share the take-home messages from the 2017 International Fitness Industry Trend Report

n business, trends can be considered current trends in the global fitness differences in outcomes according to an essential truth. They inform us of industry. The new report, which was region: Asia Pacific, Canada, Europe, Latin I where the market is headed, what generated from 1,349 responses and America and the US. competitors are doing, what consumers represents over 14,000 fitness facilities are embracing, what business leaders are around the globe, tracks over 90 industry OVERARCHING INSIGHTS thinking and what opportunities are ripe practices across four key segments: The first key insight unearthed by the for the taking. The 2017 International programmes/services, equipment, facilities report is that high price points are Fitness Industry Trend Report reveals the and technology. The study also explores associated with trend setting. Essentially,

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50 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 GRAPH 1 - TOP TEN GLOBAL PROGRAMMING TRENDS EUROPE BY LEVEL OF ADOPTION - COMPARISON TO EUROPE GLOBAL

Personal Training (individuaal) 78% 80% Bodyweight Resistance Traaining 78% 67% Free Weight Training (Ind' oro Group) 73% 70% Boot Camp Classes 72% 57% Functional Resistance Trainning(SGT)nin 71% 73% HIIT GX (>6) 62% 50% Cyclingng GX 61% 57% Senior Fitness 58% 47% Pre-choreographed GX (eg Les Mills, Zumba, Jazzercisse) 57% 47% Traditional Yoga 55% 63% 0% 20%40% 60% 80% 100%

the higher an operator’s monthly price pre-choreographed group exercise and point, the more likely it is to be a senior fitness have noticeably better trendsetter. In the majority of cases, Despite the uptake globally than in Europe. fitness businesses with the highest price inescapable inﬂ uence When observing programming trends points – commercial luxury clubs, by level of adoption, the power of group commercial premium clubs or medical of mobile technology programming is clear to see. Whether it fitness centres – held or shared the top in society today, involves HIIT, cycling, barre, boot camp, position in respect to the trend yoga, pre-choreographed group exercise practices across programming, the ﬁ tness industry or suspension training, exercising in a equipment, facilities and technology. remains a surprisingly group setting appears to have become The next key insight from the report slow adopter of the approach of choice. relates to the impact of fitness Despite the inescapable influence of programme selection on business technology mobile technology in society today, the operations. The survey findings indicate fitness industry remains a surprisingly that the type of fitness programmes a slow adopter of technology. The survey business adopts ultimately dictates the findings show that other than the use of equipment it acquires and the facilities it social media (mostly used to sell and uses to house those programmes. promote products) – which has been However, programming is not only a trends by level of adoption), yoga, adopted by 57 per cent of operators crucial influencer of business operations, functional resistance training and – only three of 13 technology platforms it also appears to be unique to each one-to-one personal training have a have achieved 30 per cent adoption. region of the globe. Of the top 10 global marginally better uptake in Europe While the global fitness industry leans programming trends for 2017 (see compared with globally, whereas toward being prehistoric in its approach, graph: The top 10 global programming bodyweight resistance training, European operators show a greater

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 51 CONSUMER INSIGHTS

Cycling classes remain popular and are one of the top programming trends by level of adoption Image courtesy of The Gym Group.

propensity for adopting technology as a years, and their growth has changed tool of the trade (see graph: The top 10 how fitness businesses operates: global technology trends by level of adoption). Furthermore, in respect to The rise of non- Barre and HIIT classes technology, the report highlights that the These experienced more growth over the majority of operators have adopted traditional kit, such as past four years than any other programme technology that helps them sell rather tyres and kettlebells, – 30 percentage points – as evidenced by than engage and immerse customers. the fact that barre and HIIT studios are has transformed among the most popular types of INDUSTRY FIRESTORMS conventional strength boutique studios. Two of the largest A firestorm describes a force that is fitness studio franchisees in the world are intense and highly destructive in nature. training equipment built around these programme formats: Trends can be firestorms when they into niche products Pure Barre with over 450 locations and experience rapid and exponential Orangetheory with over 700 locations. growth and, in doing so, change the landscape of a particular industry. In the Non-traditional functional training case of the fitness industry, there are equipment three trends that have experienced This group – comprised of tyres, battle enormous growth over the past four ropes, sandbags, rings, kettlebells and

52 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 GRAPH 2 - TOP TEN GLOBAL TECHNOLOGY TRENDS EUROPE BY LEVEL OF ADOPTION - COMPARISON TO EUROPE GLOBAL

Club-based Social Media Platformms 57% 73% Online Pricing of Membership & ServicesS 33% 40% Monthly EFT for Ancilliary Servicees 33% 23% Club-based Mobile App 26% 33% Online Purchase of MembershipsMembershrships 21% 33% Use Fitness WearablesWearaarables to Supportt Client Efforts 18% 20% Health/WellnessHealth/h/Wellness Blog 18% 13% Internet Banners Ads 16% 37% Cloud-based Member Portal 14% 17% Online Cloud-based & Mobile Scheeduling for GX Classes 13% 20% Online Cloud-based & Mobile Scheeduling for Appointments 13% 20% 0% 20%40% 60% 80%

other more recently established pieces the use of internet middlemen such as of training equipment – experienced the ClassPass and PayasUgym. ABOUT THE AUTHORS greatest growth of any type of equipment over the past four years, APPLYING THE LESSONS Stephen Tharrett approximately 20 percentage points. In Virtually every player in the fitness and Mark fact, this category of equipment has industry has much to gain from staying Williamson are grown so rapidly that it has turned abreast of existing and emerging the co-founders of conventional strength training equipment trends, as such intel can be used to ClubIntel – a into a niche product based on its overall guide the business decisions of US-based research level of industry adoption. companies while helping them to and consulting firm strategically position themselves within for the health club Social media and club-based mobile the industry. To that end, the ClubIntel and fitness applications 2017 International Fitness Industry Trend industry. Use of these digital platforms has grown Report builds on the overview provided A full copy of the by more than 20 percentage points over in this article and paints a report can be the past four years – a significant level of comprehensive picture of the industry’s downloaded from growth when compared with other areas of opportunity and growth, ClubIntel at technologies, like on-demand and which stand to benefit operators, www.club-intel.com live-streamed group exercise classes, or developers and suppliers alike. O

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 53 INTERVIEW

New York brand WeWork is best known for providing shared workspaces. However, the company is now casting its net further afield by adding fitness and wellness to its off erings. Head of wellness Avi Yehiel tells Kath Hudson about its innovative new wellness concept, Rise by We

e see Rise by We as the future of wellbeing,” Members no longer need to jump from studio to studio, says head of wellness at WeWork, Avi Yehiel. but can service all their wellbeing needs under one roof: a Ⱥ,WȷVDQHZFRQFHSWRIVRFLDOʛWQHVVEURXJKWWR Muay Thai class, followed by a sauna and meditation one W life in an architecturally stunning environment day and a HIIT class followed by yoga and massage the next. that combines human connection with great $OWKRXJKDKHDOWKFOXEDQGRʡFHVSDFHPD\VHHP training programmes and mindfulness.” XQOLNHO\EHGIHOORZVWKHFRQFHSWʛWVZLWK:H:RUNȷV Cherry-picking aspects from both health clubs and mission to make every facet of people’s lives as spas, Yehiel says the model is groundbreaking because it’s enjoyable and sociable as possible. Launched in 2010 by WKHʛUVWZHOOQHVVIDFLOLW\WRRʞHUJURXSʛWQHVVPXOWLSOH entrepreneurs Adam Neumann and Miguel McKelvey, boutique studios, wellness programmes, personal training :H:RUNVHWVRXWWRFXUDWHRʡFHVSDFHZKHUHȺSHRSOH and a complete spa experience all under one roof. work to make a life, not just a living.” The company’s

54 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 We want to make wellness easier to “ access at work, because making time for meditation or a quick workout in the middle of the day has so many great health and mental beneﬁ ts

Members and non-members can use the Fight studio space for boxing, kickboxing and mixed martial arts

workspace service ranges from a simple hot desk for solopreneurs to a custom build-out for companies. :H:RUNKDVQRZH[SDQGHGWRRʡFHVLQFLWLHV DURXQGWKHZRUOGZLWKPHPEHUV9DOXHGDWDOPRVW US$20bn, it’s in the same league as Uber and Airbnb. SPACE TO BREATHE In keeping with its aim to make the working environment sociable and keep workers healthy, the company has RUJDQLVHGVSRUWLQJHYHQWVDWLWVRʡFHVIURPWKHRXWVHW LQFOXGLQJZHHNO\IRRWEDOODQGEDVNHWEDOOPDWFKHVʛWQHVV FODVVHVPHGLWDWLRQDQGUHWUHDWV

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 55 INTERVIEW

:H:RUNȷVVKDUHGZRUNVSDFHVDUHH[SDQGLQJWRRʞHUXVHUVDZLGHUDQJHRIʛWQHVVZHOOQHVVDQGVSDIDFLOLWLHV

holistic wellness is now bigger than ever. People are working harder and for longer, so increased stress QWELIVE in the workplace is one of the biggest problems in PRGHUQOLIH2XUDLPLVWRRʞHUDSODFHWKDWOHWV ast year, the company made its ﬁ rst members take a moment or two to breathe, relax, and get ready for what’s next.” Lmove out of the working environment by applying its philosophy to living SENSE OF COMMUNITY spaces. WeLive rents out co-living, furnished So what is it that makes the Rise experience so special? apartments of various sizes in buildings Many of the elements that have proven popular with where laundry rooms double as bars and WeWork users have been translated into the health event spaces, and there are communal DQGʛWQHVVVHWWLQJ)LUVWLVWKHEUDQGȷVKLJKO\VW\OLVHG kitchens, roof decks and hot tubs. There are environment and distinct design. Yehiel says that, like all now two locations – one in New York City WeWork spaces, the Rise space has been designed to and one in Crystal City, Virginia. A third has feel curated, special and connected as a whole. been announced for Seattle in 2020. “We have juxtaposed elements of hard and soft, and light and dark, both visually and texturally,” he says. “The design team set the building’s structural steel components DJDLQVWSROLVKHGʛQLVKHVDQGQDWXUDOPDWHULDOVVXFKDV stone, marble and wood. Custom artwork has been is how we intend to reinvent the traditional gym added to create a timeless and layered aesthetic.” experience,” says Yehiel. “It’s personal when it needs to Next is the social element that WeWork has created be, social when it needs to be, and always welcoming. DWLWVRʡFHVSDFHVZKLFKSHUPHDWHVWKHH[SHULHQFH “We’re also bringing WeWork’s focus on community at Rise. “WeWork’s mission is to humanise work, so to wellness, which is apparent from the moment SXWWLQJWKHVRFLDOH[SHULHQFHDWWKHFHQWUHRIʛWQHVV you step inside and are greeted by our Rise by We community team. Rather than coming to the gym, putting your headphones on and running on a treadmill Rather than coming to the gym, alone, Rise by We’s group classes and semi-private “ putting your headphones on and training encourage community and connectedness, while providing the instruction and encouragement you need running on a treadmill alone, Rise by We’s to push further and reach your goals.” group classes and semi-private training Thirdly, WeWork has been selective about the mix of VHUYLFHVLWRʞHUVIRUUHMXYHQDWLQJERG\PLQGDQGVSLULW encourage community and connectedness 7KHUHDUHIRXUGLʞHUHQWZRUNRXWDUHDV7KH)LJKWVWXGLR

56 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 The Rise design team juxtaposed concrete and steel structures with natural materials like marble and wood is where boxing, kickboxing and mixed martial arts take WeWork’s mission is to humanise place. Flight is designed for high-intensity cardio activities and strength training. It incorporates traditional training “ work, so putting the social experience equipment on one side and battle ropes in the middle. at the centre of fi tness is how we intend to The third studio is Mindfulness, a sanctuary for relaxation, where yoga and meditation take place. Finally, Turf is reinvent the traditional gym experience home to a high-performance training programme, which uses science, technology and coaching. Members have an in-depth assessment, including a 3D body scan, which is It will continue to look for ways to bring its progressive used in the creation of a bespoke training programme. outlook to contemporary lifestyles. A testament to that is WeWork’s recent acquisition of Meetup, a company whose NEW BATHING TRADITION mission it is to get people to meet up and create physical 7KHZHOOQHVVRʞHULQJLVDQRWKHUHVVHQWLDOHOHPHQW communities, rather than digital ones. O that binds the experience together and the concept for the Rise superspa was inspired by the traditions of communal bathing. “From the Greeks to the Russians, every culture has its own bathing tradition,” says Yehiel QWEGROW “We wanted to create our own culture around that type of traditional relaxation and recovery. We see it as WeWork another way of bringing people together.” isn’t stopping at living, working or 7KHVSDDUHDDOVRRʞHUVDURPDWKHUDS\DQGKDVVWHDP working out spaces. Instead it wants to create rooms and saunas, a communal hammam area, as well opportunities wherever it sees a gap in the as a cold-water plunge. Three forms of therapeutic market. One of these is WeGrow, a micro-school massage are available, rather than cosmetic treatments where mindfulness, yoga, farm-to-table cooking like pedicures and facials. “We see recovery as a key and other less traditional subjects are on the DVSHFWRIʛWQHVVDQGH[HUFLVHDQGZHVHHUHOD[DWLRQ curriculum. Children learn reading and maths and rejuvenation as key to maintaining focus and success skills by growing their own food at the school’s in both our professional and personal lives. Therefore, farm and selling it at a farm stand in the ZHKDYHIRFXVVHGRQRʞHULQJWKHPRVWWKHUDSHXWLF WeWork offi ces. Going forward, the company treatments in line with these goals,” says Yehiel. would like to open WeGrow schools in WeWork Although WeWork has been delighted with the positive response to Rise and plans to grow the community in offi ces, so that families can travel to work and the future, there are no immediate plans to launch more school together and meet at lunchtime. sites. However, the company certainly won’t stand still.

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 57 TALKING POINT

PICTURE PERFECT

Whittled waists and bulging biceps often take centre stage in gym marketing, yet in reality, few people have such physiques. Kath Hudson starts a discussion about the impact this has on the reputation of our industry and the mental health of gym members

KHʛWQHVVLQGXVWU\ KDVYRLFHGDGHVLUH Matt Cresswell WRZLGHQWKHDSSHDO New Energy Fitness and New T Energy Yoga: director RIJ\PVLQRUGHUWR EULQJLQGLʞHUHQWDXGLHQFHV DQGGHPRJUDSKLFJURXSV,WKDV ODXQFKHGQXPHURXVLQLWLDWLYHVWR DFKLHYHWKLVDLP

58 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 Marketing materials with images of perfectly sculpted models may intimidate potential gym members

Jenny Cromack Motive8: personal training director “The imagery used should depend on the target market. An operator like Gold’s Gym It’s good to start the conversation has a very different audience to because the industry needs to make sure it has a broad enough approach to reach a multi-generational provider, out to everyone – not just those people who are already in good shape. and the choice of images However, I think the imagery used should vary accordingly” should depend on the target market. An operator like Gold’s Gym has a YHU\GLʞHUHQWDXGLHQFHWRDPXOWL was a move away from stock images, The industry should also consider using generational provider, and the choice of as we realised this was out of step for images that inspire people to take up images should vary accordingly. our target market, many of whom are an activity for reasons other than the In a recent website launch, we VRPHWKLQJSURIHVVLRQDOV6KRZLQJD physique they perceive to be associated purposely chose to use pictures of picture of a real member boxing with with it. For example, you could show a cross section of clients, who look a PT presents a more realistic, and people having fun in a group exercise VWURQJDQGʛWEXWQRWOLNHPRGHOV,W inspirational, image of the club. class or enjoying the outdoors on a bike.

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 59 TALKING POINT

This Girl Can inspired 2.8m women to get moving

Kate Dale H[HUFLVLQJLQWKHLQGXVWU\ȷVPDUNHWLQJ 6LQFHWKH7KLV*LUO&DQFDPSDLJQ Sport England: head of brand and LWLJQLWHVDFRQʛGHQFHWKDWWKH\FDQ ODXQFKHGLQZHȷYHDFWHGDV digital strategy, This Girl Can EHFRPHDFWLYHWKHPVHOYHVDQGKHOSV FKHHUOHDGHUVIRUPZRPHQZKR WKHPRYHUFRPHWKHIHDURIMXGJHPHQW KDYHEHFRPHDFWLYHDVDUHVXOWRIVHHLQJ WKH\PLJKWH[SHULHQFH)HDURI RXUEULOOLDQWZRPHQGRLQJWKHLUWKLQJ MXGJHPHQWLVDFRPPRQWKUHDGZHȷYH :HȷYHEURXJKWWRJHWKHUDVWURQJDQG Using perfect-looking people in LGHQWLʛHGDVRQHRIWKHPDLQUHDVRQVIRU HYHUJURZLQJFRPPXQLW\RIZRPHQ PDUNHWLQJLVQȷWDMXVWDʛWQHVVLQGXVWU\ WKHJHQGHUJDSLQSK\VLFDODFWLYLW\ ZKRVXSSRUW7KLV*LUO&DQZKLFKLVD LVVXHLWȷVDQHQGHPLFSUREOHPDFURVV IDEXORXVH[DPSOHRIJLUOSRZHUDWLWVEHVW PDUNHWLQJDVDZKROHZKLFKVLPSO\ GRHVQȷWDFFXUDWHO\UHʜHFWVRFLHW\ +RZHYHULWȷVHQFRXUDJLQJWRVHHDVKLIW ZLWKVRPHEUDQGVVXFKDV$626DQG 0LVVJXLGHGQRZIHDWXULQJPRGHOVRI “Fear of judgement is a GLʞHUHQWVKDSHVDQGVL]HV 7KHLQVLJKWVZHKDYHOHDUQHGWKURXJK common thread we’ve 7KLV*LUO&DQȷVUHVHDUFKWHOOXVWKDW identiﬁ ed through our ZRPHQZKRFDQVHOILGHQWLI\ZLWKDQ LPDJHDUHPRUHOLNHO\WREHLQVSLUHG research as one of the main E\LWVHHLQJWKHPVHOYHVUHSUHVHQWHG reasons for the gender gap HQFRXUDJHVSHRSOHWRJHWDFWLYH,I women see people like themselves in phyical activity”

Justin Rogers ZKRHYHULVDYDLODEOHDWWKHWLPH:HȷUH Ten Health & Fitness: OXFN\WRKDYHDSKRWRJHQLFWHDP creative director :HGREHWZHHQDQGVKRRWVD \HDUDQGKDYHQȷWXVHGPRGHOVIRUDERXW WKUHH\HDUV,QIDFWWKHODVWWLPHZH XVHGDPRGHOZDVIRUDJORVV\IDVKLRQ 2XUSKRWRJUDSK\UHʜHFWV our PDJD]LQHWKDWZDQWHGLPDJHVZKLFK EUDQGVRIURPP\SRLQWRIYLHZWKH UHVRQDWHGZLWKWKHLUHGLWRULDOVW\OH PRVWLPSRUWDQWFRQVLGHUDWLRQVDUHWKDW 8OWLPDWHO\\RXUEUDQGȷVYDOXHVVKRXOG WKHSLFWXUHVDUHZHOOOLWWKDWWKH\DUH GLFWDWHWKHNLQGRILPDJHU\XVHG)RU DSSHDOLQJWRWKHH\HDQGWKDWWKH\VKRZ LQVWDQFH5HEHODQG)LHUFH*UDFHKDYH ZKDWDG\QDPLFUHIRUPHUSLODWHVFODVVLV VLPLODUWDUJHWPDUNHWVEXWYHU\GLʞHUHQW DERXW7KDWPHDQVWKHLPDJHVQHHGWR EUDQGV)LHUFH*UDFHLVNQRZQIRULWV GHPRQVWUDWHH[SHUWLVHVRWKHSHRSOH LQFOXVLYLW\DQGTXLUNLQHVVVRW\SLFDO “We do between 10 and LQWKHSLFWXUHVQHHGWRKDYHJRRGIRUP ʛWQHVVPRGHOFDVWLQJZRXOGQȷWZRUN7HQ DQGWHFKQLTXH$VDUHVXOWZHWHQGWR has a similar target market to premium 15 shoots a year and XVHRXUVWDʞLQRXUSKRWRVKRRWVȲDQG FRVPRSROLWDQJ\PEUDQGVEXWZKLOHVXFK haven’t used models for QRWMXVWWKHLQVWUXFWRUVEXWPDVVDJH EUDQGVPD\XVHLPDJHVRIPXVFO\ʛWQHVV WKHUDSLVWVEDFNRʡFHVWDʞSK\VLRVRU PRGHOVWKDWMXVWZRXOGQȷWVXLWRXUEUDQG about three years”

60 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 *\PVFRXOGIRFXVPRUHRQLPDJHVWKDWVKRZWKHSK\VLFDODQGPHQWDOEHQHʛWVRIH[HUFLVHUDWKHUWKDQZHLJKWORVV

Holli Rubin Holli Rubin Body Image Specialist: founder

“The message gyms need to ,VSHQWʛYHyears working in the put across is for people to feel fashion industry in New York, and the ʛWQHVVLQGXVWU\LVVLPLODULQLWVXQUHDOLVWLF comfortable in their own skin, SRUWUD\DORIKRZSHRSOHORRN2QO\D rather than aspire to look like YHU\VPDOOQXPEHURISHRSOHORRNOLNH WKHSKRWRVURXWLQHO\XVHGE\HLWKHUWKH someone different” IDVKLRQRUWKHʛWQHVVLQGXVWULHV ,WKLQNWKDWERG\LPDJHSUREOHPV DUHRQWKHULVH7KDWȷVSDUWO\EHFDXVH WRMRLQWKHJ\P+RZHYHUIRUVRPDQ\ 7KHPHVVDJHJ\PVQHHGWRSXWDFURVV SHRSOHDUHQRZPRUHSUHSDUHGWR WKLVZLOOWXUQWRGLVLOOXVLRQPHQWZKHQ LVIRUSHRSOHWRIHHOFRPIRUWDEOHLQWKHLU GLVFXVVKRZWKH\IHHODERXWWKHLUERGLHV WKH\GLVFRYHUWKDWVRIHZSHRSOHFDQ RZQVNLQUDWKHUWKDQDVSLUHWRORRN EXWDOVREHFDXVHWKHDGYHQWRIVRFLDO DWWDLQWKDWERG\VKDSH$OVR,EHOLHYH OLNHVRPHRQHGLʞHUHQW,WLVLPSRUWDQW PHGLDKDVPDGHWKHVLWXDWLRQHYHQ VXFKLPDJHU\LVDOLHQDWLQJWRPDQ\ WRFUHDWHDQDXWKHQWLFSLFWXUHQRWD PRUHFKDOOHQJLQJJLYHQWKHFRQVWDQW ZKREHOLHYHWKH\GRQȷWORRNULJKWDQG SKRWRVKRSSHGZRUOGDQGIRUSHRSOHWR ERPEDUGPHQWRIXQUHDOLVWLFLPDJHU\ FRQFOXGHWKDWWKHJ\PLVQRWIRUWKHP EHLQFHQWLYLVHGWREHFRPHDFWLYHZLWK ,WȷVWUXHWKDWVRPHSHRSOHPD\ʛQG ,WȷVWLPHWKHLQGXVWU\PRYHGDZD\IURP WKHHPSKDVLVSODFHGRQWKHSK\VLFDODQG LPDJHVRIVYHOWHJLUOVDQGKHDYLO\PXVFOHG this type of photography so a wider range PHQWDOZHOOEHLQJDVSHFWVRIH[HUFLVH PHQDVSLUDWLRQDODQGZLOOEHPRWLYDWHG RISHRSOHFDQVHHWKHPVHOYHVUHSUHVHQWHG UDWKHUWKDQIRFXVLQJRQZHLJKWORVVO

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 61 A FITQUEST PROMOTION SCIENCE MEETS FITNESS

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What was the inspiration behind FitQuest? The machine was developed by MiE Medical Research, which specialises in human performance monitoring instruments used in bioengineering, ergonomics, sports sciences, medicine, physiotherapy and work diagnostics. As CEO of MiE and FitQuest, I have over 30 years’ experience in medical technology innovation. ,ZDVLQYROYHGLQGHYHORSLQJWKHʛUVWGLDEHWHVKRPH WHVWLQJNLWDQGWKHZRUOGȷVʛUVWGLJLWDOSUHJQDQF\ testing kit. Recognising the opportunities for cross sector collaboration, I wanted to bring my experience LQWKHPHGLFDOVHFWRUWRWKHʛWQHVVLQGXVWU\,EHOLHYH we’re about to enter a new era of evidence-based H[HUFLVHSURJUDPPHVWRWDFNOHKHDOWKDQGʛWQHVV issues, which will require solid data.

:KDWPDNHV)LW4XHVWGLʞHUHQWIURPRWKHU ʛWQHVVPRQLWRULQJV\VWHPV" FitQuest is the only machine that assesses the factors for ʛWQHVVPHDVXUHPHQWGHʛQHGE\WKH$PHULFDQ&ROOHJH of Sports Medicine. It’s a state-of- the-art concept that )LW4XHVWDVVHVVHVXVHUV ʛWQHVVDQGERG\FRPSRVLWLRQOHYHOV brings full bio-mechanical lab technology to the gym. The platform comprises a user-friendly touch screen interface and a custom computer that runs MiE’s unique algorithms, housed in a strong steel chassis to minimise RYHUDOOʛWQHVVDVVHVVPHQWNQRZQDVWKH)LWQHVV4XRWLHQW maintenance. The machine measures motor sensory Members are subsequently given ongoing testing to help control, explosive leg power, upper and lower body WKHPWUDFNWKHLUSURJUHVVDQGUHDFKWKHLUʛWQHVVJRDOV strength, endurance, speed ability and cardiovascular ʛWQHVVDVXVHUVSHUIRUPH[HUFLVHVVXFKDVSUHVVXSV :KDWDUHWKHEHQHʛWVIRUWKHRSHUDWRU" explosive jumps, and cardio and balance tasks. To assess Knowing key data about your members increases your a user over these eight parameters takes just four ability to deliver a tailored programme. Personalisation minutes, after which the FitQuest machine provides an will be the next battlefront, and data-driven

“I believe we’re about to enter a new era of evidence-based exercise programmes to tackle health and ﬁ tness issues, which will require solid data” Brian Firth, MiE and Fitquest

62 SURJUDPPLQJZLOOEHIXQGDPHQWDOWRWKLV%\RʞHULQJ users individual, tailored exercise programmes, the PDFKLQHFUHDWHVDQHQKDQFHGPHPEHURʞHULQJZKLOHWKH RSHUDWRUEHQHʛWVIURPLQFUHDVHGOHYHOVRIUHWHQWLRQGXH to improved member engagement. Who are FitQuest customers? We have several market-leading customers around the world including The Bundeswehr, Elements and 6SRUWV3DVVLQ*HUPDQ\&LW\ʛWLQ3RODQG0DQXOLIHLQ Hong Kong and after a successful pilot programme with The Gym Group earlier this year, we recently installed machines in 40 Gym Group locations across /RQGRQ7KHPDFKLQHVZHUHWKHʛUVWRIWKHLUNLQGWR EHʛWWHGZLWKWKH0,()LW4XHVW%RG\&RPSRVLWLRQ Analyser, which uses medical industry standard techniques to determine body composition. Who is the typical FitQuest user? 7KHUHUHDOO\LVQRȶW\SLFDOȷXVHU$Q\RQHFDQEHQHʛW IURPD)LW4XHVWDVVHVVPHQWDQGDSHUVRQDOLVHG SUHVFULSWLYHʛWQHVVSURJUDPPH7KHVHUYLFH expectations of consumers are growing and they now expect more for their money. Today’s gym goer already H[SHFWVWKHJ\PWRRʞHUPRUHWKDQMXVWDURRPIXOO of equipment; they want additional help to meet their goals, such as tracking and personalised programming. )LW4XHVWDOORZVXVHUVWRDFFHVVWKHLUPHDVXUHPHQW results, which is key to tracking progress and meeting goals, whether you’ve never stepped foot in a gym before or you’re an experienced gym goer. Are there further plans for growth? Absolutely. We’re expanding internationally and currently working on installations in several countries, including Spain, Germany, Poland, Egypt, Dubai, Brazil and China. Our clients range from gym chains and sport camps, to luxury hotels, so the opportunities are endless. To help with this next phase, we recently hired Jim Graham, previously COO of The Gym Group, where he was part of the team Explosive leg power, and upper and lower body strength that tripled the size of the business. We’re looking DUHDPRQJWKHPHDVXUHVRIʛWQHVVDVVHVVHGE\WKHGHYLFH forward to continued expansion in 2018.

TEL: 020 7518 7323 EMAIL: LQIRKF#PLHʟWTXHVWFRP WEB::::0,(),748(67&20

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 63 ROUND UP

UFIT is focused on improving health club accessibility and provisions for people with all types of disabilities

FOCUS ON INCLUSIVITY

As inclusivity moves higher on the agenda of gyms, health clubs and leisure centres across the globe, Lauretta Ihonor looks at the organisations going to great lengths to make health and fitness easily accessible to all

64 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 Name: InstructAbility According to Farmiloe, InstructAbility is “in an exciting phase”. Projects currently in the pipeline include Location: United Kingdom an online management system to support students and leisure operators, and a pilot programme with the Focus: Helping disabled individuals Institute of Swimming, designed to encourage more become fitness professionals disabled people to become swimming teachers. She adds: “Once this phase completes we will be looking InstructAbility was established by the UK spinal to set up more programmes across the country. We injury charity Aspire in 2010. After noticing that Aspire’s already have a number of leisure companies and disability own leisure centre attracted a high number of disabled organisations wanting to host a programme in their area.” clients due to its accessibility and use of staff with InstructAbility is currently working with the first-hand experience of disability, InstructAbility was University of Birmingham to research the experiences of developed. The national scheme provides disabled disabled people working in the fitness sector, and assess people with free gym instructor training and voluntary how industry training providers, awarding organisations industry work placements, during which instructors and employers view disability. The initial findings are strive to encourage more disabled people to use leisure expected to be revealed later this year, followed by the facilities and lead an active lifestyle. publication of best practice guidelines for training and Funded with an initial grant of £850,000 from Sport employing disabled people in the fitness industry. England in 2013, the scheme has helped more than 300 www.instructability.org.uk disabled people qualify as fitness professionals. This, says InstructAbility’s national project manager Hilary Farmiloe, “has had a positive impact on their lives in terms of Hundreds of leisure employment, independence and confidence, and has had “ operators across the the added benefit of disabled fitness professionals championing inclusion within their facilities”. country and many She adds: “Hundreds of leisure operators across the organisations have country and many organisations such as GLL, Everyone really embraced the Active and Places for People have really embraced and scheme supported the programme by offering industry work placements and leading the project at a local level.” Hilary Farmiloe

Name: Universal Fitness Innovation and to a wide variety of resources, including online learning Transformation (UFIT) units, training sessions and mentor support, to achieve the level of transformation required. Location: Europe and the Americas As Catherine Carty, head of the UNESCO Chair in Inclusive Physical Education, Sport, Fitness and Focus: Improving the inclusive service Recreation explains, UFIT’s global programmes were offerings of health clubs developed, partly, in response to "the professional and personal opinions of many that the fitness sector could Global social change movement UFIT was created be a key player in ‘inclusivising’ sport and society”. in Marseille, France, in 2015 as part of a European She adds: “The sector caters for all age groups, Commission-funded project from 2013 to 2015. Its aim adapting to the needs and interests of the clients it was, and remains, to increase fitness opportunities for serves. It is based in communities, for communities and people with physical or intellectual disabilities. Led by its scope to respond to the inclusion call is vast.” the UNESCO Chair in Inclusive Fitness at the Institute UFIT is currently running pilot programmes in 10 clubs of Technology Tralee in Ireland and IHRSA, the across the US, Ireland and Peru. These clubs include initiative connects health clubs worldwide with local Newtown Athletic Club in Pennsylvania, USA, which disability service providers, to assist club managers and hopes to improve offerings for children with cerebral staff in the development of the skills and knowledge palsy and adults with multiple sclerosis; and two Atlantic required to create a practical but truly inclusive service Club sites in New Jersey, which have joined the pilot to offering. Clubs that join the initiative are given access improve provisions for people with Parkinson’s disease. Kilian Fisher, IHRSA international public policy advisor and UFIT global industry lead, says: “In the last The sector caters years, we have established over 50 partnerships across “ for all age groups in the globe and set up UFIT Taskforces, which are intersectoral partnerships with organisations, such as individual and group the American Council of Exercise (ACE), that aim to settings, adapting to nationally promote the UFIT movement. the needs and interests “The response from the sector has been very positive of the clients it serves and we hope to scale in 2018 and make UFIT available to many more clubs and professionals." Catherine Carty www.justdoufit.com

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 65 ROUND UP

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Name: Sport For Confidence (SFC) SFC officially launched at Basildon Sporting Village in 2012, catering for a very small group of regular Location: Essex, United Kingdom participants, just once a week. However, the programme has grown significantly over the last five Focus: Encouraging people with additional years. Now attracting more than 500 participants needs to use leisure centres and get active across five venues each month, SFC helps participants to move from a sedentary to an active lifestyle, while As an Essex-based social enterprise, SFC works with reaping all the mental, social, physical and health leisure partners, such as Everyone Active, Fusion benefits associated with increased physical activity. Lifestyle, GLL and Essex County Council to deliver Barrett says: “We’ve had an incredible response to activity sessions for people with a variety of additional the initiative. We are currently hosting 25 sessions needs, ranging from dementia and mental health every month and delivering more than 800 conditions, to Down’s syndrome and autism. Not willing interventions. Most of the individuals we engage have to accept that traditional delivery methods employed by never visited a leisure centre before and prior to our the NHS are always the most effective way of achieving intervention were leading sedentary lives.” positive patient outcomes on a large scale, Lyndsey She adds: “Participants have gotten so many benefits Barrett created the SFC programme, which combines from SFC, including increased independence in daily the expertise of an occupational therapist with that of a tasks, heightened awareness of self, improved sports coach to ensure that participants reap bespoke teamwork, self-expression and decision-making, life-changing occupational outcomes. enhanced communication skills, reduced dependency on others and greater self-confidence.” Barrett believes that inclusive fitness remains the We’ve had an incredible exception rather than the norm because of a lack of “ response to the initiative. commitment by sectors to work more collaboratively to We are currently hosting deliver a whole-system approach. “By working together, the health, physical activity and sports sectors can achieve 25 sessions every month so much more than working in isolation,” she says. and delivering more than SFC’s ultimate goal is to see an occupational therapist 800 interventions working alongside a sports coach in every leisure centre across the length and breadth of the UK. Lyndsey Barrett www.sportforconfidence.com

66 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 Exclusive suppliers

Combine your expertise with our quality equipment to deliver invaluable training

For more information email sales@jordanﬁtness.co.uk or call +44 (0) 1533 763285

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 67 ROUND UP

Name: Enable Me us, as they also showed a need for the development of a more inclusive sports and leisure environment.” Location: West Sussex, United Kingdom Jay reports that the response to the training offered by Enable Me has been incredibly positive, with Focus: Disability awareness training for participating coaches and leisure centre staff voicing fitness coaches, leisure centres and improved levels of communication and a better businesses understanding of disability on the whole. He adds: “It enables them to feel confident they’re using Driven by a mission to build a society that values the right language and allows them to better adapt and people with disabilities and supports their equal create improved environments for people with disabilities.” participation in everyday life, Enable Me was created in According to Jay, the biggest obstacle currently faced by 2005. With the help of local government funding, the West Enable Me is that while leisure centres that don’t Sussex-based charity began providing children with recognise the need for disability awareness education are disabilities with opportunities to be involved in physical most in need of training, they are the hardest to reach. activity. Today it provides disability awareness training for “They don’t see the value of inclusivity, sports coaches, gym instructors and employees of leisure misunderstand what is required to be inclusive or feel centres that wish to promote inclusivity. All training is that budgets are best spent elsewhere,” says Jay. provided by Enable Me staff, who also have disabilities. The charity is now focused on building on its current The charity grew from insight gained after speaking momentum and expanding its reach across the UK. O with parents and children at clubs and workshops the enablemeproject.org.uk group ran for children with disabilities in its infancy. Enable Me executive chairman Chris Jay says: “It was through talking to parents and children at these clubs They don’t see the as well as fellow professionals, that we discovered that “ value of inclusivity, there was a great lack of understanding about what people with disabilities could actually achieve within misunderstand what is the general sporting community. required to be inclusive “In response to this, we started offering disability or feel that budgets are awareness training to sports coaches and sports science best spent elsewhere students at various universities. After this, our training was then driven by the leisure centres that approached Chris Jay

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68 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 CLICKhttps://youtu.be/tCUWxP5gJ6g TO PLAY VIDEO THE FUTURE OF GROUP FITNESS, DELIVERED ON DEMAND

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ZZZ÷WQHVVRQGHPDQGFRXN | BUYER INSIGHT

The true test of a partnership, is when suppliers' ﬁ rst consideration and focus is what's right for our members. This falls down when a supplier is simply interested in hitting a sales target Paul Batty PAULPAPA BATTY

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Tell us about your job My role now covers all areas of services for members. This translates My role has evolved over the years. the business, from F&B to services, to ensuring we're innovative and deliver When I started at David Lloyd Leisure FRQVXPDEOHVDQGʛWQHVV consistency and quality at all times. 15 years ago, the business was part of There's no typical day, which is what Whitbread, so I was a link between their makes the job so enjoyable. I believe What’s hot at the moment? procurement team and the clubs. Once the key to success in my role is ensuring We’ve transformed our gyms in the the business was sold, I took on sole clubs are well supported in delivering past few years with investment in 'best responsibility for procurement. the most appropriate products and in class' products, the look and feel of the space and ensuring we buy the right HTXLSPHQWWRʛWPHPEHUVȷQHHGVDQG The brand has recently redesigned its gyms to have 'best in class' kit VLJQLʛFDQWO\LPSURYHWKHLUH[SHULHQFH

How do you innovate? I work very closely with our product team, headed up by Michelle Dand. We both regularly liaise with suppliers, and visit industry shows and other clubs to understand what's working and what we believe members want. As a business we also seek a lot of direct member feedback. Michelle and the product team have EHHQWULDOOLQJDQXPEHURIH[FLWLQJ new concepts – such as PRAMA, an LQWHUDFWLYHʛWQHVVSODWIRUPIRUERWK JURXSH[HUFLVHDQGIDPLO\VHVVLRQV

How does the buying process work? We have a detailed process in place for investment in equipment in each of our clubs. This is a constant cycle, which QRUPDOO\EHJLQVDWOHDVWVL[PRQWKVSULRU WRWKHVWDUWRIWKHʛQDQFLDO\HDU

70 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 Member feedback is vital – only products that are used and liked by members will be kept in the club

Our suppliers are crucial. If any fail, we David Lloyd Clubs is focused on maximising the member experience fail in delivering the member experience. This can vary from a broken treadmill, to a member's favourite drink being unavailable in the café.

Do you have “trusted suppliers” and partnership deals? Our suppliers will jokingly tell you I only call them partners when I want something. I do, however, strongly EHOLHYHWKDWGHYHORSLQJYHU\HʞHFWLYH supplier partnerships is crucial. The true test of a partnership, is when VXSSOLHUV ʛUVWFRQVLGHUDWLRQDQGIRFXV is what's right for our members. This falls down when a supplier is simply interested in hitting a sales target.

How involved is the wider team? We always work closely with our PAUL BATTY My three tips to suppliers VXSSOLHUVDV LQWKHFDVHRIʛWQHVV equipment) this allows us to fully understand the age and condition of the Focus on the customer equipment at each of our clubs. Don't sell me things members don't want or need. After this, we work closely with Innovate constantly our product team to research new Many suppliers don’t see the need to change or evolve, however, continuing and interesting types of equipment to innovate is vital to the health of the buyer/supplier relationship. innovation. Our suppliers can help Find the right fit LQʜXHQFHWKLVE\SXWWLQJIRUZDUG Make sure the products you sell us are a good fit for the environment – suggestions they feel will have a positive this is vital: if members don’t like or use the products, we'll remove them impact on our members. Some of our most successful suppliers are those who constantly Our operations teams also ensure invest time and effort in our clubs. This can vary from doing club visits investment meets the needs of members. and supporting our marketing, to providing training or detailed reporting Ultimately, suppliers who deliver stand to ensure equipment is working and problems are fixed quickly. out to us, and that’s important. We're more likely to invest money with those ZKRDFKLHYHWKLVOHYHORIVHUYLFHˬ

Bringing EMS personal training to the classic low-cost gym

Entrepreneur Frank Hassler has been a successful German gym operator for many years. After ZLWQHVVLQJWKHEHQHʛWVRI(06WHFKQRORJ\ERWKDVDFXVWRPHUDQGDVDQRSHUDWRUKHVHWDERXW FRPELQLQJKLVWUDGLWLRQDOEXGJHWVWXGLRZLWK(06SHUVRQDOWUDLQLQJ7KHUHVXOWZDVDV\QHUJLVWLF SDLULQJWKDWOHGWRDQLQFUHDVHLQUHYHQXHDQGFXVWRPHUOR\DOW\

rank Hassler’s studio, the easy Fit in Schwenningen, Germany, is a well- equipped premium F discount gym. In addition to training equipment, the studio, which is open 14 hours a day, seven days a week, offers numerous extras rarely found at a low-cost gym. These include courses, a drinks bar and a sauna. In all, the concept is attractively positioned and has successfully established itself as a premium low-cost studio.

IN-GYM CONCEPT Hassler has also been working with a successful German EMS franchise that has been growing and expanding internationally in recent years. As a result, Hassler could be called a ‘child of two worlds’. He understands the Frank Hassler has opened his own EMS studio, which is called bodyloft goals and needs of the traditional clientele, but he also appreciates the high willingness of EMS customers called bodyloft, and placed it within his which offers highly effective EMS to pay for efficient and time-saving existing fitness centre. The concept has personal training at regular market personal training. After eight years worked so well that a second in-gym prices. At bodyloft, and in EMS studios with the leading EMS studio concept, EMS studio opened in another one of in general, EMS is performed for 20 Hassler knew that he wanted to find a his fitness centres in December 2017. minutes once a week with a trainer, and way to take advantage of both worlds Existing easy Fit members who want customers can still make full use of the for himself. To that end, last year to undertake EMS training are given easy Fit facility at the same time. Hassler opened his own EMS studio additional contracts with bodyloft, ADDED BENEFITS Those new to the idea of an in-gym The concept offers a more effective personal EMS studio may believe that placing training alternative to the traditional gym, and an EMS studio within a gym facility will lead to direct competition for unlike members of stand-alone EMS studios, customers; however, Hassler has found bodyloft customers also receive access to a the opposite to be true. He says: “The goal is to get our people complete ﬁ tness centre and its extra services from easy Fit into bodyloft. There, they

72 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 ERG\ORIWKDVDGLʞHUHQWDSSHDO IURPWKHPRUHDʞRUGDEOH HDV\)LWEUDQGDOWKRXJKWKH\ DUHIURPWKHVDPHSURYLGHU

SD\KLJKHUFRQWULEXWLRQVIRUKLJKO\HʡFLHQW SHUVRQDOWUDLQLQJZLWK(06:LWKʛ[HG DSSRLQWPHQWVDQGSHUVRQDOVXSSRUW(06 LVYHU\PRWLYDWLQJDQGUHVXOWVLQLPSURYHG FXVWRPHUOR\DOW\,QSULQFLSOH(06 customers become members of both the FODVVLFJ\PDQGWKH(06VWXGLRȻ +DVVOHUDGGVWKDWRULJLQDOJ\P customers who sign up for EMS WUDLQLQJDUHQRWORVWWRWKH(06VWXGLR because as soon as the customer quits (06WKHLURULJLQDOJ\PFRQWUDFWLV DXWRPDWLFDOO\UHDFWLYDWHG +HH[SODLQV*\PFXVWRPHUVJHW DQGERG\ORIWȷV(06WUDLQHUVZHDUD DOWHUQDWLYHWRWKHWUDGLWLRQDOJ\P DQHZFRQWUDFWRQMRLQLQJERG\ORIW QRWLFHDEO\GLIIHUHQWXQLIRUPWRWKHLU DQGXQOLNHPHPEHUVRIVWDQGDORQH PDNLQJERWKWKH(06VWXGLRDQG HDV\)LWFROOHDJXHV%RWKFRQFHSWV (06VWXGLRVERG\ORIWFXVWRPHUVDOVR the gym available to them. Since the DOVRKDYHGLIIHUHQWRSHQLQJKRXUVDQG receive access to a complete fitness ROGFRQWUDFWLVVLPSO\SDXVHGDQG DVXVXDOZLWK(06WUDLQLQJWKHUHDUH FHQWUHDQGLWVH[WUDVHUYLFHV UHDFWLYDWHGDWDODWHUGDWHWKHUH VQR DOZD\VIL[HGDSSRLQWPHQWV 7KHLQJ\PERG\ORIWFRQFHSWKDV real migration to the EMS concept. 7KHERG\ORIWFOLHQWHOHUHFHLYHVSHFLDO EHHQLQH[LVWHQFHVLQFHWKHHQGRI If a customer no longer wishes to SODWLQXPFRORXUHGPHPEHUVKLSFDUGV ,WVVHFRQGVWXGLRODXQFKHGLQ'HFHPEHU KDYH(06VHVVLRQVKHRUVKHLV with which they can also access the $SSUR[LPDWHO\SHUFHQW DXWRPDWLFDOO\UHWXUQHGWRWKHHDV\)LW FODVVLFHDV\)LWVWXGLRLIGHVLUHG RIERG\ORIWFXVWRPHUVDUHIURPWKH FRQWUDFWUDWKHUWKDQORVW $QGDQDGGHGERQXVLVWKDWERG\ORIW H[LVWLQJHDV\)LWILWQHVVFHQWUHDQGWKH PHPEHUVKLSVLQFOXGHDFFHVVWRDOO UHPDLQLQJSHUFHQWDUHQHZH[WHUQDO UNIQUE ENVIRONMENT RIHDV\)LWȷVVHUYLFHVVXFKDVXVHRI ERG\ORIWFOLHQWV+DVVOHUEURNHHYHQ $Q\RQHYLVLWLQJERG\ORIWZRXOG WKHVDXQDDQGGULQNVEDU$FFRUGLQJ ZLWKERG\ORIWDIWHUMXVWVL[PRQWKVO struggle to guess that it has the same WR+DVVOHUWKLVLVDILUVWIRUDQ(06 SURYLGHUDVHDV\)LW7KLVLVEHFDXVH VWXGLR+HVD\V1RERG\LQWKH(06 ERG\ORIWKDVDYHU\GLIIHUHQWDSSHDO VHFWRURIIHUVWKDWPXFKȲWKHERG\ORIW WRWKHPRUHDIIRUGDEOHHDV\)LWȲLQ FXVWRPHUKDVHYHU\WKLQJ WHUPVRIDSSHDUDQFHDGYHUWLVLQJ DQGGHVLJQ6WDUWLQJIURPWKH(06 THE USP ADVANTAGE VWXGLRȷVHQWUDQFHFXVWRPHUVDUH 7KHLQJ\PVWXGLRSURYLGHV+DVVOHU given the impression that the space with multiple unique selling points. TEL: is entirely separate from the gym. It 6SHFLILFDOO\WKHFRQFHSWVHWVLWVHOIDSDUW +44 (0)208 068 0780 KDVLWVRZQGLVWLQFWEUDQGLQJZKLFK IURPRWKHUFODVVLFVWXGLRVE\RIIHULQJ EMAIL: [email protected] LVPRUHHOHJDQWDQGVRSKLVWLFDWHG a more effective personal training WEB: www.miha-bodytec.com

FITNESS NUTRITION

Today’s fitness consumers are more knowledgeable than ever before, often demanding nutritional offerings that are personalised to their health goals. Laura Swain from innovation research company Stylus, examines how in-gym nutrition is responding to this need

he one-size-fits-all approach As time-poor consumers search for the goals, and as such, the key up-sell to ‘healthy’ eating has had its right balance in work, life and wellbeing, opportunity lies in on-site food offerings. day. Indeed, health and fitness the growing need for better support On-the-go snacking is a trend that has Thas become a major lifestyle systems, particularly around food been adopted by brands, with increasing focus for consumers, with consumption, is becoming increasingly numbers looking at launching healthier many now taking their diet and nutrition apparent. This demand for nutritional options for active consumers. One area very seriously. The result of this shift in solutions, which can be delivered in a where this has taken off is dairy. thinking is that only solutions that offer timely manner, is spurring a global wave of wholesomeness and balance will do, and new product development, and FOCUS ON DAIRY the latest figures appear to support this. represents a huge up-selling opportunity Traditional dairy has been making a Specifically, the Global Wellness for the health and fitness industry. comeback for some time thanks to Institute values the global healthy convincing health propositions, inventive eating, nutrition and weight loss sectors MARKET OPPORTUNITIES product development and innovative at US$648bn, and latest figures from Having already secured the trust of their ingredients. Both Arla and Nesquik, for market research provider, IRI, show customers from a physical perspective, example, have launched added protein that sales of the currently on-trend fitness providers are well placed to act as products to their portfolios, which now health foods avocados, almond milk and advisors on nutrition. Gym-goers often feature protein-rich yoghurts, shakes coconut water grew by £41m, £15m view diet and nutrition as a natural and milk-based beverages. Currently and £11m, respectively, in 2016. extension of their fitness habits and stocked in many UK supermarkets,

Sales of the currently on-trend health foods avocados, almond milk and coconut water grew by £41m, £15m and £11m, respectively, in 2016

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these products have been created with One company working to meet this delivery services are building sports convenience in mind, offering need is Musclefood. While this meat and nutrition into their menus, while the transportable, on-the-go, portion- protein delivery company is best known meal-kit business model has also controlled solutions that can be for delivering its products to the homes stretched into the sports nutrition space. consumed pre- or post-workout. of consumers, it reports that it now Other examples of meal-kit delivery FUEL 10K, a protein-boosted stocks its frozen and ambient- services include Prepp'd, which is aimed breakfast brand, has created something temperature protein-rich foods in more at individuals with specific fitness goals similar with its Quark and Fruit pouches than 200 gyms across the UK. Protein who still want to feel as though they're that focus on active consumers who take pizzas, chicken and rice pots, protein indulging. Menu bundles are arranged a snack-like approach to meals. pancakes and steam cooked chicken are into ‘fat loss’ and ‘muscle gain’ categories, The development of such products among the fitness-focused products on and range from offering just one meal responds to a need for food solutions offer. Gym-goers can buy the food per day through to providing all meals that bridge the gap between meal times on-site and cook it at home or, in some and snacks for an entire week. while offering added nutritional benefits. cases, the food can be cooked on-site for Such products would fit seamlessly consumers to take home. GOING GLOBAL within health club cafés or fridges, and In the US, famed NFL star Tom Brady there’s scope to extend this further. MAXIMUM CONVENIENCE has teamed up with fresh ingredients While the provision of ready meals that delivery company Purple Carrot to HEAT AND EAT can be either heated on-site or taken launch a pre-prepped meal-delivery Consumers are feeling the pressure – away to heat at home are one option for service aimed at sports enthusiasts and due to a lack of time and knowledge gym-goers, there’s also potential for aspiring athletes. Based on his own strict – when it comes to cooking balanced health clubs to act as a place where plant-based diet, the three meals evening and lunchtime meals. This nods people can order or collect meal kits. provided by the service each week to a need for health clubs and fitness The Prep Kitchen in Glasgow, for include crispy turnip cakes with centres to offer a breadth of mealtime instance, delivers prepped nutritious tabbouleh, white lentil risotto with solutions, such as ready meals or meal meals to gyms for pre- and post-workout roasted vegetables, and ramen with kits that could be bought on-site. replenishment. A number of food- gingered greens and broccolini.

On-site dining is becoming a bigger opportunity too, through the integration of nutrition-focused restaurants serving dishes and drinks aimed at time-poor, active and nutritionally aware consumers. First movers include Raw Fitness, in Beijing, which offers both a Crossfit gym and an affordable post-workout on-site restaurant called Glo Kitchen. Active members have access to meals like kimchi bone-broth bowls and activated charcoal Thai chicken wraps. PHOTO: SHUTTERSTOCK.COM Private members health club KX in Chelsea, London, has a gym, spa and restaurant that offers a selection of PHOTO: SHUTTERSTOCK.COM healthy foods, created by its head chef in ([HUFLVHUVGHVLUHFRQYHQLHQWZD\VWRʛWKHDOWK\HDWLQJLQWRWKHLUOLYHV collaboration with its team of resident experts including personal trainers and a nutritionist. The meals can be eaten on-site, taken away or delivered, fitting This means that there’s a real ABOUT THE AUTHOR around its customers’ schedules. opportunity for health clubs and gyms to become one-stop-shops for health and Laura Swain is THE NEXT STEP fitness. On-the-go and mealtime assistant editor at Attitudes towards food and healthy solutions are two areas of secondary innovation research eating are shifting. Consumers are spend to be explored. For those with the company Stylus, acknowledging the connection between capacity to extend their on-site dining tracking everything food, mood, fitness and energy, but they offering, this is a great way to further from global health require guidance and solutions to help integrate your brand into your food trends to hotel and hospitality them achieve balance as they strive to customers’ daily lives, offering a more innovations. www.stylus.com meet the demands of everyday life. holistic solution to healthy living. O

Q CASE STUDY PARKWOOD LEISURE AND MUSCLEFOOD

“We're exploring new F&B products that have the potential to work well with our different customer bases" 6WXDUW6KRSODQG3DUNZRRG/HLVXUH

/HLVXUHPDQDJHPHQW company Stuart Shopland, National Retail Parkwood Leisure has been quick to Manager for Parkwood Leisure said: explore the opportunities that selling “We often explore new types of more nutritionally balanced meals-to- products that have the potential to go in a fitness centre can offer – both work well with our different customer in terms of boosting customer bases, and this really fits that bill. The experience and secondary spend. meals are convenience products that 5HDG\WRKHDWPHDOVJLYH Partnering with meal delivery company are healthy and complement the J\PJRHUVDKHDOWK\RSWLRQ Musclefood in late 2017, Parkwood lifestyle of a large proportion of gym Leisure has placed free-standing upright users, so we decided to trial the freezers stocked with ready-to-heat concept in a few of our centres.” expected, this varies with demographic meals designed with gym-goers in mind “We’re currently seeing varying and the exact location of the freezer in – such as protein pizzas, chicken and rice levels of success,” he added. “We’ve the centre. That’s why we’re looking at pots and steamed chicken – around the got a couple of leisure centres where it this as a trial, as it allows us to tweak reception areas of six of the 85 UK is extremely popular, and some that how we execute the idea according to leisure facilities it manages. are doing a little less well. As customer feedback.”

23-24 May 2018 The Belfry, Wishaw, West Midlands, UK

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For more information contact: David Zarb Jenkins, Event Director [email protected] Tel: +356 9944 8862 www.sibecuk.com SIBEC REVIEW OLYMPIC DREAMS

Eddie 'the Eagle' Edwards was the keynote speaker at SIBEC Europe 2017. He talks to Health Club Management about how fulfiling his Olympic ambitions changed his life

SIBEC Europe marked its 21st year ever valued the opportunity to the country at the Calgary Winter with the gathering of over 230 explore solutions and identify Games in 1988. Following the industry figures at the Don Carlos challenges in uncertain economic runaway success of the 2016 Resort in Marbella on the 8 to 11 times as the UK prepares to leave the Hollywood blockbuster film 'Eddie November 2017. The event provided EU on Friday 29 March 2019. the Eagle', his story is now reaching a UK and European operators from the The event was opened by the new, younger audience and the private, local authority and trust keynote speaker, Olympic ski jumper Olympian has been busy visiting markets with an opportunity to meet Eddie ‘the Eagle’ Edwards, who schools and universities, inspiring with key suppliers. With ongoing shared the dramatic story of how he students with his never-say-die Brexit discussions dominating the became Great Britain’s first Olympic attitude. We talk to Eddie about how political stage, more delegates than ski jumper since 1929, representing sport has transformed his life

Where did your Olympic opportunity to go on a school skiing which I did as a dare after only skiing ambitions come from? trip to the Italian Dolomites and luckily for a day and a half. Just 11 years later, My dream to get to the Winter Olympic enough, just 10 miles away in Gloucester, my love for the sport took me to the Games started when I was about eight I had access to one of the biggest dry Winter Olympics. years old. I loved watching sport on ski slopes in the country where I could TV, especially the popular sports show practice and have a few lessons. I did Have you always been a Ski Sunday. When I was 13, I had the P\ʛUVWVNLMXPSRQWKHVFKRROVNLWULS determined individual? I’ve always loved proving people wrong. Since I was a boy, people were always telling me I couldn’t do things. In my life as a skier, the more people told me I couldn’t do something, the more it inspired me to prove them wrong. I proved everybody wrong when I went to the Calgary Winter Olympics.

How has having a strong mental attitude been a factor in your career?

In ski jumping, you can’t have any doubts whatsoever. When you’re sitting 550ft up, on the bar of a 120m jump, you just want to jump the furthest you can. To achieve that, you will risk more than you’ve ever risked before. If you get any SDUWRIWKHWDNHRʞVHTXHQFHZURQJWKH FRQVHTXHQFHVFDQEHKRUUHQGRXVDQG if there’s any doubt, that will magnify as you start to go down the jump. I’ve Edwards addressed an audience of hundreds at SIBEC Europe 2017 always had great self-belief and even now I still get just as excited when I put I’d like to see skiing become a more accessible sport. There needs to be far more investment in grassroots participation and it’s an ideal time to start afresh

78 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 on a pair of skis as when I did when I ʛUVWVWDUWHG\HDUVDJR,MXVWORYH WKHVSRUWDQG,ZDVYHU\OXFN\WRʛQG VRPHWKLQJWKDW,ZDVVRSDVVLRQDWH DERXWDQGLWVWLOOH[FLWHVPHQRZ

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$s consumer expectation grows and technology takes centre stage, we look at how operators can use the latest innovative self-service kiosks to restyle the front of house customer experience

espite being faced with Ⱥ,QʛYH\HDUVȷWLPHWUDGLWLRQDOKHDOWKFOXEV SXUSRVHEDFNLQWRVWDʞUROHV0DNLQJWKH economic challenges, ZLWKUHFHSWLRQDUHDVVWDʞHGE\IURQWRI UHDOO\EDVLFWKLQJVIULFWLRQOHVVDOORZVVWDʞ WKHʛWQHVVLQGXVWU\ KRXVHVWDʞDQVZHULQJSKRQHVZLOOEHD to be redeployed into more rewarding Dhas seen continued relic of a bygone era because the future is customer service concierge roles – an growth. Not only have all about convenience. It's not a matter of invaluable asset to your business.” consumers become increasingly aware ‘if’ you change the way you manage your Indeed, it is this provision of seamless RIWKHEHQHʛWVRIDQDFWLYHOLIHVW\OHWKH service, it's a matter of ‘when’.” customer service via intelligent introduction of new technology has Christopher Puszczynski-Phelps, automation and rejuvenated front provided social and motivational impetus, management information manager at RIKRXVHVWDʞWKDWLVWKHNH\WRD so much so that UK market penetration Serco Leisure, reinforces this point: transformed customer experience. has now risen above 15 per cent. Ⱥ$OPRVWHYHU\VLQJOHH[SHULHQFHDWWKH This positive trend is being driven by current front desk can be improved with CUSTOMER JOURNEY the convenience of new technology that WHFKQRORJ\$XWRPDWHWKHDXWRPDWDEOH The potential of self-service kiosks to meets the needs of consumers in more streamline customer journeys and put the create a frictionless customer service HʡFLHQWDQGFXVWRPHUIULHQGO\ZD\V$V environment can be seen beyond the information economy transforms the leisure industry. Banks, cinemas, the traditional concept of gym-going, restaurants and high street stores are consumer expectations are also changing. all increasingly experimenting with In the face of increased competition and cashless, digital environments where new business models, operators must technology replaces the traditional modernise and embrace change if the ȶFRXQWHUWRSVDOHȷDQGVWDʞIXQFWLRQDV industry is to continue to grow. ‘concierges’ or customer stewards. :DUGH[SODLQVȺ7XUQLQJVWDʞLQWR FIRST IMPRESSIONS people who can actively help our The most important phase of the customers is a really positive way to FXVWRPHUH[SHULHQFHLVWKHʛUVW seconds after entering a gym. This is why the conventional reception area is In ﬁ ve years’ time traditional health clubs with morphing into a welcoming customer service focussed space, where the exact reception areas staffed by front of house staff needs of customers can be met rapidly – without queues or other bottlenecks. answering phones will be a relic of a bygone era GLL’s associate director of marketing, sales and e-commerce Steve Ward says: Steve Ward

80 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 frame kiosk uptake, streamline customer journeys and transform a business. It means that customers who know exactly what they want to do can do so seamlessly, while those who need additional support can get it from a GHGLFDWHGPHPEHURIVWDʞȻ FAST-PAYMENT KIOSKS In October 2017 Legend launched the LQGXVWU\ȷVʛUVW)DVW3D\PHQW.LRVNWKDW RʞHUVWZRLQWHUFKDQJHDEOHPRGHVRQRQH NLRVNSODWIRUP)DVW3D\PHQWDQG)DVW Track. With contactless payment using card, VPDUWSKRQHRUDSS/HJHQGȷVQHZFXWWLQJ edge kiosk facilitates a seamless customer journey through front of house; the platform IRUDIULHQGO\ZHOOPDQDJHGFRQFLHUJHDUHD The solution is designed and engineered to minimise queues and make it easier for customers to pay for services. But it is vital that the customer journey is fully considered. As Sean Maguire, managing director of Legend Club Management Systems, comments: “We’ve learnt so much from the LQFUHGLEOHDGRSWLRQRIVHOIVHUYLFHE\RXU customers. What we’re now seeing is the need for specialisation and tailoring of journeys. Customers either require )DVW3D\PHQWRU)DVW7UDFNEXWWKH two functions are incompatible on the same kiosk because the one requires a transaction speed of less than ten seconds, while the other might need the customer to make booking choices. Wasting your customer’s time is the Legend's Fast-Payment Kiosk makes it easier for customers to pay for services ultimate sin in today’s digital world. This is why we no longer recommend DPXOWLXVHNLRVNȲLWGRHVQȷWZRUNLQ SUDFWLFHEHFDXVH)DVW7UDFNFXVWRPHUV GLL has in excess of 7.4 million kiosk time on those who know what they cannot tolerate waiting behind a transactions a year, which translates ZDQWDQGKRZWRJHWLWȻ FXVWRPHUGRLQJDORQJHUWUDQVDFWLRQȻ LQWRDORWRIWLPHIUHHGXSIRUVWDʞWR A key feature of the new Legend positively interact with customers. EMBRACE THE FUTURE kiosk design is the branding potential Steve Ward explains, “In Wembley Ward concludes, “If you haven’t yet and customer signposting built into the and Belfast, GLL no longer has any started selling online or transacting materials. Unlike kiosks of old, which front of house reception desks. The with customers through kiosks were clunky and unattractive, the new desks have been dismantled, phones and \RXFHUWDLQO\QHHGWR1HZNLRVN Legend kiosk sports an ergonomic design cash processing removed, and kiosks technology, such as Legend’s, can WKDWIHDWXUHVIXOOGHJUHHFXVWRPHU installed. We have found that footfall be a valuable enabler of change and EUDQGLQJZLWKH\HOLQHVLJQSRVWLQJ7KH KDVQȷWEHHQDʞHFWHGE\WKLVFKDQJH provides another important platform intention is to create an aesthetically income is increasing and customer with which to fashion the future pleasing branding impact at reception, experience levels are going up. GHOLYHU\DQGJURZWKRIRXUEXVLQHVVȻ KHOSLQJRSHUDWRUVPDNHDEHWWHUʛUVW “Customers who can’t or don’t impression with members. want to book online or use kiosks need a higher level of interaction, and GLL’S KIOSK SUCCESS STORY this is what we are focussing on now. While the leisure industry’s adoption By using staff to greet people out of kiosk technology might be in its the front, we are now able to spend TEL: +44 (0) 1904 529575 infancy, there are outstanding examples more time on hard to reach groups of success. GLL began implementing and customers who need extra time EMAIL: [email protected] WEB: www.legendware.co.uk 3+272-2+1:$5'(1 /HJHQGȷV)DVW7UDFNNLRVNLQ7RGD\ to improve their experience, and less

As a new year begins, ukactive’s CEO Steve Ward explains the not-for-profit’s plans for making 2018 the year that physical activity makes its biggest impact in society to date

f you’re a brand and you want to Lawrence Dallaglio was a speaker do something exciting, partner at the 2017 ukactive Summit with ukactive because we will PDNHDGLʞHUHQFHDQGZHZLOO Ichange people’s lives.” This was the call-to-action made by rugby legend and children’s activity campaigner Lawrence Dallaglio during his keynote speech at the ukactive National Summit late last year. ,WȷVDPDVVLYHYRWHRIFRQʛGHQFHLQWKH collective power of ukactive and its 4,000 members, which is why our focus for the year ahead will be to convert these words of promise into action.

WINNING OVER WESTMINSTER Westminster remains a key battleground for our sector and we enter 2018 FRQʛGHQWWKDWZHZLOOODQGVRPH VLJQLʛFDQWZLQVDURXQGVRPHRIRXU key policy strands – particularly in the workplace, community leisure and the children’s activity agenda. TheThe outcomes of the next 12 months will As ever, the arguments for these policies will be underpinned by insightful research be detedetermined by how bold and collaborativeorative from our world-class ukactive Research Institute. Expect a raft of high-impact we are in our approach reports from our research team over the coming months, while the business intelligence provided by the DataHub will of the biggest challenges faced by our Furthermore, 2018 will see ukactive continue to sharpen as more operators sector at club level. We’re opening up unveil an array of campaigns, events buy into the value of shared data. development pathways at every level and and member services dedicated to For 2018 we’re committed to breaking this L&D focus in Manchester dovetails supporting our sector’s mission of getting with tradition to open up new possibilities with the latest instalment of our Future more people, more active, more often. and this will see our Flame Conference Leaders programme, as well as Global The outcomes of the next 12 months and Awards move to Manchester, with Active Leaders – a new programme at will be determined by how bold and an exciting new format. We’re taking IESE in Barcelona for global CEOs of the collaborative we are in our approach. the physical activity sector’s best-loved sector eager to continue their learning. And by heeding Lawrence’s show to a city that’s pulsing with potential call-to-action, our sector can transform through its newly-devolved status and I CHAMPIONING INNOVATION lives at a greater scale and pace than can’t wait to share more details of these Innovation remains front and centre ever before, laying the foundations for plans in the coming months. of our thinking and the return of our a truly active society. O Learning and development (L&D) will startup accelerator ActiveLab will be a central strand of this year’s Flame unearth new, dynamic solutions for how meeting, incorporating the ethos of the we can stimulate physical activity among Ignite learning strand we launched last new audiences and at the same time year and expanding it to address some better serve our existing clients. Public Affairs Media Partner

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Last June, executive VP of fitness for private-equity firm New Evolution Ventures (NeV) Derek Gallup became chair of IHRSA. Here, Gallup, who has worked in the industry for more than 20 years, provides an insight into NeV’s operations and shares his intentions for his time at IHRSA

You joined IHRSA six months ago. What has the brands together because they work synergistically or experience been like? because we have successful operators who we know can It has truly been great, especially as I’ve been able to meet manage several platforms. so many hard-working and inspirational industry leaders, who are also extremely innovative. For example, I recently Celebrity partners or franchisees are commonly had the privilege of giving a presentation on leadership afﬁ liated with NeV’s brands. Why? during the 18th Annual IHRSA/Fitness Brasil Latin American ,WȷVWUXHWKDWQHDUO\HYHU\1H9%UDQGKDVDFHOHEULW\LQYROYHG Conference and Trade Show in São Paulo, and at the IHRSA with its corporate or franchised clubs. Crunch, for example, European Congress in London. These events gave me the has partnered with football star Cristiano Ronaldo opportunity to interact with so many great people. WRFUHDWH&5&UXQFKZKLFKKDVRSHQHGLWVʛUVW The board has also formed a new international ORFDWLRQLQ0DGULG6SDLQ-RDNLP1RDKRIWKH committee that’s made up of four members 1HZ

may precipitate a new brand. For example, lifestyle message out to the masses. 3$,0$*(6 the Ultimate Fighting Championship (UFC) concept was born when he and Jim Rowley, You’re the executive VP of ﬁ tness and WKH&(2RI1H9KDGRQHPHHWLQJZLWKWKH retail at NeV. Tell us about that role former owners of UFC: Dana White, Frank 0\UROHLQYROYHVERWKʛWQHVVDQGUHWDLO Fertitta and Lorenzo Fertitta. because I’ve had professional experience Then there’s the influence of Mike Feeney, LQERWKʛHOGV,VWDUWHGP\FDUHHUDW0DF\ȷV our executive vice president. He lays and then went to Liberty House – a out every location and decides on Footballer Christiano Ronaldo and specialty store chain in Hawaii. When the equipment that will go into each basketball player Joakim Noah are I was at 24 Hour Fitness, I led the club. This creates the symbiosis of ERWKDʡOLDWHGZLWK1H9 VEUDQGV growth of its retail business to US$70 our various brands. We bring some PLOOLRQD\HDU7RGD\1H9ȷVQXWULWLRQ “Personal and group training is the key differentiator for the NeV brands. It’s where we create the deepest relationships

and produce the best results for our members” 3+27260$59,1,%2*1*5'3$3$,0$*(6&+,&$*275,%81($%$&$ 84 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 accessories and apparel arms constitute 6 to 15 per cent of total revenue, per location, depending on the brand.

How much of a contribution do those three categories make? Nutritional products make up the largest part of our retail business and that’s because our brands are focused on delivering successful training programmes that produce results for members. A nutrition component that includes menu-planning and nutritional supplementation is needed to produce such results. Our partner, dotFIT, led by Neal Spruce, has created a programme that delivers the right nutrition at the right time; we use it with all of our North American brands. Accessories make up our second largest retail segment. This includes workout accessories, such as foam *DOOXSEHJDQKLVʛWQHVVFDUHHUDW*ROG V*\P+DZDLLRYHUVHHLQJUHWDLO rollers and home exercise equipment, recommended by our trainers. At UFC Gym, we also offer mixed martial art accessories (MMA), in keeping with the brand’s USP. We also Finally, what do you hope to have accomplished produce some branded apparel, but that’s not a huge part by the end of your tenure with IHRSA? of our revenue. The retail business – nutrition, accessories, There are two key things I would really like to achieve. and apparel – is our third-largest revenue stream behind Firstly I’d like to have had a hand in providing IHRSA membership fees and personal training. members with the information and services that makes it possible for them to offer improved programming And what contribution do ﬁ tness offerings options to their members, and to significantly increase make to NeV’s overall revenue? their membership bases in order to have a greater Personal and group training is the key differentiator for the impact on their local communities. NeV brands. It’s where we create the deepest relationships I’d also like to see the IHRSA board recognised for having with our members and also produce the best results for created a highly visible footprint, so it can grow, promote, them. Training is responsible for 25 to 35 per cent of total and protect the industry – reversing the physical inactivity revenue, per location. In fact, training revenue is actually epidemic in the process. It may sound grandiose, but larger than membership fees in some locations. basically, I’d like to save the world through fitness! O With respect to fitness, we always strive to be at the tip of the spear especially in terms of who we choose to IHRSA is the global trade association which join our team, how we train them, and the technology represents 10,000 health and fitness facilities and we use to enhance the club and team member suppliers. Learn how IHRSA can help your business at experience both in and out of the gym. www.ihrsa.org

©Cybertrek 2018 healthclubmanagement.co.uk January 2018 85 FITNESS-KIT.NET For more information, visit www.fitness-kit.net and type the company name on ‘keyword search’ PRODUCT INNOVATION

Lauren Heath-Jones rounds up the latest health and ﬁ tness products and services

Randy Hetrick on TRX’s new app and at-home training system

unctional training Home Suspension Trainer. equipment supplier TRX Designed to be used with has launched a new app the TRX app, the Home2 and at-home training system, System provides an at-home which clubs can sell onsite to training experience that members to help them continue users can personalise. The their training at home. straps themselves have also The TRX Home2 System been updated, and now boast is an updated version of the a sleeker appearance and adjustable foot cradles. The TRX app off ers in-ear audio coaching that is designed to deliver a similar experience as working out with a personal trainer. Audio coaching is available for more The updated system features adjustable foot cradles than 80 diff erent workouts. Additionally the app “We’ve created a solution features an extensive workout Randy Hetrick, founder and we’ve created a solution library covering a variety CEO of TRX, says: “By combining that allows users to achieve that allows users to achieve of disciplines, as well as a our industrial design, training their goals more quickly and their goals more quickly scheduling functionhttp://lei.sr?a=C5n8P that allows and education expertise with our effi ciently than ever.” and efﬁ ciently than ever” users to plan their workouts up app technology to deliver audio http://lei.sr?a=o1a2V Randy Hetrick to months in advance. coaching and biometric tracking, fitness-kit.net ͙͋͗ͅ͏͒̈́ TRX

Device users can Neil Kelford introduces the Versaclimber contra-lateral climbing edition now cross-crawl ertical climbing machine or utility rack, allowing users to Versaclimber has change their climb pattern from undergone a makeover, upright to horizontal. moving from its original Versaclimber managing up-down climbing pattern of director Neil Kelford says: “We movement to a contra-lateral are really excited to be off ering or crawling pattern. this as an option as we think Contra-lateral movement, new users will find it even more also known as cross-crawl, “We are really excited to be intuitive and current users will occurs when the arm and leg discover they progress their offering this as an option approach each other on one fitness further, which they then side of the body, while the as we think new users will find very rewarding. opposite arm and leg separate. ﬁ nd it even more intuitive” “Cross crawl provides a new Released on 1 Jan 2018, Neil Kelford alternative to the standard the contra-lateral movement climbing motion where the arms function now comes as still remains available to and legs move in unison on both standard across the full purchase via special order. sides of the body.” range of Versaclimbers. The Versaclimber can also be However, the traditional used alongside an angle bracket, fitness-kit.net ͙͋͗ͅ͏͒̈́ standard climbing pattern which attaches to a wall, squat VERSACLIMBER

86 John Halls explains Physical Company’s combat ʛWQHVVUDQJH

hysical Company and consists of five styles of has launched a boxing and sparring gloves, comprehensive range of three styles of punch pads combat fitness equipment. and a strike shield. It also The line is available in a features a range of safety and number of fabric options comfort accessories including a full head guard, hand wrap tape and glove liners. Designers worked with mixed martial artists (MMA) and safety experts during the design process, while protection, safety, durability Five styles of boxing gloves are included in the line and hygiene were taken into consideration throughout We can supply all that to ensure the safety and combat moves into sessions we can supply all that trainers trainers and operators need effi cacy of the products. right up to MMA enthusiasts and operators need to support Physical Company’s MD and entry-level fighters.” their clients and members in to support their clients John Halls says: “Our range Halls adds: “By off ering boxing pursuits.” and members in boxing has something for everyone a comprehensive range of pursuits – from beginners and those gloves, mitts and pads, plus http://lei.sr?a=8m5d0fitness-kit.net ͙͋͗ͅ͏͒̈́ John Halls who incorporate occasional important safety accessories, PHYSICAL COMPANY

Nerio Alessandi introduces Technogym’s SkillRun

echnogym has launched of a steel frame support and Nerio Alessandi, founder the SkillRun, a new an ergonomically designed belt and president of Technogym, treadmill that combines that can be used for parachute says: “The new Skill line both cardio and power resistance training. represents the ideal solution training in a single solution. Biofeedback is an exclusive for providing consumers The SkillRun, which was interactive technology that and operators with athletic launched in December, is the tracks the user’s performance performance training in third product to be added in real time and off ers colour- response to the growing to Technogym’s growing “The new Skill line coded feedback. market trend for high intensity Skill line – a range of fitness represents the ideal solution SkillRun Class allows health training, both in boutique club operators to manage studios and in full service clubs.” equipment designed for both for providing consumers elite athletes and fitness group running workouts more and operators with athletic enthusiasts. Other products in eff ectively, from booking to fitness-kit.net ͙͋͗ͅ͏͒̈́ the range include the SkillRow performance training” results and data management. TECHNOGYM and the SkillMill. Nerio Alessandi The SkillRun is designed to SkillRun allows users provide users with the ‘ultimate In addition, it includes four to train to improve running experience’, and diff erent patents: Multidrive power and cardio features a top speed of 30km technology, Parachute and an incline that ranges training kit, Biofeedback and between -3 and 25 per cent. SkillRun Class. The SkillRun also uses The Multidrive technology Technogym’s interactive is a patent-pending innovation Unity platform, which is that enables users to change designed to keep users between cardiovascular and engaged and motivated power training modes without by off ering a completely dismounting the equipment. customisable workout The Parachute training kit including data tracking, digital is designed to reproduce the http://lei.sr?a=f7Q3q content and personalised sensation of running outdoors in training programmes. optimised conditions. It consists

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COPYRIGHT NOTICE Health Club Management is published 11 times a year by The Leisure Media Co Ltd, Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ, UK. The views expressed in this publication are those of the author and do not necessarily represent those of the publisher The Leisure Media Co Ltd. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by means, electronic, mechanical, photocopying, recorded or otherwise, without the prior permission of the copyright holder, Cybertrek Ltd. Printed by Warners Midlands PLC. Distributed by Royal Mail Group Ltd and Whistl Ltd in the UK and Total Mail Ltd globally. ©Cybertrek Ltd 2017 ISSN 1361-3510 (print) / 2397-2351 (online). To subscribe to Health Club Management, log on to www.leisuresubs.com or email [email protected] or call +44 (0)1462 471930. Annual subscription rates are UK £45, Europe £57, rest of world £80, students (UK) £22.

Doing more exercise could potentially help glaucoma patients Vision of fitness

Researchers from the University of California, Los Angeles, have found that regular exercise can signiﬁ cantly reduce the risk of glaucoma – a leading cause of blindness

laucoma is a common eye “We were interested in identifying but that people who exercise with higher condition that arises from a potential risk factors that could be speed and more steps of walking or Gbuild-up of fluid in the eye, changed based on lifestyle modifications running may even further decrease their which in turn damages the with a plausible biological basis. Exercise is glaucoma risk compared to people who optic nerve – a structure that’s vital an activity that fits this description.” exercise at lower speeds with less steps,” for vision. It most commonly affects The researchers began by defining Tseng told Health Club Management. PHOTO: SHUTTERSTOCK.COM PHOTO: those aged over 40, but can strike at any moderate to vigorous activity in real- “We know that blood flow to the age. And as a condition that typically life terms: taking 7,000 steps a day for optic nerve and the front of the eye plays presents without symptoms in its early seven consecutive days was considered a role in glaucoma development and stages, it’s the second leading cause of to be the same as doing 30 minutes of progression, and we also know that blood blindness in the world. moderate-to-vigorous physical activity on flow in the body changes with exercise. Despite having a high incidence, little at least five days a week. Therefore, it is not surprising that the is known about how to best prevent two are associated,” she said. the condition, which has no cure; HIGHER SPEED, MORE STEPS However, Tseng added that the however, new study findings presented Working with this definition, Tseng findings, which are yet to be published, at the 121st Annual Meeting of the and colleagues found that participants’ “are only preliminary and do not suggest American Academy of Ophthalmology risk of glaucoma fell by 6 per cent for a cause-and-effect relationship between in November 2017 suggest that regular each 10-unit increase in walking speed exercise and glaucoma.” exercise may play a key role. and number of steps taken per minute. Tseng concluded: “Further studies And glaucoma risk decreased by 25 per are needed to examine the relationship LIFESTYLE MODIFICATIONS cent for every 10-minute increase in between the two entities. If further A team of US researchers, led by Victoria moderate-to-vigorous activity per week. studies support our findings, it may Tseng, analysed data from the National “Our research suggests that it’s not be worthwhile to consider suggesting Health and Nutrition Examination Survey only the act of exercising that may be increased amounts of exercise to – a large study that has been assessing the associated with decreased glaucoma risk, patients with glaucoma.” O health of US adults since the 1960s – to see if the data sheds any light on the link between exercise and eye health. We were interested in identifying “We chose to study this relationship because the currently known risk factors potential risk factors that could be for glaucoma are things that we can’t changed based on lifestyle modifications change, such as age, race and family

history of the disease,” said Tseng. with a plausible biological basis Tseng, V et al. Another reason to exercise: protecting your sight. American Academy of Ophthalmology (AAO), 13 Nov 2017

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