http://www.healthclubmanagement.co.uk/healthclubmanagement.co.uk @healthclubmag
FEBRUARY 2017 No 243
THERE’S AN FITNESS APP FOR THAT FORESIGHT™ Google Play’s Jeni Fisher shares her top 5 wellbeing apps p58 2017 We round up the key trends SOUND IN BODY, shaping the sector SOUND IN MIND this year p34 Using exercise to combat mental health issues p52 MOHAMMED FAYEZ The CEO of the Arena Group is on a mission to get Saudi moving p44 BOOST YOUR FITNESS BUSINESS AT FIBO
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Fitness as a vital sign
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erobic fitness should be considered a vital sign and assessed as part of medical examinations. This is the very exciting A new advice from the American Heart Association (AHA), which says this measure should become as standard as monitoring someone’s blood pressure, body temperature or pulse. The AHA’s statement – issued at the end of last year – draws comparisons with smoking, obesity and high blood pressure, observing that aerobic fitness can be an even better indicator of a person’s risk of heart disease and early death. Linked to this, the organisation is encouraging doctors to signpost anyone with low aerobic fitness into exercise; it points out that fitness is a malleable measure, with risk of heart disease lowered simply by moving more. This comes hot on the heels of the decision by the UK’s Royal College of General Practitioners to make physical activity and lifestyle a clinical priority for GPs over the next three years (see HCM Aug 16, p3); the fitness sector is, it seems, finally coming of age in both the US and the UK, with credible medical bodies pushing Improving aerobic fitness can cut risk of early death to have fitness’ preventative health potential recognised by doctors. At this stage the AHA’s stance is still just a recommendation This matters for two reasons. Firstly, biological age is very motivating – it doesn’t change the formal heart disease risk calculations – – a simple, one-figure snapshot that sums up your health. Mine used but the organisation is hopeful it will have an impact not only on to be much younger than my chronological age, but after a year of doctors but also on the general public, driving awareness of the little exercise, a Boditrax scan revealed it to be four years older. That’s importance of aerobic fitness among both groups. been a powerful kick into action; nobody likes to feel old for their age. If the AHA and RCGP initiatives have the impact they hope, the Secondly, echoing the AHA statement, biological age has been clearly fitness sector is set to see far more people referred to its facilities. It linked to longevity: in a 2014 study, people whose VO2 max was 15 per must be ready, with staff skilled up to welcome the less fit and help cent or more below average for their age had an 82 per cent higher risk of dying prematurely than those whose biological age was the same as, or younger than, their actual age. Aerobic fitness really does matter. But at the moment GPs aren’t experts in fitness: they’re unlikely People whose VO2 max is 15 per cent to have body scanners to hand, and will most likely be unaware or more below average for their age of other tools to help them implement AHA recommendations. So what are their options? The AHA suggests online fitness age have an 82 per cent higher risk calculators, but my experience suggests these estimate your fitness based purely on your current activity levels. What if, as in my case, of dying prematurely your fitness routine is new? One calculator gave me a fitness age 13 years younger than I really am; I sadly know that to be untrue! Nuffield’s Health MOT offers a scaleable alternative: an aerobic fitness them get results; in this way the circle will be completed, with GPs’ test which estimates VO2 max by monitoring heart rate variability. confidence in our sector growing further as they see health risks fall. No aerobic stress, no need for treadmills or body scanners, but still a But there’s another – consumer-facing – benefit of a focus on aerobic reading that’s based on your body as it stands today. It then gives you a fitness. Health data can be bewildering, and aerobic fitness can be used to % score of how your health compares to others your age. Our sector communicate complex medical messages in a way people understand. should be reaching out to GPs with robust solutions such as this.
Specifically, aerobic fitness (someone’s VO2 max) can be used to calculate their biological age – how old their body is physiologically. If Kate Cracknell their VO2 max is lower than average for their age group, their biological [email protected] age is older than their chronological age, and vice versa. @healthclubkate
+44 (0)1462 431385 WWW.HEALTHCLUBMANAGEMENT.CO.UK [email protected] WWW.LEISURESUBS.COM
©Cybertrek 2017 healthclubmanagement.co.uk February 2017 5 WEARABLES THAT DRIVE ROI. GET RESULTS WITH MYZONE®.
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©MYZONE® 2016. All Rights Reserved. UK: _LQIR#P\]RQHRUJ myzone.org According to their recent industry survey, ACSM
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To receive a free digital subscription Specialist to Health Club Management software is SIGN UP ONLINE emerging for healthclubmanagement.co.uk/digital 66 trampoline parks 05 62 Mohammed Fayez of Arena Editor’s letter 44 wants to get Interview Aerobic fitness is on the verge of Saudis moving Jim Graham inclusion in medical examinations – a The former COO of The Gym Group huge opportunity for the fitness sector believes there are interesting opportunities on all fronts, says Kate Cracknell 34 ahead for the sector – if it gets things right
12 Fitness ForesightTM 2017 66 Mental health, artificial intelligence, Letters meditation spaces and an insect diet. We Bounce bespoke A duty of care with customers’ data, look at some of the key trends set to Software providers are beginning to cater questions raised over ‘weekend warrior’ impact the sector this year for the specialist needs of the growing data, and opportunities stemming from trampoline park sector the new apprenticeship levy 44 Jim Graham’s 14 frank views on Interview challenges facing Saudi Arabia’s 62 HCM people Arena Group WKHʛWQHVVVHFWRU We speak to Instructability’s Hilary The Saudi population is very inactive – Farmiloe, Nuffield’s in-school head but the Arena Group has its sights set on of wellbeing Terry Austin, and Justin changing that, reports Kate Cracknell McDonell of Collective Wellness Group 20 52 Talking point News round-up Emotional wellbeing Ronaldo launches CR7 gym chain, pop-up What more can the fitness sector do to help fitness café takes exercise as payment, and those suffering with mental health issues? MINDBODY partners with Google 33 58 There’s an app for that Events calendar Google Play’s Jeni Fisher shares her All set for IHRSA and the Quest conference? personal top five wellbeing apps
8 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 MP Tracey Crouch at a 76 parliamentary ParkLives
Yogaia – one of the wellbeing apps set 58 for strong growth 82 89 during 2017 Product innovations Supplier showcase White Studio, Technogym, Styku, Physical Change gym installs eGym to beat off the Company, Escape and Precor tell us about competition, and Village Hotel Club grows 68 their latest launches appeal of functional kit by incorporating Physical Company’s APEX programming Still got it! Kath Hudson takes a look at a selection 86 of inspiring programmes designed to 96 keep older people active Fitness-kit.net Lock it in Gut reaction We take a look at the latest new products Prebiotics and healthy eating can reduce 72 in the field of changing room lockers severity of exercise-induced asthma
Trending now Clubs need to ClubIntel’s Stephen Tharrett and Mark build recovery Williamson on the findings of the 2016 34 into members’ International Fitness Industry Trend Report programmes 76
ukactive update Getting things done In the first of a two-part series on the evolution of ukactive, the organisation’s executive director Steven Ward looks at what’s changed over recent years 78
IHRSA update The evolution of Spanish fitness A new report from MAS highlights the latest stats and growth sectors in the
PHOTO: ANDY TYLER Spanish fitness market
©Cybertrek 2017 February 2017 9 EDITOR Kate Cracknell +44 (0)1462 471906 EDITORIAL DIRECTOR Liz Terry +44 (0)1462 431385 DEPUTY EDITOR Steph Eaves +44 (0)1462 471934 HEAD OF NEWS Matthew Campelli 01462 471912 NEWS DESK CHOOSE HOW YOU READ HEALTH CLUB MANAGEMENT Jane Kitchen +44 (0)1462 471929 PRINT DIGITAL PDF Tom Anstey Health club Management is Read Health Club Management The magazine is also available +44 (0)1462 471916 available in glossy print on sub- free on Digital Turning Pages as a PDF edition for Kim Megson scription. Sign up any time at: and enjoy extra links and readers who want to read 01462 471915 www.leisuresubs.com searchability RʢLQHRURQDWDEOHW Tom Walker 01462 471934 PUBLISHER Jan Williams OTHER RESOURCES FROM HEALTH CLUB MANAGEMENT +44 (0)1462 471909 SALES John Challinor +44 (0)1202 742968 HCM Handbook healthclubmanagement.co.uk The latest stats, trends and analysis all For daily news and jobs, plus access Astrid Ros in one place – an invaluable reference to digital editions of Health Club +44 (0)1462 471911 guide and global resource for Management and links to other Julie Badrick decision-makers across the sector. Leisure Media magazines and websites. +44 (0)1462 471919 http://www.healthclubhandbook.com/digital/index1.cfm?mag=Health%20Club%20Handbook http://www.healthclubhandbook.com/pdf/HCH_2014.pdf http://healthclubmanagement.co.uk/ DESIGN Read online healthclubhandbook.com Visit www.healthclubmanagement.co.uk Paul McLaughlin PDF version healthclubhandbook.com/pdf +44 (0)1462 471933 PRODUCT EDITOR Kate Corney +44 (0)1462 471922 Health Club Management ezine Leisure Opportunities SUBSCRIPTIONS Brings the best of the week’s news Our sister title focuses on news, jobs Denise Adams and jobs to your inbox every Friday, and training, with a daily website, ezine +44 (0)1462 471930 covering everything from facility and instant alerts service. openings to public policy to research. Visit www.leisureopportunities.co.uk CIRCULATION MANAGER http://www.leisureopportunities.co.uk/images/LO_24jun2014issue_635.pdf PDF version leisureopportunities.co.uk/pdf Michael Emmerson http://www.leisuremedia.com/subscribe.cfm?origin=LOhead Sign up www.leisuremedia.com/subscribe Sign up www.leisuremedia.com/subscribe +44 (0)1462 471932 http://healthclubmanagement.co.uk/ WEB TEAM Dean Fox +44 (0)1462 471900 ¼WQHVVNLWQHW Instant alerts & RSS Emma Harris Our search engine for buyers offers +IXXLIRI[WEWMXLETTIRWERH½RH +44 (0)1462 471921 contacts and details for 5,000 out about the latest job openings and Tim Nash suppliers. There’s also a weekly ezine. tenders the second they’re posted +44 (0)1462 471917 ½ X R I W W O M X R I X online. Sign up for our free alerts. Michael Paramore Visit www.fitness-kit.net ½ X R I W W O M X R I X http://www.leisuremedia.com/subscribe.cfm?origin=LOhead +44 (0)1462 471926 Sign up www.leisuremedia.com/subscribe Sign up www.leisuremedia.com/subscribe FINANCE Denise Adams +44 (0)1462 471930 Health Club Management Rebekah Scott is IHRSA’s European +44 (0)1462 733477 Public Affairs Media Partner Strategic Media Partner Email: [email protected] ©&\EHUWUHN/WG,661 SULQW RQOLQH
10 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 MORE TO ENJOY
Mohammed Fayez: The CEO of In a rare interview, Peter $ULDQQD+XʡQJWRQLVRQD Fashion designer Diane von the Arena Group on a mission Zumthor reveals how he mission to change the way we Furstenberg is fundraising for to get Saudi Arabia moving creates emotional spaces work and live with Thrive Global the Statue of Liberty Museum Fitness Foresight: We round Pritzker Prize-winning architect Global Thermal Think Tank: Take a tour inside Kentucky’s up the key trends that will Richard Meier discusses the need Hot spring leaders gather in new supersize Noah’s Ark shape the sector this year to protect our public spaces *HUPDQ\IRUWKHʛUVWWLPH attraction and sister museum Google Play’s Jeni Fisher shares After a unique architectural Millenials study: New ISPA Long-time champion of science KHUWRSʛYHZHOOEHLQJDSSVDQG collaboration, London’s Design research looks at the youngest centres Linda Conlon on KRZKHDOWKFOXEVFDQEHQHʛW Museum has a new home generation of spa-goers strategising for challenging times
Read all of our latest magazines & back issues online: www.leisuremedia.com
News: skiier Dave Ryding’s The Gym Group to open 17 Eight-storey Sojo Spa Club 86LQVWLWXWLRQVRʞHUHGVSHFLDO historic achievement will put sites in 2017, meeting its target opens this month, overlooking events and alternatives to the skiing into the media spotlight of 15-20 openings per year the Hudson River in NYC inauguration of Donald Trump Chris Grant: the CEO of Sports jobs are up by 10 per Stephanie Rest appointed Spa & (LʞHO7RZHUZLOOXQGHUJRD Sported, who is using sport to cent since 2012, according to Wellness director for Argentta €300m renovation that will create social change government statistics at Watergate Hotel in D.C. occur over a 15-year period Ruben Reddy: the architect 3DUNRXUKDVEHHQRʡFLDOO\ Spa opens at Palazzo Versace Legoland in Florida has launched arguing that temporary recognised as a sport in the UK, Dubai, with 7 treatment rooms, Ninjago World, an immersive structures are more sustainable making it eligible for funding private jacuzzi and more land centred around 4D ride
©Cybertrek 2017 healthclubmanagement.co.uk February 2017 11 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]
We have a duty of care to protect our customers’ data
Sean Maguire, Managing director, Legend Club Management Systems
The information an information to the highest Unfortunately, many organisation holds is arguably degree possible. organisations in the health its most important asset. Health and fitness and fitness industry are still The need to both operate operators have an obligation either unaware that they are efficiently and provide to their customers to processing customer data in differential services means comply with information a manner that is in breach that the personal data we security standards such as of these standards or are hold has not only grown in those set by the Payment simply failing to adhere to magnitude, but is also taking Card Industry Data Security data security best practice. on ever greater value. Standard (PCI DSS). Equally, It’s time that, collectively, However, one only has those providing services to we step up and put in to consider the near daily operators that might involve place formal standards and reports of data breaches in the storage, handling or processes to protect data, other industries to recognise transmission of data have a before one of us becomes that as the value of data duty to put in place audited the focus of the latest data Virtual indoor cycling classes becomes greater, so does processes for data security. breach news. We have a attract a wider audience to clubs the corporate responsibility duty to our customers as and risk. Our customers “Customers entrust us with their an industry group to offer entrust us with their details and we have a duty of a formal validation and an personal details and we have industry-wide commitment a duty of care to protect this care to protect them” to information security.
Health clubs are in possession of a wealth of customer data which must be protected PHOTO:SHUTTERSTOCK.COM FEBRUARY 2017 LETTERS
New apprenticeship levy a great opportunity for businesses Jessica Higgins, Workplace relations consultant (non-practising solicitor), Ibex Gale
Apprenticeships are The new levy will result in more apprenticeships widely used in the health and fitness industry, providing opportunities for young people to enter the workplace and gain qualifications at the same time. Apprenticeships help businesses to increase productivity and performance as well as create a competent and committed workforce. +RZHYHUIURP̼$SULO̸̶̷̽ all UK employers with wage ELOOVRIRYHUe̹PPXVWSD\WKH government an Apprenticeship Virtual indoor cycling classes /HY\7KHOHY\LV̶̻SHUFHQW attract a wider audience to clubs of a business’ payroll and will “The levy should be collected by HMRC via be seen as an PAYE. All employers have opportunity for e̷̶̶̶̻WRRIIVHWDJDLQVWWKH amount they owe, such that businesses to grow accessed online via a digital apprenticeships for SMEs, so WKH̶̻SHUFHQWOHY\RQO\ and enhance their apprenticeship service account. all employers should benefit. applies to wages paid over The government will add So, if your company pays out WKHe̹PWKUHVKROG workforce” ̷̶SHUFHQWWRWKHGLJLWDO PRUHWKDQe̹PLQZDJHVEH The purpose of the new levy account and the funds prepared for the compulsory is to encourage all employers The fund can be accessed will be available to use for levy coming into force in April – to invest in apprenticeship by employers to fund ̷̾PRQWKV$Q\XQXVHG but let’s see it as an opportunity programmes and to improve apprenticeship training in money in the fund following for businesses to fund new the quality and quantity of their business. The levy will this time will be used by apprenticeships and grow and their apprenticeships. be paid monthly and it will be the government to fund enhance their workforce.
There’s no evidence of ‘weekend warrior’ health benefits Melvyn Hillsdon, Associate professor of physical activity and health, The University of Exeter
Recently the press is better than none and more The study actually reported the findings of a regular activity is a bit better looked at frequency of study that focused on physical still. The study did not include activity over four weeks activity during leisure time in occupational or transport a large cohort of UK adults activity and therefore it is DJHG̶̺DQGRYHU7KHKHDGOLQH possible that the infrequent was that so called ‘weekend exercisers (the ‘weekend warriors’ (people who do all warriors’) were more active in their physical activity at the these two domains with less weekend) have a reduced risk time for physical activity in of death similar to people who their leisure time. are more frequently active. The message is still very Based on the headlines, positive, any exercise is better readers might be surprised than none, but we shouldn’t to learn that this study did assume there’s any kind of not separately measure the four weeks prior to the weekend effect. physical activity undertaken survey. Their answers were on weekdays and weekend averaged out to estimate “Any exercise is better than none, but days. Instead, the survey asked weekly frequency. we shouldn’t assume there’s any kind people how frequently they What the paper actually undertook physical activity in shows is that some exercise of weekend effect”
©Cybertrek 2017 healthclubmanagement.co.uk February 2017 13 PEOPLE
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HILARY FARMILOE INSTRUCTABILITY NATIONAL PROJECT MANAGER
How did InstructAbility start, and how has it developed? The spinal cord injury charity Aspire, which also operates an inclusive community leisure centre, recognised that disabled people were significantly under-represented in the fitness sector workforce. In response, it set up the InstructAbility programme to create accessible training and employment opportunities. Our programme is open to a wide range of disabled people, including those with physical and sensory impairments and people who have experienced PHQWDOKHDOWKGLʡFXOWLHV In 2010, a pilot was run with <0&$ʛWZKLFKGHOLYHUHGDWDLORUHG course, and with a range of leisure operators who provided work placements. A further four courses were funded by the Mayor’s Legacy Fund. In 2013, Sport England awarded Aspire an £850,000 grant to roll out the programme nationally. To date, RYHUGLVDEOHGSHRSOHKDYHTXDOLʛHG DVʛWQHVVSURIHVVLRQDOV
How did you get involved with InstructAbility? I’ve always been involved in sport, originally training as a PE teacher and progressing to become development manager for the government’s School Sport Partnership scheme. I joined Aspire in 2011 to manage and develop the InstructAbility programme from its pilot. I saw this as an opportunity to use my skills for good, working in the charity sector. I was also keen to lead a project that had the Farmiloe: ‘I saw this as an opportunity to use my skills for good’ SRWHQWLDOWRHʞHFWORQJWHUPSRVLWLYH change in the industry.
14 healthclubmanagement.co.uk)HEUXDU\k&\EHUWUHN HCM PEOPLE
What are the main aims of the programme? To increase the number of disabled people qualifying as gym instructors and ZRUNLQJLQWKHʛWQHVVLQGXVWU\E\IXQGLQJ and delivering accessible training and providing work placements. To increase the number of disabled SHRSOHSDUWLFLSDWLQJLQʛWQHVVE\FUHDWLQJ a workforce that represents and understands this client group. ,QVWUXFW$ELOLW\JUDGXDWHVFDQDOVR 7RKHOSWKHʛWQHVVLQGXVWU\EHFRPH ZRUNZLWKQRQGLVDEOHGFOLHQWV more inclusive by raising awareness RIGLVDELOLW\DPRQJVWDʞPDQDJHUV customers and stakeholders. So far, 300 disabled people KDYHTXDOLʛHGDVLQVWUXFWRUV Do the instructors mostly train other disabled people? ,QVWUXFW$ELOLW\JUDGXDWHVDUHTXDOLʛHGWR ZRUNZLWKSHRSOHRIDOODELOLWLHVEXWWKH\ do hold Level 3 Exercise and Disability TXDOLʛFDWLRQV2QWKHSURJUDPPHWKH\ learn how to use their experience of living with disability to engage other people with impairments.
How do health clubs EHQHʛWIURPHPSOR\LQJDQ InstructAbility instructor? :KLOH\RXFDQWHDFKVWDʞWRXQGHUVWDQG GLVDELOLW\QRWKLQJFRPSDUHVWRKDYLQJ someone on your team who has lived it. Disabled instructors have often used high-level problem solving skills in their RZQOLIHZKLFKWKH\FDQGUDZRQWR adapt exercise for others. They can also attract a broader client base. WRJHWVWDUWHG1RWRQO\WKDWEXWZHȷUH not uncommon for graduates to tell us that ,QDGGLWLRQRYHUSHUFHQWRI creating role models for other disabled the programme has changed their lives. employers report a positive impact on people who want to pursue a career in WKHLUH[LVWLQJVWDʞ7KLVFDQKDYHDULSSOH WKHʛWQHVVLQGXVWU\ Are there any plans for HʞHFWDFURVVWKHRUJDQLVDWLRQZLWKVRPH new developments within companies revising policies and practices +RZGRHVWKHSURJUDPPHDʞHFW the programme? to enhance accessibility. the lives of the instructors? We’d like to see more employers The majority of InstructAbility investing in disabled people’s professional What impact do instructors instructors have experienced losing their development. We’ll be working with have on other disabled independence and relying on others for XNDFWLYHWRFRRUGLQDWH/HDG$ELOLW\DQHZ people in the community? DSHULRGRIWLPH2XUSURJUDPPHWXUQV bursary scheme funded by Matrix Fitness It’s all about providing people with real WKHWDEOHVHPSRZHULQJWKHPWRSURYLGH to enable disabled people to access the role models. Not everyone aspires to be a support to others and drive change ukactive Future Leaders Programme. 3DUDO\PSLDQEXWPRVWSHRSOHZRXOGEHQHʛW ZLWKLQWKHʛWQHVVLQGXVWU\ :LWKIXQGLQJIURP6SRUW(QJODQG from being a little more active. Being able to Disabled people who have been out of we’ll also be piloting a revised delivery go to a club where you feel welcome and work gain a renewed sense of purpose PRGHOZRUNLQJZLWKDUDQJHRISDUWQHUV VXSSRUWHGFDQPDNHDOOWKHGLʞHUHQFH through volunteering and employment. LQFOXGLQJOHLVXUHRSHUDWRUVFKDULWLHV When the instructors share their Many instructors also report increases ORFDODXWKRULWLHVDQG'38/2ȷV 'LVDEOHG VWRULHVLWFDQDOVRHQFRXUDJHQRQ LQWKHLURZQʛWQHVVZKLFKKHOSVZLWK 3HRSOH8VHU/HG2UJDQLVDWLRQV WRFR GLVDEOHGSHRSOHZKRODFNFRQʛGHQFH PDQDJLQJWKHLUFRQGLWLRQV3XWVLPSO\LWȷV ordinate the programme at local level.
©Cybertrek 2016 healthclubmanagement.co.uk February 2017 15 HCM PEOPLE
Schools are under pressure to meet academic targets. There’s a lack of time, resources and funding to give wellbeing the attention it deserves TERRY AUSTIN HEAD OF WELLBEING, WOOD GREEN SCHOOL
,Q1XʡHOG social media. Younger Health launched a pilot people today face more whereby it placed a challenges to their mental head of wellbeing into and physical health Wood Green School than ever before. Early in Witney, England. interventions are imperative What has been achieved to ensure that negative LQWKHʛUVW\HDU" trends don’t continue into 7KHʛUVW\HDUKDVEHHQ their adult lives. dedicated to raising awareness and establishing my role and What obstacles position with students and have you faced? VWDʞ,KDYHWROLQNWKHUROH Implementing interventions in with the structure of the around the school timetable and curriculum. timetable and curriculum There isn’t an allocated can be challenging. The wellbeing lesson, so it’s Austin: ‘Early interventions in wellbeing can be key’ school’s infrastructure important to integrate with is complex and schools other departments instead of are busy places. When working independently. asking them not what’s right and wrong, considering an intervention, it’s crucial to but what sort of person they want to be. plan ahead, work around the timetable What interactions take DQGDSSUHFLDWHWKHEXV\QHVVRIVWDʞDQG place with the students? What have you learnt their other commitments and priorities. We use tutorial time and assembly time, about school wellbeing? as well as isolated wellbeing days for Schools are under pressure to meet How have you engaged entire year groups. In this time, we focus academic targets and Ofsted ratings, the school workforce? on nutrition, resilience, mental health and and there’s a lack of time, resources and It’s important to respect boundaries emotional wellbeing among other topics. funding available to really give wellbeing and other people’s expertise. People the attention it deserves and needs. sometimes fear change and can be How have you, personally, There are also many variables that protective of their habits and practices, found the experience? FDQLQʜXHQFHEHKDYLRXUVXFKDVSHHU especially in a school community. The experience has been great so far. pressure, parents and :HJDYHDOOVWDʞWKHRSSRUWXQLW\ ,ȷYHEHHQDW1XʡHOG+HDOWKIRU\HDUV to have a personalised lifestyle health working in gyms and medical centres. assessment to develop their own In those situations, you’re dealing with wellbeing action plan, and this has helped adults who are fully developed physically to build relationships. and mentally, capable of abstract thinking, not as susceptible to peer pressure and How could other head more engaged in behaviour change. teachers start talking Approaching a school of teenagers is a about wellbeing? YHU\GLʞHUHQWH[SHULHQFH 16 healthclubmanagement.co.uk February 2017 ©Cybertrek 2016 HCM PEOPLE We’re always on the lookout for the next great health and wellness brand that’s been proven in another market JUSTIN MCDONELL CHAIR, COLLECTIVE WELLNESS GROUP ranchises are a staple of the EXVLQHVVSDUWQHU5LFKDUG3HOO ʛWQHVVLQGXVWU\SURYLGLQJD VWDUWHGWKH&ROOHFWLYH:HOOQHVV FUHFRJQLVDEOHDQGUHOLDEOHEUDQG *URXSLQRUGHUWRDGGQHZ IRUFXVWRPHUVDVZHOODVVXSSRUW IUDQFKLVHFKDLQVWRWKHRʞHULQJ DQGJXLGDQFHIRURZQHUV'RQH 7KHJURXSVLJQHGDVWKHPDVWHU ULJKWWKH\FDQGRPLQDWHDPDUNHW IUDQFKLVRURI0DVVDJH(QY\LQ -XVWLQ0F'RQHOONQRZVWKLV $XVWUDOLDHDUO\LQDQGE\WKH EHWWHUWKDQDQ\RQH+LVKROGLQJ HQGRIWKH\HDUKDGDOVRVLJQHG FRPSDQ\&ROOHFWLYH:HOOQHVV WKHULJKWVWR2UDQJHWKHRU\ *URXSLVWKHPDVWHUIUDQFKLVRURI 0F'RQHOOSODQVWRUROORXW $Q\WLPH)LWQHVVWKHODUJHVWʛWQHVV IUDQFKLVHVRIHDFKFKDLQ FKDLQLQ$XVWUDOLDZLWKFOXEV Ⱥ:HȷUHDOZD\VRQWKHORRNRXW RSHQDQGSODQVWRJHWWR IRUWKHQH[WJUHDWKHDOWKDQG 5HFHQWO\HPEUDFLQJWKHFXUUHQW ZHOOQHVVEUDQGWKDWȷVEHHQSURYHQ WUHQGVRIZHOOQHVVDQGERXWLTXH LQDQRWKHUPDUNHWDQGWKDWZH ʛWQHVV0F'RQHOODGGHGWZRQHZ IHHOFDQGRPLQDWHLQWKH$XVWUDOLDQ IUDQFKLVHFKDLQV0DVVDJH(QY\DQG PDUNHWȻ0F'RQHOOH[SODLQV 2UDQJHWKHRU\)LWQHVV Ⱥ:HȷUHH[FLWHGDERXWZKDWWKHVH Ⱥ,WKLQNLWȷVWKHHQWUHSUHQHXULDO WZREUDQGVFDQGRLQ$XVWUDOLDȻ VSLULWRIȶ,ȷOOJLYHLWDJRȷȻVD\V 0F'RQHOORIWKHSRSXODULW\RI New directions IUDQFKLVHVȺ7KHDGYDQWDJHRI ,QEULQJLQJWKHVHEUDQGVWR WKHIUDQFKLVHLVWKDWLWSURYLGHVD $XVWUDOLD0F'RQHOOLVWDUJHWLQJ IUDPHZRUNWRZRUNZLWKLQ 18 healthclubmanagement.co.uk February 2017 ©Cybertrek 2016 2500 International news Adidas unveils fitness-focused campus has Sportswear giant Adidas Adidas will turn its HQ into a huge leisure campus revealed its plans to transform its German headquarters into a huge leisure campus, including four star-shaped public spaces promoting exercise and outdoor activity. Dutch studio LOLA Landscape Architects have designed the outdoor component of the World of Sports campus in the town of Herzogenaurach, which The first phase of the facilities such as sports pitches, The project is being will provide a canvas for project will begin in 2017. The bike parking and seating areas. developed in collaboration with employees to test Adidas extensive landscape – with “They are like buildings technical landscape consultant products for activities ranging a lake at its heart – will be without a roof; and each of WGF Objekt alongside from football and running to developed in parallel with the them, with a distinct look and engineers WPW. skateboarding and cycling. creation of two new company feel, becomes a beacon and Adidas is not the only sports Athletes, journalists and buildings – HALFTIME by way finder on the campus,” design company to adapt its retailers will be welcomed COBE Architects and ARENA said LOLA in a statement. headquarters to better reflect to use the campus in its first by Behnisch Architects. “In an incremental way, its focus on fitness and leisure. phase, before it gradually The four star-shaped public the new campus will be Earlier this year, Nike launched morphs into the fabric of the areas will be located in the further developed with both a 297,000sq m (3.2 million city to become a new public centre of the new buildings, interior and exterior spaces square feet) expansion of its space open to all. An array of offering lively and engaging [that merge with the urban campus in Oregon to add buildings, gardens, landscapes routes through the campus. area]. The new buildings are sports facilities and architecture and monuments will eventually Each will be carefully designed merely covered squares, and inspired by human movement. demonstrate the growth of the around a different theme and a the landscapes are like open company over time. set of activities, and will feature air buildings.” http://lei.sr?a=z5y4t_ORead more online Equinox aims to shock Ronaldo launches gym chain with marketing campaign World football star equipment, group fitness Cristiano Ronaldo is teaming programmes, advice from Equinox, the US gym and lifestyle brand, has launched a up with US-based health personal trainers and provocative new advertising campaign, which features images of a club chain Crunch Fitness nutrition guidance. woman baring mastectomy scars and the cultivation of cannabis. WRODXQFK&5̽J\PV7KH The clubs will target people The Commit to Something campaign uses shots by world- Real Madrid winger will open of all fitness levels, from renowned fashion photographer Steven Klein, and attempts to his first club in Madrid, Spain beginners to enthusiasts. encourage viewers to “take action and celebrate dedication”. before expanding further afield. Ben Midgley, Crunch Seven photographs that comprise the campaign will be prominent Speaking about the gym, Franchise CEO, said. “It’s on social media and within the 86 clubs owned by Equinox. Ronaldo said: “I’m excited been an absolute honour “This year’s campaign revolves around the notion that what about the CR7 Fitness Club to work with Cristiano you commit to is who you are, so we’re daring viewers to venture with Crunch. We Ronaldo and his team. take stance and look inward, even if doing so makes you a are able to offer We’re very little bit uncomfortable,” health and fitness at excited to build said executive vice-president a reasonable price something and chief marketing officer and members truly Carlos Becil. can use the incredible, “We’re in the business of same fitness particularly changing lives at Equinox, so equipment I use.” knowing we’ve learned firsthand that Franchise that we will going ‘all in’ on anything – owners will be able be able to whether it be a workout, to establish their impact the a cause or yourself – will own Crunch gym lives and fitness journeys undoubtedly get you one in Spain where of thousands of new step closer to finding out CR7 members people as we continue to who you really are.” will be able to grow.” One of the posters experience features cannabis plants http://lei.sr?a=2e3s8_HRead more online “cutting-edge” http://lei.sr?a=5q9V9_HRead more online PHOTO: SHUTTERSTOCK.COM PHOTO: 20 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 Read stories in more detail at www.healthclubmanagement.co.uk Email: [email protected] Orangetheory Fitness opens Manhattan studio US-based health club chain “This studio is located in the Orangetheory Fitness has heart of the city and will allow opened its first corporately us to continue to grow while owned studio in New York providing us with an ideal spot City. Located in the Astor to continuously deliver the Place neighborhood – the most unique, challenging and vibrant community where results oriented workouts to East and West Villages meet New Yorkers.” in Manhattan – the studio is The opening is part of the the fifth Orangetheory Fitness company’s explosive growth studio to open in the city. in the US, which saw a 69 The studio features a large, per cent increase in studio PXOWLOHYHOOD\RXWȲbPDNLQJLW openings in 2016 from the unique in the Orangetheory year before. The company portfolio as it is the first also relocated its HQ from to to rise above one storey its original home in Fort ȲbDQGKDVEHHQGHVLJQHG Lauderdale, Florida, to a to motivate members with 36,000sq ft facility in the city upbeat music, modern of Boca Raton. equipment, contemporary Orangetheory launched in lighting and art. 2010 and has since become “We’re elated to be opening one of the world’s largest our first corporately owned fitness franchises, with 500 Orangetheory Fitness studio studios in seven countries in New York City, one of the – the US, Canada, the UK, workout capitals of the world,” Australia, Mexico, Dominican said Dave Long, co-founder Republic and Colombia. and chief executive officer of Orangetheory Fitness. http://lei.sr?a=G6p7U_HRead more online Orangetheory now has 500 studios in seven countries ‘Competitive pressures’ PickUp goes to east coast close David Barton Gyms Basketball-themed fitness zones and the company’s main chain PickUp USA Fitness has attraction – pickup basketball David secured a new franchised site sessions with referees. US fitness chain Eight clubs were closed Barton Gym has been in Charlottesville, Virginia. According to Jordan Meinster, forced to shut some of its The new club marks the president of PickUp USA, operations due to what first US east coast location for the business is planning to it described as “market the Los Angeles, California- accelerate its growth for next pressures”. Club Ventures, based company, which has year, projecting a total of 17 which runs eight of the chic been expanding rapidly since locations by the end of 2017. gyms, issued a statement opening its first club in 2011. “We have franchise territories on 21 December saying it PickUp USA gyms are full- available in 38 states and are had closed all of its club service fitness clubs with a actively expanding across the operations in New York, focus on basketball. Each country,” Meinster said. Boston, Miami, Chicago and club offers group and private The Charlottesville club is Bellevue, Washington. basketball training, weight set to open by June 2017. However, facilities in Los and cv rooms, relaxation Angeles and Las Vegas and lounges, locker rooms, retail http://lei.sr?a=v8Q7y_HRead more online the Island Club and Spa in Honolulu will remain open. These locations are owned by a PickUp offers separate legal entity, Meridian Sports Club. fitness focused The statement added: “The company deeply regrets on basketball this final action, but due to severe competitive pressures, particularly in New York, it has become impossible for these locations to continue operations. David Barton Gym greatly appreciates the past patronage of all of its clients and support of its staff and training professionals.” http://lei.sr?a=G2G8w_HRead more online ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 21 UK news Call for daily exercise to combat childhood obesity MPs have discussed the most being active every day in the effective ways to use cash last summer holidays. raised from the soft drinks “The club is for the vast tax, including the rolling out majority of children who are of sports camps and daily not sport minded. There mile initiatives. The 90-minute should be hundreds and debate, which took place in hundreds of these camps.” London last month, was tabled In March last year, the by Justin Tomlinson, MP for government announced it North Swindon. would be introducing a tax Justin Tomlinson tabled the debate on the sugar tax He opened the discussion by on sugary drinks, which is saying that a third of children expected to come into force would more likely be David Rutley, MP and are overweight or obese, in April 2018 and predicted to between £200-300m. Caroline Monaghan MP also which was “an alarming figure, raise £520m in its first year. During the debate, Maggie highlighted the importance of which creates social norms and Schools Minister Nick Throup MP warned that one daily mile initiatives. becomes acceptable”. Gibb, who also attended the in five children begin primary Monaghan told MPs: “The Tomlinson highlighted the debate, confirmed that the school overweight or obese daily mile was developed work of Draycott Sports £520m from the levy will and that many are diagnosed in Stirling. It only takes 15 Camp in his constituency, be ring-fenced until 2020. with Type 2 diabetes. minutes each day. My own which runs after-school, and However, Will Quince, MP She said: “We need to children do the daily mile up school holiday clubs. for Colchester questioned tackle obesity at a young age. and down tarmac.” He said: “Two-hundred whether £520m would be Changing habits now will primary school children were raised and said the figure change their habits for life.” http://lei.sr?a=G2f6m_HRead more online The Gym Group to open 17 clubs in 2017 The Gym Group is on Membership at the end of course to meet its target of 2016 stood at 448,000, up new openings for 2017, with 19.1 per cent from 376,000 at 17 sites in the pipeline. the end of December 2015. In a pre-close trading Average members for 2016 statement, the low-cost gym was 429,000, up 20.8 per cent Franchise owner announced it was on course from 355,000 in 2015. David O’Donnell has to meet towards the top end John Treharne, Gym Group two London clubs of its guidance range of 15 to CEO, said: “This has been 20 openings each year. another year of rapid progress The statement said that 15 growing the number of sites in Anytime Fitness opens new gyms opened in 2016, our estate by over 20 per cent 100th UK club bringing the total estate to 89. and achieving our financial For the year to 31 goals. Our 2016 openings are Anytime Fitness has opened 3,300 clubs globally and the December 2016, total revenue performing well.” its 100th UK gym in Ladbroke 24/7 health club provider growth was 22.6 per cent for Grove, north-west London. opened its first UK club in the year versus 2015. http://lei.sr?a=a7Z5Q_HRead more online The latest club is a Bristol in 2010. continuation of the brand’s Chuck Runyon, Anytime expansion since opening its Fitness CEO, said: “We are so 3,000th global club in Stroud, proud to be opening the 100th Gloucestershire, 12 months Anytime Fitness club in the ago, making it one of the UK. The 3,000th global club fastest growing franchises was opened in the UK in less in the world – out-growing time than it took MacDonald’s, McDonald’s and Subway. Subway and Dunkin’ Donuts The UK is the fifth country to open the same amount to have 100 Anytime Fitness of stores, which shows the clubs, alongside the US, strength of our brand.” Canada, Australia and Japan. Treharne said the pipeline is “stronger than ever” There are now more than http://lei.sr?a=Y7G5N_HRead more online 22 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 Read stories in more detail at www.healthclubmanagement.co.uk Email: [email protected] Pop-up fitness café takes exercise as payment David Lloyd Leisure opened and lunges, with 30-second a pop-up café in London’s rest periods between exercises. Covent Garden last month, The lunch options included which accepted exercise as smashed avocado with cherry payment – part of a campaign tomatoes, goats cheese, chilli to encourage people to be and lime on toasted wholemeal more active during the working bread and a grilled chicken day. The Run For Your Bun breast burger with tomato, red café offered customers a free onion and garlic mayonnaise, lunch in exchange for a six- among other choices. minute micro workout. David Lloyd Leisure’s health Customers were able to and fitness expert, Elaine place an order for a lunch Denton, said: “We want item before completing the to remind workers of the six-minute micro workout importance of being active at under the guidance of the work and moving around more. café’s personal trainers. “Workers were able to be They then received their more active by visiting Run Run For Your Bun: Six minutes of HIIT for a free lunch complimentary lunch. For Your Bun and getting a The HIIT (high-intensity free lunch on us in return, but interval training) workout on an everyday basis people people in 12 British cities and means each year office workers included one minute each on can be more active at work found that the average office could be spending 1,578 hours a rowing machine, bike and just by doing little things. worker spends seven hours in (65.8 days) sat at a desk. treadmill, as well as 60 seconds On behalf of David Lloyd every eight-hour working day of sit-ups, bodyweight squats Leisure, OnePoll surveyed 1,000 sat down and sedentary. That http://lei.sr?a=s9q6z_HRead more online Central London is proving to be expensive territory Jump In set for growth for low-cost operators Indoor trampoline Tonbridge, Warwick and organisation Jump In is Enfield, which offer jumping, planning to establish several fitness and free-running classes new sites across “affluent” for adults and children. parts of the UK after The expansion project is securing a funding package via expected to take place over Santander’s Growth Capital. the next 12-18 months. The company is keen to Vernon West, executive expand to London, Poole chair at Jump In, said the Harrogate, Scotland and funding enabled the operator the West Midlands, and is to “reap the benefits of expecting to open an arena in scale” as well as “increase Aberdeen in early 2017. competitive strength”. Budget gyms pay more rent Jump In has an existing estate of four arenas in Slough, http://lei.sr?a=p9e8p_HRead more online Budget gym operators with premises in Central London are paying 19 per cent more rent than mid-market rivals, according to a new Colliers International report. Dan Taylor, the firm’s head of retail lease advisory, attributed the disparity (£2.50 per sq m) to the increase in demand from the budget sector – such as Gym Group and Pure Gym – which are opening sites with more regularity. Indeed, the number of low-cost gyms opening in London surged by 46 per cent in 2016 alone. Colliers head of UK leisure agency Ross Kirton explained: “Once the preserve of regional towns and cities, budget gym operators have cast aside concerns of rent affordability in London and are catering to the large number of customers who are keen to swap expensive monthly memberships in The operator aims favour of no-frills concepts.” to expand rapidly throughout 2017 http://lei.sr?a=s6b6p_HRead more online ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 23 UK news GLL acquires FitSpace to boost budget gym offer Greenwich Leisure Limited (GLL) has grown its network of Better gyms with the purchase of FitSpace - strengthening its position in the UK low-cost market. The purchase of the eight-strong nationwide chain brings the number of standalone Better gyms to 17. Better is the customer brand of GLL, a leisure social charitable enterprise based in London. The budget gym market is currently dominated by private providers, but GLL plans to prioritise social value over profit, with an emphasis on increasing participation – while maintaining accessibility and affordability. It will target younger, older and less traditional gym users so more people can benefit from affordable access to physical activity. Sesnan says GLL will target high streets with Better Mark Sesnan, GLL managing director, said: “The growing network of Better Gyms brings a fresh name to the high street thus helping address some of the deep problems in our society and proves that a charity can compete very successfully with today such as inactivity and child obesity.” the private sector in leisure. The new facilities added to the Better Gym portfolio are “Better still, instead of shareholders, it’s our customers located in Bournemouth, Bradford, Holloway, Lincoln, Mitcham, that profit from our social enterprise. All our surpluses Nottingham, Sheffield and Woolwich. are reinvested into our facilities to help get people of all backgrounds, ages and communities more active, more often, http://lei.sr?a=f9Z8H_HRead more online World’s first ‘biophilic gym’ launched Landscape architect Lily Jencks recently designed “the world’s first biophilic gym” for fitness concept Biofit. Described as “an organic gym concept for big city life,” the pop-up health club opened in west London from 9 January to 3 February 2017. With a brief to “bring the outside world indoors”, Jencks created an environment where gym-goers were able to work out amid natural vegetation, colours, materials, shapes, scents and sounds. Biofit – founded by health and fitness entrepreneur Matt Morley in 2015 – has been inspired by tech companies such as Apple and Google, which are bringing air-purifying plants and natural landscaping into their offices to reduce employee stress. Pure Gym sites will act as training hubs for PTA “Our society needs to calibrate our relationship with the natural world, which is leading to a surge in this kind of biophilic, nature-inspired design,” said Jencks. “This gym project was about Pure Gym and PT living more intimately with the green living world.” Academy sign training deal The architect – who has previously created ‘healing gardens’ for Maggie’s Centres across the UK, and who has collaborated with Pure Gym sites across the of PTA courses available the likes of Rem Koolhaas and Frank Gehry – uses sustainably UK will be used as training nationwide. Courses will focused, reclaimed and recycled materials in her work, and did so centres after the operator initially be run by more than again for the gym. The key idea behind the design: that the use of signed a partnership deal with 40 Pure Gym assessors, with natural materials and plants in a health club context would leave fitness education company PT the opportunity for more staff clients both physically and mentally fitter. Academy (PTA). to become assessors. The gym operator and This year, Pure Gym has http://lei.sr?a=Q8U8t_HRead more online education company have also announced corporate launched the Pure Gym partnerships with TomTom The biophilic gym used reclaimed materials Academy, which will see Pure and Tri SUP, the alternative Gym open up its 170 sites to triathlon series, and UK train new personal trainers Running Events to help and fitness instructors. encourage active lifestyles. The deal will see an increase in the number http://lei.sr?a=A4w7d_HRead more online 24 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 www.sibecuk.com www.sibeceu.com What do you get at SIBEC? I think will be my 5th year at SIBEC and from both a business and personal < Guaranteed pre-qualified perspective there are a number of reasons why audience of key decision makers I continue to attend yearly- 1. It is one of the best business networking events I have < Pre-set appointments with buyers attended in the Industry and year on year continues to put of your choice me in touch with new suppliers and buyers that consistently open my eyes to further business opportunities. < Limited competition 2. It allows me to be a source of referral for any of < 3 full days of exceptional networking our existing suppliers who are looking to work with other operators. < Unparalleled value for money 3. It gives me the opportunity to meet up and < High Quality Seminar Program socialise with other Industry leaders within their field. Michelle Dand, Group Health & Fitness Manager, David Lloyd Leisure Ltd For more information about SIBEC please contact: David Zarb Jenkins Email: [email protected] Tel: +356 9944 8862 www.sibec.com www.hoteceu.com www.spateceu.com Tech news Fitness devices dominate wearable technology market The wearable technology million units, from 4.8 million. In sector grew by 3.1 per cent August, the company released year on year in the third its Flex 2 and Charge 2 bands. quarter of 2016, with basic During Q3, Xiaomi saw sales wearables – mainly fitness increase by 4 per cent to 3.8 bands - accounting for 85 per million units, from 3.7 million. cent of the market. However, the IDC report said The total shipment of Xiaomi continues to struggle wearables reached 23m in to gain traction outside its the three-month period, home country of China. according to data from the Garmin, which was third International Data Corporation in terms of market share, Fitness bands experienced double-digit growth in 2016 (IDC)’s Worldwide Quarterly witnessed a 12.2 per cent year- Wearable Device Tracker. on-year growth to 1.3 million Fitness bands experienced units, from 1.2 million. per cent year-on-year, from “It’s still early days, but we’re double-digit year-on-year Apple saw a year-on-year approximately 500,000. already seeing a notable shift in growth. Much of the rise decline in Q3, with sales ‘Other’ wearable devices the market,” said Jitesh Ubrani, during the July-September plummeting 71 per cent to 1.1 accounted for 10.4 million senior research analyst for period was attributed to the million units from 3.9 million. shipments in Q3. This category IDC mobile device trackers. launch of newer models and an The report said the saw a year-on-year rise of 26 “Where smartwatches were expanding user base. smartwatch category continues per cent from 8.3 million units. once expected to take the Fitbit was once again the to be challenged. IDC said it expects the lead, it is now basic wearables market leader in the third Samsung made the top momentum for basic wearables which reign supreme.” quarter, with year-on-year five during the third quarter, to continue for the remainder expansion up 11 per cent to 5.3 shifting 1 million units, up 89 of the year. http://lei.sr?a=W5j7n_HRead more online MINDBODY to utilise Legend and Innovatise to Google Map technology partner on myfitapp A scheme which allows technology is being rolled Legend Club Management Systems have partnered with individuals to book fitness and out initially to MINDBODY Innovatise UG to create a new smartphone app solution for wellness classes directly from subscribers in the US – those gyms and health clubs. Google Maps is being piloted. within 10,000 square miles of Myfitapp will allow leisure operators to use mobile technology Wellness technology New York City, San Francisco to engage with, retain and acquire new members. company MINDBODY has and Los Angeles. Customers will be able to access their gym’s social media, push partnered with Google to Those wanting to book notifications, class schedules, information regarding offers and an allow its subscribers to also classes can search for the integrated booking system, which will allow members to book book desired classes through type of activity they want classes and courts through the app. Google Search and a new to do, click on the prefered Gyms using the app will have access to features including: standalone website. Dubbed class time and complete their home screen design, drag and drop image galleries, integrated Reserve with Google, the booking through Google. digital advertising, reports and analytics, and member-get- Rick Stollmeyer, member schemes. The service will MINDBODY chief executive Gyms will also be able first be rolled and co-founder, said the to integrate web content, out in the US project “aims to bring even including video and social more customers to our media, into the app with no wellness business subscribers”. duplicate maintenance. “This aligns beautifully with The app has been optimised our vision of a transaction- for chains, with all clubs in enabled marketplace a chain represented with an connecting the world of individual home screen, which wellness,” he added. allows members to favourite More than 58,000 local their most used venue. businesses and 326,000 Jubilee Hall in London will wellness practitioners in 130 be the first Legend UK client countries use MINDBODY’s to receive myfitapp, with software system. installation in January 2017. Legend’s managing director Sean Maguire http://lei.sr?a=v7f6P_HRead more online http://lei.sr?a=y5a5JRead more online SHUTTERSTOCK.COM PHOTOS: 26 February 2017 ©Cybertrek 2017 CLICKhttps://youtu.be/tCUWxP5gJ6g TO PLAY VIDEO THE FUTURE OF GROUP FITNESS, DELIVERED ON DEMAND Fitness On Demand™ provides users at your facility instant access to hundreds of premium fitness classes, available by schedule or on demand using the on-site touch screen kiosk or the FOD™ mobile app. Classes cast wirelessly to the large format video display of your choice, allowing any facility to transform even the most limited space into a cost-effective group fitness program with the variety, flexibility, and instant access the modern consumer desires. Contact us today to get started! Contact us today to get started! RESERVE ALL NEW YOURS 5TH GENERATION TODAY! FOD™ www.fitnessondemand247.co.uk | 020.3769.5747 Supplier and training news Life Fitness completes Ford Motor Company installation Ford Motor Company is leading the way in supporting a fit and healthy workplace by becoming the first UK corporate customer of Life Fitness to install Synrgy Bluesky for the 2,450 Ford employees based at the Dunton Technical Centre in Basildon, Essex. The new Life Fitness functional training system, developed for specifically for outdoor use, was installed at The Synrgy equipment is designed for outdoor spaces the research and development facility during November. indoor training for employees Insignia Series selectorized addition and it is already in Employees, including the for all ages and abilities and strength equipment, HD Elite demand by our employees. design and engineering teams, forms the centrepiece of an and Synrgy360T system. “As well as creating a real can take part in dynamic group engaging exercise space. Jane Hayden, EDAP learning sense of community, the fitness sessions using 12 scalable Life Fitness has also worked educational adviser at Ford, outdoor workouts it offers body weight training stations. with Ford to install signature said: “Providing a healthy are fun and exhilarating, Synrgy Bluesky, which offers pieces of Life Fitness strength working environment is they encourage lots of social a fun, supportive and inviting and cardio equipment at imperative to the success of interaction and help people workout experience for its indoor training facility. our company. The introduction reach their fitness goals.” exercisers of all abilities, has This includes the addition of our new Synrgy Bluesky proved a popular alternative to of Integrity Series, Row GX, training system is a significant http://lei.sr?a=J0a5kRead more online The platform offers monthly educational Wattbike secures deal webinars for PTs with Hilton Hotels Hospitality giant Hilton Worldwide has announced a partnership with indoor cycling specialist Wattbike, which has seen the performance bikes being rolled out to luxury hotels across the Americas. The deal will see Wattbike equipment being rolled out at fitness centers in all Waldorf Astoria Hotels & Resorts and Conrad Hotels & Resorts across the Americas. The first bikes were installed at sites in mid-January and will PHOTO: SHUTTERSTOCK.COM PHOTO: RIIHUJXHVWV:DWWELNHȷVWUDGHPDUNGLJLWDOSODWIRUPȲbDOORZLQJ users to access workouts from anywhere and save accurate Future Fit launches online and in-depth data to analyse later. The move is part of Hilton’s strategy to improve its offer for course for personal trainers JXHVWVDFURVVDQXPEHURIVHUYLFHDUHDVȲbLQFOXGLQJZHOOQHVV Future Fit has established a new online training platform, which uses webinars presented by award-winning fitness http://lei.sr?a=4a7F4_HRead more online professionals to educate personal trainers (PTs). Pro Zone will present monthly webinars delivered by PTs Wattbikes will be made available at Hilton properties including Lazo Freeman, founder of The Body Transformation Academy, Katie Bulmer-Cooke, James Griffiths and Yvonne Radley. Users will also benefit from a monthly accredited webinar delivered by Future Fit tutors, which are worth one CPD point with CIMSPA and REPs. Over a period of a year’s membership, it is possible for individuals to gain all the accreditation required to maintain professional status. Rob Johnson, managing director at Future Fit Training, said the system was a “big step forward for the industry”. He added: “Qualification is the starting point, not the destination, and once in the industry, trainers should keep learning and asking questions.” http://lei.sr?a=z7r3p_HRead more online 28 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 19th - 20th June 2017 | Radisson Blu Hotel, London Stansted Designed to bring together, inspire and educate the sports industry, the Sports & Leisure Forum aims to innovate projects with the help of solution providers, industry gurus and peers. Benefits include: Personalised meeting schedule CPD certified seminar programme Networking opportunities Gala dinner with entertainment Overnight accommodation For further information contact Gillian Small on: 01992 374073 or email [email protected] sportsandleisureforum.co.uk People news Irick to lead Brunswick’s burgeoning fitness arm Brunswick Corporation Academy at West Point, and has appointed Jaime Irick is a qualified Airborne Ranger. as president of the Fitness He earned his MBA from Division. Irick will succeed Harvard Business School. Christopher Clawson, “Representing roughly 20 per president of Life Fitness, who cent of Brunswick’s sales with is leaving the company. Irick leading products and brands in has taken up his new role the global commercial fitness with immediate effect and will market, our fitness segment report directly to Brunswick has grown in importance both CEO Mark Schwabero. within the company and the Irick joins Brunswick fitness industry,” Brunswick following 14 years at General CEO Mark Schwabero said. Electric (GE), where he most Brunswick has completed recently was chief commercial a number of high-profile officer for Current, Powered acquisitions of fitness brands by GE. During his stint at GE, over the past 12 months, he worked across several including Germany-based business units and served in a Indoor Cycling Group, variety of roles of increasing equipment supplier Cybex responsibility, including International and active ageing corporate strategy and sales. specialist Scifit. Irick graduated from Jaime Irick joins Brunswick from General Electric the United States Military http://lei.sr?a=j8C9w_HRead more online Frick named president Pulse Group appoints new and CEO of GlobalFit executive director US-based health and leading executive search firm The Pulse Group has wellness technology company in managed care. appointed Matt Johnson GlobalFit has named Anthony A trained lawyer, during his as its new executive J Frick as its new president career Frick has also had a director of the company’s and CEO. Frick joins GlobalFit stint as a healthcare consultant design and build division. from Diversified Search, an for Accenture. Under his leadership, executive search firm, where In his new role, Frick will the division is he held the role of managing replace the current CEO responsible for designing, director and vice president. Richard Penn, who announced constructing and fitting At Diversified Research, his retirement last year. out leisure centres Frick played a key role in “Tony is the right person to as well as completing the expansion of the group’s lead GlobalFit in its next stage refurbishments of healthcare consulting practice, of growth,” Penn said. existing facilities. positioning the firm as a “His experience, knowledge Johnson has more Johnson is a veteran of the of the health and wellness than 15 years of construction industry space, and passion for driving experience working in healthcare transformation the construction industry. make him an extraordinary fit Previously employed as project director at Balfour Beatty, he was for the role of president.” responsible for the management of large projects and contracts. Commenting on his new On his appointment, Johnson said: “Pulse has a fantastic role, Frick said: “GlobalFit is reputation, with over 35 years of expertise behind them. at the centre of healthcare I am looking forward to helping take the organisation into transformation. Through a new phase, broadening the range of projects that the our partnerships with health business works on, and exploring opportunities for growth insurers and employers, our within the design and build sector.” goal is to ensure that every Pulse Design recently completed a £2.3m refurbishment of person has effective incentives the Phoenix Pool and Gym in partnership with Great Yarmouth to lead a healthy lifestyle.” Borough Council and the Sentinel Leisure Trust. Frick: Lawyer and former healthcare consultant http://lei.sr?a=V4r3z_HRead more online http://lei.sr?a=C2w5A_HRead more online 30 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 WE DELIVER THE EXTRAORDINARY EVERYDAY O Changing Rooms OCompany founded in 1990 O Spa Treatment Rooms OUK Manufacturer O Washrooms OAutoCAD design O Receptions ODesignated project manager O Bench Seating OIS09001:2008 & 14001:2004 [email protected] - 01803 555885 - crownsportslockers.co.uk Regupol® everroll® gym fl ooring Roko Health Club, Chiswick, United Kingdom everroll® Gym Flooring – high quality fl oors for the diverse activity areas in fi tness centres. Elastic, robust, easy on joints, shock-resistant quick and simple to install and available in a wide range of colours and various thicknesses. In fi tness centres all over the world. BSW GmbH [email protected] www.berleburger.biz 32 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 powered by www.leisurediary.com EVENTS CALENDAR FEBRUARY 16–18 | ForumClub-Forum Piscine Gallery Fiera di Bologna, Italy This event will see 16,000sq m dedicated to the exhibition of products and services for those who design, build and restore SULYDWHSXEOLFDQGFRPPHUFLDOʛWQHVV clubs, pools, wellness centres and spas. www.forumclub.it 23–27 | IDEA Personal Trainer Institute East Coast Bethesda, MD, US CHARITY EVENT A must-attend event for personal WUDLQHUVʛWQHVVSURIHVVLRQDOVRZQHUVDQG managers aiming to ramp up the success 13–17 September 2017 RIWKHLUʛWQHVVEXVLQHVV London to Paris Cycle Challenge 2017 www.ideafit.com/ptrainer Cycle from London to Paris for The Big Issue Foundation in this iconic challenge. 26–27 | Professional Make your way through beautiful English villages and into the stunning countryside of Beauty London UXUDO)UDQFHSDVVLQJKLVWRULFDOODQGPDUNVDQGIDPRXVEDWWOHʛHOGVXQWLO\RXUHDFK3DULV ExCeL, London, UK People of all ages and from all walks of life take part in this amazing event that supports WKH%LJ,VVXH)RXQGDWLRQLQLWVʛJKWWRHQGSRYHUW\KRPHOHVVQHVVDQGVRFLDOH[FOXVLRQ Showcasing skincare, spa, nail, beauty Registration is £99 and entrants must obtain a minimum sponsorship of £1,525. equipment, medical beauty and tanning, www.bigissue.org.uk/event/london-paris-cycle-challenge-2017 Professional Beauty is one of the biggest events of its kind in the UK. www.professionalbeauty.co.uk MARCH 14–15 | Quest NBS and CIMSPA Conferences 27 | SMMEX International 8–11 | IHRSA 2017 Chesford Grange, Kenilworth, Wembley Stadium, London, UK Los Angeles, CA, US Warwickshire, UK Provides a platform to network and IHRSA 2017 will deliver presentations A two-day event featuring the Quest and strike up partnerships with some of the from business leaders and education on NBS (National Benchmarking Scheme) biggest sports clubs, associations and the key topics for health club operators, conference, and the CIMSPA conference. universities in the UK and beyond. as well the latest innovative products. www.questnbs.org www.smmexevent.com www.ihrsa.org/ihrsa2017 17–19 | The 2017 International CHARITY EVENT 6 May 2017 Fitness Showcase Ratrace Dirty Weekend Winter Gardens, Blackpool, UK Get dirty at the world’s largest $QHYHQWIRUʛWQHVVLQVWUXFWRUVDQG obstacle course, covering 20 miles HQWKXVLDVWVRʞHULQJWKUHHGD\VRIGDQFH and 200 obstacles. Huge permanent aerobics, step, combat, conditioning, builds, the world’s longest monkey lectures and workshops. bars, festival style camping and www.chrysalispromotions.com a monster after-party await the thousands who take on this 22–25 | ECA World Fitness challenge each year. Conference / OBOW Show To support Children With Cancer Marriott Marquis Hotel, New York UK, you can donate £50 when you City, NY, US register, or raise £500 to join the Children With Cancer UK team and ECA World Fitness represents the get your entry fee refunded. ʛWQHVVDQGZHOOQHVVVHFWRUVZLWKDQQXDO www.ratrace.com/dirtyweekend/ industry shows in New York and Florida. www.ecaworldfitness.com ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 33 F LD OC R U O S W FITNESS FORESIGHT TM 2017 Fitness Foresight™ from Health Club Management looks at the key trends, infl uences and opportunities shaping the health and fi tness sector ALL IN THE MIND MENTAL HEALTH Whether you’re clinically depressed Health club operators have been SURJUDPPLQJWRWKHLUVFKHGXOHV (TXLQR[ or just stressed from work, improved very slow to embrace the opportunity for example, with its Headstrong class. PHQWDOKHDOWKLVDSULPHEHQHʛWRI presented by mental health, but that’s Whether it’s through the exercising and being physically active. slowly changing. In late 2016, UK-based development of clinically proven This is key, because by the year 2020, 1XʡHOG+HDOWKDFTXLUHGDFRJQLWLYH mental wellbeing services, through depression will be the second leading behavioural therapy company, to allow a focus on mindfulness, or simply in cause of premature death and disability. LWWRRʞHUDPRUHURXQGHGDSSURDFKWR the way gym operators talk about the Indeed, the World Health Organization ZHOOEHLQJHQFRPSDVVLQJʛWQHVVQXWULWLRQ benefits of being active, we’re likely KDVʜDJJHGPHQWDOKHDOWKDVRQHRILWV and mental health. Other operators to see a far greater focus on mental top priorities over the next decade. are beginning to introduce mindfulness health in the coming years. +HDGVWURQJLV(TXLQR[ȷVPLQGIXOQHVVEDVHGJURXSH[HUFLVHRʞHULQJ 34 FITNESS FORESIGHT Gyms could partner with DNA experts to create ‘test and prescribe’ programming GYM FOR YOUR GENES EPIGENETICS Scientists are increasingly H[SRVHGWRRXUVWUHVVOHYHOVDQGVWDWHRI 'HHSDN&KRSUDLVDOUHDG\ZRUNLQJ convinced that the majority of PLQGDQGZKDWZHHDWDQGGULQN on an anti-ageing and prevention centre disease – potentially up to 95 per With prevention tipped to become a ZKLFKHPEUDFHVHSLJHQHWLFV,WȷVGXHWR cent – is preventable through making PDVVLYHLQGXVWU\LQ\HDUVWRFRPHWKLVLV RSHQRQ%ODFNDGRUH&D\HD%HOL]HLVODQG healthy lifestyle choices. This field of a huge game changer for sectors related RZQHGE\/HRQDUGR'L&DSULRLQ science is known as epigenetics. to self-care – including health clubs. 7KHUHȷVQRUHDVRQZK\KHDOWKFOXEV It was previously thought that genes $ȶJ\PIRU\RXUJHQHVȷZLOORIIHU FDQȷWIROORZVXLWHQVXULQJWKH\ȷUH ZHUHʛ[HGIRUOLIH+RZHYHUVHTXHQFLQJ tests that reveal how a range of in the vanguard of preventative of the human genome has taught us that PRGDOLWLHVIURPPHGLWDWLRQWR KHDOWKFDUHZKHWKHUE\GHVLJQLQJ many genes change in response to how PDVVDJHFDQLPSDFWRXU'1$Ȳ WKHLURZQȶWHVWDQGSUHVFULEHȷ we care for ourselves – including how we with personalised programmes then programmes or by partnering with H[HUFLVHDQGVOHHSWKHSROOXWLRQZHȷUH prescribed based on that data. WKLUGSDUW\'1$WHVWLQJH[SHUWV TESTING THE WATER VR will allow people to VIRTUAL DESIGN experience a new facility before it’s even been built Architects will begin the virtual environments to use virtual reality they pass through. Are (VR) to design gyms and these environments OHLVXUHVSDFHVDVNLQJ bringing about the desired consumers to wear VR UHVSRQVHLQWKHDXGLHQFH headsets and watching ZKHWKHUWKDWȷVKHLJKWHQHG to see how they respond H[FLWHPHQWIRUH[DPSOH as they walk around or an immediate calming virtual environments. of the nerves? Arup Associates are By letting people DOUHDG\H[SHULPHQWLQJ H[SHULHQFHDQHZIDFLOLW\ with such technology. EHIRUHLWȷVHYHQEHHQ They plan not only to EXLOWWKLVWHFKQRORJ\ZLOO gather anecdotal feedback lead to far more engaging IURPSDUWLFLSDQWVEXW EXLOGLQJVGHVLJQHGZLWK DOVRWRPRQLWRUSHRSOHȷV WKHFXVWRPHUH[SHULHQFH physiological response to at their very heart. PHOTOS: SHUTTERSTOCK.COMPHOTOS: ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 35 FOOD AS MEDICINE CLEAN EATING Far from being a diet where you’re limited to eating certain food groups or calorie counting, ‘clean eating’ is a simple concept: avoid processed foods and opt for real, wholesome ingredients instead. We predict that more health club operators will focus on this approach in their nutritional programmes and their in-house menus, as well as in the nutritional supplements and products they stock; Tribe is a brand that’s leading the way here, with its sports nutrition products made exclusively from raw wholefoods. :HFDQDOVRH[SHFWDUHʛQHGH[SDQGHGGHʛQLWLRQ of ‘superfoods’ as people realise that a wide range of IRRGVKDYHQXWULWLRQDOEHQHʛWV+HDOWKFOXEVWKDWURDVW Expect a focus on bake and fry foods with hot fat, creating acrylamide – real, wholesome food ZKLFKWKH:RUOG+HDOWK2UJDQL]DWLRQKDVZDUQHGLV rather than fad diets carcinogenic – will change this practice. TECHNOLOGY GETS PERSONAL AI-based Vi coaches you in a two-way dialogue TAILORED MEMBERSHIPS The ubiquity of mobile phones It allows a full-service health means consumers expect to have FOXERʞHULQJWREHXQEXQGOHGDQG a dynamic relationship with the then repackaged into curated, EUDQGVWKH\GREXVLQHVVZLWKȲbD SHUVRQDOLVHGGLʞHUHQWLDWHG ʜH[LEOHUHODWLRQVKLSFRQWUROOHGE\ experiences for each and every them from the palm of their hand. member of the facility. Gyms have to respond to this, &UHDWLQJSRLQWVRIGLʞHUHQFH but it needn’t be feared. In fact, won’t be as straightforward as technology allows operators to when building a dedicated facility, personalise the experience in because members will still be ways that would never before choosing from the same menu have been possible. Rather than of services and facilities. But if having to build specialist facilities marketed well, tribes will naturally to target new niche audiences, form; additional income from new technology allows operators to DQGPRUHVDWLVʛHG XVHUVFDQEH FRVWHʞHFWLYHO\H[SHULPHQWZLWK invested in improvements and new marketing to the various shared- VHUYLFHV DQGWKHʜH[LELOLW\RʞHUHG interest ‘tribes’ that exist within by this tech-based approach could GET SMART one mainstream gym. serve to future-proof the business. ARTIFICIAL INTELLIGENCE Consumers expect to $UWLʛFLDOLQWHOOLJHQFH Vi takes readings from control all aspects of their (AI) will transform the sensors around your life via their mobile phone ʛWQHVVVHFWRURYHUWKH neck and then coaches coming years, as devices you based on these become smarter and readings, in a two-way more prescriptive, dialogue via specially HʞHFWLYHO\PRUSKLQJ designed headphones. into virtual coaches. But with the likes of Such devices are Google now prioritising already getting ready AI – and other tech to come to market: giants such as Apple, LifeBeam’s Vi is Microsoft and Facebook one example that’s all vying for early just emerging from dominance in the AI crowdfunding and space – this will be a preparing for launch. market to watch keenly An AI personal trainer, over the coming years. 36 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 FITNESS FORESIGHT 0RGDOLWLHVVXFKDV\RJDZLOOEHSDUWRI ELIMINATION WKHWUHQGWRZDUGVKHDOWK\EUHDWKLQJ BREATHING We expect the wellbeing benefits of healthy breathing to become increasingly well recognised – and, indeed, for health club operators to offer interventions such as breathing workshops and coaching sessions to help their members improve this important eliminatory function. Breathing well is a skill and many people struggle to do it well, but this can be improved with practice. Breathing controls brainwaves and the stress response and can also trigger sleep, so improving breathing patterns can bring immediate and SURIRXQGKHDOWKEHQHʛWV Modalities such as yoga and pilates, which focus on breathing, will be part of this trend. START THE DAY WELL ACTIVE COMMUTING A recent UK survey by trade body ukactive and retailer Argos quizzed consumers on WKHLUH[SHFWDWLRQVRIʛWQHVVLQWKHIXWXUHȲ with some interesting results. One clear expectation is that active travel will become more commonplace, with 22 per cent expecting roads to have jogging lanes next to cycling lanes, while 8 per cent think motivational drones will be on-hand to encourage commuters to run or cycle faster. So what can gyms do to tap into this? Boutique studio operator 1Rebel is already looking at creating London commuter buses with on-board group cycling studios, so commuters can make productive use of their time travelling to work – without the dangers that come with cycling on London’s busy roads. The bus will stop at 1Rebel’s City studio, with showers and breakfast smoothies available before people head to work. How will your gym harness this trend? The 1Rebel bus: Active commuting, without the dangers of road cycling 1Rebel’s bus would RʞHURQERDUG F\FOLQJFODVVHVRQ \RXUZD\WRZRUN ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 37 McFIT opened its World of Cyberobics virtual-only club in Berlin, Germany A NEW REALITY FITNESS AS ENTERTAINMENT Virtual reality, augmented reality, PLOOLRQSHRSOHGRZQORDGHGWKHDSSLQ KDV/HV0LOOVZLWKLWVȶLPPHUVLYHILWQHVVȷ GHJUHHʜRRUWRFHLOLQJȶLPPHUVLYH MXVWRQHPRQWKODVW-XO\ȲbWKLVFRPSDUHG FRQWHQWLQFOXGLQJ7KH7ULSZKLFKSOD\V ʛWQHVVȷVFUHHQVLQVWXGLRV7KHODWHVW WRDJUDQGWRWDORIPLOOLRQKHDOWK RQZUDSDURXQGVFUHHQVDQGVXFNV WHFKQRORJ\LVIXVLQJʛWQHVVDQG FOXEPHPEHUVZRUOGZLGH FODVVSDUWLFLSDQWVLQWRWKHYLUWXDOO\ HQWHUWDLQPHQWOLNHQHYHUEHIRUH 0HDQZKLOHLQ*HUPDQ\EXGJHWFOXE HQKDQFHGH[SHULHQFH 7KHEDUZDVVHWE\3RN«PRQ*RWKH RSHUDWRU0F),7KDVODXQFKHG:RUOGRI 7KHPHVVDJHLVFOHDU ʛQGZD\VWR DXJPHQWHGUHDOLW\JDPHZKLFKLQYROYHV &\EHURELFVȲDIXWXULVWLFYLUWXDORQO\ WUXO\HQWHUWDLQ\RXUPHPEHUVȲbRUULVN SHRSOHZDONLQJUHDOVWUHHWVWRFDWFK FOXELQ%HUOLQ,WKDVUHSRUWHGO\VSHQW ORVLQJWKHPWRDPRUHKLWHFKH\H YLUWXDO3RN«PRQ$QHVWLPDWHG PLOOLRQVRQWKHFRQWHQWSURGXFWLRQȲDV FDWFKLQJJDPLʛHGDOWHUQDWLYH *\PʜRRUVZLOOEHFRPHPRGXODUDOORZLQJ OUT WITH THE OLD RSHUDWRUVWRVZLWFKHOHPHQWVLQDQGRXW FLUID GYM FLOORS Gyms will getPRUH 0DQXIDFWXUHUVRI FUHDWLYHZLWKWKHVSDFH ODUJHUʛWQHVVHTXLSPHQW WKH\KDYHDYDLODEOH DUHUHFRJQLVLQJWKLV NHHSLQJJ\PʜRRUV ZLWKDJURZLQJQXPEHU IDUPRUHʜXLGDQG RIPDFKLQHVQRZEHLQJ DGDSWDEOHWRQHZLGHDV GHVLJQHGWREHOLJKWHU 7KHJURZLQJSRSXODULW\ DQGZLWKZKHHOVIRU RIIXQFWLRQDODQG HDVLHUPRYHPHQWDURXQG ERG\ZHLJKWWUDLQLQJDGGV WKHJ\PʜRRU PRPHQWXPWRWKLVWUHQG ([SHFWWRVHHDPRUH DVKHDOWKFOXEVUHFRQVLGHU PRGXODUDSSURDFKJRLQJ WKHLUUHOLDQFHRQODUJH IRUZDUGDOORZLQJʛWQHVV SLHFHVRIHTXLSPHQWDQG RSHUDWRUVWRVZLWFK GHGLFDWHPRUHVSDFH HOHPHQWVRIWKHLURʞHULQJ WRIXQFWLRQDO]RQHVDQG RXWIDUPRUHTXLFNO\DQG IUHHVW\OHDUHDVZLWK FRVWHʞHFWLYHO\LQRUGHU VPDOOHUSRUWDEOHSLHFHV WRNHHSWKLQJVIUHVK PHOTO: SHUTTERSTOCK.COM PHOTO: 38 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 FITNESS FORESIGHT PAYING FOR EXPERTISE NON-GYM MEMBERSHIPS People are no longer ʛWQHVVSURIHVVLRQDOVFDQ working out at just one gym. RʞHUWRPDNHVXUHWKH\ȷUH Increasingly we’re seeing a doing the right thing and to SRUWIROLRDSSURDFKWRʛWQHVV keep progressing. a weights session at the We’re likely to see gym gym near work, classes at a operators introducing reduced specialist studio, tracking runs price non-gym memberships, in the park using an app. whereby people come to the Some people don’t even club for advice once or twice want to work out in a gym or a month but don’t even use ʛWQHVVIDFLOLW\DWDOOȲbWKH\ȷUH the gym’s facilities. happy using online workouts Holmes Place was already and classes, cycling to work ORRNLQJDWWKLV\HDUVDJRȲbD each day and using trackers to concept called Holmes Place monitor their activity. 2 Go, where people were %XWȲIRUQRZDWOHDVW going to be given an activity until technology overtakes tracker and have access to our own ability to make the club for advice. That was OLIHVW\OHSUHVFULSWLRQVȲWKRVH EHIRUHLWVWLPHȲbEXWWKH &OXEVPLJKWFRQVLGHURʞHULQJ individuals might still want clock has continued to tick, memberships where people train outside the guidance and advice that and the time is now. the club, and just come in for advice ALL TOGETHER NOW People want to work out with other people; gyms must recognise this and incorporate more group exercise GROUP EXERCISE We’ve already seen the boutique studios place group H[HUFLVHVTXDUHO\DWWKHKHDUWRIWKHLUEXVLQHVVPRGHOVȲbDQG successfully so, creating loyal ‘tribes’ around their brands. 1RZRWKHUPDLQVWUHDPʛWQHVVRSHUDWRUVDUHOLNHO\WR follow this lead, focusing on group exercise as a central HOHPHQWRIWKHLURʞHULQJ$QGZLWKJRRGUHDVRQ PHPEHUV who take part in at least some group exercise are 30 per cent less likely to cancel their membership than members who never do group exercise. Meanwhile, members ZKRȷYHPDGHDIULHQGDWWKHJ\PLQWKHODVWWKUHHPRQWKVȲ something that happens far more readily in a group exercise HQYLURQPHQWWKDQRQWKHJ\PʜRRUȲDUHDPDVVLYHSHU cent less likely to cancel than those who haven’t. The social aspect of belonging to a gym is something technology-based alternatives such as apps and wearables ȲbHYHQZLWKWKHLUOHDGHUERDUGVDQGFRPSHWLWLRQVȲ struggle to replicate. So expect to see group exercise VSULQJLQJXSDOORYHUWKHJ\PDVDZD\WRFUHDWHD863 ULQJVRIWUHDGPLOOVVHWXSIRUUXQQLQJFODVVHVJ\PʜRRU IXQFWLRQDOFODVVHVYLUWXDOFODVVSRGVbDVZHOODVRXWGRRU options such as running groups and bootcamps. 7HFKQRORJ\FDQVRHDVLO\UHSODFHUHDOOLIHLQWHUDFWLRQȲ but people want to work out with other people. Gyms have a greater chance of success if they recognise this. PHOTOS: SHUTTERSTOCK.COM PHOTOS: ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 39 FITNESS FORESIGHT Health clubs should look at building rest into the programmes they create for their members REST GETS TECHNICAL RECOVERY Modern life means people are ‘always Once it’s stressed through any kind of the body’s response to rest. They must on’, and many people aren’t skilled at activity, the body needs time to respond use existing resources and expertise building rest – vitally important to keep and recuperate. Exercise causes ‘damage’ WRHGXFDWHFXVWRPHUVLQWKHEHQHʛWV the mind and body in balance – into their to the body that must be repaired, and this as well as programming technical rest lives in a way that’s technically optimised. requires the body to expend a considerable with the correct nutritional, physical and Olympic athletes know their rest and amount of energy to heal. It’s also the time physiological and psychological support. recovery schedules are as important in ZKHQWKHWUDLQLQJUHVSRQVHWDNHVHʞHFWDQG In line with this, while HIIT (high determining performance as their training physical capacity is increased to enable a intensity interval training) will remain ȲbEXWZKLOHDWKOHWHVDQGFRDFKHVNQRZWKH higher level of performance and function. popular, we’ll see a shift towards a balance importance of the right kind of rest, this Fitness and wellness businesses need to in exercise modalities, with more mind- expertise is rarely available in health clubs. raise their level of expertise in terms of body being brought into the mix. A CULTURE OF MOVEMENT ACTIVE EDUCATION It’s time to get creative in schools for younger children, addressing childhood obesity. and even kinaesthetic classrooms Good work is already being done in the US where kids spend all in this area, but we can expect day at specially designed desks a far broader range of parties to with bikes, climbers and swivel come to the table with new ideas. stations instead of chairs. The success of Pokémon GO Activity will be constant and has shown the dramatic impact achievable by all, rather than technology can have on this target happening just in isolated PE lessons group by quite literally turning where only a handful excel. The activity into a game. Expect focus will be on imbuing a culture of far more along these lines. movement in all children, educating Meanwhile schools will build them in its value and normalising Activity for all, not activity into everyday lessons: LWE\PDNLQJLWXQDYRLGDEOHȲbDQG just sporty kids we’re already seeing outdoor LQGHHGHQMR\DEOHȲbLQHYHU\GD\OLIH 40 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 DIVE INTO THE WORLD OF MIHA BODYTEC A technology is striding ahead! Electrical muscular stimulation – a ground-breaking way to train! The EMS market is growing dynamically and in a variety of manifestations: mobile personal trainers, special off ers in existing facilities, and even dedicated EMS studios. Active musculature is the key to a body with great capacity, as well as being a pre- condition for health, fi tness, wellbeing, and an aesthetically pleasing appearance – in short, for that kind of physical and mental ability you’ve always really wanted. miha bodytec guarantees results that will astound you, results you can achieve Top-Innovator rapidly, and results you can really see. Right in step with the spirit of our times! 2016 - experience miha bodytec for yourself! You can do more than merely read our ad - you can turn into a multi-media experience. To do this, you will need a smartphone or a tablet and the miha bodytec app. Start the app and select ‚Interactive‘. Now hold your tablet/smartphone camera as directly as possible over the page to be scanned and dive into the world of miha bodytec. www.miha-bodytec.com FITNESS FORESIGHT THE POWER OF PEACE MEDITATION SPACES We’re spotting a trend towards the creation of meditation spaces in residential developments, and expect this to filter across to the health, fitness and wellbeing sector. 3HRSOHȷVQHHGWRʛQGVDQFWXDU\LVEHLQJGULYHQ by rising pressures in daily life, as well as a growing awareness of the importance of making time for contemplation and renewal. Meditation spaces can be indoors, outdoors or a mix of both and can be created in urban settings – with the use of air filters and white noise machines – as well as in natural locations. Designing one with a beautiful view can add to the power of the experience. Destination spas such as Rancho la Puerta, which has a stunning meditation room with mountain views, have led the way. But with many people already turning to their gym as a place to ease out the stresses of the day, health clubs have a huge opportunity to follow suit. Could gyms justify dedicating space in their facilities to meditation? NUTRITION ON THE FLY AN INSECT DIET Long seen as a delicacy in parts of the they’re rich in minerals such as iron and world such as Asia and Africa, insects zinc, and low in fat and carbs. Plentiful and are slowly making their way onto the good for you – it seems almost too good menu in Britain and the US too. WREHWUXHIRUʛWQHVVHQWKXVLDVWV We’ll need to get over the ‘disgust A handful of companies are already factor’: with the global population set using this food source under the radar to rise above nine billion by 2050, new ȲbVRPHHQHUJ\EDUVLQFOXGHJURXQGXS food sources will be needed. FULFNHWVDQGJUDVVKRSSHUVȲbZKLOHRWKHUV More than half of the Earth’s are going for a more overt approach. For organisms are insects, with experts example, both the Black Ant restaurant suggesting millions more species are as in New York and the Grub Kitchen in Insects are low in fat yet undiscovered; they also breed rapidly Pembrokeshire, UK, serve a variety of very and rich in nutrients and in large numbers. Not only that, but openly insect-based dishes. O ABOUT THE AUTHORS Kate Cracknell is editor of Health Club Management and has been a leading Liz Terry has been writing about and analysing the global leisure industries since journalist in the physical activity sector for more than a decade. 1983. She’s CEO of Leisure Media, which includes Health Club She is also a regular speaker and presenter at industry events. Kate Management in its portfolio of leisure-focused magazines. For further graduated from Cambridge University with a BA in modern languages. information, visit www.leisuremedia.com E: [email protected] E: [email protected] @HealthClubKate @elizterry 42 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 The difference between good and Great close the gap F LD OC R U O S W THE ARENA GROUP The team behind the Arena, Arena Heroes and 22 brands believe they can help the Saudi government get the local population moving. Kate Cracknell reports he Saudi government has big ambitions to TWO BECOME ONE increase the number of people being active,” 6RKRZGRHV)D\H]EHOLHYHKLV$UHQDWHDPFDQDVVLVWWKH T says Mohammed Fayez, co-founder and chief Saudi government in achieving its goals? H[HFXWLYHRI6DXGLEDVHGʛWQHVVRSHUDWLRQ$UHQD Ⱥ:HZRUNDFURVVDOOWKHVHJPHQWVRIWKHSRSXODWLRQWKH Group. “We believe we can help them.” government is trying to reach: new exercisers, women, elite “ +HFRQWLQXHV Ⱥ$WWKHPRPHQWRQO\SHUFHQWRI VSRUWVSHRSOHȲbDQGFKLOGUHQWRR:HEHOLHYHNLGVDUHDQ WKHSRSXODWLRQLVDFWLYHIRUȲPLQXWHVDZHHN incredibly important audience,” he explains. The government wants to grow this to 40 per cent by 7KHVHGLYHUVHDXGLHQFHVDOOKDYHWKHLUSODFHZLWKLQWKH$UHQD DQGLVSXWWLQJVLJQLILFDQWLQYHVWPHQWLQWRZHOOEHLQJ Group portfolio, now the combined force of two separate initiatives [See ‘Transforming a Nation’, p48.]. FRPSDQLHV $UHQDDQG)RXQGHGLQGHSHQGHQWO\DURXQGʛYH Ⱥ$NH\IRFXVZLOOEHPDVVSDUWLFLSDWLRQ bEXLOGLQJIDFLOLWLHV \HDUVDJRHDFKRSHQHGWKHLUʛUVWFOXELQ-XO\,QLWLDOO\ DQGRXWGRRUSDUNVUXQQLQJIXQHYHQWVDQGFUHDWLQJVRFLDO FRPSHWLWRUVWKHFRPSDQLHVWKHQPHUJHGLQ$XJXVWȺ2XU media campaigns to drive awareness of what’s going on. VKDUHKROGHUVHQFRXUDJHGXVWRMRLQIRUFHVVRZHFRXOGPDNHD We sponsored the first ever Spartan Races in Saudi, for ELJJHUGLʞHUHQFHLQWKH6DXGLPDUNHWȻH[SODLQV)D\H] H[DPSOHZKLFKWRRNSODFHLQ'HFHPEHUDQG-DQXDU\ ,QVSLWHRIWKHPHUJHUWKHWZRRSHUDWLRQVFRQWLQXHWRUXQ There will also be public education initiatives around LQGHSHQGHQWO\XQGHUWKH$UHQD*URXSXPEUHOODZLWK nutrition, obesity and diabetes. RSHUDWLQJRQHVLWHDQG$UHQDFXUUHQWO\RSHUDWLQJWZR Ⱥ)RUWKHʛUVWWLPHLQ6DXGL$UDELDWKHGRRULVDOVREHLQJ RSHQHGIRUZRPHQȷVʛWQHVV3UHYLRXVO\\RXKDGWRPDNH INTRODUCING 22 the most of loopholes in the system, or you had to go LVD&URVV)LWVW\OHERXWLTXHLQ-HGGDKFKDUJLQJ86 through the Ministry of Health to open up physiotherapy DPRQWKZLWKVTPGHGLFDWHGH[FOXVLYHO\WRIXQFWLRQDO FHQWUHVEXWWKDWZLOOQRORQJHUEHWKHFDVHb,WȷVDKXJH WUDLQLQJȺ7KHEUDQGFRPHVIURPPLQXWHVȲbWKHLGHDWKDW RSSRUWXQLW\WRWDSLQWRDZKROHQHZPDUNHW WKHPDLQSDUWRI\RXUZRUNRXWFDQEHGRQHLQPLQXWHV “The government is also investing in elite sport, going with a bit of warming up and cooling down on either side,” says through the sporting federations and the Olympic )D\H]ZKRIRXQGHGSULRUWREHFRPLQJ$UHQD*URXS&(2 &RPPLWWHH7KHJRDOLVWRJHWPHGDOVLQWKH$VLDQ “Saudi has a limited number of venues where people can *DPHV,WȷVSUREDEO\RYHUDPELWLRXVEXW\RXKDYHWRUHDFK socialise, so a lot of younger people have gym memberships for the stars to land on the moon.” just to catch up with their friends. They spend more time )RUWKHʛUVWWLPHLQ6DXGL$UDELDWKHGRRULVEHLQJRSHQHGIRUZRPHQȷVUZRPHQȷV ʛWQHVV3UHYLRXVO\\RXKDGWRPDNHWKHPRVWRIORRSKROHVLQWKKHV\VWHPHV\VWHP – Mohammed Fayez 44 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 INTERVIEW The Arena Group management team: (left to right) Anas Orfali, Mohammed Fayez and Hussein Madi ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 45 INTRODUCING THE TEAM Mohammed Fayez, managing partner The 22 brand is and CEO of Arena Group, has an a CrossFit-style education in engineering and spent 10 ERXWLTXHRʞHULQJ \HDUVLQEDQNLQJDQGʛQDQFHEHIRUH identifying an un-met demand for IXQFWLRQDOʛWQHVVWUDLQLQJ+HFRQFHLYHG DWWKHFOXEWKDQLVWKHQRUPLQRWKHUPDUNHWVbEXWWKH\ȷUH and launched the 22 brand while still working at the WDNLQJSDUWLQQRQʛWQHVVDFWLYLWLHVVXFKDVSOD\LQJELOOLDUGVDQG EDQNDQGWKHFRQFHSWSURYHGVRVXFFHVVIXOWKDWKH ORXQJLQJLQWKHSRROVDXQDDQGVSDSRRO OHIWWRSXUVXHLWRQDIXOOWLPHEDVLV+LVIXQFWLRQDO Ⱥ,QFUHDWLQJZHZDQWHGWRFDWHUIRUSHRSOHZKRZHUH RʞHULQJWKHQPHUJHGZLWK$UHQDLQDQGKH VHULRXVDERXWWKHLUWUDLQLQJȲbSHRSOHZKRZDQWHGWRJHWLQ EHFDPH&(2RIWKHFRPELQHGJURXS ZRUNRXWDQGOHDYH5DWKHUWKDQRʞHULQJDIXOOVHUYLFHȶRSHQ EXʞHWȷVW\OHRIJ\PZHWKHUHIRUHIRFXVHGRQVSHFLDOLVHG Hussein Madi was central to setting WUDLQLQJRIIXQFWLRQDOPRYHPHQWȻ XS$UHQD+HKDVDQHGXFDWLRQLQ +HFRQWLQXHV Ⱥ:HDOVRODXQFKHG:RPHQLQ-XQH engineering and management, but prior DQVTPIDFLOLW\DWWKHRSSRVLWHHQGRIWKHRULJLQDO to launching Arena was incubating EXLOGLQJ,WȷVEHHQLQFUHGLEO\ZHOOUHFHLYHGȲSUREDEO\ companies and managing projects on HYHQEHWWHUWKDQWKHPDOHYHUVLRQ0DQ\ZRPHQKDYHEHHQ behalf of a group of shareholders in HGXFDWHGRYHUVHDVDQGWKH\ȷYHEHHQZDLWLQJIRUVRPHWKLQJ 6DXGL$UHQDZDVRQHVXFKSURMHFW Ⱥ,KHOSHGFUHDWHWKH OLNH:RPHQWRRSHQȻ concept, but ultimately this particular project grew in WHUPVRIUHVSRQVLELOLW\,HQGHGXSMXPSLQJLQIXOOWLPHWR ENTER THE ARENA complete the incubation of Arena and then manage it for 0HDQZKLOH$UHQDȷVʛUVWVLWHLQ-HGGDKȲDYDVWVTPVSDFH RYHUD\HDUEHIRUHVWHSSLQJEDFNLQWRP\LQFXEDWRU\UROHȻ ȲZDVIRXQGHGZLWKPDUWLDODUWVDWLWVKHDUW RIWKHFODVVHV RʞHUHGHDFKZHHNSHUFHQWDUHLQDVSHFLʛFPDUWLDODUWV 7KH$UHQDLQYHVWRUVZKREURXJKW0DGL GLVFLSOLQHZLWKWKHUHPDLQGHUDFRPELQDWLRQRIJHQHUDOʛWQHVV into his role included Nasir Alabady, IXVHGZLWKIXQFWLRQDOEDVHG00$FRQGLWLRQLQJ+RZHYHUDV ZKRUHPDLQV$UHQDFKDLUȺ:HȷUHDOO +XVVHLQ0DGLȲbJHQHUDOPDQDJHURI$UHQDSULRUWRWKHPHUJHU sports fanatics, but what brought us ȲH[SODLQVLWLVQȷWVHWXSWRDSSHDORQO\WRWKHDOUHDG\ʛW DOOWRJHWKHUZDVDVKDUHGYLVLRQRI Ⱥ:KDWZHRʞHULV00$EXWLWLVQȷWH[WUHPH:HIRFXVRQIXQ FUHDWLQJDWRWDOO\QHZʛWQHVVFRQFHSW DQGFRPPXQLW\ZLWKDYHU\FRQVXOWDWLYHDSSURDFKȻ IRU6DXGL$UDELDȻ$ODEDG\H[SODLQV 3ULFHGDW86DPRQWKDQGRSHQWRPHQRQO\$UHQD IRFXVHVRQTXDOLW\DVDNH\863 ZRUOGFKDPSLRQLQVWUXFWRUV Anas Orfali, COO of Arena, has KDYHEHHQEURXJKWLQIURPDURXQGWKHZRUOGWRKHDGXSWKH DQHQJLQHHULQJHGXFDWLRQ3ULRUWR GHOLYHU\RIWKHLUUHVSHFWLYHGLVFLSOLQHVIURP%UD]LOLDQMLXMLWVX joining Arena, with his masters in WR0XD\7KDLZUHVWOLQJWRER[LQJ3DUWQHUVKLSVKDYHDOVR management and entrepreneurship, EHHQVHWXSZLWKZRUOGOHDGLQJEUDQGVVXFKDV$PHULFDQ he worked as a consultant for 7RS7HDPLQWKH86Ⱥ:HZDQWHGWRSHQHWUDWHWKHPDUNHW 3ULFH:DWHUKRXVH&RRSHUVZLWKD ZLWKRXWFRPSHWLQJZLWKPDUNHWOHDGHU)LWQHVV7LPHDQGZH IRFXVRQRSHUDWLRQVDQGRUJDQLVDWLRQDOVWUXFWXUH ZDQWHGWRHQVXUHDQ\RQHHOVHWU\LQJWRFRPHLQWRRXUVSDFH ZRXOGʛQGLWYHU\KDUGWRFRPSHWHZLWKXVȻH[SODLQV0DGL 46 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 INTERVIEW THE ARENA GROUP $UHQDȷVʛUVWVLWHLQ-HGGDK ZDVIRXQGHGZLWKPDUWLDO DUWVWUDLQLQJDWLWVKHDUW This inaugural club also makes the most of its size by doubling story, but we’ve approached the Olympic Committee. If as an events venue – an event can be held one night, hosting the government wants 100 medals in 2022… well, this 1,000 spectators, and by 7.00am the next morning the club is is what we’ve been able to do with the kids at Arena back to its usual gym format, with the MMA cage in the middle. Heroes. If we really turn our focus on this, what might In December 2014, six months after the club opened, we be able to achieve for the country?” $UHQDKRVWHGLWVʛUVWHYHQWLQSDUWQHUVKLSZLWK00$HYHQWV RUJDQLVHU'HVHUW)RUFH7KHVHZHUHWKHʛUVWHYHUʛJKWVKHOG LAUNCHING SATELLITES in Saudi, and the most successful event ever for Desert Force, Initiatives such as this have helped Arena develop a ZLWKPLOOLRQYLHZHUVRQOLYH79ȲbSHUFHQWRIZKLFK strong brand equity in Saudi Arabia, to the point that the were in Saudi, where MMA is a national passion. management team has – at least for now – put the roll- out of both 22 and 22 Women on a back-burner to focus TEACHING VALUES on expanding Arena and Arena Heroes. Going back to Fayez’s comment about wanting to focus on children, Arena has also launched a kids’ concept: Arena Heroes. This was originally tested $UHQDKDVEHHQKRVWLQJ at the main Arena club and has proved hugely 00$HYHQWVVLQFH popular, so the concept will now be rolled out in standalone venues: one is due to open imminently in the space between 22 and 22 Women, so the whole family can work out at the same time ȲbLQFOXGLQJ\RXQJHUJLUOVDVZHOODVER\V “The kids’ market is where the future is,” says Arena COO Anas Orfali, “and there’s really nothing in the Saudi market like Arena Heroes: not only world-class trainers, but also a focus RQVRFLDOVNLOOVb:HGRQȷWMXVWJHWWKHNLGVʛWDQG WHDFKWKHPDQDUWȲbZHWHDFKWKHPUHVSHFWIRU the family, respect for your teacher… We’re EXLOGLQJYDOXHVDQGSHRSOHDUHORYLQJLWb:HKDYH hundreds of people on our waiting lists.” Ⱥ:HVHQWVRPHRIWKHNLGVWRWKHMLXMLWVX ZRUOGFKDPSLRQVKLSVDQGDIWHUMXVWRQH and-a-half years of training, we came back with 23 medals, most of them golds,” adds Madi. “That might seem like quite a small ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 47 INTERVIEW THE ARENA GROUP The focus for the Fitness First brand will remain on the London market The Arena Group will TRANSFORMING A NATION GHVLJQWKHOHLVXUHRʞHULQJ at the new £67bn King 7KH6DXGLʛWQHVVPDUNHW is still in its infancy. The Abdullah Economic City value of the sector across the whole GCC region – Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates – is estimated at around “We do have plans to grow 22, including a new low-cost US$1.4bn, of which Saudi Arabia accounts for around concept: 22 Box Fit,” says Fayez. “It will be a pure CrossFit 45 per cent of the revenues. box, and we have a couple of locations in mind. There are currently two main players in the Saudi “But for now we want to focus on Arena. Rolling out four market: Fitness Time, with just over 100 clubs RUʛYHEUDQGVVLPXOWDQHRXVO\PHDQWZHZHUHQȷWPDQDJLQJRXU across the country, and Bodymasters with around 30 UHVRXUFHVHʞHFWLYHO\,QDGGLWLRQWKHERXWLTXHPDUNHWUHDOO\ clubs in the central/eastern region. The remainder LVQȷWGHYHORSHGLQ6DXGL\HWDQGZHGRQȷWZDQWWREXUQWKH of the market consists of smaller operations and FDUGE\UROOLQJLWRXWEHIRUHLWVWLPH:HȷOOZDLWXQWLOWKH LQGHSHQGHQWKHDOWKDQGʛWQHVVFOXEV PDUNHWLVUHDG\EHIRUHZHJURZWKDWEUDQGȻ But usage of gyms remains low, in spite of the fact 0HDQZKLOH$UHQDȷVVHFRQGFOXELQWKHFDSLWDOFLW\RI that 67 per cent of the population is aged under 5L\DGKRSHQHGRQ2FWREHU6PDOOHUWKDQWKHRULJLQDO 35ȲDQ(UQVW The boutique market really isn’t developed in Saudi yet, and we don’t want to burn the 22 card by rolling it out before its time – Mohammed Fayez 48 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 INTERVIEW THE ARENA GROUP CEO Mohammed Fayez believes Arena can help the Saudi government get the local population moving We’d like to expand into the GCC and beyond. Ultimately we want to reach into the US market and then into Europe – Mohammedmed Fayez A PIECE OF KAEC A GLOBAL AMBITION But the team has other interests besides its clubs, including So with all the brands in its portfolio, as well as a number FRUSRUDWHZHOOQHVVȺ:HKDYHFHUWLʛHGQXWULWLRQLVWVWUDLQHUV of external interests, what are the Arena Group’s and physical therapists, as well as a lady to work with female ambitions moving forward? HPSOR\HHVȻVD\V2UIDOLbȺ:HFDQJRLQDQGHPEHGDKHDOWK\ “Since the merger, we’ve focused on developing fewer lifestyle culture in a company, running the activities and sites in the short term with a view to building strong programmes, overseeing the communication. Once we’ve foundations for future growth,” says Fayez. “By mid-2017 FUHDWHGWKDWFXOWXUHZHȷUHDOVRDEOHWRRʞHUGHDOVDFURVVWKH we’ll have nine branches in four locations, and by 2020 Arena Group for men, women and kids.” that will rise to 20 branches. 7KHJURXSKDVDOVREHHQDSSURDFKHGE\(0$$5ȲbWKH “We’d then like to expand beyond Saudi, into the GCC largest real estate developer in the region, responsible and beyond – Dubai and Egypt are on our radar, as well for building the Burj Khalifa in Dubai – to consult on the as possibly Turkey. But ultimately we want to reach into leisure provision at the £67bn King Abdullah Economic the US market and then into Europe.” City, due to be completed by 2035 but with as many as “Ultimately, we want to raise awareness of what 50,000 people set to move in by 2020. UHDOʛWQHVVLVDERXWȻFRQFOXGHV2UIDOLȺ,WLVQȷWDERXW 0DGLH[SODLQV Ⱥ:HEHDWRʞVRPHELJQDPHVLQFOXGLQJ DHVWKHWLFVb,WȷVDERXWLPSURYLQJ\RXUOLIHVW\OHVR\RXVSHQG American companies and big global brands, to be invited to better quality time with your family, so you’re more able in design the leisure destination in that city, which is an area of DOO\RXGRVR\RXȷUHOHVVDʞHFWHGE\LOOQHVV 50,000sq m. It will have six swimming pools, six tennis courts, “Admittedly the bar is set pretty low in Saudi, which makes a male gym, a female gym, indoor courts, day care, lots of it a lot easier for us to achieve results – but we are achieving studios… It will be a huge leisure destination.” results, and that’s making all the hard work worthwhile.” Ȝ 50 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 RUN SMARTER TRAIN SMARTER BUY SMARTER REAL LOWER NO QUIET RUNNING ZERO-IMPACT COST OF RUN-OFF OPERATION FEEL OWNERSHIP SPACE SHORTER THAN A TREADMILL ©2016 All rights reserved by Octane Fitness. EMOTIONAL WELLBEING Mental health issues affect 25 per cent of the population, and research shows exercise can be more effective than medication – as well as helping prevent issues occurring in the fi rst place. So how can the health and fi tness industry reach out to those who are suffering? Kath Hudson reports OWKRXJK,ȷYHVXʞHUHGIURP IUHTXHQWO\HQGVLQGLVDSSRLQWPHQWȲbZK\ +HDOWKVKRZWKDWZRUNUHODWHGVWUHVV AGHSUHVVLRQLQWKHSDVWWKH QRWLQVWHDGFHOHEUDWHWKHIDFWWKDW DQ[LHW\DQGGHSUHVVLRQFRQWULEXWHWR RQO\WLPH,ȷYHQHHGHGWRWDNH H[HUFLVHZLOOERRVWUHVLOLHQFHVOHHSLQJ SHUFHQWRIDOOZRUNUHODWHGLOOKHDOWK PHGLFDWLRQZDVZKHQ,VWRSSHGH[HUFLVLQJ SDWWHUQVFRSLQJPHFKDQLVPVVHOI FDVHVPDNLQJWKHʛQDQFLDOFRVWWR%ULWLVK :KHQ,GLGJHWEDFNWRH[HUFLVHZKLOH HVWHHPDQGVHQVHRIZHOOEHLQJ" EXVLQHVVHVDQHVWLPDWHGeEQD\HDU WKHSK\VLFDOEHQHʛWVWRRNDURXQGD\HDU $VKLIWLQIRFXVFRXOGOHDGWRFOXEV 7KLVLVDJUHDWRSSRUWXQLW\IRUWKHʛWQHVV WREHFRPHREYLRXVWKHPHQWDOKHDOWK FRQQHFWLQJZLWKDQGKHOSLQJPDQ\PRUH VHFWRUWRUHDFKRXWWRWKHEXVLQHVV EHQHʛWVZHUHSUDFWLFDOO\LPPHGLDWH SHRSOHȲbWKRVHZKRGRQȷWXQGHUVWDQG FRPPXQLW\ZLWKLQQRYDWLYHVROXWLRQV 6RZK\GRHVQȷWWKHKHDOWKDQGʛWQHVV ZKDWDSURIRXQGDQGSRVLWLYHLPSDFW 6RZKDWFRXOGDQGVKRXOGKHDOWKDQG LQGXVWU\XVHWKLVDVDPDUNHWLQJWRRO" H[HUFLVHFDQKDYHRQPHQWDOKHDOWK ʛWQHVVRSHUDWRUVEHGRLQJWRSURDFWLYHO\ :K\WKHXQZDYHULQJIRFXVRQZHLJKW %HFDXVHWKLVLVDKXJHLVVXHQDWLRQDOO\ KHOSSHRSOHZLWKPHQWDOKHDOWKLVVXHV" DQGSK\VLFDODSSHDUDQFHZKLFKVR ʛJXUHVIURPWKH&HQWUHIRU0HQWDO :HDVNRXUSDQHORIH[SHUWV think about looking after their mental that gyms are intimidating places, so health in the same way they do their it’s of paramount importance to be physical health. The Five Steps to open and welcoming. It might also be Wellbeing programme is a great way of appropriate to run a few sessions aimed doing this: connect with other people, purely at those with mental health be active, keep learning new skills, give issues. One free taster session might be to others and be mindful. the turning point they need. Secondly, make sure your organisation is mental health aware. Signing up to the Sport and Recreation Alliance’s mental health charter is a Paul Farmer strong platform to help create an action Run a few sessions Chief executive, MIND plan, and we’re delighted that more than aimed purely at those 350 organisations have signed up so far. n my opinion, exercise is the number Thirdly, connecting with MIND’s with mental health one preventative measure for mental Get Set to Go programme is an easy issues. One free taster Ihealth and there’s a strong evidence way of engaging with this market. This EDVHWRVKRZLWVHʡFDF\VRLWȷVYHU\ campaign works to signpost people session might be the important for operators to really towards exercise opportunities and engage with this market. helps to remove the barriers. turning point There are three areas in which People with mental health issues WKH\QHHGȲbPaul Farmer health and fitness providers could are often low in self-esteem and help. Firstly, encouraging clients to FRQʛGHQFHDQGKDYHSUHFRQFHSWLRQV 52 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 TALKING POINT )LWQHVVVWDʞVKRXOGEHWUDLQHG WRUHFRJQLVHWKHV\PSWRPVRI PHQWDOKHDOWKSUREOHPV fundamental to our global Unilever Active U programme. The purpose of Sustainability Living Plan. We know that this programme is to encourage our being physically active is as important employees to be active daily, through for our employees’ mental wellbeing ideas such as non-sitting meetings, as their physical wellbeing, and we warming up for work and learning more must continue to share this important about their functional capacity and how message. Having key educational WREHʛWWHUIRUWKHIXWXUH themes and myth-busting discussions b$FWLYH8KDVIRXUNH\WKHPHV around physical activity can enable active workplace, transport, health behaviour change, and the workplace is and happiness. Our ‘activity gurus’ a perfect opportunity for this. are always on-hand to discuss how Marcus Hunt Within our UK business, we have to be more active at home, around Health and wellbeing manager Europe, DQXPEHURIJ\PVLQRXURʡFHV the workplace and during a commute. Unilever factories and R&D sites, but we’ve We also place great emphasis on how DOVRGLYHUVLʛHGWKLVRʞHULQJWRLQFOXGH important being active is for happiness, he benefits of being active on Gentle Gym classes, mindfulness and we champion this as part of our mental health and happiness sessions and we recently launched our our award-winning mental health Tare still relatively unreported, and not widely regarded as a reason to be more active. The fitness industry can help to spread this message by Having key educational themes and myth-busting talking to companies and providing innovative ideas on engaging more discussions around physical activity can enable people in physical activity. behaviour change – Marcus Hunt At Unilever, we believe an employee’s ZHOOEHLQJLVSDUDPRXQWȲbWKLVLV ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 53 TALKING POINT Steve Phillips Director of PT & community +HDOWKFOXEVFRXOGRʞHUJURXSVXSSRUWWRRYHUZKHOPHGQHZPRWKHUV engagement, HPT5 KHʛWQHVVLQGXVWU\LVFXUUHQWO\ SK\VLFDOO\ DOWKRXJKVRPHGR )RUPDQ\ 5(36DQG&,036$,QWKHPHDQWLPH OHWWLQJSHUVRQDOWUDLQHUVDQGʛWQHVV SHRSOHWKHLGHDRIH[HUFLVHLVVFDU\DQG LWȷVHDVLHUWKDQ\RXWKLQNWRFRQQHFW TLQVWUXFWRUVGRZQEHFDXVHZHDUHQȷW FDQFUHDWHDGGHGDQ[LHW\VRWKHNH\ ZLWKDQGKHOSSHRSOHZLWKPHQWDO HPSRZHULQJWKHPWRWDONDERXWPHQWDO IRFXVLVWRMXVWJHWWKHPRXWRIWKHKRXVH KHDOWKLVVXHV)RUH[DPSOHPDQ\QHZ KHDOWK,WȷVDQLJQRUHGVXEMHFWWKDWGRHVQȷW 6RPHWLPHVWKH\MXVWQHHGWRZDONDQGWDON PXPVIHHORYHUZKHOPHGHYHQLIWKH\ IHDWXUHLQVWDQGDUGLQGXVWU\WUDLQLQJ *RLQJIRUZDUGWKHLQGXVWU\QHHGVWR GRQȷWFRQVLGHUWKH\ȷUHVXʞHULQJIURP 6ZHGLVKUHVHDUFKKDVSURYHG SURYLGHDPL[RIH[HUFLVHPHGLWDWLRQ SRVWQDWDOGHSUHVVLRQVRODXQFKD WKDWH[HUFLVHLVPRUHHʞHFWLYHWKDQ DQGFRJQLWLYHEHKDYLRXUDOWKHUDS\DQG JURXSLQYLWHWKHPWRFRPHLQWRWKH PHGLFDWLRQLQDOOHYLDWLQJWKHV\PSWRPV WKHUHPXVWEHWUDLQLQJTXDOLʛFDWLRQV FOXEZLWKWKHLUEDELHVDQGMXVWWDONDQG RIPHQWDOKHDOWKEXWZHGRQȷWOHWSHRSOH OLQNHGWRDOOWKLVWKDWDUHUHFRJQLVHGE\ WKHQLQWURGXFHH[HUFLVH NQRZWKDWZHFDQKHOSWKHP :HVKRXOGQȷWEHFDOOLQJSHRSOHZLWK PHQWDOKHDOWKLVVXHVDȶVSHFLDOSRSXODWLRQȷ ȲWKLVLVDTXDUWHURIWKHSRSXODWLRQDQG We shouldn’t be calling people with mental PDQ\RWKHUVDUHVXʞHULQJIURPSRVWQDWDO GHSUHVVLRQDQ[LHW\RUVWUHVVDQGGRQȷW health issues a ‘special population’. This is a HYHQUHDOLVHWKH\KDYHDFRQGLWLRQ quarter of the population – Steve Phillips ,IVRPHRQHLVIHHOLQJORZWKH\GRQȷW QHFHVVDULO\ZDQWWREHSXVKHGKDUG DQGZHOOEHLQJJ\PVDQGZLOOEHDYDLODEOH 7KLQNLQJDQGDFWLQJWRZDUGVSHRSOH WRDOOUHJDUGOHVVRIDJ\PPHPEHUVKLS DVLIWKH\ȷUHDEQRUPDOLVRQHRIWKH (PRWLRQDOKHDOWKLVMXVWDVLPSRUWDQW NH\LVVXHVWKDWFUHDWHVVWLJPDDURXQG DVRXUSK\VLFDOKHDOWKDQGRXUIRFXV PHQWDOKHDOWK8QGHUVWDQGLQJDQG DW1XIILHOG+HDOWKLVRQWKHRYHUDOO HPSDWK\FDQPDNHDOOWKHGLʞHUHQFH ZHOOEHLQJRIWKHLQGLYLGXDO$OOIURQW PDNLQJLWQRUPDOWRWDONDERXWXSV OLQHVWDIIZLOOEHWUDLQHGWRUHFRJQLVH DQGGRZQVFDQPDNHSHRSOHIHHO WKHVLJQVDQGV\PSWRPVRIPHQWDO FRPIRUWDEOHWRDVNIRUKHOSLIWKH\ KHDOWKSUREOHPVEHJLQDFRQYHUVDWLRQ H[SHULHQFHDSUREOHP6XLFLGHLVD DERXWLWDQGVLJQSRVWWKHLQGLYLGXDO OHDGLQJFDXVHRIGHDWKLQERWKPHQDQG WRDGGLWLRQDOVXSSRUW$VVXFKZHȷUH ZRPHQEXWUDWHVDUHDURXQGWKUHH Chris Harbron ORRNLQJWRFUHDWHDFXOWXUHZKHUH WLPHVKLJKHULQPHQ6XSSRUWLQJWKHP Director of emotional wellbeing, RSHQGLDORJXHDERXWHPRWLRQDO WRWDONDERXWWKHLUHPRWLRQVDVZHOO 1XʡHOG+HDOWK ZHOOEHLQJDQGSK\VLFDOZHOOEHLQJLV DVVSRWWLQJVLJQVRIPRUHVLJQLʛFDQW HQFRXUDJHGVXSSRUWHGDQGH[SHFWHG GLVWUHVVLVLPSRUWDQW ROORZLQJWKHDFTXLVLWLRQRIDFRJQLWLYH EHKDYLRXUDOWKHUDS\EXVLQHVV F1XʡHOG+HDOWKKDVUHFHQWO\ODXQFKHG DQHPRWLRQDOZHOOEHLQJVHUYLFHDLPHGDW We’re looking to create a culture where open VXSSRUWLQJWKRVHVXʞHULQJIURPVWUHVV DQ[LHW\DQGGHSUHVVLRQ/DXQFKLQJLQLWLDOO\ dialogue about emotional and physical wellbeing is WREXVLQHVVHVIRUWKHLUHPSOR\HHVWKH HQFRXUDJHGVXSSRUWHGDQGH[SHFWHGȲbChris Harbron VHUYLFHZLOOWKHQUROORXWLQWKHQH[WIHZ PRQWKVWKURXJKRXUFRQVXPHUʛWQHVV 54 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 FREE TO ATTEND REGISTER NOW 10-11 MAY 2017|EXCEL|LONDON THE ARENA OF PHYSICAL ACTIVITY, HEALTH & PERFORMANCE EXHIBITION FLOORPLAN THE STAGE NEW INNOVATORS RESEARCH UNCOVERED A variety of live performances and keynote RESEARCH UNCOVERED Research Uncovered will host talks will be delivered on The Stage - a THE VIP leading academic institutions and STAGE LOUNGE platform to share ideas, stimulate innovations organisations. and inspire. Supported by NCSEM England NEW INNOVATORS GROUP EXERCISE TECH LAB Those interested in new approaches will TECH LAB TechLab has been curated to highlight experience the latest thinking, technology and some of the very latest technologies to innovations from those who challenge the make a positive impact on physical activity status quo. levels. GROUP EXERCISE TECHNOLOGY WALK This area will enable you to speak to brands Technology Walk presents the latest TECHNOLOGY WALK that offer group exercise classes. Many SKILLS PAVILION developments in fi tness technology including will be demonstrated within the Stage FACILITIES wearable devices, data management and other programme. software. CENTRAL FEATURE FACILITIES CENTRAL HUB Discover new management software, fl ooring Lead supporters of Elevate will host the solutions, audio, access control, hygiene, central meeting place during Elevate, this energy management and more by talking area is designed to encourage cross-sector direct to the suppliers ACTIVE AQUATIC pollination. EVIDENCE BASE ACTIVE AQUATIC EVIDENCE BASE A selection of research will be shared Active Aquatic will present the latest in pool throughout the two days via the Evidence and open water swimming, equipment, Base. PERFORMANCE PATH research, monitoring and performance. Sponsored by Renew Health PERFORMANCE PATH SKILLS PAVILION Performance Path will focus on the solutions Dedicated to those who are responsible which have helped athletes and sports people for raising standards and delivering achieve their goals. education. Supported by EIS Supported by CIMSPA ENTRANCE ENTRANCE Featuring 4 seminar streams throughout the 2 days SEMINAR PROGRAMME including 38 sessions and 150+ speakers PHYSICAL ACTIVITY FOR Supported by Sponsored by INCLUSIVITY: CREATING Supported by HEALTH AND WELLBEING AN ACTIVE NATION FUTURE Supported by Sponsored by THE BUSINESS OF Supported by Sponsored by PERFORMANCE PHYSICAL ACTIVITY Lead Supporters: FULL EXHIBITOR LIST & SEMINAR PROGRAMME NOW ONLINE - ELEVATEARENA.COM TALKING POINT Mental health issues can lead to lower energy levels, so a gentler exercise approach may be needed VRPHWKLQJWKDWDʞHFWVHYHU\RQH%HLQJ the Welsh national exercise referral scheme able to speak openly, in an empathetic DQGWKH%ULVWRO$FWLYH/LYLQJSURMHFW environment and without being judged, which provided a whole range of services, is the key to acceptance. However, this supporting people with mental health issues requires strong soft skills and trust, so to participate in a range of activities. O VRPHH[WUDVWDʞWUDLQLQJLQPHQWDOKHDOWK awareness may be needed – it’s crucial the instructor is empathetic and caring. Mental health issues often lower energy and mood, so beasting sessions ([WUDVWDIIWUDLQLQJ at the gym are generally not appropriate. LQPHQWDOKHDOWK Debbie Lawrence A more holistic approach is needed, 4XDOLʛFDWLRQOHDGVTCT balancing emotional, mental, physical, DZDUHQHVVPD\EH medical and social wellbeing. here’s still so much stigma around People with more severe and enduring QHHGHG,WȷVFUXFLDO mental health, and although the conditions will be harder to reach, and WKHLQVWUXFWRULV TTime to Change campaign has operators may need to be prepared done a lot to raise awareness, it’s still a to reach out into the community, with HPSDWKHWLFDQGFDULQJ very misunderstood area. walking groups or sessions in village halls. ȲDebbie Lawrence 7KHʛUVWVWHSVDUHWKHQRUPDOLVDWLRQ There are some great examples of and acceptance of mental health as community-based programmes, including 56 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 HARNESS THE ADVENTURE & OBSTACLE COURSE RACING PHENOMENON THAT’S SWEEPING THE UK. D2F Fitness is bridging the gap between this rapidly expanding trend and health club programming with a unique range of functional training products. DISCOVER THE FULL RANGE: bit.ly/d2ffitHCM DYNAMIC . FITNESS . SOLUTIONS W: ZZZGɝWQHVVFRP E: LQIR#GɝWQHVVFRP Follow us: #GɝWQHVV T: +44 (0)330 124 3155 © D2F Fitness Limited 2016. Unit 32 Wornall Park, Worminghall, Buckinghamshire, HP18 9PH F LD OC R U O S W THERE’S AN APP FOR THAT Jeni Fisher, head of lifestyle partnerships for Google Play, gives the low-down on her personal top fi ve wellbeing apps at the moment YOGAIA Recorded yoga classes are free to view on Yogaia DETAILS: Freemium (subscriptions from £7.50/ month), iOS/Android Convenience is the name of the game for Yogaia, the ZRUOGȷVʛUVWOLYHLQWHUDFWLYH RQOLQH\RJDVWXGLR/DXQFKHG LQ2FWREHUWKHDSSKDV VHHQVWURQJXSWDNHLQQDWLYH )LQODQGEXWWKH8.LVZKHUH WKHWHDPDUHEHWWLQJRQ FRQVLGHUDEOHJURZWKLQ 1H[WWLPHDFOLHQWODPHQWV the struggle of maintaining their well-honed routines ZKLOHDWKRPHRUWUDYHOOLQJ ȲDQGWKHUHIRUHXQDEOH WRPDNHLWWR\RXUFOXEȲ FRQVLGHUSUHVFULELQJWKHPWKLVDSS7KHVHUYLFHLVWKH SHUIHFWFRPSOHPHQWWRLQSHUVRQFODVVHV DVZHOODVEHLQJ DYDLODEOHDFURVVZHEL26DQG$QGURLG\RXFDQDOVRVWUHDP UHFRUGHGFODVVHVYLD&KURPHFDVWWR79VFUHHQVPDNLQJLW DFRQYHQLHQWRSWLRQIRUJ\PJRHUVZKRZRXOGRWKHUZLVH PLVVRXWRQWKHLUUHJXODULQSHUVRQʛ[ 5HFRUGHGFODVVHVDUHIUHHWRYLHZEXWSD\LQJPHPEHUV IURPEHJLQQHUVWRPRUHH[SHULHQFHG\RJLV FDQERRND UHPRWHVSRWDWOLYHYLGHRVHVVLRQVDOOIRUȺOHVVWKDQWKHSULFH RIDVWXGLRFODVVȻ3D\LQJVXEVFULEHUVDOVRKDYHWKHRSWLRQRI UHFHLYLQJSHUVRQDOLVHGLQVWUXFWLRQVLIWKH\DOORZ 58 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 WELLBEING APPS Progression Fitness Pro guides people through weight training sessions PROGRESSION FITNESS PRO LIFESUM DETAILS: £3.69, Android only DETAILS: Freemium, iOS/Android Progression Fit Pro is the As health club operators know, brainchild of weightlifter a healthy and balanced diet is Zoltan Demant, and was crucial for members to achieve created in response to a WKHLUKHDOWKDQGʛWQHVVJRDOV clear gap in the fitness app With this in mind, Lifesum’s market. Quickly establishing expert in-house nutritionists itself as the best-in-class have crafted several bespoke companion for gym or at- meal plans to assist subscribers home weightlifting workouts, in reaching popular health goals, Progression Fitness Pro such as building strength or guides people through losing a few pounds. various pre-loaded and The Swedish start-up’s configurable exercises with mission is to simplify healthy instructions, rest timers and living, and its recent US$10m workout summaries. funding round will certainly The app does exactly what the name suggests, making help boost its trajectory in priority markets such as the US. it more achievable than ever to chart and encourage 7KHDSSLVRQHRIWKHWRSPRQHWLVLQJKHDOWKDQGʛWQHVV$QGURLG progression with every weightlifting session thanks to apps of 2016, thanks in part to its compelling subscription service. powerful statistics that offer the user an in-depth analysis 6XEVFULEHUVUHFHLYHPDQ\EHQHʛWVLQFOXGLQJDFFHVVWRGHWDLOHG of their fitness and strength-building journey. meal information down to the very last detail, helping them track Gone are the days when gym clients used pen and their intake of sodium, saturated fat and more. paper to track their reps; all they now need is this app While meal tracking is a core in-app functionality, connecting on their Android phone or Android Wear smartwatch to to other apps such as Google Fit, Withings and Runkeeper also keep a log of their session. allows users to seamlessly track their exercise data in the same Members can also sync/back up their data to Google place. Tapping into the user’s personal activity data also allows Drive, which makes it easier than ever for gyms and Lifesum to further assist them in reaching their goal – for personal trainers to monitor their clients’ progress. H[DPSOHVHQGLQJDSXVKQRWLʛFDWLRQVXJJHVWLQJDKLJKSURWHLQ With over 1,600 five-star ratings on Google Play at the meal immediately after an intense weightlifting session. time of writing, it’s clear this app is meeting the needs of Even better, Lifesum customers can export their data from today’s weightlifters, so why not spread the word to your Google Fit/Apple Health and share it with their health club, PHOTO: SHUTTERSTOCK.COM PHOTO: clients and increase their chances of progressing too? empowering you to even better serve your members’ needs. ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 59 WELLBEING APPS The Fabulous app sends users prompts about keeping up healthy habits PHOTO: SHUTTERSTOCK.COM PHOTO: FABULOUS DETAILS: Freemium, Android only Fabulous is an app which originated in Duke 8QLYHUVLW\ȷV%HKDYLRXUDO(FRQRPLFVODEWDNLQJDVFLHQWLʛF and behavioural approach to transforming lives by resetting habits with healthy rituals. Your health club members are all likely have good intentions, but it’s only when these intentions become ingrained habits that memberships are retained and clubs thrive. Maintaining those habits is the goal of Fabulous. 7KHDSSVHQGVWLPHO\SXVKQRWLʛFDWLRQVWRSURPSWWKH adoption of a new mindset – for example, resetting your brain to view exercise as a privilege and not a chore. The makers of the app recognise that setting small, achievable goals in the short term is the key to ultimately accomplishing longer-term lifestyle changes. With this in mind, the first routine a new user is tasked with establishing is drinking water in the morning. 7KHDSSFRDFKHVLWVXVHUVWRWDNHDKROLVWLFDSSURDFKWRKHDOWKDQGʛWQHVVVR alongside adding simple habits like drinking more water, you also have the option of VHWWLQJDKDELWWRȶHDWʛVKȷȶʜRVVȷRUȶVWUHWFKȷȲDJDLQHDFKRIWKHVHKDELWVRQWKHLU own are manageable, but together they can truly supercharge your clientele and help them live a happier, healthier life. JEFIT DETAILS: Freemium, iOS/Android 7KH-HʛWDSS has been designed to help people stay PRWLYDWHGLQWKHLUʛWQHVVURXWLQHV,WDOORZVXVHUVWR easily track workouts and share statistics with friends DQGRWKHUVLQWKHʛWQHVVFRPPXQLW\ȲVRPHWKLQJWKDWȷV widely recognised as being key to achieving your goals, especially in the era of social media. 7KHPLOOLRQVWURQJ-HʛWFRPPXQLW\LVDIRUXPIRUXVHUV to share their body stat goals and benchmark exercise progress with friends and like-minded people. The app RʞHUVDFFHVVWRRYHUH[HUFLVHVZLWKGHWDLOHG animations, step-by-step instructions and expert tips. 6XEVFULELQJWR-HILWHOLWH FXUUHQWO\SULFHGDWe a year) offers a range of premium benefits, from deeper training insights to enhanced website features. For example, Jefit elite users can access comparison charts with gym buddies via the web interface, as well as training progress reports and exclusive workout routines. $ODUJHSURSRUWLRQRIJ\PPHPEHUVFDQȷWDʞRUGWRWUDLQZLWKRQHRI\RXUFOXEȷV SHUVRQDOWUDLQLQJWHDPȲbEXW-HʛWȷVPRWLYDWLRQDODSSURDFKFRXOGKHOSERRVW\RXUFKDQFHV of retaining these members as they work towards their goals. O In its 4th year, active-net 2017 guarantees Suppliers fourteen, 20 minute, 1 to 1 meetings with public sector Buyers from Sport and Physical activity. Eastwood Hall, åűƴåĵ±Ĺ±čåÚƋŅĀĬĬ±ĬĬŅüŅƚųƚƼåųŸŞ±ÏåŸ Nottingham already with limited spaces left for Suppliers. 29th & 30th March 2017 Be sure to email [email protected] to secure your spot! If you’d like to see who has already booked their spot visit www.active-net.org/delegates-attending We look forward to seeing you at active-net 2017! active-net enjoys the support of the sector - thank you to: ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 61 JIM GRAHAM The outgoing COO of the Gym Group has some interesting thoughts on the opportunities that lie ahead for the fi tness sector – if it gets things right. He talks to Kate Cracknell What were your fi rst impressions of the fi tness sector when you joined the Gym Group in April 2014? ,QIDFW,ʛUVWEHFDPHLQYROYHGLQWKHVHFWRUEHIRUH ,MRLQHGWKH*\P*URXS7KLVZDVWKHPLGGOHRI DVDSDUWQHUDW3KRHQL[ZKRLQYHVWHGWR DFTXLUHDPDMRULW\VWDNHLQ7KH*\P*URXS ,ZDVVXUSULVHGE\KRZȶVPDOOȷWKHVHFWRU IHOWDVZHOODVE\WKHODFNRIGLYHUVLW\RI H[SHULHQFHSDUWLFXODUO\DPRQJPLGGOHDQGVHQLRU PDQDJHPHQWDFURVVWKHPDMRUSOD\HUV+RZHYHU ,ZDVGUDZQWRWKHHQWKXVLDVPDQGZLOOLQJQHVV WRWKLQNGLʞHUHQWO\RIWKH\RXQJHUJHQHUDWLRQ SDUWLFXODUO\WKHJX\VDWWKHFRDOIDFH What are your impressions of the sector now, on leaving it? 1HZLQYHVWRUVKDYHEURXJKWLQYHVWPHQW QRWRQO\LQQHZLQIUDVWUXFWXUHEXWDOVRE\ GUDZLQJLQQHZSHRSOHIURPRXWVLGHWKH VHFWRU7KHVHSHRSOHDUHEULQJLQJVNLOOVDQG WKLQNLQJIURPRWKHUPRUHDGYDQFHGFXVWRPHU SURGXFWDQGVHUYLFHLQGXVWULHV %XWWKHUHȷVVWLOODORQJZD\WRJR WKHUH VWLOOVHHPVWREHDORWRIȶQRWLQYHQWHGKHUHȷ V\QGURPHȶWULHGWKDWȷDQGȶLWȷOOQHYHUZRUNȷ Graham: ‘The annihilation of the mid-market is all but complete’ DQGLWȷVJHWWLQJLQWKHZD\RISURJUHVV What have been the big changes in the fi tness 7KHPDMRUFKDQJHKDVEHHQWKHDQQLKLODWLRQRIWKHPLG sector in the last few years? PDUNHW,WȷVDOOEXWFRPSOHWHQRZDQGWKDWKDVWREHDJRRG 7KHHVWDEOLVKPHQWRIDVFDOHGXSORZFRVWVHJPHQWDVZHOO WKLQJVLQFHPDQ\RIWKHDVVHWVZHUHSRRUWKHSURGXFWWLUHG DVWKHDIWHUVKRFNRIWKHUHFHVVLRQKDVIRUFHGSHRSOH DQGODFNLQJUHOHYDQFHWRWKHPDVVPDUNHWLWRQFHRZQHG WRWKLQNGLʞHUHQWO\%XUQLQJSODWIRUPVDQGLQʜRZVRIQHZ :HȷUHDOVRVHHLQJPDWHULDOQHZLQYHVWPHQWLQWHFKQRORJ\WR PRQH\DOZD\VEULQJVDERXWFKDQJH$GDSWRUGLH,JXHVV GHOLYHUDGLJLWDOFRPSRQHQWWRWKHSK\VLFDOH[SHULHQFH,QWKH ORQJUXQWKLVLVDJRRGWKLQJIRUWKHFRQVXPHUEXW WKHGLJLWDOHFRV\VWHPLVRVWHQVLEO\FKDRWLFDQGLQ There still seems to be a lot of ‘not WKHVKRUWWHUPWKHUHȷVTXHVWLRQDEOHYDOXHWRWKH FXVWRPHUIURPDORWRIWKHHDUO\RʞHULQJV7KHUH invented here’ syndrome, ‘tried that’ DUHVRPHLQWHUHVWLQJQHZQLFKHSURGXFWVLQSOD\ EXW,ȷPQRWVXUHPDQ\ZLOOVFDOHHʞHFWLYHO\ )LQDOO\WKHORZFRVWVHFWRULVJURZLQJXS and ‘it’ll never work’ and it’s getting LWZDVWKHXSVWDUWDQGQRZHQMR\VLQFXPEHQW VWDWXV7KDWȷVERWKDQRSSRUWXQLW\DQGDWKUHDW in the way of progress IRUWKHVHRSHUDWRUV 62 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 INTERVIEW A focus on human behaviour is just as important as a focus on technology What do you think the sector currently does well, You have an investor background – what’s your and what does it need to do better? take on the fi tness sector in this context? ,WKLQNWKHVHFWRUJHQHUDOO\GRHVDUHDVRQDEOHMREDWGHʛQLQJLWV $ORWRIQHZFDSLWDOKDVʜRZHGLQWRWKHVHFWRURYHUWKH RʞHULQJDQGDWPDUNHWLQJWKDWSURGXFWVLPSO\WRWKHPDVVPDUNHW ODVWIHZ\HDUVPXFKRILWUHPDLQLQJXQVSHQW/LNHPDQ\ %XWWKHUHDUHWZRIURQWVZKHUHWKHVHFWRUFDQDQGPXVW LQGXVWULHVWKLVQHZFDSLWDOKDVHVVHQWLDOO\IXQGHGDQ LPSURYHPDVVLYHO\DQGWKLVLVZKHUHWKHZLQQHUVDQGORVHUV LQGXVWU\OHYHOWUDQVIRUPDWLRQ UHSODFHPHQWRIWLUHGDVVHWV ZLOOEHJLQWREHGHʛQHG7KHʛUVWLVWKHTXDOLW\RIFXVWRPHU DQGLQYHVWPHQWLQWHFKQRORJ\HQDEOHPHQW VHUYLFHLQLWVZLGHVWSRVVLEOHVHQVHZKLFKDWDVHFWRUOHYHOLV &OHDUO\WKLVSURFHVVLVLQFRPSOHWHEXWWKHZLVHULQYHVWRUV W\SLFDOO\SRRUDQGIDUWRRLQFRQVLVWHQW7KHVHFRQGLVLQWUXO\ ZKREDFNWKHZLQQHUVZLOOKDYHVHFXUHGȲDQGZLOOFRQWLQXHWR XQGHUVWDQGLQJLQGLYLGXDOFXVWRPHUQHHGVDQGZDQWVDQGWKHQ VHFXUHȲH[FHOOHQWUHWXUQVRQWKHLULQYHVWPHQWV H[SORLWLQJWKDWLQVLJKWWRWDLORUWKHH[SHULHQFHGLʞHUHQWO\ 8QIRUWXQDWHO\QRWDOOWKHFDSLWDOKDVEHHQGHSOR\HG ZLWKHTXDOFDUHDQGZLVGRPVRIRUVXUHWKHUHZLOOEH What are the opportunities for the sector if it ORVHUVWRR&RQVROLGDWLRQLVLQHYLWDEOHEXWWKHPDUNHWZLOO manages to do these things better? OLNHO\UHPDLQTXLWHIUDJPHQWHG $VVXPLQJWKDWDFFHVVWRʛWQHVVIDFLOLWLHVEHFRPHVXELTXLWRXV 7KH*\P*URXSDQG%DVLF)LWȷVDSSDUHQWO\KLJKSULFH LWȷVQRW\HWEXWWKHUROORXWRIWKHODUJHUSOD\HUVZLOOPDNH HDUQLQJVUDWLRVKDYHGULYHQTXLWHXQUHDOLVWLFSULFH WKDWEURDGO\WUXHZLWKLQDIHZ\HDUV WKHQWKHXSVLGHVWR H[SHFWDWLRQVLQWKHPLQGVRIPDQ\VKDUHKROGHUVRIPXFK WKHVHFWRUZLOOEHWZRIROG)LUVWO\WKHUHVKRXOGEHDPDWHULDO VPDOOHURSHUDWLRQVZKRDUHQRZORRNLQJWRPRQHWLVH0DQ\ LQFUHDVHLQPDUNHWSHQHWUDWLRQȲDULVLQJWLGHWKDWVKRXOGʜRDW ZLOOEHYHU\GLVDSSRLQWHG DOOERDWV6HFRQGWKHSOD\HUVWKDWVXFFHHGLQGHOLYHULQJPRUH WDLORUHGUHOHYDQWDQGLQGLYLGXDOH[SHULHQFHVZLOOVHHLQFUHDVHV What, for you, is the most exciting thing about LQFDSDFLW\XWLOLVDWLRQLQWHQXUHDQGLQ\LHOG the fi tness sector at the moment? ,ȷPH[FLWHGE\WKHSURVSHFWRIWHFKQRORJ\IDFLOLWDWLQJGDWD And what are the biggest challenges standing GULYHQSHUVRQDOLVHGGLJLWDOFRQWHQWWRIXQGDPHQWDOO\LPSURYH in the way of achieving this? WKHFXVWRPHUH[SHULHQFH7KHVPDUWHUSOD\HUVDUHLQYHVWLQJ 'HOLYHULQJJRRGDQGFRQVLVWHQWFXVWRPHUVHUYLFHLQWKLV LQWKLVDQG,WKLQNJRDOEDVHGDQGRXWFRPHRULHQWDWHG LQGXVWU\LVKDUGUHTXLULQJVHULRXVLQYHVWPHQWLQWUDLQLQJDQG SURSRVLWLRQVDUHFORVHDWKDQG7KHVHZLOOOHYHUDJHWKHEULFNV VWURQJRSHUDWLRQDOOHDGHUVKLS%XWDQ\RSHUDWRUVWKDWIDLOWR DQGPRUWDUDVVHWVWKURXJKDYDULHW\RIGLJLWDOFKDQQHOV XQGHUVWDQGDQGIRFXVRQWKLVDUHDWULVNRIEHLQJOHIWEHKLQG %XWWREHVXFFHVVIXOWKHVHLQYHVWPHQWVQHHGWREH DVFRQVXPHUVȷH[SHFWDWLRQVDUHRQO\ULVLQJ XQGHUSLQQHGE\UHDOLQVLJKWDQGQRWOHGE\WKHWHFKQRORJ\RU 7KHPDMRUEDUULHUVWRGHYHORSLQJWKH GLJLWDO SURGXFW WHFKQRORJLVWV)RFXVLQJRQKXPDQEHKDYLRXUDOVFLHQFHDQG H[SHULHQFHDUHWKDWZHVWLOOQHHGWRJHWWKHULJKWWHFKQRORJ\ H[HUFLVHSK\VLRORJ\LVDWOHDVWDVLPSRUWDQWDVIRFXVLQJRQ SODWIRUPVLQSODFHZHQHHGWRJHQHUDWHKLJKTXDOLW\FXVWRPHU WKHWHFKQRORJ\SODWIRUPVDQGVRPHRIWKHHDUO\IRUD\VWKDW GDWDDQGZHPXVWGHYHORSDQDELOLW\WRGHULYHDFWLRQDEOH ,ȷYHVHHQLQWKLVGRPDLQDUHJRLQJWRIDLOEHFDXVHWKH\KDYHQȷW PHOTO: SHUTTERSTOCK.COM PHOTO: LQVLJKWIURPLWLQQHDUUHDOWLPHb UHDOO\JUDVSHGWKLVVLPSOHWUXWK ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 63 INTERVIEW JIM GRAHAM DARE TO BE DIFFERENT Taking staff uniform to another level LIVE IT - BREATHE IT – BRAND IT Low minimum The winners will be those that stay closest to their customers and meet their needs order quantities SHUTTERSTOCK.COM PHOTO: Dedicated design team And is there anything that frustrates to their product and pricing model without you about the sector? creating unnecessary complexity. I continue to be surprised by the lack of human Consolidation is inevitable in the UK and Full stock management facility interaction and business skills exhibited by quite probably across Europe. There will be a shake- a lot of personal trainers. Clearly this holds out of the smaller and less disciplined players Male and female styling option them back, but it ultimately holds back the and ill-advised property deals will cause some sector and militates against the development of players to disappear rapidly. a true customer-centric philosophy. Enlightened In the longer term, I sincerely hope and VHOILQWHUHVWRIWHQVHHPVKDUGWRʛQG EHOLHYHWKDWJRYHUQPHQWZLOOʛQDOO\XQGHUVWDQG I’m also frustrated by the willingness of some DQGEHOLHYHLQWKHSXEOLFKHDOWKEHQHʛWVRI operators to fuel the development of some of exercise adherence, to the extent that policy the more pernicious internet intermediary and formulation will move much more to prevention aggregator business models by paying them as rather than cure. In that world, the sector sales channels for short-term gain. While some VWDQGVWREHQHʛWQRWMXVWIURPWKHUHPRYDO of these businesses do genuinely add value of the ludicrous VAT levy, but also from the Spa & salon wear to the end consumer – and so can, perhaps direction of commissioning funds to state- www.labeeby.co.uk optimistically, be viewed as symbiotic – I’m afraid funded exercise for the vulnerable. a number of them are essentially parasitic. Reception, hospitality I guarantee that in years to come the Who will be the winners and who and formal wear strategy, marketing and commercial directors of will be the losers? operators will wish their predecessors had not It’s hard not to answer this without stating the Specialist leisure and breathed life into these businesses as they look blindingly obvious. The winners will be those that at increasing CPAs and value being leached away. stay closest to their customers; that build scale; that recreational wear stick to their knitting; and that invest in technology What do you see happening across WKDWERRVWVWKHSUREDELOLW\RIDFXVWRPHUʛUVWO\ Work wear and PPE the fi tness and physical activity sector setting a realistic goal, and then establishing a going forward? repeatable pattern of exercise adherence. In the short to medium term, we’ll see The losers will be those that are one or more CALL maturation of the low-cost sector which will of the following: ill-disciplined in deploying their follow a very similar trajectory (although expansionary capital; prone to confusing their 0114 2513512 possibly evolving more quickly) as did the customers by addressing multiple segments Book an appointment low-cost airline and hotel markets. The simultaneously or putting unnecessary with one of our team winners will be those that remain focused on complexity in their way; and irrational in the Email: costs and on bringing enough sophistication pricing of their product. O [email protected] www.corporatetrends.co.uk64 CREATING BESPOKE CHANGING ROOM FACILITIES FOR YOUR CLUB O Eye-catching facilities O UK Manufactured materials O Highly skilled production staff O Creatively stunning areas Visit our new website 0870 420 7818 [email protected] Changing Rooms O Washrooms O Receptions O Spa Treatment Rooms O Display Areas BOUNCE BESPOKE The continued rise of the trampoline park means software providers are starting to provide bespoke solutions that cater to the nuances of this sector. Josephine Timmins reports KH8.ȷVʛUVWGHGLFDWHGWUDPSROLQHSDUNPLJKW 7KH8.PDUNHWLVQRZH[SHULHQFLQJUDSLGJURZWK RQO\KDYHRSHQHGWZR\HDUVDJRȲZKHQ ZLWKWKHQXPEHURISDUNVKDYLQJLQFUHDVHGIURPVL[LQ T*UDYLW\)RUFHRSHQHGDVTIWbSDUNLQ (QJODQGDQG:DOHVDWWKHHQGRIWRQHDUO\LQ &DPEHUOH\6XUUH\ȲEXWWUDPSROLQHSDUNVDUH 7KDWPHDQVWKHVHFWRULVODUJHHQRXJKWRGHPDQG E\QRPHDQVDQHZSKHQRPHQRQDWDJOREDOOHYHO,QWKH VROXWLRQVWKDWPDWFKWKHQXDQFHVRILWVRSHUDWLRQDO 86WKHUHKDVEHHQVLJQLʛFDQWPRPHQWXPEHKLQGWKLV UHTXLUHPHQWVȲbQRWOHDVWLQWKHDUHDRIVRIWZDUH VHFWRUIRURYHU\HDUVDQGWKLVKDVEHHQPLUURUHG :HWDONWRDVHOHFWLRQRIVRIWZDUHSURYLGHUVDQG DURXQGWKHZRUOG WUDPSROLQHSDUNRSHUDWRUVWRXQGHUVWDQGVRPHRI 7KH,QWHUQDWLRQDO$VVRFLDWLRQRI7UDPSROLQH WKHQHZVRIWZDUHIHDWXUHVDQGIXQFWLRQDOLW\EHLQJ 3DUNV ,$73 HVWLPDWHVLQGLFDWHWKDWE\WKHHQG EURXJKWRXWWRVXSSRUWRSHUDWLRQDOHʡFLHQF\ RIWKHUHZHUHRYHULQGRRUWUDPSROLQH FXVWRPHUH[SHULHQFHDQGUHYHQXHJHQHUDWLRQLQ SDUNVDURXQGWKHZRUOG WKHERRPLQJWUDPSROLQHVHFWRU DAVID STALKER HDV\DQGHʡFLHQWVRKDYLQJDVHDPOHVV RSHUDWRUVWRPDQDJHWKLVZRUNʜRZDQG CEO, Oxygen Freejumping FRQQHFWLRQEHWZHHQRXUZHEVLWHDQGRXU FXVWRPHUGHQVLW\PXFKPRUHHʞHFWLYHO\ &50V\VWHPLVRIUHDOVLJQLʛFDQFH &XUUHQWO\WKHUHLVQȷWUHDOO\DV\VWHP There are +RZHYHURQHRIWKHULVNVDVVRFLDWHG DYDLODEOHbWKDW,IHHOLVFRQVLVWHQWO\DQG two major ZLWKWKLVOLHVLQFXVWRPHULGHQWLʛFDWLRQ VXʡFLHQWO\UHOLDEOHLQWHUPVRIGLJLWLVLQJ considerations DQGLQGHPQLWLHV7KHV\VWHPQHHGVWR DQGDXWRPDWLQJWKLVSURFHVVȲIURP that together EHDEOHWRLGHQWLI\WKHLQGLYLGXDOVRWKDW RQOLQHERRNLQJWRFXVWRPHULGHQWLʛFDWLRQ GHʛQHTXLWH ZKHQWKH\FRPHLQWRWKHSDUNZHȷUHDEOH DQGDXWKHQWLFDWLRQȲVRZHbRIWHQbKDYHWR GLʞHUHQWVRIWZDUH WRPDNHVXUHWKH\DUHLQGHHGWKHULJKW UXQDSDSHUEDVHGGLVFODLPHUV\VWHPLQ UHTXLUHPHQWVIRU person; that they’ve signed the relevant SDUDOOHObZKLFKLVFUD]\LQWRGD\ȷVZRUOG the trampoline GLVFODLPHUV DQGWKDWWKH\ȷYHEHHQWKURXJK :HQHHGIDUJUHDWHUVRSKLVWLFDWLRQ park model: ‘pay WKHVDIHW\EULHʛQJ,QDGGLWLRQLQWKHFDVH LQWKHV\VWHPȲZLWKLQWKH&50LQ DQGSOD\ȷDQGVDIHW\DXWKHQWLFDWLRQ RIFKLOGUHQWKHV\VWHPQHHGVWRHQDEOH SDUWLFXODUȲWRHQVXUHWKHKLJKHVWOHYHOV The ‘pay and play’ concept really DJXDUGLDQRUSDUHQWWRDXWKHQWLFDWHDQG RIKHDOWKDQGVDIHW\ZKLOHDWWKHVDPH XQGHUSLQVKRZWKHPDMRULW\RIRXU DJUHHWRWKHVDIHW\EULHʛQJ WLPHbPDNLQJWKHFXVWRPHUERRNLQJDQG FXVWRPHUVHQJDJHZLWKXVDQGZHDLPWR The trampoline park model also means FKHFNLQSURFHVVHʡFLHQWDQGPDNLQJ KDYHPRVWRIWKRVHERRNLQJRQOLQH,WȷV WKHVRIWZDUHKDVWRFRSHZLWKDPXFK LWSRVVLEOHWRWDUJHW\RXUPDUNHWLQJDV KXJHO\LPSRUWDQWWRPDNHWKLVSURFHVV JUHDWHUYROXPHRIERRNLQJVDQGKHOS HʡFLHQWO\DVSRVVLEOH There isn’t really a reliable system for digitising and automating the process, so we often have to run a paper-based disclaimer system in parallel – David Stalker 66 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 SOFTWARE There are now almost 100 trampoline parks in England and Wales, up from just six in 2014 PHIL MOSS SURFHVVHVIRUPXOWLSOHMXPSHUVZKLFK ZRUNLQJDQGZKLFKDUHQȷWZKHQWKH General manager, BrightLime DUHHDVLO\DFFHVVLEOHHGLWDEOHDQGPHHW GLʞHUHQFHEHWZHHQSHUFHQWDQG OHJDOSDUDPHWHUV SHUFHQWDWWHQGDQFHIRURQHVHVVLRQFDQ It’s incumbent ,QDGGLWLRQWKHVRIWZDUHPXVWVXSSRUW EHDVPXFKDVe onWKHVRIWZDUH HQKDQFHGIURQWRIKRXVHSURFHVVHV )LQDOO\%ULWLVK*\PQDVWLFV5263$ SURYLGHUWR ZLWKTXLFNFKHFNLQHDVLO\DFTXLUDEOH DQGRWKHURUJDQLVDWLRQVXUJHG XQGHUVWDQGKRZ PHUFKDQGLVH LHWUDPSROLQLQJVRFNV DQG WUDPSROLQHSDUNVWRVLJQXSWRDQG WKHWUDPSROLQH UDSLGSD\PHQWSURFHVVLQJ DELGHE\DVHWRIVDIHW\UXOHVLQ SDUNPRGHO )URPDUHSRUWLQJSHUVSHFWLYHWKH 1RYHPEHU6RIWZDUHSURYLGHUV GLʞHUVDQGWR VRIWZDUHQHHGVWRUHʜHFWWKHIDFWWKDW WKHUHIRUHQHHGWRORRNDWKRZWKH\ SURYLGHVROXWLRQV WKHERRNHUPD\QRWEHWKHMXPSHU&DQ FDQVXSSRUWWKHHVVHQWLDOUROHRIIDFLOLW\ WKDWSURPRWHDQG WKHVRIWZDUHGLʞHUHQWLDWHEHWZHHQ PDLQWHQDQFHWKURXJKUHVSRQVLYH HQFRXUDJHFXVWRPHUVHOIDGPLQLVWUDWLRQ WKHWZRDQGPDNHWKLVFOHDUWRDQ\RQH VROXWLRQVWKDWFDQʜDJRSHUDWLRQDO 7KDWPHDQVVWUHDPOLQHGRQOLQHSUH UHDGLQJWKHUHSRUWV"2SHUDWRUVDOVR IDLOXUHKLJKOLJKWUHFXUULQJLVVXHVDQG ERRNLQJZLWKDXWRPDWHGZDLYHU QHHGWRXQGHUVWDQGZKLFKVHVVLRQVDUH DXWRPDWHUHVSRQVHVIRUFDOOVWRDFWLRQ SHEZ NAMOOYA 7KHVRIWZDUHQHHGVWREHDEOH 7KHRWKHUPDLQFRQVLGHUDWLRQLVWKDW Business development manager, WRFDWHUIRUWKLVHVVHQWLDOERRNLQJ ZHQHHGWRSUHYHQWTXHXHVDWWKH EZ-Runner UHTXLUHPHQWZKLOHDOVRFRSLQJZLWK IURQWGHVN:HȷUHFXUUHQWO\ORRNLQJ WKHIDFWWKDWDW\SLFDOWUDPSROLQH DWHQDEOLQJEDUFRGHPRELOHVLJQLQWR Trampoline SDUNPLJKWJHWWKHVDPHQXPEHURI KHOSDGGUHVVWKLVFKDOOHQJH parks have a ERRNLQJVLQDGD\DVDWUDGLWLRQDO :HȷUHDOVRDGGLQJFRUHIXQFWLRQDOLW\ YHU\GLʞHUHQW KHDOWKFOXEPLJKWJHWLQDPRQWK DURXQGVRFLDOPHGLDDQGJDPLILFDWLRQ UHODWLRQVKLSZLWK 0RUHRYHUWKHV\VWHPKDVWRPDQDJH WRHQFRXUDJHUHSHDWERRNLQJVGULYH WKHFXVWRPHU VLJQLILFDQWSHDNVRUVSLNHVLQWKLV FXVWRPHUOR\DOW\DQGVXSSRUWRXU FRPSDUHGWRPRUH ERRNLQJYROXPHȲHYHQLQJVZHHNHQGV FOLHQWVȷPRYHVWRZDUGVPRUHRID WUDGLWLRQDOKHDOWK DQGKROLGD\VIRUH[DPSOH PHPEHUVKLSV\VWHPO FOXEV:KHUHDV WUDGLWLRQDOFOXEV W\SLFDOO\KDYHDRQHWRRQHUHODWLRQVKLS One key consideration is to prevent queues WUDPSROLQHSDUNVZLOOȲLQWKHPDMRULW\ RIFDVHVȲKDYHDRQHWRPDQ\ at the front desk. We’re looking at enabling UHODWLRQVKLSZKHUHSHRSOHDUHWU\LQJ barcode mobile sign-in to help address this WRERRNIDPLOLHVIULHQGVDQGJURXSVRI SHRSOHRQWRDVLQJOHVHVVLRQ – Shez Namooya ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 67 PE FO O C R U U S E STILL GOT IT! Not all retirees are ready to wave goodbye to their trainers and say hello to daytime TV. In fact, in the latest Active People survey, the most signifi cant rise in women participating in sport was among the 55–64 age group. Kath Hudson looks at some inspiring programmes catering for seniors JANEY ANDERSON DLPEHLQJWRNHHSSHRSOHLQGHSHQGHQW DQGOLYLQJDWKRPHIRUORQJHUb HEALTH DEVELOPMENT 7KHUHȷVDOZD\VDPLQXWHEUHDN OFFICER, CITADEL LEISURE for a cuppa and a chat, which is really CENTRE, UK LPSRUWDQWZKHQHQJDJLQJZLWKRXU participants: many of them are socially Invigor8 is an Ayrshire- LVRODWHGDQGWKLVWLPHWRJHWWRNQRZ wide initiative, run in other people is as important as the conjunction with the physical activity, as they start to feel a NHS as part of a falls VHQVHRIFDPDUDGHULHLQWKHJURXS prevention project. It’s really important to have a well- Fourteen classes are trained, empathetic team who are run in South Ayrshire’s DSSURDFKDEOHDQGJRRGDWOLVWHQLQJ:H leisure centres, churches and community DOVRXQGHUWDNHDVVHVVPHQWVWRVKRZ KDOOVȲbPRELOLW\DQGWUDQVSRUWWRDQGIURP SHRSOHKRZWKHLUEDODQFHDQGVWUHQJWK WKHVHVVLRQVFDQEHDFKDOOHQJHSDUWLFXODUO\ DUHLPSURYLQJZKLFKHQFRXUDJHVWKHPWR LQUXUDODUHDVVR,QYLJRUWULHVWRWDNHWKH NHHSFRPLQJWRWKHVHVVLRQV SURJUDPPHWRWKRVHZKRQHHGLW b6RPHRIWKHPRUHSK\VLFDOO\DEOH The Invigor8 sessions work 7KHVHVVLRQVZRUNWRLQFUHDVHVWUHQJWK SDUWLFLSDQWVJRRQWRWDNHSDUWLQRWKHU on balance and strength HQGXUDQFHDQGEDODQFHZLWKWKHPDLQ FODVVHVOLNH$TXDWULP STEPHANIE WADLOW )XQFWLRQDOʛWQHVV0R7VZLOOEH 7KLV\HDUZHȷOOEHWDNLQJRXUIXQFWLRQDO rolled out into the community ʛWQHVV0R7RXWLQWRWKHFRPPXQLW\ GP REFERRAL CO-ORDINATOR, which tests aspects such as how steady HAILSHAM LEISURE CENTRE, UK people are on their feet, their reach and WKHLUJULSVWUHQJWK Freedom Leisure 6SRUWDQGOHLVXUHFHQWUHVFDQEHTXLWH hasEHHQSURDFWLYH an alien environment for many older LQUHDFKLQJRXWWR SHRSOHVRʛWQHVVLQVWUXFWRUVQHHG WKLVGHPRJUDSKLF WRKDYHDORWRISDWLHQFHDQGJRRG DQGZHQRZRʞHUD FRPPXQLFDWLRQVNLOOV QXPEHURIVHUYLFHV 6LJQDJHQHHGVWREHFOHDUDQGQRW for older people. WRRKLJKROGHUXVHUVQHHGWREHJLYHQ 2XUSURJUDPPHLQFOXGHVDHURELFV clear instructions at reception, and you OLQHGDQFLQJFXUOLQJERZOLQJDVWUHQJWK QHHGWRKDYHVWDʞDURXQGWRNHHSDQH\H DQGEDODQFHFODVVWKDWZRUNVRQSRVWXUDO RQWKHPȲIRUH[DPSOHKHOSLQJWKHP VWDELOLW\SRROEDVHGFODVVHVDQG\RJD7KH WKURXJKWKHWXUQVWLOHRUFDUU\LQJWKHLU PRVWUHFHQWDGGLWLRQWRWKHSURJUDPPHLV GULQNIRUWKHPLQWKHFDI«&ODVVWLPHV DFKDLUEDVHGVHVVLRQIRUSHRSOHZKRKDYH DOVRQHHGWREHVFKHGXOHGDSSURSULDWHO\ KDGDVWURNHRUKDYH3DUNLQVRQȷV QRWWRRHDUO\DQGQRWLQWKHGDUN 68 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 ACTIVE AGEING 6RFLDOLQWHUDFWLRQLVDVEHQHʛFLDOIRUVHQLRUVDVWKHH[HUFLVHLWVHOI CLIFF COLLINS VXSSRUWFRXOGEHHʞHFWLYHLQLQFUHDVLQJ per cent completed the full six weeks and the physical activity levels of inactive 70 per cent were continuing to exercise DIRECTOR OF PROGRAMMES, 55- to 65-year-olds. three months after the trial. All reported EUROPEACTIVE Run by instructors trained in active DQLPSURYHPHQWLQWKHLUKHDOWKDQGʛWQHVV ageing and behavioural change, the The study demonstrates the importance EuropeActive ran programme comprised three exercise of mentoring, guiding and motivating a project, PAHA sessions a week – covering aerobic people to exercise in a planned way, with (promoting physical exercise, resistance training and stretching/ a sense of health improvement being key activity and health mobility – and the intensity was increased to continued exercise. in ageing), which over the period of the intervention. In Based on the PAHA experience, sought to establish if a addition, the PTs had individual counselling EuropeActive published a Good Practice six-week intervention sessions with the participants. Guide in December, which is available of structured exercise, exercise From the 669 people who took part – as a download in English, French and counselling and behavioural change all of whom were previously inactive – 89 German from the EuropeActive website. BEN WILKINS strengthening exercises, maybe some Research conducted by University balloon volleyball and a quiz. College London, which assessed HEAD OF COMMUNITY In care homes, the exercises are mostly perceived wellbeing and ability to cope, DEVELOPMENT, OOMPH, UK seated. In the community, if people are showed that participants believed their more able, it’s a mixture of seated and quality of life had risen by 13 per cent Aimed at people in standing. We’re moving towards more since they started the programme. their 60s and above, competition-based exercise, as research Oomph started shows that the more interactive it is, the RXWʛYH\HDUVDJR more engaged people are and the more as a care home inclined to change their behaviour. intervention, but over We believe peer-led exercise is the the past 18 months it secret to success and we train people in has reached beyond this setting into their 60s, 70s and even early 80s to run leisure centres, gyms, churches and WKHFODVVHVȲbRIWHQDVYROXQWHHUV2RPSK libraries, as a paid-for class. RʞHUVDWKUHHGD\FRXUVHWREHFRPHD It’s all about making exercise fun – like trainer, including one day of pre-learning, or a party, with exercise being the side- a two-day course for those already working 2RPSKEHOLHYHVSHHUOHG in a care home setting or who have a HʞHFW6HVVLRQVODVWEHWZHHQ H[HUFLVHLVWKHVHFUHWWRVXFFHVV minutes, with a mix of balance and TXDOLʛFDWLRQWRZRUNZLWKROGHUDGXOWV ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 69 ACTIVE AGEING KRISTOFFER SJÖBERG MANAGING DIRECTOR, ACTIVAGE, SWEDEN Many gyms run senior classes but are only reaching the active seniors. If you haven’t been to the gym before, or if you have an injury, this can be intimidating. We wanted to create a gym that would be seen as a meeting place, ZKHUHSHRSOHFRXOGFRPHIRUDFRʞHH ʛUVWEHIRUHSOXFNLQJXSWKHFRXUDJHWR WU\DZRUNRXW7KHVRFLDODVSHFWLVYHU\ Members work with functional important for this demographic. equipment and their body weight Every member gets an individual SURJUDPPHDQGWKHLURZQ37ZKR WKH\VHHVL[WLPHVRYHUWKHʛUVWHLJKW 7KHUHȷVDPD[LPXPRISHRSOH to use their bodies just as they need to ZHHNVb2XULQVWUXFWRUVDUHKLJKO\WUDLQHG LQHDFKFODVV:HPDNHVXUHHYHU\ GRLQUHJXODUOLIHb ZLWKDJUHDWGHDORIH[SHUWLVHLQZRUNLQJ SDUWLFLSDQWZRUNVDWWKHLURZQOHYHODV Another important point to bear with older bodies – and not just at an it’s important to always leave them with LQPLQGZKHQPDUNHWLQJWRWKLV entry level, as some of our members a positive feeling so they want to come demographic is that it’s necessary to use KDYHDPELWLRQVWRJRFURVVFRXQWU\VNLLQJ EDFNVRRQDQGPDNHH[HUFLVHDKDELW PHWKRGVOLNHQHZVSDSHUDGYHUWLVLQJDQG and run marathons, so they need advice We don’t really use many machines, OHDʜHWGURSVDVȲSHUFHQWDUHQȷW RQWUDLQLQJDSSURSULDWHO\b as we want our participants to be able DFWXDOO\RQVRFLDOPHGLDb AMY FASTIER focus on improving muscle strength, ALFONSO MORENO which in turn improves balance and DEVELOPMENT OFFICER, VXEVHTXHQWO\FRQʛGHQFH7KHVRFLDO MANAGING DIRECTOR, STEADY STEPS, UK element also plays a vital part, with ABE EUROPE, SPAIN time for tea and chat at the end of Edinburgh Leisure’s every class. We also deliver educational Suitable for all ages falls prevention sessions about how to prevent falls, and health conditions, programme, Steady based on NHS guidelines. the ABE platform is 6WHSVRʞHUV It’s important to create a welcoming, an unstable round structured classes friendly environment, from the initial VXUIDFHʛOOHGZLWK with robust evidence- contact at reception through to a DLUbWKDWUHGXFHVWKH based exercises led by IROORZXSSKRQHFDOOWRʛQGRXWKRZ impact on joints by specialised instructors. All classes are the class went. We also carry out dispersing air when you jump, allowing tailored to the individual, so everyone physical function tests before and after people to do an aerobics-style class ZRUNVWRWKHLURZQDELOLW\7KHVHVVLRQV WKHZHHNFRXUVHVRSHRSOHFDQVHH ZLWKRXWDVPXFKHʞRUW how they’re improving. Participants do simple movements 7KHUHDUHFODVVHV to the rhythm of the music, using across Edinburgh each equipment such as weights, elastic bands ZHHNDQGSDUWLFLSDQWVDUH DQGPDUDFDV0XVLFLVNH\WRNHHSLQJWKH also encouraged to do two 45-minute classes fun, and fun is the main home-based sessions. In the PRWLYDWRUWRNHHSSHRSOHFRPLQJ:H last year, 526 participants run classes in a number of senior centres were referred to the in Madrid, targeting the over-65s. About programme and 85 per SHRSOHDWWHQGWZRFODVVHVDZHHN cent reported increased b:HWDNHPHDVXUHPHQWVDWWKH FRQʛGHQFHUHODWLQJWR start and end of the year – weight, balance as a result of the body measurements and composition, SURJUDPPH1LQHW\ʛYHSHU PHGLFDWLRQLOOQHVVHVȲDQGZHDOVRPDNH cent improved in at least one diet suggestions. Weight loss is between of the three physical function NJVDQGZHVHHDQLQFUHDVHLQPXVFOH Incidence of falls has dropped tests and 77 per cent have mass, fat reduction, higher force and dramatically among participants not experienced a fall since agility rates, cholesterol reduction and completing the programme. great psychological improvements. Ȝ 70 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 +PVTQFWEKPIVJGYQTNFoUƂTUV RECUMBENT LATERAL STABILITY TRAINER 7UKPIKPPQXCVKXGUKFGVQUKFGOQXGOGPVCPFUKIPKƂECPVN[ TGFWEKPI VJG HGCT QH HCNNKPI VJG .CVKVWFG 6TCKPGT DWKNFU DCNCPEGOWUENGCPFEQPƂFGPEGKPVJQUGYJQPGGFKVOQUV YYYUEKƂVEQO F LD OC R U O S W TRENDING NOW Stephen Tharrett and Mark Williamson of ClubIntel summarise the key trends identifi ed in the 2016 International Fitness Industry Trend Report redicting trends takes more than asking people’s opinion. It requires digging P down and understanding the behaviours of an industry over time by measuring the actual practices that take place, how those practices are adopted, and how those adoption rates change over time. It’s also important to understand the GLʞHUHQFHEHWZHHQDIDGDQGDWUHQG ȲbLQGHHGWKLVLVFULWLFDOWRVXVWDLQDEOH EXVLQHVVSURʛWDELOLW\ Fads are short-term phenomena that rise quickly, take the world by storm and just as quickly fade into obscurity. In 6HOOLQJPHPEHUVKLSVRQOLQHRʞHUVDKXJHRSSRUWXQLW\IRUJURZWK business, they have been known to create SHUTTERSTOCK.COM PHOTO: mercurial success and protean failure. Trends, on the other hand, are events Layered onto this, by looking not only mobile apps, cloud-based registration that evolve into wider movements. The at growth but also at adoption levels, we and scheduling platforms, virtual group power of a trend can manifest itself in can also determine if it’s a niche trend or H[HUFLVHFODVVHVDQGʛWQHVVZHDUDEOHV the attitudes, values and behaviours of a mainstream trend (see Figure 1). – all fall among industry practices that its audience. Consequently it is trends, have shown the greatest relative growth not fads, that industry leaders must TECHNOLOGICAL TRENDS over the past three years. These are all focus on in order to map out strategies So, what are some of the insights categorised as ‘emerging’ trends. for their businesses. garnered from the 2016 International Our prediction is that these technology The lifecycle of a trend begins with a Fitness Industry Trend Report in terms of trends will continue to evolve over period of emergence – a period when a the trends currently being adopted by the next few years to the point where WUHQGʛUVWPDNHVDQRWLFHDEOHSUHVHQFH RSHUDWRUVIURPDFURVVWKHʛWQHVVVHFWRU" leveraging them will be a competitive Emergence is followed by a growth Technology within the health and QHFHVVLW\QRWDSRLQWRIGLʞHUHQWLDWLRQ VWDJH bDSHULRGRIUDSLGHYROXWLRQDQG ʛWQHVVLQGXVWU\UHPDLQVLQLWVLQIDQF\ Meanwhile, online pricing and online market adoption. Following the growth but over the past three years has membership sales present a huge stage, maturity arrives, when a trend demonstrated the greatest absolute opportunity. In 2016, 40 per cent of achieves a highly developed stage of life growth of any trend category. respondents said their facilities showed – growth takes a back seat to the trend’s Only one area of technological their pricing / fees online, but only 28 per status as an important bellwether in its LQQRYDWLRQȲVRFLDOPHGLDȲbKDVWKLV cent actually sold memberships online; respective industry. Finally there’s decline, far been adopted by over 50 per cent growth in these trends remains slower when a trend typically loses ground or of the industry. However, other tech- than average, putting them into the possibly even becomes extinct. based practices – such as club-based ‘niche’ category at this stage. While the growth in these practices over the past few years has been Cyclical shifts in adoption show how considerable (more than 100 per cent fl eeting some trends may be. relative growth), they still fall well behind It’s important to know when to go the percentage of consumers who make purchases online more generally. If the with them and when to let go industry is going to remain relevant to 72 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 FITNESS TRENDS Bodyweight training is an example of a trend that reached maturity in 2016 PHOTO: SHUTTERSTOCK.COM PHOTO: tomorrow’s consumers, it will need to than a PT) appear to be heading towards These cyclical shifts in adoption show adopt these practices more readily. a niche in terms of adoption levels by the KRZʜHHWLQJVRPHWUHQGVPD\DFWXDOO\ industry, and therefore by consumers. be. From an operator perspective, it’s REACHING A PEAK important to know when to go with In 2016, we saw a migration of trends HERE TO STAY? them and when to let go. into either the ‘mature’ category or the Another key point is that, when it comes ‘niche’ category. This means these trends to programming, services and training – SPECIALIST OR experienced changes in adoption and the classes and other forms of training GENERALIST? growth percentages that indicated they had RʞHUHGLQKHDOWKFOXEVDURXQGWKH The type of business you operate reached their peak, whether that meant globe – fads are more prevalent than ERXWLTXHʛWQHVVVWXGLRFRPPHUFLDO being a trend the masses had adopted, or a true trends. Indeed, approximately 50 ʛWQHVVFOXEQRQSURʛWHWF UHʜHFWV trend that spoke to a niche audience. per cent of the themes emerging in this considerably on the types of trends Bootcamp-style classes, personal FDWHJRU\DUHFODVVLʛHGDVQLFKHWUHQGV witnessed within the facility. training and bodyweight resistance (i.e. low adoption levels), while another For example – and perhaps training are examples of programming SHUFHQWDUHFODVVLʛHGDVHLWKHU XQVXUSULVLQJO\ȲQRQSURʛWVGHPRQVWUDWH trends that reached maturity in 2016 ‘emerging’ or ‘growth’ trends. higher adoption levels for socially-driven – their growth is slowing as they are There has also been a decline in programmes, sports-related programmes adopted by the majority of operators. adoption levels for several forms of and programmes that are targeting young 7KXVIDUKRZHYHUȲbDQGLQVSLWHRI programming over the past three years – people and seniors. excellent market visibility – programmes and in some instances over the past year. Interestingly though, commercial such as health/wellness coaching and For example, over the past three years, ʛWQHVVFOXEVVHHPWREHDGRSWLQJD RQOLQHVHOIGLUHFWHGʛWQHVVWUDLQLQJ dance-related classes, exotic dance- model that’s trying to be everything (i.e. services you can use online via a orientated classes and suspension training to everybody: there appears to be no computer or mobile device, both at home classes have all seen adoption levels outstanding trend, but rather an across- and at a gym, using a virtual trainer rather decline versus three years earlier. the-board adoption of most trends. O FIGURE 1: LIFESTAGES OF TRENDS AND FADS ABOUT THE REPORT Mainstream Niche Fad Trend Curve Trend Curve Curve Stephen Tharrett and 70% Mark Williamson are Mainstream the co-founders of brand Trend LQVLJKWVʛUP&OXE,QWHO 60% In the third quarter EMERGING GROWTHWT MATURE DECLINELINE RI&OXE,QWHODQG 50% LWVSDUWQHUVIDFLOLWDWHG WKHʛWQHVVLQGXVWU\ȷV VHFRQGEHKDYLRXUDOWUHQG 40% VWXG\ȲbWKH2016 International Fitness Industry Trend Report7KHVWXG\ 30% PHDVXUHGDGRSWLRQDQGJURZWKUDWHV Fad IRURYHU ʛWQHVVSUDFWLFHVDFURVV Niche Trend PXOWLSOHFDWHJRULHV SURJUDPPHV 20% VHUYLFHVDQGWUDLQLQJSURWRFROV HTXLSPHQWIDFLOLWLHVDQGWHFKQRORJ\ % Absorbtion by the Market DQGLQGXVWU\VHJPHQWV UHJLRQVL]H 10% RIEXVLQHVVEXVLQHVVPRGHOHWF 7KHIXOOUHSRUWFDQEHREWDLQHGIRU 0% IUHHIURP www.club-intel.com Period 1 Period 2 Period 3 Period 4 Period 5 Period 6 Period 7 Period 8 Period 9 Period 10 Period 11 ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 73 A GERFLOR PROMOTION TOP CLUB OPTS FOR GERFLOR The prestigious Royal Automobile Club on London's Pall Mall chose a high performance *HUʜRUʜRRULQJVROXWLRQWRPHHWWKHQHHGVRILWVSRSXODUJ\PVSDFHV he Royal Automobile Club was founded in 1897 with the primary purpose of promoting the motor car and its place in society. TToday, the Club is one of the foremost private members’ clubs in the world with a diverse membership of 17,000 people, an extensive programme of events, two EHDXWLIXOFOXEKRXVHVDVZHOODVʛUVWFODVV accommodation, dining, and sports and recreation facilities. HIGH END LOOK With a similar approach to quality and VWDQGDUGVWKHIDPLO\RZQHGDQGUXQ business Buxtons – which was founded in 1919, from a small shop in Brighton – SURYLGHVKLJKTXDOLW\ʜRRULQJWRDYDULHG FURVVVHFWLRQRIFRPPHUFLDOFOLHQWV around the country. This near centenary of excellence in The Royal Automobile Club on Pall Mall has 17,000 members high standards of service and quality has served serve the family firm well when providing the Royal Automobile LQWKHLUʛWQHVVFHQWUHDQGWKH*HUʜRU ‘rower’ and ‘functional’ zones. Club with new sports flooring for their UHODWLRQVKLSLQWHUPVRIWKHLU7DUDʜH[® 7DUDʜH[®YLQ\OVSRUWVʜRRULQJ fitness centre. SURGXFWVLVDYHU\JRRGʛWIRUWKLVȻ has been used in many international Steve Knight, director of commercial In consultation with Dan Wise, the and local sporting events and is available ʜRRULQJIRU%X[WRQVFRPPHQWHG :H UH gym manager at the Royal Automobile LQFRORXUVDQGWKUHHZRRGHʞHFW DQDSSURYHGFRQWUDFWRUIRU*HUʜRUDQG &OXEDURXQGVTPRI7DUDʜH[® designs. RIWHQEHFRPHLQYROYHGLQPDQ\KLJK 0XOWL8VHLQZRRGDQGEODFNFRORXUV 7KH0XOWL8VHSURGXFWRʞHUVD3 SURʛOHSURMHFWVIRUWKHFRPSDQ\ IURPLQWHUQDWLRQDOʜRRULQJDQGLQWHULRU FDWHJRU\VKRFNDEVRUEHQF\RISHU $WWKH5R\DO$XWRPRELOH&OXELQ VSHFLDOLVWV*HUʜRUZDVVSHFLʛHGIRUD cent and meets the EN 14904 Standard London they have a Technogym system host of gym areas, including their ‘stretch’, for indoor sports surfaces. At the Royal Automobile Club in London they have a Technogym system in their fi tness centre and the Gerfl or relationship in terms of their Tarafl ex® products is a very good fi t for this - Steve Knight, Director, Commercial Flooring, Buxtons 74 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 $7DUDʜH[® solution in wood and black colours FRPSOHPHQWVWKHSULYDWHFOXE VKLJKHQGORRN If the fl ooring is a mess and unpractical, then it affects all aspects of the member experience. The fl ooring needs to be the foundation to start the workout on Dan Wise, Gym Manager, Royal Automobile Club 7DUDʜH[®LVUHFRJQLVHGIRUSURYLGLQJ LQFOXGLQJWKH(FR)LW6\VWHPZKLFKLV FRXOGKDYHHYHULPDJLQHGȻ GXUDELOLW\VDIHW\DQGFRPIRUWZLWKRXW DIDVWIUHHʜRDWLQJLQVWDOODWLRQZKLFK .QLJKWFRQFOXGHV Ⱥ:HȷYHVSHFLʛHG LPSDLULQJSHUIRUPDQFH7KHUDQJHRʞHUV LVbYHUVDWLOHHQRXJKWREHXVHGLQYDULRXV *HUʜRUʜRRULQJPDQ\WLPHVEHIRUH,WȷVD JUHDWHUWKDQSHUFHQWIRUFHUHGXFWLRQ PXOWLVSHFLDOLVWDSSOLFDWLRQV ORYHO\SURGXFWWRZRUNZLWK9HU\HDV\WR PDNLQJLWXQULYDOOHGLQWKHPDUNHWSODFH OD\DQGH[WUHPHO\WURXEOHIUHH,QIDFWZH LQWHUPVRIRʞHULQJFRPIRUWIRUXVHUV SEAMLESS PROJECT VSHFLI\LWZKHQHYHUZHFDQȻ 7DUDʜH[®PHHWVWKH(16WDQGDUGRI :LVHVD\V Ⱥ:HQHHGHGVRPHWKLQJKDUG 7ROHDUQPRUHDERXW*HUʜRUVROXWLRQV IRUDQWLEDFWHULDODFWLYLW\ (FROL ZHDULQJDQGGXUDEOHEXWWKDWDOVRʛWWHGLQ RUDVNIRUDIUHHVDPSOHFDOORUHPDLOWR 6DXUHXV056$ UHWXUQLQJ! ZLWKWKHFOXEȷVKLJKGHVLJQVWDQGDUGV WDONWRDVSHFLDOLVWRUSD\DYLVLWWRVHHWKH SHUFHQWOHYHOVRIJURZWKLQKLELWLRQ7KH Ⱥ,IWKHʜRRULQJLVDPHVVDQGXQSUDFWLFDO ODWHVWLQʜRRULQJLQQRYDWLRQV SURGXFWLVWUHDWHGZLWK3URWHFVRO®ZKLFK WKHQLWDʞHFWVDOODVSHFWVRIWKHPHPEHU UHQGHUVSROLVKUHGXQGDQWDQGLVWULSOH H[SHULHQFH7KHʜRRULQJQHHGVWREHWKH DFWLRQPHDQLQJQRSROLVKLVHYHUUHTXLUHG IRXQGDWLRQWRVWDUWWKHZRUNRXWRQ LWFRQWULEXWHVWRHDV\PDLQWHQDQFHDQGLV +HDGGHG Ⱥ%X[WRQV)ORRULQJZHUH DQWLIULFWLRQEXUQ DJUHDWFRPSDQ\WRZRUNZLWK7KH\ 7DUDʜH[®KDVDGRXEOHGHQVLW\IRDP OLVWHQHGWRRXUKLJKGHPDQGVLQWHUPVRI EDFNLQJDQGDVDQRWKHUERQXVLWȷV WLPHVFDOHDQGZRUNORDG7KHZKROHWKLQJ TEL: +44 (0)1926 622 600 HQYLURQPHQWDOO\IULHQGO\*HUʜRURʞHUV IURPVWDUWWRʛQLVKIHOWVHDPOHVV7KH EMAIL: FRQWUDFWXN#JHUʜRUFRP VHYHUDOLQVWDOODWLRQVROXWLRQVIRU7DUDʜH[® ʛQLVKHGSURGXFWORRNVIDUEHWWHUWKDQ, WEB: ZZZJHUʜRUFRXN ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 75 GETTING THINGS DONE In the fi rst of a two-part series looking at the evolution of ukactive, Steven Ward, the organisation’s executive director, looks at what’s changed over recent years You joined ukactive in 2006 as an intern and are now leading the :DUGVD\VWKH1RYHPEHU organisation into 2017. How has the Summit was ukactive’s organisation changed in that time? strongest event yet Beyond recognition. It’s been gradual, and part of a long-term strategy, but ZHȷUHQRZLQDWRWDOO\GLʞHUHQWZRUOG We now have over 4,000 members and partners and are able to celebrate an attrition rate of less than 6 per cent, which shows we’re doing something right in our mission to raise the value and importance of physical activity and the sector we serve. All this means that we have a sustainable platform from which we can serve the sector, be an independent voice championing the activity cause and take our work to another level. What does this look like on a practical level? The best example is the evolution of the positive things happen. However, our secured the backing of government and ukactive National Summit, which brings biggest drive is to accelerate progress Sport England to invest in the resources WRJHWKHUWKHOHDGLQJʛJXUHVIURPSK\VLFDO in our sector and get things done. This QHHGHGWRGHOLYHUWKHSODQȲbDQGZHȷUH activity, health and politics to look at the is the ethos inherited from Dave Stalker now starting to see positive results. role our sector has to play in improving DQG)UHG7XURN ZLWKRXWWKHLUHʞRUWV the health of our nation. none of the work we’re doing today You mentioned working with Tanni The 2016 Summit was without doubt the would be possible. Grey-Thompson. What does that strongest event we’ve ever put together in We’ve sought to continue with these partnership look like? terms of calibre of attendees, keynotes principles: sometimes ruthlessly focusing I hope members realise how lucky we are and strength of the breakout sessions, RQJHWWLQJWKLQJVGRQHUXʢHVDIHZ to have Tanni leading the charge for our DQGWKLVZDVUHʜHFWHGLQDUHFRUG feathers, but it’s essential in bringing about sector. She’s incredible. One of the most attendance of over 600 people. To have progress. Take CIMSPA and our decision successful athletes we’ve ever seen in the the head of NHS England Simon Stevens to back it exclusively over SkillsActive. UK – that tells you all you need to know – who presides over a £120bn budget It was obvious to me, and to Tanni about how determined she is when she and commands the largest workforce Grey-Thompson when she took over as sets her mind on something. in Europe – stand before us all and say: ukactive chair, that we would get nowhere But the thing that most impresses me, “We won’t have an NHS in the future by sitting on the fence while two lame and helps me the most in my role, is ZLWKRXWDIXOO\ʛULQJSK\VLFDODFWLYLW\ horses led the industry in circles on the her judgement. Tanni is able to take the industry” shows how far we’ve come as a topic of workforce development. most complex challenges, weigh them sector, and how we’ll play an increasingly We had to put our backing where the up and then give the most valuable important role in health delivery. major employers wanted it, and that was advice and guidance. behind the sector’s Chartered Institute, We’re focused on continuously 76 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 UKACTIVE UPDATE Tracey Crouch MP takes part in a special parliamentary ParkLives :HZRXOGKDYHEHHQODXJKHGDWʛYH years ago had we come out and said we Tanni Grey-Thompson: wanted £1bn to invest in transforming A powerful and positive force within the HYHU\OHLVXUHFHQWUHLQWKHFRXQWU\ȲbEXW with Tanni as the messenger, we’re ukactive organisation heard. We have at least a chance to have our case considered. With the support of the team that she has around her on our main board, we PHOTO: ANDY TYLER PHOTOGRAPHY have a chance to make a real impact in the years to come. In terms of partnerships, ukactive has received criticism from some quarters for working with Coca- Cola GB. What do you say to those people? We’ve always been very open about our desire to elevate the importance of physical activity, and we’re willing to work with a range of partners across the public, private and third sectors to get more helped 180,000 people to lead more new strategy also has a much greater people, more active, more often. active, healthier lifestyles. focus on the role private companies can With regards to Coca-Cola GB, our 7KHUHȷVDVLJQLʛFDQWUROHIRUWKH play in tackling physical inactivity. partnership focused on evaluating and private sector and the world’s largest Put simply, in an age of austerity, if we rolling out the ParkLives programme across brands to play in getting Britons moving don’t work with the private sector, then 10 core cities and 35 other local authorities again. The government has recognised many vital activity initiatives will cease to through the ParkLives StreetGames, the importance of this with its whole- exist. We simply won’t get the injection RʞHULQJIUHHDFWLYLW\VHVVLRQVLQSDUNV hearted support of Argos sponsoring of innovation we need to move the to disadvantaged communities. This has National Fitness Day, and Sport England’s physical activity sector forward. O In an age of austerity, if we don’t work witwith the private sector, then many vitall activitya initiatives will cease to existxist Public Affairs Media Partner ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 77 PE FO O C R U U S E THE EVOLUTION OF SPANISH FITNESS A new report provides robust data on the Spanish health and fi tness market. Kristen Walsh, associate publisher for IHRSA, reports ublished in September 2016 by Management Around Sports, in conjunction with the University of Alcalá de Madrid, The Market PReport on Spanish Health Clubs is the most comprehensive survey and overview of the Spanish health club market available. The new report – based on a survey of Spanish clubs completed in early to mid-2016, looking back on data for 2015 – contains information and analysis on the total number of health clubs in Spain, membership structures, pricing information, facility size, amenities offered, health club consumer demographics and much more. KEY FINDINGS 6SHFLDOLVWERXWLTXHRʞHULQJVDUHHPHUJLQJVWURQJO\LQ6SDLQ According to the comprehensive report, Spain is home to 4,350 health clubs, with an average size of 3,859sq m The average monthly membership to €1,186,813, up by 3.8 per cent including outdoor activity space. On fee of health clubs in 2015 was €35.10 compared to the revenues in 2014. average, each club has 3,037 members (plus VAT), while the average monthly Total income per health club has with an average age of 36.5 years. income was valued at €42.15 per grown by 3 per cent from 2014 to Spanish health club members are member including secondary spend €1,405,112 in 2015. slightly more likely to be female (50.6 (plus VAT) – a 10.4 per cent and 11.6 In 2015 the average EBIT per club per cent) than male (49.4 per cent), per cent increase respectively. was €181,346 – a 6.18 per cent with an average monthly cancellation The results show that in 2015, health increase from 2014. The amortisation rate of health club membership and fitness clubs in Spain increased their ratio, plus financing (leasing and rentals) coming in at 6.7 per cent. revenue from monthly membership fees over the total income, was 16.1 per One growth sector is the personal training studio: facilities that offer one-to-one activities or small group training, with a strong focus on member results – Maria Ángeles de Santiago 78 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 IHRSA UPDATE In Spain, 50.6 per cent of all members are female OBTAIN THE REPORT The full 91-page report is available as a PDF download at www.ihrsa.org/ research-reports – priced at US$69.95 for IHRSA members, or US$139.95 for non-members. It will also be available on-site at IHRSA 2017 (ihrsa.org/ convention), which takes place on 8–11 March in Los Angeles, California, US. For any questions regarding Smaller local gym chains such as Anytime Fitness are seeing growth the report, please contact [email protected] The report’s English language cent in 2015. This is similar to 2014, of sectors are currently experiencing version was funded by IHRSA. when the figure was 15.5 per cent. growth,” she says. “Each of these has a In 2015, Spanish health clubs spent, specific competitive advantage. on average, 37.7 per cent of income on “These include specialist clubs or personnel salaries, 9.9 per cent on boutiques: small facilities where ABOUT IHRSA supplies, 3.5 per cent on marketing and members pay per visit. The greatest promotions, and 1.3 per cent on advantage is the unique experience Founded in 1981, IHRSA – the education and training. they provide the user/member. They International Health, Racquet & address specific objectives and the Sportsclub Association – is the only EVOLVING MARKET activity is in a group setting. global trade association, representing “The fitness and health club industry in “Another growth sector is the Spain is undergoing a very interesting personal training studio: facilities that PRUHWKDQKHDOWKDQGʛWQHVV facilities and suppliers worldwide. evolution,” says Maria Ángeles de offer one-to-one activities or small Santiago, CEO of Management Around group training, with a strong focus on Locate an IHRSA club at Sports. “There are business models the members' results. www.healthclubs.com that are strongly consolidating in the “Finally, neighbourhood gyms that To learn how IHRSA can help your market and others that are emerging as are open longer hours – even 24/7 business thrive, visit www.ihrsa.org totally innovative.” ȲbZLWKDVOLJKWO\VPDOOHUIRRWSULQWWKDQ So which business models are the typical low-cost gym, and a small emerging strongly in Spain? “A number number of staff.” O ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 79 A LEGEND PROMOTION MEMORABLE JOURNEYS Halo Leisure has been working with Legend software to transform its customer journeys, identify at-risk members and build stronger relationships with all customer segments alo Leisure manages 20 sports and leisure centres throughout Herefordshire, Shropshire and HBridgend County Borough. An existing user of Legend Club Management Systems’ front of house, online bookings and reporting solutions, at the beginning of 2016 Halo decided that it wanted to be able to make greater XVHRIWKHYDVWZHDOWKRIFXVWRPHUGDWDDWLWVʛQJHUWLSV At its most strategic, the company’s objective was to communicate in an intelligent, relevant and entertaining way with its customers in order to strengthen brand loyalty, increase retention and minimise attrition. Cathy Fletcher, group sales and marketing manager, Halo Leisure, explains: “It’s a competitive environment out there. Customers have greater choice than ever; WKHUHDUHPRUHRSHUDWRUVZLWKDWWUDFWLYHRʞHULQJVORZHU price points, and a wide variety of exercise options. It’s therefore business critical that every interaction we Halo's online bookings are up by 15 per cent have with customers adds value to their experience with us. We knew that we had an absolute goldmine of information about our customers within the business, but The objectives included: ZHZHUHQȷWPDNLQJHʞHFWLYHXVHRILWȻ a Improved customer retention a Reduce the number of customers at risk of leaving THE CUSTOMER JOURNEY a Strengthen brand loyalty & reputation ,Q)HEUXDU\+DOR/HLVXUHODXQFKHGWKHʛUVWRILWV a Upsell additional services new automated customer communications with the a Gather quality feedback from customers assistance of Legend Leisure Services. Together, the two RUJDQLVDWLRQVLGHQWLʛHGDUDQJHRIFXVWRPHUMRXUQH\V 7KHʛUVWWRJROLYHZDV+DOR/HLVXUHȷVȶ1HZ&XVWRPHU and developed the frequency, tone and content of the Journey’. Designed to create instant engagement and communications that would form those journeys. reinforce the positive feeling that goes with joining, the 1HZ&XVWRPHU-RXUQH\KHOSVQHZPHPEHUVIHHOZHOFRPH introduces them to the depth and breadth of services available; and familiarises them with their membership package and Halo’s online member community. This helps to establish strong commitment between Halo and its customers and ultimately lengthens their stay and loyalty. 7KHHDUO\VWDWVDUHSURPLVLQJ 1HZ&XVWRPHU-RXUQH\ emails see open rates of up to 38 per cent. +DORDQG/HJHQGWKHQLQWURGXFHGDȶ5HWHQWLRQ-RXUQH\ȷ which incorporates timely and informative emails and WH[WPHVVDJHVVXFKDVWKHVXFFHVVRIDFXVWRPHUȷVʛUVW RQOLQHFODVVERRNLQJ6SHFLDORʞHUVELUWKGD\PHVVDJHVDQG newsletters with lifestyle information and seasonal recipes help maintain a high level of engagement. Through these automated communications, customers are also driven online to Halo’s content-rich website, with a full class timetable, online bookings and access to other self-service functions. Since the launch of the automated member journeys, visitors to the website Overall attrition rates are now down to sub 4 per cent KDYHLQFUHDVHGVLJQLʛFDQWO\ZKLOVWRQOLQHERRNLQJVKDYH increased by an impressive 15 per cent. 80 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 Children are sent party vouchers close to their birthday Software focuses on 'high risk customers' Halo and Legend also wanted to address two further customer segments: ‘High Risk Customers’ and ‘Families’. The ‘High Risk Journey’ is facilitated by the rich stream of data that comes from having Legend Leisure Services’ customer journeys fully integrated with the Legend front- measurement of customer satisfaction through Listen360, of-house and reporting systems. a Net Promoter Score (NPS) solution built into Legend’s “Using a clever set of algorithms built into the VHUYLFHRʞHULQJ/R\DOW\WRWKHEUDQGLVPHDVXUHGE\ reporting, Legend is able to provide us with an alert when evaluating the propensity of customers to recommend the a customer’s behaviour changes and they might be at leisure centre to a friend or colleague. Not only does NPS risk,” Cathy explains. “It may be that they have debt on provide real time feedback enabling immediate operational their account, or they’re not coming to the activity they resolutions, it also provides a KPI comparison across sites. usually attend. This will trigger a relevant interaction with Looking ahead, 2017 is set to bring further motivational, encouraging and supportive content with the segmentation and analysis of the data for yet more aim of getting the customer back in and engaging with us. personalised customer journeys as well as a ‘Prospect It’s been a hugely positive journey, with the data showing and Lead Generation Journey’. that of all customers opening the email, 10 per cent of “Legend has become the glue that is underpinning the high risk users end up reducing their score to low risk.” majority of our communications,” Cathy concludes. “They Finally, Halo Leisure actively works with families who really understand the customer process and the member attend its centres to promote long-term loyalty and journey, and their proposition gives more value for money XSVHOORSSRUWXQLWLHV%\RʞHULQJHYHU\IDPLO\ZKRKDVD DQGRʞHUVPRUHIXQFWLRQDOLW\7KHLUDGYLFHDQGJXLGDQFH child enrolled in one of its courses - from swimming to not just in the settling in stage, but ongoing, is outstanding. gymnastics and trampolining - a party voucher in the run Our automated email and SMS messaging triggered at key up to the child’s birthday, not only is Halo able to increase points in the customer journey is the best it’s ever been, its ancillary services, but it also reinforces the value it which is central to our CRM and retention strategy. places on customer focus and care to its users. “Indeed, as a result of this work, overall attrition rates are now down to sub 4 per cent across the business and VALUE & FUTURE PLANNING we're starting to derive real value from the swathe of data Although early in its marketing automation and customer that has sat within the business untapped for some time. journey adoption, Halo Leisure has recognised the The close collaboration between Halo and Legend ensures value of this type of informed and insightful interaction. the streamlining and tailoring of information, critical to the The customer experience is underpinned by Halo’s ongoing success, and continued growth of our business.” Using a clever set of algorithms built into the reporting, Legend is able to provide us with an alert when a customer’s behaviour changes TEL: +44 (0) 1904 529560 EMAIL: [email protected] and they might be at risk WEB: www.legendware.co.uk ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 81 PRODUCT INNOVATIONS Industry suppliers tell Health Club Management about their latest health and fi tness products and services Natural materials are best for flexibility, says The White Studio’s Simon Lines oga experts at The White Studio with love and care by a small team of real have developed a line of bespoke people, not just popped out by the Ywooden yoga flexibility wheels. hundreds from a machine. The White Studio created the wheel to “Our flexibility wheels will never help increase flexibility of the user’s replace the cheap plastic wheel, just as middle and lower back, open the upper the bicycle will never replace the car. back and develop strength, balance and However, not unlike the bicycle, our control, as well as perform deeper wheels allow those who truly care to stretches and backbends. Because of its move that tiny bit closer to a more shape and sturdiness, the Flexibility harmonious lifestyle.” Wheel can be used for both passive and The White Studio’s flexibility wheel is a active stretching, and as an aid for 33cm-diameter wheel with an strength-focused exercises. ergonomically-friendly 14.5cm width to Managing director of The White accommodate the individual’s backbend Studio, Simon Lines, says: “The White and provide stability. The wheels are Studio Flexibility Wheel was born from designed to be strong and light, and come an unwillingness to accept second best. with a written and dated warranty. Historically, the only yoga wheels The White Studio also provides health available in the UK and Europe were clubs and individuals with tutorials, support cheap plastic from China or very and advice on how to use the wheel. expensive wood from the US. We decided it was time to create something fitness-kit.net ͙͋͗ͅ͏͒̈́ The White Studio’s Simon Lines in natural materials, individually made THE WHITE STUDIO The yoga wheels are made from all-natural materials, designed to be both strong and light 82 FITNESS-KIT.NET A ‘split step’ feature ensures three steps are always available during the workout Steve Barton, MD of Technogym UK Steve Barton on Technogym’s new stair climber he new EXCITE CLIMB stair Newly developed ‘split step’ landscapes where users can engage in a climber from Technogym has been technology guarantees at least three solo workout or link with a friend. Tdesigned for space efficiency. The steps are always available during exercise, “EXCITE CLIMB is an innovation in the stair climber is 1.89 m tall and uses just which, along with the addition of lateral stair climbing world thanks to its split one sq m of floor space, making it the footrests, gives exercisers a much step technology and immersive virtual most compact in its category. wider variety of workout options. entertainment options,” says Steve Users can choose between different Like all products in the EXCITE line, Barton, managing director of Technogym training programmes, including high EXCITE CLIMB is integrated with the UK. “It complements the EXCITE range, intensity routines that are designed to mywellness cloud. All training data is giving operators a more extensive choice shape the lower body, burn calories, automatically saved to the user’s profile of cardiovascular equipment.” increase muscle performance, strengthen on the cloud and can be viewed from the the cardiovascular system and improve UNITY 3.0 console or from any personal fitness-kit.net ͙͋͗ͅ͏͒̈́ co-ordination and balance. devices. UNITY 3.0 also provides virtual TECHNOGYM Creator Raj Sareen explains how Styku is changing body image and then creates a 3D image of the person. According to Sareen: “There’s nothing more motivating than seeing the changes in your body reflected back as a real image. Styku is able to lay one scan on top of another to give a very accurate before and after image.” Styku is partnered with tech giant Microsoft, the makers of the Kinect – the world’s most precise 3D camera. This ensures that measurements are accurate to within 2-3mm. The system allows clients to set workout activity and calorie targets to Sareen created the Styku scanner reach their ideal body fat percentage. Shape analysis can be tracked over time; a hysicist turned tech entrepreneur Raj person’s statistics can be compared to Sareen has created the Styku 3D Body other people of their age and gender; and PScanner, which aims to help clients health risks can be identified. achieve their weight loss goals by providing Sareen says Styku can help clubs with The 3D body scanner is them with a powerful visual. member acquisition, retention and sales accurate to within 2–3mm Unlike traditional methods of measuring revenues. “Clubs can use Styku to engage body composition, Styku is quick, easy and and motivate,” he says. “Members are non-invasive. Within 30 seconds, the 3D happy to invest in their transformation fitness-kit.net ͙͋͗ͅ͏͒̈́ scanner takes a range of measurements, and see measured results.” STYKU ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 83 FITNESS-KIT.NET Physical Company’s John Halls reveals new use for NFC The power bag is a single piece of equipment that gym-goers and athletes can use to target a range of different muscle groups. But the true innovation lies in the Near Field Communication (NFC) tag embedded in the bag. Near Field Communication is a method of wireless data transfer that detects and then enables tech devices in close proximity to communicate with each other. The PBX bag tags are loaded with exercises designed for the power bags. When the user holds their smartphone over the tag, the information uploads so they can see the recommended exercises. NFC tag gives exercise ideas -RKQ+DOOV3K\VLFDO&RPSDQ\0' “We strive to be at the forefront of cutting-edge and innovative fitness hysical Company has released its new equipment,” says John Halls, managing new level. Not only does it give the user PBX power bag, which comes director of Physical Company. plenty of new ideas, it also encourages Pembedded with an NFC tag. “Usually this innovation is focused interaction with the kit and a different With multiple handles and a sturdy on the physical design, shape and experience on the gym floor.” barrel, the bag – offered in a weight range materials of a given piece of kit. of 5-35 kg – is designed for use in circuits “The PBX bag is a great design, but the fitness-kit.net ͙͋͗ͅ͏͒̈́ and bootcamp-style sessions. addition of the NFC tag takes it to a whole PHYSICAL COMPANY Matthew Januszek on Escape’s new functional training workout scape Fitness has launched MOVE IT, a functional, high-intensity interval Etraining experience for fitness clubs and studios. The class allows clients of all abilities and fitness levels to train together on a full range of functional equipment – including hurdles, kettlebells, medicine balls and sandbags – progressing through a series of zones, increasing the intensity as they go along. MOVE IT has been designed as a fun, challenging, self-paced workout that delivers results and, ultimately, improves member retention. There are two MOVE IT programmes in one: 30-minute and 45-minute workouts are included for 029(,7RʞHUVDIXQFKDOOHQJLQJVHOISDFHGZRUNRXW programming flexibility and wider appeal. “The sessions are proving really popular It’s provided to clubs as an all-in-one – it’s getting more people into functional package, including instructor training, training and they love the experience. programming, and operations and That’s great for clubs, as when people are marketing support. both engaged and achieving results, they’re Matthew Januszek, co-founder of more likely to keep coming back for more.” Escape Fitness says: “Our aim with MOVE IT provides a multi-purpose MOVE IT was to enable clubs to equip functional training area that can also be their trainers with more functional used for one-to-one PT sessions. training knowledge and skills, as well as workouts that many members fitness-kit.net ͙͋͗ͅ͏͒̈́ -DQXV]HNLV(VFDSHȷVFRIRXQGHU will want to get involved in. ESCAPE 84 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 A PRECOR PROMOTION DIFFERENT BY DESIGN Precor launches the Experience™ Series EFX® 800 with Converging CrossRamp® PRODUCT INNOVATORS BOOSTING EFFICIENCY Throughout history, leading fitness FOR FITNESS FACILITIES equipment manufacturer and supplier Enhanced serviceability is a key component Precor has been at the vanguard of of the new design, which is easier to clean fitness innovation. Having created the and maintain. A covered ramp and original elliptical category in 1995, Precor rear-drive housing help protect the once again spearheads advancements in machine from dirt, dust and sweat; an the sector, with the launch of the attribute gym owners at the Anytime Experience™ Series EFX® 800 with Fitness 2016 conference enthused about. Converging CrossRamp®. The addition of the Active Status Light™ The patented Converging CrossRamp® alerts staff when the machine needs is designed to mimic a person’s normal attention. Pivot joints and tool-less converging path of motion as they walk detachable panels enable easier access that and run, making exercise feel more only requires a Philips screwdriver or bare natural. Its unveiling follows three hands, drastically reducing the amount of independent research studies, along with time spent attending to maintenance. rigorous testing to optimise the design. Jim Birrell, Precor’s chief innovation Studies were also commissioned on officer said: “When we created the diversity of motion paths and the impact category in 1995 with the original EFX®, on the body, such as how muscle there was nothing like it on the market. activation patterns can change depending Operators loved the EFX® because it on the training angle. The ramp inclines attracted new members and exercisers from 10 to 35 degrees enabling even were drawn to it because it offered an more workout variety. unmatched fitness experience. Along with the Converging “The newest EFX® takes all the science CrossRamp®, other premium attributes and business insights that we’ve collected Precor’s patented technology include a modernised design with a over the past two decades and makes exercise feel more natural sleeker frame and the choice of either incorporates them into this unrivalled, fixed or moveable handlebars. Plus a updated Precor version.” more personalised workout with the new Greg Stephenson, fitness director at something that was already a well-designed P82 touch screen console, which features the University of Minnesota comments: machine, but they did.” Android-based technology, faster “We love our current EFX® ellipticals and For further information contact: processing speeds and embedded Wi-Fi. it’s hard to believe Precor has improved on www.precor.com Training backwards with the TRAINING CAPABILITIES CrossRamp boosts heart rate The Converging CrossRamp® can be used to train in a number of ways, from a forward direction with the ramp angle between 13-20 for maximum glute impact or by training in the reverse direction at high and low CrossRamp® levels to target quadriceps. Training backwards with the CrossRamp® at any resistance or angle will help increase heart rate as this is an unfamiliar movement. Calves can be trained in a forward movement with the CrossRamp® level at 12 to 15, and at level 20, knee flexion is similar to running on a treadmill. When training forwards the ramp is actively pushed down and when training backwards the ramp is actively pushed up. Train at a steady cadence and, as the CrossRamp® levels increase, so does heart rate and calorie consumption. Lower CrossRamp® levels can be used for recovery periods. The low impact, fluid movement of the Experience™ Series EFX® 800 with Converging CrossRamp® contributes to exercisers’ perceiving a lower rate of exertion, making the workout more enjoyable despite the training challenge. 85 LOCKERS Lock it in Kate Corney takes a look at the latest innovations in health club lockers. For more information, log onto www.fitness-kit.net and type the company name under ‘keyword search’ THE ICE LOCKER GROUP CROWN SPORTS CRAFTS LOCKERS FOR LOCKERS PROVIDES ALL USES A LITTLE LUXURY Craftsman Lockers and Crown Sports Lockers has Garran Lockers have joined helped create a luxury changing Crown colour matches to become the Ice Locker space for Malaysian operator lockers and benches Group. The group offers a Genting Casinos hotel spa at wide range from standard the NEC, Birmingham, UK. The steel lockers to changing room changing rooms serve the dry and wet leisure provision for the solutions for 5-star venues hotel’s Santai spa treatment rooms and gym. Lockers can be made and spas, including changing Crown Sports Lockers worked with spa designers Spa WRVXLWʛYHVWDUYHQXHV cubicles, vanity units and Creators to create a relaxed yet clinical space. Crown supplied bench seating. lockers and treatment room furniture, finished throughout in a ‘Stow and Go’ lockers of holdall size outside colour-matched stain on solid ash timber and ash veneer. the changing rooms, alongside reception or adjacent to the Locker doors were solid shaker framed, with upholstered activity areas are also available, as well as smaller valuables centre panel insert and wrist strap-operated Ojmar OTS locks. lockers designed to store mobile phones, tablets, wallets and Wet vanity units with Corian top and spray-painted base keys with the option for charging units inside. frame units were supplied to the client’s RAL colour Ice Locker Group also offers customised solutions. specification, fitted alongside ample capacity towel units. fitness-kit.net ͙͋͗ͅ͏͒̈́ CRAFTSMAN fitness-kit.net ͙͋͗ͅ͏͒̈́ CROWN CODELOCKS GETS SMART KEMMLIT’S SAFE AND STYLISH LOCKERS AND CUBICLES Codelocks has designed a Kemmlit’s Cronus Glass Cubicles and Type R lockers were new range of smart locks used as part of a recent refurbishment of The Spa at Beckenham that provides a variety of in Kent, UK, which is operated by Mytime Active. entry methods. The new Project architects Arkon Associates selected Kemmlit’s CL5500 range uses wireless Cronus cubicles in a white glass finish for the technology, letting users male and female shower rooms and Type connect remotely and choose R lockers in grey, blue and white for between push-button code, the changing rooms. Smart card entry is smart card or smartphone access. The Cronus cubicle system is just one of the options The keyless entry reduces the designed to be used for either dry need for onsite staff to manage or wet areas. The panels are access and the hassle of managing or replacing lost keys. made from toughened safety glass Self-service entry offers accessibility outside normal with a satin anodised aluminium working hours, with all access recorded. supporting structure. . Building managers can control and operate CL5500 locks The Type R Locker System uses remotely via a smartphone, including updating basic settings corrosion-resistant aluminium Lockers in The Spa and generating multiple, date- and time-sensitive codes. finished in a special overlay to at Beckenham The lock can also be set in code-free mode at fixed protect against damage. times of the day when access is required for cleaning, Cronus and Type R Lockers are maintenance or deliveries. available in a variety of colours and finishes. fitness-kit.net ͙͋͗ͅ͏͒̈́ CODELOCKS fitness-kit.net ͙͋͗ͅ͏͒̈́ KEMMLIT 86 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 Power to the people The demand for free weights from health club members has never been so great. With over 25 years’ experience, Jordan can help you create a free weight area that’ll keep your members coming back for more. 01553 763285 | jordanfitness.com ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 87 A gripping mixture of insight and entertainment. Business and success strategies for the digital connection of the training floor. An invitation-only event. Places are limited! Request your invitation today! or email GXGPVUWM"GI[OEQWM Visit YYYDKVN[0':67- HIGHLIGHTS OF OUR eGYM NEXT EVENTS Discover the opportunities digital offers DWUKPGUUGUKPVJGƒGNFQHJGCNVJCPFƒVPGUU 20. 4. 2017 27. 4. 2017 Conferences UGOKPCTUD[GZRGTVUKP LONDON MANCHESTER FKIKVCNCPFƒVPGUU Workshops WVKNKUGFKIKVCNVQQNUVQKORTQXG CESWKUKVKQPCPFTGVGPVKQPKP[QWTENWD Evening ECPCRȌUCPFEQEMVCKNUKPC UV[NKUJNQECVKQP SUPPLIER SHOWCASE Electromagnetic appeal for Change CHANGE gym in Hove, Sussex, uses eGym equipment to beat the competition acing stiff competition from a nearby low-cost competitor, CHANGE – formerly known as Active4Less – knew that radical Faction was required if it was to hold its place in the market. Instead of entering a price war, CHANGE invested in eGym equipment, enabling the facility to offer a unique workout which would appeal to a larger segment of the local population. Based in Hove, Sussex, CHANGE LGHQWLʛHGVHYHUDOXQWDSSHGORFDOPDUNHWV including women and people who are deconditioned or who had never been inside a gym. During operation as Active4less, the core membership was students and young people, but these were prime targets for the other low cost operator. The two neighbouring facilities were constantly battling to attract the same market segment. AUTOMATIC ADJUSTMENTS eGym equipment adjusts the resistance to match a user’s strength Gym owner Brandon Harris had been introduced to the eGym cloud-based VROXWLRQDQGIHOWLWZRXOGRʞHUKLPWKH GLʞHUHQWLDWLRQKHZDVORRNLQJIRU+H invited the eGym team to work with him Our members are now tracking WRLQFUHDVHWKHDSSHDORIKLVRʞHULQJDQG attract a larger number of new members. their development and are Instead of using intimidating weight stacks to create resistance, the eGym experiencing incredible results, system utilises an electromagnetic Brandon Harris, CHANGE gym resistance system that is automatically quickly - calculated and adjusted through regular VWUHQJWKWHVWVWRPDWFKWKHʛWQHVVOHYHOV of the individual user. The user does not need to manually perform each movement, eGym works circuit sessions. With a mixed member adjust the equipment each time they visit, all this out for them and guides them demographic, simplicity and motivation instead the system automatically adjusts through their entire workout programme. are the core reasons members are signing based on the information pre-set by the “Because of this controlled yet up to begin eGym strength training trainer. This takes the uncertainty out of progressive method of training, our sessions. The club has since seen a 30 per the process and enables the user to focus members are now tracking their cent membership increase. one hundred percent on the performance development and are experiencing +DUULVDGGV Ⱥ7KHELJJHVWEHQHʛWZHDUH of optimal movement patterns. incredible results, quickly. This is seeing is the increased number of users extremely motivating for our members.” who have never lifted weights, especially SUPPORT AND GUIDANCE Since the installation of the eGym women, taking to the equipment. We are Harris says: “eGym supports us to coach equipment in September 2016, CHANGE also seeing improved member retention every member. Instead of the user having has delivered more than 1000 inductions. ʛJXUHVZKLFKZHH[SHFWZLOOLPSURYH to worry about how much weight to An average of over 570 users per even further over the coming month.” lift, what technique to use, how fast to month are undertaking 2,100 eGym www.egym.co.uk ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 89 SUPPLIER SHOWCASE 7DNLQJWKHʜRRU Physical Company partners with Village Hotel Club to maximise Apex opportunity illage Hotel Club is launching Physical Company has Apex introduces Physical Company’s suite of eight kitted out many of members to kit they Apex sessions across its 29 clubs. Village Hotel Club’s sites might not usually try The 30-minute Apex sessions on Vthe gym floor are designed to revitalise functional training zones, instill confidence in using gym equipment, build relationships between personal trainers and clients and continually boost members’ fitness and motivation. “We were looking for a way to bring fresh interest and engagement to our J\PʜRRUȲWKHDUHDOHDVWXVHGE\RXU members,” explains Tracy Sollitt, national KHDOWKDQGʛWQHVVPDQDJHUDW9LOODJH Hotel Club. “Our company excels at JURXSʛWQHVVEXWZHKDYHDFRPSDUDWLYH VKRUWIDOOLQRXUJ\PʜRRUZRUNRXWV:H wanted to galvanise action on the gym ʜRRUDQGQHHGHGDVWUXFWXUHGSODQDQG associating it with a great workout,” says a captive audience of members who a high quality product to engage and Sollitt. “Apex is a great bridge between are encouraged to work more closely interest our discerning customers.” J\PDQGVWXGLRȲWKHJURXSVHVVLRQDSSHDOV with them on a one-to-one basis,” says 9LOODJHZDVIDPLOLDUZLWK3K\VLFDO to members who favour the studio classes Sollitt. “Extending their knowledge of Company, which had refurbished and and introduces them to the gym and its kit. key concepts such as myofascial release, kitted out many of its sites. When Ⱥ2QWKHʜLSVLGHRXUJ\PPHPEHUV pilates, yoga and alternative core work Tracy broached the topic of how best enjoy the challenge of group exercise and KDVJLYHQWKHPJUHDWHUFRQʛGHQFHRQ WRPD[LPLVHWKHJ\PʜRRUVSDFHDQG are stepping up and joining our classes. WKHJ\PʜRRUWRR3K\VLFDO&RPSDQ\KDV functional kit use, Physical Company “Our slightly older demographic loves EHHQUHDOO\IRUWKFRPLQJDQGʜH[LEOHLQ suggested Apex as a solution. mind/body work so the new Fusion delivering bespoke elements for us and (pilates/yoga), Active and Release are this attention to detail and willingness to A COMPREHENSIVE perfect for them. Meanwhile, the HIIT adapt sets them apart,” says Sollitt. OFFERING sessions like Agility and Ignite work our The admiration is reciprocated by Physical Company combines younger members harder than ever before.” 3K\VLFDO&RPSDQ\Ⱥ9LOODJHKDVHPEUDFHG comprehensive training with support DOOWKHWDFWLFDOHOHPHQWVRʞHUHGE\$SH[ material including an online portal, NEW KNOWLEDGE and we are learning from them as much as development tools and programme Sollitt also rates Apex highly for upskilling they are from us,” says John Halls, Physical suggestions, ongoing training and clear the instructors. “Our PTs feel empowered Company managing director. product information. by their new skills and Apex gives them www.physicalcompany.co.uk “The base training for 140 of our PTs was absolutely excellent and we are currently cascading it down to all our PT colleagues. I love the fact that the Apex sessions are updated on a quarterly basis $SH[LQWURGXFHVHTXLSPHQW to keep the challenge fresh.” Sollitt was initially concerned, as LQDUHDOO\DFFHVVLEOHZD\DQG functional kit was traditionally not well used by members. A little research JLYHVLWSHUVRQDOLW\E\DVVRFLDWLQJ revealed the low usage was due to people not knowing what to do with LWZLWKDJUHDWZRUNRXW the kit, rather than not wanting to use Tracy Sollitt, Village Hotel Club it. “Apex introduces equipment in a really - accessible way and gives it personality by 90 healthclubmanagement.co.uk February 2017 ©Cybertrek 2017 To book your space call the sales team on +44 (0)1462 431385 ARCHITECTS/DESIGNERS Needs a management Whatever your sector... solution? +IXMRXSYGLERH¿RH out how you can start saving and making money, year after year... 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SALES & MARKETING by BOOK YOUR COMPANY PROFILE NOW! Want an extra 200 - 700 Call: +44 (0)1462 431385 Email: [email protected] new members for free? The Health Club Management Handbook 2016 is available to purchase at £50 ONLINE FITNESS MARKETING Call: 0115 777 3333 SOFTWARE Club Assistant Membership Software www.tac.eu.com 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. ©Cybertrek 2017 healthclubmanagement.co.uk February 2017 95 RESEARCH Edited by Katie Barnes [email protected] Prebiotic foods like bananas could help exercisers who have asthma Gut reaction SHUTTERSTOCK.COM PHOTO: Prebiotics and healthy eating ‘can reduce severity of exercise-induced asthma’ ore than five million people and texture. B-GOS, among with other important role that microbes living in the in the UK have asthma – 235 prebiotics, feeds good bacteria in the gut so gut can play in health and disease. M million worldwide – and that it multiplies and takes over bad bacteria. Dr Neil Williams, a lecturer in exercise exercise-induced asthma can affect up to After the three weeks, everyone in physiology and nutrition at NTU, and the 90 per cent of sufferers. the study took a hyperventilation test lead researcher on the study, says: “Our During or after a workout, people which causes a fall in lung function – an study shows that this particular prebiotic with asthma can experience a narrowing effect which is used to define exercise- could be used as a potential additional of the airways, bringing on unpleasant induced asthma. Their blood was also therapy for exercise-induced asthma. and sometimes fatal systems such as taken to study circulating markers of “We’re only just starting to understand shortness of breath, wheezing, coughing inflammation in the airways. the role the gut microbiome plays in and a tightening of the chest. The results of the study, which were health and disease, and it’s becoming Until recently, the only treatment has published in the online edition of the increasingly recognised that microbes in been drug therapies that are effective but British Journal of Nutrition* in August, show the gut can have a substantial influence not curative. But now sports scientists that the severity of exercise-induced on immune function and allergies, which at Nottingham Trent University (NTU), asthma was significantly reduced in those is likely to be important in airway disease. UK, have found that asthma exercisers who took the B-GOS supplement. There “B-GOS acts to increase the growth may have a significant reduction in the was also a significant reduction in the and activity of good bacteria in the gut. inflammation of the airways if they take a blood markers of airway inflammation. In This in turn may reduce the inflammatory prebiotic supplement. some cases the supplement “completely response of the airways in asthma patients abolished” the increase in some to exercise. The level of improvement PREBIOTIC SUPPLEMENT markers usually associated with airway in lung function that appears after the The small study was based on 10 physically constriction following exercise. prebiotic is perceivable by the patient and active adults who have asthma and eight therefore potentially clinically relevant.” other sufferers in a control group. WHAT THE RESULTS MEAN In response to the report, Asthma The 10 participants took a Given the small study size, the limitations UK said that prebiotics can be found prebiotic supplement, Bimuno- of the research are obvious and naturally in a range of foods such as galactooligoosaccharide (B-GOS) for greater sample sizes would be a key bananas, yoghurts and even baked- three weeks, while those in the control requirement in the future. That said, the beans, which led to reports in the group took a placebo identical in taste findings provide further evidence of the national media of how the latter could potentially prevent an asthma attack. * Williams, N et al. A prebiotic We’re only just starting to understand galactooligosaccharide mixture reduces severity of hyperpnoea-induced bronchoconsfriction and the role the gut microbiome plays in markers of airway inflammation. British Journal health and disease of Nutrition. 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