http://www.healthclubmanagement.co.uk/healthclubmanagement.co.uk @healthclubmag JANUARY 2018 No 253 healthclubmanagement.co.uk @healthclubmag JANUARY 2018 No 253 AVI YEHIEL ROBERT COOK WeWork moves into Virgin Active UK’s fitness – we talk to their head of MD reveals his wellness p54 plans for the brand p30 PICTURE PERFECT? Do images of fitness models in gym marketing do more harm than good? p58 RHIAN STEPHENSON Psycle’s CEO on transforming an indoor cycling studio into a multi-concept brand p42 Embrace Your customers Technology will love you for it! Now Introducing Myzone Virtual Classes The only system in the world with full Myzone feedback integration. Functional Prompts Eliminating the need for instructors to use white boards. Private Messaging Communicate privately with clients via the MZChat feature within the Myzone app. ©MyzoneTM 2017. All Rights Reserved. UK: +44(0)115 777 3333 | Learn more at myzone.org or [email protected] Myzone app is available on EDITOR’S LETTER A new age of wellness As public appetite for holistic health and wellness services continues to grow, are operators doing enough to ensure their clubs are addressing this member need? he US$3.7 trillion global wellness sector has long SUHVHQWHGDJUHDWRSSRUWXQLW\IRUWKHʛWQHVV industry. And it’s an opportunity we’ve been tapping T into in recent years with the steady rise of wellness services, such as meditation and mindfulness, in ʛWQHVVVHWWLQJV+RZHYHUDVWKHQHZ\HDUJHWVRʞWRD start, it appears that 2018 may be the year that the fusion RIWKHVHKLJKO\V\QHUJLVWLFDUHDVUHDOO\WDNHVRʞ A case in point is Virgin Active UK. In this issue of Health Club ManagementZHVSHDNWRWKHʛWQHVVEUDQGȷV MD, Robert Cook (p30), who cites the creation of the company’s new 360-degree wellness concept Beyond Movement as its response to the question: what does the IXWXUHRIʛWQHVVORRNOLNH"$QGZKLOH9LUJLQ$FWLYH8.KDV claimed the ‘Beyond Movement’ name for itself, it’s one that perfectly captures the current industry sentiment that Gym-goers also need wellness services like physical rehabilitation LWȷVWLPHIRUʛWQHVVIDFLOLWLHVWRORRNEH\RQGSK\VLFDODFWLYLW\ when addressing members’ needs. As we discover on page 42 of this month’s magazine, It’s time for fitness facilities London-based indoor cycling studio Psycle was clearly ahead of the game in this area. The appointment of a to look beyond physical naturopath and nutritionist as CEO back in 2014 may activity when addressing have seemed like an unusual move, but under Rhian Stephenson’s leadership the brand has grown from a single members’ needs cycle studio to a multi-concept three-studio operation, with three more openings expected in the next few PRQWKV7KHVHFUHWWR6WHSKHQVRQȷVVXFFHVV"6KHWROG Gym operators must now respond by taking a more us: “We don’t see Psycle as a ride brand, we see it as a holistic approach to service provision. Those that don’t ZHOOQHVVOLIHVW\OHDQGʛWQHVVEUDQGȻ risk not only being left behind, but also missing out on But it’s not just the big-box clubs and boutique the new secondary spend opportunities presented by the studios that are readily embracing wellness. On page 54, introduction of tailored nutrition, rehab and physiotherapy Avi Yehiel, head of wellness at WeWork, explains why a RʞHULQJVDQGRQFUHDWLQJDVWURQJHUFRPPXQLW\RI company that has made its name in shared workspaces happier, healthier and more engaged members. UHFHQWO\FKRVHWRODXQFKLWVRZQʛWQHVVDQGZHOOQHVV concept. It’s a move that suggests two things: the public is Dr Lauretta Ihonor, editor more aware of how intertwined all facets of life are and [email protected] 3+2726+877(5672&.&20 it’s eager to place health at the centre of everyday life. @laurettaihonor +44 (0)1462 431385 WWW.HEALTHCLUBMANAGEMENT.CO.UK [email protected] WWW.LEISURESUBS.COM ©Cybertrek 2018 healthclubmanagement.co.uk January 2018 5 CONTENTS JANUARY 2018 No 253 healthclubmanagement.co.uk ON THE COVER 42 Rhian Stephenson on taking Psycle beyond cycling PHOTO: SHUTTERTOCK.COM 30 Robert Cook is making big changes at Virgin Active UK 58 Is it time for gym marketing images to get real? 05 Editor’s letter 18 News round-up Wellness looks set to take centre stage in Workout for water raises US$850,000 & the fitness industry, says Lauretta Ihonor Apple GymKit-enabled equipment debuts in Fitness First Australia and Virgin Active UK 10 Letters How the sector can help Gen Z is discussed 29 Events calendar SPATEX is one of several upcoming events 12 HCM people Silke Frank 30 Interview FIBO’s new event director on taking the Robert Cook show in a different direction this year The MD of Virgin Active UK tells us about his plans for making wellness and customer Frank Lampard service key priorities for the fitness brand The ex-footballer’s new venture sees him partnering with a health clinic in Dubai 36 Data-driven training As more gyms invest in data-driven cardio Get your free digital subscription SIGN UP ONLINE Timo Leppanen training, is the gym-floor PT likely to healthclubmanagement.co.uk/signup Stairforce app’s co-creator on tackling inactivity become a thing of the past? 6 healthclubmanagement.co.uk January 2018 ©Cybertrek 2018 54$YL<HKLHOH[SODLQVZK\:H:RUNKDVRSHQHGLWVʛUVWJ\P 647KHFRPSDQLHVSXWWLQJLQFOXVLYHʛWQHVVʛUVW PHOTO: SHUTTERTOCK.COM 74,QJ\PQXWULWLRQLVJHWWLQJDPDNHRYHU 50&OXE,QWHOUHYHDOVWKHFXUUHQWWUHQGVLQWKHJOREDOʛWQHVVLQGXVWU\ 42 Interview 64 Focus on inclusivity 82 ukactive update Rhian Stephenson UFIT, InstructAbility, Enable Me and SFC The year of action The woman behind the evolution of Psycle are striving to increase industry inclusivity ukactive’s CEO Steve Ward says the charity on going from brand nutritionist to CEO is focused on turning “promises into action” 70 Paul Batty 50 Staying on trend David Lloyd Clubs’ head of procurement 84 Derek Gallup ClubIntel’s Stephen Tharrett and Mark explains how he makes purchasing decisions IHRSA’s new chair shares his plans for his Williamson share the industry trends time at the organisation and discusses his revealed in the annual report 74 Fitness nutrition role at private-equity firm NeV As gym-goers become more nutritionally 54 Interview Avi Yehiel savvy, they are demanding more tailored 86 Product Innovation WeWork’s head of wellness explains why food options. How are operators Technogym and Versaclimber are among the workspace brand has launched a gym responding to the opportunity presented? the latest fitness products on the market 58 Picture perfect 78 SIBEC 2017 review 92 Vision of fitness We discuss if it’s time for gyms to stop Keynote speaker Eddie ‘the Eagle’ Edwards US researchers say that regular exercise using images of unrealistically perfect talks to us about going to the Calgary may be the secret to reducing the risk of physiques in marketing materials Winter Olympics and the power of sport the common eye condition glaucoma ©Cybertrek 2018 healthclubmanagement.co.uk January 2018 7 MEET THE TEAM EDITOR PUBLISHER Lauretta Ihonor Jan Williams +44 (0)1462 471925 +44 (0)1462 471909 CHOOSE HOW YOU READ HEALTH CLUB MANAGEMENT PRINT Health Club Management is available in print on subscription: www.leisuresubs.com DIGITAL Read free on online and enjoy extra links and searchability: DEPUTY EDITOR EDITORIAL DIRECTOR www.healthclubmanagement.co.uk/digital Steph Eaves Liz Terry PDF +44 (0)1462 471934 +44 (0)1462 431385 A PDF edition is available to read offl ine at: www.healthclubmanagement.co.uk/pdf For email use: [email protected] OTHER RESOURCES FROM HEAD OF NEWS HEAD OF TECH HEALTH CLUB MANAGEMENT Rob Gibson Michael Paramore +44 (0)1462 471902 +44 (0)1462 471926 HCM HANDBOOK SALES FINANCE www.healthclubhandbook.com John Challinor Denise Adams www.healthclubhandbook.com/pdf +44 (0)1202 742968 +44 (0)1462 471930 HCM WEBSITE healthclubmanagement.co.uk DESIGN Rebekah Scott Paul McLaughlin +44 (0)1462 733477 LEISURE OPPORTUNITES +44 (0)1462 471933 www.leisureopportunities.co.uk WEB TEAM www.leisureopportunities.co.uk/pdf PRODUCT EDITOR Dean Fox www.leisuremedia.com/subscribe Lauren Heath-Jones +44 (0)1462 471900 HCM EZINE, +44 (0)1462 471922 Emma Harris INSTANT ALERTS & RSS +44 (0)1462 471921 www.leisuremedia.com/subscribe SUBSCRIPTIONS Denise Adams Tim Nash BUYER SEARCH ENGINE +44 (0)1462 471930 +44 (0)1462 471917 www.fitness-kit.net CIRCULATION Michael Emmerson +44 (0)1462 471932 Public Affairs Media Partner ©Cybertrek Ltd 2017 ISSN 1361-3510 (print) / 2397-2351 (online) 8 healthclubmanagement.co.uk January 2018 Does your referrals process measure up to new legislation? Under new GDPR legislation, from May 2018 you’ll no longer be able to store details of referred prospects without their permission. With Netpulse’s club mobile apps, members can refer friends straight from their phone. And it’s fully compliant with GDPR, too. Find out more at netpulse.com or [email protected] Write to reply Do you have a strong opinion or disagree with somebody else’s views on the industry? If so, we’d love to hear from you – email: [email protected] Z-ers will need the fitness industry’s support to thrive PHOTO: SHUTTERSTOCK.COM The fresh perspective Generation Z brings to the fitness industry is needed to improve inclusivity and services Laura Kavanagh, director, Sports Quest Ltd I was pleased to see a young face, both in sports and wonders of working in the fresh outlook Generation Z spotlight shone on the business, and I feel certain that LQGXVWU\$QGZHȷUHWDNLQJ is bringing to our industry importance of Generation Z actively creating more things further by creating provides the perfect in the last issue of Health Club