The UK’s No 1 fitness industry magazineNovember 2011 No 218 £3

Call for taxbreaks forgymgoersBy Christina Eccles

REGULAR gymgoers should be giventax breaks to reward their commit-ment to living a healthy lifestyle, ithas been claimed.

James Shillaker is a director atIncorpore, which runs Gymflex – aprogramme which works by compa-nies paying upfront for gym member-ships and employees then having theprice deducted monthly through theirsalary, choosing to be a member ofwhatever gym is most convenientfrom Gymflex’s network of 2,500clubs.

And James believes if the UK intro-duces a proposed ‘fat tax’ onunhealthy foods in order to combatthe obesity epidemic, then thereverse should apply to people whogo the gym – meaning they couldgain financial rewards for exercisingregularly.

He explained: “At the moment thereare only two tax break benefits –childcare vouchers and the cycle towork scheme.

“But the government has created amassive initiative to tackle the obesitycrisis, so it seems logical to have a tax break for people who pay gym

memberships through their salary.“It seems crazy that when the gov-

ernment is putting such an effort intotackling obesity, it is not giving taxbreaks to something which is gettingpeople fitter.”

James told Workout he thinks theindustry would ‘embrace the ideawholeheartedly’ as it would meancheaper prices for members withoutthe clubs losing any of the revenuethemselves. He added: “It is a won-derful way to encourage people tojoin a gym. To get a tax break in thepossibility of a double dip recession,could see many more people keepingtheir gym memberships or joining up.

“We have a network of 2500 gymsand about 250 very large companiesalready use it. But I know that if thegovernment gave tax breaks, the takeup would massively increase.

“Everyone in the industry believesthis would encourage more people tojoin a gym, especially in this pricesensitive climate.”� Do you agree with James’ com-ments about tax breaks on gym mem-berships? Send your views toce@whpl.net, contact us on Twitter@WorkoutUK or call the Workoutnewsroom on 01226 734463.

Hundredsuniteat eventHUNDREDS of independentgym owners gathered togetherat this year’s Leisure IndustryWeek for a day dedicated tohelping them improve theirbusinesses.

Independent OperatorsUnite returned to the show fora third successful year, kickingoff with seminar sessions onhow gym owners can makethe most of secondary spendopportunities and why theFIA’s Code of Practice canhelp them raise their game.

A packed afternoon sessionincluded the first ever UKpresentation from Americanfitness guru Thomas Plummerwho urged operators to lookclosely at their business mod-els and change them wherenecessary before it’s too late.

The day drew to a close witha club owners’ forum – givingdelegates the chance to ques-tion a panel of independentgym owners on what it takesto run a successful club.

An evening networkingevent at the Hilton Metropolethen gave visitors the chanceto network and share ideaswith each other as well asenjoy food, drink and enter-tainment laid on by organis-ers.� For a full round up of IOUnews see inside.

Independent gym owner Michelle Matthewsrubbed shoulders with retail guru Mary Portas at anetworking event in London. Michelle, who runsLadies Only Ltd in Rochdale, joined other smallbusiness owners from around the country, whoheard a speech from Mary urging them to competewith the big corporations in their sector by focus-ing on service and customer care.Full story, Page 3

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AdvertisingSales and marketingdirector:Tony BarrySales manager:Daniel LloydTel: 01226 734699dl@whpl.netAssistant sales manager:Danielle HornbyTel: 07860 522 230dlh@whpl.netField sales executive:Chris HartleyTel: 01226 734709ch@whpl.net

EditorialGroup Editor:Andrew Harrod Tel: 01226 734639 ah@whpl.net

Chief reporter:Christina EcclesTel: 01226 734463ce@whpl.net

ProductionGroup Deputy Editor:Judith HalkerstonTel: 01226 734458jhalkerston@whpl.net

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By Christina Eccles

A LADIES’ only gym owner gainedsome top tips on how to improveher club when she met with retailexpert Mary Portas.

Michelle Matthews met Mary,who is championing the revitalisa-tion of the UK’s town centres, at anetworking event in London afterwinning a place at a retail skillsworkshop run in conjunction withthe National Skills Academy.

Michelle, who owns Ladies OnlyLtd in the centre of Rochdale, firstbecame interested after seeinganother local business appear onone of Mary’s TV shows and won-dered if she could pick up any tips.

She explained: “One of theepisodes of Mary’s show came to ahairdressers in Rochdale town cen-tre and at an event for local busi-nesses to promote these work-shops, the hairdresser who was onthe programme did a presentationabout his experiences

“The main reason I went wascuriosity. Her programme hadmostly focused on shops but thehairdressers was the first serviceprovider.”

At the event, Michelle discovered

there would be a local authoritysubsidy available to attend theworkshops and after going throughan interview process, won a place.

Although they were focused onretail, Michelle added she pickedup some great advice which shecould apply to her business includ-ing how to layout secondary spendproducts in the most effective wayto get them noticed by members.

Following the workshops,Michelle was invited to actuallymeet Mary at a drinks reception inLondon and she told Workout howmuch she had enjoyed the event.

She added: “It was really useful.Her philosophy is small businesseswill always compete with the bigboys because of the levels of cus-tomer service they offer.

“She said do not try and competeon price. If you offer excellent cus-tomer service and experience, putyour personality into what you doand if you do something unique,people will come back to you.

“It was really exciting. I prepared aletter for her to take into accountwhat my issues are as a business inthe town centre and since then shehas written to me saying she will do what she can for

independent businesses.”

Michelle has now urged otherindependent gym owners to followMary’s advice to ensure they cankeep up with the competition.

“Town centres are never going tobe what they used to be, so themessage is even stronger.

“People won’t have the sameexperience online they will get ifthey go into a really well staffedbusiness.

“We all need to promote that andmake sure our staff understand theimportance of customer service.”

When Mary met Michelle ...

Michelle with Mary Portas

Michelle outside the gym

Leisure Trust boss to stand downCHIEF executive of OldhamCommunity Leisure, Ian Kendall, is tostep down at the end of the year.

The leisure trust operates 14 facili-ties on behalf of Oldham Council andfollowing his resignation, Ian plans totake some time to consider futureprojects. He said: “During my eightyears at OCL there have been manyhighs – and some lows – but overall ithas been a fantastic experience. Ihave been lucky to work with a tal-

ented bunch of people who havemade a big impact on the communi-ty’s health. Over the years I haverecognised that at OCL we don’t sellsport, we sell health improvement. Iam choosing to step down now toallow a new team to focus on retain-ing the Oldham partnership, bybuilding on what has already beenachieved. I feel the time is right forthe team to influence their own direc-tion of travel.”

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By Christina Eccles

GYM owner Sol Gilbert hasadvised other operators on how tomake the most of branding andpublicity opportunities whichcould promote their club.

Sol, who owns ZT Fitness inBrighton, joined a panel of inde-pendent gym owners at this year’sIndependent Operators Uniteevent – speaking to IOU membersabout the ups and downs of run-ning a successful business andanswering questions from thefloor.

Sol, himself a professional MMAfighter, counts famous faces suchas Katie Price – aka Jordan – andAlex Reid among his clients andtold delegates that having some-one well known train with you canbe a great way of boosting yourprofile.

He said: “If you get anyone in the

public eye in your club, make sureyour branding is really switchedon and that they are wearing yourT shirts.”

Sol also explained how the inter-net can help to raise interest inyour gym and how different formsof media are useful to get the wordout about a facility and what it hasto offer members.

He added: “Social media is one ofthe best ways of maximising expo-sure. I’ve also always liked makingvideos so I record workouts andput them on our website.

“It is time consuming but Ialways set myself that bit of timeto do it.”� Who is the most famous faceyou have spotted in your gym?Have you ever used a celebritymember to help promote yourclub? Let Workout know by email-ing ce@whpl.net or contact us on01226 734463.

Katie Price Picture: Featureflash/Shutterstock.com

Famous facescan boostyour profile

Zumba added to gym timetableA SURREY gym and spa has improvedits offering by adding new therapiesand fitness classes, including the everpopular Zumba.

The Amarna Spa at Lythe Hill Hotelhas added Zumba to its timetable tocomplement its existing offering,which includes yoga, pilates, legs

bums and tums and circuit training.

The spa has also expanded by offering guests access to physiothera-py, a Bio-signature consultant to help aid weight loss and a wellbeinglife coach, who hosts a weekly Live the Life of Your Dreams work-shop.

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By Christina Eccles

GYM owner Michele Elizabeth hassuccessfully completed her first MissFigure final – placing in the top 12competitors.

Michele, who owns ladies’ only gymFelines in Burton on Trent, competedin the British Natural Body BuildingFederation Miss Figure finals, whichtook place in Glasgow.

She said: “I didn't come top threebut was still in the top 12 – not badfor a first time – the other competi-tors were much younger than me, I'dsay the eldest was around 32 and as Iam 47 there is no way I could reallycompete against ladies that muchyounger.”

Michele also said that as the men’scategories represent a much widerage range, she would like to see thewomen’s follow suit.

She added: “As the number ofwomen who compete is quite smallby comparison we all get lumpedtogether so it’s a bit of an unfair play-

ing field for us OAPS!

“It is recognised that age is a disad-vantage in the Miss Figure categorybecause of the way your skin loses itstone as you get older.

“The organisers did say that as thecategory had growing support nextyear they would follow the Americansand introduce an over 35's class.

“If this is the case then I will com-pete again but if not then I will findanother competition to take partwhere age is considered.”

Michele added being involved was a great experience, which generated useful publicity for theclub, and as a result she has hadmany women asking for nutritionaladvice.

� Michele told Workout she would behappy to advise other readers on their training techniques. If anyone wants to get in touch withher, let us know and we will pass yourdetails on.

Michele, 47,completes firstMiss Figure final

A SOMERSET leisure centre organiseda football match with a difference –especially designed for the over 70s.

Staplegrove Active Living Centre,operated by leisure trust and socialenterprise Tone, staged the event,where all players were aged between70 and 100 and remained seated intheir chairs – using their legs andarms to pass the football.

Two seven-a-side teams competedfor 15 minutes at a time before rest-ing and swapping players if neces-sary. The match lasted for a full hourand 18 players took part.

Active lifestyle co-ordinator Louise

Bulmer said: “We do a lot of workwith older people who require chair-based exercises that help themremain active, yet are physically man-ageable and comfortable. We’ve hadgreat success with our seated bad-minton so I investigated which othersports could work well from a seatedposition. Football may not seem themost obvious but with a bit of creativ-ity it works really well and has provedvery popular. The participants devel-op their teamwork skills as well astheir cardiovascular fitness and coor-dination. It also introduces lightstrength training in arms and legs.”

Leisure centre organises0ver-70s’ football match

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Secondaryspend keyto successBy Christina Eccles

INDEPENDENT gyms have beenurged to make the most of secondaryspend opportunities in their clubs.

Leisure and Fitness Exchange’sGraeme Hinde told gym owners atthis year’s IOU event they shouldthink of themselves as supermarketshelf stackers – keeping products ondisplay for members to see and mak-ing it as easy as possible for them tobuy.

He advised delegates to look at pos-sible income streams such as person-al training, supplements and foodand drink products and how theycould fit them into their club.

His top tips included:

� Use personal trainers to help sellother services in your club – if peoplecan afford to spend on PT, they canusually afford to spend on otherthings.

� Stock healthy convenient snackswhich people can eat on the go – at one health club in Liverpool, thebest selling snack is a banana,

which the club sells about 30 of a dayat 80p each.

� Sell clothing with your branding onsuch as T shirts and hoodies – also auseful way of promoting your clubaround town.

� Offer weight management sessions– people come into be weighed andget advice on their diets. You may alsobe able to suggest other supplementsor food items which would suit themthat are available in the gym.

� Beauty services – including offerssuch as a nail bar or a hairdresserscan be an effective way of generatingextra money. If you have availablespace, you could also rent it out toprofessionals offering these services.

� Stock a basic line of sports supple-ments, bottled water and energydrinks.

� Make up protein shakes in yourclub – one independent gym makes£30,000 per year on protein shakes asthere is potential for a good mark up.

� Don’t try to go too mad – makeproducts affordable and easy formembers to buy.

A SWANSEA gym gave a local cyclingclub the chance to enjoy training witha twist by taking part in its new discoSpinning sessions.

The LC hosted members from theSwansea Wheelers who joined clubvice chair Jason Kostromin and healthand fitness manager Dean Owen,who put them through their pacesdisco style.

The new spin studio at the LC hasbeen decked out with disco lights anda state of the art sound system, blast-ing tunes loud enough to keep moti-vation high during the workout.

LC general manager Nic Beggs said:“The LC has always been very proac-tive in supporting local clubs andteams, so it seemed a no brainerinviting the Swansea Wheelers alongto try out our new disco spin studio.

“People tend to think of spinning asa sweaty activity and very hard to do,and although it is a good workout, inreality it’s something for all levels offitness to enjoy.”

The Spinning classes have proved sopopular that the gym has had to addmore to its timetable – with 24 classesper week now taught there.

Swansea Wheelers get in a Spin at the LC

Cyclists in saddle at disco studio

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New equipment teamto focus on serviceand customer careBy Christina Eccles

A FOCUS on service and good cus-tomer care will help an equipmentcompany establish a strong positionin the UK market, according to man-aging director Jamie Burton.

Spirit Fitness is a 30-year-oldAmerican brand, which has recentlybeen launched into the UK by a dis-tribution team headed up by Jamie.

The equipment manufacturers arebased in the Far East and Jamie saidwhile the relationship with them isclose, it is not solely concentrated onprofit, allowing them to focus onmaking the business the best it canbe.

Jamie, who is best known in theindustry for forming Johnson HealthTech in the UK before selling hisshares in 2009, told Workout the goalis not to be the biggest company outthere – instead they are looking tofocus on becoming the brandwhich is recognised for quality andcustomer service.

He explained: “Our relationship

with the equipment manufacturers isvery close but not driven by sales fig-ures. We shouldn’t hide behind thefact we want to turnover a profit, butthat investment goes back into cus-tomer service.

“We are not trying to reinvent the

wheel. It’s about being consistentwith our strategy and levels of cus-tomer service. People want a goodproduct, consistency and trust andour business is built on that.”

Jamie added although a recessionmay not be seen as the ideal time tostart up a company, he believes theexperience of their team will makethe venture work.

He added: “I’ve been with a largecorporation before and a new startup is challenging.

“But we have a lot of experienceand although we are a new company,we are not new people to the indus-try.

“We have combined industry expe-rience of about 60 to 70 years acrossthe workforce. Some people mightsay why set up a company in a reces-sion, but for me there’s no bettertime.”

The company is also supporting thisyear’s National Fitness Awards andhas sponsored the best ladies’ onlygym category.

Jamie Burton

Expansionboost forgym usersA PLANNED expansion at Barnsley’sMetrodome Leisure Complex will benefit gym users significantly,according to operator BarnsleyPremier Leisure.

Work is already underway at thecentre’s fitness suite to create a state-of-the-art gym which will cover twofloors and include more equipment.

A brand new studio has also beendeveloped, which will increase itscapacity for classes.

Head of business developmentSteve Roberts said: “We are alwaysstriving to provide the best possibleleisure and fitness access facilities forthe local community and this refur-bishment will do just that.

“The refurbishment will furtherincrease our offering to our fitness members which is some-thing that we are committed todoing.”

The new fitness suite is due to openin January and all existing equipmenthas been moved to the club’s studios to cause minimal disruptionto members while the work is carriedout.

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Trainer to the stars Doug Robertson hascreated a new app to help users get theperfect bum. Pilates instructor Doug, whoworks with celebrities including AbbeyClancy and Tess Daly, pictured, reveals howto get in shape with a series of download-able videos, available from iTunes.

Picture: Alexandra Glen / Featureflash

Warning tocoachesamid taxcrackdownPRIVATE tutors and coaches havebeen urged to check they are payingthe correct amount of tax, following acrackdown by HM Revenue andCustoms.

The Tax Catch up Plan has beendesigned for people providing privatelessons, such as fitness or danceinstruction, who profit from thistuition but have not paid the correcttax because they have not told HMRCabout it.

Under the plan, tutors and coacheshave until March 31 2012 to come for-ward and tell HMRC about their out-standing tax for the years up to April 52010, and pay what they owe.

Those who come forward by thedeadline are likely to receive the bestpossible terms for paying the tax owed– if they have to pay a penalty, it isunlikely to be more than 20 per centof the unpaid tax.

But those who wait for HMRC tocome to them will find that they haveto pay much higher penalties, or evenface criminal prosecution.

After March 31, using informationpulled together from different sources,HMRC will investigate those who havechosen not to come forward.

Head of campaigns Marian Wilsonsaid: “Our campaigns are designed toensure tax is paid so that the money isavailable to spend on public servicesused by everyone.

“We are making it as easy as possiblefor people offering tuition and coach-ing to use this unique opportunity toput their tax affairs in order by makinga full disclosure, and benefit from thebest possible terms.

“We are using various intelligencesources to identify and then targetthose who do not take advantage ofthis opportunity to declare their fullincome. The message is clear: contactus before we contact you.”

ALLIANCE Leisure has a new businessdevelopment manager – Tom Fairey.

Heading up the South East region,Tom will work closely with localauthorities, leisure trusts and educa-tional establishments to explore themost efficient and innovative ways toconvert underperforming sitesinto thriving, sustainable revenuedrivers.

He said: “It is an exciting time to bejoining Alliance Leisure; not only isthe business extremely dynamic, butthe team are at the forefront of inno-vative leisure transformations.

“Local authorities are under morepressure than ever to maintain serviceprovision and standards despiteshrinking budgets, and I feel thatAlliance can play a truly valuable rolein helping them achieve this.”

New manager Tom headsup South East region

Tom Fairey

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THE entire industry came together tocelebrate the first of what will be anannual event devoted to health andfitness.

A number of clubs around thecountry laid on activities to markNational Fitness Day, which isdesigned to encourage people tothink about getting into fitness andgive them taster sessions to kickstarttheir new healthy regimes.

One of the most popular features ofthe day was the ‘empower half hour’at 12pm, when over 10,000 peopleacross the country took part in anexercise class.

Gyms which got involved includedFit4less in London’s Tower Hill, whichheld an outdoor fitness class againstthe backdrop of landmark TowerBridge.

Burn it Bootcamps in Scotland alsoopened up all its camps to the public,offering free entry on the day toattract new faces.

National Fitness Day was spear-headed by the énergie Group andsupported by the Fitness IndustryAssociation, with any donationsraised at events on the day going tothe Teenage Cancer Trust.

Chief executive of the énergieGroup Jan Spaticchia said: “This isgoing to be one of the most impor-tant dates in the fitness calendar and

we hope the entire country will getbehind and celebrate year after year.”

CEO of the FIA David Stalker added:“If exercise was invented today, itwould probably be promoted as a‘wonder product’ because it leavesyou feeling good, looking good, butabove all it does you a world of good.

“That is why a National Fitness Dayis so critical to raising consumers’awareness that not only can a moreactive lifestyle reduce the risk of over20 lifestyle diseases (including thenation’s number one epidemic, obe-sity), but exercising can be fun and agreat thing to do with friends or on

your own.” National Fitness Day will set a

marker on the last Friday inSeptember each year for the nationto review its level of fitness and nutri-tion.

Next year’s event will be held onFriday September 28.

Gyms mark first nationalfitness day with activities

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Mystery shoppersprovide vital factsfor fitness facilitiesBy Dominic Musgrave

USING mystery shoppers iscrucial for fitness facilities toimprove and can have a dra-matic effect on income, it hasbeen claimed.

Speaking at the LIW confer-ence, Dave Monkhouse fromDave Monkhouse Consultingand Caroline Constantine, adirector of Right Directions,told the audience that a combi-nation of family and friend andan external company is oftenthe best way.

Some of the suggestions putforward included ringing thereceptionist prior to the visit tosee how quickly it is answered,using the customer toiletsinstead of staff ones and joiningthe back of the queue waitingto get in to hear what cus-tomers are saying.

Dave added: “Gym operatorsneed to think about whatmakes things bespoke aboutthe way you run your business

and, if you run several sites it isalways a good idea to get teamsto either ring or visit the othersites.

“All staff should also walk thebuilding and use the front door, and listening to what customers are saying can also give you a lot of informa-tion.

“It is also a good idea for staffto use the facility as if they were a customer to find outwhat it feels like to not get any eye contact from the recep-tionist or hear customers com-plaining about how long it istaking.

“The key is to talk to staff, sit-ting down with them and find-ing out what difference theywant to make to the service.

“People who have workedsomewhere for between fiveand 10 years know what needsto change so are good to use formystery visits.”

The pair revealed that out of

75 swimming pools visited lastyear they had managed to getinto 72 without paying, which,with the right system in place,could equate to an extra £500income a week.

Dave added: “As a sector oneof the things we struggle with isfeedback, but for the one per-son who has been bothered totell you something or write it ona form there are probablyanother 10 who have walkedaway.

“It is very good to get mysteryvisits done so you can learnmore about your staff.

“You can also guarantee thatwe will turn up at the worstpossible time when the manag-er and the best staff are notthere.

“We can really make a difference and the cost spentcan soon be made up on your bottom line with staffretention and member attrition.

PREMIER TrainingInternational has pro-moted two members ofstaff – Victoria Branchand Steve Harrison.

Victoria, former globalmarketing manager, hasbecome sales and mar-keting director for thecompany, while Stevehas been promoted tothe new position ofnational lead tutor.

Victoria said: “I’mextremely passionateabout the fitness indus-try. What I love aboutmy job is the variety,the people and theopportunity to make adifference.

“My clear objective assales and marketingdirector of Premier

Training International isto ensure the companyremains a robust andprofitable business andmaintains its positionas the market leader ofinnovative health andfitness education.”

Steve added: “I’mthrilled to have startedmy new role and can’twait to get stuck intomaximising the impactPremier has on the fit-ness industry. We’realready well establishedbut we have a lotplanned over the next12 months to ensure westay ahead of the gameand maintain our posi-tion as leaders in edu-cation for the healthand fitness sector.”

Victoria Branch Steve Harrison

Double promotion attraining company

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AMERICAN fitness guru ThomasPlummer has warned independentgyms to change their businessmodels before it’s too late.

In his first ever UK presentation,Thomas urged a packed room ofindependent operators to addressthe way they make money and dealwith members while they still havechance.

Thomas, who was speaking at theIndependent Operators Unite eventat Leisure Industry Week, has over30 years’ experience in the fitnessindustry and has seen many trendscome and go in America.

And he revealed if British clubsdon’t take action soon, it’s only amatter of time before the pitfallswhich damaged clubs in the USreach them.

He explained: “Chaos is cominghere and it is coming very soon.The fitness industry is in a chaoticstate, with $9 [per month] gymsopening in the US.

“Unless you change the basis ofyour business model, you will fail.”

Thomas claimed most gyms havethe wrong assumption about theirmembers – that each person isreplaceable – but urged them tothink about what would happen ifthere were no more new membersavailable to sign up.

According to him, many clubs are

stuck in a membership cycle of sell– lose – replace – repeat but if theywere to change this model to onewhich generated more money fromexisting members, rather than constantly relying on getting newones, they could perform muchbetter.

He added: “If I get results, I willstay longer and pay longer. Themember is not replaceable. Thenumber one reason why membersleave is because they are not gettingresults.”

One of the biggest changes in theAmerican market has been theemergence of the budget clubmodel, offering rock bottom prices– something which has also recent-ly arrived in the UK.

But Thomas told delegates that ascompeting with them on price isnot an option, a renewed focus oncustomer service could help inde-pendents protect themselves.

“Any trend that goes on for threemonths or more is your new reality.Change the model before it gets toolate.

“Within five years, they are com-ing. If you want to protect yourclubs, you better start taking defen-sive lessons. You have to changeyour business plan because whatyou are doing is not sustainable.

“We have clubs in the states sell-ing three dollars a month member-

ship. When you compete on price,it’s not defensible. When price warsstart over here, there are no win-ners.

“The only defensible position isgetting the most results for themost members. You have to learn tomake more money from fewermembers. There are not enough togo around, so you want a higherreturn per member.

“If you are the only budget club intown, you will have a good year. Assoon as someone copies you, some-one’s going to fail.

“In the US, one town had 82 com-petitors in five years. Most of youare lucky rather than good.

“Independents will rule the world– they are the future of fitness – butyou have to change the game andchange the way you make money.”

� Think about the ‘power of eight’.Focus on any member who drops below eight visits per month as they are the ones who are in danger of leaving.� Don’t discount – when you discount,you kill the credibility of your service toclients.� One of the main reasons people leaveis because they don’t know what theyare doing – put workouts on the wall tohelp them.

� Have two separate sales teams – onefor memberships and one for training.� When you spend time with a potentialclient, slow down the process – spend anhour and a half with each person.� Give every single member 30 days ofgroup training.� Market your club by offering newmembers 21-30 day trials, rather than afree one day pass. This gives them timeto get to grips with your facility andstart seeing results.

Thomas’ top tips to improve your business model:

Gyms urged to change business models

Thomas Plummer

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Budget gymsshould focuson high valueBy Christina Eccles

INDEPENDENT gyms which changetheir business model into a budgetoffering need to position themselvesas high value rather than low cost,according to a successful club owner.

Declan Ryan transformed the for-tunes of his ailing club – Active4lessin Stevenage – when he flipped itfrom a traditional gym into a budgetone in 2008.

He lowered prices from £32 permonth to £12.95 and maximisedevery inch of space to fit in as manymembers as possible.

The risk paid off, with Declan nowhaving 3,700 members compared tothe 700 he had before.

At a dedicated budget clubs semi-nar, organised by the FIA with sup-port from Precor, he advised dele-gates on how independent clubs whoare thinking about switching to abudget model can make the most ofthe opportunity and why they shouldthink of themselves as offering some-thing which is high value rather thanlow cost.

He said: “Independents need towake up to it – this is an opportunityfor them. I am now more sustainablethan I was three years ago.

“I moved from a full service club toa budget gym but as an independentoperator, I didn’t want the club tobecome soulless and boring.”

To be a high value independent clubDeclan recommends:� Adopt a simple low entry cost.� Don’t exclude growth areas in thefitness industry such as small group

training, functional exercises, lowercost membership, technologicaladvances and Zumba.� Focus on filling surplus capacity –most members want to belong to athriving busy club.� Offer what members enjoy and trynot to exclude segments of the popu-lation.� Look for a simple, low cost methodto add value such as a group seminarprogramme.� Use the group seminar programmeas a sales platform for secondary rev-enue.The club also charges an annual clubenhancement fee of £17 to eachmember, which is used to upgradefacilities. In the last four years, thishas allowed Declan to invest about£150,000 into improving the gym.

He added: “High value worksbecause most clubs are not operatingat anywhere near capacity nor deliv-ering results. If this was not the case,clubs would not put so much focuson selling new memberships.

“I’ve now got five times as manypeople using the club. I’ve not sunkany other club in the area and havebrought new people in.

“People knock budget clubs but allthey did was make the industry wakeup and realise it had been oversellingand underdelivering.”

*For more on budget clubs look outfor the next issue of Workout wherewe will be including other news fromthe seminar and taking a closer lookat Ray Algar’s new global low costgym sector report.

Seb unveiledas ambassadorfor IMSPASEBASTIAN Coe has been named asan ambassador for the new Institutefor the Management of Sport andPhysical Activity, in recognition of hiscontribution to the sports and physi-cal activity sector.

It is hoped the announcement willboost IMSPA's membership drive andthe launch of its partnership pack-ages.

IMSPA CEO Sean Holt said: “We arereally pleased that Seb has taken onthe role of ambassador for IMSPA,recognising the importance of theinstitute in professionalising our sec-tor. Delivering the Olympic legacy bydeveloping the sector's workforce isone of our core objectives, so it’s fan-tastic to have Seb on board.”

Existing partners include DCLeisure, Lifetime Training Group andthe Amateur Swimming Association.

Going green ...BOSTON Borough Council has invest-ed over £70,000 in new energy-savingfitness equipment, uniquely designedto provide savings in electricity con-sumption and greatly reduce carbonemissions.

The install includes a 50 station fit-ness suite at the Geoff MoulderLeisure Complex in Lincolnshire, aswell as group cycles, freeweights andresistance machines, all supplied byPulse Fitness.

Principal leisure services officerDave Horry said: “We are delighted tobe able to announce our investmentin green and inclusive fitness technol-ogy.

“Not only will this allow us to makecost efficiencies it allows us to rein-force our commitment now and in thefuture to be offering the best possiblefitness solution for the local commu-nity.”

A NEW budget gym has opened inStockport under the Fit4less byénergie brand.

Features at the club include a fullyair-conditioned cardio theatre andfree weights area and personal train-ing and fitness classes are also avail-able at an extra cost.

Brand and marketing director aténergie David Beattie said: “TheFit4less brand is increasingly popularamongst investors looking to capi-talise on the surge in demand foraffordable quality gyms. We have oneof the best established models in theworld, which is a proven successacross multiple sites in the UK.

“The support network from market-ing to training is giving our fran-chisees all the tools necessary to seememberships come in even beforethe doors open as well as drive salesto meet and exceed targets.”

To get new members through thedoors, the club is also offering a life-time membership of £9.99 a monthfor the first 100 members and a stan-dard membership package at £17.99per month.

Brand extends into Stockport

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How did IOU go this year?It was an extraordinary day onceagain with some very well-attendedsessions with some helpful andhealthy debate after each session.Comments that the FIA/IOU is goingfrom strength to strength with thecalibre of the speakers and theamount of attendees. The party wasparticularly well organised and prob-ably the best party ever ran.

What was your highlight of theevent?Thomas Plummer coming and speak-ing as a favour. There is great concernand debate about the low cost sectorand he was able to talk about thefuture of the industry based from hislearnings of the American market. Itshowed great promise and potentialfor the independent operator on howthey can compete with the hugebudget clubs and ways to focus andultimately help the end user by get-ting them results.

What worked particularly well?We elected to have the seminar ses-sions within the trade show floorwhich meant that club owners wereable to not waste too much of theirtime walking in between seminarrooms and the trade show floor.

This meant that many of the suppli-ers were quite happy because theysaw an increased attendance on thetrade show floor with club ownerswilling to purchase equipment.

The same went for the party. Asmany of CFM clients were put up forfree in the Hilton, we didn’t wantthem to travel too far into town, so weelected to have the party at the Hilton direct.

This proved an absolute success andmany people continued on partyingthrough to 5am without having totravel anywhere.

What sort of feedback have you had?The one feeling and feedback is thatthe FIA/IOU has grown from year to

An action-packed day of seminars and the annualnetworking party attracted hundreds of independentgym owners to this year’s Independent Operators Uniteevent at Leisure Industry Week. Workout caught up withcreator Dave Wright.

Action-packedIOU eventproves a winner

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year. There have been many clubowners wanting to apply for theboard of the FIA representing theindependent operators and those thatthought that it was just going to be a`fad’ have been proven wrong. Manysuppliers have also wanted to heavilyget involved to improve their offer-ings to the FIA/IOU members whichis terrific to add value to that sectionof the market.

How did the party go and how manypeople attended?I’m not sure what the count was, but Iwould imagine that it was close to800 people with free spirits, wine,beer and soft drink. Certainly peopleloved it and UBM went to a lot oftrouble creating an atmosphere thatwas electric. Not only was there amechanical surfboard, but there werealso Trixter bikes hooked up to theMYZONE system with competitionson who could put the most effort inwhilst cycling.

This year with the support of thesponsors there was a dedicated VIParea that was a tribute to those com-panies that are prepared to supporttheir clients. This separate VIP areaproved a great success and all thecompanies were acknowledged fortheir support with their own dedicat-

ed tables and even cupcakes withtheir company logo on them.

How do you think you will improvethe event further for next year?It will certainly be held at theMetropolis again and the sessionsworked really well being within theshow floor. One thing that could beimproved is the attendance of otherindependent operators from aroundthe country.

There are over 2,000 independentoperators yet only 300 or so attended.Those that missed it, didn’t realize thegold that they missed.

Thomas Plummer typically neverspeaks unless he’s being paid over$15-20,000, yet he shared his wisdomin an hour’s session that absolutelycaptivated the audience.

The year ahead will grow fromstrength to strength and I can imag-ine next year being the biggest by far.Now that club owners realise that it’snot a profit organisation, but one thathas genuinely been put together tohelp independent operators out withgreater savings, improved businesssense and greater connections tomake more money and help moremembers achieve their goals.

2012 will be electric!

The IOU seminars were well-attended and generated lots of healthy and helpful debate

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A HEALTH club in Fife celebrated amilestone birthday with a free partyfor members and their families.

To mark its 21st birthday, thePicture of Health club and spa atKeavil House hotel, put on an eventto say thank you to members for theircontinued support.

As well as a day of entertainmentand activities, such as children’s poolparties and an afternoon tea for oldermembers, the event also includedsome special prize giveaways.

Some of the club’s younger mem-bers helped to release 21 red balloonsinto the wind with prize tagsattached. Each balloon offered mem-bers of the public who found andreturned them, a complimentary gymand spa day, plus entry into a furtherprize draw to win a free year's mem-bership.

The club also ran a competition forany local people who turned 21 onthe same day to be entered into adraw to win a free year’s membershipand an overnight stay for two at thehotel.

The lucky winner was Sarah Wattand with the competition also mak-ing the front page of the local news-paper, the idea generated pricelesspublicity for the gym.

The day culminated in a 21st birth-day party in the hotel where mem-bers and staff enjoyed complimenta-

ry drinks, canapés and buffet.Leisure club manager Jill Saunders

said: “It was a fabulous fun filled dayand night enjoyed equally by thestaff, members and their familiesalike. It was an opportunity for us torecognise our members’ loyalty andto say a very well deserved thank youfor continually choosing us as yourfitness provider.”

The response to the celebrationswas so good the club created anotherspecial friends and family offer wheremembers could invite people to jointhem on a 21 consecutive day passfor £21.

Inkeeping with the ‘21st’ theme, theoffer ran until October 21 and in thattime the club welcomed over 50 newfaces through the doors.

Health club says thanksas it comes of age

Leisure club manager Jill Saunders presenting competition winner Sarah Watt with herprize of a free year’s membership.

New QuestassessmentsALL leisure facilities aiming to achievethe Quest mark are now beingassessed against a new and improvedframework.

The launch follows on from pilotassessments at Flitwick and BridportLeisure Centres, plus a trial of the newone-day Quest Entry assessment atsome of Hertsmere’s leisure facilities.

As a result of the pilots, severaladaptations were made to both thecontent and the report template, toensure a more efficient and stream-lined assessment.

Quest Stretch, an advanced awarddesigned to challenge sites that havealready achieved an ‘excellent’ ratingand wish to push themselves further,is also due to be launched later thisyear.

New expressworkout debutsPOWER Plate has launched a newexpress workout designed for timepoor gym users.

The 20-minute, high intensity accel-eration training circuit utilises thePower Plate machine and newPowerBIKE.

The system includes two PowerPlate machines, two powerBIKEs anda ‘traffic light’ for guidance on whenusers should move to the next exer-cise or phase.

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AT least 60 per cent of the world’spopulation does not get sufficientexercise a 2011 UK health and fit-ness report has identified.

There are so many contributingfactors to this but a major obstaclefor people is variation and educa-tion in their workout. Indeed manygymgoers find themselves disengag-ing with workout routines after afour week period simply because oftheir dissolution to the amount ofeffort they must put in vs. theresults they get out. However there’snow a relatively new method oftraining sweeping the globe that Ifeel will pave the way for a newapproach to physical exercise.

We live in a world today where ’15minutes of fame’ can be applieddirectly to most people and prac-tices in life and I feel that the samecan be said about fitness regimes.So this got me thinking about this‘latest and greatest fitness regime’that we’re currently putting anEscape Fitness twist on: cross train-ing. The art of cross training is sim-ple – constantly varied, high-inten-sity, functional movement. Soundfamiliar? It’s basically the art ofmoving, and moving well. A directrelation to all of the techniques weshould master if we are to live along and healthy life or indeed a lifewhere we will be competing insport.

The main question we had to ask

ourselves when we decided todevelop the cross training princi-ples was what sets this regime apartfrom all of the others before it? It’ssimple; this programme is designedto elicit as broad an adaptationalresponse as possible meaning thatthere is no ‘key’ user, no ideal fit-ness fanatic. This training methodcan be applied to male, female,young, old, healthy and even forrehabilitation purposes. The crosstraining programme was developedto enhance an individual’s compe-tency at all physical tasks.

The scope for exercises you canuse in cross training are limitlessand can include functional equip-ment such as the TRX, Kettlebells,SteelBells etc which can also beused in an unlimited amount ofexercises, the only limitations is theimagination and knowledge of thetrainer.

In fact, it isn’t just us looking atfunctional fitness – check out thelatest report from Reebok’s interna-tional master trainer Steve Barrett:

“Well, firstly 'cross training' is oneof the few methods of training that Ithink the population universallyunderstand – many methods oftraining such as 'core' and 'flexibili-ty' have an air of mystery but if youask Joe Public what cross training ismost of them can give you a prettygood explanation of the concept,they usually say something like this,

“it’s a combination of strength, CVand flexibility”. For me cross train-ing is what you do when you aretraining for optimal health andphysical versatility, the effects ofwhich are all measurable byimproved all round dynamicstrength, cardiovascular strengthand endurance and a good mix offlexibility and mobility. So basicallycross training is what the 99 percent of us should do most of thetime unlike the other one per centwho get paid to have a body that is'fit' for a very specific purpose.

Cross training is here for the longhaul, especially now that theA.C.S.M have significantly revisedtheir exercise prescription guidelinefor the first time in over a decadeand that it now encourages peopleto perform the types of strength,balance and agility exercise that arethe heart and soul of cross training.For gyms and health clubs thatwant and need cross training, myadvice to you is to look at your'space' differently – 'classes' don'thave to only happen in studios, so itcould be that a cross training spaceon the gym floor will bring theentire club to life by using it for25/30 minute group sessions. Notonly will this make circuit trainingvisible to a wider range of membersbut it can also spark an interest insecondary spend items such as PTand small group training.”

Steve’s words certainly providefood for thought, Move around, getfunctional and most importantlyadd as much variety to have fun aspossible. That way there’ll be nomore counting down the clock –you can lose yourself in your work-out and have fun, whilst getting fit!Isn’t that more of a draw for yourcustomers than the same routine,each workout?

If you haven’t already received oneof our brand new brochures thencheck outwww.escapefitness.com/brochureand get your essential guide tofunctional fitness right now. Youowe it to yourself and your mem-bers.

Cross training – fitness fador here for the long haul?

Matthew Januszek

Registrations up by 8%THE number of registrationson the Register of ExerciseProfessionals is up eight per cent onlast year, according to the latest fig-ures.

The news follows the findings ofthe 2011 REPs’ customer satisfactionsurvey which showed more thaneight out of 10 registered instructorsare satisfied with the level of cus-tomer service the register offers.

Registrar Jean-Ann Marnochsaid: “Next year REPs celebrates its10th anniversary and what betterway to mark a decade of the registerthan with such positive figures.

“This is a difficult time economical-ly for us all and to have such a tangible vote of confidence from our members in terms of their registration and re-registration isfantastic.”Jean-Ann Marnoch

Deal struckKEISER UK has become an officialsupplier to the British Athletes’Commission.

The deal offers all BAC memberssavings on Keiser UK equipment aswell as a range of special offers.

Elite athletes club manager Ian Rosesaid: “We are delighted to be workingin partnership with Keiser UK to offerour members’ equipment which is notonly high quality but also innovativelyengineered to improve performancein a truly functional way.”

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By Allan Collins

FUNCTIONAL training rigs are fastbecoming the sought after version ofthe modern and functional equiva-lent of the old multi-gym.

With a multitude of attachmentsand accessories it can be used with,these rigs can allow clubs to maxi-mize the potential of their functionaltraining areas.

Not only are they a striking additionto the normal gym look, functionaltraining rigs certainly generate signif-icant interest from the gym user. Theycan be used for both personal train-ing and for unsupervised use, but,most beneficially, they can also beused for a variety of functional grouptraining sessions, which can either bean additional income stream or usedto increase adherence with clubmembers and to prevent attrition.

From a versatility perspective thefunctional training rigs are very mul-tipurpose and can be used in the fol-lowing ways:� As multiple squat racks.� As an MMA conditioning stationwith punch bags, suspension systemsand kick-punch band attachments.� As a multi-user suspension systemstation with at least eight users, foruse with Jungle Gym XT, Milokits orgym rings.� As a Crossfit group training station,used with ropes, freeweights, gymrings and Kettlebells.� For storage of Olympic size bars.� As an alternative to multiple indi-vidual pieces of equipment.

Most of the functional training rigsavailable will have a choice of attach-ments including:� Dip bars.� Core plate/landmine sleeve.� Step up/plyometric jump platform.� Bungee cord, band or rope loop.� Jpeg hooks to support Olympicbars.

They are commonly used with otherperipheral functional equipmentsuch as:� Jungle Gym XT, Milokits and gymrings.

� Punchbags and other combatequipment.� Olympic barbells and rubber train-ing plates.� Bungee cords and waist/vestattachments.� Weighted vests.� Kettlebells.� Powerbags and AlphaStrong sand-bags.� Ropes.� Benches.

Many of the companies that supplythese rigs will have numerousoptions, including varying heightsand footprints of the rigs, additionalwings or add-ons, varying thicknessof the pull up or monkey bars to chal-lenge the grip muscles, as well as aselection of colours to align with theclub or national operators’ corporatebranding.

For clubs looking to have a func-tional training area that can be versa-tile and multipurpose, a single rig canbe used by unsupervised individualsthat want to participate in function-al/unconventional/traditional body-weight and freeweight training, or forgroup training sessions such as sus-pension training or extreme circuits.They also provide an area whereknowledgeable personal trainers cantake clients or groups through a vari-ety of beneficial and often unusualexercises.� Allan Collins is director of educa-tion at Jordan Fitness and author ofThe Complete Guide to KettlebellTraining and the Complete Guide toFunctional Training.

Allan Collins

A strikingaddition togym look ...

Training process streamlinedAN online survey has been launchedto streamline the process trainingproviders must complete whendelivering courses and qualifica-tions.

Sport and active leisure companiescurrently apply for endorsement orapproval from one of two organisa-tions, according to their sector andbusiness needs.

SkillsActive, the sector skills coun-cil for active leisure, learning andwellbeing, is responsible for endors-ing continued professional courses,workshops and seminar content aswell as providers in health and fit-ness and playwork.

Meanwhile, SkillsActive’s NationalSkills Academy for Sport and Active

Leisure approves providers acrossvarious subsectors and brokerstraining solutions with employerson their behalf.

SkillsActive’s endorsement manag-er Tom Bell said: “The current sys-tem means some providers have togo through two application process-es to meet their needs, which can beconfusing. The Skills ProtocolEmployer Leadership Group, agroup of leading sector employers,has expressed the need for a singlequalification structure for the indus-try, with a single endorsement sys-tem. We want to work with trainingproviders to simplify the processand come up with a solution that isbetter aligned with their needs.”

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Leisure Industry Week Review

LIW organisers delightedby positive feedbackTHOUSANDS of visitors flockedto this year’s Leisure IndustryWeek to hear from expert speakers, find out about thehottest new products and enjoy a range of networkingevents.

The event took place overthree days at the NEC inBirmingham and broughttogether professionals from all corners of the leisure indus-try.

One of the most popular sec-tions of the show was dedicatedto health and fitness,where exhibitors includingWorkout shared their latestnews and products with visitors.

Delegates could also benefitfrom a full seminar programme– which included a day of sessions dedicated to independ-ent operators and the official launch of a newOlympics-focused campaign forthe fitness industry, OurGreatest Team.

Event director JonathanMonks said: “We have beendelighted with the positive feed-back provided by exhibitors whohave commented on the quality

of the leads, as visitors attendthe show to cover a range ofneeds that will serve to helpthem operate effective and prof-itable fitness facilities.

“The team have worked hardto create a show that reflects anevolving industry, through highquality seminars, CPD master-classes, and a show floor full ofinnovative products and servic-es designed to inspire every visi-tor.”

The Fitness IndustryAssociation also exhibited at theevent and CEO Dave Stalkeradded: “LIW 2011 was a greatsuccess; an impressive range ofseminar programmes enthused,leading experts inspired and theFIA Industry Lounge providedan area to meet, be informedand reflect.

“I know many delegates willtake on board what they learntand act on it to drive the indus-try forward.

“LIW is one of the most impor-tant events in our Industry cal-endar and the FIA look forwardto working with the LIW team todeliver an even better LIW2012.”

HEALTHY eating ambassador andtop fitness model Carly Thorntonwas among the visitors to this year’sshow, where she took the opportu-nity to learn more about the latestproducts and trends to hit the fit-ness industry.

National Fitness Awards’ judgeCarly also appeared on the Workoutstand at the show, where she posedfor photos and chatted to fansbefore mixing with independentoperators and suppliers at theannual IOU party at the HiltonMetropole in Birmingham.

Carly said: “It was my first time at

this expo and I have to say I loved itand will be there for the wholeweek next year.

“The venue was packed with busi-nesses promoting and displayingthe new high tech fitness equip-ment, there were live demos of allproducts and even the opportunityto test equipment for yourself.

“I tested a lot of products, such asthe Lifestrength ION bracelets andWheyhey ice cream, where I will bewriting reviews for each product.

“The venue was extremely wellorganised and I am eager for LIW2012.”

Escape Fitness’ Gina Gray, Carly Thornton andWorkout’s Christina Eccles

Model Carly loves her first LIW visit ...

RECORD-BREAKING endurance ath-lete Mike Buss continued his winningstreak at LIW– completing a six-houriron soldier challenge in front of visi-tors to the show.

Mike’s aim was to break past 200reps in the six hours, but smashed istarget by reaching 261 reps in thetimeframe to earn his latest worldrecord. The challenge involved load-ing and off-loading Jordan sponsoredPowerbags onto and off of his cars,sponsored Volvo XC90, as many timesas possible.

Anyone who wants to make a dona-tion to Help for Heroes on behalf ofMike’s world record challenges can doso at www.justgiving.com/liw-ironsol-dier

Mike completesendurance test

VISITORS to Leisure Industry Weekcould benefit from a more interactiveexperience thanks to a newSmartphone app which helped themget the best out of their visit.

Developed in response to feedbackfrom 2010 visitors and exhibitors, theapp helped visitors to plan their day,as well as offering exhibitors andspeakers more opportunity to interactwith them.

Sponsored by CFM and MatrixFitness, the app also lives on after theevent – providing users with news allyear round.

App boost

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Leisure Industry Week Review

A GROUP cycling class with a differ-ence has been launched, designed tobring a new audience into the gym.

Power Cycling, created by Wattbikein partnership with FitPro and BritishCycling, offers a new approach wherean individual can exercise in a groupbut at their own optimum fitnesslevel, based on real-time data ontheir power and heart rate.

There is also an instructor course,

which provides the tools to lead ses-sions on the Wattbike, and a softwarepackage allowing data from the bikesto be displayed on large screens ingyms.

Managing director of Wattbike IanWilson said: “The benefits for thehealth and fitness sector are clear;Power Cycling provides a new andexciting offering for gym owners andpersonal trainers.

“Not only will the structured train-ing programs retain existing clients,Power Cycling appeals to a wholenew set of people who have neverpreviously trained indoors.

“ With the backing of British Cyclingwe see Power Cycling as the ultimatesolution for those wanting to stay fitand improve upon their cycling tech-nique throughout the wintermonths.”

Cycling class aims to drawnew audience into gym

PREMIER Training International haslaunched a new qualification – theLevel four Exercise for SpecialistsPopulations Diploma.

The course is designed as a naturalprogression from the Level three cer-tificate in Advanced Personal Trainingand students taking part will be eligi-ble for 20 REPs points for each of thequalifications taken within the diplo-ma.

The structure includes the mandato-ry completion of the Level threeCertificate in Exercise Referral and achoice between the Level fourCertificate in Exercise for theManagement of Low Back Pain orCertificate in Exercise and NutritionalInterventions for Obesity andDiabetes.

CEO at Premier TrainingInternational Debra Stuart said:“Expectations for fitness industry pro-fessionals are at an all time high andLevel three qualifications often aren’tenough to make graduates stand outfrom the crowd anymore.

“Because of this, we’re making surethat we maintain our position at theforefront of the industry and continueto support fitness professionals byintroducing the only Active IQ nation-ally accredited Level four QCF qualifi-cation on the market.”

Level fourqualificationis unveiled

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THE whole of the fitnessindustry has been invited toa spectacular end of yearparty celebrating theachievements of clubsshortlisted for a NationalFitness Award.

Over 400 nominationswere received for this year’sawards, which recogniseexcellence in the industryand reward gyms who havegone that extra mile.

The Workout team is cur-rently out and about visitingall of the shortlisted clubs,before the reports are hand-ed to our panel of expert

judges who have the toughtask of picking our winners.

The trophies will be hand-ed out at a ceremony onNovember 25 at the ICC inBirmingham, hosted byCoronation Street favouriteKatherine Kelly.

The party is open to every-one – not just shortlistedclubs – and provides theperfect opportunity forgyms to celebrate with thewinners and reward theirown staff and members formaking 2011 another suc-cessful year. Katherine Kelly

Awards recognise thebest in the industry

JOEY Dunlop Leisure Centre has unveiled its newfitness facilities after an upgrade to restore the cen-tre following a fire.

Ballymoney Borough Council chose Pulseto refurbish the club and provide ongoing sales and marketing support for the next threeyears.

Adding value for members was a key element,with the new health suite now including spa bath,sauna, heated loungers and steam room.

Pulse also assisted with the refurbishment of thefitness suite, including the installation of the latestcardiovascular equipment.

Fire-hit centreunveils newfitness facilities

SHEFFIELD International Venues hasbecome the first company in thenorth of England to provide specialistArke equipment for gymgoers.

The Arke tools, new to the FitnessUnlimited gym at the EnglishInstitute of Sport-Sheffield, aredesigned to improve skills such ascoordination, stability and balance.

The 16-piece kit has a water, earth,air and fire theme and includes air-filled stability core balls, water ballsand an agility pendulum.

SIV group fitness manager PeterClark said: “It’s a great way for us toprovide a diverse range of exerciseequipment that anyone of any fitnesslevel can use. It can be as easy or dif-ficult as people like and we’ve seen

everyone from people from our GPreferral scheme, who have done littleor no exercise, to elite athletes reallybenefit from it.

“More than 100 people have alreadysigned on to our 30-minute introduc-tory sessions and our weekly ArkeCircuit classes are also growing inpopularity. We’ve had some excellentfeedback.”

New equipment first for Sheffield gym

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COMBAT42

By Christina Eccles

FORMER rugby union internationalRichard Moon was among the guestsat an independent combat gym’s 10thanniversary open day.

About 80 people attended the eventat Fighting Fit in Banbury whereRichard was on hand to share thebenefits of being a member with peo-ple interested in joining up.

Visitors were treated to a day of freeactivities and taster sessions, whichincluded bouts in the boxing ringwith resident instructor TomMalcher, cagefighting, and weightlift-ing displays as well as demonstra-tions of the facilities in the club’s fit-ness and circuit training zone.

They were also given an overview oftreatments and therapies availablefrom the on-site sports therapy clinic.

Fifteen new members were signedup on the day, with a further 20showing an interest in joining, andowner John Shiels said that morethan exceeded his expectations.

He explained: “Having investedrecently in new equipment and facili-

ties for the centre, we wanted tomake sure we made the local com-munities around Banbury aware ofwhat we have to offer.

“To sign up so many new memberson the day has more than exceededour expectations, particularly giventhe current economic climate.

“Having Richard Moon on hand tospeak with visitors and existingmembers added a real buzz for peo-ple as they could hear directly froman internationally recognisedsportsperson on the benefits of thefacilities and the approach we take atFighting Fit.

“What’s more, seeing such a broadrange of visitors from younger chil-dren through to older women andmen taking such an interest in as well as participating in the activities and displays we’d includedin the open day really helped toexemplify everything Fighting Fitstands for.

“I’m so pleased with the outcome,we’ve decided to hold another openday in January 2012.”

The event was attendedby former rugby international RichardMoon.

Rugby star touches downat gym’s anniversary event

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COMBAT 43

AN independent gym has raised over£1,500 for Clic Sargeant after organis-ing a boxing match in aid of the char-ity.

Personal trainer Will Griffiths, whoworks at Inspirations Health Club inDidcot, came up with the idea afterone of the gym’s boxing club mem-bers battled cancer.

About 300 people turned up to localvenue The Regal, where memberstook part in boxing bouts as well as araffle, which alone raised about £300.

Another of the club’s trainers LucyCropper also put on a fitness poledancing showcase and she toldWorkout the event was a great suc-cess, which members really got

behind.She added: ‘It’s the first time the

gym has organised anything like thisand it was really nice to see the mem-bers outside the gym and from asocial point of view.

“They were really happy to getinvolved and helped with setting upand donating raffle prizes.

The club has always been a familyaffair but we don’t always get theopportunity to see members outsideof the gym.”

Following the success of the event,staff are looking to organise anotherone next year and the gym is alsoconsidering introducing boxing class-es into its sister club in Oxford.

Gym’s boxing matchraises charity cash

KIDS’ FITNESS

THE gyms of the future will be placeswhere the whole family can exercisetogether and spend time with eachother, according to the creator of theLazytown phenomenon MagnusSheving.

Magnus, who also stars in the popu-lar kids’ show as Sportacus, spoke toWorkout on a recent visit to the UK,and claimed clubs are changing tobecome more family focused.

He explained: “The first trend ingyms was men lifting weights, thenwomen came in, then teenagers andnow it will be families. I think eventu-ally there will even be classes for 0-3year olds and bonding sessions whereparents can play with their kids.

“Gyms will become more like socialplaces where families can learn skillsand about things such as movementand nutrition. They will change moreinto lifestyle centres than clubs.”

Magnus has recently launched a 60minute class in conjunction with FitPro, which will be rolled out to gymsand leisure centres, allowing them to

use Lazytown branded materials andworkouts.

The classes teach skills such as bal-ance, strength and coordination andMagnus said although he doesn’tbelieve in children doing formal exer-cise, he thinks they should be keepingactive through games and play.

He added: “20 years ago when I wasteaching, I saw no-one focusing onfamilies. Now we are at the right time,with the Olympics coming up.

“Lazytown is the only entertainmentbrand which is dedicated to kids’health and sport, so it fits really wellinto gyms.”

He added there has been a lot ofinterest in clubs wanting to getinvolved and it is something that allsizes of gym – from large leisure cen-tres to small independents – will beable to take part in.

� Do you agree with Magnus’ viewson family focused fitness? Send yourcomments to the Workout team byemailing ce@whpl.net

Magnus Sheving

Familyfocus ingyms offuture ...

Urgent need to inform aboutrugby risk – researchMORE should be done to reduce theinjury risk for schoolboys playingrugby, a new study has claimed.

The research, published in theBritish Journal of Sports Medicine,showed the chance of a school playersuffering an injury during a singleseason is at least 12 per cent and,according to some research, could beas high as 90 per cent.

Now researchers from Queen Mary,University of London and CassBusiness School, City University saythere is an urgent need to informchildren, parents and coaches aboutthe level of risk involved and thatmore should be done to reduce it

Professor Allyson Pollock, a publichealth physician at Queen Mary said:“We know that injuries are commonamong rugby players and a numberof studies have attempted to quantifythe risk. What we’ve done is tried tomake the numbers accessible to par-ents, teachers and children by trans-lating the epidemiological data intothe risk of injury to an individualplayer.

“Depending on exactly how youdefine an injury and which data weused, this figure ranges from 12 to 90per cent for each player over a sea-son. But the message is clear; injuryrates due to rugby among schoolboysare high and most parents and chil-dren don’t realise how high.

“This is important because in someschools rugby is a compulsory sport.Yet playing can often result in seriousinjury, significant amounts of time offschool and chronic disability. Thishas knock-on consequences for thechildren’s education and ability tocontinue playing sport.

“Rugby is a contact sport associatedwith high risks of injury. Studies showthat the phases of play when mostinjuries occur are the tackle andscrum. It is therefore self evident thatthe Laws of the Game for schoolrugby should be changed to make thegame safer.”

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SUPPLEMENTATION AND NUTRITION

45

WHAT motivates us and drives us for-ward can help us to achieve ourgoals; however when there is dispari-ty between desire, motivation andresources available, the possibility ofachieving our outcome successfully issubstantially diminished.

Additionally if we do not believe weare capable of achieving, then we willnot succeed and remain unfulfilled.Only by being aware and understand-ing what is driving our behaviour canwe be properly equipped for changein pursuit of achieving our healthand fitness goals.

An example of this, that many ofyou will be able to relate to, is whenworking with new clients. Their goalis too often to lose weight, their reali-ty is, at time of interview they areover their desired weight. Theiroptions include, exercising more, eat-ing less and cutting back on alcoholconsumption. Their way forward is tocommit to action on one or all of theabove. This is often the stumblingblock, where desire is not matched bymotivation. Our role is to help moti-vate, encourage, educate and supportthis process, however its success isdependent upon the key factor in theequation, the individual and theirattitude to themselves and the task inhand. The claim, to understand andmotivate clients is a basic “mantra”common to most clubs and healthand fitness professionals. However,this belief of accomplishment mani-fests on the elements that work, no

matter how limited. The challengearises when engaging with clients ornon clients, with low levels of confi-dence and low self esteem, where acomprehensive understanding andapplication of skills are required.

Our beliefs act as a framework forour behaviour – in other words, whatyou believe forms the cornerstone ofhow you behave and what you get. Tochange a habitual behaviour, you willhave to change your belief. This willrequire you to develop a way ofthinking that will help you to believeyou can behave differently. People’sbeliefs about themselves and theirability to achieve their fitness goals isnot often discussed when some onesigns up to our clubs.

Health and fitness professionals

need to understand the importanceof self-efficacy – these are beliefs thatsupport your aim. Derived from theword effacious, meaning ‘producingthe desired result’ and first coined bythe psychologist Albert Bandura, selfefficacy means you believe you canachieve a particular objective andknow you have the resources to do so(you are one of their resources – goodor bad). From his research DrBandura concluded that a person’sbeliefs about themselves could pre-dict far more accurately how theywould perform in the future thananything they had achieved in thepast.

If someone has given up on theirhealth regime in the past then it’smore than likely that it will happenagain unless we can flag and assistour members in changing the waythey think and feel about themselvesand exercise.

The fact is if you really want tochange something in your life, knowthat if you truly believe it will hap-pen, then you will find a way to makeit happen. Belief is the fuel of ambi-tion. In attempting to do anythingnew or remotely ambitious in yourlife, check in with your overall beliefsystem to ensure that you are con-gruent. When you believe you canachieve great things, you will. � For more information on Pete, visitwww.weightlossguru.com and lookout for the second part of his articlein next month’s Workout.

According to weight loss guru Pete Cohen, when it comes to people sticking to exerciseand achieving their goals, there are two important factors that stand out: motivation andself belief. In the first of a two part series, he explores these areas and explains how youcan help clients to get the best results.

Motivation and self beliefhelp us achieve goals

Pete Cohen

Model Carly revealsWWE ambitionsFITNESS model and USN ambassa-dor Carly Thornton is hoping to swap photo shoots for power-slams as she attempts to win a con-tract with World WrestlingEntertainment.

Carly will be attending WWE tryouts in Liverpool later this monthand said the opportunity to beinvolved in the world of Americanwrestling would be a life-changingexperience.

She said: “If I get taken on by WWE,I’ll be off to Miami to do the trainingand then will go from there.

“It would be fantastic if I wasoffered a contract.

“I do like wrestling, I love all actionsports. I have no experience of

actual wrestling, but I’ve done box-ing and mixed martial arts.

“I also went to drama school, so Iam an entertainer.

“I tried out for Gladiators as well.

“It would be unbelievable if I wasaccepted.”

If she is taken on, Carly willbecome a WWE Diva, one of thecompany’s glamour girls who oper-ate as both wrestlers and valets formale grapplers.

Carly, also a television presenter onthe Active Channel, is gearing up fora busy month, which will also seeher join the judging panel at theNational Fitness Awards onNovember 25.

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46 SUPPLEMENTATION AND NUTRITION

Personal training company BodyUK has launched a newweight loss challenge, which includes providing clients withnutrition and healthy eating advice. The BodyUK AcademyFat Furnace Challenge is a six week course, which ownerJem Scragg said is specially designed to encourage fat lossand boost fitness levels.

TOP MMA fighter Paul Taylor has revealed how sup-plements help him stay in the best shape.

USN ambassador Paul is a three time Fight of theNight winner and uses a range of supplements,which he credits with helping him make thebreakthrough into the sport.

Paul’s supplement diet includes: � USN Muscle Fuel – a meal replacementshake, which brings fat levelsdown and is also easilydigestible.� USN L-Glutamine – goodfor joints and recovery andprevents muscle breakdown.� USN Pure Protein – used forrecovery and helps repair thebody and build new muscle.Paul has one in the morningwith breakfast, one straightafter training and one beforebed. � USN Recover Xcell: A drinkdesigned for endurance sports,which keeps him fuelled duringtraining sessions.

He said: “Training sessions are done at a very highintensity and are difficult if not impossible to sus-tain without the right supplements.

“The supplements are important to my trainingschedule, and they keep me going. I am a standing82kg, but fight at 70kg, so I need to keep my fat lev-els down.”

Supplementshelp Paulpack a punch

Female-focused fitness company Fit For A Princess ishosting a lunch and lifestyle event for women who wantadvice on how to eat out healthily.Founder Janey Holliday has joined forces with NealDove, executive chef at the Patrisey restaurant atLondon’s Hotel Verta, to create a menu which combinesnutritious food with a little bit of indulgence.Each guest will be treated to dishes including baked fil-let of salmon and grilled chicken caesar salad, as well astreats such as a mini dark chocolate torte and a specialFit For A Princess cocktail.The event will also include a talk from Janey on how toeat healthily when dining out.

Weight loss and fitness guruRosemary Conley hasreleased a new book advis-ing women on how to lookand feel young.The Secrets of Staying Youngfocuses on areas such asweight loss, diets, nutritionalsupplements and exercise and is available now.The book draws on someof Rosemary’s personalexperiences, gained over 40 years of working in the dietand fitness industry.

How Josh guidedSarah to successPERSONAL trainer Josh Warrell devised a planfocusing on healthy eating and exercise,which led to one of his clients winning a topaward.

Sarah Taylor lost over three stone to becrowned David Lloyd Leisure’s PT Hero of theYear after following advice from Josh whoworks at the company’s Eastbourne club.

Josh devised a personalised gym routine anda healthy eating plan as part of the club’s Loseand Shape Up programme.

David Lloyd Leisure’s group health and fit-ness manager, Rob Beale, said: “ We aredelighted to announce Sarah as our PT Heroof the Year. She is a very worthy winner, hav-ing achieved tremendous results with thededication and support of Josh. Our competi-tion rewards and recognises the incredibleprogress that our members achieve and theexcellent work that our personal trainers do.”

Nutritional workshopsAN independent health club has staged a series ofnutritional workshops for members wanting adviceon nutrition and healthy eating.

The Club at Burntwood Court near Barnsley heldthree days’ of sessions presented by special guestspeaker, Ben Kilner who has worked with both thegeneral public and elite athletes.

Discussion topics included understanding antiox-idants and their role in keeping fit and healthy,manufactured foods and their effect on health andadvice on taking supplements. Visitors who wantedto take part could also be scanned with aBiophotonic Scanner, which provides each individ-ual with an accurate antioxidant score, giving anindication of how healthy their diet is.

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PRODUCT NEWS48

New PINsign upintroducedHARLANDS Group has been workinghard to support its clients in the low cost sector with integratedtechnology and has recently added to the range of solutions avail-able.

Harlands Group’s industry leadingonline sign up solution Snap can nowgenerate a PIN at member sign upwhich can in conjunction with a partnering access control offermembers self registration and staff-less entry.

This same PIN delivered by e mail atpoint of sale online can also be usedto login to Fisikal the member onlinebookings system and personal train-ing management tool.

MD Kevin Scott said: “Our aim is towork with any number of technologyproviders whilst developing our ownsolutions to offer the most compre-hensive and flexible sign up andaccess control packages.”

THE Mercedes GP Petronas Formula One team is now staying inshape with the help of the latest top-of-the-range cardiovascularand resistance equipment from Star Trac, following an upgrade totheir team gym.

As part of its new official supplier agreement, Star Trac hasupgraded the gym at the Mercedes GP Petronas headquarters inBrackley with pieces from their latest range.

CEO Nick Fry said: “We are pleased to be continuing our rela-tionship with Star Trac, and with the innovative new fitnessequipment provided for the gym at our Brackley factory.

“In a demanding environment such as Formula One, the fitnessand well-being of our staff is extremely important, and we firmlybelieve that investing in such high-quality equipment with StarTrac will bring benefits in performance both at the race track andat the factory.”

Star Trac kit helpskeep Formula Oneteam in shape

AMAZON Leisure (UK) has been awarded sole UK distributionof LeMond Fitness.

They chose LeMond because previously exercise bikes hadbeen built with the wrong rider assumption; that one size fitsall. All LeMond bikes have four critical adjustments thatensure your workout will be more effective and comfortable.Each of the cycles has their own individual key features, mak-ing it easier to choose the right model.

The RevMaster cycles both Pro and Sport provides maximumriding comfort, with an integrated narrower crank meaningthey closely replicate the feel of an outdoor bike.

Amazon Leisure’s sales director Mark Chapman says he backsLeMond’s theory that one of the paramount goals is developingbikes that provide the appropriate fit for a broad range of ridersand provide a tremendous outdoor cycling feel and ease of use.

Every component of the g-force RT has been designed withthe goal of making this the most innovative indoor recumbentbike available. The unique physical design allows for rider cus-tomisation, a revolutionary seat, a strong frame and a wideresistance range define this bike’s performance as a leader inthe fitness industry.

The g-force UT combines the four-way micro-adjustable bikefit of the RevMaster cycles with electronic braking and pro-gramming; this is also the only exercise bike with a standardseat clamp post, enabling users to easily swap out the seat.

Amazon teams up withLeMond for UK distribution

IN November last year, the team atClub Manager were proud to acceptthe award for Innovation Product ofthe Year at the 2010 National FitnessAwards.

Wayne Heath explains why ClubManager decided to support thisyear’s customer service award at TheNational Fitness Awards 2011:“Increased customer support andcustomer interaction is what ClubManager brings to a gym so we felt itwas only right to sponsor this awardas it is what we're most passionateabout. The real success of ClubManager is the fact my wife and I stillown a gym and therefore fully appre-ciate what gym owners need from asoftware system.

“I also know only too well howimportant it is to become recognisedfor your achievements, when you runyour own business it can sometimesbe a lonely place. When you work forsomeone else you would like to think

that your boss or colleagues willpraise you for doing a good job. Butwhen you work for yourself there isno one there to do that, this is whygetting recognition through awards isso very important.”

Wayne goes on to explain the effectswinning business awards had onboth him and his gym.

“You never know what will happenwhen you enter a business awardexcept that there will be a lot of hardwork and may be the chance tobecome a finalist and to be judged.For myself and the team at my gymwinning customer care awards reallyblew us away and made all of thehard work worth it. It was also greatto be recognised in this category as itis always about the members.

“Then yours truly won The BusinessPerson of the Year 2011 which was forme a real personal achievement. Myroad from gym owner to award win-ning gym software provider at Club

Manager captivated the judges fromMatchroom Sport so much, as theycould see how I identified a real needin the gym industry to give small tomedium sized gyms across the UK aproduct they could understand,afford and more importantly givethem time back to spend with theirmembers in the gym.”

Good luck to all of those shortlistedfor the National Fitness Awards cate-

gory for Customer Satisfaction. ClubManager is all about providing thetools that allow gym owners to man-age and spend more time with themost important people in their gym:the members and it is through thisphilosophy that leads to greater cus-tomer satisfaction.

For more information contact Wayne andthe team on 01245 352 000 or visit

www.clubmanagercentral.com

‘Customer service is what it’s all about’

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PRODUCT NEWS50

AVAILABLE in weights from 5kg –25kg, the Jordan Studio Powerbaghas been developed from the samehigh quality standards as the origi-nal Powerbag, with the focus onuse within a studio environment.

Not only does the Powerbag sup-port all types of strength training,it is ideal for targeting core stabili-ty, balance and cardio endurancewhen used as part of movementdrills. Where the Powerbag has anadvantage over most systems isthat it can be used as part throw-ing and catching drills which can

incorporate dynamic movementswhen carried out between partnersor groups.

Marvin Burton, internationalmaster trainer, runs workshopsusing the Powerbag and highlightsthe product’s versatility as one ofits most beneficial features.

He said: “I use Powerbags acrossa whole range of classes, fromworkouts that focus on core andabdominal strength, to legs, bumsand tums classes. I even work withPilates instructors who use thePowerbag to target balance and

stability.

“The Powerbag is perfect for sup-porting explosive movements suchas throws and slams, which multi-plies momentum and works themuscles harder.

“The nylon strap handles supportall levels of workout intensity andensure maximum accessibility ofthe product, to include individualswho may have strength or gripproblems”.

For more information contact 01945880257 or sales@jordanfitness.co.uk

Maximum versatilityfor any workout

AFTER five years of successful trading inEurope, the German brand POWRX – aEuropean leader in engineering and manu-facturing of vibration plates – finally launchesin the UK.

At POWRX it is ingrained into the ethos thatnot only a reliable product is delivered, butalso that each POWRX vibration plate pur-chased is designed to achieve the desiredhealth and fitness goals of the customer.

The entire POWRX UK team consists ofhighly experienced exercise specialists whounderstand the expectations and needs of apersonal and /or professional set up. Withthat expert consultations and specific productrecommendations are no guess work.

POWRX boasts a wide selection of vibrationplates, including its latest most innovativeaddition, the POWRX G-PLATE with air sus-pension, all featuring vertical vibration and aunique DPS (dual power suspension) system.

POWRX caters to the personal/home user aswell as the professional/ commercial market.Complete packages to the commercial cus-tomer include installation, extensive war-ranties, service/ repair engineer manage-ment, as well as on-site training and market-ing assistance.

We welcome all enquiries.

For more information please visit www.powrx.co.ukor call us on 0844-330-1639. You can also follow

POWRX on Twitter @PowrxUK

POWRX launches in UK

HAVING granted the Raynes Park DavidLloyd Health and Fitness Club official venuestatus, Premier Training International, themarket leader in the development and provi-sion of high quality education for the healthand fitness industry, has announced detailsof four new courses to be offered at the cen-tre.

An emergency first aid course, the diplomain personal training, the certificate in gyminstruction and the certificate in personaltraining will be the first qualifications avail-able at the venue, as Premier works to sup-port aspiring fitness professionals in the area.

Regional sales manager Paul Wicks said:“Raynes Park promises to be a fantastic newvenue for us, particularly as we continue ourexpansion across the country. Demand forhigh quality fitness training programmes isincreasing month on month, so we hope theRaynes Park venue and courses will helpmeet the need of fitness and training profes-

sionals across the South East and GreaterLondon regions.”

Four new courses on offer

ACTIVE IQ, one of the UK’sleading Ofqual approvedawarding organisations inhealth, fitness, sport andrecreation, has announcedthe launch of a range of neweLearning and onlineresources to support the cer-tificate in exercise referral.

The level three qualificationis aimed at advanced instruc-tors and personal trainerswho wish to work with arange of special populations,including those with cardio-vascular, respiratory, meta-bolic, musculoskeletal andmental health disorders.

Director at Active IQAcademy Yvonne Coopersaid: “This is the first timethat eLearning and onlineresources have been readilyavailable for this qualifica-tion, and it marks an excitingopportunity for learners tosupplement their formalclassroom delivery and self-study. The online resourceshave been designed via theActive IQ Academy to notonly focus on key areas of thetext, but also to allow learn-ers to study at a pace that iscomfortable for them, any-time, anywhere.”

Range is launched

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CLASSIFIED52EQUIPMENT

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CLASSIFIED 53EQUIPMENT

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CLASSIFIED54

INSURANCE

MANAGEMENT

EQUIPMENT

EQUIPMENTWATER FILTERATION

INSURANCE

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CLASSIFIED 55LOCKERS BADGES

SAUNAS

LOCKERS

LOCKERS

FLOORING

ID CARDS

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SUPPS & NUTRITION

SUPPS & NUTRITION

MERCHANDISE

SUPPS & NUTRITION

SUPPS & NUTRITION

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SOFTWARE

CLASSIFIEDDIRECT DEBIT COLLECTIONS

MARKETING

SOFTWARE

SOFTWARE

57

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SUNBEDSGYM FOR SALE

UPHOLSTERY

FOR SALE

FOR SALE

FINANCE WANTED

WANTED

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