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JUNE 2015 No 225

EDGARD HUMANS vs
CORONA TECHNOLOGY
The CEO of Brazil's BioRitmo Will wearables undermine the
and SmartFit on cannibalising role of personal trainers?
his own business

K I M B E R LY W YAT T
The Pussycat Doll turned online
celebrity trainer

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EDITOR’S LETTER

Is fit now offensive?

F
itness industry take heed: some of today’s Nuffield Health and I Will If You
consumers see images of fit, toned bodies not Will, whose recent ads show
as aspirational and motivating, but rather as how ‘normal’ people can be both
offensive and discriminatory. At least, that’s aspirational and realistic.
what the recent furore over Protein World’s ‘Are you However, if you’re a CrosssFit box that caters for the
beach body ready?’ ad campaign would have us believe. already fit, the yellow bikini girl – slim but hardly a size
It all kicked off in April with adverts for the company’s zero – would be an appropriate image. Ditto for Protein
diet shakes, which appeared in the London Underground. World, as evidenced by its sales boom. You can’t be all
The poster – of a slim, toned model in a yellow bikini next things to all people in your advertising; if you are, you’re
to the words ‘Are you beach body ready?’ – was hardly probably not making an impact with your target market.
the first to use this sort of imagery to sell a product. Yet But #everybodysready raises another consideration:
this particular poster got the public’s back up, and within the public’s growing acceptance of overweight as the
days an outpouring on Twitter – #everybodysready – had
led to defaced posters, tens of thousands of people signing
an online petition demanding they be taken down, and What does it say about our
a small protest in Hyde Park where people of all shapes society when we’re offended by
and sizes braved the UK weather to strip down to their
swimming costumes and show off their ‘beach bodies’.
the sight of a fit, healthy body?
Protein World’s response was defiant, launching its own
#getagrip hashtag and, it claims, reaping the rewards of
this viral phenomenon in the shape of £1m+ in direct sales norm – and a norm we increasingly daren’t challenge for
revenue. Neither did the advertising authorities share fear of offence. But what does it say about our society
protesters’ concerns: Transport for London only took when we’re offended by the sight of a fit, healthy body?
the posters down at the end of the three-week campaign Body image is certainly a topic to be addressed
as they didn’t contravene its advertising standards, while delicately, and of course there’s a difference between a
the ASA has only now banned the ad over concerns of few extra pounds and obesity. But with new research
misleading health claims – although it is now investigating showing that nearly 95 per cent of parents of overweight
whether the poster breaks harm and offence rules. children believe their kids are exactly the right size – and
The social media-fuelled outcry should therefore be many overweight people perceiving themselves to be
taken with a pinch of salt. Yes, the objections are worth slimmer than they are – the fitness industry has a role to
bearing in mind – especially by a sector that, as a whole, play in educating people and helping re-set their sights
still relies far too heavily on ‘beach body’-style images in its before this new norm becomes embedded.
marketing. But really it’s just about knowing your audience.
If you’re a leisure centre with a brief to get inactive Kate Cracknell, editor
people moving, then follow the lead of This Girl Can, katecracknell@leisuremedia.com @HealthClubKate

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 Welcome to
Health Club Management

HEALTH CLUB MANAGEMENT is IHRSA’s European

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p70 Work out with the celebs: Virtual exercise classes with popstars, reality TV stars and Olympic athletes

p74 New software solutions can manage a wide range of bookings, from classes to the instructors themselves

03 Editor’s letter 22 People news 34 Interview

Does the general public even know Glenn Earlam joins DLL as CEO, Edgard Corona
what a fit, healthy body looks like as Scott Lloyd steps into role of The founder and CEO of BioRitmo
any more? Kate Cracknell asks the non-executive deputy chair and SmartFit talks to Kate Cracknell
question as she contemplates the about cannibalising his own brand,
recent ‘Beach Body’ furore 24 ukactive update handing the reins to his staff, and
Executive director Steven Ward the challenges of operating in Brazil
08 Letters outlines ukactive’s latest area of
Fitness trackers have their place, focus: childhood inactivity 42 Think out of the box
but if users don’t understand the Gymbox Westfield Stratford in east
data they may become demotivated, 26 IHRSA update London has inherited all the colour
says Andy Jackson of AJ Scot LLC Melissa Rodriguez outlines some and buzz of its Olympic next-door
of the key findings from the 2015 neighbour, says Kate Cracknell
10 News round-up IHRSA Global Report
Tanni Grey-Thompson announced 46 The language of numbers
as chair of ukactive, Pure Gym 29 Diary dates The mid-market is a good place to
partners Spartan, MyFitnessPal ukactive’s FLAME conference takes be – you just have to know how
cashes in on app, and Microsoft place this month in Telford, and to pitch your pricing, according to
launches its fitness-focused Band culminates in the FLAME awards leisure consultant Tim Baker

20 International news 32 Everyone’s talking about... 50 Fit for the challenge

Fitness First launches its inaugural PT vs technology VP and general manager EMEA for
‘invitation-only’ club in Singapore, Is the spread of new and exciting Fitbit, Gareth Jones, talks to Kath
and Fitness Hut opens three new fitness technology set to push Hudson about motivating people
clubs in the space of a month personal trainers out of a job? through challenges and rewards

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p34 Edgard Corona, CEO of club chains BioRitmo and SmartFit, on the challenges of operating in Brazil

p80 Getting kids on the move p50 How Fitbit cheers its users on to reach and exceed their fitness goals

52 An eye for design 74 At the touch of a button

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 The Team
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plan their eco Wasps’ recovery and – merging medical and Marty Skiar on a life
resort in Mexico moving to the Ricoh Arena complementary therapies lived the Disney way

4 Biomimicry: Man-made 4 Growing the 4 Kathy Van Ness on 4 Panama’s Biomuseo:

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 JUNE 2015 LETTERS

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: healthclub@leisuremedia.com

More research needed

into female inactivity
I was encouraged to read the article
‘Active Women’ in last month’s HCM.
However, while the stats show that
women are less active than men, it
would be helpful to see detailed
segmentation of the data: you can’t
treat ‘women’ as one uniform group.
I strongly suspect, for example, that

WWW.SHUTTERSTOCK.COM/ MARIDAV
levels of activity will vary widely by
socio-economic group.
An understanding of the
perceived barriers faced by different
socio-economic segments is
therefore vital if we’re to develop
effective intervention programmes
for the more disadvantaged; I
believe the barriers are far more
complex than the generally touted
lack of time or on-site childcare.
The budget gym sector is already
Trackers can offer regular, incremental praise and help the user to focus on goals democratising fitness: the ability to
pay is less of an issue and its gender
mix is not too unbalanced. In other

Activity trackers: Motivation, settings such as Zumba and many

boutique gyms, women predominate.
So why do these offerings resonate
not accuracy, is key with women, and what are the
lessons for the wider industry?
I was interested to read last month’s All that said, we’re entering the next Researchers have analysed the
feature on activity tracker accuracy, and stage of development of apps and differences in the way girls and
whether this is important (HCM May, p46). wearables: many are becoming much boys behave in school playgrounds
This debate is a red herring for most more accurate in the data fields they and observed that girls favour small
fitness users. Much like scales to weigh present, almost to the gold standards group activities whereas boys play
yourself, their accuracy depends on many used in the medical world. This will be more energetically. This prompted
variables: the manufacturer, the time of important as the health and fitness discussions around the availability
day, what you ate, etc. If your goal is to world looks to gain more credibility of equipment and provision of
win a top marathon or triathlon, accuracy from the medical and sports worlds. playtime activities that would
is very relevant: these races are often won As for the app versus wearable debate, ‘nudge’ girls to take part in more
by a few seconds. But for general fitness they are really the same thing: the winner vigorous playtime activities.
users, at this stage in the development of will be the one with the user experience Perhaps we also need to look more
most devices/apps, it’s more about how that leads to increased motivation every closely at behaviour, as well as
they can improve motivation. time the app/device is used. programming, to ensure a varied
Weight loss and significant health One thing is for sure: this market is and vibrant class schedule that’s
improvements take time, and this is moving fast and users are making their fun, social and emphasises health.
where the wearable market is of great own decisions on what’s best for them. Rather than proposing operational
value. Small incremental praise, given Gyms need to help people understand solutions, I call for further research
often and focusing on my immediate the choices available to them rather than to understand how we can really
improvements, will lead me to do more. telling them what to do. help women be and remain active.
No change or a bunch of data I don’t
understand will demotivate me and Andy Jackson Jon Johnston
ultimately stop me using the service. Owner, AJ SCOT LLC MD, Matrix Fitness

8 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 UK news update
GLL grows ever larger as
Tone Leisure is acquired
Pure Gym partners Spartan
Operator Tone Leisure is to become a
wholly-owned subsidiary of GLL, as the
burgeoning enterprise continues to expand.
Under the agreement, which commenced
on 1 June 2015, Tone will continue to
directly operate its 13 leisure and sporting
facilities across the south-west of England
until 1 December 2016, when a full merger
is planned with GLL. Having formed in 2004,
Tone has quickly grown to comprise 600
staff, with a yearly turnover of £7.8m.
The deal follows a flurry of activity
involving GLL – which recently acquired
North Country Leisure and also announced
a merger with Carlisle Leisure Limited –
as the enterprise grows rapidly beyond its
London heartland. GLL now operates more
than 170 leisure centres across the UK.
GLL said the Tone tie-up is a natural fit as
both are charitable social enterprises and The tie-up sees Pure Gym offer its users discounted Spartan races and vice versa
leisure trusts with “similar values”.
Details: http://lei.sr?a=T3c5w Pure Gym has become the latest major gym gym memberships. In addition, Spartan will
chain to capitalise on the UK’s insatiable be hosting up to 300 workout boot camps
demand for extreme fitness challenges across Pure Gym sites nationwide.
by announcing a new tie-up with the Reebok Spartan Race includes three
Muscle supplements linked 2015 Reebok Spartan Race series. options: a 5km ‘sprint’, a 13km ‘super’ and a
to testicular cancer The growing popularity of extreme fitness 20km ‘beast’ course.To encourage competition
challenges such as Obstacle Course Racing Reebok Spartan Races feature chip timings
(OCR) and triathlons has led to a raft of new and global rankings. Organisers have recently
WWW.SHUTTERSTOCK.COM

training tie-ups, as gyms scamper to offer their announced an extensive programme of events
expertise and facilities to a booming market. to run this summer, including Spartan’s first
The latest tie-up between Pure Gym and UK stadium-based event at the Allianz Park
Reebok Spartan Race sees Pure offer its stadium in London, with competitors racing
users discounted entry to Spartan races and over 15 obstacles at the home of the Saracens.
Spartan participants receiving discounted Details: http://lei.sr?a=w7E7q

Supplements raise cancer risk by 65%

Big names win ukactive board seats
Men who take muscle-building pills and
powders are more likely to develop Virgin Active European COO Matt
testicular cancer, according to a study Merrick and GLL managing director Mark
published in the British Journal of Cancer. Sesnan have won seats on the new-look
Researchers conducted detailed ukactive board of directors following a
interviews with nearly 900 US men and high-profile election.
found those who reported taking muscle- Merrick will fill the commercial fitness seat
building supplements, such as pills and and Sesnan will represent local authority
powders with creatine or androstenedione, activity, having been favoured by ukactive
had a 65 per cent greater likelihood of members over a host of other well-known
contracting testicular cancer than men who industry names. The third elected seat,
did not use such supplements. representing ‘broader physical activity’, will
Study senior author Tongzhang Zheng said be filled by Dr Ewan Hamnett, who ran
the associated testicular germ cell cancer unopposed for the position.
risk was especially high among men who The new board will be chaired by Tanni
started using supplements before the age Grey-Thompson and will feature an appointed
of 25, those who used multiple supplements, treasurer – a role to which Places for People
and those who used them for a number of CEO Sandra Dodd has been appointed – and
years. Study participants used 30 different up to five appointed non-executive directors
types of supplement, although none of these drawing experience from the sector and
have been named by the researchers. New ukactive board member Sesnan has broader areas of specialism.
Details: http://lei.sr?a=X6f3S been MD of GLL since it formed in 1993 Details: http://lei.sr?a=m8N2h

10 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 News and jobs updated daily on
www.healthclubmanagement.co.uk
Edited by Jak Phillips Email: jakphillips@leisuremedia.com

Grey-Thompson chairs ukactive ASA probes controversial

Protein World poster

The poster has been widely criticised

The Advertising Standards Authority

(ASA) has confirmed it has launched a
formal investigation into the Protein World
advertising campaign, which sparked an
Grey-Thompson wants to ensure exercise is at the heart of government policy internet frenzy and a protest in Hyde Park.
The advert posters, which picture a
Athletics legend and respected crossbench of sport and overshadowed by obesity,” said bikini-wearing model next to the slogan
peer Tanni Grey-Thompson has become chair Grey-Thompson. “The work of ukactive has “Are you beach body ready?” have
of ukactive, tasked with ensuring the new shown that inactivity is a killer, and inaction been branded “sexist” and “offensive”.
Conservative government turns rhetoric into on this issue is no longer an option.” More than 67,000 people signed a petition
action in tackling the physical inactivity crisis. The announcement came on the same registered on the website change.org
Grey-Thompson is one of the most day that ukactive stalwart Steven Ward was calling for the posters to be banned.
successful British athletes ever – having won promoted to lead the team in the newly Details: http://lei.sr?a=q7T2Q
a total of 16 Paralympic medals – and in 2010 created post of executive director.
was made a crossbench member of the House The appointment of Ward is designed to
of Lords.The peer replaces outgoing ukactive foster continuity at ukactive, with outgoing
chair Fred Turok who, together with David CEO David Stalker assuming a new part-time National Fitness Day
Stalker, will launch a new trampolining concept. executive role. It’s expected to be some time
“For too long, physical activity has been – before the organisation appoints a new CEO.
2015 to include schools
in the government’s eyes – the poor cousin Details: http://lei.sr?a=N6Z4W

PHOTO: WWW.SHUTTERSTOCK.COM
Fitness First: We’ve turned a corner
Fitness First CEO Andrew
Cosslett believes the gym
chain has put its darkest
days behind it, pointing to
improving financial figures as
a three-year transformation Efforts will focus on getting kids active
programme makes headway.
Despite group earnings This year’s National Fitness Day – the
falling 0.3 per cent to largest celebration of physical activity in
£509.3m for the year ending the UK – will see schools included in the
31 October 2014, revenue initiative for the first time as organiser
increased across the chain’s ukactive targets its biggest event ever.
rebranded clubs (122 out Having recently renewed its efforts to
of 377) and the UK arm tackle childhood inactivity, ukactive will be
returned to EBITDA growth Fitness First CEO Cosslett is transforming the chain working closely with the education sector
for the first time in five years. to help it promote the benefits of being
There was also reason for cheer in Asia, going forward,” said Cosslett. “We reached physically active in school. Primary schools
as Fitness First clubs there enjoyed a 10.5 the turning point during the latter part of 2014 across the UK will be asked to pledge to
per cent jump in like-for-like EBITDA. as the impact of better results from a growing take part in the day by running activities
“We’ve worked hard to stabilise the number of rebranded clubs started to be felt.” designed to get their pupils more active.
business and create a platform for growth Details: http://lei.sr?a=q4P3r Details: http://lei.sr?a=K9j4t

June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 11
 t +44 (0)20 8251 5100
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UK news update
M3INDOOR
M3I INDOOR
Fitness workforce 67% female CYCLE
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M5
WITH
ELLIPTICAL
BLUETOOTH

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TECHNOLOGY
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The survey highlighted that women make up the majority of the industry workforce

More than two-thirds of the UK fitness insight lead at EMDP. “Women comprise 67
sector’s workforce is female, according to per cent of the fitness workforce. It’s an ideal
the Working in Fitness Survey 2015. career for those with families who can’t afford
The research – which saw SkillsActive to have a regimented 9–5 schedule and want
and the Exercise, Movement and Dance the freedom of working for themselves. It
Partnership (EMDP) survey 35,000 members offers excellent career opportunities.”
of the Register of Exercise Professionals The survey also revealed the average full-time
(REPs) – found 67 per cent of the workforce is salary in the sector is £22,700, with full-time
female, with the industry’s flexible hours cited females earning 97 per cent of a male salary.
as a prime factor in attracting more women. Though far from ideal, the industry’s gender pay
“The fitness industr y offers great gap is far narrower than the overall UK average,
benefits in terms of working flexible hours, which shows a difference of 9.4 per cent
which is probably why the sector attracts between male and female full-time earnings.
predominantly women,” said Jade Moulden, Details: http://lei.sr?a=m7X2v

Over-65s the most frequent gym users

PHOTO: WWW.SHUTTERSTOCK.COM

In the past you might have

expected to see them on “We researched all the bikes on
the bowling green, but today the market before purchasing.
there’s a good chance you’ll Keiser’s M3 was consistently
thought of as the best bike.
find an active pensioner When we then tested the new
pumping iron in the gym. M3i at an exhibition, it was
That’s according to new obvious why. Keiser’s bikes are
statistics from Nuffield built to last, easy to maintain
Health, which reveal that and compatible with IQ
over-65s are the chain’s most technology, providing us with
the best performance and
active gym users. The not-
minimal maintenance.”
for-profit wellness provider
says that gym usage peaks
at age 72, when members Lucy Edwards
typically rack up eight visits Nuffield Health says gym usage peaks at the age of 72 Project Manager
per month on average. Cycle Rhythm
The findings – taken from data across speaks volumes about the desire of those in
Nuffield Health’s 75 UK health clubs – highlight the UK to remain fit and healthy,” said Nuffield
a desire among Britain’s ageing population Health’s Dr Aldric Ratajczak, who described
Keiser UK Ltd
to remain active well into their 80s. “The the trend as ‘hugely encouraging’.
sheer number of older gym users in our gyms Details: http://lei.sr?a=Q5g4Z 0845 612 1102
© @UKKeiser
June 2015 Cybertrek 2015
www.keiser.com
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 FOCUS
INDEPENDENT
Independent news OPERATOR

Miskin Manor gets a makeover City Uni London unveils

major new complex

The Sport England-standard sports hall

City University London has cut the

ribbon on its CitySport leisure complex
– one of the largest sports facilities to be
developed in central London.
The new 3,289sq m (35,402sq ft)
CitySport complex is 80 per cent larger
Equipment upgrades have been brought in to bolster the gym’s existing offering than the Saddlers Sports Centre which
previously occupied the Goswell Road site.
Miskin Manor, a Grade II listed country hotel new HIIT-focused functional area features Practice tp bennett were the architects
near Cardiff, has upgraded its health club with the BoxMaster, prowler push/pull sleds, and interior designers on CitySport,
a significant equipment overhaul. jump plyo-boxes and battle ropes. which features a Sport England-standard
The independent hotel’s Miskin Health “We’re really pleased with the new sports hall – able to stage county-
Club has spent £120,000 installing Star Trac equipment. We needed a partner that standard badminton, basketball, indoor
equipment across four rooms of functional could offer us state-of-the-art technology football, hockey, volleyball and netball
training, Spinning, HumanSport machines paired with best in class customer service events – with high performance flooring
and a cardio/strength area. As part of the and that’s exactly what we got,” said Miskin and seating for over 400 spectators.
equipment upgrade, the 22-acre estate now Health Club fitness manager Chris Abraham. Also on-site is a 120-station gym
offers CV equipment with HD embedded The equipment upgrades are expected equipped by Matrix, five studios, plus
televisions screens, Inspiration Strength to bolster the gym’s existing offering, a designated indoor cycling studio for
resistance machines, HumanSport cables which includes more than 40 studio classes both virtual and instructor-led sessions,
and a large number of benches and racks each week and personal training sessions. featuring the Myride system.
from the Star Trac range. In addition, the Details: http://lei.sr?a=f3v5E Details: http://lei.sr?a=m2a3d

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Technology news
Fitbit prepares to list on
NY Stock Exchange
MyFitnessPal cashes in on app
Wearable tracking device Fitbit has filed
for an initial public offering worth up to
US$100m and intends to lists its shares
on the New York Stock Exchange.
The company, which features on pages
50-51 of this issue, has sold almost 21
million devices since 2011, with more than
half of those sales achieved in 2014.
In 2014 the company generated
US$745.4m (€652m, £471.5m) in revenue
– almost triple that of the previous year –
and the same pace has continued into 2015.

PHOTO: WWW.SHUTTERSTOCK.COM
These figures show that fitness tracking
has moved out of the realms of the fitness
buff and into the mainstream. However,
despite Fitbit being a big player, it’s facing
growing competition, particularly from
smartwatches like the Apple Watch.
Details: http://lei.sr?a=F6h6G

Paying users receive exclusive content — including recipes, meal plans and nutrition tips

MyFitnessPal, the health and fitness tracking concerns. Having attracted huge numbers of
app which boasts 85 million users, has launched users through its free proposition, analysts
a new upgrade aimed at helping fitness say MyFitnessPal’s latest offering shows the
enthusiasts move beyond step-counting and company starting to confront the challenge
take their wellness regimes to the next level. of converting its extensive reach into
The firm, which was bought by sportswear consistent revenue streams.
giant Under Armour for US$475m (€419m, The paid version of the app costs US$9.99
£309m) earlier this year, has introduced a a month. It’s mainly diet-focused and allows
premium tier to its service designed to help those with specific needs to work out exactly
heavily-engaged users personalise their app how much of each nutrient they are getting.
Fitbit enjoyed strong sales in 2014 experience to fit their own needs and dietary Details: http://lei.sr?a=Z9J8N

Fitness-focused Microsoft Band goes on sale in the UK

Microsoft has made its long-awaited entrance into the UK wearable the International Data Corporation) – well behind the dominant
tech sector with the launch of the fitness-focused Microsoft Band. offerings from Samsung and Apple.
The wearable device boasts 10 sensors that can track a number The new Band is now available both through the Microsoft Store
of exercise and health metrics, including sleep quality, heart rate, online and from various high street retailers.
calories, stress and even a person’s sun exposure. Details: http://lei.sr?a=h8Z2B
Initial reaction has seen the Band – which received a limited
release in the US on 30 October 2014 – hailed as a potential
rival to the Apple Watch. Indeed, the Microsoft Band boasts more
sensors and at £169.99 is considerably cheaper than the Apple
offering (which starts from £231), while the Band is compatible
Windows Phone, iOS and Android devices.
The wider accessibility of the Band – the Apple Watch will only be
compatible with Apple mobile products – forms part of Microsoft’s
goal for the device to help people lead healthier lives and be more
productive, regardless of what smartphone they have.
One drawback for the Band is that it falls more into the functional
than fashionable category in terms of design. It can also currently
only store 13 apps on the device at any one time, although these can
be switched. Microsoft will no doubt be hoping it fares better with
wearables than it has in the smartphone sector, where Windows
devices account for just 2.7 per cent of the market (according to The Band is hailed as a potential rival to the Apple Watch

16 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
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 Supplier news
Chelsea FC chooses
Technogym for gym gear
Duo complete Alliance buyout

Chelsea stars will use Technogym kit

Technogym has secured a new partnership

with English Premier League leaders Chelsea
Football Club, becoming the official fitness
equipment supplier to the Blues’ first team,
development squads and ladies teams.
Under the agreement, Chelsea’s
training ground in Cobham, Surrey, will
be equipped with Technogym equipment
including Artis cardiovascular and strength
equipment – designed to offer the best in
biomechanics, connectivity and sustainability.
Details: http://lei.sr?a=g8s8f

Precor seals distribution

deal with Nordome
Precor has signed a partnership with
Nordome Fitness AS to distribute fitness Paul Cluett was previously commercial director and Sarah Watts was managing director
equipment to the Norwegian market.
Nordome Fitness AS is a new company Sarah Watts and Paul Cluett have taken “We’ve worked hard to establish strong
specialising in the health and fitness principal ownership of Alliance Leisure relationships with our clients and we look
industry, already supplying staff training Services, with Watts in place as CEO and forward to developing new sites and the next
and equipment service and maintenance Cluett to be managing director. generation of leisure facilities.”
to SATS Elixia – Norway’s largest health Established in 1999 by Watts, Alliance Leisure The team design and build sport and leisure
club operator. Having delivered fitness has partnered numerous local authorities and facilities, working in partnership with local
equipment to the Norwegian market for leisure trusts to complete a wide range of councils to replace ageing and costly leisure
more than 20 years, Precor hopes the new projects. “It’s been an incredible 16 years facilities with modern, revenue-generating sites.
partnership with Nordome will enable it building the business and team we see today, Since 1999, the company has carried out
to deliver a more focused and personalised but 2015 presents a new chapter in the more than 100 developments and invested
service to its customers in the country. company’s ownership,” said Watts, who was more than £100m into the UK leisure market.
Details: http://lei.sr?a=y7Z9P previously managing director of the business. Details: http://lei.sr?a=a2a2F

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International news
Orangetheory opens
first club in Australia
Fitness Hut adds to chain
US franchise Orangetheory Fitness is Fitness Hut opened three clubs in Portugal this transparency,” he says. “We will constantly
expanding its international presence, April: in Loures, 18km north of central Lisbon; seek out new exercise trends and train our
having just launched in Australia and with Linda-A-Velha, 8km west of central Lisbon; and teams to deliver them at no additional cost.”
discussions underway in other countries. in Setubal, a seaside town south of Lisbon. Targeting 16- to 35-year-olds, with a price
This calorie burning, PT-led concept is All of the clubs are around 20,000sq ft point of 18–26 a month, the new clubs bring
based on heart rate training and offers and offer 80 live studio classes and 80 virtual the total number of operating clubs to 11.
a small group exercise workout, broken studio classes per week, as well as a cycle Eight are in central and greater Lisbon, with
down into intervals of cardiovascular and studio, sprint track, cardio gym, resistance gym, the others being in Braga, Porto and Setubal.
strength training. free weights zone, functional training and PT. Two more will open during July and
The company says it’s on track to open The brand, which raised 12m last year September and several contracts have been
100–150 new locations this year, with plans to finance its expansion, is committed to signed for more clubs to open this year, also
to break into new markets including Hawaii. providing world-class fitness at accessible in the greater Lisbon area. Fitness Hut aims
Spokesperson Andie Biederman says: “The prices, according to co-founder Nick to have 18 to 20 operational by the year end.
Orangetheory model translates seamlessly Coutts. “We focus on fitness, innovation and Details: http://lei.sr?a=g5a3F
from country to country.”
Details: http://lei.sr?a=W3v7H

Equinox to diversify into

hotel business
Equinox Holdings, parent company of
high-end US health club chain Equinox
Fitness, has announced plans to launch
an upscale hospitality brand.
Plans are afoot for 75 hotels worldwide,
each with a fitness facility within the hotel
or close by, open to guests and members.
The first site is slated for Manhattan
in 2018, followed by Los Angeles one
year later. Designed by Yabu Pushelberg,
the New York site will have indoor and
outdoor pools and a 60,000sq ft gym.
“We’re appealing to the discriminating Fitness Hut has recently launched three new clubs, with more in the 2015 pipeline
consumer who lives an active lifestyle and
wants to have that as a hotel experience,”
says Equinox CEO Harvey Spevak.
Details: http://lei.sr?a=2F3t6 DiR rolls out its à la carte concept
After a successful trial at one club, Barcelona-
at the same location. A membership option
based health club chain DiR has now converted
of 25 is offered – which covers use of the
New concept from a total of 13 of its 17 gyms to “à la carte”.
fitness area and virtual classes only – and
Kranking creator This flexible model allows clubs to offerextra services, such as access to the pool
both mid-range and low-cost memberships or changing room, can be added on demand.
It has been confirmed that the first Johnny The system has been
G In-Trinity Center will open in California made possible by a 3m
before the end of the year, with more technolog y investment
US and international locations coming which uses fingerprint
on-stream next year. and face recognition, with
Developed by Johnny G, creator of touchscreens used to hire
Spinning and Kranking, the In-Trinity additional services which are
training board is being manufactured paid for directly from the
and distributed by Matrix. By training on member’s bank account.
an incline and decline, it builds strength, DiR CEO and founder
flexibility, balance, co-ordination and Ramon Canela says: “If catering
agility, adding a new twist to yoga, pilates or automative industries’
and martial arts postures. The negative consumers can choose à la
space under the board is said to facilitate carte, why shouldn’t we also
movements not possible before. apply it to fitness?”
Details: http://lei.sr?a=7k3z8 DiR offers two memberships in one club at 13 locations Details: http://lei.sr?a=x3W6S

20 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 gs are deg
News and jobs updated daily on ba

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d a b le
www.healthclubmanagement.co.uk

ed
an
d cl
c an
Email: healthclub@leisuremedia.com be recy

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Membership of the new Singapore club costs £300 a month, plus a £1,500 joining fee
Free dispensers and bulk
Fitness First Group has revealed details for The first Gravity health club will launch in prices also available!
its exclusive new health club concept, Gravity. Singapore in July, with ambitions of bringing a
With a joining fee in the region of £1,500 marquee site to London at a later date.
and membership costing £300 per month, The gym will have a strong focus on PT,
the invitation-only proposition is targeted with membership packages offering numerous
squarely at high-powered business executives. 1:1 sessions and physiological analysis. In
Its inception was influenced by Fitness First addition to top-of-the-range kit, there will be
research which found 94 per cent of C-Suite an outdoor deck for a variety of al fresco
executives would prefer a private, premium workouts. Also on site is an outdoor pool,
and personalised environment to help them a spa and a 6,500sq ft (604sq m) restaurant
achieve their health and wellness goals. scheduled to open in October.
The development marks the latest chapter Gravity will champion holistic healthcare,
in Fitness First Group CEO Andrew Cosslett’s with a range of visiting health practitioners.
quest to move the brand upmarket. Details: http://lei.sr?a=Q9g4H

Asian brand launches flagship club

The Pure Group has opened
a 25,000sq ft health club
over six floors in the central
district of Hong Kong, at the
iconic California Tower, home
to 27 floors of restaurants,
bars and creative commerce.
Club highlights include
the world’s first 270-degree
Immersive Fitness studio –
taking cyclists down a glacier
and through a space age city.
There’s also a group fitness
room with Asia’s first Les
Mills Sprint class, a dedicated The new Pure Fitness club is in central Hong Kong
boxing and kickboxing zone, a
rotating climbing wall trainer, and a strongman California Tower,” says Pure Group CEO
and power area for strength training. It’s the Colin Grant. “We will continue to look for
first gym in Hong Kong to offer Technogym’s innovative ways to help our clients lead Suppliers to the leisure
Artis range and Life Fitness’ Insignia Series. healthier and more active lives.” industry since 1984
“We’re raising the bar at Pure Fitness Details: http://lei.sr?a=6v8C4
Showroom & Warehouse,
June 2015 © Cybertrek 2015 18-19 Rutherford Close, Progress
Road, Leigh-on-Sea, Essex, SS9 5LQ.
People news
Glenn Earlam joins DLL as CEO
David Lloyd Leisure (DLL) has
announced that Glenn Earlam
is joining the company as chief
executive officer on 30 June.
Previously the managing
d i re c t o r o f M i d w ay
Attractions – which is the
largest operating business
of attractions giant Merlin
Philpott: Extensive leisure experience Entertainments – Earlam
brings extensive operating
Philpott joins Stalker’s experience to the table.
His appointment will allow
trampolining venture Scott Lloyd to take up the
Former Places for People Leisure CEO position of non-executive
Steve Philpott is the latest industry deputy chair, where he will
heavyweight to back David Stalker’s new play an active role in defining
trampolining concept Oxygen Freejumping, the corporate and strategic
joining as an investor and non-exec director. development of the group.
Philpott, who has extensive experience “We believe that Glenn
across the leisure industry, completes an will be able to take us to
all-star Oxygen team founded by outgoing the next level and ensure Glenn Earlam, 49, arrives at DLL with an impressive CV
ukactive CEO Stalker and former ukactive that we continue to attract
chair and LA fitness co-founder Fred Turok. new customers and reward the loyalty of future expansion of the group, delivering
Meanwhile, ex-ukactive public affairs our longstanding members,” said Lloyd in a world class facilities and an outstanding
director Stephen Wilson is also on statement released by the gym chain. experience for our members.”
board, operating as strategy director. Earlam says he is delighted to be joining DLL has 81 clubs in the UK and 10 in
Details: http://lei.sr?a=u4x3Q one of the country’s most recognised leisure continental Europe. After being acquired by
brands, adding: “Scott and his team have built a TDR Capital in November 2013, DLL has
great platform with TDR supporting significant spent £25m upgrading its estate and plans to
investment across the estate. I’m looking invest a further £90m up to the end of 2016.
forward to continuing the development and Details: http://lei.sr?a=E5E7K

Waggett to helm high-end portfolio

Former Fitness First chief Colin Waggett has
been named CEO of the as-yet-unnamed
portfolio of high-end London health clubs
owned by private investment firm Encore
Capital, Health Club Management can reveal.
Bagnall: A former Keiser distributor Encore recently acquired the Third Space
group – whose Soho and Marylebone clubs
Andrew Bagnall takes boast a range of celebrity members – as
reins at Keiser UK well as the Tower Bridge 37 Degrees health
club for an undisclosed fee. These recent
Andrew Bagnall has been appointed acquisitions, together with Encore’s ownership
commercial director for Keiser UK, tasked of the Reebok Sports Club in Canary
with driving significant sales expansion and Wharf, underline its ambitious growth plans
taking the brand “beyond bikes”. in the health and fitness sector.
Bagnall, who knows the company well Waggett, who made his name at Fitness
from his time distributing Keiser products First and then went on to launch Psycle, was Waggett will formulate the proposition
at Forza Fitness, will oversee the whole of unveiled to staff as CEO last month. He will
the UK business. Aside from driving sales of now set about strategising and formulating the who also appreciates the very best quality
core Keiser products – such as its series of brand proposition. Further announcements in service, and interesting and innovative
bikes – Bagnall will aim to build momentum are expected in the autumn with regards to experiences,” Waggett told Health Club
behind new functional training products, the gym group’s name and plans for growth. Management. “I firmly believe that there’s
which are already proving popular “Our aspiration is to be the premium a gap at the quality end of the market
with rehab clinics and sports clubs. lifestyle club offering in London, serving the that we’re perfectly set up to fill.”
Details: http://lei.sr?a=p6J5e fitness-savvy, fashion-conscious Londoner Details: http://lei.sr?a=h8g4b

22 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
UKACTIVE UPDATE
health club
management
Public Affairs Media Partner
VANGUARD

GENERATION INACTIVE
ukactive’s new

PHOTO: WWW.SHUTTERSTOCK.COM/MONKEY BUSINESS IMAGES

kids membership
category and
report aim to get
the country to sit
up and pay attention to
childhood inactivity. Executive
director Steven Ward reports

S
ebastian Coe has described this
generation as the least active in
history: Generation Inactive.
This fact – that today’s kids are
significantly less active than their
parents – runs deeper than the inevitable 50
more years of hurt for the England football
team. It means that children growing up
in 21st century Britain will be more likely
to face numerous cardiovascular diseases,
arthritis and cancer in their lifetimes.
So how do we turn this around? In my
view, it’s not as simple as saying they should
get out in the sun and run around more
often. We have to remember that this Primary schools measure academic ability, but have no idea how fit their pupils are
generation has access to more TV channels,
Netflix accounts, social media platforms finalised in March, this new strand of monitoring and tracking students’ progress
and games consoles than you can wag a ukactive will be playing an increasingly in physical education – will make strong
disapproving finger at. Physical activity – important part in our future thinking. recommendations to government, Ofsted
whether that’s a PE class, swim club or trip The kids membership category will be the and the physical activity sector regarding
to an activity centre like GoApe – must basis for our work with children’s activity the future direction of things like the
now compete for the attention of children providers; it will provide a consultative primary school sport premium, and how
and their parents in a landscape crammed forum, policy creation unit and go-to group this could be improved to incorporate a
with digital alternatives. of leaders in their field. It will also be wider definition of physical activity.
What we can do is work with the working behind the scenes – and in front of I don’t want to pre-empt the full details
physical activity sector, and the legislators, them – to move the goalposts in the right of that report, but the bottom line is that
to make sure we’re promoting the existing direction when it comes to government primary schools – where habits for life are
work of some fantastic providers and collaboration with our sector. formed – don’t put the same level of rigour
ensuring their impact is felt. We also need It will become an increasingly integral into ensuring that children leave school
to take steps towards creating a future part of what we do. For example, being able to throw, catch, walk and run as
where the active option is the attractive this year’s National Fitness Day on 9 they do into monitoring a child’s aptitude
option for both children and parents. September will have a distinct strand of for reading, writing and adding up.
To achieve this, we’ll need the alliance of work focused on engaging with schools Indeed, early findings show that schools
key stakeholders – kids’ activity providers, and embedding the fun of fitness for have a very limited understanding of how
government bodies and executives everyone within the education setting. physically fit their pupils are.
alongside the spark and innovation of Somewhere along the line this has to
brand experts and technology providers – Physical illiteracy change. It’s going to be a long process,
to ensure we’re hitting the right notes. We’ll also be launching a report this but as we’ve already seen with regards
month with brand new research into to physical activity and its role in public
Kids category UK schools’ responses to the inactivity health – with the doubling of budgets in
In April, we launched our ukactive kids pandemic. The report – which is based on just 12 months – we can make an impact
membership category. Following on from a large number of Freedom of Information when we really start to shout about the
the merger with the Compass Association, requests around current approaches to offer our sector can make. O

24 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 cfm
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IHRSA UPDATE

THE WORLD IN OUR HANDS

Melissa Rodriguez outlines some of the key findings from the new 2015 IHRSA Global Report: The State
of the Industry – from continued growth in leading markets to the potential in emerging markets

T
he global health club industry to US$24.2bn from US$22.4bn in 2013, revenue and is second only to North
generated US$84bn in revenue and club count increased to 32,460 from America in terms of total memberships.
in 2014, with more than 180,000 32,150. More than 54 million Americans The United Kingdom and Germany lead all
clubs attracting 144 million belonged to a health club. markets in Europe in terms of revenue.
members worldwide. According to The IHRSA Canadian Health
Leading fitness markets in the Americas, Club Report, club operators serve nearly 6
Europe and Asia Pacific continued to show million members at roughly 6,000 facilities Top 10 Global markets
their strength, while emerging markets in Canada. IBISWorld, an independent INDUSTRY REVENUE (USD in millions)
in Asia – as well as the global economic industry research firm, projects that The top 10 countries account for 73 per cent
leaders India and China – showed revenue from gyms and health clubs in of total industry revenue
potential further growth. Canada will increase each year to 2019. USA 24,200
UK 6,722
Consumer demand for health and fitness Germany 6,246
The Americas programmes for active ageing, proper Spain
Japan
5,214
5,158
In the US, the health club industry nutrition and sports performance, and France 3,421
Italy 2,820
continued its strong performance. Revenue to help address obesity, will help drive Canada
Total top 10: 2,600
and total number of health club consumers growth for health and fitness clubs. Brazil $61,379 2,442
Australia 2,555
increased significantly, while club count Leading markets continue to perform
Sources: U.S. & Canada - IHRSA estimates; Asia-Pacific:The IHRSA
grew at a slower rate. Revenue grew well in Latin America. Roughly 15 million Asia-Pacific Health Club Report (2015); Europe - The IHRSA European
members in 16 Latin American markets Health Club Report (2013), The Leisure Database, DSSV
belong to one of 55,000 clubs and studios.
About IHRSA Brazil, Mexico and Argentina combined
serve more than 13 million members in Top 10 Global markets
the region. The IHRSA Latin American Report NUMBER OF CLUBS
Founded in 1981, IHRSA – the shows that opportunities for growth remain The top 10 countries account for 66 per cent
International Health, Racquet & in Latin America, as member penetration of the world’s health clubs
Sportsclub Association – is the only rates are still low in comparison with USA 34,460
Brazil 30,767
global trade association, representing developed health club markets worldwide. Germany 8,026
more than 10,000 health and fitness Mexico 7,826
Argentina 7,500
facilities and suppliers worldwide. Europe South Korea 6,839
Italy 6,500
To learn how IHRSA can help your The fitness industry in Europe serves nearly Canada
Total top 10: 6,250
business thrive, visit www.ihrsa.org. 48 million members. Roughly 51,000 health UK 121,896 6,112
Japan 5,979
Locate an IHRSA club at clubs generate US$35bn in annual revenue.
Sources: U.S. & Canada - IHRSA estimates; Asia-Pacific:The IHRSA
www.healthclubs.com Europe represents the fitness industry’s Asia-Pacific Health Club Report (2015); Europe - The IHRSA European
most profitable region: it has the greatest Health Club Report (2013), The Leisure Database, DSSV

26 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 Health Club Management
is IHRSA’s European Strategic
Media Partner

WWW.SHUTTERSTOCK.COM/STOKKETE
Bright future: As leading economies improve, the health club industry is expected to thrive in the global marketplace

Germany attracts nine million members In the UK, according to research by The cities in Asia – including Beijing, Shanghai,
to 8,000 clubs and studios (source: DSSV). Leisure Database Company, roughly 8.3 Kuala Lumpur and Jakarta – are home to
The health club landscape in Germany million members belong to more than 6,000 maturing industries, while future growth is
is shaped by a variety of club models: health clubs and facilities. Private clubs – anticipated in growing cities as well as the
traditional full-service centres, women-only including full-service, low-cost and studio overall Asia Pacific region.
franchises, medical/wellness facilities, low- concepts – attract the majority of members; Opportunities for the fitness
cost clubs, micro-gyms and more. public health and fitness facilities in the UK industry abound in the global economic
cater for some 3.3 million members. powerhouses of China and India, which
The health club industry in Norway and currently have penetration rates of only
Europe Poland is also robust. According to VIRKE, 0.4 per cent and 0.12 per cent respectively.
NUMBER OF CLUBS the Norwegian health club association, China is home to roughly 2,700 health
Germany 8,026 Norway generates roughly US$730m in clubs with a total of 3.9 million members.
Italy 6,695 revenue from nearly 1,000 clubs, with one The health club industry in India has
UK 6,112
Spain 4,935 million members. The Polish health club roughly 3,800 health club facilities and
Russia 3,623
France 3,119 market totals US$491m in revenue from nearly one million members. O
Poland 2,500 more than 2,000 health clubs and their
Netherlands 2,052
Turkey 1,550 one million members.
Sweden
Portugal
1,391
1,200
Want more detail?
Norway 984 Asia Pacific
Denmark 970
Austria 903 The Asia Pacific region serves 17 million
Belgium 901 members at 29,000 health clubs across Melissa Rodriguez
Switzerland 840
Greece 800 14 markets (excluding the Middle East). is IHRSA’s senior
Finland 696
Romania 683 Health club industry revenue totals research manager and
Croatia 656 US$14.5bn in this region. can be reached via
Ireland (Rep of) 630
Hungary 431 According to the recently released email at mr@ihrsa.org
Czech Rep 394
Bulgaria 305 IHRSA Asia Pacific Health Club Report, there’s Published in May,
Serbia 263 room for growth in the Asia Pacific region, The 2015 IHRSA Global Report is the
Lithuania 189
Slovakia Total Europe: 184 as the average member penetration rate most up-to-date publication on the
Latvia 124
Slovenia 51,299 84
for the region is just 3.8 per cent. Australia global fitness business. It is available
Estonia 63 and New Zealand lead all Asia Pacific at www.ihrsa.org/ihrsa-global-report
Sources: IHRSA European Health Club Report (2013);The Leisure
markets, with penetration rates at 14.8 per in print or as a PDF.
Database; DSSV;VIRKE; Benefit Systems; IHRSA Industry Experts cent and 11.4 per cent respectively. Larger

June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 27
LES MILLS BUSINESS INSIGHT SERIES

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 MOVEGB PROMOTION

All the right moves

With retention rates that
are twice the industry
average and an
opportunity for fitness
partners to double their
profits with a league of
new members, MoveGB’s
innovative membership
model is a risk-free and
lucrative proposition for
operators, says MD
Justin Mendleton Managing director Justin Mendleton
says MoveGB acts like a large
Where did the idea for MoveGB corporate client for health clubs
come from and when did it launch?
MoveGB was founded by Alister Rollins
following the sale of his company, The boarding, sports massage, personal further 20 UK cities live this year. We’re
Retention People (TRP), the market training etc. So it’s a unique proposition working with major brands such as
leader for loyalty and customer for our members, most of whom want Fitness First, Total Fitness and Everyone
experience solutions to the industry. diversity in their exercise regime to Active, through to independent chains
After seeing the success of new keep them motivated. Our model also like Soho Gyms and many single sites.
industry models like iTunes and more works well for commuters and
recently Uber, we were convinced travellers, as well internationally Why should operators partner
there was a better model for our (MoveUSA is already live in NYC). with MoveGB?
industry, one that could more closely We are like a large corporate account to
align the behaviour of exercisers with How does the scheme work? our partners, bringing them totally new
the commercial models of fitness We offer all new users a free trial to try and committed members at zero cost of
operators and generate life long out our partners. If they decide to acquisition. We’re effectively a free
relationships between consumer and continue, they can purchase one of our marketing service for them. As well as
provider. If customers are worth more, monthly Passport Plans based on how paying our partners for our members to
businesses can afford to spend more often they prefer to move each week. access their facilities, many of our trial
keeping them active, which further users go on to convert to direct
increases their loyalty and value. We What’s the price point? members of our partners.
are seeing this vision materialise with Our payment plans vary regionally but
100s of our health club partners as we are always priced above our partner What other benefits do
roll out across the UK. clubs, so it’s just a bit more than the you offer to clubs?
We launched in Bristol in January 2013 average gym membership in any city. There’s no fee for partners to join our
and now have over 10,000 users joining We’ve also recently launched a Premium network and there’s no contractual
every month and are doubling the Passport, which includes high-end tie-in, so partners can pull out with
profits for most of our partners. operators like The Park Club and just 48 hours’ notice.
several 5-star spas. It’s a risk-free proposition for
What does MoveGB them. We believe strongly that all
offer consumers? How many sites/activities are you relationships should be based on
We offer a universal fitness membership, affiliated with? mutual value not legal contracts.
allowing our customers to ‘move’ We are close to a thousand providers
anywhere under one simple monthly in the network and hundreds more What other services do you offer?
plan. Venues in our network include a join each month. We resell partners’ additional services
diverse range of operators such as gyms, We are live in NYC, London, Bristol, including PT, massage services as well as
leisure centres, climbing centres, boot Southampton, Plymouth, Bath and activities or courses that some of our
camps, yoga, golf, bike rental, paddle Lincoln. Our roll out plans will see a specialist activity partners may provide.

30 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 If customers are worth
more, businesses can
afford to spend more
keeping them active,
which further increases
their loyalty and value

member who we charged on the Where do you see MoveGB’s

MoveGB is working wrong date. The charge caused position in the future of fitness?
with many of the them to go overdrawn....and We face an inherent dilemma in the
major chains hungry! Needless to say an industry. We’re all driven to get ‘more
like Fitness angry customer suddenly people more active, more often’ but if
First, as well turned into one of our everyone exercised for the
as many greatest fans! recommended 5 x 30 minutes every
independent week, then most health and fitness clubs
operators Have you done research would need to be five times bigger. We
on exercise adherence need to fix this if the industry is going to
and the MoveGB formula? do more than just survive.
Can you tell us a Yes, our model is based on the By uniting traditional, low cost and
little more about your insight from over 15 million boutique operators, MoveGB offers a
coaching division? member records and 10 years at TRP. way to spread members evenly, keeping
We offer a proactive concierge service Our current business performance the customers active and growing the
to our members to help keep them shows that the average length of stay is size of the market for all.
active. We also use a lot of smart almost twice the fitness industry But you can see why the market has
technology like TRP to monitor our average, but we are still not satisfied and anchored fitness to be worth such a low
members and engage with them when are obsessive about improving this. amount… because they don’t actually
motivation is needed. use the service!
One of the problems the industry How would you describe your As an industry we should be as
suffers from is a bad reputation for company culture? powerful financially and politically as the
service. We’re determined to create We’re a young, purpose driven company. pharmaceutical industry. We have a far
a culture and model that places us We only recruit people who are better product for most of the same ills,
as one of the best customer service genuinely passionate about the health we just have to get people using it. O
companies in the world. So we’ve and fitness industry, and in turn we offer
studied and visited companies them great benefits like unlimited annual
like Amazon, and believe we have leave, flexible hours, and a work
For more information, visit
something pretty special to offer. environment with bean bags, free fruit
MoveGB’s operator website at:
Our coaches are empowered to do and stand-up desks!
www.webuyanymembership.com
what they can to delight our members We are currently on the look-out for
Phone: 0845 519 6626
and have a weekly budget to spend offices as we are expanding so fast, the
Email: partners@movegb.com
to make sure it happens. We recently team has almost tripled since I joined
ordered a pizza to be delivered to a the team five months ago.

June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 31
 TALKBACK +ATH (UDSON s *OURNALIST s (EALTH #LUB -ANAGEMENT

PT vs technology
Technology is moving at a dizzying pace. With advanced robots coming to the UK this year and
exercise apps increasingly widely used, is technology set to push personal trainers out of a job?

T
he membership base of Or does personal training appeal to a fitness choices based on the data
cycling app Strava is growing different market – one that’s less likely to collection policy of fitness providers.
so fast the company can’t put be seduced by technology? People who The flip side of the technology threat is
a figure on it. Meanwhile a find apps confusing, or who don’t have the opportunity it presents to savvy PTs
wide array of apps such as Motiontraxx, the time or inclination to trawl about who are able to figure out how to use it.
FitStar and Kiqplan are motivating and online but who prefer a dialogue with a So what should PTs be doing to make the
educating people, empowering them to real person and like the commitment a most of technology? How can they use it
take their fitness into their own hands: PT appointment gives them? to grow their businesses and make their
download a programme and watch the And is there in fact the chance of a services even more effective? What skills
stats to see how you’re progressing. backlash against tracking technology, do they need to emphasise to stay ahead
So where does this leave personal because people find it too Big Brotherish of the tech? And is there a future for
trainers, who offer a less flexible service that a company can hold information those who decide not to embrace it?
at a much higher price? Is there a danger about them which they can then aggregate Will PTs be able to upskill even further
that people will no longer wish to pay and sell on? According to Maneesh Juneja, to complement tech rather than compete
for the knowledge of a middle man data will become currency and there’s – becoming specialists in particular sports,
when they can now use technology to already an emerging group of people for example, or disciplines such as
secure the same knowledge for wanting to retain and sell their own data. motivational interviewing, so they can take
themselves at a fraction of the cost? In the future they might even make their people to a place beyond technology?

Do you have experience of merging PT and technology? Email us healthclub@leisuremedia.com

MANEESH JUNEJA SEAN MAGUIRE

Independent digital health futurist COO s Legend

“W ith austerity likely to continue

until 2020, consumer
choices will be influenced by economic
“T echnology poses more of a threat
for those PTs who don’t move
with the times, but even old-fashioned
circumstances. Apps and sensors are PTs won’t become obsolete. People pay
cheap and offer support 24/7, whereas for a PT to have a personal motivator,
PTs are relatively expensive and less accessible. expertise on-hand, a tailored programme and to be kept
Even the older, affluent markets might start using personal accountable, all of which are very human qualities.
robots instead of PTs. This year sees the emergence of However, PT hasn’t changed much in 30 years and
household companion robots, powered by cloud-based technology will allow it to evolve to benefit both the trainer
artificial intelligence, which will be able to undertake many and the consumer. PTs are constrained by the one-to-one
functions such as engaging in conversation or even ordering model, whereas technology will allow them to work with more
a takeaway. If these household robots are adopted by the people at once – for example, by streaming classes online.
masses, they could impact the niche PTs have. Also, the NHS They will also be able to offer, and charge for, a more holistic
has said it plans to roll out wearable technology to monitor service, by taking data from tracking devices and applying it to
health, so we could soon start seeing GPs prescribing apps. the client’s programme. Technology will allow them to find out
However, the technology also offers an opportunity to what their clients are eating and their activity levels beyond
redefine PT, so PTs need to be able to understand emerging their session – better data which should lead to better results.
technologies and piggyback on what’s happening. For example, There is a need for the traditional model and it’s effective.
virtual reality headsets could allow PTs to connect with people But PTs could use technology to build bigger brands,
over a wider geographical area. And wearable technology, reaching out to a broader audience with specialised online
including smart fabrics, will generate a huge amount of data programmes and services. The end result will be greater
that people will want analysed, which provides an opportunity benefits for the consumer, and the fitness industry, with

”
for the fitness sector to respond to clients with new insights. more people getting better results.
”
32 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
Nettleton: Technology can help PTs better
connect to communities of athletes

ANDY JACKSON GARETH NETTLETON

Owner s AJ Scot LLC Marketing director s Strava

“N othing has changed. The threat of

cutting out the middle man has
always been there: it used to be by using
“P Ts should absolutely be seeing
technology as one way in which
they can validate the effectiveness of
programmes from magazines or copying their services. When harnessed correctly,
other people. Garmins and heart rate technology can be a huge enabler for PTs
monitors have been around for a long time. in various facets of their business, from helping athletes train
The big advantages PTs have is that they can coach smarter and more effectively, to facilitating the growth of a
and connect with the person and motivate in a way that wider personal network for fitness professionals.
technology cannot. They can also ensure people avoid From a performance measurement and analysis point of
injury by not doing things before they’re ready, or with bad view, technology makes fitness quantifiable. Whether that
technique. PTs have been criticised for just standing next to be through heart rate training or simply comparing times
treadmills and talking to people, but 50 per cent of what they for similar run routes, technology allows for deeper analysis
do is to support and motivate and simply be there. and therefore insight. Any training aid that allows athletes to
Clever personal trainers are already using the technology to recognise progress will only lead to improved motivation.
enhance what they’re doing and are using it to their advantage Additionally, there’s the network potential that
– for example, by providing an online service and using online technology brings. At Strava we talk about connecting
programming to create more specific, targeted training. athletes, both to each other but also to forward-thinking
If I were a PT, I’d be using trackers to prove what I was doing trainers, coaches and businesses. It’s a community with
with clients was having a positive impact, and I’d be advising shared goals, motivations and athlete DNA at its core.
them to make use of apps such as MotionTraxx. PTs shouldn’t Personal trainers who can tap into such a community can
fear their clients using technology, or working out without them, find themselves not only directly connected to an array of
because working out more is a good thing. Not keeping up with athletes, but also granted access to their entire training history
their education is more of a threat to PTs than technology.
” and performance data. That’s a huge opportunity.
”
June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 33
INTERVIEW

EDGARD CORONA
The fou n d e r a n d C E O of Bi o R i t m o a n d Sm a r t Fi t t a l k s t o K at e
Cr a c k n e l l a bo u t c a n n i b a l i s i n g h i s ow n b u s i n e s s , h a n d i n g t h e
r e i n s t o h i s s t a f f a n d t h e c h a l l e n g e s of o p e r ati n g i n B r a zi l
Corona says the business faces the financial challenge of having to pay 2.5 times more than the US for fitness equipment

Co n f r o nt i n g c o s t s

“I
f I’m going to lose members when he resigned from his job as
to low-cost clubs, I’d a chemical engineer to invest in the He continues: “But even then, it was
rather lose them to my first ever BioRitmo club. hard for us to grow because of costs.
own low-cost clubs than “We did everything wrong,” he says. Interest and inflation rates in Brazil
to my competitors,” says “The club lost money for seven or eight were very high – we had to change our
Edgard Corona, explaining years until we made the space bigger prices every month – and the import tax
how, in 2009, he launched low-cost and offered more parking.” on goods coming into Brazil meant we
SmartFit into the market alongside the But come 1997, and the opening of were paying around two and a half times
premium operation, BioRitmo, that he’d the second BioRitmo in Paulista, the more for gym equipment than US
established in Brazil in 1995. recipe had already changed. “I’d visited operators. A treadmill would cost us
With this self-cannibalisation strategy London and had been inspired by the US$25,000 – more expensive than a car
in mind, Corona’s philosophy is to design and the experience you got in – so we didn’t have much kit in our clubs.
offer the very best clubs in both the the restaurants over there. “In fact, that premium on fitness
premium and the low-cost segments “I decided I didn’t want my clubs to equipment is still the case – it remains
of the market, in a bid to ensure his feel like health clubs – I wanted them one of our big challenges.”
facilities are people’s first and second to feel like you were walking into one Corona realised more streamlining
choices. Whether they then opt for of those restaurants. Our Paulista club was needed and, attending his first
BioRitmo or SmartFit is up to them. changed the whole market – it was very IHRSA event in 2001, he hired one of
But it’s been a learning curve, as clean, with a great colour scheme and a the expert presenters to refine his
Corona freely admits. Rewind to 1995, strong focus on lighting.” sales process. The facility mix was also

B I O R ITM O SMAR TF IT
Established: First club opened 1995 Established: First club opened 2009
Membership fee: US$100 a month Membership fee: US$20 a month
Club size: Typically 1,600sq m Club size: 1,000–1,500sq m
Offering: Gym and group exercise Offering: CV and resistance equipment
Member profile: Diverse age range and fitness experience Member profile: Younger, exercise-savvy members
Number of clubs: 28 Number of clubs: 227
Locations: Brazil, predominantly in São Paolo Locations: Brazil, Mexico and Chile

June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 35
 INTERVIEW

In 2014, 52 SmartFit clubs opened in Brazil,

but this year growth will be more cautious

reviewed, with the swimming pools

removed to make way for two group
exercise studios in every club. “It’s hard
to manage too many elements well,” he
explains. “I wanted a simpler model as
the blueprint going forward.”
Within this, however, Corona has
continued to experiment. At the
Higenopolis club in São Paolo for
example, which opened in 2005, he
installed theatre-style lighting to
overcome the challenge of an interior
location in a shopping centre: during
the day, the lighting makes it look like
daytime, switching to sunset and then
night-time at the appropriate hour.
And in the last year there’s been a
significant rethink in the BioRitmo club

E M P OW E R I N G S TA F F
“In 2003, I was working power and purpose and ask each member twice a for customers and staff,
crazy hours and I went on a participation, so I inverted year. They receive an email to measure how well the
training session that the pyramid at my company within five hours of leaving manager is taking care of
changed the way I saw the and empowered the staff – the club, and if they score the team, and how satisfied
world and managed my the people who are in front us less than six out of 10, the members are.
company,” says Edgard of the members every day the manager must call them, “The whole team then
Corona. “I realised I was – to run the company. apologise and look at how gets involved in finding
doing a lot wrong.” “We monitor member to address any problems. and implementing
He adds: “I learnt that satisfaction through NPS “We also have a Gallup solutions to the problems
every human being needs every day, although we only process with questions they have identified.”

36 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 BioRitmo is Corona’s premium health club brand,
operating 28 clubs in Brazil – mainly São Paolo

layout to enhance the user experience, from Europe, because the Euro is also
with gym floors split into three distinct struggling. And of course a lot of our
zones to cater for different types of resources are going towards tackling the
member. “We’ve created three clubs
There’s a national water shortage at the moment.”
within a club: one area for those who water shortage, so we’re
just use machines to exercise, mainly Co s t ve r s u s s a l a r y
beginners and middle-aged to older having to drill 36 wells this He continues: “Another reason we’re
users; the central area targeting people focusing on SmartFit is that the
in their 20s through to early 40s, with
year and buy trucks premium end of the market is already
a more competitive feeling and a focus to move water from one saturated. In spite of the tough
on functional and small group training; economic conditions in Brazil, and the
and the other end exclusively for heavier site to another fact that people in the US earn at least
free weights and personal training. three times more than people in Brazil,
“We also have different types and there are more high-end clubs in São
ages of instructor on the gym floor at Paolo – where the majority of our
different times of the day, depending on will drop 2 per cent and inflation is BioRitmo clubs are – than in New York
the profile of the members in the club.” sitting at about 8 per cent. People have City. So we’ll open more high-end clubs,
less disposable income.” but probably only one or two a year.
A c h a l l e n g i n g m a r ke t The company will therefore focus “Meanwhile, only about 4 per cent of
But it’s not all been plain sailing. In 2007, on growing its low-cost brand – the Brazilian population holds a gym
cashflow was “very tricky – I thought although even then, given the membership at the moment, so there’s
the business might fold”. And operating challenging conditions, growth will scope for growth if we can educate
in Brazil doesn’t get any easier today. be slower than in previous years. people to look beyond aesthetics to
“There’s a national water shortage, so “Last year we opened 52 SmartFit the health benefits – although that in
we’re having to drill 36 wells this year clubs in Brazil, but that won’t be the itself will be a challenge. However, I
and buy trucks to move water from case this year. We have to base all don’t think we’ll get much past 6 per
one site to another. If people can’t our plans on zero growth in Brazil,” cent, because the cost of building and
shower at our clubs, then they’ll have acknowledges Corona. “The value of the operating clubs is such that US$20
to close,” explains Corona. Brazilian Real is also decreasing against really is the lowest you can charge –
“The cost of water is likely to go up 35 foreign currency, which is another big that gives you just a small profit – and
per cent this year – assuming there is challenge as all our equipment and lots of people can’t afford that.
any – and the cost of power up 55 per maintenance comes from the US or “In the US, people’s salaries are three
cent. Meanwhile the Brazilian economy Europe. We’re currently buying more times higher and they pay US$10 a

June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 37
 INTERVIEW

month for a low-cost club. In Brazil they

pay US$20, meaning gym membership
is the equivalent of six times more
expensive. So even budget clubs won’t
hugely grow the market.
“We may even need to increase
our price slightly – to around US$23
a month – for the new clubs we’re
building, because equipment is now
60 per cent more expensive due to
the exchange rate.”

G r ow i n g S m a r t F i t
Nevertheless, if growth does come, it’s
likely to be through low-cost expansion.
So what is the SmartFit model? “It’s an
experience,” says Corona. “The way
we’ve approached the architecture, the
lighting, the choice of software and
equipment… it isn’t like a normal
low-cost club. The idea is that, if SmartFit clubs are designed to look high-end even though they are budget
low-cost competition arrives, they won’t
actually be able to compete because
ours feels like a high-end club – but
charging only US$20 a month. I don’t have any issue with challenging
“In fact, a lot of high-end gyms are
losing members to SmartFit, including my own business models and cannibalising myself.
BioRitmo. That’s OK though – I’m happy I believe that, if my business is hurting, it’s
to have really great low-cost clubs so
we don’t lose our BioRitmo members to because I’m not giving members what they want
other low-cost operators.
“I actually don’t want people to be
able to see much difference between show you the exercises you can do on “Over time I think we can grow
SmartFit and BioRitmo.” that piece of equipment.” SmartFit to 130–140 clubs in Mexico
He continues: “There are instructors There are now 176 SmartFit clubs in and to 300 in Brazil – so maybe a total
on-hand at SmartFit in case members Brazil, with another 20 planned by the of 450–500 across all markets – but
have any questions, but the whole club end of the year, and it’s proving to be that’s really just a guesstimate, because
has been set up to be self-explanatory. an appealing model across other South our competitive advantage is inevitably
There are three rows of equipment American countries too. just temporary.”
– the front row is for weight loss, the “We’ve created 50/50 joint ventures
second for endurance training and the with local partners to expand into Co m p et i n g w i t h yo u r s e l f
back row for muscle building. Crossing Mexico and Chile – SportCity in Mexico Corona concludes: “I’m now looking at
these to effectively form a grid, lines of in 2012, and O2 in Chile at the end of the possibility of launching a microgym
equipment run from the front to the 2013, which are both high-end operators format. As Steve Jobs said, it’s not about
back of the gym floor by body part: that wanted a low-cost brand. We have the next thing you do but what you’ll do
arms, back, legs, abs and so on. 47 clubs in Mexico with another 17 to three steps down the line. I want to
“So if you want to build muscle in your come this year, and four clubs in Chile think about what formats I can create
arms, you immediately know exactly with another in the pipeline. I’d also like that will compete with my existing clubs.
which piece of kit to go to. There’s to go into Peru, where I think we could “I don’t have any issue with
then a video when you get there to open around 30 clubs. challenging my own business models
and cannibalising myself. I genuinely
believe that, if my business is hurting,
it’s simply because I’m not giving
LOC ATI O N , LO C ATI O N , LO C ATI O N members what they want.
“It’s hard finding good locations for can take 20 minutes to drive 1km – “The future is uncertain, especially
clubs in the old cities of Brazil,” says which means your potential audience with all the technology that’s coming our
Corona. “The way the buildings have must live or work in a radius of just way, but it’s full of opportunities. I want
been designed, you often have to split 1km from the potential new club. to prepare and empower the young
clubs across several floors, or you “In Rio it’s different again. There, people in my organisation to be creative
have to knock two buildings together people walk to the club and go home and come up with new ideas. My role is
– there aren’t many big spaces. again to shower, so we have smaller to step back and try not to disturb them
“You also have to take traffic into clubs dotted along the same street – simply to help them make the changes
account when selecting club locations. within a couple of blocks of each once they’ve come up with the ideas –
Traffic is very bad in São Paolo – it other – and no showers.” because they understand technology far
better than I do.” O

38 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
THE FASTEST-GROWING COMMERCIAL
FITNESS BRAND IN THE WORLD

www.matrixfitness.co.uk
 PREMIER SOFTWARE PROMOTION

Operations
manager Leonie
Wileman explains
how the CORE by
Premier software
solution meets the
CORE can help build profitability
growing needs of your and manage daily operations
health and fitness business

Innovative to the CORE

When was Premier Software proximity access control for members Why else should clients
established? and day guests. choose you?
Since 1994, Premier Software has been CORE by Premier provides a complete
the centre of the spa and leisure What do you offer health clubs? solution for all leisure and spa
industry, providing professional CORE by Premier is remarkably flexible. requirements, from scheduling services
solutions to independent and group It provides health and leisure clubs with and stock control to marketing. The
establishments across the globe. all the functionality and flexibility flexible design and single database
needed to run multiple membership structure can be tailored to meet the
What is the mission of the schemes, increase membership numbers requirements of a multi-site group or
company? and promote revenue growth. stand alone site. CORE offers a
Our mission statement is: To create Operators can validate and track comprehensive online suite including
software people want to use and usage of their members upon entry, web booking, online membership and
respond positively to our clients’ needs. taking into consideration date of expiry, registration. Our fully integrated mobile
membership types and payments. suite allows trainers to deliver first class
What are your key products? Members can be issued with a card or services, booking clients for their next
Our flagship product, CORE by Premier their details can be entered manually. appointment away from reception.
gives a 360° view of your business, CORE integrates with access control
helping to build profitability and manage enabling members to self swipe for fast What support do you offer?
day-to-day operations. It covers all track entry at reception, via a physical Our dedicated UK based support team
business areas from front desk to back barrier or external locking device. are vital to the ongoing relationship with
office operations, including call centre The members’ database allows you our clients. They provide help and
and multi-location administration. to analyse the profile of an individual advice with the day-to-day operation of
member and membership category. the software. If a ‘worst case scenario’
What are your most recent Retention and attrition ratings can also arises, our team are there to assist.
software innovations? be monitored, along with memberships The support service also includes
Premier is continuously striving to on hold and new member listings. regular updates of the software,
improve our products by listening to our CORE provides the ability to ensuring your system always has the
clients changing needs. capitalise on captured client data, all latest functionality available.
Premier’s quarterly software release enquiries can be tracked and personal
saw some exciting development with correspondence can be generated Tell us about your new premises.
new payment integration to Single Euro for each type of enquiry, such as a What will be on offer there?
Payment Area (SEPA) for membership membership or package information. We’ve recently moved to Cannock’s
transactions outside the UK. Premier Online membership and sign up also prestigious Heritage Park, and have
also enhanced its portfolio partnering removes the need for paperwork and doubled the size of our office space,
with Gantner Technologies, to provide the signing of Direct Debits. meaning we can now offer a dedicated

40 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 Mercure Hotels were
looking for a solution
that could be rolled out
across multiple sites

We’re aware that the key trends in the health, fitness and spa market
are improving the customer experience and ensuring value for money

training facility for all of our clients. The

large modern training area will allow CASE STUDY Spa Naturel Fitness
Premier’s customers to leave their busy
health club or spa to be trained on how
to effectively use Premier Software. advocated that the system has allowed for

S
pa Naturel Fitness, part of the
Mercure Hotel group, offers an even greater personal connection with
What do you see as the key a range of treatments from their use of the e-mail and SMS options
trends in the health, fitness massages to manicures, leisure direct from the software.
and spa market and how is and gym memberships to suit all needs. “Swift communication using multiple
Premier meeting those Across their collection of health clubs and different areas of the software is
developing needs? spas, they have created a space to escape extremely useful when identifying what a
From speaking with our clients, we are the every day and find relaxation, helping customer needs. We can create a letter
aware that the key trends in the health, their members to unwind, de-stress and en masse about events, recommended
fitness and spa market are improving the feel totally refreshed. products for customers to use, and much
customer experience and ensuring value Mercure Hotels chose CORE by more,” he says.
for money. Premier as it offered a single solution that The system further enables Betteridge
Premier Software meets these could be rolled out across their multiple and his team to set targets and manage
developing needs by providing a flexible locations. This allows the staff to manage customers by providing reports that
design and single database structure all of their memberships and day-to- can be used repeatedly each day. From
that can be tailored to meet the day treatments in one place, as well as tracking new sales and cancellations,
requirements of a multi-site group or providing detailed reporting systems that to treatments and revenue generated,
stand alone location. allow for easy tracking of performance Spa Naturel Fitness is able to analyse
Our bespoke package allows our and finances. Being able to keep trends and set appropriate goals as a
clients to have a suite of online products everything organised with specific policies direct result of these reports. “We get
that help to build profitability and allows the team at Spa Naturel Fitness to everything we need from CORE,” he says.
manage day-to-day operations, providing communicate and interact with customers Finally, when asked what aspect of
the best service for their members. O clearly and efficiently throughout their the software they have found to work
stay. “CORE is able to highlight specific really well for their business, Betteridge
areas that need developing – from explains that “CORE in itself is what
TEL +44 (0)1543 466580 tracking traffic to prompting a staff works well for us – to identify any
WEB www.premiersoftware.co.uk member about a customer’s birthday!” individual portion of CORE as better
www.facebook.com/ says Anthony Betteridge. than the rest is a difficult task. It’s a well-
PremierSoftwareSolutions When asked how CORE has helped rounded tool that allows for a great many
@PREMIERSOFTWARE with member retention, Betteridge improvements within a business”.

June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 41
 NEW OPENING

THINK OUT
OF THE BOX
Gymbox Westfield Stratford has inherited all
the colour and buzz of its Olympic next-door
neighbour, says Kate Cracknell, as she pays a visit
and chats to CEO Richard Hilton about creativity,
classes and more new clubs

I
visit the new Gymbox in Westfield A big part of that is down to the
Stratford, east London, just two company’s ongoing investment in its
weeks after its opening, with sites. “We have a policy of ‘no tired
the club still in the final stages of clubs’,” says Hilton. “People are always Hilton brought his advertising
decoration and snagging – but it very keen to throw the spotlight on talents to the Gymbox brand
already has a real buzz to it, not to their new sites, but for me you have to
mention a much busier gym floor than look at an operator’s old clubs. That’s
I’d expect at 10.00am on a Monday. how you see the strength of the brand. makes you want to work out. There
“We opened with 2,000 members and “Similarly, although people have been are floor to ceiling windows in the
already have 800 people using the club calling this our flagship club, actually I’d three studios – although blackout blinds
each day,” confirms Gymbox founder and just call it a well-executed club. I don’t and a top-of-the-range lighting system
CEO Richard Hilton when we sit down think you should create one flagship: all allow the instructor to create whatever
for a chat after a tour of the facilities. your clubs should be flagships. If we do mood they require – and a glass-sided
Although he admits there’s always something that works well in a new club, gym with fantastic views over the
an early days surge of people using the we’ll put it into our old clubs too.” Olympic stadium and the ArcelorMittal
gym at a brand new club, nevertheless Orbit (the curving red sculpture next
this sort of usage seems to be pretty Establishing a heartbeat to the stadium). The CV floor has even
standard across all Gymbox sites. All that said, I’m in Stratford to see the been tiered so, no matter which row
“Eighty-seven per cent of members use new club – and it’s one I’d very happily you’re in, you get a view of the stadium
Gymbox clubs once a week,” Hilton tells be a member of, even though the while you’re working out.
me. “And each club is visited by around pumping dance music reminds me I’m at The main gym floor also offers a
1,000 members a day from a typical the upper end of its target age range. large resistance area – there’s a fairly
membership base of around 3,000. Created within a space built equal split space-wise between CV
“We’re also at a record number of specifically for Gymbox by Westfield and strength – and the whole room
members: all but one of our seven clubs – “Westfield understands brands and is brought to life with brightly striped
are at their highest ever membership; the wanted Gymbox as its gym brand,” says metal girders as pillars, neon lighting and
one that isn’t is just 50 members short.” Hilton – it’s colourful and light and it Bose speakers overhead, and live DJs.

Welcome to Gymbox The gym at Stratford is a colourful, light space, with brightly striped pillars

Westfield Stratford

Opened: 9 March 2015

Build cost: £2.2m
Size: 20,000sq ft
Membership: From £62/month
Capacity: Approx 3,200 members
Suppliers: Life Fitness, Precor,
Stairmaster, Schwinn, Ivanko,
Hammer Strength, Concept2,
Jacobs Ladder, Freemotion

42 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 Classes are the heartbeat
of Gymbox; at Stratford, up
to 150 members take part
in classes at any one time

On the same upper floor of the club

is another gym area for heavier lifting,
functional training and martial arts.
There’s a sledge track, ropes, plyoboxes,
soft medicine balls, a whole row of squat
racks – which have also been painted
in bright colours – and a vast Octagon
surrounded by punch bags and a few
bits of cardio (bikes, Turbo Trainers and
SkiErgs) for functional classes and PT.
“We do classes pretty much
everywhere in the club,” says Hilton.
“At peak times, there’ll be a class going
on in each of the three studios, in the
functional area and in the Octagon.
That’s a total of around 120–150
people all doing classes at once.”
That’s not surprising given it’s really
in the area of group exercise that
Gymbox sets itself apart. “Classes are
the heartbeat of our clubs,” agrees
Hilton. The design and location of the
large studios reflect this: they’re the One area of the new gym offers heavy lifting, functional training and martial arts
first thing you see as you walk past
reception, with a touchscreen board based Pound, rave and Nae Nae,” says “We have around 90 classes a week
promoting the diverse timetable. One- Hilton. “Those ideas might come from in each club, and every single class is
way mirrors allow exercisers to see a our team – they might have got an idea always booked up. Over 60 per cent of
full wall of mirror while those outside from a film, or maybe even a dance our members do group exercise.”
can get a taster of what’s going on in they saw someone doing at a wedding
the class, and the cycling studio features – or from our members. Growth potential
lasers and a leaderboard. “Everyone’s allowed to be creative This class-focused approach was inspired
“We design all our own classes and and you mustn’t be embarrassed to by the time Hilton spent working in
change the timetable every quarter, make mistakes – some things will advertising in New York, between 1990
introducing four or five new creative always work better than others, and and 1997. “I used to go to Crunch and
slots each time – so at the moment we our members never hold it against us. the classes were utterly unique,” he says.
have things like twerking, drumming- They just tell us and we change it. “There was nothing like it in London, so

June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 43
 NEW OPENING

Big box versus

microgym

“For me, 20,000sq ft is our sweet

spot,” says Gymbox CEO Richard
Hilton. “We have one smaller site
in Old Street which is around
10,000sq ft. At that club, rather
than try and squeeze everything
in and not do it all properly, we
dropped one discipline: combat.
“I would do that again, but
I prefer to offer everything in
each of our clubs, so really
20,000sq ft is ideal. The big box
gym is still a very strong model,
even in the days of the specialist
microgyms. We strive to be best
in class across every aspect of
our offering, whether that’s free
weights or classes. And if you do The Gymbox clubs and
everything really well, you won’t branding are targeted
be threatened by the microgyms. at 18- to 40-year-olds
We had a boutique club open
right near us in Holborn and we
didn’t lose any members to it. People are always very keen to throw the
Neither have we lost members
to other mainstream clubs. spotlight on their new sites, but for me you have
“The key is to ensure that every
element of your offering is able to to look at an operator’s old clubs. That’s how
compete with a specialist club that
offers only that discipline.”
you see the strength of the brand

when I came back I put together a is more sophisticated now. It’s more “After that, it’s really a case of
business pitch for a new gym concept. I about word-of-mouth and social media. balancing how big the business can
wanted to create a gym business with a “The challenge now is how to keep be versus where I can take it myself.
distinctive look and feel that inspired the creativity in the business as it grows. I believe it has huge potential.
and compelled you to exercise. It would It feels like a start-up still – people still “London is core for the brand, but
be targeted at 18- to 40-year-olds, and think we’re the new kid on the block it could also work well in other
– drawing on my advertising background – so how can we maintain that, going big UK cities – Leeds, Manchester,
– we would very much speak their from being a cool small business to a Liverpool, Birmingham, Newcastle – and
language. That means Gymbox is a cool bigger business?” internationally. That’s not on my radar
polarising brand – you either love it or Because the business is certainly though. I want to continue what we’re
hate it – but I believe you have to have growing. Having received a cash doing, take small steps and do it well. If
confidence in what you’re saying and be injection from Octopus Ventures in the business ever gets that big, it may or
consistent with your brand at all times. 2010, which helped it grow from three may not be while I’m in charge.”
“I wanted to use interior designers to five clubs, it then received £10m All of which sounds like he’s getting
and light designers and sound engineers, from the Business Growth Fund (BGF) ready to move on, I suggest. “The
not gym designers. And I wanted the in 2014 – the investor at Octopus business is not for sale,” clarifies Hilton.
heartbeat to be the classes – to ensure had moved to BGF – as well as an “But it’s a business, not my personal
these really differentiated us. additional £7m in fresh loans. pension fund or a lifestyle. If at some
“I needed £2.5m, but at first I couldn’t “The original idea was to open another point I’m approached by someone
raise it. Then I approached Fitness First three clubs, but the two we’ve already with the right money, who I feel is a
and they immediately loved it, putting in opened – Old Street and Westfield safe pair of hands – willing to keep the
£2m. That was in 2001, and I opened the Stratford – are already doing so well management team intact and maintain
first club in Holborn in September 2003.” that we’re now going to open four,” says our brand and our culture – and
I ask Hilton about some of the Hilton. “We’ll open our eighth club in who has a better skillset to take the
quirkier PR stunts Gymbox has done in Victoria in October or November 2015, business even further… There’ll be a
the past, and he says: “We had to get and there’s another central London site time when that might happen. But I
our brand on the map, but our approach we’re in the process of signing. don’t think it’s right now.” O

44 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 Available
in print
& online

HEALTH CLUB MANAGEMENT

HANDBOOK 2O15
The 11th edition of the Health Club Management Handbook will be a
comprehensive guide and reference tool distributed to industry operators, buyers
and suppliers and available at leading industry events, LIW, IHRSA, FIBO & SIBEC.

WHAT'S IN IT?

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Q Web address book Q UK budget operators
Q Product selector Q European operators
Q Company profiles including key information, Q Features and reference material
contact details, images of products and a
picture of your company contact Q Predictions for 2015 from key industry figures

Q Vertical strip adverts in the Q Consumer and industry trends for 2015
address book section Q Industry statistics
Q Diary dates – a guide to all industry events,
BOOK YOUR COMPANY PROFILE NOW! shows and networking opportunities
Call: +44 (0)1462 431385
Email: displaysales@leisuremedia.com The Health Club Management Handbook
is available to purchase at £50
 PRICING STRATEGY

THE LANGUAGE
OF NUMBERS

PHOTOS: WWW.SHUTTERSTOCK.COM
Just as vinyl is being revived, mid-market gyms are coming back stronger

T
he squeezed middle. Everyone block was going to kill off radio. Or
knows what it is. Challenged more recently e-books: it was reported
The mid-market from above and particularly recently that electronic book sales
below, dire predictions were declined slightly last year. And what
is a good place to made about the death of the mid-market about digital radio, which was predicted
be – you just need gym, which have happily proved untrue. to wipe out analogue services? (This
The sector has survived, has adapted may still happen, but it will be driven by
to know how to and – although some say there’s more government demand rather than simple
pain to come before the corner is finally market forces.) Or vinyl records: I’ve lost
pitch your pricing. turned – the general consensus is that, count of the times I’ve been told recently
while low-cost gyms may be here to stay, that this medium, so much warmer and
Tim Baker of this does not mean the mid-market gym realistic than CD and electronic versions,
research is an endangered species. is recovering. Sales of turntables, as well
This process is typical of so many as vinyl, are growing.
consultancy markets. A new proposition is lauded as Sure, there are also examples where
a market game changer, grows rapidly as products and services have died a death:
Touchstone it’s adopted, and then hits a plateau and cassette tapes, floppy disks, VHS tapes,
it becomes another player. video hire shops to name a few. These
Partners explains Consider TV: we’re too young to have generally been replaced because
remember when this new kid on the something came along that could do

46 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 Readers have come to value the physical book – unless it’s one they don’t want to be seen holding

exactly the same thing, only better There’s almost certainly going to be ranging from gastro pubs through
and often cheaper. Television can’t do consolidation before things turn around, traditional locals, city centre and sports
everything that radio can. Readers have but it would be a brave pundit who pubs to family-orientated offers where
come to value the physical book, unless forecasts the death of the grocery mid- provision is made for the kids to let
perhaps it’s one they don’t want to be market. The leading players have woken off steam. Each pub is assigned to a
seen holding on their commute. There’s up and are reviewing, re-configuring brand according to the location, what
something special about holding a vinyl LP. and re-presenting themselves so they the customers there want, and what
Benefits that ensure survival and have a distinct positioning in the new they’re most likely to buy.
growth can be emotional or functional. landscape. Sound familiar? Customers in all markets are
Unless it’s a direct replacement, price is So how does a mid-market gym driven by a range of factors which –
only one element of the marketing mix – operator get it right? We’re constantly depending on the individual member’s
and this is as true for the gym market as told we need to differentiate, to create characteristics – are ‘dialled up or down’.
it is for every other one. a clear space that’s easily understood, We all know the person who’s driven
and to stick to it. We can – and by value, or convenience, or personal
EFFECTIVE SEGMENTATION should – do this by understanding the service and so on. Price is obviously
In fact, the mid-market is a pretty good neighbourhood where the gym sits, by another of these factors, but with
place to be – if you get it right. It’s clear listening to members (not forgetting gyms, other factors are likely to include
at the moment that low-cost offerings leavers, to understand why they didn’t staff numbers, staff attentiveness and
are popular, but these tend to thrive want to stay), by understanding their expertise, sophistication of equipment,
when times are hard and incumbents emotional as well as their physical needs, amount and range of equipment, size of
have taken their eye off the ball: while and by investing in the right equipment, premises, facilities, classes, information,
Aldi and Lidl are currently driving the facilities and staff. And by charging the support, ‘extra curricular’ activities and
grocery market, a key reason for this is right price for that differentiated offer. changing facilities (size, style etc).
that the mainstream mid-market There’s only point in differentiating Some of these will be hygiene factors
operators were complacent. They failed if it’s in ways that are meaningful to – what you have to offer just to get into
to give their customers good reasons to the customer. A large pub company I the consideration set – and some will
keep using them, and they failed to spot know which has 750 pubs does this be real differentiators. An effective
significant changes in shopping behaviour. successfully. It has six core brands, segmentation will let you determine

June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 47
 PRICING STRATEGY

Some members may use

the sauna but not the
pool, so offer them a price
bundle to reflect that

“Don’t necessarily drop an option just

WWW.SHUTTERSTOCK.COM
because nobody buys it – this could be the
key package that trades members into
higher value options”

which factors are more important to TABLE 1: ECONOMIST SUBSCRIPTION OPTIONS

the different member types, and which
are real deal-breakers for them. Subscription package Scenario 1: % of those taking each offer Scenario 2: % of those taking each offer
Online-only – US$59 68% 16%
PREDICTABLY IRRATIONAL Print-only – US$125 Not offered 0%
But while research can place relative
Both – US$125 32% 84%
values on each of these factors, we can’t
ask people directly what these factors
are as none of us, from a rational point option and five in six will trade up One option might be higher value
of view, actually think that way. People and buy the bundle. Remove it as an bundles that allow people to move
don’t use rational criteria to buy goods, individual option and the proportion of across services and sites through their
services or memberships. people who buy the bundle falls to two membership period – eg drop the pool
Dan Ariely’s excellent book Predictably in six. That’s a loss of US$66 for every as I’m not using it, add sauna as I benefit
Irrational gives countless examples of potential subscriber who chooses the from that, take a multi-site membership
ways we can be manipulated to buy online-only option. Put another way, for for a month as I’m moving around (and
what the seller wants us to buy and every 100 subscribers, the presence of let me do that from the place I’ve come
how, in his words, we don’t actually an option that’s never actually purchased to as well as from my regular gym).
know what our preferences are. We’re means The Economist would take an And don’t necessarily drop an option
not rational beings who consider all additional US$3,432. It’s clear the seller just because nobody buys it – this could
the implications of the choices we can, to an extent, affect the choices we be the key package that trades members
make. This is why segmentation and make by controlling the environment in into higher value options. O
differentiation is a tricky business: direct which we make those choices.
questions will yield direct answers which
are over-rationalised and often bear no USER-FRIENDLY PRICING ABOUT THE
relation to reality. It’s better to be as simple and clear as AUTHOR
One of Ariely’s favourite examples possible with price. Have a finite Tim Baker is chair of
concerns subscription charges for The number of options and don’t keep Touchstone Partners,
Economist. Two scenarios were tested changing them. Create bundles that a leading research
among different groups: the first offered contain mixes of the important factors consultancy in the leisure,
an online subscription for US$59 and a for your market, in ways that are easily consumer and shopper sectors.
print + online subscription for US$125, understood. See if your mother could Touchstone Partners’ core
while the second offered these two easily work out which rate she would expertise is in market exploration
plus a print-only subscription, also at like to be on, and whether you can (to identify opportunities),
US$125. Table 1 shows the choices – realistically – justify all elements. pricing, brand equity and
respondents made in the two scenarios. Joining fees could come into this proposition development.
When offered, the print-only bracket: how do you justify them? E: tim@touchstonepartners.co.uk
subscription gets no buyers, so it’s an Does it cover an induction? If so, all T: +44 1865 261442
apparently useless offer. Yet its presence well and good, but if it’s for pressing a T: +44 7710 633211
has a significant effect on the choices few buttons on the keyboard it will be www.touchstonepartners.co.uk
buyers actually make. Offer this ‘useless’ harder to keep in place.

48 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 FUNCTIONAL
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 ACTIVITY TRACKING

Fit for the challenge

fast-growing connected health and
fitness space. As the connected health
Gareth Jones, VP and general manager and fitness category continues its rapid
EMEA for Fitbit, talks to Kath Hudson growth, Fitbit products are carried in
more than 30,000 North American
about motivating users through retail stores, and 45,000 stores around
challenges, cheering and rewards the globe – they’re sold in 54 countries.

Who is your target market?

We recognise there’s no ‘one size fits all’,
so Fitbit has designed a diverse family of
What is Fitbit? Wii gaming console and the use of products to suit different budgets, goals
Fitbit designs products and experiences accelerometer technology in the and lifestyles. We believe we offer
that track everyday health and fitness, hand-held controller. something for everyone, whatever their
empowering and inspiring people to lead Park and Friedman realised that goals, however they want to achieve
healthier, more active lives. A pioneer in sensors and wireless technology had them and wherever they are.
the fast-growing connected health and advanced to a point where they could Three new fitness trackers have
fitness space, the latest reports suggest bring amazing experiences to fitness and recently been announced for ‘everyday’,
that Fitbit currently has a 72 per cent health. They embarked on a journey to ‘active’ and ‘performance’ users:
market share in the US. create a wearable product that would Charge, Charge HR and Surge. These
change the way we move. offer features that include continuous,
When and how was the Fitbit automatic heart rate tracking; GPS;
concept born? How many users does Fitbit have smartwatch functionality; and all-day
CEO and co-founder James Park is a and how quickly did it grow? activity and automatic sleep tracking.
serial entrepreneur. Fitbit is his third The number of users can’t be disclosed. In addition to these new trackers, the
company and was co-founded with Eric However, in terms of growth, Fitbit was line-up includes Flex wristbands, One
Friedman. Started in 2007, the founded in 2007 and has since become and Zip clips, Aria Wi-Fi smart scale,
inspiration for Fitbit came from the first the market leader and pioneer in the and online and mobile tools.

Three new trackers

are designed for
‘everyday’, ‘active’ and
‘performance’ users

50 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
Fitbit users can now connect with friends, so they can compare stats, share progress and cheer each other on

How do you keep friends are 27 per cent more active

customers engaged? than those without. Coming soon will
Our goal is to continue to introduce On average, Fitbit be a feature to make it easier to find
intuitive and motivational features to friends through email search features
enrich the already powerful interactive users who compete in and Facebook friend finder.
experience of Fitbit, making fitness
and activity tracking an effortless
challenges increase Users can also increase their activity
levels by adding to the ‘cheering’
and fun experience for all. their activity by more section: by bringing friends and family
We focus on delivering ongoing in on the fun, they can compare stats,
encouragement to our users – for than one mile per share progress and cheer each other
example, through our new automated, on – or indeed taunt each other! The
motivational updates, which take the challenge leaderboard refreshes throughout the
work out of tracking fitness so users day so you know exactly how many
can focus on reaching their goals. more steps you need to rise to the top.
We also offer rewards and friendly likes of Major League Baseball all-star Fitbit also sends push notifications when
competition to help users successfully and San Francisco Giants outfielder you’re nearing your goals and when
reach and surpass their goals. Challenges Hunter Pence, models from Victoria’s you’ve achieved them.
are one of the ways Fitbit engages with Secret, and tech CEOs.
users. Driven by friendly competition To keep up with avid Fitbit users, new How can the health club
and real-time rankings, in a few months badges were recently introduced which industry work with new
our challenges have become a powerful include 100,000 daily steps (about 50 technology such as Fitbit?
motivator for the Fitbit community. miles) and 700 daily floors climbed Fitbit is an ideal fit for the health club
On average, Fitbit users who compete (four times the tallest building in the industry, as both parties have the shared
in challenges increase their activity by world). Fitbit badges such as these goal of encouraging people to lead
more than one mile per challenge. reward users for their achievements healthier, more active lives. Clubs offer
A new feature, Fitbit Public Challenges, and help to provide constant the environment and facilities to help
offers users the opportunity to join and encouragement; they will also soon be people make changes to their lifestyle,
meet other community members who available within the Fitbit mobile app. and Fitbit empowers users with the
have similar activity levels. We’ve also recently added information and motivation they need to
Another recent introduction is functionality for Fitbit users to connect reach their fitness goals and make these
Celebrity Challenges, incorporating the with friends, as those with one or more lifestyle changes permanent ones. O

June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 51
 DESIGN & ARCHITECTURE

AN EYE FOR DESIGN

In the start of a new series showcasing best practice in health club design and
architecture, we take a look around the world and spotlight four of our top picks

ONE IN THE BANK

Goodlife Fitness – Stephen Avenue, Calgary, Canada

C
© CIJJJ PHOTOGRAPHY

reated within the former Bank of Montreal, this 20,000sq ft club is set amid
the limestone and Corinthian columns of the historic building. GoodLife
Fitness worked with Square Feet Design Group and Trigon Construction
Management for over a year, restoring the historic building’s mezzanine, main floor and
basement. Great care was taken to protect the unique decorative features, including
35-foot ceilings embellished with rosettes and 917 ounces of gold leaf, marble floors,
decorative mouldings and original chandeliers.
“We developed brand new approaches to meet infrastructure requirements and ensure
the heritage elements of the building would be conserved,” says Lori Ireland of Square
Feet Design. “GoodLife took great care to rebuild many of the interior historic features
and uncovered beautiful decorative elements in the process. One of the washrooms is
The gym interior retains the actually built inside an old bank vault. It was well worth the extra effort.”
bank’s Corinthian columns

52 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 The ‘Fitness
just got
serious’ neon
signs inject
vibrancy into
the gym’s
design

LOW COST, HIGH SPEC

JD gyms – Liverpool, UK

B
uilt within Liverpool’s Grade II listed State Insurance says JD Gyms MD Alun Peacock. “We’ve highlighted original
Building – previously a dance hall and nightclub, but features such as sash windows, ironwork and columns, and
empty for the last eight years – JD Gyms worked with we’ve used a lot of glass and stainless steel, but this has been
Design Business Interiors to bring the 26,000sq ft space to life complemented by an injection of JD Gyms’ fun and colour.
as a low-cost (£19.99 a month) but hi-spec gym. “While this building has less of the urban materials we’ve
“The building was so architecturally spectacular that we used previously, in fact some of the design features – such as
wanted to ensure our design was sympathetic to this, while at the neon ‘fitness just got serious’ signs – have worked so well
the same time working within the DNA of the JD Gyms brand,” we’ll be incorporating these into future clubs.”

There’s a lot of glass and steel, but historic features are also preserved The gym has revived the Grade II listed building

©
June 2015 Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 53
 DESIGN & ARCHITECTURE

The Toronto club is Hard Candy’s largest site in North America and features the chain’s familiar Warhol-esque interior decor

EN VOGUE
Hard Candy Fitness – Toronto, Canada

P
art of the chain created by Madonna in
partnership with New Evolution Ventures
(NeV), this 42,000sq ft club is Hard Candy
Fitness’ largest in North America, featuring 19ft
floor-to-ceiling windows around the entire club, a
rooftop terrace, and what’s said to be the largest
cycling studio in Toronto.
Working with architects Tanaka Riley and
Anderson Architects, Hard Candy Fitness Toronto
picks up on the chain’s Warhol-esque décor, using
Madonna imagery and inspiration throughout to
create a colourful, light space designed to motivate
every type of member to be active.

The gym features 19ft floor-to-ceiling windows

54 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 The facility in Auckland’s CBD
targets 18- to 39-year-olds with
its offering and vibrant interiors

TOP OF THE CLASS

Les Mills – Britomart Place, Auckland, New Zealand

T
argeting 18- to 39-year-olds, this
purpose-built 21,500sq ft club
in Auckland’s central business
district (CBD) operates at the premium
end of the market, with membership
costing NZ$21.50 a week.
Working with Warren and Mahoney
architects, the design brief focused on
the use of high-end, natural materials
– such as timber and concrete – with
clean lines and moments of intensity in
colour and materials.
Practising what is so often preached NOMINATE YOUR CLUB
by Les Mills CEO Phillip Mills, the Think your club is worthy of
group exercise studios are particularly inclusion in our series? Drop us
good examples of these moments of an email with a few photos:
intensity. Bright colours and graphics healthclub@leisuremedia.com
ensure the studios give off a sense of
energy that’s far removed from the
sterile, mirrored boxes Mills decries. O Bright colours convey a sense of energy in the studio

©
June 2015 Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 55
 ALLIANCE LEISURE PROMOTION

Design and build

for the future
The design and build stages of a project can be, potentially, the most bumpy. Alliance Leisure
business development managers James Foley and Julia Goddard share how they helped smooth
the way for clients in Doncaster and Cwmbran

The Alliance project at Adwick Leisure Centre in Doncaster included a new ten pin bowling area and a 100-station gym

How is the
Follow the series
process managed?
From the start, Alliance works to To view the whole series of articles on Alliance Leisure’s offering,
develop the scheme concepts affordably visit: www.healthclubmanagement.co.uk/allianceleisure
and innovatively with the client and our
property consultants Savernake 1. Scoping/investigation 6. Overseeing the building work
Property, and other contractors. This is 2. Conceptualisation 7. Ordering phase
very different to other approaches 3. Viability assessment 8. Client support (part 1)
where design and build outcomes can’t 4. Site investigation 9. Client support (part 2)
be delivered because only one 5. Fixed price contracts 10. Design & Build
contractor was involved at the start.

How does the design and build

process begin? What was the brief a Adwick? facilities. Upstairs there is a newly
Alliance has a unique approach and Doncaster Culture and Leisure Trust formed mezzanine ‘fitness’ area, with a
works with clients from the start and at (DCLT) wanted to explore options for space for large scale fitness fitted out by
every step until the project is delivered increasing fitness provision at the site DCLT, along with studio provision and
successfully. As Business Development and improving the overall centre offering changing rooms, and the modernised
Manager this involves establishing the – looking at the facility catchment and reception leads through to the pool.
project is viable before thinking about competition – such as the introduction
how that concept might look. We’ll look of new academy sports hall facilities. What about changes at the
to increase participation by adapting, Our design team created a journey design and build stages?
reinvigorating or in cases such as Adwick through the site with three distinct areas Alliance works with the client to create
Leisure Centre in Doncaster, totally which all feel like they belong. Where a vision and design the project. As the
transforming an underutilised space to the sports hall used to be, there is a new build commences the vision on paper or
create something different but relevant ‘family adventure’ area at ground level, a 3D model can look different to the
to users. with ten pin bowling, café, bar and play real thing. We can adapt the design and

56 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 The stadium’s former cafe area has been converted into a 75-station
fitness suite, and the new design lets light flood into the space

Cwmbran Stadium’s old sports hall has been

converted into an 18-element VerTgo climbing centre

CASE STUDY
Cwmbran Stadium, Torfaen Leisure Trust

to be converted into a fitness suite. “Instead of making major

A
lliance Leisure recently redesigned and converted
Cwmbran Stadium’s four-court sports hall into its structural changes, we designed and created the suite around
newly branded ‘Go Vertical’ activity zone, including the ceiling height and planned the space accordingly,” says
an 18 element VerTgo climbing area, large soft play and cafe. Julia Goddard, business development manager for Alliance
The main reception and atrium were also modernised and Leisure. “It now has 75 stations with wide windows facing
the old café was converted to a 75 -station fitness suite. The out on to the track, giving lots of natural light.”
outdoor grass pitch is also being converted to a 3G surface. Goddard adds: “During the build, issues with the location
Sally Church, chief executive officer of Torfaen Leisure Trust of the Go Vertical climbing briefing area were found, so
(TLT) says: “The project was designed with us to suit our rather than spend additional money to sort this out we took
requirements. We wanted a project that would generate a week as a team to solve the problem and ended up locating
income and increase participation, and would also look very the briefing area into the main activity space, which has
different, not municipal.” worked really positively and saved costs of around £20,000.”
Alliance Leisure worked with operators Torfaen Leisure “Every issue or problem we have come across has been
Trust and the design team consisting of Createability for resolved,” adds Church. “The whole process has worked
construction and Bicknell Shacklady Ewing for interior because we all took a ‘solutions not problems approach.’
design. During designing, the design team had to solve the Now we are working with Alliance on sales and marketing
problem of a low ceiling in the former cafe area, which was for both the gym and the Go Vertical climbing area.”

change the build while ensuring that the bowling, 100 stations of gym equipment We then ensure a robust handover takes
total project cost is still maintained. and new infrastructure will add power place and work with partners to train
requirements to the site. Instead of staff to operate elements, such as the
How are challenges paying for an expensive new supply, we bowling at Adwick. We work hard to
along the way overcome? gave Doncaster Leisure Trust the option resolve late snags, and are proud that
No build project ever runs perfectly to work creatively with our team to use our repeat project rate with clients is
smoothly, but commissioning surveys energy saving techniques, avoiding high – a testament to us having clients’
and expertise at the start helps us avoid unnecessary cost and keeping energy interests as our number one priority.
risks where possible. With issues that performance within existing limits.
would normally fall outside of our remit,
Find out more:
we work with the client to see how we What marks the end of the
could cost effectively integrate these design and build process? www.allianceleisure.co.uk
into the project. For instance at Adwick The end of the process for Alliance Tel: +44 (0)1278 444944
Leisure Centre, putting in new ten pin doesn’t stop when the build is complete.

June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 57
 NEW OPENING

Graham says The Gym Group is constantly evolving to stay ahead of ‘increasingly homogenous competition’

EVOLUTION not REVOLUTION

Jim Graham, chief operating officer of The Gym Group, develop a new brand proposition. The
resulting concept – ‘Find Your Fit’ – has
speaks to Alison Bledge about how the low-cost pioneer is been developed to appeal to real people
continuing its journey of innovation and success following a with achievable fitness goals, aiming to
inspire them to make the commitment
strategic review of its proposition to making exercise a part of their lives.
Graham explains: “We launched
its success. However, says Jim Graham,

T
he Gym Group transformed the rebrand nationwide in January
the fitness sector when it Gym Group COO: “We’re constantly 2015 with a new creative campaign
opened the UK’s first low- evolving to stay ahead of increasingly celebrating the pride of real people in
cost gym in Hounslow in homogenous competition. Our strategy overcoming the barriers to getting fit.
2008, providing affordable, high quality, is based on an intrinsic understanding “It’s a different creative direction
24/7 fitness facilities without fixed of members, their needs, usage and for us: more human, personable and
contracts. Within the first three years attitude to our product and service. engaging. But it’s also deliberately
it experienced rapid growth, with 19 We continually review our product, different from typical health club
further gyms opening, and now has 59 physical environment and marketing advertising that tends to be bland,
sites in its portfolio – a figure that’s set execution to ensure we’re giving samey and predictable.”
to rise to 80 by the end of 2015. members the very best offering.”
Seven years on, the industry has That review has, most recently, Fresh interiors
become crowded with operators keen involved working with integrated To ensure consistency across the
to duplicate the model and emulate communications agency Dinosaur to business, The Gym is also redesigning

58 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 The fresh design at the new
Charing Cross club includes subtle
changes to layout and navigation

The new interiors aim to

help the clubs become more
convivial and engaging
We fit less equipment
in our gyms initially and
then carry out
research on member
behaviour and usage
before completing the
fit-out in a way that’s
most relevant

the interior of its gyms to ensure they “This is more an evolution than a decision was taken to develop the
align with the new brand position. True revolution,” explains Graham. “Having new brand in such a way that it could
to its low-cost heritage, the gyms will built up an enormous amount of brand happily co-exist with the old for a
remain functional and cost-effective in equity with 1.5 million members who lengthy transition period.
execution, but there’s a push towards love what we do, we were keen to stay Graham explains: “The Gym totally
making the space more convivial, more true to our product offering, but we refurbishes its facilities on a five-
engaging at a human level and a more felt the time was right to build more year refresh cycle, and this provides
intuitive space to navigate and use. personality and warmth into our brand the ideal mechanism to update and
Working with brand and interior and environment. It’s positive, confident reconfigure the mature estate over
design agency StartJG, the redesign with more than a hint of quirky humour.” time. Four gyms will be refreshed this
introduces subtle adjustments to the However, acknowledging the year, including The Gym Brighton, with
environment, including a wider palette prohibitively high costs associated the programme gathering pace in 2016.
of colours, new materials and revisions with a comprehensive rebrand and “Of course the 25 gyms being opened
to the layout and navigation. refurbishment of a large estate, the in 2015 will sport the new look, with

June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 59
 NEW OPENING

Founder of The Gym Group John Treharne (left) and COO Jim Graham (right) are focused on continuing their brand’s growth

The Gym Bracknell being the first to of navigation. Graham says: “Examining
showcase the new brand and signage our members’ experience of using
Moving with the market when it opened in January 2015, and the our gyms, we recognised the need to
brand new Charing Cross gym – 200 improve navigation and clarity over what
to do and where to do it. Forty per cent

R
ecognising the trends that yards from Nelson’s Column in central
have been gaining traction London – being the first to feature of our members have never been a gym
with mainstream consumers, aspects of the new interior design.” member before, and we understand
The Gym now offers a variety of that large gyms like ours with a lot of
functional training and group Being customer-led technology can be disorienting.”
exercise spaces, as well as Graham continues: “We know that One key new feature is therefore
extended free weights areas. members in different locations have a members’ hub that offers access to
The Gym Manchester Portland fundamentally contrasting profiles, with free wifi and provides a central area
Street, which reopened in a new often quite radically diverse demands. for communications and engagement –
location in August 2014, was The Gym is very much a customer-led including accessing the class timetable,
the first gym to benefit from business. We’re also hyper-local, using booking classes, engaging a PT and using
a dedicated functional training data and insight to define what vending machines. This is in addition to
space; eight more gyms have since equipment we fit and where we fit it. kiosks at which members can join and
followed this new format. “We’re fitting less equipment in our manage their memberships.
Meanwhile – with industry gyms initially and carrying out detailed
research indicating that those research on member behaviour and Rolling out the model
who participate in group exercise usage before completing the extensive With the new brand proposition now in
are more likely to continue with fit-out in a way that’s most relevant to place, The Gym has a strong opening
their membership – The Gym is the profile of members we’ve attracted. programme and development pipeline
actively trialling a number of group “For example, high demand for cardio for its roll-out: in addition to acquiring
exercise concepts in response to equipment at The Gym Angel, in the new-build gym sites in the UK, it
growing demand. The free classes north London borough of Islington, continues to actively pursue acquisition
take place in a separate studio has resulted in more cross-trainers opportunities at home and abroad.
or a clearly defined area on the being added. In contrast, extensions However, as Graham concludes: “We
main gym floor and include virtual are planned for The Gym Wood Green don’t want to participate in a trolley
classes – launched last year in and The Gym Waterloo to support a dash for new gym sites. The market has
partnership with Les Mills Virtual growing demand for more functional seen that happen before and it didn’t
and already seen as an essential training and free weights. A further six end well. The best multi-site businesses
part of the 24/7 offering. Graham to seven gyms will also see their free are not the ones with the most sites –
says: “In a choice between weights areas extended this year.” they’re the ones with the best sites. So
quantity and quality, it’s clear our This customer-centric approach has we remain highly selective in our new
members value quality service.” also supported the new interior design, gym locations, consolidating our leading
with greater consideration given to ease position in the UK market.” O

60 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 

 
 


 
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June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 61
 FIBO LAUNCHES

HOT OFF THE PRESS

We round up some of the new product launches from this year’s FIBO,
which took place in Cologne, Germany, in April

TRAINING TRINITY
Among Matrix Fitness’ launches at FIBO was the Connexus Series – a
functional training system, available wall-mounted or free-standing,
that accommodates a wide range of accessories and training modalities.
Maintaining the functional theme was the new In-Trinity incline
training platform. This can be used independently for group training or
integrated into existing yoga or martial arts programmes. Matrix also
introduced In-Trinity programming, with imaginative movements and
sequences intended to increase range of motion and breathe new life
into traditional practices.
Matrix also debuted the T3xh treadmill, designed for therapeutic
settings (active ageing and PT studios) based on research among users,
facility owners, PTs and service providers. T3xh features a slow start-
up speed, reverse operation, simplified touchscreen and low step-on
height, with extended handrails for enhanced user security. fitness-kit.net KEYWORD Matrix Fitness

TAKING THE STAGE adjustment that pairs a traditional

A new line of indoor cycling bikes – the micro-adjust dial with a three-position
SC Series – has been unveiled by Stages macro-adjust lever. This allows for
Cycling. A brand new company and large, consistent jumps in resistance for
brand, Stages Indoor intervals and rest. The
Cycling has launched SprintShift lever FitLoc
two models: the flagship replaces the standard
SC3, which features the twist-to-lock pop-pin
‘Stages Power’ power height adjustments with
measurement system; and a new cam-operated
the SC2, which is the same pop-pin, allowing fit
in all respects but does not adjustments for height to
NORDIC WORKOUT include this system. be made more rapidly.
ThoraxTrainer is a new full-body The SC Series bikes
workout machine that imitates feature SprintShift, a fitness-kit.net KEYWORD

cross-country skiing – described dual-action resistance Stages Cycling

as the world’s toughest sport.
The machine activates all the
major muscle groups,
simultaneously testing strength,
REALISTIC ROWING EXPERIENCE
core and endurance, with up to The Life Fitness Row GX Trainer is a
1,500 calories burned per hour. rowing machine that gives exercisers the
It’s ideal for high-intensity feeling of a smooth, natural rowing motion
interval training, as heart rates for a challenging full-body workout.
can be rapidly elevated. Designed with a patented fluid
More than 50 exercises are technology resistance system, the Row
possible on the ThoraxTrainer, Trainer allows each user to feel, hear and
so it can be used as the see water churn in the tank, creating an
cornerstone of any training engaging rowing experience. Its adjustable
regime, no matter what sport resistance design also allows the machine
the user is involved in. to adapt to an individual’s fitness level.
The portable design makes it easy for the
fitness-kit.net KEYWORD fitness-kit.net KEYWORD rower to be repositioned throughout the
ThoraxTrainer Life Fitness facility for individual workouts, or small
group training sessions.

62 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 Log on to www.fitness-kit.net and type
the company name under ‘keyword search’

SMART EVOLUTION
VibroGym Evolution (VG Evo) comes with smart applications and an
upper-body training device. Training software is embedded in the
touchscreen display of the vibration training machine, which provides
hundreds of videos and exercise choices for every fitness level.
Meanwhile, newly developed VG Vibrating Handgrips offer an upper-
body workout; these can also be detached and used independently as
vibrating dumbbells, on or off the machine.
Integrated Cardio Colour Control software accurately monitors
training intensity, and the information can be displayed in colour on-
screen when using a Bluetooth heart belt.
VG Evo is built entirely from precision cast aluminium and is
distributed in the UK by React Fitness.

fitness-kit.net KEYWORD Vibrogym

STRENGTH WITH A SPARK ANCHORED RESISTANCE

Cybex International’s new 21-piece A new line of training accessories
line of selectorised strength equipment has been launched by Pavigym,
is called Prestige Strength VRS. adding more options to its
Durable and biomechanically correct, functional zone circuit.
it’s designed to offer a premium The Pavigym Anchor is designed
strength option for facilities seeking a to work with elastic tubes and
versatile, user-friendly solution for offers multiple possibilities to
‘walk up and work out’ users. train all types of movements with
In the cardio category, Cybex additional resistance. Pavigym is
introduced the SPARC Trainer to meet also offering a range of different
the soaring popularity of HIIT. It’s been exercises with Anchor for its
created to deliver five benefits in four functional zone markings. These
minutes: burn calories, strengthen and are classified by fitness level and
shape the lower body, increase stamina, physical ability, and can be found
boost strength, and enhance endurance. fitness-kit.net KEYWORD Cybex via the Functional Zone app, which
is available in the Apple Store.

TOTAL TRACKING
PulseMove is a digital fitness tracker designed to
simplify activity data capture for members and
operators. It comprises an in-gym kiosk, website
and mobile app, all of which allows member data
to be collected both in and outside the gym and
synced in real time across all devices.
The in-gym kiosk gives members access
to a virtual personal trainer who plans their
workout and automatically sets up each
machine upon insertion of a membership card.
Detailed activity reports are offered.
The mobile app is available on Android and
iOS and provides an easy method of recording
activity on the go. The app includes real-time
GPS tracking and mapping and allows the user
to monitor fitness data, set personal goals, and
share data on social media.
Finally, the PulseMove website offers an
additional means of activity tracking, as well
as access to detailed reports.
fitness-kit.net KEYWORD
fitness-kit.net KEYWORD Pavigym
Pulse Fitness

©
June 2015 Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 63
FIBO LAUNCHES
FUNCTIONAL
ACTIVITY REPORT
ZONE.
to deliver both personalised class and ENDLESS TRAINING POSSIBILITIES.
Precor’s Preva Exerciser Activity Report service recommendations.
provides a new way to gain visibility into Activity is displayed by exerciser,
member activity on cardio equipment. day, time and cardio use, and Exerciser
Located on the Preva Business Suite Activity Report also identifies who has
dashboard, the report offers detailed set a weekly workout goal. Data can
information about members’ equipment also be used to support competitions
usage, patterns and preferences – data that measure workout days, distance
which health club operators can use travelled or total calories burned.

fitness-kit.net KEYWORD Precor

IN THE ZONE
Myzone revealed a new Bluetooth-enabled version
of its heart rate tracking belt, along with a new
mobile app, designed to offer an improved
interactive user experience.
The company’s tracking systems transmit exercise
intensity data in real time and online, and the new
device – MZ-3 – allows users to upload exercise data
to the cloud via a smartphone. The Myzone system
can be used without being a member of a club: MZ-3
also integrates with most third-party apps such as
Strava and MapMyFitness, and other ANT+ devices.

fitness-kit.net KEYWORD Myzone

TURBO POWER
Star Trac launched its Turbo Trainer
Upper Body Ergometer at FIBO, which
is built using the same resistance engine
as the company’s Turbo Trainer total
body cycle. The fan-based resistance
design generates low wattage resistance
at low RPM and high wattage output at
high RPM, making it ideal for all fitness
levels ranging from rehab to fitness to
sports performance.
Star Trac also collaborated with PAVIGYM UK
Spinning to launch a new belt-drive
system. Fusion Drive is the company’s isoprene belt, a bespoke tensioning 01223 969 870
first integrated system that uses system, and the real-road feel of a support.uk@pavigym.com
advanced technologies to achieve perimeter-weighted flywheel.
a totally natural road-bike feel. The
system features an ultra-durable poly-V fitness-kit.net KEYWORD Star Trac
www.pavigym.com

June 2015 © Cybertrek 2015 65

 FIBO LAUNCHES Log on to www.fitness-kit.net and type
the company name under ‘keyword search’

SUPER-SIZE SMARTPHONE
A striking, larger than life-size display in the
shape of a smartphone, FunXtion Interactive
has been designed to make fitness fun.
It can be set up in exercise rooms and
offers a range of applications. Using a
wristband, customers can automatically
log in to the ‘smartphone’ – the FunXtion
Experience Station – to track their fitness
progress. It also offers a virtual trainer,
plus programmes for workouts and virtual
classes. Fun elements such as leaderboards
enable users to compare their performance
with others. A complementary app can be
installed on customers’ own smartphones.
Dutch company Funxtion, founded by
Ernst de Neef and Mendel Witzenhausen, is
now seeking to roll the device out globally,
having launched it at FIBO.

fitness-kit.net KEYWORD Funxtion

BALANCED SOLUTION
Performance Health Systems
showcased Aevum, the
combined bioDensity and
Power Plate offering, and Power
Plate my7 with Care Assist
software – designed as a
complete strength and balance
solution for the active ageing
market. Aevum offers a
non-pharmaceutical, non-
invasive alternative for bone
and joint health.
Drawing on the science
BOX CLEVER
behind a body’s natural Escape Fitness has expanded its
response to vibration, Octagon range of products, with
Power Plate enhances the latest addition being the
motor unit recruitment and Octagon BOX – a dedicated
synchronisation, resulting in cross-training station aimed at
increased force production those serious about lifting and
and efficiency of movement. CrossFit. It can be used for squats,
Power Plate creates 25–50 bench presses, bodyweight
vibrations per second, rapidly exercises and wall balls.
triggering nerve and muscle Both a basic (Box) and
communication, improving advanced version (Wod Box) are
muscle memory and awakening available, and several Wod Boxes
the body to move dynamically. can be joined together to create
The bioDensity system safely an area for several people to
aids in increasing bone density work out at once. The Wod Box
and joint integrity by applying also features weight training and
optimal biomechanics for the dipping stations, pull-up bars and
self-compression of bone mass the option to attach battle ropes
to stimulate the body’s natural and torso trainers.
bone generation process.
fitness-kit.net KEYWORD
fitness-kit.net KEYWORD Escape Fitness
Performance Health

66 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 DESIGN AND
CONNECTION
EXPLORE CONSOLE WITH QUICKNAV DIAL
Introducing the Explore™ Console
with QuickNav™ Dial, with a sleek
and easy-to-use design, which is
the perfect choice for full-service
facilities that want a premium look
and console features.

Life@LifeFitness.com
www.lifefitness.co.uk | 01353 666017
©2015 Life Fitness, a division of Brunswick Corporation. All rights reserved. Life Fitness is a registered trademark of Brunswick Corporation.

June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 67
 MIHA PROMOTION

SUPERCHARGE YOUR
FITNESS

The system uses EMS (Electro-Myo-

Stimulation) throughout the workout

What’s it all about? In just 20 minutes per be carefully controlled and for training
More than ever, a well-shaped, healthy to be adapted for a variety of individual
and athletic body is considered a symbol week expect the requirements. Designed as a modular
of success. If you want to keep up, you system, it allows all muscle groups from
need to have plenty of capacity in
unexpected: EMS- head to toe to be stimulated individually.
reserve. But training in the different based hybrid training The portable nature of the miha
areas of strength and endurance often bodytec laptop-sized controller allows it
consumes a huge amount of time and
method has arrived in to be used anywhere, including in-house
energy. All these training goals can now the UK to maximise PT, to achieve a whole-body training
be achieved with a highly effective, effect. It comes with a Rimowa suitcase
time-saving method: miha bodytec® your clients’ results for mobile use, which guarantees the
whole body training. safe and stylish transport of control
muscles directly, clients are guided units, electrodes and accessories.
What’s the concept? through a set of static or dynamic
The miha bodytec® training system exercises with the help of an avatar, a The science behind the workout
utilises the latest generation of EMS virtual coach. In this way, muscular One of the studies (Short- and long-term
technology (Electro-Myo-Stimulation) development can be stimulated far training effects of mechanical and electrical
throughout the workout to supercharge beyond the level that a standard training stimulation on strength diagnostic
the physiological challenge and the session is capable of doing. parameters Speicher, U., Nowak, S.,
corresponding benefits. It was The complete range of skeletal Schmithüsen, J., Kleinöder, H., Mester, J.,
developed by German engineers (miha muscles can be targeted as a German Sport University, Cologne)
bodytec GmbH) and has since become consequence of EMS, and muscles revealed that dynamic whole-body EMS
widespread, not only in professional located deeper (eg. pelvic floor muscles), training with miha bodytec compared to
sports and rehabilitation, but also within can be reached more efficiently. This various training methods, offers a highly
the fitness and active leisure industry. particular form of training has also effective training method for enhancing
been known to increase metabolic strength and velocity. Only EMS training
How does it work? and enzyme activity, thus providing increased the sport relevant maximal
Participants are connected to an additional physiological benefits such as power due to an increase of movement
exercise vest containing electrodes in improved circulation, reduced body fat, velocity. The great long-term effects of
the areas of the upper and lower back, and increased collagen production. EMS training also offer new possibilities
buttocks, lats, stomach and chest. The vest is attached to a control in training periodisation. Whole-body
Additionally, the whole length of the panel that enables adjustments to the EMS and dynamic exercise movements
arms and legs are trained as well. While tension on certain muscle groups to be offers a promising combination for
the electrical impulses work on the made, allowing for intensity levels to strength and speed training.

68 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 Participants are connected to
an exercise vest with electrodes

What the experts say

“The training method provided by

miha bodytec® can be applied on
both professional and recreational
sports clients. We have been
successful in treating patients with
pain in the back and waist area,
and in making rehabilitation after
injuries quicker and more efficient.
EMS training allows stronger and
more intense muscle contractions,
this way we can vastly enhance the
performance of our top athletes in
The panel enables adjustment to the tension on certain muscle groups the areas of speed, endurance,
maximum strength and explosive
strength. miha bodytec®
The target audience chains are popping up all around technology opens up a wide range
The miha bodytec® training system is the the world, offering an alternative to of opportunities in therapeutic
future of strength and conditioning conventional gyms. While in Germany, options and performance training,
training, sports rehabilitation and body Austria and Switzerland there are nearly but the advantages of this method
shaping. Users include Olympic gold 3000 EMS training providers, in the UK can also be recognised as an
medallist sprinter Usain Bolt, tennis this method is still unknown, thus there alternative or complement to a
hot-shot Rafael Nadal, Premiership is great potential in the development gym workout.”– Ben Carraway,
soccer players in the UK, and the entire of the 'no sport target group' of miha MChiro, DC | Chiropractor
Bayern Munich FC squad. bodytec® services.
This method is widely used among This efficient and time-saving training
people who lead a fast-paced lifestyle, method is appealing to wide audiences,
patients suffering from back and waist requires low investment while it yields More information:
pain and those who want quick results. rapid commercial return, and it offers an Email: uk@miha-bodytec.com
As the fitness industry is trending attractive business opportunity to gyms, Tel: +44 74 70 380 280
towards more personalised and personal trainers, physiotherapists or Web: www.miha-bodytec.com
customised trainings, boutique fitness weight-loss consultants.

June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 69
 VIRTUAL CLASSES

AT H O M E
WITH THE CELEBS

Sports star Louise Hazel runs

Former Pussycat Doll Kimb
regular Q&A sessions on twitter erly
Wyatt is a #mumonamission

Streamed virtual fitness classes are the new celebrity trend – and one health clubs should monitor,
as they reach new audiences who don’t want to go to a gym. Amanda Ellison reports

videos, with the series selling a total teamed up with former Pussycat Doll

T
he home fitness workout
is no new phenomenon. In of 17 million copies combined – more Kimberly Wyatt – says: “We’re living in
the 80s, self-improvement than any other exercise series. a celeb-obsessed culture, and thanks to
books and fitness videos The 90s saw the continued rise of the social media, people are able to get a
were the new craze: home fitness workout and introduction real insight into how these aspirational
Rosemary Conley had a of regular TV fitness slots, with the likes people live, eat and train. Online
strong hold on British women trying to of Mr Motivator becoming a household workout platforms allow celebrities to
lose weight and shape-up, while over name. Still now, you’ll find top-selling share their workouts and they can be
in the United States The Jane Fonda DVDs by the likes of Davina McCall and updated instantly, meaning varied
Workout was the highest-selling home Gillian Michaels. But with the evolution content at a click of a button.”
video of the decade, selling more than of technology comes a new form of So should your health club operation
a million copies. Indeed, the video’s Fitspo (that’s ‘fitness inspiration’ for be tapping into this trend and creating
release led many people to buy the those not using twitter and Instagram): its own streamed class platform?
then new VCR in order to watch and celebrity online streamed workouts. We took a look at three of the UK’s
perform the workout at home. Fonda Justin James, co-founder of top celebrity workout websites. Jane
subsequently released 23 workout InstructorLive – which has recently Fonda, eat your heart out…

70 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
Lucy Mecklenburgh
(front right) is a
reality TV star

B E S T F O R T O N I N G uU P
l t s w i t h l u c y. c o m
es
R e s u l t s w i t h L u c y w w w. r
through RWL’s virtual doors to join a

R
esults with Lucy is an surprising subscribers with calls to
online nutrition and fitness community of women who have lost congratulate them on their journey.
site founded by Lucy weight, toned up, learnt about nutrition Before RWL was born, Mecklenburgh
Mecklenburgh – made and fitness, and most of all enhanced was not fond of crash diets or going to
famous by TV show The their lifestyles by doing so. the gym, but once she started training
Only Way is Essex (TOWIE) The online community of girls who with Harris she learnt how fun
– and her personal trainer Cecilia Harris. follow Mecklenburgh is one of the key exercising could be – as well as how
When Mecklenburgh began training successes of this platform: they share rewarding the results were. This,
with Harris she noticed a surge in her their success stories but also motivate coupled with a new outlook on food and
social media following, with many asking each other to keep it up and continue healthy eating thanks to Whitnall, meant
how Mecklenburgh had transformed their journey. Subscribers are also able Mecklenburgh had a fresh outlook on
her body to become strong and toned. to request a call back from the working out and she’s never looked
Results with Lucy (RWL) was born. nutritionists for extra support, with back: she genuinely does practise what
Mecklenburgh and Harris set out to Mecklenburgh and Harris also she preaches. @lucy_meck
educate everyday women about the
importance of nutrition and share
fitness workouts for results that last.
Subscribers pay a monthly
membership fee from as little as £2.25
a week to access over 280 effective
and fun workouts. The programme
requires little or no equipment and
Mecklenburgh is integral to it. It’s
designed so there’s something for
everyone, from HIIT to dance to yoga.
The website is also packed with plenty
of Eat Well recipes from Mecklenburgh’s
nutritionist Emma Whitnall, showing
users how they can make some of
Mecklenburgh’s favourite meals as well Lucy’s website
as delicious snacks and treats. offers over 280
Launched in the summer of June 2013, workouts
over 100,000 people have since walked

June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 71
 VIRTUAL CLASSES

InstructorLive attracts many

mums who, like Wyatt, struggle
to find time to work out

SS
B E S T F O R W E I G H T iLs sO
ion aM
InstructorLive # Mumon
umonamission.php
w w w. k i m b e r l y w y a t t . c o m / m

I
nstructorLive, which was founded InstructorLive found its most popular advice. The InstructorLive online social
in 2012, claims to have been courses were Drop a Jeans Size, community of mums and mummy bloggers
the first platform to live stream DanceFit and Body Blast, so it recently is also very active, with the users
workouts direct to people in teamed up with professional dancer, DJ themselves providing each other with
their homes. It had found that the and former Pussycat Doll Kimberly useful tips, advice and encouragement to
majority of users wanted to pick Wyatt to create her #mumonamission keep up the good work.
and choose when they worked out, and programme – a dance-inspired HIIT “Fitness and dance are true passions of
so created a broad range of programmes workout with mums in mind. mine. But like any mum, I found it hard
and on-demand content that users can Designed with her trainer Glen Ball, to get back into it – the ‘mummy juggle’
access as and when they like. Wyatt’s 247 programme (24 minutes, is no joke,” says Wyatt. “My trainer and
InstructorLive offers a wide variety of seven days a week) is an eight-week I designed a workout that’s just 24
classes hosted by a diverse line-up of programme that aims to help mums minutes a day and can be done
qualified personal trainers; this includes increase their fitness, lose unwanted anywhere: all you need is wifi and one
programmes designed to appeal to weight and improve their strength. metre of space and you can do this.
males. It now has close to 10,000 users The site also contains free nutrition “I’m looking forward to creating more
and over 30,000 app downloads to date, advice and meal plans, with Wyatt and workouts and adding new programmes
and at just £5.99 a month it’s both Ball hosting regular twitter chats and – being an online platform means I get to
accessible and affordable. sending out motivational e-shots and keep it fresh.” @KimberlyKWyatt

72 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 Olympic athlete turned
celebrity personal trainer
Louise Hazel offers a
range of 60-day plans

B E S T FO R F ITN E S Sise Hazel

A FEW MORE FITNESS-
u
The Podium Ef fec t by Lo FOCUSED CELEBS
w w w. t h e p o d i u m e f f e c t . c o m www.getfitwithDavina.com
Its founder Louise Hazel is a fully

T
he Podium Effect is the

F
itness mogul Davina McCall
brainchild of Olympian certified PT and holds regular has created a five-week
Louise Hazel and is an #AskLouise sessions on twitter for programme with an easy
online home workout those who need extra motivation, to follow nutrition programme,
offering fitness and dietary encouragement and recipe ideas. She daily personalised workouts and
guidance for beginners. The also tweets success stories via twitter delicious recipes. It’s effectively
site was launched in September 2013, and Instagram #ThePodiumEffect. a warm-up to, or extension of,
and has celebrity followers such as JB “As the founder of The Podium Effect, her successful DVD workouts
and Chloe Gill, and Fleur East. celebrity personal trainer and and aims to cater for everyone,
Users can subscribe to one of the six spokesperson for exercise professionals no matter what their fitness
online challenges to undergo a 60-day across the UK, I’m 100 per cent experience or confidence level.
physical transformation, where they will committed to motivating a new
be provided with daily workouts to generation to get active,” she says.
www.celebritytraining.co.uk
stream direct to their laptops or “I created The Podium Effect for all
portable device for £39.99 per stage. those who make excuses for not going

S
am Faiers (TOWIE), whose
It comes with downloadable diet to the gym. Now there are no excuses! mantra, ‘if it doesn’t challenge
guidelines and meal ideas to support You can #GoHardAtHome – I’m you, it won’t change you’,
weight loss, build muscle or maintain bringing exercise to you. If you’re not a has created a programme that
muscle mass. New to the plan from fan of the gym, this is for you. If you’re includes streamed workouts and
January 2015 is the Detox Plan – a intimidated by the gym, this is for you. healthy eating plans. It also comes
60-day plan with a juice cleanse. This is my way of making exercise and with a calendar – so you can
Stages one and two require no weight loss fun, without having to plan your workouts and receive
equipment; stages three and four use share your sweat patches with the reminders of what you should be
resistance band exercises to help add world. This is my way of giving back doing, when – and a personalised
definition to your physique; and stages after years at the top of my sport – let dashboard where you can track
five and six introduce dumbbells for me take you where you’ve never been and measure your progress.
those wanting to tone and strengthen. before.” @louisehazel O

June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 73
 SOFTWARE

AT THE TOUCH
OF A BUTTON

CoverMyClass can help clubs find replacement instructors at the last minute

Software companies are creating solutions to

manage an endless range of bookings, from spa
treatments and badminton courts to group exercise
classes and even the instructors themselves.
Abigail Harris investigates the latest products
Naomi Di Fabio
MD, CoverMyClass & FABIO
spend and participation and optimise
customer satisfaction through Business

C
overMyClass is a new service
Process Manager (BPM). This is free enabling operators to find
to our software customers and can instructors at the click of
run automated tasks to maximise class a button, whether it’s last minute
and activity capacity. – covering for someone who’s called in
For instance, BPM can be set up sick – or on a permanent basis.
to automatically look for free class Operators can post jobs available
Tom Withers spaces and then find members who and search qualifications, licences,
Sales & marketing director, have previously attended but are not read reviews and even watch videos
Gladstone Health & Leisure currently booked. The software then of instructors near to their facility.
sends the customer a ‘one click to book’ CoverMyClass automatically notifies
link, making the sales process easy.

M
ulti-channel sales platforms are instructors that meet the criteria and
a must in today’s retail sector. One Leisure operators can ‘favourite’ instructors,
Leisure customers expect to has seen a as well as notifying their favourites
interact with operators using whatever significant of any ‘private’ jobs.
method suits them best – that’s just a increase in We’ve also launched FABIO – Find
given. Our software enables customer bookings that and Book Instructors Online – which
choice and the response is operators correlate directly is an online and mobile service for
experiencing anything up to 95 per cent to the times BPM freelance instructors, boutique studios,
of all bookings through self-service emails are sent. independent gyms, dojos and dance
methods, such as our new responsive schools, where facilities and instructors
online booking, self-service kiosks and can advertise their classes, take
our native Android and iOS app. A ‘one click to book’ link bookings and even process payments.
With sales platforms covered, our makes the sales process easy Facilities purchase a subscription to list
key driver is to help clients increase their classes, events and courses.

74 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 “Our new promotional
module allows health
clubs to easily approach
their preferred guests”
Gernot Tobisch,
Operations director, TAC

Fynder claims to be able to bring businesses online in minutes

Gernot Tobisch
Operations director, TAC
“Businesses that take bookings online fill 35–50+ per

N
othing is more valuable than the
cent more spaces than businesses that don’t” consistent return of guests. Our
new promotional module allows
Brian Schuring, founder & CEO, Fynder health clubs and spas to easily approach
their preferred guests and, through
various marketing channels, encourage
was needed. Nearly a decade of learning, them to revisit. Using promotional
gained from processing almost a million codes and ‘hot deals’, the tool allows
bookings, has gone into creating Fynder targeted marketing to the desired
to help drive footfall and enhance clientele – for example, offering VIP
retention, while creating more time for guests a discount off their next service,
facility owners and managers. or a free product to those who book a
Bringing schedules online can be follow-up appointment – which can be
time consuming and costly. However, clicked on and booked online.
Brian Schuring businesses that take bookings online The module also enables easy
Founder & CEO, Fynder fill 35–50+ per cent more spaces than marketing of discounted services to
businesses that don’t. members and potential customers
By creating simple, easy-to-use through the web shop and digital signage

F
ynder came from years of running
a thriving fitness business – I’m interfaces, Fynder reduces onboarding boards within a facility – which can
also co-founder of boutique studio time by over 90 per cent to bring help eliminate last-minute gaps within
operation Heartcore. We felt a simpler, businesses online in minutes, then puts a class – or in a personal trainer or
faster, more effective way of selling full control of the system in the hands of massage therapist’s schedule. Additional
spaces and managing client relationships the business owner or manager. discounts can be offered at this stage.

engine. The second consideration is

maintaining a familiarity in the process.
We have calendar views similar to those
found when booking flights, and these
can access classes, bookings and events.
Our third consideration is flexibility in
the booking journey. We offer options
like ‘parameterised URL booking’,
Shez Namooya meaning members can click on banners
EZ Runner or promotional links to skip a few steps
in the process. Fewer clicks means less
chance of a drop-off.

W
e know how important
the ability to book online Clients are also offered the ability to
is. For us, the fundamental, embed YouTube videos as part of their
immoveable objective is full brand booking process. Imagine watching a The tool enables targeted
integration: ensuring online branding video on how a class would benefit you marketing to the desired clientele
is not interfered with by our booking and clicking ‘book’ at the end.

June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 75
 SOFTWARE

adoption rates. These include a front of

house ‘one touch’ registration feature,
Management Software which pops up when a booking is made
through any channel other than online.
The software can detect the

DON’T
smartphone browser when a customer
visits the website and automatically
Sean Maguire switches to the app to encourage
MD, Legend Club registration. QR codes, positioned
Management Systems within the club and on marketing
material, also take the user to the
smartphone app and registration.

T
he combination of technology and
social media has fundamentally Successful adoption of new
changed the way members technologies starts with staff buy-in,

STAND
engage, particularly with bookings, so our KPI dashboard software shows
where our customers’ customers use what percentage of bookings are made
online applications, kiosks, tablets and online and via smartphone to create
smartphone apps to make over a million competition between centres to
online bookings, plus 870,000 kiosk encourage customer sign-up.
bookings, every month. Smartphone bookings, combined with
Bookings using our smartphone app social media integration, lead not only to
can reach 80 per cent due to Legend’s more bookings and improved customer
platform-agnostic approach to producing service, but also better data, updated

STILL
apps, and app tools that help accelerate customer details and more website hits.

Ez-Runner is continually David Ross Frank Pitsikalis

CEO, ESP Leisure Founder & CEO, ResortSuite
developing its solutions to
W
ith almost 35 million

R
ecognising that today’s
maximise your business. Our smartphone users in the
UK, and millions more using
members are always on the go,
ResortSuite’s Web, Social and
Spa-Runner solution is no tablets, these devices are intrinsic to
our daily lives – so ESP has created an
Mobile booking apps make it simple
for them to take advantage of their
different. We have automated easy-to-use leisure booking platform
specifically to take online and mobile
membership benefits from any modern
platform. Whether it’s the club’s
marketing, voucher fulfilment, bookings. The fully customisable
online portal hosts a range of features
website or Facebook page, members
can see a real-time overview of available
and a full suite of online including registration, member profile
creation, bookings, competitions and
classes, trainers and facilities and can
book without ever picking up the phone.
bookings. promotional codes, all displayed in the
members’ profiles which users can
Our Mobile app lets operators place
that same convenience in the palm of
access anywhere, anytime. The portal their members’ hands, where they can
also enables operators to monitor continue to book programmes, view
every booking made and the revenues personalised statements to monitor
accrued – in real time. aspects such as membership fees,
Our smartphone app automatically dining and retail purchases, as well as
sends class bookings to the member’s itineraries and other services.
calendar and they receive a pop-up ResortSuite also provides yield
reminder on the day, reducing the management tools to help managers
likelihood of customer no-shows. optimise facility use and maximise
A growing number of consumers revenue. These include dynamic pricing,
prefer to access services through their where tiers can be created based on
Facebook account, which dramatically peak periods when you may charge a
boosts visibility to prospective premium; and dynamic availability, which
members, and increases website allows changes to the availability of
exposure through improved SEO. services or classes in any time period.
w: www.ez-runner.com
e: info@ez-runner.com June 2015 © Cybertrek 2015
t: 0844 847 5827
 When members arrive, the mobile app recognises this and signs them in

review sites, and book a class or buy a

membership – all from their smartphone.
MINDBODY Engage was launched
this year enabling operators to offer
a customised, branded app, allowing
their customers to view, book and Freedom to
pay for services from anywhere at any

Stephanie Jennings
time. When customers approach the
front door, the mobile app recognises
focus on what
Senior vice president of sales, that, signing them in for their class or
MINDBODY session, and automatically notifies front
desk that they’re arriving. To help with
matters most:
retention, the app sends customers a
your members
M
obile booking is becoming more
pervasive each day. Customers ‘We miss you’ push notification if they
expect to find your business haven’t opened the app or booked
online, read reviews on social media and within a chosen time frame.

Integrated direct
debit collections,
club management
software, sales,
marketing and
retention tools.

Core by Premier suggests best appointment slots to ensure diary optimisation

back-to-back appointments to improve

productivity, availability of staff, rooms,
equipment and staff qualifications –
thereby booking by skill set.
The system can be set up to advise on
contra-indications when booking, so the
receptionist would be prompted not to
Leonie Wileman allow the client to have a spray tan after
Operations manager, Premier Software a leg wax, for instance. When booking
on the phone or online, Core flags up
when a new health check is required

O
ur intelligent booking solution,
Core by Premier, ensures the or if a medical issue means a booking is 01844 348300
diary is optimised at all times unsuitable. Also, appointment reminders
by suggesting best appointment slots. and bespoke confirmation emails sales@clubwise.com
These are based on criteria such as enhance client contact. O
www.clubwise.com
June 2015 © Cybertrek 2015
 GLADSTONE PROMOTION

Intelligent reporting
There is more to data than just gathering information. An operator also
needs to be able to access and analyse its findings

says Guy Bickerton, head of

O
ften described as
the oil of the 21st Gladstone’s data consultancy
century, data is team. “However, there are
a hugely valuable always going to be instances
asset in any industry, with where the issue is so complex
the power to deliver greater that expert input is needed.
business insights, more targeted “As well as making the Custom
product offerings, better SQL feature work for you, we
customer service and retention can access data beyond the
rates, and ultimately increased standard eyeQ reporting data
profitability. Just like oil, however, layer (RDL), further unlocking
data needs to be skilfully Shetland Recreational Trust is one of the first the power of your data. In short,
extracted and refined for this to use the data consultancy service if it’s stored in your system, we
power to be released. Within will be able to extract it, and in
the leisure sector, products the format you require.
such as Gladstone’s eyeQ – a powerful query builder and “Whether you want help to create KPI reports or need
business intelligence tool launched last year – is already us to create an interface between Plus2 and your finance
helping operators to get the most out of their data, both in system, our consultants will guide you through the process,
terms of accessing and analysing customer information and and support you afterwards. Ultimately, our goal is to
monitoring and improving financial processes. deliver a solution that not only makes life easier for the
After just two days of training on eyeQ, leisure operators person using it but also adds real value to your business.”
can build detailed queries and run highly customised reports
using the standard query builder, while the Custom SQL What can data consultancy do for you?
feature enables the creation of even more complicated s KPI reports: sales and usage, membership, attrition,
queries and reports. And for those challenges where booking and resource utilisation, and member demographics
operators need a helping hand, Gladstone can now provide s Marketing and pricing reports
that too – in the form of a bespoke data consultancy service s Finance extracts for interfaces between your member
offered exclusively to eyeQ customers by its in-house team management software and systems such as SAGE,
of business intelligence consultants. TechnologyOne and OpenAccounts
“eyeQ greatly enhances the ability of operators to write s Data cleansing
their own queries and do their own ad hoc reporting,” s Point of sale reconciliation

The new service can

help you get even
more out of your
customer data

TEL +44 (0)1491 201010 WEB www.gladstonemrm.com @gladstonemrm

78 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
Data consultancy has helped Shetland Recreational Trust dramatically improve its invoicing procedures

“It has made a great difference to our workload, with a saving of one
full day a month, while ensuring a much greater level of accuracy”
Norma Johnson, clerical assistant, Shetland Recreational Trust
found this to be very time consuming, pull the relevant data out of Plus2 and

I
n September 2014, Shetland
Recreational Trust decided to taking up to a full day of staff time and organise it for compatibility, before
invest in eyeQ, Gladstone’s inevitably leading to some errors. exporting it into Microsoft Excel
new query builder and business We believed eyeQ could help us ready for automatic upload into the
intelligence tool. The trust has worked solve this problem, but while it is accounting system.
with Gladstone since 2001 and, in possible to create simple reports after After leaving Shetland, Gladstone
addition to the company’s signature the two days’ basic training offered continued to work with the supplier
Plus2 member management software, with the product, we knew that for of our finance package to develop
is currently using the Connect online something this complex we required the extract file, and after some final
booking system across its eight sport extra support. Gladstone offers all testing we successfully completed our
and leisure sites, as well as a Kiosk eyeQ customers access to a data first upload in February of this year.
self-service unit at its largest site. consultancy service – provided by a In terms of benefits, the sales
eyeQ appealed to us as it offered member of its in-house data services invoice interface has made a great
us an opportunity to improve our team – to assist with this kind of issue. difference to our workload, with an
reporting capabilities as well as our The service, which was charged immediate staff saving of one full-time
invoicing procedures. per day, involved a consultant visiting day per month – time that can now be
We had been aware for some time us in Shetland for three days in spent on more valuable tasks – while
that our invoicing procedures required December 2014, to better understand the automation of the process ensures
updating. Plus2 did not link in to our our processes and work with us to a much greater level of accuracy.
financial software, so we had to create find a solution. By looking closely at In addition to these long-term
and print our sales invoices from Plus2, the mapping of sales products within benefits, the project has given us the
and then manually re-enter the details Plus2 and consulting with the suppliers confidence to work with Gladstone on
into our accounting system. With 100 of our finance package, he created other, higher-volume interfaces using
invoices to process a month, each an extract file using the custom SQL eyeQ, which we anticipate will result
with around 10-15 invoice lines, we feature within eyeQ. This was able to in an even higher financial return.

June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 79
 KIDS’ FITNESS

Start them young

A growing number of initiatives are springing up in response to the challenge of childhood inactivity,
from staff training to new classes. Alison Bledge reports, in the second part of our series

Classes harness the magic of the popular Peppa Pig TV show Fun tasks focus on developing movement

Glen Staite-Loveridge
Group junior activity manager, Places for People Leisure

“O
ur recently launched ‘Move with programme, creating excitement and inspiring activity
Peppa’ programme at Places for the two- to four-year-old target audience. One
for People Leisure has proved a of the sessions, designed to develop agility, is based
tremendous success in its first three on the first episode of the series – ‘Muddy Puddles’.
months, with 85 per cent of sessions at full capacity In this 45-minute class, the children perform a series
across the six initial launch sites. The sessions, of movements including jumping, hopping and dance
designed by movement specialists TUMUV, have using custom-made muddy puddle floor markers.
now been rolled out to a further 24 sites, ensuring “We’ve been delighted with the success of the
every Places for People Leisure council contract now has programme at our initial launch sites. It’s captured the
access to Move with Peppa sessions. imaginations of our younger audience and it’s been fantastic
“Harnessing the magic of the Peppa Pig TV show, the sessions to see parents and siblings coming together. The design of the
across the six weeks are linked with memorable episodes of the programme complements our ethos as a social enterprise.”

80 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
Richard Merrick
Fitness & wellbeing manager,
Freedom Leisure

“O
verweight
and
inactive
teenagers
remain a cause for
concern in our society,
with around 15 per cent
of school leavers classified as obese. There
are several reasons for this, but ‘non-
sporty’ kids disengaging from team games
and physical activity as they progress
through senior school is a major factor,
especially among teenage girls.
“Having run three two-day courses during
December 2014, we rolled out teen fitness
staff training across the Freedom Leisure
portfolio at the start of this year. The
qualification, Adapting Fitness Instruction for
Adolescents, was developed and accredited
by Active IQ, with the course designed to
equip learners with the knowledge and skills
needed to adapt fitness instruction to teens.
Specifically, it addresses how physiological
and psychological issues faced by teenagers
affect their ability and motivation to exercise.
“All new members of staff are now trained
in the qualification to ensure we have ample
coverage at all our sites and can meet the
demand for teen fitness supervision.
“I believe it’s a real opportunity – indeed an
obligation – for community leisure centres to
provide classes and supervised gym sessions
that are both appealing and suitable for
Physiological and
teenagers. We have ample space in our gyms
psychological factors
and studios and can tap into the natural lull in may affect teenagers’
our timetables between 4.00pm and 6.00pm.” motivation to exercise

PILOT PROJECT: HEAD OF WELLBEING

In a bid to help combat rising levels of poor physical and mental
health among pupils and teachers, Nuffield Health called for UK
secondary schools to put themselves forward as potential
candidates for a ground-breaking pilot, which will see a ‘head of
wellbeing’ seconded to the school. Nuffield Health has
committed to lead, fund and evaluate the initiative – the first of
its kind – which includes the development and implementation
of a two-year health and wellbeing programme.
The competition closed in April having received hundreds of
entries. The winning school will be notified this month, with the
two-year pilot beginning in September. Nuffield Health will invest
significantly into the school, providing state of the art fitness
facilities and developing a wellbeing strategy in collaboration with
the school. As part of its services, a 12-point Health MOT will be
offered to all teachers and a unique health check to pupils, with a
The chosen school will gain a ‘wellbeing head’ particular focus on nutrition, exercise and emotional wellbeing.

June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 81
 KIDS’ FITNESS

David Parker
Founder, IMOVE Training
& Education

“I
MOVE
Training
has
worked
with children as
young as six years
old and up to the
age of 18 for almost 10 years, but it’s
only in the last three years that the main
business focus has been children and
adolescent fitness. We help young people
develop strong and healthy bodies, and
aim to nurture a good perspective on
maintaining activity into adulthood.
“We offer a variety of fitness sessions
designed to develop fundamental
movement skills and athletic motor skill
competencies, while improving physical
fitness such as mobility, strength, Every session includes elements of lifting, jumping, landing and skipping
muscular strength and endurance,
power and aerobic fitness. Every session
includes elements of lifting, jumping, regularly playing sport or sedentary instruction. That generally means
landing and skipping. – really enjoy weight training. For the children aged 10 and over, although
“We offer a full children’s fitness sporty child it can build strength and we’ve found girls as young as eight can
timetable at Next Generation Club power for further success; for the take instruction. As a coach, you may
in Swindon and now have nearly 100 sedentary child, the gym offers a safe have to approach the session slightly
participants attending IMOVE sessions environment, free from the pressures differently if you’re working with
throughout the week. The exposure of competition, to develop confidence young boys whose learning style is not
and success has meant our programmes and personal success. necessarily geared towards listening.
are also expanding into local schools. “The big question: if a structured and “Certainly fitness training can be
Sessions are booked per half term, with supervised fitness training session is started at school age – definitely
pay as you go during school holidays. good for children, at what age can a secondary school age – but not every
“Our most popular sessions are child start? The consensus is generally school has a gym. Unfortunately most
Junior Strength and Junior Running. In based on levels of maturity rather fitness clubs don’t allow children under
my experience, children of all ages and than their actual age: children must the age of 14 to participate, which is a
from different backgrounds – whether be responsible, able to listen and take missed opportunity.”

Alan Pearson together self-defence, physical training,

hand-eye co-ordination, power and speed.
MD, SAQ International Lastly, Early Essential Movement is based

“S
on key research regarding a child’s early
AQ International has worked with thousands development, focusing on developing
of schools and organisations over the last 20 neuro pathways of the brain to ensure
years to deliver consultancy services, functional optimal child development.
activity programmes and equipment. The three “We get an incredible response to our
main programmes for SAQ – which stands for speed, agility programmes from teachers, especially after showing them
and quickness – are Fundamental Movement, Jab and Move research and results from our work with failing schools in
(JaM) and Early Essential Movement. London. Physical activity has a far greater impact on the
“The Fundamental Movement programme ensures children children’s ability to learn, improve confidence, self-esteem and
are taught to move efficiently and correctly in all directions, behaviour than it does on obesity.
as well as controlling and manipulating objects – for example, “SAQ International has worked with Virgin Active on a global
catch and strike. This builds confidence and has a positive basis for over 16 years and we’ve partnered with the operator
impact on their behaviour and their ability to read, write and in the UK for the last three years. Fundamental Movement has
concentrate. JaM is a functional boxing programme that brings been introduced in over 65 Virgin Active Academy sites.”

82 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 Br
Browse a state-of-the-art concept gym
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showcasing cutting edge, innovative
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 KIDS’ FITNESS

NEW CLASSES: BORN TO MOVE

The Les Mills Born to Move programmes have been
scientifically proven to engage, enthuse and encourage
a love of movement and physical activity among
children between the ages of two and 16 years.
There are five separate movement-based
programmes for the five different age groups, starting
with two- to three-year-olds through to teenagers.
Classes for the younger children build foundation
fitness skills through imagination, exploration and
movement set to specially created music. Classes for
older children use current chart hits and focus on
building dance, yoga, martial arts and athletic skills.
Les Mills Born to Move is a result of five years’
research, development and testing and is supported by
a comprehensive teacher training system. Each class
is carefully crafted to meet the unique developmental
The new classes set movement to specially created music needs of the specific age group.

Jenny Patrickson
STUDY: PEER POWER
Commercial director, Active IQ

“T
The University of Bristol launched
a study in April to assess whether he issue of physical inactivity in the younger
peer-led intervention could generation is a growing concern and we believe
address the steep reduction in education is key in tackling this. By learning how to
teenage girls doing physical activity. engage, deliver and manage activity and behaviours
Funded by the National Institute among young children and their families, we can impact on the
of Health Research, PLAN-A health and wellbeing of future generations. If we can educate
involves Year Eight girls from six young children and their relatives, together they can take this
schools in South Gloucestershire knowledge and experience into the rest of their lives.
and Wiltshire. Students nominate “To meet this need, Active IQ launched a new qualification in January 2015 to
peer supporters to receive provide learners with the knowledge and skills to deliver safe, effective and stimulating
training on communication skills, physical activity sessions for children under the age of five. The Level 2 Certificate
how to be active, and how to in Delivering Behaviour Management and Physical Activities to Children Under Five
overcome barriers to activity. addresses the common core set of skills and knowledge developed by the Children’s
The girls then informally diffuse Workforce Development Council. We have 49 centres approved to deliver it.
positive messages about physical “The qualification, which gives learners the skills needed to promote healthy
activity to their peer group. living to families and children, is open to everyone – no previous experience or
The results of the study, which qualifications are required. It’s ideally suited for fitness instructors or PTs looking to
is being led by Dr Simon Sebire, expand their skills, or as an entry point for those wanting to specialise in this area.”
will be available in spring 2017.

Steven Ward “This has culminated in the birth

of ‘ukactive kids’, a new wing of the
Executive director, ukactive organisation that specifically focuses on

“T
championing children’s physical activity in
he modern day child is surrounded by a glut of the UK (see also p24).
technology and entertainment platforms that “The first ukactive kids report to be
can engage them for hours without moving from published this year highlights the lack of
their seat. Such inactive lifestyle choices are awareness and emphasis on children’s
lending themselves to what Lord Sebastian Coe has dubbed activity and fitness throughout primary education, and will
‘the least active generation in history’. recommend how we can help the next generation be more
“March 2015 saw the formal integration of Compass – the active. Primary data for this report was sourced by sending out
nation’s leading representative body for children’s physical over 200 Freedom of Information requests to English primary
activity providers – into ukactive. The merger was prompted by schools and academies. The arrival of ukactive kids marks
our increasingly overlapping membership, and our fundamental a seminal moment in the history of ukactive. We’ll do our
belief that we must focus our efforts on correcting physical utmost to halt the growth of this inactive generation, so our
inactivity among children in all settings, including schools. young people can have a brighter and healthier future.” O

84 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 Physique Sports
UK’s leading Supplier of Remanufactured Fitness Equipment
See What Our Customers Have To Say About Us
“Ajkldsaf adkl fjdsao“From
dafjlkd ocao
start to fieafn
nish ionlda fklafldj
the service fromdlffkj
Physique Sports
alskn dalkjf lkmasf klajf lj lfaThis
was fantastic, jflkjd”
company really does care about its customers
and their success”
First name Surname, Company
Adele Purton – Owner, City Gym, Stoke

“Ajkldsaf adkl fjdsao

“We’ve been dafjlkd ocaoPhysique
dealing with eafn ionlda
Sports fklafldj dlffkj
for many years. We’ve
alskkn dalkjf lkmasf
always klan dalkjf
been delighted withlkmasf klajfofljremanufactured
the quality lfa jflkjd fldjkfdf”
products
and high level of customer service”
First name Surname, Company
Andy Tee – Director, Simply Gym

“Ajkldsaf
“Theadkl fjdsao
service anddafjlkd ocao eafn
advice Physique ionlda
Sports fklafldj
gave dlffkj
us from the
alsknonset was
dalkjf excellent
lkmasf klajfand gave
lj lfa us great confidence to take our
jflkjd”
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First name Surname, Company
Nick Hindle – Director, NR Gym Ltd

“Ajkldsaf adkl
“Physique fjdsao
Sports dafjlkdofocao
standards eafn ionldaproducts
remanufactured
are dlffkj
fklafldj the best in the
alskn industry
dalkjf and the
lkmasf support
klakn division
dalkjf
provides
lkmasf klajf ljpremier
lfa jflkjdlevel servicedlkdsj”
fldjkfdfj back-up and always
communicate well with our staff”
First name Surname, Company
Phil Storey – CEO, Pendle Leisure Trust
UK LEADING
SUPPLIER
sales@physiquesports.co.uk 01282 856 830 www.physiquesports.co.uk

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June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 85
 PRE-OWNED EQUIPMENT

OLD FOR NEW

Is your gym equipment
looking tired or getting
unreliable, but a refit
beyond your budget?
Perhaps you’re a PT hoping
to open your own studio,
but you’re held back by the
cost? Talking to specialists
that remanufacture gym
equipment could be the
Servicesport has seen its manufacturing business double in the past 12 months
answer. We report

HONEST ADVICE
“This isn’t just second-hand kit that’s
been given a wipe-over”
Physique Sports Graham Bertrand

B usiness is booming for Burnley-

based Physique Sports. The
rise of budget gyms, combined with
club interested in his product:
independent, elite training clubs that
focus on expertise, knowledge and
local authorities and leisure trusts support to help members meet their
being squeezed in times of austerity, goals. Although a similar concept to
has led to a greater appreciation of boutique clubs, these facilities aren’t
remanufactured equipment. upmarket so come with a much
“This isn’t just second-hand kit that’s cheaper price tag for members. It
been given a wipe-over,” says Physique isn’t a fluffy experience: members are
Sports MD Graham Bertrand. “All the expected to work hard and play by
equipment is shotblasted and painted the rules. “If they don’t put dumbbells
in-house, comes with a two-year back in the rack they’ll be chucked
parts and labour warranty and can be out,” says Bertrand.
branded to match the club. To the end Physique’s approach involves
user, it offers an experience that’s as consultation with the health club
Physique MD Graham Bertrand
good as any branded product, but the to establish the USP and define the
operator can save up to £150,000.” customer journey.
Bertrand says clubs have become “Lots of the clubs we speak to have
less snobbish about remanufactured a passion for fitness, but haven’t
kit and are now more educated about worked out their USP. We help them
the quality. For some operators this define their product and get the right
could be the difference between equipment,” says Bertrand. “If they
starting a business or giving up on want 10 treadmills but I think five is
a dream. Physique also offers an enough, I’ll tell them,” he says.
equipment rental service – a useful This approach has led to excellent
resource for cost-conscious clubs or repeat business and many long-term
start-ups with a limited pot of cash. clients: Physique has been supplying
Equipment can be re-painted the country’s prisons for 17 years and
Bertrand has also noticed a
and branded to the club
growing trend for a new type of One Life for 10 years.

86 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
MA KE THE MOST OF IT
Ser vicesport

“M any operators don’t have as

much capital now, but are
more savvy about getting a better deal,”
For an even more purse-friendly
option, a grade B remanufacture with
a reduced warranty is offered, where
explains Susie Marriott, commercial around 50 per cent of the equipment
director at Servicesport. “They are parts are replaced.
trying to make the best of what they According to Marriott, over recent
already have and are getting a better times the company has witnessed a
deal by shopping around.” growing demand for remanufacturing
Over the last year, Servicesport has operators’ existing equipment.
seen its manufacturing business double, Servicesport has also combined its
with the vast majority – around 75 per estate management service with the
cent of its clients – being public sector remanufacturing business. This service
trusts and large private sector clubs. monitors health and fitness clubs’ assets
Licensed to sell remanufactured Life to identify which equipment is breaking
Servicesport’s Susie Marriott
Fitness equipment, most Servicesport down the most in order to inform
pieces have 85 per cent new parts, and decisions about where to spend capital.
are rigorously tested in order to meet “Servicesport is all about making realising that they don’t compromise
the CE certification. All equipment is the most of what you’ve got,” says the member experience by investing in
sold with a warranty. Marriott. “Increasingly clubs are remanufactured equipment.”

EXPANDING THE PORTFOLIO

Pulse Resale

Pulse Resale equipment is designed and built for longevity Richard Sheen, Pulse national sales manager

P ulse Resale offers a range of quality pre-owned, reasonably

priced commercial fitness equipment, including group
cycles, free weights, strength and cardiovascular kit.
“Fitness kit has a natural lifecycle, but as we’re British-based
with our own employed in-house service team, we can
offer comprehensive service and warranty packages,” says
But with the resale market growing, Pulse has responded Pulse’s national sales manager Richard Sheen. “We’re able to
to demand by adding more remanufactured products to its ensure the equipment is well maintained: many of our resale
portfolio – including air conditioning units, entertainment products even have a full service history.”
systems and lockers – alongside its gym equipment. Sheen adds that Pulse is seeing a growing interest in pre-
Designed and built for longevity, all Pulse Resale owned kit from personal trainers looking to open their own
equipment is assessed for performance and reliability. studios, as well as individuals equipping home gyms. O

June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 87
 PROJECT PROFILES

PROJECT

Supplier showcase
PROFILE
PROMOTION

We take a look at recent projects by Dalesauna, Xn Leisure and Gladstone

The high specification spa features a hydrotherapy pool with massage jets and a large sauna with luxury benches

T
he luxury thermal spa at the
£14m Abbey Leisure Centre A H E A LTH Y “We’re delighted to have worked
in east London is a new public on this project with AFLS+P. Both
sector spa created by sauna R E TU R N companies are highly experienced in this
and steamroom expert Dalesauna, as sector and having such an enlightened
Client: London Borough
yet another local authority recognises client as Barking & Dagenham Council
the valuable contribution wellness of Barking & has allowed us to create a thermal
facilities can make to people’s health – Dagenham, UK suite which boasts the same quality of
in addition to a facility’s bottom line. Supplier: Dalesauna design, facilities and finishes that you
Designed by AFLS+P Architects would expect to find in five-star hotel
for the London Borough of Barking or destination spa,” says Dean Edwards,
& Dagenham, the new leisure centre spa area situated at The Abbey. These sales manager at Dalesauna.
in Barking town centre replaces the include a large sauna with luxury “The council has been very innovative
existing Abbey Sports Centre. benches, LED lighting and two hidden in its choice of facilities, ensuring that
Known as The Abbey, the facility is heaters; an aromatherapy steamroom; the new spa will act as a great additional
Barking & Dagenham’s first luxury spa. crystal steamroom; and salt inhalation revenue stream and also attract people
Available to those over the age of 16, it room. Other facilities on offer in the who may not have considered using a
has been designed to promote wellbeing new spa include a tiled deck level local authority centre previously. It’s a
and to provide a welcome retreat from hydrotherapy pool with massage jets, great facility for local residents.”
the pressures of everyday life. an ice feature, a tiled heated bench and The new £14m centre also includes
Dalesauna partnered again with two feature showers, which were also a 25m x 12.5m main swimming
architects AFLS+P and contractors supplied by Dalesauna. pool as well as a separate teaching
Willmott Dixon on the project The project is the latest in a string of pool, a 140-station gym, three large
following successful collaborations on luxury spa facilities with sophisticated exercise studios, and a soft play facility
the likes of the £1m Verulamium Spa, thermal offerings developed by designed by Turner Prize-nominated
the first public spa offering from St Dalesauna for the public sector, which artist Marvin Gaye Chetwynd, which
Albans City and District Council. include Wimbledon Leisure Centre, received a £100,000 investment from
Dalesauna designed a range of heat Ramsgate Sports Centre and Poulton the Arts Council England.
experiences for the 100sq m thermal Leisure Centre in Poulton-le-Fylde. Details: www.dalesauna.co.uk

88 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
& RELAX
Your Space. Our Speciality.
With over 40 years experience, we have carved out a reputation as one of the
country’s experts in the design, installation and maintenance of luxury relaxation Grimbald Crag Close T: +44 [0] 1423 798630
spaces; from domestic saunas to commercial steam rooms and spa pools. St James Business Park F: +44 [0] 1423 798670
Knaresborough, -
From conception to completion, our aim is to make every part of your project as North Yorkshire, HG5 8PJ dalesauna.co.uk
stress free as possible. Please get in touch to see what we can do for you.
 PROJECT PROFILES

PROJECT
PROFILE
PROMOTION
School swim instructors can now enter progress data at the poolside using an iPad

S
hrewsbury School working within the sports
– an independent I NTO TH E D I G ITA L AG E facility were informed of
school in the software improvements
Shropshire for boys Client: Shrewsbury School, UK and Xn Leisure provided
aged 13-18 years – is home to comprehensive training for
Supplier: Xn Leisure
an impressive array of sports members of staff on the new
facilities, which include a system,” says Moore.
boating club, swimming pool, “The enhanced features
health and fitness centre, and functionality of the new
racquet club, squash courts, system has improved relations
national indoor cricket centre between staff and customers,
and indoor rowing. And now with the addition of a user-
these extensive facilities have friendly interface for online
been enhanced with new bookings and access to the
management software. home portal, where members
The site required a more of staff and customers can
comprehensive system to leave comments and feedback.”
improve the management He continues: “An example
of the facilities: storing of where the Xn Leisure
and monitoring records, system has been particularly
reservations and reporting, The private school also welcomes public leisure users successful has been in keeping
and catering for the extensive records for the new learn to
range of facilities and growing number of members – the swim programme. We now have over 1,000 children taking
facilities cater not only for pupils but also for the public. Prior part each week. All participants receive a membership card
to this, reservations, records and reporting were paper-based. with which parents can track progress via the home portal.
Following a detailed tender drawn up by sports facilities “The system is very straightforward. Paper trails have
manager Ed Moore, Xn Leisure was selected as the software been reduced significantly, as all swimming instructors enter
supplier. Xn Leisure worked closely with the client, installing information at the poolside via iPads. Information is up to date
a tailor-made system to improve communications via text and and time-consuming end-of-term paperwork a thing of the past.
email alerts, save time with the introduction of online booking, “Benefits can be seen throughout the club, and the system
and reduce staff costs with automated access control. has benefited me directly as a manager, giving me easy access
Xn Leisure’s Dimension solution was installed – an intelligent to financial performance and staffing rotas. I wouldn’t have
piece of software that enables staff to manage new and existing been able to make the differences I’ve made to customer
customers, and identify off-peak periods to assist with future service and operational efficiency without the Xn system.”
staff planning and marketing strategies. “All members of staff Details: www.xnleisure.com

90 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 Software provided to the
Education and Leisure Industries

What can we do for you?

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 open land for further development  EPC rating = B
About 3.4 acres Guide £2.85 million
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June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 91
 PROJECT PROFILES

Gladstone’s Learn2 product was brought in as part of a complete overhaul of the centre’s swim development programme

S E A M LE S S S YSTE M PROJECT
PROFILE
Client: Active Northumberland, UK
PROMOTION
Supplier: Gladstone

A
ctive Northumberland uses a wide range of
Gladstone products across its 18 sites, from dual-
use leisure facilities to a disabled riding centre.
“We first moved to the Plus2 membership
management system in 2004, and since then we’ve added the
Gladstone Management Console (GMC), self-service kiosks,
Connect online booking and Learn2 for course management,”
says Colin Winfield, Active Northumberland’s area manager for
south-east Northumberland. “Most recently we’ve introduced
Join@Home, Gladstone’s online joining system, and its new
query builder and business intelligence tool, eyeQ.” The main benefit has been greater convenience for users
He continues: “In November/December 2013, we also
worked with Gladstone to rebuild our database. The aim was and direct debit payments, and it’s already helped make the
to amalgamate two databases and simultaneously do some process much more efficient. The fact that Learn2 is linked
housekeeping – to remove out-of-date products, subscriptions to Plus2 has made it much easier to migrate people onto
and members, and harmonise current ones. Gladstone direct debit, and the system has been specifically designed to
appointed a project manager to lead the process, in addition to support continuous assessment.
a trainer/builder, and the same team first guided us through the “It’s also resulted in significant time- and cost-savings. Thanks
rebuild then helped solve the teething problems after going live. to features such as the active waiting list and the automated
The end result was a much more efficient and flexible system. movement alerts, it’s now much simpler to move participants
“We also launched a new version of Connect, which offered around. This means we no longer need to hold re-enrolment
more options and a greater degree of flexibility. Aside from days at reception, which included putting an extra receptionist
relieving pressure on our reception team, the main benefit is on shift and the swim co-ordinator working extra hours.”
convenience for customers, which is so important with today’s He concludes: “We decided to invest in eyeQ after we
busy lifestyles. What’s more, the update has had a significant had some issues with third-party reporting tools. We aim
impact on the number of bookings: from 2013 to 2014, we’ve to create centralised corporate reports to be distributed
seen an increase of nearly 40 per cent, from 41,000 to 57,000. to managers to ensure greater consistency. Hopefully this
“Another product we’ve been impressed with is Learn2. will help us avoid a situation where one person creates a
We brought this in last September as part of a complete report on usage, for example, which is not comparable with
overhaul of our swim development programme, including the someone else’s report on the same thing.”
introduction of 46 weeks of lessons, continuous assessment Details: www.gladstonemrm.com O

92 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 Directory
To book your space call the sales team on +44 (0)1462 431385

Architects/Designers Computer Membership Software continued

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June 2015 Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 93
 Direct Debit Collection Exercise Equipment (continued)

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94 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 Functional Training / Flooring
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June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 95
 Gym Mirrors Lockers/Changing Rooms continued

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96 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 Lockers/Changing Rooms continued

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info@e-s-p.com CRM‡Bookings‡Online & Mobile‡Access Control‡Kiosks
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COPYRIGHT NOTICE

Health Club Management is published 11 times a year by The Leisure Media Co Ltd,
Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ, UK. The views expressed in
this publication are those of the author and do not necessarily represent those of the
publisher The Leisure Media Co Ltd. All rights reserved. No part of this publication
may be reproduced, stored in a retrieval system or transmitted in any form or by
means, electronic, mechanical, photocopying, recorded or otherwise, without the prior
permission of the copyright holder, Cybertrek Ltd. Printed by Warners Midlands PLC.
Distributed by Royal Mail Group Ltd and Whistl Ltd in the UK and Total Mail Ltd globally
©
Cybertrek Ltd 2015 ISSN 1361/3510. To subscribe to Health Club Management log on to
www.tac.eu.com www.leisuresubs.com or email subs@leisuremedia.com or call +44 1462 471930. Annual
subscription rates are UK £45, Europe £57, rest of world £80, students (UK) £22.

June 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 97
 RESEARCH Edited by Katie Barnes. Email: katiebarnes@leisuremedia.com

Girls tend to gain weight as a

result of family disruption – but
this is not the case among boys

WWW.SHUTTERSTOCK.COM/WAVEBREAKMEDIA
Family
matters
US research shows that The three factors analysed were: linked to the stress hormone cortisol,
family disruption and conflict, including which has been proven to cause the
stressful family situations divorce, bereavement and abuse; body to store fat, lose muscle, slow
lead to obesity in children financial strain; and poor maternal metabolic rate and increase appetite.
health, where the mother had high risk In an article in Time magazine she says:

S
habits such as drinking/drug problems “Behaviourally, you then gravitate to
chool-based obesity or serious depression. more palatable foods – the high calorie,
prevention programmes high fat foods – so you’re not reaching
focusing only on diet and Gender disparities for that apple or celery stick.”
physical activity may need to The results of the study, which were
take into account children’s home lives published in the journal Preventive Broader approach needed
if they’re to be effective, according to Medicine* show that the factors that Hernandez says: “By knowing the types
a new study from the US. Researchers trigger weight problems are different of stressors that influence female and
in Texas have revealed that there’s among girls compared to boys. male adolescent weight gain, we can
a relationship between long-term Hernandez says: “Experiencing family tailor specific social services to be
exposure to three specific types of stress repeatedly through childhood included in obesity programmes.”
family stressors and children becoming – specifically family disruption and The findings are particularly pertinent
obese by the time they turn 18. financial stress – was associated with to school-based obesity programmes
being overweight or obese by the time that currently focus just on dietary
Stress factors studied adolescent girls reached 18.” intake and physical activity – an approach
Daphne Hernandez, an assistant In comparison, only one stressor – Hernandez believes yield only short-term
professor at the University of Houston – poor maternal health – was related to benefits. “The programmes need to
in collaboration with the Texas Obesity boys becoming overweight or obese by take a broader approach to combatting
Research Centre – looked at data on the time they turned 18. obesity by helping families experiencing
4,700 adolescents recorded in the these kinds of stressors find access to
National Longitudinal Study of Youth. Underlying mechanisms mental health programmes, financial
She focused on the children’s The reason why stressful family assistance or family counselling,” she
exposure to three family stressors situations led to weight gain in says. “Developing strategies to help
from when they born up to their 15th adolescents is not entirely clear and with family stressors during childhood
birthday and then took into account could be an area for further research. may help children maintain healthy
their BMI/weight when they reached 18. But Hernandez believes it could be weight into adulthood.”

*
Hernandez D & Pressler E. Gender disparities among the association between cumulative family-level stress & adolescent weight status. Preventive Medicine. Apr 2015

98 Read Health Club Management online at healthclubmanagement.co.uk/digital June 2015 © Cybertrek 2015
 ENGAGE YOUR MEMBERS.
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