THE UK'S NO 1 DIGITAL MAGAZINE FOR GYM OWNERS & FITNESS PROFESSIONALS
ISSUE 15 // JUNE 2017
PT OF THE MONTH Michael Warren tells us about his PT journey OWNER OF THE MONTH Dominique Day tells us about Bootcamp Pilates
BOUTIQUE GYMS W
hy you ignore th can't e app of boutiq eal ue fitness
LIGHTIN G How light
ing plays a pivotal rol e delivering a in encompassin n all g fitness experience
RANCciaElist INSUfou r spe
We talk to ce brokers insuran
T H E L AT E ST DESIGN TRENDS A N D I N N OVAT I O N S
WE TALK TO ROB DEUTSCH, FOUNDER OF F45 TRAINING
ELEVATE 2017 A visual round-up
YOUTH FITNESS How can we get more children engaged in fitness? JUNE 2017
NE WS / / REV I EWS // T EC H NOLO G Y / / TR E N DS / / EQU I PM E N T / / I NSIG HT
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Welcome... …to the June 2017 issue of Gym Owner Monthly magazine. This month our lead feature is on youth fitness. We talk to a number of industry experts about this vitally important topic and ask how gym owners and fitness professionals can reverse the alarming trend of UK children being the least active generation ever (page 16). Our other key features cover the subjects of insurance - are you confident that you're fully covered for every eventuality? If not, turn to page 22 for expert advice. On page 29 we take a look at the latest designs and innovations for changing rooms - transform your second space into a key asset. Elsewhere, we explore the growing appeal of boutique fitness (page 35) and on page 44 we take an in-depth look at lighting and outline why it plays a pivotal role in delivering an all encompassing fitness experience. Opinion comes from Paul Swainson on page 52, he tells us about his experience of being a judge at a fitness competition and Jochen Michaelis explains how technology can play a vital role in trainer-to-member relations (page 58).
Have a great month! The GOM team
MARKETING DIRECTOR:
PUBLISHING DIRECTOR:
Nathan Page
np@gymownermonthly.co.uk Tel: 07985 904 549
pw@gymownermonthly.co.uk Tel: 07858 487 357
Keep up to date  www.gymownermonthly.co.uk  @GymOwnerMonthly  gymownermonthly  @GymOwnerMonthly  gym-owner-monthly-magazine
Cover photography courtesy of www.snhfoto.com © Gym Owner Monthly Magazine 2016 Gym Owner Monthly is published by PW Media. Gym Owner Monthly is protected by copyright and nothing may be produced wholly or in part without prior permission. The acceptance of advertising does not indicate editorial endorsement. The opinions expressed in editorial material do not necessarily represent the views of Gym Owner Monthly. Unless specifically stated, good or services mentioned in editorial or advertisements are not formally endorsed by Gym Owner Monthly, which does not guarantee or endorse or accept any liability for any goods and/or services featured in this publication. We cannot accept responsibility for any mistakes or misprints. Unsolicited material cannot be returned. The views expressed are not necessarily those of the publisher. Please note that we reserve the right to use all supplied photographs/images elsewhere in the publication or on our social media channels.
Contents TRENDS
News The latest news and hot topics in the industry.
Elevate 2017 The industry gathered in London last month, check-out our visual round-up.
Changing rooms The latest design trends and innovations to transform your 'second space'.
Appointments A round-up of industry movers and shakers.
Boutique gyms Why you can't ignore the appeal of boutique fitness.
Health and safety How to ensure your facility meets the necessary health and safety regulations.
Lighting How lighting plays a pivotal role in delivering an all encompassing fitness experience.
PT of the month Michael Warren tells us about his PT journey.
'We see so much opportunity here in the UK' We talk to Rob Deutsch, Founder of F45 Training.
Owner of the Month Dominique Day tells us about Bootcamp Pilates, pioneers of Dynamic Reformer Pilates in London.
Youth fitness How can we get more children engaged in fitness, movement and activity?
Insurance Everything you need to know, we talk to four specialist insurance brokers.
The Big Interview We talk to Andrea Miles, founder of Mirrors for Training.
Ask the expert Got a problem you need solving? Our team of experts are here to help.
Fit Kit This month's round-up of kit, products and extras you can stock for your members – boost loyalty, retention and your revenue.
Social interaction Jochen Michaelis explains how technology can play a vital role in trainer-to-member relations.
How defibrillators are saving lives in gyms Is your gym equipped with a defibrillator?
PT Viewpoint Alex Cartney tells us how he turned his life around, lost over 7 stone and became a successful PT in the North West.
Use it or lose it Chris Zaremba shares his thoughts on adding resistance training for clients aged over 50.
Britain's got PT talent! Paul Swainson tells us about his experience of being a judge at the WorldSkills UK Fitness Trainer Competition.
Say 'thank you' Tom Godwin outlines some simple steps you can take to boost your referrals and grow your business.
It all starts with a goal Daniel Nyiri asks new gym owners to make a plan.
We're always seeking contributors, if you're interested in writing for us then please contact: np@gymownermonthly.co.uk JUNE 2017
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Upfront Great minds met in Manchester to tackle UK health club retention
What's hot in the fitness industry
Great minds met in Manchester last month for Dr. Paul Bedford's third Retention Convention. The Retention Guru's day-long event saw five world-class speakers give their take on retaining a happy workforce and the impact this has on member retention.
Counter-terrorism specialist and leadership expert, Steve Jee, who spent 20 years in the British Army as a military intelligence officer, used scenes from the Hollywood blockbuster Gladiator to explain how to motivate a team, ensuring everyone is working to the same values, vision and purpose. "In the military we drop teams, brigades, divisions and battalions in the middle of nowhere and expect them to operate in the centre of chaos," he said. "This is similar to many companies. So how do we make sure the soldiers understand where they are going, how to get there, their part in the plan and how to deliver a motivated team to do it?" Training and education specialist, Keith Smith had the audience in stitches with his session, which talked about the importance of making sure staff training has a positive long-term impact on the business. He explained why context - ensuring the training fits with who your company is and who you wish to target - rather than the content of what staff learn, is the key to success. "Ask yourself if the training staff are about to do is right for the types of members you want to attract. Will it add to the experience you want to offer?" he said. "As a teacher in the studio I don't care about retention. My job is to create an experience that drives someone back for the next visit. This is adherence, the rest happens automatically, it's retention by default." Australia's Justin Tamsett, a former health club owner and well known business and leadership authority, compared management to being a team coach. "Once you're on the pitch, trying to improve retention will be really hard because you're in the heat of a battle," he said. "It's emotional and you can't think straight - it's very hard to coach players on the run. If you're looking to improve retention you need to start in the locker room." Taking the graveyard slot, Lexie Griffiths, global presenter, best-selling author and owner of the professional development programme TheSizzleMaker, had the audience on their feet with some retro Hand-jive to stimulate their brain power and ensure everyone was wide awake! Explaining that she's 'never worked a day in her life, because she loves what she's does', Griffiths said if we
can find staff that really love what they do, members will feel it too and want to feed off their energy. Former ukactive CEO, Dave Stalker, now the CEO of Oxygen Freejumping, explained why he believes retention is the only word that's relevant in our industry. "Everything is about retention. As an industry we have acknowledged it but we are absolutely not doing it. It doesn't matter what strategies or fabulous equipment you have. If you're not retaining your staff you have real challenges ahead." In the last session, Dr. Paul Bedford described the different ways that people listen - with the ears, the eyes and touch - and explained how rapport building and communication skills go through the roof when we mirror that behaviour as the person thinks you 'get them'. "The power of language is enormous if we listen to what they say," he said. "It's easy to motivate people if we understand them better, so listen to understand, not to answer." JUNE 2017
New Harbour Club opens in Kensington Harbour Clubs, one of London's finest health and fitness club groups, has opened a brand-new space on Cromwell Road, Kensington following a £5.5m transformation. The club, which closed as a David Lloyd Club on 31st December 2016 reopened on Thursday 1st June to become London's third Harbour Club. The state of the art club joins Chelsea and Notting Hill in the exclusive Harbour Club collection which has been central to London lifestyles since 1993. The new club is situated over five floors at Point West, with seven group training areas including group fitness studios and a dedicated HIIT training area for Harbour Club's SYNRGY training sessions. As well as studios and training areas, there is a restaurant and a business lounge for members, meaning Kensington Harbour Club is not only a place to train, but to work, relax and meet with friends. Family is at the heart of the club with a crèche for the littlest members, activities just for kids and classes and areas that families can enjoy together. Alongside fitness favourites such as swimming coaching and Taekwondo, the club also features the latest innovation in group and family fitness, a PRAMA interactive fitness studio – the first of its kind in London. As well as PRAMA, Kensington Harbour Club is offering Blaze - a unique style of training in a boutique style studio that uses Woodway Treadmills, strength, martial arts and boxing equipment. For further information visit www. harbourclub.com/Kensington.
Active IQ adds strength to fitpros' skill set Active IQ is enabling fitness professionals to gain advanced strength and conditioning skills with the roll out of its Level 4 Certificate in Strength & Conditioning. 8
Originally developed for British Military Fitness, the course is now available widely to encourage personal trainers to enhance their knowledge, extend their skills and achieve differentiation from their competitors. In recent years, there has been an increase in the demand for strength and conditioning training to enhance all aspects of performance. This includes improving general areas such as strength and power plus body composition, flexibility and metabolic power while applying the key principles to help athletes remain resistant to injury. The British Military Fitness training arm, The BMF Academy, collaborated with Active IQ to develop this qualification. Their joint aim was to give next-generation fitness professionals enhanced coaching skills in Strength and Conditioning and to set a new gold standard in modern fitness education. Harry Sowerby, Managing Director at BMF, said: "This qualification was born out of a shared frustration at the lack of high quality education for the fitness industry and poor progression opportunities for personal trainers looking to get to the next level. In partnership with Active IQ we have created a complete package which will prepare students to become confident and highly skilled performance specialists." Jenny Patrickson, Managing Director at Active IQ said: "We had identified a gap in the market for a well-designed strength and conditioning programme to support and develop sporting performance. We had an excellent partner in BMF whose experience in this field is second-to-none. Many BMF colleagues have completed the Level 4 Certificate in Strength & Conditioning and we are now ready to offer this to the wider fitness market. "Quite apart from enhancing a personal trainer's skills, this qualification will give them a clear point of differentiation and help them support clients seeking strength and conditioning gains, including the increasing number of people undertaking obstacle course races and challenges." For further information visit www.activeiq.co.uk.
Southampton Solent University appoints The Pulse Group as new fitness partner
Following a competitive tender process, leading leisure solutions supplier Pulse has recently been appointed by Southampton Solent University as their fitness partner. Pulse were awarded the contract not just on quality and price but in recognition of their experience within the education sector and proven ability in creating sustainable, future proof facilities. The announcement comes as Southampton Solent University embarks on creating a new sports facility, which will house three gyms, for both students and the local community alike. As part of the contract Pulse will be heavily involved in the key planning stages, using their 35 years' of knowledge and expertise, to work in partnership with Morgan Sindall, who will be handling all construction work. Pulse will provide a full consultancy role offering advice and support on layout and design, with work due to officially start this summer. The all-encompassing Pulse Group will call upon their equipment division Pulse Fitness to supply and install at all three gyms with equipment from their award winning portfolio. There are plans for the new facility, which is due for completion in 2019, to include a high performance gym for elite level athletes, a personal training and teaching gym which will be used by the University's Academic Leaders, a dedicated spin studio, a dedicated aerobics and yoga studio and finally a 100 station state-of-the-art community gym. The community gym will also be home to a Pulse project innovation area, which will include the very latest Pulse Fitness equipment that the University's Sports Science students will be able to critique and suggest improvements on. "Having worked in the Leisure industry for over 30 years and seeing the work they have been doing throughout that time, I was really impressed by the scope of their offering," says Martin Nailor, Assistant Director for Solent Sport. "We are delighted to be working with Southampton Solent University as they embark on this exciting project," says Director of Education for Pulse Neil Mosley. "Far too often as a supplier we've seen what can happen when there hasn't been communication between the design and build teams and the equipment suppliers. Using our expertise, we are confident that by working in partnership at this early planning stage, we can ensure that the facility is fit for purpose right from the outset. Through the knowledge and support of Pulse Fitness, we look forward to ensuring that the new facility offers a fantastic range of innovative and exciting equipment that is tailored to each area of the community."
GO fit Spain chooses FitQuest for innovative new project Private Club Operator GO fit has recently appointed medical device company FitQuest for a new pilot project that will deliver an exercise prescription programme tailored to gym members, based on an evaluation of their physical capacity. GO fit currently operates 15 clubs in Spain and Portugal, with two further clubs under development and has over 175,000 people using the facilities. The appointment comes as GO fit are looking to offer their members the highest level JUNE 2017
of sports science support. As part of the pilot, FitQuest will be gathering physical capacity and other biometric data to help members to improve their health and wellbeing at their clubs. FitQuest measures a person's physical capacity over eight parameters in just four minutes, offering a wider range of data and feedback to users than other devices available, as well as a much more accurate analysis. This unique testing can support operators' goals by offering tailored exercise programming for gym goers, based on a breadth of data on their physical fitness. Professor Alfonso Jimenez and his team, from the Centre for Applied Biological & Exercise Sciences at Coventry University, are developing new guidelines and protocols for the GO fit members in the innovative GO fit LAB (a unique Research Unit developed in partnership with Coventry University) and he comments, "We are delighted to be partnering with FitQuest to build up this physical capacity database, as we believe that evidence of health and fitness improvements is a core part of the GO fit offer moving forwards. FitQuest is ideal to measure a person's physical capacity over 8 parameters and in just 4 minutes. We believe in science and data and we are looking for suitable partners like FitQuest to deliver this new model of service."
sq. ft. facility was equipped with 200 pieces of the latest Life Fitness kit including 73 cardiovascular and 71 strength stations. The comprehensive selection of equipment comprised Discover SE stations, Cybex SPARC Trainers, PowerMill Climbers, Lifecycle GX™ Group Exercise Bikes, Row GX™ Trainers along with Signature and Insignia Series strength equipment. To support the growing trend for motivational and engaging group training, Liberty Leisure has created a fun, exciting and energetic workout environment with the introduction of two Life Fitness SYNRGY stations. The SYNRGY360 XL training system enables members of all abilities to train independently or in a small group using eight unique training spaces, including a 10-handle monkey and two dedicated areas for suspension training. Illustrating that small areas can still be used for effective training, the compact SYNRGY90 Versa Versa provides the versatility to perform a large number of exercises whilst providing plenty of space.
"GO fit are setting the standard for the future of the government funded sector and the approach they are taking with this project is directly aligned to the DNA of FitQuest." says Brian Firth, FitQuest CEO. "We, as a medical device company, strongly believe we are about to enter a new era of evidence-based exercise programmes to tackle health and fitness issues. Funding for such initiatives will require solid data and evidence of improvements. This is why we designed FitQuest, and GO fit is the ideal partner to demonstrate this with."
Life Fitness installs at Liberty Leisure following £10 million investment Life Fitness, the global leader in commercial fitness equipment manufacturing, has installed a state-ofthe-art gym at Liberty Leisure, a new fitness facility based in Wychbold, Worcestershire, following a £10m investment by the independent operator. Liberty Leisure, which opened its first gym on 21st April 2017, awarded the contract to Life Fitness following a competitive two-way tender process. The new 40,00010
The facility also boasts an impressive indoor cycle studio, complete with 24 Life Fitness premium IC6 bikes powered by ICG, which has created an encouraging and energetic training environment for beginners through to experts. Members can enjoy a connected cycling experience with the ICG Coach by Color® training system, with consoles to display both WattRate and heart rate with five coloured zones to help them hit their training targets. In addition to a fully equipped gym, complete with a female-only section, and an extensive range of group exercise classes, Liberty Leisure also provides a 25m heated indoor pool, squash court, restaurant and crèche. Members can also enjoy spa facilities including a jacuzzi, sauna, steam room, ice room, salt room and luxury experience shower. Tom Kerby, Account Manager at Life Fitness comments: "The variety and quality of equipment that has been installed at Liberty Leisure will not only help them to attract a large number of members but it will also help them to establish themselves as a leading community hub for health and fitness." For further information visit www. lifefitness.co.uk.
Congratulations to Crown Fitness Club in Pontypridd for winning the Crankit Suspension Straps and instructor training!
The 2017 State of the UK Fitness Industry Report report highlights that the UK fitness industry is continuing to grow, with increases of 4.6% in the number of fitness facilities, 5.1% in the number of members and 6.3% in market value. There are now over 9.7 million fitness members in the UK which has boosted the penetration rate to
estimated total market value
an all-time high of 14.9%. David Minton, Director of LeisureDB says: "It may be premature to call the period to 2020 "the golden age of fitness" but further growth will only be limited to the imagination of those pushing the boundaries". For further information visit www.leisuredb.com.
14.9% penetration rate
6,728 UK gyms
Source: LeisureDB 2017 State of the UK Fitness Industry Report
MieFitQuest
@MieFitQuest
Owner of the Month
I don't feel threatened by any new fitness fads or big chains Since setting up their first studio in 2005, Bootcamp Pilates has been a proud pioneer of Dynamic Reformer Pilates. Founder, Dominique Day, tells us about her business. Gym owner: Dominique Day Gym name: Bootcamp Pilates Location: Various, London Web: www.bootcamppilates.com How many members does Bootcamp Pilates have? Over the years, we have hosted over thirty-five thousand clients but since we are not membership driven we regularly cater to about a third of that number.
How did you become a studio owner? I used to be a TV journalist and the 7/7 attacks in London occurred on my last day on the job. The shock changed my view of life and I found I wanted to do something more positive, something which would make a real contribution to society. I had already learned reformer Pilates in LA and I felt that by bringing the new workout to London I would be helping people to become healthier and hopefully happier.
How many gyms do you own/operate? We have five company studios which include Notting Hill, Shoreditch, Richmond and our flagship in the Strand as
well as franchised studios in Fulham and Windsor. We are currently opening another studio in Surbiton and are also in talks with a luxury hotel chain.
How many staff do you employ?
The wonderful thing about franchising is I'm able to pass on the benefit of my 12 years' experience to our franchisees. I've coped with every kind of disaster – from the bookings system crashing to a visiting journalist there to write a review getting locked in the toilet! These are the things that don't get covered in the management manuals, and to anyone new to the business they can assume catastrophic proportions.
How important are PT's to your business?
Aside from the gym, what other facilities do you offer your members? Our Fulham studio has a health food café attached to the premises. Called 'Natti's Whole Foods', it serves pre- and postworkout shakes and salads and solid meals to boost your protein levels. We don't have a crèche but we do offer popular 'Mum and Baby' classes in our Fulham, Windsor and Richmond studios. The idea is that new mothers can bring their infants and put them down next to their reformers to keep an eye on them. The noise is not a problem since everyone there has healthy lungs! Things get interesting when the babies start toddling though.
We have about 30 trainers and a dozen support staff.
Our PTs are the core of the business. Ultimately, they deliver the product to our customer base. We've had some trainers who've been with us for a decade – which is unusual in an environment where rapid job-turnover is the norm. When recruiting we do our best to bring in trainers with unique interests and experience which they can then pass on to their clients. This means their input is highly individualistic and no two workouts are the same.
How do you motivate/incentivise your staff members? Our sales reps are incentivised financially via our software MindBodyOnline.
Do you provide any financial assistance for your staff with regards to their training & development? Yes, our trainers get paid for continuing their education as it is in our interest to help them evolve.
Owner of the Month What makes your gym unique? Now we've unveiled our franchising project it's essential our gyms maintain uniform standards to enhance our brand. However, at the same time, I like the fact that each of our studios is unique in the way it reflects the local ambience, so that – for example – Shoreditch Bootcamp's décor is quirky and edgy whereas Richmond looks more luxurious.
What advice would you give to other gym owners just starting out? Don't forget that this industry is seasonal and your revenues in December and August will go down so plan accordingly. And never do flash sales.
What are the biggest challenges facing your business today? I don't feel threatened by any new fitness fads or big chains. Rather, my biggest worry is the recent hike in business rates. I hope that boutique gym operators, with other small businesses, can survive despite the unreasonable new demands, some as much as 400%. The constant landlords' thirst for converting commercial property to luxury flats also means that we've had to move our premises half a dozen times.
What significant changes have you seen within the industry over the past 3 years? The sudden rock-star like popularity of spinning continues
to baffle me since the exercise has been around for some 20 years. The rise and fall of US third party resellers like Groupon and Classpass is fascinating. Lastly – and this is a change right across the business sector – small gyms are using crowd-funding or appealing to their clients to invest in their brands so that they can expand.
How do you engage with your members? Through regular newsletters, blogs as well as social media. We also hold fun events like mulled wine evenings in the winter and clients can win surprise prizes for 'trying hardest' in a session.
How do you retain your members? We use retention software and marketing but our principal asset is our product – our clients say they are 'addicted' to Bootcamp workouts.
What is your biggest success story? One of our members has suffered from Multiple Sclerosis for 22 years. Former national hockey player Kerstin Eikenberry started coming to our classes in 2015. When she first started visiting us, she was reliant on her walking stick and afraid to leave it at home. 18 months down the line and she says that thanks to Bootcamp Pilates, working out plays a major part in her life again. We also had another member who suffered from RSI and attended classes by way of physio and was cured within three months.
Youth F Recent data suggests that children in the UK are the least active generation ever. How can we get more children engaged in fitness, movement and activity and how might gym owners and fitness professionals get involved in reversing this alarming trend? Comment from
Rachel Glew, Global Master Trainer, Life Fitness Participation in obstacle course racing (OCR) has significantly increased in popularity in recent years. From Tough Mudder to Wolf Run, Rat Race to Spartan, there are a seemingly infinite number of races uniting Weekend Warriors together to face their fears, overcome barriers and get covered in mud. The findings of a recent National Trust report revealed that whilst today's parents are actively seeking opportunities to exercise outdoors, their children are spending half as much time outside, on average just four hours per week. In a rallying cry to help tackle Generation Inactive apathy towards the great outdoors, OCR event organiser Spartan Race now invite children as young as four years of age to 'race against someone your own size' and participate in their own version of muddy mayhem fun. As a Life Fitness Master Trainer, I have been working closely with David Lloyd's own training academy on a consultative basis for the past three years delivering onsite education to their Personal Trainers. On behalf of Life Fitness Academy, I have created an extensive range of bespoke SYRNGY360 classes, exclusive to David Lloyd Clubs. The Life Fitness Academy SYNRGY Fundamentals workshop has been delivered to over 85 David Lloyd Clubs, helping to empower Personal Trainers with the skills and knowledge needed to wrap multiple experiences around the SYNRGY360 training system. Following the announcement of their formal partnership with Spartan Race, David Lloyd Clubs approached Life Fitness Academy to help create three Spartan-specific classes for families, 11-15 year olds and adult members to 16
help develop the balance skills, strength and stamina needed to complete their first Spartan race. The Spartan Family class was developed in direct response to David Lloyd's own member insight study which revealed there was a demand from family members to be able to work out together. David Lloyd's own research was further backed by the findings from Sport England's This Girl Can campaign which showed that 81% of mothers with children under 15 years of age prioritise spending time with their families over
Fitness getting fit. Parents often worry that others will judge them for 'me-time' spent at the gym rather than with their family. The Spartan Family class helps to remove perceived barriers to participation by allowing parents to lead by example in encouraging their children to adopt a can-do ethos to exercise challenges.
The Spartan experience and other obstacle course races have great power to inspire and appeal to the youth market as they provide an event where nobody fails and everybody finishes. Today's youth members crave opportunities for engagement
in fun challenges, social interaction. When the National Trust promoted the simple stick as the must have 2016 toy of the year, they did so with an awareness that what appeals the most to children are opportunities to engage in free play and creativity. For gym owners seeking to engage with younger members, their marketing materials should focus on selling the feel-good experience of fitness over the benefits it delivers. Children aren't inspired to participate by the promise of a reduction in obesity statistics. The mission our customers face to help tackle Generation Inactive is one that Life Fitness Academy can actively support.
Dean Hogan, National Contract Manager, Pulse It's really important for gym owners to consider the equipment they have on offer in their facilities, and how that will attract the youth market. Over the years, I have seen the opposition to young adults or children working out in the gym environment. It's a crazy mindset, as parents often want to be able to educate their children in health and fitness and it makes no sense to turn this opportunity away. We know that this age group can find themselves bored and disengaged easily, so it's important to mix up your offering, keeping products fresh and dynamic such as new class formats. Carefully selected functional training kit can capture the imagination of teenagers and introduce them to resistance training in a safe environment, teaching correct technique. It is important to remember that the developing body of a teenager should not be overloaded, and so it is best for them to start with low weights and build up as their strength progresses. At Pulse, our expert in-house teams have developed several high-tech pieces of kit that offer a more interactive user experience. Cardiovascular equipment should not be neglected either; the introduction of virtual reality software can offer endless opportunities for the digitallysavvy teenager of today. A younger market will enjoy the interactive element which will not only add a real sense of fun to their workout, but can enhance key motor and cognitive skills.
It's worth noting that such equipment can also be enjoyed by members of all ages! As well as active parents wanting to bring children into the fitness environment, you will also see young people who want to join the gym persuading their unfit parents to go with them. This area of the industry can be very lucrative and from my experience if you can attract members at a young age, they become a long term paying advert for your business. JUNE 2017
Bear Grylls, founder of Bear Grylls Fitness The best thing we can do for our children is to encourage them away from computer games and TV and to get moving! Movement and exercise gives kids confidence and pride. But how do we do this? So often it is about leading by example and being the motivator of your family. Bear Grylls fitness was set up as a fun way to educate adults
and young people alike to be able to take responsibility for their own health, fitness and food choices, on a daily basis. It's about instilling the idea that YOU are the only person who can look after your body, fuel it correctly and get it moving. The goal is to genuinely change lives for the better. These are short sharp and intense sessions and they hit cardio, strength and flexibility all at once - but above all they make exercise and movement fun & challenging.
Chris Duncan, Regional Activities & Funding Manager, Everyone Active At Everyone Active we are constantly exploring ways to engage a younger audience, and we are proud to offer supervised gym sessions for 11-15 year olds across our sites. As part of this they receive a full gym induction from our trainers to ensure they can use the equipment safely and properly. Our teen gym sessions are a great opportunity for them to socialise and get used to the environment. We also offer a wide variety of after school sports clubs and holiday activity camps to support local families during the busy working day and to help keep kids active over the holidays. Most recently we've seen huge potential in the opportunities virtual fitness classes can offer in helping engage a younger audience; they're also are a great avenue to explore if you're tight on space. We have embarked on a three-month partnership with Interactive Digital Entertainment Activities (iDEA) to launch a range of virtual classes including street dance, kid's yoga, martial arts and street kicks, a football fitness inspired workout. The project is currently being piloted across three of our facilities: Cambourne Fitness and Sports Centre in South Cambridgeshire, Lammas Leisure Centre in Sutton-in- Ashfield and Parklands Leisure Centre in Oadby. The sessions will be delivered under full instructor supervision but what's really great about the classes is that we don't need any specialist equipment. All we need is a projector and a wall to display the classes onto and away we go. As part of the partnership we will be introducing the sessions into our kid's activities camps, offering pay-as-yougo for non-members and we are also introducing this as an add-on for our direct debit membership customers so that they can bring their children along to their workouts too. We are also reaching out into the local community to support local schools with their youth fitness offering by helping run the virtual classes. By introducing these classes, we can show children how exercise can be fun and easily fit into their everyday routine, as we know harnessing an interest in exercise at this age is crucial as it then becomes much easier as an adult. 18
Sean Moore, National Brand Manager, Sway Dance/Parkwood Leisure
National dance brand 'Sway Dance' was launched by Parkwood Leisure in 2010 with the aim of inspiring children and adults to enjoy dance through fun, affordable, professionally-delivered classes. An integral part of the programme was encouraging greater participation of teenage girls through dance to combat inactivity. It was launched with three core dance disciplines; Street Dance, Cheerleading and Musical Theatre. The courses now support a range of local bespoke additions including belly dance, salsa, jazz, jive, contemporary and freestyle. Seven years on, we offer over 30 dance genres which are delivered to 20,000 participants each month. To remain accessible, our classes cost an average of £4 and incorporate high-quality teaching. Sway Dance has been designed to use dance participation to raise physical activity levels along with improving health and mental wellbeing. Everything we do is underpinned by our brand ethos which is based on enjoyment, accessibility and inclusion, irrespective of age, gender or ethnic background. Teenagers, especially girls, can be notoriously difficult to reach when it comes to engaging in regular physical
activity but we have enjoyed real success in delivering fun and inspiring dance experiences for this audience. Social media, including Facebook and Instagram, remains a vital part of our engagement strategy and our outreach teams conduct school visits, providing displays during assemblies, lunchtime or after school, at school fetes and community events. We support this with money off vouchers for future classes and free trial sessions during school holidays and Open Days. This summer we will be launching two new programmes; Sway Pro and Sway Active. Sway Pro will encompass the enthusiasm and expertise of our extremely talented professional instructors to develop a genre specific dance pathway for dancers to progress through. Sway Active will use dance as a tool to drive further participation in our highly energetic and fun Sway Active sessions. Experienced and enthusiastic activity leaders will be trained on the Sway Active program and deliver weekly sessions both in our centres and in local communities. These will focus on engaging more people in physical activity whilst providing taster sessions so they can experience the rewarding benefits of dance fitness. JUNE 2017
John Halls, Managing Director, Physical Company
Kids fitness is high on the national agenda and quite rightly: we need to wake up to the fact physical activity levels are far too low among youngsters. As an industry we are well-placed to help drive fitness initiatives and provide programmes and products to help gym owners engage local youngsters in activity. Fitness for younger children should really be about fun and gym owners should look to engage ALL children with activity, not just the 'sporty' ones with sports. We developed APEX Kids in direct response to requests from the industry to help clubs engage with youngsters at a fun activity level. Apex Kids puts the 'fun' back into functional training with
the circuit aimed at youngsters aged 8+. It introduces them to working with kit including BOSU®, agility ladders and mini-Kamagon balls. The pace is rapid and the youngsters work in pairs to complete the circuit. With a maximum of 12 exercisers recommended, the instructor can keep a watchful eye on all participants to ensure there is no poor technique – or skiving! It's proving an ideal introduction to fitness for less active youngsters who need encouragement from their peer group and a friendly trainer to get them started. Apex Kids is designed to be completed in 30 minutes, making it accessible to youngsters and their parents while also being easy to accommodate on the gym timetable.
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Protecting Your Business Against Risk Has Your Insurance Cover Got Your Back? Everything you need to know about insurance. We talk to four specialist insurance brokers. It isn't until something goes wrong that insurance cover is called into question but when it is, the detail in the policy can mean the difference between survival and financial ruin. Are you 100 percent certain that your current policy protects you against every, possible eventuality? If not, here is some sound advice from four of the sector's most experienced, and specialised insurance brokers.
Specialist Insurance for the Fitness Industry  High Competitive Premiums  Exeptionally wide, tailored cover  Friendly and professional expert advice
Our Risk Management Guide is provided as a unique and valuable free benefit  01189 875100  info@independents-ins.com  www.independents-solutions.co.uk 22
Neil Adebowale BA (Hons) ACII, Director, Independents Independents has been providing insurance cover to gyms for over 17 years. We look after the interests of 675 gym owners and have been named as specialist insurance broker of the year at the prestigious Commercial Insurance Awards.
There are three pieces of advice I urge gym owners to take: 1.	Work with a specialist broker Only a specialist will truly understand the business and the full extent of cover required. No two gyms are the same, employing a multitude of variations when it comes to activities, facilities, equipment and staffing structures. We work directly with gym owners to ensure all aspects of their business are protected. In addition to a team of consultants, providing advice by email or telephone, we also produce a risk management guide, specifically for gyms, which outlines how to introduce sufficient risk control measures. This is free to all gym operator clients, and covers areas such as operating unmanned gyms, equipment maintenance, induction training, children's activities and the use of freelance instructors. 2.	Value is more important than price The value of an insurance policy is never fully appreciated until the policy is called into action. When this happens, the policy detail and the relationship with the broker can mean the difference between survival and ruin.
Working with a specialist broker who understand the nuances of a business and can draw on experience relating to previous claims is critical. Many claims we deal with relate to Public Liability and it is essential that cover reflects the true nature of the business, considering factors like member-to-member liability and Wrongful Advice. Having confidence that your insurance policy offers adequate protection and knowing there is support from experts often proves to be invaluable. All too often gym operators have purchased a generic commercial insurance policy because of price only to find that it doesn't cover their very specific requirements. 3.	Keep your insurances relevant If changes are made to facilities, activities or any factors arise that may increase risk, gym owners must inform their broker. Insurance should be reviewed on an ongoing basis, not just annually at the time of renewal. External influences may also introduce risks to the business which need to be reflected in the policy. A specialist broker will help to identify these. We are currently providing gym owners with advice on protection against cyber-crime. Gym owners maintain responsibility for the safe keeping of all member and staff data, even if a third party of engaged to collect payments and data.
Craig Smith ACII, Chartered Insurance Broker, John Ansell And Partners John Ansell & Partners are specialists in gym and outdoor activity insurance and have been since the 1980's, and we have seen lots of changes in the way fitness is delivered. With the proliferation of group exercise classes and personal training sessions in the outdoors many gyms are taking their exercise outside. When considering this as a direction for your business, it is important to understand the additional risks and responsibilities this brings with it such as health and safety policies, site specific risk assessments and adequate qualification of staff for outdoor activities. There is a whole new world to consider when taking your exercise away from the confines of your gym such as what to do if the weather is poor, how you communicate with customers and staff at the last minute if things change, how to deal with first aid and how to deal with "dynamic" risk assessments in a changing landscape. To help you draft your places, a good information source is the ukactive Outdoor
Code of Practice. From an insurance perspective, the risks of injury to staff and customers are greater in an environment you cannot control. You will need to speak to your insurer to ensure they are aware of the additional risks as many policies are designed for "premises only" operations. A standard commercial insurance package policy will often only cover for injuries sustained because of slips and trips, plus defective equipment. It is unlikely to cover incorrect instruction, or even no instruction. This is even more relevant to activities taking place outdoors. That is why gym owners need a policy designed for the exposures they have as most businesses are unique. Buying an "off the shelf" product, often online, is fraught with danger. If you have any difficulties you should speak to a broker specialising in the fitness and or outdoor activity industry, like us. JUNE 2017
Josh Balen Cert CII, Commercial Director, Balens Ltd As a fourth generation, family run insurance brokers, Balens has been specialising in the Health, Fitness, Wellbeing & Beauty sector for over 25 years. Over 85,000 clients rely on us to provide them with expert advice and support in setting up and protecting their businesses. My advice to new gym owners is to remember that insurance is here to protect you should the worse happen. Over the last 14 years working in insurance, I have seen the same things happen repeatedly and I would urge consideration of the following, whether a new start-up or existing gym owner: Underinsurance This issue occurs day in, day out. Remember to insure your Contents, Fixtures, Fittings, Machinery, Stock and Equipment for their correct value! Don't cut corners, underinsurance can proportionately reduce the amount paid out in the event of a claim. Tenants Improvements and Decorations This one is commonly forgotten. This section is applicable to you if you rent or lease premises, rather than own it. Remember, once you have the keys, any work you commission to improve the premises, whether it be new flooring, air conditioning, partitioning, painting, decorating, etc., will not be replaced, by your Landlord, in the event of a fire, flood or serious damage. It will put back to the same condition it was in when you arrived. It is down to you to insure these improvements. Professional Indemnity/Malpractice This is key to gym owners providing fitness instruction, PT, yoga, Pilates, Zumba or other types of fitness classes and for those providing any advice and or treatments. Many gyms provide Physiotherapy, sports massage, massage, osteopathy and chiropractic services, to name a few. Gym Owners employing any of these therapists needs to have them covered. Public Liability cover is simply not adequate. Contingent Liability Gym owner's with self-employed persons running classes or providing treatments and advice, have a responsibility to ensure these professionals are adequately qualified and insured. There is always a risk of a claim falling back on to your business because of their actions, especially if you handle any money, take bookings or advertise on their behalf. Commercial Legal/Tax Protection This is an essential cover for any individual or business. It provides cover for criminal and sexual allegations, legal defence costs, expenses, contract disputes, tax, VAT disputes and helplines. Just a few helpful reminders, don't get caught out.
'insurance is here to protect you should the worse happen' 24
Suleman Syal Cert CIl, Commercial Account Manager, Protectivity The need to make an insurance claim can come from a whole host of different factors. That's why we like to remind our gym and health club owners to ensure they are covered for all eventualities. Things such as having the correct level of Public and Employer's Liability and Professional Indemnity are all essentials for professionals. A lot of the problems gyms can find themselves faced with link to the same thing though, their equipment. Obviously, a gym without functioning equipment wouldn't be the best place to work out. Ensuring that the machines, mats and weights that are vital in running your business are protected, as well as being safe to use, is vitally important in the first instance. Around half of the claims we have received from gyms in the past five years have concerned the gym's equipment in one way or another. These claims have ranged from breakins and thefts of rowing machines and accidental damage to a mirror, to a £32,000 claim after an unsecured weight fell
on a client's foot. As a gym owner, it pays to make sure that anything surrounding your equipment that could result in a claim, is covered. This includes damage by members of the public, theft, and public liability cover should the gym's negligence in ensuring equipment's safety result in injury. Protectivity's policies go so far as covering gyms that are unmanned too. As long as the correct health and safety measures are in place the business would be protected should a member of the public hurt themselves or damage their property whilst using the gym. The full commercial combined insurance package that we provide protects gym owners from claims stemming from not only the actions of their staff, but the actions of the third parties as well as factors out of anyone's control, such as fire and flooding. We continue to stress that the need to make a claim can come from a wide variety of sources, so ensuring your insurance policy covers all possible eventualities can save the business huge sums of money.
Independents 	01189 875 100 	info@independents-ins.com 	www.independents-solutions.co.uk
Balens 	01684 893 006 	info@balens.co.uk 	www.balens.co.uk
John Ansell and Partners 	020 7251 6821 	enquiries@ansell.co.uk 	www.ansell.co.uk
Protectivity 	01494 887 909 	sales@protectivity.com 	www.protectivity.com JUNE 2017
PORTABLE MIRRORS AND MIRROR INSTALLATIONS
Mirrors for Training offer fixed and portable mirrored solutions to your individual requirements, supply and supply and install Nationwide. Call us on 01902 791207 or email info@mirrorsfortraining.co.uk for a brochure 26
www.mirrorsfortraining.co.uk MAY 2017
'We are now considered the first choice' We talk to Andrea Miles, founder of Mirrors for Training.
How did you get into the fitness industry?
What sets Mirrors for Training apart from its competitors?
I exhibited my products at Leisure Industry Week many years ago. It was at this event I realised how huge the fitness and leisure industry was. Since then I have been successful in being chosen to do thousands of mirror installations. We are now considered the first choice with many companies who refurb gyms and leisure centres throughout the UK.
Our experienced installation team are committed to quality and will quality assess every aspect of the manufacturing and fitting process. Installations are completed using our unique polished aluminium system. This preferred system of installing safety mirrors avoids using unsightly screw fixing and adhering the mirrors - safety mirrors should always be mechanically installed, for optimum safety. This gives a sleek professional appearance to all our installations without compromising the ultimate crystal clarity reflection. An added benefit is our system allows the mirrors to be easily removed, without damage to walls, if needed in the future.
Tell us about Mirrors for Training I started MFT 10 years ago, at the time I was a stay-at-home mother. I had one goal, to build a high quality portable mirror. A mirror that can be easily moved and locked in to position and used in areas where permanent wall mirrors are not an option - for instance in a community or school hall. I can successfully say I managed it. Our mirrors are very popular with personal trainers as they can be moved around different equipment to help with posture, position and performance. Even outside, our mirrors are hired out for different TV and theatre productions and set designs. It's really exciting to see what they use our mirrors for. We are now a first choice in mirror installations (floor to ceiling) and supply to thousands of gyms and dance studios throughout the UK.
At our purpose built warehouse in the Midlands we stock large quantities of mirrors, so we can offer the most competitive prices and keep up with the high demand for our services. We have several teams and a fleet of delivery vehicles ensuring that orders arrive on time every time. We are proud of our reputation and commitment to quality, and our high standard of installation. We are the preferred supplier to many large construction companies who rely on us to refurb fitness and leisure facilities nationwide. Our vehicles can be spotted all over the country and throughout Europe. JUNE 2017
What is your vision for Mirrors for Training in the UK and in Europe? We have been very successful shipping our portable mirrors worldwide – we supply and install throughout Europe and wish to do more in the European market.
What are the biggest challenges facing your business over the next few years? We are looking for larger premises as we are expanding all the time to keep up with demand. The biggest challenge is moving without causing too much disruption to our service. It will be the fifth time we have moved to larger premises in 10 years – so I'm confident my team will do it with the minimal disruption to our clients.
What are your own personal fitness goals and how do you achieve these? I'm very particular about my nutrition and I eat very healthily. I have a personal trainer/nutritionist and train
with her three times a week. I love swimming and I cycle approximately 30 miles a week. I also do pilates once a week. I believe it's important to find an activity to keep active that you enjoy - there is something for everyone. I'm happiest biking through the countryside – rain or shine. I appreciate the beauty of the seasons and the changing environment, bird song and just generally being outdoors. It's perfect therapy after a hard day in the office.
What's the best lesson you've learnt from the fitness industry? It's all about lifestyle changes. Everyone should do more fitness activities for health and wellbeing. There is an activity for everyone – to lose weight, improve posture and muscle strength and to beat stress.
What are your biggest achievements? I personally made a number of lifestyle changes a couple of years ago. I lost over 3 stone with the help of a my amazing personal trainer. I now look fantastic in the mirror and I'm fitter and healthier than ever! It's important to find a trainer that understands your abilities and goals.
'We are now a first choice in mirror installations (floor to ceiling) and supply to thousands of gyms and dance studios throughout the UK.' 28
CHANGE IT UP! If you're planning to refurbish your changing facilities then look no further, we report on the latest design trends and innovations to transform your 'second space' into a key asset, setting your gym apart from the competition. Words: Howard Braband, MD, GymKit UK
It's no secret that a clean, well-designed, attractive changing room can make a significant impact on customer satisfaction and retention. Not surprising when you consider that members typically spend 30% of their time there! There's nothing new here you may think...but how long have operators recognised the importance of providing a quality experience for their customers when getting changed or showered but neglected to invest time and money into these all important areas? Often the decision has been handed to the building contractor to choose the clubs lockers, shower cubicles and vanity areas, under the construction or fit-out budget. Well, things are changing (excuse the pun) with a surge in investment, not just in terms of money but also innovation and attention to detail, and at an unprecedented level within the health club sector. Savvy operators are now taking changing room design seriously and are creating spaces that are becoming the key feature, and point of difference between themselves and their competitors.
Continues on page 32
O N E LO N D O N : O P T I M I Z I N G O P E R AT I O N S AND MEMBER EXPERIENCE One London is a new generation gym with a philosophy that is powering business growth throughout the UK. With a large mix of studio classes, cutting edge fitness equipment, alongside a high-tech gym under one roof, it's a great place to achieve your health & fitness goals in London. For the new flagship facility, leadership chose to invest in a unique technology ecosystem from GANTNER and Technogym. "When we developed our new business proposition, we wanted an all-encompassing system; the criteria being that members use one piece of technology to access the club, their Technogym MyWellness Cloud, and lockers," explains UK Operations Manager, Matt Payne. Ultimately this solution plays a crucial role in optimizing operations and member experience. Combined with a fully integrated GANTNER system, the MyWellness Key acts as a universal credential for access, lockers, and the tracking of personal fitness goals and workout plans. To gain entry, members enter through turnstiles, controlled by GANTNER access terminals. Turnstiles prevent unchecked entries and ensure that during peak times, all members check-in. To manage the facilities lockers, One London opted to use GANTNER's networked locking system for lockers. Using the accompanying locker management software, operators can see in real-time which lockers are in use and can program automated openings for night-time cleaning staff. "From our point of view, it's absolutely perfect. At night, we pop all the lockers open from the front desk without needing to break pad locks." When members join, they are educated and know what to expect. "Because members understand that at midnight all the lockers will pop open, they generally do not leave their belongings," explains Payne. Additional system features, include a networked alarm, the ability to limit 30
locker usage to one locker per member, rental locker mode, and locker usage statistics. "Using the statistics, we can easily see how long a member used a locker," says Payne. Locker usage statistics provide valuable information regarding member behavior and how the club is used. In the future, the club plans to rent lockers for an additional fee. Thanks to integration with the club's POS and club management software, the process of managing locker rentals will be entirely automated.
tem, operators are investigating the possibility of integrating additional applications, such as cashless payment. Using their WellnessKey, members could conveniently purchase club products or services without needing to present an alternative form of payment. In addition to improving member experience, client data shows the ease and convenience of cashless payment can lead to a 30% increase in POS revenue.
After the successful opening of its first London location, One London has expanded this unique club concept to numerous UK locations. To maximize the value created by the GANTNER and Technogym ecosys-
"GANTNER was open and quick to work with other suppliers and to facilitate integrations for a full system solution. The fact that they provided a tried and tested system, and already worked with Technogym was a big selling point," states Payne.
ABOUT GANTNER Established in 1982 in Austria, GANTNER Electronic is the leading European manufacturer of SMART card system solutions. All GANTNER products are specially designed for the requirements of the global leisure industry. The offered system solutions include access control, automated check-in, electronic wardrobe locking systems, and cashless payment applications. GANTNER has proven to be amongst the most reliable on the market. High quality, great design, flexibility and short payback times are GANTNER's strengths. GANTNER hardware and 3rd party club management software create a fully integrated system solution which is extremely convenient and secure. Boost your profits and streamline your organization with SMART card technology!
Contact details for further information: +44 1245 69 75 88 • info-uk@gantner.com • www.gantner.com
« » More than just a lock.
Locker management, not key administration With an online or offline electronic locking system for lockers from GANTNER • • • • •
Easy and simple management of lockers Easy retrofitting of existing locker installations Clear status display directly at the lock An NFC membership card, wristband or smartphone serves as a locker key Access control, check-in/out and cashless payment - with a GANTNER system
Please contact us for further information: • +44 1245 69 75 88 • info-uk@gantner.com • www.gantner.com
So what's trending in changing room and locker designs in 2017? There's a greater focus on interior design within changing room areas. Fit Interiors gain inspiration from Milan Design Week where the latest furniture and materials are showcased by leading designers and architects. The trend is very much on finishes which make MFC wood panels look and feel like some other material, namely: concrete, metal, leather, cloth, or wood! Add a rough or reclaimed wood finish, like old planks, sawn wood, with knots, for a more rustic bare feel. Also, a furniture industry trend right now is to intersperse feature lockers of a different colour/finish amidst more standard locker finishes, in uneven proportion and distribution. An industrial and reclaimed/scrap look is in vogue and this can flow throughout the club from reception to the shake bar, studio and changing room. Some clubs are now experimenting with clever lighting designs, LED strips to frame lockers and vanities, colour flow lighting on tops of lockers washing colour across the ceiling for dramatic effect.
Technology is inevitably becoming a feature too, with electronic RFID touch sensitive locks, fingerprint access and digital locking systems becoming the norm. Fit Interiors have launched their new charger point lockers where mobile devices can be stored and safely charged whilst the member is enjoying a swim or PT session. Comfort is key to an improved member experience in the changing room. Soft comfy upholstered benches are now becoming standard, with the option of bespoke shapes such as letters or numbers in the club's branded colours. Vanity
areas are where a real 'wow' is being created. Clubs are tapping into the emotions of the consumer bringing theatre and razzmatazz to these areas with a Broadway-style mirror and lighting design, or LED feature lighting that wouldn't look out of place in a high-end Parisian make-up studio. Creating innovative, exciting changing and vanity spaces can not only influence member retention, but have a significant impact on new club sales and referrals, making this area a must for your 2017/18 capital plan.
GymkitUK is the distributor for Fit Interiors – the Italian locker and furniture manufacturer, widely regarded as the trendsetter in interior locker room design throughout Europe and the Middle East. GymkitUK "Solutions" is the interior fit out and design department for GymkitUK. The companyspecialize in offering a full design and fit out solution from flooring, washroom, reception counter, lockers and showers, and complete design including construction and even equipment supply. For further information visit www.gymkituk.com and www. fitinteriors.co.uk JUNE 2017
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How boutique chic could bring the sweet smell of success to your facility Sharon Young, Marketing Manager at Craig Young Consulting, explains why you can't ignore the appeal of boutique fitness We're all familiar with the cliché, "quality not quantity," and forgive us for using it, but where taking your fitness space to the next level is concerned, a focus on a high-quality gym experience is an absolute must. Gone are the days where gym-goers will settle for jampacked equipment factories and burdensome contracts for their fitness journey, because they don't always offer the motivation and excitement that guarantee successful results. Whether you're looking to open a new studio or update your current facility, ignoring the appeal of boutique fitness could be costly in the long term. The phenomenal rise in popularity of the boutique gym, and the staggering £550m wasted per year on unused gym membership, due to exasperation of excessive queueing and overcrowding in UK gyms, tell us that exercising must get personal. Awe-inspiring Third Space has adopted the perfect philosophy for its clubs, "Each challenges the monotony of standard gyms with unique features and materials to make members feel comfortable and inspired." JUNE 2017
Glossy exclusivity
Exhilarating havens
At CYC, we recently conducted a survey to ascertain what people felt was the most important feature in a gym. An overwhelming majority said they wanted to train at a place where they wouldn't feel intimidated. At first glance, you might think that the glossy exclusivity of clubs like 1Rebel and Core Collective could be quite scary. However, such studios tend to be less intimidating than larger gyms, due to the strong focus on community, and the unique camaraderie among clients and trainers that leads to proper results. Sheffield boutique gym TRIB3 has strived to develop the ethos that working out is a shared experience where "members train hard and sweat as one."
London's boutique gyms have created exhilarating havens in a hectic capital, where the pace is fast both outside and inside the studio. Clients require swift entry, easy exit and an electric workout, if HIIT, spinning or boxing is their bag. Comprehensive, tailor-made programmes are a must, as are the preand post-workout luxuries that soften the edges and make for an exclusive experience. Innovative, bespoke lighting and music set the mood for boutique fitness, with some studios even investing in their own resident DJ. Smart technology enhances efficiency of the workouts, bringing a cool look and feel to the whole experience. Every sight, sound and smell contributes to the unique ambiance, one that cannot be replicated, and which leads clients to feel they simply cannot do without.
The boutique sector is highly attractive to primarily young, urban professionals who are prepared to pay significantly more pro rata for a specialised fitness experience. Enrichment of their personal health is no longer an optional lifestyle extra, but a priority. The millennials want to be motivated by exceptional, dynamic instructors at a time and place that suits their busy schedule. Though the one-off class fees might seem pricey, expert-led sessions come at a lower cost than one-to-one coaching. Quick and easy bookings made through mobile and tablet apps allow consumers to cherrypick from the best of the studios, depending on when and where they happen to be. Of course, building boutique loyalty is important, and it's the powerful community element that keeps clients coming back for more, but monogamy is not essential, and neither have these discerning clients abandoned mainstream gyms completely.
A variety of state-of-the-art strength and functional training equipment is necessary, but let's not forget, it's the quality of the coaching on the kit that's important. Supreme trainers feature at the top of the boutique menu. Francine Davis, strategic and commercial director of Pure Gym's Pure Ride believes, "The emotional connection between the instructors and clients is significantly more important in the studio environment than in the gym setting. Clients want to go on a mental and physical journey - one that makes them feel on top of the world." Classes and instructors need to be exceptional for clients to reach their fitness destination, and always fun. At CYC we
are inspired by the latest boutique feel of Virgin Active Collection Club at Mansion House. "All things special come as standard," and training is being transformed from "the everyday to the extraordinary" with their electrifying metabolic conditioning HEAT classes, High Energy Athletic Training. With revolutionary equipment and the most innovative style of functional training, coaches and clients alike are having a blast and reaping enormous benefits for their physique.
Lacking in character Traditional gyms can be considered dull and lacking in character, which leads to loss of interest and motivation among members, and ultimately loss of membership revenue. Boutique studios on the other hand, are vibrant, social environments, bursting with positivity. Good news travels fast by word-ofmouth and social media, which lie at the heart of the marketing and creation of community spirit. Who wouldn't want to part of a tribe whose aim is live well and feel great? The London studios certainly have it made; the spectacularly unique, convenient locations, and the clients who can easily afford the pay-per-session fees, but how is the rest of the UK incorporating boutique chic into their facility? One superb example is Liverpool's Signature Fit Club, which could comfortably compete with the capital's finest studios. SFC's fusion of boxing, strength and conditioning and HIIT, to create the ultimate Burn, Box and Blast programme, is proving to be hugely popular in their boutique community. JUNE 2017
Co-owner of the club, Bern Giam, has used his wealth of experience in Kung Fu and personal training to create the perfect setting, with exquisite attention to detail in every square metre. Bern's dream is to "spur people to reach heights they never thought possible." He talks about coaching as being more than just transferring knowledge, but about "the ability to communicate, understand, structure and motivate." At CYC we love how Bern describes SFC's coaches as being "a family that is passionate about fitness. For each and every one of them, helping people reach their goals and get the most out of life is not a job, it's a privilege."
Quality not quantity Starting out as a gym owner is a daunting affair, and heading down the boutique track may be even more so when you see how the big boys and girls are thriving. Remember, the quality not quantity rule. You may not be able to offer an altitude chamber or a nutrition zone, but what you can offer is something different, that original and unique experience where your clients can flourish with quality equipment, first-class training and a sense of belonging. Wherever that space may be, and however big or small, with extensive research, passion and belief, your chic boutique ideas will come to fruition.
For more information on Craig Young Consulting's products and gym design service contact info@craigyoungconsulting.co.uk or visit www.craigyoungconsulting.co.uk.
SAFETY FIRST We all understand the importance of advising gym members to have regular fitness assessments but can this same approach be applied when ensuring your facility meets the necessary health and safety regulations? Words: Peter Mills
Most gym owners recognise the importance of maintaining high standards, providing members with a safe place to train and follow a comprehensive health and safety policy. However, in some cases it is not until an accident takes place or a claim is made, that a gym will thoroughly review its safety management practices. Whilst industry professional bodies provide guidance on operational standards, we can also learn from case law and the recent case of Barlow v Sefton Metropolitan Borough Council is really useful not just for gym operators, but for managers of all leisure facilities. The claimant attempted to step on a treadmill which had been left running some 28 minutes earlier. The treadmill was working properly, well maintained and there has been a daily check, plus two cleaning checks of the gym. Signs were on the wall reminding users to switch off the treadmills after use. Staff were on duty but not always in the gym. The claimant had been inducted. The essence of the claim was that more frequent checks should have taken place. The claim was dismissed and the judgement is helpful to operators. The judge stated that the claimant's suggested safety checks were "more akin to a counsel of perfection than the reasonableness required." The judge confirmed that a gym cannot be risk free and the operator had responded appropriately to previous accidents. This case is very useful in helping define what is 'reasonable'. In another case, a 60-year-old claimant injured herself doing a bench fly exercise and amongst other things claimed insufficient supervision as the instructor was not always in the gym. The user had completed a Physical Activity Readiness Questionnaire (PAR-Q) and been inducted. The claim was dismissed and the judge made the point that a gym is "not a swimming pool" when it comes to JUNE 2017
supervision and therefore the instructor does not have to be permanently watching over the members. So, what health and safety arrangements are reasonable? Here's are some of the key points you may want to consider:
Health screening It's important that whether it is a PAR-Q or a simple selfdeclaration, gym staff make a reasonable attempt to identify contraindications when inducting members on using specialist equipment and giving them a programme to follow. A good instructor should be able to interpret identified conditions and the possible impact on safe training and know when to refer for medical advice. Sometimes a weakness of health screening is that instructors are too quick to refer to a GP without using their skills and experience to interpret. For example, if a member had a stent fitted 10 years ago but trains regularly elsewhere without pain, this should not in itself trigger referral to a GP. It's also important to remind the gym user to inform you if relevant medical history changes, especially if they've recently returned from a triple heart bypass!
Induction Show the gym user how to use the equipment they are going to use; tell them to ask if they want to use other equipment.
Visiting gym users/users transferring from other gyms A common question for hotel and holiday gyms is 'Do they have an existing gym membership card?' If so, being a member of another gym can demonstrate competence instead of going through a full induction. Simply spend five minutes with the gym user, getting them to demonstrate safe use of the main equipment they are going to use.
Staffing We have come a long way from the early 1980's when we put a multigym in the leisure centre, inducted everyone en masse and let them get on with it. But there is still no requirement to provide permanent supervision from a safety point of view. Staff though need to be appropriately qualified to induct, monitor and advise. When staff are absent the gym user needs a means (e.g. an alarm) to summon assistance in an emergency.
The gym layout An often-missed issue is that of the required space behind a treadmill. BS957-6:2001-Stationary Training Equipment treadmills specifies a minimum of two metres clear behind a treadmill. Operators should apply common sense as the consequences of falling off the back and hitting your head on something hard and maybe sharp could be extremely serious. Stability/exercise balls need to be anti-burst and sited away from treadmills, as there have been examples of balls getting dragged under a moving treadmill.
The equipment A sensible inspection and maintenance regime includes a daily visual check by a fitness instructor to confirm the equipment is working and identify any problems; a weekly technical check including any weekly/monthly preventative maintenance and at least an annual service by the equipment supplier. Also, risk assess any equipment that might rock or topple in use and fix to the floor. 40
Peter Mills has over 40 years' experience in the management of sport and leisure facilities and has provided expert testimony for enforcement agencies and solicitors in over 100 cases. He joined Parkwood Leisure as Health, Safety and Compliance Manager in January 2017. To find out more, visit www.parkwoodleisure.co.uk.
Dealing with a chemical incident Joe Ryan, Managing Director of RDHS Limited If your leisure facility includes the operation of a swimming pool, it's a great way to diversify your programme offering by running water fitness training sessions as well as classes but they need to be delivered responsibly. To minimise your liability and exposure to risk, it's essential that you have a sound understanding and compliance with pool safety standards and procedures. There have been a number of incidents involving chemicals at leisure centres over the last few years, including recent events in Essex and Derby. A notable case occurred at a council-owned leisure centre in Scotland in August 2015. A chemical leak resulted in 19 people being taken to hospital suffering from breathing difficulties. It was confirmed that the swimming pool chemical involved in the incident was Sodium Hypochlorite, commonly dissolved in water and used as a swimming pool water disinfectant or bleaching agent. A subsequent investigation by the Health and Safety Executive (HSE) confirmed several breaches of health and safety law and the facility has now taken steps to prevent a repeat of the incident. It's essential to regularly review and evaluate your safety arrangements for the management of pool chemicals. The following areas should be considered in your review: 	Review your pool chemical COSHH assessments with Safety Data Sheets (SDS)
	Review your pool plant room and chemical store rooms risk assessments – are they adequate and can you eliminate or reduce the risk? 	Check your chemical storage arrangements for isolation and separation of chemicals / spillages 	Ensure you have a pool plant service contract with records in place 	Check the siting of chemical injection points are correct and auto shut-down of chemical dosing operates effectively 	Ensure suitable selection and supervision of your pool chemical suppliers / contractors when on-site exists 	Review your plant room and chemical store room access controls are effective – authorised staff (trained and qualified) only allowed to access these areas 	Ensure your assurance programme is being delivered effectively with proactive monitoring of precautions and control measures 	Review your safe systems of work for chemical delivery, pump-over, topping up day tanks, backwashing etc. 	Check emergency procedures are in place to deal with an emission of a toxic gas and staff are trained on these 	Ensure you have up to date staff training records RDHS provide training and competency advice to a range of clients within their portfolio. For further information on training needs, visit www.rdhs-ltd.co.uk.
How to Attract, Capture, and Nurture the RIGHT Clients to Grow Your Business Month After Month By Sean Greeley, CEO & Founder of NPE
"I'm too busy! I don't have the time to invest in marketing…" "I've tried marketing before, but I've never gotten good results…" "I wouldn't even know where to start, it all seems so confusing…" Sound familiar? A LOT of fitness business owners have a hard time creating rock-solid marketing.
need to nail down, otherwise you'll be wasting your time, money, and energy.
You've already got too much to do, and marketing can be confusing, frustrating, and downright overwhelming.
The key to any successful marketing plan is understanding:
But it's something that you've got to get right if you want to keep new clients coming through your door.
 The perfect client you want to attract
So where should you start? What can you do today that will start bringing the RIGHT clients in the door month after month? In this article, I'm going to share with you the first three steps of the Fitness Sales and Marketing Lifecycle, and explain how each step can help you easily convert cold prospects into happy, referring clients! Before you do anything, there are a couple things you
 A positioning statement that distinguishes your business from competitors  Messaging that connects emotionally with your prospect  Compelling offers that give your prospect a reason to respond If you don't know how to identify the type people that you're trying to bring into your business, you're never going to be able to generate creative that speaks to them and causes them to take action.
To implement a proven system that brings more of the right clients in your doors, download NPE's complimentary eBook on how to "Turn Your Fitness Business into a Marketing Machine – Part I," at www.NetProfitExplosion.com/ebook
About Sean Greeley Sean Greeley, CEO of NPE, has an unrelenting passion for supporting entrepreneurs and growing businesses. For nearly 10 years, NPE has grown to serve over 25,000 fitness business owners in 95 countries. The company has 3 offices in Orlando, London, and Sydney and has been listed 7x on the Inc. 500 list of fastest growing, privately owned US corporations. NPE also recently received the 2016 UK Business Award for "Top Management Education & Training Provider."
APRIL 2017 JUNE 2017
GROW YOUR BUSINESS. ACHIEVE YOUR GOALS. LIVE YOUR DREAMS. Book your FREE business assessment (a £150 value) to speak with one of NPE's Success Coaches and receive:
A complete assessment of your business metrics Detailed strategy and planning for the short and long-term growth of your business Solutions to the challenges you're facing right now A review of your current marketing strategies
www.NetProfitExplosion.com/GOM to book your FREE business assessment today!
NPE is the only global fitness community that empowers entrepreneurs at every stage of business growth and development through education, coaching, and access to a community of like-minded professionals. For over 10 years, NPE has grown to serve more than 24,000 fitness business owners in 95 countries. The company has 3 offices in Orlando, London, and Sydney, was awarded the 2016 UK Business Award for "Top Management Education & Training Provider," and has been listed 7x on the Inc. 500 list of fastest growing, privately owned US corporations.
Net Profit Explosion, Ltd. 	01444 680 032 	www.NetProfitExplosion.com
See the Lighting can't be ignored anymore. It plays a pivotal role in delivering an all encompassing fitness experience. Have you seen the light? Words: Linzi Marshall, Sales & Marketing Manager at Hutchison-t
Though it's well known that tailoring music to a specific workout can have a positive impact on exertion during exercise, what is less considered is that lighting also plays an important role.
A spectrum of opportunity Good lighting can improve mood and alertness because it inhibits the sleep-inducing hormone melatonin. Blue-enriched lighting is often selected in yoga studios to heighten awareness and encourage concentration, focus and productivity. Red, yellow and orange, on the other hand, can be used to energise and impassion us during a high intensity workout. The psychology of colour aside there are many other ways that lighting can affect both fitness performance and fitness instruction, and this certainly hasn't gone unnoticed by the increasing number of 'fitness experience' inspired operators and participants seeking this. Group fitness classes in particular are evolving and are becoming increasingly theatrical, lighting can help professionals deliver the much sought-after "wow" factor.
e Light Innovative illumination With cutting edge LED technology more accessible than ever before and the right creative design, there's a wide spectrum of opportunity and endless deployment methods for the lighting fixtures themselves:  RGB LED strips can illuminate walkways, feature walls and innovative staircase designs  Indoor and outdoor perimeter LED tape lighting can create clever 'halo' effects  Custom retro-fit LED lighting panels are easy to install but deliver maximum impact  Fibre Optic LEDs invoke a starry-night sky effect on an otherwise uninspired ceiling
instrumentalists, the in-class audio experience has reached new levels of originality and so too must the lighting and its various uses. Most importantly, the lighting should be adapted and integrated to the audio visual arrangement, complementing the activity of the studio rather than acting as an isolated add on. Imagine a virtual fitness cycle class with digital LED Pixel strips suspended equidistantly along the length of the ceiling & affixed to the studio walls, creating the sensation of forward motion for the riders. A skilfully curated array of chase sequences, colours and varying intensities perfectly complementing the audio and visual activity of the studio, resulting in enhanced rider performance and a truly immersive fitness experience. Exertion level up. Enjoyment level up.
 Ceiling and wall LED lighting strips create the sensation of forward momentum  Instructor stage and raked seating illumination are functional and theatrical But it doesn't just come down to the aesthetics of illumination. Effect lighting is a pivotal industry tool which can provide an unparalleled immersive sensory experience. The key is to engage participants on multiple levels of perception through colour, colour intensity and light speed, all of which can operate via a direct link to the class audio or be influenced by the class instructor. Used in conjunction with a skilfully curated playlist with fluctuating BPM, the instructor can effectively manage participants' responses by manipulating their perceptions of speed, motion and intensity. Not only enhancing productivity but creating a more entertaining fitness experience. With 'fitness experience' savvy operators delivering Hip-Hop HITT's, Rock'n'Roll rides and live beats from guest DJ's and JUNE 2017
In this respect the lighting solution is like a canvas that both independent and corporate operators can "paint onto" and customise themselves. On a general level, multi-purpose fitness rooms are now very common and the huge variety of classes on offer means a studio can easily go from Ibiza heat and beats to heavy metal yoga during one lunch hour. Controllable lighting is a great way of enabling instructors to switch-up these class environments. Bearing in mind that the target audience of each lesson fluctuates, lighting is a simple and instinctive way for instructors to set the tone of every session. After all, what appeals to the thrill-seekers signed up for the latest fitness fun doesn't necessarily appeal to the expanding numbers of pro cycling enthusiasts.
Taking Control What's more, the control of a lighting system doesn't have to be complicated. Today's progressive technology gives instructors complete artistic control of the fitness experience they want to create. Audio, video content and full effect lighting can all be customised and adjusted from a single user interface that streamlines complex AV commands into a manageable, instinctive form. Usually accessed via a simple iPad, it is a highly intuitive way for instructors to customise their own classes using a profusion of high-impact lighting techniques that in the past would likely have needed a specialist lighting technician. Alternatively, the design of the lighting control software enables lighting sequences to be pre-programmed or even updated remotely by specialists. These systems require no formal training on the part of the instructor and is therefore an exceptionally efficient and intuitive means of delivering a professional fitness experience.
Seen the light? For a professional feature lighting solution, get in touch with Hutchison-t. We are committed to delivering feature lighting experiences that illuminate, immerse and inspire. For further information please visit http:/av.hutchison-t.com/index.php
MINI CASE STUDY:
Nuffield City, London Nuffield Health's desire to transform an underused area of their flagship City Gym site into "the biggest and best spin studio in London" was no mean feat. City Gym's greatest challenge was also its greatest asset– the appointment of the new spin studio beneath the site's spectacular original London railway arches. Our role was to design and implement a fully-inclusive audio-visual and lighting solution to complement the structurally demanding but architecturally promising space; and to equip City Gym and its instructors with the
technical means to make their spin experience vision a reality. The exposed brick backdrop of the subterranean studio leant itself perfectly to innovative lighting. We liaised closely with the team at Nuffield Health from the initial design consultation through to post-installation, and our truly unique lighting was delivered as part of a fullyinclusive audio-visual solution. This enabled Nuffield City Gym to realise the latent potential of its outstanding studio space and the vision of a sensory spin experience now being reinterpreted at further clubs within their estate.
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Paralympic Powerlifting Performance Manager/ Lead Powerlifting Coach
Senior Strength & Conditioning Coach, Leicester Tigers
HANNAH LAWTON ANDY HUDSON Talent ID & Adventurer, GB Rowing
Head of Physical Preparations GB Hockey
ADAM MATTIUSSI Strength & Conditioning Coach, Royal School of Ballet
PLUS EVEN MORE INCREDIBLE EXPERT SPEAKERS
Never stop learning and practicing your craft NAME: Michael Warren	QUALIFICATIONS: BSc (Hons) Sport & Exercise Development HND Sport Science Westside Barbell Certified Strength Coach ACSM Certified Personal Trainer CHEK Institute – Scientific Core Conditioning Focus Training – Nutrition and Weight Management Premier International – Certificate in Special Populations CHEK Institute – Advanced Programme Design Coaching Leaders – NLP Practitioner Certification
NO. OF YEARS AS A QUALIFIED PT: 14 years as a PT, 20 years in the fitness industry WORKS IN: Newcastle WEB: www.michaelwarrenpe.com FACEBOOK: www.facebook.com/michaelwarrenpe TWITTER:	@michaelwarrenpe INSTAGRAM:	@michaelwarrenpe YOUTUBE:	www.youtube.com/channel
This feature is sponsored by:
How did you become a PT? I have worked in the fitness industry since September 1996, when I started working in a gym at the age of 15. During my studies I continued working in gyms throughout my education and found myself determined to progress in my career as well as increase my knowledge through industry specific certifications and hands on experience. I first started to personal train clients in 2002. At this stage I was still at University (graduated 2003). Personal training was just a natural fit. I started initially teaching group training alongside being a fitness instructor and then through being a successful group exercise instructor I had people asking for me to personal train them. That started the whole process.
What was your experience of the training/qualification process? I have done a range of qualifications over the last two decades, all of which have been beneficial in my development as a personal trainer. I have done some great certifications that have really developed me. I would say the most difficult examination process was my Westside Barbell Strength coach certification and on completion of this I understood why there is such a high failure rate due to the extremely high specification and knowledge required. In addition to fitness I have also done qualifications such as NLP (Neuro-Linguistic Programming) which has been highly beneficial as a personal trainer and certainly been valuable in training clients. The biggest thing I would say with any qualification that getting certified is only part of the process, to practice that skill and continue to use and develop your skill set and knowledge is absolute paramount in being successful.
Do you specialise in a particular type of fitness? 	Sport specific (including professional athletes and teams) 	Strength training 	Body transformations 	Business owners - Life coaching (mindset/NLP) 	Online coaching – 14 countries
What's it like working with gym owners? The fitness industry is the industry I have dedicated over half my life to and have a great passion for. The people I meet in this industry are genuinely some of the most inspirational, dedicated and friendly people I meet. The fitness industry is blessed with a vast number of people who are dedicated in fundamentally helping others.
What is your opinion of CPD? One of the best bits of advice I could share with anyone working in the fitness industry is that the key to being successful is to continue to develop and learn. This is an industry where you need to not stand still and always look to progress in all areas. CPD is essential as it ensures that people are continuing to keep educated in their knowledge and skills, furthermore it can also be inspiring and highly motivational to interact with other fitness professionals to share best practice and learn from others.
You spend your working hours motivating others, how do you motivate yourself? I am highly self motivated and am always striving to achieve new targets. Every year I set out with goals for that year. For personal trainers we set our clients goals and understand how to correctly goal set, yet for many PT's there is no goal or targets. I have clear goals and at the end of the year assess how I have performed in achieving that goal. These are not monetary targets but goals focused on achievements or projects. One of quotes that I work by is, 'Work until your idols become your rivals'. Whilst I don't necessarily view the people I admire and look up to in the fitness industry as rivals, the principle is the idea that these people that I respect become people that I strive to work alongside on projects or appear in articles alongside or am presenting alongside at events.
What advice would you give to other PTs just starting out in the business? Never stop learning and practicing your craft. Your knowledge can be developed in multiple ways, courses, workshops, seminars, journals, articles, but also understand
that as a trainer there are also skills that can be developed by practice such as coaching skills and how to work and motivate different clients, different personalities.
What are the biggest challenges facing your business today? The biggest challenges are in regards to time, how to enable to help more people both clients as well as other personal trainers.
What significant changes have you seen within the industry over the past 3 years? The biggest change specific to personal training has been the growth of the online trainer over the last 3 years.
How do you engage with your clients? Emails, blog (articles and tips), podcasts, texts, webinars, skype calls.
How do you promote your services? Website, social media, podcasts, presenting at events, magazines, online articles.
How often do you train yourself? I train daily, one of the biggest factors is that it helps with my clarity and focus in my business.
If there was one thing you could radically change within the industry, what is it? I would like to see more support from the government to the industry, 67% of the British adult population are overweight. That is a statistic that cannot be ignored. The fact is this figure will have a significant economic cost to the NHS in the long term. Whilst personal training should be viewed as a success and growth occupation within the UK economy one alarming statistic which was from a report from the HSE which
reported that 70% of current personal trainers will no longer be involved in the fitness industry in four years time. This is alarming for a number of reasons, first and foremost in that the UK's obesity rate is at its highest rate ever and furthermore it is showing no signs of slowing down. So on the one hand we have an ever growing population in need of fitness help and yet many people are leaving the fitness industry. Something needs to radically change to both of these aspects; there is a solution that could address both of these.
Do you see yourself still working as a PT in 10 years time? Yes, I will still be training clients, although perhaps less than I do now. For definite I will still be working in the fitness industry.
What is your biggest success story? My biggest personal achievements are twice winning UK Personal Trainer of the Year at the National Fitness Awards (2014 & 2016). I also have a number of client success stories, my biggest success stories go way beyond numbers, the results are positively life changing, that as clichĂŠ as it sounds is the reason I train people.
Britain's Go Paul Swainson, Head of Future Fit School of Personal Training, tells us about his experience of being a judge at the WorldSkills UK Fitness Trainer Competition.
It's that time of year again. The auditions are done, the less-able acts have gone home and now the heats are hotting up. Britain has certainly got talent and I'm looking forward to taking my place on the judging panel for the WorldSkills UK Fitness Trainer Competition, supported by Active IQ. Where we may lack Simon Cowell, crosses above our heads, performing dogs, talented magicians and, most sad of all, a Golden Buzzer option, we gain in other ways. 52
For it is none other than a privilege to be asked, once again, to advise upon and judge at these prestigious heats and final. And this year, Future Fit is also proud to be a sponsor for the events. Having judged at last year's semi-final, and final at The Skills Show in Birmingham, the first time the competition appeared at the show, I'm excited to be involved in this year's event which is genuinely going to be bigger and better. The Fitness Trainer Competition, managed by AoC Sport, is becoming a flagship event in the fitness industry. I recall at last year's final, ukactive CEO Steve Ward tweeted that it 'had to be scaled up' this year. Well Steve will be pleased to see this taking shape for 2017.
ot PT Talent in judging paperwork and observing the finalists over a series of challenging tasks. Head Judge Karen Stanton runs a very tight ship and is super professional - we're not allowed to interact with competitors outside of judging time or even with event sponsors in case there's a conflict of interest. Quite right (if hard to do!) If it's tough for us, it's tougher for the competitors, especially as many are relatively young to be handling this kind of pressure away from home. That said, we see them bond as a group and support each other despite being in competition: I know lasting friendships are made here.
Behind the scenes, I take part in the Technical Expert Group which advises the Competition Manager, Christopher Pitts, and Head Judge, Karen Stanton, on how the competition should develop. In particular, we look at the tasks competitors are faced with to ensure their skills are challenged in way that reflects the demands they can expect in the industry. I love the fact they reach out to a range of industry professionals to hear our views and factor in our advice. This year there are three stages – an online test and video showcase, live heats in June then the final at The Skills Show in November in front of 80,000 visitors at the NEC.
Prior to this year, the Fitness Trainer Competition was only open to college students. This was a great chance for them but to support the event's growth, making training providers' students eligible, as well as employers', is a great move in 2017. Inviting them to take part this year will not only swell the competition, it will raise its profile across the industry and move it closer to becoming one of the most prestigious events in our calendar. To succeed in this competition is a real badge of honour: the more this is recognised by employers and other stakeholders the more it will contribute to the common goal of raising standards. There is no doubt about it, Britain has got PT talent and the WorldSkills UK Fitness Trainer Competition is a brilliant showcase for it. Now who do I ask about getting a Golden Buzzer...
I applaud the format of the competition which bases the tasks and judging criteria on information from a variety of sources including industry standards, current trends, research and feedback such as the Raising the Bar report and the TEG expertise. This makes it a test of best practice rather than a qualification assessment. I also like the fact it builds as competitors progress through each stage, with more 'stretch' built into the tasks as we near the final so the winner really does have to earn it. The final is always a great experience as the competitors are observed over a full two days across a range of skills, from coaching and exercise prescription, to business acumen and communication. Thus their skills are being tested in a realistic range of tasks: the kinds of things these new trainers will face in the gym and with clients. It can be quite intense – and that's just for us judges! We spend three nights and two long days with our heads buried JUNE 2017
This month's round-up of kit, products and extras you can stock for your members – boost loyalty, retention and your revenue!
Plant based protein punch Using a unique mixture of pea protein, sprouted brown rice protein and hemp seed protein, BodyMe's protein blends contain all nine essential amino acids and provide 22g of high quality protein per serving. What's more they are gluten and soy free, made without any additives or preservatives and contain no added sugar. Perfect for adding to smoothies, mixing with nut milks, baking or simply blending with water and a banana, BodyMe's protein blends are pure, natural and available in three varieties, Cacao, Cinnamon and Naked, both in 250g and 1Kg resealable pouches. Visit www.bodyme.co.uk
Nut butters Meridian Foods have diversified their offering with the launch of their new Cocoa & Peanut and Cocoa & Hazelnut butters. Ideally suited to sports and fitness enthusiasts, the new nut butters offer protein sourced naturally from the ingredients with 74% peanut in Cocoa & Peanut and 75% hazelnut in Cocoa & Hazelnut, blended with cocoa powder, pure coconut and a dash of honey. With no palm oil, refined sugar or additives, health benefits also come in the form of vitamins and minerals, including magnesium, zinc, iron and calcium. Visit www.meridianfoods.co.uk
Not just a gym bag Born in Great Britain. JIMBAG is a stylish accessory with functionality and fashion combined. JIMBAG blurs the line between work and play, great to transition from the office to the gym. Big enough to carry your sports kit, weekend trip luggage and all gym accessories, the bag is a versatile and stylish accessory you can use time and time again. Jimbag collaborate with clients to provide dual branding to transform the bag to match the style of your brand, in the past they have done this with the likes of My Protein, UPF and Midlands Spa. Visit www.jimbag.co.uk
The power of magnesium Westlab are the mineral bathing salt experts and the UK's best bath salt manufacturers, so it's no wonder their high-grade Epsom Salt has taken the fitness world by storm. Packed with minerals including all-important magnesium, Westlab Epsom Salt can help ease muscle aches and cut down recovery time. Magnesium aids in muscle control, energy production and helps regulate the activity of more than 300 enzymes in the body, so an Epsom Salt bath should be any gym-goer's post-workout relaxation! Visit www.westlab.co.uk
The complete bar The latest nutritionally complete product from Huel - containing all 26 essential vitamins and minerals you need on a daily basis. Whether on the go, in a rush or need a snack, the Huel bars are a convenient and tasty way to compliment Huel Powder as well as offering a healthier alternative to regular snacking. High in protein and packed full of fibre, Huel bars are a smart choice for post workout recovery and coming in Natural cocoa flavour, they will ultimately curb your sweet tooth. Visit www.huel.com
Performance coffee The power of coffee redesigned for sport. Every scoop (included in bag) or sachet of TrueStart Performance Coffee contains an optimum 95mg of natural caffeine to give you the perfect caffeine boost with no crash. TrueStart is pure, premium Colombian Arabica coffee and tastes great black or white, hot or cold. Ideal to kick start your day, before you exercise, during a bike ride or as a pickme-up. Visit www.truestartcoffee.com
To sponsor this feature, contact: pw@gymownermonthly.co.uk
JOHN POUNDS CENTRE RELAUNCHES GYM WITH ACCESSIBLE EQUIPMENT The John Pounds Centre, in Portsmouth, managed by the John Pounds Community Trust, has refurbished its gym making it more accessible. Portsmouth South MP, Flick Drummond, attended a recent open day along with beneficiaries of the trust's Healthy Living Scheme. Jude Caunter, now a permanent instructor, initially joined The John Pounds Centre on a work placement through InstructAbility, a bespoke programme designed to engage disabled people in the fitness industry as gym instructors and gym users. As a result more disabled exercisers started to use the gym and staff quickly realised that that disabled users were limited in their training programmes as the original equipment did not meet the needs. The 10,000 member, 156 sq m, gym now boasts specific Inclusive Fitness Initiative (IFI) treadmills, upright and recumbent bikes and a step machine along with an IFI Vitality Series Selectorised Leg Curl, a Leg Extension unit and an IFI Icarian functional glide. The gym also benefits from new Precor Experience Series™ Adaptive
Motion Trainers (AMT), two recently launched elliptical crosstrainers with converging crossramp and a Spinner® Shift™ bike. Five Vitality Series™ Selectorised single and dual-use strength stations have also been installed. The number of free weights available has increased and the space has been redesigned to ensure clear wheelchair access to the TRX station. Matt Mason, Centre Director at John Pounds Centre comments: "Providing an inclusive gym is really important to us as it's the principle of why the John Pounds gym was built. It's a professional space, in a safe and local community setting, helping anyone and everyone live a 'happier and healthier lifestyle'. Since opening in 2005 we have had Precor equipment. The kit is well built, robust and the service team is always responsive and enables us to keep up and running with very little downtime of equipment. When looking at new equipment that met the IFI requirements we kept coming back to Precor and the support the team provides." Justin Smith, Head of UK at Precor states: "The John Pounds Centre is a great example of a community gym providing facilities for everyone to exercise, no matter what ability or physical limitations they may have."
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SOCIAL INTERACTION Jochen Michaelis, UK MD at eGym, on how technology can play a vital role in trainer to member relations. Humans are naturally social creatures. We thrive on interaction with others, recognising the benefits to be gained from working together. It is intriguing, therefore, that one of the biggest issues faced by gym owners is a lack of interaction between trainers and members. There is countless evidence to prove that regular trainer to member interventions, especially in the first 2-3 months of membership, encourage regular usage and have a significant and positive impact on retention.
gym staff onto the floor and into full sight of the members. There have even been examples of gym based 'motivators' being employed whose primary objective is to create a rapport with members.
In fact, we know from industry statistics collated by GGFit, that retention improves, on average, by 12 per cent when members complete a one to one induction. Improving retention by just a few per cent has a significant impact on that all-important bottom line and is why, over the last two decades, operators have tried many ways to encourage trainers to improve interaction with members.
Whilst there may be pockets of success, the sector is still only achieving an average retention rate of 51%. According to Guy Griffiths, Founder at GGFit, most gyms turnover half of their membership every year. This suggests that, as a sector, we are failing to engage and motivate our members and need to explore new ways to achieve this.
Methods have ranged from the introduction of complex, member induction programmes, prompting regular touchpoints, to the removal of gym-based offices, forcing
For many of us, however confident we are, there is a level of discomfort in opening a conversation with somebody we have never met before, yet this is what we expect our trainers to do all day, every day.
Change of status So, a member, possibly one of a few thousand, enters the building and swipes their membership card at the front desk. This then prompts an automatic and immediate change of status, to trainers on the gym floor, via their iPad device, informing of that members' arrival. Trainers can then access information about the member from the eGym Cloud including: a photo, personal profile, medical history, specified goals, dates of previous workouts, current progress of their exercise programme, plus any set tasks to be completed on that visit, for example, a performance test, a programme review or contract renewal. Having this information at hand, means the trainer has an immediate and comprehensive understanding of who the member is and what they want to achieve from their membership; no matter how long ago the member joined. This removes a large percentage of the uncertainty which traditionally creates a barrier to an approach. The photo identification means, as soon as a member steps onto the gym floor, they can be greeted, by name, and a conversation focused on their individual training can get underway. A particularly useful detail is the date of previous visits. Trainers can immediately identify a member who has returned after a period of absence. This member is, potentially, at risk of dropping out and a personal intervention at this time can be the difference between continuing or cancelling their membership.
First contact eGym has recognised this problem and, with clever use of software and digital tools, has developed a system which provides the trainer with bespoke information on each gym member, giving purpose to an initial approach and making that first contact much less daunting. Removing the barriers makes an initial intervention much more likely to take place. eGym is, primarily, a software solution, creating an opportunity for gym owners to offer a completely connected experience to members. What this means in practical terms is that, amongst other partner categories which include cardio equipment manufacturers, body analysers and fitness trackers, eGym seamlessly connects to leading CRM systems as well. Through this connectivity, eGym acquirers information about a individual members' profile. This is then coupled with activity data from the eGym system and delivers a personal and training profile of the member, direct to trainers on the gym floor via the eGym Trainer app. JUNE 2017
Bespoke advice Accessibility of key, bespoke, information also means that a relationship between trainer and member is not limited to the trainer who conducts the initial member induction. It now becomes possible for all trainers to make an approach and to initiate an intervention with all members. This ensures the member receives a professional, social and progressive experience on every single visit, regardless of which trainers are on shift at the time. Once an initial approach has been made, it is important that the trainer is able to provide bespoke advice to the member, based on their current work out plans and specified aims, to move them closer to their wellbeing, fitness and health goals. eGym makes this incredibly simple. Via the Trainer App, the trainer has access to the member's current, prescribed, programme. Any tasks, such as programme reviews or benchmark measurements are also flagged to the trainer. This gives the trainer a reason to make an approach creating a social interaction and progress towards goal achievement. Going to the gym can be an extremely lonely and solitary experience unless gyms are proactive in supporting social interactions. These social interventions can also be member to member. Buddy schemes are nothing new. It has long been established that people who train with others are more likely to be retained. A trainer, given access to the correct information, can help link like-minded members to provide an ongoing support and social network which promotes a continued commitment to physical activity. eGym had recognised this and, through its reward and ranking system in the eGym Fitness app, trainers are enabled to create social groups, where members are encouraged to connect with each other to create a sense of belonging, promote motivation and encourage regular participation.
People crave contact Technology will never be able to replace the value of trainer to member interventions. And nor should it try. People crave contact with people and this will not change. Gym owners need to find effective ways to help their trainers feel more confident about making approaches to all members. There is always a natural tendency for trainers to gravitate towards the members who invite or promote interaction but it is the members who shy away from it who are the most likely to disengage. Gym owners need to find ways to draw these people into the gym community. Giving trainers the tools they need to generate conversations and provide ongoing support in the achievement of goals is a really good place to start. If you would like to find out more about eGym, visit: egym.co.uk/business 60
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'We see so much opportunity here in the UK' We talk to Rob Deutsch, Founder of F45 Training. What is the concept behind F45 and who is it aimed at? F45 is specifically designed to provide a functional resultsdriven, full-body workout whilst also improving energy levels, metabolic rate, strength and endurance. F45 classes incorporate the latest innovation in patent protected, fitness-based technology for systemised delivery, increased motivation and measurement, as well as post activity workout reporting resulting in an enhanced customer experience. Sessions are fast-paced with a strong community element to ensure users work to their maximum with constant support and guidance from world-class F45 coaches. The popularity of F45 and why studios are popping up all over the world is due to the fact that every day at F45 is different. The target market for end users is 25-40 year old professionals who care about the way they look, but don't want to be professional athletes. Our client base is 65% females. Those that love their health and fitness, but have a balance. Those that will most likely enjoy a glass of wine at the weekend.
How did you get into the fitness industry? I saw a huge gap in the market, nestled in between normal gym memberships and personal training and really wanted to expose this and shake up the industry, which we have done really well.
What sets F45 apart from other franchise models? Unrivalled training innovation, technology and music. F45 has 27 different training systems, a tech system which guides you through the entire workout, all to funky beats mixed by our full time DJ. Our model is also cheap to set up, very easy to operate and highly profitable. 62
What are the biggest challenges facing your business over the next few years? Staying at the forefront of innovation, and continuing to support the enormous growth we are facing (800 studios sold in just 3.5 years).
What are your own personal fitness goals and how do you achieve these? Stay functional and ready for everyday life. Training should be about balance, a strong core and well-functioning body. Through F45 of course.
What's the best lesson you've learnt from the fitness industry? Find an inspiration. Train like them, think of them when you are tired, lacking motivation and just need that little extra kicker. Anthony Joshua is my man when at 6am I am struggling I think what would he do right now.
When did the first franchisee sign up in Australia? The first franchise was established in 2014. We designed our business model from the outset to handle rapid growth as we knew the global demand for the product was apparent. We've continued to invest substantially in franchisee support and infrastructure as we've grown and will continue to do so. This is most evident in the proprietary technology our franchisees use to deliver the workouts every day.Â
Can you list which markets you're in currently? Australia, Brazil, Canada, China, Colombia, France, Germany, Hong Kong, India, Ireland, Lebanon, Malaysia, Mexico, New Zealand, Philippines, Qatar, Singapore, South Africa, Spain, Switzerland, Taiwan, Thailand, UAE, UK & USA.
While entering the US market came about from an enquiry, how did you select other markets (India, Singapore)? Did you do it strategically or opportunistically as and when enquiries came in? Combination of both. A lot of our growth has been a result of us responding to opportunities but some markets hold strategic importance (partly because they put us where the opportunities are). JUNE 2017
When did you first sign up a British franchisee and how did that opportunity come about? In May 2015 we were approached by a personal trainer who had experienced F45 while on holiday in Australia and knew it would do well in London. He was right!
How did you get the word out in the UK to get potential franchisees on board? A combination of social media, inbound lead generation and word of mouth. When you have the best product in the market, it isn't long before people start talking
What are your future plans for the UK? What are your longterm goals elsewhere in the world? London has a massive population and a shortage of quality offerings in our space. We could quite comfortably lay 100 franchises and still have room to grow. We're already branching out of London with studios coming online this year in Brighton, Bournemouth, Birmingham and Manchester. We see so much opportunity here in the UK.
Are you worried about
growing too fast and how do you make sure your growth is sustainable? Our strategy from day one has been to grow, and grow quickly. We were the fastest-growing franchise roll out in Australia's history and we see no reason that success can't be replicated here in the UK. The huge investment in technology has resulted in a business model that is both scaleable and extremely efficient enabling us to replicate in global markets. Right now we're very focused on breaking into the well-known mature fitness markets as well as those more immature, but fast-growing markets such as Asia.
'The target market for end users is 25-40 year old professionals who care about the way they look, but don't want to be professional athletes.'
For further information, visit: www.f45training.com
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Never, Ever Give Up! Alex Cartney tells us about his journey. How he turned his life around, lost over 7 stone and became a successful PT in the North West. When Gym Owner Monthly approached me to write this article, the intention was to produce an article on training techniques, but the more we talked about it, the more we realised that people might draw some inspiration from my story. So here it is, my road from the dark days of 2010, to now. From being overweight and depressed, to owning my own coaching company and representing my country in Cross Duathlon. I have always been a keen sportsman, playing rugby, football, cricket and athletics at school. After school, rugby became my focus. Unfortunately injuries sustained while playing began to take their toll. The social side of rugby didn't help and I soon found myself in the downward spiral that ended that night in December 2010. That first run was just two and a half kilometres of jogging, walking and wheezing that took me half an hour to finish. Over the next 12 months I sorted my diet out, smashed the fitness, completed a triathlon and lost 7 ½ stone - I was hooked.
At the end of 2010 I weighed 22 stone. I had a bad back and terrible knees. I was depressed and heading for a bleak and unhealthy future. Then, one day, I decided something had to be done. So I pulled on some old tracksuit bottoms, laced up some trainers and headed out into the night. It was the start of a long, hard and life-changing road.
When I read that last sentence it makes it sound easy, but it wasn't. There was blood, sweat, a great many tears and a lot of self-doubt to be overcome. There were times when I wanted to sack the whole thing off and go back to my old ways - but I didn't. Now I am so glad I made the right choices. In 2012 I started working in sales. The people I worked with were brilliant but the job wasn't. But despite my career faltering, I continued training hard and in 2013 had a major breakthrough when I qualified for the European Duathlon Championships in Holland. I finished 16th in my age group. After 12 months in sales I went to work as a coach in schools whilst completing my Masters Degree in Exercise and Sport. I followed this up with working in the community, helping 'hard to reach' groups engage in exercise. During this time I completed my PT level 3 course but couldn't use it outside JUNE 2017
my role for contractual reasons. To get some job security, I started working in facilities management and by 2016 was running three children's play centres. I was earning good money, but working long hours and not enjoying life. It was then that I decided to start my own fitness company - AMC Coaching and Performance. I also started working at a secondary school to provide a guaranteed income. At the school, I help children aged 11-16 with a variety of issues to access the curriculum both in and out of the classroom and I absolutely love it. The rest of the time, I work at my coaching and personal training company in the North West, working with a variety of clients on a 1-2-1 and group basis. I have now built a base of 10 or so clients plus 3 local run groups with 20-30 weekly runners who are either building towards doing a 5km race or longer distances. My focus with clients is fairly typical in that it's mainly based on weight/ fat loss but I also have a couple of run clients who want to improve their performance. The feedback I get from my clients is that they enjoy working with me because I know what it's like to be where they are. I have been there and lived a similar reality to them. I think that is big selling point for me, I can empathise when they call me from the chippy! When I'm not helping others with their fitness journey I am a competitive triathlete and have just qualified to represent the GB Age Group (Amateur) team at the European Cross Duathlon Championships in July. I continue to compete in triathlon and adventure racing and have several races lined up, including my first half iron distance triathlon, the European Championships and my third coast to coast race in Scotland. I find my own goals continue to drive me to make myself a better athlete, trainer and person. My professional focus over the next 12 months is to build my business and client base. I have been approached to coach at a triathlon club so that will fill some more of my everevaporating free time. When Gym Owner Monthly approached me to write this article they said they wanted a story with a beginning, a middle and an end. I've given you a beginning, I've started the middle but not given you an ending for the simple reason that I am nowhere near my end (at least I hope I'm not). Life and fitness is a journey and I am loving being on it. If anybody needs anything at all, be it a training session, a sounding board or even just a pep talk I will ALWAYS make time for you, I love helping others and can't wait to do more. So instead of an ending, maybe I can finish with a message - and that would be to never ever, EVER give up! It took me years from qualifying to reach a point where I was doing something meaningful with my PT qualification – and now I absolutely love what I do.
Alex Cartney can be contacted at info@amccoachandperform.co.uk or view his facebook page at: AMC Coaching and Performance. 66
HOW DEFIBRILLATORS ARE SAVING LIVES IN GYMS Did you know that around 30,000 people in the UK suffer from sudden cardiac arrest (SCA) outside hospital every year? The British Heart Foundation (BHF) estimates around 90% of these to be fatal. Despite being most commonly associated with the unfit or elderly, SCA can affect anyone at any time, including healthy athletes. Is your gym equipped with a defibrillator? Words: Frankie Wilson
The startlingly low survival rate is on the rise, though – thanks to employers and small businesses who are working to increase awareness and provide education to their employees and the public. This training equips individuals with knowledge and confidence, enabling them to act quickly and effectively in the event of emergencies.
Making a life-saving commitment Nationwide fitness group David Lloyd Leisure (DLL) is equipping all its gyms with defibrillators to combat lengthy ambulance-arrival times. Staff at the group's gyms are trained to respond to SCAs within one minute. Since the scheme was introduced, defibrillators at DLL facilities have saved more than 100 lives. While there is currently no obligation to invest in defibrillators, there can be liability in negligence if the premises are deemed to have insufficient measures in place to respond to emergencies. As more gyms follow DLL's lead in making defibrillators accessible, gyms may find it more difficult to defend their choice not to include defibrillators in their health and safety inventories. Automated external defibrillators (AEDs) guide users via automatic voice instructions, and will only administer a shock to a patient who requires defibrillation, which means that anyone can use them. As they become increasingly affordable, accessible, and easy to use, gym owners should seriously consider whether they can afford to go without an onsite defibrillator. JUNE 2017
What you need to know about sudden cardiac arrest The statistics from the BHF demonstrate how important it is for business owners to invest in appropriate equipment and training for their staff and users of their facilities. Here's what you should know about SCA: 	It is when the heart completely stops beating in a regular rhythm 	Victims of SCA should be treated within five minutes. The survival rate for cases treated after this time is as low as 6% 	The survival rate for an SCA victim drops 10% for every minute that treatment is not given 	Use of a defibrillator can increase the victim's chances of survival to 73%
The risk of SCA in athletes While higher fitness levels are associated with reduced risks of heart complications, many underlying conditions are predominantly symptomless and can result in SCA, even in individuals who seem fit and healthy. Although symptoms of underlying heart conditions may not be severe, there are a few signs to look out for, which might be cause for concern. Encourage your clients and customers to visit a medical professional if they are showing any of the following during or after their workouts: 	Chest pains 	Frequent fainting 	Prolonged instances of shortage of breath
Athletes who exhibit these symptoms regularly when exercising should be monitored closely. Recommending that they seek medical advice could rule out any potentially lifethreatening underlying problems.
Deciding whether to invest in a defibrillator Currently, gyms are not obliged to have defibrillators on site, and are left to undertake their own risk assessments. Having carried out a standard risk assessment for your facilities, you should consider: 1.	The likelihood of harm – this will depend on the type of users to your facilities. How likely are they to suffer from SCAs? 2.	The severity of potential harm – given that the fatality rate (without treatment) is around 90%, the potential severity is extremely high. A victim of SCA will require CPR and defibrillation to restart their heart. If you witness a SCA, you should call 999 immediately and begin to administer CPR. If there is a defibrillator nearby, retrieve it as soon as possible and follow the instructions to deliver treatment. The chances of survival for SCA victims are dramatically increased when defibrillation is administered within five minutes. Currently, only 74% of the UK's ambulances are arriving within the target response time of eight minutes – during which time the victim's chances of survival will have dropped severely. Having a defibrillator nearby or onsite could be the difference between life and death. Choosing to invest in a defibrillator greatly reduces the risk of fatality caused by SCA.
Frankie Wilson writes for DefibShop, the UK's only independent retailer of defibrillators. DefibShop also provides first aid training and impartial advice.
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Say Tha business
Tom Godwin outlines some simple steps you can take to boost your referrals and grow your business.
Getting referrals is one of the most powerful marketing tools that you have in your marketing toolbox. Referrals should be an essential part of your business and seen as an easy win. Think about it, you have gone to all the effort of creating loyal members. I hope that these members are starting to get some amazing results from being part of your gym community! They should be happy. They should think your gym is amazing, they are enjoying the life change they have made. If this is the case then why would they not share the amazing job that you are doing with their friends and family.
ank You business
Something in it
In order to drive referrals there needs to be something in it for either the referrer or referee, or even better for both. There are a number of things you can use as drivers for the referral at this point. Some of the things that work well include: 	Passes for a free week of training to be given to friends and family 	A big ticket item, like a draw for a car or a holiday 	Discounted member services, such as personal training or money off in the cafe/restaurant
So how do you make a referral system work? The easiest and the biggest thing that is overlooked is the simple fact that you have to ask for a referral. This is the bit that so many organisations do not do, just ask! There are two points where this fits into the client journey. The first is when your sales team has got the client all fired up straight after the sale has been made. At this point in the sales process there should be some offer that allows the client to share their new life with those around them. The second point is as part of a goals review. A point where the client is seeing some form of success. Then you say 'I am so happy that you're getting the results that you are after, do you have anybody in your life who you think would like to see results just like you'? At any other point you must make it easy for people to make the referral, so building a system into your website, app, or even just a form that can be filled in on reception. Having an established channel for people to make referrals can greatly increase the number you get.
The most important part of the whole referral system is thanking the referee. This can be a simple verbal thank you, but I like to doing things a little better than that. If a client refers another person who ends up booking I would treat my client to a gift, where possible one that is personal to them. So for those movie addicts I would give them a set of cinema tickets, for a foodie I would give them a voucher for a healthy food place. Really we are looking for something individual that is just for them! A personalised gift is one that will really wow them. This can be easily built into the sales process and can be set up so all new members fill in some basic information about their interests upon joining. This data can then be used to help the sales team select rewards, not just for referrals but for a wide variety of situations.
Say thanks By saying thanks and recognising the fact that a member has put themselves out to help you grow your business and spread the word on health and fitness, this lets the client see you are truly grateful for their effort. If a client feels this they are much more likely to keep referring into your business. By having an effective referral system you are turning your client base into your marketing department. If you're not doing business by referral start today and see the benefits of this cheap and easy way to pick up new clients.
Tom Godwin (@TomForesight) has been involved in the fitness industry for 20 years holding a number of different roles. He is a specialist in exercise referral, corrective exercise and helping other personal trainers improve their business. He is also involved with personal trainer education as a tutor, assessor, and course developer. See www.TomGodwin.co.uk JUNE 2017
It all starts with a goal, what's yours? Daniel Nyiri, Founder of 4U Fitness, asks new gym owners to make a plan.
"People think focus means saying yes to the thing you've got to focus on. But that's not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I'm actually as proud of the things we haven't done as the things I have done. Innovation is saying no to 1,000 things." —Steve Jobs
I assume you would like to own your own studio or, if you already own your own gym, you would like to have a seven-figure income. If you don't have a specific goal, then you're likely just getting by and will burn out very soon. When it comes to having a clear goal, you have to understand how goals work and how you will know when you have achieved yours. Set a goal. Yes, your big goal can be to own a studio or gym that earns you a seven-figure income every year. But just writing that down on a piece of paper won't help. If your goal is to own and operate a sevenfigure gym, you have to break it down all the way to see and understand what it will take to get there. That is where a happiness alignment chart comes in. You have to match your effort and your action with your goal or whatever it is you desire. Otherwise, if you just work and work without a goal, you are going nowhere. Once you set your goal, it is time to come up with a plan. Without a plan, your goal is just a dream! 72
Set timelines and deadlines Make sure you set realistic goals that you can actually achieve. Of course, you should reach high. That's exactly what I did and it worked beautifully — but my plan was always there to back up my goals and my actions. If you just write "In three years I will have a seven-figure income," it's just words. You need to back it up. You have to fill in the gaps. I see several different types of trainers and gym owners today. There are the ones who are just starting out with a strong fire for success, so I call them the Hustlers. Then there are the gym owners who are barely getting by and they're not sure why they fail to attract and keep clients or why they are not making money — they are the Doers. As can be expected, there are plenty of gym owners who are burning out and, lastly, there are those who are making it, the Finishers; they have the clients and the money but they have no free time on their hands. Even though they are making it, their entire lives are dedicated to work, work, and more work. The gym owners who are really, truly making it have finally realised that it is time to measure and recreate what they do best and teach it to other people. Make sure this is a part of your goal and your plan — sharing the wealth and sharing your knowledge so that you can be even more successful. This is yet another reason that you should fire yourself as a personal trainer. You have to have a laser focus on your goal and on your business. People who try to do everything will never make it. They will get lost and burned out in the process or, if they pull it off, it will just be a temporary success. Take Steve Jobs' word for it and accomplish one thing at a time. Is it personal training? Is it growing your business? What is it? What is your goal? Set it, plan it, and then achieve it with a laser focus in less time with amazing results.
Without a plan, you have no chance whatsoever! A goal without a plan is just a dream.
Are you 'Home Alone' Have you seen the movie 'Home Alone' where a family leaves their small child home alone (accidentally) and robbers try to break in? Do you know why this small boy was so successful at protecting the house (other than the fact that anything can happen in the movies)? It's because he had a detailed plan of actions he needed to take. If you don't believe me, watch the movie again and you will see that, before he starts to prep the house, he creates a detailed plan. So all he has to do is follow it and then check back on it time to time to make sure he didn't miss anything and then he can move forward as planned! He had a detailed plan with a timeline. He followed the plan and he knew that task 1 has to happen in order to get to task 2 and then task 3 and so on. In your business, everything
has to happen at the right time and in the right order. And you may say he got lucky when he slipped away because he was able to grab the spider that was hanging around the stairs. The thing is that, yes, you will need some luck too, but the harder you work, the luckier you will get! You can't just work and hope for luck. You need a plan of action. If a kid can do it, then you have absolutely no excuses whatsoever. Your business is like a living organism and you need to have a plan for it. Some people tell me that the plan is in their head — if that's the case, then start putting it on paper — everyone has to start somewhere!
Don't give up on yourself Then once you have a plan, you need to work it! Just because you wrote a plan on paper or created a fancy document on your laptop, you can't just expect it to work for you all of a sudden; just like in the movies, you will have to work your plan in order to make it work! That doesn't mean that it will be easy and that you won't have some bad things happen along the way. You may start to think that you have bad luck. But on your way, you will meet many great people, employees, mentors and others who will be there for you for the good and the bad, so you can count on them because you have been there for them as well. Even when things are challenging, you need to continue moving forward and to work your plan. If you need some help getting started or getting motivated, I recommend checking out this great online one page business plan by Patrick Bet-David at www.patrickbetdavid.com/theone-page-business-plan This can help you get started or unstuck when it comes to your business plan. Start with your Big Hairy Audacious Goal and build everything around it — create your ultimate goal and your business plan should be broken down into years, quarters and months with really specific details on how to achieve all of your goals. Start with the basics — any plan is better than no plan and you must start somewhere.
Daniel Nyiri is an entrepreneur with one goal: to revolutionize the fitness industry. Find out more at www.4u-fitness.com. JUNE 2017
ELEVAT Thousands of physical activity and healthcare professionals joined forces at Elevate last month, check-out some of the exhibitors in our visual round-up.
Last month in London, over 4,100 professionals came together to seek a solution to the nation's inactivity crisis. Targeting hard to reach communities was a key theme that emerged from the two-day event which included 209 speakers and 143 exhibitors. Held at ExCeL on May 10-11, the UK's largest cross-sector event dedicated to tackling physical inactivity attracted a broad range of attendees including academics, allied healthcare professionals, policy makers, charity workers, local authorities, leisure operators and sport scientists. training and group exercise, Speedflex MyIntensity training™ offers individuals an effective alternative to conventional exercise with exceptional results.
((BOUNCE)) take to the stage (top) and Professor Robert Thomas delivers a talk at the Evidence Base. Following the successful launch of Speedflex MyIntensity training™ nationwide, this unique circuit-based training concept exhibited a range of business models and turn-key solutions at Elevate. Seeking to expand their footprint in the UK, Speedflex showcased a range of solutions to introduce the inclusive HIIT concept as a differentiator. Tapping into the growing trend of HIIT 74
Core Health & Fitness exhibited the all new StairMaster HIIT Programming at this year's Elevate. The HIIT program features an exclusive line of equipment including the HIITMill & HIITMILL X, BoxMaster®, AirFit™ and AirFit UB™. Each product is designed to be used individually or paired together to create a unique workout experience. This is all teamed together with a Digital Marketing Package and HIIT Training Programming.
TE 2017
they're about to train more Virgin Active instructors in Thailand. Clubbercise really is growing and glowing!
A great show with well-attended Power Plate workshops! The Movement Assessment, Preparation & Recovery Workshop taught simple movement assessment with strategies using 3D movement combined with vibration. Jenny Burrell also showcased the brand new Women's Wellness Workshop. We were honoured to have Jack from Starlight visit us. Power Plate can help people with Cerebral Palsy, and we were thrilled to be part of Jack's journey to fulfil his dream of running in the Paralympics. Hot on the heels of their debut at FIBO Clubbercise ran two busy demo sessions at Elevate. They also told us all about their exciting international expansion plans having just released their first instructor training course dates in Germany and Australia and
The Pulse Group took advantage of their space at Elevate to display a wide range of kit from their equipment arm, Pulse Fitness. The stand featured a variety of Pulse's latest performance and functional lines including free weights and Olympic bars as well as their multi-purpose bespoke rigs. Visitors to the stand were keen to test out the new self-powered 'True Treadmill' and the innovative, space saving TireFlip 180. JUNE 2017
Precor showcased the latest addition to its Spinner ® indoor bikes, the new Spinner ® Chrono™. The Spinner ® Chrono™ Power provides direct power measurement at the power source, delivering the most accurate way to measure personal performance on an indoor cycle. Equipped with a strain gauge power sensor bonded directly to the resistance system to measure wattage it provides high accuracy and durability without needing to replace batteries, along with eradicating the need to re-calibrate the sensor.
Elevate was the perfect stage for ZIVA to showcase their latest innovations and functional fitness product. On display was new XP range, functional accessories, ST range Dumbbells and the extremely popular Infinity Range which includes premium commercial wallmounted, corner-mounted, and freestanding modular functional storage systems. The unique 'I Love Fitness' panel was quite the eye catcher seemed to attract a lot attention and selfies from onlookers.
eGym offered visitors a fully immersive eGym experience. In addition to showcasing new product innovation in the form of the improved user interface (GUI), eGym also launch its connected partner programme – ONE Training and ran a to see who could press the most weight in a single repetition on the eGym chest press. Jochen Michaelis, MD UK, eGym, says: "The buzz we created at the show was amazing. We used outward facing digital displays to broadcast live information to passersby, direct from consoles on our strength equipment. This enabled us to connect with a much wider audience".
A busy and fun-filled Elevate for FitQuest, a state of the art concept in fitness measurement providing accurate, easy to use performance measurement helping people make decisions about their health and fitness. FitQuest is the go to company for easy to access fitness measurement with a complete fitness test involving 5 simple tasks in just 4 minutes, providing 8 measures of physical performance.
ServiceSport sponsored the VIP lounge at Elevate. It was a great opportunity for us to meet up with our customers in a great environment. Our Commercial Director shared our knowledge on asset management of fitness equipment in the business room. Business related topics are a welcome addition to the seminar programme, well run fitness operators of all types are essential in delivering the best outcomes of people's wellbeing in the UK. A fantastic couple of days which inspired us to move onwards within a fantastic industry.
Use It Or Lose It Chris Zaremba shares his thoughts on adding resistance training for your clients aged over 50 One thing that I have found over the past few years is that when people of 50+ start taking up fitness or healthier lifestyles, the first thing they typically go for on the exercise front is some aerobic or cardiovascular activity. This is great - it really is - but the problem is that this is often the only thing they do. I'm a big fan of running, cycling, swimming, cardio machines or aerobics classes as fitness activities for this generation. But it is comparatively rare that I see others of my age group take up resistance work. In most of the gyms I go to, the weights and resistance machines area has a much lower percentage of over 50's using it than the cardio kit. Once again, I'm not going to knock any fitness activities taken up by those over 50. But I'd like to see many more of the over 50's get into weights as a fitness activity in addition to their CV time. The reason is that the human body needs muscular strength as it ages. And muscle disappears, or atrophies, as we age - this process noticeably accelerates from the age of 50. The phrase 'Use it or lose it' applies very much here. When one sees older people on the beach, for example, the atrophy can often be seen. The loose skin on some individuals used to contain muscle, which has rather withered away over the years. Some may well have lost fat, but fat doesn't naturally atrophy through lack of use - in fact, it will probably grow to higher levels with less muscular use. 78
variables to control in a free weight exercise – such as a dumbbell chest press – is a lot to absorb, and starting with the fixed-path machine means the focus can be on the muscle being targeted, without thinking much on core stabilisation, balance or co-ordination aspects. There is a route of progress to free weights, which some over 50's follow when more challenge is appropriate. 5.	Another point in favour of machines is safety. Over 50's are likely to be more cautious than youngsters, and are more likely to put more effort into an exercise if they know that the only thing that's likely to happen if it all goes wrong is a loud crash as the weights raised drop within the machine. And I always use the safety features provided – for example, the stop brackets on either upright of the Smith machine, or the horizontal stop bars in a squat cage.
Once the above has been accepted by those in the over 50's age range, I've found there are a few differences in training older clients than the younger ones, based on my experiences as a Personal Trainer with clients in both age groups:
6.	Talking of squats, I have found these to be some of the hardest of the usual exercises to be when undertaken by those over 50. There are often flexibility or range of motion issues in the back or shoulders as well as the legs – and many won't want to put the additional strain on their lower backs by moving that weight for benefits of their legs. And, there is far less potential for injury and much the same muscular developmental benefit in using a leg press machine rather than a free weight back squat, so use of this machine is typically one of my recommendations. One over50 I know is keen to do back squats, but won't go beyond a total of 50kg – but is happy to perform seat-move leg presses almost at the bottom of the weight stack.
1.	 There are more likely to be issues of injury or trauma history with the over 50's – hips and knees are often the first areas to have concerns. Either with a Personal Trainer or without, it's important to have a medical view and clearance on the issue. GP's often may not know the full story, and I've found their physio can give more guidance to me. If there's any doubt, then train around the site of concern. 2.	 Until they are used to resistance training, over 50's are much more likely to be receptive to whole-body workouts rather than body-part split training. If they want to progress to bodypart split, that's great, but a typical newcomer to fitness at 50 will be happier with a whole-body routine. 3.	 Never skip the warm up – I do so when training myself sometimes (I know I shouldn't) but it's vital with others over 50. For most, I've found that five minutes on the cross-trainer, trying to emphasize the push rather than the pull of the handles, then five minutes on the rower – which is where the pull comes in – works well. 4.	 There is a progression from fixed-path machines and cable machines to free weights. For a newcomer to training, the number of body JUNE 2017
7.	 I've found that older people in the gym are more interested in understanding why something works than younger people are. All my older clients like to tie in the biomechanics - which muscles create specific joint actions, and how others act as fixators or stabilisers in a motion. They appreciate understanding the physiology behind it, and I believe it helps them rationalise the reasons for, and justify the effort involved in performing an exercise
8.	Perhaps because of this interest, older gym users are generally better at maintaining good form than younger clients. Also linked to this, there are fewer number-ego issues involved – older folk generally won't be determined to lift a weight beyond their capabilities by whatever means. Keen to improve their performance, yes, but unlikely to bend the form to achieve it. 9.	 Older trainers like to see progression – they very much appreciate seeing how the numbers
increase, even by a small amount, on a regular basis. One of my clients tries to set a personal best on every exercise, every time we train – and this personal best may just be one extra rep on the final set of an exercise. All the principles of Incremental Progressive Overload apply – starting from a base of good form that is maintained throughout, gradually improving one of the variables involved in an exercise. 10.	So that they can see the progression working, all my over 50 clients follow my advice of recording data from gym sessions, and using that data to set the weights and sets for the next time on that exercise. This 'Measurement is Motivation' idea is key to my training advice – both for myself and for others of my age group. Of course, it could just be that we older folk have got worse memories! Although these are the differences I've noted from my own range of over 50's PT clients, it may be that some of these approaches for the over 50's would have some benefits for those below that magic half-century. I've seen from these clients that an old dog can indeed be taught new tricks – and now I'm wondering if that learning direction can be reversed a little! Chris Zaremba used his nutrition and training strategies to transform from very overweight to contest-winning condition in five years starting at age 50. Check out Chris's website for more tips for those over 50: www.FitnessOverFifty.co.uk
Chris Zaremba is 59, and has made a massive transformation in his life. He has lost over a third of his body-weight over the past few years, moving from being obese with medical-alert bodystats to becoming a fitness model and winning world championships as fitness model and muscle model for his age group. He He has has developed developed his his own own detailed detailed workout system and package workout system and package for for this this –– which he follows to this day – which he follows to this day – and and is available for you to purchase. It is called the ABC7 System, as the first three workouts are Arms, Back and Chest and the number 7 comes up frequently in the programme. It's available from Chris for £49, which includes full documentation, spreadsheets, over 120 videos of different exercises and
more more than than 250 250 photos. photos. All All suitable suitable for for whatever whatever age age you you are! are! You You may may –– or or may may not not –– want want to to follow follow in in Chris's Chris's footsteps footsteps all all the the way way onto onto the the fitness fitness modelling modelling stage. stage. Either Either way, way, following following the the System System should should help help you you up-the-fit up-the-fit and and down-the-fat, down-the-fat, and and achieve achieve aa real real improvement improvement in in all all your your fitness fitness measurements measurements and and activities. activities. And And see see the the difference difference too! too! Send Send an an email email to to Chris@FitnessOverFifty.co.uk Chris@FitnessOverFifty.co.uk if if you you want want to to order order the the ABC7 ABC7 System. System. JUNE 2017
Ask the expert Got a problem you need solving? Our team of experts are here to help! If you have a question you'd like answered, get in touch – email np@gymownermonthly.co.uk
A renewable process Q. I am an independent gym owner with an underutilised swimming pool. I'd like to see it used more and generating more revenue. What can I do to encourage members to make more use of this facility? Danni Wolstenhulme, Maidstone
Michael Clark, Business Development Director for Swimming Nature, answers:
When it comes to identifying different revenue streams within a fitness facility, the pool is often the most underestimated area and in some cases can be completely overlooked. Swimming is about much more than going up and down the lanes. There are so many different ways to offer 'swimming' so it's worth investing the time to research the numerous approaches to swimming tuition and coaching to find a solution that seamlessly fits both operationally and strategically to your business. Offering your members proper guidance and support in the pool will really help maximise use. Depending on the environment of your pool, one-to-one or one-to-two sessions are an option that can suit most settings as they take up minimal space but drive high margins and rentals. Letting a specialist aquatics supplier hire your pool or part of your pool can also be a smart option and a great revenue generator. Whilst it's difficult to say what the revenue potential could be - as pools differ so much - in the world of premium swimming tuition, for example, it isn't unusual to see some operators generate in excess of £100K per annum through direct hire fee and profit share. As a gym owner your pool and gym teams should be working together to create programmes which encourage members to train in both areas of the facility. Water-based training can really
complement gym work but a lot of people don't realise this. Some facilities are now offering specific fitness sessions in the pool. At Swimming Nature, we are currently creating a unique waterworkout for adults that incorporates swimming drills, PB training and specific fitness elements, so the client gets to improve their swimming/stroke as well as getting a really effective, low-impact workout. It's also worth bearing in mind that technology is starting to play a huge role in swimming, just as it is elsewhere in fitness. Bespoke wearables will become prevalent and provide an array of data to help children and adults track their progress in the water. The advances in technology that are now being made will allow you to create deeper and more meaningful relationships with your customers. We consider technology to be of such importance that we operate an in-house technology business – Sporting Technology – which enables us to lead the market in regard to innovation and consumer data collection. To truly maximise your pool usage, choose something that will add tangible value and differentiation to your facility. Gym owners need to see – and market - their pool as another space for members to train seriously as well as to learn swim skills. That, in turn, will boost retention.
Find out more, visit www.swimmingnature.com
Appointments A round-up of industry movers and shakers Speedflex Appoint Ben Steadman as COO Ben Steadman has joined Speedflex as COO amidst several exciting changes for the company. Previously National Account Manager for Government Services and Performance Sport at the Pulse Group, Steadman was instrumental in winning contracts with the MOD and RAF worth more than £5m.
Ben Steadman (left) and Paul Ferris
Steadman will work closely with CEO Paul Ferris and Chairman Graham Wylie to develop strategic direction for Speedflex boutiques in London, Ireland and Newcastle, as well as supporting the roll out of Speedflex on the gym floor. Steadman has made an impressive start, reducing the cost of the machine by more than 20% through sourcing UK manufacture and build, with no impact on quality or experience. He has further plans to develop the machine in line with IFI recommendations. "I'm genuinely excited to be joining Speedflex as the company moves into a new phase,"
says Steadman. "We have three very clear offerings which suit different areas of the market; our licenced boutique studio model, the licenced boutique within a big box gym and Speedflex on the floor, which is our gym floor machine. As a business we've been working hard to refine these propositions and we're now ready to take them to market. We have so much more to offer than other boutique concepts as the Speedflex machine can be effectively used by a wider demographic and with participants continually heart rate monitored by MyZone, it provides sought after measurable results."
DW Group strengthens its business with new CEO appointment The DW Group is strengthening its business with the appointment of Martin Long as its new CEO. Martin led the successful acquisition of Fitness First for the DW Group in September 2016 and has now accepted the opportunity to head up the Group.
Martin Long, Dave Whelan, Matthew Sharpe, Scott Best
DW has a strong presence in Sports Retail with over 90 sites across the UK. With the Fitness First business added to its gym portfolio, it is now the second largest operator of gyms in the UK. Martin has extensive experience in both the fitness and retail sectors most recently spending eight years as CEO of LA Fitness. Prior to that, he was CEO of Game Group, the market leader in video game retailing, which grew to over 800 stores in nine countries
during his 13 years with the business. "I'm delighted to be leading the DW Group" says Martin. "I will be ably supported by Scott Best who will head up Fitness, and Matthew Sharpe who will continue to head up Retail, plus our newly expanded senior team. Combining DW Sport's pedigree in retail and fitness with the experience and strength of the Fitness First brand signals exciting times ahead for the Group."
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Gym Owner Monthly - June 2017
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