workout august 2015

The UK’s No 1 fitness industry magazineAugust 2015 No 263 £3

Get involved withmost exciting dayfor the industry

Play it safeBrits shyaway fromchallengesTHE organisers of ReebokSpartan Race have encouragedBrits to push themselves by tak-ing part in one of their events,after a survey revealed almost70 per cent of people opt to shyaway from a challenge, prefer-ring the safety of setting them-selves achievable goals, or notarget at all.

The poll of 1,600 people alsoshowed one in five people feelnervous or overwhelmed whenpresented with a test of theirability, with women 11 per centmore likely than men to letnerves take over. For one in 10the fear of failure and feelingembarrassed is what preventsthem from rising to a challenge.

Founder and CEO of ReebokSpartan Race Joe De Sena said:“While it may not come natu-rally to commit to somethingthat seems out of reach, thisresearch highlights just howimportant it is to push yourself;the feeling of fulfilment throughachieving something you didn’tthink possible will stick withyou for life. Taking part in ourraces helps people build ‘obsta-cle immunity’ – once you’veovercome obstacles on thecourse, the challenges you facein life are more achievable.”

Legendary three-time WBFF fitness worldchampion Andreia Brazier has released aneight-week Body Transformation DVD and‘train with Andreia’ website to help fitnessfans get a body like hers. In the DVD, Andreiashows the audience how to transform theirphysique, covering a full fitness and dietplan. Andreia (pictured above) is currentlypreparing for the WBFF championship, held inLas Vegas later this month, where she is aim-ing for a fourth and final title.

By Christina Eccles

THE launch of the first National FitnessConference, the 2015 NFAs and a glitter-ing after show party are positioningFriday December 4 as the most excitingday in the fitness industry calendar –and there’s still time for you to getinvolved.

The conference will take place at thespectacular National Space Centre inLeicester, in partnership with HarlandsGroup, and will kickstart the day; givingdelegates the chance to hear from someof the industry’s biggest names, whowill be presenting their top tips on howyou can successfully market and buildyour fitness business – without breakingthe bank.

Following a day of inspiration andinnovation at the conference will be the2015 National Fitness Awards, whichnow in their sixth year have successfullyestablished themselves as the industry’sbiggest free to enter awards scheme.

Taking place at The Athena inLeicester, in partnership with headlinesponsor ServiceSport, the awards willcelebrate excellence and achievementfrom all corners of the industry; withover 20 categories up for grabs reward-ing the efforts of gyms, their staff andmembers.

There’s still time to enter the awardsthis year but with nominations closing

on August 25, there are just weeks to getyour entries in, meaning now is the per-fect time to start thinking about howyou can impress our judges.

Finishing off the celebrations will be apost awards’ after party at ClubRepublic giving partygoers the chanceto dance the night away until 4am andcelebrate their wins or shortlistings andthe end of another successful year inbusiness.

Event director Judith Halkerston said:“The response we have had from opera-tors and suppliers to our first NationalFitness Conference has been so encour-aging and positive. We are just puttingthe finishing touches to a programmethat is full of inspiration and innova-tion.

“Every speaker has expertise, experi-ence and creativity specifically in thehealth and fitness sector and we areconfident that their insights will beinvaluable to delegates.

“Add to that all the glitz and suspenseof the National Fitness Awards in theevening and the awards' after-party andFriday December 4 is shaping up to beone of the most exciting occasions inthe industry calendar.”� For full details of this exciting dayturn to pages 24 and 25. Alternatively,visit www.nationalfitnessawards.co.ukto find out how you can enter.

LAST CHANCE TO ENTER THE NATIONAL FITNESS AWARDS... 3

AdvertisingSales and marketingdirector:Tony Barry

Sales manager:Daniel LloydTel: 01226 [email protected]

Field sales executive:Jennifer WardTel: 01226 [email protected]

Sales apprenticeEmma HebdenTel: 01226 734707

EditorialGroup Editor:Judith HalkerstonTel: 01226 [email protected]

Editor:Christina EcclesTel: 01226 [email protected]

Reporter:Olivia [email protected]

Group production editor:Dominic MusgraveTel: 01226 [email protected]

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PT Jessie urges industry toback his ‘health revolution’By Christina Eccles

TOP American personal trainer andTV personality Jessie Pavelka hasurged the industry to get behind his‘health revolution’, created to improvethe public’s fitness and wellbeing.

Jessie has recently visited the UK todeliver a series of bootcamp styleevents in areas such as Leeds,Newcastle, Cheadle and Watford; giv-ing fans the chance to take part in anoutdoor workout with him and histeam, followed by a nutritious meal, atalk about his health and wellnessphilosophy and a Q&A.

Workout joined over 100 people atJessie’s Leeds event where the four pil-lars of his Pavelka programme –movement, food, mind power andfamily – were covered; with visitorsencouraged to go at their own paceduring the workout and move to thebest of their ability; use their mindpower to push themselves as far asthey could, before refuelling withhealthy food and connecting andsocialising with each other to createthat sense of family.

Speaking to Workout at the boot-camp, Jessie told us that after enjoy-ing his previous visits to the countryfilming for TV shows such as GoodMorning Britain, he was keen toengage with a wider audience – andthe bootcamps provided an ideal wayto do this.

He explained: “When I did the showsin the UK, I went to all different areas.I really enjoyed doing them sothought let’s go for it and do some-thing different.

“I’d been doing workshops, whichare much more intimate, but wantedto reach out to more people.

“At the bootcamps there’s somethingfor everyone.

“You can make it work for you, soeveryone can get something out ofthe day.”

As well as Jessie’s events programme,his Pavelka House website and socialmedia channels are also proving pop-ular as an interactive and motivation-al online community where peoplecan connect with and support eachother on their fitness, weight loss andwellbeing journeys.

In the future, he is also eager toforge closer links with other fitnessprofessionals who share his objectivesand added that for PTs looking toimprove the health of their local com-munities, the model of outdoor boot-camps he has been hosting on thisvisit could also work for them as theyengage with people of all ages and fit-ness levels.

He added: “It’s about helping peopleconnect. People have different storiesand those already on their fitnessjourneys can help people who havejust started out. All it takes is one dayto get started.

“Gyms are great but people can beisolated; bootcamps are all aboutcommunity.

“That’s why people are lovingCrossFit as it gets people together andeveryone plays a part.

“What we are all doing could bemuch bigger. If different trainers worktogether, it could be really big – andthere’s an opportunity to do that.”

Workout’s Olivia Taylor and Christina Eccles with Jessie Pavelka

www.nationalfitnessawards.co.uk

CAN YOUR CLUB FLY THE FLAG FOR YOUR LOCAL AREA? 4

THE award winning Health Club atRibby Hall Village is to open two newstate of the art fitness studios laterthis month, after investing £250,000into further improving its offering.

The two-storey development willprovide additional space, enabling theclub to introduce new classes andcrèche facilities for members, holidayguests and day visitors.

The first floor of the developmentincludes a new Mind and Body Studiowhich will overlook The Village’s ninehole golf course, boating lake and sur-rounding woodland trail.

The studio will also include a nightsky and star effect ceiling, under floorheating and mood lighting; providingthe perfect setting for new AerialPilates classes.

Other classes being introducedwithin the studio will include AerialYoga, X-Pole Dancing, Hatha Yoga andTrigger Point Pilates, plus AshtangaYoga.

The new ground floor studio will

offer crèche facilities during the day-time for children aged six months toeight years. In the evenings and week-ends the studio will be used as anoth-er alternative group training studiofor smaller groups of up to 15 people.

Health club duty manager JamesMitchell said: “Each year we strive toimprove our already award-winningfacilities.

“It’s important that we continue toprovide new and additional activitiesfor our membership and I believe ourtwo new studios are going to be a fan-tastic new addition to The HealthClub.

“The studios will enable us to addeven more fitness classes to ourtimetable and we can’t wait to see andhear what our members think of newfacilities and group exercise classes.”� Are you introducing new facilitiesor classes into your gym? We’d love tohear more about them. Send detailsto [email protected] and youcould appear in a future issue.

Award-winning club toopen two new studios

FITNESS Unlimited has appointed anew group exercise manager – AyeshaMir.

Ayesha will be working to improvethe health of local people at leisurevenues across Sheffield includingPonds Forge International SportsCentre, Hillsborough Leisure Centre

and The English Institute of SportSheffield.

She said: “I’m excited to be movingto a new role in my favoured field andjoining such a community focusedorganisation which is solely focusedon improving the health and wellbe-ing of the people of Sheffield.”

Group exercise role for Ayesha

A CONCEPT that aims to revolu-tionise swimming by installing ‘tem-porary’ pools in areas in need of facil-ities is going from strength tostrength.

The Total Swimming initiative,spearheaded by Olympic swimmersSteve Parry and Adrian Turner, pro-vides communities with much need-ed demountable pools for events orwhilst permanent pools are beingrefurbished.

One of the most recent projectsdelivered by Steve and his team,which consists of other big name ath-letes such as Mark Foster, is the con-struction of a £945k, 25m demount-able above-ground swimming pool inRadcliffe.

The facility, built in partnership withBury Council, is located in the heartof the community and will be operat-ed and managed by Bury Leisure.

He explained: “I wouldn’t call them

temporary pools, I’d call themdemountable pools. They can be inplace for up to 15 years, they’re likebig Meccano sets that you put togeth-er.”

The seed to develop Total Swimmingwas planted when Steve attendedLeisure Industry Week and saw a tem-porary pool at the NEC – spotting agap in the market for a companywhich could help improve swimmingprovision in local communities, par-ticularly amongst children.

Total Swimming also operates anumber of mobile swimming acade-mies and in future, Steve is lookingforward to delivering more sustain-able solutions to ensure as many peo-ple as possible have access to pools.

He added: “We’re on the tip of theiceberg, we’re really well positioned tohelp local authorities. It’s so nice to beable to make a living from somethingthat’s so rewarding.”

Concept proves popularMark Foster joins Steve Parry at the opening of the new pool at Radcliffe.


GOT A MEMBER WHO'S ACHIEVED SOMETHING SPECIAL? 5

Joe offers advice for buildingrelationships with customers By Christina Eccles

KEEPING online content informal,simple and genuinely valuable canhelp companies create loyal and last-ing relationships with their cus-tomers, according to Innocent’s headof digital and communications, JoeMcEwan.

The drinks brand – renowned for itsquirky, interactive packaging andsocial media posts – has built up agreat relationship with its consumers,even going so far as to extend anopen invitation for anyone to comedown and visit their headquarters,‘Fruit Towers’, where someone fromthe team will show them around thebuilding.

Speaking at the ukactive FlameConference, Joe revealed some of thesecrets of the company’s success –and gave tips on what businesses inthe fitness industry can learn fromtheir approach when it comes toengaging with an audience.

He said: “We always want to askpeople what their thoughts are andmake decisions based on what theysay. We have a responsibility to stayclose to our drinkers.

“We were social before social media.Our first social media platform wasour packaging.

“We had no money for TV ads orposters but there is loads of unused

space on drinks cartons or bottles.”The brand filled that empty space

with engaging content and activelyencouraged its consumers to get intouch, with that informal, approach-able tone leading to fans writing let-ters, emails, sending gifts and someeven taking up the invite and turningup on the doorstep of their office.

Joe added: “The invitation to get intouch has always been a really infor-mal one.

“Every single time someone gets intouch, we have an opportunity to wina fan for life. That contact can lead toa relationship that blossoms.”

His other tips to build good commu-nication with customers included: � Show people you are listening:Many people had written to Innocentsaying they don’t like bananas – aningredient found in many of the

brand’s smoothies. After listening tocustomer feedback they introduced abanana free smoothie; sending every-one who had asked for one a hand-written note plus a voucher to claim afree bottle.� Keep your main thing your mainthing: Although Innocent is known forquirky online content, they never losesight of the fact their top priority is tomake and sell drinks.� Be proud of the fact you are a com-mercial business: The companydonates 10 per cent of profits to char-ity. Selling drinks allows them to dothis.� If you are using social media, theperson in your business posting con-tent should be the best writer.� Be useful: Content should alwaysgenuinely add value – think about thisbefore you post.� If you are 70 per cent sure of anidea go for it: Not everything will workbut ideas such as Innocent’s knittedhats campaign for its smoothie bot-tles have been unusual but turned outsuccessfully, raising over £1.5m forcharity from sales of the bottles.

He added: “You have to think reallycarefully about the tone of the mes-sages and the channels you are usingto reach people.

“Think of interesting ways to conveyyour message – try not to be the bor-ing guy at the party.”

Operator’seco work isrecognised ALL 38 Freedom Leisure centreshave been accredited with the ISO14001 Environmental ManagementSystem standard.

The certification demonstratesthe not-for-profit trust’s commit-ment to improving environmentalperformance, which includesencouraging staff to contributetheir own ideas on how they can begreener and employing an eco-champion at each site.

Freedom Leisure environmentalmanager Simon Davey said: “Weare delighted that our eco work hasbeen recognised with this formalcertification.

“All of the 38 centres we operatehave their own environmentalimpact plans which work towardsreducing consumption of gas, elec-tricity and water.

“This will include a range ofmeasures such as sensor lighting,push taps, sustainable procure-ment and waste management.

“We aim to educate our cus-tomers about saving energy both inour centres and in their ownhomes.

“We have green tips on our noticeboards and we encourage all ourcustomers to help us save energyby turning off taps and showersproperly, and recycling their rub-bish.”


WANT TO BOOST YOUR BUSINESS AND RAISE YOUR PROFILE?6

Being runner-up helpsex-owner to stand outBy Christina Eccles

FORMER independent gym ownerAndy Peacock has told how beingshortlisted at the National FitnessAwards boosted his CV – and helpedhim make the move into an excitingnew venture.

Andy recently sold his gym inHonley near Huddersfield after run-ning it for 11 years and has taken on anew role with Club Training, where heis in charge of recruiting personaltrainers for operators such as DWFitness, JD Sports Gyms and LAFitness.

Covering the North East of England,he works with clubs from Barnsley toNewcastle to Hull finding the best PTsto work in the facilities.

And he told Workout that whenapplying for the job, having the kudosof being named runner up in the GymBased Personal Trainer of the Year cat-egory at last year’s NFAs made himstand out from the crowd.

He explained: “They saw my CVwhere I had mentioned the NationalFitness Awards’ shortlisting. If I amgoing to be in clubs mentoring per-sonal trainers then people need tohave respect for me. Having that tomy name gives me that credibility.”

Andy has also urged other trainersto follow suit and put themselves for-ward for an award this year, withnominations still being accepted via

the website www.nationalfitnes-sawards.co.uk

He added: “I would highly recom-mend personal trainers enter theNational Fitness Awards to help pro-mote their career.

“With thousands of trainers now inthe UK, it’s essential to distinguishyourself from the rest – becoming afinalist or winning can really help.

“Using the awards as a marketingtool has helped me tremendouslyover the years, either in my gym or formy own career progression.”� Are you a personal trainer who hasused the National Fitness Awards toboost your profile? If so, we’d love tohear about your success. Send yourcomments to [email protected] you could appear in a futureissue of Workout.

Andy Peacock

Tennis star Ana Ivanoviç has become a co-owner of Trainers4me.com – a digital platformwhich provides sports enthusiasts with immediate access to thousands of trainers acrossthe globe. Founded by Marko Filej and Alexander Tamarkin, the site aims to revolutionisethe consumer experience in the sports industry; offering customers access to trainers in avast range of sports. Ana said: “I am excited to be part of the amazing Trainers4me.comproject. The aim of Trainers4me.com is to build a worldwide community of sports lovers bydelivering the easiest and most cost-effective way of finding a top-class personal traineror instructor anywhere in the world. We provide instructors in almost every sport imagina-ble from golf to kite surfing.”


DANCE THE NIGHT AWAY AT OUR NFA AFTER PARTY 7

By Christina Eccles

SKILLSACTIVE has called on GPs inScotland to invest their trust in fit-ness professionals in the fightagainst obesity – with one inde-pendent gym already leading theway.

The organisation believes ScottishGPs should work at encouragingobese patients to seek guidanceand help from professionally quali-fied exercise referral specialists, fol-lowing a recent Scottish HealthSurvey, which revealed 64.6 percent of all adults aged 16 plus wereoverweight (including obese) in2013.

Some organisations in Scotland,including Think Fitness 4 Less gymin Hawick, have started to intro-duce exercise initiatives and areworking to build closer relation-ships with the NHS to help tackleobesity.

All the gym’s staff are REPs accred-ited and for the past three years,they have run The Biggest Loserweight loss challenge to help agroup of local people incorporateexercise and healthy eating intotheir lives and try to lose weight.

In the most recent challenge, par-ticipants achieved a record total

weight loss of 24st 5lbs with thehelp of exercise classes and healthyeating programmes run by the gymspecialists.

And since the success of the chal-lenge, the gym has been workingwith the NHS Trust to deliver pro-grammes to other members of thelocal community.

Co-owner of Think Fitness 4 Lessand a member of SkillsActive’sScottish Executive Committee, GregDalgleish, said: “We’re very proud ofthe success we had with this initia-tive but I do still feel that the NHSin Scotland needs to work harder tobuild relationships with local gyms,personal trainers and exercise spe-cialists to get people fitter andhealthier.

“I firmly believe that GPs shouldbe making the most of the greatexercise facilities on their commu-nity’s doorstep and positioningexercise as a prescription topatients, otherwise rising obesitylevels will only continue to put astrain on the NHS.

“I already see this happeningacross the board in England but itwould be great if Scotland couldmirror this with a well-establishedNHS referral scheme across allcommunities.”

Gym leads wayin obesity fight

SIX-time Olympic gold medal winner,Sir Chris Hoy, has invested in PureGym and is set to partner with thegroup as a special adviser.

In his new role, Sir Chris will act asan ambassador for the brand and willbe advising Pure Gym on the ways inwhich they can continue to enhancethe overall customer experience andsupport members as they strive to bemore active and achieve their goals.

He will also be acting as a consultantto the business on potential new Pure

Gym products and services.Pure Gym’s CEO Humphrey Cobbold

said: “We are absolutely delighted thatSir Chris Hoy is joining the Pure Gymfamily as an investor and adviser aswe open our landmark 100th site.

“Chris is a truly outstanding sports-man and a superb technician in termsof training expertise.

“As a multi Olympic medal winnerhe is well placed to advise onstrengthening our product offeringand services.”

Sir Chris invests in low-cost chainSix-time Olympic gold medal winner Sir Chris Hoy.


GAIN INSPIRATION AT THE NATIONAL FITNESS CONFERENCE8 www.nationalfitnessawards.co.uk

By Christina Eccles

OPERATORS across the UK have beenchallenged to take part in an innova-tive Precor fitness challenge, with thesupplier even offering to loan a pieceof kit to non customers who want toget involved.

The AMT Three Challenge will runfor three weeks in September andPrecor is asking clubs to pit theirmembers against the clock to see howfar they can travel in three minutes onits Adaptive Motion Trainer.

Gyms that are not yet supplied byPrecor will still be able to take part inthe AMT Three Challenge, with thesupplier offering a complimentaryloan of an AMT for the duration of thechallenge.

Those that rise to the challenge willhave the chance to win one of themachines for their club, while indi-vidual members who travel the fur-thest distance will have the chance towin a selection of prizes, including anexclusive bundle of sporting goodsworth over £1,000.

Participants can choose whether touse the AMT for stepping, climbing,striding or sprinting the furthest dis-tance and the overall operator winnerwill be selected by combining the fur-thest distance of their top 25 perform-ing individual members.

Male and female individual categorywinners will similarly be decidedsolely based on the furthest distancethey can travel within the time. In theevent of a tie-break, winners will beselected at random through a prizedraw.

Precor’s UK marketing managerJonathan Griffiths said: “The AMTThree Challenge is a fantastic way forgyms and health clubs to get theirmembers involved in this excitingnational campaign.

“Nothing fuels engagement morethan a bit of healthy competition,particularly when there are prizes onthe table.

“Clubs and gyms can also use thechallenge to entice new members tosign-up, or to encourage existingmembers back into working out afterthe summer lull.

“The challenge obviously offersvaluable engagement, PR and socialmedia opportunities to participatingclubs, but at its core this is a free-to-enter, fun challenge that promotessport, health and fitness.”

The challenge starts at 3pm onSeptember 3 and the winners will beannounced on September 23 at thisyear’s LIW.

Right up until the closing time of3pm, visitors to the Precor stand willbe able to take part in the challenge,attempt to win prizes, and gain a cov-eted place on the AMT ThreeChallenge LIW leader board.

To take part, clubs and individualscan register by emailing [email protected] before the entryclosing date of August 14.� Are you taking part in the chal-lenge? We’d love to see pictures ofyour members and their efforts. Emailus at [email protected] or contactus on Twitter @WorkOutUK using#gothedistance

Operators invited to rise tothe AMT Three Challenge

Jonathan GriffithsPhysical Company has strengthened itssales team by appointing Paul Farrell asaccount manager. Paul joins from JaymartRubber and Plastics, where he was sportsand leisure sales manager specialising insports flooring. He said: “I’m really pleasedto be working for Physical Company andadmire the way the business operates.There is great potential to grow the busi-ness, both through securing new accountsand maximising the service we offer toexisting accounts. Physical Company hasambitious plans and I’m pleased to be join-ing at this time as it is developing andgrowing.”

LAST CHANCE TO ENTER THE NATIONAL FITNESS AWARDS... 9

Top personal trainer and TV personality Katie Bulmer-Cooke has launched a new book.The book – No Added Sugar – is available in paperback and on Kindle from Amazon.Katie said: “I am thrilled with the reception the book has had, with sales across the worldalready. “It's all about my life, my business growth (including all the mistakes I've made)and my time on The Apprentice and what I really thought about it. I must admit I was a lit-tle nervous about sharing so much in the book but the feedback has been amazing so I'mreally happy I did.”Katie Bulmer-Cooke is pictured with her new book.

STAFF at CFM have been practicingwhat they preach, taking part in amonthly MYZONE fitness challengewhich pits them against colleaguesacross the globe.

All staff have been issued with MZ3belts that monitor their heart ratewhilst training and their first goal is toachieve 1,300 MEPs (MYZONE EffortPoints) in a month, equating to theWorld Health Organisation’s guide-lines on physical activity, which are150 minutes of moderate or 75 min-utes of vigorous intensity activity perweek.

MEPs are awarded for every minutespent exercising in their personalintensity zones – the more effort, themore MEPs – and if staff achieve thisthey earn four hours paid time off

work to use the following month. The four hours can be used for

longer lunch breaks, leaving early ona Friday or whenever it suits them.

Staff can also participate in anoptional challenge between CFMoffices in Nottingham, Chicago andMelbourne, which is held as a countryV country V country format and basedon the average MEPs per person, cre-ating a link between the three officesin three different countries.

Staff member Gareth Wallen said:“I’ve always loved exercising but thisjust gives me that added incentive.

“I appreciate the freedom of an extrafour hours off if I need them but evenbetter than that is being able to beatour colleagues in Australia andAmerica.”

CFM staff take partin global challenge

LIFE Fitness has announced thatSCIFIT Systems, Inc. will join thecompany’s brand family.

The addition of SCIFIT providesLife Fitness with an expanded prod-uct line-up and increased access tothe growing active aging market, aswell as the medical wellness andrehabilitation fitness segments.

SCIFIT was acquired by LifeFitness’ parent company, BrunswickCorporation.

President of Life Fitness ChrisClawson said: “With our industry

leadership and SCIFIT’s innovativeproducts and expertise within theactive aging and medical exercisecategories, the SCIFIT acquisitionpositions Life Fitness to provideproducts to support the rapidlygrowing senior population.

“Life Fitness will now be able toequip facilities from retirementcommunities and assisted livingcentres to nursing homes, long-termcare environments and rehabilita-tion centres with fitness productstailored for the facility’s users.”

SCIFIT joins Life Fitness family


CAN YOUR CLUB FLY THE FLAG FOR YOUR LOCAL AREA?10

A GROUP of disabled fitness instruc-tors have become the first to join anew scheme in Sheffield encouragingother people with disabilities to getactive.

Sara Belshaw, Sancharie Sorefan andScott Rotchell are part of the groupwho have started work placementswith health and fitness charity,Sheffield City Trust, as part of thenational InstructAbility course, whichoffers unemployed, disabled peoplethe chance to train as gym instructorsfor free.

The trio have completed their quali-

fication and are now working at thetrust’s sport and leisure venues inSheffield to engage more disabledpeople in fitness sessions.

Trust chief executive Steve Braileysaid: “We are incredibly proud to bethe first northern organisation to offerInstructAbility courses.

“We have welcomed our threeinstructors to the team for workplacements as part of our ongoingcommitment to health inclusivity. Weare dedicated to providing opportuni-ties for people of all abilities toimprove their fitness and wellbeing.”

Disabled instructors join schemeSara Belshaw, Sancharie Sorefan and Scott Rotchell have started work placements.

By Olivia Taylor

AN industry expert has offered adviceto leisure operators on how they needto ‘think creatively’ to boost business.

Speaking at the recent LFX confer-ence at Stockport Sports Village, busi-ness consultant Tony Majakas tolddelegates consistency is key when itcomes to branding your business, asare embracing developments in tech-nology and utilising social media.

He said: “The market is changingrapidly, so competition is going tochange.

“Technology will be your partner,the physical and digital worlds areconverging – if I do something physi-cal my phone picks it up.

“It will help you become a winner inthe future, I have no doubt about thatwhatsoever. Embrace technology.”

Tony also gave attendees some toptips on how to make the most of theirclubs.

These included:� Make your facility age appropriatefor the market you are targeting.� See how much each member paysinto the gym to explore secondaryspend opportunities.� Make your offering simple for peo-ple to understand.� Create new membership options.

� Measure progress to show membersthat their fitness is improving.� Look at additional revenue streamssuch as non access memberships.

The group was also educated onhow they can use simple marketingtools to promote their gym.

Tony added: “How do we showmembers that they’re getting better? Iffitness scores get better, members willstay longer – results inspire visits.”� What do you think? What are youdoing differently in your gym to getthe best out of your members? Let usknow by [email protected] and you couldappear in a future issue of the maga-zine.

Tony Majakas

Operators urged to‘think creatively’ toincrease business


GOT A MEMBER WHO'S ACHIEVED SOMETHING SPECIAL?12

By Christina Eccles

THE owner of a fitness clothing brandhas revealed why her gym based pop-up shops have been proving popular– for both her and the clubs she workswith.

Founder of ZaaZee Deborah Toddhas been achieving success selling herwomen’s fitness apparel online, buthas found that bringing her productsdirectly to customers via pop upshops in gyms is also working well;attracting attention from existingmembers and also helping the clubsto get some new faces through thedoors.

Deborah said: “One of the chal-lenges of being an online business isthat we are all about the feel and fit ofour products.

“These two areas you really have todo face to face with the customer.When we do pop ups, customers canphysically try them on – and mostbuy them.

“I enjoy being in that environmentand that then comes across. It’s reallybeen positive on both sides.”

Deborah also told Workout that cus-tomers are also enjoying the fact popups give them access to productswhich they cannot buy in other stores– meaning they will be able to pur-chase something quite different towhat most other gymgoers are wear-ing.

One of her most successful partner-ships has been with Roko HealthClubs, and general manager at RokoHealth Club York, MurtaghMulholland, said bringing in Deborahhas been great for them.

He added: “Here at Roko York welove to bring new products likeZaaZee to our members as you can’tpurchase the items in the mainstreammarketplace.

“I believe this adds value to not onlybeing a member of Roko, but givesyou more reason to come on differentdays when the shops are on.

“The product range ZaaZee sell arereally of an excellent quality and it’sreally nice to have a brand synergythat delivers quality to our customers.Deborah is a really outgoing personand loves talking to everyone so it’sengaging for the customer.”

Pop-up shops prove popularfor clothing brand owner

Pop-up shops in gyms have been successful for ZaaZee founder Deborah Todd.

SOUTH Downs Leisure is doing itsbit for charity by donating old uni-forms from over 350 staff mem-bers to Link to Hope.

Back in April, Worthing Leisurebecome a charitable leisure trust,changing its name to South DownsLeisure, which would have left allits old uniforms, including sports-wear, fleeces and shirts, redun-dant.

The solution was to give them topeople in need, with businessdevelopment officer and new uni-form coordinator Jenni Heirockorganising the donation.

Managing director of Link toHope, Worthing, Lisa Hector said:“Link to Hope reaches out to thosewho need it most; children andadults from the poorest, most vul-nerable and exploited areas ofvolatile, war-torn countries inEastern Europe.

“Donations are lifelines for thosestruggling to cope without a home,education, in poor health and nobasic human rights. That’s why weare so grateful to receive a largeconsignment like this from SouthDowns Leisure. People who aredesperately in need will benefitgreatly from warm clothing andother essentials.”

Old uniformsdonated to agood cause


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Welcome to WorkOut Weigh In – it’s your chance to have your say and share your views on industryissues. You can email us at [email protected] or you can message us on Facebook or Twitter.

IT’S that time of year again when it’sall systems go on the National FitnessAwards – and we have exciting plansin place to make sure this year’s eventis the biggest and best one yet.

Not only do we have the awards tolook forward to, for 2015 we’re alsoextending the brand to include thevery first National Fitness Conference,which will take place in the daytimeat The National Space Centre inLeicester, followed by the awards atThe Athena in the evening.

We’re really excited to be bringingour ideas for the conference to lifeand we can promise the day will bepacked full of inspiration, innovationand networking opportunities, alldesigned to help you boost your busi-ness and get 2016 off to a successfulstart.

Watch this space for lots of news onspeakers, sessions and how you canbuy tickets coming soon in the maga-zine – it will definitely be an event notto miss.

The awards are also going well thisyear and we’ve received some greatentries so far from gyms all aroundthe UK. It’s been really inspiring to

read about the amazing work somany of you are doing in your clubsand the many memorable stories youhave from your staff and members.

If you haven’t entered already, it’snot too late to get involved – but timeis running out to get those nomina-tions in.

Entries close on August 25, meaningthere are just weeks left to put yourfacility forward.

The awards are free to enter, can bea great boost for your gym team, raisethe profile of your club and allow youto potentially showcase your facilityas an award winning place to train. Soyou really have nothing to lose by giv-ing it a go.

Past winners and finalists havereported great successes off the backof being involved with the awards andthis year it could be your turn.

Find out more or enter atwww.nationalfitnessawards.co.uk andwe could be coming to visit you in thenext couple of months as part of thejudging process. Good luck everyoneand we’ll look forward to receivingeven more of your entries in the com-ing weeks.

Editor’s Comment

Follow us on Twitter @WorkOutUK or contact us onFacebook at www.facebook.com/workoutmagazine

This month’stop Tweets...

This month’s hot topic:

Who is getting together a team of members to take part in endurance events such as Tough Mudder orcharity races like Race for Life? How does taking part in team challenges help you better engage with yourmembers?Send your answers to [email protected] or contact us via Twitter or Facebook. We’ll print the best responses next issue.

Christina Eccles

@DFC_Neil: Great editorial@WorkOutUK for @TrainGravitywith them even sharing the pagewith the best DD provider @deb-itfinance :-)

@CherylHersey:@ChristinaEccles so excitedabout being a part of the@WorkOutUK @FitConference!Will definitely be an event not tomiss.

@Lesley_at_NS: Thank you@WorkOutUK for writing aboutBlackburn Sports and LeisureCentre and my work #fitness #fit-nessindustry #sales

@NSCvenue: @FitConferenceWe are very excited to host yourevent, it sounds fantastic.

@cimspa: Thx @WorkOutUK forfeaturing the @cimspa trusteeappointments in their July issue@nickmasson1@AndyJReed_OBE

@JacquelineTina: Lovely tomeet @ChristinaEccles from@WorkOutUK @FitProLive dis-cussing @WIFEEvent and shar-ing @ReflexRBar #fitprolive

@Andygillygill: Great two days@FitProLive meeting great peo-ple @katiebulmer1 @WorkOutUK@petecohen_ @DaveWrightCFMlove this industry.

@ScriptMktgSols: We’re allsuper excited for the first@FitConference at the @space-centre!! #fitness #conference#quirkyvenue

TWO daredevil Workout members ofstaff took a leap of faith in aid of agood cause recently.

Studio manager Stewart Holt andgroup production editor DominicMusgrave, who work for Script Media,which publishes Workout magazine,completed their first skydivefrom15,000 feet at Hibaldstow airfieldin Lincolnshire in aid of BarnsleyHospice.

Once the pair have collected all oftheir sponsor money they hope tohave raised close to £1,000 for thecharity.

Dominic said: “I’m not the best witheither heights or flying so was a bitapprehensive at first to say the least,but once I had got over the nerves andjumped out of the aeroplane it was anincredible feeling. I’m already plan-ning to do another skydive either laterthis year or early next.

“Everyone in Barnsley sadly knowsof someone who has spent their finaldays in the local hospice, so to raise asmuch money as we did for this greatcharity makes it extra special.”

Picture of the month

Daredevilscompleteskydive


WANT TO BOOST YOUR BUSINESS AND RAISE YOUR PROFILE?16Creating a ‘mass participation nation’ was the subject of a panel discussion atukactive’s annual Flame Conference. Olivia Taylor discovered how the industry can tapinto this trend.

FROM triathlons to runs and cyclerides, the popularity of large scale fit-ness events is growing; somethingwhich the panel was keen to discusswith delegates at the conference.

The experts: Parkrun’s director ofparticipation Chrissie Wellington;CEO of Human Race Nick Rusling;ultra-marathon expert Rory Colemanand director of customer experienceat Virgin Active Matt Merrick dis-cussed potential barriers preventingpeople from getting involved in massparticipation events – and how thesecould be overcome.

Chrissie told delegates about howthe Parkrun initiative – free weekly 5ktimed runs taking place around thecountry – aims to target everyone;

breaking down the barriers that nor-mal runs have and making themmore accessible.

No specialist equipment or kit isneeded; it’s not a race, children canenter and mums can run with theirbuggies.

But although projects like Parkrunare proving successful, she believesthere is still more that can be done toengage with a wider audience.

She explained: “We need to use lan-guage and imagery that will resonatewith people. We need to look veryclosely at the imagery we are using topromote events.”

The group agreed that pairing upwith locals to spread the word of massparticipation events would be a good

way to get more people involved inthe concept.

Chrissie added local champions inthe community could be a good wayto promote the idea of this type ofevents, while Nick added: “We needlocal partners to help us reduce barri-ers like cost and intimidation factorfor people who want to take part.”

According to the panel, seeing peo-ple participate in these kind of eventsacts as a good way to inspire andmotivate others to do the same, par-ticularly once the power of socialmedia has been utilised.

Rory added: “People are seeing otherpeople do things on Facebook, Twitterand YouTube and they’re saying, wait,I could do something like that.”

Creating a ‘mass participationnation’ discussed by experts

The panel discussed the growing popularity of large scale fitness events at the recent Flame Conference.

GYMS have been urged to takepart in a campaign to encouragethe public to keep an eye on theirblood pressure.

Know Your Numbers! Week takesplace from September 14 - 20 andcharity Blood Pressure UK hasasked operators to promote theevent to their members and directthem to their nearest PressureStation for a free blood pressurecheck.

CEO of Blood Pressure UKKatharine Jenner said: “Taking partin our award-winning Know YourNumbers! Week is a great way topromote healthy living and poten-tially improve the general health ofyour members by encouragingthem to come along to one of ourPressure Stations during the weekand get a free blood pressurecheck.

“As high blood pressure usuallyhas no symptoms educating yourmembers and encouraging themto get checked regularly meansthey can lessen the chance of moreserious health issues in the futuresuch as strokes and heart attacks.”

Gyms urgedto take partin campaign

HUDDERSFIELD’S new leisurecentre has claimed its first awardafter scooping a prize for buildingexcellence.

The centre – which opened inMay – won the community catego-ry at the West Yorkshire BuildingExcellence Awards.

Coun Graham Turner, cabinetmember for resources at KirkleesCouncil, said the success wasrecognition for the innovativebuild.

He added: “Since opening, thecentre has seen an increase of 1065Kirklees Active Leisure member-ships and is extremely busy with75,000 visits in the first month.Hopefully this will be the firstaward of many.”

New centrewins award


DANCE THE NIGHT AWAY AT OUR NFA AFTER PARTY18 www.nationalfitnessawards.co.uk

Are ‘big box’ gyms dead and does the growth of the boutique and budget sectors present a threat or anopportunity to traditional operators? Workout joined delegates at the recent ukactive Flame Conference to find outwhat the experts think.

WITH the emergence of specialist fit-ness offerings and wearable technolo-gy, there are more ways than ever forpeople to get active.

But how is this affecting leisure cen-tre and health club operators? Andwhat can the sector do to continueretaining and engaging new audi-ences in physical activity?

In a panel discussion – led by ukac-tive executive director Steven Ward –CEO of Oxygen David Stalker; PureGym COO Jacques De Bruin; manag-ing director of 1Life Neil King andmanaging director of BOOM CycleRobert Rowland shared their thoughtson the changing nature of the indus-try and how the emergence of otheroptions for consumers can encouragetraditional operators to think outsidethe box.

Neil said: “You can look at this diver-sification in the market as an oppor-tunity or as a threat. When a newcompetitor opens in town, it canaffect your business. It’s about howyou respond to the changing market.”

According to Jacques, low cost oper-ators such as Pure Gym have shakenthings up by attracting peoplethrough the doors who weren’t previ-ously gym members – and boutique

gyms could potentially do the same.However, Neil insisted there willalways be a place in the market forlocal authority clubs – if they movewith the times.

He added: “There is always going tobe a need for local authority leisureprovision. One of the things the bou-tique offering is doing is really help-ing us reinvent our businesses.

“One of the challenges of manymassive local authority buildings isfilling space. What do we put in thatempty space? Changes in the marketare forcing us to think differently.

“It’s also about activity outside withthe growth of outdoor fitness. Thereare opportunities not just inside thebox.

“The whole niche market concept isreally coming to fruition and as a ‘bigbox’ operator, I welcome that.

“Doing the things we have alwaysdone, will get the same results. In thefuture, I might have some of these ‘lit-tle box’ ideas in my big boxes, so Iwelcome it.”

With boutique fitness a hot topicright now, the team at BOOM Cycle isembracing the trend with its focus onoffering one type of class and deliver-ing a great experience to every indi-

vidual who walks through the door.And Robert told delegates they are

happy to work with other studios of asimilar nature to help this sector groweven further and get more people intogyms and studios enjoying exercise.

He added: “Other people are open-ing and we have been embracing itand are on friendly terms with the

owners. We will actively work togetherto boost this part of the industry.

“Disruption in the market can be agood thing. If you have people dis-rupting, you need to change withthat.

“Our goal is to raise that 12 to 15 percent and hopefully we’ll work togeth-er to help each other improve.”

Experts share their thoughts onchanging nature of the industry

The panel discussion led by ukactive executive director Steven Ward.

Founder of Freerunning Sebastien Foucan has partnered with Oxygen Freejumping, theUK’s first chain of trampoline parks, to give children and adults the opportunity to experi-ence freerunning ‘Foucan’ style. A dedicated 3,000sqft obstacle course will offer visitorsfreerunning opportunities alongside the 150 connected trampolines on the main floor.The first Foucan Freerunning Academy will be at Oxygen Freejumping in Acton, WestLondon, and all future Oxygen Freejumping parks across the UK will also host academies.Sebastien (pictured above) said: “I am very excited to be collaborating with OxygenFreejumping to create a new experience of Freerunning. What I am passionate about isdeveloping an environment where people can play with freedom because activity is vitali-ty. Oxygen Freejumping shares my vision and we are on a fantastic journey together.”

Photo credit: Kelly Reeves

CREATABILITY has started work on itsthird GLL Better Gym in Stratford.

The leisure design and build special-ists are creating a 10,000 sqft healthclub with 130 Technogym stations, afunctional training area with anXCube functional frame and a freeweights zone with dumbbells up to 40kg, squat racks, bench presses, a lift-

ing platform and Technogym purestrength plate loaded machines.

The gym will also feature a studiooffering a range of classes includingcardio, aerobics, dance, HIIT,Spinning and circuits, plus a stretcharea and changing rooms.

The £900,000 gym is due to openlater this month.

Specialists start work on Stratford gym

By Christina Eccles

AN innovative ladies only gym inChippenham has been using wear-able technology to help membersmanage a range of medical condi-tions and also boost their fitnesslevels.

Located in Chippenham, InspireFitness is the only private healthand fitness club in Wiltshire’s HealthReferral Scheme and offers ladies a30-minute workout using ahydraulic resistance circuit.

The gym, which has over 200members, commonly treats exercisereferral cases suffering hyperten-sion, joint replacements, bad backs,depression, osteoporosis, arthritis,fibromyalgia and obesity andinvested in MYZONE to help coachthese members and others afterseeing an advert in the industrypress.

Club manager Elaine Lill said:“Lots of ladies don’t feel comfort-able exercising in a mixed gym andmany of the women referred byhealth care practitioners come to uswith little or no confidence.

“Ladies-only gyms are often seenas somewhere that women go tomeet their friends for a chat ratherthan a serious fitness facility.

“We wanted our members to getresults and that’s only going to hap-

pen if they work hard. “As a very small facility, we didn’t

think we’d be able to affordMYZONE, but it was surprisinglygood value for money.”

After launching the technology inMay, about 35 per cent of the club’smembers are already benefitingfrom using it.

Elaine added: “We’ve found thatpeople who aren’t used to beingactive find it hard to judge howmuch they should be doing and ifthey are exercising hard enough.

“This makes it hard to motivatethem, but with MYZONE we areable to show them exactly whatthey’re doing in real time andwhether they need to move faster orwith more intensity.

“It makes it so much easier tocoach them. They see the tile on thescreen and they just get it. In fact,often you don’t have to even pushthem; they know if they need to uptheir game.

“MYZONE is teaching our mem-bers what is effective in changingtheir bodies.

“And we now have a tool thatenables us to coach them specifical-ly to reach their goals.

“Achieving personal bests aren’tmedals to our ladies; for many it’sabout living the best life they canwithout pain or disease.”

Technology usedto boost fitness

GAIN INSPIRATION AT THE NATIONAL FITNESS CONFERENCE 19

SAM Taylor describes herself as a “30+unfit, gymphobic, mum of three, whoenjoys indulging in a glass of wine (ortwo).

“Fuller figured with questionablepelvic floor muscle and past commit-ment issues with a loathing of floor toceiling mirrors!”

She set herself a challenge of trying100 different sports and fitness classesin a year and embarked on a journeyof one of the most interesting andchallenging years of her life!

The aim was to create a blog abouther experiences of the different class-es she tried (go to www.sofadodger.co.uk/blog/my-top-3-fitness-classes-which-i-tried-as-part-of-my-100-sports-challenge)

Sam said: “It turns out that we don’tlive in the 1990s anymore and thiscentury has thrown up a plethora ofdifferent fitness classes to try. Some ofthem I’d never even heard of andsome I couldn’t even pronounce.

“I wanted to find a local class thatwas challenging, fun and calorie bust-ing.”

Sam tried a whole range of fitnessclasses and activities and even triedonline exercise and personal trainingtoo.

She added: “I then selected myfavourite by looking at the pros andcons of each experience to find myperfect fitness class.”

With classes tried and tested... enterKettlercise as my number one.The one class which fulfilled her crite-ria was Kettlercise.

“At no point did I think that thiswould be my knight in shiningarmour class, given that I have always

laughed off having bingo wings andno upper body strength but althoughI found the class challenging, I fin-ished it feeling that not only had I hada proper workout but that I reallyenjoyed it too.

“I had to kiss a lot of frogs but in theend, I found the number one groupfitness class which felt that it had hitall the ’right bits’. It was definitelychallenging, fun, calorie busting andleft me feeling I wanted more ofKettlercise!”

To become a Kettlercise instructor see theadjacent advert for further details, go to

www.kettlercisecertification.com or call 01282 698698.

Kettlercise is Sam’snumber one class

PULSE is to design and fit out a state-of-the-art fitness suite at ImperialCollege London’s new residentialcomplex in North Acton.

A £1.3m investment by the collegewill see Pulse design, develop andequip the facility, which will be opento Imperial’s student residents free ofcharge, in addition to staff and privatemembers.

The facility will be fully operated byPulse, as part of their Club Pulse divi-sion and will open in time for the newacademic year at the start of October.

Director of club operations at PulseWarren Ormerod said: “As a UK com-

pany we’re excited to be working withone of the top ranked universities inthe UK and indeed the world, and willstrive to create a facility which reflectsthese high standards.

“With extensive experience operat-ing dual use facilities in higher educa-tion institutions, as well as providingequipment and delivering design andbuild services, we really understandwhat works for private members andstudents alike.

“We are confident we’ll not onlymeet but exceed the objectives andtargets set in terms of usage, retentionand revenue.”

Pulse to design and operate gymThe new facility at Imperial College London will open in time for the new academic year.


LAST CHANCE TO ENTER THE NATIONAL FITNESS AWARDS... 20The first UK based Meeting of the Minds took place prior to this year’s FitPro Live; attracting a range of world classspeakers eager to share their thoughts on the industry and predictions on upcoming trends. Workout editorChristina Eccles was among those lucky enough to be invited along. Here she reports back on the day.

World class speakers predictindustry’s upcoming trendsMOVEMENT, Mindset andMetabolism was the theme of the daylong educational event, hosted byFitPro and Lifetime Training andattracting some of the industry’s topPTs and fitness experts.

Originating in Colorado over sevenyears ago under FitPro’s PTontheNetumbrella, the UK event, held withsupport from partners Matrix, TRX,MYZONE and PTA Global, saw about160 industry professionals receiveexclusive invites to attend London’sExCel to learn from some of theworld’s best.

First up was personal trainerAnnette Lang who addressed dele-gates on behaviour change andexplained why trainers should seethemselves as ‘experience designers.’

Her advice on creating a seamlesslydesigned experience for clientsincluded focusing on personal devel-opment – who are your clients, whatcharacteristics do they have – sce-nario development – what will theyneed in the future and how can youhelp them – and storyboarding – put-ting all of these ideas on paper to helpvisualise their experience.

She was followed by Anthony Careywho revealed that when it comes topersonal training, in 25 years’ timewhat PTs do today will appear ‘archa-ic’ when compared to what they willbe able to do in the future, thanks toeven further advancements in tech-nology.

He also posed the question: if tissueheals why does pain remain? andexplained it's a bio-psycho-socialexperience – not all in the mind or allin the body.

Precision Nutrition’s Brian St Pierrespoke about the importance of keep-ing it real when it comes to nutrition,advising the audience to “only makenutrition as complicated as it needsto be, not as complicated as it canbe.”

He added: “Almost noone comes tous as a first choice; they have been onthe exercise and diet rollercoaster foryears. Nothing seems to stick forthem. They’re almost like ‘refugees’from diet and exercise.

“We need to specialise in under-standing where each client is going.Most of them do not lead a ‘fitnesslife.’ It’s important as a coach torecognise that.”

He also advised delegates to be a‘nutritional agnostic’, in other wordshave a varied toolkit available to suitindividual clients’ needs, rather thana one size fits all approach when itcomes to diets and healthy eating.

Industry innovator Douglas Heelalso spoke, telling the audience notall clients they will meet will be readyto do the work it takes to change theirlifestyles. And if that’s the case, “it’snot your job to fix them.”

Rodney Corn’s presentation focusedon asking ‘what’s your movementstyle?’, explaining that different peo-ple will respond to different ways ofexercising – and finding out yourclients’ preferences will be beneficialto both you and them when it comesto enjoyment of their sessions andgetting results.

He encouraged the audience to askthemselves and their clients:� Do you prefer structure or freedom

or both?� Routine or variety or both?� Practical or adventure or both?

The answers will then determinewhether your movement style is tradi-tional, progressive or hybrid – andtraining sessions can be tailored tosuit.

He added: “If I know your move-ment style, I can get you in the rightplace to help you want to come back.”

Also taking to the stage were TRXsenior director Alan Holl and head oftraining and development FraserQuelch.

Having held senior roles at bothFitness First and Virgin Active beforejoining TRX in 2014, Alan’s message atMeeting of the Minds was clear.

“The best trainers I’ve ever managedand worked with are self-educatorsand self-motivators; both are essen-tial traits required in the best person-al trainers and it’s these members of

staff that will strengthen your facility’soffering and keep your memberscoming back to your club.”

Fraser, meanwhile encouragedtrainers to empower their clients, sothey can confidently work out inde-pendently and are not always relianton them. He also explained why theyshould be looking to ‘coach’ ratherthan ‘train.’

He added: “I do not want to createhelpless little kittens. What I want tocreate are big, ferocious lions.”

Other speakers on the day includedIan O’Dwyer, author of Born to WalkJames Earls and Bobby Carpuccio,who emphasised that those workingin the fitness industry “do not merelytrain the human body, but the humanbeing who resides in it.”

He added: “Our belief is greater thanthe client’s doubt. Stand in that spacefor them until they can stand forthemselves.”

Some of the industry’s top PTs and fitness experts spoke at the first Meeting of the Minds event to be held in the UK.

THE event also had a big interactiveelement, with attendees filling in aquestionnaire on arrival and takingpart in a survey throughout the day,giving their opinion on sector specificissues, such as ‘how is technologychanging the way you work withclients?’, ‘do you believe the healthand fitness industry is evolving at afast enough pace?’ and ‘what wouldbe your top tip to becoming a suc-

cessful PT?’.One of the main takeaways from the

day was the value of learning, with 99per cent of those voting on the inter-active wall saying education beyond aLevel Three Personal Trainer qualifi-cation was important or very impor-tant. The registration questionnairealso showed there was an overwhelm-ing importance placed on the clientand client relationships, with atten-

dees citing the most important factorto being a successful PT as listening,communicating and interpersonalskills (36 per cent), while decidinganother top tip to being a successfulPT was all about building and main-taining good client relationships (35per cent).

Commercial director at LifetimeTraining Mike Jones added: “With somany talented minds all in one place,

we sought to use the event to capturenew thinking and find breakingtrends, which we certainly achievedthrough the registration question-naire and interactive survey wall.

“Our development team will put allof this feedback into use when look-ing at new initiatives for 2016, toensure we continue to create prod-ucts and services fit to drive ourindustry forward.”

Interactive survey allows attendees to give opinions on issues



True member engagementBy Dave Wright

HAVE you ever said “With our club,you are a member, not a number?”

Time and time again many clubs’use this ‘pitch’ to overcome or re-enforce their competitive edgeagainst the ‘other clubs’ in town.

Never before has there been such anopportunity or demand for facilitiesto wake up and focus on what setsthem apart from the rest. True mem-ber engagement.

With no extra cost or effort on yoursales and marketing budget, qualityservice will strengthen positive repu-tation, increase referrals and ulti-mately add more profit.

If you try these three simple steps,as basic as they may seem, you willno doubt be ahead of your competi-tion.

Use people’s names:It sounds like common sense, but it’san absolute winner every time.

Clubs where the interactionbetween the club and the staff are onfirst name basis ‘sells’ customer serv-ice without the sales pitch.

Knowing and using each other’snames, shows friendship and a levelof rapport far more than just beingknown as ‘that person from the gym’.It’s not hard to do, but very often neg-lected.

A great way to get your staffinvolved is to offer them a £20 cashbonus if they can go around the gym(at a time you specify) and name

every single person by first name. It’sa quick, simple and easy way to testyour staff to know and use people’snames.

Greet every single person:How long would you stand at thereception of a restaurant before youwould expect to be greeted?

It astounds me how many clubs youcan walk into and linger at receptionwithout even knowing who is sup-posed to be greeting you.

You should make it a set policy thatwhomever the first and last point ofcontact that people see when theyenter or leave the club are acknowl-edged every single time.

It may sound simple, but so manytimes club owners are busy on thephones or making protein drinkswithout acknowledging those thatenter and leave the gym.

If you are on the phone, eye contactwith a smile or nod of the head willdo.

Most people won’t mind waitingthree to five minutes when they knowyou are busy but have acknowledgedthem.

However, if you make them waiteven 60 seconds without any form ofgreeting, then you may lose themcompletely as a member and any pos-sible referrals.

To make sure your club doesn’t fallinto this trap, have your staff visitother clubs in the town and test thereception they receive when they lookaround.

This will pass some ownership ontoyour staff and the required process,enabling them to spot sloppy servicewhilst at the same time re-enforcingthe good service that you expect fromthem.

Correct members’ form:With the massive influx of self-employed PTs manning the gym floorit has become more apparent thatthese instructors ignore bad formunder the presumption that members‘should pay for that advice.’

This attitude, combined with the

notion that many ‘instructors’ don’thave the confidence, conviction orcommunication skills to approach amember doing exercises incorrectlyin fear of ‘upsetting them’ is whereyou can really prosper.

By offering the right instruction andcorrecting bad form in your gym, itshows your professionalism and pro-vides reassurance (if explained cor-rectly) that members will know thatthey are in ‘safe and capable hands’that will ultimately get you morereferrals, reduce attrition and there-fore cut your sales and marketingspend by half.

As studies continue to show thatthere are more ex-members thanmembers of gyms in the UK, there is ahuge potential for clubs to capitaliseon this market and ‘dazzle’ your exist-ing members with the service andtrue member engagement.

And like all things… an engagedperson is a valuable person.� Dave Wright is the CEO of CFM(Creative Fitness Marketing), CEOand creator of MYZONE, owner of theFeelgood Fitness and Voyage FitnessClub Chains, a former board directorof ukactive and founder of the IOU.With offices in Chicago (US),Nottingham (UK) and Melbourne(Oz), Dave’s companies have workeddirectly with over 5,000 health clubsacross 30 different countries, encour-aging people to be more and staymore physically active.

He may be contacted [email protected]

Dave Wright


GOT A MEMBER WHO'S ACHIEVED SOMETHING SPECIAL?26

By Christina Eccles

KEEPING in mind the ‘eight Cs’ canhelp operators take their fitnessindustry businesses to new heights,according to consultant and formerMD of low cost airline bmibaby,David Byron.

Speaking at the ukactive Flame con-ference in Telford, David told dele-gates that focusing on these eightpoints – compliance, competition,cash flow, cost control, challenge,change, communication and yourcustomer – is key, and he advised thatwhen it comes to customer serviceand experience, it’s much better tounderpromise and overdeliver thanmake the mistake which many busi-nesses do and get this the wrong wayround.

He explained: “You need to under-stand where your business model is.Be realistic about it then under-promise and overdeliver.

“In a lot of of businesses it is theother way round – and that is badcustomer service.”

According to David, the term cus-tomer service is ‘overused and littleunderstood’ and businesses shouldbe working harder at managing

expectations. In the airline industry,he says the market was shaken upwhen the big players took their eye offthe ball, leaving low cost airlines suchas Easyjet and Ryanair free to stealcustomers by thinking outside thebox and offering something different.

In their model, instead of focusingon the peak seats which would proba-bly be sold anyway, they turned thesales model on its head and offeredthe less attractive seats first – for amuch cheaper price.

He added: “Ryanair pioneered thelow cost sales model by selling theseats first that wouldn’t usually besold.

“Every other airline said it wouldn’twork, now they all operate in thesame way.

“They revolutionised the whole ofthe marketplace by thinking outsidethe box.

“In gyms, sell your quiet times firstbecause the busy ones will go any-way.”

Remember the ‘eight Cs’,David advises operators

David Byron told delegates the term customer service is ‘overused and little understood’.

ADULTS with learning difficulties areexperiencing the benefits of groupexercise thanks to Impulse Leisure.

The company, which operates theLancing Manor, Southwick, Wadursand Chanctonbury Sport and Leisurecentres in West Sussex, has donatedused fitness equipment to AspirationsActive, a centre in Hove which catersfor people with complex learning dis-abilities as well as autism.

Following the installation of theeight pieces of Technogym Easyline

resistance equipment, AspirationsActive has introduced a weekly cir-cuit-style class which allows the cen-tre’s users to exercise in a safe andcontrolled environment.

The new circuit class has been a bighit with participants, according toYasmin Cummins, an exerciseinstructor with Impulse Leisure whodelivers the class at the centre.

She added: “I can't believe how wellthe sessions are going. There are notmany activities that can keep the par-

ticipants’ interest for an hour, but theclients are engaged and enthusiasticin every session.

“Their level of activity has graduallybuilt up over the weeks and now eachperson is transferring independently,following instructions and workinghard.

“All too often you hear how peoplewith additional needs need our helpand sympathy, but this group proveshow they can be strong, fit andengaged. They are a real inspiration.”

Circuit class proves to be a big hit

£4.6m centregets thumbsup at eventTHE new Cotlandswick LeisureCentre in London Colney hasreceived a thumbs up from thelocal community who turned outto attend an open day.

Deputy mayor of St Albans Cityand District, coun Gill Clark, cut aribbon to formally open the new£4.6m leisure facility following a10-month construction project.

A raft of free activities were alsolaid on by leisure managementcompany, 1Life, which runs thefacility on behalf of St Albans Cityand District Council.

General manager at the centre,Martin Holland said: “It was fan-tastic to see all the different facili-ties that the centre offers beingused by the local community.

“Outside young people were hav-ing a great time on the pitches andindoors the laser tag was particu-larly popular.

“It’s been a great start and nowwe need to continue to build onthe successful opening.”

TWO experts in physical activityand public health have joinedSlimming World’s specialist advi-sor panel.

The new appointments are DrWilliam Bird MBE, chief executiveof Intelligent Health and one ofthe UK’s leading experts on physi-cal activity, and Professor MikeKelly, former director of the Centrefor Public Health at the NationalInstitute of Health and CareExcellence.

The panel brings together lead-ers in a range of obesity andbehaviour change disciplinesincluding nutrition, physical activ-ity, psychology and child and pub-lic health.

Experts join panel


WANT TO BOOST YOUR BUSINESS AND RAISE YOUR PROFILE?28

Champions do extraBy Mark Laws,Jordan Fitness

PEOPLE are always asking what ittakes to be successful. How do weachieve everything we ever wantedand more?

I have three words that are a goodstarting point – discipline, dedicationand determination.

Of course there are other aspectsthat come in to play but very rarelyhas someone reached the upper eche-lons of their chosen profession with-out mastering these three areas.

I recently read a great book by JamesKerr called Legacy. It is predominant-ly about the author’s time spentbehind the scenes with the NewZealand All Blacks, but there are plen-ty of other anecdotes to reflect on –this one in particular left an impres-sion on me and needed to beshared…

Károly Takács is not exactly a house-hold name, nor will he go down inOlympic history, however, his story isone that we could all learn somethingfrom.

Takács was a talented marksmanfrom Hungary. In 1936 he had ambi-tions of competing in the OlympicGames but was denied because inpre-war Hungary only officers wereallowed to qualify.

Undeterred he set his sights on the1940 games hoping he could becomean officer in the meantime and thusfulfil his dream.

In 1938, an unfortunate incident

with a grenade left Takács with a shat-tered hand. His right hand. His shoot-ing hand.

Always willing to find a way aroundany obstacle Takács trained himself toshoot left handed and was quicklyshooting with the same level of accu-racy with his non-dominant hand…in plenty of time for the 1940 OlympicGames.

In 1939 World War Two was declaredand as a result the 1940 and 1944Olympic Games were both cancelledas war ravaged Europe. Takács foughton, literally.

Not only did he survive the war,

serving on the front line, but he alsoimproved his shooting skills everystep of the way.

Finally, he was rewarded with anopportunity to compete in the 1948London Olympics. 12 years after hewas initially rejected because of hisjob status, 10 years after losing hisshooting hand and eight years afterthe Olympic Games were first can-celled, Károly Takács won an OlympicGold medal in the rapid fire shootingevent, breaking a world record in theprocess… with his non-dominanthand.

Discipline. Dedication. Determination.With this story in mind, what excus-

es have you used recently not to dosomething? You were too busy? Youwere too tired? Your leg hurt a bit? Youhad your hand blown off by a grenadeand then spent six years fighting inone of the bloodiest wars of all time?You have a headache?

More often than not we can easilyfind an excuse to avoid somethingthat requires a lot of effort.

However, the people who becomemost successful are the ones thatrefuse to let any obstacle get in theirway. Whatever stage you are at in yourcareer/sport/fitness training justremember one thing – champions doextra!� For more information on howJordan Fitness can help you achieveyour best email [email protected] or visitwww.jordanrbt.com.

Mark Laws

LEICESTER will host a pioneeringconference next year to promotecities which support cycling, walk-ing and active lifestyles.

The Active City conference willbe held at the Curve from May 18-20 and will attract local, nationaland international delegates andspeakers.

It will also offer delegates thechance to tour the city by bike,taking in some of the improvedcycle ways and footpaths devel-oped as part of the ConnectingLeicester scheme.

City mayor Peter Soulsby said: “It demonstrates that Leicester is

a forward-thinking city and it is anendorsement of ConnectingLeicester, which links key areas ofthe city centre for pedestrians andcyclists to get around more easily.

“We know that encouraging sus-tainable travel has many benefits –it supports healthier lifestyles, it isenvironmentally friendly and itmakes cities work for the peoplewho live in them.

“This conference will help us tolook at how lessons from aroundthe world can be applied here, tak-ing inspiration from the expertsand learning more about how wecan support sustainable travel.”

Leicester tohost cyclingconference


DANCE THE NIGHT AWAY AT OUR NFA AFTER PARTY30

By Christina Eccles

A GREAT customer experience isabout ‘high touch’ not ‘high tech’according to an expert, who believesoffering that all important emotionalconnection can be key to the successof a brand.

Consultant and former e-commerceand marketing director at BestWestern, Tim Wade was among thespeakers at the recent ukactive FlameConference where he gave a presenta-tion focusing on creating a customerexperience people remember.

To achieve this he urged businessesto start by looking at their clarity andpurpose – why do they exist for theircustomers and staff?

He also suggested they look at howto deliver ‘hallmark moments’ in acustomer journey, so for gyms, think-ing about where the journey starts forcustomers and what they can do tomake it a memorable experience andform an emotional connection.

That connection, according to Tim,can be achieved by creating human tohuman moments, which in returncreate customer loyalty; or as heprefers to look at it, kinship.

He said: “It’s much more powerful tothink of it as kinship.

“If you want to build long term loy-alty, you have to build an emotionalbond.

“CrossFit has grown because it

offers a sense of belonging. Peoplewear their CrossFit t shirts withpride.”

Tim also shared his experience ofbuilding the Best Western brand andalso urged operators to look for inspi-ration from the best in class in otherindustries, such as Google and Apple,rather than other fitness providers.

He added: “The budget sector wasgrowing, the luxury upscale sectorwas performing well. Best Western isin the middle market – and the mid-dle market was getting killed.”

To boost their business, the compa-ny came up with the strapline of‘hotels with personality’, celebrating

the fact that each of their hotels isindependently owned, but also high-lighting the key values shared acrossthe group about offering a great cus-tomer experience at each property.

He added: “It was a wonderfulopportunity. Having a hotel brandwhere everything is different givesyou the scope to think differently andwe thought, how do we elaborate onthat independence?

“When you go to a hotel, you wantto have an enjoyable experience,something with personality. Thatbecame our overriding strategy andpurpose. As an independent hotelowner, that’s pretty motivating.”

Emotional connection keyto success, claims expert

Tim Wade urged businesses to start by looking at their clarity and purpose.

A resident at a care home in Bearsden hasproved age is no barrier to keeping fit bycelebrating her 106th birthday with a spe-cial exercise class, designed by award-win-ning social enterprise, Oomph! Flo Smith,the oldest resident at Antonine House, cele-brated her birthday with a lunch for 40 ofher family and friends and a specialOomph! class with music chosen by her. Theclass was taken by activities coordinatorSamantha Dougan, who has undertakentraining from Oomph! to deliver chair-based exercise classes to her residents thatuse colourful props, popular music andthemed imagery.


GAIN INSPIRATION AT THE NATIONAL FITNESS CONFERENCE 31

London’s Queen Elizabeth Olympic Park will host the first UK Color Run Night in September. Thousands of runners will light up London asthey make their way through illuminated ‘color zones’ , bubble stations and blacklight areas, before crossing the finish line to enjoy aglow in the dark ‘color throw’ festival finish. MD of event organisers IMG Challenger World James Robinson said: “We’re thrilled to belaunching the first ever UK edition of The Color Run Night in 2015, it’s already been a huge success in the US and we know our ‘ColorRunners’ are going to love it too.”

Gym that welcomesall proves successfulBy Olivia Taylor

A GYM that welcomes everyone fromelite athletes to fitness novices isproving successful.

The Underground Gym in Brightonopened in September 2014 and hasgone from strength to strength since,with all kinds of different peoplecoming through its doors.

Ultimate trainer and co-owner SolGilbert said: “We decided exactlywhat we wanted to do. In this indus-try there has to be something avail-able for everyone, we don’t just wantto cater for one kind of person.”

The gym offers members the latestStar Trac equipment, a dedicatedfunctional area, a combat ring, aladies section and a physio and reha-bilitation facility.

Sol added: “We’re like a big commu-nity. It’s amazing to see people happyin an environment that you’ve creat-ed.”

Locals are offered two types ofmemberships; £39.99 with classes forpeople who prefer to train in a groupenvironment, or £29.99 for just gymaccess.

Sol said: “We’re affordable but wehave really good equipment. Wewanted to give more for less.”

Online the club makes sure that

they engage potential members withsocial media and relevant blog posts,but the best form of marketing in Sol’sopinion is members getting goodresults.

He also develops all the classes,which are designed to test people ofall fitness levels. Whether a person isfit or unfit they’re able to work them-selves in the sessions.

He added: “The classes are great forpeople who don’t want to get toogeeky about their training, they’re forpeople who want to come, burn calo-ries and feel great.”� Have you recently opened a gym?We’d love to hear from you! Send yournews to [email protected] andyou could appear in a future issue ofWorkout.

Both elite athletes and fitness novices are members at The Underground Gym in Brighton.

EVERYONE Active is striving toincrease participation levels by form-ing a national partnership withBadminton England and rolling outits PlayBadminton framework acrossthe 60 sites in the 102-strong groupwith a sports hall.

The partnership will see EveryoneActive roll out Badminton Englandcampaigns – including No Strings,Battle Badminton, Smash UpBadminton and Essentials Badminton– and as part of the agreement, staffat Everyone Active’s facilities willreceive regular training from

Badminton England to develop theirknowledge base.

Badminton England’s regional par-ticipation managers will also offerongoing support on sales, develop-ment and marketing.

The pair will also work together totry and secure capital grant funds tofurther invest in the sport.

Everyone Active activities and fund-ing manager Chris Duncan said:“We’re so pleased to be working withBadminton England and to be thefirst national operator leading theway with the PlayBadminton frame-

work approach. We currently haveover 43,000 attendances just in bad-minton activities every year and thatfigure doesn’t include casual andmembership players.

“We’re confident that with the addedsupport of Badminton England andthe PlayBadminton framework, wewill increase this number and seemore people in the communities weoperate playing the sport on a regularbasis. The latent demand for bad-minton nationally is enormous withover three million adults play everyyear.”

Operator teams up with Badminton England


LAST CHANCE TO ENTER THE NATIONAL FITNESS AWARDS...32

Advertiser’s announcement

Innovation – a new approach

Innovations goal – Learning what thecustomer valuesThe big danger with innovating is tobuild something the customers don’twant – so the first goal is to learnwhat they want.

However the problem with innova-tion is customers do not know whatthey want in advance so they cannotanswer this in questionnaires orfocus groups; experimentation hasto be the route taken, actually show-ing customers what they will be get-ting.

By experimenting with customersand measuring their reactions, qual-itatively and quantitatively, theyreveal what they value.

Test your assumptions – ValidatedLearningEvery innovation starts with‘assumptions’ – assuming what thecustomer will value.

So first there is a need to identifythe assumptions and then identifywhich experiments can be run oncustomers to see whether or notthese assumptions are correct.

Once an experiment has been runto test an assumption ‘validatedlearning’ has taken place where you‘learn’ if the assumption was corrector not.

When the first budget gym wasbuilt, the operator was testing theassumption that customers wouldvalue a gym offering stripped of allluxuries and positioned at a reducedprice point.

This assumption was proved cor-rect and the operator achieved ‘vali-dated learning’.

When assumptions are incorrect –PivotingSo ‘validated learning’ is proving ordisproving the innovations assump-tions.

If the assumptions are provedwrong then there is a need to ‘pivot’.A ‘pivot’ is to change direction andcome up with alternative assump-tions.

They in turn need to be tested.

Minimum Viable ProductsWhere the ‘lean’ aspect comes intoRies’ process is that the experiments

that are run to test the assumptionsneed only be as small as possible.

If learning is the primary goal thenhow can it be done as quickly and ascheaply as possible?

“A Minimum Viable Product is theminimum that needs to be built totest the assumption.”

For example, if you want to try outsome new products in the gym, startwith one.

If you want to trial a new layout,set up one gym using the assump-tions you want to test, and measurethe outcome of the experiment,before rolling out to other sites.

The process can be summarised asfollows:

Then start again. It is an iterativeapproach, each time round the cyclegetting a better and better to fit withwhat customers value.

The goal is to go through the cycleas quickly and cheaply as possible tolearn what adds value to customers.

It is very rare that innovators get itright the first time.

The next big innovations?The lack of measurement in the‘BUILD – MEASURE – LEARN’ feed-back loop could be the reason whythe health and fitness industry lagsbehind other sectors when it comesto innovation.

Operators keep making assump-tions and building, but there is nomeasurement to close the feedbackloop and test assumptions, so novalidated learning takes place.

This makes operators cautious andconservative in how far they pushinnovation.

Many operators are usingGYMetrix as a way of testing theirown innovative assumptions to seewhat is working and what is notworking for customers.

Innovation is a bottom up, decen-tralised and unpredictable thing.

The best ideas come from frontline staff who interact with cus-tomers on a daily basis.

If forward-thinking operatorsintroduced systematic BUILD –MEASURE – LEARN feedback loopsinto different gyms running differ-ent experiments, thought up by dif-ferent staff members, who knowswhat innovations they could comeup that generate real value for cus-tomers?

Rory McGown

I’d like to share an approach to business that is gaining momentum around the world. It’s based on a bookcalled The Lean Startup by Eric Ries, and it has revolutionised the process of innovation. Rory McGown, founder,GYMetrix.

Identify Assumptions – Set outwhat the innovations assumptionsare about what you think cus-tomers will value.

Build Minimum Viable Product –What is the quickest cheapest wayto experiment with customers totest the innovations assumptions?

Measure – It is vital that measure-ment processes are set up.Feedback and data, both qualita-tive (what they like and don’t like)and quantitative (how many peo-ple use it and find it valuable).

Learn – This generates ‘validatedlearning’. Were the initial assump-tions correct or incorrect? Is thereis a need to pivot? What are thealternative assumptions? Eric Reis



PLACES for People Leisure hasbecome the first organisation toreceive a Quest Stretch validation insports development, with Quest rat-ing the organisation as outstanding.

The operator, which has fully inte-grated Quest principles into its sportsdevelopment working practices, hasbeen the highest scoring team forQuest in sports development fromaround 60 organisations for the lasttwo years.

The outstanding banding demon-strates the team’s continual commit-ment to providing quality facilities

and service to its customers.PfPL partnerships director Rich

Millard said: “It is great news for allour staff to be recognised as the firstorganisation to receive Quest Stretchfor Sports Development. It’s the pas-sion and genuine desire to continual-ly improve what we do that is the cor-nerstone of this achievement.

“To be considered ‘outstanding’ inthe modules for IncreasingParticipation and CommunityEngagement also reflects on the part-nership working we undertake withour 35 local authority partners.”

Validation first for operator

Pictured from the left are: Rich Millard – partnerships director, Catharine Simonds – groupmarketing manager, Susan Rossetto – group health and wellbeing manager, Nicola LaNiece – group gymnastics manager, Andy Read – safety and quest manager, Clare Hayler –group HR manager and Katie Mason – business development co-ordinator.

HORIZON Leisure Centres hasopened its new three-storey gym and50-capacity studio at Waterlooville.

The gym is part of a two-phaseextension plan that will increase andimprove the range of leisure facilitiesavailable to the community.

Chief executive of Horizon LeisureCentres, Howard Broad, said: “Havingopened a hugely successful new gymat Havant Leisure Centre last July, Iam extremely proud to be openinganother fantastic new gym within ayear at our Waterlooville centre.”

Three-storey gym opens at leisure centre


SPORTS and leisure trust Life Leisureis working with local transport firmBelle Vue Manchester as its first cor-porate partner on a campaignencouraging Stockport youngsters tobe more active.

The initiative, called Life LeisureKids, is aimed at youngsters agedfrom five to 13 and features weeklyclasses at four centres, in activitiesranging from Zumba and cheerlead-ing to weightlifting and soccer.

To encourage maximum participa-tion, these classes take place at peaktimes to fit in with the periods whenparents are able to work out in thegyms.

Membership of Life Leisure Kids –which costs £12.99 a month – alsoincludes free swimming sessions anddiscounts off holiday camps andbirthday parties.

With the strap line ‘Keeping YourKids Moving’, Life Leisure is publicis-ing its campaign on 13 Belle Vueschool buses, and in return the com-pany is being promoted on radio andTV in the gyms, and on advertising

boards around the all-weather pitchat Stockport Sports Village, Woodley.

Life Leisure’s marketing managerLaura Mylotte said: “We are delightedto be working with Belle Vue inStockport as we campaign to encour-age youngsters to be more activethrough Life Leisure Kids.

“Belle Vue safely transports thou-sands of children to and from swim-ming lessons across Stockport andbeyond, and its commitment to pro-viding for children is very muchaligned to that of Life Leisure.”

Trust and transport firmjoin for kids’ campaign

Laura Mylotte and Belle Vue Manchesterdirector Phil Hitchen.

CHANGING ROOMS AND SECURITY34

AT this year’s Leisure Industry Week,Codelocks will showcase the latestproducts in its KitLock range of digitallocks for gyms and fitness clubs.

The new NANO90 is the ideal com-pact solution for lockers that can beeither flush or surface mounted.

With a footprint of just 30 by 90mm,it’s perfect for the smaller wallet orpersonal effects lockers found inmany pay-as-you-go or pop up stylegyms.

KitLock digital locker locks aredesigned specifically for securinglockers without using keys or fobs.

To access a locker, members simplypop in their mobile phone, wallet andkeys, enter their own four-digit codeon the keypad, then ‘lock and go’.

Free to work out without having to

carry anything around. The lockremains secure until the memberreturns and enters the code to reopenthe locker. The locker is then free forthe next person to use.

If a member forgets their code,employees can open the locker usinga ‘technician code’.

This simple management processcuts down the time employees spendsorting out issues with lockers.

The NANO90 provides an almost ‘fitand forget’ solution – performingapproximately 100,000 operationsfrom just one coin-cell battery.

For a product demonstration, visitCodelocks at LIW on stand F54. For more

information on the new NANO90 visitwww.codelocks.co.uk/kitlock/nano90-kit-

lock-furniture-lock.html

When size really does matter

Let’s get digital– shaping upgym security By Grant MacDonald

WITH theft an ever-present threat inmany sporting club venues, balancingthe need for access control whilemaintaining a relaxed environmentfor members can be tricky.

As well as deterring intruders andsafeguarding against theft, a club’saccess control also contributes to theoccupants’ health and safety and isvital to its smooth running.

Thanks to advances in technology,the choice available to clubs hasnever been so great, with most optingfor some form of electronic accesscontrol system as the primary sourceof entry for members.

These systems can utilise a widerange of technologies includingmagstripe keycards and readers, con-tactless radio frequency identification(RFID) cards or fobs with proximityreaders, or biometric systems thatscan physical attributes, such as fin-gerprints or retinas.

Leisure clubs are often busy, multi-purpose buildings hosting many dif-ferent public and private areas, whichare open for long periods of the day.

The challenge for managers is howto restrict certain areas once mem-bers are inside – not every area shouldhave free access, some will need to bekept off limits or restricted to certainmembers of staff only.

This might be, for example, areascontaining members’ personal infor-mation, first aid or medical equip-ment, electronics or machinery,chemicals and cleaning equipment.

While traditional key-operated locksoffer good levels of security, manag-ing their use in buildings with manydoors can be a complex task.

Keys have to be cut and issued tothe correct members of staff; lost keysneed to be replaced (and so too thelocks); doors need unlocking andlocking again, all taking time andmoney to manage on a large scale.

Digital keypad locks present clubswith another option, especially thoselooking to upgrade locks and keys orrequiring a standalone solution –where the addition of further accesscontrol will not impact the main sys-tem.

Codes are issued to appropriatemembers of staff for entry to areaswithin the club where access needs tobe controlled.

If a staff member leaves, the codecan be reset and issued again.

Making regular access code changeswill ensure a digital keypad lockremains effective and help detercodes from being misused or passedon. An important consideration inselecting a digital keypad lock is theconvenience of programming thecodes.

High performance electronic lockscan be programmed via a PC usingsoftware to change the access codesand new lock settings uploaded usinga USB stick.

This feature can save a significantamount of time and also make itmuch more likely the codes arechanged on a regular basis.

All the access codes and programscan be viewed on the computer, giv-ing the manager clear visibility ofhow, where and when access permis-sions were set up and used.

It’s not just doors that can besecured without keys.

Digital keypad locks are also avail-able for lockers as a replacement fortraditional key cam locks.

The locks work in exactly the sameway; using a code to unlock the lock-er, not a key.

The main advantage here is that themember does not have to carry a keyaround with them while they areusing the club and, because there isnothing physical to lose, some of thevulnerability associated with lockerskeys is removed.

There are many applications inleisure environments where digitalkeypad locks can provide a cost-effec-tive and manageable level of accesscontrol, without the hassle of usingkeys. � Grant MacDonald is managingdirector of Codelocks.

Grant MacDonald

Createability has completed work on a £450,000 redevelopment of the wet sidechanging rooms at Kingfisher Leisure Centre in Kingston Upon Thames. The centre,managed by Places for People Leisure on behalf of Kingston Council, has beenimproved by reconfiguring the existing space to include more lockers and cubicles,including family, group and disabled changing, as well as additional toilet facilities.Individual shower cubicles have also been included in the main changing area design,as well as a refurbishment of the existing pool side drench showers. Managing direc-tor of Createability Ian Cotgrave said: “The new design is more family orientated.There was limited space to work with but we have managed to fit a lot in, includinga number of shower cubicles within the main changing area, enabling customers towash in private after their swim.”


SECONDARY SPEND36

ORANGINA has become the latestbrand to be added to LucozadeRibena Suntory’s interactive multi-brand vending machine, offeringclubs even more opportunity to max-imise their drinks sales.

The vending machine offers touch-screen technology, a shopping cartfunctionality allowing customers topurchase multiple products at onetime and a cashless payment option.

By housing a range of brands, it alsoenables leisure facilities to accommo-date the needs of different users.

Category director at LucozadeRibena Suntory, Georgina Thomas,said: “Vending provides a massiveopportunity for the leisure industry ashydration is a key purchase influ-

encer. With our market-leading vend-ing machine, we are able to help out-lets capitalise on this sales opportuni-ty and open up a new channel ofprofit.

“With 15 per cent of people decidingnot to buy if they can’t find the prod-uct they want, it is vital that establish-ments provide a wide variety of topperforming brands.

“We are confident that by addingOrangina to the range, we are offeringconsumers greater choice of brandsthey know and love.

“Orangina is being supportednationwide through a £4m campaign,so we expect the brand to be front ofmind as our customers introduce themulti-brand vending machine.”

Orangina added to brand’svending machine offering

By Christina Eccles

SOCIAL media has allowed individ-uals to become ‘24 hour mediacompanies’, with fitness profession-als perfectly placed to capitalise onthis to boost their businesses, anexpert has claimed.

Fitness presenter Rachel Holmeswas among the speakers at thisyear’s FitPro Live, where she adviseddelegates on how to use socialmedia to build their online busi-ness.

Her top tips included setting outyour social media strategy by find-ing out who your demographic is,then specifically targeting themusing tools such as tailoredFacebook ads.

According to Rachel, trainersshould also be using social media to

drive traffic to their website to cap-ture email addresses; allowing themto connect further with existing andpotential clients – and potentiallysell to them.

She explained: “A mailing list is keyto developing passive income. If youare serious about building yourbrand and business online, that isgoing to be your holy grail.

“Facebook ads are the most costeffective, brilliant way to get cus-tomers on your list. It’s never beeneasier to target the right people.”

Rachel also advised fitness profes-sionals to use their time wisely –concentrating on the parts of thejob they are best at and employingsomeone else to do the rest.

She added: “Your time is so valu-able.

“If you don’t want to keep updat-

ing Facebook, pay someone else todo that.

“Outsource what you’re not sogood at and focus on what you aregood at.”

Rachel also told the audience thatcustomers are unlikely to give youtheir email address for nothing – soit’s important to give them some-thing in return for signing up; goodexamples include things like a sevenday HIIT workout or an abs pro-gramme.

And once you have their details,the content you post is key to keep-ing them interested and responsivewhen you do have something to sellto them.

She added: “Post good content ona regular basis. If you give this awayfor free, then selling contentbecomes valuable.” Rachel Holmes

Fitness professionals perfectly placed tocapitalise on social media, expert claims

‘Minimum friction’key to secondaryspend success By Christina Eccles

CREATING a ‘frictionless’ experiencefor members to make it as easy aspossible for them to buy additionalproducts and services can be keywhen it comes to secondary spendsuccess, according to an industryexpert.

Speaking at the recent LFX event atStockport Sports Village, CEO of CFMand MYZONE Dave Wright presentedsecondary spend ideas from aroundthe world, many of which he’s pickedup from visiting clubs and speaking tooperators across the globe.

Dave explained to delegates thatthere are three ways in which clubscan make more money:

1) Increase their customers.2) Increase their prices.3) Increase the yield per member.And that increasing the amount of

money you generate from each mem-ber can create vital secondary spendrevenue for operators – especiallythose that make it easier for cus-tomers to buy goods and servicesfrom them instead of going elsewhere.

Dave said: “If the value outweighsthe cost, you get the deal every singletime. Cost is not just to do withmoney, it can be time or effort. If it’seasier for them to buy it from you,then they will.”

Dave also advised operators to lookat what other industries are doing forinspiration, using the example ofMcDonalds staff who are taught to tryand upsell every customer, asking ‘Doyou want fries with that?’

His other top tips included: � Define your market – this is nowbeyond the four walls of your club.Can you make secondary revenuefrom non members?� Take notes and utilise technology.Encourage your staff to take notes

and develop that personal connectionwith members – remember informa-tion about them. � Think on behalf of a potentialmember – how easy do you make itfor them? � Sell your club’s fame and success –use motivational images and quoteson the walls and success stories frommembers.� Be an expert in your market – offerup your services on health and fitnessto local media.� Connect with other providers inyour town to offer discounts to mem-bers.

He added: “Consumers want infor-mation and people can get informa-tion at the click of a button. That is a‘frictionless’ experience.

“Do you understand the journey ofyour members? People stay with youbecause they get what they want withminimum friction.”

Dave Wright


GOT A MEMBER WHO'S ACHIEVED SOMETHING SPECIAL? 37

INNOVATIVE operator 1Life hasbecome the first leisure provider inthe UK to offer free short walks at allof its leisure centres in a bid to makephysical activity more accessible.

Working with Walking for Health –England’s largest network of healthwalk schemes – and local authorities,the walks will last anywhere between15 minutes and one hour.

All walks will be based from 1Lifeleisure centres and will be led bytrained walk leaders and volunteers.

Head of health and physical activity

at 1Life Matt Charles said: “We arevery excited to be working withWalking for Health to deliver this newinitiative.

“We fully support the Walking forHealth vision for everyone to haveaccess to a short, free and friendlywalk within easy reach of where theylive.

“Our leisure centres are ideally posi-tioned to act as a walking hub thatcommunities can easily find andaccess, to give them the opportunityto join our free walking programmes.”

Operator launches walking scheme 1Life will offer free short walks at all of its leisure centres.


SUPPLEMENTATION AND NUTRITION38

USN introduces Collagen andCLA drink to support workoutsUSN has launched a new Collagenand CLA drink in time for summer.

To help support cartilage and bonein the body and improve the elasticityand regeneration of skin, the newdrink, part of USN’s Body Makeoverrange, helps in nourishing the bodyfrom the inside out.

With collagen being a key protein inthe body, making up part of the con-nective tissue for the cohesion ofmuscle, cartilage, bone, and muchmore, this is premium supplement.

As we age, it is a well-known factthat collagen decreases, howeverUSN’s Collagen and CLA drink fea-tures a rich source of amino acidglycine to help with the production ofcollagen throughout the body sup-porting metabolic functions anddetoxifications.

Supporting muscle tissue and help-ing repair the body from within, thedrink contains Peptan, the same col-lagen as that found in human bonesand skin.

It also has the added benefit of con-

taining inulin, a natural storage car-bohydrate, and Conjugated LinoleicAcid (CLA) at a level that cannot befound within normal foods.

Available to buy from www.usn.co.uk,selected Superdrug, Holland and Barrett

stores and independent health stores.

Gold Standard Nutritionostrich meat lasagne A GREAT recipe from Dr Emma Kirke,it allows you to control your macrosbut still packs a healthy punch of pro-tein from a quality meat source.

Ingredients:Two GSN ostrich burgersOne tin of chopped tomatoes100g feta cheese 1/4 cup unsweetened almond milk,one tsp Vitafibre or agave, or honey,two tsp of Hale Naturals originalpeanut powder, one tsp mustard. Garlic, chilli flakes, oregano andchives.

MethodPre heat your oven to 200°C.Defrost your ostrich burgers and

break each one up with a fork. Place the meat from one burger into

the bottom of your oven proof dish.Spread half of the tin of tomatoes ontop of the meat and season with thechives, garlic, oregano and chilliflakes to taste.

Lay an even spread of Rizopialasagne on to the meat. Spread themeat from the second burger on top

of the Rizopia and repeat the toma-toes and seasoning.

Place your final layer of Rizopia onto this and then mix a cup ofunsweetened almond milk, two tsp ofHale Naturals peanut powder, one tspVitafibre and one tsp mustard thor-oughly in a bowl and spread onto thelasagne.

Sprinkle the 100g feta onto the sauceand season with chives and chilliflakes.

Bake in the pre-heated oven for 30mins on 200°C.

Test by pushing a knife through themiddle to make sure that the Rizopialayer is soft. If not cook for a further10 minutes.

Serves two.This recipe was submitted by Dr

Emma Kirke. To stay up to date withher recipes check out @DrEKirkeOstmon Twitter.

If you would like to have a meal ofyours featured on our blog pleaseemail an ingredients list, method andsome photos taken throughout theprocess of making it to [email protected]

Muscle Mousse has unveiled its new-look pouch packaging, which will roll out over thesummer, as well as making improvements to the flavour of its products. The 750g, re-seal-able pouches are less bulky than tubs, with the company claiming they are perfect for con-sumers to take away on business trips to the office. Director Claire Harper said: “We arealways looking at ways to improve our product and we truly believe the mousse nowtastes better than it ever has. Protein shakes and supplements are often quite chalky orgritty in consistency, so it’s important for the mousse to be as smooth and delicious aspossible, while still providing a substantial amount of time-release protein. The pouchesare so much more convenient and look very stylish so should appeal to an even wideraudience.”

PT Kate creates abuzz with healthysnack bar business By Christina Eccles

PERSONAL trainer Kate Wallace hassuccessfully created a buzz with herhealthy snack bar business, which isproving a hit with everyone fromgymgoers to professional athletes.

Launched in 2009, getbuzzing flap-jacks are 100 per cent nut and wheatfree and available in flavours such asbanana, cherry and date and seed.

Kate came up with the idea afterrealising there were no products onthe market which adequately cateredto the needs of her two sportsmensons and after launching from herkitchen, the business is going fromstrength to strength.

She explained: “I was able to try theoriginal recipes out on my two willing‘guinea pigs’ – the challenge was tocome up with something that fulfilledall the nutritional requirements whilstbeing tasty and which two fastidioussportsmen would willingly incorpo-rate into their daily programme.

“The original bar was made in mykitchen at home and tested on friendsand my personal training clients. Iapproached a well-respected sportsnutritionist and dietician, whoseadvice proved invaluable and who isstill involved, writing nutrition advicewhich is published ongetbuzzing.co.uk”

Stockists now include Waitrose andHolland and Barrett and Kate has alsopartnered with operators includingDLL, Virgin Active and Nuffield Healthwho are looking to provide their

members with healthy snack options.She added: “We have a very good

relationship with the health clubs, forexample, David Lloyd and NuffieldHealth take great pride in supportingour brand in every way to benefittheir members.

“It’s our joint responsibility to edu-cate members on healthy snackingand fuelling pre and post workout.With a family membership too it’simportant that we cater for theyounger appetite/tastes; theWowbutter and Banana bars really area hit with the kids.”

Kate Wallace


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With trampoline-based fitness classes currently one of the hottest trends around, Workout’s Christina Eccles andLucy Dickinson took an early morning trip to Xscape Yorkshire to see for themselves why it’s becoming so popular.

Trampoline class putsa spring in duo’s stepYOU know you really want to try aclass out when you’re prepared to goto a session at 7am on a Saturdaymorning...

So after actually looking forward tosetting our alarms and getting up thatearly, we knew this was one we weredefinitely excited about giving ourverdict on.

As a child, I had my own trampolineand spent many summers in the gar-den bouncing around; meaning agrown up version, which promisedboth fitness benefits and lots of fun,sounded right up my street.

Our venue for the class, the GravityTrampoline Park at Xscape inCastleford, West Yorkshire, has beenopen since February, offering bothopen jump sessions and 30-minutefitness classes for up to 20 partici-pants, which cost £5 per person.

Business development and opera-tions manager at Gravity Fitness, EllieMcClaren, said: “The business isgoing very well, with a lot of interest.Xscape as a centre are happy to haveus on board and vice versa.

“We have developed the businessthrough the five months of beingopen with parents and toddler ses-sions, disability sessions, fitness ses-sions and the options for schoolpackages and open jump sessions.

“We also have an ever expandingchoice of party packages, workingwith Pizza Express, Ask, Nando’s andPrimo’s.”

Seven fitness sessions a week takeplace during term time and three in

the school holidays and these areproving particularly popular, accord-ing to Ellie, with classes booked upweeks in advance.

Billed as airborne ‘air-obics’, benefitsof the classes include improved car-diovascular health, increased legstrength, better balance and corestrength and enhanced co-ordination.

Ellie added: “They love it, time fliesand they are burning a lot of calories.Half an hour is long enough, especial-ly with the intensity.

“It is new, fun and even if people arenot strong enough or fit enough,using different muscles in differentways enables people to push them-

selves in different ways.”The early morning Saturday class,

which Lucy and I tried out, was quitea small group of just four partici-pants, but that worked well for us as itmeant that with different fitness andexperience levels, our instructorcould focus on each person individu-ally to ensure we were all getting themost out of the half hour session.

We both enjoyed the class as themoves were easy to follow, the musicupbeat and the instructor friendlyand motivating, and although the pairof us are big group exercise fans, itwas definitely different to anythingwe had tried out before.

Lucy added: “This class was defi-nitely one that I got thorough enjoy-ment out of – I never knew a workoutcould be quite as fun.

“I do a lot of classes, as I find them alot more motivating and this was oneof those classes that leaves you want-ing to keep going back.

“The different range of moves leftme feeling well exercised and theinstructor knew how to push you, butat the same time kept up the enjoy-ment factor.”

Plans are already in place to expandthe Gravity concept, with a new cen-tre opening in Maidstone later in theyear and potentially more sites in thepipeline to follow.

Other plans include introducingchildren’s fitness classes and sessionsincorporating Clubbercise and circuittraining.

The team is also working with alocal gym – BodyDesign Fit inPontefract – to work on new ideas toimprove the classes even further andEllie told Workout the options areendless when it comes to trying outnew things.

This type of class would be perfectfor people who may be intimated bygoing to the gym and want an acces-sible route into exercise, and after try-ing one out ourselves, it’s easy to seewhy they are taking off so well.

The session definitely left us with aspring in our step and we’d love to goback for another go – maybe evenorganising a party package for the restof the office to join us!

Benefits of the classes include improved cardiovascular health, increased leg strength, better balance and core strength and enhanced co-oordination.

Workout editor Christina Eccles gets airborne during the class at Gravity Trampoline Park.


WANT TO BOOST YOUR BUSINESS AND RAISE YOUR PROFILE? 41www.nationalfitnessawards.co.uk

FANS of gym fitness classes are nowable to choose not only what classthey do but when they do it thanks toFitness on Demand, the new interac-tive fitness system which offers morethan 600 classes as and when they aredesired.

FOD can help you make the most ofyour studio space without having toschedule more classes.

Working around your existing class-es, FOD complements the timetableyou already have in place and yourgym bunnies will love the flexibility ofbeing able to attend a class of their

choosing at any time that suits them.Classes offered cover the whole

spectrum of fitness from high energyclasses such as spin and aerobics tothe more relaxing, core strengtheningclasses like Pilates and are all easilydelivered at the push of a button to anindividual or a group.

Unique Systems Ltd is the sole sup-plier and installer of FOD and allaspects of Audio Visual solutions.If you want to know more about this excit-

ing product or any of our other servicesthen contact [email protected]

or call Chris on 07870 645078.

Tomorrow’s technologybringing fitness today SOUND Dynamics are proud to have

won a contract with Xercise4Less, kit-ting out all of their new health clubswhilst continuing to update theirexisting gyms with modern, state ofthe art AV equipment.

The two established companieshave both grown rapidly over the pastfew years and the fact that they’renow working together to get the bestresult possible is a great thing.

Sound Dynamics are typicallyknown for supplying portable soundsystems and mic systems to privateinstructors and PTs, but we’ve actuallybeen fitting gyms and health clubsout for years now.

Xercise4Less were impressed withthe level of understanding we have ofthe fitness industry and could see thatwe have tailor made, bespoke prod-ucts which we purposely build for usein gyms, spin studios and healthclubs.

MD of Sound Dynamics Ltd StuartWilkinson said: “Our systems offeruser-friendly controls and giveinstructors the confidence to carryout their work professionally.”

We’re looking forward to anotherbusy year ahead working alongsideXercise4Less.

For more information visit www.sound-dynamics.co.uk

Sound Dynamics teamup with Xercise4Less

The AoC Sport Fitness Trainer Competition national finals have taken place, with studentsfrom Loughborough College and West Cheshire claiming top honours. Jack Burbank fromLoughborough College was awarded top spot in both the Level Two Gym Instructor andVideo Competition categories, while West Cheshire's Joanne Beevers claimed victory in theLevel Three Personal Trainer section. 154 students took part throughout the year from 32colleges and 15 competitors reached the national finals. The overall winners received a£500 voucher to use with Premier Training International, a mentoring session with fitnessexpert Richard Callender, an Armageddon and Reebok goody bag, as well as anArmageddon trainer course. The top three in each category also received a 12-month freeREPs membership.

PHYSICAL Company has respondedto a demand for small group trainingby creating APEX: a series of six, 30-minute programmes designed to revi-talise the gym floor.

APEX classes are delivered by per-sonal trainers, ensuring high-levelinteraction with a small group of par-ticipants to give members personalattention – without the price-tag of aone-to-one session.

The different classes fulfil differentoutcomes and gyms can pick andchoose classes to suit their memberdemographic and timetable.

The sessions are strength, ignite,agility, core, release and active andPhysical Company will train eachclub’s instructors in the APEX classdisciplines and familiarise them withthe range of kit to be used.

Clubs will also be given supportmaterials and recommendations onhow to change the challenge every six

weeks to keep people on their toes –and getting results.

Physical Company managing direc-tor John Halls said: “Gym membersneed motivation, professional guid-ance, support and commitment ifthey are to stay engaged with exerciseand fulfil their goals.

“In an ideal world, every memberwould work with a personal trainerwho can provide all these tools butnot everyone can afford private train-ing and some people feel intimidatedby one-to-one sessions.

“APEX is a great solution as it givesgym members a private training feeland a high degree of motivation to trynew kit as well as the new class for-mat.

“As for the clubs, they benefit as thisnew concept will reignite people’sinterest in the gym floor and addvalue to the member experience with-out adding any cost.”

APEX classes designedto revitalise gym floor

TEESSIDE University is continuing itsinvestment in creating the best possi-ble student experience with the cre-ation of a new £2.75m health and fit-ness centre.

The centre will be an extension ofthe current Olympia Building and willbring together the University’s sportsand fitness facilities under one roof.

It forms part of the £30m CampusHeart development, which will com-pletely transform the look and feel ofthe University campus, and will belaunched in January 2016.

The centre will provide state-of-the-art cardiovascular and resistance fit-ness, free weights fitness areas, multi-purpose studios, specialist treatment

areas and a 30m sprint track. Chief operating officer at Teesside

University, Malcolm Page, said: “Weare always looking at ways to improvethe student experience and this con-tinued investment in our campus andfacilities demonstrates that commit-ment. The new health and fitnesscentre is yet another exciting develop-ment which will place health andwell-being at the heart of theMiddlesbrough campus andUniversity life.

“Campus Heart is a landmark devel-opment which is going to completelytransform the University and providea unique environment for students,staff and the community.”

University to createnew £2.75m centre

Precor has appointed a new member of staff, Justin Smith, as head of UK. Justin was previ-ously regional sales manager at Technogym and will assume his new role next month. Hesaid: “Precor has a history of delivering industry-changing firsts in its product innovationsand so I am excited to be joining the company during this period of growth and change,which will enable me to develop the business further, ensuring Precor retains its stronghold within the UK market place.”

DANCE THE NIGHT AWAY AT OUR NFA AFTER PARTY

AUDIO / VISUAL

42

If you’ve got a story for a forthcoming issue of Workout emailit to editor Christina Eccles at [email protected]

MATRIX Fitness is improving the 7xiuser experience with a free remotesoftware update that will add pro-gramming and new functionality tothe brand’s most advanced console.

Built on a platform designed for evo-lution, the 7xi keeps users connectedto the most current entertainment,social networking and fitness tracking.

UK product director Rob Knox said:“The 7xi was specifically designed toaccommodate updates and improve-ments; keeping the user experience as

up-to-the-moment as possible. “The changes will load automatical-

ly, so facility staff and members willnotice that the display looks different,and customers will discover new pro-grammes, such as the science-basedinterval-training Sprint 8 workout,which burns more calories, buildsmore muscle, and improves overall fit-ness in 20 minutes, three times aweek.”

For more information visit uk.matrixfitness.com

Free remote software updateimproves 7xi user experience

DEMAND for KETTFusion instructorsis at an all-time high with consumersall over the country asking for classesin their area.

Take advantage of this unique classby becoming one of the first facilitiesin your area to offer such a fun yetchallenging fitness class that will seemembers continually coming back formore.

Free class demonstrations will berunning throughout the SFN Expo atthe SECC Glasgow on August 29-30and at LIW at the NEC Birminghamon September 22-23.

Take advantage and get involved tosee how the class can help youimprove member retention andincrease member drive.

The next instructor training courseis taking place on November 6 inNewcastle at Project Fit, but you canhost your own instructor training dayin the meantime and save money inthe process.

KETTFusion founder, Michael Rosswill travel anywhere in the UK anddeliver the one-day training course at

a venue of your choice. Get fiveinstructors to sign up and the fifthwill go free. That’s a saving of over£250!

So, what are you waiting for? Signyour instructors up to become quali-fied KETTFusion instructors and startreaping the benefits of this awesomeclass.

For more information visit www.kettfusion.com

KETTFusion classes canbe tried for FREE!


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