HCM Oct 2019 PDF

GLOBAL MEDIA PARTNER
OCTOBER 2019
HCMmag.com
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UNITING THE WORLD OF FITNESS
V E R S A RY
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Trump
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Equinox and
SoulCycle and
that fundraiser.
What can be
learned?
p40
Paul Juris
Fitness meets
bouldering in Brooklyn,
with a sports PLUS
science bias
p28 Boxing sisters, Iraq p66
SC Fitness, Portugal p16
R-Fitness, Indonesia p10
Tanni
Grey-Thompson
ukactive is driving a huge agenda for change in
the activity sector, says its chair p60
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,WȷVLQWHUHVWLQJWRORRNPRUHGHHSO\LQWRWKHQXPEHUV Liz Terry, editor
DQGDQDO\VLVRIWKH*:,UHVHDUFKE\.DWLH%DUQHVHGLWRU lizterry@leisuremedia.com
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+4 4 (0)1462 431385 W W W.HCMmag.COM HCM@LEISUREMEDIA .COM W W W.LEISURESUBS.COM
©Cybertrek 2019 healthclubmanagement.co.uk October 2019 5

HCMmag.com
CONTENTS
Uniting the world of fitness
OCTOBER 2019 No 273
60 Tanni Grey-Thompson discusses ukactive’s priorities 10 Sjahrir brought indoor cycling to Indonesia
05 Editor’s letter 20 News

Stay up-to-date with the latest
10 HCM people news in health, fitness and physical
Gita Sjahrir activity from around the world
The founder of R-Fitness on becoming the
first boutique fitness brand in Southeast 27 Events calendar
Asia to secure venture capital backing Don’t miss these important industry
events taking place in October
14 Rachael Blumberg and November, including the Women
The creator and founder of Platefit, based in Wellness Leadership Conference and
in Los Angeles, is dedicated to educating the ukactive National Summit
people on the benefits of vibration training
28 Interview
16 José Teixeira Paul Juris
The head of customer experience at Brooklyn Boulders’ director of sports
SC Fitness in Portugal explains how science tells how the climbing brand is 90 How are operators
analysing data is the key to understanding incorporating fitness into its offering, with attracting members to
members and increasing retention tech that gives a workout efficiency score cryotherapy?
6 healthclubmanagement.co.uk October 2019 ©Cybertrek 2019

PHOTO BY ANDREW H. WALKER/GETTY IMAGES FOR THE BUONICONTI FUND TO CURE PARALYSIS
28 Paul Juris has created a

WHFKQLFDOʛWQHVVRʞHULQJDW
40 What can we learn from the Equinox/Soul Cycle controversy?
Brooklyn Boulders
14 Blumberg is
passionate about
vibration training
66 Cathy Brown is working with Yazidi women in Iraq
40 Equinox, Soul Cycle 66 Cathy Brown 90 Frozen

and Trump The former boxing champion is passionate Cryotherapy is taking off, with many
Equinox and Soul Cycle lost members about using the sport to increase confidence people attracted by a raft of cited benefits.
when it became known that the CEO of and reduce stress, through her PT training Cryo operators offer their advice
their parent company hosted a fundraiser course and her Boxing Sisters initiative
for Donald Trump. What can we learn? 97 Supplier showcase
74 Securing the Precor and Matrix share their latest
46 Sandra Dodd & silver pound operator case studies
John Oxley Attracting older members into health
The senior management team at clubs could drive significant growth for 100 Fitness-kit.net
Places Leisure discuss commercial the industry, but uptake is slow. How Product innovations
diversification and reveal a new launch can clubs secure the silver pound? Check out innovative new products in
health and fitness
60 Interview 80 The passion of
Tanni Grey-Thompson indoor cycling 102 HCM directory
The time has come for government to What makes indoor cycling so Dip into the HCM directory any time
act with urgency and focus for the health phenomonally popular with members? to find suppliers of products and
of the nation, says the ukactive chair HCM asks the experts services for your gym or health club

MEET THE TEAM
EDITOR PUBLISHER
Liz Terry Jan Williams
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Cybertrek Ltd 2019 ISSN 1361-3510 (print) / 2397-2351 (online)
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G I TA S J A H R I R
FOUNDER, R-FITNESS
What’s your background?

I’m originally from the US, from Boston,
Sjahrir moved and I went to college at the University
from the US to of Chicago. After college, I joined a
Jakarta, Indonesia ERXWLTXHLQYHVWPHQWEDQNLQJʛUPWKDW
to launch her specialises in the energy sector. This
cycling boutique, wasn’t necessarily my passion, it was
RIDE – now just something I got into when I was 22
R-Fitness but it taught me a lot about business
development and the art of negotiations.
At 27 I felt like I was going through
a midlife crisis and I didn’t know what I
really wanted to be doing. So I went to
business school – Wharton – because
the one thing I did love was business.
During business school I worked
in a hedge fund specialising in retail –
unfortunately I did this during the Wall
Street crash, a time that challenged
traditional businesses and corporations, as
many people realised that no job is safe and
began to pursue an entrepreneurial path.
So I thought, ‘I wonder what it’s like
to create a business and sell a lifestyle.
Could I do that?’
Why did you decide to launch in

Jakarta?
The US was a highly saturated market
already. I’m ethnically Indonesian – my
parents were political refugees to the US
in the 70s, which was why I spent the
majority of my life in the US.
But I decided that although I could stay
and do it in the US, going to Indonesia
would make my life more exciting!
Why cycling?
Cycling means a lot to me personally.
I’ve had advanced rheumatoid arthritis
since I was 22, and it was really severe.

HCM PEOPLE
RIDE was one of the

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Sjahrir wants to instil a positive
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way to educate and show the market

what a RIDE class entails.
We got to a point where we were
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was nice, but my larger business mindset
went, “no, let’s shoot for the stars and
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brands if we can because YOLO!”
Hence we needed outside capital. In
2017 we went to raise venture capital
funding, which was unheard of then for a
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We were shut down by about 60 investors.
To this day, my co-founder and I don’t
mind having our ownership diluted,
because our goal is to see how far we
can push this brand. Besides, the value
of outside investors isn’t just the money.
It’s the years of experience in building
businesses and helping their companies
reach for the stars. I believe that if you
want to go far, go together, if you want
to go fast, go alone.
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investor?
So after being rejected about 60 times
and getting depressed and doubting
myself, there was this venture capital
called Intudo Ventures and they were the
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So we both had big dreams. They were
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they brought in other incredible investors,
including East Ventures.
We raised a seed round in 2017, and
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raise venture capital backing, which was
positive for the industry as it signalled
that the industry had growth potential.
Since then we’ve built several more
studios and worked on a stronger
branding by building content and
improving the company. We have to
keep creating the groundwork to build a
more scalable business that continues to
challenge the industry.
What are your future plans?

I want to keep building our brand and
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to continue launching new products and
be open to mergers and acquisitions.
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HCM PEOPLE
People know yoga, Pilates, HIIT and Barry’s Bootcamp, but many don’t know
vibration training and it’s my intention, passion and purpose to
make it available and bring it to the world
R ACHAEL BLUMBERG
PLATEFIT: CREATOR AND FOUNDER
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studios and plans to expand with
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HCM PEOPLE
People often assume that those who pay more stay longer, but
we don’t see this. What we see is that if you have PT you stay
longer because you use more, not because you pay more
JOSÉ TEIXEIRA
SC FITNESS, PORTUGAL: HEAD OF CUSTOMER EXPERIENCE
What’s your back story?

I was a professional athlete in beach
volleyball and studied a degree in Sports
and Physical Education, before joining
Sonae Capital in 2004. Starting as a
sales consultant, I went on to be club
manager, area manager, operations
director and now head of customer
experience for the group, overseeing
projects, innovation and data.
What does your role as head of

customer experience involve?
My role is to improve service quality
and length of stay of our clients. Data
is the key to this: we have a business
intelligence department with two
business analysts and a psychologist.
Our company no longer has to make
assumptions, we can work out the
reason and support it with numbers.
We have a lot of data about
members: not only information like
age, gender, height, weight and health,
but their length of stay, and their
usage. We track entries and exits of
group exercise classes and use sensor
cameras to get further usage data, we
SURʛOHFOLHQWVDVZHOODVPRQLWRUZKR
is coming and who is leaving.
Has this data dispelled some

previously held assumptions?
A lot of them. For example, we have
found that overcrowding is much
more important than both cleaning
and maintenance in terms of its role
in causing a member to leave. If there
isn’t space to work out, because there
aren’t enough treadmills or room in
the class, they leave.
An instructor missing a class hurts José Teixeira says analysing data is key to understanding your members
the club a lot more than some hair in

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catering for everyone – from babies to seniors
the showers. Cleaning and maintenance

in the gym is important, but it is not as
important as many would assume.
We also found that older people stay
as members for longer: they have more
VWDEOHOLYHVDUHPRUHVWDEOHʛQDQFLDOO\
and move less. And people with a
contract also stay longer.
People often assume that those who
pay more stay longer, but we don’t see
this. What we see is that if you have PT
you stay longer because you use more,
not because you pay more.
What is the most important Pump is a low cost chain of 14 clubs, owned by SC Fitness
factor for improving member
retention?
Increasing usage. People who use
the club more, stay longer. For each
Q SC FITNESS OWNS 35 CLUBS ACROSS THREE
incremental visit per month, people stay BRANDS IN PORTUGAL:
1.26 months longer as members. As soon
as we sell a membership, we think about Solinca is a mid-market offering with younger people in their 20s and 30s,
retention: our sales consultants book the pool and fitness, catering for every membership is €20-€35 a month.
assessment when closing the membership age from babies to seniors, with the Three more will open this year.
DQGWKHQRXUʛWQHVVLQVWUXFWRUVKHOS most popular demographic being 40 SC Fitness owns one premium
people to build a routine. New members year olds. Priced at €40-€50 per club, which was acquired last year
are more likely to drop out, so it is month, there are currently 20 clubs, and rebranded to One. It is similar
LPSRUWDQWWRJHWWKHʛUVWGD\VJRLQJ with two more opening this year. to Solinca, but with higher quality
well: we aim to get new members to Purchased two years ago, Pump equipment and materials, less
FRPHWLPHVLQWKHʛUVWGD\V is a low cost chain of 14 clubs, which members and higher retention. It
We used to sell memberships and offer gym and group exercise costs €60-€65 a month and appeals
SHUFHQWRIWKHSHRSOHQHYHUHYHQ classes, but no pool. Popular among mainly to an older demographic.
came to the facility, because we didn’t
make an appointment for an induction.

HCM PEOPLE
Pump clubs are popular among

people in their 20s and 30s
Teixeira says group exercise

classes are great for building
commitment in members
Now 85 per cent or our new members How can other operators KDYHZLWKPHPEHUVLVDERXWFUHDWLQJD
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Hussle.
Powering UK gym growth
HUS
Put your gym in front
SLE
.CO
M
of millions.
“Our partnership with Hussle has

successfully enabled us to tap into a
brand new online audience, increase
footfall, generate additional revenue
and create upsell opportunities for
our staff”
“We find it’s a great way to get

new customers into our club,
many of which go on to become
members with us directly.”
International news
Deloitte: corporate wellness a ‘huge opportunity’ for sector
A
Deloitte report has a study of the corporate
suggested that getting wellness industry at a global
involved in corporate level. It found that 78 per cent
wellness programmes of employers were looking
could offer health and fitness to invest in physical activity
operators a huge opportunity programmes in the next
for revenue growth. three years and that most
The Deloitte Corporate of the current corporate
Wellness Report is based on wellness programmes
include initiatives focused on
promoting physical activity.
Among the existing
programmes, on-site fitness
classes and subsidies or
discounts for off-site gym On-site classes are among the most popular programmes
memberships are most
popular. In the US, 70 per conducted the study – the attract and retain employees,
cent of corporations include sector presents huge scope to promote healthy and active
these practices within their for fitness operators. lifestyles,” she said. “These
A rich opportunity exists wellness strategy in 2018. “A rich opportunity exists programmes are becoming
within the corporate According to Concepción within the corporate wellness increasingly popular.”
wellness market Iglesias, Sports Leader market, where companies are
Concepción Iglesias of Deloitte Spain – which investing in programmes to More: http://lei.sr/Q7D2d_H
GWI report: global physical activity sector now worth US$828bn

The physical activity economy Another finding is that the
is now a US$828bn (€752bn, average global participant
£655bn) market – and its value spends US$384 (€349, £304) a
is expected to grow further year on fitness-related activity.
to US$1.1tn (€1tn, £870bn) “Health clubs and gyms
by 2023. The figure comes have experienced tremendous
from a large-scale economic global expansion over the
study by The Global Wellness last decade, with over 50 per
Institute (GWI) called cent growth in revenues from
Move to be Well: The Global 2007-2018,” it says.
Economy of Physical Activity. “In 2017, GWI estimated
The physical activity that the fitness and mind-
economy is described as body sector was worth
incorporating fitness, sports, US$595bn (€534bn, £462bn).
active recreation, equipment, GWI says the global fitness industry is worth US$109bn When it comes to average
apparel/footwear, technology spend on physical activity
and mindfulness activities. d continues to be ‘fast and to devise new approaches and by person, North America
Among its findings are that furious’ in its growth. ways for people to get active. (US$1,345) and Europe
the global fitness industry is This is attributed partly to The report lists trends such (US$528) lead the way.
now worth US$109bn (€99bn, the fitness sector’s enthusiasm as HIIT and CrossFit as recent
£86bn) and that the market for innovation and its ability additions to the sector’s offer. More: http://lei.sr/t5J7d_H

Get live news at
www.HCMmag.com
Justin Musgrove appointed

CEO of Leejam Sports
S
audi Arabia-based further openings across the
Leejam Sports Middle East and North Africa.
Company has In a statement, a
appointed former spokesperson for Leejam said:
Bannatyne Group chief “Our aim is to be the best,
executive Justin Musgrove biggest and most advanced
as its new CEO. sports and fitness centre
Musgrove will take over chain in the Middle East and
the helm with immediate North Africa and to steer Musgrove: moved from Bannatyne to Leejam in Saudi Arabia
effect and will be tasked society towards a healthy
with further growing the lifestyle, encouraging people after it was revealed that market: Fitness Time and
company’s Fitness Time- to exercise daily.” only about 13 per cent of the Bodymasters, with around 30
branded chain of health clubs. While still considered to population exercise regularly. clubs in the central/eastern
With more than 100 sites, be in its infancy, the Saudi The NTP will see the region. The remainder of the
Fitness Time is Saudi Arabia’s fitness market is expected government invest market consists of smaller
largest fitness company to grow rapidly following the significantly in its ambition to operations and independent
and Leejam has plans to launch of the government’s increase the number of active health and fitness clubs.
expand the brand’s footprint National Transformation people from 13 per cent to 40 Leejam recently listed on the
internationally. It already has Programme (NTP) in 2017. per cent by 2030. Saudi Arabian stock market.
locations open in United Arab The NTP seeks to get There are currently two
Emirates and is in talks for Saudis more physically active, main players in the Saudi More: http://lei.sr/t6E8N_H
Ninja Nation launches global

franchise programme
Ninja Nation, the US-based franchising. Targeting the
operator of obstacle course family market, Ninja Nation
gyms, is looking to take the facilities are equipped with a
concept global through variety of obstacles catering
for “ninjas of all ages and
skill levels”, with the aim of
providing a space to “play,
train, and compete”.
Each site also has group
fitness classes for adults, such
as the HIIT-based H.E.R.O. Fit. The Ninja Nation fitness concept targets the family market
Ninja Nation currently has
seven sites across the US with competition – which had “When I started the company,
more in the pipeline. increased interest in obstacle I sensed there was a huge
The company was launched courses as an activity. unmet need for a fun, youth
I sensed there was a huge, partly on the back of the According to founder fi tness alternative to traditional
unmet need for a fun success of American Ninja Wayne Cavanaugh, the sports,” Cavanaugh said.
alternative to sports Warrior – a hugely popular company has ambitious
Wayne Cavanaugh TV sports entertainment expansion plans. More: http://lei.sr/g3A6s_H

UK news
Kobox expands London

portfolio with third studio
N
ightclub-themed free weights, resistance
boutique boxing bands and slam balls.
studio operator The latest studio was
Kobox has opened designed by architecture
its third London location in and interior design practice
Baker Street, Marylebone. SHH, which was given a brief
With the motto of “fight to bring Kobox’s nightclub The new Marylebone studio was designed by architects SHH
club meets nightclub”, Kobox theme to life with “unusual
offers 50-minute HIIT sessions design elements” that new sites across London a high-intensity environment.
accompanied by music and combined features from to accommodate a rapidly Our approach was to focus on
blacklights to simulate a entertainment venues with a growing client base,” said which elements would have
late-night entertainment modern gym facility. Rose McShane, project the greatest impact on the
venue. The training combines “This is the second location architect from SHH. overall user experience.”
boxing training with rounds we have designed for KOBOX, “People come here to
of strength training with which is expanding with experience a clubbing vibe in More: http://lei.sr/V4T2u_H
CMO report: 10 recommendations to end childhood obesity

The outgoing chief medical Solve Childhood Obesity, spectrum to come together
officer, professor Dame Sally professor Davies sets out 10 and take action. The health of
Davies, has called for urgent recommendations, each of our children is in your hands.
action across the industry which are supported by a wide You can take action because
– and the public sector – to range of detailed actions. you, on behalf of our society
help the government reach Aiming the report at shape our environment.
its target of halving childhood politicians and policymakers “You can – and must – take
obesity by 2030. “now and in the future”, Davies action now to ensure that our
In a hard-hitting writes: “Politicians, I call on children have the opportunity
report, entitled Time to all of you across the political to run, bike and play safely; The health of our children
is in your hands
The report calls for the creation of more Dame Sally Davies
active environments for children
have access to healthy and
affordable food; and are
protected from the marketing
of unhealthy foods.”
Among the recommendations
is a call to ensure that the
built environment encourages
physical activity and for
children to “grow up free
from exposure to marketing
and incentives to consume
unhealthy food and drinks”.
More: http://lei.sr/C7t3U_H
22
Get live news at
www.HCMmag.com
Digme to open sixth site in West

London – adds new yoga classes
Digme Fitness is expanding Breathe. Classes will be
its portfolio with the opening hosted in a bespoke studio
of a studio in Ealing, London. – ‘The Island’ – designed to
The site will be the “transform the body and
operator’s fifth in the capital mind”. The new opening
– and sixth in total – as it follows the announcement
looks to tap into the booming that Digme will begin
boutique market. offering its business model
To accompany the launch, to franchisees, as it looks to
Digme will be rolling out a new grow its brand in the UK and
yoga concept across its sites. internationally. five studios in London and one Digme is adding yoga to
The new Restore yoga Launched in 2016 by site in Oxford. the mix for the first time
workout programme will husband and wife team Geoff Digme offers pay-as-you-go as it opens its sixth site
comprise four classes; and Caoimhe Bamber, Digme indoor cycling and HIIT
Ignite, Calm, Recover and currently owns and operates training, as well as yoga. More: ttp://lei.sr/3g4E4_H
Lack of physical activity costing UK employers £6.6bn
G
etting employees more insurer AXA PPP healthcare.
physically active could It states that the UK would
save UK businesses receive the £6.6bn productivity
up to £6.6bn boost simply by all employees
through improved employee meeting the recommended
productivity each year. CMO guidelines for physical
The figure comes from The activity – 75 minutes of
Economics of Exercise: Measuring vigorous activity or 150 of
the business benefits of being moderate activity a week.
physically fit report, conducted The report draws upon a
by research group PJM range of sources – including
Economics on behalf of medical academic literature – and
uses economic value transfers
to quantify the value of
exercise to organisations.
“For many of us, finding
the time to be more active
is challenging,” said Eugene
Farrell, mental health lead at
AXA PPP healthcare.
“Employers are in a
unique position to positively
influence change that
For many, finding supports and enables
the time to be more employees to be more active.”
active is challenging The UK would get a productivity boost of £6.6bn if all
Eugene Farrell More: http://lei.sr/E4s2W_H employees met the recommended CMO guidelines

UK news Get live news at
www.HCMmag.com
Brits spending ‘twice as long’ making tea as doing exercise
T
he average UK and 15 per cent doing fewer
adult spends more than 30 minutes of moderate
than twice as long exercise a week.
making tea as they This means that 28 per cent
do exercising each week. of UK adults are classed as
A study of 2,080 UK adults physically inactive.
by ComRes reveals that
Brits spend an average of 40
minutes a day making tea –
equating to four hours and 37
minutes a week – compared
with an average of just 14
minutes’ moderate physical
activity a day, equating to one The study was published ahead of National Fitness Day
hour and 38 minutes a week.
Commissioned by health Inactivity isn’t down to show that despite our best
body ukactive, the survey also ignorance, however – 80 per intentions, modern living has
highlights a “glaring fitness Modern living has cent of respondents rank stripped physical activity
gap” in the UK, with 13 per stripped physical health as a priority concern. from our days.”
cent of respondents claiming activity from our days Huw Edwards, CEO of
not to do any exercise at all Huw Edwards ukactive, said: “The figures More: http://lei.sr/v8k7m_H
Pioneering GP practice launches its own fitness club

A medical practice is opening fitness club offering a range ParkRun and the Leamington
its very own fitness club, of activities – from yoga, Ramblers Association.
as part of plans to improve taekwondo and salsa taster “We feel strongly that we
the health and wellbeing sessions to HIIT session led by have a central part to play in
of its patients and staff. Wasps rugby players. helping people live more active
The Clarendon Lodge There will also be workshops lives,” said Dr Ollie Lawton, a
Medical Practice, north on how to get involved in partner at Clarendon Lodge.
of Leamington Spa in running, cycling and swimming, “It’s one thing to
Warwickshire, will launch a organised by partners such as give lifestyle advice in a
consultation, but getting We have a central part
The Clarendon Lodge Medical Practice is to open a fitness club involved in Clarendon Lodge to play in helping people
Medical Practice Fitness live more active lives
Club shows our patients Ollie Lawton
and our staff the practice’s
commitment to improving forward-thinking approach to
physical and mental health helping patients improve their
through exercise. health and wellbeing.
David Spraggett, chair “We need to future proof
of NHS South Warwickshire the health of our patients and
Clinical Commissioning Group, this initiative is an excellent
added: “I’m delighted to example of how we can do it.”
see one of our GP practices
taking such a proactive and More: http://lei.sr/P3M4H_H
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©2018 All rights reserved 2019 53
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UK news Get live news at
www.HCMmag.com
New campaign to promote mental health benefits of swimming
A
new campaign is on educating the swimming
promoting the workforce and facility staff
benefits that on mental health and use
swimming can offer social media channels to
to people struggling with share messages about how
mental health issues. swimming can support
The Get Set to Go initiative positive mental health.
– a partnership between Swimming pools and leisure
national governing body centres are being encouraged
Swim England and mental to work with Mind to gain
health charity Mind – will further insights and expertise
look to highlight the physical, in the area of mental health,
social and mental benefits of while a selection of fact
swimming. It will also focus sheets have been published The Get Set Go initiative will target people of all ages
to offer expert advice and said: “We know that physical

support for people with a activity can play a vital role
mental health problem who in the lives of people with
Physical activity can play a are interested in swimming. mental health problems.”
vital role in mental health Hayley Jarvis, head of
Hayley Jarvis physical activity for Mind, More: http://lei.sr/A9B2x_H
DW Fitness First launches Terminator-themed fitness campaign

DW Fitness First has teamed A set of TV ads – backed up available at all 120 DW Fitness
up with Hollywood film studio by digital, social and in gym/ First gyms and includes five
Twentieth Century Fox for its store communications – have exclusive six-week fitness
first-ever film partnership. The been created to encourage programmes, featuring themes
fitness chain is collaborating consumers to try out the and movements from the film.
with the studio on the launch newly created ‘The Dark Fate These include The Dark Fate
of the new blockbuster Challenge’ at DW Fitness gyms. Preparation Programme, Fat
Terminator: Dark Fate. The challenge has been made Burning Programme, Improving
Fitness Programme, Improving
The advertising campaign will feature Terminator: Dark Fate Strength Programme and Back
scenes intertwined with high-adrenaline gym moments Together Programme. The campaign is designed
To support The Dark Fate to support people to get
Challenge, DW Fitness First back into exercising
is introducing a new Be Back Sarah Coles
to Fit Programme to support
those who are new to the gym. been designed to support,
“DW Fitness First is motivate and excite people to
committed to helping get back into exercising,” said
everyone create positive Sarah Coles, head of comms at
fitness habits, and both The DW Fitness First.
Dark Fate Challenge and Be
Back To Fit Programmes have More: http://lei.sr/E4k4c_H

Events calendar
OCTOBER
18–20 | OM Yoga Show London
Alexandra Palace, London, UK
The total yoga experience under one roof, including free yoga
and pilates classes, a range of workshops, children’s yoga and
hundreds of exhibition stands covering all aspects of yoga,
pilates, ayurveda and naturally healthy products.
www.omyogashow.com
28 | Women in Wellness Leadership Conference

The Waterfront Beach Resort Hotel, Huntington Beach, USA
Calling all female leaders and women who aspire to

leadership in the wellness industry. This powerful day-long
conference will address some of the most pressing issues
facing women leaders and leaders-to-be with compelling
keynote speakers and breakout sessions.
www.americanspawiw.com
OM Yoga Show takes place in London this month

31 October | ukactive National Summit
QEII, London, UK
The largest political event in the sector’s annual calendar,

the ukactive National Summit brings together key
stakeholders from public health policy and beyond. The
event attracts senior influencers from across physical
activity, health, policy, brand, media, research, the
charity space and local authority commissioning.
www.ukactive.com
NOVEMBER
5–8 | SIBEC Europe
The Westin Dragonara Resort, St Julians, Malta
This event will bring the UK and Europe’s major operators ),%2ZLOOIRFXVRQWKHIXWXUHRIʛWQHVV
from the private, local authority and trust markets in
health, fitness and leisure together with leading suppliers 2-5 April 2020 | FIBO Global Fitness
to participate in a series of one–to–one meetings over two Cologne, Germany
dedicated business days.
www.sibeceu.com FIBO is an industry summit, education programme, and
fitness festival all in one. The long running event is the
5-8 | FSB world’s leading forum for the fitness industry and caters
Koelnmesse, Cologne, Germany for both business to business and consumer attendees,
welcoming over 150,000 visitors each year.
FSB sets the industry in motion: The world’s leading trade FIBO Cologne was the first event launched by Reed
fair for urban living environments becomes the global Exhibitions. Sister events have been launched in China,
hub for public spaces, sports and leisure facilities. Here is Africa, South America, the US and - new for 2020, Singapore.
where you can meet your international market players from
HCM is a global media
architecture, municipalities, sport and sport clubs. partner of FIBO
www.fsb-cologne.com

I NTERV I E W
PAUL
JURIS
Incorporating fitness into climbing, with new tech that gives your workout
an efficiency score. The director of sports science at Brooklyn Boulders, and
part of the team behind the new BKBX boutique, speaks to Kate Cracknell
What’s your background?

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PRYHPHQWWU\LQJWREHWWHUXQGHUVWDQGKRZDQGZK\ZHPRYHWKHZD\ZHGR
When did you join Brooklyn Boulders, and why?

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How would you describe the Brooklyn Boulders concept?

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28
PEOPLE ARE TOGETHER ON THE CLIMBING WALLS,
CHEERING EACH OTHER ON, COACHING EACH OTHER,
INTERACTING, LAUGHING AND ENJOYING EACH
OTHER’S COMPANY. IT’S A COMPLETELY DIFFERENT
ENVIRONMENT FROM ANYTHING I’VE EVER SEEN
very little inter-human interaction. Meanwhile, gaining a lot of traction as a recreational
at Brooklyn Boulders, people are together on activity, other opportunities were needed
the climbing walls, cheering each other on, to attract those who might end up climbing
Above: The Brooklyn coaching each other, laughing and enjoying each but who might initially be drawn to the
Boulders concept RWKHUȷVFRPSDQ\,WȷVDFRPSOHWHO\GLʞHUHQW facility by something else.
appeals to many environment from anything I’ve ever seen. Fitness was seen as something that could
audiences. It’s also very inclusive. Whenever you go in, do this, and something that would also
Below: There are you really do see people from all walks of life. provide a reason – among those who might
four Brookyn otherwise just come for fun every few
Boulders clubs Have you evolved the model? months – to come more regularly.
across the US 7KHUHZDVDOUHDG\DʛWQHVVFRPSRQHQWDW We now have classes designed to support the
Brooklyn Boulders, but there was a desire climbing community: Climber Core, Yoga for
among the management team to expand it. Climbers, Bootcamp for Climbers. It creates a
They acknowledged that, while climbing is OLQNEHWZHHQFOLPELQJDQGʛWQHVVGULYLQJPRUH

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casual climbers that ZKRPLJKWFRPHLQWRFOLPERQDGD\SDVV IRFXVRQVWDʞWUDLQLQJERWKLQWKHVFLHQFH
the clubs have a ZHFDQQRZGHPRQVWUDWHWKDWZHKDYHDOOWKH ȲWKDWȷVLPSRUWDQWWRPHȲEXWDOVRLQWKH
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What’s the ethos behind your offering? EXVLQHVVGLUHFWO\YLDDQHZERXWLTXHFRQFHSW
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WE’RE TRYING TO HELP PEOPLE UNDERSTAND EXACTLY
HOW MUCH EFFORT THEY NEED TO APPLY IN ORDER TO
GET THE BEST OUTCOME, SO THEY CAN DO IT OVER A
LONG PERIOD OF TIME AND NOT BURN OUT. THE OVERALL
TRAINING EFFECT IS THEN MUCH BETTER
If you have a very high heart rate and a very a workout, guiding people as to whether the
low performance output, that’s a bad thing: it HʞRUWWKH\ȷUHSXWWLQJLQLVSURGXFWLYH,V\RXU
means you’re over-exerting yourself and your heart rate going up and your force production
RXWSXWLVVXʞHULQJDVDUHVXOW going down? Then you’re over-exerting and you
Then there’s very low heart rate and very low QHHGWREDFNRʞ,V\RXUKHDUWUDWHKLJKHUWKDQ
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To measure output, we use triaxial RXWLQWKHSURFHVV7KHRYHUDOOWUDLQLQJHʞHFWLV
accelerometers and convert measures of WKHQPXFKPXFKEHWWHU
Juris says he’s acceleration to force – the force that people are
focused on using SURGXFLQJZKLOHGRLQJRXUZRUNRXWV,WDOORZV How has BKBX performed so far?
the most advanced us to create what we call an AQ – an Adventure I think we’ll cap membership at 500 – we only
technology to help Quotient – for each individual, which is essentially need around 250 members to break even – and
members train and DQHʡFLHQF\VFRUH,WȷV\RXUIRUFHSURGXFWLRQ we’ve sold 100 memberships so far; our location
perform better, in a relative to your heart rate response; the higher means we have a transient student population,
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to each individual :HWUDFNWKLVLQUHDOWLPHVRLQVWUXFWRUV six classes a day are already about 80 per cent
FDQRʞHUWKHULJKWDGYLFHRYHUWKHFRXUVHRI IXOODQGDUHJHWWLQJJUHDWUHYLHZV

The Brooklyn
Boulders sites
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designed to support
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What are your expansion plans? You say ‘aggressive’ growth, but is one
7KHʛUVW%URRNO\Q%RXOGHUVRSHQHGLQ or two sites a year really aggressive?
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BKBX features a recovery space with cryotherapy,

infra-red sauna and compression sleeves

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I’m convinced, after all these years, that role we may have there. I love the idea
it really does come down to the people and of it, but even though you’re in a virtual
the service that’s delivered: the quality of community, you’re still exercising in your
the individual leading the experience for the own individual space. It misses out on A new club in
member, how well trained they are, how the human interaction and connection of Brooklyn, New York
knowledgeable, how good at both answering %URRNO\Q%RXOGHUV6RDWWKHPRPHQW,ȷP will be a high-end,
and asking questions. still standing back and observing. multi-modality
I’m also developing more algorithms so hybrid facility, with
Will the BKBX model differ we can expand how we use monitoring three boutique
in future sites? technology to curate lifestyle experiences for studios, traditional
:HKDYHDORWRIʜH[LELOLW\LQWHUPVRIWKH people, getting even more into the prescriptive JURXSʛWQHVVDQ
programming and product mix. We’ll see what side. We want to make personalised open gym area and
EHFRPHVDYDLODEOHLQWKHGLʞHUHQWPDUNHWVLQWR recommendations whenever a member comes a recovery space,
which we want to move, and only then decide in – to be able to say, for example: ‘We know plus a climbing
which model to put in there. you’re planning to do a workout today, but experience
)RUH[DPSOHZKHUHWKHʛUVW%.%;LVYHU\ actually you’re really stressed and you could
much a boutique – a total footprint of 8,500sq over-exert yourself, so let’s go and do a
ft – the next venture will be a very high-end, recovery session with you instead.’
PXOWLPRGDOLW\K\EULGʛWQHVVEXVLQHVV7KLV I can’t give too much detail yet, but we’re
IDFLOLW\ȲDVTIWVLWHLQ%URRNO\Q1HZ looking at motion capture, sleep analysis,
York – doesn’t have 60ft ceilings, so it isn’t recovery, bringing together more information
amenable to a big climbing facility, but it is a about each individual than they can get
VLJQLʛFDQWVSDFH,WZLOOKDYHWKUHHERXWLTXH anywhere else – all as the basis for a really
VWXGLRVSOXVWUDGLWLRQDOJURXSʛWQHVVDQRSHQ robust, intelligent assessment model that we
gym area so people can just come and work use regularly in order to track change.
out when they want to, and a recovery space. We don’t want to be afraid to say: ‘You
2QHERXWLTXHVSDFHZLOORʞHUDYHU\QRYHO know, we’ve been doing this and it’s not
climbing experience that we’re designing at the really working, so let’s try something else.’ I
PRPHQW7KHRWKHUWZRZLOOEHERRWFDPSVW\OH WKLQNWKDWȷVWKHGHDWKO\IHDURIDORWRIʛWQHVV
ȲRQHEHLQJWKHVDPHDVRXUʛUVWVLWHLQ%RVWRQ providers: they don’t want to do continuous
and the other something we’re still working on. testing in case people don’t improve and realise
7KLVQHZFOXEZLOORSHQDWWKHHQGRIWKLV\HDU they’re wasting their money. We want to
KDYHHQRXJKFRQʛGHQFHLQZKDWZHGRWRVD\
Any other plans for future evolution? ‘We’re going to track everything and if it isn’t
I’m heavily invested in technology right now. all working well for someone, we’ll get rid of
,ȷPNHHSLQJDFORVHH\HRQYLUWXDOʛWQHVV the things that don’t work and really start to
seeing how that evolves over time and what push towards those that do.’ O

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Patrickson, Active IQ managing director. delivery and assessment.” O WEB: www.activeiq.co.uk

THOUGHT LEADERS
Equinox, SoulCycle & Trump

- what can be learned?
Equinox and SoulCycle became mired in controversy recently, when the CEO
and majority shareholder of their parent company hosted a fundraiser for
President Trump’s re-election. What's the way forward for these brands and
what can we learn from this furore? Kath Hudson asks the thought leaders
F
or some companies it wouldn't be too much of an issue and mass murder” and “don’t want to fund a Nazi regime”.
if their owner decided to host a fundraiser for the most Actor Conrad Ricamora tweeted: “Sorry @SoulCycle…you can’t
divisive president the US has ever had. For Equinox and peddle inspiration in your classes and have an owner funding
SoulCycle it has become a huge issue. hate and racism in the back room. Byeeeeee.”
Both operators have set themselves up as lifestyle brands that Neither company has responded to requests for comments
are empowering and supportive of liberal thinkers, women and from the media, but they did issue a joint statement on social
the LGBTQ community, championing diversity and inclusivity. media distancing themselves from Ross, saying: “Neither
The founding ethos and core values of each brand has won them Equinox nor SoulCycle has anything to do with the event later
a celebrity clientele and a liberal, progressive membership: the this week and do not support it. As is consistent with our
type of people who take issue with Trump. policies, no company profits are used to fund politicians.
Equinox was acquired by Related Companies in 2006 and “We're committed to all our members and the communities
Related has billionaire tycoon, Stephen Ross, at the helm. we live in. We believe in tolerance and equality and will always
A friend and supporter of Donald Trump, Ross hosted a stay true to those values. Mr Ross is a passive investor and is
$100,000-a-ticket fundraiser ($250,000 to join the round not involved in the management of either business.”
table discussion), at his home in The Hamptons in August. However, this didn't stop the outrage or stem the flow of
Many members were outraged and took to social media defections. So what's the way forward? Can the operators win back
saying they were leaving because they “don’t support racism members and mend their reputations? We ask the experts…..
Neil McLeod They’ve made the age old

The PHA Group: head of strategic communications mistake of not saying sorry. They
Equinox and SoulCycle have responsibility, so it appears
haven’t held their hands up and taken
consciously blurred the they’ve been blasé towards responsibility, so it appears they’ve been
lines between simply being a their members.
business and being more Releasing a statement blasé towards their members
ingrained in their on Instagram, and
members’ lives. refusing to respond
Because of this to journalists’ Equinox and SoulCycle are offline, contacting people
ethos, the Trump questions, is a now in a situation where personally. They won’t be able
fundraiser has strange way of the attempted cover-up to win back everyone, but they
gone against dealing with a looks as bad as the crime. would show they are listening.
the beliefs of the blazing issue, and It would be difficult to Crises happen in business,
most important this approach failed replace Ross as an investor, but it's important to act
people to their to address concerns. but he needs to step down quickly, with a clear leader,
business – their customers. Attempting to distance as chair, and be replaced by showing customers they're
The less-than-sharp themselves from someone a strong leader who will hold important and listened to.
handling of the crisis has who's clearly a key person in the up their hands and say: “We We live in a world
made it worse. Firstly, they’ve business looks as though they're got this wrong. We messed up, where customers demand
made the age old mistake of trying to gloss over the issue. didn’t read the signs and didn’t transparency, openness
not saying sorry. They haven’t Doing this has added listen.” While this happens and honesty and it is vitally
held their hands up and taken fuel to the flames and they need to follow this up important to respect that.

PHOTO BY ANDREW H. WALKER/GETTY IMAGES FOR THE BUONICONTI FUND TO CURE PARALYSIS
Stephen Ross, CEO and majority

shareholder of Related Companies,
which owns Equinox and SoulCycle, is a
friend and supporter of Donald Trump
Felicity Wingrove Equinox and SoulCycle response has shown that their
can’t simply bounce back from community values diversity
Zen Communications: managing director this, it’s going to be about and inclusion, so the brands
rebuilding. And if I was them should look to do something
The responses from Equinox doesn’t connect with their I'd be concerned about what that shows they also care
and SoulCycle have fallen short community - they even speak Ross will do next. They need to about this: not just writing a
of many of the golden rules about members in the separate from him as soon as cheque, but working towards
of crisis management. third person! they can, although, with mass shared outcomes.
It's positive that The problem resignations of memberships In an age of faceless hedge
they responded for Equinox and and revenues down, it's not funds and venture capital
quickly with a SoulCycle is that a good time to be looking for funding we've seen scant due
statement, but they have sold alternative investment. diligence from brands before
their refusal to their members In the shorter term, they taking investment. This just
engage with the on a lifestyle need to reconnect with their shows that if you’re getting
main media was brand which off ers grassroots and do some into bed with an investor, they
a big mistake. Never a sanctuary, but proper engagement work with need to be able to stand up to
refuse to comment. the businesses are now their community, showing scrutiny and align with how
Another golden rule is to tainted, because the money they're taking responsibility you're positioning yourself
take responsibility for the behind them does not share and action. The social media and your company.
situation and show that you the same values. Ten years
are trying to rectify it. By ago, this would have been
claiming Stephen Ross is less problematic, but now If you’re getting into bed with an
nothing more than a passive consumers rarely engage
investor, they are far from with a business which they
investor, they need to be able to stand
taking responsibility. Added don’t connect with and so up to scrutiny and align with how you're
to this, the statement brands are judged far more
was not well written and unforgivingly. positioning yourself and your company
Harris says many people stop rebelling when
they risk losing their creature comforts
David Harris Whether or not members come

Simon Sinek Inc: igniter
back to Equinox and SoulCycle will
I think there are far more wallets and this is the first not be a question of forgiveness but of
pressing global issues which time it has been highlighted
deserve media attention and in a big way in the fitness/ discomfort and service disruption
with all that is going on in wellness/lifestyle industries.
the world, it’s unfortunate As former VP of Equinox
that this has been a major and a gay black man who Whether or not members consumer, the revolution
headline. But Equinox is worked there for 25 come back will not be a ends at personal discomfort,
a big brand and big years, I can say that question of forgiveness but and maybe even a bit of their
brands, with big Equinox has a very of discomfort and service own contradictions. It’s also
investors, are diverse employee disruption. The average gym about the relationship these
targets of protest base and the box lacks sophistication, does consumers have built with
these days. commitment to not deliver on service well and many loyal and talented
We have diversity within are often not clean. Equinox employees. I think that – more
already seen this the walls of the has always been committed than anything – is the crux of
with brands like company has always to that, and it is critical to the the conflict and, therefore, the
Nike and Chick Filet. been there. I know high-end consumer. People decisions consumers confront.
This phenomenon permits there's great pride in this, and love their creature comforts As a society perhaps we
people to vote with their not just on LGBT issues. and in general among that should be more self inquiring.

THOUGHT LEADERS
Daniel Korschun By claiming to be something they’re

Drexel University: associate professor not, SoulCycle and Equinox seem
hypocritical. When consumers feel betrayed,
The revelation that Stephen Equinox and SoulCycle
Ross is a fervent supporter have not done this. Both it can leave a permanent stain on a brand
of President Trump brands are positioned
is potentially very lifestyle brands and
damaging to members have the same fervour from damage could also come
Equinox and bought into a members as in the past. if personal trainers decide
SoulCycle. set of values. So, The companies now have to defect as well, as these
One of the when they found two very tricky problems contractors have dozens of
key findings in out about the Ross to address. The first is the devotees and could create
my research is fundraiser, many loss of trust. The second is a substantial ripple eff ect.
that consumers felt duped. By claiming the notion – whether true or The operators need to
are more tolerant of itself to be something not – that a portion of their sweeten the deals they
diff erent viewpoints than they're not, SoulCycle and gym dues will find its way to give their best trainers
we often think. Just as most Equinox seem hypocritical. the Trump campaign. Neither and instructors to prevent
people have friendships with When consumers feel can be completely resolved this eventuality. They also
people who have opposing betrayed, it can leave a without Ross getting bought need to directly address
views, so too can they keep permanent stain on a brand. out. As his exit is unlikely, it the source of the problem,
relationships with brands If the value proposition is will make the next six months which is the perception
with which they disagree. good enough, defecting very rocky indeed. that dues are going to
Just as in a friendship, the customers may eventually The damage will become the Trump campaign.
key to success in business return, but the original more apparent in the Attempts to give money
is to be open about political betrayal is always lurking coming months, with the to more liberal causes
views. In other words, it’s not in the background. The real test being around may backfire because they
just the political statement, bottom line is that Equinox the new year, when many may be seen as further
but the intentions behind it and SoulCycle will survive, gym memberships come evidence that the company
that are important. but we probably won’t see up for renewal. Further is trying to deceive.
Soul Cycle has positioned itself as

a brand that holds liberal values

THOUGHT LEADERS
Dave Courteen
Mosaic Spa and Health Clubs: managing director
On the face of it, Stephen quiet. The immediacy of

Ross’ political beliefs the medium means that
and what he does if you stay quiet it is
shouldn’t have all forgotten about
an impact on within 48 hours
Equinox or and everyone has
SoulCycle. But, moved on to the
the problem next issue.
is that both Maybe this
companies explains the initial Equinox needs to make a stronger statement
have created a low key response
personality around from Equinox. However,
the brands and what they a couple of months later the
stand for, and Ross’ actions issue is still being talked
A far stronger statement is needed
are at odds with that. This is about, so they need to take and Equinox and SoulCycle need to
a very emotive subject. It’s more decisive action.
the equivalent of a club in the By describing Ross as a very publicly live out the brand values they
UK being very pro-Europe passive investor, Equinox
and then finding out that a and SoulCycle have tried to have previously tried to portray
key player in the company is distance themselves from
campaigning for Brexit and someone who's clearly a to very publicly live out the with groups and charities
friends with Nigel Farage. key player and this hasn’t brand values they have which align with those values
Sometimes with social washed with members. previously tried to portray. and are counter to Trump,
media attacks the best A far stronger statement Maybe they need to instigate to demonstrate what they
course of action is to stay is required and they need a public campaign working really stand for. O
Both brands must demonstrate their values to members

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I NTERV I E W
Places Leisure recently opened

a Places Gym within one of
Places for People’s housing
developments in Edinburgh

I n c o n v e r s a t i o n
Sandra Dodd,
dd, CEO John
J Oxley, COO
Commercial diversification, standing up to the competition, and the challenges

of operating in the local authority market. The senior management team
at Places Leisure offer Kate Cracknell an overview of their business
GROWTH WITHIN A GROUP idea as well: the company exists to create places that
“It’s been nearly seven years since we were acquired by work for everyone, whatever their background and
Places for People and it’s worked well for us,” says whatever their needs, and health and vitality is key to
Sandra Dodd, CEO of UK-based management this. This is where Places Leisure plays a vital role.
contractor Places Leisure – formerly DC Leisure. “It’s “So, this is definitely something we all want to do
great to have the support of a large placemaking group more of.,” she says. “However, we won’t open Places
which believes so strongly in what we do, and that Gyms where the local market is already saturated with
provide access to capital and procurement advantages. low-cost and local authority competition. Each gym
“But just as importantly, the Places for People has to be commercially viable as a standalone business,
Group is the perfect home for our business: we’re which is why we haven’t done more already. We’re
doing more and more work with the Group. For selective about where we invest in new facilities.”
example, we opened our first gym inside one of
Places for People’s housing developments, in SCALING THE COMMERCIAL DIVISION
Edinburgh, a few months ago: a Places Gym, which is “We now have six Places Gyms,” says Dodd, “Two
the affordable, community gym brand we own and within Places for People developments and four
operate and which we launched five years ago. standalone – and they’re performing well. The other
“The Edinburgh club only opened in November collaboration with Places for People is a gym next door
2018, but it’s already exceeding expectations in to its support office in Preston, which is great for
terms of member numbers. It’s essentially the same employee health and wellbeing, as well as being open to
model as our other Places Gyms; the only real the general public. We’re keen to do even more in the
difference is that – alongside memberships being sold area of employee wellbeing – it’s such an important
to the general public – discounts are offered to priority, and one we’ve set up a working group to explore.
residents of the housing development. “We currently operate 119 facilities, of which six
“We’re hoping to do more of this, collaborating with are private gyms owned by Places Leisure; the
the Group from the early planning stages to look at remainder are centres we operate on behalf of local
incorporating gyms and even pools into new housing authorities. So, at the moment, Places Gym is quite a
developments. Places for People is very keen on the small part of our £158m turnover business. We’re

I NTERV I E W
trialling it, making sure we have the right model –

including the right technology – and it could grow to
be important, but there’s a lot of low-cost
competition out there so we’re treading carefully.
“We do see it as an opportunity to diversify some of
our business away from the local authority side of things,
but it’s not as if we’re going to stop bidding for local
authority contracts and only concentrate on Places
Gyms. It’s just something we’re exploring, and certainly
our preference would be to grow Places Gyms within
Places for People developments wherever possible.
“Being able to control the membership offer also helps
on the rare occasion when we operate a Places Gym in
the same area as we operate the local authority leisure
centre. At the moment, this only happens in one
location, and we’ve been able to create two quite Places Leisure will launch a new concept
different offerings: the local authority offering is a this year for those new to exercise
premium membership that includes swimming, classes
and the gym; Places Gym is a more limited proposition at
a value price point. You can also pay to access both the
leisure centre and the gym. It all works out nicely.” Preston, Telford, Sheffield, Hinckley and Chesterfield,
Places Leisure COO, John Oxley, takes up the for example. Meanwhile, one of the opportunities
story: “The advantage is that what we offer doesn’t we’re looking at with the group at the moment is in
have to be a low-cost or community gym. It could be London. The location doesn’t suit a traditional
a fitness or physical activity proposition of any low-cost gym, but it would suit more of a boutique-
nature, designed to suit the particular local style model. Doing it in partnership with our group
demographic and priced accordingly. and with them getting involved from the outset in
“We have a different membership structure in determining space requirements and so
Edinburgh compared to our other Places Gyms in on, gives us that flexibility.”
Places Gyms are a way

for the group to diversify

Swimming is a strong growth area
within Places Leisure centres
“One of the opportunities we’re

looking at is in London. The location
doesn’t suit a low-cost gym, but
would suit a boutique-style model.”
John Oxley
ON PUBLIC SECTOR DYNAMICS

“The core of our business, therefore, remains local
authority contracts,” continues Dodd. “We have a very Dodds says local authorities now
good relationship with our 36 local authority partners, expect so much more from operators
who I think all understand that we’re not just about the
bottom line. We genuinely want to make a difference.
It’s why we’re so proud of the social value of our
business: we generated £180m last year through same contractors who turn up for the tenders, and my
improvements in physical and mental wellbeing, perception is that there are fewer of them these days. It’s
educational attainment and reductions in crime.” more about the pressure to meet local authorities’
“But the public sector generally has become a very expectations in terms of what we should pay them.
challenging market,” says Dodd. “There’s still a margin to “Meanwhile, our margins are being squeezed by the national
be made, but local authorities now expect so much minimum wage, pension auto-enrolment, the apprenticeship
more from the operators of their leisure centres. levy and energy prices. Everybody has struggled with that. I
Operators are expected to make a large payment to be think we’ve done a good job of finding ways to make savings to
able to operate facilities, as well as taking on greater balance out the rising costs, and we have areas of success that
liability for councils’ assets. we can exploit: swimming, for example, is a strong growth area
“Tenders remain skewed more towards price than in our centres, and family is an important focus for us. But it’s a
quality. We hope this will change over the coming years, tough market – and of course the ever-increasing number of
but we haven’t seen any sign of that yet. low-cost gyms has really hurt local authority operators as well.”
“So, when I say it’s a challenging market, it’s not about Oxley adds: “And it isn’t just the low-cost market. The
there being more competition. In fact, it tends to be the sector is so broad now, with so much choice, from premium

I NTERV I E W
Newly built leisure centres can compete

well with low-cost competitors
to mid-market to low-cost, boutiques to aggregators, 97,000 visits within its first three months of opening.
digital platforms and online resources to runs in the park And in Waltham Abbey, gym memberships doubled – up
and apps to measure your activity for free… the quality 120 per cent – in the first eight weeks, with group
has never been better and the cost of exercising never exercise attendances also doubling, up 108 per cent. The
cheaper. It’s an increasingly complex area that we’re number of casual swims also rose by 66 per cent.
navigating our way through, taking on-board learnings to “We just completed an NPS report on Dover and
shape our own way forward.” it’s sitting at 48, which is well above the national
average. It just demonstrates the degree of
COMPETING WITH BUDGET CLUBS satisfaction that can be derived when, as Sandra says,
Dodd explains: “For me, local authorities have to come you have the opportunity to introduce a new,
round to the idea that – with budget clubs and all the purpose-designed facility into a community.
other activity opportunities attracting a lot of the “Not only that, but our experience means we can
customers who previously would have used local also help the authorities design them from an
authority leisure centres – operators are not going to be operational perspective, so as well as being more
able to continue paying the level of subsidies they’ve appealing to the local community, the build and
done over the past 10 years. It’s about managing local operational costs are also lower.”
authorities’ expectations in the future. Dodd concludes: “Sport England stats suggest that
“In return, we believe a sharing mechanism with the 40 per cent of the UK’s leisure centres are over 20
local authority is the best model for the long term: years old, and really need to be rebuilt. With such a
enabling the local authority to share in any excess strong case to show for the impact of new builds on
surpluses that are made from the operations.” driving participation, I’m keen to see more of these
She adds: “All that said, we’ve consistently found that, opportunities come to market, including community
when we have new leisure centres – either built by hubs designed to house leisure and other community
ourselves or invested in by local authorities – we do very facilities under one roof.”
well. When it’s a new facility that’s been built with the
modern-day consumer in mind, we can stand up to the CREATING A CONSUMER-FACING BRAND
low-cost clubs and other local competition: we have so “We’re now known as Places Leisure, rather than Places
much data to prove the value of new builds in terms of for People Leisure – it’s more consumer-friendly,” says
increased participation and revenue.” Dodd. “As a continuation of that, in 2017, we were
Oxley explains: “When our new Dover facility opened, presented with an interesting opportunity to brand a new
for example, visits quickly soared from around 15,000 to leisure centre with our name: Places Leisure Eastleigh.”
over 56,000 each month. The new Sparkill Pool and Oxley continues: “We came to an agreement with
Fitness Centre attracted over 2,000 members and Eastleigh Borough Council for the naming rights, which

I N C O N V E R S AT I O N
Oxley and Dodds are putting a strong focus

on measuring the customer experience
we saw as a good marketing opportunity. It’s enabled us

to get our consumer-facing brand out there, so that
Deeper insights have enabled
physical activity in the Eastleigh area is now synonymous
better interactions with customers
with the name Places Leisure.
“From a brand engagement point of view, that has
significant benefits: brand presence and recognition is
enhanced, which in turn drives attendance.”
Says Dodd: “We have plans to introduce further Places
Leisure-branded sites over the next couple of years.”
ON MEETING CONSUMER NEEDS

Ⱥ2QHRIWKHPRVWVLJQLʛFDQWWKLQJVZHȷYHGRQHLQWKH
business recently has been around measurement of the
FXVWRPHUH[SHULHQFHȻVD\V2[OH\Ⱥ7KHʛWQHVVLQGXVWU\
famously data-rich, yet information-poor, has for too
long relied on instinct rather than insight. Soon after
Sandra and I started in our roles, we, therefore,
appointed a customer experience manager – the
company hadn’t had one of those before.
“We’re now collecting an unprecedented level of
insight. We do 200 mystery customer visits every
month, as well as NPS in a much deeper, more matters to a premium member – gym, swim and classes
sophisticated way than we’ve done before: we’re able – versus what a gym-only member wants. Because
to extract different NPS scores for different types of they’re different, yet we didn’t fully appreciate the
customer, and we’re getting close to being able to do significance or the nuances of that before.
daily NPS. We’re doing a lot of work on gathering “We’ve been able to fine-tune the way our front-of-
insights through our app too [see Q&A with house teams interact with customers too, because
commercial activities director Jamie Brown, overleaf]. now we know what’s important to them, we know
“All of this is proving invaluable in truly understanding how to communicate with them. Crucially, we’re also
what our customers think, feel and expect, which is able to do so at an increasingly individual level. In my
enabling us to make smarter decisions. mind, this – using insight to segment your audience
“It’s led us to review our membership structure and and communicate in a personal and relevant way – is
tariffs, for example, factoring in insights around what the secret to business success.”

I NTERV I E W
He continues: “Our new insights are even starting

to shape the product itself. For example, some of the
feedback we got was that, while we were well geared
up for those who knew they wanted a membership,
for those who weren’t quite sure – who just wanted
to dip their toe in the water and get comfortable – we
didn’t really have anything. We didn’t really have a
starting-out product – one that would appeal to the
large proportion of the population who could be
physically active, but just aren’t – so we’ve developed
one now and will launch it this autumn.
“We’ll use different language to talk about it, we’ll have
videos on our website so people know what to expect,
we’ll train our colleagues differently. And most important
of all will be customer referral. Every one of our
customers will know somebody who could be physically
active, but who’s currently inactive. When they see our
new product, they will think to themselves: ‘That’s just
right for my friend, my partner, my mum…’ I think we’ll
see significant growth in participation through The Places Locker app is helping to increase
recommendation and word-of-mouth.” O member engagement and retention
Q JAMIE BROWN COMMERCIAL ACTIVITIES DIRECTOR
Tell us about the Places Locker app Specifically, the ‘Who’s in’
Places Leisure launched the Places software – featured within the
Locker app in 2017, created in mywellness platform and fed in to by
partnership with Technogym and the Places Locker app – is a fantastic
powered by the mywellness cloud. retention and engagement tool. It
The original remit for the app was enables colleagues to know who is in than non-users: an average of 7.5 visits
to boost the visibility of activity the gym, when they last visited, their a month, compared to 5.0 a month for
levels, both for customers and for preferred work out details and other those not using the app. Additionally,
the fitness teams at the sites they activities they have undertaken at the research discovered that those
were visiting – and it delivers. the centre. This enables us to tailor engaged with the app retained their
Members can track gym activity, the customer experience, as well as membership for 20 per cent longer
follow guided exercises and engaging with those who are rarely than those who didn’t engage.
workouts, monitor outdoor activity in the gym or classified as at risk of The opportunity for the business
– using apps and wearables such leaving. Ensuring customers have now is to continue to maximise usage
as MapMyFitness, Strava, Polar, multiple interactions with different of the platform to achieve even greater
FitBit and so on – access fitness gym staff helps create more of a engagement and retention.
challenges and book classes. welcoming environment. What are your plans for the app?
However, in the end the solution What impact has this had on the We’re now working to introduce new
delivered so much more than that. business? functionality into the app, to further
The Places Locker app offers a shop A recent Technogym study increase member engagement and to
window for all the great things our demonstrated that sites using the build an audience on the platform. This
centres can offer, helping customers mywellness platform are achieving a will enable us to send personalised
discover new products they may not higher level of member interactions, information and guidance based on
have thought about trying – or even and those interactions are having a customers’ own personal journeys, as
have been aware of – that match their positive impact on members’ frequency opposed to blanket communications
motivations and interests. of visit and overall length of stay. that don’t enable them to get the best
How do your teams use the app? The study focused on 14 Places out of their experience.
The insights from the app allow Leisure sites, using membership It’s about using the new
instructors to interact meaningfully data from the centres’ 2.34 million information we have available to build
and relevantly with each customer, visits across a six-month period. The personalised, insight-driven customer
which means members benefit from a research found that Places Locker app pathways that allow members to
more personalised service. users visited 50 per cent more often control their own journeys.

AUTUMN 2019
pulsebeat
INNOVATION
WHAT EVERY
MODERN GYM IS
LOOKING FOR.
Using a mix of strength and cardio the gym floor - which allows users to do some exciting innovations in this area.
machines, many gyms may look like one over 150 exercises. We hope to be able to tell you more about
another at first glance. But the gym floor is this in a future edition of Pulse Beat.
Operators are also looking for solutions
changing. At Pulse, we’re developing and
that are tailor-made for their facility. One We have big plans for the business over
designing fitness equipment to meet the
of the biggest trends we’re seeing on the the next fi ve years and beyond. I’m excited
evolving demands of modern gyms.
gym floor is a focus on functional rigs. to see where it goes, and I am looking
Bespoke rigs are more popular than ever. forward to taking this great British brand
The typical gym member wants
There is no such thing as “one size fi ts all”. to new heights.
something different. While treadmills
and rigs are important, gyms today are Gym members today are also training
more interested in innovation. They are harder than ever before, so they want kit
looking for something new that drives that can work as hard as they do. Take our
positive engagement and retention in an Alpha Runner for example; with a 15.6mph
increasingly competitive market. top speed and massive 20% incline, it is
Mo Chaudry
a hardcore and stylish addition to any
That’s why we’re particularly excited about Chairman of
gym floor.
our recent distribution agreement with Pulse Fitness
‘Limitless Gym Equipment’. We’re now Operators are taking more interest in
the exclusive distributor of a range of what their members do outside the four
Limitless products including the innovative walls of the gym. They are increasingly
Free Trainer Pro machine. Designed interested in connecting fi tness at the gym
by athletes, conditioning coaches and with fi tness at home. At Pulse, we are very
physiotherapists, it’s a slick piece of kit for aware of this trend and working hard on
INTRODUCING LIMITLESS
Slick Kit
What’s special about the Free Trainer Pro?
For starters, it’s the world’s only IFI-accredited plate-
loaded machine. Because of its unique bearing system,
with Limitless
it moves like a free weight, but it can perform a huge
range of exercises – everything from a bicep curl to an
explosive clean and press. It’s completely versatile and
Potential
designed to be used with or without weight plates and
resistance bands, to allow a huge variation in exercise
intensity. As a result, it can be used by anyone, regardless
of experience or ability; making it a pretty attractive piece
of kit for your gym floor.
Recently, Pulse Fitness signed a long-term exclusive deal with
Limitless Gym Equipment to distribute a range of products,
including the innovative ‘Free Trainer Pro’ machine. This unique What other products are in the range?
product combines plate-loaded and functional resistance There is also the Free Trainer Active Pro and Free Trainer
options to allow users to perform over 150 exercises. We chatted Dual Pro, developed specifically for gyms and clubs where
with Ricky Lee, Director of Limitless Gym Equipment about the saving space is of critical importance. Both can be easily
partnership and this innovative piece of kit. manoeuvred to suit the space available and simply fold
away when not in use.
Why Pulse Fitness?

It was important for us to work with a partner with
heritage and expertise. With close to 40 years of market
experience and an extensive sales operation, we know we
can count on them to help us get Limitless into more UK
and European gyms.
Why should operators take notice?

The Limitless Free Trainer is a completely new take on
Limitless Free Trainer Pro plate-loaded and resistance training, in one compact
station that allows gym goers to choose from hundreds
of exercises. Not only is it a great piece of kit for new gym
goers, it can also be used by your most hardcore member
to great effect. The plate-loaded version of the machine
can hold up to 100kg per arm - perfect for gyms where
heavy weightlifting is popular. Versatile, space efficient
and innovative - this machine will bring fresh challenges
to trainers and members alike.
For more information on the Free Trainer Pro,

get in touch:
+44 (0)1260 294600 or info@pulsefitness.com
News in brief
Southampton Solent - Solent University has officially opened equipment, and the highest specification of selectorised
its new sports centre, with our support as its dedicated fitness strength equipment, complete with 10-inch touchscreen
partner. With a £100 million estate development plan to consoles. All kit will be designed specifically for Third Space,
transform its campus, there is a high-performance facility for the including premium carbon fibre upholstery in bespoke black
university’s elite athletes, and a dedicated teaching facility for with tailored branding.
the sports degree students. There’s also a 90-station, state-of-
CrossClimb - We recently launched the CrossClimb, the first
the-art community gym which includes our latest equipment -
ever cross-trainer/incline stepper hybrid machine. Combining
such as the brand new CrossClimb and the VR Treadmill.
cardio and strength training, the CrossClimb has been designed
Third Space - Set to open later this year, Third Space, Islington’s to maximise lower body muscular engagement.
15-station install, will include Pulse Fitness plate-loaded
E N T E R TA I N , E N G A G E A N D M O T I V AT E Y O U R M E M B E R S
New kit from Pulse Fitness keeps

Which treadmill
Craven Leisure Centre members
entertained, engaged and motivated should I buy?
Treadmills are one of the most
popular pieces of equipment on the
gym floor, so ensure you make the
right selection to meet the needs of
Q&A
with Neil Harrison,
your members.
Alpha
Fitness Manager at Craven Leisure
Runner
Incorporating the
most advanced
technology,
entertainment workout apps and
Craven Leisure, operated by Craven also seen an increase in the student age
cutting-edge design, the stylish Alpha
District Council, originally opened its doors group since the refurbishment. Now, our
Runner will turn heads in any facility.
in 2003 with two swimming pools and a member base ranges in age from 14-80,
small 30-station gym. Today, the facility all using the same kit. Paired with new technologies, more
now includes a gym with over 100 pieces accurate multi-touch interfaces and a
It’s early days for the NFC-enabled
of the latest fitness kit from Pulse Fitness, powerful free run belt, the Alpha Runner
equipment, but we suspect this will have a
a group fitness and cycling studio, and two enables the highest efficiency
significant impact on retention. Members
swimming pools with sauna and steam self-regulated workouts.
can access the PulseMove app free to
room. Working together with the team
monitor their workout results in the gym and The state-of-the-art technology enables
at Pulse, the most recent refurbishments
outdoors, all in one place, or they can be users to experience a range of levels,
have had a significant impact on member
sent weekly emails with their workout stats. from resistance-free running through to
growth and retention.
This is an incredibly motivating way to track a tough all-out sled push.
We sat down with Neil Harrison to talk about and maintain a fitness journey.
the evolution of this thriving fitness facility.
What do you look for in an Cur ve

Could you tell me about the recent
changes to Craven Leisure?
equipment supplier? Treadmill
Good after-sales service, good maintenance The self-powered
We completed our most recent
service and quick response to technical Curve Treadmill
refurbishment in December 2018. This
issues. We’ve been impressed with Pulse is built to allow
incorporated a range of new equipment,
since working with them in 2011. They are users to improve their power, speed,
including strength and CV kit from Pulse
always at the end of the phone to help with stamina and agility effectively. Produced
Fitness, re-decoration, wall art and flooring.
any issues. They also have a handy portal to recreate a natural running style and
In August, we completed the upgrade of
for instructors to report any issues. Over the reduce stress on the legs, the Curve
our strength and CV range to a new
years we’ve worked together, they’ve gone uses more muscle groups in the body
NFC system.
from strength-to-strength providing us with at one time than other traditional
improved features and services that have treadmills.
Why NFC? had an obvious and immediate impact on
With 8 workout options, including 3
our customer base.
This has been an incredible world first interval training HIIT sessions, the Curve
upgrade for our customers. Now, they Treadmill offers a comfortable running
can log in to each machine faster with Do you have any advice to other experience that exploits a curvilinear
their membership cards just by tapping a operators on how to pick an leg stroke to improve performance.
screen. This allows them to see workout equipment supplier?
programmes, select their personalised
workouts and access online content like Work with a supplier that invites you to go
and test the kit yourself. We were invited
Premium
YouTube, Netflix and BBC News. It also
allows them to record reps and sets, weight to visit Pulse Fitness at their head office in Treadmill
amounts and which hand/seat position to Cheshire on several occasions to try out IFI Accredited, this
select. It focuses on correcting form with their kit. It was a great way to meet the team, treadmill offers
speed and range of movement, so members stress-test the kit and truly understand the peak performance
get the best results from their workout. value it could bring to our members. You get at great value.
part of the story from salespeople, but you With a top speed of 15mph, the Premium
obtain the most information when you go Treadmill comes with a ‘quick control
What kind of impact have the and try the kit yourself. zone’ so you can easily make speed and
changes had on your members?
elevation adjustments, while a flexible
Since the refurbishment in December 2018, sprung deck enables a smooth workout
we have added 170 new members. We’ve and helps reduce knee and joint stress.
C A R D I O I N N O V AT I O N
Everybody’s Talking About…

Cardio Innovation
Cardio equipment used to mean treadmills, cross-trainers,

exercise bikes, and a rowing machine if you were lucky!
Now, gym owners can choose from so many more
innovative pieces of equipment, significantly enhancing
their member experience.
Here’s our pick of the three latest must-haves.
Air bike Cur ve Trea d m il l

The ultimate cardio blast! Unlike A curved treadmill is seriously on-trend
traditional exercise bikes which have right now. The curved track supports a
fixed handlebars, the Airbike has handles more natural running style than its flat
that move as you pedal. This dual action counterparts, encouraging you to run on
provides a total body workout for improved the ball of your foot and subsequently
results. Resistance is created by a large recruit more muscles. The self-powered
flywheel and just like with an air-rowing set up also requires you to work harder
machine, the harder you work, the more to regulate your speed, so you burn
resistance is created. In other words, the around 30% more calories than on a
only limit on your workout is you! standard treadmill.
Ste p m i l l
Whilst not new to the gym-floor, the
Stepmill is gaining a huge fan base as
consumers realise the glute boosting
benefi ts of this cardio workout. Newer
versions of this popular piece of kit
include full connectivity with all
your favourite apps and wearables,
so you can record the results of your
intense workout.
What could we do for you? Let’s start the conversation today.
Pulse Group, Radnor Park, Greenfield Road, Congleton, Cheshire CW12 4TW
T: +44 (0)1260 294610 E: info@pulsefitness.com www.pulsefitness.com
SPONSORED BRIEFING
The Technogym Biocircuit enables operators to

deliver customised 22- and 30-minute workouts
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MY VISION, BASED ON MY OWN PERSONAL EXPERIENCE, WOULD
BE FOR PHYSICAL ACTIVITY TO BECOME THE NORM – NOT
SOMETHING YOU HAVE TO MAKE AN EFFORT TO DO, BUT SOMETHING
YOU JUST GO ‘YEAH, THAT’S PART OF MY EVERYDAY LIFE’
I NTERV I E W
The time has come for Westminster to provide the same urgency and focus for the
health of our nation as it does for Brexit, the chair of ukactive tells Kate Cracknell
What’s your personal vision as ukactive chair? holidays to keep young people active, how we can get
I often talk about physical activity at a personal level. It WKHPWKLQNLQJGLʞHUHQWO\DERXWSK\VLFDODFWLYLW\DQG
saved my life and gave me access to the life I have now. how we can better use the 39 per cent of community
If my parents hadn’t encouraged me to be physically sports facilities that sit behind school gates.
active, I wouldn’t have gone to the school I went to, 7KHVHFWRUPLJKWQRWVHHWKHEHQHʛWVVWUDLJKWDZD\Ȳ
wouldn’t have got the same education, would never it’s a slow burner until those young people leave school
have achieved what I’ve achieved. So that’s the personal and earn their own money to pay for their activities
driver, and that to me is really important. Because I – but if we’re not doing something with that age group
believe that to bring the power of physical activity to and their families now, it’s a lost opportunity.
life, you have to tell individuals’ stories. Another highlight for me is getting to work with
My vision, based on my own personal experience, people like Professor Rosie Meek, John McAvoy
would be for physical activity to become the norm – and Phillip Lee in harnessing the power of physical
QRWVRPHWKLQJ\RXKDYHWRPDNHDQHʞRUWWRGREXW DFWLYLW\WRSUHYHQWUHRʞHQGLQJ
something you just go ‘yeah, that’s part of my everyday Again, it’s hard to measure, but it’s about using
life’. I want it to be something we’ve designed and built physical activity to change people’s lives, either
into people’s lives. Fun opportunities. Opportunities through activity itself or by providing a career route.
you don’t even have to think about – they’re just there. I still don’t see another sector like it where you
:HKDYHWRʛQGZD\VWRPDNHLWHDVLHUIRUSHRSOH FDQVWDUWRʞZRUNLQJSDUWWLPHDVDOLIHJXDUGDQG
end up with an amazing job. That career path is
How long have you been chair of ukactive? really interesting and there’s more we have to do to
I’ve been chair for four and a half years and I always develop it, but using physical activity to give people a
said I’d do two terms of three years. I think it’s really second chance is really important to me.
important not to outlive your time, even though there’s There’s loads more – the ActiveLab accelerator
still loads to do. I still have a year and a half to go, of programme, for example, which is growing each year.
course – and even when I do go, I won’t be very far I see our role as making connections, helping people
away. But the sector has to have a chance to change meet each other, enabling entrepreneurs to break into
and move on. It needs to continually evolve. the sector to encourage innovation.
Generally, we’re seeing growing support out
What ukactive initiatives are you excited by there for our sector; our members are seeing new
at the moment? opportunities. When I started four and a bit years
I’m here at a really cool time for ukactive and the ago, I’m not sure we would have thought about
physical activity sector as a whole. talking to the pension sector, but that’s something
I’m really excited about our work to support schools we’re now doing. As we develop and grow, we have
as community hubs: what we can do in the summer WRORRNIRUWKRVHGLʞHUHQWRSSRUWXQLWLHV:HKDYH

I NTERV I E W
to ensure ukactive and its members are sitting in England to make scaling this model a reality, exploring
the middle, getting our message heard by as wide a investment options such as the pension funding surplus
group as possible – local authorities, government, to increase the number of hubs out there.
other businesses, other sectors.
In an era of political turmoil, how do we keep
What progress has been made politically? physical activity on the agenda?
We definitely have more influence in Westminster While Brexit has been soaking up a lot of people’s
now. Politicians are starting to grasp the sheer size time, I’ve found MPs have been very open to
and scale of our sector – how many people work talking about physical activity. I talk to them about
in it, its contribution to society, the secondary changing people’s lives, about people’s personal
spend. But they’re also starting to appreciate the experiences of physical activity. It’s obviously a
benefits of activity at a personal level. I see a lot much happier topic for conversation than Brexit!
of MPs not looking terribly happy or healthy, and Now we need the political agenda to provide the
when I talk to them about workplace health, you same urgency and focus for the health of our nation as
can almost see the lightbulb turn on – the ‘oh, it does for Brexit. We’re still facing an inactivity crisis,
that’s me’ moment of realisation. and that has only deepened since the referendum.
Are we reaching a tipping point whereby the There are lots of things we can’t change in
government buys into our preventative healthcare the wider world of politics, and I don’t know
agenda? We’re closer to it, absolutely, but exactly what Brexit will bring, but we’re talking to the
where that tipping point is I’m not sure. Politics Department for Education, DCMS and lots of other
is just really slow sometimes. You have to keep departments we haven’t talked to before.
FKLSSLQJDZD\ʛQGLQJEHVWSUDFWLFHH[DPSOHVDQG We’ve developed as an organisation and people are
demonstrating their monetary value. VHHLQJXVLQDGLʞHUHQWOLJKW:HȷUHVLWWLQJDWWDEOHVWKDW
We made a call for government to leverage £1bn two years ago we wouldn’t have been at.
of capital expenditure funding to regenerate the UK’s Crucially, though, you can never sit back and say
DJHLQJʜHHWRIOHLVXUHFHQWUHVWXUQLQJWKHPLQWRDQHZ ‘yeah, we’ve got it now, it’s all sorted’. With each
preventative frontline of one-stop wellness hubs – to change of government, each change of minister,
WKHEHQHʛWRIDOORSHUDWRUVLQWKHVHFWRU,WZDVDOZD\V you have to keep working on those relationships.
going to take time but now we are working with Sport We have to keep going – to be ready to take on
PHOTOGRAPH: SPORT ENGLAND
ukactive is working with Sport England

to regenerate the UK’s ageing leisure
centres and turn them into one-stop
community wellness hubs

YOU CAN NEVER SIT BACK AND SAY ‘YEAH, WE’VE GOT
IT NOW, IT’S ALL SORTED’. WITH EACH CHANGE OF
GOVERNMENT, EACH CHANGE OF MINISTER, YOU
HAVE TO KEEP WORKING ON THOSE RELATIONSHIPS

I NTERV I E W
whatever comes our way and keep talking about

what an amazing job our members do.
The other important thing to recognise is that it’s
very easy to get caught up in the parliamentary work.
Yes, that’s where lots of decisions are taken – but
equally, lots of decisions are taken at a local authority
level. The conversations we have with the Local
Government Association are massively important, as
is our partnership with Sport England.
But we don’t know what the next year in politics will
bring. We need to concentrate on the things we can
LQʜXHQFH2IFRXUVHWKHUHȷVDOZD\VVRPXFKZHFRXOG
do – and a temptation to try and do it all, but we’ve
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JUHDWHVWYDOXHDQGZKHUHZHȷOOEHIRFXVLQJRXUHʞRUWV
and these are: children and young people, workplace
wellbeing, and active ageing.
What’s the theme of this year’s ukactive Summit?

The theme will be The Backbone of a Modern
Britain, positioning physical activity – and the sectors
that deliver it – as critical to the future health,
wellbeing and prosperity of the nation.
Where previously I’ve spoken about having to
change the way we live, this year we’ll be looking at the
environments and the infrastructure needed to deliver
that. We’ll examine the three major areas of public life:
how we live, where we live, how we work. We want to
VKRZKRZRXUVHFWRULVFRQQHFWHGDQGLQʜXHQFHGE\
other sectors and institutions, from construction, housing
DQGEXLOGLQJGHYHORSHUVWRHPSOR\HHEHQHʛWVSURYLGHUV
and insurance, to business, retail and the high street. Grey-Thompson
It’s about reiterating that all of our sectors are says physical activity
intrinsically linked by a shared ambition, and that physical saved her life and
activity has to be the backbone of what we’re all doing. she wants everyone
to experience
What sessions are you most looking forward to? LWVEHQHʛWV
We have a session on youth violence – that’s a personal
passion of mine. I sit on a foundation that uses sport as a
WRROWRFKDQJHNLGVȷOLYHVDQGVRPHRIWKHVWXʞ,ȷYHVHHQ
in other countries, where kids aren’t allowed to take But we can do more, and everyone can do
part unless they leave their guns at home and they’re VRPHWKLQJWRPDNHDGLʞHUHQFH,ȷYHQHYHUPHW
only six years old… In comparison, while the situation anybody in the sector who doesn’t passionately care
in the UK is quite scary, I’m both positive about and about it. I believe we have to trust the strength of
fascinated by what we might be able to achieve. RXUSHRSOHRXUZRUNIRUFHDQGJHWDVPDQ\GLʞHUHQW
The session on regenerating the high street through voices as possible making the case for physical activity. O
physical activity promises to be a good one too. I
live in a small community in the north-east and have
been watching with interest what’s happened to the
high street over the last few years. It used to be all
independent shops and now probably half the high Q THE UKACTIVE NATIONAL SUMMIT
street is big brand name shops. I’m hearing similar
stories from across the UK, so I’m excited to explore
ways in which physical activity can help. Do you have
And then the prevention Green Paper session, your ticket?
because that really sets the tone for everything else. The ukactive National
Summit takes place at
What will be your rallying call for the industry London’s QEII Centre on
at this year’s Summit? 31 October 2019. Tickets
It’s easy to look at what we haven’t yet done, are available now:
but we should also learn to celebrate the things www.ukactive.com/national-summit
our members are achieving every day. We should
recognise that we’re in a good place already.

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INTERVIEW
I was seeing a lot of bad pad work and poor teaching

PHOTO: COURTESY OF THIRD SPACE
in gyms, which broke my heart but spurred me on to

develop a dedicated course for boxing technique
66 healthclubmanagement.co.uk September 2019 ©Cybertrek 2019
The former European boxing champion has founded training
company Boxology and is working with Yazidi women and children in Iraq
via her Boxing Sisters initiative. She talks to HCM’s Steph Eaves
What were the highlights of I can also identify that every day you’re not going
your boxing career? to be able to give optimum performance and can
I had so many highlights – from becoming the adapt training for individuals depending on their
second woman in the UK to receive a boxing PLQGVHW7KLVLVZKDWPDNHVDQH[FHOOHQWFRDFK
OLFHQFHWRʛJKWLQJIRUZRUOGWLWOHVLQWKUHH
GLʞHUHQWZHLJKWFDWHJRULHVDQGEHLQJUDQNHG :K\LVER[LQJVREHQHʛFLDODVDQH[HUFLVH"
number three in the world. It’s a magical form of stress and anger release and a
Becoming European champion and the powerful way to help with anxiety and depression.
first UK woman to win an English title was ,WDOVRLQFUHDVHVFRQʛGHQFHDVZHOODVEHLQJ
very special, while fighting for a world title in an amazing form of cv and strength training. It
Germany in front of thousands was one of my gives PTs the ‘tools’ to mix training up with
most powerful fights and challenges. their clients, among their weight and sports
SURJUDPPLQJVRLWNHHSVFOLHQWVPRWLYDWHG
What lessons did you take from boxing Boxing training can also be transferred onto other
into your career as a PT and sports coach? sports, as it helps mindset, agility, power, recovery,
The obstacles during my professional career were ʛWQHVVDQGVWUHQJWK,I\RXFDQLQWHJUDWHER[LQJZLWKLQ
huge and came in many forms; my family not your programming, it will enhance performance and
VXSSRUWLQJPHER[LQJSURPRWHUVUHIXVLQJWRZRUN UHVXOWVDQGPDNHVHVVLRQVPRUHYDULHGDQGHQMR\DEOH
with me, not being allowed to train in certain gyms,
QRWJHWWLQJVSRQVRUVKLSVRKDYLQJWRZRUNIXOOWLPH Why is proper technique so important?
This was simply because I was a woman and %DGWHFKQLTXHZLOOFDXVHLQMXULHVQRWRQO\WR
a lot of people did not agree with women your clients, but also to you as a coach. It’s vital
being allowed to box professionally. that you’re able to hold the pads correctly and
These obstacles helped me develop the teach clients to punch correctly.
resilience to never give up and truly experience 7HDFKLQJFRUUHFWWHFKQLTXHZLOODOVRPDNH\RX
that if you want something strongly enough and better as a coach and enable you to attract more
ZRUNIRULWKDUGHQRXJKDQGʛQGDGULYHIRU\RXU business. The best way to do this is to understand
determination, you’ll get results. the fundamentals of boxing, as once you
I use my experience to help clients develop comprehend the art fully, you’ll be a better coach.
mental resilience and inner strength. I’m also able
to understand the struggles that life can bring and Tell us about your Boxology training course
how boxing can help you to feel better, stronger Boxing is becoming more and more popular
and more able to cope with struggles. This helps as a form of training because of its positive
me give individuals the motivation to train. results and for that reason a lot of PTs and
67
INTERVIEW
$WKHUSHDN sports coaches are integrating boxing into the Courses are aimed at sports coaches, martial
%URZQZDV workouts they do with their clients. artists and personal trainers who want to teach
UDQNHGQXPEHU The training you can do on most PT courses good boxing technique within their sessions. We
WKUHHLQWKH is very short and generally not focused on good also have boxing enthusiasts who just want to
ZRUOG6KH technique, as it’s impossible to teach someone how learn in more depth about the science of boxing.
UHWLUHGIURP to teach boxing in just a few hours. Consequently, As Greg and I both work at Third Space in
ER[LQJLQ I was seeing a lot of bad pad work in gyms, along London we teach all our courses there.
with poor teaching. This broke my heart but
spurred me on to partner with Greg Williams and +RZGRHVWKHFRQWHQWLQ%R[RORJ\GLʞHU
develop a dedicated course for boxing technique. IURPKRZER[LQJLVW\SLFDOO\XVHG
It teaches how to hold pads correctly and also E\37VDQGLQVWUXFWRUV"
trains in strength and conditioning for boxers. We cover every movement microscopically and
We wanted the course to be the best in the break it down so attendees understand why
industry in terms of quality and professionalism and they’re teaching a technique. We want each
approached Active IQ to seek the endorsement of person to understand what techniques to use and
a reputable education provider and to secure CPD why. The detail and professionalism has been fully
points for our course, which CIMSPA provides. assessed and recognised by Active IQ – which
We also created an app with 250 technical awarded us its Professional Recognition status, and
videos to complement each course, which you get CIMSPA which also endorses Boxology.
free access to when you attend the courses. We have a maximum of 10 people on the course
PHOTO: COURTESY OF THIRD SPACE
We wanted to create a reference source to so each will be given a large amount of one-to-one
use after the course, as most people only retain attention and help. We found a lot of courses out
a small percentage of information in training: there cram students in and due to the nature of
the book and app cover everything learned. boxing, it’s harder to teach to large groups.
68
Boxing training can be
transferred onto any other
sport, as it helps mindset,
agility, power, recovery,
fitness and strength
How is the course structured? they walk into a session and I speak to them
There are two ‘Rounds’ to the course. Round 1 is so I can evaluate what kind of session to give
a comprehensive guide to boxing and by the end, them; if they’re stressed, I won’t give them
an individual will be able to teach basic boxing skills such a technical, heavy session, for example.
and correct technique and deliver a basic boxing My retention of clients is excellent as I
VHVVLRQWRDFOLHQWVDIHO\DQGHʞHFWLYHO\ build a relationship with them. This helps
Round 2 is a more advanced guide to boxing for me know what days I can really push them;
anyone who wants to teach higher level pad work. you shouldn’t train them hard every time.
We’re working on Round 3, which will cover
KRZWRJHWVRPHRQHUHDG\WRʛJKW How can boxing help people who are
dealing with trauma?
How important is psychology? There is something magical about boxing, it gives
I studied sports psychology and cognitive individuals inner resilience and the ability to build
behaviour therapy after I retired from boxing, a coping mechanism. Boxing releases so many
as I realised how important it is, not just negative feelings and has a natural ability to be able
IRUʛJKWLQJEXWIRUWUDLQLQJDQGIRUOLIH to open people up about their emotions.
As coaches we’re dealing with individuals who Once you talk about things, you can start
may have immense stress from work and life so building up coping mechanisms. Talking about
it’s vital to understand elements of psychology. feelings and emotions is powerful to healing,
Each person is unique and should be coached while suppression is toxic.
differently. I get to know my clients very The serotonin release you get from boxing
well and ask them questions about themselves: serves as a natural anti-depressant and anxiety
this forms a bond. controller. So it can be a really powerful way to
I also watch their body language and how help deal with trauma.
69
FIRST PERSON
These children and women in Iraq have been left

with mental and physical devastation, but we are
hoping the power of boxing will be able to help them
G
Cathy Brown and Greg Williams are working
reg and I went to Iraq in April to work with
to empower Yazidi women and children in Iraq Yazidi children and women who were raped
and abused by IS when they attacked in 2014.
who have been the victims of rape and abuse There are so many heart-breaking stories –
one of the girls we worked with was sold six
times between the ages of seven and 10 to IS
for sex and endured abuse that is unimaginable. As a
result of this abuse, she is now unable to walk properly.
Cathy and Greg travelled They have all seen murder within their families and
to Iraq to work with have also lost their homes and education. They now live
ZRPHQZKRKDYHVXʞHUHG in a camp in the mountains, which is 40 minutes away
at the hands of IS from the nearest town and they have nothing. They are
the kindest and most loving people we have met.
We are hugely passionate about the power and
SRVLWLYHHʞHFWVRIER[LQJVRZHVWD\HGLQ,UDTIRU
days to work with as many children and women as
possible and to teach them boxing.
We also ran a Boxology course for two women, so
after we left they could teach boxing and carry on this
HʞHFWLYHWKHUDS\WRWKHJLUOVWKDWQHHGKHOSZKLOHDOVR
earning a living, so they can feed their families.
We’re in constant contact with them and they send
us coaching content via video, so we can help them
become better coaches.
One woman cannot read or write and none of
them speak English, so Greg and I have had to adopt
GLʞHUHQWFRDFKLQJVW\OHVIRUWKHVHZRPHQ
The project is called 'Boxing Sisters'. We’re returning
in October to work with the women in other camps
and to train up another two women to coach.
All the children and women have been left with
mental and physical devastation, but we are hoping
the power of boxing will be able to help them open up
PHOTO: ANNELISE MECCA
about their ordeals, while sharing my CBT experience

will help them create a coping mechanism.” O
70
The Boxing Sisters
programme is helping
women to recover from
trauma through the power
of boxing and CBT
PHOTOS: CLAIRE THOMAS
71
SPONSORED BRIEFING
ALIVE AND KICKING

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residents and visitors a wealth of services system in late 2017, when ANGUSalive
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service areas which form the culture, "The seamless integration “The seamless integration between
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customer enquiries to the old website –
it just didn’t feel like us. LIVING AND BREATHING
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the opposite is now true: online and "In improving our digital true for any initiative whose purpose
social are properly integrated, employees it is to achieve that. One of the main
know where to direct customers,
offering, we’re giving factors in the success of ANGUSalive’s
LWȷVHDV\WRH[SODLQZKHUHWRʛQGWKH our customers what digital project has been the collaboration
information they’re looking for, although between Legend and the trust.
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making it much quicker and easier to making ANGUSalive a than a provider, it’s a true partner and we
locate content – and it looks great!” feel valued. At every step of the way, the
ANGUSalive and Legend are currently great place to work, as Legend team has sought to understand
nearing the completion of phase two of our teams are able to add what we wanted and then helped us
the project, which is to add transactional deliver and improve on that. As a result,
elements, such as online joining. value to their jobs. It’s we now have a digital presence that
Future phases will include room and a win-win scenario" UHʜHFWVXVRXUYDOXHVRXUFRPPXQLW\
facility booking, swimming lessons and and our history, in addition to being
membership journeys. Iain Stevens, senior manager, delivered on time and within budget.” O
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and development at ANGUSalive. “In EMAIL: info@legendware.co.uk
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AC TIVE AGEING
Thirty-eight per cent of people

over the age of 55 are inactive.
This represents a huge
opportunity for the industry

SECURING THE
SILVER POUND
The 2019 Moving Communities report highlighted that the silver pound could drive
significant growth in public leisure. Operators are capitalising on this potential
revenue stream, but uptake is slow. Utku Topraksevten investigates
F “
igures published in the Moving Investment Accelerator – to distribute
Communities: Active Leisure Trends £12m worth of grants to small and
2019 report uncovered insights into medium-sized enterprises that aid healthy
how the industry is attracting, retaining ageing, including those involving physical
and interacting with older members. activity. The project will support the UK
This third annual report from the government’s mission to ensure people
ukactive Research Institute and the can enjoy at least five extra healthy,
DataHub drills into trends driving public independent years of life by 2035.
We’re living longer,
leisure in the UK, revealed that while the
proportion of older members has but those extra years UNDERSTANDING THE
increased slightly over the past two years OPPORTUNITY
(from 7 to 8 per cent of the population), are blighted by illness Despite this call to action, older adults –
there’s still a major opportunity to attract and frailty. We need to who hold 70 per cent of the nation’s
older customers to use facilities. wealth – remain unengaged in physical
There’s been a gradual increase in the reimagine ageing activity. By 2030, it’s estimated there will
total 55-plus membership base in the last be 20 million UK residents over 60, yet
three years – 19 per cent in 2017, 21 per HUW EDWARDS UKACTIVE Moving Communities revealed only 11 per
cent in 2018 and 23 per cent in 2019 – but cent of leisure centre members are
when you consider that this cohort 55-64. Just 3 per cent are over 75.
accounts for 37 per cent of the UK close to meeting their potential – adults “We all know we’re living longer, but
population, the figures remain low. over 65 accounted for just 9 per cent of those extra years are increasingly
visits. Backing this up, the Reimagining blighted by illness and frailty – we need
A SNAPSHOT IN TIME Ageing report, released at last year’s to reimagine ageing,” says Huw Edwards,
Using data collected by the DataHub ukactive National Summit, revealed 38 CEO at ukactive. “The report
from more than nine million members per cent of over-55s are inactive, rising to demonstrates average age of members
and 246 million individual visits across close to half (48 per cent) of over-75s is increasing, from 39 in 2017 to 41 in
534 leisure centres over the past three and 71 per cent of over-85s. The report 2019, suggesting the sector is starting to
years, the Moving Communities report called for the sector to collaborate to take advantage of the opportunity
offers an unparalleled snapshot of the reimagine what ageing looks like. presented by an ageing population.
2019 leisure and fitness landscape. Government is clearly keen to invest. “More is being done to promote
Last year’s report showed engagement Earlier this year it announced a new physical activity to older people than
levels among older people weren’t even initiative – The Healthy Ageing ever before, but we’re at the start of

AC TIVE AGEING
“
this drive; it’ll take years of targeted clear idea of the market opportunity and
engagement to achieve meaningful specific programmes that improve older
results. These initiatives show a clear member acquisition and retention.”
direction of travel, one that ukactive will
be championing during the coming years THE INVINCIBLES
as a core pillar of our work.” Wellington Health and Fitness Club in
Ed Hubbard, principal consultant at Berkshire currently excels in this field –
DataHub/4global, suggests a better the majority of members are over 50,
For too long, the sector
understanding of what older adults want with 894 aged 60-79 and 133 aged 80 to
would help operators engage them. “For has grouped ‘older’ as 99. Eleven are over 90.
too long, the sector has grouped ‘older’ Ian Davis, commercial manager of
as everyone over 55. But offering a everyone over 55. But Wellington College Enterprises, which
60-year-old the same programming as an manages the club, says: “We have a
80-year-old is like treating a 20- and offering a 60-year-old long-running 50+ group called ‘The
40-year-old the same. If we’re to the same programming Invincibles’ – 483 members who meet
rebalance this segment, we need to use three times a week to exercise and
data and insight to engage participants in as an 80-year-old is socialise. Everyone’s given free
a targeted, personal way. membership on their 90th birthday and
“Whether it’s understanding how to like treating a 20- and we celebrate 80ths, too. Many members
support adult-only swimming with have lost partners and live far away from
personal training or identifying the best
40-year-old the same! family, so the group provides a lifeline.”
marketing channels for older adults, our Davis says finding appropriately trained
Data Analytics and Insight service gives a ED HUBBARD DATAHUB staff is challenging. “There are
The majority of members at

Wellington Health and Fitness
Club are over 50 years old

“
There are consequences

Oldham Community Leisure
to having older members, actively targets older members,
purely because of their putting the focus on socialising
physical attributes. Some

struggle with mobility,
professionals to work with individuals swimming accounts for just 8 per cent of
some dementia, others with long-term conditions.” 16-24 year old’s visits, compared to 30
find negotiating kit hard Elaine Briggs, director of education, per cent of 65-74 year olds.
Training and Innovation at Future Fit Sport preferences also change with
Training, argues this doesn’t go far age. Badminton is popular across all ages
IAN DAVIS
enough. “Training providers can only until 65, when health and wellbeing
WELLINTON COLLEGE deliver qualifications set by awarding takes top spot, encompassing
ENTERPRISES bodies that meet professional standards assessments and consultations with staff,
set by CIMSPA. These need revisiting; GP referrals and rehab sessions.
updating for the new, older generation,” “For us, working with people classed as
consequences to having older members, she says. “Let’s be clear – over 55 isn’t older is about mindset,” says Jackie
purely because of their physical ‘old’. Kylie is 50, Madonna is 61 – we don’t Hanley, health and wellbeing manager at
attributes. Some struggle with mobility, see them as old! We need to revisit the Oldham Community Leisure. “We
some dementia, others find negotiating language we use, give the qualifications a actively target over-55s and it all starts in
kit hard. This creates a duty of care from shake-up and the age brackets a re-think. the local community. I do presentations
a club to them, other members and staff. “Younger people coming into our industry to groups we want to encourage into our
It’s a moral dilemma; we know how need to be educated so they don’t centres. If I talk about exercise, or even
important the gym is to our older pigeonhole people just by age. You can get a physical activity, people switch off – their
members, but no useful training or very fit, active 65-year-old or an overweight, perception is they’re too old to exercise.
qualifications are available.” inactive 20-something; the training you’d I try to create a conversation around
Davies believes specific training to work advise each to do is so very different as is moving and socialising; nudging people
with older adults would allow instructors the communication style you’d use. Age is towards small lifestyle changes.”
to confidently produce tailored fitness irrelevant; the things we qualified as Hanley’s been working with older
interventions for ageing members. ‘specialist’ a few years ago are now the norm members for 12 years and says once they’re
“In the months since Reimagining for many exercisers and instructors need to exercising, they’re hooked. “For older
Ageing, numerous training providers have be qualified across the board.” members, exercise rapidly becomes a
already committed to supporting older
people to train as exercise professionals,” INSIGHT AND ANALYSIS
says Edwards. “David Lloyd, for example, The 2019 report highlights how exercise
is employing at least one instructor aged
55 and over at every one of its 90-plus
preferences change as age increases.
Younger members favour the gym
“
sites. At the same time, CIMSPA has (57 per cent); group exercise is more
accredited training that will support popular with older members and
SPLIT OF VISITS FOR CORE ACTIVITIES BY AGE

Age is irrelevant. You
AGE SWIMMING GROUP EXERCISE FITNESS
16-24 8 per cent 23 per cent 57 per cent can get a very fit,
25-34 15 per cent 27 per cent 44 per cent active 65-year-old or an
35-44 19 per cent 30 per cent 35 per cent
overweight, inactive
20-something
65-74 30 per cent 29 per cent 29 per cent ELAINE BRIGGS
75+ 27 per cent 19 per cent 40 per cent FUTURE FIT TRAINING

AC TIVE AGEING
Older members favour late

mornings and classes such
as Zumba, Pilates and Yoga
mindset, then they keep coming back. Some THE MOST POPULAR GROUP WORKOUTS FOR EACH AGE ARE:
of OCL’s chair-based class goers are in their
90s; they’ve been coming for years,” she says.
Female Aerobics Pilates Yoga
Being specific about what’s on offer then 55-64
communicating this with potential Male Indoor Cycling/Spin Aerobics Yoga
participants is key, says Hubbard. “Our data Female Aerobics Pilates Yoga
shows us older members clearly favour late 65-74
Male Aerobics Indoor Cycling/Spin Circuits
mornings – 49 per cent of over-65s visit
between 9am and 12pm – and the 65-74 Female Aerobics Pilates Health Classes
75+
group wants Pilates, Yoga and Zumba. If Male Aerobics Health Classes Circuits
operators delve into and use this insight to
inform programming, marketing and staffing,
the offer for older adults can be improved
and communicated more effectively.” O THE MOST POPULAR SPORTS/ACTIVITIES FOR EACH AGE ARE:
Health &
Female Badminton 50+ activities
Wellbeing
55-64
Health &
Male Badminton Squash
Utku Toprakseven Wellbeing
is director at Health &
the DataHub Female 50+ activities Badminton
Wellbeing
65-74
Sources: Health &
Male Badminton Bowls
O Moving Communities: Wellbeing
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Wellbeing

Simplicity and a sense of belonging are two factors that inspire
almost obsessive levels of devotion to indoor cycling classes
T H E P A S S I O N O F
INDOOR CYCLING
In last month’s issue we grilled operators about what makes the best indoor cycling class, and
they agreed instructors play a crucial part in the overall class experience. Now we’re asking the
experts on the frontline for their thoughts on what makes indoor cycling such a phenomenon
CAT BOOKER, OWNER OF

CAT BOOKER FITNESS
There are many reasons why

indoor cycling has such a huge
fanbase. The whole experience is
important; the instructor, the class, the
atmosphere, the friends people make, the
bikes, the ride, the fact that pretty much anyone can
participate, and the personalised growth.
Once someone takes a class with us they become
hooked. They bring their friends along too, creating a
natural organic growth and sense of community, which is
why the social aspect of cycling is so huge.
We take great care to put together bespoke rides,
looking at the clients and their skill sets to ensure they
get the most out of a class. While it’s group exercise,
people still want a personalised experience, with set
goals they can strive towards achieving.
The bikes play an important part in the overall
enjoyment of our classes; people want to feel as
though they’re cycling on a road bike. The Precor
Spinner ®ELNHVDUHUREXVWVPRRWKDQGDGMXVWWRʛW
everyone. Along with the programming, this helps to
give them an authentic experience.
7KHUHȷVGHʛQLWHO\DVKLIWWRZDUGVWKHȶSRZHUȷHOHPHQW
which is fundamental to bringing in road cyclists as
well as general exercisers. SpinPower ® gives clients the
RSSRUWXQLW\WREHWHVWHGIRUDEDVHOLQHʛWQHVVDQG
have a personalised programme created. Power, heart
rate, RPE and cadence data is tracked during training by
smart phone or transferred to leader boards. Adding
SRZHUDQGSURYLGLQJDFFXUDWHGDWDPHDQVZHFDQRʞHU
SUHVFULSWLYHSURJUDPPLQJDQGVHWVSHFLʛFJRDOV
Booker says the bike itself is a big part

of the appeal, as people want to feel as
though they’re on a real road bike

C YC LI N G
Wattbike’s Adam Daniel says exercisers want to be

given meaningful data with which to track their progress
ADAM DANIEL, WATTBIKE LOU ATKINSON, LEAD MASTER

LEAD MASTER TRAINER TRAINER FOR SCHWINN CYCLING
Regardless of goals and ability, Something about indoor cycling inspires

there are few things more frustrating DOPRVWREVHVVLYHOHYHOVRIGHYRWLRQ
to an exerciser than an indoor cycling 6LPSOLFLW\3UHWW\PXFKHYHU\RQHFDQULGHD
class where the instructor fails to use ELNH3HRSOHDUHPRUHPRWLYDWHGWRSDUWLFLSDWH
data and measurement; such as rates of in activities they feel competent in, and someone
perceived exertion, heart rate zones or power who’s only been to six or eight classes can already do
PHWHUVWRXQGHUVWDQGWKHLUHʞRUWOHYHOVDQGSHUIRUPDQFH HYHU\WKLQJWKHPRUHH[SHULHQFHGSDUWLFLSDQWVDUHGRLQJ
The session’s success has to be measured beyond While a few are driven to be the best, most are happy
VZHDWLQJDQGVRUHOHJV([HUFLVHUVZDQWWRKDYHIXQEXW MXVWWRNQRZWKH\ȷUHGRLQJDVZHOODVHYHU\RQHHOVHDQG
they also want to understand how their power, pedal indoor cycling gives them that sense, due to the absence of
HʡFLHQF\RUKHDUWUDWHPLJKWKDYHFKDQJHGFRPSDUHGWRD complicated movement patterns and the necessity for only a
PRQWKDJRWRVHHKRZWKH\ȷYHSURJUHVVHG7KH\GHPDQG YHU\EDVLFFDUGLRYDVFXODUFRQGLWLRQLQJOHYHO
intelligent, engaging programmes that utilise these types of $VHQVHRIEHORQJLQJ7KHUHDUHWKRVHZKRHPEUDFHWKHLU
GDWDWRPD[LPLVHWKHLUWLPHVSHQWWUDLQLQJ indoor cycling identity; wearing the clothes, buying the
&RDFKHVKDYHWREHʜH[LEOHLQWKHLUGHOLYHU\EHLQJDQ JDGJHWVDQGMRLQLQJVRFLDOPHGLDIRUXPV+RZHYHUPDQ\
entertainer to engage those who are simply there ‘to keep enthusiasts don’t feel the need to go this far and they are
ʛWȷDVZHOODVKDYLQJNQRZOHGJHRIWKHGDWDDQGWHFKQRORJ\ MXVWDVPXFKDSDUWRIWKHFRPPXQLW\
WRNHHSNHHQF\FOLVWVLQWHUHVWHG$JRRGLQVWUXFWRUZLOOEHD Creating and delivering classes that bring people together
FKDPHOHRQDEOHWRDGDSWFODVVHVEDVHGRQWKHJURXS whilst catering for everyone’s needs is no easy feat, and requires
Indoor cycling has the ability to bring people together as VLJQLʛFDQWVNLOOH[SHUWLVHDQGGHGLFDWLRQ0RVWLPSRUWDQWO\
DFRPPXQLW\,WFDQEHPRWLYDWLQJIRUWKRVHZKRDUHMXVW WKHUHȷVQRVXEVWLWXWHIRUDQLQVWUXFWRUȷVSDVVLRQ,IWKHLQVWUXFWRU
EHJLQQLQJWKHLUʛWQHVVDGYHQWXUHRULQVSLULQJIRURWKHUVZKR is genuinely excited to be there it’s infectious, members will be
ZDQWWRGLJDOLWWOHELWGHHSHU(YHU\RQHQRPDWWHUWKHDELOLW\ GUDZQWRWKHFODVVHVDQGIROORZWKHPWRGLʞHUHQWFOXEV
FDQGRWKHVDPHVHVVLRQDWWKHOHYHOWKDWȷVULJKWIRUWKHP$QG For everyone, it almost certainly started in a small studio
with the technology that now allows you to hop on an indoor with strangers and an instructor who they suspect may want
bike at home and ride with friends across the world using a to kill them, and they discovered they actually loved it! I still
structured programme created by world-class coaches, indoor JHWWKHELJJHVWEX]]IURPVWDUWLQJVRPHRQHRQWKHLUMRXUQH\
F\FOLQJLVRQHRIWKHWUXO\LQFOXVLYHʛWQHVVWUHQGV WREHFRPLQJWKHQH[WLQGRRUF\FOLQJVXSHUIDQ

C YC LI N G
A combination of music, technology and the

passion of the instructor are what draws
people to a class, says Katy Sullivan
KATY SULLIVAN, DARREN LEE, INTERNATIONAL

MATRIX MASTER TRAINER & MASTER TRAINER FOR
INDOOR CYCLING INSTRUCTOR KEISER POWERED, UK
From my experience, the console on the The modern indoor cycle studio is all
bike plays a massive part in people’s indoor about the environment; understanding the
cycling experience. I’ve seen people leave a music, the choreography, the lighting, the
class before because there was only one bike left multimedia and the bikes, but most importantly,
and its screen wasn’t working, so they felt there was ‘no it’s about understanding the exercisers.
point’ in them taking part in the class. The days of being able to just bang out the latest
Members love statistics and it’s vital that bikes maximise nightclub anthem and jump around the bike are long
the focus on this, as the latest Matrix Target Training gone. The audience is a lot more educated and they want
Cycles do. Nowadays, people want to know their data. This FHUWDLQWKLQJVIURPDFODVV:KHQʛUVWHQWHULQJDVWXGLR,
includes RPM, power, calorie burn, heart rate and more. immediately start to make connections with my audience
The more competitive members like seeing results in real- members to get a feel for the atmosphere and whether
time, with their data on screen allowing them to compare this class wants to train, dance or detonate...
and compete with the other riders in the room. &\FOLVWVWKHVHGD\VDUHDPL[WXUHRIGLʞHUHQWW\SHVRI
However, the bike, technology, instructor and the ULGHUVDQGWRGD\ȷVPRGHUQLQGRRUELNHRʞHUVWKHPWKH
experience are all of importance when it comes to delivering ability to add power into the classes, attracting the road
a successful indoor cycling class. Most people go to group cyclists back into the indoor environment. The Keiser
exercise classes for the experience, otherwise they would m3i has both the geometric frame and the smooth pedal
MXVWZRUNRXWRQDQLQGRRUF\FOLQJELNHRQWKHJ\PʜRRU6R stroke which allows riders to physiologically develop their
you can have all the latest technology, but if the instructor power as I incorporate power, zonal and sprint challenges
delivers a mediocre class, members won’t come back. that are projected on a huge screen taking real-time data
Music, technology and the passion of the instructor are from each of the bikes and each of the riders.
predominantly what draws a person into a class. Music is Hopefully at the end of one of my classes, even if you are
KXJHO\PRWLYDWLRQDODQGFDQUHDOO\EULQJPD[LPXPHʞRUWV an out-and-out racer or a dancer on a bike, you will come
when people feel they have nothing left. And the instructor out having enjoyed most, if not all, of the elements. The
can have a big impact on the experience of each member – Keiser m3i data app connection and data measurements
driving a community of regulars. It’s not just their passion, but allows us to look at performance and measure progress...
their knowledge of the technology being used and maximised DIWHUDOOWKHVHJX\VGLGVXEVFULEHWRLPSURYHWKHLUʛWQHVVDQG
that makes the class even more impactful. that will always be the primary objective.
82 healthclubmanagement.co.uk
k October 2019 ©Cybertrek 2019
C YC LI N G
JEN ZWEIBEL, EQUINOX

DIRECTOR, UK OPERATIONS
At Equinox, member experience

is at the core of our values. Group
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experience has improved dramatically.
6WDJHVWHFKQRORJ\SDLUVZHOOZLWKRXU3XUVXLWFODVV
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and inspire peak performance.
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Equinox’s Pursuit class uses data visualisation and WKHʛUVWFOXELQRXU/RQGRQSRUWIROLRWRRʞHU7KH3XUVXLW
results-driven programming to motivate riders :HȷUHH[FLWHGWREULQJWKLVXQSDUDOOHOHGF\FOLQJFODVVWR
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Instructors should
tailor their coaching
style to the
members in their
NATALIE MOHAN, LES class, says Mohan
MILLS RPM AND LES MILLS
SPRINT MASTER TRAINER
Understanding the range of

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build a connection with everyone in the room.
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Instructors need to focus on getting
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ZAHRA SEFIANI, ICG® MASTER TRAINER Many instructors forget these basics, which leads to
ON BEHALF OF LIFE FITNESS VWRSVWDUWFODVVHVZLWKOLWWOHʜRZ%\EUDLQVWRUPLQJ
beforehand, you can clearly communicate what’s
People choose group exercise classes because happening and set an expectation whereby each
they don’t want to have to think about each repetition participant knows you’re going to maximise the
and they want to maximise their workout in a limited short period of time you have with them.
amount of time. Therefore, without doubt, it’s all about %\UHPHPEHULQJWKHEDVLFVEHLQJSUHSDUHGIRU
getting the basics right, something many instructors can every session and arriving on time, you can feel more
forget, that keeps people coming back for more. comfortable focusing on the various people in the
It’s the preparation before each session, regardless of the room and ensuring that you engage with each of them
length, that makes each one a success. Once you’ve nailed on a personal level. They’ll keep coming back if they
the structure and the session aims, you can start to add in know the person they’ve entrusted with their time
some variety; integrating themes based on the time of year, a will push them to the limit and help them achieve their
FHUWDLQVSRUWLQJHYHQWRUHYHQMXVWDVSHFLʛFJHQUHRIPXVLF goals all within 45 – 60 powerful minutes.

C YC LI N G
Johnny G invented
Spinning in the early 1990s
“Indoor cycling is a very inclusive activity. No matter what your

age or your physical condition, you all train together”
JOHNNY G, FITNESS INNOVATOR AND exciting, motivating, high-energy classes that feature
CREATOR OF THE JOHNNY G SPIRIT the right music, tempo, structure, personality and
BIKE WITH DYACO INC guidance, then people will work hard and, most
importantly, they will enjoy the sessions.
The main reason that indoor cycling has built up Indoor cycling is a very inclusive activity. No matter
such a passionate following over the years has to be what your age or your physical condition, you all
the huge amount of enjoyment it creates. train together. There’s a common thread, a collective
Enjoyment stems from the combination of three key experience, yet at the same time, people are training
elements; the class format, the inclusivity of the activity itself independently at their own level. The only competition
and the community that’s subsequently created within the is with yourself, not with each other.
indoor cycling studio as people come together to exercise. 7KLVJLYHVSHRSOHWKHFRQʛGHQFHDQGPRWLYDWLRQWR
The key ingredient to a great class format is the instructor. come back time and again and from that, a community of
When you have an entertaining instructor who can create like-minded, supportive followers is formed. O

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SPONSORED BRIEFING
F L O O R D E E P
TVS Group is one of the leading suppliers of flooring and surfaces for gym, sports and play
environments. We take a look at what's behind this company's success
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he routes to success in the ʜRRULQJVROXWLRQVWRPDQ\RIWKHELJJHVW )LUVW6SRUWV'LUHFW)LWQHVV;HUFLVH/HVV
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many and varied. But for TVS XQGHUWDNHVFRQWUDFWVODUJHDQGVPDOORQ &KHOVHD)&DQG'HUE\)&
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Group – now one of the UK’s leading the refurbishment of existing premises. UHVSRQVLEOHIRUDVLJQLʛFDQWQXPEHURI
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surfaces – it all started with two things FRQWLQXHVWRSUREOHPVROYHQRLVHDQG IRU6KHʡHOG+DOODP8QLYHUVLW\'HUE\
people didn’t want – noise and vibrations. vibration issues both inside the sector 8QLYHUVLW\7KH8QLYHUVLW\RI.HQW
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universities and football and rugby stadiums. best known names from across the health FHQWUHVSHUVRQDOWUDLQLQJFOXEVDQGPXOWL
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playgrounds and more in a wide range of colours and styles
TVS Acoustics provides solutions

for noise and vibration issues
in bowling alleys, cinemas
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Group also helps to overcome many PROBLEM SOLVING $W+XGGHUVʛHOG/HLVXUH&HQWUH

unwanted noise and vibration issues Because problem-solving is in TVS meanwhile, TVS Group was helping to
in gym environments. Examples Group’s DNA, the company is often UHVROYHDPRUHIDPLOLDULVVXHDʜRRU
to date include the installation of called on to resolve complex projects system not robust enough to withstand
anti-vibration pads for treadmills; where a variety of surfaces may need the high impact of heavy dumbbells.
impact-absorbing isolation rings for WREHXWLOLVHGIRUGLʞHUHQWDFWLYLWLHV Explained Roberts: “The solution involved
gym equipment; and spring jack-up When Bryanston School in Dorset UHPRYLQJPRVWRIWKHULJLGʜRRULQJ
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Conscious that gyms also need to performance areas – an international slab and installing impact protection
be attractive places to work out, the standard 40m indoor sprint track, a tiles beneath a layer of interconnecting
company offers one of the broadest European-compliant sports hall and a heavy-duty rubber tiles. “Successful
ranges of coloured rubber floor strength and conditioning area – TVS and durable gym and sports surfaces
coverings in a variety of thicknesses, Group was awarded the contract. are about much more than the eye can
allowing materials to reflect “The three-lane athletics track presented see. At TVS Group we use well-proven
corporate colours where required a unique challenge,” recalls TVS Group sales techniques and high-quality materials to
or, alternatively, contrasting hues to director Andy Roberts. “The surface had ensure that everyone gets the most from
brighten the environment. to conform to IAAF standards and take a the surfaces they purchase, exercise or
In a complementary role, TVS Sports running spike, it had to meet the strength play on,” added Roberts. O
Surfaces specialises in high performance DQGFRQGLWLRQLQJDUHDDWWKHVDPHʜRRU
shock-pad underlay systems and highly height and needed to match the colour
durable surfacing solutions for indoor scheme of the sports hall. What’s more,
or outdoor sporting requirements. TVS one sprint lane needed to have under-track
Play Surfaces, meanwhile, supplies and sensors to monitor athletic performance.
installs surfacing for playgrounds and 7KH796*URXS
VVROXWLRQVDQGʜRRULQJ TEL: +44 (0) 1706 260220
caters for a wide variety of equipment, materials all proved successful and provided EMAIL: sales@TVS-Group.co.uk
play and sporting requirements. an aesthetically pleasing result.” WEB: www.tvs-group.co.uk

Cryotherapy is hot right now, with more people attracted to its cited
benefits, from reduced recovery time to improved sleep quality.
Operators offering this chilly experience give us their advice PHOTO: SHUTTERSTOCK / JACOB LUND

C RYOT H E R A P Y

HEALTH CLUB LE CHALET CRYO
WHERE? LONDON SUPPLIER MECOTEC
+RZORQJKDYH\RXEHHQRʞHULQJFU\RWKHUDS\"
Just two months.
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of cold therapy. We introduce them to the treatment and
H[SODLQWKHUDQJHRIEHQHʛWVDQGZKDWWKH\VKRXOGH[SHFW
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Excellently. We are located in an area where people work
LQWRSHUVRQDOLVHGʛWQHVV
long, exhausting hours and don’t always have the time for
SURJUDPPHVIRUPHPEHUV
self care. Our clients can be in and out of a cryotherapy
session within 15 minutes and then attend their meetings
feeling re-energised and clear minded.
HEALTH CLUB: KXU Our customers have reported experiencing improved sleep
quality after just the first session. Those who train a lot have
WHERE? LONDON SUPPLIER ZIMMER also reported having a much faster recovery and say that
cryotherapy delays the onset of muscle soreness.
Two years. :KDWDGYLFHZRXOG\RXJLYHWRRSHUDWRUV
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FU\RWKHUDS\LQWRWKHʛWQHVVSURJUDPPHVZHFUHDWHIRUFOLHQWV every type of customer’s needs.
This can include pre-cooling, post-cooling or, in some cases, both.
Most of our bookings come from us consulting our clients
on their aims and history and devising a fitness regime that
includes cryo. In this way they know cryo is a serious therapy
that can help them achieve their goals better. When it works
and they see the results, they really appreciate how
important cryotherapy and recovery and preparation are.
Extremely well – we have a 100 per cent return rate.
We’ve seen popularity and demand for cryotherapy grow
since we first installed the unit.
We have had multiple success stories from clients who
have experienced the benefits of cryotherapy during their
fitness journey. Pain and delayed onset muscle soreness is
reduced, flexibility increased and stamina and recovery
significantly improved. It’s a clever therapy that adapts to
clients’ needs, and we find if we consult clients on what
they want to achieve and plot cryotherapy at the right
points, the results are impressive.
:KDWDGYLFHZRXOG\RXJLYHWRRSHUDWRUV
FRQVLGHULQJRʞHULQJFU\RWKHUDS\"
We consult and educate our members throughout their
journey. In that way we manage their use of cryotherapy and
we’ve seen our uptake of cryo rising as a result.
If we were just to offer cryo as an isolated, standalone therapy,
we would get some uptake, but the traction is far greater when
it’s integrated into a fully expanded and considered wellness plan.
I also think it’s important that all staff are as positive and
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energised about cryo as possible and for this reason we’ve
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made the therapy available to all our staff members. We
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make sure they’re educated in its benefits and use, so they
understand it thoroughly and can talk to clients about it.

C RYOT H E R A P Y
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C RYOT H E R A P Y
HEALTH CLUB: CRYOLABS
WHERE? DORSET, UK SUPPLIER CRYOACTION
18 months
Very enthusiastically – all customers and members
absolutely love it. Feedback has been extremely
positive from customers, as we see in the reviews
posted to our Facebook page.
:KDWDGYLFHZRXOG\RXJLYHWRRSHUDWRUV
FRQVLGHULQJRIIHULQJFU\RWKHUDS\"
First, determine if you are aiming to target the spa market
or the professional/clinical market and then choose your
chamber accordingly. Speak to other operators to check
whether or not manufacturers’ claims as to operating &U\RODEVDGYLVHV
WHPSHUDWXUHVDUHWUXHUDWKHUWKDQȶRSWLPLVWLFȷDQGʛQGRXW GHWHUPLQLQJ\RXUPDUNHW
whether proper maintenance and servicing are available at EHIRUHFKRRVLQJDFKDPEHU
short notice if anything goes wrong. O
Q WANT TO OFFER CRYOTHERAPY?
Elena Lapetra, director of Stronger Studios shares her tips on getting

started with cryotherapy and the main factors to consider
(OHQD/DSHWUD
OPERATIONS HEALTH AND SAFETY
Start with a split timetable of available slots and grow it Not all chambers get approval for insurance coverage;
to include walk-in customers. Time the slots around other so ask that question early on in the process. Also make
behaviours and demographics, for example, before work sure your service cover supports you not only for remote
and around noon, office workers will be searching for brain support and login for quick fixes, but also for on-site
fog relief and after a high intensity exercise class, people support with a good response time.
will want to optimise their recovery.
Choose your demographics, choose their benefit driver DOWN TO BUSINESS
and create your timetable and messaging around it.
It’s best practice for clubs to work with their cryo
CHOOSING YOUR UNIT partners to design ROI guidelines and a longer-term
business plan. Successful business models would expect
Experts say anything above -100 degrees Celsius to return their investment in around 12 months.
does not give a cryogenic effect, so ensure your
chamber can offer sessions below this level. Equally OTHER CONSIDERATIONS
as important is the way air circulates inside the
chamber. Ensure the one you choose doesn’t let the air When it comes to cryotherapy, the list of claimed benefits
concentrate in the space from the waist down. can be split into physical performance and mental
You’ll also need to consider whether the cryotherapy performance. The most-cited are reduction of recovery
chamber can be programmed to automatically turn time and pain management.
on in the morning, whether it needs any drying time or However, cryotherapy is not magic! Doing it once is
down time each day and how long it will take to reach unlikely to yield results, therefore, make sure your first-timer
the optimal temperature – all of these factors will sessions are a great experience, but are also educational,
impact your operations. taking your business beyond just an Instagram post.

better be comfortable
with real dry -110°C
REAL TEMPERATURE SECURE RELIABLE

Real -110 °C reaching body surface. Visual Control via windows and CCTV. Very long product life cycle.
Intercom system and emergency door. No Ready for use all day!
contact to gas.
PROFITABLE ENERGY SAVER EXCLUSIVE

Low operation cost, high usage. Ready for Low electricity consumption. For your guests - only the best.
use all day, with room for 4 people at the Heat recovery system available.
same time!
www.cold-sauna.com | www.whole-body-cryotherapy.com
Introducing the Spinner®
CHRONO
The Spinner® Chrono by Precor distances
itself from the pack of indoor cycles that
measure power by offering a hassle-free
experience for operators, instructors and
riders alike, all while staying true to the
iconic feel of a Spinner® bike.
With no batteries to change, direct power

measurement, patent pending magnetic
resistance, and the brightest console
back-light in the industry that remains
on even after the ride is over.
The Spinner® Chrono bike

will exceed expectations...
KEY FEATURES:
•
• Kevlar® for authentic

riding experience
• Self-calibrating
performance system
Contact Precor sales to learn more:

info@precor.com or visit precor.com/spinning
PPLI
SU
ER
Precor’s Spinner® Chrono bikes SC
S H
are helping SIV members to
LPSURYHWKHLUʛWQHVVOHYHOV O
W C A S
E
SIV chooses Precor
After a competitive tender process, Precor has been chosen by SIV to provide its Spinning®
bikes and SPINPower® staff training to upgrade the offering at its leisure centres
W
ith almost 14,000 indoor bikes needed replacing. We it has on the way people train and the
members across its sites wanted to take the opportunity to improvement in their fitness levels.”
and Spinning® featuring ensure any new bikes met the changing
as an integral day-to-day needs of our class offering and members. THE POWER OF SPINNING
component in six out of the seven gyms, Ⱥ:HORRNHGLQWRDQXPEHURI %U\RQ\:LQIURZʛWQHVVPDQDJHUDW6,9
introducing the right bikes was paramount different brands in detail and ultimately XQGHUZHQWDWZRGD\EHVSRNH63,13RZHU®
ZKHQ6KHʡHOGEDVHGRSHUDWRU6,9ZDV decided the Precor Spinner ® Chrono WUDLQLQJFRXUVHDORQJZLWKRWKHU6,9
looking to make improvements. bikes ticked all our boxes.” Spinning® instructors, to understand both
Tim Hicks, head of health and the physics and the physical behind the
ZHOOEHLQJDW6,9VD\VȺ6HYHUDORIRXU NEW INSTALLATIONS ZDWWVZKDWSRZHULVKRZLWȷVPHDVXUHGDQG
venues were at the point where the The Trust installed Spinner® Chrono why it’s important, the relationship between
ELNHVDFURVVLWVVLWHV,QVWUXFWRUVDOVR power, RPE, heart rate and cadence, how
XQGHUZHQWDWZRGD\63,13RZHU® WRGHWHUPLQHEDVHOLQHʛWQHVVPDUNHUVDQG
3URJUDPPH&HUWLʛFDWLRQ 63,13RZHU® Training Zones, and how to
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programme is comprehensive and :LQIURZH[SODLQVȺ7KHZRUNVKRSZDV
extremely popular, so it was important DJUHDWKLWDV63,13RZHU® programming
for us to provide members with bikes allows training data to be tracked by
that would help them achieve their goals. smartphone or transferred to
Ⱥ:HIRXQGWKH6SLQQHU® Chrono bikes leaderboards, helping to improve member
“We looked into a number of to be very smooth and the added capability training and the overall class experience.
of intervals, as well as the association with We’re actively looking to incorporate
different brands in detail and the world-renowned Spinning® brand, power training formally into classes.
ultimately decided the Precor helped cement our decision. However, in the meantime, we’re utilising
Spinner® Chrono bikes ticked Ⱥ7KHFRQVROHDOVRSOD\HGDQLPSRUWDQW the skills obtained on the course.” O
part in the decision process, as we
all our boxes” particularly wanted a multifunctional 7RʛQGRXWPRUHYLVLW
Tim Hicks, head of health and display, indicating power and RPM www.precor.com/en-gb/commercial
wellbeing, SIV readings. We’ve already seen the impact 7HO(0)

COMBAT
‘FITNESS
FAILURE
SYNDROME’
WITH A COMPLETELY CONNECTED
SOLUTION TO ENSURE MEMBERS
BUILD A FITNESS HABIT AND SEE
LONG-LASTING RESULTS.
Through the Workout Tracking Network and Trainer Portal

app, Matrix Connected Solutions helps the operator track the
activity and performance of each individual member. The
app, bespoke to your facility, offers a unique member journey
for both the Fit and Focussed, and the remaining 70% of
members. It’s a system that’s simple enough to engage all,
retain members and impact your bottom line.
To find out more contact the Matrix team on

01782 644900 or info@matrixfitness.co.uk
PPLI
SU
ER
SC
S H
O
W C A S
E
Eden Fitness has enhanced its member
experience with a Matrix solution
designed to keep people coming back
Fully connected
In June 2019, Eden Fitness, a premium private health club in the heart of Ealing Broadway,
became the first site in the UK to install the new, fully-connected Matrix Fitness equipment
T
he install included the top-of- ingenious way to manage equipment to To complete the install, equipment was
the-range Matrix 7xi cardio expedite maintenance and service, which set up with the Matrix Workout Tracking
equipment, Ultra strength maximises machine uptime. Network (WTN), a digital solution
equipment with the connected With its intelligent training console, the allowing members to capture data from
intelligent training consoles, two of the Matrix Ultra strength series provides all of their favourite fitness apps in one
new CXP Target Training Cycles and two intuitive operation. The CXP Target place, including the Matrix Personal
versa cable machines. Training Cycle has a distinctive target Trainer Portal app, which creates a
Charlie Bourne, at Eden Fitness, training touchscreen display that uses personalised training experience with
comments: “Eden Fitness is a premium site engaging graphics and vibrant colours to flexible, customisable digital solutions to
and our members have come to expect motivate riders, assess effort and keep help trainers engage with members and
connectivity in all aspects of their lives, everyone on track for their goals. tap into new revenue streams.
including their fitness journey. Through the
Matrix technology, we can now engage TRANSFORMATION
with members outside the four walls of Noel Glenister, regional sales manager
the gym, integrate with third party apps London and South East at Matrix
and offer a more personalised service. Fitness UK, says: “Eden Fitness wanted
“We chose to work with Matrix to to enhance its member experience
take our equipment offering up a level, and its HIIT training zones. With our
to provide a fully connected experience fully connected cardio and strength
for our members. The team were equipment, we were able to transform
fantastic to work with and were able to WKHFOXERʞHULQJFUHDWLQJDSLRQHHULQJ
install the new equipment in just one “With our fully connected wrap-around, digital solution.
day, resulting in minimal disruption to cardio and strength “Through connected solutions, our
our team and members.” equipment, we were able to training consoles also include the Sprint 8
programme, a scientifically validated HIIT
REVOLUTIONARY NEW KIT transform the club offering, programme, designed to give your members
The Matrix 7xi series is a revolutionary creating a pioneering, wrap- results that keep them coming back.“ O
way to link members to stunning
around, digital solution”
HQWHUWDLQPHQWVRFLDOPHGLDHʞHFWLYH 7RʛQGRXWPRUHYLVLW
ʛWQHVVWUDFNLQJDQGEUDQGEXLOGLQJ Noel Glenister ZZZXNPDWUL[ʛWQHVVFRP
communication from the club. It’s also an Matrix Fitness UK 7HO(0)

F I T N E S S - K I T. N E T Find out more – go to fitness-kit.net and type the
fitness-kit keyword into the keyword search
PRODUCT INNOVATION
Lauren Heath-Jones rounds up the latest product launches in health and fitness
Pulse AirBike a test of ‘mental and physical strength’, says Ben Steadman
P
ulse Fitness is set to bike offerings, the AirBike by effort, meaning the
The AirBike creates more
expand its portfolio has handles that move harder you work, the more
resistance, the harder the
of cardio equipment as the user pedals, resistance is created. Used
user works
with the launch of its new providing a dual action at high intensity, it’s a
model, the AirBike. that incorporates the real test of mental and
Designed to utilise air entire body. physical strength.”
resistance technology, the Similar to an air rowing “Our AirBike has already
bike offers a cardiovascular machine, the AirBike proven to be highly popular
CrossFit-style workout. creates resistance through with the MoD thanks to
Unlike traditional exercise a large flywheel which its robust design and
generates more resistance technology and we look
the harder the user works. forward to launching this
It also features a 7-inch product into the wider
LCD console with advanced fitness market.”
controls that offer 12 The bike has a low carbon
preset training programme footprint, as it doesn’t
options, as well as a consume any electricity and
manual training mode. is fully adjustable, portable
Ben Steadman, business and low maintenance,
development director making it ideal for use on
“Our AirBike has already
at Pulse Fitness, says: the gym floor and at home.
proven to be highly “The AirBike is a serious
popular with the MOD” workout due to the fact fitness-kit.net ͙͋͗ͅ͏͒̈́
Ben Steadman that resistance is regulated PULSE
Fisikal enables operators to focus on front-of-house delivery, says Rob Lander
F
itness technology
company, Fsikal,
has developed a
new digital business
management solution
for personal trainers and
studio operators.
Available via a monthly
subscription service, with
“This solution puts an end
prices starting from £75 per
month, the platform offers a to paper-based records”
range of features, including Rob Lander
client engagement, payment The solution assists with member engagement
solutions, financial status In addition, Fisikal offers
reports, real-time booking a free-to-download member
and member assessment, app, which enables them paper records and hours of to improve business
to support operators to manage their bookings, manual data collation. efficiencies and enhance the
with the day-to-day make purchases, manage “The platform is like customer experience, but at
running of their business. payments and access a having an accountant, a fraction of the cost.”
Feedback on business library of fitness content. operations manager and
performance is also Rob Lander, Fisikal CEO, client services officer on fitness-kit.net ͙͋͗ͅ͏͒̈́
available via the system. says: “This puts an end to hand 24/7, all working FISIKAL

PROMOTION
Functional Training Zone - PureGym Southampton
A partnership between Pure Gym and BLK

BOX is challenging the low-cost model
P
ureGym is the UK’s slowing down. As it continue
leading gym operator to disrupt the budget gym
and first chain to market with a bold and
successfully reach over innovative strategy, the focus
a million members. The remains on delivering real
company is now celebrating value to members – an Functional Training Zone - PureGym Waterloo
its 100th Functional Training ambition BLK BOX fully
Zone (FTZ); a radical concept supports.
that five years ago would have “Working with PureGym has
seemed unachievable. been an extremely exciting
The unique 1,000sq ft challenge for everyone at BLK
concept was created in BOX,” says Miles Canning, the
collaboration with equipment company’s head of product.
specialist, BLK BOX, whose “We spent a year working on
challenge was to maintain and refining a concept which
PureGym’s market leader would differentiate PureGym
position by enhancing the from its competitors and –
space and offering of its more importantly – increase
low-cost gym model. member satisfaction.”
Strong partnership
“The partnership between
PureGym and BLK BOX has
been nothing but positive,”
Functional Training Zone - PureGym London Wall
says Richard Annetts, model
and equipment manager at
PureGym. “The BLK BOX team
have been with us every step Equipped with the latest custom functional training rigs
of the way. Their creativity and functional training equipment, create a remarkable feature
“We spent almost a year
superior knowledge have the FTZs are designed to throughout the estate. This is
made them a fantastic working on and refining excite PureGym members and a partnership that’s continuing
sounding board as we a concept which would inspire personal trainers. The to thrive and we look forward
introduce the new Functional differentiate PureGym zones are a thoroughly to seeing what they have in
Training Zones across the from its competitors and engaging space and are store for next year.
PureGym estate.” adaptive for one-to-one
more importantly, increase
With close to 250 workouts and group classes.
PureGyms across the UK, the member satisfaction” Positioned prominently, the fitness-kit.net ͙͋͗ͅ͏͒̈́
company shows no signs of Miles Canning FTZs vibrant turf, along with BLK BOX

Directory
To book your promotion, call the sales team on +44 (0)1462 431385
ARCHITECTS & DESIGNERS C O M P U T E R M E M B E R S H I P S O F T WA R E
W W W. Z Y N K D E S I G N . C O M W W W. L E G E N DWA R E . C O . U K
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info@brightlime.com
W W W . H E A LT H C H E C K S E R V I C E S . C O . U K
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CLUB LOCKERS & INTERIORS C O M P U T E R M E M B E R S H I P S O F T WA R E
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CUSTOMER ENGAGEMENT
GET MEMBERS..... KEEP MEMBERS!
www.cfm.net
www.myzone.org
LOC K ER S
tel +44 (0) 1525 384298 sales@ridgewayfm.com
W W W . R I D G E W AY F M . C O M W W W. C F M . N E T

H E A LT H C L U B M A N A G E M E N T
DIRECT DEBIT COLLECTION EXERCISE EQUIPMENT
We do more than
£ just collect your
subscriptions
www.debitfinance.co.uk
sales@debitfinance.co.uk
01908 422 026
W W W. D E B I T F I N A N C E . C O . U K W W W. S E R V I C E S P O R T. C O . U K
DIRECT DEBIT COLLECTION FLOORING
www.harlandsgroup.co.uk
Gym Flooring & Acoustic Solutions
Maximum Revenue, Minimum Hassle
We don’t just process your payments, we
manage your memberships so you can
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ZĊÀÖÀïéëÝɯõ£ÀÐÀõċ nªù¤ªÖÀ×õÀÖ
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0ƍDF +44 (0) 1706 260 220
01444 449 157 sales@harlandsgroup.co.uk Email: Sales@TVS-Group.co.uk www.TVS-Group.co.uk
W W W . H A R L A N D S G R O U P. C O . U K W W W .T V S - G R O U P. C O . U K
EXERCISE EQUIPMENT FUNCTIONAL TRAINING / FLOORING
MAKING A
STRONGER WORLD
ELEIKO SPORT LTD. IS NOW WORKING DIRECT
WITH FACILITIES IN THE UK AND IRELAND.
High Performance Fitness Flooring
By integrating the world’s best strength Recognised Brand Trusted Quality
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UK@ELEIKO.COM www.gerflor.co.uk
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LOCKERS & INTERIORS

To book your advert
call the sales team on
+44 (0)1462 431385
O Changing Rooms
O Treatment Rooms
O Lighting & Interiors
O Bespoke Storage & Lockers
sales@cqlockers.co.uk +44 (0)800 030 6082

W W W. C Q L O C K E R S . C O . U K

Directory H E A LT H C L U B M A N A G E M E N T
To book your promotion, call the sales team on +44 (0)1462 431385
LOCKERS & INTERIORS R E TA I L S S O L U T I O N S
More than just lockers

Changing rooms • Treatment rooms • Washrooms
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W W W. C R OW N S P O RT S L O C K E R S . C O . U K W W W. S R S L E I S U R E . C O M
LOCKERS & INTERIORS SALES & MARKETING
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0115 777 3333 WWW.CFM.NET

W W W. S A F E S P C E L O C K E R S . C O . U K W W W. C F M . N E T
LOCKERS & INTERIORS

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FITLOCKERS
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5-8 November 2019
The Westin
Dragonara Resort
St. Julians, Malta
What do you get at SIBEC?

" !

"

"
"

"
"

Your best marketing

spend this year!
For more information contact:
David Zarb Jenkins, Event Director
dzarbjenkins@questex.com
Tel: +356 99448862
www.sibeceu.com

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GLOBAL MEDIA PARTNER

UNITING THE WORLD OF FITNESS

Call us at 01344 300236 Call us at 01344 300236 Call us at 01344 300236

BODYCOMBAT HAS EVOLVED TO BE MORE

split the market into three segments and valued them by

+4 4 (0)1462 431385 W W W.HCMmag.COM HCM@LEISUREMEDIA .COM W W W.LEISURESUBS.COM

©Cybertrek 2019 healthclubmanagement.co.uk October 2019 5

05 Editor’s letter 20 News

6 healthclubmanagement.co.uk October 2019 ©Cybertrek 2019

28 Paul Juris has created a

40 Equinox, Soul Cycle 66 Cathy Brown 90 Frozen

©Cybertrek 2019 healthclubmanagement.co.uk October 2019 7

OTHER RESOURCES FROM

8 healthclubmanagement.co.uk October 2019 ©Cybertrek 2019

Why? Because Myzone:

Enhances Group Exercise

IncreaseV User Engagement

Make your club

@myzonemoves | #myzonemoves | #myzonecommunity

What’s your background?

Why did you decide to launch in

10 healthclubmanagement.co.uk October 2019 ©Cybertrek 2019

RIDE was one of the

©Cybertrek 2019 healthclubmanagement.co.uk October 2019 11

way to educate and show the market

What are your future plans?

12 healthclubmanagement.co.uk October 2019 ©Cybertrek 2019

Interest-free ﬁnance options now available providing health clubs operators

“ Power Plate has been an integral feature to our club,

What’s the concept? DQGGHWR[LI\WKHO\PSKDWLFV\VWHP LWRUVKRZDQ\LQWHUHVW,KDGDJRIRU

14 healthclubmanagement.co.uk October 2019 ©Cybertrek 2019

After six sessions I saw a huge DERRPER[7KHUHZDVDUHDOO\DʢXHQW :HKDYHSODQVWRJURZDFURVVWKH86

©Cybertrek 2019 healthclubmanagement.co.uk October 2019 15

What’s your back story?

What does your role as head of

Has this data dispelled some

16 healthclubmanagement.co.uk October 2019 ©Cybertrek 2019

the showers. Cleaning and maintenance

©Cybertrek 2019 healthclubmanagement.co.uk October 2019 17

Pump clubs are popular among

Teixeira says group exercise

18 healthclubmanagement.co.uk October 2019 ©Cybertrek 2019

“Our partnership with Hussle has

“We find it’s a great way to get

Deloitte: corporate wellness a ‘huge opportunity’ for sector

GWI report: global physical activity sector now worth US$828bn

20 healthclubmanagement.co.uk October 2019 ©Cybertrek 2019

Justin Musgrove appointed

Ninja Nation launches global

©Cybertrek 2019 healthclubmanagement.co.uk October 2019 21

Kobox expands London

CMO report: 10 recommendations to end childhood obesity

Digme to open sixth site in West

Lack of physical activity costing UK employers £6.6bn

©Cybertrek 2019 healthclubmanagement.co.uk October 2019 23

Brits spending ‘twice as long’ making tea as doing exercise

Pioneering GP practice launches its own fitness club

WHY MAX TRAINER?

NEIL CAMPBELL UKSALES@OCTANEFITNESS.COM 0203 463 8542 OCTANEFITNESS.COM

New campaign to promote mental health benefits of swimming

to oﬀer expert advice and said: “We know that physical

DW Fitness First launches Terminator-themed fitness campaign

26 healthclubmanagement.co.uk October 2019 ©Cybertrek 2019

What’s the concept? DQGGHWR[LI\WKHO\PSKDWLFV\VWHP LWRUVKRZDQ\LQWHUHVW,KDGDJRIRU

After six sessions I saw a huge DERRPER[7KHUHZDVDUHDOO\DʢXHQW :HKDYHSODQVWRJURZDFURVVWKH86