HCM 5 2023

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ISSUE 5 2023
HCMmag.com
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UNITING THE WORLD OF FITNESS
Life Lessons Lou

Chris Atkinson
Rondeau Exi is connecting
physical activity
and medicine
At times I’ve felt p76
like the underdog
p56
Nick
Tim Burrows
Colston Legal ruling makes
Launching gyms VAT-free
Superyacht for councils
Fitness p14
p18
R
ON THE COVE
Xavier López
Ancona
Creating Kinezis – the world’s
PHOTO: KINEZIS
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ED ITO R’ S LE T TER
Sowing seeds
A court has ruled that local authority leisure services in the UK –
including health club memberships – are VAT-free in law, but will
councils bank this windfall, or use it to promote physical activity?
I
n this issue of HCM, we highlight a court judgement
in the UK which has ruled that local authority
leisure services should not be subject to VAT.
On page 14, Nick Burrows, local government
VAT expert and director at PSTax, explains the
case in detail, including the points of law considered
by the courts and the reasons for the ruling.
The upshot is that local authority leisure services
PHOTO: .SHUTTERSTOCK/MAXISPORT
that are managed in-house will no longer be required

to charge, collect and pay VAT at 20 per cent on
their income, while still being able to claim it back
on costs. As Burrows says, “This is a rare case of
an unqualified VAT win for local authorities.”
Added to this, the ruling means these services should
never have been subject to VAT in the first place, so
councils are now able to apply for rebates on tax paid.
With finances tight due to high fuel prices, this windfall The windfall could be used to encourage participation
will come as a relief to the 20 per cent of councils that are
still managing their leisure services in-house, but the big
question is whether the money will be shared in any way Council leisure services that
with communities, or whether councils will keep prices the
same and bank an additional 20 per cent from every sale.
are managed in-house are no
We hope some of this money will be used to longer required to charge VAT,
encourage physical activity and wellbeing via subsidies
or targeted free access, as numerous research studies
while still being able to claim it
have found that certain people – particularly from
vulnerable communities – are deterred by cost. Targeted subsidies can be life changing. My dad
Where councils make this choice, we urge them to was given a free swimming pass as a child and
monitor and analyse the effect this has on the wellbeing through this, fell in love with the sport, competed,
of those impacted, so we can better understand the became a coach, teacher, lecturer and ASA Tutor,
way price reductions and subsidies improve wellbeing. helped start various national championships and
Understanding this is important, most especially the British Swimming Coaches Association, as well
given the courts ruled council leisure services should as founding five swimming clubs and a swimming
be VAT-exempt because they operate under a different school. Largely as a result of that free pass.
statutory framework from the private sector – one that So let’s sow some positive seeds with at least some
requires them to do all they reasonably can to prevent of this money, giving more people the chance to live
crime and disorder; improve their area’s economic, healthier, more active lives that benefit their communities.
social and environmental wellbeing; safeguard and
promote the welfare of children and; improve public Liz Terry, editor
health – including providing services or facilities. lizterry@leisuremedia.com
+4 4 (0)1462 431385 W W W. HCMmag.COM HCM@LEISUREMEDIA .COM W W W. LEISURESUBS.COM
©Cybertrek 2023 Issue 5 2023 5

HCMmag.com
CONTENTS
Uniting the world of fitness
ISSUE 5 2023 No 314
PHOTO: KINEZIS
34 Xavier López Acona

has developed a wellness
business model based on
exercise and fun
05 Editor’s letter 18 HCM people 34 Interview PHOTO: KINEZIS
Changes to VAT legislation that impact Tim Colston Xavier López Ancona
gyms managed in-house by local The co-founder of Superyacht The founder of Kidzania tells us about
authorities in the UK will disrupt the Fitness talks about the moment Kinezis, his pioneering new fitness and
contracting landscape, says Liz Terry he discovered a gap in the market entertainment concept which launched
for high-end gyms at sea in Mexico and is set for global expansion
12 Letters
Ray Algar has researched the impact of 22 HCM people 50 Talking point
exercise on longevity and explains how Elissa Epel Staff shortages
the findings can help the industry, while We need to treat stress management With the pandemic creating staffing
GLL is heading for net zero carbon as seriously as medical disease, challenges, we ask our experts
says the professor of psychiatry how they’re responding
14 HCM people and author of Stress Prescription
Nick Burrows 56 Life lessons
The director of PSTax explains recent 24 HCM news Chris Rondeau
changes in the law related to VAT on Equinox tells HCM it will fight The CEO of Planet Fitness tells how he
gym membership for local authorities US$11.3m racism lawsuit while Seneca overcame feelings of being an underdog
and how this will impact the sector Polytechnic is redefining wellness to reach the top of the industry
6 Issue 5 2023 ©Cybertrek 2023

PHOTO: EDWARD MOSS
PHOTO: SHUTTERSTOCK/SALTY VIEW
12 The impact of exercise on longevity 76 Dr Lou Atkinson
92 &RQQHFWHGJ\PʜRRU
PHOTO: SHUTTERSTOCK/LZF
PHOTO: LIFE FITNESS

22 Stress management
62 Rapid response 92 Getting connected

Training your team so they’re prepared New digital gym floor offerings are
to deal with cardiac incidents could delivering more functionality for consumers
save lives, says Dr Dane Vishnubala
96 Product innovations
68 Well at work The latest fitness kit launches from
Growing interest in corporate suppliers, including Body Bike and Kohler
wellness is creating exciting new
opportunities for the health and 98 Reader services
fitness industry, finds Kath Hudson HCM Directory
The HCM directory is part of a network
76 Profile of resources for buyers that includes
PHOTO: PERFECTLYPAPPED/ PSTAX
Dr Lou Atkinson www.HCMmag.com/CompanyProfiles,

The head of research for the Exi
platform tells Kate Cracknell how the 100 Research
sector can best support those with Time to move 14 Nick Burrows
long-term health conditions and the A study shows the time we exercise has
opportunities this work is creating a significant impact on health outcomes

Issue 5 2023 Volume 29 Number 314
www.HCMmag.com
MEET THE TEAM

theteam@leisuremedia.com
Editor Publisher
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LETTERS
Fuel the debate about issues
across the industry and share
your ideas and experiences.
Write to reply We’d love to hear from you.

letters@leisuremedia.com
Reducing our impact on the environment

aligns us with the ambitious goals
of our local authority partners
The journey towards net zero carbon
Chris Hebblewhite, GLL
We’ve taken an important next a 38 kW solar array, the power

step towards powering our facilities generated has capacity to operate
PHOTO: GLL
with renewable energy with the the gym entirely by renewable
announcement of our first green gym. energy for the first time. The
Charlton Lido and Lifestyle panels are delivering 35,000kWh
Club in South East London has a of renewable power and saving
350sq m gym with over 40 pieces seven tonnes of CO2 per annum.
of equipment, many of which Our social enterprise is all about
are self-powered. Since installing making a difference for communities Chris Hebblewhite
PHOTO: GLL
and the climate crisis is already

having an effect on them.
We missed out on the government
energy support given to cultural
institutions, such as libraries and
museums, so have made the
investment from our capital reserves
as part of our journey towards net
zero carbon. Our HQ also has a
solar array and battery storage.
The investment comes on the back
of a multi-year journey to make the
business more sustainable, reducing
waste, CO2 and energy consumption
under our Respecting the Planet
corporate value. We’re also
working closely with our partners
to invest in the environment.
Customers and staff are
benefitting, knowing that respecting
the planet is an important part
Seven tonnes of CO2 are saved
of the purposeful business
annually at GLL’s Charlton
they’ve chosen to be a part of.
Lido and Lifestyle Club

Elite athletes spend
years training, with huge
boosts to longevity
This is a powerful
message at a time when
the industry is seeking
PHOTO: SHUTTERSTOCK/SALTY VIEW

ways to articulate and
amplify its impact
The lifespan boost of physical activity

Ray Algar, Oxygen Consulting
In April, I was excited to publish competitors across a range of sports
PHOTO: RAY ALGAR

research – co-authored with H[SHULHQFHGDSHUFHQWLQFUHDVH
Professor Les Mayhew, associate equating to 3.9 extra years of life.
head of global research at the Although we didn’t attempt
International Longevity Centre (ILC) to explain what was driving
– that increases our understanding this, other studies have shown
of exercise and life expectancy. athletes are better protected from
It explores an intriguing question: cardiovascular diseases, some Ray Algar
do Commonwealth Games cancers and respiratory diseases.
medallists live longer than their How can the global fitness industry This is a powerful message at a time
general population counterparts? use and message the results of this when the industry is seeking ways
We know athletes dedicate and other exercise-related longevity to articulate and amplify its impact.
years to training, but does this research? The exciting takeaway is As more consumers, employees,
translate into a longevity boost? that general population exercise suppliers and investors seek mission-
We analysed the lives of 4,000 studies, such as Generation 100, also first, purposeful organisations to
male and female medallists covering GLVFRYHUHGDERRVWȲbHVSHFLDOO\ZLWK associate with, it’s rewarding to
88 years of data, going back to the higher intensity exercise (www. know organisations across the entire
first Commonwealth Games in 1930 hcmmag.com/Generation100). industry ecosystem are promoting
and discovered significant boosts The clear message is that this remarkable ‘product’ with such
ȲbIRUH[DPSOHSHUFHQWLQPDOH structured exercise and everyday an effective ‘active ingredient.’
VZLPPHUVDQGGLYHUVȲbHTXDWLQJ physical activity are not only good The other important message
WRH[WUD\HDUVRIOLIHȲbDQG for health but also for a longer life. in this research is that there is no
per cent in male track athletes. The industry has a vital role to play one-size-fits-all approach; different
:HLJKWOLIWHUVDOVRVKRZHGDSHU in translating these findings into activities can have similar benefits,
cent gain which translates to around practice and encouraging more so everyone is free to choose the
4.5 extra years of life, while female people to embrace physical activity. ones they identify with and enjoy. O

HCM PEOPLE
HCM people
This is a rare case of an
unqualified VAT win for local
authorities. Not only will most
of their leisure facility income
be VAT-free, but their VAT
costs will still be recoverable
Nick Burrows
Director, PSTax
There’s been a change in the law in relation

to VAT on leisure. Tell us what’s going on
In March this year, the UK government’s tax office
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Why does this matter?

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Nick Burrows is a
How did this ruling come about?
local government
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VAT expert
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The courts accepted
that local authorities
have many more
constraints and
responsibilities than
private sector providers
PHOTO: SHUTTERSTOCK/ GROUND PICTURE

Three local
City Council, who challenged HMRC in relation authorities brought
to the tax status of their leisure services. the court action
What lies behind the new legal position?

In making the decision, the courts ruled on two factors.
Firstly, whether local authority leisure services are
provided under a different statutory/legal framework and Wales, it’s not statutory and legislation governs
IURPWKRVHSURYLGHGE\WKHSULYDWHVHFWRUȲbDQGDV the way local authorities provide the service in a way
a result, can be treated as ‘non-business’ for VAT that’s different from the private sector. The differences
SXUSRVHVȲbDQGVHFRQGO\ZKHWKHUWKLVQRQEXVLQHVV between the nations explains why there were three
treatment would significantly distort competition with councils in the litigation – one from each jurisdiction.
the private sector. Both parts of the test have to be
met for an activity to be classed as non-business. What points of law were involved?
In the test case, the courts accepted that local There were a number of pieces of legislation referred
authorities have many more constraints than private to in the case, but the primary one was Section 19 of
sector providers, saying it’s clear that the particular the Local Government (Miscellaneous Provisions) Act 1976.
matrix of legal conditions within which local authorities Other legislation that could have had a bearing on
operate differs from those of private sector companies. this decision includes The Crime and Disorder Act 1998,
HMRC did not appeal on the competition which imposes a duty on local authorities to do all
point, so the case was successfully concluded. they reasonably can to prevent crime and disorder,
including anti-social behaviour and other behaviour
How were statutory and non-statutory adversely affecting the local environment; The Local
considerations taken into account? Government Act 2000, which requires local authorities
There’s a legal obligation to provide leisure service to prepare strategies for promoting or improving their
in Scotland and Northern Ireland, while in England area’s economic, social, and environmental wellbeing,

HCM PEOPLE
including a requirement to consult in respect of those Four-year historical claims are normally as far
strategies; The Children Act 2004 which imposes an back as you can go with VAT, but some councils put
obligation to make arrangements for ensuring that in claims years ago, anticipating this new judgment
their functions are discharged regarding the need and so we know of examples where councils
to safeguard and promote the welfare of children; are claiming for as many as seven years’ VAT.
The Local Government Act 1999, which imposes a Also in 2009, a one-off ‘window’ opened for historical
Best Value obligation regarding economy, efficiency, refund claims for all VAT-registered bodies following
and effectiveness, with the last referring to the a court judgement. Claims could be submitted – in
legitimate social benefits that derive from an activity principle – for the period 1973-1996/7. Some councils
and finally; The Health and Social Care Act 2012, may have submitted such a claim for leisure services.
which provides for duties to improve public health,
including taking steps to provide services or facilities. Which activities are covered by this?
HMRC hasn’t yet published extensive guidance
Can you foresee this change impacting about which services will be covered. However, we
the way services are delivered? believe gym memberships will be covered, based
VAT is just one consideration when it comes to on the judgment that led to the policy change.
how councils decide to configure their contracts. Many local authorities have submitted refund claims
PSTax works alongside Lisa Forsyth and her team for historically overpaid VAT, including income from
at Max Associates, who are experts at supporting gym memberships and HMRC’s response to these
councils with all the other considerations. claims will confirm their position. From a local authority
We’ve worked with many local authorities where perspective they will expect gym memberships
VAT has been the crucial factor because of local to be included in the new ruling. If HMRC’s view
circumstances, but that’s not always the case. It might is different, there might be more litigation.
be possible to optimise the tax position by reconfiguring
contracts in collaboration with contractors, but each Are there usage limits on the refunded VAT?
case would need to be considered individually and There are no VAT rules that say what councils must
take into account all other relevant local factors. do with the refunds in this type of scenario.
Tell us about the historic VAT rebates

Local authorities can make a one-off refund
claim for VAT they’ve previously paid to HMRC.
PHOTO: SHUTTERSTOCK/DEAN DROBOT

This is because the court’s judgement means If the case is
it was always the case that local authority appealed, money
could be repayable
leisure provision was non-business for VAT.

PHOTO: SHUTTERSTOCK/GROUND PICTURE
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Will councils be obliged to reduce prices

rather than retaining the rebate?
Changing prices would be a decision
for each local authority. From a local authority
Can private sector operators
perspective they will
appeal? If they can and they win, expect gym memberships
will monies need to be refunded?
It might be that HMRC waits a while before paying to be included in the
any claims in case of a judicial review. If HMRC
makes refunds and a legal challenge later succeeds, I
new ruling. If HMRC’s
believe HMRC has the power to claw back the VAT view is different, there
refunded. Whether HMRC would do that is unclear.
There’s a legal concept known as legitimate might be more litigation
expectation that could protect local authorities that
have received refunds and HMRC might decide it complained that HMRC had not considered the
would be too difficult to pursue the refunded VAT. economics, but the appeal was not successful.
Do you expect private sector Do you have any insights into the
operators to appeal? scale of the impact that this change
I haven’t heard of any suggestion of a judicial review in the law is likely to have?
yet. There have previously been challenges to HMRC Our partner, Lisa Forsyth, reports that more than
decisions such as this which relate to whether or 20 per cent of leisure facilities are currently owned
not competition would be distorted. In the waste and managed in-house by local authorities across
collection sector, for instance, Max Recycling the UK, based on information from TLDB. O

HCM PEOPLE
We’re working on a
superyacht that has
three separate gyms –
one each for the owner,
the guests and the crew
Tim Colston
Co-founder, Superyacht Fitness Tim Colston
Tell us about the new business in conversation the client talked of life on-board their
Superyacht Fitness has been established to 80m Superyacht. Up to that point I hadn’t considered
deliver innovative solutions that will maximise there being a business opportunity in that sector.
both physical and mental wellbeing on board, Within a month of this meeting the stars
for owners, guests and crew alike. aligned and I was introduced to Glen by a mutual
Using our experience and knowledge we friend. He told me at length about the sector and
assess, tailor and deliver strategic on-board gym particularly the mental health problems often
equipment packages, based on superyacht insight. experienced by members of boat crews.
The aim is always to skillfully utilise whatever Glen was passionate about making a difference and it
ratio of ‘size:space:use’ exists for those on board, was clear that between us we had the experience and
providing customisation – from initial concept to drive to do something, so 18 months later we shook
design, implementation and ongoing solutions. hands and started the Superyacht Fitness business.
Whether the development is aimed at charter We decided not to rush into the business and
guests, owners or crew members, the team evaluates travelled extensively to yacht shows talking to
the needs of the vessel in order to cultivate a dynamic industry leaders, crew, owners and suppliers to
environment in which people can achieve personal goals. understand the issues and opportunities. Through
Glen’s network it was tempting to jump in at the
Who’s on the team? deep end, but we decided to take the time and build
Glen Taylor and I are co-founders. Glen has a business model that would stand the test of time.
16 years experience in the yachting industry,
and having founded the Maritime Division of Who owns the business?
RDT Ltd in 2006, he established that business Glen and I are founders and co-owners.
as a leader in the superyacht world.
I’ve been in the fitness industry for 35 years – as Who will you be working with
MD of Keiser UK for 15 years, before setting up Tenth in terms of partnerships?
Avenue Leisure, providing a discreet, bespoke service to Part of the 18-month lead up to launch has been
high net worth families and elite sports personalities. focused on finding the right partners for each area of
our business and we regard this as an ongoing process.
How did the idea come about? We’ve established strong relationships with
I was in a meeting with the personal assistant of a high key equipment suppliers, elite personal trainers,
net worth family to discuss their new home gym and physiotherapists, psychologists, mental health

Superyachts can take
from 3-5 years from
concept to launch
PHOTO: SUPERYACHT FITNESS

specialists, wellness experts and nutritionists
and have also partnered with existing superyacht
businesses who have similar philosophies to ours.
What demand are you expecting? I was meeting with the

There’s a real issue with crew welfare and a
desire within the industry to do something about personal assistant of a
this, so demand is high for a company that’s
looking beyond the supply of a beautiful gym.
high net worth family to
New superyachts can take 3-5 years to go from discuss their home gym
the drawing board to being launched, so this is
a business that will take time to establish itself, and the conversation
however, there are always existing vessels being turned to life on-board
refitted and we’re working with these as well.
their 80m superyacht
Can you describe some of your installations?
Each is very different due to their size and the owner’s :KDWDUHWKHGLʞHUHQFHVEHWZHHQD
preferences – in fact, no one installation is the same. boat-board gym and one on dry land?
We’re working on a superyacht that has three The first consideration is the actual physical
separate gyms – one each for the owner, the weight of the gym equipment and the space that’s
guests and the crew. We’re also in talks with a available, as yacht designers are often keen to keep
smaller superyacht that has no gym facility, but the overall weight down from a technical point of
a desire to provide mind and body support. view. Considerations such as being able to secure

HCM PEOPLE
the equipment down in high seas is also vital. In what ways are you marketing
Furthermore, the owner of a superyacht wants the new company?
to have state-of-the-art equipment that not only In the first instance we have called upon Glen’s
looks amazing, but also does the job properly. extensive network. He’s a very well respected
We also have to take into account having partners member of the community and it’s a very small
that can support us and the vessel if something industry, so it doesn’t take long for word to spread.
goes wrong with a machine. Can they respond to We’ve also enlisted the help of a specialist maritime
a problem when the gym is in the middle of the marketing agency which has worked with us to
Mediterranean or in the Caribbean? We offer launch our brand. They’ve been incredible and have
a global service and maintenance agreement to seen our vision and desire to make a difference.
give peace of mind to the superyacht but that
means having the right people around us. Are you connecting the new business
From my background working with sports ZLWKWKHKHDOWKDQGʛWQHVVLQGXVWU\"
scientists and athletes, we are at the cutting Absolutely. For example Myzone is a central part of
edge of innovation and we like to bring this our offering. We see it as the glue when it comes
into the superyacht environment. to creating a superyacht community for crew.
PHOTO: SHUTTERSTOCK/MARIDAV

I’ve previously worked with founder Dave Wright little. On the flip side, an owner’s gym can be
and an exclusive arrangement was agreed with him very the height of luxury and be very expensive. We
early on. Myzone a key driver of our business model. take every gym and every person and create the
Crew can use Myzone on shore or at sea. We best possible space for their individual needs.
can create friendly challenges among individual
yacht crews, yacht versus yacht, country versus :KHUHGRHVWKHʛWRXWWDNHSODFH"
country and so on. So long as we encourage fun, 'R\RXKDYHDVSHFLDOLVWVKLS\DUG"
community and a sense of belonging and spread There are a number of specialist shipyards around
the positive word of exercise and wellbeing. the world and we’re able to work with them all.
New-builds and vessels that are being refitted
What’s the current price range all have their own potential issues and as with
for an on-board gym? any project, the earlier you can be involved the
It’s impossible to estimate a price due to how better. The planning has to be done in much more
personalised it is and the number of gyms detail when you’re working on superyachts, due
that each yacht may have. What I’ve enjoyed to the limited space and their unique nature.
doing is surprising people when it comes
to how little it can cost to exercise. :KDWNLQGRIDUHDVDUHEHLQJ
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HCM PEOPLE
We need to view
stress management
as seriously as we
do medical disease
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Elissa Epel
Professor of psychiatry
and behavioural science;
author, Stress Prescription
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est known for her pioneering research After decades of studying the subject, Epel felt
linking stress to the shortening of compelled to share her insights on how to reshape
telomeres and immune cell ageing, Epel our relationship with stress into one that’s healthy
has just written a book – The Stress and humorous. She’s broken them down into seven
Prescription – to help people to take steps – “potent easy strategies proven to be effective”
control of their stress in just seven days. – that each require just a few minutes a day:
“I use the word prescription because we need to O Embrace uncertainty
view stress management as seriously as we do medical O Put down the weight of what we can’t control
disease,” Epel tells HCM. “The vast majority of us are O Use our stress response to help overcome challenges
living with too much daily stress and it’s ruining our life. O Train our cells to “metabolise stress” better
“We’re living in tough times and need more robust O Immerse ourselves in nature to
tools and stress management practices for daily life. recalibrate our nervous system
Stress can feel like a filter that masks the beauty in O Practice deep restoration
front of us. But we don’t have to live that way.” O Intersperse our busy schedules with moments of joy

Meditating and being
in nature are proven
to relieve stress
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“With some relatively simple new habits, we

can train the mind and body to experience the
inevitable stresses of life in a positive way that’s
actually healthy for the body,” she says.
Epel sees the book being particularly useful to
both operators and health and wellness lovers. She
says: “Using these techniques, people are better
equipped to reap the positive effects of time spent
at retreats and spas and on their general wellbeing
Epel’s new
and benefit from these experiences for longer.
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book gives
“In fact, studies have shown that people who
insights
are more experienced in meditation show
into stress
more immediate physiological benefits from responses
health interventions such as retreats.” O

news
Legal ruling scraps VAT on gym memberships
C
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from hundreds of thousands of
pounds of extra revenue due
to a change in VAT legislation.
Prior to March 2023, local
authorities managing in-house leisure
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income from services such as gym
memberships as business activities
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and pay VAT to HMRC on takings.
Now, a revised treatment
of VAT states these services
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supplies for VAT purposes.
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The change, the result of challenges FDVHRIDQXQTXDOLʛHG9$7ZLQIRU

made by three local authorities local authorities. Not only will most
in 2020, means local authorities of their leisure centre income be
pay no VAT on their income and VAT-free, but their VAT costs related
can also reclaim all the VAT they to leisure services will still be fully
This is a rare case of an incur on the related costs (revenue recoverable.” To read HCM’s interview
XQTXDOLʛHG9$7ZLQIRU and capital) unconditionally. with Nick Burrows, turn to page 14.
local authorities Tax expert Nick Burrows, director
Nick Burrows, PSTax at PSTax, told HCM: “This is a rare More: http://lei.sr/p6e5k_H
Serco Leisure takes over David Lloyd club
S
erco Leisure is taking
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over the management of

a health club previously
operated by David Lloyd.
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members at Lockmeadow club in
Maidstone that it would be closing
the club at the end of May. This is a fabulous
Serco Leisure then entered into opportunity for
talks with Maidstone Borough Serco Leisure
Council (MBC) regarding the Simon Lane, Serco Leisure
possibility of keeping the club open.
On May 16th, it was announced that is a fabulous opportunity for Serco
Serco Leisure and Maidstone Leisure Leisure in the region. We are the
Trust would become the new operators trusted operator of two facilities in
at the club, which has a swimming the town already, which will have
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pool, 200-station gym and sauna/steam played in our favour when discussions
room. The facility will continue to about the future management of
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The former David Lloyd has a 6LPRQ/DQH6HUFRȷV0'IRU
200-station gym and swimming pool Leisure and Micromobility said: “This More: http://lei.sr/d2d8A_H

Get live news at www.HCMmag.com
European fitness market in strong recovery
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Julia Klim reveals Equinox Circle programme
L
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signed a deal with eight high-
end consumer brands to create
a new loyalty programme
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meal delivery service Provenance; More widely, Klim is working to
and supplements specialist Thorne build a strategic partnerships arm More: http://lei.sr/Y5B6F_H

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Solidcore aims to double in size after investment
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Urban Gym Group expands with Amsterdam club
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Get live news at www.HCMmag.com
Seneca Polytechnic is redefining wellbeing
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EuropeActive begins the hunt for new CEO
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uropeActive is starting the hunt
for a new CEO as Andreas
Paulsen has indicated he’ll be
heading back to his career
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EuropeActive, said: “We’re deeply supporter of Europe Active.”

thankful for Andreas’ service to the Paulsen said: “It’s been a hugely
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news Get live news at www.HCMmag.com
Jack Shakespeare joins 4Global from UK Active
J
ack Shakespeare, UK Active’s
former director of research,
policy and communications,
has left the organisation to
join UK-based data, services
and software company 4Global as
director of strategic projects.
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six years at UK Active and joins
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for the company, which is in the
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middle of rapid expansion into new
territories and markets, including
Europe and North America.
He will oversee the delivery of Shakespeare will oversee the delivery of all consultancy-led projects
all consultancy-led projects, leading
4Global’s team of consultants also include being responsible for Shakespeare said: “4Global plays
and engaging directly with clients continuing key strategic partnership a vital role in making sure inclusive
and stakeholders from across the with sports bodies and health VSRUWDQGʛWQHVVDUHDWWKHKHDUW
industry. Shakespeare’s role will bodies, working on major national of our communities. As data about
projects to evaluate social value – as physical activity becomes ever more
As data becomes available and well as continue the expansion of shareable, 4Global’s work truly has
shareable, its work truly has the the company’s European DataHub the power to transform our sector.”
power to transform our sector project, which it is conducting in
Jack Shakespeare association with EuropeActive. More: http://lei.sr/g8U8e_H
Center Parcs UK is up for sale – price £5bn
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ellness operator, Center DQGSURʛWRIePLQ
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specialises in property and renewable Forest and Woburn Forest.
power – is believed to be looking ,QLWRSHQHGLWVʛUVWYLOODJHLQ
for around £4bn-£5bn for the Ireland (County Longford), adding to
business, which it acquired from LWVʛYH(QJOLVKVLWHV7KHUHZHUHSODQV
US-based private equity group, to develop a seventh site in Sussex,
Blackstone in 2015 for £2.4bn. Southern England, which were pulled
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Each of the holiday parks features due to environmental concerns

DʛWQHVVHOHPHQWDQGVSDDVZHOODV The group spent £48m in the
a range of physical activity options. year to April 2022 on maintenance
According to its latest results, and investment capital expenditure
Center Parcs was founded by Center Parcs’ sales quadrupled to and says it’s engaged in renewing
philanthropist, the late Piet Derksen, £503.4m in the year to April 2022, headleases on both Longleat (expires
in the Netherlands in 1968 FRPSDUHGZLWKWKHSDQGHPLFDʞHFWHG 2073) and Woburn (expires 2109).
year before. EBITDA was £245.6m
compared with a loss of £11.9m in More: http://lei.sr/D7N9u_H

news Get live news at www.HCMmag.com
Everyone Active and Marvel tackle barriers
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Peloton to reinvent itself as part of rebrand
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eloton has announced a
major rebrand as part of a
‘realignment’ of its services.
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a ‘next chapter’, Peloton said the
rebrand will see it broaden its remit
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focused on programming and
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any level, wherever they are”.
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Whoop adds Strength Trainer function
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hoop has launched its
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Physical, The Works, Wycombe Road, Stokenchurch, Buckinghamshire HP14 3RR

01494 769 222 - sales@physicalcompany.co.uk
PROFILE
Entertainment centres
tend to be busy during the
day, while gyms are busy
early morning and evening
I had the idea to

use the same brand
and same space to
do both ʛWQHVVDQG
entertainment,
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opening hours
PHOTO: KINEZIS

PHOTO: KINEZIS
XAVIER
LÓPEZ
ANCONA
Founder, Kinezis and Kidzania
What was the inspiration for Kinezis?

I founded Kidzania – an entertainment concept
where children can role play different occupations
– 25 years ago. It has been very successful and
now has 29 centres in 22 countries. I wanted
to incorporate a new concept and a separate
growth opportunity and spent two years travelling
the world looking for opportunities, visiting
32 countries, 52 cities and 400 properties.
Everywhere I went I saw a strong trend for health
and wellness, as well as active entertainment, such

PROFILE
as trampoline parks, which inspired me to come up

with a completely new concept based on health.
When I started doing research it became clear that
wellness is the future. Although obesity is a problem
all over the world, there’s also evidence to show
that people want to exercise more and eat better.
I bought a lot of reports about gyms and
found out that worldwide – 85 per cent of gym
goers go before 10.00am or after 6.00pm, while
entertainment ‘purchases’ normally take place
between 10.00am and 6.00pm. So I had the idea
to use the same brand and same space to do both
fitness and entertainment, but with different
opening hours. Nobody has done this before.
We’ve also broken the rules by having three
businesses in one: Kinezis Fun, Kinezis Fitness
and Kinezis Health. We wanted to go into
wellness, we’re very good at entertainment
and it made sense to tap into fitness.
Tell us about the concept launched in Mexico

Kinezis Fitness offers 18 different workout
options, including treadmills, cycling, rowing, a
running track, a Spartan-style obstacle course
and step track, weights and free weights.
There are also seven studios for yoga,
Pilates, functional training, barre, dancing,
Kinezis Fitness
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PHOTO: KINEZIS

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When I started
doing research,
it became clear
that wellness is
the future
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PROFILE
Kinezis ranges across

all vertical space in the
PHOTO: KINEZIS
four-storey building
Although obesity is a
problem all over the world,
there’s evidence people want
to exercise and eat better
PROFILE
The emphasis
is very strongly
on movement
being fun
Aerial bikes are an

innovative way for
members to exercise
boxing and aerial silks, with four classes

every morning and eight every evening.
PHOTO: KINEZIS
There are spaces to work, as well as pet care and

childcare offering fun activities for children aged
one- to five-years-old and dogs. We’re going for a
boutique approach with immersive environments bikes hanging on wires which people can ride around
with 9m x 4m screens and excellent coaches, and a zip line goes around the shopping centre.
including some of Mexico’s best athletes. Nowhere in the world has all this content together.
Kinezis Fun is all about adrenaline with six Visitors are given a wearable bracelet
different style climbing walls, including bouldering, which monitors everything they do, including
cloud climbing, net climbing, a hamster tube counting calories burned and eaten, steps
and the first speed climbing wall in Mexico. made, their heart rate and blood oxygenation,
The site is four storeys high, so there are a number but although we monitor all this, the emphasis
of fun ways to climb up and then drop down, such is very strongly on movement being fun.
as the vertical drop and free fall, slides, trampolines, Kinezis Wellness is the third piece of the jigsaw,
bouncing nets, and inflatables. There are also aerial with a spa that includes the first hammam in

While customers are having
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and petcare services
PHOTO: KINEZIS

PROFILE
There’s nothing like this in the

world, so marketing has been a
challenge, especially as Kidzania
has good brand recognition
Mexico, treatment rooms, a sauna, hot tub, ice
bath and hanging hammocks for relaxation.
An array of wellness services is on offer,
including body composition scanning, access to
nutritionists and bloodwork. Going forward
we’ll also be employing psychologists.
In the event space we’re running workshops
on things such as the Wim Hof Method,
Ayurveda, meditation and sound healing.
How much does it cost to use?

Access to Kinezis Fun can be per class, by day pass
or by buying a bundle of classes or a membership.
There are two types of membership: US$120
a month covers the use of the gym, classes,
petcare, childcare and access to the co-working
space. For another US$40 members can also
use the spa and have one treatment a month.
Classes cost US$12 each and there are
discounts for bulk purchasing of 5 per cent for
five and 10 per cent for 10, while our Kinezis
health offer is charged by the service.
It’s incredibly ambitious, what

has the main challenge been?
There is nothing like this in the world, so
marketing has been a challenge, especially as
Kidzania has good brand recognition in Mexico,
so people assume this is a venue for children.
People who are into entertainment aren’t drawn to
the gym and gym-goers aren’t drawn to entertainment
centres, but once they visit they really get it.
We’re finding the repeat business is good
and our reviews and exit research shows that
people are very happy with the experience.
Going forward, we’ll be working on how to get
the marketing message across more effectively.
As an entertainment and
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PHOTO: KINEZIS
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Access to Kinezis Fun
can be by class, by day
pass, via a bundle or a
monthly membership
PHOTO: KINEZIS

PROFILE
PHOTO: KINEZIS
The centre is designed

PHOTO: KINEZIS
for adrenalin junkies
What lessons have you learned so far?

This is our prototype and we’ll test it for one
full year to see what works and what doesn’t
and adapt the product. Even now, after two
months, we’re already thinking of changes. It has
a footprint of 6,000sq m, for example, but this
is too large and I think future sites will be about
70 per cent of this size at 4,000-5,000sq m.
We’ve also learned not to have six
restaurants with six separate kitchens.
We wanted people to walk and climb their way
The site in Mexico has
a footprint of around around the four storeys, but we’re finding that one
6,000sq m and is the set of stairs isn’t enough to accommodate this across
brand’s prototype such a large site so we will need to add more.
PHOTO: KINEZIS

The Kinezis brand has
opted for a boutique
approach with
PHOTO: KINEZIS
immersive environments
PHOTO: KINEZIS
Kinesis has four distinct

At the moment we have four spaces which are areas, each themed
each themed on a natural element and each has an around a natural element
ascend and descend activity and a cardio activity.
Although this is a good story we won’t continue it
to other sites because we already have a big enough also use our established partners to undertake
concept to sell with the Kinezis theme alone. developments in other parts of the world.
We’ve also decided it would be more social We have established partnerships all over the
to have all the climbing walls in one area. world: the UK, Japan, Korea, India, Indonesia,
Singapore, Malaysia, Philippines, Thailand, UK,
What will expansion look like?
UAE, Saudi Arabia, Egypt, Kuwait, Qatar, Russia,
It took us 25 years to get Kidzania to 22 countries, Portugal, Chile, Brazil, Costa Rica, US.
but we think we’ll be able to get the same growth We’re also opening Kidzania’s this year
for Kinezis in five years. In Mexico, South America in South Africa and Vietnam, followed
and the US we’ll open and run the sites, but we’ll by Hong Kong and Taiwan. O

PROFILE
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opened in Mexico
City in 1999
PHOTO: KIDZANIA
About KidZania
The operator has built a global network of role-play attractions
PHOTO: KINEZIS
where children can enjoy scaled down, ‘real-world’ experiences
K
idZania is a privately do Norte, washing hands with P&G’s
held international Safeguard soap, and using airline
chain of indoor family tickets from American Airlines. ;DYLHU/µSH]$QFRQD
entertainment centres Children earn KidZos (KidZania’s
operating in 30 locations currency) while performing the rights that all KidZania customers
worldwide, allowing tasks and the money is kept in have – the right to know, to care, to
children to role play adult jobs and the KidZania bank for children play, to create, to share and to be.
earn currency. It receives around to spend at the gift shop and Examples are Urbano (Right to
nine million visitors a year. on KidZania’s activities. Know): A nine-year-old, green-
Every KidZania is themed as a Children wear electronic haired ‘kid’ who’s interested
child-sized replica of a real city, bracelets that allow parents to in inventions and conducting
including buildings, shops and keep track of them remotely. experiments; Vita (Right to Care):
theatres, as well as vehicles and KidZania was created and Urbano’s younger sister, a kind
pedestrians moving along its streets. developed by Xavier López Ancona, and thoughtful blue-haired girl
In this city, children aged from with the first KidZania opening in who loves all living things and;
4- to 14-years-of-age, engage in September 1999 in Mexico City. Beebop (Right to Create): Urbano’s
branded activities from working in Corporate sponsors funded 55 10-year-old best friend. He is a huge
a Crest-sponsored dentist office, per cent of the initial investment. fan of music and is very artistic.
working at a McDonald’s restaurant, KidZania’s mascots are called He has orange hair, and wears a
painting with Corporação Industrial RightZKeepers. They represent the yellow shirt and headphones. O

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TA L K I N G P O I N T
Everyone’s talking about

Staff shortages
The pandemic has led to staff shortages, particularly in the
UK which is also grappling with Brexit. Kath Hudson asks
our experts how they’re responding to the challenge
PHOTO: SHUTTERSTOCK/GROUND PICTURE
Pay and conditions are

an issue, especially for
freelancers such as some PTs

Lindsey Simpson
Communications,
engagement and
PHOTO: LINDSEY SIMPSON

wellbeing specialist
T
he 2023 Workforce State of
Mind Survey provides some
clues as to why so many health
club operators are struggling
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conditions vary greatly in the sector.
Broadly speaking, the closer to the
front line you go, the harder it is for
people in terms of how their work
is organised and the level of support
(including communication) they get
in order to do their jobs well. The
further from the boardroom you go,
Pay and conditions are an issue,
the more mental distress is reported particularly for group exercise and
and the lower the rating of belonging.
Pay and conditions are also an issue, freelance workers, many of whom report
particularly for group exercise and they haven’t had a pay rise in ten years
freelance workers, many of whom
report they haven’t had a pay rise
in 10 years. These factors create a on prevention and protection, not and counselling, believing these will
landscape which can be less appealing just supporting people when things tackle workplace mental health, when
to workers who are comparing have gone wrong. Employers should they’re only part of the picture.
what’s on offer in other sectors. aim to provide ‘good work’ which Solely providing Mental Health First
A stronger focus on mental health is well-organised, fair, safe and Aiders – a relatively popular route –
support could help this, but it needs allows for a good work-life balance. is also inadequate as a response, and
to be a strategic approach focused As employers have a legal duty of doesn’t shield employers from their
care to employees’ mental health in legal duty of care to their workforce.
the same way they do their physical Secondly, until senior leaders
health, this includes embedding understand the situation and take
psychosocial risk-management in action, the required change won’t
their systems. Doing so brings happen. The Good Work Pledge,
commercial and human benefits, which we launched in response to
as well as helping to make sure our inaugural findings, is a great
employers are legally compliant. place for employers to start.
We make three recommendations Finally, we also need to consider
in the The 2023 Workforce State the many freelancers, such as some
of Mind report. Firstly, taking a PTs, who have no employer. In the
strategic approach to understanding last year, we’ve been encouraged
and managing workplace mental to see EMD UK engage with its
health and safety, emphasising members on this topic to understand
prevention and protection. what matters to this group and
One of the characteristics we how better to support them.
see in our data is that people are
mistaking providing support such as OJoin the Good Work Pledge at
Employee Assistance Programmes www.workplacementalwealth.com

Juliett Cattermole
People director,
PHOTO: DAVID LLOYD CLUBS

David Lloyd Clubs
T
he fallout from the pandemic
and Brexit have made
recruitment in many UK
business sectors challenging
in recent years, meaning the
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been alone in experiencing a squeeze.
Many workers re-valuated their
future during lockdown, using
furlough time to develop their skills
or retrain for a new career, while a
chunk of the skilled workforce also
left the UK following Brexit. These
factors combined led to a shortage of
qualified applicants in the workforce.
We’ve invested heavily in our people and
In the last six months there have the results are paying off, as we’re proud
been signs of improvement in the
volume of applicants, but it remains a to have been named in The Sunday Times
challenging marketplace, as recruiting Top 10 Best Places to Work 2023
for specific areas has become harder.
Broadly DLL is still attracting a
large volume of applications for all and offering an attractive working Apprenticeships are one of the best
roles. However, some areas continue environment for chefs, with perks ways to ensure we have a pipeline of
to be more challenging. Recruiting including limited or no split shifts. skilled people trained in our company
for the F&B team, particularly chefs, Kids club and poolside roles can values. We run these across a range
can be a challenge. David Lloyd is also be a challenge, particularly of disciplines, such as PT, F&B,
well-known as a health and wellness as we offer a very busy ‘Summer sports coaching, nursery nursing,
business, but less so as an F&B at the Club’ product, requiring operations and customer service. We
operator, despite running more volumes of qualified team members also run management development
than 100 restaurants in the UK for shorter seasonal periods. courses, including our successful
With a shortage of skills in the Step up to GM programme, which
market, we’re recruiting more clearly defines a career pathway,
for behaviours and transferable so new recruits can see the
skills these days and then investing development opportunities available.
in people to secure them the Offering a competitive package
necessary qualifications. – salary and a range of lifestyle and
financial benefits including free access
PHOTO: SHUTTERSTOCK/LIDERINA
to our facilities – is only one part

Apprenticeships of attracting talent. Our greatest
secure a pipeline advocates are our existing team, so
of skilled people
keeping them engaged is our number
one priority. High levels of team
Nam nonseque engagement, developed through
sum volestinctus having a positive company culture,
ex estiis vit not only reduces team and member
turnover, but it also boosts our
reputation as being an employer of
choice in our close-knit industry.

Advertising on TikTok
now forms a part of
SATS’ recruitment
campaigns
Young people are

now generally more
interested in what
we can do for them
as an employer than
what they can do for
us, but that’s okay!
Sondre Gravir
CEO, SATS
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PHOTO: SATS / ANITA ARNTZEN

unemployment is low in the
Nordics. With the uncertainty
over lockdown and the clubs
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two to three years, we saw many
PTs move into other industries.
Although we were afraid key expecting them to be self employed do for them as an employer
people in our business would leave, this helps. Many PTs are at an age than what they can do for us,
fortunately we didn’t see that. where they’re looking to establish but that’s okay! Fortunately our
We expect all of our staff to be themselves, so need financial security. industry is appealing to young
passionate about fitness and to In our recruitment campaigns, people because it does good, not
excel at motivating our members we focus on our brand strength: just because it makes profits.
and from the gym floor to the emphasising the purpose of the Another staffing trend for us is
digital development team, this company, what we do for society, the move away from working from
can make it harder to recruit, our approach to sustainability home. We’re encouraging people
but we are still seeing interest. and our values in relation to to work in the office as much as
Although it was difficult to find diversity. We’re also carefully possible. Our staff have to be in
PTs right after lockdown and this targeting where we recruit – for the office three days a week, with
impacted our profitability in limited example, advertising on TikTok. flexibility on the other two, but
areas, the situation is easing now. Young people are now generally increasingly we’re seeing them choose
As we employ our PTs, rather than more interested in what we can to work from the office full-time.

Sophie Lawler
Total Fitness, CEO
U
We have world class levels of employee
ndoubtedly businesses in engagement, time to hire and vacancy
the consumer-facing space
have and continue to face levels... Most importantly we have fun
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of people and culture. more so. It’s all about what you People will leave jobs, but they’re less
The gym industry isn’t an easy promise your team members, which likely to leave a team and a big picture
one when it comes to this – median isn’t a list of employee benefits and to which they feel deeply connected.
sector pay reflects that while discounts, it’s much richer than that. Growing and retaining a great
there are really attractive senior An employee promise is about the pool of engaged team members
roles available, the majority are way in which organisational culture by making and committing to a
more junior entry-level posts. feels to the team member and that’s promise like this is hard work and
This can also be an industry which very much about the immediate time consuming (taking years).
overpromises when it comes to the team dynamic – the level of trust and I’m not sure it’s a choice available
employee value proposition and – commitment to each other. Beyond to leaders across many industries any
while I love the sector, the reality that it’s about feeling seen, heard more, but it’s exceptionally rewarding
is that many frontline roles can be and invested in. And even beyond for all involved and is the highest
less rewarding and less exciting than that it’s about feeling connected to a ROI strategy you can develop.
imagined. Being honest about this bigger picture through shared values At Total Fitness we don’t have
is important in any recruitment and behaviour and an understanding the best or most shiny, exciting
effort and redoubling efforts to add of the contribution you make to a product. We don’t do things the
employee value in other areas even future in which you can be confident. easy way and we don’t get it right all
of the time. What we do promise
is that more is possible with us,
whatever that looks like for each
Be honest about what team member. We have world class
you can promise team levels of employee engagement and
members, says Lawler most importantly, we have fun.
In 2022, five of our six annual
cohort of ‘Elevators’ were given GM
positions, which had an immediate
impact on team engagement. Our
career pathway was also recently
recognised at the UK Company
Culture awards, where we won the
Next Generation award for our
development of department heads
to GMs. We’re now finalists in the
British Training Awards and await
recognition in the European Employer
Brand Management awards. O
PHOTO: TOTAL FITNESS

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www.TVS-Group.co.uk
TO U G H TI M ES
Life
so_
les_ ns
_ _
PHOTO: BILL TRUSLOW
At times I’ve felt

like the underdog
Chris Rondeau
CEO, Planet Fitness
M
y overarching life lesson has been most sophisticated bunch, but we had great passion
learning the value of hard work. I and we believed in the model. When we got to 500
dropped out of college at 20 and locations we were like “this is a big company, we
took the school of hard knocks can’t just run it like three gym guys anymore.” So in
route. I didn’t go to an Ivy League November 2012 we brought in private equity. That
school or graduate with a big degree and I didn’t was a big step forward and I learned a lot from them.
UHDGP\ʛUVWERRNXQWLO,ZDV\HDUVROG Then one of the partners retired and I was elevated
I started at the front desk of the gym and worked from COO to CEO and all of a sudden we were doing
my way up through the ranks. It has felt like a budgets and I’d never done those before. Three years
\HDUFROOHJHGHJUHHDQG,ȷPVWLOOOHDUQLQJQRZ later we went public, which was another learning curve.
At times I’ve felt like the underdog and I’ve had to Around 2016, a year or two after the IPO this started
play catch up. My business partners and I were not the to change. I was meeting with well educated, super

Planet Fitness has
grown to 2,400 clubs
and 17 millon members
PHOTO: PLANET FITNESS


TO U G H TI M ES
smart people – all the investors and analysts who ask

good (and tough) questions and I realised there wasn’t For the first decade
a question I couldn’t answer off the tip of my tongue.
No matter how smart and well educated they were, no
we worked every day,
one knew the business better than I did. That’s when
my confidence level rose and any doubts stopped.
lived pay cheque to pay
Bu
uildin
ng sttren
ngths
cheque while we tried to
It’s a strength that I’ve worked in all parts of the
club. I’ve worked the front desk, been a trainer, a
figure out the business
manager, a regional manager, COO and CEO. I
understand the trials and tribulations of staff and that much harder. If I’d taken another route I might
how to engage members, as well as how to do all not be where I am now: we could have been a few
the day-to-day stuff, such as checking members years later in developing our model and someone
in and billing. I love working in the gyms. else might have got the opportunity before us.
Pre-COVID I used to work the front Although I wasn’t much for education when I was
desk once a quarter because I’d learn things growing up, if I could give my younger self some advice,
about making the jobs easier for our staff, I’d say pay attention at school – especially in business
or the experience better for members. class – and read more books. The learning curve
If I could go back and change things, I don’t think I throughout my career has definitely been a struggle
would. It’s been very tough, but we now have more at times. For the first decade we worked every day,
than 2,400 locations in six countries and 17 million lived pay cheque to pay cheque and had credit card
members and are still driving membership growth. debt while we tried to figure out the business. Luckily,
The drive and underdog mentality made me work with passion and hard work it all worked out! O
Once Rondeau reached 500

locations, a decision was made
to bring in private equity

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Premier hosted buyer event connecting owners and operators from Europe’s top health,
fitness, and leisure clubs and hotels with executives from global supplier companies innovating
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As a supplier, getting quality time with industry buyers is key, and

W3FIT certainly provided that. Three days packed full of meetings
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Supplier: Luke Januszek, Escape Fitness
CONTACT US
David Zarb Jenkins
Co-founder, W3Fit EMEA
+356 99448862
david@weworkwellevents.com
www.weworkwellevents.com • www.w3fit.com
SPONSORED
PHOTO: UNIVERSITY OF BRIGHTON

Crucially, Technogym’s understanding of
trends was invaluable in helping us create
a future-proofed space for students
Barry Squires, head of sport, University of Brighton
EXCEEDING
EXPECTATIONS
Sport Brighton is inspiring the community with a new gym.
Barry Squires, head of sport, explains how the vision was brought to life
T
he University of Brighton has chosen which will transform the local area, bringing together
Technogym to create a cutting-edge gym and services for a more efficient student experience
fitness space at its Moulsecoomb campus. and creating a new gateway into the city.”
Delivering the university’s 2025 strategy
– popularly known as the Big Build Project Creating a destination facility
– involves relocating several schools across Sport Brighton wanted to deliver a space that’s
its campuses, including the School of Sport and responsive to current and future student fitness
Health Sciences, which is moving to Falmer in 2024. trends and the fit-out brief drew on elements from
It’s a critical time for Sport Brighton and the boutique gyms, functional aesthetics and the culture
School of Sport and Health Sciences as they of Brighton. This has resulted in a space with unique
collaborate to improve the student experience. touches, such as feature walls by graffiti artist Aroeart.
“With Moulsecoomb set to be a key site, with over The gym is divided into distinct zones – resistance
6,500 students, we needed to improve provision as strength training, free weights, power, functional
soon as possible”, says Squires. “This new gym and and cardio. It also has a turf track and a large studio
fitness facility are part of the Big Build masterplan which opens onto the gym floor via bifold doors.
“We’ve created an inviting, functional, trendy
ALL PHOTO: TECHNOGYM/UNIVERSITY OF BRIGHTON/ SOUTHERN NEWS & PICTURES LTD
space,” says Squires. “I believe you can create a

unique, inspiring space on any budget if you plan
carefully and have the support of expert partners
who understand what you want to achieve.”
Technogym supported all aspects

Sport Brighton worked with Technogym to design
and equip the new space, choosing equipment
and digital features appropriate for student
university sports, elite sports, social interaction and
general gym participation, as well as international
students, staff and local community users.
The new space is ‘inviting,

60functional and
Issue trendy’
5 2023 ©Cybertrek 2023
Technogym Mywellness allows
members to book classes,
track activity and engage with
Technogym training content
ALL PHOTO: TECHNOGYM/UNIVERSITY OF BRIGHTON/ SOUTHERN NEWS & PICTURES LTD

The student space will www.technogym.com/hcm6
be responsive to current
and future needs
“We have a longstanding Squires. “Lots of members

relationship with take kit into the studio space
Technogym,” said Squires. and we’re now considering
“Its equipment and digital splitting the studio in two so
offering are the best on the we can have a class running
market and the company delivers while retaining space for those
great service support and sector who want to train in there.”
advice. Crucially, its understanding
of trends was invaluable in helping us Digital solutions support
create a future-proofed space for students.” member wellness
Sport Brighton opted to use Technogym Mywellness
(TXLSPHQWWRPD[LPLVHVSDFHDQGFUHDWHʜRZ to allow members to book classes, track their
The Moulsecoomb Gym was kitted out with state- activity and engage with Technogym training
of-the-art cardio equipment, including Excite Live content. Mywellness also helps Squires and his team
which allows for tailored training inspiring students monitor gym use across different demographics
– and members of the community – to personalise and engage with users to boost retention.
their cardio workouts, embrace exercise and make Sport Brighton Moulsecoomb Gym and Fitness
it part of their daily life. Skill line was implemented has exceeded targets for membership uptake across
across the gym providing performance workouts all demographics, while Squires and his team have
and enabling members to train in all areas. had positive feedback from prospective students
The studio space features Technogym Group Cycle and parents on open days and community members
Connect, an advanced digital solution that offers the have noted how different it is to local gyms.
option of virtual classes, as well as live, instructor-led “We’re proud of our student-centric experience,
sessions. This has helped Sport Brighton operate a low offering the best equipment in a motivating
staffing model with long opening hours, maximising environment,” said Squires. “The facility is helping
studio use during traditionally quieter times. more people get fit and active whatever their
“We knew from feedback in our other facilities journey, which is a key aim for Sport Brighton.” O
that the studio space had to be multifunctional,” said OMore: www.technogym.com/HCM6

TRAINING
RAPID
RESPONSE
Are your teams trained to deal with cardiac incidents?
Dr Dane Vishnubala tells HCM how preparation can
PDNHWKHGLʞHUHQFHEHWZHHQOLIHDQGGHDWK
I
n January this year, Damar Hamlin, E being sedentary. Inaccurate myths about
NR
BY
a 24-year-old NFL player for the exercise and the heart have circulated
ER
ET
Buffalo Bills had a cardiac arrest for years, sometimes having a

O: P
PHOT
after making a tackle. In a packed QHJDWLYHLPSDFWRQSHRSOHȷVKHDOWK

stadium, thousands watched Given fitness professionals
as medical workers performed are trusted with our health and
CPR and used a defibrillator to wellbeing – especially in a gym
restore his heartbeat. Luckily, environment – a common question
Damar was saved in hospital, but Vishnubala encounters is around the
many others like him are not so lucky. responsibility of UK fitness operators
,QWKH8.WKHUHDUHbRYHURXW Dr Dane Vishnubala to help prevent cardiac issues in gyms.
of-hospital cardiac arrests (OHCA) a Are PTs equipped to train people with
\HDUbZKHUHHPHUJHQF\PHGLFDOVHUYLFHVDWWHPSW heart conditions and would the fitness team at a
to resuscitate the victim. However, according gym be able to react quickly enough in the event
to the British Heart Foundation, survival rate is of a cardiac arrest to influence the outcome?
ORZȲMXVWRQHLQSHRSOHLQWKH8.VXUYLYHDQ :KDWȷVLPSRUWDQWVD\V9LVKQXEDODLVHQVXULQJ
2+&$,QWKH86WKHQXPEHULVDQG operators and fitness professionals are qualified to train
WKHVXUYLYDOUDWHLVWKHVDPHDWSHUFHQW people safely in the benefits of exercise – as even for
Although regular exercise helps strengthen people with coronary artery disease or peripheral vascular
the heart and lowers the risk of cardiovascular disease, the benefits of exercise far outweigh the risks.
SUREOHPVORQJWHUPbLWȷVWUXHWKDWLQVRPHSHRSOH
strenuous exercise can increase the immediate Training and Practice
risk of heart attack and sudden cardiac arrest. In professional sports, athletes are given regular
Common advice for improving heart health electrocardiograms (ECG) to determine their
is to get more exercise but what kind and how risk of sudden death from a heart problem. An
much? Amid a regular stream of news coverage ECG records electrical signals in the heart and is a
VXFKDV+DPOLQȷVFDUGLDFDUUHVWLWFDQEHGLIILFXOW common and painless test used to quickly detect
for the average person to feel reassured. KHDUWSUREOHPVDQGPRQLWRUWKHKHDUWȷVKHDOWK
For professional athletes, this is an important part
The scared sedentary of their preparation and training, but for the average
Dr Dane Vishnubala, chief medical officer at Active gym-goer, this level of assessment when they sign up for
,4VD\VFDUGLDFVWDWLVWLFVVKRXOGQȷWVFDUHSHRSOHLQWR a membership is not practical and while new members

PHOTO: SHUTTERSTOCK/ROSSHELEN
CPR is hard work, so it’s
important to practice
scenarios as a team
Quick decisions
and reactions can
mean the difference
between life and death
may fill out a Physical Activity Readiness Questionnaire and the Red Cross, are examples of training that provides
(PAR-Q), any answers that indicate a possible heart people with the skills they need to respond to first aid
condition will simply have them signposted back to a GP. situations and administer first aid in the workplace.
“For fitness professionals, it’s difficult to predict “If you’re a PT and something happens where
if a member will have a cardiac event in your you need to find a trained first aider to come and
facility,” says Vishnubala. “The best thing health help, you’re losing time. For every minute’s delay
club operators can do is ensure their team in starting CPR, the success rate drops quickly.
members are appropriately qualified and prepared What if the first-aid trained staff member is tied
to react in the event of an emergency.” up or unavailable, what would you do? If you’re a
The exact numbers and training will look different self-employed PT, this is even more challenging,
for every facility, but Vishnubala recommends having as as you’re on your own,” says Vishnubala.
many staff members first-aid trained as possible. High- “Of course, it may not be possible to have every
quality qualifications, such as Emergency First Aid at single staff member trained, but it’s about looking for
Work from organisations such as Active IQ, YMCA Fit ways to mitigate risks in the event of an emergency.”

TRAINING
Simulating Emergencies in Real-Life

Reacting quickly in an emergency is critical and even
if staff members hold the highest qualifications,
skills are undeniably lost without regular practice.
To keep skills sharp, Vishnubala recommends gyms
conduct regular training sessions that simulate real-
life emergencies to ensure staff members know
how to react quickly if the worst were to happen.
“Most first-aid qualifications require renewal after
three years,” Vishnubala explains. “If you haven’t
practiced those skills since the day you received your
qualification, you’ll forget them. It’s important for
gyms to consider more regular internal training. This
could be held monthly by getting together and running
real-life scenarios. Imagine someone drops while
running on a treadmill. What do you do? Who calls
for help? Do your team members know where the
defibrillator is and how to use it? Practise these drills so
things run smoothly and roles and responsibilities are
clear within the team. Quick decisions and reactions
can mean the difference between life and death.”
Vishnubala says it’s important to mix up the
scenarios and while learning the basics of CPR on a
dummy is important, real life rarely happens exactly
like that, so running through a variety of emergencies
can help staff feel empowered and prepared.
“Many people don’t realise that CPR, when
performed correctly, is hard work. After one or
two sets of 30 compressions, you’ll be tired, so
Members who are

feeling unwell should
avoid strenuous
exercise, as the heart
takes the strain
PHOTO: SHUTTERSTOCK/1022 PROJECT

In brief
The survival rate after a heart
attack is 10 per cent, with 90
you’ll need someone else to step in to continue per cent losing their lives.
to ensure high-quality compressions until an Health club operators should train
ambulance arrives. It’s therefore important their teams so they know what to
to practise these scenarios as a team.” do in the event of a cardiac event.
Can heart rate monitors help? $IWHULQLWLDOWUDLQLQJVWDʞVKRXOG

Technology has made data experts of many of undergo regular simulations to
us, especially when it comes to exercise. Many keep skills up-to-date and ensure
group exercise classes now encourage the use of a coordinated response.
heart rate monitors while working out and these CPR is hard work, so teams
can tell a user a lot about their exertion levels, must work together to deliver
recovery and in some cases, their general health. high quality interventions.
However, according to Vishnubala, most
wearables can’t identify the likelihood of the Heart rate monitors don’t typically predict
wearer having a cardiac event while exercising. heart attacks, although some wearables
“Regrettably, if you have a heart condition that will that track Strain, such as Whoop, can
be exacerbated by strenuous exercise, a heart rate give an indication that not all is well.
monitor won’t provide any reliable warning signs,” says Everyone needs to be on the
Vishnubala. Heart rate monitors are useful but using lookout for warning signs - dizziness,
something such as rate of perceived exertion (RPE) can fainting, chest pain, palpitations
be just as useful in ascertaining approximate intensities. DQGVLJQLʛFDQWEUHDWKOHVVQHVV
Instead, Vishnubala encourages people to know
the warning signs. Dizziness, fainting, chest pain, Family history can also indicate
palpitations, significant breathlessness as well as a potential for issues.
family history are all relevant. Should someone have
A return to exercise after a heart
any of these symptoms they should seek medical advice
attack can help recovery.
immediately. If they have a family history of heart
problems or known underlying health conditions, they
can talk to their doctor, as they may be able to refer
them for further tests. If not, they need to be aware

Further reading: of how they’re feeling. If they have a temperature or
you feel unwell, it’s wise to avoid strenuous exercise, as
O Intensive exercise following heart attack
the heart will take the most strain. If they’ve recently
www.hcmmag.com/heartresearch
recovered from illness – especially COVID – they
O Intensive exercise following aortic tear
could be at risk for myocarditis, a condition that
www.hcmmag.com/Aortictear
causes inflammation of the heart. This is especially
true of young men who have had the Moderna or
Pfizer vaccine (www.hcmmag.com/vaccineheart).
“The notion of coming to the gym when
you’re feeling unwell to ‘sweat it out’ is
potentially dangerous,” says Vishnubala.
Exercise keeps your heart healthy

Stories of sudden cardiac arrests in young and seemingly
healthy people can stir up fear, but the fact is, exercise
helps keep your heart healthy. In fact, if you’ve suffered
a cardiac event, exercise is often recommended as a
way to recover. While it can be difficult to predict a
cardiac event, the best course of action is for fitness
operators to ensure they are properly trained and
NFL player Damar well-practised, should an emergency happen. O
Hamlin was brought back
from a cardiac arrest
SPONSORED
Building a
better future
PHOTO: ALLIANCE LEISURE

Health is a national asset that drives prosperity at an
individual and collective level. Alliance Leisure CEO,
Sarah Watts, explains how the organisation is supporting
communities through the reimagining of public sector leisure Sarah Watts
W
orking through the UK Leisure Creating brand new facilities
Framework, we’re partnering with White Oak Leisure Centre, owned by Sevenoaks
local authorities across the UK District Council and managed by Everyone Active,
to design and build place-based is a prime example of the value a modern-day,
active environments that engage place-based activity and wellness hub can deliver.
and inspire whole communities. In addition to offering a diverse range of physical
Since 1999, Alliance Leisure – the UK’s leading leisure activity options for all ages and abilities, the centre
development specialist – has delivered numerous also incorporates a number of community health
regeneration projects, often involving transformation services, from GP referral programmes to free access
across entire leisure portfolios. Projects completed and support for those living with Parkinson’s disease.
and in progress include the delivery of 12 new-build The centre is also helping to level up disparities
leisure venues from concept through to completion. by offering free access to those who might
otherwise struggle to engage – including children
LQFDUHDQG8NUDLQLDQUHIXJHHVȲbZKLOHDOVRUXQQLQJ
campaigns such as This Girl Can and forming
“Alliance Leisure
strong community links with primary schools to
was instrumental in encourage more activity from targeted groups.
making this project Completed in 2022, the centre has become the
happen. Not only did heartbeat of the community, with 440,000 visits
it bring together the recorded in the 12 months post-opening. This included
PHOTO: EVERYONE ACTIVE
right team of experts, but 180,000 swims, 31,000 swimming lessons and 53,000
they were also there to solve problems visits to the soft play area and the TAGactive Arena.
along the way and work in partnership
The art of the possible
with us to create the fantastic White
All Alliance Leisure developments are built
Oak Leisure Centre. I’d recommend on the foundation of community needs.
anyone looking at a new facility to talk Facilities are designed to tackle inequalities,
to Alliance Leisure and involve them in creating inclusive environments that answer the
the process as early as possible.” needs of everyone – old and young, able and
Duncan Cogger, regional contract disabled, fit and unfit, healthy and unwell.
manager, Everyone Active Through a mix of technological innovation, proven
project experience and more than 600 years of

Recent Alliance Leisure
Chard Leisure Centre in
South Somerset has a large new-build developments
gym and swimming pool
OPEN
2019 SC2 Rhyl, Denbighshire

2021 Chard Leisure Centre,
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2022 Duncan Edwards Leisure
Centre, Dudley
2022 White Oak Leisure
Centre, Sevenoaks
UNDER CONSTRUCTION
2024 Sharley Park Leisure Centre,
North-East Derbyshire
2024 Warsop Health
Hub, Mansfield
2023 The Hydro, Harrogate
2023 Knaresborough Leisure and
Wellness Centre, Harrogate
2024 Parsloes Park Sports Hub,
Barking and Dagenham
2024 Derby Racecourse
Football Hub, Derby
2024 Ormskirk Leisure Centre,
West Lancashire
ALL PHOTOS: ALLIANCE LEISURE

2024 Skelmersdale Leisure
Centre, West Lancashire
2024 Mablethorpe Leisure and
Learning Hub, Lincolnshire
ng Hub in Lincoln shire

Mablet horpe Leisure and Learni
combined leisure knowledge, Alliance Leisure

is reimagining public sector leisure, creating
environments that bring communities together
while also instilling a sense of civic pride.
From sensory stimulating splash pads and digital,
gamification adventure play zones to immersive
Everyone Active’s White Oak Leisure Centre
cycle studios, aspirational training spaces and
power-assisted wellbeing suites, Alliance Leisure
is creating a new standard in leisure provision. Framework, which is managed by Denbighshire
Leisure. Through this – the UK’s only dedicated
Why choose Alliance Leisure? leisure framework – Alliance Leisure continues
With over 20 years of leisure development experience to provide local authorities with efficiencies and
and more than 220 projects under its belt, Alliance leisure-specific expertise at all levels of the supply
Leisure has worked with local authorities to deliver chain, mitigating investment risk and optimising
more than £300m of investment in public sector leisure. every penny spent, making the company the
In addition to independent projects the company leisure developer of choice for the sector. O
is also the lead leisure developer on the UK Leisure More: www.allianceleisure.co.uk

C O R P O R AT E
Well
at work
T
he pandemic gave us all the chance to take
stock, with many people deciding they
More companies are investing in
didn’t want to return to their previous corporate wellness to recruit and
job, or that it was the time to unleash retain. Kath Hudson reports on
their inner entrepreneur, retrain for a
different profession, or write that book. the opportunity this represents
Many who did return to their jobs, or IRUWKHKHDOWKDQGʛWQHVVVHFWRU
had carried on doing them, still found they wanted
more – either greater flexibility, such as being able
to work from home, or health support – with all this A sound investment
leading to growth in corporate wellbeing programmes. It’s well known that investing in employee wellbeing
can lead to increased resilience, better engagement,
reduced absence and higher performance and
productivity. With mental health taking a battering
QMeditation app, Headspace, now during the past two plus years – the World Health
offers Headspace for Work: a science- Organization has pointed out we’re living a parallel
backed meditation and mindfulness pandemic in mental health with rates of depression
programme. Its corporate package includes trebling – it’s become apparent that companies
free Headspace access for employees, need to invest more in their workforce for the
member support, engagement reporting good of both the employees and the business.
and a dedicated success manager. It In late 2021, a Harris Poll in the US found
claims just four sessions can lead to a 14 40 per cent of employees were considering
per cent reduction in burnout; 32 per leaving their position due to chronic stress,
cent less stress after 30 days and 14 per largely because employers had not prioritised or
cent greater focus after four weeks. supported their mental wellbeing. Many of those
questioned said their employer had not followed
through on commitments of support for mental
health, or had recommended they practise self
care, but had not supported them to do so.
However, 52 per cent said that more mental
health support would likely make them stay in their
job. Even if many companies haven’t quite realised
it yet, their employees do not just want a return
to business as usual. This presents an opportunity
PHOTO: HEADSPACE
for health and fitness operators to craft meaningful

corporate wellness programmes to sell to businesses.
Headspace at Work is designed to reduce burnout
QSince launching Whoop
Unite for business,
connected wearable
company, Whoop,
now has 200 corporate
customers, including the
NHS and US National
Forest Service. Allowing
individuals to measure
their sleep, stress levels
and recovery, Whoop
Unite acts like a digital
coach for employees
which the company says
results in a more prepared
and resilient workforce
and will reduce burnout.
PHOTO: WHOOP
On a large scale, Employee
wellbeing is linked
COVID-19 forced us to to less absence,
more engagement
re-assess our priorities and better
productivity
and health is now

ranking higher than ever
“As is well known, when employees are happy, “Prior to the pandemic, organisations were
and feel taken care of, their productivity increases predominantly interested in offering wellness-driven
and the business flourishes,” says Professor Gerard programmes, products and services as part of a
Bodeker, chair of Global Wellness Initiative’s company’s benefit package,” she says. “Today, pioneers
mental wellness initiative. “Nurturing is the best are daring to look at the concept more in terms of
means of counteracting the Great Resignation.” company culture and from a leadership point of view.”
Kyricos says the pandemic has accelerated this.
Culture change “From the Great Resignation to labour shortages
Wellness expert Mia Kyricos, president of Kyricos & in industries, such as spa and wellness, health and
Associates, says change has to be twofold: it’s not fitness and hospitality, to increasing demand for hybrid
enough for companies to provide gyms, yoga classes working and the fact that people have been reminded
and a nap room if a stressful, 24/7 work culture to live life more meaningfully and with purpose, the
endures, but she believes change is starting to happen. entire concept of wellbeing is being reconsidered,”

& 2 5 3 2 5 $7 (
It seems that now is a fertile time to

craft wellness programmes and services
which can be taken into corporate settings
she says. “While many companies are still trying GHELOLWDWLQJGLVHDVHVZKLFKFDQFDXVHGLVUXSWLRQ
to offer best-in-class programmes and resources instability and stress among the team.”
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colleagues both interested and willing – other Opportunities for the sector
companies are starting to consider what has made (OEDUNRXNLVD\VWKLVWUHQGLVFUHDWLQJJURZWK
them unwell in the first place and that’s exciting.” RSSRUWXQLWLHVIRUWKHKHDOWKDQGILWQHVVVHFWRU
$KPHG(OEDUNRXNL&(2RI(FKHRQ+HDOWK LQFOXGLQJRIIHULQJSUHYHQWDWLYHKHDOWKFDUH
which provides preventative healthcare to the opening new gym spaces within office buildings
OLNHVRIRQOLQHVXSHUPDUNHW2FDGRDJUHHVWKH or delivering mental health support.
pandemic caused a shift in mindset which is being A good proportion of health club operators
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positively impacts morale and increases employee URXQGLQȲYDOXLQJLWDW86EQȲKDVUHFHQWO\
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PHOTO: TECHNOGYM
QTechnogym has user activity in real- Technogym has
launched a connected time, while also enabling launched a corporate
ecosystem for them to communicate club for businesses
corporate wellness with their staff directly
called Technogym via an app integration.
Corporate Club, the Companies can
service is driven by the also schedule gaming
Technogym App Plus elements and if they don’t
that uses AI to deliver have room for a gym,
services including hybrid Technogym Corporate
workouts and guidance on Club recommends small-
nutrition and meditation. footprint solutions that
The move is delivering can be placed in coffee
new services to a sector corners, meeting rooms
where the company is and common areas.
already working with the In addition to offering
likes of Goldman Sachs, the Corporate Club,
Ferrari, Apple and Google. Technogym also builds
Companies have a and manages corporate
dashboard that analyses wellness programmes.
Q Google, IBM and Pullman Hotels
are among the businesses using
Les Mills Wellbeing in the
Workplace programmes, such
as access to 1,500+ on-demand
workouts, mindfulness sessions,
challenges, guides and support.
The Les Mills Wellbeing

in the Workplace
programme is being
used by Google and IBM
likely to use employee wellness packages, as this

demographic is among Les Mills’ key target audiences.
PHOTO: LES MILLS
QMicrosoft’s recently opened R&D campus in

Elsewhere, boutique operator, Gymbox, is working
Israel was designed to re-define office working
directly with office space providers, having signed
with a large health club playing a major role.
a partnership with WeWork giving workers access
The brief to architects, Vered Gindi Architects
to both in-person and on-demand fitness classes,
and GSArch was to lessen the long-term
as well as access to Gymbox studios and popup
impact on the environment and offer a flexible,
wellness and workout events in WeWork offices.
inclusive workspace which can be endlessly
On the equipment supplier side, Technogym has
customised to meet employees’ needs.
launched a new corporate wellness offering, while
A 46,000sq m leisure space includes a 1,000sq m
Egym bought French corporate fitness business
health club with cardio and strength equipment
Gymlib, which has a network of 4,000 clubs, in 2022.
by Technogym, a circuit training system and a
For creative operators and supppliers, it seems that
large yoga and exercise room. There’s also a
now is a fertile time to craft wellness programmes and
café with baristas and a band practice room.
services which can be taken into corporate settings. O
“This was a once-in-a-lifetime project,” says Vered
Gindi. “We aimed to create a space which would be
relevant for decades; no matter what comes next.”
QExos, headed by founder
PHOTO: EXOS
Mark Verstegen, is leading the

charge in corporate wellness,
working with companies such
as Adidas and Pfizer. Its offering
includes fitness centre design, Mark Verstegen
development and management. The programming
offers a range of support and solutions for
mindset, nutrition, movement and recovery, as
PHOTO: MICROSOFT
well as creating shared experiences which improve

team building and connection to the company.

SPONSORED
POSITIVE
MOOD
People around the world are increasingly investing time in strengthening
their mental health. Myzone CEO of EMEA, David Stalker, looks at how
operators can support members to improve this aspect of their wellbeing
P
hysical activity is often associated you often experience the classic post-
with the benefits it brings to workout high and see it in members.
our physical health, such as Different types of physical activity
PHOTO: MYZONE
weight management, improved can affect endorphin release and

cardiovascular function improve mood immediately post-
and increased strength and activity. Aerobic exercise has been
flexibility. However, the benefits of shown to enhance the release of these
activity extend far beyond just the physical. chemicals, and while strength training can
Research shows regular physical activity David Stalker also occasion similar release levels, the brain
can have a profound impact on mental and benefits are slightly more delayed. Likewise,
social wellbeing as well. For example, it can reduce yoga and less intensive exercises can also impact
symptoms of anxiety and depression, improve positively, particularly when it comes to mindfulness.
cognitive function and boost self-esteem. This means that by getting members moving in any
When considering holistic wellbeing, there are the heart rate zone, regardless of their preferred method,
benefits to social health, too. It provides opportunities you can impact their mood positively. So, don’t solely
for social interaction, promotes teamwork and go for the higher exertions, be confident in delivering
communication and fosters a sense of community. a thought-out mix of intensities in your training.
By providing guidance, motivation and resources
to support every individual in their journey towards The secret to stress reduction and relaxation
a more active lifestyle, the fitness industry is helping Regular physical activity has also been shown to reduce
them achieve their personal fitness goals and stress and stress-related symptoms, such as headaches
contributing to their overall wellbeing and quality of life. and muscle tension. However, activity triggers the
In addition to that, by creating a supportive and body’s fight or flight response, which causes an increase
inclusive fitness community, as fitness professionals, we in heart rate, blood pressure, and adrenaline levels.
can help individuals feel empowered and motivated to Regular exercise can help to reduce the intensity
continue making positive changes in their lives, leading of this response over time, making individuals
to a healthier, happier and more connected society. more resilient to stress. During and immediately
after exercise, there’s increased blood flow
Does exercise really give a to the brain, which can help to regulate the
post-workout buzz? stress response and promote relaxation.
During physical activity, endorphins are released, Nonetheless, too much exercise can increase stress if
which promote feelings of pleasure and wellbeing and appropriate recovery is not given. Again, confirming the
other feel-good chemicals in the brain. This is why importance of monitoring your members’ effort levels
PHOTO: MYZONE

Physical activity can have a profound
impact on mental and social wellbeing,
reducing symptoms of anxiety and
depression, improving cognitive
function and boosting self-esteem
Healthy competition
increases your club’s
sense of community
and educating them on why lower-intensity exercise is

as beneficial as high intensity when programmed well.
Create a sense of connectedness and support

Physical activity such as team training or exercise
classes often involves socialising with others. This
social interaction can foster a sense of community
and belonging, which as humans we instinctively
crave, and results in greater feelings of happiness.
This emphasises the benefit of creating a
community within your club where your members feel
comfortable and supported. A simple way to do this
is through engaging with members in a personalised
way, such as knowing their names or when they were
last active. This data can be made easier to access
through working with the right technology partner.
Challenges and a healthy sense of competition
also expand that network effect when it comes
to bringing people together, so long as they’re
inclusive in their competitive nature. Movement
is always fun when more people are involved.
It’s important to note that this aspect of community
and the positive social impacts can be created by
PHOTO: MYZONE

SPONSORED Setting goals for members
always requires a highly
personalised touch
Too much exercise increases

stress if appropriate recovery
isn’t given, confirming the
importance of monitoring
your members’ effort levels
all staff interacting with members. From sales to
support and from the front desk, to trainers.
Why we all need goal setting

for improved wellness
Setting members’ fitness goals can be a great way
to support their wellness; by increasing their sense
of accomplishment, reducing stress and anxiety
and increasing motivation and focus, it gives them a
sense of control over their health and wellbeing.
It’s not just a one-and-done, though. These goals
for members and clients require a personalised
approach, as factors such as age, lifestyle, preferences
and motivations should be considered to create
achievable goals with the above benefits.
The goal should be achievable, but tough to ensure
they achieve the gained confidence and accomplishment.
It should be something that can be easily measured
pre-, during and post-achievement, such as a baseline
fitness test or recovery after an exercise bout. This
can be tricky to deliver at scale and may require a
technology partner, but the results are tangible.
Build and nurture your ultimate

inclusive community
In summary, physical activity not only benefits
our physical health but also our mental and
social wellbeing. Engaging in any physical activity
can release feel-good chemicals in the brain,
reduce stress and stress-related symptoms and
foster a sense of community and belonging.
As fitness professionals, we can create a
supportive and inclusive fitness community by
providing guidance, motivation and resources to
help individuals achieve their personal fitness goals.
Additionally, technology partners can make
data access and measurement easier, but all staff
should strive to create a sense of connectedness
and support within the community. O
More: www.myzone.org
PHOTO: MYZONE

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I NTERV I E W
The majority of the adult population

has some kind of long-term health
condition and if health club operators
want to expand their business,
this is where they need to be
PHOTO: EDWARD MOSS
76
DR LOU ATKINSON
If operators want to grow their business, they need to support
those with long-term health conditions, says Exi’s head of research.
She tells Kate Cracknell how this can be achieved
Tell us about Exi :KDWPDNHVLWHʞHFWLYH"

It’s a platform that supports professionals to Crucially, Exi also incorporates behaviour change
prescribe and refer patients to exercise, as well as VXSSRUWbPDNLQJLWIXQHQJDJLQJDQGLQWHUHVWLQJIRU
enabling people with long-term health conditions users to keep going with their activity prescription.
to safely increase their physical activity levels. That includes extrinsic motivation with rewards,
We’re an SaMD business (Software as a Medical which can be financial should our partners wish and
Device) and part of the emerging field of digital also intrinsic motivation. The key is keeping people
therapeutics which is changing the way people engaged with the programme for long enough
access wellness expertise and interventions. to feel the benefits, because that’s the basis for
Exi is designed to support 23 comorbid physical sustainable, health-enhancing behaviour change.
and mental health conditions, such as obesity, All the data in both the UK and US models of
cardiovascular disease, diabetes, hypertension, stroke, healthcare show that the ROI is there for these
asthma, COPD, depression, anxiety, stress and so on. types of interventions in terms of reduced hospital
admissions and reduced cost of medication.
What’s the set-up? Underpinning all of this is a huge amount of
There are two main parts to the platform: a science and experience within our team gained from
smartphone app for end users and a secure working with these populations, on top of which
data portal for professionals – doctors, for we continually explore the evolutions in digital
example, or fitness professionals running an technology to make our UX and UI more meaningful
exercise referral programme or PT business. and motivating for end users and clinicians.
The smartphone app works with or without a
wearable, although we recommend using one if How does it connect exercise
possible. Users input their personal information – with the medical profession?
including demographics, current physical activity Our secure practitioner data portal is what
level and any medical conditions – and the app really makes us a ‘healthcare’ system. This
uses this to create a safe, personalised physical enables professionals overseeing programmes
activity prescription that incorporates the latest to track participants’ progress in real-time.
clinical evidence, as well as activity guidelines In turn, support can be tailored and resources
from the WHO, NICE and ACSM Exercise is maximised: a light touch of reinforcement
Medicine (www.exerciseismedicine.org). and encouragement can be given to those

I NTERV I E W
who are progressing well, for example, with

face-to-face appointments and phone calls Time and again, evidence
reserved for those who need more support.
This approach also helps ensure the right people shows that the right social
get the right support at the right time.
It also encourages healthcare professionals support is the biggest
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driver of long-term
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behaviour change
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WKH\FDQKDYHLQIRUPHGFRQYHUVDWLRQVDERXWLW How do the programmes support progression?
:KHQWKH\EHJLQWRVHHWKHUHVXOWVȲPRUHDFWLYH :HJUDGXDOO\SURJUHVVHDFKLQGLYLGXDOWRJHWWKHP
SDWLHQWVDOVREHQHILWLQJKHDOWKZLVHȲLWUHDOO\KHOSV WRȲRUDVFORVHDVSRVVLEOHWRȲWKH1DWLRQDO
reinforce the message that exercise is medicine. 3K\VLFDO$FWLYLW\*XLGHOLQHVIRUKHDOWK\DGXOWV
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How do the exercise prescriptions work? DFWLYLW\DZHHNRUPLQXWHVRIYLJRURXVDFWLYLW\
Once users have input their personal $WWKHPRPHQWWKDWKDSSHQVRYHUWKHILUVW
information, Exi tells them how often and ZHHNVEXWZHȷUHPRYLQJDZD\IURPWKLVVHW
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It then offers a choice of activities that will health needs and starting point of each individual,
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JLYHSHRSOHDXWRQRP\DQGFKRLFHDVWKLVGULYHV reached the national guidelines – or their personal
adherence to the programmes. There are video JRDOLIQDWLRQDOJXLGHOLQHVDUHQȷWDFKLHYDEOHGXH
and audio activities in the app that users can to their health conditions – Exi motivates them
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PHOTO: ARTISTGNDPHOTOGRAPHY / GETTY IMAGES
Exercise prescription
is done with reference
to medical conditions
Issue 5 2023 ©Cybertrek 2023

It’s important to give
PHOTO: ADAMKAZ / GETTYIMAGES

people autonomy when it
comes to exercise choices
control, they might only meet with the nurse improvements in their fitness. They can also use the
twice a year to monitor their condition and app to record relevant health data: blood glucose,
the app allows for tracking and information blood pressure, mood, pain score and so on.
exchange between appointments. However, adding a wearable to the set-up
We’re about to start a two-year programme for gives heart rate data, which validates exercise
Type 2 diabetics in collaboration with Milton Keynes intensity. That matters for user confidence –
University Hospital NHS Foundation Trust, which SHRSOHNQRZWKH\ȷUHH[HUFLVLQJVDIHO\ȲbDQGIRU
will be really interesting and we continually review results, ensuring the activity is challenging enough
and integrate all new physical activity research such to benefit health. It also matters if rewards are
as this into Exi, but for the most part new evidence being offered based on activity targets achieved.
simply serves to reinforce the argument that physical
activity is a good thing – that for all these conditions, How medically credible is Exi?
the benefits outweigh the risks. We rarely receive In the UK, Europe and US, Exi is recognised as a
new guidance that changes the way we prescribe. Class One medical device, with a long-term goal
of being recognised as Class Two. That’s a very
Why do you recommend using a wearable? stringent certification process and there’s a backlog
If someone just has Exi’s smartphone app, it will track of applications at the moment, but we’re gathering
their steps, keep them posted on how well they’re the necessary evidence and are confident we’ll be
doing against their prescription and encourage them certified. Longer-term, we’re also looking to get
to do a weekly six-minute walk test to measure Exi data integrated into digital medical records.

I NTERV I E W
We took some great learnings from a project

we ran with Everyone Active, extending its
exercise referral programme to vulnerable patients
We’re on the ORCHA-approved list for NHS resourced, but the fitness sector needs to build
use in the UK (www.orchahealth.com), meet ISO its credibility with the healthcare sector.
and CA quality assurance requirements and are Of course, within the fitness sector are some
FDA-compliant in the US. We’ve already worked fantastic and highly-qualified fitness professionals
with a number of NHS trusts and medical bodies who’ve done specialist qualifications and can
across programmes for obesity and cardiac rehab. prescribe for cardiac rehab, GP referral and so
Meanwhile, behind the platform sits a on, but they’re few and far between. Exi allows
PXOWLGLVFLSOLQDU\WHDPRIbVFLHQWLILFDQGPHGLFDO support to be scaled, enhancing the business
experts experienced in healthcare, physical activity opportunities for highly qualified professionals and
and behaviour change, such as Sir Muir Gray. You empowering those with less specialist qualifications
can see our full team on our website (www.exi.life). to more confidently work with these populations.
The other thing to mention is that we’re the Many individuals with health conditions don’t
global med-tech partner for the ACSM’s Exercise is see health clubs as a place for them and in this
Medicine programme (www.exerciseismedicine.org). scenario Exi can be the bridge. As a digital platform,
Anyone who wants to use digital technology to it allows programmes to be delivered remotely –
GHOLYHUWKLVSURJUDPPHȲbHLWKHUVWDQGDORQHRULQD at least until the individual feels ready to become
hybrid physical/digital pathway – is directed to us. part of an in-person physical activity community.
PHOTO: AZMANJAKA / GETTY IMAGES
For those who are brave enough to come

What do you bring to the health club sector? through the door, in spite of having some health
Just look at some of the most prevalent non- conditions, being able to offer them Exi reassures
communicable diseases: obesity, cardiovascular them that it’s a facility that takes their health
disease, diabetes and pre-diabetes. There’s a seriously. A place where if they start being active,
huge opportunity here, as the NHS is under- it’s going to be safe and achievable for them.
Type 2 diabetes is
one of the conditions
supported by Exi

The industry needs to build
PHOTO: FATCAMERA / GETTY IMAGES

credibility if it wants medics
to prescribe exercise
Best practice would see individuals in high demand: participants only met with them
onboard themselves into Exi to get their safe, three times in 12 weeks. And as I say, not everyone
personalised activity prescription, then coming was ready to return to in-person contact.
into a club to be welcomed by an instructor Exi’s behaviour change tools were able to support
who shows them all the different things they these individuals, as well as other participants in
can do to achieve that prescription. between appointments, keeping them motivated
5DWKHUWKDQIRFXVLQJRQWKHH[HUFLVHȲbWKH and on-track to achieve their goals. We’re really
prescription itself – the instructor can focus on proud that over 2,350 people used our service as
what they do best: building relationships and part of Everyone Active’s GP referral scheme.
rapport, making the individual feel valued and We’ve refined our fitness sector offering off the
comfortable, getting to know their needs and back of these learnings. For example, participants
preferences to recommend the right activities, from can now be allocated to specific instructors,
a quiet time to swim to a class they might enjoy. who can go into the portal to view and track
In short, Exi lets operators open up their participants. We’re also adding a messaging facility
facilities to people with health conditions, for interaction between instructor and participant
without every instructor in the facility and have enhanced our training for instructors to
being qualified to a super-high level. make it easy for them to get people up and running
on Exi. That’s key to keeping people engaged.
Any examples to bring this to life? We now have a strong product to offer the fitness
We took some great learnings from a project we ran VHFWRUDQGZLWKbRXU$3,DQG6'.ZHFDQLQWHJUDWH
with Everyone Active, extending its exercise referral ZLWKRWKHUWHFK,WDOODGGVXSbWRDVWUHDPOLQHG
programme to vulnerable patients who weren’t ready approach as businesses embrace these opportunities.
to come back into the gym after the lockdowns. We’ve also proven digital interventions have a
In fact, all of its instructors were GP referral- place for operators, allowing them to reach and
qualified, meaning the exercise prescription skillset impact a greater number of people, because there
was there. But of course, those instructors were isn’t a one-size-fits-all when it comes to fitness.

I NTERV I E W
Some prefer digital, some prefer in-person, others and see others like them. This is absolutely key.
want a blend and the more operators can flex to Time and again, evidence shows that the right
individual needs, the more likely they are to succeed. social support is the biggest driver of long-term
That means tailoring to their health conditions, behaviour change. It’s a human thing: we want to
activity levels and preferences, so more people can be socially connected and part of something.
find the one that works best – this is important It’s important to remember that the majority of
given the high levels of physical inactivity. the adult population in this country has some kind
of long-term health condition, whether mental –
What’s your call to action for health clubs? VWUHVVDQ[LHW\GHSUHVVLRQȲbRUSK\VLFDOVXFKDV
We need to build credibility with the healthcare hypertension, or Type 2 diabetes. If operators want
sector. There’s still no legal requirement for fitness to expand their business, this is where they need
professionals to do CPD or continually demonstrate to be, investing in a workforce that can support
competence, which is why healthcare turns to these individuals. For me, that’s less about the
physiotherapists to deliver physical activity. SK\VLRORJ\ȲbWKHUHDUHWRROVVXFKDV([LWRKHOS
If we want referrals to come to the fitness ZLWKWKDWȲbDQGPRUHDERXWWKHSV\FKRORJ\DQG
sector instead, we need to do more to formalise creating a welcoming culture and environment. O
and demonstrate our competencies.
We also need to keep progressing the culture
in our sector, because as a rule gyms only appeal
to a small section of the population. Changing this
starts with the way we recruit and train, bringing in
people from non-sporting backgrounds who relate
to the needs of those with health conditions and
incorporating psychology and behaviour change.
We need to get to a point where we can say:
‘Everyone you encounter on the gym floor has
had this level of training and has this level of
competence in working with people with health
conditions, in creating a safe space where these
individuals feel welcome and looked after.’
From there, these populations will begin to join
and in time people will be able to go into a gym
The app helps with monitoring

PHOTO: WILPUNT / GETTYIMAGES
of medical interventions
between appointments

We now have a really strong product to offer the
health club sector and with our API and SDK we can
integrate and be embedded with other technologies

I NTERV I E W
BIO:
Lou Atkinson
PHOTO: EDWARD MOSS

Expertise in both healthcare and
ʛWQHVVKDVJLYHQ$WNLQVRQYDOXDEOH
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A
n undergraduate degree in psychology and
management led me into the corporate
world. However, I soon realised I wanted
to do something more meaningful.
I loved how positive and energised
exercise made me feel, so qualified as a
fitness professional and quit my corporate job.
Within a few months it became clear that
to help people achieve their goals, we needed
to work on their minds, not just their bodies,
I loved how positive
so I did an MSc in health psychology to really
XQGHUVWDQGWKHGULYHUVRISHRSOHȷVEHKDYLRXU and energised exercise
This quickly emerged as a passion, leading to
a full-time research post at Coventry University made me feel, so
and for the next nine years, I worked as an applied
researcher with public health teams, primary care qualified as a fitness
workers and charities to understand the drivers of
behaviour, the barriers to making healthy lifestyle professional and quit
choices and how these challenges can be overcome
using health psychology and behavioural science. my corporate job
I also completed a PhD in weight management
behaviours and engagement among pregnant and
postnatal women, then moved to Aston University
to work as a lecturer and researcher in health
psychology. All the while, I also consulted and worked
in the fitness industry, including becoming lead master
trainer for Core Health and Fitness in Europe.
Then came the opportunity to join Exi. As a
medical device company, having scientific evidence
to support the product is vital and CEO, Grace
McNamara, wanted someone within the organisation
who was dedicated to that. I joined in September
2022 as head of research, alongside which I still
freelance in healthcare research and the fitness
PHOTO: FLASHPOP / GETTYIMAGES
sector. I feel as though I have a foot in both camps

&KDQJLQJEHKDYLRXU QRZDQGWKLVLVbWKHILUVWRSSRUWXQLW\,ȷYHKDGWR
UHTXLUHVLQVLJKWLQWR bring the two sides of my expertise together. O
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hen Antony Townsley, provide what local residents were
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town of Reigate, Surrey, inclusive, and could meet the needs
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“One of our ‘straplines’ for Hybrid easy expansion as membership grows.
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from the reception to the gym and “It’s testament to the work that
We’re taking what we’ve changing rooms – and feel at home, was put in, that we’re taking what
done with Safe Space in feel comfortable and then naturally we’ve done with Safe Space as
Reigate as our standard investigate the various ways to train.” our standard specification. Moving
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Block Gym has partnered with Matrix Fitness to launch a
new workout experience at Royal William Yard
B
lock Gym has opened as and follow personalised training
part of a wider workspace programmes,” he continues.
offer within Plymouth’s “Developing such a historic site
iconic Royal William comes with complications,” Sarahs
Yard – once a Royal Navy explains. “We had many curve balls
victualling yard and now an award- thrown at us, but our Matrix Fitness
winning waterside destination. account manager, Alex Nardell,
The gym has taken the space provided expert advice and support.
following the renovation of the 200- He helped create countless floorplan
year old, historic Grade I-listed naval We knew we had to options so we could maintain
buildings which have undergone a the building’s aesthetics without
work with the best when
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This retained the original fabric of
exploring fitness equipment “With experience working
the buildings while fusing it with a and Matrix Fitness was the with the majority of equipment
contemporary aesthetic to create a perfect fit in terms of its suppliers in the UK over the past
place to live, work, stay, play and relax. range and technology decade, I can’t recommend Matrix
The new 60-station gym, installed Nathan Sarahs, gym manager, Fitness highly enough, due to its
with cutting-edge equipment from Block Gym outstanding customer care – even
Matrix Fitness, features a top-of- with our challenging build, Alex
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zone, all equipped with the latest equipment and Matrix Fitness Nardel said: “This project was
workout tracking technology. was the perfect fit in terms of its not without its challenges and
range and technology” he said. required us to work closely with
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Commenting on the development, featuring the Touch XL consoles, as of the most impressive, exclusive
gym manager, Nathan Sarahs, says: well as the latest range of Matrix fitness facilities in Plymouth and
“Block is passionate about pioneering Ultra strength equipment, with the we look forward to continuing to
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Stepping up the service
PHOTO: KEITH PICKARD

QHotels chooses Xplor Gym’s management software
to cut admin time and better serve its gym members
W
ith 18 health clubs across been using software that created
the UK, The QHotels more admin work than it took away.
Collection partnered Basic tasks were complex and
with Xplor Gym to take confusing, member engagement We needed a best-in-class
advantage of best-in- and retention tools were missing health club management
class technology that’s supported and even basic communications
software solution
by an experienced, trusted team. and operational tasks were time-
The hotel operator can focus consuming and complicated. Keith Pickard, golf, health
more on its members and less club and spa director,
on time-consuming admin work A customisable system The QHotels Collection
which is now automated. After a thorough review of the
The QHotels Collection is a available software options, The and expertise of Xplor Gym as a
selection of 20 four-star hotels QHotels Collection chose to partner and the multi-site hotel
and resorts located across the partner with Xplor Gym. With operator is now live with Xplor
UK, including 18 health clubs, 17 best-in-class, highly customisable Gym across a total of 18 sites.
spas and seven golf resorts. health and fitness club management The Xplor Gym system has:
software, Xplor Gym meets and QAutomated tedious tasks, freeing
Held back by admin-heavy tech exceeds the operator’s needs. teams to focus on engaging members.
The QHotels Collection set out on a The software was firstly rolled Q Created a better digital experience
search to find a superior health and out to a pilot site, where it was for members with easy self-service.
fitness club management system, as trialled and fine-tuned, before QIntroduced a superior
staff had been struggling to focus on being rolled out across all sites. software solution, with the
serving and engaging members in The QHotels Collection team flexibility needed to thrive.
the way they wanted, because they’d was reassured by the approach Owww.xplorgym.co.uk

D I G I TA L
GETTING CONNECTED
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Tanya Hall /// EGym UK www.egym.com.uk
How can we digitise the

customer experience?
Digital integration
within gyms allows data
PHOTO: EGYM UK
capture on members’
fitness levels, goals
and requirements,
so they can have
access to personalised
training programmes and
content designed specifically
for them. Members can measure
progress and set realistic goals.
Our smart gym equipment provides individual workout (*\P6PDUW
analysis and can adjust training in real time. In conjunction 6WUHQJWK
with smart machines in gyms, members can also unlock machines can
be customised
personalisation features through apps and wearables
that allow them to book classes online, have access to
on-demand online training and be part of online fitness Gamification helps
communities – allowing gyms to support their members
on individual journeys by providing educational materials. customers understand
the positive effect
Gamification is another motivational feature
accessible through our solution that helps
customers stay motivated and understand the
positive effect their training has on their health.
their training has
on their health
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It has to be EGym Smart Strength machines, which
provide a personalised, interactive and motivating
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strength workout to members, offering beginners

maximum support for every set and repetition,
while motivating advanced exercisers to perform at
their best by setting completely new workouts.
The EGym Fitness Hub enables individual member
care, quick onboarding and continuous motivation
with intuitive body analysis, flexibility texts and training
progress visualisations. The Open Mode helps more
experienced users design their own workouts.

PHOTO: MATRIX FITNESS UK / TIMOTHY HUGHES
Members can
share triumphs
and cheer
each other on
Rob Knox /// Matrix Fitness UK www.matrixfitness.com/uk/eng
PHOTO: MATRIX FITNESS UK

What digital features are most fit, share their triumphs and cheer each
useful for customisation? other on, all while consolidating member
It’s important to keep members enthused, workout data under your brand.
excited and eager for more by harnessing
the power of tech to create communities Which products would you
and keep people connected through propose to drive personalisation?
exercise experiences that keep things fresh. Our Engage 360 technology helps trainers
We focus the technology of our connect with members in exciting new ways
connected solutions on providing workout tracking, that get results and build lasting loyalty. Staff can access
fostering personal relationships and keeping the ever-growing training library, create workouts, assign
members entertained while they sweat. exercises to individuals and groups, track and monitor
Our approach is centred around an open platform progress and ensure members are staying on track.
– a digital ecosystem that enhances the way you Our Community 360 app brings all member fitness
manage your facility, retain and engage members data together in a single customisable interface so you can
and promote your brand. Using digital features to offer daily workouts, challenges,
provide a more personalised approach is key, it’s about motivational push notifications,
using connected solutions to connect as people. reward programmes and referral
Digital features should create a virtual fitness community incentives to keep members
that’s always active with fresh ways for members to stay engaged and interested.
It doesn’t just bring data
Our Community 360 together, it brings people
together, creating
app doesn’t just bring connections and
building a community.
data together, it brings
PHOTO: MATRIX FITNESS UK
people together, creating 0HPEHUVȷʛWQHVV

data can come
connections and building together in a
single interface
a supportive community
D I G I TA L
If members can consume

personalised content
from their gym, they’ll
naturally form a stronger
affinity with the brand
Anthony Radak /// Life Fitness www.lifefitness.com
PHOTO: LIFE FITNESS

+RZFDQGLJLWDOSHUVRQDOLVHWUDLQLQJ" 2SHUDWRUVZLOOEHDEOHWR
One of the most impactful ways to do this XSORDGFXVWRPYLGHRVWR
comes from the operator’s ability to deliver /LIH)LWQHVV2Q'HPDQG
video training content and brand messaging,
featuring the trainers and support staff that +RZGRHVWKDWZRUNLQSUDFWLFH"
HQJDJHZLWKPHPEHUVRQDGDLO\EDVLVb Coming soon on Life Fitness premium
There’s a host of relevant video content touch-screen cardio products – including
that health and fitness operators can produce the new 24” SE4 console – will be the ability
for their members to provide value – from for operators to stream custom content for
LQVWUXFWRUOHGZRUNRXWVWRIDFLOLW\RQERDUGLQJb WKHLUPHPEHUVWRFRQVXPHZKLOHWKH\ZRUNRXWb
We believe our commercial customers should Via the Halo Fitness Cloud, operators can upload custom
have the power to personalise the equipment with videos to our platform and push them to any compatible
their brand, their way. If members can consume cardio product alongside the 500+ complimentary on-
personalised content from their gym, they’ll naturally GHPDQGILWQHVVH[SHULHQFHVYLD/LIH)LWQHVV2Q'HPDQGb
form a stronger affinity with the brand and be more Halo Fitness Cloud and Life Fitness On Demand+ are
likely to consume additional goods and services. available free with the purchase of Life Fitness equipment.
Hugo Braam /// Virtuagym www.business.virtuagym.com
+RZLVWHFKLPSDFWLQJWKHJ\PʜRRU" to provide an updated training experience,

PHOTO: VIRTUAGYM
We believe the future of physical fitness thus creating a continuous feedback loop.
is a connected and personalised one, Virtuagym enables various sensory
driven by technology and automation. sources to feed back into our coaching
Technology can be used to advise a platform and mobile apps, including
member on what to do and when, depending wearables, body composition monitors
on their personal variables, such as health and connected gym equipment. After cardio
goals, available time, exercise preferences and diet. integrations with Matrix Fitness and Life Fitness, we
The member can then track their training progress, body launched our first strength integration with Matrix Fitness,
composition and nutrition, and that data can be analysed linking their strength machines to the Virtuagym platform.
This contributes to a more meaningful fitness experience,
PHOTO: VIRTUAGYM
motivating people to reach their personal goals.
:KDWȷVWKHEHVWVWUDWHJ\"
Rather than it being about a particular product or
piece of equipment, the key to unlocking a truly
personalised hybrid fitness experience starts with
a strong mobile app strategy, preferably through an
open platform, which enables operators to work with
multiple hardware providers, without being locked in.
%UDDPUHFRPPHQGV
DQDSSʛUVWDSSURDFK
Whether a user is in a
cinema or a gym, the
need for frictionless
experiences is a must
Technogym’s
PHOTO: TECHNOGYM
Ecosystem connects
all its platforms
Martin Perry /// Technogym UK www.technogym.com

PHOTO: TECHNOGYM
What digital features personalise training experience based on the individual

training experiences? needs, habits and passions in order to
Personalisation goes beyond features boost engagement and maximise results.
and in today’s environment consumers
are demanding ‘accessible experience Which systems can be used to
transfers’ to support their training experience. deliver personalised experiences?
At the very core of this is the digital customer Nearly all our product lines are digitally
journey, and regardless of whether the user is in connected and can be used to deliver personalised
a cinema or a gym, the execution of tasks such as training experiences and challenges, engaging group
booking, or making payments don’t change – the exercise and motivation, regardless of location.
need for frictionless experiences is a must. Connecting product and software is the Technogym
For several years Technogym has invested heavily in Ecosystem, an open platform that can be easily integrated
precisely this – the customer journey –with an obsession with applications such as membership software,
about the user’s training experience. For example, marketing and payment platforms and body analysis and
operators using the Mywellness CRM have a platform assessment devices that are already in use at the facility.
that helps them personalise every individual user training They also integrate with consumer apps and wearables.
experience inside and outside the facility: from the initial The ecosystem can now also be integrated with fitness
assessment to the personalisation of a programme, the equipment from any manufacturer using the Bluetooth
follow-up and ongoing review, and the sale of additional Fitness Machine Protocol. Additionally, Mywellness, the
services – both within the gym environment and at home. Wellness lifestyle CRM of the Technogym Ecosystem,
From a training experience perspective, Mywellness helps facilities and businesses accelerate their digital
CRM further helps operators personalise individual strategy and transformation, improving users’ experiences
user training experiences, thanks to a machine learning and increasing ROI, thanks to the surge in attraction,
AI- based system that optimises, progresses and adapts the retention, upselling and secondary spend. O

F I T N E S S - K I T. N E T For more insight, or to get in touch with the companies
featured, visit ZZZʛWQHVVNLWQHWand type in their keyword
Product innovation
Steph Eaves rounds up the latest health and fitness kit
You can get class cover in less than 30 seconds, says Emma Barry
$QHZDSSRʞHUVRQ to minimise timetable
demand group exercise disruption and keep the
class cover, enabling member experience high.
health club managers to Created as a prototype
source the best freelance in 2018, the technology
exercise instructors in has attracted the attention
less than 30 seconds. of industry heavyweights
CoverMe Fitness works including The Gym Group
by matching inspirational, founder John Treharne and
TXDOLʛHGLQVXUHGDQG (PPD%DUU\JOREDOʛWQHVV
PHOTO: COVERME
vetted freelance instructors authority and co-founder
with gyms and studios of recruitment agency
Good Soul Hunting, who
have joined CoverMe as OCoverMe gives fast access to class cover
non-executive directors.
PHOTO: COVERME
Barry says: “The The app’s algorithms and On joining the app, all
advancement of technology analytics identify the most LQVWUXFWRUVȷTXDOLʛFDWLRQV
puts everything at our suitable freelance instructors, DQGLQVXUDQFHFHUWLʛFDWHVDUH
ʛQJHUWLSVIRRGIDVKLRQ factoring in skills, proximity YHULʛHGVRPDQDJHUVFDQEH
and fast cars. Now the same and availability – in real assured their group exercise
CoverMe is the ‘Uber’ is true for group exercise time – so managers can FRYHULVFHUWLʛHGDQGLQVXUHG
of class subbing instructors – CoverMe is source and book class- fitness-kit.net ͙͋͗ͅ͏͒̈́
Emma Barry the ‘Uber’ of class subbing.” cover in three steps. CoverMe http://lei.sr/I0C3O
A new solution drives the growth of power-assisted exercise, says Laura Childs
Innerva has launched an facing brand is available to internally and externally
RʞWKHVKHOIVROXWLRQWR operators and businesses with partners and
help operators deliver with Innerva’s power importantly customers.
PHOTO: INNVERVA
power-assisted exercise assisted exercise equipment. Innerva’s Laura Childs

studios and unlock the The solution gives says: “This brand-in-a-box
potential to support the operators an identity solution will allow operators
UK’s ageing population. for their Innerva studios, to get up and running with
Known as Active ensuring consistent branding an Active Wellbeing suite.”
Wellbeing, the consumer- and communications both Licensed to operators for This brand-in-a-
free, it provides all the assets box solution will
PHOTO: INNVERVA
needed for set up, including allow operators to

signage, wall graphics, get up and running
marketing campaigns, and with an Active
advice on suite design, Wellbeing suite
decor and soft furnishings. Laura Childs
fitness-kit.net ͙͋͗ͅ͏͒̈́
Innverva http://lei.sr/A9l3O
OThe Active Wellbeing
96 Issue 5 2023 ©Cybertrek 2023 brand comes bundled
with Innerva products
Nikki Miller unveils Kohler’s Sprig
shower aromatherapy infusion system
Normal showers can heads, or come ready
be turned into sensory installed in Kohler-branded
experiences using a equipment. They infuse the
plumbing system and ZDWHUVWUHDPZLWKGLʞHUHQW
collection of aroma pods blend of aromatherapy
just revealed by Kohler Co. oils – Breathe, Focus,
The pods slot into a Recharge, Shield, Relax and
patented device that can be Sleep – and also feature
attached to existing shower skincare ingredients (such
PHOTO: KOHLER CO
as hyaluronic acid).
The launch marks the
arrival of Sprig, a new
consumer-facing line from
PHOTO: KOHLER CO
Kohler that’s designed to OThe pods also

elevate daily routines into feature dispense
PHOTO: KOHLER CO
self-care rituals and bring a skincare ingredients
wellness experience into the
home, spa or health club. helping to create an
The patented Nikki Miller, director of immersive environment. It’s
device can be Kohler Waters, says: “Sprig perfect for both in-home
attached to existing stimulates four out of the and commercial use.”
shower heads ʛYHVHQVHVȲVFHQWVLJKW fitness-kit.net ͙͋͗ͅ͏͓͒̈́
Nikki Miller sound and touch – while Kohler http://lei.sr/u0m7O
Body Bike Smart+ Forest Green is our latest

sustainable bike – but not the last, says Uffe A Olesen
Launched at FIBO “It’s proven very
2023, Body Bike Smart+ popular and now
Forest Green is the new, accounts for 20 per cent
PHOTO: BODY BIKE
sustainably manufactured of our production, so we

RʞHULQJIURP%RG\%LNH challenged ourselves to
Hand-made in Denmark expand our sustainable
using 25 per cent recycled range and turned
ABS plastic, the bike our attention to
PHOTO: BODY BIKE
comes in the deep green of We challenged land-based waste.

classic cars and promises ourselves to “The hunt began for
zero compromise in the expand our recycled ABS
ride experience, product sustainable range – the strong,
quality and durability. Uffe A Olesen stable, highly
“Plastic, and more resistant plastic
VSHFLʛFDOO\VRFLHW\ȷVH[FHVVLYH “In 2019, we launched Body we already use in the these new sustainability
use of it, is putting our planet Bike Smart+ OceanIX: the manufacture of our bike standards, incorporating
under huge pressure,” says ʛUVWSLHFHRIFRPPHUFLDO covers. The result is Body a minimum of 25 per cent
8ʞH$2OHVHQ&(2DW%RG\ gym equipment to be Bike Smart+ Forest Green. recycled ABS in every model
Bike. “We believe that if we manufactured using “Within the next two and every case colour.”
all do our small part, we can UHF\FOHGSODVWLFʛVKLQJ years, our goal is to bring fitness-kit.net ͙͋͗ͅ͏͒̈́
begin to redress the balance. nets”, he explains. all existing bikes in line with Body Bike http://lei.sr/r9O6Y

FIND A
SUPPLIER
Tap into HCM’s comprehensive supplier directory and
profiles to get in touch with the industry’s leading suppliers
of products and services to power your business
CLICK HERE
to search for
a supplier on
HCM’s Company
Profiles Hub
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Company
Profiles
DIRECTORY
ARCHITECTS & DESIGNERS LOCKERS & INTERIORS
WELLNESS DESIGN EXPERTS
zynkdesign.com +44 (0) 207 193 1430 Tel +44 (0)1803 555885 Email sales@crownsportslockers.co.uk
www.zynkdesign.com www.crownsportslockers.co.uk
FLOORING LOCKERS & INTERIORS
Gym Flooring & Acoustic Solutions

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Styles and FITTINGS
FOR EVERY setting Made in
Britain
CONTACT US
m Sales@fitlockers.co.uk
Contact us now:
CODE OR KEY SECURITY k 01442 409600
0ƍDF +44 (0) 1706 260 220 K www.fitlockers.co.uk
Email: Sales@TVS-Group.co.uk www.TVS-Group.co.uk
www.tvs-group.co.uk www.fitlockers.co.uk
FUNCTIONAL TRAINING / FLOORING LOCKERS & INTERIORS
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RESEARCH
PHOTO: SHUTTERSTOCK/4 PM PRODUCTION
The optimal time to

exercise is ‘between
8.00am and 11.00am’
Time to move
7LPLQJRIH[HUFLVHȶPRUHLPSRUWDQWȷWKDQW\SHRUOHQJWKLQRUGHUWRHQVXUHKHDOWKEHQHʛWV
according to research led by Gali Albalak at the Leiden University Medical Center
T
o fully benefit from exercise, timing sessions to
optimally match the body’s circadian rhythms
We observed that participants with the
is more important than the type or duration highest daily physical activity performed
of the exercise, according to a report.
during the late morning, had a 17 per cent
A study published in the European Journal
of Preventative Cardiology found that when it comes decreased risk of stroke
to getting the best benefit from exercise – in terms
of preventing heart disease and stroke – the optimal A high relative physical activity during morning hours
time of day to move is between 8am and 11am. (8.00am to 11.00am) was associated with lower risks.
For the study, researchers – led by Gali Albalak at Crucially, the data showed the same results, irrespective
the Leiden University Medical Center – monitored of personal chronobiology – in lay terms, whether the
86,657 participants aged 42-76 over a period of six participants were ‘night owls’ or ‘morning larks’.
years, using wearable trackers to chart heart-rate data. “The study adds to the previous evidence that
During follow-up, 2,911 participants timing of physical activity is an additional independent
developed coronary artery disease (CAD), contributing factor to cardiovascular risk and therefore
and 796 participants developed a stroke. adds a novel dimension to cardiovascular risk
Risk patterns for CAD, stroke and ischaemic prevention,” the researchers write in their final report.
stroke were identified by investigating their "Most notably, we observed that participants with the
associations with when they had been exercising. highest daily physical activity performed during the late
morning, had a 16 per cent decreased risk of CAD and
Pattern of activity a 17 per cent decreased risk of stroke, compared with
For the risk of CAD, stroke, and ischaemic stroke, participants who best represented the average (midday)
the researchers found a clear pattern in which pattern of acceleration of the UK-Biobank population."
high relative physical activity during the hours of
12noon – 6pm was associated with higher risks. OMore: www.hcmmag.com/timing

THE APP THAT TAKES CONTROL OF CLASS COVER.
FIND THE BEST INSTRUCTORS

LIVE ON COVERME.
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GLOBAL MEDIA PARTNER

UNITING THE WORLD OF FITNESS

Life Lessons Lou

first fusion health club p34

Biostrength™ helps you avoid the most

• Select the goal and get the best

Discover more on technogym.com/HCM1

that are managed in-house will no longer be required

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

©Cybertrek 2023 Issue 5 2023 5

34 Xavier López Acona

05 Editor’s letter 18 HCM people 34 Interview PHOTO: KINEZIS

6 Issue 5 2023 ©Cybertrek 2023

12 The impact of exercise on longevity 76 Dr Lou Atkinson

PHOTO: LIFE FITNESS

62 Rapid response 92 Getting connected

Dr Lou Atkinson www.HCMmag.com/CompanyProfiles,

©Cybertrek 2023 Issue 5 2023 7

MEET THE TEAM

Choose how Other resources

Print Fit Tech magazine

8 Issue 5 2023 ©Cybertrek 2023

Discover The Ultimate Group Fitness Solution

Write to reply We’d love to hear from you.

Reducing our impact on the environment

We’ve taken an important next a 38 kW solar array, the power

and the climate crisis is already

12 Issue 5 2023 ©Cybertrek 2023

PHOTO: SHUTTERSTOCK/SALTY VIEW

The lifespan boost of physical activity

In April, I was excited to publish competitors across a range of sports

PHOTO: RAY ALGAR

©Cybertrek 2023 Issue 5 2023 13

There’s been a change in the law in relation

Why does this matter?

14 Issue 5 2023 ©Cybertrek 2023

PHOTO: SHUTTERSTOCK/ GROUND PICTURE

What lies behind the new legal position?

©Cybertrek 2023 Issue 5 2023 15

Tell us about the historic VAT rebates

PHOTO: SHUTTERSTOCK/DEAN DROBOT

16 Issue 5 2023 ©Cybertrek 2023

Will councils be obliged to reduce prices

©Cybertrek 2023 Issue 5 2023 17

18 Issue 5 2023 ©Cybertrek 2023

PHOTO: SUPERYACHT FITNESS

What demand are you expecting? I was meeting with the

©Cybertrek 2023 Issue 5 2023 19

20 Issue 5 2023 ©Cybertrek 2023

something about this

©Cybertrek 2023 Issue 5 2023 21

22 Issue 5 2023 ©Cybertrek 2023

“With some relatively simple new habits, we

©Cybertrek 2023 Issue 5 2023 23

The change, the result of challenges FDVHRIDQXQTXDOLʛHG9$7ZLQIRU

Serco Leisure takes over David Lloyd club

over the management of

24 Issue 5 2023 ©Cybertrek 2023

European fitness market in strong recovery

PHOTO: EUROPE ACTIVE

PHOTO: SHUTTERSTOCK/PEOPLEIMAGES.COM – YURI A

Julia Klim reveals Equinox Circle programme

strength training impacts the body. IRU:KRRSȻVDLG$KPHGȺ:HȷUH