WorkOut October 2011

The UK’s No 1 fitness industry magazineOctober 2011 No 217 £3

Gyms urgedto join OurGreatest TeamBy Christina Eccles

GYMS around the country have beenurged to get their members involvedin a ‘once in a lifetime’ campaign aspart of the build up to next year’sOlympic and Paralympic Games inLondon.

Our Greatest Team was launched atthis year’s Leisure Industry Week inBirmingham by official Olympicequipment supplier Technogym,Team GB and Paralympics GB.

The campaign – which is also sup-ported by the FIA, Sport England andREPs – encourages gyms to sign upand back Great Britain’s athletes byasking members to make healthypledges of their own – from promis-ing to go to the gym a certain numberof times a week to eating more fruitand vegetables and doing more activ-ities with their children.

Tony Majakas from Technogymspoke to delegates at the launch.

He explained: “We are the ‘move-ment’ industry and have got thechance to pull together and showcaseourselves – every sport needs fitness.

“Gyms can pre-register to join thecampaign, which starts in January,

and they will get a ready-made mar-keting plan. Each location also goeson to a national map and we aregoing to track every pledge which ismade from each one.”

He also said the benefits for gymswhich get involved include:� Our Greatest Team branding ineach club – meaning they are linkedin an official way to the Olympics.� The opportunity to get the wordout there to people about their facili-ty via the website, which includes alocation map of participating clubsand a mobile phone app.� The chance to win the actual fit-ness equipment used by the athletesin the Olympic Village gym once theGames are over.

The campaign is also open to per-sonal trainers who make pledges withtheir clients and REPs accreditedtrainers who sign up are also in with achance of being chosen to join theTechnogym trainer team at theOlympic village gym during theGames. Our Greatest Team is beingrolled out in January and interestedclubs have been invited to pre regis-ter via the websitewww.technogym.com/london2012

Gyms awaitfitness awardshortlistGYMS up and down thecountry are anxiously wait-ing to find out if they havemade the shortlist for thisyear’s National FitnessAwards.

Clubs from all corners ofthe UK put themselves inwith the chance of winningan award in one of 18 cate-gories, ranging from gym ofthe year to best ladies’ only,combat and strength train-ing facilities.

Once the Workout teamhas drawn up the shortlistand visited the clubs whichhave made the grade, thejudges – Carly Thornton, WilGraham, Andree Deane,David Minton, Ian Wakefieldand Jean Ann Marnoch –will have the tough task ofpicking our winners.

Trophies will be handedout at a glittering ceremonyat the ICC in Birmingham,hosted by CoronationStreet’s Katherine Kelly onNovember 25, and a fullshortlist will be announcedin next month’s issue ofWorkout. To book your placeat the event, visit our web-site www.nationalfitnes-sawards.co.uk or contactevent organiser Liz Lee [email protected]

You can keep up to datewith all the news from theawards by following us onTwitter @FitnessAwards

Johnson Health Tech UK has signed up one of Britain’smost successful athletes to join its ambassador pro-gramme, Team Johnson. Double Olympic gold medalwinner and six times world champion rower JamesCracknell has joined a core group of elite and up andcoming athletes and ambassadors, who will help thecompany in its quest to promote a fitter Britain. Hisinvolvement in the programme was announced atLeisure Industry Week where he appeared on theMatrix Fitness stand.

Watch out for a full Leisure Industry Week review next issue

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AdvertisingSales and marketingdirector:Tony BarrySales manager:Daniel LloydTel: 01226 [email protected] sales manager:Danielle HornbyTel: 07860 522 [email protected] sales executive:Chris HartleyTel: 01226 [email protected]

EditorialGroup Editor:Andrew Harrod Tel: 01226 734639 [email protected]

Chief reporter:Christina EcclesTel: 01226 [email protected]

ProductionGroup Deputy Editor:Judith HalkerstonTel: 01226 [email protected]

www.workout-uk.co.uk

Official media partnerof the Fitness Industry

AssociationWharncliffe Publishing Ltd.47 Church Street, Barnsley, South Yorkshire S70 2AS

By Christina Eccles

OVER 500 entries have been receivedfor the 2011 National Fitness Awards,making them even more successfulthan last year’s debut event.

Entrants from England, Scotland,Wales and Northern Ireland havebeen flooding in over the last fewmonths – all eager to shout aboutwhat their club has to offer and whythey should pick up a trophy.

It’s now almost time to reveal theshortlist for the awards – with gymswho have entered anxiously waitingto see if they have made the grade.

National Fitness Awards’ directorAndrew Harrod said: “We are reallypleased with the number of entries

we have received and how high thestandard is this year.

“The Workout team is now lookingforward to getting out there and visit-ing the clubs which have made theshortlist and to another successfulawards evening where the trophieswill be handed out to our worthy win-ners.”

The awards ceremony takes placeon November 25 at the ICC inBirmingham and will be hosted byCoronation Street favourite KatherineKelly, who plays Becky Macdonald inthe long running soap.

� Look out for the November issue ofWorkout where we will be unveilingthe full shortlist for this year’s awards.

Katherine Kelly Picture: David Fisher/Rex Features

Hundredsenter fitnessawards 2011

£80k refurbishment forSwansea leisure centreA SWANSEA leisure centre has com-pleted refurbishment work worth£80,000 to create a larger free weightsarea and a new spin studio.

The studio has been equipped withadditional bikes and due to demand,more classes have been added to thetimetable.

The room has also been decked outwith disco lights and a sound systemto keep motivation high during theworkout.

General manager Nic Beggs said:“We are delighted with the final out-come of the extension.

“The investment reflected conversa-tions we had with our members andit’s been great to see these sugges-tions come in to fruition.

“Feedback so far has been very positive, spin classes are quickly filling up and the extra room andequipment in the free weights area has come as a welcome addi-tion.”

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By Dominic Musgrave

A SCARBOROUGH gym owner saysmaking money from secondaryspend is key to the success of hisbusiness.

Nick Ingham, who runs budgetgym Compass and Health andFitness, says he makes his moneyfrom the volume of supplementsales he makes rather than charg-ing his members for the products.

He said: “Supplement sales aremassive for us and, although wesell them at minimal profit to our-selves, members buy them from usbecause they can get them farcheaper than they could elsewherein the town.

“We make our money on volumeof sales because we buy in bulk,which means we get better deals. Ican guarantee that when we get adelivery of large tubs they will besold out within a few days.

“We also do well on selling overthe counter shakes and other postworkout drinks, and we have

recently launched our own clothingrange, which is also proving popu-lar.”

Nick opened the gym three yearsago after leaving the army and saidmembership retention is anotherpriority for him and his staff.

“We spotted a niche in the marketand went for it, and we now thinkof ourselves as an affordable luxu-ry,” he added. “Unlike other gymsin the town we don’t charge ourmembers for the classes we run,

and Zumba has proved so popularthat we have had to hire a councilowned facility down the road.

“The downside of that is that wemay not see some of our membersfor a while because they just attendthe other hall.

“We have approximately 1,300members at the moment, which Iwould say makes us at around 90per cent capacity.

“Like any other gym, retention is apriority for us because we want tomake sure our members are happyand keep coming back.

“The problem we have when try-ing to attract members is thatbecause we are on the coast, half ofthe area where we would look toattract members from is taken upby the sea.”

Nick, who captains the town’srugby club, is in the early stages oflooking to expand the business out-side of Scarborough, and is alsoconsidering opening a small unit ina shopping centre.

Supplement sales makeNick a healthy profit

Nick Ingham

The gym at Compass Health and Fitness

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A FORMER gym manager with almost15 years’ industry experience hasopened his own club in Worcester.

Tim Hosell launched the venturejust over two months ago, naming itSonny’s Fitness after one of his chil-dren.

Although he admits he was slightlyconcerned about opening a gym inthe current climate, he believes agood product will always do well,even in difficult times.

He said: “I had been the manager ofother local gyms and had alwayswanted to open my own but the tim-ing never seemed right.

“Opening at this time, I thought

things can only get better, as opposedto opening in a peak time and thingsgoing downhill. If we can make itwork now, it can work anytime.”

Tim told Workout he is ‘quietly con-fident’ the gym will succeed, as hehas already signed up 65 of his 200member target.

The prospect of no contract, pay asyou go usage and a monthly standingorder – rather than direct debit –option has attracted people throughthe doors, as well as the club’s location in the heart of a residentialarea.

And even though the gym is fairlysmall, Tim believes it has the poten-

tial to become an integral part of thelocal community.

He added: “Nine weeks in, we are athird of the way to our membershiptarget so I’m really pleased.

“There are already a few localauthority sports centres and inde-pendents around.

“It is a tough market but if you havea good name and facility, you willattract the members anyway.”

Although it’s still early days for thebusiness, Tim is already thinkingabout the future and revealed hislong term aim is to eventually open asecond site, which will be namedafter his other son.

Manager Timturns gym owner

Gym manager Aaron Howlett has completed his latest endurance challenge – Hell on theHumber. Aaron who runs independent club Peak Physique in Hull, carried a 60lb sand packfor 30 miles, repeatedly running the length of the Humber Bridge to complete the event.

New schemefocuses onsport andfitnessSKILLSACTIVE has launched a newnational endorsement scheme forundergraduate courses focusing onsport and fitness.

Higher Education Institutions havebeen urged to submit their courses insports development, sport/leisuremanagement, fitness, playwork andsports coaching for endorsementthrough the scheme, which has beendeveloped following a consultationperiod with over 80 experts includingacademics, employers and students.

Senior programme manager atSkillsActive Ben Gittus said: “We hopethat the scheme will bring clarity toboth students and employers as wellas offering added value to HEIs andthe degree courses they offer.

“What we now need is for HEIs tosubmit their courses for endorsement.We estimate there are hundreds ofcourses that could be endorsed andwe are keen to receive their submis-sions.

“To aid this, we’ve organised a seriesof events to take HEIs through theendorsement process and provideinformation on the background, ben-efits, endorsement criteria and sub-mission process for the scheme.”

UK conference is Pilates industry first THE first ever UK conference unitingthe global Pilates industry will take place in London later this year.

The Australian Physiotherapy andPilates Institute’s third annualPilates conference brings togethersome of the world’s most respectedPilates teaching schools for a twoday event which includes seminars

and workshops.

Organiser Glenn Withers said:“Traditionally, Pilates teachingschools have been very insular and protective of their methods and philosophies, preferring not to share them with otherproviders.

“This event marks a shift in thisattitude and demonstrates a united

drive to deliver a truly outstandingevent which draws on experiencesand developments both from within the discipline and from thewider medical, health and fitnesssectors.”

The event takes place at the Royal College of Physicians inRegents Park on November 12 and13.

New studio alreadymaking expansion plansTHE owners of a newly-opened PowerPlate studio are already planning toexpand their business following asuccessful start.

Repose Studio in Buckhurst Hill,Essex, is the first dedicated PowerPlate studio in the area and its own-ers have invested £90,000 to create ahaven where people can improveboth their physical and emotionalwellbeing.

One of the owners Glenys Reynoldssaid: “When I first tried the PowerPlate I was hooked. As well as feelingenergized, I also felt that I was in a

more harmonic state and at one withmy body. I believe that people whouse the Power Plate can get a greatworkout and develop deeper wellbe-ing and I’m so proud to be able tooffer these great classes to the public.In terms of product quality and as acompany I really feel that I can trustPower Plate and am very happy withmy choice.”

After searching for two years to findthe perfect site for their first location,the owners are already seeking anoth-er two sites in surrounding neigh-bourhoods to expand the concept.

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Can you tell us more about your newrole and how you feel about beingappointed?I was absolutely pumped when I gotthe call up (I was hoping I would saythat for the Wallabies one day!) I fellin love with this company from themoment I started working here in2003 at the very sharp end, sellingand marketing health clubs on sitefor our clients. The culture DaveWright (the CEO) has created at CFMmeans that even though there areabout 300 of us, there is a very flatstructure and it’s incredibly peopleoriented.

The turnover of staff is extremelylow because the rewards are there tobe had. For 21 years, integrity is whatCFM has always stood for and youknow if you can have a coffee with acurrent client that CFM first workedwith in 1993 then we must be doingsomething right! Even though themajority of us hardly see each otheras our staff are out there drivingmemberships for our clients, it is theclosest knit company I have everworked with. Maybe that’s the secretto my marriage as well! In essence,my job for the last six years has beenhelping health clubs to maximisetheir profits without having to puttheir hand in their pocket and willcontinue to be the main focus ofwhat I do.

What do you feel you will be able to

bring to the role?When I left school I had an unbeliev-able amount of jobs to help get methrough Uni in Australia, from work-ing on cattle farms, sheep farms, treefarms, salmon farms, I have been ahouse frame builder, a barman,worked in a frozen food factory, andeven a cardboard box factory! Eventhough I didn't enjoy a lot of thosejobs at the time I consider it a greatfoundation in dealing with peoplefrom all walks of life and builds agood sense of empathy, which partic-ularly helps whether its selling amembership or understanding a clubowners point of view.

Through my work with CFM in theUS, Oz and the UK I have been luckyenough to work with over 700 healthclub owners personally which helpsgive perspective on what challengesand issues club owners face and atthe same time gives a great deal ofsatisfaction knowing what CFM hasdone for them in taking their busi-ness forward. As a I am a health clubowner as well, it helps in understand-ing the business from the inside out.

What plans do you have for the com-pany in future?CFM has never been a company to becomplacent and it’s exciting times.Our growth has been as a result ofemploying passionate people whocare about building a bridge betweenour clients and those members from

the new to exercise market who theclubs often find hard to reach.

Through a world of marketing clut-ter it is more of challenge to get thosemessages across and it is onlythrough innovation and the genera-tion of ideas from our staff that con-tinues to move forward so we canhelp our clients reap the rewards. Wehave been at the forefront of found-ing the IOU and developing our part-nership with the Department ofHealth in the Change4Life pro-gramme and will continue to look for

opportunities to further the fitnessindustry in the eyes of the powersthat be in Westminster.

For many years we have been solelyan impact marketing and revenuegenerator for health clubs and nowthrough revenue and retention toolslike MYZONE and Customer Call wewill be helping old and new clients toreally make their clubs the hub oftheir local community and of coursemake the health club game a prof-itable one for club owners to be in!That's where our future lies.

After taking on a new role as managing director of Creative Fitness Marketing, Workout caught up with Chevy Kelly who revealedhow he feels about getting the job and the company’s plans for the future.

Chevy celebrates his CFM ‘call up’ ...

Chevy Kelly

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Rugby playergives personaltraining a tryBy Christina Eccles

ENGLAND women’s rugby playerHeather Fisher has set up her ownpersonal training business to passon her sporting expertise to others.

Heather, who was also a memberof the British bobsleigh team, set upthe business about six months agoand is currently working out of aconverted barn at her parents’ housenear Solihull.

Her competitive career is on holdwhile she recovers from a backinjury but she told Workout althoughit’s frustrating not being able to playrugby, it has given her the chance toconcentrate on building up the busi-ness – something which she hasstruggled to find the time to dowhen playing.

She said: “I like having a goal towork towards and now with myinjury, I can focus on the gym. Itallows me to do what I do best, so Ican’t think of a better job.”

Competing at the highest level intwo completely different sports hasgiven Heather a wide base of fitnessknowledge, which she is looking for-ward to passing on to clients.

She added: “With the bobsleigh,the training is a lot of speed andpower based stuff, such as accelera-tion drills. The rugby side is morestrength and endurance.

“I have done my personal traininglevel three qualification and mydegree but because of my sportingexperience, I also know myself whatpeople are going through when theyare training.”

In future, Heather added she wouldlove to open her own studio andwork more closely with young peo-ple who are looking to get into sportand athletes hoping to achieve elitestatus. Heather Fisher

Budget chainin £9millionexpansion plansBUDGET chain Pure Gymhas secured funding worth£9m to support its ambi-tious expansion plans.

Alongside the strongcash flow generated by thecompany’s ongoing suc-cess, the combined capitalwill mean its current port-folio of 15 gyms will growto 28 by February nextyear.

CEO Peter Roberts said:“We are delighted to havesecured funding for thenext stage in our expan-sion plans. One of ourbiggest challenges is toidentify and procure themost suitable sites by con-tinuing to lease buildingsfrom both private andmajor institutional land-

lords. We are currentlylooking at sites through-out the U.K. to continuewith our rapid expansioninto 2012 and 2013.”

To help with the runningof new and existing PureGym sites, a new opera-tions director, Jacques deBruin, has been broughtin.

He added: “The successof Pure Gym to date showsa strong demand foraffordable and accessiblefitness. I am really lookingforward to utilising myexperience to drive thenew openings, movingPure Gym into an evenstronger market position.

“It’s a very exciting timeto be joining the team.”

Training companylaunches three newtraining venuesPREMIER Training International is to launch three newtraining venues in Brighton, Southampton andPlymouth, bringing the company to a total of six newvenues this year.

The training team and the new graduates will be mak-ing themselves at home at the Esporta clubs in Brightonand Southampton and Nuffield Health and Fitness inPlymouth.

The venues will offer the new Premier InternationalDiploma in Advanced Personal Training, which includesways of training with Kettlebells and ViPR and also looksat postural correction and advanced muscle release tech-niques.

Chief executive Debra Stuart said: “We’re thrilled to belaunching another new venue and this is testament tothe reputation we’ve worked hard to build.

“Our aim is to give students the qualifications, confi-dence and motivation to succeed in the rapidly expand-ing world of health and fitness training and it will be nodifferent in our new venues in Brighton, Southamptonand Plymouth.

“We look forward to welcoming future students andhelping them achieve their Active IQ qualifications for along and fruitful career in the health and fitness indus-try.”

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AN INDEPENDENT gym owner hasrevealed why adding a supplementsshop to his club has helped boostsecondary spend and attract newfaces through the door.

Scott Gledhill, who owns UltimateFitness, told Workout the decision tocreate the additional space aboutfour months ago has been really suc-cessful – attracting interest from bothmembers and non members.

The club, situated in Stalybridge inCheshire, already had a popularhealthy cafe area, but by also addinga bigger choice of supplements, Scottbelieves he has managed to create aone stop shop for fitness fans.

He said: “We have always had prod-ucts on the shelf but decided tobranch out and get other brands. Sowe turned a wasted office space intoa shop and now sell about 10 brands.

“It seems to be going really well andwe’ve had people come in to buyproducts who have then becomemembers.”

The club has been open five yearsand other features include a CVroom, strength gym and boxing stu-dio.

Since the start, Scott has been work-ing with Service Sport and the com-pany supplied all his cardio equip-ment, which is also covered by a serv-icing contract.

He added: “We have got a reallygood relationship with Service Sport.They helped me out with picking theright equipment and have alwaysbeen good with servicing or if wehave had any problems.”

Supplements shop bringsnew faces into gym

A London hoteltransformed its gymand spa terrace intoa secret summer garden completewith birch trees, wildlavender and a special picnic menu.The Berkeley Hotel’shealth club and spajoined forces withskincare brand Greenand Spring to createthe scene.Throughout the summer, visitorscould choose from aselection of Greenand Spring treatments on offerat the spa whilerelaxing and enjoying the gardenview.

Quest team delighted by recognitionLEISURE centre staffwho take part in Quest’scourses will now be ableto earn CPD points fromthe Institute for theManagement of Sportand Physical Activity(IMSPA).

Quest currently runstwo courses – a one dayintroduction courseworth 25 CPD points anda two-day internal asses-sors course which isworth 50 points.

Operations director

Caroline Constantinesaid: “The Quest team isdelighted that our cours-es are now recognised asan important part ofstaff development andaccredited by a charteredinstitute as well known

as IMSPA.“It’s wonderful news

that our industry is nowrecognised and we canplay our part in helpingleisure staff with theircontinual professionaldevelopment.”

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Gym successleads to plansfor second siteBy Christina Eccles

BUSINESS is booming at a gym inCarlisle where a focus on staff train-ing and customer care is keepingmembers happy.

Vibralife opened in the city about 18months ago and things are going sowell, managing director Lana Brownalready has plans in place to open asecond site within six months.

The club focuses on the benefits ofvibration training, which according toLana helps it stand out from othergyms in the area, and all staff arehighly qualified with degrees in relevant subjects such as sports therapy.

Vibralife has recently received fund-ing from the FIA and Skills Active toput towards valuable staff trainingand Lana said having the extra moneywill help the club to achieve its longterm goals and keep customers satis-fied.

She explained: “This funding is afantastic idea. As a club that looksinto the future, sometimes you can’tprogress on your own.

“Funding is available for training,which has an impact on every aspectof your business life. If you have avision to build up a business, it’sparamount. You can’t progress with-out being able to provide new servic-es and skills, which keep staff andmembers happy.”

The money will be used to furthereducate staff on working with mem-bers with disabilities, as well as toimprove customer care skills and tohelp understand member behaviour.

And Lana added although training isalready a vital part of the club’s devel-opment, it is important to keep thatgoing.

She added: “We will be focusing onareas we have identified that will helpto benefit the business. Our staffunderstand the importance of furthertraining and development.

“If you stop learning, you becomeout of touch.

“We have such high levels of reten-tion because we come across asexperts in our field – and that onlycomes from continuous learning.”

ONLINE resource payasUgym.comhas been recognised for its innova-tion in the fitness industry with aprestigious award.

The company has been named inthe Smarta100 list of the mostresourceful and exciting small busi-nesses in the UK.

The top 100 were selected by anexpert panel including creator ofsocial networking site BEBO Michael Birch and property developer

Sarah Beeny.Co-founder Michael Blake said: “We

are really happy that payasUgym.com, and the fitness industry byreflection, has been recognised withsuch a prestigious award for innovation. 2011 has been an incredible year for payasUgym.com,despite tough market conditions, and we can’t wait to welcome evenmore gyms and gyms users to ourservice in 2012.”

Innovative companytakes prestigious award

From left, Jamie Ward, Michael Blake and Neil Harmsworth

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CYCLING over 200 miles from the setof Emmerdale to that of rival soapEastenders was the challenge for‘Team Emmerdale’, coached by per-sonal trainer Ed Gration.

Ed joined forces with a group ofactors from the Yorkshire-based soapto cycle the distance in under 24hours, raising money for MacmillanCancer Support.

The team set off from the show’siconic Woolpack pub and rodethrough the night to reach their des-tination, The Queen Vic in AlbertSquare, just over 20 hours later.

Ed – who works as a trainer at DWSports Fitness in Mansfield – com-pleted the challenge alongsideEmmerdale stars James Thornton,Rik Makarem, Kelvin Fletcher andTom Lister plus ITV executive pro-ducer Steve November.

Ed already knew Rik, who askedhim to get involved because of hisexperience as a Tour de France tour guide to help plan the raceroute.

From there his involvement escalat-ed until he was actually taking part inthe race himself, which by that timehad been made more challenging bycondensing it from two days into a 24hour timeframe.

As none of the team were profes-sional cyclists, Ed had the tough taskof whipping them into shape toenable them to complete the toughtask ahead.

He explained: “The training aspectwas brilliant. One of the highlights

was when we did a night ride acrossthe Yorkshire Moors and didn’t getback to the studio until about 1am.

“None of them were regular roadcyclists. A couple of them had runmarathons and had general fitness,but they had to spend a lot moretime on the bikes than they wereused to.

“I tried to plan rides four times aweek, with two big rides per week.Each week we put an extra 10 to 15miles in the bag and eventually theystarted to rack up.

“I had to get them used to spendingthat much time in the saddle butwith their filming schedules, training

was sometimes interrupted.“The event was superb. I couldn’t

have imagined it would go that well.The average pace for the first 100miles was about 20 miles per hourand I had planned it at about 13 to15mph.”

Ed added the team has received somuch support since they completedthe challenge, it has made them thinkabout holding fundraising events ona regular basis.

And they have already discussedwhat other challenges they couldtake part in to push their fundraisingfigure from the £46,000 alreadyraised, over the £50,000 mark.

He added: “I would definitely like todo something like this again – it’sbeen quite a rollercoaster ride.

“Team Emmerdale is now an entity– this won’t just be a one off and weare talking about doing other events.

“The gym has been really support-ive and has got right behind us.People who don’t even come to myclasses have also come up and spo-ken to me about it because they haveseen the challenge on TV.

“I would be keen to get involved if any members wanted to take part in a challenge in future, whetherit is something gym based or out-doors.”

Soap stars in the saddle

Ed Gration Team Emmerdale outside the Queen Vic

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WHEN Michele White was leftunemployed five years ago after thecountry club she was working at inDevon closed down, she neverdreamed that she would have beenrunning the fantastic health clubshe is today.

One thing she could rely on wasthe name that she had made forherself amongst those she hadalready helped with their healthand fitness goals.

She said: “I saw an obvious gap inthe Bideford market. The fact therewas no club servicing members inthe local district yet a massive needfor it and if I was going to open upmy own club it would be now ornever.

“Unfortunately a competitorspotted that same gap so we werehead to head with another clubopening in the town centre at thesame time.”

Michele hoped that her namewould help members in the com-munity to remember her from herprevious employer and putting hername to the club (Michele WhiteFitness Centre) paid off.

Having brought two members ofstaff with her she provided familiarfaces to the market and people justkept coming.

She added: “I chose to be outsideof town on an industrial estate,which has its pros and cons. It isharder to capitalise on walk by

trade however you get more foryour money per square foot in rentand more parking available whichin the end may have been whatcost my competitor his business.”

Michele brought in CFM tocapture the members that shewouldn’t normally get through herown advertising and simply didn’tidentify with the Michele Whitebrand.

“I have to say I was a little nerv-ous that these guys would followthrough with what they said when Isigned up for my first campaign.

“I had to ring a host of theirclients before I felt I had made theright decision. I am happy to say600 members later that I did. Evenwhen these guys left the extraawareness they generated hadmembers still rolling through thedoor.”

Michele says of opening her clubfour years ago: “Sometimes out ofadversity comes opportunity andsomething compelled me to grabthis one with both hands and Ihaven’t looked back.”

Michele is now sitting pretty inher market but never too comfort-able, making sure she continues toimprove the well being of theBideford Community.

Why Michele is sitting pretty ...

Michele White

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A NEW fitness craze has hit theindustry which instructors believecould be as big as the Zumba phe-nomenon.

Hot new workout MasalaBhangra fuses aerobic exercisewith traditional Indian dancemoves to create a class suitable forall ages and abilities.

Cori Withell has just become oneof the UK’s first accredited MasalaBhangra instructors, following thecompletion of an intensive two-day course.

She said the course – designedby the workout’s founder SarinaJain – was brilliant and she wouldlike to see the idea spread to othergyms and leisure centres aroundthe country.

She explained: “It’s completelyunique. Zumba appeals to peoplebecause it doesn’t feel like a work-out. In that respect, this is thesame but it is more heavily chore-ographed.”

Currently there are only 16instructors trained in the UK, butCori said she believes MasalaBhangra – which translates from

Hindi as ‘spicy dance’ – will be thenext big thing in the fitness indus-try, rivalling the popularity ofclasses such as Zumba.

She added: “The average classsize is about 30 to 35 people perclass. Gyms don’t need any specialequipment but I’m only doingclasses in mirrored studios as ithelps people to see what they aredoing.

“This was the best trainingcourse I have ever been on – Iwould like to see others getinvolved.”

When Workout spoke to Cori,who is the UK contact for anyonewanting to become a MasalaBhangra instructor, she was gear-ing up to launch her own classesat Swanmore College inHampshire, which after taster ses-sions proved popular, thinks willbe a hit with local people.

� Are you introducing any newclasses into your gym? Let us knowby emailing [email protected] or con-tact Workout reporter Christina on01226 734463.

Picturedabove:Cori and,right,MasalaBhangrain action

‘Spicy dance’craze set tohit industry

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As a former Mr Britainwith over 20 years’experience of runninga gym, Steve Brookesis well placed toadvise thebodybuilding stars ofthe future. ChristinaEccles met him andhis latest success story,Chris Hyde. Steve and Chris in the gym

‘It’s like an artist painting apicture. You have got tovisualise what you want toachieve at the end and howyou are going to get therein the timespan you have’

Chris Hyde incompetition

Not many people can saytheir hobby is their job– gym owner SteveTUCKED away down a side streetin Barnsley, Spartan Bodyworksdoesn’t advertise its presence to theoutside world.

But for those in the know, it’sbeen a haven for over 20 years.

Owner Steve says he never reallyneeds to promote the business –preferring to focus on retentionrather than constantly fighting fornew members.

This approach has clearly workedfor the club, with many membershaving been there since it openedin 1990.

Steve explained: “If you look afterpeople, it’s easier to retain an exist-ing member than get a new one.Membership is flexible – peoplecan pay daily, weekly or monthlyand there’s no contract orjoining fee.

“And if you look after people, theywill also tell their friends.”

By concentrating on strengthtraining, Steve feels his club is fill-ing a gap in the market for thosewho do not want to train in a morecommercial gym.

Taking part in – and winning –competitions has also helped himbuild up a wealth of experiencewhich he is keen to pass on tomembers who want to competethemselves.

His latest protégé is Chris Hydewho has recently qualified for theNatural Physique Associationfinals, after winning the Midlandsheat, his first competition.

Chris has been training with Stevefor the past six months and both ofthem feel the partnership is work-ing out well.

Steve added: “When you compete,the judges are looking for certaincriteria so Chris needed someoneto look at him subjectively.

“It’s like an artist painting a pic-ture. You have got to visualise what

you want to achieve at the end andhow you are going to get there inthe timespan you have.

“But it could take Chris four tofive years to get where he wants tobe. Even if you know about nutri-tion, you have got to know whattype of training to do to bring eachbody part up.”

According to Steve, his methodsof training differ from that of tradi-tional bodybuilders as he believesit is also important to focus on car-dio as well as weights.

“I am a big believer in cardiovas-cular fitness. If you are doingmore cardio, you are fitter andcan also eat more as you are burn-ing it off. A lot of people neglectthat.

“I’m self taught and have learnedfrom others, but when youdon’t know what to do, it takesyears.

Chris has done in six monthswhat it took me six years to findout.

“Back when I started thereweren’t that many gyms. I wishI’d had somewhere like this. Forsomeone like Chris, it’s perfect.”

Although for some gyms therecession has made things harder,Steve said this year has been hisbest ever.

“My philosophy has always beenstick to what you are good at. Ihave had the chance to move tobigger premises but have stayedhere.

“If you go into a bigger gym, youmay get shown around once butthen left alone.

“When you have a smaller place,you are more interested andcan offer that personalisedservice.

“Not many people can say theirhobby is their job. That means a lot to me.”

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SERVICE with a smile is the key mes-sage at Stars, with general managerRichard Coates instilling this philoso-phy into every member of staff fromreceptionist to personal trainer.

He believes every member shouldbe met with a friendly face on arrivalat the gym – and it looks like this isworking.

The gym has been open since Juneand part of the membership processinvolves each prospective memberfilling out a form, which includes aquestion on why they decided to join.

In that section, people haverevealed the reason they decided tosign up was because of the receptionand encouragement they got fromstaff when they came to look round,making service a priority to ensurethis view of the club continues onceeach member has signed up.

Opening in June, the gym hasalready attracted 120 full memberswith about another 60 also opting forpay as you go usage.

And Richard revealed that in a com-petitive marketplace, Stars Gym hasbeen well received by the local com-munity. He explained: “We arepleased so far, but it’s very toughtimes so you can’t relax for one sec-ond. You have really got to keepworking and pitching new ideas.

“We have had a good reaction gen-erally and the word is starting to

spread, so we aregradually buildingup a reputation.”

The gym wasoriginally going toconcentrate onmartial arts butthe directorsdecided to give ita broader appealand focus on gen-eral fitness andpersonal trainingas well.

Richard added: “Our target marketis local residents and businesses, thatwill be our bread and butter. Then weare splitting our marketing into seg-mented markets such as martial artsfans or more serious athletes. We arealso looking at the mums’ market.

“Because we are an independentthat makes us very different [to otherclubs nearby]. We are selling our-selves as something which is unique.

“Our design and concept is very dif-ferent – our USP is the gym designand this mix of kit and instructorsyou won’t find anywhere else. Weknow we can offer great customerservice and that’s what we sell on.”

The long term aim is to open anoth-er club but Richard told Workout itwill be vital that opening another sitedoesn’t dilute the offering at theirexisting gym.

A new club in London claims to be leading the way on quality of equipment and levels of service provided tomembers. Christina Eccles paid a visit to see if Stars Gym really is out of this world.

Stars Gym facts and figures:� The club currently has about 120 annual members and another 60 people who opt forpay as you go usage.� Membership costs £100 per month if paid by direct debit or £1000 for a year if paid upfront.� A day pass costs £15 or can be bought in blocks of 10 for £120 – providing a useful addi-tional revenue stream and allowing potential members to try out the facilities beforecommitting to full membership.� The cost of a personal training session at the club is £65 per hour or £85 for a trainingsession with a master trainer.� Unique selling points include a boxing ring, full range of Life Fitness equipment and thelatest technology such as integrated iPads on the wall where members can look up train-ing tips online.� The five prongs on the star shaped logo represent the club’s five directors who includeRichard and martial arts expert Mati Parks. Between them bringing a varied set of skillswhich contribute to the successful running of the business.

New club is better by smiles ...

Richard Coates

AS putting up obvious sig-nage to promote the gymcould land the owners inhot water with the localcouncil, the team had tothink smarter to ensurethey got the word outthere.

The club’s location, rightby the River Thames inBattersea, made it in closeproximity to a popularrunning route along theriver.

To capitalise on this, the gym put asign up on the route so that peoplerunning past would be able to see it.

They also embraced new technolo-

gy by adding QR codes onto theposter so anyone who stopped totake a closer look could scan the codeand be directed to the gym’s websitefor further information.

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THE founder of one of the UK’snewest exercise classes claims he isnot out to compete with Zumba –instead he wants to give peopleanother reason to stay longer in thegym.

Creator of BOKWA Paul Mavi spoketo Workout on a recent trip to the UKwhen he officially launched the class-es in this country.

And he said that although therehave been comparisons with Zumba,he sees the two as completely differ-ent workouts, which can comple-ment each other on a club’s timetablerather than compete.

He explained: “Zumba has broughtpeople into the gym and got theminterested in fitness. My job is to givethem another reason to stay longer.

“There is no competition between

the two. There’s no reason why some-one can’t do Zumba on a Mondayand BOKWA on a Tuesday.

“BOKWA is going to get more mem-bers walking through the door, whowill love it because it is athletic andgeared to a different type of person.”

The workout is derived from lightboxing moves (Bo), combined withtraditional South African dance(Kwa), set to a range of differentstyles of music.

Cara and Kerri Donaldson becamethe UK’s first accredited BOKWAinstructors after spotting the classesonline, falling in love with them andflying out to America to meet Paul.

They are now classed as educationspecialists and are helping Paul tospread the word to clubs around thecountry.

Following the first wave of instruc-tor courses it has already been pickedup by independent gyms includingFusion Fitness in Bude, as well as big-ger operators who are interested inrolling it out across multiple sites.

Cara added: “We took the gamblebecause we wanted something new. Ican’t compare the course content toanything else. It is so thorough, withpractical and theory based assess-ment.

“Paul is very genuine and his ideasare fantastic.”

She also added gyms who want toget involved don’t need any specialequipment – just enough space toperform the class, a music playerwith pitch control because the musicis set to a faster tempo and a micro-phone.

Newest class‘not competing’against Zumba

Gym owner Lisa Auchinvole wasforced to abandon her charityChannel swim just four miles fromthe French coast, after bad weath-er made it impossible to continue.Lisa had swum 28 miles on the daybut strong winds and the tidepushing against her made it toodangerous to carry on and she hadto stop.Lisa told Workout that althoughshe was ‘gutted’ to have got so farand not be able to finish the swim,she was still really pleased withher efforts – reaching her target ofraising £10,000 for chosen charity,Duchenne Muscular Dystrophy.She added that the local communi-ty and members of her gym – TFDHealth and Fitness in Oxfordshire –have been enormously supportiveand in future, she would like togive the challenge another go.

Gym markstenth birthdaySTAFF and members at a Scottishindependent gym have celebrated theclub’s 10th birthday.

Owners of Think Fitness GregDalgleish and Stuart Oliver were pre-sented with a surprise cake to markthe milestone, following the end of afitness competition which had beenhosted in the gym.

Stuart said: “We’ve been very luckyto have a strong core of loyal mem-bers and we would like to thank allour customers for their business overthe last 10 years.

“Most will recognise we have re-invested our profits and constantlyimproved during that time and we’llstrive to do that for the next 10.”

New flooringfor The FirmTHE owners of an independent clubin Wakefield have laid new flooring toenhance their offering to members.

Michael and Michele Wrightacquired The Firm in April this yearand since taking over have set aboutimproving the facilities.

The couple have recently put in thenew flooring, which has enabled themto introduce classes including poledancing, boxercise and body pump, aswell as Saturday kids’ sessions.

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By Christina Eccles

A GYM in London has celebratedits first birthday with an open dayfor members, which included boot-camp classes run by the localmayor.

Members at Oxygen Fit wereinvited to bring their friends andfamily along to the club for a funday as a thank you for their loyaltyover the past 12 months.

Free activities on offer includedPilates, belly dancing, yoga andstreet dance, as well as the boot-camp circuits class with mayor ofBarnet, herself an ex personaltrainer.

Special offers were also availablefor friends who joined up on theday and for existing members whogenerated referrals.

Owner Neil Godly said: “It wasbrilliant. We couldn’t have wishedfor better. There were 10 classes

and all were fully booked. We gen-erated about 25 new members onthe day and hopefully off the backof it we will get a few more.”

About 60 people joined in a toastto celebrate the club’s first year inbusiness and Neil added he wasreally pleased with the turnout andhow supportive members havebeen since it opened.

He added: “Sometimes open daysdon’t really take off but the nicething about here is that people feelit’s a home from home.

“The gym is now three quartersfull and we have got almost 400members in a year. Membership is£48 per month or £38 for off peakand we have never discounted ourprices.

“This shows there really is a needfor small personal gyms and peopleare looking for that extra level ofcare – thankfully my plan wasright.”

Mayor goes tobootcamp tomark birthday

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THE managing director ofTopnotch health clubs hasrevealed why the company hasdecided to tap into the budgetgym market.

Steve Bradley told Workout in atough climate, affording gymmembership can be difficult forsome people.

But the arrival of the company’sbudget brand – Fitness4Less – andothers like it has shaken up themarket by offering top qualityequipment and levels of service –without a hefty price tag.

Steve explained: “It’s a very toughmarket, but Topnotch hasbranched into the budget sectorwith Fitness4Less, which has goneparticularly well.

“There’s no barrier to entry asmembership is £15 per month.Membership at a budget gymworks out about 50p per day for the amount of activity peoplecan do. We want to highlight that.”

About 30 to 40 per cent of thosejoining Fitness4Less are not previ-ous gym members, meaning the

brand is successfully attracting anew audience into exercise.

And Steve claimed that althoughtimes are tough, people nowunderstand more about the bene-fits of keeping fit.

He added: “People do see thevalue of health and fitness andrealise they are better off can-celling their pub trip and keepingtheir gym membership.”

The company currently has eightsites under the Fitness4Lessbrand, with plans in the pipelineto open more next year.

Recent additions such as Trixter bikes are keeping members happy at Topnotch clubs.

Why club chain hasembraced budgetgym market

Entrepreneur Mo Chaudry has chosen Pulseto provide equipment for his new gym, MClub Spa and Fitness.Mo has taken over the former Esporta clubin Stoke on Trent, rebranding it and updating equipment before it reopens tothe public.

The contract will see Pulse installing over120 pieces of cardiovascular and resistanceequipment as well as its gym managementsoftware SmartCentre into the facility.� Picture shows managing director ofPulse Chris Johnson with gym owner MoChaudry

Weight lossyoga applaunchedCELEBRITY personal trainer Jamesd’Silva has joined forces with actress,producer and environmental activistTrudie Styler to launch a weight lossyoga app.

The app, available through iTunes,offers four focused workouts to help users achieve healthy and permanent weight loss, whiletransforming the body from theinside out.

Also included is an interview withDr Alejandro Junger, author of thebest-selling diet detox book TheClean Diet.

Trudie and Sting’s personal chef,Joseph Sponzo, also provides a two-week weight-loss meal plan, withhealthy recipes for every meal anddaily nutrition tips.

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Hospital benefits fromeight mini triathlonsEIGHT mini triathlons in just one daywas the challenge for Everyone Active staff and partners, who took on the task to raise money forthe Royal National OrthopaedicHospital.

A 100 strong team travelled over 200miles around the south east to eightdifferent centres, completing a minitriathlon – consisting of a one milerun, 5km bike and 200m swim – ineach one.

Everyone Active fitness staff andmanagement were joined by repre-sentatives from partner and suppliercompanies Keiser, Trixter, Precor,Escape, Triathlon England, FitnessProfessionals, Fit for Sport, Lifetime,Action PR and Physical Company,raising over £35,000 for the cause, inhonour of Everyone Active colleagueSammy Eldridge who is undergoingtreatment for cancer at the hospital.

Everyone Active regional manager

Duncan Jefford said: “We have beenoverwhelmed by the support that ourcolleagues and partners have provid-ed for this very worthwhile cause.

“Everyone has really given their alland, despite the day being tough, wewere smiling all the way. It was greatto see Sammy cheering us on with hercolleagues at Sunbury Leisure Centre,keeping us mindful of the great workdone at the RNOH and why we wererunning the event.”

With support from TriathlonEngland, all 25 Everyone Active cen-tres in the Southeast region also invit-ed members to ‘try a tri’ by runningmini indoor triathlons at each centre.

Duncan added: “Triathlons arebecoming increasingly popular in theUK but many people are apprehensiveto give them a try.

“We wanted to offer people thechance to try it out in a less intimidat-ing environment. Following on fromthis event, we are offering triathlontraining to encourage members toprogress in a fun and growing sportthat can be seen to have high barriersto entry.”

Keiser dealextendedDAVID Lloyd Leisure has extended its equipment procurement deal with Keiser UK for a further year.

The deal will see David LloydLeisure clubs become the first in theUK to receive the newly updated M3Indoor Cycle.

Head of procurement Paul Batty said: “We were keen to continue working with Keiserbecause of the M3 Bike’s strong per-formance.

“The M3 helps us deliver high quali-ty classes for both our instructorsand class participants, with excellentfeedback due to the onboard comput-er and console.

“This is particularly important asindoor cycling is one of our mostpopular classes.”

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Running a fitness stall in a townBy Dave Wright, CEO, CFM

REACHING out into the communityis fast becoming a more acceptableway for health clubs to ‘go to thepeople’ as there is a willingness ofbusinesses to be seen caring about health and its impact onsociety.

So here are some simple tips thatany club can use to set up a stall inyour local community.

Pre-stall:Brain storm with your staff on thepossible stall locations – beginningwith members and knowing wherethey work can be an easy start.

Keep your ears open to local char-ity events, health fares, car bootsales or school fetes as a stall can bepretty much anywhere.

Don’t worry if you can’t get into asupermarket as sometimes outsideschools, weight watchers, your gymor on the main high street can bejust as effective!

Call ahead or research to try to getthe name of the owner, manager ordecision maker.

That way you don’t waste timebouncing around different peopleand you have a name to ask forwhen you go in.

Highlight the benefits to them first

and foremost. You are encouraginga healthier community which is anoble cause for anyone to be asso-ciated with.

Talk about the body fat testing orhealth checks you will be doing,and the existing members that may already be connected with thesite.

It has to be ‘effortless’ to the busi-ness, so reassure them that it will becompletely hassle free and they willnot even know you are there (thecustomers and walk by traffic will ofcourse!!!)

Use reference letters and photosfrom previous stalls, charity eventsand members.

One of the principles of persua-sion is social belonging. If they seethat other people have done it, theyare more likely to agree!

During Stall:You want to create an attentiongrabbing visual display so use pop-up stands, banners, balloons, leads,boxes, fitness posters, costumesand anything that will give thateffect.

Take some equipment down withyou such as a bike or a fitball and all you need for the healthcheck.

The quality of your stall will deter-

mine the quantity of your leads!

Free giveaways or ‘spin the wheel’are a great way to attract interest.You could also do photos with thegiraffe, Scooby Doo or Batmanwhereby the pictures maybe col-lected from the gym, signed andframed!

Practice your sales approachbefore you start.

This is often overlooked but if youwrite down a script and do somemock run throughs, you will besharp and prepared straight from the off.

To get great results it comes downto attitude and belief, always smileand show the public how you lovelife!

A good way to approach a day onthe stall is to set yourself appoint-ment goals or hourly targets.

You can even make this a compe-tition to see who talks to the mostpeople on a stall shift or who getsthe most flyers out.

After stall:Show your appreciation to the business owner or manager at the end and let them know how itwent.

You may be able to get a spot foranother day or if not try to get

a reference for future stalls andrepeat promos.

Maximise your appointments andleads and reap the rewards of a ful-filling secondary driver where theresults are completely relative tothe effort put in.

Dave Wright

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POLICIES which put the environ-ment first are helping FreedomLeisure sites to save money – andeducate members on how to begreen.

The company, which manages 30centres across the South East, hasachieved the Carbon TrustStandard by improving energy effi-ciency across its clubs.

Improvements over the last threeyears reduced carbon emissionsby over 4.2 per cent across thegroup, as well as saving over£16,000 in the last financial year inthe Hastings, Rother and Wealdenarea.

Among the sites to benefit underthe scheme is Summerfields inHastings, which has undergone amajor refurbishment includingreplacing its swimming pool ceilingwith a new, airtight, stretch ceiling– allowing air temperature to bemaintained for a fraction of theprevious energy cost.

The centre is also one of many tohave fitted LED lighting tubes,which use a third of the electricityof the old bulbs, last three times as

long and are run on a sensor sys-tem to reduce wastage.

Area manager for Kent, Hastingsand Rother Steve Parker said: “It’sgreat for the environment, so weshould be doing it anyway but itcan also make a difference to yourbottom line profit.

“We are not for profit, so every-thing we save goes back into thefacilities and our members can seeit in the long term.

“Energy costs are also rapidlygoing up, which was something weneeded to control. Customerswould rather see investment infacilities than prices go up.”

Steve also offered advice to anyother operators who want to maketheir clubs more environmentallyfriendly.

His top tips included gettingcomplete buy in from customersand staff, having an environmentalchampion at each site and startingsmall – anything from making surelights are switched off when not inuse to implementing recyclingbins. Steve Parker

Going green savessites money andeducates members

Big changes astrainer takesover gym ...A SCOTTISH gym is under new man-agement after one of its personaltrainers was given the opportunity tolease the club from its present owners.

The gym at Craighelen Tennis andSquash Club has been taken over byChris Bowman, who was previouslyfitness manager at the facility.

Chris has only been at the helm forabout two weeks but has already setabout making changes, includingreplacing upstairs changing roomswith a studio for classes.

The gym, situated in Helensburghnear Glasgow, is also due to be fullyrefurbished next month with newequipment and improved flooring.

� Look out for an update on the club’sprogress in a future issue of Workoutwhere we will be finding out moreabout the new look gym.

Company sealsrugby clubsponsor dealNUFFIELD Health has become theofficial sponsor of Harlequins RugbyClub for the 2011/12 season.

The deal will see Nuffield Healthworking closely with the playingdepartment in providing advice to Harlequins on matters such as rehabilitation and injury preven-tion.

The company will also receivebranding on the back of the club’s newplaying shirts and advertising at TheTwickenham Stoop, the club’s homeground.

Group marketing director DavidGrint said: “We are very excited to beworking with the Harlequins this sea-son. We know that to perform at thehighest level players need to be awareof their health and fitness require-ments.

“We are confident that our expertise across the health spectrumwill help ensure that players and sup-porters are at the very top of theirgame.”

New online surveyproduct launchedLEISURE-net Solutions has createdan online version of its marketresearch surveys, allowing healthclubs and leisure centres to conducttheir own staff and member surveys.

The new online survey product,made in partnership with SnapSurveys, will be able to provide week-ly or monthly automated reports andalso have a benchmarking facility.

Leisure-net will also be able to pro-vide more detailed research analysisand reporting, should companies

wish to take their market researchfurther.

Managing director Mike Hill said:“This is a really exciting partnershipfor Leisure-net, linking us with anestablished leader in mainstreammarket research. I hope it will lead toan improvement in both the quantityand quality of research taking placewithin the leisure sector.”

It’s hoped the surveys will be available by the beginning ofDecember.

Offer keepsgym busyA SPECIAL summer offer at a ladies’only gym in Wigan has helped theclub keep busy over the traditionallyquiet summer period.

The 10 days for £10 offer at LadybirdFitness attracted 100 people throughthe doors during July and August, withabout 60 per cent of those convertingto full membership once the promo-tional period was over. Owner SandraMcGugan said the club repeats theoffer every summer as it always provespopular with people who want to givethe facilities a try before committingto a regular payment.

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Five principlesof functionaltraining ...By Allan Collins

FUNCTIONAL training is a term usedextensively in the fitness industry.

Although there is some ambiguity towhat the term truly means, it can bedefined as ‘the execution of specificexercises that have a positive carry-over or benefit to health or the per-formance of the person’s daily tasks,their occupation or their sport, or forimproved resilience to injury.’

Functional training is synonymouswith the training principle of speci-ficity – you are fit for what you do.Train using the deadlift and your abil-ity to lift objects will be improved, butit will probably have little carryover tosomething like swimming the back-stroke. We advocate many differentprinciples when it comes to function-al training, but here are five to assistfitness trainers: � Only perform exercises or trainingsessions that will cause adaptations –training that doesn’t maintain orimprove different facets of fitnessbecause the load is too light will be awaste of time. � Train movements not muscles – wehave expanded the original six move-ment patterns proposed by Paul Chekin the 1990s to the following nine pat-terns:1.Squat2.Lift3.Press4.Pull5.Rotation6.Smash7.Moving and carrying load8.Gait and locomotion9.Fighting

Any exercise that doesn’t fall intoone of these categories would beclassed as a supplementary exercise. � Assess and train the limiting factorsof all the movement patterns – each movement pattern will be limit-ed by a number of factors and working on these weaknesses such as muscles in spasm, or tightantagonists will improve movement

pattern performance.� Ensure optimal balance of the ago-nist-antagonist strength balance –strengthening the opposing musclegroup can help to improve the per-formance of muscles involved inother movement patterns. For exam-ple, you may not be able to pressmore weight because of weaknessesin the upper back and external rota-tors of the shoulder, so focus onstrengthening these. � Include exercises that work therange of the movement pattern – forexample, a bench press will work thebody in the horizontal press pattern,but there should also be a verticalpress upwards (overhead press), avertical press downwards (dips), andpress diagonally upwards and down-wards. This will ensure all of the dif-ferent pressing muscles or differentmotor units within certain musclesare worked sufficiently through thefull spectrum of motion. The tool,exercises and the type of training allneed to be selected specifically toachieve the end result of gaining veryspecific adaptations. This will transferto increased performance and injuryresilience in your daily tasks, occupa-tion or sport.� Allan Collins is director of educa-tion at Jordan Fitness and author of‘The Complete Guide to KettlebellTraining’ and the ‘Complete Guide toFunctional Training’.

Allan Collins

New sports massagecertificate launchedACTIVE IQ has launched its new levelfour certificate in sports massage,which is one of the highest quality courses of its kind in thecountry.

The qualification exceeds all theNational Occupational Standardsstipulated by the British OlympicCommittee to work with athletes atthe 2012 Olympics and is accepted bythe Sports Therapy Organisation asmeeting its requirements for mem-bership.

Executive director for Active IQ SuzyToseland-Goakes said: “We are

thrilled to add this qualification toour expanding portfolio and we areconfident that it will be a popularchoice amongst learners.

“We have fused the best in vocation-al teaching to deliver a very practicalqualification, which will producesome excellent and competent, fit forwork professionals.

“Although an intense and detailedqualification, its modular designallows a structured and stagedapproach to learning, with each “unit” having value in its ownright.”

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Top title for Marina inonly her third contestPERSONAL trainer Marina Cornwallhas won a top powerlifting competi-tion, less than three months after tak-ing up the sport.

Marina, who worksas a trainer at FitnessFirst in Southampton,defies the typicalstereotype of female

weightlifters – weighing just 44kg andstanding at 5ft tall.

But she beat off the competition towin the British Powerlifting

Championships in Northumberland– lifting 62.5kg in the squat, 50kg inthe bench press and 112.5kg in thedeadlift to win the under-47kg

weight category with a 225kg total.

She said: “I weigh a mere 44kgwhich means I deadlifted more than

two-and-a-half times my bodyweight.

“What is more amazing isthat this is only my third

competition in this sport. Itshows what you can

achieve with sheer hardwork and determina-tion.”

Marina has alsoappeared in the media for

her achievements as a pro-fessional bodybuilder and is

a three-time British champion.

ENGLAND rugby players MattBanahan, Lee Mears and DavidWilson helped to launch a chal-lenge where participants virtuallytravelled the circumference of theearth to raise money for charity.

The Around the World in a Daychallenge was organised by theHilton in the CommunityFoundation and involved HiltonWorldwide team members, charitypartners, including fitness equip-ment supplier Precor and the pub-lic, all working together in morethan 100 hotels in eight countriesacross Europe.

The collective aim was to virtual-

ly travel the circumference of theearth – 24,901.55 miles – with par-ticipants sponsored to either run,cycle, swim, walk and even abseilthe distance.

Teams of four competed onPrecor fitness equipment in thehotels’ gyms and lobbies, withevery penny raised supportinglocal children’s charities chosen byeach hotel.

More than 5,000 people partici-pated in the annual event, with arecord 39,276 miles covered and atotal of more than £100,000 raisedto support disadvantaged youngpeople.

International rugby playershelp launch challenge

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A RECENT ‘biggest loser’ style cam-paign didn’t take off as well as theclub hoped but they are keen to tryand repeat it at a different time ofthe year.

People who wanted to improvetheir fitness levels and lose weightwere offered free membership for13 weeks, plus guidance from personal trainers, and the personwho lost the most weight in thatperiod would be rewarded with

free membership for a year.But Edward added the offer

generated a very poor response –perhaps due to it being the popular summer holiday periodand people being unable to com-mit for 13 weeks.

Instead they have decided to putthe idea on hold and revisit it laterin the year – doing more promo-tions to get the word out and hope-fully attracting more interest.

FACILITIES at the Clumber ParkHotel and Spa include a fullyequipped gym, classes, swimmingpool and outdoor hot tub – provid-ing the perfect venue for anythingfrom a relaxing weekend away to awelcome retreat from a hecticbusiness meeting.

As well as catering for the needsof hotel guests, the club also has itsown membership base of about200 people, meaning it can oftenget busy, particularly at peaktimes. But good organisation andregular feedback sessions ensurepaying members feel valued andeveryone gets the chance to usethe facilities.

Members have the opportunity tomeet every month and voice anyconcerns or issues they may have,with the club providing drinks andcanapes to also make it into amore social event.

Sales and marketing managerEdward Mobbs said: “Feedback isimportant – we want to make sureour members are staying with us.We have also capped our member-ship so won’t go above 250 mem-bers.”

Edward also told Workout thatthey offer a day spa Monday toThursday between 9am to 5pm

rather than at the weekends, whenthe club is busier with regularmembers. He added: “The hotel islike a beast I’ve never knownbefore. Monday to Thursday is verymuch corporate business and themajority of people will use thehotel for that reason but won’t usethe spa facilities. Weekends it’svery different – mostly spa breaksor people staying for a wedding.Now some members know that ifthey want the best chance of get-ting on the equipment they want,to come earlier.”

In a difficult climate, the gym hasalso developed a range of mem-bership packages for people whomay not want to commit to a 12month contract. It has also createda ‘dry’ package for people who arekeen to use the gym but not theswimming and spa facilities, offer-ing them a reduced rate.

Another recent addition for cor-porate guests is the ‘ClumberJungle’ for those who want to tryactivities and team building out-doors.

Features such as a Segway trackcan also double up as extra fitnessfacilities, providing visitors with anoutdoor running track when theywant a change from the gym.

Corporate business, leisure breaks and loyal localmembers are proving a winning combination at aNottinghamshire club. Workout found out more.

Loser campaign fails to take off

Club checks outfor differenttypes of guests

34 20/9/11 16:43 Page 1

35 NFA 19/9/11 13:46 Page 1

36 b-fit 16/9/11 10:08 Page 1

READERS’ LETTERS 37

Independents ‘must knowtheir target market’Scott Hodson, Fit Biz Builders:

I TOTALLY agree with James and theheadline that “Independent gyms arethe future” but there is a massive hur-dle we need to get over first beforeindependents can fulfil the prophecyand unfortunately I don’t see it beingan easy one to navigate.

The industry is going through a shiftat the moment, forced by two con-tributing factors. The first is the intro-duction of budget gyms and the sec-ond is the behaviour and require-ments of consumers.

The introduction of budget gymsmight be something that independ-ent gyms want to ignore and put theirheads in the sand and think that it’s“same as you were” because we thinkthe consumers will see the value.

Unfortunately it is not! Consumerswill be attracted by the bright lightsof £10 per month memberships andnot see the value of the personalservice and the results independentgyms deliver on (as stated by James).

At this point some independentsmight want to enter into a price warand do special deals on member-ships. This will certainly be a badidea and the beginning of the end for

the independent sector.

What independents need to do isuse their size, flexibility and speed asan advantage against their big, slowand clumsy gym chain counterparts.Consumer behaviour has moved onsince the 80s and in my view, healthand fitness marketing doesn’t need(and shouldn’t be) about the latestmembership discount you can get, orwhat you are rewarded with for refer-ring a friend … which is the only typeof marketing you see on the highstreet or in the paper.

In today’s market 70 per cent of themarket want information and educa-tion and this should be at the fore-front of the independent’s marketingstrategy. Big gym chains can’t reactquick enough for the market and thisis where independents can reap therewards by producing cost effectiveinformation products as a key mar-keting tool to help solve people’s painand make health and fitness a milliontimes more accessible.

Unfortunately the owners of theindependent gyms would be the firstto admit that sales and marketingisn’t a strength and positioning themselves on anything apart from price is something that would

come alien to them.

The key to success (and where thefuture for independents lays) isknowing your target market.Independents should niche downand concentrate on developingresults for a particular market andignore the people who want mem-berships for £10 (and everyone elseoutside their niche) We can then pro-duce readily available and media richinformation products to engage ourtarget market.

This is where the independent sec-tor can take the lead and be known asa serious delivery partner for theGovernment and NHS on particularconditions such as obesity, diabetes,osteoporosis, dementia and cancerand leave the big gym chains (budget and non-budget) fighting forscraps.

For independent gyms to be thefuture of the industry they need toavoid a price war, concentrate on get-ting results for a particular marketand then use information marketingto reach out to the “hard to reach”and inactive market to positionthemselves on results (not price) fortheir niche.

Craig Falconer,City Gym Glasgow:

I HAVE just read the front page articleon independent gyms being the futureand would fully agree with JamesFerguson.

I own a small gym in Glasgow'ssouth side. It is fairly new and hasbeen an intense labour of love – I hadvery little cash to throw at it, but I amhoping to expand into the next doorunit quite soon.

The gym has attracted many members from big commercial gyms,lured by the backstreet gym style,basic yet functional equipment and expert advice that is on handevery day.

Every member is an individual and istreated as such, no attitude (unless it'sa good training based one!), no hassle– just a great place to train with likeminded people.

The staff are passionate about thegym and are given a free reign interms of trying new things and offer-ing exciting stuff to members – FightClub and Urban Combat being two ofthe latest additions.

The gym also acts as a first class per-sonal training space, enabling a wholeother range of clientele to come to agym where it's the training and adviceon all fitness and nutrition relatedmatters that count.

I am still a cash-strapped gym owner but opening the gym has been the best career move I evermade.

An intenselabour of love

Looking after yourinstructors is keyJoanne Roche, Ability Bow:

I TOTALLY agree with James!

We are a small charity and specialiseworking with people who have dis-abilities or a long term health condi-tion.

We are seeing more and more of thelocal community wanting to come toour gym because of the mentality ofour instructors.

They are friendly but professional,enjoy a laugh but take their responsi-bilities seriously and they really careabout our members.

We believe by looking after ourinstructor, paying them a decent liv-ing wage and a nice environment towork in that the payback comes whentheir happiness shows through to themembers.

After all if the instructors are miser-able, it’s not going to be a happy gymto go to!!

‘A vicious nasty circle?’Sean Blyth,World Gym Challenge:

I AGREE with James, but in my expe-rience smaller gyms may have to fighthard to keep members but theirresults are questionable too.

I have spoken many times to inde-pendent gyms only to be met with wehaven't got enough time or resourcesto engage in running member inter-action.

It remains the same today – it’s a

hard slog to increase members’ fit-ness and results are predominantlythe last thing on the gym manager’smind – it is a business after all – andmembership hits top of the list.

Now comes the cruncher – I havenever known a PT who wasn't resultsdriven and here is the problem.

PTs looking for members to adapt into a lifestyle change, whereas the accountants are bayingfor more turnover – it’s a vicious nastycircle.

If you’d like to share your views with WorkOutthen please email us at [email protected] or write

to us at WorkOut news desk, 47 ChurchStreet, Barnsley, South Yorkshire S70 2AS

37 20/9/11 15:28 Page 1

WOMEN ONLY38

A ladies’ only gym in Crewe hasthrown a party to celebrate the70th birthday of one of its members.Members at Stayfit4life broughtfood and one even made a cakefor birthday girl Sybil Larcombe,who also had a surprise visit from her son Paul, an Elvis impersonator, who entertainedguests with a performance.

A ladies’ only gym has gone theextra mile for one member –helping her transform her life fol-lowing a personal tragedy.Karen Penvenne joined Ladyzonein Orpington after the loss of herhusband Paul and has sinceimproved her health and lostthree stone, going from a size 16to a 10.Karen also credits the club forimproving her attitude to foodand giving her something tofocus on when times were tough.She now hopes to pass on someof the good habits she haslearned to her young daughterand inspire her to join the gymwhen she’s older.

BEFORE

AFTERA Rochdale gym owner got intothe festival spirit to encourageadults and children to give hulahooping a try.Michelle Matthews, who ownsLadies’ Only Gym, was joined bya life size, hula hooping seagulland other weird and wonderfulcharacters to promote exerciseto revellers at the town’s annualFeelgood Festival.Michelle told Workout the eventwas a great success and in theevening she stayed around toenjoy the festival’s musical offer-ing, which included performancesfrom Badly Drawn Boy and FunLovin Criminals.

OVER 3,000 people are expected totake part in a charity Zumbathon at London’s Alexandra Palace,designed to support breast cancerresearch and community outreachprogrammes.

On October 16, Zumba creator BetoPerez will lead the crowd in a work-out, as part of Zumba Fitness’ Partyin Pink campaign, which encouragesinstructors to stage their ownZumbathons to raise money for char-ity.

CEO and co-founder of Zumba

Fitness Alberto Perlman said: “When we launched the Party in Pink Zumbathon charity campaignlast year, we were overwhelmed and inspired by the outpouring ofsupport from within the Zumba community.

“Based on the incredible level ofcommitment that we saw from our instructors and members, weknew we had to do this again – and take it a step further by expanding the movement interna-tionally.”

Thousands expected tojoin charity Zumbathon

Sponsored by

38 20/9/11 15:29 Page 1

WOMEN ONLY 39

By Christina Eccles

A NEW competition is launching inthe UK which organisers hope will encourage more women into fitness.

The Galaxy Universe Competition isbeing brought to the UK by SarahDonohue and independent gymowner Scott Horton from Herculesgym.

The difference between this andother competitions is that it is com-pletely female focused and as well asbeing able to showcase their figures,the girls will also be given the oppor-tunity to take part in tests which willestablish how fit they are.

Judges will include model and TVpersonality Jodie Marsh and hertrainer Tim Sharp, and Sarah toldWorkout she is really excited that theshow, which she competed in inAmerica is now going to appear inthis country.

She explained: “To bring GalaxyUniverse over to the UK, and toencourage women to be functionallyfit is great.

“Many girls have said that body-

building or the bikini or figure classesare great and the love them, but theywant more than to stand on stage for10 minutes.

“Many girls were apprehensiveabout the tests as you can imaginebecause they have never been askedto compete in fitness in their adultlife. And it is one thing looking great,but another thing performing as wellas you look.”

The competition is split into severalcategories including yummymummy, fitness model and newcom-er and Sarah added she hopes it willencourage more women to thinkabout fitness and celebrate whattheir bodies can do as well as howthey look.

She added: “A lot of this is abouttaking part and enjoying fitnessrather than finding it a chore. I wantthe girls to celebrate how they lookby showing us how functional theyare.

“We have a class in the USA wherewe have amazing women over 50doing this type of thing. We are open-ing up the bodybuilding type showsinto a new era and bringing it main-

stream. Some girls also enjoy athlet-ics but don't want to stand on a stagein a bikini, and we have somethingfor those girls as well.

“We really do have everything.”

The show takes place on May 26next year at the Five Lakes CrownePlaza Resort and will sit alongside aweekend of events including Scott’sMr Hercules competition.

Sarah added: “I am really passionateabout this. We also want to work witha gym chain to work with the girlsand do training camps in the gym.The gyms would then get access toour database of competitors.

“The important thing for us is tostay mainstream. We are not relatedto bodybuilding.

“If someone has too much muscledefinition, that does not work for us. We want beautiful female athletes.”

The organisers want the competi-tion to become an annual event andare already thinking of ways to buildon this model, including adding inteam events where girls from thearmed forces, police and fire servicecompete with each other.

Scott Horton, Jodie Marsh and Sarah Donohue.

New competition putswomen to the test

New fitness project targets under 25sA NEW project in Sheffield is helpingyoung women in the city to get fitter.

Revitalize Fitness has teamed upwith Wisewood Sports Centre and Hillsborough Childrens Centre to deliver Sportivate:Your Time, which is aimed at

women under 25.

All sessions will take place atWisewood Sports Centre and partici-pants can choose from either gymworkouts or badminton.

The programme – which forms part of the National Lottery

funded Sportivate initiative – lastsfor six weeks and sessions cost £1each.

Following the taster sessions, dis-count membership will be offered atthe sports centre to encourage thewomen to keep up with their activitysessions.

If you’ve got a story for our Women Only section email Christina Eccles: [email protected] or call her on 01226 734463

39 20/9/11 16:57 Page 1

2

40 & 41 money savers 27/9/11 09:08 Page 2

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UK FITNESS SCENE42

WHEN Andy Tee decided toexpand his health club portfoliowith a ‘budget style club’ inCheltenham, Gloucestershire, heturned to Physique Sports.

The company provided him withthe equipment he needed to meetthe requirements of over 5,000potential members, the rigours ofheavy use for over 12 hours a dayand at a price to fit the ‘affordable’model.

The result was that PhysiqueSports installed over 90 pieces ofcardiovascular equipment and 30pieces of strength equipment inAndy’s new club, all of which hadbeen remanufactured to ‘as new’condition at their facility in Colne,Lancashire.

Because of their many contactsin the industry and the trade outcontracts which they manage,Physique Sports were able to sup-ply over 80 Life Fitness Silver linemachines but were also able tocomplement this range from theWorld’s leading manufacturer withother machines from Concept ii,Versa Climber and Stairmaster.

The strength equipment suppliedwas a mix of remanufactured LifeFitness Pro i series which had beenremanufactured to frame andupholstery colours of Andy’schoice but also a range of newImpulse Cable machines, benchesand racks.

The installation has alreadybeen so successful that PhysiqueSports have already added to therange of machines available at the club’s opening with a further line of Life Fitness ExpressCircuit equipment for the ladiesonly area.

Equipment suits gymowner Andy to a Tee

B-FIT Expo is a new fitness andlifestyle event for everyone wantingto improve fitness, body shape, dietand well being.

Planned for Excel London onJanuary 28 and 29, it brings togetherthose working to get fitter, get slimmer, get healthier with experttrainers, nutritionists, sporting professionals and exhibitors in asocial extravaganza that promises to inspire, educate and motivate your new year health resolutions.

Its organisers hope to emulate thesuccessful and award winningBodyPower expo.

B-Fit Expo is the first event thatoffers interactive zones for the latesthealth crazes.

These range from dance for fitness,self defence and gym classes through to nutritional, holistic,physiology and psychology therapyseminars run by leading industryexperts.

VIBE’s Delvin Clarke and theworlds number one martial

artist Jason Baird will be demon-strating alongside Body Attack and Body Combat to name but a few.

B-Fit Expo visitors will have aunique opportunity to hear fromHollywood star personal trainersincluding Ramona Braganza and topfitness models James St Ledger andKirk Miller, as well as indulging inthe sports and health shoppingexperience through exhibitors of thelatest sports equipment and fashionproducts.

New fitness and lifestyleevent planned for new year

42 23/9/11 16:01 Page 1

43 script print 26/9/11 15:32 Page 1

COMBATFITNESS

44Sponsored by

Martial arts in Scarborough is proving as popular as ever after Louise Smith purchased her gym three yearsago. Dominic Musgrave paid her a visit.

THE 24-year-old took over the runningof the town’s base for Premier MartialArts three years ago after its previousowner decided to get out of the indus-try as the recession hit.

Louise told Workout it was a ‘massiverisk’ but one that she is glad she decid-ed to take.

She added: “The gym has been heresince 2003, and part of Premier since2006. We now have 80 students, withthe youngest we can take just three forone of our kids’ classes.

“I may not be what people mightimagine a typical person who doesmartial arts to look like, but I havealways been a bit of a tomboy and,growing up with my brothers, I wasalways into wrestling.

“I got into martial arts at the age of12, and have loved it ever since. Iworked for the previous owner andwhen he decided he didn’t want it anymore I decided I had to go for it, eventhought it was possibly the worst pos-sible time to do so given the creditcrunch.

“I’ve put all my savings into it and acouple of other people have alsohelped me out, which I will be forevergrateful for. I run a very tight ship hereand always buy any new equipmentoutright as and when I can so that Inever have any debt.”

The gym is open five evenings aweek, and offers a wide range of mar-tial arts classes including karate kick-boxing and Jiu Jitsu to suit all tastes.On Saturdays an ‘open’ session is heldwhere members can practice whatthey have been taught. Louise has alsobeen involved in a scheme this sum-mer which teaches martial arts toyoungsters between the ages of fourand 16 on the beaches.

She added: “In future I want toexpand the business further so that wehave between 150 and 200 members,and possibly move to another site.

“That is the main reason why I getinvolved with the Scarborough BeachClub and why I also teach PE in localschools.

“The kids come here for an ice-breaker and hopefully they enjoy itand ask their parents if they can give ita go. Once here we hope they soonrealise that once they have seen myselfand another female instructor we haveworking here that martial arts is notscary and can be enjoyed by all.

“Most of all we want to make martialarts fun, which is why we also host var-ious social events throughout the yearsuch as Halloween and Valentine’s Dayparties. We also hold regular socialevents throughout the year for adultstoo.”

PREMIER Martial Arts has joinedforces with a local gym in the town tooffer competitive rates for members.

Louise said: “Most of our memberstrain here at least twice a week andthen head up the road to CompassHealth and Fitness for half-an-hourbefore it closes.

“Several others also attend the class-es they have up there, but we feel thatmost people can only afford to either

join a gym or do a sport, which is whywe decided to offer a deal wherebythey could do both.

“I am keen to promote the sport towomen because it is still very muchmale orientated.

“Several women have said that they would be scared if they weretaught by men, and I always tell themto come down here and be taught byme.”

Tomboy Louise takes on bigchallenge with fighting spirit

Louise Smith at Premier Martial Arts

Premier teams up with local gym

44 20/9/11 16:26 Page 1

45

Kids Fitnessin association with

Fun facility tobe extendedto new sites DAVID Lloyd Leisure is rolling out itssuccessful DL Kids concept to furthersites across the UK and Europe.

DL Kids, a purpose-built facilityoffering fun, sporting and education-al programmes developed by thegroup, will open at David LloydFinchley in December at a cost ofover £800,000.

Another site in Beckenham will alsoopen later this year, as well as one inBarcelona, the first outside the UK.

The first purpose built DL Kids facil-ity opened at David Lloyd RaynesPark in January 2010 as a pilot, and,following its success, one in Leedswas opened in April this year.

Facilities include a mini sports hall,multi-purpose studios, interactiveclassrooms, DL Kids café and child-

oriented bathrooms, and offer the DLKids programmes which includesports, arts and crafts and games.

Head of family and programming atDavid Lloyd Leisure Sarah Hobbssaid: “The demand for DL Kids pro-grammes and facilities has grown sig-nificantly since we first introduced itand the purpose-built facilities at ourclubs in Raynes Park and Leeds areextremely popular.

“At David Lloyd Leisure we knowthat children who have positivesporting or active experiences at ayoung age are more likely to continuebeing active into adulthood, which iswhy we put a lot of time and invest-ment into ensuring the programmesfocus on fun and participation andwith practical facilities that work forthe family as a whole.”

Team GB Olympic athletes Dwayne Grant and Aiden Syers joined young people in Camdenfor a day of sporting fun. An open day at Parliament Hill Fields’ athletic track gave localkids the chance to try out activities such as athletics, yoga, Zumba and rugby while gainingtop tips from the professionals. Awards for events including the 100m, 200m long jumpand high jump were also handed out by the Mayor of Camden, coun Abdul Quadir.Team GB Olympic athlete Aiden Syers is pictured giving Olympic tips

Olympians Gail Emms and Liz Yelling have got behind a scheme designed to getmore young children active. The pair visited their local Play Providers Associationplay centres with their children to highlight the importance of indoor play areasfor children. Liz Yelling is pictured with her daughter Ruby.

STUDENTS and staff at Bideford Collegein Devon are benefiting from £50,000 ofthe latest Pulse Fitness equipment intheir gym.

New equipment includes Pulse’s Fusionrange treadmill, cross-trainer and bikes and Evolve range chest press,shoulder press, seated leg press, lat pulldown and range of freeweight equip-ment.

College coordinator Mike Newby said:“Our motto towards fitness is sports forall. We want to encourage as many stu-

dents, and ultimately the local commu-nity, as possible to take part in someform of physical exercise.

“We believe the new equipment will be hugely beneficial to attract and engage the majority of our students.

“The equipment was selected via ten-der as it is safe and simple to operateenabling the students to grasp the fun-damentals of use for each machines formaximum performance and health ben-efit.”

£50k upgrade for college gym

45 20/9/11 17:30 Page 1

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SUPPLEMENTATION AND NUTRITION

47

GB TRIATHLETE Lynwen Harrisonhas created a new ready-made sportsrecovery drink.

Lynwen and business partnerRachel Smith have launched NouriSHme now, designed to be a time-savingproduct for people who don’t want tohave to make drinks up themselves.

The drink contains natural ingredi-ents such as cherry juice, green tea,lemon and probiotic yoghurt andmilk and its nutritional value has

been tested by Sheffield HallamUniversity.

Lynwen, who is also a part time senior physiotherapist for Derbyshire Community HealthServices, said:

“Competing is compulsive. I justlove it. I never thought I’d get this far.Admittedly, I can’t train as often as I’dlike because of my work and familycommitments, which are equallyimportant to me, but I really take

myself to the limit when I do.

“Consequently, I wanted to lookafter myself by finding something tosupport my training.

“Like many other tired and timepressed mums, I didn’t want theadditional bother of measuring andmixing recovery drink powders.

“I wanted a convenient, tasty andquality product from natural ingredi-ents – which inspired the idea fornouriSH me now.”

Lynwen Harrison and Rachel Smith

New ready-madesports drink launched

By Dominic Musgrave

A COURSE designed by weight loss guru Pete Cohenhas been helping members at Freedom Leisure clubsachieve impressive results.

The trust has delivered over20 eight-week freedomlitegroup courses, plus one toone coaching sessions,and has reported greatachievements from those taking part.

According to figures, 81 percent of people complete the programme with an average weight loss of 12lbseach.

And Freedom Leisure claimsthe success of the scheme isdown to the fact they focus onmore than just exercise –helping customers to identify the reasons they arecarrying extra weight andadvising how to keep it off forgood.

Group customer service andretention manager DebbieReed added: “We believe thisaids retention, not only do our customers achieve resultsbut they also get to know oth-ers and the social interactionand support they gain reallymotivates them to keepgoing.” Pete Cohen

Weight loss gurudesigns course tohelp members

47 20/9/11 15:33 Page 1

SUPPLEMENTATION AND NUTRITION

48

EUROPEAN and Commonwealthswimming champion FrancescaHalsall has signed a new sponsor-ship deal with sports nutritioncompany Multipower.

The deal will see her use a rangeof Multipower bars, gels, drinks andpowders, as she works towardsOlympic glory at the 2012 Games inLondon.

Multipower’s UK marketing manag-er Steve Kessell said: “It is an excitingtime for Fran, as she buildstowards London 2012 and welook forward to working closelywith her, to ensure she has thenecessary sports nutrition tohelp prepare for, compete inand recover from racing.

“With a training regime basedaround 60km of pool lengthsper week, her nutritional needsare considerable and ourSportsfood team looks forwardto working with Fran and hercoaches to tailor her sportsnutrition diet to maximumeffect.”

Francesca signssponsorship deal

From freshshakes to tubsGO Protein’s innovativeGo.Pro.Station is continuing to bein demand.

Nick Mills, head of UK sales, toldWorkOut: “The system has cometo the market at the right time.Gyms are under pressure toincrease secondary spend, andcrucially make that secondaryspend profitable.

“Our system gives the gym mem-bers what they want, a fresh, greattasting, high quality protein shakeat an affordable price, typically £2, whilst at the same time giving gym operators sensiblemargins.”

“You can blend and serve a freshshake from start to finish in lessthan 20 seconds, and because youblend in the serving cup, you haveno washing up. Who wants toblend a shake that creates morework, with the Go.Pro.Station yousimply blend and go.”

Whilst the Go Protein brandmay be relatively new, it is awholly owned brand of Be-WellNutrition. They started out 25years ago managing the nutri-tional programs of athletes;many who went on to becomeWorld and Olympic champions.

This grew into the businesstoday that designs, formulatesand contract manufactures forsupplement brands sold world-wide.

Nick added: “We used ourproduct knowledge and experi-ence to develop Go Pro Whey,our signature whey protein sup-plement designed for theGo.Pro.Station.”

Lee Adams, gym manager atthe Langstone added: “To put inbluntly, it’s been the fastest andeasiest way to increase our sec-ondary spend. Installing theGo.Pro.Station was simple, it’s a

self contained system and we’vebeen able to site the unit exactlywhere needed. I would not hesi-tate to recommend Go Protein”.

Nick added: “Gym operators arebenefiting from additional sec-ondary spend with theGoProStation, but their memberswere also asking where they couldbuy Go Protein products for usewhen they are not at the gym,being the manufacturer we wereable to react and meet thatdemand fast.”

So due to demand, we now alsooffer the Go Pro Range of supple-ments in tubs for retail sales fromparticipating Go.Pro.Station gyms.

For further information contactGo Protein on 01778 560868 orNick Mills directly on 07894619686. Email: [email protected]

Francesca HalsallPicture by Ben Duffy

48 20/9/11 15:34 Page 1

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SUPPLEMENTATION AND NUTRITION

50

MAXIMUSCLE is making its productsmore accessible by offering them ingym vending machines up and downthe country.

Ready to drink protein shake Maxi-Milk is now available in over 1,000clubs via vending machines, follow-ing a successful trial.

Marketing director James O’Sheasaid: “This is a big step forward forMaximuscle. We will be able to get theproduct into the hands of many morecustomers, who perhaps weren’taware of, or hadn’t tried Maxi-Milkbefore.

“Being a part of GSK has opened upsome fantastic opportunities forMaximuscle. This significant develop-ment for the brand illustrates theprogression of sports nutrition intothe mainstream area.”

Products ‘moreaccessible’

FOLLOWING global demand for awhey protein ice cream, the brightguys at Wheyhey have developed aproduct that is now commerciallyavailable and tastes great too!

It has just been launched in the UKand is available for gyms and special-ist retailers.

The benefits of whey protein wereestablished over 25 years ago, but itwas only a few years ago that tech-niques required for extracting thewhey protein from raw whey weredeveloped. Since then whey proteinhas become available in a variety offorms, such as whey protein shakesand bars. The market has grownexponentially – but many consumerssay that the taste leaves a lot to bedesired.

Wheyhey Ice Cream uses whey pro-tein isolate but tastes great. It has allthe benefits that are associated with

whey protein in a handy size pot –150ml contains 22g of protein, butjust seven per cent fat and no addedsugar.

For a limited time, gyms and spe-cialist retailers that wish to stockWheyhey Ice Cream can benefit froma free launch package. We’ll hold ataste test on your site for your mem-bers and hand out flyers with yourinformation to raise awareness – anoffer not to be missed.

Call us on 020 8334 8306 or email [email protected]

for more details.

Wheyhey ice cream nowavailable to retailers and gyms

EAT Natural was created in1997 by two friends Preet Grewal and PraveenVijh.

They have developed a rangeof fruit and nut bars andtoasted mueslis that containsimple, honest, wholesomeingredients, such asmacadamia nuts, honey, multiflakesand sultanas.

They’re great for everyone wholoves a good, honest snack – whetherit’s at your desk at work, on the way

to the gym or for those interminablecar journeys.

People who are gluten intolerantlove our bars as they are mostlygluten free.

Eat Natural has also created a range

just for kids – ‘Lunchies’ –which contain no nuts.

They are kid-approved too.Eat Natural can be found inmost supermarkets, inde-pendent shops and cafes.

This year, for every Peanut,Almond and Hazelnut barsold, Eat Natural will donate

5p to the Red Squirrel Survival Trust,to help protect Britain’s much-lovedred squirrel.

To find out more, visitwww.eatnatural.co.uk

Friends create good, honest snacks

WARRIOR Blaze hasbeen designed withone goal in mind– to be theworld’s mostpowerful thermogenicformula.

We haven’t hidden the ingredientsbehind some“proprietaryblend” – they’reright there on the bottle.

This is an elite class thermogenicstimulant formula designed forhardcore athletes who need anddemand the best from their sportssupplements.

If you haven’t got a high tolerancefor stimulants, this isn’t for you. If youhave a weak constitution or are afraidof taking something designed to giveyou serious results, this isn’t for you.

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Formula has onegoal in mind ...

Leading fitness model Carly Thornton joined the Workout team at this year’s LeisureIndustry Week – speaking to fans on our stand and attending the annual IOU party at theHilton hotel. Carly, who is also a judge at this year’s National Fitness Awards, also took thetime to visit other exhibitors and try out some of the latest equipment on display at theshow. Look out for next issue where we will be including a full round up of supplementa-tion and nutrition news from LIW and finding out how Carly got on at the event.

Are you a gym owner who sells supplements and nutrition products? Hasit boosted your income or brought new people into your facility? CallChristina Eccles on 01226 734463 or email her: [email protected]

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SUPPLEMENTATION AND NUTRITION

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THE sports nutrition industry isestimated to reach a global value of£56b by 2013 with predictions foryear-on-year growth measuring24.1 per cent.

This reflects the demand fromgymgoers and clients to integratesports nutrition products into theirdiets, as well as the growing num-ber of products now catering forthose who are also looking to loseweight and improve their healthand wellbeing.

This opens up the opportunity forgyms and personal trainers to max-imise their secondary spendthrough sports nutrition, whilstimproving the efficacy of theirworkout programmes too.

Focusing on the right benefits:

It can be tough explaining the ben-efits of taking a protein enrichedsupplement to a client looking tolose weight as it can seem counter-productive to burn lots of calories

in the gym and then immediatelyreplace some of them in a proteinbased drink under the premise ofimproved recovery.

Although the benefits of recoverysupplements may be extremelyappealing to athletes and usersthat are motivated by performanceoptimisation, taking on calories toaid recovery is a redundant mes-sage for most gymgoers.

Dr Betts from the Department ofHealth recently questioned thebenefits of protein supplementsover regular food proteins forrecovery.

His comments may create doubtsin the minds of consumers regard-ing the efficacy of his message, buta protein supplement is far moreconvenient to consume after aworkout than carrying a chickenbreast in your bag.

Helping your members andclients to see the bigger nutritionalpicture can assist supplement salesand lead to a healthier bottom line

for the trainer, club, as well as forthe member and client.

Educating your clients on thebenefits of protein supplementa-tion for appetite management andmetabolic support provides a farmore appealing message for thisaudience.

The client is more likely to com-mit to regularly using protein sup-plements if they understand thebenefits of consuming a proteinenriched shake or bar immediatelyafter a workout.

It is important to make themaware that protein supplementswill curb their appetite, reducesubsequent calorie intake, as wellas improving toning and mainte-nance of a healthy metabolism.

There is a growing body of evi-dence related to the affects of pro-tein on weight management, whichhas been capitalised on by main-stream food brands such as Marksand Spencers and Kelloggs, whohave developed protein enriched,

‘feel fuller for longer’ meals andbreakfast cereals.

With solid evidence that proteinis more filling than other nutrientsand knowledge that intake in onemeal is subsequently associatedwith a decreased calorie intake forthe next, convenient sports nutri-tion products provide ideal solu-tions for your clients immediatelyafter a workout, as well as forbridging the gap between mainmeals and appetite control.

Getting the message across:

It can be tough keeping up with thelatest scientific developments inthe sports nutrition industry anddelivering this succinctly to yourclients. This is where sound train-ing from an efficacious sportsnutrition brand is invaluable.

Available from the UK andEurope’s leading sports nutritionprovider, Maxinutrition, which pro-mote Maximuscle, Maxifuel andMaxitone products in gyms andhealth clubs, this training can helpyou and your staff to understandthe ingredients of the products,their benefits and target audience.It can also help with the develop-ment of sales skills and messagingto your clients to maximise sec-ondary spend sales.

The sports supplement industry has seen phenomenal growth over the last decade – not only catering forprofessional athletes and bodybuilders but becoming more commonplace in gyms. Here Maxinutrition’sconsultant nutritionist Lynn Clay explains more.

Lynn Clay England cricketer Stuart Broad is one of Maxinutrition’s sponsored athletes.

Secondary spendopportunity for gyms

‘Educating your clients on the benefits of protein supplementationfor appetite management and metabolic support provides

a far more appealing message for this audience’

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INDUSTRY NEWS54

Training provider designs new Kettlebell coursePREMIER Training Internationalhas designed a new Tri-PlanarKettlebell Training course that ithopes will refresh classes.

Following the huge success of its first Kettlebell one daycourse, the training provider hasdeveloped more than 100 addi-tional exercises using the equip-ment in a bid to offer inspirationalideas to fitness professionalsusing them both in and out ofgyms.

The all-new innovative Kettlebellexercises will be delivered across atwo day workshop, availablenationwide from autumn.

It will carry 16 CPD points andtrainers must have an existing

basic Kettlebell certificate in orderto enroll on the course.

Richard Scrivener, PremierTraining’s Kettlebell expert, said:“Kettlebell exercises, in particularthe new lifts we’ve developed, arevery effective as they providemany desirable physical attrib-utes.

“They promote muscles thatwork through a full range ofmovement (which strengthensand conditions), they increasecardio-respiratory function whenperformed in continuoussequences and they enhance co-ordination and flexibility in anintegrated manner.

The company has also launched

a new Total Pad work qualifica-tion, aimed, not only at teaching personal trainers andgym instructors the correct way to hold pads, but also the most effective boxing tech-niques.

Unlike other boxing-relatedqualifications on offer, Premier’scourse combines hook and jabpads together with body pads, tooffer a more complete workoutincorporating body to head train-ing techniques.

The qualification will be taughtover a two-day practical workshopculminating in a final practicaldemonstration assessment, withsuccessful students awarded 16CPD points.

CHAMPION MMA fighter Nick ‘head-hunter’ Chapman is to open a newcombat gym in Aldershot.

The Fight Science club will be anextension of the already successfulbrand, which is a bespoke service forcombat athletes spanning all trainingprinciples from strength and condi-tioning, nutrition and physiotherapy,to mental conditioning, techniqueand competition performance.

In partnership with Life Fitness,Nick, pictured above, will furtherextend the Fight Science offering byopening the doors to the dedicated

gym facility, located in a formerBritish Army boxing gym.

He said: “I’m delighted to be work-ing with Life Fitness on this amazingproject. Our goal is to offer our ath-letes the very best that science anddevelopment in sporting perform-ance has to offer.

“The equipment that has beendeveloped by Life Fitness andHammer Strength is the very best inthe industry, offering a very function-al approach to strength and condi-tioning and adapts perfectly to thedifferent sports that we target.”

Champion fighter Nick toopen new combat gym

‘Membership body of greatimportance’ – surveyTHE results of REPs’ annual cus-tomer satisfaction survey havebeen revealed – with 90 per cent ofmembers saying they feel having amembership body is of greatimportance to their work.

The register, which currentlyholds 30,000 members, recognisesthe qualifications and expertise ofexercise instructors in the UK and,according to figures, 82 per cent ofmembers stated their main reasonfor joining was the recognition ofprofessional status that the bodyprovided.

80 per cent of members also saidthey are satisfied with the level of

customer service the register offersand 70 per cent feel their interestsare very or fairly well supported byREPs.

Other services rated as importantby members included insuranceand a legal helpline.

REPs registrar Jean-Ann Marnochsaid: “Generally we’re very pleasedwith the results of this, our third,customer satisfaction survey.Naturally, there remains scope forimprovement; we’ll continue to lis-ten to feedback from our membersin order to improve the productsand services we offer so that theyare the best they can possibly be.”

Benefit of healthyhabits recognisedNUTRITION and healthy eatinghabits are important to the majorityof British children and their parents,according to the results of a YouGovpoll.

Research revealed 87 per cent ofBritish children aged eight to 15believe eating healthily is importantand 97 per cent of parents think their children should be eatinghealthily.

However, although most childrenappear to have adopted a healthyattitude towards nutrition, what they

actually eat on a day to day basis is adifferent matter.

17 per cent of children surveyed eatcrisps every day and nearly two thirdseat crisps at least a few times a week.

Sweets, chocolate and biscuits werealso stated as being consumed morethan once a week and over a quarterof children eat chips at least a fewtimes a week. But healthy snacks arealso popular – over half eat fruit everyday and 84 per cent eat it more thanonce a week.

Plans for annual fitness dayTHE UK’s first National Fitness Daywas held on September 30, spear-headed by the énergie Group andsupported by the FIA.

Free events and activities tookplace across the country in a bid toencourage the nation to think, getinvolved, and take action about theirpersonal fitness and wellbeing.

90 fitness clubs across the UKopened their doors to the public tohost the biggest combined one hourworkout ever, with over 10,000 par-

ticipants taking part in a variety offree activities from Zumba to tread-mill challenges.

National Fitness Day will nowbecome an annual event, takingplace every year on the last Friday inSeptember when the nation willreview its level of fitness.

� What did your club do to markNational Fitness Day? Let us know by emailing [email protected] orcontacting our editorial team on01226 734463.

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INDUSTRY NEWS56

LEADING international supplier ofname badges, Badgemaster, is citingtechnological advances as the reasonbehind its new, lower prices.

For more than 19 years the compa-ny has placed keen emphasis oninvesting in the most up to date man-ufacturing and order processing sys-tems which, coupled with consistentvolume growth, has always enabledeconomies to be passed on to cus-tomers.

“We’re now in a position to com-plete even the shortest runs extreme-ly cost-effectively”, said managingdirector John Bancroft.

“So we’ve overhauled our price listto make lower quantities of badgesaccessible at the same discountedrate previously reserved for higher

volumesand areable tooffer fur-ther sig-nificantsavingsfor largerusers –and theproductquality is better than ever.”

John believes competitors will behard pushed to match Badgemaster’scombination of product quality andpricing, and invites buyers to checkout their current deal against his owncompany’s offer.

Enquiries: Contact 01623 723112 or visitwww.badgemaster.co.uk

Badgemaster throws down lower price challengeOUR studio and free weights collec-tion includes a selection of productsfrom Ziva, Reebok, Bodymax,Powerblock, Powerbag, Zenith andLonsdale and has been broughttogether to provide a comprehensiverange of equipment to fit the require-ments of all sectors of the commer-cial fitness industry from healthclubs, local authority leisure centres,corporate gyms and sports clubs.

Spotlight On: The Ziva Collection –stylish, functional and affordable.

The total solution for your function-al and studio requirements.

Weight equipment including:� Dumbbells� Barbells� Olympic Plates

� Bars� Perform-ance Racks� Benches

StudioEquipmentincluding:� MedicineBalls� Gym Balls� Resist-ance Tubes� Matting

From single items through to newstart or full scale equipmentrenewals, you will find what you needwithin the Bodymax Collections.

View the full range in our online catalogueat http://bodymaxfitness.co.uk/cat1.pdf

Bodymax Collections

CLUBS can now bring the excitementof studio cycling into the cardio area,allowing members to have a seriouscycling experience anytime, in theirown time, at their own intensity withthe new AmadaSport range of VirtualBikes.

By linking the real cycling feel of astudio bike to a fully interactivetouchscreen system, it allows mem-bers to experience real world cyclingon legendary courses such as Alped’Huez, and Mount Ventoux or trainwith the professional teams in reallife video. A new bike being launchedin UK is the Ixion Real Life virtualbike. It uses the leading Tacx softwareto create a totally interactive systemthat simulates hills and wind throughto the pedals.

UK distributors Revolutionary

Products claim: “The AmadaSportIxion bikes open up a world of limit-less possibilities to everyone wantingto stay in shape on a bike outside ofstudio class timetables. Riding a dif-ferent course each workout reallymotivates you to come to the gym.”

Members can even train with thelikes of Tour de France winner CadelEvans!For more information call 01403 752223 or

go to www.revolutionaryproducts.co.uk

Bringing studio cycling into the cardio area ‘Specialising in the health and fitness industrywas the best decision we ever made’ALMOST 11 years ago Independentsarranged cover for their first gym andsince then have become immersed inthe fitness industry.

The company now boasts a clientbase of over 200 gyms and healthclubs in addition to a range of equip-ment manufacturers, trainingproviders and other organisationsconnected with the industry.

Director Frank Adebowale said: “Wemade a decision early on to specialisein health and fitness and we don’tregret it.

“We are passionate about the indus-try and as keen gym users ourselves,we understand the business of our

clients. We also know price is key,particularly in these challengingtimes and we always offer highlycompetitive premiums, but we alwaysensure the client has the right coverand the best advice.

“Other low cost solutions can oftenbe a false economy and end up cost-ing more in the long-run when aclaim is not covered.”

Many gym operators have citedtheir friendly and personalisedapproach, as well as their expertknowledge as the main reasons forusing Independents.

For more information contact: 01189875100 or [email protected]

LIFESTRENGTH UK, the ionic bal-ance band company are pleased toannounce the launch of the Pro SportIonic Band.

As it is the strongest ionic band onthe market it is the favourite in theprofessional sports market.

Look out for the band on yourfavourite sports superstars.

Also joining a large clientele of topsports coaches are Matt Lovell (toppro sports nutritionist, UKA, EnglandRFU) and Mark Sheasby (top prosports mind coach, soccer, cricketand rugby) who feature as endorsingthe Lifestrength Ionic Balance Band.

As a regular feature, Matt and Markwill be sharing some excellent advice

that they specialise in to their profes-sional sports clients.

Contact Lifestrength UK so that youcan retail the Lifestrength IonicBalance Band to your clients andshare in the success.

Call 01422883303, [email protected] or visit

www.lifestrengthuk.com

Matt Lovell

Introducing the Pro Sport Ionic Band

FOR the second year running, JordanFitness will be supplying a range offunctional training equipment to thegym featured on ITV1’s hit televisionshow The Biggest Loser.

Following the success of the lastseries which was viewed by an aver-age of four million viewers eachweek, the next series of The BiggestLoser started filming in September.

Contestants will compete to lose thehighest percentage of bodyweightduring the show, which was won lastseries by Wil Graham, who lost 8st7lbs.

On the partnership, Jordan Fitness’

business development director LeonRudge said: “We’re delighted to onceagain be involved with The BiggestLoser.

“The results achieved by contest-ants on the show are amazing and tobe able to support this with a fullrange of functional training productsis fantastic.”

Jordan Fitness also recently sup-plied a range of training products tothe gym featured on Channel Five’slatest series of Celebrity Big Brother.

Contact: 01945 [email protected]

The Biggest Loser turns toJordan’s for equipment again

LIPO Light is a brand new body shaping and fat expelling system, thatnot only delivers exceptional weightloss and body contouring results tothe gymgoer, but at the same timehuge financial benefits to the gymowner.

Lipo-Light is the first red light basedsystem for body sculpting, contour-ing and lymphatic drainage.

Harnessing the power of light thera-py to trigger the body’s own naturalability to burn fat, it enables the fatcells to release acids and glycerol (aprocess known as lipolysis) which are

then burned off during exercise,enabling faster results in the gym anda motivation to maintain a healthylifestyle.

Results are visible after just one 20minute treatment and a course of fivetreatments is recommended for opti-mum results.

Lipo-Light works particularlywell in conjunction with regular exer-cise and is therefore very much athome in a fitness centre, spa andgym.

For more information contact 01993776611 or email [email protected]

New body shaping and fatexpelling system launched

JORDAN Fitness has confirmed a newand exclusive partnership with SAQInternational.

The agreement names JordanFitness as the exclusive provider ofSAQ equipment for the health cluband gym sector and means thatJordan Fitness is now able to offer afull range of speed and agility trainingaids from the experts in this field.

Announcing the agreement onbehalf of Jordan Fitness, businessdevelopment director Leon Rudgesaid: “We're delighted to be working

with the team at SAQ International.“The quality and innovative nature

of the SAQ products naturally com-plements our existing portfolio ofproducts and I know, having spokento a number of clients already, that they are keen to add the equip-ment to their functional trainingareas.

“There is a clear synergy betweenJordan Fitness and SAQ Internationaland we look forward to workingtogether and creating some excellentresults for both companies.”

Jordan Fitness confirmsexclusive partnershipwith SAQ International

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CLASSIFIED 57EQUIPMENT

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CLASSIFIED58EQUIPMENT

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CLASSIFIED 59

SOFTWARE

SOFTWARE

MARKETING

INSURANCE

AUDIO / VISUAL

MANAGEMENT

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SUPPLEMENTATION & NUTRITION

BADGES

TRAINING

SUPPLEMENTATION & NUTRITION

SUPPLEMENTATION & NUTRITION TRAINING

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CLASSIFIED 61

FOR SALE

SAUNAS

FLOORING

DIRECT DEBIT COLLECTION

FOR SALE

FINANCE

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UPHOLSTERY

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BUSINESS OPPORTUNITY

LOCKERS

LOCKERS ID CARDS

WANTED

HYGIENE

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