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Health Club Management Nov/Dec 2014 PDF

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www.healthclubmanagement.co.uk NOVEMBER/DECEMBER 2013 No 208 PROVING YOUR WORTH What defi nes ‘value’ in members’ eyes? In the ZONE Click here to subscribe The ROI rationale to the print edition for functional www.healthclubmanagement.co.uk/subs training zones ON THE COVER IAN KEARNEY Fit for Free’s UK GM on membership that pays its own way EVERYONE’S TALKING ABOUT... OBESITY AS A DISEASE THE IMPLICATIONS OF RECLASSIFYING OBESITY HSetirasa ltItHhe gRCicSlu AMb’s e MEduiaanr oPagpaeretmanne nrt Read Health Club Management online: www.healthclubmanagement.co.uk/digital Follow us on twitter @healthclubmag MAKING EXERCISE A GAME GROUP EXERCISE ON YOUR CARDIO FLOOR ÷ 8QOLPLWHGãLQVWUXFWRUOHVVâFODVVHVRQ\RXUFDUGLRñRRU ÷ (QJDJH\RXUPHPEHUVLQPRWLYDWLRQDOIXQãJDPHâEDVHG FODVVHVWKDWUHDFKWKHPDVVHV &UHDWHGE\ ÷ ,QFOXVLYHWUDLQLQJ,QWHQVLW\HIIRUWEDVHGFODVVHV ÷ (QFRXUDJHHIIHFWLYHWUDLQLQJWKDWGHOLYHUV\RXUPHPEHUV UHVXOWV ÷ 1RDGGLWLRQDOOLFHQVHIHHDQGORZFRVWVHWXS WELCOME TO: CALL NOW on 0115 777 3333 or email us at EDITOR’S LETTER S Duebniscer Aipdtaimons Tapping into wellness tourism +44 (0)1462 471930 Circulation manager s health clubs align but there are synergies that could strengthen +M4ic4h (a0e)l1 E4m62m 4e7rs1o9n32 Atw hiethm wseelvllense sms,o erxec citloinsge ly rfoerlagtei olinnskhsi pws itwhi tnhe ewx icsutsintog mmeerms.bers and Editor new opportunities are emerging. I’ve just returned from a Juice Master Kate Cracknell Among these is the boom in retreat – a week of juicing and exercise +44 (0)1462 471906 wellness tourism, whose signifi cant designed as a catalyst for lifestyle change – +KAEL+i4dazst4 siTit eie(os 0rtBrr)aia1yanr4lnt6 ed2esi dr4ei37tc1ot93ro82r5 heldT hine coornfinpCTg ojeroaouuswntntrei i sgcsnGrermteteilripoa sEolbns co hra iowtnlfa n ,s W tioNt thbhmhee y lwte l,eGnh n uveDl eonos bvne2suea lt0thTli,l1 l ioiWew n3iudne herG dalOilsc tnlim ohncetb hts awosea bl a es r. akwHsfiunitchenpdFkeaep irlsnstotse hsarte lhrtacy tcne,lr ,ul d ewesib ttanhsu’rsr uier cleoetnsora sipunriestpelgyisdot w rtornpoetf ea a upelsrtlnrlvntsioinpe etigier nsebryrs saagd wmtcefaooknyimut re thl rerioc ifasreo lot,e lsrladtla edrewbet elwuoia vtartrahe nsayg r .tsrt ei oeoda n t. News editor Spa & Wellness Summit, commissioned SRI in-club, to help them maintain healthy habits. Tom Walker International to carry out the research to Alternatively, clubs could run their own +44 (0)1462 471934 benchmark the global market. It revealed retreats: residential stress management News desk that the economic impact of wellness courses, hiking or yoga weekends. SRI found A +4o4if e( 0D)1o4w6l2in 4g71938 touWrieslmln eiss sa thouugreis UmS a$lr1e.3atdryn a ac cyoeuarn.ts for 14 a8n4d p were lclneenst so tfo wuerilslntse sasr etr aiplsso a hreig hd oymieelds:t itch, ey +KP4arot4e d( C0u)co1tr4 n6ee2dy i4t7o1r927 The oppopretru cennitt oife tsot aal grloeb atl htoeurisem froevre nues satwhp mheo naa drvak,er eeorta n wgw eailev lgielnll rogwa bgtoaoerl, t it1hno3 vuge0res itptst tei.nr T g ct heinenvsitore ml hvaeoreadrl e tpw htei,ho tahpn.ld e CD +4lea4rs ai(g 0Nn)1eic7ro6l7l 769645 tcolu dbrsi vtoe hreavrenneusse , wbeulillnde csosm tomuurinsimtie s pcurorMrpeyo norttw igonyn me ox-gfp oweererilesln, ecaesns da tlaosroue rsnius’ttg slgi keaesrtleys ntao gt oj ooind a Web team and attract new markets gym until they feel they’re in better shape. A Dean Fox retreat or spa is often seen as an accessible +44 (0)1462 471900 first step to better health, and so appeals to E +m44m (a0 )H1a4r6r2is 471921 acenndt i ta’ns nfouraellcya ostv etro tghreo wne oxnt faive ryaegaer s9 .–9 per dcoifmferpelentte adu tdhienirc reest. rBeuat b–y p tehreh atipms eh athvienyg’ ve M +T+4iimc4h (Na0ea)l1 sPh4a6r2a m47o1r9e2176 wnocevenTealltrhn laoeyel lfs rt s–twe o tsrioetceaauealr ctcihshohtieuens r:gr is pas UtmrteriSm a $rocae6kfr v7egyed8l onb .ut5bewebainslno g,t, ogbtorhyuro or 2u1iss06pem1 s p7 o.efr fmdfseieriepiasglpmthi netlgdi emb smteseh e rteinernirata yandtelsoylyai etf rioa osinnr,n dtl to chps aephinn hyg gbsy iseamci acbp,la iluatyl t g ao baicnfie tn wtip vtpeleiatrirycgo eh–vfo.t idt,r he tedhy ea Publisher travelling specifically to maintain or enhance Health clubs can serve the secondary Jan Williams personal wellbeing, by visiting a destination wellness tourist market too, by making +44 (0)1462 471909 spa or retreat; and secondary being those facilities available to travellers; models like Sales who travel for other reasons, but who want payasUgym.com can help exploit this sector. +Jo4h4n (C0)h1a2ll0in2o 7r42968 to Tmhaisin mtaiignh ta sheeeamlt hoyn leif esstetypl er eomno tvheed r foraodm. harTnhees so pwpeollrnteusnsi ttioeus rairsem t thoe rder ifvoer rceluvebns uteo, Astrid Ros the business model of a typical health club, build communities and attract new markets. +44 (0)1462 471911 FJ+u4ilni4ea (Bn0ac)di1ar4li6 cak2d 4m71in9i1s9trator KToa tseh aCrrea cykonuer ltl,h eoduigthotrs - o kna ttehcirsa tcokpneicll,@ vilseitis wurwemwe.hdeiaa.cltohmc l/u tbwmitatnear:g @emHeenatlt.choC.luukb/Kbaloteg Denise Adams +44 (0)1462 471930 Credit controller Subscriptions Tel +44 (0)1462 471930 Rebekah Scott The Leisure Media Company Ltd, Portmill House, +44 (0)1462 733477 Portmill Lane, Hitchin, Hertfordshire SG5 1DJ UK Download the latest issue November/December 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 3 WELCOME TO Health Club Management is IHRSA’s European HEALTH CLUB MANAGEMENT Strategic Media Partner p72 Adam Parr and Sir Keith Mills of Sported (above left and right) on the foundation’s efforts to fulfil the legacy promise of the 2012 Olympics p49 Justifying investment in functional training p56 Global opportunities for wellness providers CONTENTS 03 Editor’s letter 22 I HRSA update 32 E veryone’s talking about... Tapping into wellness tourism could Anna Rounaja of Hukka Oy Obesity as a disease help health clubs drive revenue, considers success in the Finnish Will the classification of obesity build communities and bring in new fitness market, and IHRSA publishes as a disease in the US bring better markets, says Kate Cracknell its latest European report treatment, or will it take the onus to lose weight away from the individual? 06 L etters 26 ukactive update If clubs look after their PTs, it could David Stalker explains how 34 Interview positively impact member churn, says investors are being attracted back Ian Kearney Jack Malin of Your Lifestyle to the fitness sector The UK GM of low-cost operator Fit for Free talks to Kate Cracknell 10 N ews round-up 28 Competitive edge about how it can charge a LA Leisure launches new LAX Cross the Arctic with huskies, membership fee and still be ‘free’ health club brand, and Finnish or undertake a snow-shoe trek operator Livia opens ladies-only through the Pyrenees this winter 41 Perceived value club in Essex As part of his retention series, Dr 29 Diary dates Paul Bedford takes a look at how 18 I nternational news Spa Life UK takes place in UK facilities currently rate in terms Hard Candy Fitness continues its November, followed by SIBEC of perceived value for money global rollout, and female-only chain Europe in Marbella, Spain Vivafit signs a deal for Oman 49 Does it pay to 30 Members’ choice be functional? 20 P eople news A report on the third annual Health How are operators justifying the Nathalie Smeeman joins EHFA as its Club Awards, which took place investment in functional training, new executive director during LIW in September and are they reaping the rewards? 4 Read Health Club Management online at healthclubmanagement.co.uk/digital November/December 2013 © Cybertrek 2013 health club management Public Afairs Media Partner NOVEMBER/DECEMBER 2013 VANGUARD p18 Hard Candy continues its roll-out p34 International growth plans for Fit for Free p28 Cross the Arctic for charity p61 News from LIW 2013 READER SERVICES 54 Healthy obesity? 78 R emoving barriers Digital turning pages: Research into twins shows some Abigail Harris looks at three life- See Health Club Management online obese people can still be healthy changing sporta community projects healthclubmanagement.co.uk/digital in the London boroughs 56 The wellness opportunity News & jobs: The latest Global MONITOR 82 F itness-kit.net special For jobs and news visit the Health report from The Futures Lockers Club Management website at Company presents the trends and The latest locker solutions from healthclubmanagement.co.uk opportunities in wellness Gantner, Safe Space, FitInteriors and Craftsman Quality Lockers Attention buyers! 61 L IW 2013 Use our search engine to fi nd New products and trends from this 84 A land of opportunity suppliers and get innovation updates year’s Leisure Industry Week Trent Brown analyses a new report fi tness-kit.net on the Australian and New Zealand 68 U p & running health and fitness markets Subscribe: How badly is broken equipment Sign up for Health Club Management 72 & ra Ts Soefhfip lereuAoc tptrKidoiatnseinagr so imyb tntoeh uht a PhritMn e accd lac irutnlobrhl scue? u dKSt-p abdtoaohrs wetHedndu t dimsoen 9888 L SWSfarnkiuogdiepmp hpPt pairWtnkelwgeicT e oceaSror i l uIognslohdthek tso ratsnwata vrtecieo aconefsafn elht, uTpnorgoteajerl ,cG atsyn md aBc+aFtnlo4u udlr4be y ss ia(uesen0ruprd)vpr s1ilesci4’epes 6ragsus 2bumi n os4i aft.d7 rchp1keoer9eo m:t1hds5e,,u aoclttrhs c aOwOP*VPTiSrscLini0cwiOLneentQasfowtfo wfeow ulcoxov41c bP @oiw NOVEMBER/DECEMBER 2013 LETTERS November/ WRITE TO REPLY De2c0em13ber Do you have a strong opinion or disagree with somebody else’s views on the industry? If so, we’d love to hear from you – email: It takes a machine this tough to produce a towel this soft Miele Professional laundry solutions are engineered to keep on running – wash after wash, year after year. Simple to use and taking up as little as a square metre (even stackable) a Miele will take whatever you throw at it and turn out perfect results every time. Call 0844 893 0777 or visit www.miele-professional.co.uk NOVEMBER/DECEMBER 2013 LETTERS November/ WRITE TO REPLY De2c0em13ber Wearable technology for staff will boost retention Your recent feature on wearable technology (see HCM Sept 13, p68) highlighted the benefits in terms of DIY healthcare for consumers, but didn’t mention the potential for staff to use the technology to improve customer service and retention. At this year’s Gladstone Summit, several popular workshops on portable technology showed the main desire for leisure operators is to remove the traditional barriers at reception and get staff interacting more personally with members. This is starting to evolve with tablets, but to take that a stage further in the future using something like Google Glass would have huge potential for the way leisure operators work. Being able to move around the facility would lead to a higher number of interactions and improve customer Budget clubs might be better off recruiting a smaller team of motivated PTs service – and ultimately retention, as recently highlighted by Dr Melvyn Hillsdon, who said interacting once Budget clubs must focus on PT a month increases the likelihood of attendance by 70 per cent. churn to address member churn Wearable technology could flag up ‘at risk’ members in your facility, I was very interested to read the three- clients needed by each PT to keep them with accompanying images of them part retention series by Guy Griffiths with you long term). right in front of you. Imagine being this summer. I completely agree with 4. Point 3 should give you the number able to then expertly interact his thoughts on review sessions, gym of PTs your club can hold. Point 1 will with those members, with their floor contact and absent member calls. give you the number of hours you need membership details in your sight – However, something our sector doesn’t to service your club. Divide the number letting them know how many spaces seem to be addressing is how we deliver of hours by the number of PTs and you are available in their favourite class this within a budget club staffing model. have your offering to PTs – the hours they and booking them in there and then, Many budget gyms have a huge team need to work for the club in exchange for for example – all through the power of PTs who are often expected to operating as a PT there. This should be of wearable technology. undertake all member liaison. But for no more than 15 hours a week. If it is, go them all to make enough money to stay back to point 1 and think about members’ Leon Houseman motivated, upwards of 20 per cent of expectations of the club. Do you need Marketing manager, members would need to pay for PT, and 50 group ex classes a week or would 30 Gladstone Health & Leisure that’s just not realistic in most cases. This suffice? Does everyone need a one-to- leads to high levels of churn among PTs. one induction or could small groups work I believe clubs would be far better and promote member engagement? off recruiting a smaller, higher quality, Most budget clubs already have motivated PT team: intelligent IT systems in place, allowing any 1. Work out how many gym floor staff in the club to spend more time out hours you need, not want. Make sure of the back office. However, combining your class timetable, inductions and gym that with a highly motivated PT team that floor walking are all accounted for. has time on the gym floor to effectively 2. Work out what your expected total interact with members can help stem number of PT clients is. Take an average attrition rates in the budget sector. of 4 per cent of your total membership. 3. Divide the total number of PT Jack Malin Google Glass could help staff clients by about 18 (the number of MD, Your Lifestyle ‘read’ members as they interact 8 Read Health Club Management online at healthclubmanagement.co.uk/digital November/December 2013 © Cybertrek 2013 PHOTO: SHUTTERSTOCK.COM/ANDREW BASSETT ADVERTISEMENT PROMOTION The New Calorie Killer & Membership Builder from StairMaster.® The TreadClimber® 5 An interview with Travis Vaughan, director of product management for StairMaster Runt qui ipit aut quae. Ebis res dellam et quam aspientium rese none The fitness equipment market is crowded. What’s special about StairMaster’s TreadClimber 5? Walking is the #1 fitness activity in the world. TreadClimber 5 takes walking and makes it a more effective way to burn calories. TreadClimber 5 Before the TreadClimber 5, a walker offers a natural could burn more calories by adding walking motion speed or adding incline. Both are effective, but they are also hard on the body, and many exercisers are simply The “magic” is that you are effectively combined two proven technologies to not able, or not willing, to do it. walking up an incline, but are pushing off deliver a very new exercise experience. Over the past few years, multiple of a flat surface. The result is a low- On the path to launch, we’ve designed independent research studies have impact, natural walking feel – many – and re-designed—the TreadClimber shown that when compared to walking people compare it to the feel of walking 5 multiple times. There are literally on a fl at treadmill, walking at the same on sand – with additional calorie burn. years of lab and fi eld testing behind this speed on the TreadClimber burns two product, and the fi nal design is the result times as many calories. Put another way, What about other alternative of this rigorous process. We’re very walking 3.5-4 MPH on the TreadClimber cardio equipment? proud of what we’ve developed. 5 – which almost anyone can do – Unlike most other alternative cardio provides the same calorie burn as machines, TreadClimber 5 is a natural Why should club owners invest running 7-8 MPH. That’s amazing. walking motion. It adapts to any stride in a TreadClimber 5? pattern, it’s easy to use, intuitive and Payback period is fast. TreadClimber 5 Why not buy an incline trainer accessible to all fitness levels. can help sell memberships more – one with very steep incline? effectively than any product we’ve ever Adding incline to walking does burn Will TreadClimber 5 developed. It’s for deconditioned more calories, but the biomechanics of be dependable? prospective members, active agers and pushing off of a steeply-inclined surface StairMaster has a long history of making ‘new to fitness’ exercisers. For regular create a lot of stress on ankles, knees durable, high quality products for exercisers looking to join a club that and hips. In contrast, the TreadClimber commercial fitness facilities. The real promotes results and embraces 5 creates added calorie burn without breakthrough with this design is its innovation, it’s also a winner. this added stress. Each foot is simplicity. TreadClimber 5 is the “love Clubs that want the best exercise supported by an independent treadle child” of our StairMaster StairClimber options and the best brand see the value that rises and descends as you walk. and a treadmill drivetrain. We’ve in the StairMaster TreadClimber 5. ONocCtvoebmOebrN e2r0/T1D3Ae ©cCe mCTybbe erD r2tE0re1Tk3 A2©0 I1CL3ySb:e r treTk E20L1 3+44 (0)3333 4R4ea0d6 H0e7alt h C Wlub EMBan aWgemWentW on.lSinTe Aat IhReMaltAhcSluTbEmRaFnaITgeNmEenStS.c.Co.uOk./UdigKital 9 UPDATE UK NEWS £28m health centre for Leeds The multi-million pound wellbeing centre Holt Park Active, located on Holtdale Approach in Leeds, has opened to the public. The 2013 FLAME Awards were held in Telford The centre offers a range of flexible spaces for activities FLAME Awards 2014 and support services that suit people of all ages. categories revised It features a 70-station The FLAME Awards criteria have received Bodyline gym, 25m pool, a shake-up in a bid to better reflect how hydrotherapy and learning the leisure sector has evolved and to create pools, dance studio, café, opportunities for clubs, industry suppliers garden, sports hall, multi- and stakeholders to celebrate how their activity rooms, Changing work impacts health. Places facility and meeting / The FLAME Awards 2014 will also see training areas. the introduction of new awards and, for The facility hosts a wide Facilities at the new wellbeing centre include a 70-station Bodyline gym the first time, operators and suppliers will range of activities including be up against each other in a number of cycling, kettlebell sessions, tai-chi and pilates. Councillor Lucinda Yeadon, Leeds City new categories. For children there’s a bouncy castle. Council’s executive member for leisure, says: New categories include ‘Workplace Aiming to encourage residents of all ages to “Having watched the building take shape over Wellbeing’, ‘Shaping the Future Generation’, lead an active lifestyle, the centre will also host the past year, it’s so exciting knowing that Holt ‘Go Green’ and ‘Go Outdoors’. a range of activities for older people and those Park Active is now open to the public. I’m Another addition is the ‘Supplier of with physical or learning disabilities. sure this fantastic new facility will quickly the Year’ Award. This category will give The project to build the new centre was become a hub for the whole community, suppliers the opportunity to put themselves overseen by Leeds City Council, with funding as well as something that the city can be forward against the best in the sector. from the Department of Health through the genuinely proud of. Details: http://lei.sr?a=U4x0i Private Finance Initiative. “The centre is one of the biggest investments The facility replaces the Holt Park Leisure in leisure in Leeds for the last 30 years and will Centre on Holt Road, which closed last help a huge number of people to live healthy Everyone Active and Fit for December after operating for 36 years. lifestyles.” Details: http://lei.sr?a=0i1q9 Sport run Legacy Games More than 700 children took part in a day of activities and healthy competition 50th Pure Gym site opens in Sunderland designed to deliver the sporting legacy of the London 2012 Olympics Games. Low-cost fitness operator The Legacy Games event, which took Pure Gym opened its 50th place at the Harrow Leisure Centre in site in September, located in October and was run in partnership by Sunderland. Fit for Sport and Everyone Active, aimed In keeping with its policy of to deliver a legacy of sport and community making fitness affordable and engagement to children aged 7–11 years. convenient, the new site is Everyone Active and Fit for Sport have located at a Tesco Extra store. made a joint pledge to have 500,000 A n g e l a C r a w s h a w, under-16s engaged and active, to be property director for Pure achieved through a host of Legacy Games Gym, says: “The footfall days for primary school children across that a Tesco supermarket the UK; Harrow was the third so far. receives is obviously a huge The event started with a ‘motivational bonus for us, but as a busy mass warm-up’ with GB Olympic swimmer gym operation we’re also Steve Parry before dividing the children able to reciprocate that into smaller groups for a variety of sports to a certain extent with Pure Gym expects to be operating a total of 80 clubs by the end of April activities and team-building challenges, hungry gym-goers. with the aim of inspiring them to lead a “Having a gym and a supermarket under Having opened 50 gyms in just under four healthy lifestyle. In the afternoon there one roof also makes it easier for customers to years, Pure Gym is aiming to reach 100 sites by were competitive sprint races and inter- fit exercise into their normal routine, and we the end of 2014. Monthly memberships start at school relay races, with teams of up to 30 hope that the collaboration will serve as yet £10.99, with no fixed contract, and members taking part. The day ended with a medals further motivation for individuals to combine have access 24 hours a day and seven days a ceremony. Details: http://lei.sr?a=K4F3l a healthy diet with regular exercise.” week. Details: http://lei.sr?a=E5s7x 10 Read Health Club Management online at healthclubmanagement.co.uk/digital November/December 2013 © Cybertrek 2013

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