Health Club Management April 2015

104 Pages·2015·10.47 MB·English

by  Leisure Media

healthclubmanagement.co.uk
APRIL 2015 No 223
Flying The arrival of
High Apple Watch
Bringing the Do health clubs
buzz of parkour need to worry?
into gyms
ON THE COVER
HUMPHREY COBBOLD
The CEO of Pure Gym on driving the business beyond club walls
Health Club Management
is IHRSA’s European
Strategic Media Partner
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EDITOR’S LETTER
Working alongside GPs
R
ecent Ipsos MORI research has revealed We should aim to place an exercise
that 57 per cent of people in the UK would professional into every GP surgery.
ask a doctor, GP or nurse for health advice, Then there’s the latest initiative
but only 1 per cent would turn to a gym from payasUgym, which has given
or personal trainer. That’s disappointing given that 13 8,000 London GPs access to free £5 passes to give out
per cent of the UK population are members of a gym – to patients. The chosen terminology raises questions:
people who ostensibly have bought into the whole notion it has been positioned as exercise referral, a highly
of the gym as a place to improve their health. So what complex system for those with chronic health conditions
more can we do to establish our credentials, not just as a that relies on the sort of solid data and expert support
place to work out but as a credible health partner? not all gyms can provide. However, if we view it instead
For starters, it makes sense to recognise people’s natural as ‘exercise recommendation’ it can immediately be
instinct to turn to their doctor for health advice, seeing seen in a less controversial light. It may not be enough
this as an opportunity rather than a challenge. If we can get
more GPs recommending exercise, we move fitness into a
far more compelling realm: research shows 64 per cent of Research shows that 64 per
people would exercise if recommended to do so by their cent of people would exercise
GP (see Dr John Morgan’s comment on page 28). if they were recommended to
This will require education, says Morgan: “GPs are
do so by their GP
constantly receiving visits from pharmaceutical companies,
but there isn’t an advocate for physical activity. If the
health club industry could approach surgeries, presenting
research and offering a pathway for patients, and following to encourage long-term behaviour change among a
it up with outcomes such as blood pressure readings for sedentary population, but we can’t change everything
those who go on to exercise, GPs may start to listen.” overnight. If this scheme succeeds in getting exercise
ukactive is already making strides in this area with its onto just a few more GPs’ radar, it’s to be welcomed.
Let’s Get Moving programme – now live in Luton and Last but not least, how operators position their offering
Bedfordshire – which sees a range of exercise professionals, is also key. As Pure Gym CEO Humphrey Cobbold says
from PTs to swimming instructors, placed in-house in on page 30: “At the moment we’re a place people go to
GP surgeries. There to advise and signpost patients into do stuff, but I don’t see any reason why we can’t become
whatever local activity options most appeal, there’s no a content and advisory brand, a source of counsel and
immediate commercial incentive for gyms to get involved guidance.” Gyms have a huge opportunity to offer health
– but the scheme represents a significant long-term and lifestyle advice that goes way beyond the gym.
opportunity to build relationships with GPs, educate them
about the benefits of exercise and perhaps, down the line, Kate Cracknell, editor
benefit from more active people wanting to join the gym. [email protected] @HealthClubKate
To share your thoughts on this topic, visit www.healthclubmanagement.co.uk/blog
T: [phone] W: www.healthclubmanagement.co.uk E: [email protected]
Cover image courtesy of Molese nienia as pa volent omnihillam, to idenitae. Ri
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WWeellccoommee ttoo
HEALTH CLUB MANAGEMENT Health Club Management
is IHRSA’s European
Strategic Media Partner
p24 Stanford University psychologist Kelly McGonigal on the science of willpower and how it can be contagious
p28 Talking point: What can we do to get people moving every day? p64 Positive moves for disability
03 Editor’s letter 20 IHRSA 2015 news round-up 28 E veryone’s talking about...
There is much the health and fitness Arianna Huffington on prioritising Getting off the couch
sector can do to build closer links wellbeing, Phillip Mills unveils plans With Public Health England issuing a
with GPs – and with it boost the for at-home on-demand classes, rallying cry about physical inactivity,
number of people being active – and a study of 1,000,000 member how can the fitness industry help?
says Kate Cracknell surveys reveals the top five things
loyal gym members care most about 30 Interview
08 L etters Humphrey Cobbold
Wearables as an opportunity 22 People news The new CEO of affordable fitness
not a threat, boosting the use of BMF founder Harry Sowerby rejoins chain Pure Gym talks to Kate
swimming pools, and the vital need as MD, John Oxley swaps Active Cracknell about the need to shift
to track and publish results Nation for PfP Leisure, and Liz the focus beyond the gym walls
Holmes joins Virgin Active
12 N ews round-up 36 All change, but no
ClassPass launches in London, 24 IHRSA update change at all
David Stalker and Fred Turok on In her IHRSA 15 keynote, ukactive strategy director Steven
their trampolining ambitions, Fit For psychologist Kelly McGonigal spoke Ward considers what might be in
Sport links up with Looney Tunes, about the science of willpower and store for the physical activity sector
and ActiveIQ unveils college course how the health and fitness industry following the 2015 General Election
can seek to harness it
19 T he advent of Apple 40 The personal touch
What does the arrival of the Apple 27 Diary dates Does personal training increase
Watch mean for the gym industry? Active-net takes place this month, member retention? Dr Melvyn
Technology expert Bryan O’Rourke while May sees BodyPower, the Hillsdon offers insight and analysis
offers his views Retention Convention and SIBEC UK based on his ongoing research
4 Read Health Club Management online at healthclubmanagement.co.uk/digital April 2015 © Cybertrek 2015
health club
April 2015
management
Public Affairs Media Partner
VANGUARD
p70 Gehl Architects’ Riccardo Marini on urban design to reverse the problem of dwindling activity on our streets
p56 A look at the operators successfully incorporating the buzz of parkour into their indoor studio spaces
48 The middle man 76 Platform for action Reader services
Reinvention, repositioning, a return The EU’s Platform for Diet, Health
to growth? Kate Cracknell asks our and Physical Activity encourages Digital turning pages
experts what’s next for the mid- key stakeholders to set up health- See Health Club Management online
market after several tough years improving initiatives across Europe. healthclubmanagement.co.uk/digital
We look at some recent projects
56 From street to studio News & jobs
Parkour has captured the public’s 80 L eaders of the pack For jobs and news visit the Health
imagination in recent years, so how Who’s in the 20 leading fitness Club Management website at
can fitness operators bring the buzz operators in Europe, and what have healthclubmanagement.co.uk
of this practice into the studio? been the dynamics in market over
the last year? Attention buyers!
64 Access for all Use our search engine to find suppliers and
Many gym operators are still falling 84 Supplier showcase get innovation updates fitness-kit.net
short when it comes to catering This month we look at projects by
for disabled people – but there Matrix, Life Fitness and D2F Fitness Subscribe
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APRIL 2015 LETTERS
Write to reply
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: [email protected]
WW.SHUTTERSTOCK.COM/ANTONIODIAZ DsHpsahcaubycnairneogosokuo tdhletwwnsfeeei-foeodf rqemse uwwscue cnt.moyena ltadHe lin noiev PdtufeodenuuyPgfwi gs sefLnsmreai ite gotcga cru vhcntentae s eh. ltsdoi rwue ceO, tnn Pg, iab red tpyRloliheait, cef Suhh dfiertsne,ro aonae tcrautnsouelnvgougie nnndrhiedyrndcg s vir e v c? naoechne lguacuae s nebsset n sdai nt
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clubs to hold a valid PPL licence for
all classes using original artist music.
Currently set at £1.25 per class, it
will increase in May 2015 to £1.45
per class. Club owners and operators
must be diligent; we’ve found that
clubs often pay PPL licensing for all
classes, even if some use music to
which these fees do not apply.
A recent YouGov poll showed 87
per cent of exercise class participants
Combining wearables with social media will enable clubs to get closer to members prefer original artist music, but clubs
should explore the options: you
could reduce the amount of original
Wearable technology is an artist music used and pay less in
licensing, or eliminate PPL licensing
opportunity, not a threat costs, by using non-original artist
compilations. Choose a solution that
fits your business model and clientele.
I was interested to read the interview There’s a second significant point that
with futurologist Magnus Lindkvist in Lindkvist makes: the reason why clubs, Gemma Wallis
HCM February. As he says, wearable PTs and fitness communities have a place Music platforms & resources, FitPro
technology looks set to radically change is indeed because they offer “packaged
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exposes operators to the risk of their imagine how much more powerful the WW
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aspire to: to help make the UK’s Sean Maguire PPL fees can be reduced by
population healthier and more active. MD, Legend Club Management Solutions using non-original artist music
8 Read Health Club Management online at healthclubmanagement.co.uk/digital April 2015 © Cybertrek 2015
Swimming can help improve
overall fitness for all ages
Broadening the appeal of
water-based activity
I wanted to write in response to
your recent feature on maximising
the value of swimming pools.
We recently looked at our pool
programming to see how we could
make all water-based activities more
attractive across the whole
community. We profiled non-
swimmers and took a fresh look at Many baby swimming providers have long waiting lists, indicating a big demand
the user journey – from antenatal to
hydro mobility sessions – and found
the main barriers to participation Operators should capitalise
were fear and the perception that
swimming is somehow boring. on boom in baby swimming
To reverse these perceptions, we
revisited our activity programme to
include more specialist health and It was interesting to read your ‘Stop could be capped because of pool time
wellness classes, to give non- Treading Water’ article in HCM February, availability. With demand there, this
swimmers more confidence. We also because at that time we had just gone to provides a real opportunity for pool
introduced extra inflatable sessions press with the results of our national baby owners to maximise income in this
during school holidays and weekends swim school survey, which confirmed a growth area: 58 per cent say they charge
to boost the element of fun. huge growth in the private swimming £5–10 per 30 minutes, and more than 36
More people are now swimming market over the last five years – proving per cent charge £11 or more.
to improve overall fitness, and many there’s great potential for pool owners to As the HCM article rightly points out,
customers are having lessons to capitalise on this burgeoning sector. pools are an expensive overhead, so
improve technique. Increasing water Seventy per cent of respondents said being proactive and innovative in your
confidence in this way encourages they had waiting lists for baby swimming approach to managing a pool programme
participation in other water-based lessons, and franchise swim schools – of is essential. From babies to adults,
activities and classes too. We’re which 72 per cent said they hire health offering a diverse mix of swimming,
very pleased to see more people club pools, in addition to hotel, school aquatic and fitness programmes is key to
taking part, especially against the and hydro pools – have the largest retaining customers and attracting new
backdrop of a falling national trend. waiting lists at 81 per cent. users into your facility.
Almost 86 per cent also said the
Peter Gunn market had not yet reached its peak, Zoe Cooper
CEO, BH Live and chair, sporta although many warned that growth Head of accounts, STA
The responsibility of a manager is to optimise use of the facility
Reading the February issue of HCM, I was surprised to learn that It’s also about diversifying the offer: we’ve had success with
many operators are not fully maximising the value of their pools. personal training in the pool, for example, and have branched
My responsibility as the manager of a sports facility is the out into sports holidays for kids.
optimisation of its use, which includes creating programmes for I check usage stats every couple of weeks – we can evaluate,
the various groups in the local population – schools, pensioners, with a maximum error margin of 0.5, the frequency of users in
working adults, triathlon enthusiasts – as well as competitive sessions. We also have a best practice manual for all staff and
sports events to ensure the pool is constantly in use. teachers, and implement assessments of all classes and facilities.
Filling off-peak time is crucial, and we offer rehab and
physiotherapy as well as sessions for seniors – developed in Nuno Lopes
conjunction with town councils – and local schools. Technical director, Clube Oriental de Lisboa - Portugal
April 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 9
APRIL 2015 LETTERS
Write to reply
Hstorwen tgot ghe ttr waionminegn into PHOTO
I was very interested to read your : W
strength training feature in HCM WW
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six people to a class, participants get
a high level of one-to-one coaching.
In addition, I believe our
approach is more appealing than
using free weights for many
women. There’s no pumping of
iron involved – the equipment
involves using between 1 and 62
per cent of your own bodyweight
as the resistance. This provides a
challenge for exercisers of all
levels, with great opportunities to
progress, and there’s a huge
variety of exercises.
From my own experience, I know
that this can lead to improvements
in strength and fitness without Is it time for operators to start tracking members’ results and publishing them?
women even feeling like they’re
doing a weights-based workout.
The sector needs to do more
Julie Burfoot-Brown
Owner, Fitness Function to track members’ results
I read with interest your editor’s letter boast of the impact they are having on
in the February issue of HCM, on the the health of their customers, but fail to
need to bring nutrition centre stage back this up with proof. Why is this?
alongside fitness in gyms. What do they fear? Could it be that the
On the one hand it was pleasing to see promises being made during the sales
so much sense being focused on the most tour or initial consultation are empty
important issue the health and fitness ones? I long for the day an operator
industry faces: meeting the wants (weight publishes the results its members have
loss) of its customers. On the other hand achieved over the previous 12 months!
it’s disappointing that, when considering Is it not time that one operator stands
future trends, so many operators still above the rest and begins tracking the
spend most of their time trying to come results of its customers? Even if they
up with new, way-out fads that continue discover that their current programmes
to ignore this core issue. are not delivering what they had hoped,
It has always struck me as strange that, they will at least be in a position to
for an industry that places such an change things for the better. This is,
emphasis on professionalism and prides after all, what professionals would do.
itself on the level of service it provides
Small group classes can attract customers, it doesn’t track the level of Nic Jarvis
women into weight training success it achieves. Operators continually Senior partner, The Alignment Partnership
10 Read Health Club Management online at healthclubmanagement.co.uk/digital April 2015 © Cybertrek 2015