Health Club Management January 2015

100 Pages·2014·8.62 MB·English

by  Leisure Media

healthclubmanagement.co.uk
JANUARY 2015 No 220
Health Club Management
is IHRSA’s European
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WORLDWIDE LEADERS IN
HEALTH CLUB PROMOTIONS
New Members... No Outlay... No risk
CFM can drive 200 – 700 new members through the
door in 6 weeks as well as giving you a legacy of:
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(cid:135)(cid:3) (cid:36)(cid:3)(cid:86)(cid:83)(cid:85)(cid:76)(cid:81)(cid:74)(cid:69)(cid:82)(cid:68)(cid:85)(cid:71)(cid:3)(cid:87)(cid:82)(cid:3)(cid:79)(cid:68)(cid:88)(cid:81)(cid:70)(cid:75)(cid:3)(cid:87)(cid:75)(cid:72)(cid:3)(cid:70)(cid:79)(cid:88)(cid:69)(cid:3)(cid:87)(cid:82)(cid:3)(cid:68)(cid:3)(cid:83)(cid:85)(cid:82)(cid:191)(cid:3)(cid:87)(cid:68)(cid:69)(cid:79)(cid:72)(cid:3)(cid:68)(cid:81)(cid:71)(cid:3)(cid:83)(cid:85)(cid:82)(cid:74)(cid:85)(cid:72)(cid:86)(cid:86)(cid:76)(cid:89)(cid:72)(cid:3)(cid:73)(cid:88)(cid:87)(cid:88)(cid:85)(cid:72)
Croydon Park Hotel
“Since 2010 we have run campaigns every year
adding 2500 new members to the club. One of
the real strengths of running the Memberdrive
campaign is not only the new members but also
the boost we receive in our own new members”.
Five Star Health and Fitness, Windsor
“I like the growth that CFM stimulated.
They didn’t stop and the marketing they
did created a huge amount of awareness
around Windsor. We were doing a large
renovation of the gym just before we
considered using CFM so the fact that
there is no capital investment from
us made it an easy proposition
to consider.“
(cid:87)(cid:92)(cid:83)(cid:72)(cid:3)(cid:70)(cid:85)(cid:72)(cid:68)(cid:87)(cid:76)(cid:89)(cid:72)(cid:191)(cid:3)(cid:87)(cid:81)(cid:72)(cid:86)(cid:86)(cid:80)(cid:78)(cid:87)
to see what other club
owners have said
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(cid:41)(cid:85)(cid:68)(cid:81)(cid:70)(cid:75)(cid:76)(cid:86)(cid:72)(cid:86)(cid:3)(cid:68)(cid:81)(cid:71)(cid:3)(cid:42)(cid:82)(cid:79)(cid:73)(cid:3)(cid:68)(cid:81)(cid:71)(cid:3)(cid:38)(cid:82)(cid:88)(cid:81)(cid:87)(cid:85)(cid:92)(cid:3)(cid:38)(cid:79)(cid:88)(cid:69)(cid:86)(cid:17)(cid:3)(cid:44)(cid:73)(cid:3)(cid:92)(cid:82)(cid:88)(cid:3)(cid:81)(cid:72)(cid:72)(cid:71)(cid:3)(cid:80)(cid:82)(cid:85)(cid:72)(cid:3)(cid:80)(cid:72)(cid:80)(cid:69)(cid:72)(cid:85)(cid:86)(cid:3)(cid:70)(cid:68)(cid:79)(cid:79)(cid:3)(cid:38)(cid:41)(cid:48)(cid:3)(cid:11)(cid:19)(cid:20)(cid:20)(cid:24)(cid:3)(cid:26)(cid:26)(cid:26)(cid:3)(cid:22)(cid:22)(cid:22)(cid:22)(cid:12)(cid:3)(cid:3)
(cid:82)(cid:85)(cid:3)(cid:72)(cid:80)(cid:68)(cid:76)(cid:79)(cid:3)(cid:88)(cid:78)(cid:35)(cid:70)(cid:73)(cid:80)(cid:17)(cid:81)(cid:72)(cid:87)(cid:3)(cid:81)(cid:82)(cid:90)(cid:3)(cid:87)(cid:82)(cid:3)(cid:86)(cid:72)(cid:72)(cid:3)(cid:75)(cid:82)(cid:90)(cid:3)(cid:90)(cid:72)(cid:3)(cid:70)(cid:68)(cid:81)(cid:3)(cid:75)(cid:72)(cid:79)(cid:83)(cid:3)(cid:92)(cid:82)(cid:88)(cid:17)(cid:3)
EDITOR’S LETTER
A new call to action
Y
oung or old, disabled or able-bodied, important shift that ‘everybody
fit or unfit, the brief is clear: we should active, every day’ represents. It
all be active on a daily basis. This is the can’t be just about gyms any more,
unambiguous and very welcome message as ukactive CEO Dave Stalker
from Public Health England (PHE) in Everybody Active, Every explains on page 24: “As a sector, we’ll see an ongoing
Day – its recently published national framework designed redefinition of who we are and what we stand for, driven
to combat inactivity. Hear, hear PHE. In their bold by an understanding that physical health clubs, leisure
simplicity, the four words ‘everybody active, every day’ centres and activity providers are now part of a wider
become more than just the name of the framework – they ecosystem working to get the world fit and healthy.”
become a rallying cry for the fitness sector as a whole. Other organisations have already embraced this ‘all
“This is the largest and most significant piece of work activity is good’ agenda: Sport England’s ‘Get Healthy,
on physical activity done by PHE since its inception in
2013. It’s a great indication that physical activity is starting
to climb its way to becoming a top tier public health It’s about changing attitudes so
issue,” comments ukactive CEO David Stalker. physical activity becomes the
It’s the simplicity of the message that’s particularly
expectation – the new social norm
refreshing: activity has to happen every day. That’s
infinitely easier to grasp than x number of minutes on y – professor Kevin Fenton
number of days a week. It’s also more compelling – less
about guilt-tripping people if they’re not doing the
minimum, more about inspiring them to do something, and Get Into Sport’ campaign has been rebranded ‘Get
to do it today rather than putting it off until tomorrow. Healthy, Get Active’ and backed by £5m of funding.
As PHE’s Kevin Fenton explained at the recent ukactive Fitness must do the same. There are clear opportunities
Summit, it’s about changing attitudes so physical activity for fitness providers to latch on to the PHE agenda,
becomes the expectation – the new social norm. That including embracing partnership work in the community,
means implementing ‘active design’ principles in places developing links with corporates, and providing better
where people live, so activity options are embedded into evidence of the effectiveness of activity interventions.
everyday lives. It means setting up exercise initiatives in If the sector is willing and able to embrace ‘everybody
the workplace, as The Huffington Post founder Arianna active, every day’ – focusing on getting people moving
Huffington urges on page 32. And it means rolling out wherever they are, rather than concentrating exclusively
well-evidenced physical activity interventions on a national on its own bricks and mortar facilities – it can play a huge
scale. All these are key prongs of the framework, which role in turning the tide of inactivity.
can be found at www.health-club.co.uk/phe
There’s huge scope for the fitness sector to play a role Kate Cracknell, editor
in all of this, but club operators need to recognise the [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]
January 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 3
Welcome to
HEALTH CLUB MANAGEMENT Heias ltIHh RCSluAb’s MEuanroagpeemane nt
Strategic Media Partner
p62 Megatlon’s pioneering Antarctic fitness adventure p32 The Huffington Post’s Arianna Huffington on the business of wellbeing
p64 What’s the role for health clubs in the battle against obesity? p50 Dr Melvyn Hillsdon offers his top five retention tips for 2015
Contents
03 Editor’s letter 24 ukactive update 39 Direct hit
The four words ‘everybody active, Will 2015 prove to be a turning Sports Direct Fitness will offer gym
every day’ are more than just the point for the fitness and physical memberships from as little as £5 a
name of PHE’s framework to combat activity sector? ukactive CEO David month. Jak Phillips asks an expert
inactivity: they’re also a rallying cry Stalker offers his thoughts panel for their thoughts on the
for our sector, says Kate Cracknell implications for the rest of the sector
26 Diary dates
08 Letters A look ahead to 2015’s key events 44 Interview
School Gym 3T is making school PE for the health and fitness sector, Grover Daly
creative, interesting and fun, says from trade shows and conferences The vice president of Downsize
project manager Mark Bellamy to workshops and meeting forums Fitness in the US talks to Kate
Cracknell about transforming the
10 News round-up 30 Everyone’s talking about... lives of an overweight population
JD Gyms reveals expansion plans, One-to-one training
NHS to promote fitness apps, and The focus seems to be moving from 50 N ew year, new strategy
Matrix retains Gym Group contract personal training to small group Targeting older members and
training. Is the one-to-one model focusing on social interaction are
20 International news still a viable offering? among Dr Melvyn Hillsdon’s top five
Fitness First announces plans to tips for boosting retention in 2015
open 30 new clubs in India, while 32 IHRSA interview
Vivafit continues global roll-out Arianna Huffington 62 Gymtopia series
The author, pundit, TV celebrity Frozen
22 P eople news and founder of The Huffington Ray Algar reports on a pioneering
Steve Philpott to retire from Places for Post will talk about wellbeing and fitness facility that’s been built at
People; Sandra Dodd becomes CEO business success at IHRSA 2015 Antarctica’s front door
4 Read Health Club Management online at healthclubmanagement.co.uk/digital January 2015 © Cybertrek 2015
health club
January 2015
management
Public Affairs Media Partner
VANGUARD
p24 Predictions for the year ahead from ukactive p92 We round up some of the latest news in the world of group exercise
p82 Expert commentary on product lifecycles within the health and fitness industry p44 Grover Daly on ‘downsizing’ members
Reader services
64 Team effort 82 S tate of play Digital turning pages
Dr Rachel Pryke of the Royal Where does the UK health and See Health Club Management online
College of General Practitioners fitness sector currently sit in its healthclubmanagement.co.uk/digital
talks to Kate Cracknell about a product lifecycle, and what comes
co-operative approach to combating next? Kate Cracknell asks the News & jobs
the obesity epidemic experts for their thoughts For jobs and news visit the Health
Club Management website at
70 M emory upgrade 88 Leading the charge healthclubmanagement.co.uk
A small trial suggests wellness What does it really take to be a
interventions, including exercise, great leader? Kath Hudson asks our Attention buyers!
can help reverse memory loss in panel of management experts Use our search engine to find
Alzheimer’s patients suppliers and get innovation updates
92 Fitness-kit.net special fitness-kit.net
72 E ntering a new cycle Strength in numbers
Cycling microgyms are bringing a We take a look at what’s hot in Subscribe
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the world. We round up some of the new Tabata Cycle workout and at leisuresubs.com, or call:
the different models and offerings ‘Zumba with Bursts’, to Physical [phone]
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IP deal with BBC debuts Rimal Spa
(cid:52) Sport England and (cid:52) Study shows VR
MIND: Sport to combat (cid:52) Virgin Active’s fresh (cid:52) JW Marriott Resort has significant effect
mental health issues IPO rumours Venice updates plans on the brain
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January 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 7
JANUARY 2015 LETTERS
August
WRITE TO REPLY Janua2ry013
2015
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]
Make PE fascinating and fun Let’s help GPs to make
‘every contact count’
The recent article on Dr John Morgan
and his ‘exercise is medicine’ philosophy
was refreshing, and his references to
the 10-minute consultation a useful
reinforcement of the recent movement to
make ‘Every Contact Count’.
As Dr Morgan asserts, it’s about
focusing on key information with
achievable goals for both GP and patient
(see HCM NovDec 14, p42).
If the fitness sector is to play a role,
we must have a strong national and local
evidence base to convince healthcare
professionals of the merits of exercise
interventions. Creating quick and seamless
access to simple referral processes, so
healthcare professionals can feed people
into the appropriate services, is also
crucial for time-pressured GPs, as is
visibility of this information at all stages,
so patient progress can be monitored.
Dr Morgan also highlights a role for
private organisations in the fitness sector.
In the School Gym 3T I concur, but they do face a challenge in
concept, games involve gaining access to surgeries. Strategies
cerebral as well as are required to support them, and they
physical activity must have a clear understanding of what
information is out there, as well as a clear
picture of what’s required, so they can
I read with interest the HCM articles athleticism can help, many games convince healthcare professionals of the
on obesity (HCM Oct 14, p70) and require more cerebral approaches merits of their services.
increasing physical activity among to succeed: thinking, mathematics,
children (HCM Oct 14, p62), and spelling, planning. We’ve also Stuart Stokes
wanted to tell you about an initiative – developed awards that can be achieved Commercial director, Refer-all
School Gym 3T – that’s impacting on through consistent displays of certain
both these important areas. behaviours: coaching, mentoring,
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school, Dylan Blain of Leisure Lines, good movement, as this is important : W
and myself. We wanted to find a way for everyone, and ensuring habits WW
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alpha boards with lettering, bean Dr Mark Bellamy Quick access to referral processes
bags and numbered tracks. Although Project manager, School Gym 3T will help time-pressured GPs
8 Read Health Club Management online at healthclubmanagement.co.uk/digital January 2015 © Cybertrek 2015
THE ULTIMATE
USER EXPERIENCE
7xi – changing the way you connect and communicate
with your members, and revolutionising the way you
manage your equipment, facility, and data.
www.matrixfitness.co.uk
UK news update
Active Training Awards Burnham backs exercise drive
2014 winners announced
The activity sector’s leading training Shadow health secretary Andy Burnham preventative and the organisation sustainable.
providers gathered in December to celebrate has pledged that physical activity would be Burnham said that changing activity patterns
top achievers at the Active Training Awards. available on prescription from every GP is the easiest lifestyle change to make, but
More than 150 training companies, surgery under a Labour government. acknowledged that many still struggle and
employers, HE providers and commercial The respected physical activity advocate must be supported. “The message of physical
vocational providers were on hand to hail made the bold pledge at the recent ukactive activity should be all-inclusive so people don’t
exceptional performance and commitment National Summit in central London. In his feel intimidated,” he added.
to vocational training and development. keynote address, the MP for Leigh said Labour Burnham said healthy lifestyles must be
There was a three-stage assessment would make physical activity a national priority instilled from an early age. He outlined plans
process for the awards, comprising a and ensure exercise can be prescribed by to set new standards for food in schools –
submission and then feedback stage from having an exercise professional on-staff at with targets such as reduced fat and salt – as
employers and learners. The final stage every GP surgery. There was also the promise well as ensuring that all children leave school
included a presentation to a panel of experts. of a more people-focused NHS under Labour, with the ability to swim and ride a bike safely.
“Training and development is rapidly embracing physical activity to make healthcare Details: http://lei.sr?a=Z9z4v
changing to meet the demands of today’s
workforce,” said ukactive CEO and CIMSPA
chair David Stalker. “We’ve focused this year
on driving a discernible shift in training
standards and it’s great to be able to
recognise top players across the industry.”
See link below for the full list of winners.
Details: http://lei.sr?a=5X4f3
Serco to sell leisure arm
in strategy overhaul
Andy Burnham delivers his keynote speech at the ukactive National Summit 2014
Rupert Soames: Heading Serco’s revamp JD Gyms reveals 2015 expansion plans
Up to 70 UK leisure and sports facilities
face uncertainty after operator Serco Retail megabrand JD Sports, which announced
announced plans to sell its leisure arm. its entry into the gym market with the launch
Services giant Serco is looking to of JD Gyms in early 2014, has outlined its plans
offload several of its ‘non-core’ businesses for expansion in 2015.
as part of a strategy overhaul, ahead of a The operator opened its second club in
planned £550m rights issue. One of these December 2014, in Liverpool city centre –
businesses is Serco Leisure, which manages located within a Grade II listed, three-storey
70 UK locations including Bisham Abbey property – and expects to open a further
and Lilleshall National Sports Centres, two sites in Q1 2015.
the National Water Sports Centre and “Following this, we’re looking to roll out
Manchester Aquatics Centre. further sites during 2015. However, we’re also
Livingstone Partners is understood to be open to expansion through acquisition,” said
handling the sale of the leisure unit, which JD Gyms MD Alun Peacock.
has 66,000 members across its facilities. A JD Gyms’ clubs will generally be 15,000–
Serco Leisure spokesperson told HCM the 35,000sq ft sites located in high population
process is ongoing and that it “wouldn’t be centres, with equipment from different
appropriate” to timescale the completion manufacturers for a ‘best in class’ strategy.
of the sale at this stage. Leading the strategy “For the time being, the gyms will not be
overhaul is new group CEO Rupert Soames located within JD Sports stores, but this is
– the grandson of Winston Churchill. not ruled out,” added Peacock. JD Gyms’ Alun Peacock confirms the chain
Details: http://lei.sr?a=Q8j4M Details: http://lei.sr?a=k8D2n is open to expansion through acquisition
10 Read Health Club Management online at healthclubmanagement.co.uk/digital January 2015 © Cybertrek 2015