nutrition


SOHO GYMS, London, UK Michael Crockett – managing director


T


o enhance our female members’


experience and help them get the most out of their workouts, we’ve established a


partnership with Maxitone, a complete nutrition range designed exclusively for active women from the manufacturer of Maximuscle. The range includes shakes and handy snack bars and caters for busy women, whatever stage of fi tness they’re at. We understand the benefi ts of


bringing protein into your routine and want to communicate this to the women in our gyms, many of whom have previously been put off using these products, viewing them as ‘only for men’. We’re now


sampling products in certain classes, helping female members


realise the impact they can have on their workout, and supporting this with offers on our website and in member newsletters. Maxitone nutritionists provide


Soho Gyms


has struck up a partnership with Maxitone


training on the products, and the science behind them, to all employees in our main sites, and we host monthly educational workshops for our members. We realise how defl ating it can be if you’ve worked out for hours in the gym but aren’t seeing any changes in your body. We want our members to see results and these products can help facilitate this. An agreement announced last month will see GlaxoSmithKline acquire Maxinutrition and all its brands – including Maximuscle, Maxifuel and Maxitone – from Darwin Private Equity. See news (p13) for more detail on the £162m deal.


Balance for you


Active Thermo Caps Balance


High-value CLA (Clarinol™) to support the transformation of fat into energy


High-quality L-carnitine (Carnipure™) Carnipure™ offers purest L-Carnitine and is a trademark of Lonza Ltd, Switzerland.


Extracts from green tea BioPerine®


REFLEX NUTRITION, UK Julian Wright – marketing director


I


f you could deliver a toned and slender fi gure to


every woman walking into your gym, the likelihood is that you’d have the UK’s


most popular gym. Ironically, the supplement category that’s currently inextricably linked to the young male market can be fundamental in delivering results for women too. We undertake product sampling


in gyms on a regular basis and constantly hear the misconceptions relating to protein and supplements, typifi ed by the favourite: “But I don’t want to get big muscles.” The truth is that sports


supplements can help maximise both the workout itself and recovery from the exercise, and support a toned physique. The only way in which anyone will get ‘big muscles’ is by undertaking strenuous weight training.


january 2010 © cybertrek 2010 Perhaps the most appropriate way


to counter these misconceptions within the gym is to fi nd athletic female members who use supplements (including protein) and use them as case studies. This could be through simple endorsements of products in literature and the media, or through presentations, discussions and competitions within the gym itself. Personal trainers are of course instrumental in delivering and supporting this activity. Gyms may also want to fi nd a


supplement brand to work with which can present, sample and discuss its supplement range in an appropriate manner. Even better if it has a range of health products that your female members can relate to. It’s not rocket science, so just think


about the expenditure of your male members – in theory, the female market could be just as great in providing secondary revenue.


available at: NUTRITION FIRST, Derby +44 1332 299911 – sales@nutritionfirst.uk.com


a 98 % pure piperine extract Only 3,6 calories per capsule Recommendation: 3 capsules 2 times a day


More fitness, more quality of life


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