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GROUP EXERCISE LEE MATTHEWS


FITNESS FIRST: UK HEAD OF FITNESS


G


enerally I think operators are complacent about their group exercise offering and assume it’s


working well if the core classes are full. As fitness industry professionals, it’s


our job to keep introducing the latest trends and help members achieve the best results, so we have to keep moving and evolving. There are certain classes such as Les Mills and yoga that are always popular, so timetables should include about 80 per cent of the solid favourites – but then have about 20


per cent new classes. Push members out of their comfort zones by putting a different class in a popular slot and making them try something else. In terms of getting more members


to try classes, this comes down to face-to-face interaction, engaging with people on the gym floor and persuading them to come along. There’s also a lot that can be done via tailored CRM communications and social media. At Fitness First, we run a major


campaign every two months. These used to be offer-led, but for the past year have been product-led. Our current campaign is creating a buzz for the Victoria Pendleton pro-cycling class. We’re also piloting virtual class options, looking for the right product to roll out.


Matthews: Popular classes like Les Mills should make up 80 per cent of the timetable GREG SELLAR


GREG SELLAR LTD: DIRECTOR


little to differentiate the offerings of the major public and private sector chains – they all offer the same classes, which hardly makes for a USP to shout about, and essentially appeal to the converted. A good exercise programme should


C www.matrixfitness.co.uk


include statement and signature classes that are unique to that club brand, with programmes renewed annually, either by talent within the chain or by external consultants. The timetable shouldn’t look the same year on year, let alone decade on decade. The plan should cater to all fitness levels, but each class should unapologetically not have to cater to all.


lubs should in principle be using group exercise as a marketing tool, but at present there’s


To ensure quality control, club co-


ordinators should attend classes on a monthly basis to provide constructive feedback. All clubs should have an in-house programme running that constantly assesses and monitors instructors delivering all sessions. Any member of a qualified team with


a passion for studio classes should be able to step in and deliver a great experience: most new concepts taught in a studio can be delivered by group exercise instructors, gym instructors or personal trainers alike. Clubs should hold monthly meetings,


listen to the instructors, invest in their training and incentivise them. A solid team ethos driven by the club and overseen by a proactive co-ordinator will ensure quality. There has to be some ownership from clubs, which need to realise they have a responsibility for their instructors and trainers – to help them develop and ensure their success.


October 2013 © Cybertrek 2013


ISSUE 4 2013 © cybertrek 2013


microbiome on obesity from influences such as genes, diet and exercise.


Bacteria in the human gut could play a vital role in determining who is obese and who is lean, according to new research. The study investigated the effect of gut


ing the gut’s organisms’ influence on weight gain and will enable scientists to research introducing organisms into people who are overweight to supplement them to fight obesity. Details: http://lei.sr?a=Z3B9B


The experiment helps with understand- Bacteria in the gut influences levels of obesity says new study the last five years: EBITDA has improved from


deal haven’t been disclosed, it’s thought the business was sold by London & Regional and joint shareholder Caird Capital for around £750m. Te takeover sees TDR gain control of a chain of 94 clubs, with membership figures standing at 440,000. David Lloyd says it has performed well over


believed TDR has identi- fied 20 sites in the UK for expansion, as well as further opportunities abroad. Tere’s also talk of potential merg- ers and acquisitions deals, as well as the prospect of £50m to upgrade existing facilities. Though the terms of the


David Lloyd Leisure (DLL) has been taken over by private equity group TDR Capital. Following the deal, it’s


David Lloyd Leisure sold to TDR Capital


cise, followed by 10 seconds of rest, repeated eight times over a four-minute period. According to its developers, Tabata has been


developed by Professor Izumi Tabata while he was working with the Japanese Olympic speed skating team on their fitness. Tabata consists of 20 seconds of intense exer-


commercial arrangement – between Universal Pictures International Entertainment (UPIE), Big Shot Productions and Fitness First – will see the workout initially available at 50 Fitness First clubs spread across London. The Tabata system was


New high intensity interval training workout Tabata has been launched across London, with Fitness First health clubs being the first in the world to offer the officially endorsed, scientifically-backed sessions. Te Tabata workout’s first


Tabata classes launch in London HEALTH & FITNESS


weight moves that raise heart rate to get participants to their maximum heart rate over the four-minute Tabata section of the workout. Details: http://lei.sr?a=n6H6H


scientifically proven to be the most effective way to increase aerobic and anaerobic fitness. Te workouts will feature dynamic body-


Fitness First’s instructors will work with a qualified Tabata master


£77m in 2007 to £90m for the last full financial year, while the number of sites has increased from 78 in the UK and nine overseas – a total of 87 clubs in 2007 – to 81 clubs in the UK and 10 overseas. Details: http://lei.sr?a=Z5p4G


DLL was bought at a write down of £276.7m from London & Regional w


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