SPORTS CONDITIONING
Around 50 per cent of members at City Athletic will be training for some kind of event at any one time
why athletes train like this, and the results speak for themselves.” Members have the choice of training
in three ways: one-to-one bespoke PT sessions, independent training, or semi-private group sessions. The latter is included in the membership and caters for a maximum of six members to guarantee personal service, with sessions covering strength-focused fat loss, core and stability, and Broga – a dynamic form of yoga aimed at men. To help keep things fresh and aid
motivation, Claypole and Stafford also create 30- to 45-minute ‘workout of the day’ programmes, as well as setting monthly challenges. All new starters are given an in-depth
assessment with a PT, during which goals and aims are agreed, resulting in a bespoke workout plan and timescale in which to achieve the results, along with nutritional advice. Goals might vary
SPECIALIST STAFF A 66
ll 11 staff at City Athletic – including receptionists – are fully qualified, best-in-class
PTs qualified in a range of specialisms including strength and conditioning, posture correction, rehab, nutrition and sports-specific training. All new trainers must pass a vigorous recruitment process to
ensure they have the right skills and attitude, and that they complement the existing team. They must all hold qualifications such as Poliquin Qualification Level 3 (international athlete standard), Paul Chek (holistic, posture), UKSCA, and university degrees including Sports Therapy, Sports Science and Sports Medicine.
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from losing weight and changing the shape of their body to scratch training for a competition or event. “Around 50 per cent of members will
be training for a particular event at any given time, but trainers encourage all of their clients to aim towards something they can compete or participate in. We believe this drives a member forward,” says Claypole. Although there are no sports-specific
group training sessions, PTs will tailor any private sessions towards customers’ specific needs for their event. Around 70 per cent of members invest in PT, at a cost of £60–80 an hour. But even if they’re training
independently, members can expect some input from the in-house professionals. “The gym is deliberately spacious and open-plan with nowhere to hide; if someone is training incorrectly, a PT can see and be on-hand to help and
give advice,” says Claypole. "We worked closely with Life Fitness not only to provide high quality equipment, but also to create the right environment."
Future plans The short-term goal for City Athletic is to create a thriving business model that’s financially stable, says Claypole, adding: “We want to change the bodies and the performance of 400 members within our first year of business, giving them the vision and appreciation that their original goals were only the start.” Eight months after opening they’re
on track to reach these goals, with 260 active members. The club is also carrying out recruitment drives, running wellness days at local businesses. However, the main focus is to ensure all existing members reach their goals, with its founders acknowledging how important this will be in driving word of mouth and personal endorsement. Once the model is working perfectly,
Claypole and Stafford plan to roll out more sites in city locations. “Consumers are becoming more aware of the benefits of strength and conditioning training, and are looking for a training facility that’s different from the norm,” observes Mennell. “Every day, we’re seeing a shift away from the cardiovascular focus of the traditional gym floor, and I can only see this momentum increasing and impacting the fitness industry more and more. ●
October 2013 © Cybertrek 2013
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