HEALTH & FITNESS ASA probes Protein World poster


Te Advertising Standards Authority (ASA) has confirmed it has launched a formal inves- tigation into the controversial Protein World advertising campaign, which has sparked an internet frenzy and a protest in Hyde Park. Te advert posters, which picture a bikini-


wearing model next to the slogan “Are you beach body ready?” have been branded “sexist” and “offensive”. More than 67,000 people had signed a petition at change.org by lunchtime on Friday 1 May calling for the posters to be banned. Te adverts were taken down by Transport for


London (TFL) in the same week, having come to the end of their three-week contract period. A spokesperson said that the campaign did not contravene TFL’s advertising standards. Meanwhile, the ASA confirmed the advert


will not be allowed to appear again in its cur- rent form, because of concerns regarding the weight loss claims that are made. Te ASA said: “We’ve met with Protein World


to discuss its “Are you beach body ready?” ad campaign. It’s coming down in the next three days and, due to our concerns about a range of health and weight loss claims made in the ad, it can’t appear again in its current form. “Although the ad won’t appear in the mean-


time, we’ve launched an investigation to establish if it breaks harm and offence rules or


Te poster has been accused of ‘body-shaming’ women


is socially irresponsible. We will now carefully and objectively explore the complaints that have prompted concerns around body confidence and promptly publish our findings.” Te backlash against the advertising campaign


for Protein World weight-loss products – which critics say promotes negative body issues – has sparked a mass demonstration in Hyde Park. Activists held a ‘Taking back the beach’ dem- onstration in Speaker’s Corner, inviting people of all sizes to attend in swimwear or “what- ever feels comfortable.” Troughout the furore, Protein World has maintained a robust defence of its campaign in numerous media appearances. Details: http://lei.sr?a=q7T2Q


Washington Leisure Centre will open this summer DLL expands Orangetheory beyond London


David Lloyd Leisure (DLL) is rolling out Orangetheory Fitness beyond its London stu- dios for the first time, as it bids to bring high-quality interval group training to the masses. Centred around heart rate


monitoring to deliver tan- gible results, Orangetheory has proved popular across DLL studios in London since the gym chain first acquired exclusive UK rights to the US-born concept in 2013. Now, DLL’s Winchester studio will be the first regional site to offer the 60-minute classes, comprising intervals of cardiovascular and strength train- ing for up to 20 participants per session. The programme fe atures thre e


Everyone Active in leisure JV for nine Sunderland sites


Everyone Active has entered into a joint venture partnership with Sunderland City Council (SCC) ahead of an innovative deal that will see the leisure operator manage nine leisure centres in the region. Te arrangement will commence on 1


June and sparksthe formation of a Joint Venture Company (JVCo) comprising Sunderland City Council and Everyone Active representatives – with each organisation owning a 50 per cent stake. The JVCo will develop the leisure


DLL’s Winchester studio is the first regional site to offer Orangetheory


components – treadmills, rowing machines and weight training blocks – with sessions set to upbeat music and using heart rate monitors to track performance and optimise cardio and resistance training. DLL has been investing in premium concepts of late, having recently unleashed Les Mills Immersive Fitness classes


© CYBERTREK 2015


– another exclusive offering – at David Lloyd Raynes Park in south London. Te decision to take Orangetheory beyond the capital signifies DLL’s belief such concepts hold broad appeal. “Orangetheory has been hugely successful


in our London studios, and we are delighted that the Winchester community will be the first outside the capital to be able to take part in this exciting workout,” said Hazel Geary, DLL’s business development director. Details: http://lei.sr?a=Q3S7R


Twitter: @leisureopps


venues with plans for £4.2m worth of improvements across eight of the sites, with Everyone Active due to contribute an undisclosed amount to the upgrades. Meanwhile, the ninth site to be operated


by Everyone Active will be the new £11.3m Washington Leisure Centre, which is due to open in early summer 2015. Watson Batty Architects have designed the facility, which is set to feature group exercise and indoor cycling studios, six outdoor 3G pitches, four court sports hall, a trampoline hall, plus a 25m (82ſt) pool and a teaching pool. Details: http://lei.sr?a=h5g3K


Read Leisure Opportunities online: www.leisureopportunities.co.uk/digital 5


Finalists announced for Flame Awards 2015


Finalists for the 2015 Flame Awards were unveiled late last month (28 April) by ukac- tive CEO David Stalker in a live webinar. Leisure centre operators 1Life and


Everyone Active led the way with eight nom- inations each, closely followed by Places for People Leisure and GLL with six apiece. Te prestigious awards – which are spon-


sored by Matrix Fitness – will take place on 24 June at Telford International Centre. Following the success of last year’s rejigged format, there will again be 14 award categories to recognise the achievements of facilities, suppliers, operators, educational institutes, health practitioners and large corporations. Details: http://lei.sr?a=w7c7G


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