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PROJECT PROFILES


PROJECT PROFILE


PROMOTION


The partnership with Physical Company has enabled LA fitness members to ‘smash their fitness levels out of the park’


GYM FLOOR SHAKE-UP


Client: LA fitness Supplier: Physical Company


A


lthough recently acquired by Pure Gym, it’s business as usual for LA fitness while the CMA verdict on the deal


is pending. And that means a continued presence for the successful Primal Series gym floor classes, created in partnership by Physical Company and LA fitness. Since its launch in October 2014, the


Primal Series offering – comprising five different 30-minute classes – has kicked into action a new mode of functional training at LA fitness, engaging members in using a wide range of Physical Company products effectively in the gym. There are now over 730 classes a week taking place across all 43 LA fitness sites. July sees the fourth series of


programmes get underway, ensuring the challenges remain fresh and enticing for trainers and members alike. The Primal Series concept uses a


diverse selection of Physical Company training kit including kettlebells, slam balls, Powerbags, Grid foam rollers, BOSU, medicine balls, ladders, dumbbells, Surge and SandRopes. For Physical Company, the Primal


The Primal Series training concept uses kit such as kettlebells, slam balls, Powerbags, ladders and SandRopes


Series is an ideal way to showcase its products and help gym users become familiar with its kit – particularly the more unusual, innovative pieces. Once they’ve done a few Primal Series classes, members are more confident about using the kit in their own workouts,


84 Read Health Club Management online at healthclubmanagement.co.uk/digital


meaning newer items are being understood and widely used. “The Primal Series is the perfect


vehicle to encourage people to try new kit and reap the rewards from mixing up their training,” says John Halls, Physical Company managing director. “As suppliers to the industry, we need to know that clubs buying our products will see their members making the most of the new kit, to justify the investment.” For LA fitness, Primal Series has


reinvigorated functional training on the gym floor: it has created a unique opportunity for members to enjoy free classes with a high level of PT attention. Participants’ feedback on the classes


has been excellent, while use of the kit in individuals’ workouts has increased, thereby driving ROI for LA fitness on these innovative items. Indeed, there’s a tangible knock-on effect – not only from Primal Series participants incorporating the Physical Company kit into their own gym workouts, but also from other members being inspired to try the kit after seeing the classes in action. “Our partnership with Physical


Company has shaken up the gym floor by encouraging people to train in this new way and smash their fitness levels out of the park,” says Sam Theyers, national head of fitness at LA fitness.


“Uptake of functional training on the gym floor has increased dramatically.” Details: www.physicalcompany.co.uk


July 2015 © Cybertrek 2015


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