Editorial Support » Profit Centres


Weighing in on Body Composition Analyzers


How does your body composition assessment stack up? BY BARB GORMLEY


M


ost fitness professionals agree that fitness assess- ments are an important part of onboarding new


members and motivating long time cli- ents. After all, if you can’t provide hard evidence that they’re getting fitter, what’s the value for them in continuing with their workouts? When it comes to assessing body


composition there is a small handful of methods, with the higher tech options appearing to be the most popular. Despite this, Veronica Jamnik, a pro-


fessor in the School of Kinesiology at York University, says that the lower tech approach to determining body composition is still her preferred methodology. “A skilled person taking


skinfolds and girth measure- ments will always produce su- perior data,” says Jamnik. But she admits that other meth- ods have benefits that can’t be ignored. “Some of the oth- er options are less intrusive and more convenient, and this can make them an effec- tive marketing tool which en- courages people to be physi- cally active.”


Bioelectrical impedance More than 10 years ago, registered dieti- tian and exercise physiologist Beth Mansfield made the switch from


the classic calipers and measuring tape assessment


18 Fitness Business Canada July/August 2017


Beth Mansfield demonstrates the quick and non-invasive nature of bioelectrical impedance.


for her clients—who include athletes, cardiac patients, people with diabetes, and people who want to lose weight—to the bioelectrical impedance system. “The technology has been around


for a long time, but it wasn’t well de- veloped until several years ago,” says Mansfield, owner of Peak Performance in Ottawa. “Today the equipment is much more accurate, and it provides much more data.”


the assessment shows changes in body composition over


“It’s fascinating how


time, especially for obese clients. When I can tell them that they have fabulous lean body mass, for example, the


compliment really motivates them.”


Client preparation for a bioelectrical


impedance assessment is straightfor- ward and undemanding: for the most accurate results, clients must avoid food, caffeine, alcohol and exercise pri- or to testing, and they should urinate 30 minutes prior to testing. Clubs and assessors alike appreci-


ate that the training required to im- plement the test is almost nil. With Mansfield’s equipment, clients simply stand on foot pads and clasp two arms of the machine. She then inputs the client’s height, age and gender, and the machine provides a complete re- port in about 20 seconds. Because the procedure is completely non-invasive, it doesn’t cause the psychological dis- comfort that can result with some oth- er methods. Where skill is required is in the


interpretation of the data, says Mansfield, noting that her equipment provides readings such as total body fat, regional body fat, lean body mass and regional body mass. “It’s fascinating how the assessment


shows changes in body composition over time, especially for obese clients. When I can tell them that they have fabulous lean body mass, for example,


Product Focus Each issue of FBC includes a Product Focus on a specific line of equipment, highlighting the latest technological developments. The editorial provides a brief educational overview of the product and its features, guiding readers in making the right purchase decisions for their facility and members. See Editorial Chart for details.


Supplier Profiles


While Attila Teleki is qualified to use both calipers and bioelectrical imped- ance, he finds most clients are more comfortable and motivated when they track number-free data.


the compliment really motivates them,” says Mansfield, who charges $50 per assessment and uses a body composition analyzer from InBody Canada. The quality and accuracy of the


equipment varies greatly from brand to brand, says Eric Lavoie owner of InBody Canada, noting that the Quebec chain Nautilus Plus was his first fitness customer about 10 years ago. “Our machine is classified by Health Canada as a Class II medical device and has eight points of contact. Others may have just two points of contact and may use empirical data to approximate results instead of using a direct measurement, so their accuracy will be completely different.” The InBody machines require no


special maintenance and range from $6,500 to $25,000, the most expensive


version typically being used for re- search and medical applications. Fitness clubs usually opt for the $6,500 or $12,000 versions, says Lavoie, which provide data such as visceral fat and intracellular and extracellular fat. According to Mansfield, the positive


feedback she receives from clients is a huge plus. “When clients see the data I’m able to provide, they understand their bodies so much better. They say ‘Wow, that’s the most interesting piece of information I’ve ever seen.’”


Or there’s the simpler approach At Canada Life’s corporate fitness


centre in Toronto, fitness and wellness consultant Attila Teleki confirms that his employer, TriFit, has also moved toward bioelectrical impedance at its dozens of corporate locations. He


» July/August 2017 Fitness Business Canada 19


A series of articles takes a behind-the-scenes look at the supplier-side of the fitness business, profiling the people and companies that deliver equipment and services to the fitness industry. While select organizations are profiled, these articles are designed to enhance FBC readers’ appreciation for the expertise and contribution to the industry of all suppliers.


FBC for Trainers FBC UPFRONT» What’s New


SoſtBell Adjustable Dumbbell The SoſtBell Adjustable Dumbbell from Hyperwear leverages a 3-in- 1 design and soſt weight plates to deliver safe and versatile work- outs. The innovative SoſtBell system consists of two soſt neoprene weight plates that can be used individually or attached to an adjust- able, easy-grip reinforced plastic handle to make a dumbbell ranging from 3-20 pounds. SoſtBell HyperHIIT uses the SoſtBell as a heavier single weight, as individual lighter soſt plates and as a pair of heavier weights. For more information, visit www.hyperwearsoſtbell.com.


4 Points of Posture™ Poster The National Posture Institute’s 4 Points of Posture™ Poster is designed to provide a visual reference on how to correct one’s posture. This professionally designed, budget-friendly, durable, 24 x 36 poster conveniently fits in your office, studio, or assessment room. It can easily be read from a distance and draws attention due to its vivid colour and sleek design. For more information, visit www.npionline.org, contact info@npionline.org or call (888) 240-2914.


NEO Health Fitness Tracker The new NEO Health fitness tracker comes with handy features, such as heart rate monitoring, reminders to move and incoming call notifications. The NEO Health PULSE is a heart rate belt that is perfect for intense workouts. The products are ideal for personal trainers and gyms that want to improve their service or resell fitness hardware. The connected Virtuagym soſtware reveals an analysis of the results. For more information, visit www.neo-health.co or email info@neo-health.co.


TRX Connect TRX Connect is a 3-part digital platform providing direct-to-member communication, personalized data-driven programming and enhanced facility activation. The three integrated components are: TRX Digital Pro App, TRX Consumer App and TRX MAPS powered by Physmodo. TRX Digital Pro App and TRX Consumer App connect clubs and their members through personalized scheduling, programming and in-ear coaching. TRX MAPS strengthens club-to-member connections with in-club full body movement assessments in fewer than 25 seconds and customized workouts based on those results. For more information, visit www.trxtraining.com/trx-connect.


Mio SLICE Mio SLICE is an all-day heart rate and activity tracker and the first wearable to feature Personal Activity Intelligence (PAI). PAI is a simple, science-backed metric that tracks your body’s unique response to all physical activity and makes heart rate data meaningful. SLICE also provides smartphone notifications, sleep tracking, calories burned, distance, and more–all from a stylish water-resistant wristband. For more information on SLICE and the Vancouver-based company, visit www.mioglobal.com.


MyoBuddy Massager Pro® MyoBuddy Massager Pro® is an orbital percussive massager. It is used in the fitness industry for pre- workout warm-ups, post-workout recovery, healing and pain reduction. The MyoBuddy has multiple speeds and a vibrating, oscillating disk padded with three layers of foam and a plush microfiber bonnet. Both fitness influencers and clinical professionals, including chiropractors and physical therapists, use the MyoBuddy with their clients. It retails for $399 online and ships across Canada. For more information, visit myobuddy.com.


The purpose of the fitness trainer section in Fitness Business Canada is to educate and motivate the fitness practitioners: floor staff, personal trainers and instructors, both those employed by health/fitness facilities and those who are operating independently. Article topics include the business of personal training, certification issues, trainer profiles, professional development and industry-specific issues. All articles are read by both management and staff.


What’s New


MuscleSound MuscleSound’s patented ultrasound technology detects damaged muscles, provides vital insights that enable recreational and professional athletes to perform at peak potential, monitor injury recovery and ensure athletes are ready to return to competition. The technology is available to recreational and professional athletes, fitness centres, physical therapists, physicians (including for use in ICU and ER scenarios) and the military, police and fire departments. The new comprehensive scoring system standardizes the scoring process by providing more historical data, muscle group comparisons, context of individual scores and peer comparison. For more information, visit www.musclesound.com.


TuffStuff Fitness TuffStuff Fitness introduces the new Bio-Arc Strength Series, a nine-unit circuit of next generation selectorized machines featuring a patent- pending and tested arcing technology, which continually adjusts the user’s body position throughout the entire range of motion to deliver maximum activation of the target muscles and minimal joint stress. Shown here, the mid-row encompasses two individual cable handles for the user to isolate the mid- and low-trapezius and rhomboid muscles. For more information, visit www.tuffstuffitness.com


20 Fitness Business Canada May/June 2017


Inflatable IO-ball The inflatable IO-ball features an elliptical shape that can be used horizontally or vertically, allowing the user to increase the difficulty of standard movements or perform entirely new exercises. Ideal for general fitness, Pilates and yoga and features a flexible and resistant vinyl material and tactile surface for easy grip. Length: 11”, diameter: 6.3” and weight: 5.3 ounces.


Available in gray, red or yellow, the IO-ball is latex and phthalate- free. Includes exercise poster,


inflation template and instructions. For more information and to purchase online, visit OPTP.com.


Profiles new product releases including equipment, accessories, training aids and services of interest and value to our readers. Always read. Open to all industry suppliers.


Matrix Versa Functional Trainer Matrix Versa Functional Trainer provides a range of exercise options in a smart, space-saving footprint. Incremental adjustment and a 1:2 pulley ratio make it easy to control intensity and to create progressions. Details like the multi-grip pull-up bar, colour-coded adjustment points and professionally illustrated placards offer intuitive operation for users and trainers. For more information, visit matrixfitness.com.


May/June 2017 Fitness Business Canada 21 Happenings » Marketing


Drive Sales with Program Marketing


Design programs for people who dislike exercise BY CASEY CONRAD


I


n a hyper-competitive market- place where traditional marketing doesn’t work for most club opera- tors, program marketing has prov-


en to be one of the most successful concepts that helps accomplish mul- tiple objectives:


• First, it acts as a fantastic feeder


system and an easy entry point that drives new prospects (who ultimate- ly convert to regular memberships) through the doors. • Second, it engages existing mem-


bers who need additional support on their fitness journeys. • And third, and most importantly


for the long-term success of your busi- ness, it drives ancillary revenue.


What is program marketing? It is a


short-term, measurable program that provides a high level of personal atten- tion and accountability and appeals to a specific health desire or medical condition. Short-term means that the program


runs for 6–12 weeks. This is because people want the satisfaction of com- pleting something. Even if your club offers month-to-month memberships with no contracts, an individual who is leery of clubs, or has had past failures with exercise efforts, simply doesn’t want to commit to an open-ended


“Where most clubs fall short with program mar- keting is having a high level of personal attention and/or accountability.”


18 Fitness Business Canada March/April 2017


membership. The mentality is, “Let me try it before I really commit.” Having a 6-12 week time frame helps people stay focused and feel accomplished. Measurable means that people can


quantify a result. Everyone wants to feel they have won, and that win- ning feeling is a huge contributor to a participant converting to a regular membership. Whether it is pounds or inches lost, a drop in blood pressure or an increase in uninterrupted sleep, it is a must with program marketing. Remember the old adage, “What gets measured gets improved.” Where most clubs fall short with pro-


gram marketing is having a high level of personal attention and/or account- ability. Traditionally clubs have fol- lowed the “throw as many as possible against the wall and see who sticks” mentality with prospects who are on a trial or short-term membership. If a person already has an exercise habit, this may work. But with a new exerciser or someone who has previously failed, this is a terrible strategy. If you haven’t figured it out yet, the vast majority of people do not like to exercise! Yes, they want the results but don’t enjoy the process. Therefore, you must weave strong elements of personal attention and accountability into your programs. Finally, is appealing to a specific


health concern. Another marketing phrase is, “You get rich in the niche.” It’s true. People don’t want to exercise but they do want to control their blood sugar, lose weight, reduce their blood pressure, etc. By targeting specific pop- ulations you can keep your program groups small enough to meet all the other criteria.


Casey Conrad has been an international speak- er and consultant in the fitness industry for almost 30 years. She is the author of numer- ous industry sales and marketing books and is a frequent favourite at canfitpro conferences. Contact her at CaseysHealthClubTraining@ya- hoo.com or www.HealthClubSalesTraining.com.


March/April 2017 Fitness Business Canada 19


Regular reports include supplier news, major events, developments, trends and activities of national interest, plus major new product lines, corporate acquisitions, events and developments that are of interest and importance to our readers.


Do you have new products or industry news you would like us to consider?


Send press releases, contact information and hi-resolution product images to lori@fitnet.ca.


“Thanks for all your hard work and dedi- cation to the articles, Fitness Business Canada and the industry. We are glad to be working with you fine folks!”


Marc Lebert founder—Lebert Fitness Inc.


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