Fitness PRO Magazine May 2015 AU PDF

STRONG | SMART | SUCCESSFUL
STRATEGIC MEDIA PARTNER
IS FITNESS
RISKY? P112
LEAN
MACHINE
P42
QUANTITY Technology to
V QUALITY train by
P16
How many members
EXCLUSIVE:
is too many? P86
ISSN 2204-3721
01 GROUP FITNESS
WHY IT WORKS
P78
9 772204 372009
FILEX CONFERENCE
2015 P118 INSPIRE YOURSELF
& OTHERS EXPAND YOUR PROFIT
POTENTIAL
CONTENTS >
EVERY ISSUE TRAINING BUSINESS
8 MEET THE TEAM 71 TACKLING INJURIES HEAD ON 96 TOP TIPS ON BEING A MULTI-
10 PUBLISHERS PAGE
Theres a risk in all training, particularly DIMENSIONAL CLUB MANAGER
when it comes to contact sports such as If youre a club manager juggling the role
rugby union and rugby league. So how
12 WHATS ON do we better prepare to avoid injuries? We
of managing everything from sales and
customer care to group fitness and personal
14 INDUSTRY touch on the two key factors that come into
play: injury prevention and injury recovery.
training, you have your hands full. Discover
UPDATES how to succeed as a multi-dimensional
manager in the modern-day club.
42 LETS TALK 74 SMALL GROUP TRAINING ITS
TIME TO GET PERSONAL 112 THE LEGAL SIDE OF FITNESS
46 CLUB PROFILE Small group training is becoming As trainers and business owners, its
more popular due to its affordability, imperative to understand the legal risks of
116 EXPERT PANEL accountability and results. So what makes a running your own business. Consider these
successful small group session and how can crucial questions when determining your
130 QUIZ you implement it in your business? terms and conditions and insurance needs.
78 GROUP EXERCISE: A CLASS 114 5 KEYS FOR MANAGING AND

ACT RUNNING A SUCCESSFUL PT
Recent research has found that group BUSINESS
exercise is the key to good member Navigating a PT business can be tricky.
retention. Learn more about the IHRSA These five areas will help your business
Member Retention Report and increase thrive through longevity, profitability, and
your understanding of consumer behaviour. trainer and member retention.
INSPIRE
56 THE FUN FACTOR
The truth is: most people dont enjoy
WHAT IS THE exercising. As fitness professionals, its your
FUTURE OF job to make exercise fun, entertaining and
exciting. Six industry thought leaders give
FITNESS? P42 their take on how to keep clients coming
back for more.
88 INCLUSIVE FITNESS
Industry professionals are making an effort
to provide exercise facilities, equipment
and programs tailored to those with special
needs. Its all a part of the inclusive fitness
movement.
124 WHY YOU NEED A MENTOR

Mentors are just for rookies, right? Wrong.
Evidence is proving that coaching and
mentoring is a powerful way to improve the
bottom line of your business find out why.
Photo: Shutterstock.com
6 APRIL/MAY 2015 | FITNESSPROMAG.COM.AU

INSIDE >
DONT MISS
>50 24/7 SUCCESS
Brendon Levenson, founder of gym franchise Jetts Fitness,
chats to Fitness PRO about his inspirations, team members,
business challenges and future plans for his 250+ clubs.
>68 HOW TO REALLY MEASURE

RETENTION
Retention and attrition are important factors to consider as a
business owner. Learn about the limitations of some formulas
and how to calculate both for optimal success.
>100 NUTRITION AND TRAINING ARE

LIKE THE TWO WHEELS OF A BIKE
Many health professionals are broadening their knowledge
base to better help clients reach their goals. So what are your
options to improve credibility, reputation and client results?
>122 BECOME AN EMPLOYER OF CHOICE

Fortune magazine named Google the best company to work
for - four years running, so whats their secret to creating an
environment where employees thrive? These five tips will
help you become the Google of the fitness industry.
COVER STORIES
STRONG | SMART | SUCCESSFUL
IS FITNESS
RISKY? 112
42 P112
LEAN
MACHINE
86 Technology to
train by 16
P16
EXCLUSIVE:
is too many? P86
ISSN 2204-3721
01 GROUP FITNESS
WHY IT WORKS
78
118 9 772204 372009
P78
ILEX CONFERENCE INSPIRE YOURSELF EXPAND YOUR

Photo:shutterstock.com
PROFIT
2015 & OTHERS
P118 POTENTIAL
Cover photography by:

Shutterstock.com
Cover design by:
Leonardo Costa Leite
FITNESSPROMAG.COM.AU | APRIL/MAY 2015 7

MEET THE TEAM >
DR MATT WINDSOR PUBLISHER
FITMEDIA
Dr Matt Windsor is a sports A Division of Muscle Up Media Pty Ltd
chiropractor and the director of Unit 12/28 Jupiter Plaza, Lawrence Drive
Chiropractic Health Quarters in Nerang QLD 4211
Pyrmont, Sydney. T: 07 5527 2080 | F: 07 5302 6463
He has been involved with rugby EXECUTIVE PUBLISHER

union and rugby league as a player, Michael Henry
coach, medical officer and sports DEPUTY EDITOR
chiropractor at representative levels. Olivia Amourgis
In recent years he has been involved BUSINESS CONSULTANT
with Sydney University Rugby Simon Hall
Union, Sydney Districts Rugby E: fitprohq@fitmedia.com.au
Union and NSW Rugby Union
CREATIVE DIRECTOR
state teams.
Leonardo Costa Leite
He has treated professional
ADVERTISING ENQUIRIES
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league and Australian rules teams Chanelle OHare
and continues to care for elite M: +61 407 157 241
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Quarters continues to offer
Geoff Jennings
injury management care as well M: +61 400 993 633
as performance enhancement E: advertising@fitmedia.com.au
programs aimed at improving the
physiological function of athletes to SUBSCRIPTION
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Dom is the owner and CEO of Subscribe online at
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Intelligent Fitness facility Fitness PRO magazine is distributed by Network
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Melbourne.With over 20 years Nothing in this magazine can be reproduced without the
of industry experience, Dom permission of the publisher. This magazine is intended
to give general information only. It is not a substitute
has the rare blend of skills and for professional or medical advice. All liability arising
experience from both the health directly or indirectly from the use or, or for any omissions
in the authors do not necessarily reflect those of the
club operations side, as well as now editor or publisher. Cover price is recommended price
the education and training side of only.
FITNESS PRO MAGAZINE 2015
the fitness industry. Prior to joining
PTA he held the roles of national
fitness manager for Fitness First CONTRIBUTORS
Libby Babet, Jamie Hayes, Richard Beddie, Lauretta
Australia and national personal Stace, Bryan ORourke, Brendon Levenson, Liane
Cassavoy, Patricia Amend, Paul Bedford, Matt Windsor,
training manager for Crunch Dominic dos Remedios, Lilly Prince, Jean Suffin, Patricia
Fitness International (USA).He Amend, Jon Feld, Justin Ashley, Jamie Rose Chambers,
Kristen Green, Nicole Evans, Melony dos Remedios,
holds a Bachelor of Education Shaun Krenz, Daniel Moy, Greg Sellar, Ryan Hogan,
(Human Movement) with Honours Kris Tynan, Nic Monteforte, Shane Byrne
from the University of Sydney.

BE THE FIRST TO LEARN
ABOUT THE INSTITUTES
FRESH NEW COURSES.
PERSONAL TRAINING SPECIALIST
NUTRITION COACH
FITNESS BUSINESS PROFESSIONAL
VET FEE-HELP is an Australian Government loan

scheme.Eligible students may apply for VET FEE-
HELP assistance to cover all or part of the course fees
for the following courses: Personal Training Specialist
Diploma of Fitness (SIS50213) and Fitness Business
Professional Diploma of Business (BSB50207).
RTO ID: 121508
1300 669 669 | FITNESS.EDU.AU

PUBLISHERS PAGE >
THIS MAG
IS FOR YOU!
O
n behalf of FITMEDIA, I magazine with the aim of publishing a We are thrilled to also partner with
am very proud to present this title that will become the hub for the Fitness Australia, The Health and
magazine to the Australian latest in fitness, including equipment, Fitness Industry Association, who will
and New Zealand fitness group fitness, strategic advice and the utilise this publication for their own
industry and technical reader. The whos who of fitness. news. As their members start to receive
magazine itself is a hybrid of the best the magazines, we believe that Fitness
This might be our first issue of Fitness
research, science, profiles and industry PRO will become a magazine that is
PRO magazine but it is the result of
news available today. often referred to for information and
30 years in publishing and a huge
news in our fine industry.
We have spent the last two years refining team helping to build great content,
the direction connections and contributors. This To the reader this mag is for you!
of the magazine is replacing Ultra FIT We have combined all of the great
magazine that dates back to 1985. information, science, profiles, equipment
and amazing stories of success (and
The new focus will inform and educate
failure) and wrapped them in an exciting
readers on all things fitness, so whether
B2B-style magazine that is as well
youre a fitness fanatic, a fitness industry
designed as any magazine you might see
leader or anywhere in between, we
in the local hairdressing salon.
believe Fitness PRO has the goods to
warrant prime position on your shelf. Fitness exudes style, success and
innovation you have found the home
By linking with IHRSA USA we are
of all the great things your passion is
now connected with one of the largest
built on. We hope you enjoy it, share
fitness bodies in the world. IHRSA
it and post your comments about it on
has well over 10,000 club members in
our social media pages. Fitness PRO is
76 countries and produce a monthly
the evolution of our passion and our
publication called Club Business. Keep
industry. I trust you will enjoy every
your eye out for shared content in Fitness
page.
PRO as it will give you a front row seat
to all that is new in the global fitness
world. Stay fit, stay focused and be strong.
Executive publisher and fitness junkie,
Michael Henry
with benefits that will help them be

more successful.
IHRSA and its members (health
About IHRSA clubs and fitness facilities, gyms,
IHRSA is the trade association spas, sports clubs, and industry
serving the global health club and suppliers) are dedicated to making
fitness industry. The mission of the world healthier through regular
Photo: Dallas Olsen
IHRSA is to grow, protect and exercise and activity promotion. Find

promote the health and fitness out more about IHRSA at
industry, and to provide its members www.ihrsa.org

WHATS ON >
CALENDAR OF EVENTS
ECA World Fitness Conference Business of Sport Summit 2015 FIBO

19 to 22 March 2015 25 to 26 March 2015 9 to 12 April 2015
New York City Shangri-La Hotel, The Rocks NSW Cologne, Germany
www.ecaworldfitness.com www.sportsleaders.com.au www.fibo.de
IHRSA 2015 Annual International ACSM 19th Health & Fitness Summit FILEX, Australian Fitness &
All photos: Shutterstock.com
Convention & Trade Show 31 March to 3 April Health Expo 2015

11 to 14 March 2015 Pheonix, Arizona 10 to 12 April 2015
Los Angeles, California, USA www.acsmsummit.org Melbourne Convention and Exhibition
www.ihrsa.org/convention Centre, Southbank
www.fitnessexpo.com.au

INDUSTRY NEWS > GENERAL
GENERAL NEWS
BONDI RESCUE HQ SMOOTHIE AND JUICEBAR
Head Bondi Lifeguard, Bruce Hoppo Hopkins, recently
opened Bondi Rescue HQ a smoothie and juice bar, located
in North Bondi. With hit TV show Bondi Rescue being aired
in 180 countries around the world, its no surprise Hoppo
has jumped at the chance to expand the brand with Bondi
Rescue HQ. This unique new addition to the sea of cafs that
borders North Bondi's sidewalks not only offers a nutritionist
formulated menu using all natural ingredients and super foods
for targeted health, but gives fans of Bondi Rescue a chance
to meet the stars, with Hoppo, Maxi, Reidy and Harries
regularly visiting Bondi Rescue HQ.
Find out more at www.facebook.com/bondirescuehq
AUSTRALIA WELCOMES ITS FIRST FEMALE-ONLY 24-HOUR FRANCHISE

MISS TEMPLE FITNESS is Australia's first female-only 24/7 gym concept, providing members with the opportunity to
train in a comfortable, supportive environment surrounded by like-minded women. Currently there are four clubs open all
in the Brisbane area but franchise opportunities exist for enthusiastic, committed and passionate individuals.
Find out more at www.misstemple.com.au
DEBITSUCCESS APPOINTS STRATEGIC ALLIANCE MANAGER

Debitsuccess, one of Debitsuccess Australia forward to Kynan leading
Australasias leading CEO Davin Miller says our alliance partner
payment solution Sadlos comprehensive relationships, says Miller.
companies, has appointed experience in strategic This new appointment
Kynan Sadlo to the role and management is a further significant
of Strategic Alliance consulting matters will step for the organisations
Manager. serve the company well focused growth
as it continues to expand strategy and builds the
Sadlo has more than
into new industries and companys capability
15 years experience
regions. both domestically and in
in strategic operations
offshore markets.
management and With two United
management consulting, Kingdom acquisitions, Debitsuccess is part of
including nine years the recent announcement Transaction Services
with Insurance Australia of a Debitsuccess Group (TSG), a leading
Group (IAG). He has operation in San global payment solutions
also worked with top 20 Francisco and a growing provider with a presence
ASX financial services, client base, its certainly in Australasia, the United
government and utilities an exciting time for our Kingdom and the United
organisations. business. We are looking States.

GENERAL < INDUSTRY NEWS
HEALTH AND WELLNESS

CLIMBS TO TOP OF
THE WORKPLACE AGENDA
FOR 2015
Workplace health organisation
Global Corporate Challenge
(GCC) revealed that in a survey
of 378 national and international
organisations, 95 per cent confirmed
they have executed, or are planning
FEELGOOD PHYSIO ENHANCES PRODUCTIVITY to execute, a health and wellness
program for their employees.
BY ENCOURAGING A HAPPY BODY AT WORK Employee wellbeing and corporate

wellness are becoming the new model
Happy Body At Work is an evidence-based program designed for sedentary for strong and sustainable business.
workplaces seeking to improve the energy, resilience and performance of their There is little wonder, with a 2005
teams. Designed by leading physiotherapist Anna-Louise Bouvier, this innovative Medibank Australia report revealing
eight-week multimedia program focuses on four key lifestyle habits: sitting, moving, employers have to pay around $7
stress and sleep. Happy Body At Work participants report increased activity levels, billion per annum due to absenteeism
reduced sedentary time, improved sleep patterns, greater energy, fewer aches and from ill health.
pains and increased awareness of stress signals. It contributes to better productivity,
By placing more emphasis on
performance and resilience, both at work and in life. employee physical, mental and social
Find out more at www.happybodyatwork.com.au wellbeing, many employers are
aiming to adopt a preventative and
REDFERN GOES BACK TO BASICS

promotional approach to workplace
wellness. This is particularly relevant
in relation to stress and the myriad
The majority of gyms you step in to provide loud negative health effects stress can have
music, several television screens and countless on employees.
mirrors more often reminding members of why
theyre there rather than to check form. Brigid Walsh, general manager of
Golden Door Health Retreat and Spa
Lift Performance Centre in Redfern, Sydney, Elysia, believes over-connectivity
however, has ditched all of the above, taking its is a genuine concern in many digital
gym back to basics to ensure the focus is purely workplaces. To overcome this, she
on health with little distractions. suggests offering employees regular
chances to digitally detox, unwind,
According to Scott Griffiths, PhD researcher
relax and rebalance to ensure
of the School of Psychology at the University of
maximum health and wellbeing not
Sydney, compulsive mirror checking is common
only for employees, but also for the
among men between the ages of 18 and 25.
business to be successful.
Although mirrors are in place to allow members
to ensure their form is correct, the functional Corporate wellness programs
purpose can admittedly cause distraction. are increasingly being offered to
businesses to assist in workplace

Although mirrors have been removed, Lift wellbeing, where guests can receive
Performance Centre encourages members to wellness coaching and seminars from
utilise 15-second delay Go Pro cameras to industry professionals and experts.
monitor and review their form.

INDUSTRY NEWS > TECHNOLOGY
TECHNOLOGY NEWS
BIG-NAME FITNESS BRANDS JOIN THE
FITNESS AND TECHNOLOGY MARKETPLACE
From embedded sensors and and Timex to join company
biometrics to elite training and pioneers like Polar, Jaybird and
maximising performance, the iFit with an astounding rich and
progressive world of fitness diverse showcase of products.
technology took centre stage at the As technology improves and
FitnessTech Summit, presented consumers take charge of their
by Living in Digital Times at the own health and wellbeing, we
2015 International CES held in think products like these will
January in Las Vegas. continue to dominate the market
and really result in a healthier,
Fitness technology has become
more fit consumer.
a national obsession, says Robin
Raskin, founder and CEO of The bond between fitness and
Living in Digital Times. It technology is clearly stronger than
continues to be one of the fastest ever, as the industry evolves into
growing sectors of the industry being less about devices and more
a place for well-established about the human body.
brands like Under Armour, adidas
RALPH LAUREN POLO SHIRTS

MONITOR HEART RATE
Thanks to a movement also captures movement and
tracking shirt from fashion direction metrics. These
designer Ralph Lauren, in findings, along with data
2015 tennis enthusiasts will related to energy output and
be able to record metrics stress levels, are sent to the
and data from recent cloud and are accessible via a
performances to improve tablet or smartphone.
their game. The luxury
In a similar move, Sony is
brands Polo Tech T-shirt
also preparing to launch its
uses sensors knitted into
attachable Smart Tennis
the fabric to read heartbeat,
Sensor early next year. The
Photos: Shutterstock.com
respiration and other

US$200 device attaches to
biometrics. Data collected
rackets and will record up to
by the shirt is stored by a
12,000 shots of swing and
black box system, which
serve data.

TECHNOLOGY < INDUSTRY NEWS
ARE YOUR
EARPHONES FREE?
FreeWavz is currently creating
earphones that will collate
health and fitness metrics and
audibly relay this information
to exercisers. Ideal for cyclists
and joggers, who dont want to
Smart watch photo: Shutterstock.com
WEARABLE TECHNOLOGY USE SET TO DOUBLE IN 2015

take their eyes off the road, these
earphones have been designed
by otolaryngology specialist Dr
Eric Hensen. Operating without RESEARCHERS IN THE UK PREDICT THE NUMBER OF PEOPLE WHO
the need for any other wearable OWN WEARABLE TECHNOLOGY WILL DOUBLE IN 2015 FROM 6 TO
tech, these innovative earphones 13 PER CENT DIRECTLY DUE TO THE IMPACT OF CHRISTMAS.
will offer wireless connectivity to
These are the findings from YouGovs recent analysis of wearable tech
music streaming, a step counter,
prospects, which predicts that the number of owners of wearable technology
as well as heart rate and oxygen
would have increased by the end of the festive season, from 2.8 million to
saturation monitoring. Hensen
4.7 million. This trend is tipped to continue, with estimates of 6 million by
was motivated to develop a
September 2015. The research found that in the UK, three per cent of the
product that would not disrupt
population owns a fitness band, making fitness devices the most popular
peoples workouts by falling out or
wearable tech category. Despite the recent hype around new products such as
causing injuries. Hensens creation
the Apple Watch, approximately one per cent of the population currently owns
will allow exercisers to change or
a smartwatch, although this is expected to increase.
pause music via voice commands
and will have smartphone
connectivity for data collation.
The earphones will also feature an
extra speaker above the standard
ear bud, which allows users to
listen to music while being able
to hear surrounding sounds (e.g.,
passing cars).
For more information, visit
www.freewavz.com
LIVING-ROOM CHAIR OR GYM?

Wouldnt it be nice if we could sit in this revolution turns downtime into against the Tao Chairs upholstered
the comfort of our favourite chair in exercise time. One of the biggest arms. With no movement, the arms
front of the TV, burn calories, reduce excuses we hear when it comes to not simply resist the pressure exerted by the
stress, build stronger muscles and exercising is lack of time. The Tao user while the built-in sensors monitor
improve our posture? Chair will, however, throw that excuse how much effort is being exerted. The
out the window. workout stats are presented on one of
The Tao Chair could be the answer
the arms and can even be synched with
to your dreams! As president and When seated, users can use their legs
the Tao mobile app.
co-founder Philo Northrup puts it, or arms to push or pull in any direction

INDUSTRY NEWS > TECHNOLOGY
Fit Fling Scandinavia, and quickly planned for later this year. Michael Holick, a world
found its way into top Upon download, users authority on vitamin D.
An Aussie innovation is
10 in the educational have 18 minutes of free, For more information,
helping gymgoers find
category in App Store uninterrupted training to visit http://dminder.
love. Inspired by the
across 40 countries. be used at will, followed ontometrics.com/
success of dating site
With downloads from by six minutes of free
RSVP, Fit Fling was Listen To Your Heart
almost 20,000 new users time each day. Affordable
developed as a way to by Metamucil, by
each day, the Brain+ subscription plans are
connect like-minded BioBeats
APPS
app has proved a huge available for longer
exercisers with other This unique app plays
success, and has shown periods for users who
gym-goers. Ideal for those music that is unique to
that people are clearly wish to maximise training
who are sick of meeting your heartbeat. Brought
interested in training intensity and effect. For
potential suitors at a cafe to you by Metamucil
their brain with fun more information, visit
or bar, Fit Fling enables and Heart Research
and engaging mobile www.w-plus.com
you to set up your first Australia, this app is an
games. Built on cutting-
date at the gym or on a Dminder
edge neuro-scientific Australian first. The app
walk whatever tickles A sufficient vitamin D is free and available to
methods, insights and
your fancy! The app has level is one of the most download now on iTunes
training principles,
been built specifically for important ways to stay / Google Play. For more
Brain+ delivers effective
those who take pride in healthy. Wherever you information, visit https://
exercises for improving
their health and fitness, go in the world, dminder itunes.apple.com/au
and protecting the brains
and who want to meet tracks the sun and tells
abilities. Because the
someone who feels the you when you can get
app offers an experience
same. vitamin D. The stopwatch
resembling state-of-the
The app is free and art mobile gaming, interface lets you set
available to download Brain+ is fun while your session target by the
now on iTunes / maintaining an emphasis amount of D or time.
Google Play. For more on strengthening brain Then it will count up
information, visit www. functions. The Brain+ or down to your target,
fitfling.com.au exercises are developed in applying all the factors
collaboration with leading that determine how much
Brain Coach
brain scientists from D you can get: skin tone,
Within the first three Copenhagen University age, weight, amount of
weeks of its global and are suitable for people skin exposed. All your
launch, Brain+ has been of all ages. doses of D, from the sun
featured as best new app or supplements, are used
Currently available for
in Apples iTunes Store to continuously estimate
iOS devices, accessibility
in 44 countries around your current level. This
on Android, Windows
the world, including app has been developed
Mobile and other
UK, France, Italy and in conjunction with Dr
operating systems is
INTELLIGENT DEVICE DIFFICULTY

Accentures digital consumer study has revealed that of 24,000 consumers surveyed, 83
per cent reported difficulty using their intelligent device. This included 21 per cent who
thought the products were too difficult to use and 19 per cent reporting the device didnt
work as advertised.
With ease of use being placed as of highest importance when purchasing intelligent
Photos: Shutterstock.com
devices, it seems they are falling short of what consumers are looking for.
In 2015 it is predicted consumers will move away from smartphones, HDTVs and tablets
and toward easy-to-use devices such as fitness monitors and smartwatches.
For more information, visit www.marketingmag.com.au

INDUSTRY NEWS > SUPPLIERS
TECHNOGYM MAKES HISTORY
Equipment manufacturer named as
official supplier to 2016 Olympics
Technogym has been chosen as the official In 2016, they will supply around one thousand
supplier of the training centres at the Rio 2016 equipment pieces to 15 training centres and warm-
Summer Olympics. This is the sixth time for the up areas, as well as 50 athletic trainers for training,
Italian company. gym layout, installation and technical support.
WORLD GYM NAMES PRECOR

VENDOR OF THE YEAR
For the second time running, World Gym has named
Precor as their Vendor of the Year at the 2014 World
LIFE FITNESS BRINGS THE Gym Awards held in Las Vegas, Nevada. The award
was bestowed for demonstrating relationship excellence
FUTURE TO 2015 with the World Gym family worldwide, which includes
delivering high-quality products and services at
While the development in platform enables developers competitive prices, and providing outstanding customer
health technology products to extract workout data service and support. Since 2009, Precor has been
and services has grown directly from the exercise providing its premium fitness equipment - including
exponentially, the data equipment, control the treadmills, elliptical trainers, adaptive motion trainers,
for each consumer can equipment program via Preva networked fitness, climbers, bikes, cardio theatre
be difficult to collate to their smartphone or tablet and strength equipment to World Gym facilities around
create a complete picture. and even use Bluetooth to the world. This award is a testament to our network
Exercise equipment collect data from fitness of hard-working sales and service teams serving all
manufacturer LifeFitness bands and other sensor- the World Gym Franchisees, said Rob Barker, Precor
has created a platform that devices on the user. President. World Gym, an internationally recognised
makes workout data more brand, has captured the imagination of fitness enthusiasts
Creating a platform that
accessible and useful. around the globe. Focused on the mantra serious
collates multiple sources of
fitness, World Gym is dedicated to creating a network
The Life Fitness open data allows users to form
of ultimate workout destinations across the globe. With
platform is designed to a complete picture of their
its HQ in California, World Gym currently has over 200
work with a variety of training. Trainers and
franchised locations in 18 countries including Australia,
exercise equipment and healthcare professionals can
Brazil, Canada, Czech Republic, Costa Rica, Egypt, El
wearable health technology then create more effective
Salvador, Cayman Islands, Germany, Guatemala, India,
products, as well as iOS and programs.
Pakistan, Russia, Saudi Arabia, South Korea, Taiwan,
Android apps. The open
Vietnam and the United States.

SUPPLIERS < INDUSTRY NEWS
TECHNOGYM
HIGHLIGHTS
MYWELLNESS.COM
AT CES 2015
Equipment, mobile and technology converge
to create seamless transition for consumer
physical activity, inside and outside the gym.
T
echnogym, a world-leading from a technological, lifestyle and Technogym has brokered partnerships
company supplying fitness holistic standpoint. Made possible by with key technology apps and products
and wellness products, services the UNITY console the Android- so that personal health and workout
and solutions, took part in the based display for cardio equipment information will be seamless across
major technology conference Consumer that allows users to customise the multiple platforms. Technogyms
Electronics Show 2015. Technogym information and entertainment options mywellness cloud can now be integrated
focused on its mywellness platform on Technogym cardio equipment with a suite of popular products,
and how it fully integrates into the (much like you customise the screen on including Fitbit, MapMyFitness,
Technogym ecosystem. your mobile devices) in combination MyFitnessPal, Polar, RunKeeper, Strava,
with Technogyms mywellness app Withings and Garmin.
Technogyms mywellness cloud is
which stores physical activity in the
a revolutionary new open platform Furthermore, Technogym has created
mywellness cloud on a variety of devices
that allows wellness enthusiasts to MyRunning Logbook, a revolutionary
Technogym provides a fully integrated
measure and aggregate all of the data new feature designed particularly for
personal health and fitness system for
surrounding their physical activities, casual and hardcore running enthusiasts.
everyday use on the mywellness cloud.
inside the gym and out, along with their With MyRunning Logbook, consumers
daily movements and their evolving All of these components make the can track any of their outdoor runs using
body measurements. Consumers can Technogym Ecosystem the first their favourite mobile training device
manage their workouts in the gym (in integrated system that incorporates (such as RunKeeper, MapMyFitness,
concert with Technogym equipment interconnected equipment, services, Strava, Polar and Garmin) and make it
and UNITY consoles), outdoors content and programs. Through the available to replicate on any Technogym
on their mobile devices, at home via mobility and interconnectedness in all treadmills with the UNITY console.
personal computers or Technogym home these products, fitness facilities can now With this technology, users can fully
equipment, on holiday orwhereverthey offer their members Wellness on the recreate their outdoor runs indoors,
train, for a truly personalised and Go packages and connect with them including intervals, pace and speed -
seamless wellness experience. on Technogym equipment anywhere in perfect for runners who want to improve
the world, whether inside or outside the on their daily runs, or for those training
All of this is part of Technogyms
gym. for a marathon.
Wellness on the Go philosophy,
which is at the heart of everything To connect consumers to their
that Technogym strives to achieve health regimens and personal habits,

INDUSTRY NEWS > INTERNATIONAL
INTERNATIONAL NEWS
TEAM AUSTRALIA SECOND IN BRITS DONT FEEL FIT ENOUGH

WORLDS TOUGHEST MUDDER FOR WORKOUTS IN PUBLIC
Under Armours first ever Australian national squad,
Team Australia, celebrated an incredible second placing One in five people in Britain say they dont feel fit
against the worlds most hardcore athletes, pushed to their enough to play sport or exercise with other people,
limits at the Worlds Toughest Mudder 2014. Thousands according to new research.
from Mudder Legion battled harsh terrain, extreme The study by Mintel found that 22 per cent of
weather conditions and 24 hours of gruelling obstacles to people surveyed were reluctant to participate in
earn the title of Worlds Toughest Mudder an extreme fitness and sport activities, due to a fear of exposing
obstacle course challenge designed to be the ultimate test of their low levels of fitness.
strength, stamina and mental grit. It was the first time the
The research has also discovered that 25 per cent
event had been held in the Las Vegas area. Canadian Ryan
of Brits find it hard to motivate themselves to play
Atkins and American Amelia Boone completed 153km and
sport or participate in more exercise. Encouragingly
121km of obstacles respectively to be crowned champions.
though, more than a third of those surveyed
indicated they would like to be more active to
improve their health, with this figure exceeding
50 per cent among those who say they dont feel fit
enough to exercise with other people.
Mintel also found that 36 per cent of consumers
have not played or participated in sport in the past
12 months, a figure that increased to more than 50
per cent in those aged over 55 years.
2015 FITNESS BUSINESS SUMMIT

The annual Fitness Business Summit in Costa Mesa,
California, from March 27-29 will bring more
than 600 industry leaders together to discuss the
successful operation of fitness businesses.
Entrepreneurs, business owners and online
marketers come together annually to listen to the
dozen presenters provide inspiration and knowledge
to enable them to grow, improve and expand their
businesses.
Hosted by fitness business and marketing guru,

Bedros Keuilian, the Fitness Business Summit
is aimed at improving the crucial skills needed
to operate a successful business, an aspect often
overlooked by health and nutrition experts.

INTERNATIONAL < INDUSTRY NEWS
SNAP FITNESS TARGETS UK ROLLOUT
24/7 global gym franchise Snap Fitness has set its sights
on major growth in the UK through a new master
development agreement with fitness start-up TwentyTwo
Yards.
Set up earlier last year by Australian businessmen Matt
Quinn and Scott Jones, TwentyTwo Yards plans to
open 200 locations over the next four years, aiming to
emulate the success theyve witnessed of 24/7 gyms in
Australia.
An unconfirmed number of these clubs will be operated
by TwentyTwo Yards, while a significant number will
be franchised to third parties. The pair have enlisted
Bidwells and RSR Properties to source potential gym
sites which will typically span around 500sqm with
the first location expected in March.
Quinn says the chain would attract hidden
demographics who cannot afford mid-range club
membership fees but expect a better package than those
offered by the low-cost sector.
Pricing will obviously vary across the UK
geographically, but memberships will be lower than you
typically pay at a mid-range club, says Quinn.
BIG GYMS UNDER THREAT?

Our clubs are going to be more intimate than a lot
of our competitors and that will hold us in good stead
when it comes to sourcing properties. Quinn also
Fitness industry analyst Ray Algar, the man behind
says he believes the fact he and Jones are newcomers to
Algar believes traditional Oxygen Consulting in the
the industry wont be a problem, due to their solid
health clubs that offer a UK, said 120 private gyms
business model.
broad selection of activities close in the UK every year,
at a mid-range price may be and he believes traditional
at serious risk of having their mid-market gyms that charge
business salami-sliced away an average of 42 a month
by specialised competitors. (about $A80), may find their
memberships whittled away
During his address at the
by low-cost competitors
IHRSA Europe Congress
and microgyms specialising
in Amsterdam last year,
in the activities they most
Algar said that if they are
prefer (e.g., yoga, functional
to survive and thrive in a
training, group cycling)
changing marketplace then
until the business is no longer
activity providers must decide
viable.
whether they wish to pursue
the path of low-cost, self- Algar concluded that
service gyms which have whichever path traditional
been a big success story in gyms choose, they must be
recent years or go down clear in their approach and
the path of offering a high- embrace innovation in order

quality support structure for to be successful.
their clients, as found in the
new wave of microgyms.

INDUSTRY NEWS > PEOPLE NEWS
FRESH
PEOPLE NEWS FACE AT
FITNESS
PERTH FITNESS SENSATION AUSTRALIA
GOES GLOBAL Fitness Australia welcomes Christy
Collier to the team in the role of
Tara Simich, the company is currently general manager, marketing and
24-year-old founder sweeping the globe, communications. Christy has a
of Jungle Body, now running classes passion for health and fitness, which
is making her in New South is reflected in her personal life,
mark in the fitness Wales, Victoria, studies and career path.
industry. Dubbed Queensland, and
DJ Photo: Shutterstock.com
one of 2015s hottest in Europe and the Ive always been fit, healthy and
lifestyle trends, United States. active, and am therefore passionate
Taras Jungle Body about making positive changes to
Taras main aim for assist the fitness industry to engage
workouts combine
the Jungle Body more Australians in regular exercise.
cardio, dance and
workouts is to
boxing all to the Christy has completed a Bachelor
provide participants
tune of a live DJ of Sports Management, Graduate
with a perfect
pumping out the Certificate in Marketing
balance of fun and
latest hip hop and Communication and Graduate
results to ensure they
dance tracks. Diploma of International Sports
keep coming back for
The five-year-old more. Management. Never one to stop
learning, Christy is currently
undertaking an MBA.
DR JOANNA HELPS THE MASSES GET LEAN Honing her skills in management,
marketing and communications,
Australias favourite Scottish-born nutritionist, Dr Joanna, recently launched her Christy has worked with a wide range
online nutrition and healthy lifestyle hub called Get Lean. Offering loads of free of organisations including Golf NSW,
resources including articles, blogs, videos and recipes, this fresh, personalised Les Mills Asia Pacific, Westfield and
and scientific-based approach to living and eating healthily is inspiring, the Australian of the Year Awards.
informing and educating people to live a healthier and happier life forever!
Find out more at www.drjoanna.com.au Christy is also a Director of Dragons
Abreast Australia, a national not-
FITNESS BUSINESS EXPERTS

for-profit charity whose mission is
to encourage wellness, fitness, fun
and camaraderie for breast cancer
JOIN THE FITMEDIA TEAM survivors through the sport of
dragon boating and promote breast
FITMEDIA are excited to have cancer awareness throughout the
Simon Hall, Nic Monteforte and community.
Shane Byrne completing the team to
There is so much great work
ensure the successful launch of Fitness
happening within Fitness Australia
PRO Magazine. Throughout their
out there in the fitness industry,
combined 50+ years in the industry, Nic
Christy says. Im really looking
Monteforte, Shane Byrne and Simon
the ground running with our new forward to developing marketing and
Hall have achieved much of what there
publication, Fitness PRO, aimed at the communications strategies that will
is to achieve in the fitness industry,
fitness industry professionals, from club broaden Fitness Australias reach,
from running world-class multi-national
owners and managers to those deciding generate increased brand recognition
chains to launching profitable start-ups.
to become a personal trainer, says and deepen our stakeholder
Bringing the Fitness Business Experts FITMEDIA publisher, Michael Henry. engagement.
team on board has meant we can hit

W
OU
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INDUSTRY NEWS > CROSSFIT
CROSSFIT NEWS
ARE YOU A CROSSFIT AFFILIATE OWNER?
Youre familiar with rising before dawn to open the
doors to your devoted CrossFitters, have committed
your time to transforming lives through constantly
varied functional movements and thrive on seeing your
members improve. If youre a CrossFit affiliate owner,
you probably left behind other work to pursue a much
greater passion, but how did you get from the initial
idea of starting up a CrossFit affiliate to where you are
today? CrossFit Inc wants to know.
The video contest closes on March 16. There will be
five winners who will have their affiliates fees waived
for one year and one grand prize winner will receive an
additional US$10,000. For the rules and guidelines,
visit https://contest.crossfit.com/
CROSSFIT VACATIONS
Imagine a vacation where, instead of coming home feeling like
youve packed on five kilos and your muscle mass has faded away,
you come home feeling stronger, fitter and healthier.
Destino Retreats have created a variety of holidays in Mexico,
Arizona, Mammoth and Hawaii. Each promises four-star
accommodation as well as two WODS and two to three paleo
meals a day. They arent the only company to come up with such a
novel idea, though: Reebok has teamed up with Austin Adventures
to create Reebok Fitness Vacations by Austin Adventures.
To most of us, a vacation means a little bit of extra indulgence,
sleeping in and lazing by the pool. For others, its doing intense
exercises and sweating it out on the beach as the sun rises.

FOR MORE INFORMATION VISIT WWW.MUSASHI.COM.AU OR FIND US ON FACEBOOK AT WWW.FACEBOOK.COM/MUSASHINUTRITION
INDUSTRY NEWS > YOGA
YOGA NEWS
YOGA, MEDITATION AND BRAIN TRAINING
Biomedical engineers at the University research into finding ways to assist
of Minnesota have revealed that long- physically disabled individuals whose
term devotees who practise yoga and brain function remains sound, they
meditation can control a computer with need to uncover ways to sidestep mus-
their minds quicker than those with cular control to move a wheelchair or
little to no yoga or meditation experi- artificial limbs, for example.
ence. This research could be promising
Bin He, a biomedical engineering
for those who are paralysed or have
professor at Minnesota, gained interna-
neuro-degenerative diseases.
tional attention in 2013 when partic-
Of the 36 participants in the research, ipants of his research team exhibited
12 had a minimum of one year expe- the ability to fly a robot with only their
rience with yoga or meditation at least minds. It was found, however, that
two times per week for one not everyone has the ability
hour. The other 24 were to control a computer
healthy; however, had with their minds it
ANTIGRAVITY YOGA
Invented by aerial performer and
little to no experi-
ence with yoga or
may require an
undistracted mind
meditation. Each and sustained
former gymnast and Broadway group partic- attention, some-
choreographer Christopher ipated in an thing those
Harrison, AntiGravity yoga is activity where who regularly
performed in a hammock-like they had to perform yoga
apparatus. imagine left and medi-
Inspired by yoga, Pilates, or right hand tation may
calisthenics and aerial acrobatics, movements be better
AntiGravity yoga can achieve a to move a trained at.
total-body workout and has been computer
Hes ultimate
dubbed a great stress reliever due to cursor across
goal is to as-
it being so enjoyable for participants. the screen.
sist those who
A high-tech
In addition to busting stress, are paralysed,
cap was worn
AntiGravity yoga has been reported or have brain
to detect brain
to benefit people with back issues. diseases, to re-
activity.
The ability to hang freely allows the gain mobility and
spine to lengthen. Whats more, this With increased independence.
unique form of yoga can increase
strength and improve flexibility
while creating a heightened

awareness of your body through the
mind-body-spirit connection created
in each class.

INDUSTRY NEWS > SPORTS
SPORTS NEWS
SHOULDER PAIN TREATMENT DIFFICULT
Despite the ever-improving medical deep within the shoulder, it can be difficult
understanding and knowledge of how to for them to be examined by touch, making it
treat shoulder pain, it remains an extremely hard to determine what is causing the pain.
difficult task, particularly in throwing
Its important to note that athletes need to
athletes.
monitor training to ensure overuse injuries
Javelin throwers, tennis players and softball dont result in more serious shoulder injuries.
pitchers are among the athletes who require Limiting pitching or throws each training
rapid acceleration and deceleration of the session can reduce injuries and decrease
throwing arm to perform their sports. This fatigue.
can cause a great deal of stress on one of
Primarily, non-surgical treatment should be
the most mobile, and ultimately vulnerable,
used including icing, non-steroidal anti-
joints in our body.
inflammatory medications, strengthening
Comprising of four joints, any one of these of surrounding muscles and appropriate
can cause pain and inhibit performance. rest, with caution not to allow the shoulder
Whats more, similar shoulder pain can be to become deconditioned. If non-surgical
due to a variety of causes, including rotator treatment does not help, arthroscopic surgery
cuff tendinitis or tears, shoulder instability or has been found to be successful in some
even biceps tendinitis. As the joints are often sporting athletes.
RUNNING SHOE DEVICE DESIGNED

TO PREVENT INJURIES
El Institute of Biomechanics of Valencia well as track their heart rate and GPS
(IBV) and the Spanish shoe company location, they will also be able to upload
KELME have designed a running shoe that information online. Here they can
capable of gathering information to generate personalised training plans,
determine the runners technique. The find advice on preventing injuries and
information from the shoe is improving performance, even tips on
then relayed directly to the nutrition.
runners phone, alerting
The focus of this new equipment
them of a high risk of
is to gather biomedical
injury, suggestions to
parameters that characterise
alter running pattern
the runners technique with
and level of overall
real-time feedback the
performance.
first of its kind, and
The athlete will something of value
not only be able to everyone who
to compare one performs some form
run with another as of running.

or at home
t h e studio
co ve red - in
a s yo u r ride
O DY B IKE h
B
Visit us at FILEX 2015

Stand F45
BODY BIKE Australia - www.body-bike.com.au - Sydney: 02 4648 4002 - Perth: 0424 947 199
INDUSTRY NEWS > GROUP FITNESS
GROUP FITNESS
NEWS
TAKING ON YOUTH SPINNING, NOT INDOOR CYCLING
INACTIVITY
Fitness fads and trends about every facility and In Australia regular
are synonymous with our club. More recently, Spinning Instructor
industry. boutique and high- courses are delivered
Les Mills has become the latest performance studios are every quarter with the
fitness brand to set its sights on The creator of the
opening up all over the next training to be held
tackling youth inactivity with the original indoor cycling
world. early May in Melbourne.
launch of its new program Born program and bike, Johnny
Based on two decades
to Move. There has been a flurry Goldberg, had one of those During this time, Mad
of research into cycling,
of childhood activity initiatives dreams. Born from a love Dogg Athletics has
exercise science and a
in recent months, with Places for for cycling, Johnny and continued to deliver
strong association with
People Leisure announcing a tie-up his business partner John its Spinning program
a mind body connection
with popular IP Peppa Pig, and Fit Baudhuin actually hand- education whilst
the Spinningprogram
for Support joining forces with the built their first 150 indoor developing instructor
is not going away and is
Power Rangers brand to promote Spinner bikes from 1991 to materials, resources,
definitely here for the long
regular exercise and a healthy diet. 1995. They then founded events, community and
haul.
Mad Dogg Athletics Inc., bikes. There are 200,000
Born to Move comprises a series and held their first official instructors worldwide who For more information
of activity and fitness classes for Spinning instructor are very proudly Spinning- on training dates please
youngsters aged 2-16. It uses certification in 1995. certified and will be the contact Natashia.
foundational movement skills such first to tell you: this is no Iacovelli@bluefitness.com.
as dance, martial arts, plyometrics, Twenty years later and
fad! au
core, yoga and sports training in cycle rooms are in just
a bid to develop a lifelong love of
movement in children, as well as
REEBOK AND LES MILLS

to build confidence. The classes
have been developed with age-
ANNOUNCE ONE LIVE

appropriate moves and music to
appeal to kids of all ages.
Childhood inactivity is a growing A first-of-its-kind global fitness tour to Les Mills International chief executive
concern, with a 2014 study revealing take place in 2015. Phillip Mills says ONE LIVE is an
that obesity rates in Australia are opportunity to amplify the buzz of
climbing faster than anywhere Reebok and Les Mills are creating
group workouts to a much wider
else in the world. Approximately a series of festivals that will see
global audience.
25 per cent of kids aged 5-17 mass-participation group workouts
are overweight or obese. These around the world. The two pioneers Were turning the dial up at our
statistics are set to go in the same of group fitness are providing this instructor events, taking them to
direction as the nations waistline unique fitness tour for consumers to the next level and opening them up
upwards, unless something is experience the power of group exercise to anyone who wants to share in the
done to curb this trend, said Keith in a unique setting. energy of big-group workouts. ONE
Burnet, CEO of Les Mills UK. LIVE is going to be the hottest new
ONE LIVE will see crowds of up to
Our Born to Move program looks trend in fitness events.
6,000 people working out in unison
to respond to the rapidly declining at iconic venues across the world with
level of physical activity among pumping music and state-of-the-art
children and young people. lighting.

BECOME A SKY FIT INSTRUCTOR
Finally fitness flexibility. the only globally
has found fun Burn up to 450 accredited
in Belconnen, calories in only fitness program
Canberra, with 30 minutes while on an unstable
Sky Fit launching laughing so hard environment.
at Sky Zone in your abs hurt.
At Sky Fit we are
their third park in
With four more always looking for
the country.
parks due to open passionate fitness
With the across the country trainers, group
ever-changing in the next 12 fitness instructors
landscape of months, Sky or certified fitness
fitness, Sky Fit has Fit are looking trainers to join
been created to for passionate our team, says
take the boring instructors to Nic Monteforte,
out of your be part of this co-creator of Sky
workout, leaving growing, exciting Fit.
you with a smile business.
If you are keen
from ear to ear!

Becoming a Sky to find out more,
Sky Fit brings you Fit instructor contact us at
five specialised brings with it a skyfit@skyzone.
classes created full, accredited com.au for more
to attack fat, training course information.
tone muscles giving you five
and enhance CEC points and

INDUSTRY NEWS > GROUP FITNESS
TRIBE TEAM TRAINING
EXPLODES IN GYMS
For the past few years gyms have been losing members to highly-focused competitors
By Jamie Hayes
running outside bootcamps and online programs.
I
t would be natural to regulars and consistently with the same coach. One with small changes to build
think bootcamps in work hard two essential program for the very fit meets on the previous session as
parks and on beaches ingredients for great results. three times per week. Each your fitness and exercise
dont pay any rent and so team members space is pre- skill improves. Whats
If youre a member at a gym,
they must be much cheaper. booked so they dont have to more, being inside the gym
you have two options: youre
But there are successful stress about losing their spot, provides the comfort of all-
on your own or you pay for
bootcamps around Australia booking online or turning weather training with the
a personal trainer. Of course
charging up to $100 a week, up to find the session being advantage of the variety of
larger gyms also offer group
so its not about the money. overcrowded. special equipment during the
exercise classes, but in a large
People are paying for a sessions.
class theres no accountability All of the programs are
different experience and
or teamwork, and frequently designed by a world-leading If your club doesnt have
(hopefully) better results.
no connection or camaraderie team (two from Canada and TRIBE Training you may
with others. You can slacken one from NZ). The TRIBE want to look into it.
THE TEAM TRAINING
off, or dont turn up, and guarantee is: Youll never
DIFFERENCE For more information, visit
nobody notices. do the same workout twice.
www.tribeteamtraining.
There are small but powerful Every session is different
com
differences between attending BACK TO RESULTS
a small group training
Great results are a function
program and joining a team.
of the program design: how
Some small group training it changes session to session,
programs hardly change; how regularly you show up
the workout on Monday is and how hard you work.
the same as the workout on Most people feel they train
Thursday. Some have a focus harder when they train with a
on one piece of equipment buddy, and even harder under
such as suspension training the motivation of a trainer. In
or kettlebell workouts, and at a team environment you have
some you find yourself lost the peer pressure of the team
in the crowd and never see a as well.
familiar soul.
ENTER TRIBE TEAM
With many small group
TRAINING
training programs people
can just come and go as they Created in New Zealand,
please and rarely connect TRIBE Team Training is
with other members. They exploding in fitness clubs in
dont develop the team the USA, Canada, UK and
camaraderie where they get to now Australia.
know each other, push each
TRIBE offers five programs
other and support each other
to choose from, depending
during the workout and even
on your training goal and
between sessions online.
fitness level. Members sign
All of these things add up to up for a small team (max. 10)
create a stronger commitment that meets twice a week at
whereby the members become the same time for six weeks

Leverage the power of group tness
and extend your
y client base
b p
Become a ro on y
Les Mills Instructor
in just 12 weeks.
w
q u i re no
En
.com.au
lesmills
@
ucation
| ed
8192
02 6282
m.au|
l s .co
lesmil
A MESSAGE FROM
FITNESS AUSTRALIA
At Fitness Australia, your national peak industry association, weve been working to lay the foundations
for a stronger future for the health and fitness industry. Weve set ambitious goals around lobbying,
industry connection, quality improvement and professional capacity building to help equip the fitness
industry to engage more people to impr
improve their health and wellbeing.
A few of our latest childrens exercise and professionals, business

projeccts are: best practice business owners and managers,
principles. RTOs and leading health
The ExerciseSafeTM
and fitness organisations.
App powered by Fitness Were also pushing
Austtralia will provide for the government We continue to develop
you with a way to easily to expand the fringe resources and services to
risk--assess an outdoor benefits tax (FBT) help you work effectively
area for the safe delivery exemption. This would and reach more people
of ouutdoor training mean that employers in your community for a
sessiions. The App gives wouldnt have to pay fitter, healthier Australia.
Photo provided by Fitness Australia

you an ExerciseSafe an extra 47 per cent in
Fitness Australia is excited
safetty rating and details tax if they send their
about the new Fitness
on the local councils workers to your fitness
PRO magazine hitting the
outddoor training policy. services. Help us remove
industry. It will bring a
barriers for your local
Ourr new online great range of interesting
small businesses to
ning platform
learn and exciting evidence-
help get their staff fit
iLeaarnTM will support based information to the
and healthy. Sign the
exercise professionals fitness industry, from a
form to support this
and fitness businesses to local and international
campaign at www.
meet national industry perspective.
FITnotFBT.org.
standards and connect
au/#petition Keep a look out for more
with
h relevant research
tools, resources and news
whillst earning CECs. Fitness Australias projects
from Fitness Australia
Wevve also worked on a are based on building a
across social media and at
rangge of guidelines and stronger, more valuable
fitness.org.au
resources to help you and professional fitness
delivver the best possible industry. We approach Lauretta Stace
services to your clients. our projects with an Chief Executive Officer
These include guidelines open cooperative attitude Fitness Australia
on the delivery of that includes broad
nutrrition advice, consultation with fitness
LAURETTA STACE | CEO, FITNESS AUSTRALIA

Lauretta Stace is a leading advocate for the ensure that the industry is recognised industry association with over 30,000
health and fitness industry in Australia. for its important role in helping millions customers, multiple external stakeholder
Since becoming the chief executive officer of people to improve their health and connections and a strong profile within
of Fitness Australia in 2006, Lauretta wellbeing through regular exercise and the government and media. Lauretta has
has embarked upon a systematic and other lifestyle changes. In doing so, held leadership roles in both the not-for-
strategic journey to raise the profile of Lauretta has transformed Fitness Australia profit and private sectors for over 20 years
the fitness industry, to help integrate the from being a small, fragmented group of within health-related organisations.
industry within the health sector and to industry bodies into a leading national

Fitness Australia wants to whip our tax system into shape, but we need your help
F
itness Australia is calling on incentive as big businesses to help their a workplace wellness strategy, the
you, the fitness industry, to workers be fit and healthy. opportunity in the corporate market
come together to make fitness for both personal trainers and fitness
What is truly outrageous about this
services more accessible to business owners will grow. To support
scenario is that small and medium
our Australian workforce. Lets get this growth we need to eliminate any
business account for 99 per cent of
together and have fringe benefits tax barriers or disincentives to businesses
business and 70 per cent of the jobs in
(FBT) exemptions made available to all connecting their employees with the
Australia.
businesses, big and small. In Australia, services offered by Fitness Australia
more than 60 per cent of the population 60% Australian adults Registered Members.
is sedentary or partially active and of dont exercise enough According to Deloitte, the estimated
those who are employed, more than 70
per cent are inactive. To address this 63% Australians are short-term cost of extending the FBT
overweight or obese exemption to small businesses would be
widespread inactivity, which has an
less than $70 million per annum. While
annual economic cost of $13.8 billion,
we need to get people moving.
Economic cost of inactivity on first glance this may seem sizeable,
is $13.8 billion the reality is that some of this would
Standing in the way of this is the current be immediately recouped by increased
fringe benefits tax system. Right now Cost of obesity is income tax from fitness centres and
only large businesses providing on- $37.7 billion annually fitness instructors that would flow
site fitness services are eligible for tax from the move. Further proving the
With the rate of obesity in our country
exemptions. For a smaller business who legitimacy of our cause, increased
continuing to rise, its important that we
may not have the space on-site, but still population participation in fitness has
capitalise on any factors that encourage
wants to provide the same service to the potential to reduce avoidable health
people to exercise. Studies have shown
staff in the local gym or park, the same costs by approximately $77 million a
that for time-poor people, scheduling
benefits do not apply. year. From where we stand FITnotFBT
physical activity during the work day is
is a no-brainer and we encourage our
The aim of Fitness Australias a particularly effective way to get them
members to get behind our efforts to
#FITnotFBT: Get our tax system into exercising regularly.
achieve positive change for the industry
shape campaign is to create a level
As more and more employers realise the and the population whose health and
playing field and give owners of small-
productivity benefits of implementing fitness we are fighting for.
and medium-sized businesses the same
HOW YOU CAN HELP:

1. Talk to your clients about the campaign and
encourage them to pledge their support online;
2. Share the #FITnotFBT messages through your
business face-to-face and online; and
3. Talk to your local business contacts and encourage
them to support the campaign.

To help make fitness fair, go to FITnotFBT.org.au

C
onsidered the fitness and blood flow,
WHEN
top fitness trend reduced resting and exercise
worldwide last blood pressure, improved
year, high-intensity cholesterol profile and blood
interval training (HIIT) glucose control in people
LESS IS
appeals to time-constrained with Type 2 diabetes1,3.
clients and offers variation1.
HIIT is divided into
HIIT can improve the high-volume and low-
MORE
overall aerobic capacity volume exercise3. The most
of an individual through researched low-volume HIIT
increased VO2Max stroke is the Wingate protocol
volume, left ventricular which involves a 30-second
mass, left ventricular internal all out cycling effort against
diameter, and increased hard resistance followed by
cardiac contractility2. During four minutes of recovery,
EFFECTIVE AND EFFICIENT: activity, HIIT burns fat and repeated four to six times.
fatty acids at high rates. The total session is 18 to 27
EVIDENCE FOR HIGH-INTENSITY With increased oxygen minutes performed three
INTERVAL TRAINING. consumption post-activity, times a week 3. However,
there is an increase in calories Wingate is extremely
burnt2. demanding and may not be
suitable for some people.
By changing the length
of intervals, mode or Another method is Gibala,
environment, HIIT can involving 60 seconds at
be tailored for all levels approximately 90 per cent
of fitness. Professor Jeff maximal heart rate followed
Coombes from the University by 60 seconds of recovery,
of Queenslands School repeated 10 times for a total
of Human Movement session of 20 minutes3.
Studies says, Individuals
In order to achieve the best
with muscular skeletal
results and maintain client
issues can do short interval
engagement, Coombes
sprints in the water, while
recommends trainers use a
obese or overweight clients
mix of HIIT and continuous
can complete intervals on
aerobic exercise.
stationary bikes. Higher-risk
clients can be identified by You can read the full
using the Adult Pre-Exercise expert-reviewed article in
Screening System (APSS). the Autumn 2014 eJournal
POWERED by Fitness
HIIT can support weight
Australia at ejournal.fitness.
loss, increase fat loss, aerobic
org.au
REFERENCES
1.
Shiraev, T & Barclay, G 2012. Evidence based exercise. Clinical benefits of high intensity interval
training, Australian Family Physician, vol. 41, no. 12, p.960-62
2.
Zuhl, M & Kravitz, L 2012. HIIT Vs. Continuous Endurance Training: Battle Of The Aerobic
Titans, IDEA Fitness Journal, vol. 9, no. 2, viewed 26 November 2013, http://www.ideafit.com/
fitness-library/hiit-vs-continuous-endurance-training-battle-of-the-aerobic-titans
3.
Gibala, MJ, Little, JP, MacDonald, MJ, & Hawley, JA 2012. Physiological adaptations to low-
volume, high-intensity interval training in health and disease, The Journal of Physiology, vol. 590, part
5, pp. 1078-1080

BUSINESS >
TO SHARE OR
NOT TO SHARE By Libby Babet
W
How do you respond when someone hen I first started out, I (IP) is valuable and you should charge
in your industry asks you to spill assumed everyone was money for it. They believe that inviting
a sharer and happily competitors into your environment is
your hard-earned lessons and
posted about my inviting them to copy or somehow take
secrets of success? Or a competitor experiences training at other peoples advantage of your generosity. They
signs up to a few sessions at your gyms, sharing some of the cool new figure that promoting competitors to my
gym or studio? moves Id learnt or technique tricks the own audience is commercial suicide.
trainer had taught me.
Ive had a lot of fellow fitness Now, I can understand where theyre
industry folk wag their finger at me Despite crediting them and linking back coming from, but I think its an
to their business every time, not once outdated view of the world that wont
for how freely I share information.
did someone say, Thanks for the plug! cut it in todays market. The reason I
Whether its sending nutrition The response was always: Take it down, share information freely is because I like
information Ive collected to new we dont want people stealing our ideas. helping people, but its not completely
trainers at competitive businesses, altruistic. I know that if Im sharing
Hmmm
or sharing the group workouts we rather than selling, people are much
do weekly on social media. Even The well-meaning advice Ive received more likely to listen to me when I do
from more senior business owners is have something to sell.
just inviting fellow trainers into one that I shouldnt be sharing my IP.
of my businesses to try a few of Consumers today also have stronger
They figure that intellectual property
our sessions people just seem to advertising filters than ever before, so
think it is all a bit weird.

BUSINESS >
adding value by sharing good an industry and be part of for everyone, which only youre secure about the
quality information is the a community thats open, serves to push us all forward. quality and value of what you
best way to cut through and friendly and supportive. provide.
Just as they say you should
get them to pay attention to Thats what being part of
never speak badly of your Of course, you always have
what you have to say. a community is all about,
competitors because it only the right to decide what you
It also amuses me when feel comfortable sharing and
trainers talk about protecting with whom. Keeping some
their IP. Come on guys, we things close to your chest is
all know how to do lunges,
burpees and push-ups and I KNOW THAT IF IM SHARING totally fine and theres no
need to expose your entire
RATHER THAN SELLING, PEOPLE

how to put them together in business strategy, but at the
an effective workout. Your end of the day elevating
ARE MUCH MORE LIKELY TO

differentiation comes from others and making them feel
how you deliver that session welcome and supported feels
to your customers: your way better than just worrying
ability to coach, motivate and
correct technique, how you LISTEN TO ME WHEN I DO HAVE about number one and
putting your walls up.
engage with people and keep
them progressing, as well as
the kind of experience you
SOMETHING TO SELL. Giving makes the world
go round, and the more
respected the industry is as
provide.
a whole, the more respected
When I invite other trainers you will be as an individual
into our space, or when and were stronger working operator.
makes you look insecure,
I talk positively about together than working
I think the opposite is also So thats why Im a sharer
competitors through my own against each other. In sharing
true. Promoting others is a
social channels, Im doing our secrets with each other
sure sign to the world that
it because I want to work in were helping to lift the bar
IN SHARING OUR SECRETS

WITH EACH OTHER WERE
HELPING TO LIFT THE BAR FOR
EVERYONE, WHICH ONLY SERVES
TO PUSH US ALL FORWARD.
LIBBY BABET
Libby is the founder of two fitness businesses,
AGOGA and Bottoms Up! Fitness and is also a
presenter and writer, including being the fitness
expert for Womens Fitness Magazine. She's just

launched her own online fitness program and
is about to launch her own range of meat-based
protein bars.

LETS TALK >
WHAT IS THE
FUTURE OF
FITNESS?
RICHARD BEDDIE
CEO of Exercise New Zealand, and chair
of ICREPs (International Confederation of
Register for Exercise Professionals), Richard
has a background of almost 20 years in
club ownership, including two clubs in
Christchurch. He is a regular commentator
and presenter on global business trends in
the exercise industry.
W
hile its a are still very young, so what
cliche, the only the industry will become
thing that is remains uncertain. As life
constant is gets busier and pressures
change, and this has never ever greater our industry
been truer of the fitness and can, and should, play a
exercise industry. When pivotal role in improving the
looking forward, there are heath and wellbeing of the
only two things I am certain public. Finding your niche is
about: it will exist and it essential, even if that niche
will have at its hub personal changes several times over a
interaction. We already know career.
successful examples of this:
Technology will play a more
personal trainers doing it
significant part in how we
one-on-one, group exercise
interact with our clients
instructors with groups, and
and customers. However,
small group trainers (and
privacy considerations will
their participants) engaging
continue to be a key concern
across many levels. Those
for some, so its far from a
who do this exceptionally
one-size-fits-all solution. We
well already know that while
need to approach technology
exercise may be the activity
as complementary to our
short-term engagement, long-
offering, not competing.
term retention comes from
genuine and meaningful How the industry will morph

personal interaction. and change is less than
certain; however, Ive never
While we often talk about
felt more confident of its
the industry maturing, we
future.

LETS TALK >
LAURETTA STACE
Lauretta Stace is a leading advocate for the Australian health and
fitness industry. Since becoming the chief executive officer of
Fitness Australia in 2006, Lauretta has embarked upon a systematic

and strategic journey to raise the profile of the fitness industry. In
doing so, Lauretta has transformed Fitness Australia from a small,
fragmented group of industry bodies into a leading national industry
association. Lauretta has held leadership roles in both the not-for-
profit and private sectors for over 20 years within health-related
organisations.
T
he biggest sectorial approach. The People exercise increasingly that is well connected to
opportunity for the fitness industry is an integral less as they age; and working collaboratively
fitness industry is part of the solution. with health professionals.
Only 8 per cent of adults
its role in helping to It also needs the capacity to
Poor diet and a sedentary were eating enough
improve population health, deliver a range of services
lifestyle are major vegetables and only 49
which is about prevention directed at measuring and
contributors to chronic per cent were eating
and promotion rather than improving health outcomes
disease, yet according to the enough fruit for optimum
treatment. and changing the behaviour
Australian Institute of Health nutrition; and
of individuals at all life stages
Lifestyle-related chronic and Welfare, in 2011-12:
High-energy, low-nutrition so that a sustainable and long-
diseases are Australias
Barely two in five adults treat foods contributed term approach to healthy
greatest health challenge and
(43 per cent) were to 36 per cent of energy living becomes the norm
with an ageing population
sufficiently active to meet intake for adults and 41 for the general population,
we can expect a higher
recommended minimum per cent for children. and the rates of inactivity
number of people with these
levels for good health; and chronic disease begin to
conditions. These challenges To meet this challenge
decline.
must be addressed as a Only 30 per cent of most effectively, the fitness
priority through a multi- children met national industry needs a skilled
physical activity guidelines; and professional workforce
BRYAN OROURKE
Bryan ORourke serves as president of the Fitness Industry
Technology Council, is CEO of Integerus Advisors and CSO of the
Flywheel Group and Fitmarc. Bryan is an entrepreneur, consultant,
executive and investor with a 30-year track record of success. As a
former club owner, Bryan has worked in the health club and fitness
industry for 18 years. IHRSA named him one of 13 to watch in
2013. To learn more visit bryankorourke.com.
T
here will not be one single thing models around digital platforms will services in both developed and emerging
that defines the future of fitness, create fresh markets and opportunities. countries will result in broader market
rather a convergence of several Brands and trainers in bricks-and-mortar opportunities. An increasingly wide
things. Combined, they will fitness concepts will create models that range of services and business models
revolutionise an industry that will grow both service members and clients in the will emerge and create an array of choices
by over 300 per cent in the next decade. physical and digital world. Rich content, that will meet individuals health, fitness
Of course, the rapid development of gamification and artificial intelligence, and wellness needs. Finally, globalism
technologies will be a major factor, among other technologies, will take will fuel the spread of health and fitness
with ubiquitous internet connectivity, proven behavioural science and provide into new emerging markets creating a
wearables and technology enabling motivation to change behaviours toward golden era of health, fitness and wellness
instant feedback and monitoring of healthier ones. Shifting demographics for our industry around the world. The
health 24/7. Digital services in health that include trends like active ageing future is bright, indeed.
and fitness will surge and new business and the increasing need for youth fitness

ADVERTORIAL >
to Preva for other members
observing their progress.
Mikes team also includes
ANYTIME
Preva in all new member
induction sessions, ensuring
that members understand its
capability and benefits right
FITNESS,
from the start.
With a huge proportion of
club members now utilising
ORMEAU
the Preva functionality,
the club currently has 440
members with Preva personal
accounts: 120 of these use
their Preva RFID tag for
quick sign-in, 500 different
goals have been set and over
8,940 workouts have been
logged.
A
nytime Fitness that Mike and his team We had always planned to
(AF) at Ormeau considered. use Preva to track challenge Preva is easy but advanced
has been open for progress as its just so user- in what it can do: the easier it
Another challenge that all is for people to see progress,
seven months, with friendly and the challenge
clubs face is retention. Mike the more likely they are to
over 850 members so far and was a great way to grow its
and his team wanted to do get into a routine with their
a split of 43 per cent males use, Mike says.
something a little different fitness, Mike says. If they
and 57 per cent females.
to drive retention and engage All members who signed up can use the Preva mobile app
AF Ormeau faced a number with their members shortly received a free RFID token before they come in, they
of challenges: with limited after opening the club. What to use on the Preva cardio can see where they are at and
floor space, streamlined but they came up with was to equipment, allowing them to what they need to achieve
hardy strength equipment run a 12-week challenge log in to their Preva account that day, so its motivation for
was a must for franchisee, with measures across 10 with a simple swipe of the them to do their workout.
Mike Harrow, when he different scoring components, token. Combined with the
was planning the club. including calories burned, Preva smartphone app, it Preva is the best
meant contestants could technologically in its class it
Members love the strength equipment because easily track and record their is a great tool for member
retention.
it is easy to use and appropriate for any member: workouts and results.
from those new to weights to experienced body Results
builders, Mike says. The QR scanners on the Mike is currently calculating

how many total calories were
equipment are ideal to provide quick and easy burned over the 12-week
instructions if needed. challenge, but over 197kg
were lost collectively and
In addition, he was after kilograms lost, number of the winner burned 130,000
something different to his group sessions completed, calories. The runner-up
competitors who all seemed number of planks/pull- lost a staggering 21kg
to offer the same equipment. ups performed and so on. and burned 100,000
Precors Discovery Line series They formulated a scoring calories. Having the
(plate-loaded and selectorised) system and decided to use contestants use their
provided an ideal solution. Preva, Precors networked RFID tags and Preva
The equipment is premium fitness solution, to track to track their results
quality and very durable but measures such as calories and provided a great
lacks the bulkiness of others kilograms. introduction

CLUB PROFILE >
Ben Ritchie and Adam Deane gave away their careers as
successful chartered accountants almost 10 years ago to
pursue their own business interests. The fitness industry
provided the environment they were seeking. Since
GENESIS
purchasing an existing business they have grown their
membership base six-fold. Not afraid to have a go, they
continue to grow and improve the member experience.
BENTLEY
Ben spent four years as a director of Fitness Australia
and has been supportive of the growth of the fitness
industry in Western Australia.They became Genesis
franchisees in 2011 and hold the Western Australia
Master Franchise.
Ben discusses gym innovation, equipment and
technology with Fitness PRO Magazine.
Images provided by Genesis Bentley

CLUB PROFILE >
Why did you zone the club? that everything is available at all hours. circuit area is private and interesting. In
Our Olympic lifting and functional the Group Fitness Room the customised
The club has been zoned to provide
fitness zone is over 600m2 and contains flooring, latest equipment, awesome
members with different training
all the toys an experienced exerciser sound and reverse lighting are some of
interests with a space in which they feel
could ask for. The cycle studio is tiered, the features that enhance the member
comfortable exercising. The club has
and the lighting controls coupled with experience. At the end of the workout,
been designed so that beginners can find
the Virtual Fitness and MyZone allow the change rooms have all the extras and
safe environments within 10 metres of
for flexibility and an awesome cycling are grout-free to make cleanliness easy
entering the club.As you move through
experience. Our weights area is a maze and reduce ongoing maintenance. The
the club the exercise zones become more
of equipment, just they way the guys club is stacked with technology behind
advanced and geared towards those who
like it. The cardio zone is simple with a the scenes, including 24/7 systems,
feel more confident in a fitness centre.
focus on a light fresh feeling, while the MyZone, advanced audio visual systems,
Every type of member has been and automation of most electrical items
considered in the club design, and each so they can be managed remotely.
zone has a wow factor in it. The aim is
to make the member feel special and stay CURRENTLY WE ARE What are key factors in your club
to members integration and / or
engaged in their exercise.We want the
wow factors to be the talking points,
HEAVILY INVESTING IN engagement?
DEVELOPING INNOVATIVE,
Images provided by Genesis Bentley
for instance,"My fitness club is the Staff training. We know that the simple
one with the awesome cycle studio!" It
provides a sense of pride. NON-DUPLICABLE SYSTEMS act of interacting with our members
delivers a tangible improvement in our
What sets your club apart? WHICH REQUIRE OUR UNIQUE retention. We record and measure all
CULTURE TO EXECUTE
interactions and coach our teams, both
There are a number of features. Most in a group and one-on-one, to improve
24/7 clubs are small, and first-time
visitors are often shocked at the sheer
PROPERLY. their communication with members.
size (2,400m2) of our club and the fact

CLUB PROFILE >
Why did you select the Strength to provide our rigs have found is that already unique culture to execute
specific equipment brands? and functional equipment. we have a number of fitness properly.
Their service and support has centre operators trying
We have a long-term We also have a few more club
been excellent. Due to the to copy what we have
relationship with The Fitness design, layout and equipment
equipment variety we have introduced. This is a part
Generation, with a focus on selection innovation ideas we
used a number of specific of what is traditionally an
Nautilus for our strength would look to include in our
suppliers for other functional industry of copying the
equipment, and True for our future clubs. We like to be
equipment and virtual competitors. We have all
cardio equipment. True is a on the leading edge, not the
classes. done it and I am sure it
relatively new brand for us; bleeding edge!
will continue for years to
however, at our other clubs What have you learnt from
Photo: Images provided by Genesis Bentley
come. What it has made us The future of the fitness

we have found after three this new club development?
acutely aware of is increasing industry is bright, and while
years of heavy use they have
Since opening the club we our focus on developing the competition has increased
barely skipped a beat.As a
have been well reviewed by competitive advantages significantly, we believe that
result we believe that we will
the fitness industry and the that are intangible and well-run fitness businesses
be able to achieve a five-year
fitness enthusiasts of Perth. more difficult to duplicate. will continue to thrive. We
lifespan on them which is
We love receiving feedback Currently we are heavily are confident that we have
a huge advantage in such a
as we consider it a gift to investing in developing positioned ourselves on a
capital-intensive business.We
improve our clubs for the innovative, non-duplicable clear path of strong growth
also worked with Aussie
future. The challenge we systems which require our for many years to come.

If there was an opportunity to
revolutionise your workout,
would you take it?
Test the range!
lesmills.com.au | 02 6282 8192 | equipment@lesmills.com.au

PROMINENT PROFILE >

PROMINENT PROFILE >
24/7
SUCCESS
In 2007, Brendon Levenson and now-
wife Cristy opened up the first Jetts
Fitness club on the Gold Coast. Eight
years later, the no lock-in contracts,
24/7 gym franchise has more than
250 clubs across Australia, New
Zealand and the Netherlands. Fitness
PRO spoke to Levenson about his
inspirations, team members, business
challenges and future plans.
What attracted you to the fitness industry?
I didnt actually know you could make a career out of
the fitness industry until I was 21. I was studying a
business and accounting degree at uni and wasnt really
enjoying it, so I dropped out and tried to start a few
businesses. They didnt work out and I was flicking
through the local paper looking for a job when I found
an ad for a fitness course at the local TAFE. I phoned
the number and after speaking with the course director
I enrolled on the spot. I knew after day one that I had
discovered a real passion sport and fitness were always
a big part of my life and getting paid to help others just
felt like the ultimate way of making a living.
What was your first job/role?
I picked up some gym floor and reception work at the
end of my studies. It was only three hours per week and
I had to drive 30 minutes each way for the job, but the
practical experience was well and truly worth the effort.
The cub was run by a husband and wife team in a small
country town with around 6,000 people.

PROMINENT PROFILE >
The club only had around 200 members, people he was such a humble man. That of what we like to do is outdoors, so
and it was there I really learnt first- characteristic really stuck as something I sport and fitness is simply a big part
hand how important it is to look after wanted to mirror in my own career and of our lives each day. I also do some
each and every person, and the value life in general. Apart from Mike I really mentoring for young entrepreneurs who
of great customer service. From there I enjoy meeting or reading about people are building businesses that I believe
moved into personal training and started who have built successful businesses in in. I was fortunate to have some help
working under Mark McKean at his the industry large or small. It takes when building Jetts and I believe it is
club in Mooloolaba on the Sunshine guts to have a go and the business of important to pass on your experience
Coast. Mark and the other trainers at fitness, while full of opportunity, is a where you can.
the studio were the best in the business tough business to get right.
What gets you motivated to get out of
back then and it was a great foundation
What are some of your hobbies bed in the morning?
to learn what it takes to be a successful
outside fitness?
trainer. Right now we have a 12-week-old boy
Growing up on the Sunshine Coast I who gives us pretty good motivation
Is there a role model who inspires you
have been spoilt with some great beaches to get out of bed bright and early each
within the industry?What is it about
and I am always looking for an excuse day! With work, I simply love helping
them that inspires you?
to get out in the water. Another passion to create products and services that have
I have learnt a lot from many people I have recently discovered is golf or a real impact on peoples lives. I have
in the industry, but my TAFE teacher more specifically trying to beat my always had this hunger to keep growing
Mike Phillips had the biggest impact on mates at golf. For now I am on the and building things that have the
my personal development. He was this wrong side of the winning ledger but I potential to be life-changing for people.
guy who just oozed passion and really am hoping that will change in the New Jetts is obviously a big part of that, and
practised what he preached, by far the Year. My wife Cristy, our three kids our mission is to simply inspire people
best teacher I have ever come across. and our family are all really close, and to live a better life. Every new customer,
We used to call him the Guru, and we love travelling during the year and new business owner or team member
despite having a big impact on many simply spending time together. Most who joins us allows us to keep our

PROMINENT PROFILE >
but for business owners and industry
WHAT ARE THE THREE KEY ATTRIBUTES professionals.
YOU LOOK FOR WHEN SELECTING NEW Second to that has been the influx of
new business opportunities through
TEAM MEMBERS? franchising. Whether it be through a
I always ask myself three simple questions when looking for personal training franchise, functional
new team members. fitness studios or 24/7 clubs, the more
capital the industry can attract the
1. CAN THEY DO THE JOB? You have you get this level of commitment better. More investment fuels innovation
to find people who can not only that when combined with a strong and expansion of our industry and
deliver on the role, but have the team and great values, allow you to ultimately provides the market
potential to add extra value over achieve some pretty amazing things. with more opportunity, increasing
and above what you initially need. penetration rates and driving higher
3. DO YOU WANT THEM TO DO THE
We are a big business now but still a participation levels across the country.
JOB? Quite simply, you have to like
young business, so we really look for Thirdly has been the application of
the people you are working with.
people who have been there, done technology to health and fitness.
You want to choose people who
that experience who can not only This has, and will continue, to create
fit with the culture and the values
do what needs to be done now, but significant opportunities for customers,
of your team, regardless of their
really elevate us to the next level. entrepreneurs and the market as a
expertise or previous experience.
2. DO THEY WANT TO DO THE JOB? Our people enjoy not only working whole as the physical world of fitness
People have to be looking for more but socialising together, and that is converges with the digital. It is still very
than just a pay cheque they have a dynamic that creates a really great early in the innovation phase and every
to truly believe in your mission and work environment, so we are careful business and fitness professional should
want to be a part of what you are to not upset that by bringing in be watching this closely and building
creating. When your team truly people who we dont get along with. their business model around technology
cares about your business then or they risk getting left behind very
quickly.
What is the one thing you see most
gym owners get wrong?
mission alive and well, and that is a truly shift toward more specific, customer-
valuable experience to be a part of. centric offers. Historically, the industry Personally I think a lot of owners dont
was focused on creating big boxes that think deep enough about their clubs
What is the biggest challenge you face
try to be everything to everyone, and as value proposition. For example, an
in your business right now?
a result really didnt create outstanding operator who prides themselves on great
Despite the increased competition in value for the majority of its customers. customer service but still demands
the 24/7 sector our biggest challenge is The shift toward smaller, niche people sign up for 12-month contracts
still simply getting the basics right across facilities that cater more specifically and makes them near impossible to get
our whole business. We have set a very to the community has been a big out of that simple philosophy is as an
high benchmark with our operational benefit to the industry, creating many antagonistic proposition that flies in
standards and our challenge is getting opportunities for not only the customer, the face of what they say they are trying
all of our 1,000+ team members on to stand for. It is confusing and very
the same page to be able to execute difficult to build a brand and a culture.
effectively. Our CEO Martin Oliver Our market has moved very quickly
and our GM of Australia Elaine Jobson
have worked exceptionally hard with our
"I have always had this over the past 20 years and a lot of
operators seem to be led by competition
team to create a vision for our network
that will really set us apart from the rest
hunger to keep growing and react quickly to competitive offers
without really thinking about how it
of the market. The challenge is in the
consistent execution across each and
and building things that might affect their own proposition. It
is really important to know your value
every part of our business and that is our
focus over the next three years.
have the potential to points and understand what segment of
the market you are in, and then double
What do you believe are the three be life-changing for down on what you do best as opposed to
shifting your proposition constantly.
most positive changes in this industry
over the last five years? people."
The most positive change has been the CONTINUED ON NEXT PAGE

PROMINENT PROFILE >
What one thing in your business do the maturation phase where the poorer Over the last 15 years, the industry has
you want to grow right now? Why? operators will start to do it tough. There grown into a mature market. Where
have been lots of people jump on the do you see the opportunities for the
I want to see our technology department
24/7 bandwagon and with good reason; industry over the next 5 years?
keep expanding and work on leading the
however, it seems some have rushed and
market with technology applications. It I really think the industry has some
the legacy of these decisions such as poor
is a big part of the future of the market amazing opportunities now and in the
site selection or brand choice can be
and our business. future. The small and big box gym
tough to get over.
space still has opportunities but they
What one thing in your business do
With the major brands, there can only are certainly less than previous years.
you protect the most? Why?
really be two players who dominate the Niche, personalised offers such as group
Our brand. We work hard to keep the market. We currently have five to six training still have some opportunities to
consistency in our offer and our brand groups vying for those positions and grow. Those who bring technology to
proposition so that our customers know some will simply fail, or be consolidated. the mix will be giving customers a more
what to expect from each and every club. The 24/7 segment, which has very much engaging experience, particularly as the
It is a constant work in progress and been growth-led to date is now all about quantified-self movement continues to
a challenge at times given the scale of operational excellence. There are chains gain traction and people start not only
our business; however, I believe we have that have proven they can grow quickly, valuing but demanding the micro level
done a good job to date. You can never including Jetts, and the next three years access that data tools like wearables and
put too much focus on protecting your will show who has focused on good apps bring.
brands reputation. execution of that growth versus simply
What do you need to focus on over the
What are some of the major obstacles racing for market share. The chains that
next few years to become the leader
the industry faces in the near future? have the right scale of income and the
in your sector?
foundations to support a large network
One thing we are constantly up against will end up coming out on top. Our business is all about execution.
is the food industry whether it is fast Whether it is growth or operations,
food or the poor quality of product that our strategy over the next three years
lines the shelves of our most common is simply built around executing the
supermarkets. The fitness industry is IF YOU HAD YOUR basics well. Our focus has always been
primarily about movement and while we on quality over quantity, and this is a
all know and preach the importance of
TIME AGAIN, WHAT foundation that over time will keep us as
diet, our core focus remains on getting TWO THINGS a leading operator in our space.
people moving consistently and in the WOULD YOU How do you see your life looking in 20
right way, and that is a big challenge
in itself. As fitness businesses we still
DIFFERENTLY? years? What will you be doing?
get thrown into a big bucket of health, 1. I WOULD CLEARLY DEFINE Hopefully more of what I am doing
fitness and wellness, and there are simply OUR VALUES FROM DAY ONE. now keeping active with some surfing,
so many factors relating to food that are We had strong values with golf, sport and spending time with my
out of our control. Jetts from the start; however, family. I love helping to build businesses
we never focused on clearly that have a real impact on people,
What future do you see for the 24-hour
communicating them in particularly in health and fitness, so
operators?
everything we did. As a founder there is no doubt I will still be working
I really cant see any new offer on I just assumed they would spread hard to solve problems and build brands
the horizon that can have a serious naturally. With a small team this in the industry. Where will Jetts be in 20
impact on the 24/7 sector as a whole. does happen, but as you grow, years? I dont know for sure, but as long
Overall I believe the future is good for and in our case to over 1,000 as we keep looking after our customers,
operators; however, we are heading into team members now, you have to we will be in a good place.
clearly articulate your values and
build them into everything you
do.
2. I WOULD LISTEN TO MY WIFE

MORE. In hindsight she is
typically always right.

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INSPIRE WITH IHRSA >
THE FUN
FACTOR
IMMERSIVE FITNESS Transformer Disq class
by Les Mills International at Crunch Fitness
Valuable tips on how to

make exercise entertaining
and addictive By Liane Cassavoy
T
heres a nasty little secret and entertainment synonymous level, says Mills. We want them
in our industry, and it in reality? For suggestions, CBI to fall in love with fitness, so
has nothing to do with interviewed six industry thought theyll want to work out. Exercise
pricing, or contracts, leaders to get their take on how thats social, entertaining, and
or trainer certifications, or the to achieve that golden goal fun will accomplish that its
cleanliness of your club. with and without the use of addictive. People forget about the
technology. Heres what they had effort involved, enjoy themselves,
The secret: most people dont
to say. are inspired to achieve more
enjoy exercising. In fact,
and keep coming back.
many of them actually dislike
working out. Thats the naked, Mills suggests that clubs have
unvarnished truth. a wide variety of options to
choose from. Were talking
Fortunately, there is a solution:
about motivating people, so top
making exercise fun and
music, rock-star instructors, great
entertaining. Phillip Mills, President, programming and choreography,
Turning club-based physical Les Mills International crowd energy those are all
activity into something thats Phillip Mills agrees that the effective. But if youre looking
engaging and enjoyable will keep entertainment factor is incredibly for one thing to do, Id say build
members coming through your important. bigger studios, 400 to 1,000
doors over and over again. Thats square metres. This will enable
good for them and its good for Most people are attracted to you to hire the best teachers and
you. exercise because theyre after run huge classes, with 100 to 300
results, but they need more to participants every day.
We know thats true, in theory, take their engagement to the next
Nightclub Series but how can you make exercise
class from Zumba

While the large-studio model is workouts go by faster, he explains. If caught on with 15 million people
still uncommon, wherever we see it youre watching a captivating television its exercise in disguise, explains
around the world, it works incredibly show, youre distracted, and the time Alberto Perez. If youre enjoying what
well. You should also focus on cool flies by. youre doing, and you experience the
programming, such as HIIT classes; emotional and physical effects, then
Thats how technology can be useful,
today, the dominant group exercise theres no feeling of dread; its actually
he continues. If you get hooked on a
(GX) market is the Gen Y/Millenial something you want to do not
series, and only watch it when youre
one. something you have to do. This will
exercising, youll look forward to
get the average person off the couch,
What about technology? your time on the treadmill instead of
and help them to become active and
dreading it.
For weight rooms and cardio centres, healthy.
I love big-screen mosaics, featuring And the technology doesnt have to
However, Zumbas success didnt arise
music videos with the audio played be a screen on the wall or a console
out of the programs fun choreography
throughout the gym, and some exciting on the equipment. Wearable devices
alone, he adds. Its the group approach
sports; we recommended a music-to- can prove entertaining, too. Using a
that keeps people coming back. The
sports ratio of three-to-one. Save the Fitbit activity monitor adds another
class setting creates a sense of comfort
news and soaps for the personal cardio dimension to exercise, diverting our
and community, allowing people to
screens. attention by showing us how much
open up more, and enjoy the support
weve moved.
For GX studios, our IMMERSIVE of their fellow students. Its also a place
FITNESS video programming is the Clubs and trainers who dont want where they can meet new friends.
future, he contends. By combining to rely on technology to enliven a
Perez firmly believes that you dont
technology with exercise, weve blurred workout should consider a change
have to rely on technology to make
the lines between entertainment and of scenery, he says. I think any new
exercise fun. At Zumba, weve learned
workouts. For inspiration, we studied atmosphere can be great. Just changing
that less is better. You dont need
the immersive tents used at music what youre looking at can make all
distractions to enjoy your workout in
festivals and the innovative video the difference. For me, I love being
one of our classes.
employed, for instance, at Beyonc or outside. Whether youre enjoying the
Kanye West concerts. The movement scenery in a park or people-watching However, the right music and lighting
and music of our exercise classes are in a city, it gives your brain something are essential, he cautions. Music is the
now synchronised with a video-content to distract itself with. And, of course, key to an amazing workout thats
screen in a purpose-built studio. Weve music can really perk up a workout, clearly obvious in a Zumba class. Our
successfully integrated technology, increasing energy and intensity. new media campaign, Let It Move
exercise education, and creative You, addresses this factor directly. The
Finally, dont overlook the power of a
design. music takes over your body and mind,
friendly competition. My favourite
and allows you to break free and live
kind of cardio is playing basketball
in the moment thats the effect that
with my buddies. We have a half-court
music and dance can have.
at our gym, and I get caught up in the
competition and fun, and forget how And if it feels like a party, all the
hard Im working. better. We like to create a party-like
atmosphere, from the sound system to
the lights, says Perez. In my studio,
I have a light-up stage that adds a
nightclub element to the experience
Harley Pasternak, fitness guru,
because, at the end of the day, a
celebrity trainer, and best-selling
workout should be an experience that
author
sticks with you long after the class has
The key to making exercise more ended.
entertaining? The Netflix effect, says
Harley Pasternak. Alberto Perez, CEO, Zumba Fitness,
Exercise especially cardio can be LLC
boring because its often repetitive and Zumba, of course, is known for
uneventful. Time moves slowly, and making exercise fun.
we think about all of the things wed
rather be doing. Entertainment makes Theres a reason the Zumba program

no use for. Someone wants to watch
ESPN, while someone else wants to
download music and movies. The key
is letting people access what entertains
them personally.
Bryan ORourke, chief executive, Brent Darden, principal, Brent

Integerus, LLC; president, Fitness Darden Consulting; former chairper-
Industry Technology Council son, IHRSAs board of directors
As the president of the Fitness Industry Making exercise fun isnt just an
Technology Council (FITC), Bryan intriguing idea, observes Brent Darden.
ORourke spends much of his time It could also be the key to the industrys Donna Cyrus, senior vice president of
thinking about the future of fitness. future. programming, Crunch Fitness
More often than not, that involves
People often view physical activity as Sure, there are some people whod be
technology. But no matter how much
fun when theyre participating in sports content to exercise all day, every day.
technology you have in your club, you
or recreational activities. Theyre getting But, for the rest of the world, one of the
have to remember this: People want
exercise, but they dont pursue those keys to making exercise fun is making
what is fun and social. This is driven
activities specifically for exercise, he the time go by fast. In a group class,
by groups, music, motivation, and
explains. But, too often, when people there are several ways you can help
ambience, he says. You need great
say, I need to exercise, they dont make that happen, suggests Donna
music and great, motivating instructors
associate that with having fun. Finding Cyrus, starting with the instructor. If
to keep things entertaining.
more ways to make it entertaining and the instructor is engaging, the time will
The desire to connect with instructors enjoyable will benefit those individuals, fly by, she promises.
on a more personal level, as well as to our industry, and society as a whole. You also should consider the look
work out with like-minded people, is
One of the best ways to make exercise and feel of the room, she says. The
one of the factors driving growth in
fun is to create a community around environment in the room, especially the
the boutique studio market, ORourke
it, says Darden. Its been well lighting, can play a huge role in creating
points out. These smaller facilities offer
documented that, if we can get people the feel of the class. Low and soft colour
an atmosphere that many members
engaged in a community around lighting is great for classes such as yoga
enjoy more than those of bigger
exercise, theyre more likely to stick or mind/body. And dont be afraid to
facilities, though larger, multipurpose
with it longer. If someone joins with a use theatrical lighting; dance comes to
clubs remain popular, too. And, great
partner, it makes a big difference; and life with, for example, brightly coloured
instructors and great music are central
small or large groups are even better. lighting or even disco balls. Choose the
to making exercise fun, no matter
Exercising alone is boring. Other people lighting based on the activity.
where you work out.
make it more entertaining. And while technology shouldnt be
When it comes to technology that
However, Darden says, the instructor the be-all/end-all when it comes to
can make exercise more entertaining,
makes a class. An instructor whos making fitness fun, it can prove useful
options abound, and many more are
creative and knowledgeable and chooses in keeping members motivated and
on the way, reports ORourke. There
great music will provide an overall engaged. TV screens and virtual
are so many possibilities, some of them
experience thats fun. The instructor reality systems all play a part in adding
making use of artificial intelligence and
also must make it interactive, get to to the environment. Technology
interactive equipment. The morphing
know all of the participants, and be systems for indoor cycling programs
of the digital and physical space is key
helpful and facilitating during the class. increase engagement of the participant,
to the engagement and entertainment
That helps members build a support especially those that allow them to track
trend.
system that comes from working out their improvement, and compete with
Also coming soon, thanks to falling regularly with the same people. other members of the class. These kinds
prices for screens and virtual reality: of systems, she concludes, can keep
fully immersive experiences, such as When it comes to technology, Darden them coming back more regularly.
Les Mills IMMERSIVE FITNESS advises customising things whenever
programming. possible. What one person may find
entertaining, the next person may have

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IN-THE-KNOW WITH IHRSA >
ACTIVE
FROM TO
IS A HIT!
A Z
IHRSAS FIRST CHILDRENS BOOK WINS OVER CHILDREN
AND CLUB OPERATORS
By Patricia Amend
N
ew research has once again emphasised entertainment to a maximum of two hours per day.
the importance of encouraging childrens
The need for positive interventions, the reports
natural tendency to be almost constantly
concur, has now become urgent.
on the move.
One way to keep kids trucking is to teach them that
Unfortunately due to modern technology, lifestyle
fitness activities can be fun.
habits and our fast-paced lives, children are becoming
more and more inactive. In 2011-12 it was reported Thats the idea behind Active from A to Z, a childrens
25.7 per cent of Australian children aged between book conceived of and written by Jay Ablondi,
five and 17 were overweight or obese. If this trend IHRSAs executive vice president of global products,
continues, it is predicted that number will rise to and published by the association.
around one third of all children. According to the
To inspire kids to exercise, Ablondi wrote 26 rhymes
Australian Government Department of Health,
about animals on the go one for each letter of the
children between the ages of five and 17 should do
alphabet that incorporate fun facts about fitness.
at least an hour of moderate- to vigorous-intensity
Parents can now read to their offspring about frogs
physical activity every day, including activities to
playing Frisbee, unicorns riding unicycles, and
strengthen their bones and muscle three days a week.
elephants enjoying ellipticals. Older youngsters can
It is also recommended to limit electronic media for
sharpen their skills by reading the book themselves.

In both cases, the

kids will likely be
inspired to get out
and play.
As with any other
book, Active
from A to Z
involved a creative
collaboration. The
lively illustrations
were contributed by
Stan Tran, IHRSAs
management
systems
administrator, who
also draws Out of
Shape, a monthly
cartoon appearing
in CBI. Jim
Schmaltz, the editor
of IHRSAs Get
Active! consumer
magazine, and
Samantha Cuozzo,
who helps design
CBI, also worked on
the project.

CLUBS PROS KUDOS
The reaction since the book was published in May?
Sally
IHRSA members of all kinds are already putting the Goldman
entertaining 56-page tome to good use. with Lizzy
I was really excited when Jay shared Active from A to Z with

me, says Allison Flatley, the chief operating officer (COO)
of Corporate Fitness Works, based in Falls Church, Virginia,
and a member of IHRSAs board of directors. One of our
companys action items for the fourth quarter of this year
was to choose the baby gift wed be giving to the new parents
among our clients and staff in 2015. When I read the book, I
loved it immediately. Its perfect! It fits our corporate tagline,
Move Everybody. COO Allison Flatley
Flatley says her company has also donated copies of the book
Stan Tran
to Timber Lane, a local elementary school, where its been a
hit. Both the librarian and the physical education teachers
have said theyre going to incorporate it into their curricula.
Not only that, but Active from A to Z was the lead story on
Timber Lane Elementary TV for a week in June.
Sally Goldman is also sold on the book.
As the co-owner of the Weymouth Club in Weymouth,
Massachusetts, a 18,500-square-metre multipurpose facility,
shes conducted kids camps for more than 25 years. She
herself is also the author of a childrens book, Lizzy the Lucky Jay Ablondi

IVE READ IHRSAS NEW CHILDRENS BOOK,

ACTIVE FROM A TO Z, AND ITS FABULOUS
AND FANTASTIC. I LIKED IT SO MUCH THAT I
USED IT IN MY SUMMER CAMP THIS YEAR.
ACTIVE
from A Z
to
BY JAY ABLONDI
WITH JIM SCHMALTZ
ILLUSTRATIONS BY
STAN TRAN
Lab, the story of the bond between dogs and their owners, It resulted from a brainstorm that Ablondi had while reading
which stresses that a healthy lifestyle at an early age can have a to his daughter Elle, who will turn four next month. He was
positive effect on a childs future. struck by the fact that, while there are many alphabet books
for kids, few broach the topic of exercise That reminded
Ive read IHRSAs new childrens book, Active from A to Z,
him of an idea for a childrens book that hed had five years
and its fabulous and fantastic, she enthuses. I liked it so
earlier and had begun working on with Tran an idea that was
much that I used it in my summer camp this year.
eventually put on hold.
DAD KNOWS BEST But that was before Elle, Ablondis first child, was born.
How did A to Z come about? The book has a rather interesting Ablondi went back to Tran, and the two resumed work.
and organic origin.

IM PLEASED THAT THE BOOK UTILISES THE POWER OF

IHRSA TO RAISE A SUBJECT THAT REALLY NEEDS MORE
FOCUS IN OUR COUNTRY, ESPECIALLY AMONG KIDS
This venture into childrens book support this effort, he points out. Our the book utilises the power of IHRSA
publishing was also a logical step for new #WhyGetActive campaign, which to raise a subject that really needs more
IHRSA, since one of the associations asks people to post their reasons for focus in our country, especially among
major goals is to offer solutions for the being physically active on social media kids, he says.
current obesity epidemic, explains Joe sites, is another.
To purchase Active from A to Z for your
Moore, the groups president and CEO.
Lenny Snyderman, the president of club or your children, visit ihrsa.org/
The board of directors has accepted
Helix Co., the Boston-based equipment active-a-to-z, or log on to amazon.com.
the challenge of working to increase the
manufacturer that sponsored the books
level of physical activity worldwide, and Patricia Amend, p.amend@fit-etc.com
publication, is thrilled with the interest
Active from A to Z is just one of many
its generated so far. Im pleased that
initiatives, going forward, that will

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atnation.com.au 1300 136 632

BUSINESS >
RETENTION
OR ATTRITION
D
Retention and attrition are espite much talk about its
importance, we still have
12-month attrition rates and perform
very differently (because the average
important factors to ensure no accepted definition or length of stay differs). Similarly, using the
you thrive in your business standardised measure of
retention, even though statistical
existing method, an 80 per cent retention
rate does not mean that 80 per cent of
ventures, but do you know methods exist. the members stay at least 12 months. It
how to measure them for At present, most health clubs use the
simply shows that in a 12-month period
there were 20 per cent more sales than
optimal success? following formula to calculate attrition:
the number of membership cancellations
there were members who quit.
By Paul Bedford per month divided by the number of sales In the US, annual attrition is calculated
per month. For example, if 20 members by dividing the total cancellations in a
cancelled in a month and 100 joined, the 12-month period by the average number
attrition rate would be 20 per cent. The of live members in the same 12-month
12-month attrition rate is calculated by period. Although it is referred to as an
averaging these rates over a year. annual attrition rate it does not mean,
for example, that 50 per cent of members
If two clubs report the same attrition rate
quit within a year. It simply means
it would seem reasonable to assume that
that the number of members who quit
they were performing equally. However,
within a 12-month period, expressed as
because the existing model provides
a percentage of the average number of
no information on the length of each
live members in the same period, is 50
individuals membership, it is entirely
per cent.
possible for two clubs to have identical

BUSINESS >
Limitations whether the event (like a membership Club A clearly retains more members for
cancellation) has occurred or not. longer and therefore makes more income
Beyond telling the sales team each from membership dues. If the graph is
month how many new members they Retention Rate repeated for different time intervals,
need to get to replace the ones who have The definition of the retention rate say years of opening, the curve may
dropped out, both of these methods of would be: the proportion of members change. If, for example, the early part of
calculating attrition have limitations in who remain a member for any the curve is flatter, then early retention
terms of managing the retention and predetermined time period e.g. three has improved. Even if the proportion
business side of a club. months, six months, 12 months etc. of people surviving at 52 weeks is the
Survival Analysis same (as in the example), it still means
This can be reported graphically as that more members are staying for
This approach to measurement is used shown in Figure 1. The horizontal axis longer before cancelling and therefore
in the health sector for calculating time on this graph shows the number of paying more in monthly dues. It is the
between events: waiting times, time weeks since joining, with 0 being the area under the curve that is a driver of
until a complication occurs or survival start of a membership. The vertical club revenues, and it is the area under
time following treatment. This powerful axis shows the proportion of members the curve which clubs should aim to
tool can be used for measuring any who survive and do not cancel. The maximise. For companies with more
time-to-event where there is a start shape of the graph is as important as than one club, a plot can be made for
date, an event date (such as cancellation the proportion still paying at 52 weeks. each club allowing for between-club
date), a follow-up date and a measure of Figure 1 shows that Club A and Club B comparisons.
have the same annual retention rate yet
Figure 1
Club A and Club B retention rates in
four-week intervals for 0 to 52 weeks of
follow-up.
Attrition Rate
My definition of the attrition rate is the number of
membership cancellations per 1,000 members per month.
This measure is sometimes referred to as the churn rate. The
churn rate gives an indication of the turnover of members. It
can help to guide sales teams as it tells you how many members
per 1,000 are being lost each month and, therefore, how many
need replacing in order to maintain the membership base. It
can also be used to benchmark clubs against each other to
enable learning and improvement to take place. Compare the
clubs in Figure 2. Assuming they all started the year with
1,000 members, Club C needs to recruit at a rate of 46 new
members a month to maintain its base compared to Club B
which only needs to recruit 37. This also shows how closely
Figure 2
linked sales and attrition are. Company Xs attrition per thousand members per month

BUSINESS >
Membership for example, if the median
Duration membership duration was 48
weeks, then half the members
The definition of stay less than this and half
membership duration stay longer.
is the average length of
membership or the life span This is a particularly useful
of a membership. measure as it can be used
to help calculate an average
The final measure of income per member from
retention, membership membership dues, thus
duration is calculated using allowing revenue projections
the data from survival to be made. It can also be
analysis and it represents the used to measure changes
average length of membership in retention. Imagine, for
before a member cancels. The instance, how much extra
average reported is actually income would be received
the median value; the exact if all new members paid an
middle value of the range of extra month before leaving.
membership durations. So
55
Weeks
Figure 3
47
Weeks Company Xs average length of
40 membership (in weeks) before
Weeks cancellation.
All three measures in Figure 3 can be reported separately for The measures can also be used to determine the effectiveness
other member characteristics such as age, sex, did/didnt pay of any sales, promotion, customer care or retention initiative.
a joining fee, did/didnt have a discount, type of membership, Without such reliable feedback, it is very hard for organisations
did/didnt sign a contract, travel time from club, etc. In fact, to learn what works and discontinue ineffective initiatives.
they can be reported for any variable on the clubs database.
PAUL BEDFORD PHD

Paul has been working in the fitness industry for more than two decades. He currently divides his time between conducting research in the area of
retention and delivering training courses that provide practical approaches for fitness, focusing on all areas of the customer experience.
Pauls most recent research on the UK Fitness Industry analysed 340,000 members over a four-year period and was serialised in Health Club
Management. He has just completed a study of the New Zealand fitness market and is currently working on a one-million-member North American
Study with IHRSA.

TRAINING >
TACKLING
INJURIES
HEAD ON
By Dr Matt Windsor BChiroSc MChiro ICSSD CCWP
Every sport has risk its part of the

thrill for some, but injuries can have a
devastating effect. You only have to
witness the effects on Newcastle NRL
player Alex McKinnon. After suffering a
broken neck and spinal cord damage, that
split second has changed his life forever
and his road to recovery is an enduring one.
I
n a National Health Survey listed by the Australian
Bureau of Statistics (ABS), it was estimated that 367,200
Australians reported receiving a recent injury from
participating in organised sports, with two thirds of those
being male.
The ABS also reported that 545,000 people reported a long-

term condition resulting from sporting injuries. At around 35
per cent, back pain is the most prevalent condition, then joint
injury at 14 per cent and long-term injuries relating to the
knee at 10 per cent. In total, chronic injuries resulting from
sport account for one quarter of all injury-related long-term
conditions.
In the case of rugby union and rugby league, the Rugby Union
Injury Surveillance Study (RUISS) found that 31.2 per cent of
injuries occurred from being tackled, with a further 15.4 per
cent occurring to the tacklers themselves. Thats almost 50 per
cent of total injuries occurring in the tackling phase of play,
unfortunately just like we saw with McKinnon.
So how do we better prepare ourselves to avoid injuries? There
are two factors that come into play: injury prevention and
injury recovery.
CONTINUED ON NEXT PAGE

TRAINING >
HOW DO WE TREAT INJURIES
ONCE SUSTAINED AND HOW
DO WE PREVENT OR REDUCE
THE LIKELIHOOD OF INJURIES
OCCURRING IN THE FIRST PLACE?
PRACTISE THE CORRECT TACKLE
TECHNIQUE. Skills, such as the
correct head position in a tackle and
maintaining the optimal body height to
make a tackle and to take a tackle on.
PRACTISE THE CORRECT FALLING
TECHNIQUE. Once a tackle has
commenced and the initial hit on a
player is made, the risk of injury is
not over. How each player then hits
the ground is another huge risk factor.
Training to fall appropriately is a basic
skill and will assist to avoid a huge range
of injuries.
ADEQUATE STRENGTH AND CONDITIONING.
Without adequate cardiovascular fitness
or muscular development the body is
ill-prepared for the rigours of physical
contact. Injuries are far more likely to
occur in the early games of the season,
when players have not acquired adequate
fitness, or toward the end of a season,
Photo: Paolo Bona / Shutterstock.com

when fatigue and over-exertion come
into play.
USE PROTECTIVE WEAR. Mouth guards
and headgear are encouraged for
protection. Studies have demonstrated,
however, that the use of shoulder pads
has little or no benefit in preventing
shoulder injuries.
UNDERSTAND THE CONDITIONS. This
has several parts: firstly, the analysis
of the environmental conditions.
Weather, temperature and field quality
such as potholes and length of turf are
important. Secondly, an analysis of the
opposing team is vital. A vast percentage
of injuries occur when teams are
mismatched in player physical attributes
and skill levels, with the weaker of the
two experiencing heavy casualties.
SEEK AN ASSESSMENT FROM A HEALTH
PROFESSIONAL to detect if any
underlying predisposition to injuries
may be present or to enhance the players
physiology to better perform.

TRAINING >
Prevention is a fundamental spine can result in a slow-
part of what chiropractors response injury such as an
do. Not only is chiropractic unexpected or aggressive
excellent in preventing the collision with another player.
likelihood of injury but it
Appropriate treatment and
can also be a secret weapon
regular check-ups with a
in enhancing performance.
health professional can
The central nervous system also decrease the risk of
(CNS) consists of the brain musculoskeletal injury.
and spinal cord, which is Ensuring vital resources
protected by the spinal are not misallocated to
vertebrae. It is responsible inefficiencies in the body,
for integrating sensory fatigue is reduced and
information and enabling the strength improve fitness and
body to respond accordingly. overall performance.
You could think of the
In the unfortunate
spinal cord as a conduit
occurrence of injury, a quick
relaying signals between
recovery is a good recovery.
the brain and your muscles,
tissues and vital organs. Statistics show a large
Physiological functions like proportion of injuries
balance, proprioception and develop into long-term
spatial awareness, hand-to- conditions, with 35 per
eye co-ordination, strength, cent being back pain.
cardiovascular output and What might seem like
recovery, metabolic rate, a minor or insignificant
visual referencing, reaction injury may develop into a
time, muscle performance chronic and much more
and response are all governed difficult condition to resolve.
by these messages. Appropriate management of
even minor injuries is vital
A diminished nervous system
to ensure a quick return to
is a diminished athlete. The
play for the player. Its also
ability to avoid an injury
important to minimise any
can quite often come down
potential for that injury to
to how well an athlete is

become a larger issue, which
able to adapt to situations
may eliminate them from
that arise. Any interruption
the game altogether or, worse
or sluggishness of these
still, create a diminished
messages up and down the
quality of life for the future.
DR MATT WINDSOR
Dr Matt Windsor is a sports with Sydney University Rugby continues to offer injury
chiropractor and the director of Union, Sydney Districts Rugby management care as well as
Chiropractic Health Quarters Union and NSW Rugby Union performance enhancement
in Pyrmont, Sydney. state teams. programs aimed at improving
the physiological function of
He has been involved with He has treated professional
athletes to better perform in
rugby union and rugby league athletes from rugby union,
their fields.
as a player, coach, medical rugby league and Australian
officer and sports chiropractor rules teams and continues For more information, visit
at representative levels. In recent to care for elite athletes. www.chirohq.com.au
years he has been involved Chiropractic Health Quarters

TRAINING >
SMALL GROUP TRAINING

ITS TIME TO GET PERSONAL
By Dominic dos Remedios
Y
Small group personal training ou dont have to be a genius choose from, therefore trainers need to
to work out why. Small adapt to savvy clients who expect more
has been a growing trend group PT offers affordability, out of their group training. Engaging
within the fitness industry in accountability and results. Most with the individuals in the group as
recent years. It seems everyone importantly, it cultivates the sense of well as bringing the people in the group
is trying to crack the code, belonging to the tribe, something that together creates the ultimate small group
is genetically coded into all of us. In a training experience that clients will look
including the big gyms such as small group training session attendees forward to time and time again.
Fitness First, Virgin Active and feed off the energy, passion and intensity
In successful groups, the trainers role
Goodlife, as well as the smaller of the group and feel they achieve so
shifts from trainer to coach and clients
specialised studios such as F45 much more than on their own.
gradually become empowered to modify
and 38X. After all, it is one of Most trainers who work with groups their own effort, intensity and range
the industrys top 10 fitness are missing the mark due to the one- of motion based on energy and fitness
size-fits-all approach. The build-it- levels. Giving clients ownership of their
trends for 2015. and-they-will-come model simply experience will encourage motivation
doesnt stack up any longer. Clients (autonomy), which will ultimately
today have countless fitness options to lead to retention (mastery) and results

TRAINING >
If on the other hand you serve up
movements or exercise in a manner they
like, they will keep coming back for
more. In order to work out someones
movement style, you could take them
through the full PTA Global Program
Design Questionnaire (PDQ) or you
could simply ask them the following
questions:
When exercising, do you prefer:
Structure or Challenge?
Routine or Variety?
Practical or Adventure?
If they answered:
Structure, routine and practical,
they have a TRADITIONAL
movement style.
Challenge, variety and adventure,
they have a PROGRESSIVE
movement style.
Structure and variety or perhaps
routine and adventure (a mix of the
blue and green responses), they have
a HYBRID movement style.
So now lets take a deeper look into each
movement style:
TRADITIONAL clients enjoy
structure, routine and exercises that
are practical and well known. This
includes linear movements such as
squats, lunges, chest presses, push-
ups, lat pull-downs, rows, etc. They
gravitate towards commonly known
fitness equipment like the leg press,
lat pull-down and pin-loaded chest
(purpose). This is echoed in Dr Roy Understanding your clients movement press. Plan and deliver traditional
Sugarmans book, Client Centered styles options within your sessions
Training: A trainer and coachs guide to and programming for optimal
It is clear that not all people like to commitment from your clients.
motivating clients, Level 7 Psychology.
move or exercise in the same way. We
He highlights that the key to behaviour PROGRESSIVE clients like variety,
each have likes and dislikes, particularly
change is following the principle of adventure and challenge within
when it comes to exercising. Think
autonomy, mastery and purpose. their sessions. Move them in many
about it for a minute: some people
planes of motion and take them on
How can you make your small group despise washing dishes, while some
an adventure with their training by
session more personalised? people dont mind it at all and others
including plenty of fun games and
quite possibly love it. If you carry this
One way is to understand and cater to challenges. They gravitate toward
concept over to the fitness arena where
your clients unique movement styles. functional equipment such as cables
you tell clients who despise doing
This philosophy has been adapted from (or bands), TRX suspension trainers
push-ups that they have to do them
PTA Globals world-class education and and medicine balls. The key is to
three times a week at moderate to high
their proven Systems, Science and Tools. keep it exciting with plenty of variety
intensity, theres a high chance they will
wherever you can or risk boring
just stop coming and find any excuse not
them to death.
to keep coming back.

TRAINING >
HYBRID clients enjoy a bit of You can change: Planes of motion for this example,
both. They appreciate components lets use a simple lunge. Most
Your environment your
of the traditional and progressive traditional movement is conducted
traditional client will feel more
client styles. Some days they on the sagittal plane (forward and
comfortable in the pin-loaded area
may want a good leg session with back lunges), whereas a progressive
whereas your progressive client will
some heavy squats and lunges clients will enjoy the challenge of
enjoy working in the free weights
(traditional). Other days theyll moving in some of the other planes
area or functional training zone. If
want to play and get a little creative of motion such as the frontal plane
you are training in a park, using an
with their movement (progressive). (side-to-side lunge) or the transverse
open space with your traditional
Of course, hybrids can sit at plane (a lunge with rotation).
client could work well, whereas
different places along the movement
hitting the stairs or hills will likely Determining your clients preferred
spectrum, so it is critical to gather
be enjoyable for your progressive movement or exercise styles will allow
feedback from them to work out
clients. you to tweak the exercise selection
if they are more traditional or
and programming to deliver a more
progressive. Simply ask them what Your equipment typical gym
personalised session and service. As
they like and dont like and tweak equipment like dumbbells, barbells
trainers begin to understand their role in a
your programming accordingly. and pin-loaded equipment is
group, which is not to merely instruct but
considered more traditional because
Its important to remember when to also facilitate the best possible fitness
they are known. Using some of the
programming for different client styles experience for individuals and the group,
more functional training equipment
in a group that there are a number their clients will bond and hold each
such as ViPRs, TRX suspension
of variables you can adapt to make a other accountable, resulting in incredible
trainers and sand bells makes the
movement or exercise more traditional connections, motivation and ultimately
experience more progressive.
or progressive and thus cater to all styles. retention.
DOMINIC DOS REMEDIOS

Dom is the owner and CEO of the Personal Training now the education and training side of the fitness
Academy and a proud PTA Global Faculty member. industry. Prior to joining PTA he held the roles of
He is also part owner of BioAge Pty Ltd (online national fitness manager for Fitness First Australia
fitness testing software) and Acumotum Intelligent and national personal training manager for Crunch
Fitness facility (small group training facility) in Fitness International (USA). He holds a Bachelor of
Melbourne. With over 20 years industry experience, Education (Human Movement) with Honours from
Dom has the rare blend of skills and experience the University of Sydney.
from both the health club operations side, as well as

TRAINING WITH IHRSA >
GROUP EXERCISE:
A Class Act
IHRSAS NEWEST MEMBER RETENTION REPORT CREDITS CLASSES
WITH A DRAMATIC IMPACT ON RETENTION
By Lilly Prince
I
ts a well-known fact that people join fitness centres But what if you had the chance to ask 10,000 people what
because they offer opportunities for social interaction works for them? What would you learn about your own club?
in a variety of forms. To name just a few: to develop
Fortunately, a new report has done just that, and sheds some
new friendships and a sense of community, to spend
light on these issues. One of its principal findings: group
time with others with similar goals, to employ peer
exercise is key to good member retention.
pressure to achieve those goals, and to make use of
trainers and instructors to maintain motivation. According to a study in the latest issue of the IHRSA Member
Retention Report, based on an extensive study of club members
With so many different ways to interact within a club,
in the UK, members who choose group exercise are likely to
it can be a challenge for operators to determine which offerings
remain members longer than ones who generally work out by
or programs best satisfy their members need for social
themselves on the gym floor.
interaction, and to ascertain if that interaction actually keeps
them happy and renewing their memberships.

This study, the TRP 10,000, is the classes, alone, have a direct impact on out on the gym floor with taking a class
largest and most comprehensive survey membership. This report is especially or swimming.
of member behaviour ever carried out valuable because, for the first time, it
The study also reveals important
in the health and fitness club industry, explores the behaviour of two important
information about activity choices
and was conducted by IHRSA in groups group exercise class participants
with respect to age, gender, length of
partnership with The Retention People and more isolated members who tend to
membership, frequency of visits, and
(TRP), a UK-based consulting firm. work out on their own.
club history. According to the results,
The respondents completed a baseline
women are more likely than men to
questionnaire on their exercise habits GROUP-EX DRIVES attend exercise classes, while men are
and membership behaviour between July RETENTION more likely to prefer gym-only workouts.
and September 2013, and were tracked
The study first looked at all the activities Another interesting finding is that class
until the end of January of this year.
that members participate in when they attendance increases with age.
This ongoing study will touch upon visit their club. Working out on the
When the researchers then studied the
numerous aspects of member behaviour, gym floor is clearly the most common
retention rates of both groups, they
with results being published quarterly. pursuit, followed, respectively, by taking
found that retention was higher for
IHRSA also plans to conduct similar part in an exercise class, swimming,
group exercisers than for gym-only
research in North America in concert with group cycling classes, and personal
members; the latter were 56 per cent
TRP. training.
more likely to cancel their membership
The TRP 10,000 is an incredible Of course, many members often do than the group exercise enthusiasts.
accomplishment, observes Joe Moore, more than one thing. Most frequently,
IHRSAs president and CEO. Thanks the survey respondents combine working
to this study, the industry has increased
its collective understanding of consumer
behaviour. The findings will have a
major impact on club operations for
years to come. Activity Group by Characteristics
Its no surprise that members who make Gym Group
meaningful connections with other Only Exercise
people in their club whether its with
Gender
another member, a trainer, or a group
exercise instructor are more likely to Female 26.5 73.5
stick around, explains Jay Ablondi, Male 64.4 35.6
IHRSAs executive vice president of
Age Group
global products. However, it hasnt
always been clear that group exercise 1624 51.4 48.6
2534 44.9 55.1
3544 42.3 57.7
45+ 39.3 60.7
Months since joining
Retention Rate by Group Exercise
<6 49.7 50.3
> 6 to < 12 48.3 51.7
> 12 to < 36 45.0 55.0
> 36 27.7 72.3
Club history
First club 34.6 65.5
1 additional 38.8 61.2
More than 3 48.2 51.9
Monthly visits (mean) 6.0 6.3

Joe Jay Claire Melvyn

Moore Ablondi Holmes Hillsdon
The researchers also realised that it was important to test members engaged, points out the reports author, Melvyn
whether differences in cancellation rates could be directly Hillsdon, an associate professor of exercise and health
attributed to class participation or whether other factors behaviour at the University of Exeter, in Exeter, Devon,
were involved. This led to one of the reports most important England.
revelations.
The numbers back up that assertion. The TRP 10,000 survey
After standardisation the process of eliminating those other also asked members about their reasons for going to the club,
factors the report found that group exercisers were still 26 per and has identified the strongest motivators in both groups.
cent less likely to cancel than gym-only members. Obviously, The biggest difference between the gym-only and group
theres something unique about group activities that leads to exercise members is social motivation, notes Hillsdon.
better retention, which cant be fully explained by gender, age,
He reports that, while 58 per cent of group exercise members
length of membership, club history, or visit frequency.
said that social motivation was a primary reason for attending
You could argue that social contact is responsible for keeping a club, only 48 per cent of gym-only members said the same.
DRIVING GROUP-EX PROGRAMS

Thanks to this study, the
I
f retention is higher among group exercisers, then
clubs may want to focus on promoting more social
interaction with regard to exercise. The report makes
a strong case for offering compelling group exercise
industry has increased its
programs, says Claire Holmes, the general manager at
TRP. It also suggests that club operators should think
collective understanding of
about offering programs that attract individual members, or
groups of members, who normally arent interested in group consumer behaviour.
activities.
Hillsdon says there are reasons for their reluctance; some people, for instance, delay joining a class due to embarrassment or a lack
of confidence. Many people tend to start off small in the club for instance, just using the treadmill and a few of the weight
machines, he says. They tell themselves, Ill get good, and then Ill do a class.
Therefore, its important to inspire confidence right from the start, he says possibly by offering an introductory class, or by
employing some sort of buddy system to allay a members fears.
Holmes echoes that suggestion, pointing out that, in addition to improving retention, group exercise plays a positive role in
increasing the frequency of visits and extending the length of membership. Clubs, she says, should definitely introduce new
members to group exercise from the very start.
IHRSA members can download a free PDF of the latest issue of the IHRSA Member Retention Report at ihrsa.org/research.
Non-members can purchase the report for $29.95 at ihrsa.org/store.|
Lilly Prince, lilly.prince12@gmail.com

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TRAINING THE
TRAINERS
Image provided by Michael Cunico

Michael Cunico has 1. What is your favourite thing about In my previous roles I would be more
the work that you do? involved with club management teams
worked as a personal and work directly with them and their
I enjoy working with people and doing
trainer for 14 years and whatever I can to help them create
personal training teams. This has shifted
spent 13 of those years change, whether it is a member on their
slightly now, with my current role being
a more strategic position. I look for
dedicated to Fitness own journey, a PT working with a client,
opportunities to improve our fitness
or trying to improve their business.
First. The now National products and encourage more members
Personal Training 2. Would you say you have a unique to be involved with them through
skill or gift that has got you to where group exercise, our small group training
Manager spends his days you are today? program or directly with a personal
supporting the growth of I dont believe there is any secret or trainer.
personal trainers within special one thing that I possess. I work 4. What is your key role or area of
the industry. Fitness PRO as hard as I can to support the club responsibility towards the PTs who
management teams, to promote fitness, work at Fitness First?
caught up with Michael and lead by example.
to learn more about As I dont have a lot direct interaction
3. In your job are you a mentor to other with our personal trainers, I support
becoming a successful PTs or are you more of a visionary with the club management teams and our
personal trainer in this clear objectives for where you best team of area fitness managers. This
see PTs building a better approach to group is more focused on the operations
fast-changing industry. their work? of the business and I provide support

and assistance to them as 7. With such high obesity
required. rates in Australia, how
would you categorise the
5. Do you have three main
nations greatest failings
tips for PTs to observe to
with their fitness? Is it
keep themselves effective
poor nutrition, lack of
for their clients?
access to fitness clubs or a
Obvious, but never stop cultural issue?
learning the best PTs
I wouldnt use the word
I know never, ever stop
failing, I would use the
learning!
word challenge. The
Protect your own time greatest challenge needs
for training, relaxation or to be accepted by both the
whatever you need to stay consumer and the industry.
sane. The consumer who is not
currently involved with any
Be open to new concepts
physical activity must make
and new training ideas. If
the decision to change. They
the only tool you have is a
need to find a compelling
hammer then everything
reason to get started, and it's
starts to look like a nail!
the industry's responsibility
6. We hear of loads of PTs to make the step as
getting burnt-out or losing comfortable and smooth as
focus. Why does this possible.
happen? Have you advice
8. Where do you see the
as to how to counter this?
role of the PT being in 5-10
Being a personal trainer can years time?
be challenging as you will
More change potentially - Petra Kolber
generally be working with INTERNATIONAL PRESENTER
than ever before. Be INDUSTRY LEGEND
people your clients when
prepared for consumers to
your friends and family
come at you with more and
members have down-time.
more information. With the
Of course you can be smart
explosion of technology in
about how you manage
the fitness industry, people
your schedule, but it does e o
involve early mornings and
will be coming at you with
a t th Exp
more data on themselves s s
potentially some late nights,
than ever before, so be s i t u tnes urne .
i i
d v ian F Melbo entre
so be prepared for this.
ready. The market of one- n
However, some personal
trainers dont manage their
on-one personal training
m e a stral pril , tion C
schedules very well and
may not increase that much, Co 5 Au -12 A xhibi
but there are opportunities 1 0 E
allow their clients to dictate
to do more small group
20 d J1 1 and
their time to a certain n ion
degree. I would recommend
training. A clever trainer Sta vent
n
keeping one morning and
will realise that this an Co
amazing opportunity to
at least one night free a
work smarter not harder,
week, when you dont book
as there are only so many
clients and you dont enter
6pm and 6am timeslots in . au
your place of work. Train
a week! .c om 4
outside or simply have some
us
ic 3 04 .
down-time this will help
sm 76 es
minimise the feeling that s 99 eleas d.
you are always in your place tne 0 2 r ce
ye
s ll ew u
of work Ca nd n w red save.
ra o d
B es n an
c l
l l pri loca
FITNESSPROMAG.COM.AU | APRIL/MAY 2015 83 A Buy
CROWDFUNDING
FOR CLUBS?
By Jean Suffin
D
o you want to raise money to expand your club,
or to embark on a new project, or do you know
someone who does? The good news is that
crowdfunding may soon be an option.
Recently, crowdfunding has become an effective way for
people to solicit money from a large group of individuals
who are interested in supporting a particular product in
exchange for some token benefit or gift. Its easy for would-
be investors to go to websites such as Kickstarter.com or
Indiegogo.com, two of the better-known funding sites, to Paul Bosley
show their support for startup companies, film projects, art
initiatives, social causes, and other undertakings they regard
as interesting or important.
Paul Bosley, the owner of Healthclubexperts.com, agrees
One fitness-industry-related example is Gymwatch, a that clubs could find crowdfunding effective because they
German product that detects when exercises are performed have a loyal following of individuals who are committed to
incorrectly by tracking range of motion and measuring the success of the business.
strength, muscle loads, and reps. A campaign launched on
Clubs are perfectly positioned to approach their members,
Indiegogo in April had yielded $US 81,048 toward a goal
he says.
of $US 85,000 by May 13 11 days before the end of the
campaign. For now, though, there are limitations in the US on who can
invest and how much they can pony up, cautions Bosley,
Last year, in October, Michael Volkin, an army veteran and
whos also the executive vice president of First Financial, a
fitness enthusiast, funded his set of instructional bodyweight
financial services firm. A club looking to finance a major
exercise cards, Strength Stack 52, on Kickstarter, raising
expansion can only approach accredited investors meeting
over $US 11,000, nearly doubling the goal of $US 5,500 that
strict SEC criteria, he points out. However, Title III, part
hed set.
of the JOBS (Jumpstart Our Business Startups) Act passed
Another crowdfunding site, Moola-Hoop.com, has been in 2012, eases some regulations relating to small businesses;
particularly helpful to fitness studios. Groundwork Fitness, when it goes into effect sometime in the future, the health
in Long Beach, California, used it to raise $US 15,000 club industry will reap the rewards, suggests Bosley.
for new equipment, and Barfitness Ballet Barre Studio,
Once its legal, a club hoping to expand or open a new
in Scottsdale, Arizona, raised over $US 5,000 toward the
location will represent a perfect fit for a crowdfunding
opening of a new site.
campaign, he says. And members who have a connection
Fitness-related businesses do well on Moola-Hoop because to the club will be able to invest in it. That sort of grassroots
they often involve a project that the companys own clients support is what crowdfunding is really all about.
for instance, club members would profit from, things such
Jean Suffin, jean@fit-etc.com
as new equipment, new classes, or a larger space, explains
Nancy Hayes, the sites co-founder.

MEMBER MANAGEMENT WITH IHRSA >
Maria Parrella-Turco
REWARDING
MEMBERS
FOR
PERFORMING
By Jean Suffin
F
or years, many companies have offered loyalty
programs to their customers think of American
Express, for example to prompt continued
purchases.
Health clubs arent any different.
As club owners and consultants, weve always asked, What
can we offer besides a T-shirt and hat to our guests to show O2Fitness decided to award points for signing up for fitness
our appreciation for their business? observes Maria Parrella- assessments, personal training, and small group training.
Turco, the COO of New Paradigm Partners, an industry The program has been hugely successful, reports Michael
consultancy based in Princeton, New Jersey. Olander, the CEO of MDO Holdings, O2 Fitness corporate
parent. Including the month members joined O2 Rewards
In response, New Paradigm developed fitRewards, a
and the three months thereafter, they averaged 32.8 per cent
program specifically designed for clubs that awards points to
more paid personal training and boot camp sessions than
members that they can redeem for in-club products or items
they had during the three months prior to getting involved.
from a catalogue, such as cameras, tablets, jewellery, sports
watches, and sporting goods. Points also are automatically applied to the members
account when they post on social media sites such as
These days, however, clubs are using reward programs not
Facebook and Twitter. You cant buy this kind of positive
only to thank members for their purchases, but also to
advertising, enthuses Olander. I think this is one of the
encourage them to do certain things. Club loyalty programs
best initiatives weve ever launched.
have evolved into ones that drive behaviour, Parrella-Turco
explains. Most frequently, she says, that involves visiting the The Brooklyn Sports Club, in Brooklyn, New York, which
club regularly, utilising its services, or referring a friend. serves 2,800 members, implemented its fitRewards program
in July 2011. An audit conducted after 20 months found that
To get started, clubs first have to decide exactly what it is
52 people had joined the club as a direct result of referrals
they want members to do. Once those criteria are identified,
generated by fitRewards. Based on our membership rates,
the process is painless. These systems are simple to offer
that translates into more than $US 35,000 in revenue, says
and completely automated, and, as a result, more clubs are
Executive Director Matthew Cofrancesco.
offering them.
Kim Kenyon, the managing partner at Golds Gym Duchess
For example, in January of 2013, the O2 Fitness Clubs,
County, has had a long experience with fitRewards at her
a chain of 12 facilities in North Carolina that serve some
two facilities in LaGrange and Fishkill, New York, having
28,000 members, launched its rewards program, employing
established the program in 2008. She uses it to reward
Perkville, a San Franciscobased company. They chose
members for signing up for Smart Starts, the clubs fitness
it, in part, because it was able to interface with O2s club
assessment, for personal training, and for involvement in
management software.
community events. Other businesses use points systems
successfully, she says. Why shouldnt health clubs?

HOW MANY without compromising the excellent
service they were used to, she says. PERSONAL
MEMBERS IS We also explained the concept of
attrition, and noted that, when there TRAINING
TOO MANY?
were openings, wed love to have them
refer new people to the club. INSIGHTS
It was important to point that out, Fitness Industry Survey identifies
By Jean Suffin trends and opportunities
says Mitchell, because the club,
A
t first, the notion of having
too many members sounds which prides itself on its community
involvement, didnt want the cap > Since 2008, the Fitness Industry Survey
like the kind of problem
to be viewed as elitist. We found has involved more than 20,000 club owners,
youd like to have until
the best way to successfully walk managers, and members from across
the level of service your club offers
that particular tightrope is to be Australia and New Zealand. And, in 2014,
begins to slip.
transparent about always wanting new the survey was expanded to include fitness
Its therefore important to identify an members to replace ones whove left. facilities in Hong Kong, Singapore, and
appropriate membership cap figure Malaysia.
by evaluating a number of factors. Stephen
Tharrett, the The findings have identified a surprising
And, after youve done so, to clearly
cofounder of trend: a largely untapped market for
communicate to members that youre
ClubIntel, personal training (PT) in these five areas.
imposing the cap for their benefit.
suggests More than half of the gym member
Pura Vida Fitness and Spa, in that a respondents (54 per cent) have never used
Denver, Colorado, an exclusive club membership the services of a personal trainer. Apparently,
that attracts an affluent clientele, cap can, in PT has been considered a luxury that only
spent about six months compiling fact, increase celebrities and elite athletes could afford.
and studying the relevant data. The Keith
a clubs However, in Australia, that sentiment seems
process eventually led it to decide to Moore
desirability. to be fading. The survey notes that, each
cap membership at 2,000 individuals, Scarcity is a year, thousands of new personal trainers
reports General Manager Keith powerful sales tool and often creates a are graduating from the 100-plus registered
Moore. heightened desire for the product in training organisations in the country.
Just looking at the total number of this case, membership, he maintains.
check-ins doesnt provide enough That dynamic may be working for
information to determine capacity, he Pura Vida, which reached capacity
explains. We also considered whether in April. When that happened,
we had enough showers; whether the club compiled a waitlist, and,
we had enough parking spaces; and since then, has taken steps to keep
whether our website was overwhelmed these prospective members engaged.
when people were busy registering for For example, the club created The
classes. Underground, a high-intensity training
We had to determine how many studio, and, for a fee, waitlisted
members we could have, and still individuals can take Underground
provide the high-quality service they classes; use the Ethos studio, the clubs
expected. wellness and mindfulness studio; and
attend Pilates classes. Still, the survey revealed that, while 46 per
The Newtown Athletic Club, in
Theyre also invited to attend all Pura cent of Australian club members have tried
Newtown, Pennsylvania, reached
Vida social events. PT, they use their trainer, on average, for
capacity in May of 2013, when it
three or fewer months. Most stop booking
hit a total of 12,000 individuals. Clubs that have reached their cap and sessions due to the cost. Ryan Hogan, the
Linda Mitchell, the director of public are going to waitlist can be creative CEO of the Australian Fitness Network, one
and community relations, stresses and innovative, drive additional of the countrys leading fitness education
the critical role that explaining the revenues, and even create new profit providers, believes that, to increase
clubs rationale played. We told our centres, while, at the same time, utilisation, clubs need to offer a wide variety
members that this was the level of fostering a relationship with these of programs led by qualified trainers at
membership we knew we could handle prospects, concludes Moore. different price points.

ANNEMARIE
VAN GAAL
Founder of van Gaal & Company, author, investor,
media consultant Amsterdam, The Netherlands.
By Patricia Amend
Last year you spoke at Youve been involved in a variety of or do anything about; those problems
IHRSAS 14th Annual businesses. Why diversify in this way? are facts. Why waste time on or lose
European Congress. any sleep over them? The other half are
It all goes back to what I said about
What was your problems that you can do something
experience, which keeps us from
message? about these are the real challenges. If
discovering new ways to do things. I love
you focus only on the challenges, youll
Many entrepreneurs and managers still to invest in businesses Im not familiar
cut the number of problems you have
believe that their experience, skills, and with, and in countries Ive never visited.
by 50 per cent.
methods will determine how the market It provides me with fresh insight, and
reacts to the product or service that they doesnt tempt me to step back onto the Finally, from Exit, your book about
offer. Not true! The market is constantly path of experience. divorce, whats your best advice for
changing, and the market always knows club operators in their personal lives?
Youre also a media expert, so tell us:
best. So why continue to utilise old
whats the key benefit of using social Keep your personal life and your firms
methods?
media to attract and retain members? finances separate at all times; you have
Let go of your experience, and let the to protect your private life from any
Social media is so powerful. I once read
market define your business. Experience, risks you take professionally. Also,
that a domino is able to trip another
and education, for that matter, are both entrepreneurs have a very strong focus:
domino twice its size. The first domino
based on the past. You need to accept their business. But, in many cases, their
requires only a small push, but the
that its not wise to plug notions based friends, parents, or partner dont approve
cumulative effect, after the 10th or 20th
on experience into the challenges that lie of that. They try to persuade them that
domino, is enormous. I see the same
ahead. they should strive for a better balance
sort of thing happening with social
between their work and private lives.
As an investor, whats your best media. If I tweet something, and 100
But the truth is there is no balance. An
advice for club companies in search of of my followers retweet the message,
entrepreneur has that business running
capital? then weve covered the whole of The
through their veins. They should try
Netherlands for free.
Youll engage an investors interest only to surround themselves with people
if you have an idea thats scalable and, Whats the best piece of advice you who understand and support them
ideally, exportable. An investor wont can offer to growing companies from especially in the case of their personal
be tempted to invest in a single club. your book, Ambition? partner!
However, they will invest in a unique
You need to differentiate between the
concept or service which has worked
types of problems you face. At least
well in your club, that youd like to a roll
half of them are ones you cant solve
out to the world.

Fitness for Health founder

Marc Sickel and client

INCLUSIVE FITNESS
MEANS FITNESS
FOR EVERYONE
By Lilly Prince
Clubs, manufacturers, and industry

professionals address serious needs
B
efore joining Six months into her training a price on getting your life expanded its offerings to
Fitness for Health, at the facility, a regimen that back. everyone, and now also
in Rockville, involved a variety of exercises, addresses senior wellness,
Clients typically pay $US 117
Maryland, the last games, and equipment bone and joint health,
for a 50-minute, individual
time that Lola Byron, 70, had adapted specifically for the and athletic performance
session, or $US 87 for a
walked up a flight of stairs handicapped, Byron walked development.
group session involving two
without holding on to the up a flight of stairs without
to four clients. A family Sickel uses his innate
railing was when she was six the support of a railing for
package four people per understanding of the
years old. the first time in 64 years!
session, $US 35 each is also emotional roadblocks that
Byron was born with cerebral Its been a remarkable available. prevent individuals with
palsy, a general term for a experience, says Byron. She special needs from being
The catalyst behind Byrons
set of neurological disorders began the process skeptical physically active to design
remarkable transformation,
that severely impair muscle and afraid. When I first programs and activities
and those of all of Fitness
function, and, so, throughout came in, and the staff were that rip down those
for Healths members, is
her life, shed struggled to going over some of the obstacles, replacing them
Marc Sickel, 53, the facilitys
do simple things that most activities they wanted me to with confidence and strong
owner and founder. Inspired
people take for granted do, I thought, Youre insane. self-esteem. I understand
by his personal struggles
things like maintaining good I cant do that. how these people feel, he
with physical limitations
balance. explains. I know whats
Fortunately, Byron was as a child, Sickel founded
going through their minds.
Then, through her doctor, wrong. She stills attends the business in 1986 to help
I even say to them that I
she heard about Fitness for Fitness for Health three times children overcome their
know this is the last place
Health, a fitness centre that a week, paying per session. own physical, emotional,
they want to be. I say, I dont
works exclusively with people Its not exactly cheap, she or neurological disabilities.
blame you, just bear with
with disabilities. says, but argues you cant put Fitness for Health has since
me.

The forefront of fitness clients forget theyre actually
doing the work they thought
Fitness for Health is at the
they couldnt do, says Sickel.
forefront of the emerging
inclusive fitness (sometimes Garcia reports that one
called adaptive fitness) machine thats used a lot is
movement, an effort to create the Makoto, a set of three
and provide exercise facilities, towers that flash different
equipment, and programs colours and sounds at various
tailored to individuals with intervals; the user has to tap
special needs. Chris Garcia, a the light or sound source with
trainer at Fitness for Health, their hand or foot as quickly
says that the facility works as possible. The machine
with people with a range of helps improve visual scanning,
special needs and disabilities, reaction time, and muscle
Pediatric fitness team, from l., Reza Mofarrhi, Chelsea Shaut, Chris
including autism, cerebral accuracy. A number of studies Garcia, Sickel, Pete MacLeod, Emily Cook, Bristal McAlister
palsy, ADD/ADHD, Down have shown that its very
Syndrome, poor gross motor effective at training the body
skills, and many other and mind.
conditions. Most major industry
Garcia notes that a large manufacturers offer inclusive
portion of his clients fall on exercise equipment, but Sickel
the autism spectrum, due to also has worked with specialty
the relatively recent increase in suppliers such as Makoto
diagnosis of the condition. USA, TRAQ 3D, TRAZER
Interactive, and XerGames.
We believe that inclusiveness is about

transforming communities based on social
justice principles, so that everyone has
access to and can take full advantage of
opportunities for healthy choices.
Coordination training rocks!
The facility has state-of-
He conferred with the latter to
the-art exercise equipment,
modify its Sportwall machine trampoline, another How could that be utilised
much of which Sickel worked
to make it more appropriate commonplace item. You can for my purposes? Sickel also
directly with manufacturers
for his clientele. do so much with it, and, for asks exhibitors about their
to produce. Units have been
modified, for example, The facility also utilises adults, it makes them feel like hottest piece of technology,
to accommodate visual everyday activities, such as a kid again, he says. It has and inquires about possible
perception training, sensory basketball or badminton. a nine-metre tumble track, modifications.
and motor integration, A client, for example, may and offers the client a lot of
When it comes to staff,
and progress feedback. begin by using an oversized feedback and input in a very
Garcia explains, all of the
Meanwhile, for its younger racquet, making it easier natural, organic way.
facilitys trainers are required
clientele, Fitness for Health to hit the birdies, and once Most of Sickels ideas for to have at least a bachelors
has a glow-in-the-dark rock their accuracy improves, will new equipment are born at degree in exercise science or
wall, a giant ball pit, a laser graduate to a smaller racquet. IHRSAs annual convention a related field. Many of them
room, and a trampoline. They continue to receive ever- and trade show. I walk also hold a masters degree
smaller racquets until they around the show floor in occupational or physical
The purpose of all the fancy
can use a regulation-sized one. with a different eye, he therapy, and have extensive
equipment and high-tech
games is to facilitate activities Garcia adds that both acknowledges. I look at a experience working with
that are so much fun that kids and adults love the piece of equipment and ask, individuals with special needs.

An industry-wide initiative Amy Rauworth
Like many clubs and equipment manufacturers, a number of
educational and certifying organisations are now beginning
to embrace inclusive fitness, expanding their offerings to
encompass specialised curriculums.
For example, the American College of Sports Medicine
(ACSM) now offers a specialty certification developed in
concert with the National Center on Health, Physical Activity,
and Disability (NCHPAD). The Inclusive Fitness Trainer
Certification was launched in 2008, and has been well
accepted, says Amy Rauworth, the director of policy and
public affairs for NCHPAD. We believe that inclusiveness
is about transforming communities based on social justice
principles, so that everyone has access to and can take full
advantage of opportunities for healthy choices.
Meanwhile, a growing number of American universities Lola Byron
are introducing inclusive fitness into their curriculums. For
instance, Long Island University, in Brooklyn, New York,
offers an inclusive fitness minor for a total of 12 credit hours.
Clearly, the fitness industry is trending toward inclusive
fitness with good reason. Theres a growing need for it, Sickel
attests, both for kids and adults. Adults can have a hard time
obtaining services for their conditions, or they may want a
different kind of treatment one thats engaging and more
fun.
In May, the Centers for Disease Control and Prevention
(CDC) released a study reporting that half of Americas 21
million disabled adults dont exercise regularly or at all.
Worse, the 47 per cent of adults with disabilities who are able
to engage in aerobic exercise dont.
The need for innovative exercise options for children with
special needs or neurotypical conditions is even more serious,
argues Sickel. Two-thirds of the children in the US are
overweight or obese, he points out. I think a large number of
Chris Garcia,
them, at some point, were given the ammunition to say, Never senior pediatric trainer
again to exercise. We just cant have that!
The need for inclusive fitness is increasing outside of the US, Fitness professionals who provide inclusive options are already
as well. Last year, IHRSA partnered with the United Nations making important headway, helping individuals to take small
Educational, Scientific, and Cultural Organisation on the steps and implement minor changes, which, for those with
European Fitness Inclusion Training for Work project. This disabilities, represent major improvements. Ive come to realise
initiative teaches club operators and personal trainers how to how much the little things mean, concludes Sickel. We tend
work successfully with disabled people. The project, initiated not to notice, to appreciate, so many ordinary activities, like
in Ireland, is scheduled to last two years, and is budgeted at walking down the street or climbing into or out of a car. Being
$US 500,000. able to do these things means the world to my clients.
The goal of the project is to instill more confidence in club Garcia echoes Sickel: Every day here is rewarding, he says. Kids
staff and personal trainers when it comes to working with and adults leave here smiling and confident, having done things
people with disabilities, explains Joe Moore, the president and inside our facility that they havent been able to do outside.
CEO of IHRSA. This is an important, relatively untapped Thats just incredible!
market for club operators to reach out to. Im hopeful about
what the UNESCO project will achieve in the UK, and look
forward to seeing similar efforts materialise in the US

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MAKING A DIFFERENCE WITH IHRSA >
Jon Alling oversees
product innovation
INDUSTRY SUPPLIERS
Matrix Fitness looks to the world to drive its R&D initiative
By Jon Feld
E
Individuals, clubs, industry very major fitness equipment necessity. Its a professional passion.
manufacturer engages in
suppliers all of them are research and development
Like all R&D, Matrix Fitness process
is a compact of facts and intuition, of
making a difference every (R&D). The process is critical
established systems and improvisation.
day, both in the normal course to improving upon whats been done
before; creating the brand-new and The company describes its basic tack as
of conducting business, better; meeting club operators needs representing an outside-in approach:
and often in unique and more exactly; and providing their bringing data, information, feedback,
extraordinary ways. Theyre members with an exercise experience and suggestions from the outside
thats more engaging, engrossing, world inside the business to inspire
having a positive impact on efficient, and effective. and inform innovation.
their employees, their clients, The best insurance policy for the Rigorous research
club members, the public, future of an industry is research,
The process starts by just listening,
and the world at large. In chemist Sir Harold Hartley noted in
explains Jon Alling, the manager of
the last century, and the observation, if
this column, which appears anything, is even truer today.
a small innovation team at JHT. The
periodically in CBI, we firm employs a variety of means and
At Matrix Fitness, the commercial brand venues to connect with and listen to
acknowledge their efforts and of Johnson Health Tech. Co., Ltd. all of the stakeholders in its product
achievements. (JHT), R&D is more than a business development program. Among them

MAKING A DIFFERENCE WITH IHRSA >
Birth of the C7xi ClimbMill
we spend a lot of the stakeholders involved; and the whats,

time in the actual the problem pain points.
setting where the
Its important to note that we dont
product is going
use the outside-in approach to solve
to live. We also
our problems, he counsels. We use
use structured
it to understand what problems our
interviews or focus
customers have that we can solve.
group sessions
to dive deep into Product development
the topic but,
All of the R leads directly, inevitably, to
even then, the best
the D.
information comes
from listening At this point, the process passes into
to users stories, the hands of JHTs key technology
hearing about their engineering team. Its job is to determine
experiences not how the concept can be realised in a
simply from asking real-world context. Among the factors
questions. it evaluates are functionality, strength,
durability, manufacturability, and
Once the raw
cost to build. Once the engineering
information is in
specs have been pinned down, the
hand, the business
new product development team takes
and product
over, working to smoothly integrate
leaders across
innovations or new additions into
the organisation
Matrix Fitness product line. Utilising
act like sponges,
a lean-development technique, this
immersing
team can quickly build and test
themselves in
solutions to confirm assumptions and
soaking up the
are club owners, trainers, other fitness identify potential problems, resulting in
problems, needs, and desires of our
professionals, service technicians, dependable, proven designs.
customers, according to Alling.
end-users, and organisations such as Typically, new product development
the American Council on Exercise The goal, he says, is to create a
requires about 18 months from start
(ACE) and the National Strength and comprehensive map of the opportunity
to introduction, but that timeline can
Conditioning Association (NSCA). one focusing on the wheres, or the
be modified in response to changes,
landscape of the market; the whos, all of
Matrix Fitness primes the e.g., in market conditions, newly
communications conduit by hosting available technologies, etc., and some
stakeholders at its corporate offices ClimbMill concept sketch more-complex projects may take longer.
in Cottage Grove, Wisconsin, several Throughout a product lifecycle that
times during the year, and by spending can last five to seven years, equipment
a significant amount of time out in the updates take place constantly. We make
field. We dont have a single, formal small improvements all the time, notes
process for collecting data and insights, Alling. With digital console technology,
says Alling, but, rather, use a variety of for example, updates and upgrades can
methods. be made faster even remotely.
Beyond listening, Observations are To us, a product in the field is just
our best source of information, he another opportunity to test and
continues. In many cases, innovation enhance.
is the result of watching what users do Jon Feld, jfeld@inc.com
not asking them what they want. At
the beginning of a development project,

BUSINESS >
TOP TIPS
ON BEING A
Many of us will remember the days
when many gyms would have a club
manager, sales manager, personal
training manager, group fitness
manager, admin manager, customer
care manager, reception manager
and creche manager.
With advances in technology,
increased competition, smaller clubs
and tighter margins this top-heavy
structure is now streamlined. The
modern-day club manager has come
full circle and once again needs to
fulfill most, or in some cases all, of
these roles.

BUSINESS >
MULTI-
DIMENSIONAL WHERE TO START
CLUB MANAGER
WEEK ONE
There are six steps you should use
when you first step into a new club to
show support for your people across all
By Justin Ashley departments and grow your brand as a
leader:
A
s a club the fitness industry but the floor all before most
1. It starts with a relationship
manager any leadership role in of their staff start their
who moved any industry. day. They may not be Make them like you: find out what
directly from the best at any of those motivates them, take them for lunch and
The best multi-
a big-box model - where tasks, but it doesnt ask about their family. The old adage
dimensional club
I had seven heads of matter what matters is goes: they dont care how much you
managers are not
department - to a budget they do them. know until they know how much you
managers at all, they
model where I had none, care.
are leaders. A leader How does a club
I know first hand what it
is not concerned with manager who has 2. Set expectations
is like and the challenges
whether it is admin, come from the sales
you face. Set expectations with each other. Always
sales, customer service side manage a PT or
let them go first. Find out what they
My advice: dive in. Do or PT. A leader is reception team, or an
want from you ensure you draw it out
it all. Dont expect to be intensely focused on the admin person?
of them. Then outline what you want
the best at everything success of their people
Its all about from them.
but do expect to be and ensuring that the
relationships and adding
involved in everything. ship they are sailing is 3. Delegate
value. Leaders need to
Cherish it. Its dynamic, heading in the right Never set and forget when it comes to
play to their strengths.
interesting and fun. The direction and everyone is your people, regardless of how competent
Lets take sales people
multi-dimensional role on board. they are. Delegation is great, abdication
for example: theyre
is club management at is not. To delegate you must set a task
They do not see usually incredibly
its core; a return to its and a follow-up time or date to ensure it
different departments, results-focused and like
roots. In my view, its has been done correctly.
they see and foster a things done quickly.
the way it should be.
team that works together Admin people, on the 4. Set goals
FAQs toward two common other hand, are process-
goals: helping members focused and often like Goal set with your team each one of
What skills does a them. Both work-related and personal
achieve their goals and things done accurately,
multi-dimensional goals. Then, make a commitment to help
growing the member irrespective of time.
general manager need them get there in any way you can.
base. They believe that
to succeed? It is likely that the sales
all staff are responsible 5. Add value
person is not good at
To start with, a club for this and that they are
admin and the admin Great at sales? I am sure you can help
manager needs presence, ultimately the gel that
person dislikes sales, with debt calls. Strong communicator?
communication, holds the team together.
possibly even sales Deal with some complaints, then
relationships, ownership,
Leaders take ownership people. They are often explain how you did it. Strong at admin?
respect and confidence
in the club as if it is both great at their job Document a new process. There are
in order to excel. The
their own: picking and experienced at always skills that you have that they
majority of these are not
up weights, greeting what they do, so how need.
skills, they are attributes,
people at reception, could the sales guy
and it is these attributes 6. Show integrity
selling memberships and possibly help the admin
that transfer across not
assisting members on manager? Do what you say you are going to
only all departments in
do! Integrity and consistency is the
cornerstone of good leadership.

BUSINESS >
RECRUITMENT friends, which drives more sales. The from the front for instant respect.
administration and service teams hold
What type of people should you recruit? 3. Show them what you are really
everything together and without them
good at
People like people who are like them both the fitness and sales sides would not
and managing people who are like you succeed. a. If you are a gun sales person, hit
is easier than managing people with the phones for an hour or two.
What are some mistakes you see
differences. New or underperforming A PT superstar? Train a client or
general managers make when stepping
managers will nearly always recruit a train yourself. Customer service
into a new club/role?
team that looks, talks and acts just like guru? Deal with a difficult
they do. The biggest mistake I see is managers complaint. Do it quick and build
avoiding the departments they dont feel your reputation.
However, the best club managers comfortable with.
understand their own weaknesses and 4. Have a team meeting
recruit people who complement them. Who are the best general managers?
a. Deliver a brilliant team meeting
The top-performing club manager should The best general managers are the with your vision for the club.
have at least one right-hand man or ones who transfer their skills from one Try not to be domineering or
woman who contrasts their skills. department to the next. They might not demanding, rather motivational
Here are some leadership combinations know anything about personal training, and inspirational.
that complement one another: yet they teach their PTs how to call
5. Implement what you already know
people, how to sell, set key performance
Sales people are outcome-focused. across all departments
indicators, build rapport and other sales-
Look for someone process-driven based activities. a. Put in place customer service
and analytical to help with strategies in the PT team.
paperwork and details.
Service people are people-focused THE BIGGEST MISTAKE I SEE 6. Set your expectations.
and patient. Look for someone

IS MANAGERS AVOIDING THE a. Have very clear expectations set
early on. Write them down and
DEPARTMENTS THEY DONT FEEL
results-driven who works at speed to
ensure performance. display them in the club as well as
COMFORTABLE WITH.
send them to each team member.
Administrators are process- Deliver them one-on-one or per
focused. Be on the lookout for department.
someone to support, motivate and
inspire your team. What tips can you give someone who is 7. Play to your strengths, but outside
stepping into the multi-dimensional role your comfort zone
Personal trainers and group for the first time?
instructors are experience-focused. a. If PT is your game, teach the sales
Look for someone process- or 1. Build relationships fast team how to do a needs analysis or
sales-oriented to make up for your a. I believe the first 7-10 days sell a PT pack.
shortfalls. determine the success of the 8. Be present, not perfect
general manager. Take every staff
Why is it important to be a multi- a. Remember, you dont have to be
member out of the club and get to
dimensional general manager? the best at it, you just have to have
know them on a personal level.
Each department supports the next. a crack.
2. Get your hands dirty
The sales team drives leads for the 9. Add value
a. Be there early, finish late. Clean
PTs and the group fitness instructors the gym floor, sell a membership, a. Teach something to everyone,
(GFIs). The PTs and GFIs get our do outreach. Whatever they do, every week.
members looking great and enjoying you must be prepared to do. Lead
their experience, so they tell their 10. Be a leader, not a manager
JUSTIN ASHLEY
Just began working in the fitness industry in 2001 while four years, Justin has worked as a consultant for a number of
commencing a bachelors degree in personal development, gyms ranging from small independent operators to national
health and physical education. He spent seven years working chains with multimillion-dollar profits and is now the owner
for previous market-leader Fitness First. Throughout the last of a new highly successful gym, The Fitness Playground.

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NUTRITION >
T
he benefits of regular
exercise are no secret.
They are endless
and range from the
ability to mould and shape
our physical form to reducing
the risk of major chronic
diseases: cancer, diabetes
and cardiovascular disease.
Fitness professionals are often
the first port of call for most
people who want to make real
changes to their body and their
health. However, creating those
changes when focusing on just
one part of a very complex
health puzzle is unlikely to get
your clients to their health and
wellness goals, leaving many
feeling disheartened, defeated
and ready to throw in the
towel. This is also business and
reputation suicide.
Its common to use exercise
as the variable factor when
taking on a health or wellness
regime. However, most people
dont begin an exercise regime
NUTRITION
to improve their health, it is
more often than not due to
vanity: fat loss and a killer set
of abs. Fitness professionals
AND TRAINING
and trainers are often in the
frontline for health change,
providing motivation,
accountability, structure and
ARE LIKE THE

fun to a health and wellness
journey.
The not-so-shocking news is
that research is showing time
TWO WHEELS
and time again that exercise
cant be used as a sole or even
primary tool for fat loss.
Putting it very simply, its a lot
OF A BIKE;
easier to NOT eat those two
donuts at 500 calories than
spend two hours of your busy
day running them off. The
couple of hours clients spend
you cant move forward or get anywhere without each with their fitness guru every
of them spinning together. week are trumped dramatically
by the remaining hours they
By Jaime Rose Chambers

NUTRITION >
spend eating and drinking, effectively their knowledge base, becoming highly or muscle building. For the fitness
undoing or if theyre lucky, balancing qualified in holistic health and offering expert, appropriate nutrition means
out the time theyve been busting a package of services: a one-stop-shop clients are fuelled properly to make
their behinds and hard-earned money if you will of fitness training, nutrition the most of their training or fitness
working with their trainer. advice and psychological and life sessions. Nutritional deficiencies can
coaching. In saying that, it does not cause fatigue, sluggishness or lack of
Nutrition and training are like the
mean that you cant have a successful motivation, such as the very common
two wheels of a bike; you cant move
business. Maybe you want to remain iron and vitamin B12 deficiency in
forward or get anywhere without each
razor-focused on fitness and physical young women. These can, however, be
of them spinning together. In other
training, or maybe you dont feel corrected, as can the consequences of
words, without the right nutrition
comfortable or are particularly interested inadequate good-quality carbohydrates,
advice to support exercise and training,
in taking on more study. As a fitness in turn improving client return rates
physical results and goals will be next
expert, offering some type of nutrition and supporting your client to reach their
to impossible to achieve. The world
support is essential to creating rapid and fitness and health goals, and potentials.
of health is really very young, and
specific changes to your clients progress.
growing and changing rapidly. Its Many people also have a plethora of
simply no longer enough to provide just Nutrition is, of course, not just limited medical issues that need to be taken
a fitness regime any more clients are to weight or fat loss. Good nutrition, into account, such as food allergies
expecting more. Its no longer a one- like exercise, has an endless range or intolerances, even ethical beliefs
track, single-focused strategy. Many of benefits more than just a calories surrounding food.
health professionals are broadening in versus calories out for fat loss

NUTRITION >
By either providing basic, more complex clients on to
solid nutrition advice thats them. Have a number of
sustainable, healthy and nutrition experts on hand
balanced or outsourcing to match your client to their
the nutrition advice, your needs. Dietitians are trained
clients will see faster, more in medical nutrition therapy
significant results. Whats for clients with complex
more, it will also give you as a medical issues who need
fitness professional far greater specific dietary advice that
credibility and reputation as only a dietitian is qualified
you build your business and to provide. Many dietitians
name. Here are a couple of are also sports dietitians
options for you: with additional training
specifically for athletes or
1. Educate yourself
highly active individuals.
Be an eternal student. The This will ensure your client
world of health and nutrition gets the best, most accurate
is changing constantly and information and personalised
there simply isnt a cookie- plan designed just for them.
cutter way of creating a Aligning yourself with great
fitness or nutrition regime practitioners will give your
for an individual. A two- clients top-tier, gold-standard
week nutrition course advice specific for them to
will not cut it. The more support their fitness regime,
training, courses, reading allowing them to achieve the
and qualifications, the greatest possible results.
more tailored and specific
As health practitioners,
advice you will be able to
were ultimately all aiming
give and the more specific
for the same goals for our
results youll achieve with
clients. It is important to
your clients. Really do
keep in mind our scope of
your homework and find
expertise because providing
nutrition courses with
the wrong advice can be
strong qualifications and
damaging, dangerous and
credibility. Always be reading
ruin a reputation. However,
as well; keep up with the
by providing a holistic, multi-
science- and evidence-based
faceted service or having the
Nutrition can be a minefield style diet is dangerous and research coming through
support of really fantastic
of confusing and conflicting destined for failure. Not to by subscribing to nutrition
health practitioners that
information; what is right mention the lack of energy, journals, magazines and
are in line with your health
for one person could be fatigue, constipation and books.
philosophies, youll have a
detrimental to others. Over absolute misery over an 2. Refer on horde of happy clients.
the years I have seen many, inadequate, inappropriate,
many patients end up in a restrictive diet provided Network with highly
great mess after receiving by an unqualified health qualified dietitians and
unqualified nutritional professional. nutritionists and refer your
advice. Patients on diabetes
So where do you draw the
medications told to cut
line on fitness professionals
out carbs, patients with JAIME ROSE CHAMBERS
dishing out nutrition
high cholesterol and a very
advice? Providing the wrong Jaime is an accredited practising dietitian and nutritionist who has
strong family history of
nutrition advice can be worked in private practice for the past six years in Sydneys eastern
cardiovascular disease told suburbs, treating and working with patients suffering from cancer,
dangerous, yet in many cases
to eat butter, eggs and cheese hormonal and gut issues, food allergy and intolerances to fat loss and
sending a client off to see a
every day. Putting a post- specific fitness goals. Jaime is also the nutrition and wellness expert for
dietitian or nutritionist is gourmet home food delivery company, Eat Fit Food. Jaime is incredibly
menopausal lady who is
often unnecessary and not passionate about food and its effect on our health, but also on our soul.
new to training on a paleo-
viable.

REVIEWS >
REVIEWS
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Musashis new P45 High-Protein body others notice with MUSASHI rehydration and Meta Mag Magnesium
Bars. They pack a nutritional punch, P45 High-Protein Bars. to relieve muscle cramping, aches and
delivering a whopping 45 grams of pain. Endura Rehydration Low-Carb
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fitness centres, convenience outlets, and
taste and soft texture and youll need to dose.
health and supplement retailers. Do
experience it to believe.
yourself a favour and try one today. Always read the label. Use only as
Available in two flavours: Cookies and directed. If symptoms persist consult
For more information,
Cream and Choc Nut, and coated in your healthcare professional.
visit www.musashi.com.au
milk chocolate, these bars are ideal for
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ISOWHEY SPORTS PRE-WORKOUT FUEL

A scientifically-researched formula that of blood vessels which enables adequate
contains unique ingredients to support blood flow and tissue oxygenation to all
exercise performance. organs including the muscles, heart, lungs
and brain. Optimal circulation means
Amino acids creatine monohydrate,
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L-arginine, beta alanine and L-carnitine
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as a natural source of nitrates, caffeine sweeteners. RRP: $80.85
from green coffee, and Panax ginseng.
Nitric oxide is involved in the dilation www.isowheysports.com.au

REVIEWS >
PROGENEX RECOVERY
The fastest absorbing
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your muscles to recover
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within hours, not days.
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absorption.
NOT a concentrate
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Ninety per cent pure
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STAR TRAC - TURBO TRAINER protein with high
The Turbo Trainer by Star Trac is a concentration of
commercially-designed air-driven bike that fast-absorbing and
delivers simultaneous upper and lower body bio-available branch
exercise through a distinctive isokinetic chain amino acids
and leucine.
US E N T
resistance mechanism. The flywheel design
displaces air at a rate that matches the users Extremely pure no
effort level, so the higher the RPM, the greater
I S COUE long list of additives
D OD
the isokinetic resistance. This user drive system
C and emulsifiers.
o2
FidtePis crase sensTitivOeN)
makes it a perfect compliment to any facility Gluten-free
or fitness setting, from cardiac rehabilitation to Available online at
e: Co UN
DISCO DUCTS
sports performance and CrossFit boxes.
(Not % www.progenex.com.au
1 0
For more information, call us on 1800 628 824, FOR ENEX PRO L.
E
PROG D APPAR ,2015.
e-mail info@summitfit.com.au or head to AN ay 3M
1
www.summitfit.com.au r expires
Offe
FITNESS ENHANCEMENT
Low-cost personal training franchise
Fitness Enhancement has sold ready-made business that comes
another franchise and is now with all the perks, exclusive
across Gold Coast, Brisbane, territories and expansion options
Melbourne and Sydney. The (studio or mobile) you would
personal training franchise boasts expect from a Franchise Council
an impressive average client spend Australia-accredited franchise.
of over $5,000 a client, with some Personal trainers love Fitness
spending over $30,000! While Enhancements marketing that is
most fitness franchises such as 100 per cent targeted at people
24/7 gyms cost hundreds of who want an expensive trainer,
thousands of dollars, a Fitness not a cheap gym. The head office
Enhancement franchise is around team even take new enquiries on
5 per cent of that price, making 1800 PT for U and books them
it a similar long-term total price straight in to trainers diaries.
to gym rent. The franchise is a

VENDOR
PARTNERSHIPS
ENHANCE
MEMBERSHIPS
By Jean Suffin
C
ultivating member loyalty is a great way to create
a sense of community within your club, and to
differentiate it from the competition at the same
time.
A particularly effective way of doing so is to partner with
local businesses in order to enhance the value of club
membership.
One good example is the Member Savings Program,
which is available to all 27,000 members of the Gainesville
Health and Fitness Centers (GHFC), which operates three
multipurpose facilities in Gainesville, Florida.
The idea originated in the 1970s, explains Debra Lee, the
companys director of marketing, when owner and President
Joe Cirulli was brainstorming ways to help prospective
members in terms of their monthly dues. His idea, she
Debra Lee
explains, was to identify local businesses that they used on
a regular basis, and to offer discounts that would help offset
the cost of membership. The thing I enjoy most is working with the clubs Dare to
Lose members, says Melany Berne, the owner of Ohana
Today, GHFC partners with more than 100 local firms Salon, a hair salon for men and women in Fort Collins. Dare
that provide discounts to members upon presentation of to Lose rewards participants for their weight loss with prizes,
their membership card. These businesses display the GHFC including special deals at Ohana. Miramonts philosophy
seal, and, in return, are allowed to market themselves, in an is about improving lives and promoting wellness, observes
unobtrusive way, to club members. It helps get our logo out Smith. We target the same clientele.
there, and keeps our clubs top-of-mind, observes Lee.
The Maryland Athletic Club (MAC), with three locations
Like GHFC, Miramont Lifestyle Fitness, in Fort Collins, in the Baltimore area, launched its member savings program
Colorado, once had a long list of vendors participating in its in 1997, and now works with over 35 businesses. Weve
business-partner loyalty program, but, eventually, trimmed it had tremendous success, enthuses co-owner Liz Rhode.
down to about 40. Now we approach businesses that share Members feel that theyre receiving additional value for
our brand, purpose, and values, notes Liz Smith, the clubs being part of the MAC.
business and outreach coordinator.
Rhode stresses the importance of creating relationships
Partners provide a discount to Miramont members in with vendors to develop a community that includes them,
return for club passes for their own employees, as well as as well as club members. Our partners focus is on creating
extra discounts, on a quarterly basis, coinciding with the value for their products, and rewarding MAC members
clubs member appreciation days. Miramont introduces the for sampling, investing, and referring their friends to these
program to new members when they sign up. Thats the businesses, she says.
best time to do it, suggests Smith.
GHRCs Lee offers some key advice: Have a champion
Partnering businesses also enjoy extensive in-club advertising a real salesperson, someone whos vested in selling the
via its newsletter, TV screens, and a QR code scan capability. program.

THE BEST EQUIPMENT
AT THE BEST PRICES,
DELIVERED DIRECTLY
TO YOUR DOOR.
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ADVERTORIAL >
AQUAFIT
TRANSFORMATION By Kristen Green
A
quafit is a premium, full- As part of the strategic Aquafit
service 4,300m2 multipurpose transformation, we researched suppliers
fitness centre located in South at industry events and trade shows over
West Sydney, servicing the 12 months to find the best long-term
Macarthur community. Owned by innovative training solutions.
On any given day at Aquafit the
Campbelltown Catholic Club, Aquafit
In keeping with the Aquafit brand, Queenax may be in use for small
opened in 2004 and comprised two
these products had to be of high quality group training classes, kids programs,
heated indoor pools, three group exercise
and blend with the already pleasing personal training or members just doing
studios, Technogym strength and cardio
aesthetics and non-intimidating physical their own training. Its a conversation-
equipment, a caf, a crche, and an
environment. Whats more, they needed point in the middle of our gym floor,
outdoor training area.
to offer our members something not demonstrating that anyone can add
Providing innovative programs and found anywhere in other fitness centres variety and fun to their exercise.
facilities means we need to have our a point of difference.
By installing Queenax we have provided
finger on the pulse of current and
In August last year coinciding with the additional value for our members
future industry trends. One of the most
Aquafit 10-year anniversary Aquafit through the ability to provide creative
popular new styles of training we have
delivered a new purpose-built outdoor and on-trend innovative programs.
embraced over the last two years is small
area, all-new Technogym strength and We recently introduced anti-gravity
group functional training.
cardio equipment, and a five-bridge yoga classes on the Queenax, which
Due to the success and popularity of Queenax for our members. are proving to be very successful. Not
the small group training, we required only does this provide opportunity for
The response to the Queenax was
another group training studio that additional program revenue, it also
overwhelmingly positive: innovative,
had the flexibility to be used for allows our trainers to diversify their
imposing and impressive are just
programming whilst all our other skill set by instructing more unique
three words that come to mind when
studios were in use. With over 100 programs, and it keeps work interesting
describing it.
classes a week on our group exercise for them.
timetable, finding spare studio space for What you notice immediately is that
The programming options for Queenax
other training was a challenge. Queenax looks high-quality. The
are limited only by our trainers
Italian design and construction makes
Although we already had a dedicated imaginations. In keeping with industry
it the Ferrari of functional training
functional training structure, it was trends and demand for new and
equipment. Its a cleverly designed
traditionally used by more serious innovative programs, we will continue to
structure which allows for maximum
trainers and we lacked broader appeal develop and evolve the use of this space
flexibility of use and space.
for other members. over time.

ADVERTORIAL >
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The key features of the MyPT app include:
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Integration with your phone, calendar and email SPECIAL OFFER FOR
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The MyPT also has a unique because they will be able to of the cost to employ the best value app your business
FIND MYPT function, find you based on search necessary expertise or office could want.
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Let all your clients know when their sessions are ([SDQG\RXULQFRPHFDSDELOLWLHVDQGJLYH\RXUFOLHQWV
FRPLQJXSDVZHOODVOOWKRVHODVWIHZVHVVLRQJDSV the ease to choose their payment method, with this
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BUSINESS >
THE
LEGAL SIDE
OF
FITNESS
In todays overly litigious covered. Have every agreement written Will your clients pay on a per
down as a contract and ensure you know session basis, or will you sell pre-
society, its important that your rights under that contract and packaged sessions?
personal trainers who when/if the contract will be renewed. It What type of training are you
is wise to include a clause in your terms providing and will you offer
operate independently are and conditions to protect you from client other additional services such
fully aware of the legal risks cancellations and missed payments. as nutrition, program writing or
As a PT, this is often one of the most weight loss tracking? And if so,
of running a fitness business. frustrating matters to deal with. how much extra will you charge
Nicole Evans explores Start by writing down your own terms for these services?
some of the precautions you and conditions for each type of client When your clients complete their
and class, and then consult a lawyer who pre-training questionnaire form
can take to protect yourself can draft it into legal terms. Keep the (essential so you are aware of their
and your business. document simple, so that your clients medical history, limitations and
understand them and will agree to them physical capabilities), have you
made it very clear how you will use
W
hen you set up your before you begin training them. Some
own personal training key considerations may include: this personal information?
business, youll often What will you charge your clients? How will you provide your clients
enter into agreements with a copy of the disclaimer or
with other parties, such as franchised Will you have different fees for
statement that ensures clients
gyms, hotels, studios, other contractors different classes (e.g., one-on-one,
understand that they are entirely
and even maybe employees. When doing group sessions, boot camps, gym-
responsible for disclosing to you all
so you can reduce your legal risk by based sessions)?
important information that may
ensuring you read the fine print and seek How will clients book and pay for affect the advice you give to them
professional legal advice. Also, dont sign their sessions? as a personal trainer?
anything until you know exactly what Will you have cancellation fees? If If a client is being rehabilitated
it says. so, how much are they? from an injury, operation or has a
Make sure you document everything; How late will you permit clients disability, have they provided you
never assume because you have a verbal to cancel before being liable to pay with a written medical clearance
agreement that you are sufficiently for the session? from their health professional?

BUSINESS >
If you are buying a franchise, with a risk warning form, but your lawyer property which has been incurred as
have you sought professional can clarify this. a result of how you operated your PT
advice so you understand all the business. Be aware that this type of
implications and requirements WHAT TYPE OF INSURANCE insurance will not cover you if you are
of the franchise agreement? For DO YOU NEED? negligent (i.e., if you do something
example, you may have restrictions silly like tell your clients to jump off a
The biggest risks in a PTs job are often
placed on you including prices bridge), but it can cover you against
centred around:
you can charge, where you can claims that result from a breach of the
operate and maybe even where you Causing an injury during a duty you owe to other people.
are permitted to work if/when the training session
3. Income protection insurance
agreement ends. Providing wrong or unsuitable
What music will you use in your advice Essentially, this will ensure that should
sessions/classes, and is it royalty- you be unable to work due to accident,
Providing nutrition advice and diet
free or do you need to buy a injury or illness, you will still receive
recommendations
licence to play the music you want? an income. Obviously the terms and
As a personal trainer you are working conditions vary from insurer to insurer
Have you checked that your with the human body, so injuries are and you are typically subject to a rigorous
marketing/advertising is very clear bound to happen. However, when it does, health test prior to being approved for
and does not mislead or deceive your client may make a claim against coverage, but its worth investigating and
clients? you. Therefore, its important that you considering if you are a self-employed PT.
If you are training children, have and your business are protected. The
you familiarised yourself with way to do this is via insurance. There are Make sure you examine and compare
the Kids in Gyms Guidelines, three main types of insurance that you different insurers and their specific
which has separate rules that must could consider having: policies to ensure you have the most
be followed, including parent appropriate level of cover for the locations
1. Professional indemnity youll be working and the services you
consent, holding a valid Working 2. Personal liability
with Children Check and holding will be delivering. Always ask questions
3. Income protection and read the fine print, and be sure to
a Childrens Trainer or Childrens
Instructor registration? 1. Professional indemnity insurance renew your insurance on time.
As a PT business, you are a brand, This can help you defend and/or pay for If you are conducting outdoor sessions,
so you may wish to protect that claims made against you by a client or make sure you get permission from the
brand. Have you considered other person, who says that your advice local council to use these areas, as many
registering your business name or service as a PT was negligent (careless) now require licences to do so. Read
and brand as a trademark with and as a result they suffered some kind each councils policies carefully as they
Trademarks Australia? This means of loss. This loss could be in the form of will differ from region to region and be
no one can use your business name an injury, damage to their property or mindful that outdoor areas cannot be
and if you decide to sell your PT they may have suffered a loss of income. controlled like a gym environment, so
business, you are protecting the As a PT you are a professional and like you need to take extra care as a PT when
goodwill you have worked so hard any other advising professional (including working in that environment.
to obtain. lawyers) you need to protect yourself For more information about standards,
It is essential that when you have from these claims. This is the role of guidelines and policies for personal
answers to the above and similar types of professional indemnity insurance. trainers,
questions, you discuss it all with a lawyer 2. Public liability insurance visit fitness.org.au/guidelines.html
to ensure that your policies comply with
This can help you defend and/or pay
Australian and state laws. You may be
for claims made against you relating to
able to exclude liability for some claims
someones injury or damage to someones
NICOLE EVANS
Nicole is the legal consultant with Fitness Business Experts (www.fitnessbusinessexperts.com.au), a company specialising
in helping clubs achieve new levels of success. She is also the co-developer of MyPT, an innovative new app for PTs. MyPT
will instantly connect you with clients (potential and current), allow you to schedule workouts, sync with your Outlook and
calendar, process automated payments via a secure e-commerce platform, send special offers to clients, automatically fill
cancelled or available client sessions, and ensure you always get paid even when clients cancel! To find out more or to contact
Nicole visit www.myptapp.com.au

BUSINESS >
5 KEYS FOR
MANAGING
AND RUNNING
A SUCCESSFUL
PT BUSINESS
By Melony dos Remedios
If you love predictability and routine, then

running a PT business may not be the
best choice for you. If, however, you love
a challenge and constant variety in your
work, then look no further! Anyone whos
ever run a PT business is all too familiar
with the countless variables: clients, PTs,
finance, development, sales, retention,
equipment, software and time management
the list goes on and on.
N
avigating the PT experience and this message
business landscape should come through in
can feel like a your marketing and in the
never-ending way you deliver your service.
maze; however, focusing Do you incorporate games
on these five key areas will in your workouts? Do you
give your business longevity always provide a water bottle?
and profitability, not to Do you have an experience
mention trainer and member guarantee? What is it about
retention. your experience that is
different to other PTs?
DEFINE YOUR CULTURE
Hiring staff? Make sure you
What are the three words you
hire PTs who will fit with
want people to use when they
that culture. It helps to ask
describe your facility or PT
cultural alignment questions
business? Friendly, inviting,

when interviewing PTs such
accepting? Challenging,
as:
results-oriented, consistent?
Take the time to consider Can you give me an example
how things are done around of a job when you felt the
here. This is your brand most successful? Tell me

BUSINESS >
about the environment, leadership etc., forget the key step of setting clear
what was the culture like? or expectations on performance. Not only
does this need to be set, it also needs to
Tell me a time when you felt
be followed up regularly.
least successful, tell me about the
environment, leadership etc., what was INSPECT WHAT YOU EXPECT, GET
the culture like? CLIENT FEEDBACK
These questions will help you start to see Assumptions are dangerous when it
the type of jobs they succeeded or failed comes to business. We often assume that
in and what they need to thrive. Of clients may be dropping off because of
course, dont forget to ask the trainer to illness, money or some other reason. But
take you through a workout! unless we have a culture and system for
gathering valuable feedback from our
GET A COACH AND BE A MENTOR
members, we will be left in the dark.
Okay, so you learned how to train Ensure your PTs are regularly seeking
clients in your certification, great! feedback on their performance and
But just because I know how to bake areas they can improve on from their
bread, doesnt mean Im ready to open clients. Also, when PTs know that you
a bakery! Getting qualified is just the or a manager will be following up with
starting point of your learning. Get their clients, they seem to up their game
coaching and support on your journey and everyone ends up having a better
to success. Reach out to a business experience: the PTs know exactly how
coach to bring you up to speed on the they can improve and the clients know
business side of things. If you have staff, their needs will be listened to and met.
let them know that you are interested
PTA Global uses a system called
in their success by holding regular
Kaisen- 6 which is a series of questions
practical development sessions as well
designed to elicit genuine feedback and
as professional development. Use the
aim for continual improvement of the
coaching approach rather than telling
PT service. A couple of the key questions
them what they should do! When you
are:
coach your PTs you are helping them
expand their capabilities so they can Is there anything in particular that you
tackle new business challenges, make were hoping I would do or that you want
better choices and solve problems on me to help you with that I have not done
their own. Coaching also benefits the yet?
coach, giving a great sense of satisfaction
What can I do to make your experience
watching others grow and develop as
even better?
well as personal growth.
Driving a culture of continual
MANAGE PERFORMANCE
improvement is fundamental to running
What are your targets? How many a successful PT business.
sessions/groups/assessments are required
Set the stage for success in your PT
to meet your business goals? Do your
business by defining your culture. Then
PTs know what you expect of them?
use systems to ensure that that culture
Do they know how many sessions they
stays alive in every interaction between
need to service each week? How many
your PTs and clients and you and your
orientations? When do you expect them
PTs!
in the gym? So many business owners
MELONY DOS REMEDIOS
Melony is the founder of Fitness developing and managing PTs as as a personal trainer, athlete, life
Faktor, a PT business consulting well as creating development and coach, small group studio owner and
business, and a personal training business plans for large gym chains corporate facilitator, Melony brings
and fitness industry veteran. Shes while never forgetting her roots as a fresh perspective and understands
been engaged in the industry for a personal trainer. As a result of the keys to running a successful
more than 20 years recruiting, her unique and varied background personal training business.

EXPERT PANEL >
Being the largest expo of
its kind in the southern
hemisphere, this is a not-to-
be-missed opportunity for
those in the industry to learn,
promote and network. At the
Melbourne Fitness & Health
Expo, which is co-located
with FILEX, the Friday is a
trade-only day with free
entry for those who work
in the industry. We asked
two of the expo veterans to
advise how you can get the
most out of the 2015 show.
Photo: Dallas Olsen

HOW DO YOU
MAKE THE MOST OF
THE AUSTRALIAN
FITNESS & HEALTH
EXPO?
EXPERT PANEL >
DANIEL MOY
Daniel has been with Ezypay since learn from others in countless industry array of sectors across Australia and New
2006 and as the national sales manager segments. Zealand. He aims to connect with and
for Australia has over 14 years of sales help as many people and businesses as
With a keen eye for detail and broad
and customer service experience. Since possible through customised and out-of-
project management experience, he has
starting with Ezypay, Daniel has been the-box solutions.
provided sound structures, advice and
able to share this knowledge as well as
business solutions for enterprises in an
Networking events such as bite! Open yourself up and explore what

#Connections2015 shouldnt be everyone has to offer you might even
missed. Its inaugural year in 2014 win something cool. Ezypay has given
was a smashing success as an exclusive away Vespas, used social media as an
networking event where stakeholders of engagement tool, and even had a photo
the fitness industry rubbed shoulders. booth on the stand.
With no agenda other than catching
up with old friends and making new WALK THE ENTIRE FLOOR
ones, its a great way to get familiar with Definitely have a plan in order to
the expos the night before it all starts. maximise your time, but try and get
Meeting new people and exchanging across the whole floor there is so much
ideas is a great way to further your brand to do and see. If you are a supplier, go
and yourself. and have some B2B interactions and
look for opportunities to exchange
COMPETITIONS ON business cards where there is mutual
STANDS value moving forward. Dont be afraid to
If you are a supplier, find and utilise say hi to your competitors, but dont
intriguing and up-to-date ways of waste your time wondering about what
engaging with people on your stand. If they are doing, its a big enough market
youre a visitor or delegate, go and say for everyone. Just go and ask them how
hi, the suppliers on the stand wont everything is going.
SHAUN KRENZ
With extensive experience in the fitness industry as hes very passionate about. Shaun oversees strategy,
a personal trainer and facility manager, Shauns sales, marketing, finance and operations for the
role as director of the Fitness & Health Expo is one expo events nationally.
The Australian Fitness & Health If youve booked a stand at the Fitness & answer in-depth questions from industry
Expo is the key event for commercial Health Expo, be prepared for the crowd professionals and remember why people
equipment, plus youll also find the demographic to shift from trade on the come to an expo as opposed to just
latest fitness accessories and group Friday to trade and general consumer on visiting a website: they want to touch
classes. Youll have access to the Industry the Saturday and Sunday. Adjust your products, talk to real people and engage
Lounge, a networking and education staff, stand activities and drawcards with the brand. This is your opportunity
space run by Fitness Australia, and accordingly. Our visitor surveys have to project what your brand is all about,
you can have a free half-hour session revealed that expo specials and incentives build buyer confidence and capture
to ask questions about anything from are popular with the crowd, as are valuable leads.
marketing to insurance just make interactive stands and opportunities to
sure you book in advance through the get hands-on with products. Ensure you
website. have knowledgeable staff available to

EXPERT PANEL >
GREG SELLAR
Greg has a degree in sports science and was named
the 2010 International Fitness Showcase (IFS)
International Presenter of the Year. More recently he
has completed a Diploma in Coaching, Mentoring
and Leadership with the International Coaching
Federation and qualified as a wellness coach.
HOW DO YOU When attending FILEX 2015, your two main objectives
are to participate in thinking and movement that
MAKE THE
challenge your status quo and to implement changes
upon return to civilian life.
MOST OF
Too often we see trainers and instructors paying to
attend a world-class event, only to book into sessions
in disciplines or on subject matter they are already well
THE FILEX
versed in. Sure, there is the argument that it will progress
current thinking in a field youre interested in, but too
many do this at the expense of staying on top of emerging
CONFERENCE?
trends. There is a lot to be said for being amongst the first
in your respective club/area/state to capitalise on what is
to come rather than what is currently available. At least
once a day you should be identifying a session that is
going to throw you in the deep end of what you currently
Boasting hundreds of sessions and presenters to do in fitness. If youre a PT, attend a group training
choose from, FILEX 2015 is set to motivate you to workout and vice versa. If youre a group instructor, visit
not only achieve your goals, but inspire everyone a lecture on nutrition or programming for a different age
around you to achieve theirs. demographic to get a broader sense of who comes to class
and what some of their considerations might be.
With names such as Joanna McMillan, Thomas
image supplied by Filex
If you enjoy a session because it is revolutionary or just

Plummer, Helen Vanderburg, Todd Durkin and Lisa different enough to tweak interest, its a crime to go back
Wheeler scheduled to present, and a new mix to your business or facility and not make some effort to
of 75-minute and 90-minute sessions, you will implement that into your offering. If theres no intention
to change what you do by attending FILEX, then why go?
walk away with incredible industry knowledge, Make the change and evolve through your participation at
inspiration and ideas. Make the most of this the event your members and clients will love you for it.
amazing opportunity with these top FILEX tips.

EXPERT PANEL >
RYAN HOGAN KRIS TYNAN

Australian Fitness Networks CEO, Ryan has 17 Kris is a wellness coach and consultant based in New
years experience in the fitness industry. With a keen Zealand. She is the author of The Interactive Instructor
understanding of business, sales and management and has been running related workshops since 2003 in
trends, he is an enthusiastic and passionate educator. both Australasia and the UK.
Ryan also continues to teach group exercise classes to
She continues to be involved in providing fitness
packed rooms at some of Sydneys leading health clubs.
services to the general public and more recently has
With over 240 sessions delivered by 120 presenters, developed an online program for seniors. Kris serves
covering topics from business to nutrition and aqua on the board of REPs NZ and in 2012 was awarded
to yoga, how do you make the most of the southern the Exercise NZ award for Outstanding Industry
hemispheres leading fitness industry convention? Contribution. She has attended and presented at Filex
consistently since 2004 and has also presented at
1. Read the brochure and dissect the online
IHRSA (US) FitEx (NZ), FitPro Business and the
program front to back. Select at least two
sessions from each timeslot that interest you and FLAME conference(UK).
familiarise yourself with the presenters. Everyone has different learning styles but over many years
2. Consider a Business or PT Gold Pass of attending conferences and workshops I have found these
registration. A Gold Pass ticket gets you exclusive key principles help me get the most out of the experience:
access to the prestigious business or PT summits, 1. The number one thing is to avoid note-taking
and also the business or PT breakfasts, both of diarrhoea. Just pick out the key points: something
which offer fantastic opportunities to network well explained, a great idea or movement that you
with your industry peers. could use. An ah ha moment, if you like.
3. Register early! Popular FILEX sessions have 2. I write all my notes in one small notebook with
limited capacities and they fill up early. the name of the presenter heading up a fresh
4. Attend the keynote address. The FILEX team page each time. If they recommend a site or
sources world-class keynote speakers to set you up resource I will write out in full something like
for a phenomenal weekend of learning. In 2015 we Justin recommends this site for good marketing
have the legendary Bruce Sullivan to inspire you. tips: www.tiptoptips.com rather than just the site
with no explanation.
5. Attend a session or two that will push you
outside your comfort zone you never know 3. At the front of my notebook I have one page for
where one mind-opening session could lead your action. Yes, just the one page. By the end of the
career. conference not waiting until I get home I have
listed no more than six items. They may be quite
6. Attend the social functions. Networking and small things like introducing new moves into classes
learning from your industry peers is one of the key or time-consuming and resource-requiring items
benefits of having over 2,500 fitness professionals like building a new website. List the steps you need
under one roof for the weekend. to take with a time frame to allow you to move from
7. Make some time to shop at the Fitness & Health planning to application.
Expo especially on Friday when it is open to 4. Here is the kicker: having made your list of six,
trade only. now halve it into a list of just three.
The satisfaction of ticking off your list is enormous and
who knows you might then be able to crack the other three
as well!

MEET US AT FILEX >
COME AND VISIT US AT THE AUSTRALIAN FITNESS & HEALTH EXPO ON STAND J34.
The FITMEDIA stand will be made up of all five publications: Fitness PRO, Oxygen, Mens Muscle and Health, Clean Eating and
The Box. So whether youre a male, female, fitness professional, beginner or a food fanatic, well have something for you!

MEET US AT FILEX >
The Australian Fitness & Health

Expo and FILEX Conferences
Melbourne Convention & Exhibition Centre, 10-12 April
The 2015 Australian Fitness & Health Expo and FILEX conferences are
events that are not to be missed. Learn, promote and network with industry
leaders over this three-day event to make 2015 your best year in business yet.
Well be there and would love to meet you to talk ideas, inspiration and
feedback we cant wait to see you there!

BUSINESS >
5
BECOME AN EMPLOYER OF CHOICE:
STEPS TO
BECOMING
THE GOOGLE OF
THE FITNESS
INDUSTRY
By Nic Monteforte
For four years running, Google has

been named the best company to work
for by Fortune magazine. Here are five
steps from Fitness Business Experts
Nic Monteforte to develop significant
desire among potential employees to
help you become the top dog of the
fitness industry.
STEP 1: VALUE YOUR PEOPLE AND SHOW IT! there our hope is that, ultimately, you become a better person
by working here.
Google's creative and innovative corporate culture helps its
employees thrive. They work hard and they play hard. In the STEP 2: EMBRACE AND ENCOURAGE A TEAM
Google culture, it's all about treating people with respect, MENTALITY
encouraging them to be their best and supporting their creative For health clubs and fitness businesses, the key to creating a
development. They are overtly family-focused, providing their truly desirable workplace starts with having a clear motto and
employees with flexible working hours as well as additional vision. Understand that a successful business does not have to
and unique benefits such as on-site medical services, travel give up on having a purpose in order to make money! The key
insurance and emergency assistance (even during personal is to ensure your team understands this. Encourage them all
trips), additional time off for new parents (with extra spending to be creative and put forward their ideas on how the motto
money) and free legal advice. They encourage freedom and and the vision can be achieved. As a leader, you have to be
interaction, and their culture reflects a true understanding encouraging and receptive to all ideas. You dont have to take
that a business is only as good as the people in it. In their own them all on board, of course, but you do have to genuinely be
words: open to hearing what your team suggests.
Its all about removing barriers so Googlers [their employees] Challenge and develop your staff by introducing all-round
can focus on the things they love, both inside and outside of roles in the club. This means moving away from the solo
work. Were constantly searching for unique ways to improve roles, such as sales and reception, and moving toward roles
the health and happiness of our Googlers. And it doesnt stop that encompass working across all or multiple areas within

BUSINESS >
the club.This strategy ensures variety In order for your club to truly stand out they can be successful? Or did they
for your team members, but also allows in this crowded industry you need to transform themselves after previously
everyone to feel part of one whole club. develop a culture that makes people talk being overweight and now have a
about your club. desire to help others achieve the same?
Allow and encourage your team to
Are they competitive by nature? Most
participate in exercise during their work STEP 4: FIND (AND CHOOSE) THE
importantly, did they make you laugh
time as this reinforces and demonstrates RIGHT PEOPLE EVERY TIME!
or smile a lot in the interview? These
the fact that fitness is important for
Referrals are always the best place to are the factors you should want to know
everyone.
achieve this. In saying that, many of my about, because that level of passion and
STEP 3: HAVE A CLEAR AND most successful employees came from motivation stems from qualities you
DISTINCT CULTURE within the member base because they cannot teach someone on the job.
were already advocates of the business.
A strong and unique club culture will STEP 5: UNDERSTAND MONEY IS
Using employment services that
build pride among your team members, NOT THE ONLY MOTIVATOR
specialise in recruitment for the fitness
and this will be directly reflected in how
industry is also a great option. The truth is, if people feel valued and
people behave in the workplace.
appreciated then they are far more
Ideally, clubs should employ a mix of
When it comes to recruitment and likely to come on board and to stay
newly qualified fitness professionals and
attracting the right people, a definitive for longer.Sure, remuneration plays
trainers, as well
club culture is an important role when attracting or
as established
important because keeping the right people but there are
it allows potential FOR HEALTH CLUBS individuals who
have some degree
lots of other non-financial strategies that
AND FITNESS
recruits to see you can provide to employees: mini-
of experience.
what they could holidays, technology/gadgets/devices,
This blend will
become a part
of.It also allows BUSINESSES, THE KEY ensure you have
vouchers and massages just to name a
few.
you to identify TO CREATING A TRULY the technical
experience to Remuneration is usually more important
DESIRABLE WORKPLACE
what attributes
support the needs in senior roles; however, if someone can
will and wont
of your member see the potential to grow within your
work within
your culture STARTS WITH HAVING base, along with business then remuneration can often be
and, therefore, A CLEAR MOTTO AND the eagerness of
the new recruits
negotiated.Often personal development
programs are an effective way to secure
VISION.
interview with
who are often or retain a good employee, particularly
these factors in
hungry and when remuneration is a sticking point.
mind.
keen to make a A good quality reward structure can also
Unfortunately, overhauling a club difference.Without both, your club will be effective.
culture is not an easy task.In order for be out of balance in meeting the needs
To get a favourable applicant over the
success, however, it requires you as of your members.
line during the interview stage, one
owners and leaders to be really clear on
Of course, it can be expensive to strategy is to provide the applicant with
what you want to change and why. The
employ the wrong staff, so you want to the names and contact details of some
process then needs to be slowly executed
ensure that you hire the right people of your star team members. This way
through a clear strategy that involves
every time. One way to do this is they can source their own references,
all key stakeholders.There will almost
to find out if the applicant feels like direct from the employees. Be sure to
always be push-back from existing team
they have something to prove.For word up your team members beforehand
members, as this is the typical response
example, did they fail their HSC and so the applicant isnt contacting them
when people are asked to step outside
therefore want to prove to the world unexpectedly.
their comfort zone.
NICOLE MONTEFORTE, BPE (Human Movement)

Nicole is the co-founder of Fitness Business Experts, a company specialising in fitness industry recruitment and helping
clubs achieve new levels of success. Nic was the first female director of the worlds largest health club chain Fitness
First. During this time Nic grew the states clubs from four to 40, and these 40 NSW clubs (of 350 total clubs worldwide)
contributed to 40 per cent of Fitness Firsts global profit. In 2010, Nic founded Fit n Fast Australia and led the company as
chief operating officer. Here she pioneered a number of industry-changing concepts including offering cheap, no-contract
memberships as well as selling membership online and via Facebook. Nic has also been the direct line manager for a
staggering percentage of the people who now lead Australias most successful fitness companies including Goodlife, Virgin
Active, Anytime Fitness and Fitness First. Nicole can be contacted via www.fitnessbusinessexperts.com.au

INSPIRE >
T
here is increasing evidence
that coaching and mentoring
WHY YOU
is one of the most powerful
ways of developing people and
enhancing the bottom-line performance
of a business. A study in Fortune
NEED A
Magazine of a thousand companies that
used coaching found:
53 per cent increase in
MENTOR
productivity
39 per cent increase in customer
service
32 per cent increase in retention
of senior people
23 per cent reduction in costs
22 per cent increase in bottom-
line profitability
The same survey reported that the
individuals who received coaching
experienced improvements in:
Working relationships with their
direct reports
Working relationships with their
manager
Team building
Reduction in conflict
Business relationships with clients
Unfortunately, some leaders try to save
money by limiting their expenditure
on training, essentially because they
don't believe professional development
generates immediate bottom-line
results. However, coaching can turn an
investment in training into dramatic
positive results. Xerox Corporation, for
example, found that the impact of using
follow-up coaching after formal training
returned an impressive 87 per cent
increase in the effectiveness of training
when compared to training without
follow-up coaching. Similarly, the
International Personnel Management
Association found that training
improved the performance of their
teams by 22 per cent. When coaching
Mentors are for newbies with no or limited experience, was added to the training program they
saw an improvement in day-to-day work
right? Wrong! Having a mentor or a coach provides performance of 88 per cent.
significant benefits for all professionals, no matter the

level of education or experience. Fitness Business Experts
Shane Byrne explains why having a mentor is essential
for personal and professional success.
INSPIRE >
While the benefits of having a cases, the only way you will achieve
mentor are vast and varied, the this knowledge and experience is to
three key reasons are: work with a mentor.
1. Youll remain focused How to find a mentor
First and foremost, having a mentor The best mentors are typically
will keep you focused on your goals. highly skilled individuals who are
Most people, including owners working in the same industry as
and successful business people, you. They need to have a thorough
eventually get complacent - and the and up-to-date understanding of
danger of not being 100 per cent your industry and your business.
focused on achieving a goal is that
When selecting someone, look for a
you usually wont reach it.
person who has been successful in
2. Youll achieve personal growth the same or similar role as you - but
be mindful of their personality and
Having a mentor will help you
style. You want to find someone
achieve some degree of personal
with whom you feel comfortable
growth. Most people who sit in a
and compatible. Trial them for one
senior management or ownership
session and make sure you believe
role do not have someone they can
this is the right person for you to
lean on or ask questions of. In fact,
learn from.
very rarely do leaders have someone
on hand who will willingly impart It is not unusual for individuals
knowledge to help them develop to utilise different mentors for
and further succeed, both on a different roles. For example, if your
professional level as well as in any job requires a high level of technical
other area of their life. knowledge, such as a personal
trainer, you should seek to have
3. Youll stay accountable
a mentor who focuses purely on
Even if youre not a runner, youll this area. Additionally, to further
understand that in a marathon enhance your business management
event it's really hard to run for skills you should select a mentor
the entire 42km distance. Well, who specialises in that area.
business is no different. Most
Everyone who wants to succeed in
successful business people have
their business can and will benefit
a plan and generally they have a
from a mentoring arrangement. It
good understanding of the process
doesn't matter whether you are just
required to execute and achieve
starting out or have been in business
the goals they set for that business.
for years, everybody has areas of
Where this often becomes difficult,
weakness and everyone has room
though, is when you reach the
for improvement. The bottom line
middle of the race. At this stage,
is a mentor's job is single-minded:
other things generally start popping
to make you better! And who
up and distracting your focus
doesnt want that?
from your key objective. Your
mentor, however, won't get caught
up in these day-to-day tasks but SHANE BYRNE, BHMS
instead will hold you accountable Shane Byrne is the co-founder of Fitness Business After receiving three consecutive awards for sales
to achieving your goal and in the Experts, a company that specialises in helping manager of the year, in 2006 Shane was asked
timeline that goes with it. health club owners and managers achieve new to take on the role of Fitness First European
levels of success through mentoring and other sales director. Here he was responsible for the
To be a truly successful fitness industry-focused programs and services. Shane sales results of 105 clubs. Success in Fitness First
operator in this very competitive has worked in the fitness industry for more continued until 2010 when Shane founded Fit n
space you need to be an all-round than 20 years. From humble beginnings as a Fast Australia, and as operations director he drove
floor instructor, Shane grew through the ranks - the start-up to open 18 clubs over three years.
business person with a solid
mastering the roles of personal trainer, membership Shane can be contacted via
understanding of all the moving consultant, sales manager and club manager www.fitnessbusinessexperts.com.au
parts within your club. In many before progressing into senior management roles.

BUSINESS > NEW OPPORTUNITIES
AUSTRALIAN FITNESS ACADEMY (AFA)

Suspension Training for PTs
Learn how to incorporate suspension
training into your programming for
clients and increase your knowledge base
on the latest training trends.
This 3CEC workshop is perfect for
fitness professionals who want to learn
more about effective suspension training
and covers:
How suspension exercises can Workshops are held in Caulfield,
The principles of levers, stability be used to develop strength, Victoria and current 2015 dates are:
and base of support and their power, range of movement and
Friday 1st May, 1pm-4pm
impact on exercise intensity; cardiovascular fitness; and
Friday 10th July, 1pm-4pm
How to effectively instruct a wide Methods of progressing clients Friday 9th October, 1pm-4pm
range of suspension exercises to through graded suspension exercises Note: Workshops can also be held in other states.
achieve client goals; as their level of expertise improves.
Secure your spot now | 1300 232 348
AUSTRALIAN INSTITUTE OF PERSONAL TRAINERS (AIPT)

Indigenous Australian Recipients will be selected
Scholarship Opportunity based on their passion and
dedication to health and
Studies in 2012-2013
fitness as well as using their
revealed 62 per cent of
acquired knowledge to
Indigenous Australian adults
positively give back to their
are doing no or low-level
indigenous community. The
physical activity and 66
scholarships will provide each
per cent aged 15 and over
recipient with free tuition in
are overweight or obese.
the Certificate IV in Fitness
The Australian Institute
Complete Personal Trainer
of Personal Trainers is
and extensive support with
seeking to address this
course materials and teaching
by offering two personal
resources. Whats more, they
training scholarships.
will gain experience in a real
One will be offered to a
gym environment and learn
female and the other a
how to work with clients.
male from the indigenous
communities so they can use Applications close Friday
their qualifications to help 13 March, 2015. For more

create a fitter and healthier information, call 1300 880
community. 255 or visit www.aipt.edu.
au/indigenous-scholarship/

BUSINESS > NEW OPPORTUNITIES
AUSTRALIAN INSTITUTE OF FITNESS (AIF)
Nutrition Coach Fitness Business Professional
Study mode: Blended Qualification outcome: Diploma of
Business | Study mode: Blended
The Institutes Nutrition Coach
course offers fitness professionals the Owning a business is a reality
opportunity to be better equipped to for many in the fitness and
provide current nutrition information massage industries, but this can be
to clients within their scope of daunting and full of the unknown.
practice. Students will learn nutrition The Institutes Fitness Business
for optimal health at every age, for fat Professional course gives students
loss and weight management, and for the tools and the confidence to
the recreational athlete. successfully run their own business,
including the design and launch of
There is a major focus on motivational
their own personalised website.
coaching skills to better empower the
client to make great nutrition choices Specially tailored to personal trainers
within a fit and healthy lifestyle. and massage therapists who are FITNESS U
From day one, students will learn looking to grow a successful business
how to empower clients through real including running a small team in Animal Flow Instructor Workshop
motivational coaching strategies using an existing business, students can be Combining quadrupedal, ground-
the latest, evidence-based nutritional confident that what they learn can be based movements with elements
principles and practices. It provides put into practice from the word go. from a number of bodyweight
solutions to real problems faced by disciplines, Animal Flow is
The course sets students up for
clients who struggle to maintain designed to be a standalone workout
success by covering how to identify
healthy nutrition choices. or group training format.
business opportunities and grow a
The Institutes highly qualified team fitness or massage business through The 10-hour instructor workshop is
of nutrition course coaches all have a marketing, as well as how to create delivered over two days and teaches
degree in either nutrition or dietetics, and close a sales opportunity and keep fitness professionals to incorporate
as well as teaching qualification. clients coming back for more. Animal Flow into their own classes
For more information, visit fitness. The Institutes fitness business and sessions. With the practice
edu.au/course professional coaches all have teaching being easily tailored to suit all
and business qualifications and their fitness levels, gym-goers and athletes
own personal training and/or massage alike realise significant benefits
business, and are extremely passionate from the practice, such as enhanced
about the industry. flexibility, agility, strength, power,
endurance, coordination and speed.
Eligible students may now apply
for VET FEE-HELP assistance to Creator Mike Fitch says, "With
cover all or part of the course fees for bodyweight trainingincreasing
this course. VET FEE-HELP is an in popularity, Animal Flow is a
Australian government loan scheme. great option for people looking for
something that is fun but still a
For more information, visit fitness. great workout.
edu.au/course
Mastering new moves and learning
new flows can be a lot more fun
than just increasing your reps on the
same exercise. With its emphasis on
understanding movement and the
connections of the body, Animal
Flow provides a great foundation
for improving overall training
capacity,far beyond the mechanics
of learning the program itself.

FINAL WORDS >

FINAL WORDS >
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QUIZ >
FITNESS PRO
DO YOU KNOW
YOUR STUFF?
QUIZ 01-2015
NUTRITION AND TRAINING 4. Individuals who receive mentoring can 8. When you coach your personal
ARE LIKE THE TWO WHEELS experience: trainers, youre helping them to:
OF A BIKE A) Conflict reduction A) Expand their capabilities

1. How can you help your training B) Improvements in team-building skills B) Challenge themselves
clients see faster, more significant C) Improvement in client relationships C) Fix their problems
results? D) All of the above D) Make choices assessing clients
A) Distinguish if they have high BECOME AN EMPLOYER OF NUTRITION AND TRAINING

cholesterol then offer nutritional CHOICE ARE LIKE TWO WHEELS OF
advice
B) Educate yourself and encourage 5. The most successful employees come A BIKE
referrals from: 9. How can you help your clients see
C) Only offer advice after checking if faster, more significant results?
A) Family
they have a history of cardiovascular
B) Friends A) Send them off to see a dietician
disease
C) Competitions gym B) Advise they cut out carbs
D) Send clients off for a food intolerance
D) Within the club member base C) Put them in Paleo
analysis then prescribe
TRUE OR FALSE D) Provide basic, solid, nutrition advice
2. Providing the wrong nutrition thats sustainable, healthy and
advice can: 6. Clubs should not employ a mix of
balanced
newly qualified fitness professionals and
A) Be damaging trainers. TO SHARE OR NOT TO
B) Be dangerous
C) Ruin reputations SHARE
D) All of the above 5 KEYS FOR MANAGING AND
10. Promoting others is a sure sign:
RUNNING A SUCCESSFUL PT
WHY YOU NEED A MENTOR BUSINESS A) Youre secure about the quality and
value of what you provide
3. The best mentors are:
7. The best way to define your culture B) Youre keeping your secrets
A) People who want to succeed is to: C) Youre insecure about the business
B) People who are older than you D) That youre selling up.
A) Work out with your existing staff
C) Highly skilled individuals who work
B) Be a great mentor
in the same industry
C) Find words that best describe your Quiz prepared by Sharon Neish - personal trainer and first
D) People who are as single-minded as response paramedic. For more information, visit
facility
you are www.sharonneish.com.au or www.fitness2firstaid.com.au >
D) Request feedback
ANSWERS: 1. A, 2. D, 3. C, 4. D, 5. D, 6. FALSE, 7. C, 8. A, 9. D, 10. A

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STRONG | SMART | SUCCESSFUL

STRATEGIC MEDIA PARTNER

How many members

78 GROUP EXERCISE: A CLASS 114 5 KEYS FOR MANAGING AND

124 WHY YOU NEED A MENTOR

6 APRIL/MAY 2015 | FITNESSPROMAG.COM.AU

>68 HOW TO REALLY MEASURE

>100 NUTRITION AND TRAINING ARE

>122 BECOME AN EMPLOYER OF CHOICE

ILEX CONFERENCE INSPIRE YOURSELF EXPAND YOUR

Cover photography by:

FITNESSPROMAG.COM.AU | APRIL/MAY 2015 7

He has been involved with rugby EXECUTIVE PUBLISHER

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PERSONAL TRAINING SPECIALIST

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