Physical Company signs Dame Kelly Holmes as its APEX Ambassador

Physical Company has signed Dame Kelly Holmes MBE, DBE as an ambassador for its APEX gym floor training programmes. The 2004 double Olympic 800m and 1500m champion, Kelly Holmes remains a force to be reckoned with in the fitness world and is renowned for keeping fit, lean and strong herself while encouraging others to engage in physical activity.

APEX is a series of six, 30-minute programmes designed to revitalise the gym floor and reignite members’ interest. The sessions are designed to be delivered by gym instructors and personal trainers, ensuring a high level of interaction with groups of up to 12 members.

Clubs and gyms can choose as many of the programmes as they wish to suit their demographic. Physical Company provides face-to-face training to get the clubs and gyms up and running with APEX. Additional training cards and access to an extensive exercise library give on-going support and content. The sessions are designed to be changed at least every 12 weeks to keep the exercises fresh and challenging.

Excellent instruction
“I like the way APEX gives people the opportunity to work in a group environment with a range of different exercises and a variety of equipment,” says Kelly. “The programme includes excellent instruction by the trainers which I think is missing a lot in group training at the moment,” she continues. “It’s impressive how the instructors get really involved in the session and give teaching points as well as shouting at you - it feels like a master PT class.”

APEX is a ‘ready made’ gym floor group training solution which can bolster the class timetable, bring fresh energy to the gym floor and develop strong relationships between personal trainers and members.

Favoured by Freedom Leisure
Freedom Leisure is seeing great success with APEX. It currently runs two of the six available sessions across 13 sites and it has more centres coming on board with the concept each month. The structure of the programming, with its variety and versatility, are key to its success says Richard Merrick, Freedom Leisure Group Fitness and Wellbeing Manager. “Gym floor training is not a new concept but the way Physical Company has developed the APEX series, its attention to detail and genuinely innovative exercises and programme combinations give it the edge,” he says. “I’m genuinely pleased with this and can see it will have a place in our long-term future plans here at Freedom Leisure.”

“APEX is the perfect combination of bespoke programming that you can buy ‘off the peg’ and this makes it affordable and adaptable for us,” Richard continues. “I like the fact that there is some uniformity across the group, yet the programming is versatile enough to be changed to suit our members, the space available and the kit that we have to hand.”