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Electromagnetic appeal for Change
CHANGE gym in Hove, Sussex, uses eGym equipment to beat the competition
Facing stiff competition from a nearby low-cost competitor, CHANGE – formerly known as Active4Less – knew that radical action was required if it was to hold its place in the market. Instead of entering a price war, CHANGE invested in eGym equipment, enabling the facility to offer a unique workout which would appeal to a larger segment of the local population.
Based in Hove, Sussex, CHANGE identified several untapped local markets, including women and people who are deconditioned or who had never been inside a gym. During operation as Active4less, the core membership was students and young people, but these were prime targets for the other low cost operator. The two neighbouring facilities were constantly battling to attract the same market segment.
Automatic adjustments
Gym owner Brandon Harris had been introduced to the eGym cloud-based solution and felt it would offer him the differentiation he was looking for. He invited the eGym team to work with him to increase the appeal of his offering and attract a larger number of new members.
Instead of using intimidating weight stacks to create resistance, the eGym system utilises an electromagnetic resistance system that is automatically calculated and adjusted through regular strength tests to match the fitness levels of the individual user.
The user does not need to manually adjust the equipment each time they visit, instead the system automatically adjusts based on the information pre-set by the trainer. This takes the uncertainty out of the process and enables the user to focus one hundred percent on the performance of optimal movement patterns.
Support and guidance
Harris says: “eGym supports us to coach every member. Instead of the user having to worry about how much weight to lift, what technique to use, how fast to perform each movement, eGym works all this out for them and guides them through their entire workout programme.
“Because of this controlled yet progressive method of training, our members are now tracking their development and are experiencing incredible results, quickly. This is extremely motivating for our members.”
Since the installation of the eGym equipment in September 2016, CHANGE has delivered more than 1000 inductions. An average of over 570 users per month are undertaking 2,100 eGym circuit sessions. With a mixed member demographic, simplicity and motivation are the core reasons members are signing up to begin eGym strength training sessions. The club has since seen a 30 per cent membership increase.
Harris adds: “The biggest benefit we are seeing is the increased number of users who have never lifted weights, especially women, taking to the equipment. We are also seeing improved member retention figures, which we expect will improve even further over the coming month.”
www.egym.co.uk
Taking the floor
Physical Company partners with Village Hotel Club to maximise Apex opportunity
Village Hotel Club is launching Physical Company’s suite of eight Apex sessions across its 29 clubs. The 30-minute Apex sessions on the gym floor are designed to revitalise functional training zones, instill confidence in using gym equipment, build relationships between personal trainers and clients and continually boost members’ fitness and motivation.
“We were looking for a way to bring fresh interest and engagement to our gym floor – the area least used by our members,” explains Tracy Sollitt, national health and fitness manager at Village Hotel Club. “Our company excels at group fitness but we have a comparative shortfall in our gym floor workouts. We wanted to galvanise action on the gym floor and needed a structured plan and a high quality product to engage and interest our discerning customers.”
Village was familiar with Physical Company, which had refurbished and kitted out many of its sites. When Tracy broached the topic of how best to maximise the gym floor space and functional kit use, Physical Company suggested Apex as a solution.
A comprehensive offering
Physical Company combines comprehensive training with support material including an online portal, development tools and programme suggestions, ongoing training and clear product information.
“The base training for 140 of our PTs was absolutely excellent and we are currently cascading it down to all our PT colleagues. I love the fact that the Apex sessions are updated on a quarterly basis to keep the challenge fresh.”
Sollitt was initially concerned, as functional kit was traditionally not well used by members. A little research revealed the low usage was due to people not knowing what to do with the kit, rather than not wanting to use it. “Apex introduces equipment in a really accessible way and gives it personality by associating it with a great workout,” says Sollitt. “Apex is a great bridge between gym and studio – the group session appeals to members who favour the studio classes and introduces them to the gym and its kit.
“On the flip side, our gym members enjoy the challenge of group exercise and are stepping up and joining our classes.
“Our slightly older demographic loves mind/body work so the new Fusion (pilates/yoga), Active and Release are perfect for them. Meanwhile, the HIIT sessions like Agility and Ignite work our younger members harder than ever before.”
New knowledge
Sollitt also rates Apex highly for upskilling the instructors. “Our PTs feel empowered by their new skills and Apex gives them a captive audience of members who are encouraged to work more closely with them on a one-to-one basis,” says Sollitt. “Extending their knowledge of key concepts such as myofascial release, pilates, yoga and alternative core work has given them greater confidence on the gym floor too. Physical Company has been really forthcoming and flexible in delivering bespoke elements for us and this attention to detail and willingness to adapt sets them apart,” says Sollitt.
The admiration is reciprocated by Physical Company. “Village has embraced all the tactical elements offered by Apex and we are learning from them as much as they are from us,” says John Halls, Physical Company managing director.
www.physicalcompany.co.uk
