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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Sponsored: Life Fitness: Full of life

Craig Cocking was appointed Life Fitness UK’s country manager in December, following over 13 years with the business. He reflects on the impact of the past 12 months and shares his views on the future of the industry

Published in Health Club Management 2021 issue 4
Craig Cocking has been with Life Fitness for over 13 years
Craig Cocking has been with Life Fitness for over 13 years
Our product development team continued to work on innovations throughout 2020 and as a result we were able to launch two major product lines last year

The past 12 months have been tough for the industry. How did Life Fitness respond to the challenge?
Like all businesses we had to adapt – and do so fast – to ensure we could continue to help and support our customers. Our teams were quickly mobilised to work remotely and we focused on maintaining our company culture, maximising opportunities to engage with one another and do all we could to keep morale up and wellbeing a priority.

The pandemic brought the business together on a new level. We were able to utilise our global reach to inform each business unit – and the customers within each territory – with insight and best practice, pooling our experience and resources and taking learnings from across the business to best support our customers.

Behind the scenes it was important that things didn’t stop. Our product development team continued to work on innovations and as a result we were able to launch two major product lines in 2020, with the introduction of the new Heat Rowers and Axiom Series selectorised strength range, while also setting ourselves up for some exciting innovations to come in 2021.

What are you most proud of in terms of Life Fitness’s response?
It has to be the team – the commitment and dedication shown by everyone at Life Fitness has been incredible. From the start of the pandemic our strategy has been driven by helping, advising, and supporting our customers, whatever their challenges may be.

While everyone was battling against the same cause, the impact and requirements for support varied; from facility redesign, equipment maintenance and service contracts, to member engagement strategies and staff training. Our approach was to put the customer at the centre and provide solutions, despite the internal challenges we faced with furlough and a reduced team.

You started your new position in December. What excites you about the role?
There’s no doubt that the past year has been one of the toughest. But there are real positives to build on, and I’m excited to be a part of a truly global team and share best practice and learnings from the UK across the business.

The UK remains a key market for Life Fitness, and I’m proud to be leading such a talented and dedicated team; the willingness to go above and beyond has never been more vital. It’s also the strength of these relationships that will drive our business forwards; internally, our culture is one of collaboration, so it’s important we act on this beyond our teams, by listening to our customers and being recognised as a true partner.

What can we expect over the next 12 months?
Our customer-first focus won’t change. While reopening is hugely positive, we know that recovery will take time, and so the approach we’ve adopted throughout the pandemic will continue, and we’ll evolve and adapt our support in-line with our customers’ needs.

We also have an extensive product road map in place, with innovations lined up to share with the industry when the time is right. While this alone is exciting, how we combine this with new experiences for our customers and their members – delivered through digital content and education, is the really energising part – so watch this space for what’s to come!

We’ll also continue to maximise our partnerships, extending our relationships with key partners, including Williams Racing and the Lawn Tennis Association (LTA), to drive best practice and strengthen our position within our target sectors.

What do you think the future looks like for the fitness industry?
It’s one of positivity and real opportunity. The pandemic has put health and wellbeing at the forefront, and it’s forced individuals, businesses and policymakers to recognise the importance of not just fitness, but also physical and mental health. Something our industry has believed in for a long time.

The communities we serve through our customers are increasingly diverse, and we must work together to learn and understand what experiences we can create to help and inspire people to live healthier lives. It’s important this translates across all markets, beyond the traditional club environment, and our role is to help our customers do this by delivering unique, engaging experiences that encourage people to make fitness a part of their everyday life.

More: lifefitness.com

The Axiom Series selectorised strength range was developed and launched in 2020
The Axiom Series selectorised strength range was developed and launched in 2020
https://www.leisureopportunities.co.uk/images/2021/914646_969580.jpg
Craig Cocking, Life Fitness UK’s country manager, reflects on the impact of the past 12 months and shares his views on the future of the industry
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The government needs to urgently set out its plans to support physical activity and fitness ...
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Latest News
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Opinion
promotion
While much of the fitness industry has reopened its doors across the UK over the past weeks, many members are yet to return.
Opinion: Re-engaging your post-lockdown absent members
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L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions.
Featured supplier news
Featured supplier news: Celebrating the return of group exercise – Les Mills to host free ‘Fastest Way Back’ livestream event for the industry
Last month (May) saw the welcomed return of group exercise classes. Group exercise is the heartbeat for so many clubs, with in-studio and instructor-led live experiences at the pinnacle.
Featured operators news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
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Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Company profiles
Company profile: Keiser UK LTD
For more than four decades, Keiser has influenced the training of athletes, fitness enthusiasts and ...
Company profiles
Company profile: ServiceSport (UK) Ltd
ServiceSport (UK) Ltd specialises in maintaining, servicing and re-manufacturing all brands of cardiovascular and resistance ...
Supplier Showcases
Supplier showcase - Precor: The power of networking
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
Precor: Fitness equipment
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Spa software
SpaBooker: Spa software
Uniforms
Service Sport: Uniforms
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Trade associations
International SPA Association - iSPA: Trade associations
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Architects/designers
Zynk Design Consultants: Architects/designers
Management software
Premier Software Solutions: Management software
Exercise equipment
Matrix Fitness: Exercise equipment
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

Sponsored: Life Fitness: Full of life

Craig Cocking was appointed Life Fitness UK’s country manager in December, following over 13 years with the business. He reflects on the impact of the past 12 months and shares his views on the future of the industry

Published in Health Club Management 2021 issue 4
Craig Cocking has been with Life Fitness for over 13 years
Craig Cocking has been with Life Fitness for over 13 years
Our product development team continued to work on innovations throughout 2020 and as a result we were able to launch two major product lines last year

The past 12 months have been tough for the industry. How did Life Fitness respond to the challenge?
Like all businesses we had to adapt – and do so fast – to ensure we could continue to help and support our customers. Our teams were quickly mobilised to work remotely and we focused on maintaining our company culture, maximising opportunities to engage with one another and do all we could to keep morale up and wellbeing a priority.

The pandemic brought the business together on a new level. We were able to utilise our global reach to inform each business unit – and the customers within each territory – with insight and best practice, pooling our experience and resources and taking learnings from across the business to best support our customers.

Behind the scenes it was important that things didn’t stop. Our product development team continued to work on innovations and as a result we were able to launch two major product lines in 2020, with the introduction of the new Heat Rowers and Axiom Series selectorised strength range, while also setting ourselves up for some exciting innovations to come in 2021.

What are you most proud of in terms of Life Fitness’s response?
It has to be the team – the commitment and dedication shown by everyone at Life Fitness has been incredible. From the start of the pandemic our strategy has been driven by helping, advising, and supporting our customers, whatever their challenges may be.

While everyone was battling against the same cause, the impact and requirements for support varied; from facility redesign, equipment maintenance and service contracts, to member engagement strategies and staff training. Our approach was to put the customer at the centre and provide solutions, despite the internal challenges we faced with furlough and a reduced team.

You started your new position in December. What excites you about the role?
There’s no doubt that the past year has been one of the toughest. But there are real positives to build on, and I’m excited to be a part of a truly global team and share best practice and learnings from the UK across the business.

The UK remains a key market for Life Fitness, and I’m proud to be leading such a talented and dedicated team; the willingness to go above and beyond has never been more vital. It’s also the strength of these relationships that will drive our business forwards; internally, our culture is one of collaboration, so it’s important we act on this beyond our teams, by listening to our customers and being recognised as a true partner.

What can we expect over the next 12 months?
Our customer-first focus won’t change. While reopening is hugely positive, we know that recovery will take time, and so the approach we’ve adopted throughout the pandemic will continue, and we’ll evolve and adapt our support in-line with our customers’ needs.

We also have an extensive product road map in place, with innovations lined up to share with the industry when the time is right. While this alone is exciting, how we combine this with new experiences for our customers and their members – delivered through digital content and education, is the really energising part – so watch this space for what’s to come!

We’ll also continue to maximise our partnerships, extending our relationships with key partners, including Williams Racing and the Lawn Tennis Association (LTA), to drive best practice and strengthen our position within our target sectors.

What do you think the future looks like for the fitness industry?
It’s one of positivity and real opportunity. The pandemic has put health and wellbeing at the forefront, and it’s forced individuals, businesses and policymakers to recognise the importance of not just fitness, but also physical and mental health. Something our industry has believed in for a long time.

The communities we serve through our customers are increasingly diverse, and we must work together to learn and understand what experiences we can create to help and inspire people to live healthier lives. It’s important this translates across all markets, beyond the traditional club environment, and our role is to help our customers do this by delivering unique, engaging experiences that encourage people to make fitness a part of their everyday life.

More: lifefitness.com

The Axiom Series selectorised strength range was developed and launched in 2020
The Axiom Series selectorised strength range was developed and launched in 2020
https://www.leisureopportunities.co.uk/images/2021/914646_969580.jpg
Craig Cocking, Life Fitness UK’s country manager, reflects on the impact of the past 12 months and shares his views on the future of the industry
Latest News
The government needs to urgently set out its plans to support physical activity and fitness ...
Latest News
Glofox will begin offering health clubs, gyms and fitness studios instant access to financing, following ...
Latest News
Hong Kong-based Bricks Group has revealed plans to launch its health club chain, U Time, ...
Latest News
A £30m luxury leisure development scheme which has been more than a decade in the ...
Latest News
Apple has previewed its much-awaited watchOS 8, the operating system for its Apple Watch. The ...
Latest News
Chinese health club chain Supermonkey has finalised a series E funding round, valuing the company ...
Latest News
Gymbox has signed a partnership agreement to provide members of flexible workspace provider WeWork with ...
Latest News
The number of health club members returning to gyms since lockdown has beaten all expectations, ...
Latest News
The Jumeirah Group has reopened the 186-room The Carlton Tower Jumeirah, in the heart of ...
Latest News
David Lloyd Clubs has enrolled former Labour Party deputy leader Tom Watson to help raise ...
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TRIB3 has secured a franchise deal which will see it open 20 studios across Belgium, ...
Opinion
promotion
While much of the fitness industry has reopened its doors across the UK over the past weeks, many members are yet to return.
Opinion: Re-engaging your post-lockdown absent members
Featured supplier news
Featured supplier news: Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions.
Featured supplier news
Featured supplier news: Celebrating the return of group exercise – Les Mills to host free ‘Fastest Way Back’ livestream event for the industry
Last month (May) saw the welcomed return of group exercise classes. Group exercise is the heartbeat for so many clubs, with in-studio and instructor-led live experiences at the pinnacle.
Featured operators news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Featured operators news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Company profiles
Company profile: Keiser UK LTD
For more than four decades, Keiser has influenced the training of athletes, fitness enthusiasts and ...
Company profiles
Company profile: ServiceSport (UK) Ltd
ServiceSport (UK) Ltd specialises in maintaining, servicing and re-manufacturing all brands of cardiovascular and resistance ...
Supplier Showcases
Supplier showcase - Precor: The power of networking
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
Precor: Fitness equipment
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Spa software
SpaBooker: Spa software
Uniforms
Service Sport: Uniforms
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Trade associations
International SPA Association - iSPA: Trade associations
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Architects/designers
Zynk Design Consultants: Architects/designers
Management software
Premier Software Solutions: Management software
Exercise equipment
Matrix Fitness: Exercise equipment
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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