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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Promotional feature: Discover the latest vision from Power Plate

Power Plate celebrates its 20th anniversary with a fresh perspective on product relevance, positioning and experience. New UK head of sales, Iain Murray, shares his thoughts on future direction from the unique perspective of a former operator and personal advocate

Published in Health Club Management 2019 issue 6
Power Plates can be used for group fitness in dedicated studios
Power Plates can be used for group fitness in dedicated studios
Having been told I would never play football again, Power Plate helped me overcome my injury to such an extent that I'm still playing today - Iain Murray, Power Plate

With 15 years of senior health club management experience with Fitness First, David Lloyd and Virgin Active, plus firsthand experience of healing a serious injury using Power Plate, Iain brings a new outlook to one of the longest-standing, consistently performing products on the market.

What do you see as Power Plate’s biggest challenge?
Power Plate isn't utilised to its full capacity in the industry – if it was, the results would be there to see.

That's because the product's biggest strength is also its biggest challenge.

As a total body solution that amplifies results, Power Plate can enhance any movement by working muscles harder than if the same movement were to be performed on the ground without it.

This means it can support any training style, application or goal and allow users to prepare faster, perform better and recover quicker.

This makes the product incredibly versatile, yet also creates barriers to use.

From my years in club management, I’m aware that teams understand the concept of vibration training, but not always the application. Compounded with a persistent churn rate, training and education of staff can get left behind.

How are you overcoming this?
We're working with customers to map out where Power Plate fits with each brand and customer journey. Giving the product its place within these helps frame what each club utilises the product for and then – importantly – where it fits into their story and experience.

This leads into the education and engagement aspect – our team offers both staff and member training designed to ensure operators have the skills, knowledge and confidence required to utilise Power Plate.

The strategy is all about activation – getting as many staff and members on the product (both old and new) to experience it for themselves and learn how to get the most out of it.

Once understanding increases, we see a rise in confidence. When staff and members are comfortable on a Power Plate, we start to see adherence and then the emergence of product advocates.

That was my own experience of Power Plate. As a David Lloyd team member, I was introduced to the product many years ago and shown how I could use it for rehabilitation and ongoing maintenance of the knees after injury.

Having been told I would never play football again, Power Plate helped me overcome my injury to such an extent that I'm still playing today.

I moved my routine workout onto the plate, as well as my preparation and recovery, and the rest is history.

How can operators activate Power Plates they already have?
PTs crave to deliver added value to their sessions and members are looking for unique or different training options. This can be achieved by simply creating more of an experience around after-session recovery in a dedicated space on Power Plate.

Preparation can also be done in this way, as indeed can an entire workout.

Delivering dynamic training, variety and progression leads to results and gets more clients interested in doing something different too. This, in turn, improves retention and overall profitability.

With millennials and Gen Z making up a huge proportion of health club members, but not being familiar with Power Plate and demanding different, experience-led sessions, we've developed a specific new suite of small group training programmes.

These have been designed with a variety of demographic groups and industry trends in mind and have been developed based on research into the social, motivational and accountability drivers that determine exercise choice.

These include Burn, Strong, X and Zen programmes, with regular new content for a ready-to-roll solution.

We're seeing these small group training concepts being implemented as part of a total club or boutique solution, as well as in studios where Power Plate is the standalone product.

Where are the growth opportunities for Power Plate?
We're having success in driving member experience, as the product is such a great tool for engagement. This is key to experience and Power Plate is the perfect platform for that – either for inductions, pre- or post-workout or for entire sessions.

We're also seeing clubs move their Plates to fit into a particular journey or experience they're delivering, either as part of the main gym, or studio or within boutiques dedicated to Power Plate.

They're starting to think about how to integrate what's admittedly a specialist product into their offering to help differentiate, deliver on experience and drive retention and profitability.

Clubs are always focused on sales, and the feel of a product can really help when trying to sell to a new client. There's no better product than Power Plate to illustrate this, as it can demonstrate immediate results – a 30 second stretch is a simple but effective showcase.

We're also coming back to our scientific roots with more health and wellness applications. As these areas continue to grow, the lines between medical, rehabilitation and fitness are merging. Meeting the needs of these populations requires a new strategy not only from Power Plate but our whole industry.

TEL: +44 (0) 207 317 500

EMAIL: [email protected]

WEB: www.powerplate.com

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Iain Murray, Power Plate
Iain Murray, Power Plate
In addition to working for all age groups and fitness levels, Power Plate is going back to its scientific roots in health and wellness
In addition to working for all age groups and fitness levels, Power Plate is going back to its scientific roots in health and wellness
https://www.leisureopportunities.co.uk/images/imagesX/633993_351064.jpg
Discover the latest vision from Power Plate
Iain Murray, Power Plate,Iain Murray, Power Plate,
HCM magazine
Policing the rules, even if it means losing members, will be crucial to building trust as health clubs reopen, Paul Roberts tells Kath Hudson
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A new tracking tool, called Moving Communities, will assess the impact of the UK’s £100m National Leisure Recovery Fund, as well as evaluating the contribution public sector facilities make to their local communities, as HCM reports
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Hussle’s new Membership Conversion Service proactively turns Hussle customers into direct club members, encouraging them to join clubs they attend regularly
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Promotion
Goji’s virus-killing air purification system is the future of air purification for gyms, says Greg Whyte
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Management
Katie Lewis and Lindsey Simpson co-founded Workplace Mental Wealth to drive workforce change in the health and fitness industry. Liz Terry talks to Lewis about their first research study – the Fitness and Active Leisure Workforce State of Mind Survey – and the launch of The Good Work Pledge
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Sponsored
The University of Stirling has transformed its fitness offering with world-class performance sport and fitness facilities powered by Technogym
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Sponsored
Tad Chapman from Active IQ argues that operators should take a fresh look at apprenticeships and their power to drive recovery
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Finance
New tax laws will hit the UK fitness sector in early April, changing the way freelance PTs are legally classified for income tax and national insurance, as Abi Harris reports
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Facilities
Changing rooms have been largely closed during the pandemic, but as clubs open up, how will ongoing pandemic restrictions impact changing room design? We ask the experts for their observations and reflections
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Interview
As gyms reopen in the UK a new brand is launching that plans to take the boutique market by storm
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A parliamentary report is calling for a £3bn intervention fund to build back better health ...
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Featured supplier news
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The industry is eagerly awaiting the reopening of health clubs and leisure centres in another year affected by COVID-19, where the only thing that’s been certain is uncertainty.
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Featured supplier: What does a socially distanced leisure centre and health club look like?
The world has had to get used to social distancing in 2020 and any business operating in the leisure and hospitality sectors has had to face this challenge more than most.
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Supplier Showcases
Supplier showcase - Venueserve Fitness
Catalogue Gallery
Click on a catalogue to view it online
Directory
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Servicesport UK Limited: Independent service & maintenance
Architects/designers
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Management software
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Exercise equipment
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 Red Light Rising: Red Light Therapy
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Fitlockers: Lockers/interior design
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Property & Tenders
Hillingdon
Hillingdon Borough Council
Property & Tenders
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
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
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

Promotional feature: Discover the latest vision from Power Plate

Power Plate celebrates its 20th anniversary with a fresh perspective on product relevance, positioning and experience. New UK head of sales, Iain Murray, shares his thoughts on future direction from the unique perspective of a former operator and personal advocate

Published in Health Club Management 2019 issue 6
Power Plates can be used for group fitness in dedicated studios
Power Plates can be used for group fitness in dedicated studios
Having been told I would never play football again, Power Plate helped me overcome my injury to such an extent that I'm still playing today - Iain Murray, Power Plate

With 15 years of senior health club management experience with Fitness First, David Lloyd and Virgin Active, plus firsthand experience of healing a serious injury using Power Plate, Iain brings a new outlook to one of the longest-standing, consistently performing products on the market.

What do you see as Power Plate’s biggest challenge?
Power Plate isn't utilised to its full capacity in the industry – if it was, the results would be there to see.

That's because the product's biggest strength is also its biggest challenge.

As a total body solution that amplifies results, Power Plate can enhance any movement by working muscles harder than if the same movement were to be performed on the ground without it.

This means it can support any training style, application or goal and allow users to prepare faster, perform better and recover quicker.

This makes the product incredibly versatile, yet also creates barriers to use.

From my years in club management, I’m aware that teams understand the concept of vibration training, but not always the application. Compounded with a persistent churn rate, training and education of staff can get left behind.

How are you overcoming this?
We're working with customers to map out where Power Plate fits with each brand and customer journey. Giving the product its place within these helps frame what each club utilises the product for and then – importantly – where it fits into their story and experience.

This leads into the education and engagement aspect – our team offers both staff and member training designed to ensure operators have the skills, knowledge and confidence required to utilise Power Plate.

The strategy is all about activation – getting as many staff and members on the product (both old and new) to experience it for themselves and learn how to get the most out of it.

Once understanding increases, we see a rise in confidence. When staff and members are comfortable on a Power Plate, we start to see adherence and then the emergence of product advocates.

That was my own experience of Power Plate. As a David Lloyd team member, I was introduced to the product many years ago and shown how I could use it for rehabilitation and ongoing maintenance of the knees after injury.

Having been told I would never play football again, Power Plate helped me overcome my injury to such an extent that I'm still playing today.

I moved my routine workout onto the plate, as well as my preparation and recovery, and the rest is history.

How can operators activate Power Plates they already have?
PTs crave to deliver added value to their sessions and members are looking for unique or different training options. This can be achieved by simply creating more of an experience around after-session recovery in a dedicated space on Power Plate.

Preparation can also be done in this way, as indeed can an entire workout.

Delivering dynamic training, variety and progression leads to results and gets more clients interested in doing something different too. This, in turn, improves retention and overall profitability.

With millennials and Gen Z making up a huge proportion of health club members, but not being familiar with Power Plate and demanding different, experience-led sessions, we've developed a specific new suite of small group training programmes.

These have been designed with a variety of demographic groups and industry trends in mind and have been developed based on research into the social, motivational and accountability drivers that determine exercise choice.

These include Burn, Strong, X and Zen programmes, with regular new content for a ready-to-roll solution.

We're seeing these small group training concepts being implemented as part of a total club or boutique solution, as well as in studios where Power Plate is the standalone product.

Where are the growth opportunities for Power Plate?
We're having success in driving member experience, as the product is such a great tool for engagement. This is key to experience and Power Plate is the perfect platform for that – either for inductions, pre- or post-workout or for entire sessions.

We're also seeing clubs move their Plates to fit into a particular journey or experience they're delivering, either as part of the main gym, or studio or within boutiques dedicated to Power Plate.

They're starting to think about how to integrate what's admittedly a specialist product into their offering to help differentiate, deliver on experience and drive retention and profitability.

Clubs are always focused on sales, and the feel of a product can really help when trying to sell to a new client. There's no better product than Power Plate to illustrate this, as it can demonstrate immediate results – a 30 second stretch is a simple but effective showcase.

We're also coming back to our scientific roots with more health and wellness applications. As these areas continue to grow, the lines between medical, rehabilitation and fitness are merging. Meeting the needs of these populations requires a new strategy not only from Power Plate but our whole industry.

TEL: +44 (0) 207 317 500

EMAIL: [email protected]

WEB: www.powerplate.com

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Iain Murray, Power Plate
Iain Murray, Power Plate
In addition to working for all age groups and fitness levels, Power Plate is going back to its scientific roots in health and wellness
In addition to working for all age groups and fitness levels, Power Plate is going back to its scientific roots in health and wellness
https://www.leisureopportunities.co.uk/images/imagesX/633993_351064.jpg
Discover the latest vision from Power Plate
Iain Murray, Power Plate,Iain Murray, Power Plate,
Latest News
A parliamentary report is calling for a £3bn intervention fund to build back better health ...
Latest News
Leisure centre operator Everyone Active has formed a partnership with WW (formerly called Weight Watchers), ...
Latest News
Adults suffering from chronic pain should be advised to take exercise, rather than be prescribed ...
Latest News
As health clubs and fitness studios in England are counting the hours down to reopening ...
Latest News
Empowered Brands, the franchise investment business that acquired énergie Fitness out of a CVA in ...
Latest News
John Treharne, founder of The Gym Group, and Jana Havrdová, president of the Czech Chamber ...
Latest News
Questex, owner of industry buyer event, Sibec EU, has announced it will partner with FIBO ...
Latest News
Les Mills has come up with an ingenious solution to get around the pandemic travel ...
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At-home fitness giant Peloton has officially completed the acquisition of equipment provider Precor, in a ...
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Featured supplier news
Featured supplier: Bounce back faster with a new risk-free joiner channel
The industry is eagerly awaiting the reopening of health clubs and leisure centres in another year affected by COVID-19, where the only thing that’s been certain is uncertainty.
Featured supplier news
Featured supplier: What does a socially distanced leisure centre and health club look like?
The world has had to get used to social distancing in 2020 and any business operating in the leisure and hospitality sectors has had to face this challenge more than most.
Company profiles
Company profile: fibodo Limited
fibodo is the digital solution helping people lead healthier and happier lives. From grassroots individual ...
Company profiles
Company profile: Crown Sports Lockers
Crown Sports Lockers has designed, crafted and fitted bespoke timber furniture for spas, hotels and ...
Supplier Showcases
Supplier showcase - Venueserve Fitness
Catalogue Gallery
Click on a catalogue to view it online
Directory
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Architects/designers
Zynk Design Consultants: Architects/designers
Management software
Premier Software Solutions: Management software
Exercise equipment
Matrix Fitness: Exercise equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Fitness equipment
Octane Fitness: Fitness equipment
Lockers/interior design
Fitlockers: Lockers/interior design
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Property & Tenders
Hillingdon
Hillingdon Borough Council
Property & Tenders
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
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
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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