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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Editor’s letter: Fittertainment

The power of entertainment, celebrities and social media influencers to motivate and engage people in exercise is growing fast and reshaping the way we manage, invest in and market health clubs and gyms

By Liz Terry, Leisure Media | Published in Health Club Management 2018 issue 8
1Rebel’s cycle amphitheatre – an ambitious new development
1Rebel’s cycle amphitheatre – an ambitious new development
SoulCycle/Equinox is launching an in-house agency to turn star instructors into social media influencers with their own lifestyle sponsorship deals

Talk to many non-gym members and they’ll tell you they find the average gym, well, just a little bit boring.

Rows of people pounding on treadmills and cross trainers, plugged into their headphones or grunting in the weights area, just doesn’t do it for everyone.

There have been some amazing exceptions – clubs with DJs, studios with great lighting and sound and instructors who raise the game with amazing classes, but as an industry, we’ve generally ended up with a lot of customers who are used to a quiet, focused environment and minimal intervention by staff.

But there are clear signs the next five years will see a transformation, with serious investment going into the entertainment elements of both facilities and programming.

It’s all part of the drive to grow penetration – if we want to attract the tribe who want a vibe, then boring just won’t cut it.

The boutiques are mainly leading the way and this issue we take a look at 1Rebel’s new cycle amphitheatre (page 36), a bold investment in a whopping three-storey cycle studio with an instructor podium which is raised and lowered during classes.

The podium also delivers a range of special effects through screens and a ‘sensory shower’ system, while the installation is completed by a 3D sound system – one of only two in the world, the other being at Sydney Opera House.

Operators are looking at new ways to combine exercise and entertainment and in this issue, we talk to Matthew Allison (page 54), founder of Sony Music in China, who’s got backing from internet giant Alibaba to grow his Space Cycle brand in China.

His music connections are a strong influence on the business – he sees his team as ‘part DJ and part instructor’ and approaches group fitness as a form of live entertainment.

Allison uses tie-ups with celebrities from the worlds of sport and entertainment to deliver both in-club and special event entertainment experiences. He also works with brands such as Nike and Mercedes and social media influencers to widen the reach of the business.

As social media influencers become part of the mix, there’s even a trend now for developing them from within; we heard this month that SoulCycle/Equinox are launching an agency to turn their star instructors into wellness influencers.

The agency will work with instructors, supporting them with their profile, social media development and follower-growth and help them to secure lifestyle sponsorship deals.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/197642_589479.jpg
The power of entertainment, celebrities and social media influencers in exercise is reshaping the way we manage, invest in and market health clubs and gyms, says HCM editor Liz Terry
Liz Terry, editor,SoulCycle/Equinox, social media influencers, boutiques, 1Rebel, Matthew Allison
HCM magazine
Doing the recommended amount of exercise during weekends is just as beneficial as spreading physical activity out across the week, a new study has found
HCM magazine
HCM People

Shannon Hudson

Founder and CEO, 9Round
“I wanted to bring real kickbox training to the average person in the most convenient format, while taking out the worst part – getting punched in the face!”
HCM magazine
Colin Milner, CEO of the International Council on Active Aging explains the latest research into opportunities in the active-ageing sector
HCM Magazine
Letters
Two new Quest assessments launch on 1 September, focusing on things such as environmental management, exercise referral and inclusivity
HCM Magazine
Talking point
Are you on board with the metaverse or is it something to leave to the tech team? Kath Hudson investigates
HCM Magazine
Sponsored
BXR is one of the most exciting brands in the fitness industry. Co-founder Alex Nicholl gives us a glimpse behind the scenes
HCM Magazine
Editor's letter
For years the sector has used participation numbers as a measure of success, but policymakers are now calling for a change to measuring outcomes, so value can be established
HCM Magazine
HCM People
It was important to create a high-end gym that offers as much value to the local community as it does to hotel guests
HCM Magazine
Research
New research from Swinburne University of Technology in Melbourne has found that heart patients benefit from resistance training
HCM Magazine
Gym floor
Small group training is growing ever more popular, driven by supply-side innovation and demand, as HCM’s Frances Marcellin discovers
HCM Magazine
Latest News
World Gym International has launched a strength-only gym concept, which it says will cater for ...
Latest News
A new open water swimming venue will has been launched in the heart of Canary ...
Latest News
Peter Roberts, former CEO and founder of Pure Gym, has invested in Another Round, a ...
Latest News
Fitness markets around the globe are demonstrating "reassuring signs of recovery" following the pandemic disruptions ...
Latest News
Mark Sesnan, CEO of GLL, has pushed back on Tower Hamlet Council’s decision to take ...
Latest News
Ohm Fitness, a new franchised studio concept, has opened its first location in Scottsdale, Arizona. ...
Latest News
Easton Leisure Centre in the UK has announced a 100 per cent reduction in heating ...
Latest News
The Gym Group saw its membership grow by 10 per cent during the first six ...
Featured supplier news
Featured supplier news: Dr Paul Bedford and Andreas Paulsen to speak at Sibec Europe-UK
Questex’s Sibec Europe-UK, Europe’s leading hosted buyer event for the fitness industry, will take place on 27-30 September 2022 at the Anantara Vilamoura Algarve Resort, in Portugal.
Featured supplier news
Featured supplier news: EGYM: A digital ecosystem that works for everyone
EGYM has been pioneering the connected gym floor for more than a decade, partnering with operators and other third-party integrations, to create a free-flowing training environment that places the member at the very centre of the experience.
Featured operator news
Featured operator news: New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.
Featured operator news
Featured operator news: Parkwood Leisure celebrates four award wins and named Outstanding Organisation of the Year at the 2022 ukactive Awards
It was a night to remember at the 2022 ukactive Awards for Parkwood Leisure, as the leisure facilities operator picked up four awards.
Video Gallery
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Sport Alliance GmbH
Company profiles
Company profile: Orbit4
Orbit4 is the umbrella brand for FitnessCompared, FitnessFinance, WeServiceGymEquipment and WeBuyGymEquipment....
Company profiles
Company profile: Art of Cryo
Art of Cryo is a new division of a renowned family business with 30 years’ ...
Supplier Showcases
Supplier showcase - Matrix Fitness: Rugby elite
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Featured press releases: Pulse Fitness offers market-leading equipment at a fraction of the price with the launch of Pulse Resale
Pulse Fitness offers market-leading equipment at a fraction of the price with the launch of Pulse Resale
Featured press releases
Featured press releases: Double Olympic Champion Rebecca Adlington breaks ground ahead of new Rainham Leisure Centre
Everyone Active has got the New Year off to a flying start as it begins work on the brand new Rainham Leisure Centre.
Directory
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Skincare
Comfort Zone - Davines S.p.A: Skincare
Salt therapy products
Himalayan Source: Salt therapy products
Architects/designers
Zynk Design Consultants: Architects/designers
Management software
Premier Software Solutions: Management software
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
On demand
Fitness On Demand: On demand
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Spa software
SpaBooker: Spa software
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
21-21 Sep 2022
Various, London, United Kingdom
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates

features

Editor’s letter: Fittertainment

The power of entertainment, celebrities and social media influencers to motivate and engage people in exercise is growing fast and reshaping the way we manage, invest in and market health clubs and gyms

By Liz Terry, Leisure Media | Published in Health Club Management 2018 issue 8
1Rebel’s cycle amphitheatre – an ambitious new development
1Rebel’s cycle amphitheatre – an ambitious new development
SoulCycle/Equinox is launching an in-house agency to turn star instructors into social media influencers with their own lifestyle sponsorship deals

Talk to many non-gym members and they’ll tell you they find the average gym, well, just a little bit boring.

Rows of people pounding on treadmills and cross trainers, plugged into their headphones or grunting in the weights area, just doesn’t do it for everyone.

There have been some amazing exceptions – clubs with DJs, studios with great lighting and sound and instructors who raise the game with amazing classes, but as an industry, we’ve generally ended up with a lot of customers who are used to a quiet, focused environment and minimal intervention by staff.

But there are clear signs the next five years will see a transformation, with serious investment going into the entertainment elements of both facilities and programming.

It’s all part of the drive to grow penetration – if we want to attract the tribe who want a vibe, then boring just won’t cut it.

The boutiques are mainly leading the way and this issue we take a look at 1Rebel’s new cycle amphitheatre (page 36), a bold investment in a whopping three-storey cycle studio with an instructor podium which is raised and lowered during classes.

The podium also delivers a range of special effects through screens and a ‘sensory shower’ system, while the installation is completed by a 3D sound system – one of only two in the world, the other being at Sydney Opera House.

Operators are looking at new ways to combine exercise and entertainment and in this issue, we talk to Matthew Allison (page 54), founder of Sony Music in China, who’s got backing from internet giant Alibaba to grow his Space Cycle brand in China.

His music connections are a strong influence on the business – he sees his team as ‘part DJ and part instructor’ and approaches group fitness as a form of live entertainment.

Allison uses tie-ups with celebrities from the worlds of sport and entertainment to deliver both in-club and special event entertainment experiences. He also works with brands such as Nike and Mercedes and social media influencers to widen the reach of the business.

As social media influencers become part of the mix, there’s even a trend now for developing them from within; we heard this month that SoulCycle/Equinox are launching an agency to turn their star instructors into wellness influencers.

The agency will work with instructors, supporting them with their profile, social media development and follower-growth and help them to secure lifestyle sponsorship deals.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/197642_589479.jpg
The power of entertainment, celebrities and social media influencers in exercise is reshaping the way we manage, invest in and market health clubs and gyms, says HCM editor Liz Terry
Liz Terry, editor,SoulCycle/Equinox, social media influencers, boutiques, 1Rebel, Matthew Allison
Latest News
World Gym International has launched a strength-only gym concept, which it says will cater for ...
Latest News
A new open water swimming venue will has been launched in the heart of Canary ...
Latest News
Peter Roberts, former CEO and founder of Pure Gym, has invested in Another Round, a ...
Latest News
Fitness markets around the globe are demonstrating "reassuring signs of recovery" following the pandemic disruptions ...
Latest News
Mark Sesnan, CEO of GLL, has pushed back on Tower Hamlet Council’s decision to take ...
Latest News
Ohm Fitness, a new franchised studio concept, has opened its first location in Scottsdale, Arizona. ...
Latest News
Easton Leisure Centre in the UK has announced a 100 per cent reduction in heating ...
Latest News
The Gym Group saw its membership grow by 10 per cent during the first six ...
Latest News
Mindbody has announced that Fritz Lanman will become the company’s new CEO from 3 September ...
Latest News
Parkour Generations has joined forces with Gymbox to bring parkour into the UK’s mainstream fitness ...
Latest News
Amazon has acquired primary healthcare organisation One Medical in a US$3.9bn deal that will see ...
Featured supplier news
Featured supplier news: Dr Paul Bedford and Andreas Paulsen to speak at Sibec Europe-UK
Questex’s Sibec Europe-UK, Europe’s leading hosted buyer event for the fitness industry, will take place on 27-30 September 2022 at the Anantara Vilamoura Algarve Resort, in Portugal.
Featured supplier news
Featured supplier news: EGYM: A digital ecosystem that works for everyone
EGYM has been pioneering the connected gym floor for more than a decade, partnering with operators and other third-party integrations, to create a free-flowing training environment that places the member at the very centre of the experience.
Featured operator news
Featured operator news: New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.
Featured operator news
Featured operator news: Parkwood Leisure celebrates four award wins and named Outstanding Organisation of the Year at the 2022 ukactive Awards
It was a night to remember at the 2022 ukactive Awards for Parkwood Leisure, as the leisure facilities operator picked up four awards.
Video Gallery
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Sport Alliance GmbH
Company profiles
Company profile: Orbit4
Orbit4 is the umbrella brand for FitnessCompared, FitnessFinance, WeServiceGymEquipment and WeBuyGymEquipment....
Company profiles
Company profile: Art of Cryo
Art of Cryo is a new division of a renowned family business with 30 years’ ...
Supplier Showcases
Supplier showcase - Matrix Fitness: Rugby elite
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Featured press releases: Pulse Fitness offers market-leading equipment at a fraction of the price with the launch of Pulse Resale
Pulse Fitness offers market-leading equipment at a fraction of the price with the launch of Pulse Resale
Featured press releases
Featured press releases: Double Olympic Champion Rebecca Adlington breaks ground ahead of new Rainham Leisure Centre
Everyone Active has got the New Year off to a flying start as it begins work on the brand new Rainham Leisure Centre.
Directory
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Skincare
Comfort Zone - Davines S.p.A: Skincare
Salt therapy products
Himalayan Source: Salt therapy products
Architects/designers
Zynk Design Consultants: Architects/designers
Management software
Premier Software Solutions: Management software
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
On demand
Fitness On Demand: On demand
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Spa software
SpaBooker: Spa software
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
21-21 Sep 2022
Various, London, United Kingdom
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates
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