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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
With their dark vibe, pumping music and kit that needs adjusting, indoor cycling classes can be intimidating to the uninitiated. Steph Eaves asks suppliers for their tips on how to encourage beginners into the cycling studio – and keep them coming back
HCM magazine
NICE has done a U-turn on its controversial guidelines for treating Chronic Fatigue Syndrome, saying that physical activity or therapy should not now be routinely prescribed for patients
HCM magazine
Armah Sports has revealed the first B_fit health club – a smart club concept that’s gearing up for the Metaverse with AI, VR, Amazon Alexa and the Internet of Things, as Tom Walker reports
HCM Magazine
HCM People
Our business model is based on IHRSA guidelines, our sales and marketing teams are degree educated. All of this has stood us in good stead
HCM Magazine
Research
A US study investigating consumer attitudes to gyms, health clubs and studios reveals a new focus on wellness, as well as opportunities for operators to grow their businesses
HCM Magazine
Editor's letter
This has always been a creative, driven sector, but the pressures of the pandemic have inspired a new outpouring of creativity, leading to the emergence of new models, partnerships and concepts
HCM Magazine
Promotion
A new app called Trakk, from Pulse Fitness, promises triple benefits to operators, says Chris Johnson
HCM Magazine
Everyone’s talking about
Climate change, like COVID-19, presents challenges that won’t go away and demands both our immediate attention and collective efforts. Kath Hudson reports
HCM Magazine
Sponsored
Life Fitness is introducing a new range of Hammer Strength anaerobic equipment to complement its legendary strength training range
HCM Magazine
Sponsored
Technogym’s Biocircuit offers a range of time-controlled and time-free circuits using the Biostrength line, with its Biodrive AI technology, delivering customised workouts
HCM Magazine
Latest News
Location and cost are the top considerations for consumers when it comes to choosing a ...
Latest News
Increases in COVID-19 cases across Europe are forcing governments to introduce restrictions, which is having ...
Latest News
Exercise has been found to increase levels of endocannabinoids – cannabis-like substances produced by the ...
Latest News
People suffering from mild depression should be offered exercise, mindfulness, therapy or meditation before medication, ...
Latest News
Total Fitness plans to launch a new-style health club model, with plans already in the ...
Latest News
Fitness operator Crunch Fitness says it's continued its recovery from lockdowns, with membership levels across ...
Latest News
The City of Madrid could become one of the healthiest in the world if plans ...
Latest News
Luxury health club operator, Third Space, has opened the doors to its latest club in ...
Opinion
promotion
FitnessOnDemand’s divisional vice president Uday Anumalachetty discusses what live fitness really means for clubs and their members today
Opinion: Why we need to reimagine what live fitness really means
Featured supplier news
Featured supplier news: Revamped Fitline Maassluis health club equipped by Core Health & Fitness
An iconic Dutch fitness centre that first opened 32 years ago has received an extensive overhaul following a vicious fire.
Featured supplier news
Featured supplier news: FitnessOnDemand launches new live-streaming feature for all fitness clubs and their members
FitnessOnDemand (FOD) [IHRSA BOOTH 1509] the leader in on-demand content from the world’s most innovative fitness brands and celebrity trainers, this month introduces a new platform evolution for all club operators and their customers.
Featured operator news
Featured operator news: Everyone Active successfully reopens exercise referral scheme thanks to EXi partnership
Local authority leisure provider Everyone Active has reopened its essential exercise referral scheme, by joining forces with EXi, the NHS-approved exercise prescription app and data portal.
Featured operator news
Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
Parkwood Leisure, one of the UK’s leading public leisure facilities operators, helped prevent more than 7,000 cases of stroke, dementia, depression and type 2 diabetes in 2019, saving the NHS £16 million, a new social value report has shown.
Company profiles
Company profile: Indigofitness Ltd
We Create Training Spaces! We've been designing and delivering high quality training spaces for almost ...
Company profiles
Company profile: Serco Leisure
Serco Leisure Operating Limited is one of the UK’s leading national operators of leisure centres, ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Management software
Premier Software Solutions: Management software
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Fitness equipment
Octane Fitness: Fitness equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
trade associations
International SPA Association - iSPA: trade associations
Architects/designers
Zynk Design Consultants: Architects/designers
Skincare
Comfort Zone - Davines S.p.A: Skincare
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
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
Location and cost are the top considerations for consumers when it comes to choosing a ...
Latest News
Increases in COVID-19 cases across Europe are forcing governments to introduce restrictions, which is having ...
Latest News
Exercise has been found to increase levels of endocannabinoids – cannabis-like substances produced by the ...
Latest News
People suffering from mild depression should be offered exercise, mindfulness, therapy or meditation before medication, ...
Latest News
Total Fitness plans to launch a new-style health club model, with plans already in the ...
Latest News
Fitness operator Crunch Fitness says it's continued its recovery from lockdowns, with membership levels across ...
Latest News
The City of Madrid could become one of the healthiest in the world if plans ...
Latest News
Luxury health club operator, Third Space, has opened the doors to its latest club in ...
Latest News
A total of 22.7 million Brits – more than a third of the total population ...
Latest News
Nuffield Health has reopened the historic Barbican health club in London, as part of ambitious ...
Latest News
The PureGym app has been named the Health and Fitness App of the Year at ...
Opinion
promotion
FitnessOnDemand’s divisional vice president Uday Anumalachetty discusses what live fitness really means for clubs and their members today
Opinion: Why we need to reimagine what live fitness really means
Featured supplier news
Featured supplier news: Revamped Fitline Maassluis health club equipped by Core Health & Fitness
An iconic Dutch fitness centre that first opened 32 years ago has received an extensive overhaul following a vicious fire.
Featured supplier news
Featured supplier news: FitnessOnDemand launches new live-streaming feature for all fitness clubs and their members
FitnessOnDemand (FOD) [IHRSA BOOTH 1509] the leader in on-demand content from the world’s most innovative fitness brands and celebrity trainers, this month introduces a new platform evolution for all club operators and their customers.
Featured operator news
Featured operator news: Everyone Active successfully reopens exercise referral scheme thanks to EXi partnership
Local authority leisure provider Everyone Active has reopened its essential exercise referral scheme, by joining forces with EXi, the NHS-approved exercise prescription app and data portal.
Featured operator news
Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
Parkwood Leisure, one of the UK’s leading public leisure facilities operators, helped prevent more than 7,000 cases of stroke, dementia, depression and type 2 diabetes in 2019, saving the NHS £16 million, a new social value report has shown.
Company profiles
Company profile: Indigofitness Ltd
We Create Training Spaces! We've been designing and delivering high quality training spaces for almost ...
Company profiles
Company profile: Serco Leisure
Serco Leisure Operating Limited is one of the UK’s leading national operators of leisure centres, ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Management software
Premier Software Solutions: Management software
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Fitness equipment
Octane Fitness: Fitness equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
trade associations
International SPA Association - iSPA: trade associations
Architects/designers
Zynk Design Consultants: Architects/designers
Skincare
Comfort Zone - Davines S.p.A: Skincare
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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