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Les Mills
Les Mills
Les Mills
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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
Over time, town planning has led to the creation of obesogenic environments, but Hamilton in New Zealand is taking a fresh approach to mobilising its population, by turning the city into a playground, as Kath Hudson reports
HCM magazine
We’re going after health club and spa management contracts for hotels and independent gyms and also planning to launch a You Fit franchise
HCM magazine
When women train on half-truths and crap science it’s painfully limiting
HCM Magazine
Interview
Our strategy is to position ourselves as a wellness provider. We have all the elements needed – gyms, physiotherapy, F&B and spas
HCM Magazine
Everyone’s talking about
For years the health and fitness sector has aspired to be taken seriously by the health sector. Is now the time? asks Kath Hudson
HCM Magazine
IHRSA
A new report, conducted by Deloitte, analyses the growth of the Chinese fitness industry and the outlook ahead, as Kristen Walsh reports
HCM Magazine
Sponsored
We talk to Dave Wright, CEO of Myzone, about the world’s first interchangeable heart rate monitor that provides real-time feedback – and the impact of COVID-19
HCM Magazine
Sponsored
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
HCM Magazine
Software
As we adapt to a new way of living, software developers have been supporting the fitness sector with new systems and strategies. We asked operators and developers to share successes
HCM Magazine
Write to reply
HCM Magazine
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Featured supplier news
Featured supplier news: 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 news: Red light therapy improves sleep, aids recovery and enhances focus
Offering red light therapy to your members can create a valuable source of secondary spend, while also supporting them with their recovery and delivering improvements to mobility, circulation and muscle soreness.
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Company profile: EMD UK
EMD UK is the national governing body for group exercise. Funded by Sport England, EMD ...
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Supplier showcase - Funxtion
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
Precor: Fitness equipment
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Trade associations
International SPA Association - iSPA: Trade associations
Wearable technology solutions
MyZone: Wearable technology solutions
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
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
Salt therapy products
Himalayan Source: Salt therapy products
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

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
A new pioneering approach looks to help cancer patients prepare for and respond to treatment ...
Latest News
Peloton is recalling all of its Tread and Tread+ machines in the US, after striking ...
Latest News
Health club operator Bannatyne is repositioning itself as a wellness provider, as it looks to ...
Latest News
Health clubs and leisure centres in Northern Ireland reopened their doors on Friday 30 April, ...
Latest News
It's time to refocus on the changing needs of older adults, according to a new ...
Latest News
In breaking news, HCM understands that David Lloyd Leisure's Glenn Earlam will move from his ...
Latest News
Sport England has reported a drop of 710,000 in the number of people classed as ...
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Independent gyms in the UK have fared better during the pandemic than larger corporate operators ...
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Opinion
promotion
The UK’s first dedicated leisure development framework has completed its first four-year term with £144m committed investment in public leisure projects.
Opinion: UK’s first leisure framework celebrates £144m investment in public leisure
Featured supplier news
Featured supplier news: 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 news: Red light therapy improves sleep, aids recovery and enhances focus
Offering red light therapy to your members can create a valuable source of secondary spend, while also supporting them with their recovery and delivering improvements to mobility, circulation and muscle soreness.
Company profiles
Company profile: EMD UK
EMD UK is the national governing body for group exercise. Funded by Sport England, EMD ...
Company profiles
Company profile: Precor
For more than 35 years, Precor has driven fitness forward. We continue that heritage every ...
Supplier Showcases
Supplier showcase - Funxtion
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
Precor: Fitness equipment
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Trade associations
International SPA Association - iSPA: Trade associations
Wearable technology solutions
MyZone: Wearable technology solutions
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
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
Salt therapy products
Himalayan Source: Salt therapy products
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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Les Mills
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