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Hedgehog Concept Ltd
Hedgehog Concept Ltd
Hedgehog Concept Ltd
Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

features

Coronavirus: Pivot to digital

The coronavirus pandemic has inspired a huge pivot to digital right across the industry, from sole traders to large chains and trusts. Kath Hudson looks at some of the offerings pulled together in lightning fast time to keep members active and sane

Published in Health Club Management 2020 issue 4
The COVID-19 pandemic has led to many fitness operators developing new digital services
The COVID-19 pandemic has led to many fitness operators developing new digital services

Although the subject of embracing the age of technology to expand beyond the four walls of the club has been a talking point for years, not all operators were making it a priority above their day-to-day operations. However, the sudden onset of COVID-19 meant everyone had no choice but to respond immediately, and they did an absolutely sterling job, utilising a variety of digital technologies.

Some operators have turned to established content providers, such as Les Mills or Virtuagym, which have been offering support and some free usage. Others have recorded workouts for YouTube, or streamed classes via Facebook, Instagram or Zoom.

Within days of the enforced shutdown, the amount of content available online meant the world’s confinement needn’t be sedentary or miserable. From bodyweight training to HIIT, yoga and nutritional advice, a wealth of inspiring, nourishing content is being pumped out daily.

Now the argument for expanding beyond the four walls is over. Most operators have pivoted to digital and, as the new normal gets underway, can look at nuancing, and monetising, the offer and working out how it will complement their clubs when curfews are lifted.

BLOK
BLOK’s Ed Stanbury says their team managed to film 30 workouts before lockdown was announced
"We’ve been talking about an online offering for a while, but our digital strategy was longer-term, so we’ve had to think on our feet and rapidly change our plans,” says Ed Stanbury, co-founder of boutique brand BLOK. “What we’ve launched is not the finished project, but is still part of our long-term strategy, rather than a quick response.”

First to launch were 15 classes on Instagram, in partnership with Beats by Dr Dre, which will include headphone giveaways. This was followed up with a schedule of around 20 livestream classes a day and video on demand – before the lockdown was announced the team managed to film 30 workouts. In order to continue to support the team – which includes around 200 freelance instructors – this will be a paid-for service. At the time of going to press the team were working out the options, including pay-as-you-go options.

“We’ll continue to work on the full platform, which will be hyper-personalised with an app, a smart tv app, PT, live events, as well as editorial and audio content,” says Stanbury. “Going forward this will be an additional service and retention tool for existing customers, as well as providing a marketing tool to raise brand awareness in a city prior to launching a club."
“What we’ve launched is not the finished project, but is still part of our long-term strategy, rather than a quick response”
Everyone Active
“Although we’ve had to close our clubs until further notice, operators still have a huge role to play” – Duncan Jefford
UK-based leisure trust Everyone Active has a very broad membership from five-year-olds to 75-year-olds and, as soon as the shut-down was announced, the team set to work finding a suite of solutions to keep all the members active. This is now being offered at £9.99 a month.

“Although we’ve had to close our clubs until further notice, operators still have a huge role to play in keeping people healthy and active, and supporting mental health during this crisis,” says director Duncan Jefford.

“We’ve partnered up with Les Mills on Demand to offer a broad range of their workouts, as well as NEOU to offer thousands of dance, HIIT, sculpt and stretch classes, including pre-recorded workouts and live streamed sessions,” he said. “Live sessions help people to still feel part of a community, as they can arrange to go to the same class with their usual workout buddies. NEOU also includes NEO Kids which is ideal for kids PE lessons.”

Everyone Active is also offering 8FIT, an app which includes pilates, meditation, meal plans, yoga and general wellbeing. Further programmes are also available on the EA platform and discussions are ongoing to further add to the offering

“I’m hugely excited by what we’ve created,” says Jefford. “We’ve managed to cover online workouts, as well as live streamed classes which help our members retain a sense of community.
Frame
Just as Frame was gearing up to launch its eighth studio it had to do a quick pivot to launch Frame Online instead. Free for current Framers and frontline workers, it costs £10.99 a month for newbies.

Three genres of workout are on offer: Sweat, Sculpt and Party, made up of 18 classes with a series of high quality workout videos, including 80s Aerobics, Ass and Abs, and Mat Pilates.

Personalised training with expert instructors will also be offered via one-to-one video sessions, while digital corporate wellness packages give employees access to the on-demand classes, as well as the option of bespoke corporate workshops encompassing meditation, sleep and happiness workshops.

Weekly workshops and events are also going online, including group hypnotherapy sessions, kicking off with Calming Anxiety in an Uncertain World.

Co-founder, Pip Black, says: “This is a difficult time for everyone. With the launch of Frame Online, we can continue to dish out those sweet endorphins and look after the nation’s physical and mental health from the comfort of their homes.”

Frame Online is free for frontline workers and current members
David Lloyd Leisure
The week after the shutdown, high-end family club operator David Lloyd Leisure launched David Lloyd [email protected], offering virtual workouts for all ages and levels, which can be done in the home or garden.

The classes will be added to over the next few weeks and will be accompanied by expert wellbeing advice and information, and fun activities to keep the younger ones occupied in the weeks ahead, including arts and crafts and superhero workouts.

Live streamed classes will be available for HIIT, strength – using props like tins instead of weights; as well yoga, pilates, mindfulness classes and expert wellbeing advice. There will also be a programme of workout and meditation playlists available on David Lloyd Clubs’ Spotify page and new content will be added on a continual basis.

Initially available through the David Lloyd Clubs members’ app, the on-demand workouts will also soon be available to non-members in a more basic form through social media and the website, in a bid to broaden the reach of the business.

Non-members will soon be able to access David Lloyd’s digital content
Urban Sports Club
Benjamin Roth says members want to support their local clubs
Within three days of the club closures, Berlin-based Urban Sports Clubs had set up its first live classes and in 10 days launched a new product offering livestream courses directly from the studios. Every day around 50 new livestream workouts are being made available, and by the end of March there had already been more than 10,000 check-ins.

Members are being charged for the content, which is being used to support all of the partner venues under the company’s umbrella, including those that are not able to offer their services at the moment, such as bouldering and swimming centres.

“Many of our members are showing their solidarity with our partners,” says co-founder Benjamin Roth. “Even those who paused their memberships when their countries went into lockdown are now reactivating their memberships. They really care about their local studios and their trainers.

“The digital product is something we had in mind for a long time, but we had other priorities. When the lockdown came it was time to do it and we had the first live classes online after two days and a whole new online product in one and a half weeks!

We needed to do something for our partners and members. Although there’s still a lot to improve on and a lot to do, our partners are already working well with it and our members can stay active and healthy at home.”
Motosumo
Users only need a smartphone and a heart rate monitor
To make home exercise more sociable, Motosumo launched HomeTeam in response to the crisis, which gym operators can set up in a matter of minutes.

Home users only need a smartphone and a heart rate monitor – and a stationery bike for cycling classes – and can tune into a live stream, race against other people, compare fitness data and enjoy other interactive features.

Kresten Juel Jenson, CEO of Motosumo, says HomeTeam aims to bring the group fitness vibe into the living room: “The world is going through some tough times right now and we all have to adjust. “Livestreaming classes are great, but they don’t capture the social experience of a real indoor cycling class or HIIT session.

With HomeTeam, users can actually work as a team, compare stats or even compete and race against each other.”

Available to gym operators on a monthly subscription, HomeTeam costs £106 (US$124, €115) or, for indoor cycling, £177, ($208, €192) and there is no binding contract.

“The world is going through some tough times right now and we all have to adjust” – Kresten Juel Jenson
http://www.leisureopportunities.com/images/2020/584327_682029.jpg
Coronavirus has inspired a huge move to digital across the industry. These offerings were pulled together in lightning fast time...
BLOK, Urban Sports Club, Frame, Ed Stanbury, Everyone Active, Duncan Jefford, David Lloyd Leisure, Pip Black, Benjamin Roth, Motosumo,health club, gym, digital, coronavirus
People
I want us to make sure we’re still the go-to sector with the greatest power to improve health and wellbeing in society. We absolutely must not abdicate that opportunity
People
HCM people

Aaron Smith

Founder, KX Pilates
‘KX’ stands for ‘the Kaizen Experience’, which means ‘change for the better’ in Japanese. It’s a philosophy that focuses on continuous improvement. We’re always seeking to improve, not only as a company but as individuals
People
HCM people

Ben Lucas

Founder, Flow Athletic, Sydney
We advise our Flow Athletes to complete classes at a ratio of one yoga class to one strength class to one cardio class. This combination has very positive effects
Features
Staff welfare
Many people will use the gym to release tension and cabin fever, but some may target a tough workout to punish themselves – trained staff should be alert to this and have the confidence to check in with them
Features
Strength
It’s considered a fundamental part of our fitness routines by medical professionals, but many exercisers, particularly women, are still put off by strength training. We asked leading suppliers what they’re doing to champion strength
Features
Talking Point
The fitness industry has shown incredible flexibility during lockdown, pivoting to digital to keep people active. But as lockdowns end, we ask what impact the pandemic will have on facility provision
Features
feature
As the health and fitness industry gears up for reopening, Caroline Constantine, MD of Right Directions, shares critical guidance about safe operating procedures
Features
Consumer culture
Ken Hughes, expert in consumer culture and human behaviour spoke as part of the Technogym Talks series of webinars about how operators can navigate the new consumer landscape
Features
Training
Balance training is set to become a major fitness trend, with exercisers increasingly appreciating the benefits of having a strong core and good balance, particularly as they age. Lauren Health-Jones rounds up the latest product releases
Features
Statistics
More than 65,000 people responded to a survey designed to gauge what members want and expect from the sector after lockdown, as Leisure-net’s Dave Monkhouse reports
Features
Latest News
Technogym has announced the launch of live streaming and on-demand classes. The new content will ...
Latest News
A number of gym operators are concerned that local lockdowns could come into effect in ...
Latest News
Prime Minister Boris Johnson has announced that gyms may be able to reopen in a ...
Latest News
UK consumer confidence has improved significantly since the beginning of the lockdown, with a fifth ...
Latest News
The PGA Tour has recently bought 1,000 Whoop bands for its golfers, after PGA Tour ...
Latest News
ukactive has announced that Active Uprising and the National Summit are going digital as part ...
Latest News
Industry body ukactive has today (1 July) hosted a delegation of government and public health ...
Latest News
Health and fitness company Ingesport – which operates the GO fit chain of gyms in ...
Featured supplier news
Featured supplier: Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
Incorpore and MoveGB have entered into a landmark partnership, combining the UK’s largest provider of corporate gym memberships with the nation’s biggest network of classes.
Featured supplier news
Featured supplier: EGYM presents Corona Gym Solution, for the successful re-opening of fitness studios
Finally, the time has come: fitness and health facilities around the globe are gradually resuming operations.
Video Gallery
Technogym mywellness app
Technogym
Improve your training experience. All your data in a single app. Read more
More videos:
Company profiles
Company profile: Fisikal Limited
Fisikal helps fitness professionals, operators and education organisations improve efficiencies and service through its online ...
Company profiles
Company profile: Healthcheck Services Ltd
Here at Healthcheck Services, we want to empower you, your clients & your staff to ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Direct debit solutions
Harlands Group: Direct debit solutions
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Spa software
SpaBooker: Spa software
Wearable technology solutions
MyZone: Wearable technology solutions
Fitness software
Go Do.Fitness: Fitness software
Skincare
Sothys: Skincare
Management software
Fisikal: Management software
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
06-07 Jul 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
28-31 Aug 2020
Expo Centre & Riviera di Rimini, Italy
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
01-02 Oct 2020
Whittlebury Hall, Whittlebury, United Kingdom
Diary dates
11-12 Oct 2020
ExCeL London, London, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates

features

Coronavirus: Pivot to digital

The coronavirus pandemic has inspired a huge pivot to digital right across the industry, from sole traders to large chains and trusts. Kath Hudson looks at some of the offerings pulled together in lightning fast time to keep members active and sane

Published in Health Club Management 2020 issue 4
The COVID-19 pandemic has led to many fitness operators developing new digital services
The COVID-19 pandemic has led to many fitness operators developing new digital services

Although the subject of embracing the age of technology to expand beyond the four walls of the club has been a talking point for years, not all operators were making it a priority above their day-to-day operations. However, the sudden onset of COVID-19 meant everyone had no choice but to respond immediately, and they did an absolutely sterling job, utilising a variety of digital technologies.

Some operators have turned to established content providers, such as Les Mills or Virtuagym, which have been offering support and some free usage. Others have recorded workouts for YouTube, or streamed classes via Facebook, Instagram or Zoom.

Within days of the enforced shutdown, the amount of content available online meant the world’s confinement needn’t be sedentary or miserable. From bodyweight training to HIIT, yoga and nutritional advice, a wealth of inspiring, nourishing content is being pumped out daily.

Now the argument for expanding beyond the four walls is over. Most operators have pivoted to digital and, as the new normal gets underway, can look at nuancing, and monetising, the offer and working out how it will complement their clubs when curfews are lifted.

BLOK
BLOK’s Ed Stanbury says their team managed to film 30 workouts before lockdown was announced
"We’ve been talking about an online offering for a while, but our digital strategy was longer-term, so we’ve had to think on our feet and rapidly change our plans,” says Ed Stanbury, co-founder of boutique brand BLOK. “What we’ve launched is not the finished project, but is still part of our long-term strategy, rather than a quick response.”

First to launch were 15 classes on Instagram, in partnership with Beats by Dr Dre, which will include headphone giveaways. This was followed up with a schedule of around 20 livestream classes a day and video on demand – before the lockdown was announced the team managed to film 30 workouts. In order to continue to support the team – which includes around 200 freelance instructors – this will be a paid-for service. At the time of going to press the team were working out the options, including pay-as-you-go options.

“We’ll continue to work on the full platform, which will be hyper-personalised with an app, a smart tv app, PT, live events, as well as editorial and audio content,” says Stanbury. “Going forward this will be an additional service and retention tool for existing customers, as well as providing a marketing tool to raise brand awareness in a city prior to launching a club."
“What we’ve launched is not the finished project, but is still part of our long-term strategy, rather than a quick response”
Everyone Active
“Although we’ve had to close our clubs until further notice, operators still have a huge role to play” – Duncan Jefford
UK-based leisure trust Everyone Active has a very broad membership from five-year-olds to 75-year-olds and, as soon as the shut-down was announced, the team set to work finding a suite of solutions to keep all the members active. This is now being offered at £9.99 a month.

“Although we’ve had to close our clubs until further notice, operators still have a huge role to play in keeping people healthy and active, and supporting mental health during this crisis,” says director Duncan Jefford.

“We’ve partnered up with Les Mills on Demand to offer a broad range of their workouts, as well as NEOU to offer thousands of dance, HIIT, sculpt and stretch classes, including pre-recorded workouts and live streamed sessions,” he said. “Live sessions help people to still feel part of a community, as they can arrange to go to the same class with their usual workout buddies. NEOU also includes NEO Kids which is ideal for kids PE lessons.”

Everyone Active is also offering 8FIT, an app which includes pilates, meditation, meal plans, yoga and general wellbeing. Further programmes are also available on the EA platform and discussions are ongoing to further add to the offering

“I’m hugely excited by what we’ve created,” says Jefford. “We’ve managed to cover online workouts, as well as live streamed classes which help our members retain a sense of community.
Frame
Just as Frame was gearing up to launch its eighth studio it had to do a quick pivot to launch Frame Online instead. Free for current Framers and frontline workers, it costs £10.99 a month for newbies.

Three genres of workout are on offer: Sweat, Sculpt and Party, made up of 18 classes with a series of high quality workout videos, including 80s Aerobics, Ass and Abs, and Mat Pilates.

Personalised training with expert instructors will also be offered via one-to-one video sessions, while digital corporate wellness packages give employees access to the on-demand classes, as well as the option of bespoke corporate workshops encompassing meditation, sleep and happiness workshops.

Weekly workshops and events are also going online, including group hypnotherapy sessions, kicking off with Calming Anxiety in an Uncertain World.

Co-founder, Pip Black, says: “This is a difficult time for everyone. With the launch of Frame Online, we can continue to dish out those sweet endorphins and look after the nation’s physical and mental health from the comfort of their homes.”

Frame Online is free for frontline workers and current members
David Lloyd Leisure
The week after the shutdown, high-end family club operator David Lloyd Leisure launched David Lloyd [email protected], offering virtual workouts for all ages and levels, which can be done in the home or garden.

The classes will be added to over the next few weeks and will be accompanied by expert wellbeing advice and information, and fun activities to keep the younger ones occupied in the weeks ahead, including arts and crafts and superhero workouts.

Live streamed classes will be available for HIIT, strength – using props like tins instead of weights; as well yoga, pilates, mindfulness classes and expert wellbeing advice. There will also be a programme of workout and meditation playlists available on David Lloyd Clubs’ Spotify page and new content will be added on a continual basis.

Initially available through the David Lloyd Clubs members’ app, the on-demand workouts will also soon be available to non-members in a more basic form through social media and the website, in a bid to broaden the reach of the business.

Non-members will soon be able to access David Lloyd’s digital content
Urban Sports Club
Benjamin Roth says members want to support their local clubs
Within three days of the club closures, Berlin-based Urban Sports Clubs had set up its first live classes and in 10 days launched a new product offering livestream courses directly from the studios. Every day around 50 new livestream workouts are being made available, and by the end of March there had already been more than 10,000 check-ins.

Members are being charged for the content, which is being used to support all of the partner venues under the company’s umbrella, including those that are not able to offer their services at the moment, such as bouldering and swimming centres.

“Many of our members are showing their solidarity with our partners,” says co-founder Benjamin Roth. “Even those who paused their memberships when their countries went into lockdown are now reactivating their memberships. They really care about their local studios and their trainers.

“The digital product is something we had in mind for a long time, but we had other priorities. When the lockdown came it was time to do it and we had the first live classes online after two days and a whole new online product in one and a half weeks!

We needed to do something for our partners and members. Although there’s still a lot to improve on and a lot to do, our partners are already working well with it and our members can stay active and healthy at home.”
Motosumo
Users only need a smartphone and a heart rate monitor
To make home exercise more sociable, Motosumo launched HomeTeam in response to the crisis, which gym operators can set up in a matter of minutes.

Home users only need a smartphone and a heart rate monitor – and a stationery bike for cycling classes – and can tune into a live stream, race against other people, compare fitness data and enjoy other interactive features.

Kresten Juel Jenson, CEO of Motosumo, says HomeTeam aims to bring the group fitness vibe into the living room: “The world is going through some tough times right now and we all have to adjust. “Livestreaming classes are great, but they don’t capture the social experience of a real indoor cycling class or HIIT session.

With HomeTeam, users can actually work as a team, compare stats or even compete and race against each other.”

Available to gym operators on a monthly subscription, HomeTeam costs £106 (US$124, €115) or, for indoor cycling, £177, ($208, €192) and there is no binding contract.

“The world is going through some tough times right now and we all have to adjust” – Kresten Juel Jenson
http://www.leisureopportunities.com/images/2020/584327_682029.jpg
Coronavirus has inspired a huge move to digital across the industry. These offerings were pulled together in lightning fast time...
BLOK, Urban Sports Club, Frame, Ed Stanbury, Everyone Active, Duncan Jefford, David Lloyd Leisure, Pip Black, Benjamin Roth, Motosumo,health club, gym, digital, coronavirus
Latest News
Technogym has announced the launch of live streaming and on-demand classes. The new content will ...
Latest News
A number of gym operators are concerned that local lockdowns could come into effect in ...
Latest News
Prime Minister Boris Johnson has announced that gyms may be able to reopen in a ...
Latest News
UK consumer confidence has improved significantly since the beginning of the lockdown, with a fifth ...
Latest News
The PGA Tour has recently bought 1,000 Whoop bands for its golfers, after PGA Tour ...
Latest News
ukactive has announced that Active Uprising and the National Summit are going digital as part ...
Latest News
Industry body ukactive has today (1 July) hosted a delegation of government and public health ...
Latest News
Health and fitness company Ingesport – which operates the GO fit chain of gyms in ...
Latest News
Mountainside Fitness in Arizona has filed a lawsuit against state's governor, Doug Ducey, after he ...
Latest News
Physical activity levels in England have continued to fall from those recorded at the initial ...
Latest News
Franchise operator Club Pilates has shown that there is growing confidence in the US fitness ...
Featured supplier news
Featured supplier: Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
Incorpore and MoveGB have entered into a landmark partnership, combining the UK’s largest provider of corporate gym memberships with the nation’s biggest network of classes.
Featured supplier news
Featured supplier: EGYM presents Corona Gym Solution, for the successful re-opening of fitness studios
Finally, the time has come: fitness and health facilities around the globe are gradually resuming operations.
Video Gallery
Technogym mywellness app
Technogym
Improve your training experience. All your data in a single app. Read more
More videos:
Company profiles
Company profile: Fisikal Limited
Fisikal helps fitness professionals, operators and education organisations improve efficiencies and service through its online ...
Company profiles
Company profile: Healthcheck Services Ltd
Here at Healthcheck Services, we want to empower you, your clients & your staff to ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Direct debit solutions
Harlands Group: Direct debit solutions
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Spa software
SpaBooker: Spa software
Wearable technology solutions
MyZone: Wearable technology solutions
Fitness software
Go Do.Fitness: Fitness software
Skincare
Sothys: Skincare
Management software
Fisikal: Management software
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
06-07 Jul 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
28-31 Aug 2020
Expo Centre & Riviera di Rimini, Italy
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
01-02 Oct 2020
Whittlebury Hall, Whittlebury, United Kingdom
Diary dates
11-12 Oct 2020
ExCeL London, London, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
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