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JP Lennard
JP Lennard
JP Lennard
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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Opinion: Standing together

Steve Ward celebrates the transformational energy being unleashed in the fitness industry by the pandemic

Published in Health Club Management 2020 issue 10
Gyms are now seen as part of the solution, not the problem, says Ward
Gyms are now seen as part of the solution, not the problem, says Ward
Yes, this is an industry, but it has much more in common with a campaigning movement

It’s painful to think back to the sensationalist headlines the fitness industry had to endure in March 2020.

Quoting Australian physician Dr Norman Swan, a Daily Mail headline screamed “Gyms are a high-risk location for coronavirus”.

“You’ve got these big blokes pumping away and you never know, one of them might be a super spreader,” Swan had told ABC News.

Even in May, growing positivity about our sector was threatened by The Times newspaper which reported on private discussions between industry representatives and government officials, saying: “Gyms won’t be open any time soon”.

With such a wave of negativity to contend with, it’s testament to the serious, professional and well-resourced public affairs capability of the industry in the UK that this situation has been turned around.

I’ve been in awe at the strength in depth of the powerful industry advocates for our sector who have taken this cause forward. Wave after wave have taken to the airwaves to make the case – powerfully and to the great credit of their organisations.

I expect nothing less from my former colleagues at ukactive – they were built for moments such as this, to show their full value to our industry.

What I’m most impressed by is how the crisis has inspired the leaders of the major brands in our industry to become powerful media contributors in their own right, working from an aligned narrative and with full industry-wide coordination. This new voice could have a positive, lasting legacy for our industry.

The professionalism with which gyms re-opened has also demonstrated the quality of our sector and its irrefutable record on safety.

Conclusively, the narrative has subsequently been changed – gyms are now seen as part of the solution, not the problem.

Essential service
Expectations have grown with the success of this public affairs work and now we’re tackling the biggest challenge – making the case for the classification of our industry as an essential service.

Thanks to this new-found voice from industry leaders, their true belief in the power of the public affairs capability that stands at their service and the spirit of collaboration that prevails, it’s only a matter of time before this aim is achieved.

I’ve long believed our sector is unlike many others. Yes, this is an industry, but it has much more in common with a campaigning movement.

This is because people in our industry do what they do out of passion and love. They’ve seen what our industry does for people, the buzz that comes from making a positive impact and they commit their lives to making that impact every single day.

I was privileged to witness the power of this movement when we unleashed it to support common goals, such as National Fitness Day, but nothing that has gone before can compare to what we’re seeing now. The industry today is functioning at a totally different level.

This crisis has seen our campaigning movement become infinitely stronger. Not only do we now have professional public affairs experts on our side, but they’re also joined by “general public” affairs. And my word, haven’t the general public stepped up to support us?

In my view, it’s this mobilisation of the general public in support of our industry that has been a decisive factor in our recent gains.

It certainly was a major contributor to the success in Liverpool, where campaigning independent operator Nick Whitcombe (see page 14) was able to rouse nationwide support to overturn the unjust closure of gyms as part of tier 3 restrictions in the city.

Whitcombe raised £53,500 via crowdfunding to pay fines and supported a Parliamentary petition, which has been signed by 650,000 people and counting.

For sure, professionally managing the interface with central and local government and public officials, such as the city and metro mayors, was critical to the decision to allow gyms to open in tier 3, but it was the groundswell of public support that won the day.

This groundswell was secured by major national chains joining with Nick and hundreds of other independent operators to mobilise their customers – respectfully, articulately and intelligently making the case for our industry.

It was customer voices that made a difference, explaining how essential our services are – most powerfully, in my view – for mental, as well as physical health.

Campaigning for kids
This campaigning spirit has also been seen in the drive by footballer Marcus Rashford to expose the callousness of the government in not doing absolutely everything possible to prevent children from going hungry during school holidays.

Political arguments about the economic viability of offering such support, or arguments that it was the responsibility of parents to feed their kids, were blown away by a true campaigning movement, backed by real experiences, facts, and an unwavering sense of what is just.

This movement has been decisive in securing something we’ve desired for many years – for government to back a nationwide programme of holiday clubs to ensure children can be active and well-fed during holiday periods.

The result – funding for holiday support – is something the team at ukactive has campaigned on for years, but it was put in the back of the net by a true ‘general public affairs’ campaign that helped secure the breakthrough policy moment.

Connecting with members
Our great strength in lobbying for reopening has been our ability to identify each and every user of our facilities, communicate effectively with them in the event of a COVID-related incident and reassure those working in Track and Trace that we’re unlike any other sector in that regard.

In our battle to prevent closure in tier 3 and make the case for ‘essential’ status going forward, we’ve found our customers are just as passionate about our industry as the people working in it. They’re ready to make the case for our sector and show its value to their own lives.

What a powerful thing this could become. Mobilising our customers to help us drive this movement forward, engage more people and spread the word that being physically active is essential to building resilience to whatever future shocks might be ahead in our lives.

If 2020 has proven anything, it is that resilience – in our organisations, our families and our lives – is the greatest strength we can cultivate. As a result, our industry has found a new mission in strengthening the resilience of our nation.

A marathon
I believe the recent news on vaccines conclusively confirms our position in the second half of this marathon. It has been a testing time and we’re already seeing some who are sadly unable to finish the race. We have to continue to pace ourselves, not take undue risks and make sure we make it through to the other side, as there’s still a long way to go, and testing spells lie ahead.

It’s frustrating that, despite this feeling of being in the second half of the marathon, someone has unhelpfully removed all the mile markers, so we’re running blind – unsure if we’re at mile 13 or mile 25 – and we have to act accordingly.

This makes it all the more important that we take energy from those who are cheering us on and the discovery of the powerful support of customers must give us the boost we need to make it to the finishing line.

Then we can plan the races we want to run, safe in the knowledge that this pain we’re suffering has been a life-changing experience that will only make us more resilient in the decades to come.

• Steve Ward, former CEO of ukactive, is chief transformation officer for Ingesport, the parent company of GO fit

'People in our industry do what they do out of passion and love' / JACOB LUND/shutterstock
'People in our industry do what they do out of passion and love' / JACOB LUND/shutterstock
'The overwhelming support from the public is helping the fitness industry make its case' / Robert Kneschke/shutterstock
'The overwhelming support from the public is helping the fitness industry make its case' / Robert Kneschke/shutterstock
https://www.leisureopportunities.co.uk/images/2020/36304_172493.jpg
Speaking to HCM, Steve Ward celebrates the transformational energy being unleashed in the fitness industry by the pandemic
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Leading UK university the University of Bath is steeped in a history of sporting excellence, with Team Bath committed to offering its students a wealth of sporting opportunities and access to world-class facilities.
Featured supplier news
Featured supplier news: Fitness industry to gather at Sibec Europe-UK in Portugal this September
Questex’s iconic event Sibec Europe-UK – known as Europe’s leading hosted buyer event for the fitness industry – will take place from 27-30 September at the Anantara Vilamoura Algarve Resort, in Portugal.
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As part of their work to break down the barriers that deter women and girls from participating in sport and physical activity, Everyone Active has teamed up with EMD UK to launch new exercise classes linked to the This Girl Can campaign.
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Featured operator news: New partnership delivers swimming support to children with disabilities
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Company profiles
Company profile: Panatta Srl
Panatta is an historical fitness brand displaying one of the widest range of products in ...
Company profiles
Company profile: Safe Space Lockers
We provide a full turn-key solution for clients from design and consultation, through to bespoke ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Wearable technology solutions
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Architects/designers
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On demand
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Total Vibration Solutions / TVS Sports Surfaces: Flooring
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Property & Tenders
Pendine Sands, Carmarthenshire
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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

Opinion: Standing together

Steve Ward celebrates the transformational energy being unleashed in the fitness industry by the pandemic

Published in Health Club Management 2020 issue 10
Gyms are now seen as part of the solution, not the problem, says Ward
Gyms are now seen as part of the solution, not the problem, says Ward
Yes, this is an industry, but it has much more in common with a campaigning movement

It’s painful to think back to the sensationalist headlines the fitness industry had to endure in March 2020.

Quoting Australian physician Dr Norman Swan, a Daily Mail headline screamed “Gyms are a high-risk location for coronavirus”.

“You’ve got these big blokes pumping away and you never know, one of them might be a super spreader,” Swan had told ABC News.

Even in May, growing positivity about our sector was threatened by The Times newspaper which reported on private discussions between industry representatives and government officials, saying: “Gyms won’t be open any time soon”.

With such a wave of negativity to contend with, it’s testament to the serious, professional and well-resourced public affairs capability of the industry in the UK that this situation has been turned around.

I’ve been in awe at the strength in depth of the powerful industry advocates for our sector who have taken this cause forward. Wave after wave have taken to the airwaves to make the case – powerfully and to the great credit of their organisations.

I expect nothing less from my former colleagues at ukactive – they were built for moments such as this, to show their full value to our industry.

What I’m most impressed by is how the crisis has inspired the leaders of the major brands in our industry to become powerful media contributors in their own right, working from an aligned narrative and with full industry-wide coordination. This new voice could have a positive, lasting legacy for our industry.

The professionalism with which gyms re-opened has also demonstrated the quality of our sector and its irrefutable record on safety.

Conclusively, the narrative has subsequently been changed – gyms are now seen as part of the solution, not the problem.

Essential service
Expectations have grown with the success of this public affairs work and now we’re tackling the biggest challenge – making the case for the classification of our industry as an essential service.

Thanks to this new-found voice from industry leaders, their true belief in the power of the public affairs capability that stands at their service and the spirit of collaboration that prevails, it’s only a matter of time before this aim is achieved.

I’ve long believed our sector is unlike many others. Yes, this is an industry, but it has much more in common with a campaigning movement.

This is because people in our industry do what they do out of passion and love. They’ve seen what our industry does for people, the buzz that comes from making a positive impact and they commit their lives to making that impact every single day.

I was privileged to witness the power of this movement when we unleashed it to support common goals, such as National Fitness Day, but nothing that has gone before can compare to what we’re seeing now. The industry today is functioning at a totally different level.

This crisis has seen our campaigning movement become infinitely stronger. Not only do we now have professional public affairs experts on our side, but they’re also joined by “general public” affairs. And my word, haven’t the general public stepped up to support us?

In my view, it’s this mobilisation of the general public in support of our industry that has been a decisive factor in our recent gains.

It certainly was a major contributor to the success in Liverpool, where campaigning independent operator Nick Whitcombe (see page 14) was able to rouse nationwide support to overturn the unjust closure of gyms as part of tier 3 restrictions in the city.

Whitcombe raised £53,500 via crowdfunding to pay fines and supported a Parliamentary petition, which has been signed by 650,000 people and counting.

For sure, professionally managing the interface with central and local government and public officials, such as the city and metro mayors, was critical to the decision to allow gyms to open in tier 3, but it was the groundswell of public support that won the day.

This groundswell was secured by major national chains joining with Nick and hundreds of other independent operators to mobilise their customers – respectfully, articulately and intelligently making the case for our industry.

It was customer voices that made a difference, explaining how essential our services are – most powerfully, in my view – for mental, as well as physical health.

Campaigning for kids
This campaigning spirit has also been seen in the drive by footballer Marcus Rashford to expose the callousness of the government in not doing absolutely everything possible to prevent children from going hungry during school holidays.

Political arguments about the economic viability of offering such support, or arguments that it was the responsibility of parents to feed their kids, were blown away by a true campaigning movement, backed by real experiences, facts, and an unwavering sense of what is just.

This movement has been decisive in securing something we’ve desired for many years – for government to back a nationwide programme of holiday clubs to ensure children can be active and well-fed during holiday periods.

The result – funding for holiday support – is something the team at ukactive has campaigned on for years, but it was put in the back of the net by a true ‘general public affairs’ campaign that helped secure the breakthrough policy moment.

Connecting with members
Our great strength in lobbying for reopening has been our ability to identify each and every user of our facilities, communicate effectively with them in the event of a COVID-related incident and reassure those working in Track and Trace that we’re unlike any other sector in that regard.

In our battle to prevent closure in tier 3 and make the case for ‘essential’ status going forward, we’ve found our customers are just as passionate about our industry as the people working in it. They’re ready to make the case for our sector and show its value to their own lives.

What a powerful thing this could become. Mobilising our customers to help us drive this movement forward, engage more people and spread the word that being physically active is essential to building resilience to whatever future shocks might be ahead in our lives.

If 2020 has proven anything, it is that resilience – in our organisations, our families and our lives – is the greatest strength we can cultivate. As a result, our industry has found a new mission in strengthening the resilience of our nation.

A marathon
I believe the recent news on vaccines conclusively confirms our position in the second half of this marathon. It has been a testing time and we’re already seeing some who are sadly unable to finish the race. We have to continue to pace ourselves, not take undue risks and make sure we make it through to the other side, as there’s still a long way to go, and testing spells lie ahead.

It’s frustrating that, despite this feeling of being in the second half of the marathon, someone has unhelpfully removed all the mile markers, so we’re running blind – unsure if we’re at mile 13 or mile 25 – and we have to act accordingly.

This makes it all the more important that we take energy from those who are cheering us on and the discovery of the powerful support of customers must give us the boost we need to make it to the finishing line.

Then we can plan the races we want to run, safe in the knowledge that this pain we’re suffering has been a life-changing experience that will only make us more resilient in the decades to come.

• Steve Ward, former CEO of ukactive, is chief transformation officer for Ingesport, the parent company of GO fit

'People in our industry do what they do out of passion and love' / JACOB LUND/shutterstock
'People in our industry do what they do out of passion and love' / JACOB LUND/shutterstock
'The overwhelming support from the public is helping the fitness industry make its case' / Robert Kneschke/shutterstock
'The overwhelming support from the public is helping the fitness industry make its case' / Robert Kneschke/shutterstock
https://www.leisureopportunities.co.uk/images/2020/36304_172493.jpg
Speaking to HCM, Steve Ward celebrates the transformational energy being unleashed in the fitness industry by the pandemic
Latest News
Music service provider Rehegoo (pronounced Reh-air-go) has launched a streaming service for health clubs, gyms, ...
Latest News
F45 has launched a corporate partnership programme which will enable businesses to open an F45 ...
Latest News
A two-year research project will look to find ways to transform the UK's physical activity ...
Latest News
The best in the business from across the physical activity sector were honoured last night ...
Latest News
At UK Active’s Active Uprising event yesterday (30 June) in Birmingham, Hattie Jones, the head ...
Latest News
HCM understands researchers are moving closer to creating a pill to mimic some of the ...
Latest News
Establishing new data and insight services and strengthening relationships with both government and the NHS ...
Latest News
More than one in five (27 per cent) Americans belonged to a health club or ...
Latest News
Ultimate Performance (UP) – the private gym chain and PT business – has opened a ...
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Luxury hotel chain Mandarin Oriental has launched a new brand called Intelligent Movement to deliver ...
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Boutique fitness chain 1Rebel opens the doors to its tenth club today (Monday 27 June ...
Featured supplier news
Featured supplier news: The University of Bath enhances sports facilities with £150,000 Matrix Fitness equipment upgrade
Leading UK university the University of Bath is steeped in a history of sporting excellence, with Team Bath committed to offering its students a wealth of sporting opportunities and access to world-class facilities.
Featured supplier news
Featured supplier news: Fitness industry to gather at Sibec Europe-UK in Portugal this September
Questex’s iconic event Sibec Europe-UK – known as Europe’s leading hosted buyer event for the fitness industry – will take place from 27-30 September at the Anantara Vilamoura Algarve Resort, in Portugal.
Featured operator news
Featured operator news: Everyone Active to launch new exercise classes to reduce gender gap
As part of their work to break down the barriers that deter women and girls from participating in sport and physical activity, Everyone Active has teamed up with EMD UK to launch new exercise classes linked to the This Girl Can campaign.
Featured operator news
Featured operator news: New partnership delivers swimming support to children with disabilities
A new partnership has been launched to provide inclusive swimming for children with mobility, visual and hearing disabilities.
Company profiles
Company profile: Panatta Srl
Panatta is an historical fitness brand displaying one of the widest range of products in ...
Company profiles
Company profile: Safe Space Lockers
We provide a full turn-key solution for clients from design and consultation, through to bespoke ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Wearable technology solutions
MyZone: Wearable technology solutions
Salt therapy products
Himalayan Source: Salt therapy products
Architects/designers
Zynk Design Consultants: Architects/designers
Spa software
SpaBooker: Spa software
On demand
Fitness On Demand: On demand
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Skincare
Comfort Zone - Davines S.p.A: Skincare
Fitness equipment
A Panatta Sport Srl: Fitness equipment
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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