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British Military Fitness
British Military Fitness
British Military Fitness
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

People: Todd Allen, LIVunLtd

Fitness and programme director at LIVunLtd

Published in Health Club Management 2017 issue 9
Todd Allen
Todd Allen
We want to elevate the experience of residential gyms and create a boutique feel, so members don’t need to join an off-site gym

What is LIVunLtd and how did you start working for the company?
We’re a concierge service business, working out of around 200 residential properties in New York City. We run the gyms, swimming pools and other amenity spaces at the properties, such as children’s nurseries and party rooms. We also deal with miscellaneous requests, from finding hairdressers and dog walkers to helping residents find a hotel for their holiday.
It’s a fast paced, improvisational business, making things work in a short space of time – people generally expect things to happen within an hour.

LIV’s chief creative officer, Michael Fazio asked me to join last year, when I was a creative director at Flybarre, the barre programme of Flywheel Sports. I originally joined the health and fitness industry to supplement my income as a modern and contemporary dancer.

How does your gym model work?
Unlike most gyms, we’re not responsible for selling the memberships, as these are usually sold as part of the lease when people move into the buildings. The majority of the gyms are only open to residents. Our role is to mobilise as many people as possible to use the services. In many cases, we bid for the contract to run the gym and amenity spaces and the building owners pay us for the service we provide.

We also partner with other companies where relevant, such as Zeal, to offer massage services.

Zeal is an app that enables people to book a massage therapist on demand – using the same model as Uber. They get a therapist to you within two hours.

What does your role as fitness and programme director involve?
Currently only around 5 per cent of the residents make use of the gyms. My role is a new one and is part of a bid to encourage more residents to use the facilities. I oversee all the fitness and wellbeing offerings to make sure the quality is consistent and to create more of a community among the building’s residents and our instructors at the gyms.

I’m also responsible for creating new content and branded classes. I’m currently working on a new HIIT programme, called LIV Quickfire, which will be a 30-minute high intensity cardio programme to get the heart rate up and burn a ton of calories.

How do residential gyms compare to commercial gyms?
Residential fitness is battling a bad reputation – lots of my friends in New York wouldn’t dream of going to the gym in their building! Often the people who go to the residential gyms are less discerning, as they’re the people who are too intimidated to go to a commercial gym.

We want to elevate the experience of residential gyms and create a boutique feel, so our members feel they don’t need to purchase an off-site gym membership. We want them to find the gym a social experience and make personal connections with their neighbours and with the staff. All fitness junkies have their favourite classes and instructors, and they base their weekly schedule around these classes. My goal is to make the classes offered in each building the favourite class that the residents plan their day around.

What do residents want from the gym experience?
Fitness and amenity space is becoming more important in the residential market. Our residents want the gym to be a one stop, full experience in one building. They want yoga on the roof, quiet space for guided meditation, quiet outdoor space, party space and kid space. They want to get to know their neighbours. They want to be able to get chair massages and everything to be on hand.

We have a lot of requests for parent and child, and nanny and child fitness experiences, including yoga, swimming and creative dance. Also there’s a big demand for all types of yoga, pilates, meditation and tai chi – anything that is calming to the nervous system.

Is there a uniform feel to all the gyms you operate?
All the buildings we operate out of have different price points for their fitness amenities and varying amounts of commitment to them. Some developers are keen to invest and make the best use of the space possible, asking our advice on what is current and popular, to create beautiful, world class gyms. Unfortunately, others are like a hotel gym, with just a treadmill and a few weights.

What are the main challenges to running residential gyms?
Getting accurate data on who is attending is difficult, as we don’t sign members up, they don’t have to check in when they use the gym and there are no receptionists. It’s hard to find out what equipment they use and what are the most popular classes.

Also keeping instructors on track and on brand is a challenge, as we have numerous locations across New York City and no one monitoring them on a daily basis. Traditionally, they have been used to doing their own thing and then going home. Now I’m introducing quality control and working to make more of a team out of the different suppliers, by providing a lot of in house training and regular phone calls to keep in touch.

What location does LIV look for?
There’s a lot of growth potential in concierge services. Our business model needs urban settings in order to service the requests we do – in suburbia there’s less of a pool of suppliers. We’ve started to look beyond New York now for growth, to San Francisco, Los Angeles, Houston, Washington DC, as well as overseas.

What’s the most exciting fitness trend at the moment?
The idea of a workout that meets emotional and mental needs as well as physical needs – so people are pushed physically, which makes them let go emotionally and then also push past a mental barrier. The Class by Taryn Toomey, which combines HIIT, yoga, meditation and primal scream therapy is a great example of this. It takes people on a journey and they experience a release emotionally and spiritually, which is fulfilling and enriching, beyond just a physical workout.

The LIV gym model aims to get more residents involved
The LIV gym model aims to get more residents involved
The LIV gym model aims to get more residents involved
The LIV gym model aims to get more residents involved
http://www.leisureopportunities.com/images/465814_150372.jpg
"We want to create a boutique feel in residential gyms, so residents feel they don't need to purchase an offsite gym membership" – Todd Allen, LIVunLtd
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
People
The level of tension in the business around continually pushing things on to another level again is energising, and sometimes exhausting. That tallies with me. I don’t like to sit back
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
Features
Opinion
The fitness & leisure industries should seek out ways to become advocates for the health and wellbeing of older adults
Features
Staff welfare
As staff and members prepare to return to the gym, Dr Dane Vishnubala gives advice to operators on gearing up to offer them mental health support
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
Supplier showcase
Working with Precor, Aberdeen Sports Village has undergone a £500k overhaul to strengthen the user experience and put digital connectivity at the core of its offering
Features
Statistics
ukactive, 4global and partners have modelled the likely recovery from the lockdown. Ed Hubbard outlines the numbers
Features
Supplier showcase
Bannatyne has driven member engagement with Les Mills during the lockdown
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: Let's get restarted: Physical Company offers advice on keeping gym members safe
As countries around the world gear up to relax their lockdown rules, there remains a question mark over gyms and studios, which in many markets will be one of the last sectors to be given the green light.
Featured supplier news
Featured supplier: Fisikal chosen as tech partner for ‘JP4’; new health app from fitness expert, Jessie Pavelka
Fitness expert and television host, Jessie Pavelka has collaborated with Fisikal, experts in digital management solutions, to create the new JP4 app, a premium 12-week personal health and fitness transformation programme that takes the user on a journey of change through four key elements of health.
Video Gallery
Temple Gym - Nautilus Equipment
Core Health & Fitness
Temple Gym - Nautilus Equipment Read more
More videos:
Company profiles
Company profile: TVS Group
The TVS Group supply and install sports and fitness flooring to a wide range of ...
Company profiles
Company profile: Precor
For more than 35 years, Precor has driven fitness forward. We continue that heritage every ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Locking solutions
Monster Padlocks: Locking solutions
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Management software
Fisikal: Management software
Wearable technology solutions
MyZone: Wearable technology solutions
Skincare
Sothys: Skincare
Spa software
SpaBooker: Spa software
Trade associations
International SPA Association - iSPA: Trade associations
Design consultants
Zynk Design Consultants: Design consultants
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
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

People: Todd Allen, LIVunLtd

Fitness and programme director at LIVunLtd

Published in Health Club Management 2017 issue 9
Todd Allen
Todd Allen
We want to elevate the experience of residential gyms and create a boutique feel, so members don’t need to join an off-site gym

What is LIVunLtd and how did you start working for the company?
We’re a concierge service business, working out of around 200 residential properties in New York City. We run the gyms, swimming pools and other amenity spaces at the properties, such as children’s nurseries and party rooms. We also deal with miscellaneous requests, from finding hairdressers and dog walkers to helping residents find a hotel for their holiday.
It’s a fast paced, improvisational business, making things work in a short space of time – people generally expect things to happen within an hour.

LIV’s chief creative officer, Michael Fazio asked me to join last year, when I was a creative director at Flybarre, the barre programme of Flywheel Sports. I originally joined the health and fitness industry to supplement my income as a modern and contemporary dancer.

How does your gym model work?
Unlike most gyms, we’re not responsible for selling the memberships, as these are usually sold as part of the lease when people move into the buildings. The majority of the gyms are only open to residents. Our role is to mobilise as many people as possible to use the services. In many cases, we bid for the contract to run the gym and amenity spaces and the building owners pay us for the service we provide.

We also partner with other companies where relevant, such as Zeal, to offer massage services.

Zeal is an app that enables people to book a massage therapist on demand – using the same model as Uber. They get a therapist to you within two hours.

What does your role as fitness and programme director involve?
Currently only around 5 per cent of the residents make use of the gyms. My role is a new one and is part of a bid to encourage more residents to use the facilities. I oversee all the fitness and wellbeing offerings to make sure the quality is consistent and to create more of a community among the building’s residents and our instructors at the gyms.

I’m also responsible for creating new content and branded classes. I’m currently working on a new HIIT programme, called LIV Quickfire, which will be a 30-minute high intensity cardio programme to get the heart rate up and burn a ton of calories.

How do residential gyms compare to commercial gyms?
Residential fitness is battling a bad reputation – lots of my friends in New York wouldn’t dream of going to the gym in their building! Often the people who go to the residential gyms are less discerning, as they’re the people who are too intimidated to go to a commercial gym.

We want to elevate the experience of residential gyms and create a boutique feel, so our members feel they don’t need to purchase an off-site gym membership. We want them to find the gym a social experience and make personal connections with their neighbours and with the staff. All fitness junkies have their favourite classes and instructors, and they base their weekly schedule around these classes. My goal is to make the classes offered in each building the favourite class that the residents plan their day around.

What do residents want from the gym experience?
Fitness and amenity space is becoming more important in the residential market. Our residents want the gym to be a one stop, full experience in one building. They want yoga on the roof, quiet space for guided meditation, quiet outdoor space, party space and kid space. They want to get to know their neighbours. They want to be able to get chair massages and everything to be on hand.

We have a lot of requests for parent and child, and nanny and child fitness experiences, including yoga, swimming and creative dance. Also there’s a big demand for all types of yoga, pilates, meditation and tai chi – anything that is calming to the nervous system.

Is there a uniform feel to all the gyms you operate?
All the buildings we operate out of have different price points for their fitness amenities and varying amounts of commitment to them. Some developers are keen to invest and make the best use of the space possible, asking our advice on what is current and popular, to create beautiful, world class gyms. Unfortunately, others are like a hotel gym, with just a treadmill and a few weights.

What are the main challenges to running residential gyms?
Getting accurate data on who is attending is difficult, as we don’t sign members up, they don’t have to check in when they use the gym and there are no receptionists. It’s hard to find out what equipment they use and what are the most popular classes.

Also keeping instructors on track and on brand is a challenge, as we have numerous locations across New York City and no one monitoring them on a daily basis. Traditionally, they have been used to doing their own thing and then going home. Now I’m introducing quality control and working to make more of a team out of the different suppliers, by providing a lot of in house training and regular phone calls to keep in touch.

What location does LIV look for?
There’s a lot of growth potential in concierge services. Our business model needs urban settings in order to service the requests we do – in suburbia there’s less of a pool of suppliers. We’ve started to look beyond New York now for growth, to San Francisco, Los Angeles, Houston, Washington DC, as well as overseas.

What’s the most exciting fitness trend at the moment?
The idea of a workout that meets emotional and mental needs as well as physical needs – so people are pushed physically, which makes them let go emotionally and then also push past a mental barrier. The Class by Taryn Toomey, which combines HIIT, yoga, meditation and primal scream therapy is a great example of this. It takes people on a journey and they experience a release emotionally and spiritually, which is fulfilling and enriching, beyond just a physical workout.

The LIV gym model aims to get more residents involved
The LIV gym model aims to get more residents involved
The LIV gym model aims to get more residents involved
The LIV gym model aims to get more residents involved
http://www.leisureopportunities.com/images/465814_150372.jpg
"We want to create a boutique feel in residential gyms, so residents feel they don't need to purchase an offsite gym membership" – Todd Allen, LIVunLtd
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: Let's get restarted: Physical Company offers advice on keeping gym members safe
As countries around the world gear up to relax their lockdown rules, there remains a question mark over gyms and studios, which in many markets will be one of the last sectors to be given the green light.
Featured supplier news
Featured supplier: Fisikal chosen as tech partner for ‘JP4’; new health app from fitness expert, Jessie Pavelka
Fitness expert and television host, Jessie Pavelka has collaborated with Fisikal, experts in digital management solutions, to create the new JP4 app, a premium 12-week personal health and fitness transformation programme that takes the user on a journey of change through four key elements of health.
Video Gallery
Temple Gym - Nautilus Equipment
Core Health & Fitness
Temple Gym - Nautilus Equipment Read more
More videos:
Company profiles
Company profile: TVS Group
The TVS Group supply and install sports and fitness flooring to a wide range of ...
Company profiles
Company profile: Precor
For more than 35 years, Precor has driven fitness forward. We continue that heritage every ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Locking solutions
Monster Padlocks: Locking solutions
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Management software
Fisikal: Management software
Wearable technology solutions
MyZone: Wearable technology solutions
Skincare
Sothys: Skincare
Spa software
SpaBooker: Spa software
Trade associations
International SPA Association - iSPA: Trade associations
Design consultants
Zynk Design Consultants: Design consultants
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
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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