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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

Reopening: Great outdoors

David Lloyd Leisure has launched a raft of outdoor classes, including an enhanced role for its Battlebox concept, as Liz Terry reports

Published in Health Club Management 2020 issue 5
David Lloyd Leisure has reopened 50 of its clubs for outdoor exercise
David Lloyd Leisure has reopened 50 of its clubs for outdoor exercise

David Lloyd Leisure (DLL) has reopened 50 of its clubs for socially distanced outdoor exercise.

The creative move comes as the operator reveals the first iteration of its new blended offer, which combines club-based classes and activities with virtual content delivered via its [email protected] service.

DLL has also signalled its position in relation to its virtual offering by making [email protected] subject to a free 14-day trial, indicating it intends to begin charging across the board for digital. The time-limited free offer is also set to work as a lead generator for memberships.

The programme of new outdoor class offerings take advantage of DLL’s extensive outdoor spaces, which are being used for a wide range of activities, such as outdoor group exercise, including Blaze and HIIT workouts, and outdoor cycle and mind-body classes such as yoga and Pilates in spa garden and poolside areas.

Individual pre-bookable workout zones are allocated, so members can exercise safely in their own space, and classes will be limited to five members per session in England and nine in Ireland and Northern Ireland, while timetabling allows for deep cleaning between classes.

Outdoor cycling studios have been set up using DLL’s Stages bikes. These are offering Stages Power, Rhythm and group cycling sessions in size-limited classes with bikes spaced at 2m apart or more.

Members are also being offered DLL’s On-Demand Rhythm classes via their app as part of the cycling programme, as well as specialist Pilates and yoga sessions for cyclists.

The operator has used the lockdown to incubate an upgrade to its outdoor workout concept, Battlebox, which is now available at selected clubs. Battlebox combines full-body fitness training, high energy challenges, teamwork and fresh air, in 45- and 55-minute classes suitable for “participants of all abilities and levels of fitness”.

The instructor-led classes come in four flavours, ‘Athletic’ for speed, strength, power, agility and general cardio fitness; ‘Strong’ for power and muscle-building; ‘Warrior’ for a full-body workout and ‘Play’ for a family workout suitable for families with children over eight-years-old.

DLL is going hardcore with the weather and says all outdoor activities will continue regardless of conditions (so long as they’re safe), saying: “We intend to run all classes regardless of the weather, with adaptations made to ensure members remain safe at all times. For example, cycling classes will take place beneath large ‘jumbrellas’, while yoga and Pilates classes will be made more dynamic to ensure members keep moving and stay warm.”

Members are encouraged to bring suitable clothing “for whatever the weather throws at them.”

Glenn Earlam, CEO of DLL told HCM: “Regardless of the lockdown we’re excited to be introducing a whole new range of dynamic and functional classes using the outdoor spaces in our clubs. We’re confident members will love these new activities, and that they’ll appeal to a very wide group of interests and abilities.

“None of these new activities is weather dependent, and we plan to continue running them into the future.”

Outdoor exercise trend
In its Fitness Trends 2020 report (HCMhandbook.com/trends), HCM tipped outdoor exercise as a major trend and Earlam confirmed its importance, saying, “More and more exercise is going outside and we firmly believe the ‘new normal’ in exercising will be all about embracing the ‘great outdoors’.

“Our priority is to continue to provide high-quality, fun and challenging facilities and activities, as we move back to a more full and normal way of life, and beyond, in order to help us maintain and improve both physical and mental wellbeing.”

DLL also reopened for tennis on 16 May and this option is still available to members with a racquets membership.

The operator has recently launched a virtual running club and is encouraging members to log their run and share it on social media.

DLL is engaging members in the run-up to reopening, which the UK fitness sector hopes will be in early July if talks between Public Health England and ukactive prove fruitful.

Read our interview with DLL CEO, Glenn Earlam on desktop and mobile

"We’re excited to be introducing a whole new range of dynamic and functional classes using the outdoor spaces in our clubs" – Glenn Earlam, CEO of DLL
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
A moment in time: social distancing is being maintained during exercise
A moment in time: social distancing is being maintained during exercise
Timetabling allows for deep cleaning between classes
Timetabling allows for deep cleaning between classes
Outdoor workouts will go ahead in all weathers
Outdoor workouts will go ahead in all weathers
Outdoor exercise is set to become a major trend in 2020
Outdoor exercise is set to become a major trend in 2020
http://www.leisureopportunities.com/images/2020/469793_319844.jpg
David Lloyd Leisure has launched a raft of outdoor classes, including an enhanced role for its Battlebox concept...
David Lloyd Leisure, Glenn Earlam,COVID 19, outdoor fitness
People
Catch-up is already happening. We’re up to 80% of the visits compared to the same day in 2019 and membership sales are up 150-200%
People
HCM people

Debra Wein

founder and CEO, Wellness Workdays
I’ve always felt that if individuals had more education and understanding of nutrition and healthy lifestyle principles, we could literally change lives
People
HCM people

Dan Bond

Owner, CrossFit Fort Ashton
We’d explained leading up to the lockdown that if everyone decided to freeze or cancel, then there would be a possibility of not having a gym to come back to
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features

Reopening: Great outdoors

David Lloyd Leisure has launched a raft of outdoor classes, including an enhanced role for its Battlebox concept, as Liz Terry reports

Published in Health Club Management 2020 issue 5
David Lloyd Leisure has reopened 50 of its clubs for outdoor exercise
David Lloyd Leisure has reopened 50 of its clubs for outdoor exercise

David Lloyd Leisure (DLL) has reopened 50 of its clubs for socially distanced outdoor exercise.

The creative move comes as the operator reveals the first iteration of its new blended offer, which combines club-based classes and activities with virtual content delivered via its [email protected] service.

DLL has also signalled its position in relation to its virtual offering by making [email protected] subject to a free 14-day trial, indicating it intends to begin charging across the board for digital. The time-limited free offer is also set to work as a lead generator for memberships.

The programme of new outdoor class offerings take advantage of DLL’s extensive outdoor spaces, which are being used for a wide range of activities, such as outdoor group exercise, including Blaze and HIIT workouts, and outdoor cycle and mind-body classes such as yoga and Pilates in spa garden and poolside areas.

Individual pre-bookable workout zones are allocated, so members can exercise safely in their own space, and classes will be limited to five members per session in England and nine in Ireland and Northern Ireland, while timetabling allows for deep cleaning between classes.

Outdoor cycling studios have been set up using DLL’s Stages bikes. These are offering Stages Power, Rhythm and group cycling sessions in size-limited classes with bikes spaced at 2m apart or more.

Members are also being offered DLL’s On-Demand Rhythm classes via their app as part of the cycling programme, as well as specialist Pilates and yoga sessions for cyclists.

The operator has used the lockdown to incubate an upgrade to its outdoor workout concept, Battlebox, which is now available at selected clubs. Battlebox combines full-body fitness training, high energy challenges, teamwork and fresh air, in 45- and 55-minute classes suitable for “participants of all abilities and levels of fitness”.

The instructor-led classes come in four flavours, ‘Athletic’ for speed, strength, power, agility and general cardio fitness; ‘Strong’ for power and muscle-building; ‘Warrior’ for a full-body workout and ‘Play’ for a family workout suitable for families with children over eight-years-old.

DLL is going hardcore with the weather and says all outdoor activities will continue regardless of conditions (so long as they’re safe), saying: “We intend to run all classes regardless of the weather, with adaptations made to ensure members remain safe at all times. For example, cycling classes will take place beneath large ‘jumbrellas’, while yoga and Pilates classes will be made more dynamic to ensure members keep moving and stay warm.”

Members are encouraged to bring suitable clothing “for whatever the weather throws at them.”

Glenn Earlam, CEO of DLL told HCM: “Regardless of the lockdown we’re excited to be introducing a whole new range of dynamic and functional classes using the outdoor spaces in our clubs. We’re confident members will love these new activities, and that they’ll appeal to a very wide group of interests and abilities.

“None of these new activities is weather dependent, and we plan to continue running them into the future.”

Outdoor exercise trend
In its Fitness Trends 2020 report (HCMhandbook.com/trends), HCM tipped outdoor exercise as a major trend and Earlam confirmed its importance, saying, “More and more exercise is going outside and we firmly believe the ‘new normal’ in exercising will be all about embracing the ‘great outdoors’.

“Our priority is to continue to provide high-quality, fun and challenging facilities and activities, as we move back to a more full and normal way of life, and beyond, in order to help us maintain and improve both physical and mental wellbeing.”

DLL also reopened for tennis on 16 May and this option is still available to members with a racquets membership.

The operator has recently launched a virtual running club and is encouraging members to log their run and share it on social media.

DLL is engaging members in the run-up to reopening, which the UK fitness sector hopes will be in early July if talks between Public Health England and ukactive prove fruitful.

Read our interview with DLL CEO, Glenn Earlam on desktop and mobile

"We’re excited to be introducing a whole new range of dynamic and functional classes using the outdoor spaces in our clubs" – Glenn Earlam, CEO of DLL
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
A moment in time: social distancing is being maintained during exercise
A moment in time: social distancing is being maintained during exercise
Timetabling allows for deep cleaning between classes
Timetabling allows for deep cleaning between classes
Outdoor workouts will go ahead in all weathers
Outdoor workouts will go ahead in all weathers
Outdoor exercise is set to become a major trend in 2020
Outdoor exercise is set to become a major trend in 2020
http://www.leisureopportunities.com/images/2020/469793_319844.jpg
David Lloyd Leisure has launched a raft of outdoor classes, including an enhanced role for its Battlebox concept...
David Lloyd Leisure, Glenn Earlam,COVID 19, outdoor fitness
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Health clubs and gyms in Catalonia have reopened their doors once for a second time, ...
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Health clubs, gyms, indoor pools and leisure centres have reopened in Wales – nearly five ...
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Today (10 August) is the last day for companies to enter the follow-up survey to ...
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A significant proportion of leisure facilities in England have not reopened since lockdown measures were ...
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Industry body, ukactive, has questioned the decision to close gyms and health clubs as part ...
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Evidence suggests that over many years personal trainers have been forced to leave the fitness industry because employment patterns are erratic, earnings are inconsistent and it is difficult to build up value needed to secure an appropriate lifestyle.
Opinion: Personal trainers need support as employment opportunities diminish: FREE on-demand webinar
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Featured supplier: The rise of the training pod
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Precor
Resolute™ Strength - New Selectorized Strength Line From Precor Read more
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Company profile: Matrix Fitness
Matrix strives to offer equipment that will captivate your members, is easy to maintain, and ...
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Company profile: Keiser UK Ltd
Keiser began its history of visionary sports science leadership over 40 years ago, rejecting the ...
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Click on a catalogue to view it online
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Servicesport UK Limited: Independent service & maintenance
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Kemitron GmbH: Hydrotherapy / spa fragrances
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Diary dates
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Diary dates
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Diary dates
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Diary dates
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Diary dates
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