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fibodo Limited
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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

Editor's letter: Getting reclassified

Our sector is still misunderstood by those in power. It’s time to accelerate the fight to change this by creating a new vocabulary to define what we do, why it matters and how we can contribute

By Liz Terry, Leisure Media | Published in Health Club Management 2020 issue 9
We must fight to become a trusted sector / Shutterstock/Olena Yakobchuk
We must fight to become a trusted sector / Shutterstock/Olena Yakobchuk
We’re arguing that the fitness industry needs to get itself ‘reclassifed’, by taking charge of the vocabulary used to define it

The unity of the industry in the UK over the last few weeks has been incredible. Operators, trade bodies and stakeholders have worked as one to win the battle to keep gyms open in the face of seemingly insurmountable odds.

Part of the urgency felt by everyone involved has been a passionate belief that we are being misunderstood and incorrectly classified as a sector by government.

One point which brought this home was the inclusion of gyms in the same bracket as strip clubs during the government’s secondary lockdown planning.

We’re arguing the sector needs to get itself ‘reclassified’, by taking charge of the vocabulary used to define it, so there’s no doubt as to our intentions and value.

We’re advocating the industry adopts the term ‘regulated’, and uses it to describe and define what we do.

Operators have invested huge sums in the software and systems needed to run COVID-secure facilities and the levels of regulation we’re able to deliver have been proven to be sufficient to keep our customers safe.

Logic and evidence suggest the virus is mainly spreading in unregulated environments, such as homes, so in referring to ourselves as regulated, we’re putting the industry firmly in the category of operations that are helping to reduce the spread of the virus and keep people safe.

It’s also a ‘futureproof’ term recognised by government and puts us in the same bracket as trusted sectors such as financial services, the law, airlines and utilities.

We must also fight to become recognised as an essential service, something ukactive has been lobbying hard for.

There are other terms we must adopt too. Decisionmakers in the NHS see their responsibilities as being related to ‘protection’ and ‘prevention’, with gyms currently filed firmly in the prevention category.

Given the pandemic is bringing protection to the fore as the priority for the NHS, our potential to contribute – via our work on prevention – is currently reduced.

We must argue that as a regulated sector which has proven it can operate in a COVID-secure way, we are also able to contribute to the NHS’s protection work, thereby showing we can deliver in relation to both prevention and protection.

If we can control the vocabulary, we can engage more powerfully with the government and the medical sector for the delivery of things such as COVID-19 recovery programmes and earn recognition for our professionalism.

The reputation management work done this year by the sector has brought us forward decades. The opportunity now is to nail this down by accurately defining ourselves and creating a consumer-facing kitemark to build trust.

Liz Terry, HCM editor
[email protected]
@elizterry
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/2020/673233_648557.jpg
'Our sector is still misunderstood by those in power. It's time we accelerate the fight to change this' says HCM editor Liz Terry
Liz Terry, NHS,COVID-19, lockdown, fitness industry
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The chair of énergie and vice chair of BMF talks to Kate Cracknell about creating an omnichannel approach that brings together indoor, outdoor, online and VR
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Latest News
Gym and health club members in England have flocked back to fitness facilities in droves ...
Latest News
PureGym will take its budget fitness concept to Saudi Arabia, after securing a franchise partnership ...
Latest News
Gyms, health clubs, leisure centres and fitness studios in England are back in business today ...
Latest News
The UK government has published its impact report for the three-tier COVID-19 alert system, which ...
Latest News
Professor Chris Whitty, the chief medical officer for England, has said exercise and physical activity ...
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Nick Whitcombe, the independent gym owner who refused to shut his gym during the October ...
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This year's UK government Spending Review, announced in Parliament by chancellor Rishi Sunak on 25 ...
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Up to 100k people will benefit from the free gym and physical activity sessions, thanks ...
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promotion
Jetts Fitness CEO, Elaine Jobson has adapted and simplified Maslow’s Hierarchy of Needs to better fit the company – built on a foundation of company vision, purpose, and values; which Elaine believes should permeate through everything Jetts does.
Opinion: Jetts Fitness – Brilliant Basics, Maslow’s Hierarchy of Needs, and Net Promoter Score®
Featured supplier news
Featured supplier: Primal Strength bolsters Scottish expansion with Matrix Fitness distribution win
Matrix Fitness has announced an exclusive partnership with Primal Strength to target an increased strategic focus on the Scottish market.
Featured supplier news
Featured supplier: Red Light Rising teams up with ITRM Clinic to supply red light therapy for injured athletes
Red light therapy equipment supplier, Red Light Rising, has partnered with Aidan Robinson of ITRM Clinic in the UK
Company profiles
Company profile: BLK BOX
The BLK BOX product range is built for athletes by athletes, includes modular storage systems, ...
Company profiles
Company profile: Keiser UK Ltd
Keiser began its history of visionary sports science leadership over 40 years ago, rejecting the ...
Supplier Showcases
Supplier showcase - Digital gym floor
Supplier Showcases
Supplier showcase - Bouncing back
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
SpaBooker: Spa software
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Software
Volution.fit: Software
Red Light Therapy
 Red Light Rising: Red Light Therapy
Trade associations
International SPA Association - iSPA: Trade associations
Fitness equipment
TRX Training: Fitness equipment
Uniforms
Service Sport: Uniforms
Management software
fibodo Limited: Management software
Skincare
Sothys: Skincare
Member feedback software
AskNicely: Member feedback software
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
Diary dates
02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

Editor's letter: Getting reclassified

Our sector is still misunderstood by those in power. It’s time to accelerate the fight to change this by creating a new vocabulary to define what we do, why it matters and how we can contribute

By Liz Terry, Leisure Media | Published in Health Club Management 2020 issue 9
We must fight to become a trusted sector / Shutterstock/Olena Yakobchuk
We must fight to become a trusted sector / Shutterstock/Olena Yakobchuk
We’re arguing that the fitness industry needs to get itself ‘reclassifed’, by taking charge of the vocabulary used to define it

The unity of the industry in the UK over the last few weeks has been incredible. Operators, trade bodies and stakeholders have worked as one to win the battle to keep gyms open in the face of seemingly insurmountable odds.

Part of the urgency felt by everyone involved has been a passionate belief that we are being misunderstood and incorrectly classified as a sector by government.

One point which brought this home was the inclusion of gyms in the same bracket as strip clubs during the government’s secondary lockdown planning.

We’re arguing the sector needs to get itself ‘reclassified’, by taking charge of the vocabulary used to define it, so there’s no doubt as to our intentions and value.

We’re advocating the industry adopts the term ‘regulated’, and uses it to describe and define what we do.

Operators have invested huge sums in the software and systems needed to run COVID-secure facilities and the levels of regulation we’re able to deliver have been proven to be sufficient to keep our customers safe.

Logic and evidence suggest the virus is mainly spreading in unregulated environments, such as homes, so in referring to ourselves as regulated, we’re putting the industry firmly in the category of operations that are helping to reduce the spread of the virus and keep people safe.

It’s also a ‘futureproof’ term recognised by government and puts us in the same bracket as trusted sectors such as financial services, the law, airlines and utilities.

We must also fight to become recognised as an essential service, something ukactive has been lobbying hard for.

There are other terms we must adopt too. Decisionmakers in the NHS see their responsibilities as being related to ‘protection’ and ‘prevention’, with gyms currently filed firmly in the prevention category.

Given the pandemic is bringing protection to the fore as the priority for the NHS, our potential to contribute – via our work on prevention – is currently reduced.

We must argue that as a regulated sector which has proven it can operate in a COVID-secure way, we are also able to contribute to the NHS’s protection work, thereby showing we can deliver in relation to both prevention and protection.

If we can control the vocabulary, we can engage more powerfully with the government and the medical sector for the delivery of things such as COVID-19 recovery programmes and earn recognition for our professionalism.

The reputation management work done this year by the sector has brought us forward decades. The opportunity now is to nail this down by accurately defining ourselves and creating a consumer-facing kitemark to build trust.

Liz Terry, HCM editor
[email protected]
@elizterry
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/2020/673233_648557.jpg
'Our sector is still misunderstood by those in power. It's time we accelerate the fight to change this' says HCM editor Liz Terry
Liz Terry, NHS,COVID-19, lockdown, fitness industry
Latest News
Gym and health club members in England have flocked back to fitness facilities in droves ...
Latest News
PureGym will take its budget fitness concept to Saudi Arabia, after securing a franchise partnership ...
Latest News
Gyms, health clubs, leisure centres and fitness studios in England are back in business today ...
Latest News
The UK government has published its impact report for the three-tier COVID-19 alert system, which ...
Latest News
Professor Chris Whitty, the chief medical officer for England, has said exercise and physical activity ...
Latest News
Nick Whitcombe, the independent gym owner who refused to shut his gym during the October ...
Latest News
This year's UK government Spending Review, announced in Parliament by chancellor Rishi Sunak on 25 ...
Latest News
Up to 100k people will benefit from the free gym and physical activity sessions, thanks ...
Latest News
To the relief of the sector, the UK government confirmed yesterday (23 November) that gyms, ...
Latest News
Closing gyms and leisure facilities during any possible future lockdown would be "unthinkable", according to ...
Opinion
promotion
Jetts Fitness CEO, Elaine Jobson has adapted and simplified Maslow’s Hierarchy of Needs to better fit the company – built on a foundation of company vision, purpose, and values; which Elaine believes should permeate through everything Jetts does.
Opinion: Jetts Fitness – Brilliant Basics, Maslow’s Hierarchy of Needs, and Net Promoter Score®
Featured supplier news
Featured supplier: Primal Strength bolsters Scottish expansion with Matrix Fitness distribution win
Matrix Fitness has announced an exclusive partnership with Primal Strength to target an increased strategic focus on the Scottish market.
Featured supplier news
Featured supplier: Red Light Rising teams up with ITRM Clinic to supply red light therapy for injured athletes
Red light therapy equipment supplier, Red Light Rising, has partnered with Aidan Robinson of ITRM Clinic in the UK
Company profiles
Company profile: BLK BOX
The BLK BOX product range is built for athletes by athletes, includes modular storage systems, ...
Company profiles
Company profile: Keiser UK Ltd
Keiser began its history of visionary sports science leadership over 40 years ago, rejecting the ...
Supplier Showcases
Supplier showcase - Digital gym floor
Supplier Showcases
Supplier showcase - Bouncing back
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
SpaBooker: Spa software
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Software
Volution.fit: Software
Red Light Therapy
 Red Light Rising: Red Light Therapy
Trade associations
International SPA Association - iSPA: Trade associations
Fitness equipment
TRX Training: Fitness equipment
Uniforms
Service Sport: Uniforms
Management software
fibodo Limited: Management software
Skincare
Sothys: Skincare
Member feedback software
AskNicely: Member feedback software
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
Diary dates
02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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