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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

News

Fitness First to invest £270m in brand makeover

Global fitness operator Fitness First believes it has unlocked the key to motivation and is investing approximately £270m (US$445m, €329m) over the next three years in bringing its global estate in line with its new philosophy.

The gym chain, which has 189,000 members in the UK and 377 clubs worldwide, has worked with Professor Stuart Biddle of Loughborough University, UK, to understand motivation, in a bid to turn new year resolution recruits into long-term gym goers.

Biddle has identified that keeping up a new exercise regime, requires more than simply willpower: “Most think motivation to exercise is down to willpower, but it goes much deeper, as we need to meet psychological needs to maintain the habit. If key things can be put in place in order to meet those needs, then our new year’s resolutions have a much greater probability of success.”

Motivation comes down to three specific psychological needs: seeing signs of improvement and feeling competent; feeling like we have a choice of what we are doing and feeling a sense of belonging in the surroundings.

Fitness First has already started investing to meet these needs. The 82 clubs in the UK will benefit from new technology, better trained staff and a number of new workouts and services. This includes a growing focus on functional training, with ‘freestyle’ small group sessions offered on the gym floor.

Twenty London clubs have been refurbished and rebranded, with plans to complete 34 this year and the rest of the estate by 2016.

Physical changes include vibrant new branding, removing barriers on entry to create a welcoming reception; using touchscreen technology to give information and allow members to track progression and aid personal consultation.

Freestyle zones are being added to the gym floor for personal and small group exercise in functional training. Forty clubs already have new style shower blocks and spas with bespoke ceramics, lighting and finishes.

Bio Age, a scientifically designed fitness test to measure biological age, which acts as a motivation and behaviour change tool is being introduced, along with a new induction programme, Custom Fit, which will assess members’ training personality, to inform their unique programme.

Fitness First CEO, Andy Cosslett, says to date gyms haven’t delivered what people need and his company is rewriting the rules of the fitness industry. “We've expanded variety and choice, offering members a huge range of expertly created short workouts which are delivered by skilled staff. We know members want to feel welcome, safe, inspired and not intimidated and these needs shaped our new staff training programme, designed with Professor Biddle, which includes expert instruction on how to motivate members.”

“No gym brand has gone to this length to supports its members’ fitness. From the physical transformation of our clubs to a bold new brand identity, we are making a quantum leap forward for fitness and Fitness First.”

And today - deemed the most depressing day of the year, by psychologist Cliff Arnall, based on lack of sunshine, holiday debt and failed New Year’s resolutions – Fitness First is getting upbeat with free Freestyle team workouts throughout the day, with trainers offering hands on support.

Global fitness operator Fitness First believes it has unlocked the key to motivation and is investing approximately £270m (US$445m, €329m) over the next three years in bringing its global estate in line with its new philosophy.
HAF,FIT,ACD,RES,SSC
941891_462111.jpg
Latest News
Gyms, health clubs, leisure centres and fitness studios in England are back in business today ...
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News

Fitness First to invest £270m in brand makeover

Global fitness operator Fitness First believes it has unlocked the key to motivation and is investing approximately £270m (US$445m, €329m) over the next three years in bringing its global estate in line with its new philosophy.

The gym chain, which has 189,000 members in the UK and 377 clubs worldwide, has worked with Professor Stuart Biddle of Loughborough University, UK, to understand motivation, in a bid to turn new year resolution recruits into long-term gym goers.

Biddle has identified that keeping up a new exercise regime, requires more than simply willpower: “Most think motivation to exercise is down to willpower, but it goes much deeper, as we need to meet psychological needs to maintain the habit. If key things can be put in place in order to meet those needs, then our new year’s resolutions have a much greater probability of success.”

Motivation comes down to three specific psychological needs: seeing signs of improvement and feeling competent; feeling like we have a choice of what we are doing and feeling a sense of belonging in the surroundings.

Fitness First has already started investing to meet these needs. The 82 clubs in the UK will benefit from new technology, better trained staff and a number of new workouts and services. This includes a growing focus on functional training, with ‘freestyle’ small group sessions offered on the gym floor.

Twenty London clubs have been refurbished and rebranded, with plans to complete 34 this year and the rest of the estate by 2016.

Physical changes include vibrant new branding, removing barriers on entry to create a welcoming reception; using touchscreen technology to give information and allow members to track progression and aid personal consultation.

Freestyle zones are being added to the gym floor for personal and small group exercise in functional training. Forty clubs already have new style shower blocks and spas with bespoke ceramics, lighting and finishes.

Bio Age, a scientifically designed fitness test to measure biological age, which acts as a motivation and behaviour change tool is being introduced, along with a new induction programme, Custom Fit, which will assess members’ training personality, to inform their unique programme.

Fitness First CEO, Andy Cosslett, says to date gyms haven’t delivered what people need and his company is rewriting the rules of the fitness industry. “We've expanded variety and choice, offering members a huge range of expertly created short workouts which are delivered by skilled staff. We know members want to feel welcome, safe, inspired and not intimidated and these needs shaped our new staff training programme, designed with Professor Biddle, which includes expert instruction on how to motivate members.”

“No gym brand has gone to this length to supports its members’ fitness. From the physical transformation of our clubs to a bold new brand identity, we are making a quantum leap forward for fitness and Fitness First.”

And today - deemed the most depressing day of the year, by psychologist Cliff Arnall, based on lack of sunshine, holiday debt and failed New Year’s resolutions – Fitness First is getting upbeat with free Freestyle team workouts throughout the day, with trainers offering hands on support.

Global fitness operator Fitness First believes it has unlocked the key to motivation and is investing approximately £270m (US$445m, €329m) over the next three years in bringing its global estate in line with its new philosophy.
HAF,FIT,ACD,RES,SSC
941891_462111.jpg

News

Gyms, health clubs, leisure centres and fitness studios in England are back in business today
The UK government has published its impact report for the three-tier COVID-19 alert system, which
Professor Chris Whitty, the chief medical officer for England, has said exercise and physical activity
Nick Whitcombe, the independent gym owner who refused to shut his gym during the October
This year's UK government Spending Review, announced in Parliament by chancellor Rishi Sunak on 25
Up to 100k people will benefit from the free gym and physical activity sessions, thanks
MyZone Group Ltd
MyZone Group Ltd
When facing lockdown restrictions, Frame successfully adapted its in-club experience to an online offering for
To the relief of the sector, the UK government confirmed yesterday (23 November) that gyms,
Closing gyms and leisure facilities during any possible future lockdown would be "unthinkable", according to
Gyms, health clubs and leisure centres will be able to open their doors when the
The University of Stirling has opened its new £20m sports and fitness centre. The building,
Gyms are right near the bottom of the list in terms of places people have
A new, Europe-wide initiative will look to chart the level of risk of COVID-19 infection
fibodo Limited
fibodo Limited
Active IQ has launched its Level 3 Award in Understanding the Development and Delivery of
UK Parliament will debate COVID-19 restrictions on gyms and leisure centres on Monday 23 November,
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Given its support for the NHS, should the fitness industry be classified as an essential service, and if so, how do we get the sector reclassified? Kath Hudson asks industry leaders for their views
HCM Magazine
Butt, bottom, booty, bum – whatever you call it, working the backside is a vital part of the balance, power and wellbeing equation and has been ignored for too long, as Tom Tawell reports
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HCM People

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Founder, Body Tech Fitness
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Featured supplier news
Featured supplier: The Shredquarters partners with Physical Company to underpin expansion plans
Functional training gym, The Shredquarters, has moved into franchising, partnering with Physical Company to support its rapid growth.
Company profiles
Company profile: Hedgehog Concept Ltd
Ground breaking leisure and fitness club management software. Software that has incisive focus on the ...
Company profiles
Company profile: Premier Software Solutions Ltd
Premier Software was founded in 1994 and has proven experience developing business management solutions specifically ...
Supplier Showcases
Supplier showcase - Bouncing back
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
SpaBooker: Spa software
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Fitness equipment
TRX Training: Fitness equipment
Member feedback software
AskNicely: Member feedback software
Fitness Software
FunXtion International BV: Fitness Software
Exercise equipment
Technogym: Exercise equipment
Management software
fibodo Limited: Management software
Wearable technology solutions
MyZone: Wearable technology solutions
Trade associations
International SPA Association - iSPA: Trade associations
Skincare
Comfort Zone - Davines S.p.A: Skincare
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
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Waltham Abbey, Essex
Lee Valley Regional Park Authority
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Diary dates
03-03 Dec 2020
Virtual,
Diary dates
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Diary dates
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Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
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Diary dates
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NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
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