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FIBO Exhibition
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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

Gym 3D-prints Russian dolls to demonstrate workout plan progress

US gym chain Brick has teamed up with advertising giant BBDO New York to create an innovative campaign designed to help members from ‘falling off the fitness cliff’.

Citing statistics that nearly 80 per cent of New Year gym starters give up within five months, Brick has 3D-printed a range of Russian dolls designed to demonstrate the progress members can expect to make by following its various workout plans. The dolls illustrate progression over a five-month period for Brick’s programmes centred around CrossFit, HIIT circuits, mobility and yoga, as well as advanced athletics performance.

Inside each doll is a USB stick containing a customised five-month plan for the new member, based on their workout goals. New members receive the dolls as an incentive to keep up with their plan and to serve as a reminder of the end result.

As well as serving as a hook for new members, the catchy concept has gained significant social media traction and has helped to boost the gym chain’s profile globally.

Health clubs have been upping their game when it comes to marketing in recent years and 2016 has enjoyed a particularly strong start. Premium health and fitness operator Equinox recently turned heads with a challenging new year fitness campaign promoting the concept of consumer loyalty to their gym through a series of provocative images. Meanwhile, Virgin Active won plaudits for its cheeky ‘We’ve got a workout for that’ campaign, replicating gym exercises with more visceral applications on a date night.

Check out the upcoming April edition of Health Club Management magazine for a full review of new year fitness marketing campaigns form ukactive strategy director Mark Hutcheon.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
US gym chain Brick has teamed up with advertising giant BBDO New York to create an innovative campaign designed to help members from ‘falling off the fitness cliff’.
HAF,FIT,IND,SAM
THUMB8334_355026.jpg
Latest News
A member of SAGE, the government’s independent group of scientific advisers, has said gyms, pubs ...
Latest News
Following approval to build a £250mn wellbeing resort in Manchester, Therme Group has revealed plans ...
Latest News
Europe's largest gym chain, Basic-Fit, has provided the European fitness sector with some optimism, after ...
Latest News
DW Sports is going into administration saying it's working to save its 73-strong gym portfolio. ...
Latest News
The American Council on Exercise (ACE) is urging US Congress to pass a new law ...
Latest News
Equipment giant Technogym has introduced its new Excite line of fully-connected cardio kit that has ...
Latest News
Global spa consultancy and contract management company, Resense, is set to unveil Asia’s first boutique ...
Latest News
Gyms, health clubs and swimming pools in Scotland have finally been given an "indicative" time ...
Features
Immunity
Finding the best ways to boost immunity using exercise has never been more important. Two fitness equipment developers have taken up the challenge, with protocols that assist in strengthening the body’s defences
Features
Statistics
IHRSA’s Kristen Walsh gets a briefing from Blair McHaney on how operators can use gym member insight to inform reopening decisions and practices
Features
Supplier showcase
Speedflex has created a synergistic partnership with Everyone Active to deliver a new boutique concept – FORTIS Powered by Speedflex
Features
US stats
New research from the US shows Millennials and Gen Z may be slow to return to gyms, while women are more hesitant than men. Club Intel’s Steve Tharrett reports
Features
The way I see it
As Technogym launches its new virtual and on-demand services, Francesco Arlotti, head of digital solutions, shares his thoughts with HCM
Features
Strength
Fitness enthusiasts are on the hunt for new ways to elevate their workouts. Fusion fitness is fitting the bill by making strength training more accessible
Features
Insight
As some of the UK’s top gym operators unveil their reopening videos, insight specialists, Paul Roberts and Mike Evans, analyse members’ reactions on social media
Features
People
If you don’t have a hybrid digital/ physical model, you won’t survive
People
HCM people

Dave Courteen

MD and co-founder of Mosaic Spa and Health Clubs
I set myself the goal that if I found someone famous to write the foreword and a publisher, then I would write the book
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
Opinion
promotion
Data-driven businesses are some of today’s greatest global success stories, providing blueprints for success.
Opinion: Up your ‘data game’ to successfully relaunch your fitness business
Featured supplier news
Featured supplier: The rise of the training pod
Belfast based gym equipment manufacturer BLK BOX designs, engineers and fabricates a range of rigs for the most elite, performance-driven organisations globally.
Featured supplier news
Featured supplier: Digital education: TRX trains more than 14,000 professionals for free using live virtual training
In response to the pandemic, TRX, the global leader in functional training equipment, world- class training content, and app-based training technology, transformed its TRX Suspension Training Course into a free, live virtual edition via Zoom.
Video Gallery
BMF with Bear Grylls - Mission to reboot the fitness industry
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BMF with Bear Grylls has put up a £1m fund to get personal trainers, fitness instructors and class instructors back to work and earning money. Read more
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Company profiles
Company profile: Technogym
Founded in 1983, Technogym is a world-leading international supplier of technology and design-driven products and ...
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Company profile: Matrix Fitness
At Matrix Fitness, our goal is to make innovative commercial fitness equipment that stands out ...
Supplier Showcases
Supplier showcase - Precor Showcase
Catalogue Gallery
Click on a catalogue to view it online
Directory
Direct debit solutions
Harlands Group: Direct debit solutions
Spa software
SpaBooker: Spa software
Fitness software
Go Do.Fitness: Fitness software
Exercise equipment
Matrix Fitness: Exercise equipment
Wearable technology solutions
MyZone: Wearable technology solutions
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Skincare
Comfort Zone - Davines S.p.A: Skincare
Locking solutions
Monster Padlocks: Locking solutions
Lockers/interior design
Fitlockers: Lockers/interior design
Trade associations
International SPA Association - iSPA: Trade associations
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
21-24 Sep 2020
Messe Stuttgart, Germany
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, 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

News

Gym 3D-prints Russian dolls to demonstrate workout plan progress

US gym chain Brick has teamed up with advertising giant BBDO New York to create an innovative campaign designed to help members from ‘falling off the fitness cliff’.

Citing statistics that nearly 80 per cent of New Year gym starters give up within five months, Brick has 3D-printed a range of Russian dolls designed to demonstrate the progress members can expect to make by following its various workout plans. The dolls illustrate progression over a five-month period for Brick’s programmes centred around CrossFit, HIIT circuits, mobility and yoga, as well as advanced athletics performance.

Inside each doll is a USB stick containing a customised five-month plan for the new member, based on their workout goals. New members receive the dolls as an incentive to keep up with their plan and to serve as a reminder of the end result.

As well as serving as a hook for new members, the catchy concept has gained significant social media traction and has helped to boost the gym chain’s profile globally.

Health clubs have been upping their game when it comes to marketing in recent years and 2016 has enjoyed a particularly strong start. Premium health and fitness operator Equinox recently turned heads with a challenging new year fitness campaign promoting the concept of consumer loyalty to their gym through a series of provocative images. Meanwhile, Virgin Active won plaudits for its cheeky ‘We’ve got a workout for that’ campaign, replicating gym exercises with more visceral applications on a date night.

Check out the upcoming April edition of Health Club Management magazine for a full review of new year fitness marketing campaigns form ukactive strategy director Mark Hutcheon.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
US gym chain Brick has teamed up with advertising giant BBDO New York to create an innovative campaign designed to help members from ‘falling off the fitness cliff’.
HAF,FIT,IND,SAM
THUMB8334_355026.jpg

News

A member of SAGE, the government’s independent group of scientific advisers, has said gyms, pubs
Following approval to build a £250mn wellbeing resort in Manchester, Therme Group has revealed plans
Europe's largest gym chain, Basic-Fit, has provided the European fitness sector with some optimism, after
DW Sports is going into administration saying it's working to save its 73-strong gym portfolio.
The American Council on Exercise (ACE) is urging US Congress to pass a new law
Equipment giant Technogym has introduced its new Excite line of fully-connected cardio kit that has
fibodo Limited
fibodo Limited
Fitness expert and television host, Jessie Pavelka has collaborated with Fisikal, experts in digital management
Global spa consultancy and contract management company, Resense, is set to unveil Asia’s first boutique
Gyms, health clubs and swimming pools in Scotland have finally been given an "indicative" time
Gyms will be free to open on high streets across England from September 1, following
Leisure operator Everyone Active has launched a new digital offering, to run alongside its bricks
This year's National Fitness Day (NFD) will be the "biggest unified celebration of fitness in
JD Gyms has acquired the gym estate of Xercise4Less, following the budget chain calling in
ukactive
ukactive
Gympass, the world’s largest corporate fitness platform, has announced a partnership with F45 Training, one
ukactive has questioned the Scottish government's handling of the lockdown, following reports of a delayed
A new digital platform has been launched to help gyms, pools and leisure facilities re-open
Bans on meal deals, stricter rules on food advertising and printing calorie contents on menus
Gympass
Gympass
1 - 15 of 11,543
Features
Immunity
Finding the best ways to boost immunity using exercise has never been more important. Two fitness equipment developers have taken up the challenge, with protocols that assist in strengthening the body’s defences
Features
Statistics
IHRSA’s Kristen Walsh gets a briefing from Blair McHaney on how operators can use gym member insight to inform reopening decisions and practices
Features
Supplier showcase
Speedflex has created a synergistic partnership with Everyone Active to deliver a new boutique concept – FORTIS Powered by Speedflex
Features
US stats
New research from the US shows Millennials and Gen Z may be slow to return to gyms, while women are more hesitant than men. Club Intel’s Steve Tharrett reports
Features
The way I see it
As Technogym launches its new virtual and on-demand services, Francesco Arlotti, head of digital solutions, shares his thoughts with HCM
Features
Strength
Fitness enthusiasts are on the hunt for new ways to elevate their workouts. Fusion fitness is fitting the bill by making strength training more accessible
Features
Insight
As some of the UK’s top gym operators unveil their reopening videos, insight specialists, Paul Roberts and Mike Evans, analyse members’ reactions on social media
Features
People
If you don’t have a hybrid digital/ physical model, you won’t survive
People
HCM people

Dave Courteen

MD and co-founder of Mosaic Spa and Health Clubs
I set myself the goal that if I found someone famous to write the foreword and a publisher, then I would write the book
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
The pandemic has sped up our progress towards the strategy we’d outlined – to become a coaching company that happens to have clubs and support people in achieving their goals, wherever they choose to work out
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
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
Our COVID-19 measures make our clubs significantly safer than any other public space
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
People
HCM people

Jo Smallwood

general manager, Oldham Leisure Centre
We saw the opportunity to initiate new partnerships with the Oldham Foodbank to help local residents during the COVID-19 crisis. We can’t serve our community in the way we would usually do, so we’ve moved resources to help where people need us most
People
Opinion
promotion
Data-driven businesses are some of today’s greatest global success stories, providing blueprints for success.
Opinion: Up your ‘data game’ to successfully relaunch your fitness business
Featured supplier news
Featured supplier: The rise of the training pod
Belfast based gym equipment manufacturer BLK BOX designs, engineers and fabricates a range of rigs for the most elite, performance-driven organisations globally.
Featured supplier news
Featured supplier: Digital education: TRX trains more than 14,000 professionals for free using live virtual training
In response to the pandemic, TRX, the global leader in functional training equipment, world- class training content, and app-based training technology, transformed its TRX Suspension Training Course into a free, live virtual edition via Zoom.
Video Gallery
BMF with Bear Grylls - Mission to reboot the fitness industry
British Military Fitness
BMF with Bear Grylls has put up a £1m fund to get personal trainers, fitness instructors and class instructors back to work and earning money. Read more
More videos:
Company profiles
Company profile: Technogym
Founded in 1983, Technogym is a world-leading international supplier of technology and design-driven products and ...
Company profiles
Company profile: Matrix Fitness
At Matrix Fitness, our goal is to make innovative commercial fitness equipment that stands out ...
Supplier Showcases
Supplier showcase - Precor Showcase
Catalogue Gallery
Click on a catalogue to view it online
Directory
Direct debit solutions
Harlands Group: Direct debit solutions
Spa software
SpaBooker: Spa software
Fitness software
Go Do.Fitness: Fitness software
Exercise equipment
Matrix Fitness: Exercise equipment
Wearable technology solutions
MyZone: Wearable technology solutions
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Skincare
Comfort Zone - Davines S.p.A: Skincare
Locking solutions
Monster Padlocks: Locking solutions
Lockers/interior design
Fitlockers: Lockers/interior design
Trade associations
International SPA Association - iSPA: Trade associations
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
21-24 Sep 2020
Messe Stuttgart, Germany
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, 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
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