M/Apr 2024 . £8 www.paf-media.co.uk Sport for all Football Foundation launches first PlayZones Also in this issue: Q&A Steve Barton on his new role at EGYM A showstopping success paf Europe in Switzerland CoverMe Fitness Exercise class cover app goes global
paf-media.co.uk 3 leader The PlayZone Programme The Football Foundation initiative, that brings sport and fitness facilities to priority groups. (P13-15) Editor Helen Adkins Sales director Julian Walter Production Nicola Cann Design Sandra Cid Managing director Toby Filby Publishers Stable Publishing Limited SBC House, Restmor Way, Wallington, Surrey SM6 7AH, England. t. 020 8288 1080 f. 020 8288 1099 e. info@stable-media.co.uk www.paf-media.co.uk The publishers do not necessarily agree with views expressed by contributors and cannot accept responsibility for claims made by manufacturers and authors, nor do they accept any responsibility for any errors in the subject matter of this publication. Innovation drives progress AS the new editor of paf magazine, I am thrilled to be part of such a vibrant and innovative industry, and look forward to learning about the creativity, drive and outstanding work being done by members of our sector. It's inspiring to see the passion and dedication that so many of you are bringing to your endeavours in creating health environments that can truly transform the lives of millions. With this in mind, our cover feature on pages 13-15 focuses on a new initiative aimed at promoting inclusivity and accessibility in sport, health and fitness. By addressing barriers to participation and providing opportunities for minority groups to engage in physical activity, the new PlayZones can foster a more inclusive and equitable environment for groups in society that have often been overlooked. The initiative, led by the Premier League, The FA and the Government’s Football Foundation, aims to invest in communities with the greatest need and is a significant step towards addressing inequalities in access to sports and facilities in the UK. By aiming to deliver over 240 PlayZones by 2025, with phased investment over the next three years, the scheme prioritises lower socio-economic groups, women and girls, disabled people and those with long-term health conditions, and ethnically diverse communities. The establishment of PlayZones in these communities offers the promise of round-the-clock access to pitches, where a variety of sports can be enjoyed, taught and scheduled, not only promoting physical activity but fostering community engagement and social cohesion. The launch of the first PlayZone in Derby is a promising start, demonstrating tangible benefits for local school children. Indeed, innovation plays a crucial role in driving progress across the industry. Take, for example, the CoverMe Fitness app developed by Beverlee Brinkworth and Rosanna Tucker. By recognising and addressing the long-standing challenge of managing group class cover, they have introduced a revolutionary solution that promises to transform the way fitness facilities operate; saving time and money for both clubs and instructors. Their journey and insights are captured in an exclusive interview featured on page 26-27. Dive in to learn more about their vision, the challenges faced and the impact that the app seeks to bring to its audience. Helen Adkins Editor helen.adkins@stable-media.co.uk SUPPORTED BY
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paf-media.co.uk 5 contents paf-media.co.uk 07 News Around 10% growth in private fitness memberships reported since 2022, according to ukactive and 4GLOBAL’s first Private Sector Benchmarking report. Ask for Angela campaign rolls out across fitness and leisure centres in south west London, while Octopus Energy invests £200m into Deep Green’s data centre heat re-use technology. 13 Cover feature – Football Foundation’s PlayZones Aimed at tackling inequalities and providing access to facilities by funding community-led spaces, the Football Foundation’s PlayZones are rolled out. 16 Event preview: paf Scotland The physical activities facilities forum Scotland takes place this month with a focus on reshaping sport and physical activity. 18 Q&A – Steve Barton We talk to veteran of the health and fitness industry Steve Barton about this new role at EGYM and find out his plans for the future of the business. 21 Event review: paf Europe How the inaugural paf Europe in Switzerland event brought together leaders in the physical activity, wellness and leisure spectrum, from high quality buyers to industry-leading suppliers. 26 CoverMe Fitness app A look at the innovative group exercise class cover app that allows club managers to source the best freelance exercise instructors. We speak to the founders behind this innovative new concept. 29 Morpeth Sports and Leisure Centre How the £21m Morpeth Sport and Leisure Centre has become a cornerstone of the community in the town, while being nominated for two industry awards. 31 Altro at Sheffield Olympic Park Inspiring interiors using Altro products for an award-winning stadium from Whittam Cox Architects. 33 Getting more from your floor Rohit Sharma, resilient sales manager at Bona, lays out the company’s high-performance flooring solutions, and discusses why resilient renewal is the future. inside this issue
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PRIVATE fitness operators report a 10.2% growth in memberships since 2022, representing an increase of 345,958 members, according to ukactive and 4GLOBAL’s first Private Sector Benchmarking report. The report is based on data collected in 2022 and 2023 from 12 private operators, representing 1,089 privately operated fitness and leisure facilities. Despite the rising cost of living and energy prices, the private sector continues to demonstrate strong participation, with membership numbers, number of sites and membership revenues all rising. Key findings: • A net of 78 new clubs opened across the UK, representing a growth rate of 7.7% • The greatest quarterly growth was seen between Q3 2022 and Q4 2022, with a net of 27 new clubs opening • The number of members between Q1 2022 and Q4 2023 increased by 345,958 (10.2%) • Membership revenue across the same period rose by 22.4% The Private Sector Benchmarking project began in 2021 when facilities reopened following the COVID-19 pandemic, with ukactive and 4GLOBAL collecting quarterly performance data from participating ukactive members to generate an accurate picture of the private sector’s performance. Operators taking part receive access to a private 4GLOBAL dashboard, where they can track their performance and benchmark this against sector averages on a quarterly basis. They will be able use the data and insights to help support their strategies and growth, based on emerging market trends. Huw Edwards, CEO of ukactive, said: ‘These findings provide irrefutable evidence that people want to be more physically active and are prioritising their health and wellbeing by using gyms, pools and leisure facilities. ‘This data is essential in helping show the Government and policymakers the value and potential of the physical activity sector and its role in addressing some of the nation’s biggest challenges, in terms of public health and economic growth. Indeed, in a General Election year, the credibility of the public health plans from all the main political parties will be dependent on how they plan to leverage the full potential of these facilities.’ www.ukactive.com/wp-content/ uploads/2024/03/Private-SectorBenchmarking-annual-report-22-23.pdf First Private Sector Benchmarking report shows 10.2% growth in memberships since 2022 paf-media.co.uk 7 news ALLIANCE Leisure has completed the refurbishment of two gym spaces at Sport Wales National Centre, with more Sport Wales-funded projects underway. Working with Orbit 4, which redesigned the cardio and freeweights rooms at the centre, the £250,000 project involved a complete overhaul of both spaces, including the installation of new equipment, flooring and full redecoration throughout. The team worked with Sport Wales to ensure the layout of both spaces reflects the member journey and addresses the unique needs of their 800 members. The creative team at Alliance Leisure’s marketing agency, TA6, also provided vibrant new graphics and branding for the space aligning to the Sport Wales brand. Gillian Dunster, Alliance Leisure business development manager, said: ‘This tailored and impactful project is already delivering benefits to members and is testament to the fact that enhancing member experiences doesn’t always require investments running to millions of pounds. By actively listening to customers and gaining a deep understanding of their needs, you can optimise spaces to serve members better to retain them for longer.’ Alliance Leisure is working on a number of other Sport Wales-funded projects. Part of more than £3m worth of funding, the projects will improve community sports facilities and leisure centres across Wales in the next few months. They include new floodlighting for 3G and 2G pitches at Ysgol Uwchradd Bodedern. Completing in March, the installation will allow the pitches to be used by local schools and the public outside of daylight hours. A new sports hall floor at Holyhead Leisure Centre will ensure continued safe use for classes, clubs and competitions, as well as the wider community when it completes in April. Finally, a PRAMA studio is planned for Prestatyn Leisure Centre for Denbighshire Leisure Ltd. Expected to start on site this summer, the immersive circuit training programme combines music, lighting, interactive walls and flooring to offer more than 2,500 unique workouts. The new studio will form part of a wider scheme that also includes a clip ‘n climb facility and the first interactive squash court in Wales, offering immersive projection graphics and exciting video-game-style play to transform the game into a completely new sports experience. Alliance Leisure elevates Sport Wales National Centre with gym refurbishments
Ask Angela pilot for gyms UKACTIVE, This Girl Can, Safer Business Network, the Metropolitan Police Service and the Mayor of London have joined forces to launch a pilot of the Ask for Angela campaign across 11 fitness and leisure centres in south west London. Lampton Leisure and Anytime Fitness are signing up sites for an eight-week pilot of the nationally-recognised safety campaign. Originally designed for licensed venues, Ask for Angela allows people who feel like they are in an unsafe situation or experiencing any form of inappropriate behaviour to ask staff for help by discreetly using the code word ‘Angela’. Research from ukactive and This Girl Can found that 42% of women surveyed had experienced some form of sexual harassment or intimidation in their fitness or leisure centre, and yet 68% failed to report it, either because they did not know who to report it to or they did not think it was serious enough. The pilot builds on ukactive and This Girl Can’s Safer Spaces to Move, a two-year funded project that aims to address sexual harassment and intimidation by supporting more fitness and leisure facilities to improve their services for women and girls. Launched on 26 February, the pilot will see an external evaluation agency capture the impact and learnings to help determine how well the campaign works in fitness and leisure facilities and, whether it is suitable for adoption more widely within the sector. Staff at each facility, including those on the front desk, gym floor and management, have been provided with a range of training tools to ensure they can best support users if they ask for ‘Angela’. Each facility has also been provided with an Ask for Angela communications toolkit including physical and digital posters; assets for digital screens and equipment; social media posts; an email template for member communications; and an email signature for staff to help raise awareness of the campaign. Claire Edwards, head of Campaign Activation at This Girl Can said: ‘For some, going to the gym can be an anxious experience. Wearing tight clothing, changing in front of others, entering often heavily male dominated spaces, as well worries about getting active and not being good enough are all too common – often for women and girls. Our research found that safety concerns restrict women’s freedom and comfort in fitness and leisure centres and pose a significant barrier to them enjoying exercise. Ask for Angela will reassure women and girls that they can, and should, seek help or report any situation that has left them feeling uncomfortable and that staff will be on hand to help.’ 8 paf-media.co.uk news The Gym Group opens 24/7 gym in Orpington LEADING low-cost fitness chain The Gym Group has officially opened a brand-new 24/7 gym in Orpington. The latest opening in Greater London forms part of the company’s expansion plans, as it looks to open 50 new gyms across the UK in the next three years. The fitness facility offers a wide range of high-spec gym equipment designed to support all fitness levels and individual workout styles. This includes advanced cardio equipment, weights machines and a large dedicated free weights area, plus a group exercise space for its classes timetable. Johan Oosterling, general manager, said: ‘We are really excited to bring our high value, low cost fitness offer to Orpington. We want to create a supportive and friendly community to help everyone achieve their goals in the gym. With high-quality kit, specialised training areas and an expert team, we are ready to empower every member’s fitness journey.’ The Gym Group’s flexible, affordable and contract-free plans suit anyone looking to create gym memberships that cater to specific needs and become part of a community. New members can benefit from unlimited classes and 24/7 access to the gym’s state-of-the-art equipment for a starting price of just £14.99 a month. The Gym Group offers an Ultimate Membership with extra member benefits, including multisite access for up to five gyms, as well as digital Fiit workouts and the opportunity to bring a friend up to four times a month.
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10 paf-media.co.uk news The Gym Group achieves Menopause Friendly Employer Accreditation THE Gym Group has become the first gym chain to achieve Menopause Friendly Employer Accreditation, setting a new standard in the fitness industry. The Menopause Friendly Accreditation is an industry-recognised, independent body that sets clear standards on best practices and support around menopause in the workplace in the UK. To become accredited, employers are rigorously assessed by an independent panel across six key areas of support; culture, policies and practices, training, engagement, facilities and evaluation. This includes demonstrating how they engage their teams in conversations and awareness of menopause at work, and how this positively impacts employees. This accreditation follows the launch of The Gym Group’s sector-first Female Health First programme in partnership with The Well HQ. The programme equips trainers and fitness instructors with the specialist knowledge to support female members at different life stages, helping to foster a more welcoming gym environment. The Gym Group also set up a Menopause Hub and employee network group to support women’s health concerns, and to further break the stigma around menopause through ongoing awareness and communication. The Gym Group has also implemented several new family-friendly policies, including Fertility Treatment Leave, Neonatal Care Leave, Carers Leave and Pregnancy Loss policies, underscoring its commitment to comprehensive employee wellbeing and care. ‘I’m delighted to see The Gym Group leading the way as the first gym chain to achieve the Menopause Friendly Accreditation,’ says Deborah Garlick, CEO and founder of Henpicked: Menopause in the Workplace. ‘Not only will its employees benefit from working in a menopause friendly environment, but there will also be a valuable cascading effect to its gym members, customers and local communities.’ Oxford City Council awards Serco Leisure 10-year leisure management contract SERCO Leisure and its operating partner, More Leisure Community Trust (MLCT), have been appointed to operate five leisure facilities on behalf of Oxford City Council from 30th March 2024. The new contract includes management of Barton Leisure Centre, Ferry Leisure Centre, the Leys Pools & Leisure Centre, Hinksey Outdoor Pool and Oxford Ice Rink. Among a range of improvements coming as part of the new contract, state of the art EGYM equipment will be installed at both Ferry Leisure Centre, and the Leys Pools & Leisure Centre. Accessible for disabled and nondisabled users, EGYN is designed to be fully personalised for users and is fully integrated with MLCT’s My MORE app. There will also be major refurbishment work across the portfolio, including a new interactive play arena for young people and families at the Leys Pools & Leisure Centre, creation of new bespoke group exercise studios at Ferry and Barton Leisure Centres, and a reopening and re-launch of the contract’s café offering. Councillor Chewe Munkonge, deputy leader and cabinet member for Leisure and Parks, said: ‘At a time when many councils up and down the country are grappling with the closure of key facilities due to budget pressures, we are proud not only to maintain but also to elevate our suite of leisure amenities for Oxford residents.’ Simon Lane, managing director for Serco Leisure, said: ‘In addition to Oxford, we have recently been appointed as the operator for a number of centres on behalf of Buckinghamshire Council. This will present opportunities for increased collaboration within the Oxfordshire, Berkshire West and Buckinghamshire Integrated Care Systems.’
Project Delegates Join us to expand your professional network and stay updated on the latest developments in the industry. georgie.smith@stable-events.co.uk Suppliers Meet with the decision makers delivering active projects in the physical activity facilities spectrum. julian@stable-events.co.uk 25th – 26th April 2024 The Dunblane Hydro Hotel, Scotland The physical activity facilities forum - Scotland provides the perfect environment for owners, operators, local authorities, architects, contractors across sports and leisure to meet with leading industry suppliers, in a relaxed, sociable environment to create lasting business relationships. Tel: 020 8288 1080 www.paf-scotland.co.uk meet. connect. do business. Creating meaningful connections in business Pre-scheduled 1-2-1 meetings Select who you want to meet! Receive a bespoke meeting schedule prior to the forum, plus a printed directory with all attendee details. Gain industry knowledge Get exclusive entry to informative seminars, hosted by industry leading professionals discussing key topics in the industry. Extensive networking After a busy day of meetings, naturally extend your relationships over lunches, coffee breaks and networking drinks.
12 paf-media.co.uk news Octopus invests £200m into Deep Green’s data centre heat re-use technology Octopus Energy’s generation arm has made a substantial £200m investment in London-based tech disruptor Deep Green, aiming to propel its pioneering technology across the UK at an accelerated pace DEEP Green’s innovative business model was founded in 2016 and uses ‘immersion cooling’ technology to efficiently re-use heat from its on-site “edge” data centres to provide free heat for a range of organisations, including public swimming pools and district heat networks. By redirecting this heat to provide free heating for energy intensive organisations such as leisure centres, Deep Green not only slashes energy bills but also contributes to a more sustainable energy ecosystem. In a mutually beneficial arrangement, Deep Green gains access to free cooling, giving it a competitive edge over traditional data centres. This enables the company to offer more affordable and energy-efficient computing services to businesses across the UK. As a global energy and technology group, Octopus Energy’s operations span 17 countries and the entire energy value chain, investing in, building and flexibly managing renewable energy. It currently operates a £6 billion portfolio of projects – one of Europe’s largest. The investment, facilitated through Octopus Energy’s dedicated Octopus Energy Transition Fund (OETF) and the Sky (ORI SCSp) fund it manages, underscores Octopus Energy’s commitment to supporting fast-growing companies driving the transition to a net-zero future. OETF launched in 2023 to scale companies in fast-growing sectors decarbonising society, from heating to storage, low carbon transport and more. Zoisa North-Bond, CEO of Octopus Energy Generation, commented, saying: ‘To tackle the energy crisis head on, we need innovative solutions to unusual problems. By using excess heat from data centres to slash energy bills for communities across the UK, Deep Green solves two problems with one solution.’ Mark Bjornsgaard, founder and CEO of Deep Green, said: ‘We are thrilled with Octopus’s commitment to support our next phase of growth. Placing data centres within the fabric of society transforms the waste heat they produce into a valuable resource that benefits communities. ‘The data centre sector is rightly facing scrutiny about its growing energy demand and associated carbon emissions. Our data centres are highly energy efficient and support local communities with free heat.’ www.deepgreen.energy www.octopusenergygeneration.com
paf-media.co.uk 13 community Aimed at tackling inequalities in physical activity and providing access to facilities by funding community-led spaces, the PlayZone Programme is a new investment scheme from the Football Foundation. We look at how the scheme works and the implications for the communities involved CERTAIN groups across the UK have long experienced stubborn inequalities in activity levels and access to sports facilities. Financial constraints, as well as a lack of access to quality facilities and resources, make it challenging for many individuals to engage in physical activities, while others face barriers due to societal norms, cultural expectations, gender or disability. Ethnically diverse groups may also encounter cultural and language barriers, and discrimination, when trying to access facilities. The PlayZone Programme is a capital investment scheme from the Football Foundation, using funding from the Premier League, The FA and the Government through Sport England. The programme aims to provide small-sided, multi-sport facilities in some of the most inactive inner-city areas. Four priority groups are specifically targeted – lower socioeconomic groups, women and girls, disabled people and those with long-term health conditions, and ethnically diverse communities. Whilst football-led, the PlayZones will host a variety of sports and be designed with and shaped by the communities using them. Investment and resources into communities will focus on those with the greatest need, in order to deliver new or refurbished outdoor mini pitches designed for football and other sports that will allow the priority groups to be more active. How it works The PlayZone Programme takes an innovative approach to tackling the greatest inequalities to becoming active. Rather than using a ‘onesize fits all’ process, community engagement is at the heart of the programme. Where each PlayZone is located, what sport it is used for and how it will be designed is shaped by the people who’ll use them. For example, the first PlayZone in Derby was a result of the views of more than 200 residents representing a cross-section of the local community, including people from a variety of ages and backgrounds. Based on the findings of this consultation, the pitch was designed to host football, cricket, netball, touch rugby, quick-stick hockey and dodgeball. Thanks to this tailored approach, this pitch is expected to be used by more than 1,500 people within five years of opening. This community engagement is vital to providing the local community with a sense of ownership over these new facilities, which will help them feel confident and comfortable to step out onto the pitch. ‘The Football Foundation’s ultimate mission is to ensure everyone has a great place to play, regardless of gender, race, disability or place’
Louise Wright, senior programme manager at the Football Foundation explains: ’Engaging those people who face the greatest inequalities to getting active and ensuring their views are represented in the design of each PlayZone can pose challenges, as we know a “build it and they will come” approach won’t work. ‘That’s why it’s so important for the projects to be developed by a consortium of local stakeholders, rather than a single organisation. The connections and knowledge of local communities that each project partner brings is vital to engaging the right people in the right way.’ A phased approach The Football Foundation launched the PlayZone Programme in a phased approach starting in March 2022, when local stakeholders were invited to come together as a consortium to identify the communities and places where a PlayZone would have the greatest impact. These consortiums are made up of local stakeholders or networks reflecting their local communities, including local authorities, County FAs, local grassroots sport organisations and other community stakeholders. Led by Wright, the country-wide team works with local councils and community groups to develop and deliver PlayZones where they’re needed the most, and where they’ll have the great impact. So far, the three phases of the programme have resulted in a total investment of just under £4.3 from the Football Foundation to deliver 26 PlayZones across the country. The Foundation has also created a Community Engagement Toolkit to help applicants through the process. This toolkit is based on the learned experience of over 20 years of delivering grassroots facilities improvements and, not only outlines why community engagement is important, but also provides practical advice on reaching a diverse range of people. Wright continues: ‘The Football Foundation’s ultimate mission is to ensure everyone has a great place to play, regardless of gender, race, disability or place. The PlayZone Programme will have a significant role in getting closer to achieving that mission through engaging sections of society and parts of the country that have traditionally been less active than the national average. ‘The first PlayZone is already having an impact, as it’s being used for 10 hours a week by a local primary school which otherwise 14 paf-media.co.uk community
would have no PE facilities for its 600 students. There are lots more PlayZones on the way, including in inner-city areas like London and Birmingham, which will be home to even more fantastic stories.’ www.footballfoundation.org.uk paf-media.co.uk 15 community EDGE delivers the first PlayZone in Derby The first PlayZone in Normanton Park, Derby, has now opened, with a £180k grant from the Football Foundation. The project, which was also supported by an investment of £35k from Sporting Communities and £25k from Derby City Council, has delivered a refurbished 600sqm 2G sand-dressed AstroTurf, along with a smart-access booking system for recreational football, netball and cricket players. The facility is the first Football Foundation PlayZone to open and the first to be delivered by property and construction consultancy EDGE, in collaboration with LK2 and Sports Labs. In a major commission for its sports and leisure team, EDGE has been selected as the framework management consultant and the sole supplier for over 240 PlayZones to be delivered over the next three years. The company will provide employers’ agent services and work alongside supply chain partners. Josh Barber, senior project manager, leisure and culture lead at EDGE, said: ‘To have been appointed on the Football Foundation’s PlayZones programme is a huge milestone for us and a particular source of pride for our leisure and culture sector, one of our key growth areas of the business. ‘As framework management consultants and sole suppliers over the next three years, we're really excited about the future of the PlayZone programme and seeing the 240 PlayZones becoming thriving social and recreational hubs for each of the local communities in question. ‘The project as a whole will see our teams improving facilities, participation levels and access for grassroots players around the UK, and in order to achieve this EDGE is committed to bringing these sites to fruition as quickly as possible throughout the duration of the framework, with an efficient delivery model to ensure a smooth handover at every site. We're looking forward to working with supply chain partners to deliver this over the next three years, and hope to work in partnership with the Football Foundation for many years thereafter.’ Andy Newman, director at LK2, said: ‘Delivering these schemes will provide increased opportunity for sport and help transform communities, along with increasing our portfolio and profile within the sport, leisure and cultural sectors.’ www.edgeps.co.uk www.lk2.co.uk www.sportslabs.co.uk CASE STUDY The Football Foundation The Football Foundation is the UK’s largest sports charity, channelling funding from the Premier League, The FA and the Government into transforming the landscape of grassroots sport in England. Its goal is to ensure everyone has a place to play regardless of gender, race, disability or location. Since its creation in 2000, the foundation has invested more than £1 billion to improve grassroots facilities across the country – including 1,100 3G football turf pitches, 12,000 grass pitches and 1,400 changing rooms. This has attracted an additional £1.3 billion of partnership funding – totalling over £2 billion investment in grassroots football so far. Normanton Park PlayZone, Derby. Back row, left to right: Ben Rigby, managing director of Sporting Communities, Councillor Baggy Shanker and Louise Wright, senior programmes manager at the Football Foundation, along with pupils from Dale Community Primary School
16 paf-media.co.uk event preview HOSTED at the DoubleTree by Hilton Dunblane Hydro, the event runs from the 25 to 26 April. It will bring together industry professionals, local authorities, owners, operators and project managers to discuss key issues and opportunities in the sector, as well network, share ideas and discuss relevant issues. Patrick Murphy, development services manager at South Lanarkshire Leisure and Culture, will be chairing the forum, and there will be a cross -sector discussion across paf, the education and the healthcare building forums. The speakers for this session will be Steven Coulson, associate at Holmes Miller, Daniel Lockwood, regional director – sustainability lead for Scotland at AtkinsRéalis, and Andrew Wholley, strategic consultant at Mott MacDonald. In addition, this year’s theme will revolve around reshaping sport and physical activity in Scotland. The event will feature speaker sessions covering a range of topics, including: • Prioritising health and wellbeing within leisure facilities • Making sports and physical activity more accessible and inclusive • Increasing service provision through community engagement • Strategies for increasing value while minimising costs • Actioning net-zero targets About the speakers Tara Dillon is the CEO of Chartered Institute for the Management of Sport and Physical Activity (CIMSPA). She brings a wealth of experience in local authority leisure and management, focusing on professionalising the workforce and enhancing career prospects in sport, leisure and fitness. Forbes Dunlop, CEO of Sport , is a highly respected sports administrator with a background in local government and over ten years of experience at Sport Scotland. Danny Melling, head of Membership Experience at ukactive, whose passion for physical activity and sport, coupled with his experience in running Premier Education franchises, brings valuable insights into enhancing community opportunities. Professor Anna Whittaker is a professor of behavioural medicine, Division of Sport, University of Stirling. Her expertise in behavioural medicine adds valuable insights into promoting healthy behaviours and participation in physical activity. Ben Lamb, CEO of West Lothian Leisure, offers extensive experience in the sport and leisure industry, including roles in London and Scotland, and provides valuable perspectives on operational management and strategic planning. The physical activity forum Scotland promises to be an insightful event, providing a platform for industry leaders to exchange ideas, address challenges, and drive positive change in Scotland's sport and physical activity landscape. Register your interest at: www.pafscotland.co.uk/projectdelegates/ registration -form/ or email: Georgie.smith@stable-events.co.uk Supplier delegates, please contact julian@stable-events.co.uk or call 02082881080 www.paf-scotland.co.uk The physical activity facilities forum Scotland is set to take place this month with a focus on reshaping sport and physical activity across the country. Here’s what to expect Physical activity facilities forum Scotland
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Firstly, congratulations on your new role. Can you tell me why you wanted to take up this challenge and what attracted you to the company? The company culture is primarily what attracted me to EGYM. Passion and commitment is evident at all levels of the workforce. The company is global, with individuals located across the world, yet there is an incredible sense of cohesion when it comes to mission, vision, focus and drive. I am also incredibly impressed by the wellness ecosystem EGYM has built. EGYM makes it possible for operators to deliver evidence-based, outcome-driven health interventions at scale. Working in collaboration with best-in-class partners, EGYM’s digital biome supports individuals along their entire health and wellbeing journey. I’m joining the company at an exciting time in its development as we push to support policy makers and industry bodies in the attainment of a healthier society driven by a more active population. Where are you looking to take the business in the UK? EGYM is a data-driven company, designed to support, record and deliver health outcomes. Through our digital ecosystem and resulting data, we are supporting operators in their ambition to drive good health and support ill health for those who most need it within their communities. Our data is evidencing significant health improvements amongst many groups, including people living with metabolic disease, tackling immunity issues and battling frailty. Our aim is to improve everyone’s access to our ecosystem so that, together with our operators and partners, we can improve the populations’ health on a national level. What are the particular issues and challenges with the UK populace that EGYM can help to tackle and support? The inactivity crisis is killing or limiting millions of people and costing the NHS billions of pounds every year. EGYM’s AI-driven, digital ecosystem provides personalised exercise prescription to target all aspects of health, be it mental, physical or social, through a focus on prevention rather than repair. EGYM has studied and applied hundreds of data points from thousands of EGYM users to design effective targeted programmes that tackle some of the world’s most prevalent lifestyle diseases, including diabetes, frailty and Long Covid. Our mission is to transform health care through prevention. How does EGYM support users? EGYM uses AI-powered technology to handhold every user through their entire health journey, making EGYM the perfect solution, not just for those intrinsically motivated to exercise but also for the 85% of the population who are not currently engaged with a traditional training environment and are motivated more by health improvement than athletic performance and aesthetics. Our smart equipment automates set-up, resistance, cadence, repetitions, sets and periodisation based on non-invasive measurements recorded by the individual at prompt points along their journey. It means users can optimise their training time on every visit, and move quickly and safely towards their health goals. For many, this removes the uncertainty and anxiety from exercise and provides the regular health improvement data needed to evidence the direct health reward related to effort, encouraging maintained engagement. Our data-driven, automated solutions are also popular with Generation Z. For this demographic, everything has to be quick and effortless, producing recognisable results at speed. How will AI influence how EGYM and the sector works in the future? EGYM has always been a data-driven company, using centralised, depersonalised data collected from thousands of users to better understand training behaviours and outcomes. This year, and available from autumn, we’ve enhanced our digital training biome even further with the introduction of EGYM Genius – the AI driver powering the entire EGYM ecosystem. EGYM Genius aggregates data from hundreds of thousands of training sessions carried out on EGYM equipment, and via connected cardio partners – including 340 million assessment data points – and generates precise recommendations for individualised training plans, optimally tailored to a personal experience level and/or training goal. This system intelligently connects the entire training experience, bridging the gap between digital and analogue. Where does the EGYM proposition have the most impact? I’d say when individuals want to understand the health rewards from their training effort and operators want to understand the commercial impact of their investment, such as ‘The UK fitness industry is extremely resilient, driven by passion and an unwavering determination to overcome adversity’ 18 paf-media.co.uk interview With years of experience in the health and fitness sector behind him, Steve Barton has taken up the role of country director for EGYM. Here, we find out what his aims are for the company and his thoughts on the future for the health of the nation
through member acquisition and retention. We have found that members using EGYM workout, on average, use the system three months longer than non-EGYM users. There’s also evidence of collective positive health outcomes, such as 22% strength improvements across all ages, 25% for the over 50s, and a decrease in BioAge (EGYM’s unique health improvement tracker) of 9.5 years across all ages and 11 years for the over 50s. We are working with operators to create pathways and deliver health interventions that contribute to a range of healthy communities’ strategies and referral programmes. Our focus is on prevention rather than repair, so we can help to alleviate the strain on NHS waiting lists, whilst driving a healthier population. Where do you see the future of EGYM and your role in it? EGYM is the leading aggregator of connected wellness. Through our WellPass integration and recent acquisition of Hussle – the UK’s leading provider of fitness into the corporate market – the company is perfectly placed to support individuals within fitness facilities and work environments. Working with the UK team, my focus will be on making our wellness ecosystem accessible to as many people as possible. People who are part of our ecosystem achieve behavioural change that keeps them training for longer and that’s a fact. This delivers health wins for the individual and commercial wins for the operator. What are the challenges in the UK fitness/leisure industry that need to be tackled, and where are the opportunities? The UK fitness industry is extremely resilient, driven by passion and an unwavering determination to overcome adversity. Together we survived a global pandemic and are recovering strong. A major challenge now, especially for public sector leisure, is financing the technology, equipment and education needed to deliver against a collective ambition to better support public health on a mass scale. EGYM has created a solution proven to support good health and prevent ill health for millions. We will continue to work with industry bodies and operators to provide the evidence needed to convince the Government that our sector can deliver against population health objectives and level up health inequalities. We know, beyond doubt, that EGYM drives healthier, more active lives for individuals, whilst also increasing revenues for operators through improved user retention. As an industry, we have a huge opportunity to become an intrinsic part of the nation’s inactivity crisis solution. We can only achieve this through partnership working and collaboration, focused on delivering engaging user experiences that drive measurable health outcomes. EGYM is 100 percent dedicated to this mission. www.egym.com/uk paf-media.co.uk 19 interview
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THE first day in Stable Media’s inaugural paf Europe event began with the arrival of coach loads of eager professionals, ready to get networking and make long-lasting business relationships. They were greeted by the Stable Events team, who handed out welcome packs that included an event directory, meeting schedules, ski passes, a cosy branded bobble hat and a trusty lip balm. Once everyone had the opportunity to explore their abode and wash away the day of travelling, we convened in a private section of the hotel for an intimate drinks reception, compete with beer on ice and crackling fire pits outside. This night was a perfect mood setter for the rest of the trip. The next morning – after our guests had indulged themselves with a breakfast buffet only Kevin Mac Allister could dream of – it was time to gather in the airy, Scandinavianinspired concert hall, which was to be the main stomping ground for the event. Here, our three speakers, David Stalker (Europe Active), Huw Edwards (ukactive) and Marcus Schwedhelm (Swiss Active) chaired a ‘fireside discussion’ on how different European initiatives are meeting the challenges of engagement and participation in physical activity, which opened the floor to open-conversation amongst our delegates. Discussing the strengths, struggles and triumphs they are all facing in the industry at present, many guests gained valuable insights into both the UK and paf-media.co.uk 21 event review A month has passed since hosting the inaugural paf Europe in Switzerland. The event brought together leaders in the physical activity, wellness and leisure spectrum, from high quality buyers and industry-leading suppliers, all in one epic location. Here’s what happened
22 paf-media.co.uk event review European environment, and came away energised and with new perspective on their businesses and organisations. From there, we broke for a coffee break, accompanied by scrummy apple and berry strudels – the perfect fuel provider for the next few hours of intimate face-to-face meetings amongst buyers and suppliers. The meetings were pre-scheduled, allowing each of our delegates to know exactly who they were expecting to meet, and providing them with ample time to prepare and gather questions. Meetings to mountains Once the busy morning of meetings wrapped up, it was time to hit the slopes. Our experienced skiers and boarders knew the drill and headed straight up the mountains to explore the runs and smash some cruisey blues. Meanwhile, the novices gathered at the boot room, waiting to meet their personal ski instructors for the day. As the guests headed up the mountain in the panoramic glass gondola, there was a moment of pure awe. Had they just journeyed up to heaven? As they broke through the fluffy clouds, all that was left was rolling snowcovered mountains – the perfect backdrop for an afternoon of fun in the snow. Following an exhilarating time on the slopes, the vibe amongst our returning delegates was electrifying. A real sense of accomplishment radiated from everyone, especially those who tried skiing for the first time earlier that day. After an hour or two of respite, everyone met in the bar, still buzzing from their earlier antics. They then took a private gondola which made its way up to the quaint restaurant, Alp-Hittä, where Andermatt could be seen far below, twinkling in the night-time sky. By open fires, the guests socialised amongst familiar and unfamiliar faces, while enjoying cheese fondue and mulled wine. The next morning, the delegates went back out onto the slopes, and after lunch continued to network and develop newly formed friendships. More one-to-one meetings meant buyers could discuss their projects, and suppliers could pitch their products and services. ‘I’ve loved the intimacy of this event, and I think it will expand and grow’
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A gala dinner was hosted that evening, with a surprise video showing clips from the event, including meetings, the fondue party, business discussions and the time in the snow – not to mention some funny ‘fails’. DJs played dancefloor classics, with people forming a circle and showing off their best moves. Niall Cull, from DLR Leisure, said of the event: ‘It was an inspirational gathering of a wide-ranging, varied and experienced group of leisure, fitness and health personnel. Personally, as an Irish attendee, I made important business connections, from which several new business plans have been confirmed.’ Alan Ellis from True Fitness expanded: ‘The location was exceptional, the staff worked tirelessly and were a credit to the business. The buyers and suppliers all spent quality work and social time together. I thought paf Europe 24 was superb!’ Huw Edwards, from ukactive, said: ‘This was a real opportunity for ukactive to get a sense of where people are and what kind of support they need from us in terms of their own growth and development, but also what the big issues of the sector are and how we make sure that we are delivering for communities that are not only in the UK, but in Europe as well. www.paf-europe.com Dave Stalker, on paf Europe 2024, speaking at the event ‘paf Europe 2024 has been exciting, different and intimate. It’s been incredibly well structured, with enough time to chat and get to know each other. It’s such a change from most standard events – this stands on its own. The great thing about the audience here, is that it’s packed full of really busy people whose time is valuable, which means Stable Events have got the right audience. I would say my time is also valuable, but I have endless time for an event like this if it’s going to add value, so, for me, people are getting really stuck in because they know these conservations are important. Some conversations will result in small changes to their business, and some might be niche ideas, but some of the conversations I’ve had could literally be game changing. It's rare that I come to an event like this where I don’t know everyone. You’ve brought people from Europe, but also from different industries together and it’s been seamless. And that is the strength of the event. I’ve come across ideas and spoken to people from many other industries. I might never use those ideas, but then not everything has to be a commercial decision that I make some value out of. Improving my knowledge and learning about new things is so valuable because I’ve seen things through a new lens. I’ve spoken to people from the industry I know and love, but I’ve spoken to people from other industries here and that has never happened in 35 years of being in health and fitness. Would I come again? That’s a no-brainer. I’ve loved the intimacy of this event, and I think it will expand and grow. I would say to everyone I speak to that they have to try this one. I go to thousands of events and this one is just ‘wow’. 24 paf-media.co.uk event review
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THE CoverMe Fitness app, spearheaded by founders Beverlee Brinkworth and Rosanna Tucker, is poised to revolutionise the fitness industry by simplifying the process of sourcing freelance exercise instructors for group exercise classes. Through the app’s algorithm, vetted, qualified and insured instructors are matched with gyms and fitness studios based on skills, proximity and availability, thus minimising timetable disruptions. The app was officially launched in March 2023, marking the culmination of years of development and refinement. It originated from Brinkworth and Tucker's extensive industry knowledge and desire to bring innovation to the industry. With experience of managing clubs over decades – from boutique venues to big box brands – they recognised a need for change. Their first venture, Studio Society, introduced an immersive studio experience using sight, sound and scent to create an engaging atmosphere for participants. At the pair’s West Hamstead gym, traditional brightly lit spaces with mirrors are eschewed, with the aim to provide a more enjoyable environment for group exercise. Research supported their approach, indicating that the use of mirrors in group activities was not necessarily conducive to effective workouts. By engaging multiple senses, such as scent and sound, participants can immerse themselves in the exercise, leading to better training outcomes and increased enjoyment. The concept has been a huge success, now offering over 250 classes a week. The idea for the CoverMe Fitness app stemmed from their first-hand experience in managing group exercise programmes. Instructor turnover and last-minute cancellations have been a perennial problem over the years, with management having to scramble on WhatsApp, Facebook groups or traditional lists for cover. Tucker explains: ‘You’d cross your fingers and hope that someone would come back to you. It’s chaotic, incredibly stressful and time consuming.’ Brinkworth adds: ‘The ways we work in fitness are actually very antiquated and creaky. There was no new innovation in terms of how we sourced cover, so we thought if we could find a way to solve this problem, it would save us time and stress.’ The pair soon realised that what was needed was a network of sports and fitness professionals in the country to facilitate seamless communication between clubs and instructors. What followed was a year of research and a resulting business plan. ‘We needed to find out what the pain points were,’ says Tucker. ‘Even the big box operators 26 paf-media.co.uk technology CoverMe Fitness is changing the industry with its innovative group exercise class cover app, empowering club managers to efficiently source freelance instructors. As the app extends its reach into the USA and Australia, founders Beverlee Brinkworth and Rosanna Tucker shed light on the journey behind its development
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