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keeping you up to date with the latest industry news

Slo-mo running helps to burn fat

New research from TomTom reveals that nearly 40% of Brits believe High Intensity Interval Training (HIIT) will see fast fat burn results, but less than 20% actually know that slow and steady running can be just as effective.

Weight loss is the reason that 60% of the nation starts a new training regime and more than one in 10 (13%) plans to pull on their trainers and head out for a run to lose the pounds. With 69% of Brits considering themselves overweight, a quarter are seeing the summer months as a reason to adopt a new fitness routine, with 20% adding that a forthcoming holiday is enough motivation to get exercising. Almost a fifth said that using a heart rate monitor to analyse their training had helped them lose weight.

Notably nearly a fifth (18%) of those who had used a heart rate monitor to train stated that it had helped them lose weight. 57% also believed it had helped them to understand how their body responds to exercise and 29% felt it helped hone their technique and achieve their goals.

For more information visit www.tomtom.com/en_gb/sports/running/heart-rate-training

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Life Fitness take on active ageing fitness market

Life Fitness, the global leader in commercial fitness equipment, has announced that SCIFIT Systems Inc. will join the company’s brand family. The addition of SCIFIT provides Life Fitness with an expanded product line-up and increased access to the growing active aging market, as well as the medical wellness and rehabilitation fitness segments. SCIFIT was acquired by Life Fitness’ parent company, Brunswick Corporation (NYSE: BC).

Founded in 1987, SCIFIT has an extensive line of fitness equipment designed to address the needs of active seniors and patients undergoing rehabilitation. With products that are highly accessible for any age or ability, SCIFIT products are staples in facilities where users are building or regaining strength, or maintaining wellness. Their comprehensive product line-up features equipment that can be focused on the needs of the upper body, lower body or total body movements using machines that can be customised to the user’s specific needs and ability level. With low starting resistance, step-through entry for wheelchair access, and built-in workload safeguards for cardiovascular training, SCIFIT provides a safe and user-friendly solution for seniors or those who train them. The equipment is also ideal for rehabilitation for athletes and uniformed services personnel, as well as those with special needs.

In addition to benefitting from the Life Fitness industry-leading biomechanics team and the company’s long tradition of product innovation, SCIFIT will also now be available to the Life Fitness global network.

Chris Clawson, president of Life Fitness, said: 'With our industry leadership and SCIFIT’s innovative products and expertise within the active aging and medical exercise categories, the SCIFIT acquisition positions Life Fitness to provide products to support the rapidly growing senior population. Life Fitness will now be able to equip facilities from retirement communities and assisted living centres to nursing homes, long-term care environments and rehabilitation centres with fitness products tailored for the facility’s users.'

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The Perfect Gym provides Personal trainers and fitness entrepreneurs with the opportunity to open their own facility for a fraction of the upfront cost.  Perfect Gym is offering 20 Licences to open a gym under the Perfect Gym brand.  Licensees will be able to access over £80k of set up materials including fitness equipment, IT systems and sales and marketing resources.

Perfect Gym will work with the licensee to create their perfect gymat a venue of their choosing.  Essential IT systems including a front of house membership system and direct debit collection software will be installed. The space will then be kitted out with all the fitness equipment for no upfront fee. CV and strength equipment as well as free weights and indoor cycles are included in the package.  All equipment comes in excellent condition from Pulse resale with a full service history.  For added piece of mind the licence includes a maintenance contract for all the equipment.

Perfect Gym will also provide a central website with a personalised online brochure as well online joining and session booking capabilities. All Perfect Gym facilities benefit from a strong visual identity and ready to go artwork for signage and sales and marketing, which will save licensees thousands of pounds in design costs.  

“Perfect Gym has been designed to empower PTs and fitness entrepreneurs to open their own fitness facility,” says Perfect Gym Director Jamie Mair, “By removing the funding barrier we are helping PTs get to market for a fraction of the cost.  With assets for just 20 sites available we are expecting a high level of interest which will see all the facilities opening over the next few months.”

Having set up his own fitness facility, Fithub in 2012, Mair is well aware of the challenges of opening your own facility. “I was lucky enough to receive fantastic support from a range of companies including Pulse Fitness and I wanted to create a solution that would make it easier for other fitness professionals to realise their dream of having their own gym,” he says.

Licence holders simply pay one fixed fee for the equipment and systems once their facility is operational and is generating revenue.  Whilst the licensee is responsible for the venue, Perfect Gym professionals are on hand to provide site finding advice and planning assistance.   “The PT will know their own local area but we will visit and advice on feasibility of particular venues to ensure they have the best possible chance of success,” says Mair.  “The Perfect Gym model works with venues from 1,500Sq feet right up to 5,000sq feet so finding the right venue is very achievable.”

For more information visit www.perfectgym.co.uk

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A passion for fitness is the main reason people choose to work in the fitness industry according to findings from the Working in Fitness Survey 2015. The survey, conducted by SkillsActive and the Exercise, Movement and Dance Partnership (EMDP), surveyed the 35,000 members of the Register of Exercise Professionals (REPs) which works to support, develop and unite the brightest and best fitness professionals in the UK.

The Working in Fitness Survey revealed that 70% of fitness professionals want to work in the fitness industry because they have a genuine passion for fitness. In fact, over 50% of respondents love what they do so much that they decided to come into the fitness industry from a completely different sector.

The survey also found that fitness professionals are not only passionate, they’re altruistic. 44% of respondents said that they came into the sector because they wanted to be a help to other people, and it’s the opportunity to really make a difference to people’s health and wellbeing that they love the most. The majority of respondents working in the fitness industry revealed they gain the most satisfaction from the degree of responsibility given to them.

Greg Small, Head of Membership at REPs said: 'It’s great to see that people are coming into the industry because they genuinely love what they do and want to help other people, showing that the fitness industry continues to be a rewarding and appealing sector to work in. The fact that 40% of respondents have been working in the sector for more than ten years and have no plans to leave in the next five is testament that fitness professionals truly are a happy workforce.'

Although 50% of respondents said that low income would be a key deciding factor for leaving the industry, there is evidence to show that the industry continues to thrive and salary figures are rising. What’s more, job security is clearly not a pressing concern for fitness professionals, with only a very small percentage saying they would leave the industry because of the end of a contract or redundancy.

Jade Moulden, Insight Lead at EMDP said: 'The fitness industry offers great benefits in terms of working flexible hours which is probably why the sector attracts predominantly women. With 67% of the fitness workforce consisting of women, it is an ideal career for those with families who can’t afford to have a regimented nine to five schedule and want the freedom of working for themselves. It offers excellent career opportunities.' 

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Leading fitness equipment supplier and manufacturer Precor has unveiled the Precor Coaching Centre, to help guide and educate both customers and fitness professionals.

The new destination area offers a wealth of web-based information and tips to help fitness professionals and exercisers optimise their workouts, and ensure operators get the most value out of their equipment. This regularly updated content is available online at www.precor.com/en-gb/coaching-centre

The Precor Coaching Centre features three main sections, targeted at fitness professionals, operators and exercisers. For fitpros,the online centre explains how PTs can use Precor equipment in new ways to help clients stay engaged while having fun. Content includes a series of three minute trainer tip videos on core training, High Impact Interval Training (HIIT) workouts and AMT coaching, along with downloadable workout templates and coaching guides.

For operators, the content is all about providing educational resources for staff. This includes a dedicated Fitness Professionals Area, Precor Education Onboarding Checklist (a guide to key educational resources available on each product) and Precor Product Tutorials. There’s also resources that operators can use as blogs on their own websites, covering everything from trend-based workouts, nutrition and sleep recommendations, to Precor product tutorials for members.

Exercisers can also gain from the new coaching centre as Precor-recommended workouts in both video and PDF format deliver fresh perspectives and training tips that help exercisers stay engaged. Frequently updated featured workouts provide a results-oriented variety of plans. This section also features ‘Get to know our equipment’ tutorials which show how to use each machine correctly, and inform which muscles are being trained.

Find out more at www.precor.com

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Do you have what it takes to be the best in your field? Popular sports nutrition brand Bio-Synergy are providing the perfect opportunity for personal trainers to elevate their careers to new heights with their exclusive competition to find the number one personal trainer in the UK. Part of their coveted Bio-Synergy PT Programme, the competition will be launching at this years Fitpro event in London in association with fitness-centric title Personal Trainer Magazine.

To enter this career-changing competition, all PTs need to do is email This email address is being protected from spambots. You need JavaScript enabled to view it. where they will then be directed to a sign up page. To complete the application, all entrants must submit a short vlog stating why they should be considered as UK’s number one PT. Personal trainers will also need to provide various supporting documents such as testimonials, before and after client photos, information about how long clients have maintained objectives, explaining what actions have been taken to further their qualifications and career  as well as any specialities they focus on, such as sports performance, weight loss or competition preparation.

A panel of judges – including Ben Isaacs, Editor at Shortlist magazine and David Cooper, Brand Director at Gym Box – will then whittle the number of entrants down to 10 candidates for the next exciting stage of the competition, where participants can really showcase their creativity, niches and passion for fitness. The second stage of the competition will see the chosen top 10 devise a new workout that can be done at home, in the gym or outdoors. The workouts will then be voted on by clients, with the highest scoring three personal trainers then succeeding in to the final round of the competition, where the experienced judges will select the final winner.

The winner will not only be crowned the number one PT in the UK, but will also get to star in their very own Personal Trainer Magazine cover, also taking home £500. Each of the runners up will receive a feature within the fitness-focused publication as well as £100. All entrants will gain entry into the Bio-Synergy PT Programme.

Make your mark within the industry and apply today at This email address is being protected from spambots. You need JavaScript enabled to view it. to transform your fitness career!

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upmysport, the platform designed to make it easier for people to meet recommended sport and fitness instructors in their area, has announced a successful seed round of fundraising totalling £1m. The round was led by private investors working in partnership with Government backed investment fund, the Angel CoFund.

Founded in early 2013 with a vision to be home to the best instructors in Europe, upmysport is designed to meet the need for a simple, digitally-based service for arranging sessions with reliable instructors in a chosen activity. The service allows you to browse through and book into private sessions or courses, updating your phone diary and taking payment in just one click. Users can also create a shortlist of their favourite instructors for easy future booking. For instructors, the app serves as a full relationship management and marketing tool.

The tech startup is based in Tech City in East London and in Chamonix, France. This investment round is the second raised by upmysport, who previously raised £150k under SEIS. Investors include business leaders and successful entrepreneurs from across Europe, all of whom share upmysport’s passion to fill the consumer technology gap in the instructor-led activity market and therefore help more people enjoy being active.

This latest funding will go towards further development of upmysport’s online and mobile offerings, and to support the development of strategic partnership opportunities. The startup has remained London-centric to date, and is now expanding its reach. In its latest partnership, the Dame Kelly Holmes Trust joins upmysport as a UK charity partner, giving the startup the opportunity to support underprivileged young people with their own active aims.

Tim Mills, investment director of Angel CoFund said: 'London has become an incredible breeding ground for tech startups but is also home to many people who are keen to learn new sports, build fitness or simply hone their talents. upmysport is focused on helping consumers navigate the challenging process of finding the right coaching and tuition, making it effortless to locate, evaluate and hire professionals to suit their needs. Their platform fits a real need in the market – both in terms of digitising the instructor-led activity market, but also in terms of enabling people to get more involved in sport and achieve the active lifestyle they want on the go.'

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Stephen Hughes Landers, the UK’s #1 ranked calisthenics athlete, is bringing calisthenics and street workout to FitPro LIVE for the first time. This is a fantastic opportunity to learn about the training methodologies of this exciting new sport from the country’s best practitioner. In this practical workshop Stephen will demonstrate the progressions and regressions needed to master the most iconic calisthenics move, the muscle up. Stephen will also provide details of his REPs accredited one-day Calisthenics for Fitness Professionals workshop, worth 6 CPD points, designed in partnership with training provider Sideways 8 Training.

 

 

There’s still time to book your ticket to this year’s FitPro Live if you haven’t already, visit http://www.fitpro.com/live for more information.

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Video Set 5162

With just three weeks to go FitPro Live (9th and 10th July) is set to be a highlight for industry professionals wanting to develop their skills and find out the latest industry news. There will be a wide range of sessions and talks on offer, aiming to inspiring and engage visitors.

 

 

A leader in forward-thinking fitness,Physical Company is delivering a range of highly energetic sessions for visitors at this year’s FitPro LIVE. UK master trainer Kelly Edwards will present two high-intensity classes – 3D XTREMETM and BOSU® On The Minute – to give PTs hundreds of new ways to use BOSU while getting their hearts racing. Kelly is joined by certified strength coach Jeremy Boyd, who will deliver two Triplex Untamed sessions. His integrated functional training session combines three of the best pieces of equipment in the Physical Company toolbox: RMT® Clubs, The Surge® and freeFORM Boards.  REPs members will be able to gain 3 CPD points for attending FitPro Live and then claim additional points* for attending SkillsActive endorsed training provider workshops and seminars, which can be logged on the Members Area.

 

 

What is BOSU 3D XTREME?

 

BOSU 3D XTREME is an exciting new group fitness class created by titans of the international group scene: Jay Blahnik, Douglas Brooks, Candice Brooks, Julz Arney, Keli Roberts and Greg Sellar. The 50-minute high-intensity workout combines functional training with explosive calorie-blasting cardio and interactive team challenges to provide XTREME results.

When and Where?

3D XTREME: Thursday 9th July 10:45-12:15 Group X Room

BOSU® On The Minute: Friday 10th July 13:30-14:30  Group X Room

TRIPLEX UNTAMED: Thursday 9th July 15:00-16:15 and Friday 10th July 09:15 – 10:15 PT Workshop

On the stand

 

Physical Company will not add VAT to any orders taken at FitPro LIVE and will discount 30% off the trade price on all used equipment purchased after the sessions on Friday 10 July. In addition, Physical Company is inviting visitors to take part in a pull-up challenge for the chance to win £100 worth of Physical Company vouchers. Competitors will have 60 seconds to do as many pull-ups as they can and the winner at the end of the show will receive the voucher. Last year’s record stood at 58 pull-ups for men and 44 for women, so a bit of sneaky practise ahead of FitPro LIVE wouldn’t go amiss before you take the challenge on stand 84!

Places are limited for the classes, so ensure you don’t miss out by visiting fitpro.com/live

 

* Delegates are eligible for up to 13 REPs points for attending the education sessions at FitPro LIVE; up to eight (8) points for one day or thirteen (13) points for two days.

 

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Following on from my recent blog about information overload, I wanted to share the following story, told to me by one of my mentors a few years ago when I was feeling overwhelmed with the amount of I felt I needed to learn, wondering how I would ever know as much as those I looked up to.

A brash tourist is on safari in Kenya. He asks his guide to take him to see a lion on his own so he can take photos up close.

“No no”, says the guide, “lion does not like photos”.

But the tourist insists he wants to get close to a lion and nags the guide until eventually he agrees to take him.

Before they set off, the guide takes a small rucksack from his truck and slings it on his back. The tourist briefly wonders what’s in the bag but thinks nothing more of it.

After walking for some time the guide spots a lion in the distance. “Take photo here” he says to the tourist.

“No, I want to get closer” the man replies.

“Too dangerous” the guide warns, but again the tourist argues and convinces the guide to go further towards the lion. So they carry on walking, the tourist with his camera, and the guide with his rucksack.

After another minute the guide stops. “Lion too close,” he whispers, “you must be quiet”.

“He won’t hear us” says the arrogant tourist loudly and begins setting up his camera, with all its clicks and whirrs.

“Uh oh”, says the guide, and the tourist looks up to see the lion has noticed the two men and is staring at them closely. Then it starts to take a few steps towards them.

“What do we do?” asks the tourist nervously.

With that, the guide quickly but calmly takes the rucksack off his back and out of it produces a pair of trainers, much to the tourist’s surprise.

“What are you thinking??” he exclaims, “you can’t outrun a lion!”

“I don’t need to outrun lion”, the guide replies coolly, “I just need to outrun you…”

 

As a personal trainer, there will always be other fitness professionals you aspire to be as good as, and you will likely always feel there is more to learn than you could ever know (that’s a good thing – it means you don’t get complacent). But don’t put undue pressure on yourself - you don’t need to be the world’s best trainer to be successful. Remember that as long as you are able to coach, educate and support your clients more than they could help themselves, you are offering them a valuable service.

 

Paul Swainson is Head of the Future Fit School of Personal Training, a role to which he brings over 10 years of experience in the fitness industry. Having run his own personal training business and worked as a PT manager and tutor for some of the UK’s leading brands, his aim with the

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Nomination Phase Now Open for Fifth Annual Personal Trainers to Watch Competition

 

ROSEMONT, ILL., JUN. 1, 2015 – Today, Life Fitness, the global leader in commercial fitness equipment manufacturing, kicked off its search for the world’s best Personal Trainers to Watch. In partnership with leading global fitness organizations, including the International Confederation of Registers for Exercise Professionals (ICREPs), EuropeActive, Life Fitness Academy and the American Council on Exercise® (ACE®), the fifth annual Personal Trainers to Watch program recognizes and rewards elite trainers around the world who embody the same passion and commitment to the profession as Life Fitness. Nominations will be collected from June 1-July 15, and the top 10 finalists will compete in a live global competition in Fall 2015 to determine the winner.

“The Personal Trainers to Watch program seeks the best in the profession, and is our way of recognizing those who share our passion for helping people live healthier, more active lives,” said Chris Clawson, president of Life Fitness. “The 2014 program was truly an international competition, and this year, we are excited to reach even more personal trainers across the globe.”

 

 

Nominations Open

  

Anyone can visit www.lifefitness.com/pttw between June 1 and July 15, 2015, to nominate a personal trainer who supports a powerful vision, shows exemplary commitment to enhancing client experiences and pursues continuing education for mastery of the profession. Nominees will be judged on leadership, client motivation, inspiration, certifications and previous recognitions.

The top 10 finalists will be invited to the final round of live judging in the fall, where they will be immersed in popular training techniques and fitness equipment. To nominate a personal trainer and to view official program rules, visit www.lifefitness.com/pttw starting June 1. Nominations are limited to one entry per person; however, trainers can be nominated by multiple people.

 

Prize

 

All finalists will receive an expense-paid trip for the final judging event, a continuing education course credit from Life Fitness Academy, international recognition and a personalized award plaque. The grand prize winner will also receive $5,000 USD toward his or her personal training business.

“I am beyond humbled and grateful to have been a part of the Personal Trainers to Watch program and to have been given the once-in-a-lifetime chance to learn and compete with the best trainers in the world,” said Cristiano S. Parente, 2014 Personal Trainer to Watch winner. “Winning the award has lifted up my business and pushed me to become an even stronger, healthier and more successful trainer. I encourage all my colleagues to enter this prestigious competition to shine a global spotlight on the industry and their training expertise.”

 

Judging

 

The Personal Trainers to Watch program will be judged by six esteemed fitness industry experts:

  • Richard Beddie – chair of ICREPs and CEO of Fitness New Zealand
  • Anthony J. Wall – director of professional education for ACE
  • László Zopcsák – member of the Standards Council of EuropeActive
  • Kim Ingleby – 2013 Personal Trainer to
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Total Fitness have announced a partnership with Pulse Fitness, to continue a multi-million pound investment across its 17 clubs. The new kit to be installed for exercisers consists of spin bikes, cardio pieces, rowers, strength machines, a full refurbishment of Hammer Kit, plus brand new Functional Training Areas, including Functional Training Rigs. To introduce the latest equipment to members, Total Fitness will hold a variety of charity challenges, special classes and induction sessions. Several of the clubs will also undergo a completely new layout for a more spacious, comfortable training environment.

Craig Battersby, Company Fitness Co-ordinator, managed the deal with Pulse Fitness, saying ‘After a very successful refurbishment of our new Wrexham club, we were very impressed with the quality, service and delivery of the Pulse Fitness equipment and are excited to be delivering the next stage of the Total Fitness investment plan together. The Pulse Fitness kit compliments Total Fitness vision of offering the highest standard of fitness expertise to our members and the best training facilities whatever your level or goal.’

Total Fitness has 17 sites across the North of England and Wales, for more information go to www.totalfitness.co.uk

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Virtuagym, the leading Dutch provider of fitness software for fitness clubs and personal trainers, has announced it has signed a deal with industry leader Fitness First Germany. Virtuagym’s all-in-one software solution will be implemented in their new concept, ReLevel.

The cooperation with Virtuagym is focussed on their second brand, ReLevel, which is a completely new and specialised concept in Germany. Christophe Collinet, Chief Strategy Officer at Fitness First said: 'We had an extensive pre-selection process and determined that Virtuagym delivered what we needed for ReLevel, especially when it came to user experience. In a time where consumers are used to high quality software experience, it made sense for us to work with Virtuagym, as they have proven to be succesful in both the consumer and the professional market.'

For Virtuagym, which has been growing rapidly these past years, 2015 will be a year focused on further international expansion. Virtuagym already supports over 1300 businesses in the health and fitness industry in over 20 countries worldwide, including several clubs in Germany. Germany is the second-largest fitness market in Europe, and as such provides the company with great opportunities for expansion.

Visit www.virtuagym.com/software

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A recent study confirmed that inactivity is twice as likely to lead to an early death than obesity, with the research revealing that people who engaged in moderate levels of daily exercise were 16% to 30% less likely to die than their inactive counterparts.

The study, which looked at the effects of obesity and exercise on 300,000 European men and women over a course of 12 years, has shown that a brisk 20 minute walk every day is all it takes to counteract the risk of premature death. Study leader Professor Ulf Ekelund from the Medical Research Council Epidemiology Unit at Cambridge University said: 'This is a simple message: just a small amount of physical activity each day could have substantial health benefits for people who are physically inactive.'

DancingClasses.biz are using these interesting stats to encourage men and women, adults and children to get moving, and find a local dance class via their online platform. Providing a comprehensive range of dance classes available in a range of different styles, DancingClasses.biz showcases ballet and ballroom to Zumba and jazz, with classes helping to develop fitness levels, tone the body, trim the waistline and above all, counteract the risk of premature death due to inactivity.

Find out more at www.dancingclasses.biz

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Amer Sports brands Precor and Suunto have announced the integration of Preva and Suunto’s online sports community, Movescount, allowing users to access and record indoor cardio equipment-based workouts, as well as outdoor exercise in Preva, making it easier for exercisers to track progress towards fitness goals, whether they opt to hit the treadmill, or their local park.

At the gym, Preva automatically captures workouts on any networked Precor 880 line cardio equipment, whilst the Preva Mobile App can record strength and functional training. For workouts outside of the gym, exercisers can sync to Preva via either Movescount.com or the Suunto Movescount Mobile App. A Suunto sports watch can track outdoor sport activities and relay information including heart rate, speed, elevation and recovery rate.

Jonathan Griffiths, Precor UK Marketing Manager, said: 'We know people don’t train exclusively in the gym or outdoors, they do both. Knowing this, we wanted to give fitness enthusiasts a way to track their indoor and outdoor training effectively and help them follow their progress. By connecting Movescount and Preva, exercisers can work towards their fitness goals regardless of where they train.'

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Insanity creators Beachbody LIVE have now released UK based instructor training workshops for their brand new workout – a yoga and Pilates inspired fusion called PiYo LIVE. Described as a strength and stretch based routine, the sessions are designed to give attendees an intense calorie burn as well as sculpt and firm the body.

PiYo LIVE is a full-body,  strength and stretch format which can be taught in 30, 45 or 60 minute sessions. Unlike many branded workout formats, PiYo LIVE requires no equipment and no gym license fees and can be taught either in a gym or out in the community by official instructors.  PiYo LIVE branding and marketing materials are available to instructors and gyms and can be personalised for promotion of classes.

Instructor workshops will cost £199, with the teaching sessions including eight hours of training (in the format of lectures, workouts and practicals with Master Trainers), instructions for pre-designed workouts of various lengths as well as technique and coaching pointers, modification options and how to build a group fitness class community. Your instructor certificate will be valid for 12 months, which will also give you access to the official PiYo LIVE interactive manual and online introductory workout, with options to upgrade to receive more ongoing workouts every other month.

PiYo LIVE workshops are taking place at locations throughout the UK.  For a complete schedule, to learn more about the format, and to enrol in the workshop, go to www.piyolive.co.uk

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With tens of thousands of personal trainers now in the UK, taking the time to carefully market your services is crucial in order to be successful in such a competitive market.

Read our tips to help you plan out an effective marketing strategy so that you can take the steps needed in order to build and improve your business.

Reverse engineer your goals

Reverse engineering involves working backwards from a clearly defined goal in order to figure out the activity that needs to be carried out to reach the objective.

For many personal trainers, their marketing goals tend to centre on growing their customer base. When determining your exact goals, ask yourself questions such as:

-          How many new customers do I want to win in the next six months?

-          Who is my target audience?

-          Do I want my new clients to fit a certain demographic?

-          How am I going to reach my new customers?

When you set your business objectives, consider your current workload. While you may want to focus on winning new business, you need to make sure that you will be capable of providing the highest level of service to existing customers and to any new clients you win.

Marketing methods

Once you have determined the goals you wish to achieve, it is time to figure out the marketing techniques to use in order to reach your objectives.

In the digital age, the introduction of online marketing and social media has transformed the way businesses can interact and engage with their audience. Meanwhile, promoting services through business cards, flyers and posters remains effective, and can be a great way to gain local clients.

Planning an integrated marketing strategy that utilises the right styles of promotion can help you achieve the greatest possible results. When putting your plan together, take the time to consider the following marketing techniques:

  • SEO (search engine optimisation)

Optimising your website so that it is search engine friendly and easy to locate is crucial in the competitive fitness industry. SEO can be complicated, but by making sure your website is optimised for the phrases you want your website to rank for is a great starting point.

  • PPC (pay per click marketing)

Google Adwords is the most popular and successful PPC marketing platform in the UK, which enables companies to market their business through adverts that appear above the organic results on Google.

  • Social media marketing

With over 2 billion users on social networking platforms such as Facebook and Twitter, marketing your business through such websites can bring tremendous rewards. Using the platforms to exhibit your services and engage with your customers is essential to keep up with the competition.

  • Referral incentives

Offering your existing customers incentives for referring their friends and family can be a great way to earn new business, particularly in the fitness industry. Cash rewards, free sessions or vouchers are popular ways to entice people to encourage their friends to sign up. 

  • Flyers and
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Anyone who runs their own business and has read the fantastic book The E-Myth by Michael Gerber, will have had a lightbulb moment that hopefully revolutionised the way they do things (working on their business, rather than in it, as Gerber would say).

It’s worth noting at this point that most personal trainers are sole traders or the only person in their company, and are in the situation, initially at least, where they only earn money while they are physically with clients, meaning income is limited by how many hours you work. This is why many would say ‘traditional’ PTs have a self-employed job and aren’t actually running a businessat all, as a true business enables you to earn while sat at home doing nothing. In the modern world of the internet, online training and the sale of information products has changed this situation, removing the limit on earning potential.

However, whether you’re a sole trader selling your time, or have multiple revenue streams, the principles of The E-Myth still apply and can make the difference between working long hours for little return, and making the money you want whilst working less.

For those of you unfamiliar with it, the E-Myth is this:

"Because I am good at the technical aspects of my job, I would be great at running a business based around that job".

Thus the 'E' stands for 'entrepreneur'. So for example, a plumber who considers himself to be adept at fixing taps and installing showers, may believe he could run a successful plumbing business. This may of course be true, but it requires the plumber to have sufficient ability in the fields of marketing, sales, accounting and administration, amongst others (or at least the desire to learn them very quickly). Without the skills to run a business, the individual is left with nothing more than the trade skills that enable them to fulfil a job, which is what they were doing before.

Applied to the fitness world, many personal trainers fall victim to a version of the E-Myth - but they are not in the same situation as someone who already has a job in the industry in question. Indeed the problem often arises before they have even begun their qualification. The version of the myth is:

"I enjoy exercise and training, therefore I can run a business training other people."

Again, this proposition can be true in many cases. However the two fundamental points to consider for a lot of budding fitness professionals are 1) training yourself is not the same as training someone else; someone who has different goals, different motivation and different physiology, and 2) being able to coach someone in exercise and nutrition is one thing, but finding them in the first place and getting them to pay you for it is another.

The first issue is of course addressed by completing a quality personal training qualification along with continual research and learning, which all trainers should want to do. However, this

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everyoneactiveEveryone Active has become the first leisure operator to invest in a new training course designed to overcome the psychological barriers to increasing physical activity.

Delivered by Lifetime Training, the Lifestyle Activity Coaching course was developed in consultation with the Academy for Health Coaching and led by physician Dr Tim Anstiss who specialises in applying the science of positive psychology to health and care settings. The course addresses the increasing evidence that the success of physical activity interventions relies heavily on changing emotional and psychological attitudes towards exercise and active lifestyles.

According to the British Psychological Society “there is an accumulating body of evidence to suggest that a range of individually-tailored and/or self-monitoring interventions such as goal setting, implementation intentions, motivational interviewing and reinforcement are associated with increased levels of physical activity.”1

The training is being delivered over 12 weeks to Everyone Active Fitness Motivators who look after exercise referrals. They will develop their skills to engage less active people in person-centred, motivating and supportive conversations about becoming and staying more active.

“Research within physical activity promotion has identified that motivational interviewing is one of the strongest predictors of long term behaviours,” says Tiffeny Gould, National Exercise Referral Manager at Everyone Active. “With 50 exercise referral schemes delivered across the company, an opportunity to improve the quality of delivery and impact on our local communities could not be missed.”

Key elements of the training include applying the four processes of motivational interviewing based on health coaching: (Engaging, Focussing, Evoking, and Planning). A range of proven behaviour change techniques are taught, including motivational interviewing, decisional balance, scaling questions, empathic listening, shared decision making, goal setting and relapse prevention.

Mike Jones, Commercial Director at Lifetime Training, commented: “Lifetime is delighted to be working in partnership with Everyone Active to help build a stronger bridge for the fitness industry to link ever closer with the public health agenda. Equipping Fitness Motivators with the skills to positively engage less active people is absolutely essential in creating a pathway in support of a more active nation.”

The Lifestyle Activity Coaching training will form part of Everyone Active’s NICE compliant exercise referral schemes, which follow up with each referral over a 12 month period.

References
1. http://www.bps.org.uk/system/files/Public%20files/physical_activity.pdf

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E-zine

Women across the exercise sector joined forces on Saturday 7th March to celebrate the first ever all female fitness professional conference, Women In Fitness Empowerment (WIFE), tying in with International Women's Day. A top line-up of speakers, including Katie Bulmer-Cooke from BBC1’s The Apprentice, Charlotte Ord, former trainer on ITV’s The Biggest Loser and regular contributor on Sky News, as well as Rachel Holmes one of the best known female presenters in the UK, covered topics such as mentoring, eating disorders, social media and marketing as well as public speaking and successful presentation skills for trainers.

Attended by 80 women, the event was founded by fitness tutor and personal trainer Jacqueline Hooton, who has been working in the industry for over 12 years. Jacqueline says: ‘Women working in the industry are outnumbered by men, we often find ourselves in the minority at training events and many industry days are dominated by male speakers. The aim of the conference was to give women a platform to speak, celebrate the contribution we make to the industry, and raise our profile. I also wanted a place where professional women could network and support one another as many of us work isolated, free-lance, or from our own facilities which can leave us lacking the support of our peers. Many women working in the industry share similar pressures and concerns, the objectification of women in fitness, and the success of Sport England’s “This Girl Can” campaign were just two current themes that caused much debate and discussion’.

As well as the talks and presentations throughout the day the delegates were able to enjoy networking over lunch which was included in the ticket price as well as during refreshment breaks. Due to the success of the conference, Jacqueline is promptly making plans for future events, including WIFE Rising Stars on Saturday 19th September, as well as new networking group WIFE on Wednesday.

For more information on WIFE, contact Jacqueline on This email address is being protected from spambots. You need JavaScript enabled to view it. or 07708 839330.

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