18 Sep 2019 World leisure: news, training & property
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Health Club Management
2019 issue 3

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Strength in numbers
Pump Gyms and Dyaco collaborate on new £1.5m Watford gym
From Left: Emma Sills and Marc Platter of Pump Gyms, and Adam Rogers of Dyaco

Pump Gyms is on a mission to deliver more for its members and has chosen Dyaco to equip its new £1.5m gym in Watford.

Pump Gyms opened its first site in Watford in 2011, with an ethos of offering a premium fitness experience at an affordable price. Over the next seven years, its portfolio increased to five sites across the south of England, with its convenience and flexible approach proving popular with members.

However, Pump Gyms CEO Marc Platter is constantly reviewing the offering and identified the need to enhance and further differentiate the experience within his gyms to drive retention. A key part of this was reviewing equipment and Platter’s initial priority was the original Watford gym, taking the decision to invest £1.5m in closing the original site and transitioning to a new location. With a completely blank canvas and looking for industry-leading equipment, he was drawn to the diverse product offering of global fitness manufacturer Dyaco, which boasts Spirit Fitness, gym80, UFC and Ziva among its product portfolio.

Platter worked closely with the team to identify a complete solution for the Watford club, impressed by the customisation options of the products Dyaco was able to provide. The resulting solution was a product offering that was bespoke and unique to Pump Gyms’ brand styling and requirements, helping create a cohesive look throughout the club and a wow factor for members.

“Choosing to work with Dyaco on our new Watford site was an easy decision,” says Platter. “The broad range of class-leading products they were able to provide far eclipsed that of other providers. Now we’re an established operator, enhancing our current model and providing our members with a unique, premium experience is so important. Members will be delighted with their new-look gym and having 24/7 access to high-spec equipment at an affordable price.”

"Choosing to work with Dyaco on our new Watford site was an easy decision" Marc Platter, Pump Gyms

Taking the decision to offer premium-level cardio products to members, Pump Gyms installed the Spirit Fitness 900 ENT range in newly-released, sleek, black and grey colourway. These cardio products feature integrated touchscreen displays offering entertainment options and a wide choice of training programmes.

Platter recognised that the strength training areas needed to be a key feature of the new Watford site and Dyaco created a bespoke solution from its gym80 range, which offers over 350 products covering plate-loaded and selectorised strength equipment.

Pump Gyms chose 18 products from the Core80 range and complemented these with 50 from gym80’s Sygnum and Pure Kraft ranges, with their own choice of frame finish, upholstery and stitching. “The products have attracted new members, with a 25 per cent increase in membership in the first month,” says Platter.

For further information contact the Dyaco team on 0800 0293865, or email sales@dyaco.co.uk

Dyaco equipped Pump Gyms Watford with Spirit Fitness, gym80 and Ziva products
Holistic fitness
Marlow Club chooses Physical Company for new high-end yoga and Pilates studio
Jon Williams, the Marlow Club

When The Marlow Club in Buckinghamshire decided to add a premium standalone yoga and Pilates studio to its offering, Physical Company was appointed as supplier partner, thanks to the company’s ability to deliver an end-to-end equipment solution.

PilaYoga offers a fully immersive mind-body experience, enabling members to disappear into a world of tranquillity and calm, completely cut off from the hustle and bustle of everyday life.

The beautifully designed studio is an extension of The Marlow Club, with the benefit of a dedicated entrance, allowing it to operate as a standalone facility with its own identity and membership. In addition to a large studio, which hosts a full timetable of mat-based yoga and Pilates classes, PilaYoga also incorporates a second studio, dedicated to reformer Pilates.

“Over the last few years there’s been a steady increase in the demand for a more holistic fitness and wellbeing offer,” says Jon Williams, COO at the Marlow Club. “PilaYoga is our response to this.

“In order to deliver the high-end look and feel we were after, it was really important that the equipment we chose matched the quality of the design and finish.

“Physical Company has been operating for 30 years and has developed a reputation for the provision of high-quality products and great service. The fact that the company was also able to offer a full equipment solution, from Pilates reformers to studio accessories, meant the partnership made total sense.”

"Over the last few years there’s been a steady increase in the demand for a more holistic fitness and wellbeing offer. PilaYoga is our response to this" Jon Williams, the Marlow Club

Mind-body leader
Physical Company has supplied four Merrithew reformers for a dedicated studio. Williams says: “Merrithew is a global leader in mind-body education and equipment. Just last year, Physical Company extended its partnership with Merrithew and became an official distributor of its reformer range, adding to a long-term partnership that had seen the company distributing its comprehensive accessory range. This was perfect timing for us.

“The decision to offer reformer Pilates meant a significant investment for us and not one we could afford to get wrong. I’m pleased to say that the decision to go with the Merrithew brand has been absolutely the right one. Physical Company installed on time, at short notice, ensuring all four beds were in situ and fully functional in time for our VIP launch.

The company has also supplied a range of accessories, including Merrithew™ stability barres, pilates power rings, Airex mats, foam rollers and weighted pilates balls.

Holistic approach
Williams adds: “The high-quality accessories beautifully complement the quality of the design and build. Physical Company has been able to supply everything we need within our specified budget, offering great service and value.”

Mind-body is a core product category in the Physical Company portfolio. John Halls, managing director, says: “With yoga inching its way up the ACSM fitness trends table, we anticipate a growing demand for a more holistic approach to fitness. We’re very proud of the fact that we offer a full mind-body studio solution. PilaYoga is a beautiful example of how we can provide a one stop holistic solution that oozes quality and style.”

For more information about Physical Company visit www.physicalcompany.co.uk or call 01494 769222.

PilaYoga acts as a standalone facility in The Marlow Club, with separate studios for mat-based classes and reformer Pilates
Total gym floor transformation
Technogym partners with Nuffield Health to bring connected health to life on the gym floor
Chris Scragg, Nuffield Health

Nuffield Health has launched a major gym floor transformation programme in partnership with Technogym, investing in the brand’s latest smart equipment innovations to enhance the member experience in-club.

This investment has effected a transformation in the overall gym floor with the introduction of training zones kitted out with carefully selected Technogym kit and new zonal classes which provide an optimum customer journey and a truly tailored workout.

"We’re committed to providing amazing customer experiences as a brand; our vision was to design our gym floors so they were unequivocally built around the different needs and goals of our members" Chris Scragg, Nuffield Health

Customised fitness Chris Scragg, national commercial manager at Nuffield, says: “We’re committed to providing amazing customer experiences; our vision was to design our gym floors so they were built around the different needs and goals of our members. This meant finding a partner for our equipment that could enhance and connect this journey.”

Four zones have been launched to reconfigure the gym floor, using Technogym SKILL LINE products and programming that is customised to individual fitness levels, focusing on the development of power, agility, stamina and speed.

1. SKILL ZONE – includes the performance treadmill SKILLRUN, as well as boxing bags, functional rig and other functional accessories to deliver varied, high intensity interval training workouts either one-to-one or in groups. A new timetable of gym floor classes brings the boutique experience into the club environment.

2. SKILLRUN ZONE – a dedicated performance treadmill zone using three different programme profiles to create an effective workout built around strong technique and coaching.

3. SKILLROW ZONE – a gamified experience using immersive technology and the SKILLROW’s unique AQUAFEEL resistance. Rowing in teams or rowing alone, members feel as though they’re really on water, without ever leaving the gym.

4. SKILLBIKE ZONE – members compete against others in challenges or maximise individual performance through two modes, designed to drive speed and power.

Enhanced training All fitness coaches have been fully trained to enhance the experience even further, with the support of the dedicated Nuffield Health Academy team, alongside Technogym master trainers. This training has been carefully structured to ensure all experiences are built around members’ needs, adjusted to suit all levels and goals.

“We recognised training was the critical underpinning factor for landing this transformation,” says Scragg. “Technogym was instrumental in this delivery, ensuring we embedded the best product knowledge in our teams, in turn creating the strongest possible support and guidance for members embracing the new kit and zones.

“Engagement has increased and paved the way for further rollout in 2019. We’ve seen usage surge but most importantly the results members are experiencing is amazing. This year we’ll raise the bar even higher in terms of engagement, content and digital connectivity, with the Technogym product underpinning the delivery of our ‘Connected Health’ strategy within our clubs.”

Nuffield Health has partnered with Technogym to bring members the very best gym floor experience, guidance and support and uniquely designed training zones. Discover Technogym by visiting www.technogym.com

The gym floor has been reconfigured into four zones with Technogym’s SKILL LINE product range

Originally published in Health Club Management 2019 issue 3

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