Sector spotlight: Health and Fitness

The New Year – a time to wake from a festive slumber, shake off the seasonal gluttony and emerge full of good intentions to become fit and active in 2018.

As the sun sets over Bristol’s reign as European City of Sport, the importance of a healthy lifestyle remains front and centre, with business leaders pushing the importance of investing in physical activity and the economic benefits in hosting major events.

From trapeze to triathlon, spin to swimming, consumers have more choice than ever, with a seemingly endless treadmill of sporting activities available almost 24/7.

And the sector is scrambling to stay ahead of an ever-diverse and changing field.

Steven Bye and Gavin Brown are tapping into a growing holistic health market

“Bristol has a great health and fitness scene that has diversified over the years and now brings exciting boutique-type experiences that offer so much more than just heading to the gym,” says Steven Bye, co-owner of The Spin Bar.

Along with business partner and childhood friend, Gavin Brown, he opened The Spin Bar at the Harbour Inlet opposite the SS Great Britain in late 2017, and the venue is tapping into a growing holistic health market, offering harbourside views, sociable fitness options and nutritious food and drinks.

“Like every sector, people are looking for something new or different” continues Bye. “As consumers, we are increasingly used to choice and the health and fitness sector in Bristol has responded to this.”

Trika Yoga aims to provide a space in which everyone can feel comfortable

Trika, a dedicated yoga studio on North Street, is another independent venue that opened its doors in 2017 to cater for the growing numbers seeking an alternative to the traditional, competitive sporting arenas.

“The business came from a desire to have a space for all types of people and their varying backgrounds, jobs, experience, to be able to feel comfortable, to learn and deepen their practice of yoga, which is something that has immensely helped me in my life,” says owner Charlene Lim.

Lim believes that Bristol is a city that promotes a healthy lifestyle and makes it possible for independents to thrive, which has seen the sector develop to meet a shift in society, where choice is key.

Alister Rollins says MoveGB provides a win-win for consumers and businesses

Few businesses meet this desire for diversity and flexibility quite as successfully as MoveGB, which first launched in Bristol in January 2013 and now operates nationwide, pairing customers with sporting venues, classes and activities across their home cities.

Alister Rollins, the company’s CEO and founder, says the business model was born from a recognition that people generally want to stay healthy and active, proving the industry demand is high, yet sports centres and venues often suffer from high customer churn.

“It all comes down to a misalignment in consumer behaviour and what operators needs to be profitable,” says Rollins. “We created MoveGB to provide a service that is a win-win for both sides of the market. It is a business model that works in collaboration, not competition with its partners.

“It also allows the consumer to have freedom of movement, with unlimited access, whilst the partner still receives 100 per cent revenue. We’ve devised a membership unlike any other that gives the user the choice rather than feeling like a chore.

“Research has shown that movers are four times more likely to remain active than traditional single fitness memberships and have twice the visit frequency, proving that the Move model fits customers’ needs.

“MoveGB is ready to revolutionise the way we exercise and choose to live a healthy, active lifestyle and we firmly believe this is the future of the fitness membership.”

Despite the move towards alternative fitness solutions, the numbers who prefer to head to a gym to workout show no signs of slowing. Indeed, shiny new chains that are open around the clock are now a familiar sight on the high street.

Perry Hicks says independent gyms provide a genuine sense of community

But Perry Hicks, owner of The Armoury gyms in Brislington, says convenience and commercialism can’t replace the genuine community that is built within more independent, local establishments.

“You can have all the best gym equipment available, but it is not what the equipment does for you, it is what you can do with the equipment that really counts,” he says.

“At either Armoury gym, you will also find a community of people who use the gyms, who are friendly and helpful and support each other. It is one of the main things that helps independent gyms stand out.

“Commercial gyms are focussed on profit, when independent gyms are focussed on success.”

Hicks started out developing his own sport products business, Sarafen Sports, from his spare bedroom. After being made redundant from a builder’s merchant in 2009, he went on to buy The Armoury gym on Brislington Hill, later acquiring The Armoury Women just a few doors down.

“I think that, as businesses, we should play a part in influencing positive habits,” he says. “I choose to do this in innovative ways. For example: our post-natal exercise class that ensures young mums can train with their new born babies, specifically as this is an often-excluded group.

“It’s a responsibility to help young people find exercise fun and enjoyable, we run Kids Zumba and will shortly be offering further classes specifically focused on young people. “

Chris Watts says the sector is thriving in Bristol

Chris Watts, manager of Clifton College Sports Centre, agrees that organisations can play a role in shaping habits and says that taking a genuine interest in customer needs and goals is key to the establishment’s success.

“I think the sector in Bristol is thriving which is fantastic to see,” he tells Bristol24/7.

“It has definitely advanced over recent years, with a wider range of customers realising what they want and having the confidence to go out there and get it.

“Usage frequency has gone up, with facility users investing more time in planning and focusing on their weekly routines. Gone are the days where people take out a membership and don’t use it – which is how it should be.”

Clifton College Sports Centre swimming pool

Watts believes that social media, as well as technological advancements in devices – including MYZONE heart monitoring and SWIMTAG – have helped boost the sector by enabling people to feel in control of their health.

He adds: “We shouldn’t forget what a great place Bristol is for everything health and fitness either. There are so many fantastic events now, including the Bristol Half Marathon, 10k, various triathlons. We have seen a huge spectrum of members training for all sorts of events and challenges in recent years.”

Bristol may be handing back its ‘City of Sport’ title, but mayor Marvin Rees has pledged to keep momentum going, saying: “I have three key aims for sport; to ensure that we are encouraging more elite talent from our city, to make sport more accessible and to help attract more world-class events to Bristol.

“The council cannot achieve all these goals alone and we have already begun conversations with organisations’ across the city to help us work together to achieve these goals.”

Acrobatics lesson at Circomedia

As the sector continues to evolve, Bristol is keeping well ahead of the curve in terms of unique offerings – perhaps no more so than the highly-acclaimed and world famous Circomedia.

“Hundreds, if not thousands, of people in Bristol attend a circus class every week, says Robin Peters, Circomedia’s projects and development manager.

“Many of those come to Circomedia in order to stay in shape, hone skills and technique and demonstrate what they’ve learnt in occasional showcases.

“Increasingly, people in Bristol seem to be seeking out fitness options that go beyond treadmills and weights machines.

“Interestingly, there is a perception of circus – the super-flexible aerialist, the unbelievable strongman, the superhuman contortionist – that can be a barrier for some. At the top level, circus can be (and perhaps should be) highly physically demanding, but you don’t need to be a super-human to get on a trapeze for the first time, or start training acro to keep in shape.”

Learning aerial hoop skills at Circomedia

He says that, as part of the city’s thriving independent culture sector, the organisation’s key to growth lies in partnerships and collaborations.

The weekly Circomedia Youth Circus, for example, gives young people aged from four to 17 opportunities to stay fit and healthy, whilst developing their self-confidence. The sessions continue to thrive thanks to the work of a community of freelance circus practitioners.

Peters adds: “We’re now proud to offer a more diverse programme – in terms of both range of disciplines and skill-level offered – than ever before.”

With all that on our doorstep, there is every reason to be flying high in 2018.

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