Optimal Life Fitness, for health, fitness and a new lifestyle outdoors.

Last week was the fitness industries annual trade convention at Leisure Industry Week. It's a chance for companies to showcase new products and services, close deals and generate new business. It's also a good chance to catch up with a few old friends that I usually only see once a year at LIW.
As a company we've not had a stand at LIW since 2006, mainly because our target market isn't always there. But this year was slightly different. We have now partnered with Escape Fitness and offer educational training for their customers. So LIW 2009 was a chance for us to help out Escape on their stand and introduce this extra service to their already exemplary package. Escape Fitness are now offering gyms a complete solution; equipment; flooring; education and design. They have introduced the concept of 'Moving It' and in conjunction with Optimal Life Fitness have created the Move It space. The Move It space is an exciting new area within a gym that allows for group sessions and PT use, incorporating kettlebells; power bags; TRX; boxing; SAQ and much more.
So now you know why I was there, here's what happened!
Monday evening I drove up to Birmingham and checked into the hotel next to the NEC. Wendy from Escape was eagerly awaiting my arrival and I knew why! If you've seen the guys from Escape at a convention then you'll know they like to spice things up a little. This convention was no different to any other! Wendy met me at the hotel with a bag, in which I found my foot wear for the next 3 days. A bright, 80's style pair of Reebok boots, oh yes people, 80's boots! Off course I was more than happy to stick them on and embrace the whole visual marketing method.
After a very large breakfast on Tuesday morning we made our way over to the stand in the NEC hall. The location was perfect, right at the front of the hall as everyone walked in. So this was a great chance to capture people straight away. After a quick briefing of the days plan, the doors were opened and in came the people. With the music booming from the stand it was time for me to do some exercise and this was pretty much what I did for the next 3 days! In between drinking too many energy drinks, not eating enough and sweating a lot that is. At one stage I couldn’t believe that my t-shirt was as wet, if not wetter than it would be if I had jumped into a bath fully clothed! I blame it on the lights and the lack of air.
Day 1 moved swiftly into Day 2 and possibly the busiest day of the show. Thankfully I had another t-shirt to wear! Day 2 went very well and we were always surrounded by customers. By the end of the day everyone was knackered but we had a Champagne reception on the stand before heading back to the hotel. There is usually a big drinks do on the Wednesday night and this time it was the turn of the Independent Operators Union to host it. So we all jumped into taxis and went into Birmingham to make the most of the free bar, boy did we make the most of it!
Day 3 as you can imagine started with a few yawns, but surprisingly I wasn't feeling too bad, good times! So I carried on with what I'd been doing for the last 2 days.... Exercise! I wish I had one of those sky sports analysts measuring how much exercise I had done across the 3 days like they do for footballers. I’m sure it must have been a lot, because by the end of day 3 I could barely do a power bag clean and press without feeling knackered. 4pm came round eventually and the siren for the end of the show was music to the ears! We packed up the stand and I jumped in the truck and headed back to London, hoping that I would be able to keep my eyes open for the entire journey.
Arriving back in London eventually, I went straight home and hit the sack, hoping that I would wake up in the morning feeling fresh. No chance, Friday morning and I could barely get out of bed. But I guess that is the sign of a successful LIW and what a success it was. We all had a great 3 days and were really happy with the outcome.
So what now? Well basically the Move It Space, Boxing Area and TRX Area are available to gyms and health clubs, all of which include education as part of the package. We believe that this will increase usage and success of the areas instantly. In fact we know it will as DW Fitness have reported 300 members using the Move It space in 3 days last week and that was only a week after the install and education.
For more information on Educational Training please contact info@optimallifefitness.com
For more information on the Move It space or the other training areas offered by Escape Fitness please contact sales@escapefitness.com