DR JOHN MORGAN

LIW PREVIEW
its new range of Parkour-based group
exercise programmes.
The LIW Live Stage played host
to demonstrations from Piloxing,
Clubbercise, CobraFit, UniKurve, Wild
Training Systems and D2F battle ropes.
And Matrix Fitness was celebrating
Women in Sport, supporting the
Women’s Sport Trust with LIW Live
Stage presentations from Sally Gunnell
OBE, Dani King MBE and the Matrix
Fitness Vulpine cycling team.
The STA hosted the Swim Zone
for the second year running at the
show, and this time the pool was a
central feature on the show floor.
Demonstrations included a synchronised
swimming display from Zoe Cooper,
former British Champion and star of
The Matrix stand hosted a number of
celebrity ambassadors, including
members of the Lotus F1 junior team
Britain’s Got Talent and ITV’s Splash,
performing her pool solo routine.
EDUCATION
This year’s Leisure Industry Week
included 252 free education sessions.
New to 2014, the programme took a
‘silent disco’ approach, with delegate
headphones ensuring talks were
uninterrupted by the show floor activity.
The Life Fitness Keynote theatre
hosted a range of interesting discussions,
including presentations by ukactive
CEO David Stalker, who provided
an overview of the current levels of
physical inactivity in England. Stalker
presented key trends for the sector
and put forward recommendations on
how we can turn the tide of inactivity,
highlighting the importance of activity
being at the heart of the community, as
well as the need to look at collaborative
data and statistics to show what
exercise can offer.
Complementing this, IHRSA European
director Hans Muench used his
educational session to outline what’s
hot internationally, and why. Key points
included improving sales processes,
focusing on supplementary spend,
identifying new target groups, and
differentiating through technology.
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November/December 2014 © Cybertrek 2014