PRESS PACK

2010

LIW 2010

PRESS PACK CONTENTS

RELEASES

• Escape Fitness @ LIW 2010

• TRX Showcase

• Reefresh your studio

• Submit to your natural instinct to React

• Reebok professional range

• TRX & Kettlebell Fusion

• Can you Kick It

• The Red’s use TRX

• Are you ready for the Second coming of Fitness

• Escape Shake up YouTube

CASE STUDIES

• Beechdown

• North Lanarkshire Leisure

• Bond Fitness

• Club 25

BACKGROUND INFORMATION

• Company Background

Escape Fitness rocked you at LIW 2009 and plan to shake up the entire fitness industry at LIW 2010. Escape Fitness were one of the most popular stands at LIW 2009 and are set to be even better and bigger at LIW 2010. At LIW 2009 Escape Fitness impressed with their new and exclusive Reebok women’s range, fuelled everyone’s thirst for fitness with their functional yet versatile equipment, showed you all their best functional fitness moves and demolished out of date workout routines with their revolutionary vibrant business boasting training ideas and exercise moves demonstrated by renowned fitness visionaries John Hardy, Tommy Matthews and Steve Barrett. Teamed with the best looking models as quoted by Fitness TV’s Scott Wright and loud energetically pumping music the Escape Functional Fitness Zone & TRX stand proved how fun & effective fitness can actually be, how group fitness can open up PT potential earnings and above all how equipment can be versatile, motivational and multi functional. Plus all LIW goers were able to enjoy the top notch education and advice Escape is renowned for. Also who could forget the Ultimate reaction trainer challenge! To catch up with all Escape’s LIW 2009 fun and frolics visit www.youtube.com/user/EscapeFitness. Every year Escape’s passion for fitness and business take’s them to new heights and the same can be said for their LIW 2010 plans. All lucky LIW 2010 visitors can expect new training idea’s, business boasting workout’s, profitable programme advice, new Move It spaces, tougher challenges, exciting demonstrations, the unmissable launch of the new TRX and much much more. And yes before you ask the fantastic Escape team will be there to educate, innovate and yes they will be accompanied by even hotter models then ever before which is sure to get you all motivated to Move It.

To find out more about what Escape have in store for all you LIW 2010 goers call free on 0800 458 5558 today.

Escape Fitness will showcase the TRX Professional Suspension Trainer at LIW 2010. Led by John

Hardy, founder and Managing Director of Faster Health and Fitness Ltd, the UK delivery partner for

TRX training in the UK, the Escape team demonstrated how to utilise the TRX, how to integrate

TRX training into a programme and also how to incorporate the latest movement techniques. The

sessions included some big win exercises and demonstrated how constant tension training can

accelerate results.

“Introducing a TRX is a great way to re-invigorate your team and your clients, especially in the

personal training market,” says John. “It can work well on both a one to one and group basis, and

is a great way to generate interest as well as producing additional revenue through semi-private

training.”

This latest must-have piece of fitness equipment is already a huge hit with instructors and Personal

Trainers and its popularity continues to grow as the many benefits of the TRX are discovered.

Lightweight and portable, it is perfect for those who want the convenience and flexibility of being

able to train just about anywhere.

For those of you who haven’t been TRXed yet the TRX is a resistance training system consisting of

nylon webbed straps, handles and anchors that can be attached to any secure weight bearing

base. Adjustable from 1.8m to 3.6m in length, the TRX is suitable for exercisers of all sizes and

abilities. It also allows over 300 exercises for upper and lower body possibilities using the

exerciser’s own body weight and gravity to create resistance and can be easily integrated into a

combo exercise plan as seen with the new TRX Kettlebell: Iron Circuit Conditioning DVD.

As the official distributor of the TRX in the UK, Escape Fitness is working closely with clubs to

develop and create dedicated TRX zones for group training. The TRX Suspension Frame provides

an ideal solution for a gym or studio environment. Available in four lengths ranging from 1.5m to

6m and at a height of 2.5m, the units have the robustness of an industrial steel construction with a

powder coat finish to make them look great. A great example of a TRX studio can be seen at

Studio One in London. The first of it’s kind in the capital it has become a major hit with members

and personal trainers alike.

Matthew Januszek, Customer Solutions Director of Escape, says: “The TRX can be used with

clients of all different fitness levels and abilities. It offers so many training options that the only

ESCAPE SHOWCASES THE TRX

PROFESSIONALSUSPENSION TRAINER

limitation is the exerciser’s imagination. TRX training is a great way of adding variety to a work out

and is a perfect solution for times when getting to the gym is difficult.”

A range of support materials including training guides, dvds and posters to enable users to get the

most out of their TRX training are available from Escape – call 0800 458 5558 or visit

www.escapefitness.com/TRX for more information.

~ Ends ~

Reefresh your studio with the limited edition Reebok Anniversary step available exclusively from Escape Fitness. To celebrate the 20th anniversary of the original Reebok step we are offering you a chance to

make any studio look fun and fashionable with the pink step. Yes you heard us right, it’s fabulously

pink, full of fun, active in attractiveness and guaranteed to add an energetic spring to any ones

step.

With all of the proven benefits that have made it the industry best seller, the Reebok pink step has

the added bonus of a high performance splash of pink fusion which will get noticed in even the

busiest gym and is guaranteed to get even the heavy footed active as they wont be able to resist

taking a stylish step up in the world toward hitting their own fitness goals.

Step training is still the ultimate in low impact aerobic training and now it has never been easier

and safer to get the heart pumping, mussels toning or calories burning. With Integral risers making

it compact and non-slip floor blocks, topped off with a rubber moulded platform ensures even the

more energetic steps can be taken with reassurance and comfort. The Reebok pink step also

adjusts to three training heights with unique interlocking block positions. Size of step: 900 x 350 x

150/200/260mm making it perfect for every fitness level. We are so confidant in the Reebok pink

step that we will give a 2 year warranty on each purchase.

The Reebok pink step is exclusive to Escape Fitness and is available for a limited time only, so

don’t delay in taking the next step to physical fitness perfection and order your Reebok pink step

today!

Why not Reefresh your training today, call 0800 4585 558 or see the step in action at

www.escapefitness.com/movies

~ Ends ~

Submit to your natural instinct to REACT!

A recent study conducted by Empire Research Group established that 70% of those surveyed found

exercise a chore, meaning that a large number of your members could be feeling bored with repetitive

exercise. These findings are supported by IHRSA’s 2009 member satisfaction survey which outlines how

member boredom is a growing problem which could be solved by the introduction of member challenges.

After becoming aware of this growing issue and the need for a workable and cost effective solution Escape

Fitness have identified that the answer lies heavily in the product used. Products which are versatile, allow:

• Measurable member performance

• Friendly Competition

• Fluid and natural movements

• The use of natural balance &coordination

• Full cardiovascular/Complete body workout.

This means that many gyms are missing a key opportunity to boost acquisition and retention rates by

introducing fun, multifunctional and interactive equipment which engages and motivates the user.

One great solution is the Reaction Trainer from Escape Fitness. The reaction trainer is unique in that it offers

everyone a fun, fresh and effective complete body workout. Anyone of any age or fitness can challenge their

fitness level or that of others. Comprising of nine targets in total all you have to do is hit, kick, punch or kung

fu your way to hitting as many as possible using your natural instinct to react to sound and light.

~ Ends ~

THE REEBOK PROFESSIONAL RANGE -

EVERYTHING YOU NEED TO STAY IN SHAPE

The Reebok Professional range was on display for the first time in the UK on the Escape Fitness stand at

Leisure Industry Week 2009 and is set to make its return as part of a unique new concept.

The Reebok professional range was developed after extensive research into women’s exercise habits and

the latest trends in fashion and design. Now featuring over 90 products in the collection, it caters for all

studio activities, particularly studio boxing training and personal training, and also includes pieces of

equipment for strength, mind-body and aerobics, as well as speed-training, which includes ladders, speed

belts and cones.

Reebok conducted detailed studies of 5,000 women worldwide to discover exactly what motivates them to

exercise. The results identified an unmet need in women to have fun and plenty of variety when working out,

so that staying in shape is enjoyable and engaging. As a result, the range’s new look and citrus colour

palette has been designed to appeal specifically to the female market.

As the official distributor in Europe, Escape Fitness is delighted with the extended and enhanced product

range. Customer Solutions Director, Matthew Januszek, explains: “Over 70% of members using the studio

are women, so it’s important that the design and colours incorporated are considered from a female

perspective and are aesthetically pleasing. We also understand that our customers are becoming more

sophisticated in their training needs. We have listened to their feedback and evolved the range accordingly

to make the products more intuitive and user friendly.”

“Not only does the equipment look great, it’s fit for purpose too. The vibrant and energetic colours really add

some extra ‘WOW’ and are a simple and effective way to refresh the look and feel of a facility,” adds

Matthew.

All the Reebok products feature in the current Escape Fitness Journal. The 2010 Journal is packed full of

products and accessories, as well as features, training tips and exclusive interviews with leading industry

figures. Don’t miss the last opportunity to get your hand on the Escape 2010 journal if you haven’t got a copy

all you have to do is call free phone 0800 458 5558.

Reebok professional and the ultimate Move It concept

Escape LIW 2010 stand will showcase the inspiring Reebok professional range as part of their revolutionary

fitness concept Move It. The motto behind the Move It space is “Move it to lose it”. Combined with the area

design, the inclusion of the innovative Reebok professional range and the education it brings the Move It

space will keep members moving, in a fun and natural way helping them lose weight and tone up in style.

For more details about the Reebok Professional range or Move It, call 0800 458 5558, e-mail

sales@escapefitness.com or visit www.escapefitness.com.

~ Ends ~

TRX and Kettlebells unite for the ultimate fitness fusion

The total body workout tool that took fitness industry by storm join’s forces with an old pro for the ultimate fitness training fusion. Escape Fitness in conjunction with Fitness Anywhere & Dragon Door Publications present the first ever TRX and Kettlebell fusion DVD to ever hit the UK. Discover how the two most ground breaking training methods in history team up to create the ultimate fitness combo in this preview video www.youtube.com/watch?v=RpHl30JVFu0. This 2 hour cutting-edge DVD utilizes both the TRX® and kettlebells for 10 rounds of intense interval training fusions. The TRX® Kettlebell™: Iron Circuit Conditioning DVD & Guide is the latest installation to Escape Fitness’s innovative educational training programs and is set to revolutionise the way in which these two great tools can be used in an exciting and effective way. Merging the two most revolutionary training tools to have ever hit the fitness industry, this killer combo workout will push and challenge your training in a number of new and explosively exciting ways such as strengthen muscles, improving aerobic conditioning, increase power, mobility and balance. Within this truly innovative DVD former soviet Special Forces trainer, Russian kettlebell expert and Chief Instructor Pavel Tsatsouline pairs up with Fitness Anywhere’s Director of Programming, Chris Frankel to demonstrate

• Setup and introduction of the TRX and kettlebells

• A warm up that will get you ready for this revolutionary fitness experience

• 60 minute real-time workout

• Finishing with a cool down

This fun and versatile workout alternates between TRX and Kettlebell intervals that strengthen muscular and aerobic endurance, also featuring a series of hybrid TRX/kettlebell exercises which challenge power, speed, stamina and stability. “Both training tools allow an incredible variety of exercises, which make workouts truly functional, we knew this collaboration would create something exciting; the hour long workout is just a small taste of the hundreds of exercises made possible with pairing TRX and kettlebells.” (Chris Frankel Fitness Anywhere Director of Programming) Want to find out more about this great new pairing and how it will change the way you train call us today on 0800 458 5558. ~End~

Can you kick it? The two most talented young players of Harry Redknaps Tottenham Hotspur Team can!

To help keep them both at the top of their games, promising football favourites Tom Huddlestone

and Michael Dawson enlisted the help of Escape Fitness. The innovators of functional fitness

provided the midfielder and defender all the essential tools they need to complement their intense

training schedules ensuring that they reach all their professional goals (no pun intended).

Escape Fitness provided the Tottenham stars a total gym refurbishment at their Essex’s homes

which included a number of innovative products from the Reebok Professional line such as

Medicine Balls, boxing equipment and a host of Escape functional equipment including Dumbbells,

rep sets etc. The players were also able to take full advantage of Creative Fitness experts ESC

who were able to create a specially commissioned logo design for added personalisation to the

workout enhancing Pavi flooring. All the equipment and design involved in the refurbishment will

ensure that the players remain strong, fit, agile, fast and motivated, so it looks like Tottenham will

be in for another good 2010/11 season so our advice would be to place your bets now.

~End~

The Red’s use TRX to keep them tip top and hotfooted on the Pitch. TRX fever has reached Liverpool FC with the likes of

top strikers Torres and Kuyt using the complete total

body workout tool TRX to train for the new season.

Incorporated by Liverpool FC’s head of coaching

Darren Burgess, the whole Liverpool team will now

use suspension training as part of their fitness regime

in a bid to outmanoeuvre their opponents on the

pitch:

“I think Functional Training such as that offered by

the TRX allows the players to improve their strength

and power in a football-specific manner. Because

there are no bars, plates or dumbbells the players

can use their own resistance in any plane and any

movement”

To shine on the pitch a football team needs

endurance, strength, agility, flexibility and balance,

making the TRX a great training tool for all the

players. Not only can it offer them over 300 upper

and lower body workouts but it can be teamed up

with other equipment to add increased intensity whilst

enhancing the natural moves a footballer must make

in order to succeed.

Want to find out more about out how TRX can help

Footballers improve their fitness techniques both on

and off the field. Watch this video now!

~ End~

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Are you prepared for the second coming of Fitness? Turn off the commercials, forget flicking through brochures, subscribing to every fitness magazine

under the sun, traipsing around fitness fairs and shops because every thing you need to boast your

business, better your training or effectively just get fit can be found in one place at one time at the

click of a button. Yes my fitness friends the second coming of Fitness is on its way in the form of

the brand new Escape Fitness website.

COMING SOON: Exclusive to a computer screen near you!

Straight from the innovators of the Fitness industry, totally high tec, very pleasing on the eye and

very easy to use the new Escape website will be your one stop total fitness solution, where you will

find over 700 of the most up to date, innovative, versatile and functional products on the market

today (Including the full Reebok & TRX equipment range), the most advanced product information,

top tips on how you can get more from our products, training ideas, business boosting facts,

interviews with the experts, a chance to chat with industry favourites and much much more right in

the comfort of your chair. So pop your feet up, grab the biccies (healthy ones of course) and day

dream about how you can spend all that extra free time.

To make sure you are first to enjoy the Escape online experience sign up here today and we will

send you all the launch latest and the lowdown on how you will be able to claim a 10% discount off

your first purchase on the sensational shiny new Escape Fitness website site.

~End~

Escape Fitness Shake up YouTube with the launch of the New Escape Channel! Tune in to be entertained, inspired, motivated and educated by the innovators of the Fitness

industry. Escapes motivation is to get you all to MOVE IT which is why they have unlocked their

video vault giving you a chance to see the magic of the Escape Fitness experience.

Interviews, demos, workout tips, ideas, education, advice, top fitness tips, business boosting

blockbusters, industry show’s coverage, behind the scenes footage and you could even possibly

spot the odd celeb or sports star. It’s all here waiting for you!

PLUS! All the exclusive Escape LIW 2010 interviews, Movies, behind the scenes footage

and training tips will be landing on our YouTube Channel very soon.

So what are you waiting for Move IT to www.youtube.com/user/EscapeFitness and subscribe Now!

~ Ends ~

CASE STUDIES

ESCAPE FITNESS CREATES A WOW AT BEECHDOWN HEALTH CLUB

Escape Fitness has supplied a range of equipment to the Beechdown Health Club, in

Basingstoke to create a new functional area in the gym.

Ian Minors, the club’s Managing Director set the refurbishment of the Gym as one of the

priorities for this financial year and it was with this in mind that he and other senior members

of his fitness team visited LIW last September. Ian had a good idea of what he was looking

for….to create a wow effect with modern training methods. They visited the Escape Fitness

stand at Leisure Industry Week 2009 and met Matt Morton, Ian felt that Escape really

understood what he was trying to achieve and that the equipment reflected the quality look

and feel of the club.

Beechdown took delivery of the new products earlier this year and his team, led by Gym

Manager Paul Wetherall has just had a training day led by Arron Williams. Paul explains:

“We’ve created a functional training area in the gym which consists of kettlebells, medicine

balls, bosus, foam rollers, punch bags and a Reaction Trainer. It’s quite a move from the more

traditional training methods we have used up until now and so it’s been a good opportunity to

introduce and educate our members about different ideas and techniques whilst also renewing

their programmes at the same time.”

Originally a squash club, Beechdown is an independent facility, which has grown and evolved

over time. It now features a gym with Cybex resistance machines and Precor CV equipment,

aerobics studio, three squash courts, three tennis courts, badminton courts, a pool with

jacuzzi, sauna and steam room, a beauty spa and treatment rooms, brassiere, crèche and an

extensive programme of activities for juniors including a mini gym for children.

“I’m really pleased with the Escape Equipment,” adds Paul. “We chose the Reaction Trainer

because it’s good for sports specific training, which is important for our racket playing

members, and I’m hoping that it will encourage further crossover into the gym. In fact, we are

using the Reaction Trainer as our monthly Gym Initiative this month and so far we have over

200 members who have entered our competition. They’re all striving to win a token prize in a

variety of different categories. We run a different ‘Gym Game’ promotion every month and

this has been the most popular ever. For example, last month only 15 members took part.

We’ve also worked with Escape on the layout of the new and

existing equipment to ensure the best use of the space. And

finally, the training has been great for the gym team. Providing them with new tools and skills

has been incredibly motivating, which has in turn carried over to the members, who ultimately

achieve their health and fitness goals. ”

~ Ends ~

ESCAPE FITNESS CREATES DOJO

FOR NORTH LANARKSHIRE LEISURE

North Lanarkshire Leisure (NLL) has opened a new facility, taking the number of sites it operates to 12.

Broadwood Sport and Leisure Centre in Cumbernuald forms part of Broadwood Football Stadium, and

consists of a station gym with fantastic views of the pitch and Kilsyth hills, a four-court multi-purpose sports

hall, two dance studios, a spin studio, martial arts studio, large soft play area, beauty treatment rooms, café

and meeting room.

Escape Fitness equipped both group exercise studios with the market leading Reebok professional range of

studio equipment, as well as the martial arts area. Talking about this element of the project, Matt Morton,

Customer Solutions Manager at Escape, says: “We proposed Pavigym Tatami as the best solution to cover

the entire floor and create a dojo effect. Tatami a specialist martial arts and combat matting and by using

different colours, we were able to integrate a competition area into the floor. We also incorporated the NLL

logo to give it a truly bespoke feel.”

Trust Projects Manager, Ken Walker, adds: “We have other areas for martial arts within our facility portfolio,

but this is the first dedicated studio. It was a bit of an experiment as we weren’t completely sure how

successful it would be, but all our expectations have been surpassed in a very short space of time. The take

up by local clubs has been fantastic, who are all delighted to have such a high quality and professional

space.”

NLL is a charity, which was established in September 2006. It works in partnership with North Lanarkshire

Council and other strategic partners to deliver and improve sport, leisure and health opportunities throughout

the authority.

~ Ends ~

BOND TRAINING STUDIO – TRAINING MADE PERSONAL

Escape Fitness Kits Out Unique Facility in Hertfordshire

Bond Fitness Studio is different. The concept is different and the approach is different.

The 1,800 sq ft gym, which is located at Hertford Rugby Club, is the result of a long-held ambition of its

owner, Steve Bond. “Most high quality facilities in the UK which are geared towards serious training are the

reserve of professional sportsmen and women,” he says. “Our aim is to make these training environments,

the techniques, equipment and methodologies more widely available to members of the general public.”

The studio, consists of a gym, vibration suite with six vibro trainers, treatment rooms and changing facilities.

Steve chose Escape Fitness to supply all his flooring and equipment because ‘it’s functional, fit for purpose

and looks good’. It includes an Olympic lifting platform and performance rack, barbells, dumbbells, TRX,

kettlebells, medicine balls, rebounders, Bosu, core boards and boxing bags. He explains: “We don’t have

any cardiovascular machines. All CV training is achieved through very good body weight exercises.” Phase II

will open in the spring and will provide an additional outside performance area with sprint track, TRX and

tractor tyres.

It’s not just the environment that’s a change from the norm either. Steve has a very clear idea about his

approach to service and customer satisfaction. His team of trainers and therapists are all of the highest

quality and include Matt Lovell, England Rugby’s nutrionist, British triathlete, Natalie Barnard and Sports Bio

mechanist, Paul. “The majority of people who start a training programme want to see results. We are

committed to creating a safe and effective setting and providing the tools and expertise to help our members

achieve their goals,” adds Steve.

Matt Morton, Sales Manager for Escape, comments: “It’s a unique concept to have professional athletes and

members of the public training alongside each other. It definitely fills a gap in the market - the quality of the

facility and range of equipment available is such that people will travel to use it, as well as catering for the

needs of local members.”

~ Ends ~

The 25 Club Who was the client? The 25 Club is the brainchild of Shane Westley, a former professional footballer. Having played over 450 professional games as well as managing professionally, Shane developed the concept of gathering all of the best fitness professionals and therapists to work together under one roof, as a high performance training team for members. Located in the heart of Mayfair in Hanover Square, the 25 Club is an exclusive, members only, one-to-one personal training and wellness boutique. It provides each and every member with an assessment protocol that allows for a totally individual, tailored approach to health, wellbeing and performance. What was the requirement? The 25 Club offers personalised performance programmes that are a synergy of personal training and holistic therapies - including nutrition, chiropractic, healing, acupuncture, homeopathy, and more. Members enjoy exclusive access to some of the world’s leaders in fitness, nutrition and holistic therapies. The club wanted equipment that complemented this philosophy. What equipment did they select? The careful selection of Escape Rubber Dumbbells, Escape Steel Dumbbells and X Rack along with Reebok Medicine Balls and storage allows the club to tailor exercises to members. What was the outcome? “Escape Fitness has been the ideal partner to work with as they understand our needs at the 25 Club. We are the country’s leading personal training facility and Escape has helped us deliver an industry leading service through their world class equipment,” said Shane.

~ Ends ~

BACK GROUND INFORMATION

COMPANY BACKGROUND

Escape Fitness is widely recognised as the industry leader in functional fitness. The company

specialises in creating boxing, studio, performance and personal training environments and offers

everything from design, marketing, equipment and training.

The company’s key message is ‘Everyday FitnessTM’. It knows that including the above spaces in

facilities will not only improve retention and drive profits, but will also help customers to achieve

their fitness goals, whether they are training for a specific sport or exercising to improve their ability

to perform daily activities.

Escape Fitness’ clients include Virgin Active, Fitness First, Next Generation, LA Fitness, David

Lloyd Leisure, Leeds City Council, Edinburgh Leisure, Chelsea Football Club, JJB Sports, Nuffield

Proactive Health, and Aston Villa Football Club.

The company offers an unparalleled selection of fitness products and accessories ranging from

protective flooring and storage options to body fat monitors, free weights and yoga blocks. It is also

the exclusive distributor of Reebok (RBK) equipment in the UK, Germany and Poland.

Formed in 1997, Escape Fitness has an established, broad and varied customer base, ranging

from the world’s largest trade customers, through to state-of-the-art spas, luxury gyms, leading

health and fitness club chains, universities, uniformed services, premier football and rugby clubs as

well as a wide spectrum of independent operators and fitness professionals.

~ Ends ~