HydroMassage and CryoLounge+: Enhancing and improving recovery

The art of recovery has become an integral aspect for strength and conditioning coaches to manage, with clubs implementing different strategies when it comes to recovery sessions.

Whether that would include players completing a range of exercises or managing their workload after a long game, we have now seen technology such as HydroMassage and CryoLounge+ come into the fold to help athletes recover.

HydroMassage and CryoLounge+ are products of Tees Valley Innovation, a leading UK supplier of innovative fitness and wellness products and leisure consultancy.

They also work alongside WellnessSpace Brands to offer convenient, technology-based solutions for post-workout recovery.

HydroMassage is an innovative water massage lounge and bed for wellness and muscle recovery, utilising powerful waves of heated water massage to target specific body areas.

The personalised full-body heated massage has an interactive touchscreen that controls the speed and pressure of your massage, while also having the option to design your own massage.

Some of the benefits of HydroMassage include:

  • Temporary relief from minor pains and aches
  • Reduce stress and anxiety levels
  • Reduce muscle soreness, stiffness and tension
  • Increases circulation in local areas where massaged
  • Enhances feelings of well-being and deep relaxation

CryoLounge+ is an advanced recovery chair with complimentary cold and heat zones. The cold zones can lie between -1°C to -3°C which targets soreness or minor aches and pains. Whereas, the heat zones can be between 35°C to 46°C and can be applied in other areas of the body to provide a comfortable and safe experience.

This advanced technology to improve cold and heat treatment also has an interactive touchscreen that controls many features such as temperature, leg compression heat and cold to different parts of the body, and the auxiliary pad.

CryoLounge+ offers convenient and accessible treatments that can be customised to the athlete’s demands. They can select certain areas to ice while heat somewhere else on the body to reduce the discomfort often associated with targeted cold recovery.

These products have been used in places such as Leeds Beckett University for its students and community members who compete in sports or attend the gym and need a source of recovery. HydroMassage and CryoLounge+ can also be used at selected gyms and health and leisure centres that provide these products to their members.

Mark Dunstan, Interim Head of Sport and Active Lifestyles at Leeds Beckett University said about HydroMassage:

“We wanted to go a little bit beyond just putting another piece of fitness equipment,” he said on the Tess Valley Innovation YouTube channel.

“We wanted to broaden the service offers that we’ve got and when we came across HydroMassage, it just seems something that would really tick a massive box in terms of student health and well-being rather than just their physical health.

“It can also look after mental health by providing relaxation massages and it’s going to benefit students in many ways.”

For decades, various forms of massage such as cold and hot treatment have been mainly labour-intensive and can prove to be somewhat difficult to provide to certain athletes and clubs each day. However, with the introduction of HydroMassage and CryoLounge+, they both share similarities in their functions.

Both don’t need any specialist staff and it’s time-efficient only requiring 10-15 minutes of the athlete’s time. Therefore, a large number of athletes can access on-demand massages and cold or heat treatments whenever needed.

With the use of HydroMassage and CryoLounge+, sporting organisations and clubs can optimise the way they deal with recovery sessions. They won’t have to rely mainly on staff to deliver their massages and with these products, more athletes can potentially improve their game on the pitch with the right resources at their disposal.

 

 

 

 

 

 

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GIS Masterclass: Fan Engagement and Marketing with Terry Lynam and Karen Grega

The Global Institute of Sport recently hosted a masterclass on Fan Engagement and Marketing, bringing together two industry leaders to tackle the field’s most pressing issues.

The Global Institute of Sport (GIS), which offers a Master’s in Sports Business and Sports Analytics through the University of Newcastle, regularly holds masterclasses with industry leaders as part of its curriculum.

The latest focused on fan engagement and marketing, covering two key themes: the growing tension between live sport and online streaming, and the role of data in shaping the fan experience.

The panelists 

Terry Lynam recently concluded her role as General Manager of Fan Experience and Events at Football Australia, overseeing the AFC Women’s Asian Cup on home soil.

Karen Grega is an experienced sports management consultant with a multi-code background. She currently represents Football Coaches Australia (FCA) and Heartbeat of Football, and has previously worked with Sydney Cricket Ground, Venues NSW and Sydney FC.

Live Sport and social media.

Terry Lynam opened with a pointed statement — one she acknowledged would be controversial. She argued that the sense of community unique to live sport is being eroded by social media and ‘snippet’ consumption.

Central to her concern is how marketing teams are failing to segment their audiences, treating casual online viewers the same as matchday fans.

“If they aren’t spending money on the sport we shouldn’t count them as spectators to the same level as match going fans.”

“What we want to consider as marketeers is how much we want to give away and how much we want our live sport element to remain,” Lynam said.

Grega echoed the sentiment, arguing fan engagement ultimately comes down to human connection. “It’s not rocket science.”

She suggested the industry revisit the concept of sport as a family outing to recapture that communal experience.

Data Driving Decisions

Both panelists highlighted data and analytics as central to modern fan engagement.

Grega recalled the introduction of computerised turnstiles as a turning point, enabling teams to track crowd movements and optimise staffing and entry times.

She also noted the continued value of fan surveys in informing marketing decisions.

Lynam pointed to ticketing technology as a significant data frontier.

Modern platforms like Ticketmaster’s ticket-transfer system now provide detailed customer insights.

“It allows us to have a better understanding of who’s getting the ticket and how they transport themselves there or when they arrive,”

“We can personalise their journey and sell content to them,” Lynam commented. 

The discussion also touched on data sourced from social media and on-field player tracking, as well as interactive stadium technology gaining traction in the US.

This included holographic assistants and player headset interactions that bring a broadcast-style experience to live events.

Activations That Educate

Activations rounded out the masterclass, with Lynam detailing how she created a fan zone on a modest budget for the Women’s Asian Cup.

The activation featured charitable partnerships focused on women’s health, including Heartbeat of Football, Endometriosis Australia and Share the Dignity.

“I’m very hopeful that that type of idea gets pushed through on other sporting events,” Lynam said.

Grega elaborated on the Heartbeat of Football activation, highlighting how a competitive element built around CPR and heart health kept fans engaged while also educating them.

“The whole health hub ticked all the boxes — it was immersive, it was interactive, it was there for all ages, both sexes.”

“That sort of blueprint is one that should be replicated as much as possible,” Explained Karen Grega

The masterclass offered students and industry professionals a valuable window into contemporary sports marketing.

As the competition for fan attention intensifies, the blend of live experience, smart data use, and purposeful activations can help define the next chapters of fan engagement.

More Than One in Five Football Australia Staff to Lose Jobs Amid Growing Financial Losses

Australian football finds itself in a curious position.

From the outside, the game appears to be riding a wave of momentum. Attendances, visibility and public interest have all experienced significant uplift in recent years, while major international tournaments and growing discussion around football’s future continue to place the sport firmly within the national conversation.

Yet behind that momentum, Football Australia is now confronting a far more challenging internal reality.

 

A compounding deficit

Chief Executive Martin Kugeler has reportedly indicated the governing body’s projected financial losses for 2025 are expected to exceed the organisation’s reported $8.5 million deficit from the previous year. Accompanying the financial outlook are substantial organisational changes, with reporting from Tracey Holmes indicating more than one in five Football Australia employees are expected to lose their positions through restructuring measures.

The figures represent more than a difficult balance sheet. They point toward a significant period of recalibration inside the organisation responsible for overseeing the sport nationally.

 

Losing the wisdom of existing staff members

For governing bodies, restructures are often framed as strategic necessities for future sustainability. However, workforce changes on this scale also raise broader questions around the challenges of such a transition.

People are often the carriers of knowledge, relationships and long-term strategic understanding. When organisations undergo significant structural change, the effects can extend beyond immediate financial outcomes.

 

Contradicting timing

The timing is what makes the developments particularly notable.

Football in Australia has spent recent years discussing expansion, growth and long-term opportunity. The conversation surrounding the game has increasingly centred on future potential. Often headlining stronger pathways, larger audiences, infrastructure development and greater visibility.

Against that backdrop, news of deep financial losses and substantial staffing reductions creates a different conversation: one focused not on where the game wants to go, but on what may be required to sustain that journey. Therefore, this announcement points toward stagnancy, rather than growth.

Further detail surrounding Football Australia’s strategy and long-term direction will likely emerge over coming months. For now, the developments serve as a reminder that growth stories are rarely straightforward.

Often, the periods that appear strongest from the outside can also be the moments organisations face their most significant internal tests.

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