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INDUSTRY INSIGHTS Fitness trends


Kate Cracknell identifies some of the trends that are likely to shape the health and fitness sector in 2011


SIMPLY THE BEST A return to the old school


Fitness is going back to basics. In line with the buzzword of recent years – functionality – a number of facilities are already creating free training zones on the gym fl oor. Fewer machines, more space and a focus on the use of the exerciser’s own body weight, complemented by smaller pieces of portable equipment such as dumbbells, kettlebells, bands, Swiss balls and the increasingly popular suspension training systems – this is the basic premise of the zones, and it’s a trend that’s set to continue in 2011. The concept is already tried and tested at the likes of DW


Sports Fitness, which is introducing the zones into all of its clubs and offering hourly, instructor-led, small group training sessions – all included in the membership – to engage members and create a buzz on the gym fl oor. And other operators are following suit. A key focus


for Fitness First in 2011 will be re-designing layouts to accommodate similar zones in its clubs. Meanwhile The Third Space’s second site – due to open in Marylebone, London, in the spring – will include a Retro Gym. Details are being kept under wraps prior to launch, but the concept is likely to go back to school PE-style circuit training with an emphasis on fun and a minimal amount of equipment required. As well as making for a more interactive gym fl oor,


the zones also lend themselves perfectly to personal training, which will continue to grow in importance as


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DW Sports Fitness offers free, hourly, instructor-led sessions in the functional zones on the gym fl oor


a revenue stream in 2011; small group personal training in particular will be a key driver. With a similarly ‘back to basics’ approach, outdoor fi tness


offerings will also continue to grow. Operators able to tap into this market, creating outdoor offerings of their own – or even offering more fl exible membership to allow fair- weather outdoor exercisers to use the gym during colder months – should be able to grow their membership base.


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