INDUSTRY INSIGHTS PUTTING UP A RESISTANCE


The return to prominence of strength training The value of resistance training in appealing to high


Linking in with the ‘back to basics’ trend, strength training will continue to re-assert itself in the market – both in specialist and mass market clubs – with a particular momentum behind free weights and cable-based functional training. Equipment manufacturers such as York Barbell UK are


reporting a huge growth in demand for equipment such as Olympic bars, in part thanks to the boom in Crossfi t across the country. Meanwhile a number of UK clubs – particularly independents such as Ripped Gym in Harlow and Mo Power Gym in Bolton – as well as international sites such as Evo Fitness in Cape Town are focusing almost exclusively on resistance training, even incorporating unusual kit such as heavy chains and tyres alongside more common forms of free weights.


A strong resistance offering is key to targeting amateur and elite sportspeople


potential, but as yet relatively untapped, markets will help ensure additional prominence is also given to strength within more traditional health club environments. Amateur sports enthusiasts, for example, are increasingly recognised as a market worth tapping in to – a trend that can only gather momentum as excitement builds in the run-up to London 2012 – while older people have been shown to gain signifi cant benefi t from resistance training, helping them maintain the strength they need to carry out everyday tasks. Also of interest is the expanding category of varied


resistance equipment – milon circuits, for example, as well as new ranges from the likes of X-Force and MyoQuip. Thanks to automatic adjustments in the levels of resistance for concentric and eccentric movements – additional resistance built in where appropriate to ensure maximum effort throughout the full range of movement – the muscle is trained to its full potential. This not only meets the needs of niche markets such as elite sports performance but also caters for the average time-poor gym member, providing highly time- effi cient workouts and fi tting in well with the trend witnessed over recent years towards the 30-minute workout – a trend that’s showing no signs of slowing.


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