project profi les
PROJECT PROFILE PROMOTION
The use of the Better Belly band is tied in with a four-week exercise plan LOYALTY THROUGH RESULTS
SUPPLIER: Better Belly CLIENT: Bodyconditioning fi tness centres (Netherlands)
L
aunching now in the UK, the Better Belly® Health & Slimming belt has been available in the Netherlands for two years. Essentially an infra- red band that’s worn around the waist during
exercise, the product has been proven to stimulate loss of fat by increasing the temperature in the body’s so-called ‘cold areas’. This increases the exerciser’s metabolism and helps to burn fat during cardio training. Better Belly involves a four-week exercise programme
– three 45-minute cardiovascular workouts a week, all wearing the band – with the average inch loss being two dress sizes in four weeks, and some participants achieving up to 15cm fat loss. Tested at Bodyconditioning fi tness centres
– two independent clubs in the Netherlands – Better Belly has not only helped individual members with inch loss, but has also driven profi tability at the clubs by attracting new members. “Better Belly has proven to be a very effective marketing tool,” says Bernadine Boog of the Bodyconditioning clubs, who is now rolling out the inch- loss concept with her husband and business
partner Peter. “In addition to having satisfi ed, regular clients, the placing of a simple
The company says the product is effective for inch loss
76
advertisement directly led to an unexpected infl ux of new clients. We’ve found that the Better Belly concept stimulates previously inactive people to make the effort to exercise – real results can be achieved quicker, so they become more inclined to go to the fi tness centre.” She continues: “In fact it was my 67-year-old mother-in-
law, who always told me we’d never see her at a gym, who attracted me to Better Belly in the fi rst place. She saw an advertisement and, in spite of her attitudes towards going to a fi tness centre, was tempted to try it out. When we launched it at our clubs, she signed up immediately.” Suitable for use in conjunction with nutritional advice
from everyone aged 13 and upwards, Bodyconditioning was able to sell the Better Belly programme to 350 participants in the space of around two months. “I’ve been in the industry since 1989 and in my experience, localised fat-burning does not work. However, in this case I’ve been proved wrong. We’ve achieved amazing results for our members – and for our business as a direct consequence,” says Boog. “An additional benefi t of the infra-red is that it has a
positive effect on aching muscles, tendons and joints,” she continues. “This improves the rate of recovery, and several physiotherapists in the Netherlands are also using the product with their clients. “Over the past six months, we have been using
Better Belly for patients who are suffering from chronic and acute backaches. To reduce pain in one’s back, it’s important to improve the blood fl ow and reduce muscle tension. And to prevent the pain from returning, the client must exercise regularly. “In the past, we would always fi rst try to reduce the
pain symptoms, and only then start a training programme. The Better Belly enables patients to start exercising immediately, and prevents them from having pain after training. This leads to faster results. We have observed that even patients who are suffering from a hernia or chronic lower back pain are free of pain and experience reduced symptoms within weeks.” For more information, visit
www.betterbelly.co.uk
Read Health Club Management online at
healthclubmanagement.co.uk/digital november/december 2011 © cybertrek 2011
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