INTERNATIONAL
Problems still dominate Portuguese market
The total number of gym members in Portugal rose 15 per cent in the first quarter of 2013 compared to the same period last year, according to data from the third industry barometer conducted by local trade association AGAP. However, 30 per cent of clubs reporting
growth in customer numbers failed to report revenue growth. And across the country, 76 per cent of respondents observed a decline in gross turnover (including VAT) – an average drop of 23 per cent. Nevertheless, the study suggests the sector
as a whole may have recovered 60,000 lapsed customers in Q1 2013; around 100,000 are thought to have lapsed during 2011–2012.
Black Box Fitness – online knowledge sharing
BlackBoxFitness, an open platform for fitness professionals to share information, was launched last month. The founders – researchers Dr Johan
Steenbergen and Dr Jan Middelkamp, and online marketer Peter van der Steege – devised the platform as a forum where fitness professionals can share industry knowledge and practical tools, from scientific studies to presentations, training programmes to job descriptions, marketing campaigns to sales tools. The idea is that people can share whatever they feel will be most useful to colleagues across the sector.
Corporation Fitness launches VivaSlim
Corporation Fitness in Lisbon, Portugal, has launched the VivaSlim programme. The 2,500sq m club, whose membership
is typically aged 25 to 40 years, charges an average of €52 a month; VivaSlim will be charged as a premium add-on. With personal training already
accounting for 20 per cent of revenues, co-founder and director Sandra Caldeira believes there is an upsell opportunity among existing members, as well non- members through referrals and publicity.
Physical Company – new European distributors
Physical Company has signed a deal with Romanian fitness equipment supplier Mens Mentis Group to act as sole distributor in Hungary and Romania.
18 Exercisers have been enjoying views of Dubai’s skyline
At the Top, Burj Khalifa – the world’s highest observatory deck with an outdoor terrace, located on Level 124 of Burj Khalifa in Dubai, the world’s tallest building – has been playing host to a unique fitness concept aimed at promoting physical wellbeing.
NEWS Yoga at the Top for Burj Khalifa ‘Yoga at the Top’ sessions have been taking
place in the venue on Thursday, Friday and Saturday mornings, running from 13 June through to 6 July. The one-hour sessions have been offered in
collaboration with Fitness First – a franchise owned and operated under license by the Landmark Group in the MENA region. Conducted by instructors from various
Fitness First clubs across Dubai, tickets for the early morning yoga sessions have been available for purchase through the At the Top, Burj Khalifa online booking system – subject to availability, with the maximum capacity for each session set at 30 people. Discounts were made available to Fitness First members, who have been paying AED 125 per session (£22), compared to AED 150 (£26) for non-members. Each session has been beginning with
sun salutations, followed by a series of yoga postures, and ending with a relaxation module designed to allow participants to take in the ambience of the venue, complete with the impressive backdrop of Dubai’s skyline.
Artis for Reebok and Thermes Marins
Two high-profile health clubs have recently completed installations of Technogym’s new Artis range: the Thermes Marins in Monte Carlo, and the Reebok Sports Club in Madrid. The 1,200sq m Reebok Sports Club
Madrid installed the equipment as part of a comprehensive restyling of the club, completed in April. It is the first club in Spain to offer Artis. The Thermes Marins also selected the new range as part of a full refit, completed in May. Artis encompasses a full complement
of premium CV, resistance and functional training equipment designed with high-end clubs in mind.
Merger creates Scandinavian giant The Reebok facility in Madrid has been restyled
The formation of a new company, set to be one of the largest fitness companies in the Scandinavian region, has been announced. The company will bring together a number
of fitness brands operating across the Scandinavian region – SATS, Elixia, SAFE, Metropolis and Fresh Fitness – and will have over 2,000 employees, 181 locations, more than 500,000 members and combined revenues of approximately NOK2.5bn (£278m). The clubs will continue to operate under the SATS, Elixia, Fresh Fitness, SAFE and Metropolis brands. “The fitness market is undergoing change due to new competitors, changed customer
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preferences and demographics, new technologies and new ways of training. This merger will allow us to bring customers a wider range of training options, to invest in and lead changes in new technology and products to support our customers’ training preferences,” says Olav Thorstad, CEO of TryghedsGruppen’s Health & Fitness Nordic, a private equity firm that is partnering with Altor Equity Partners. Altor Fund III and the Elixia shareholders
will own 51 per cent of shares in the combined entity; TryghedsGruppen will own 49 per cent. The two owners will operate as equals, and are said to share the same vision for the region.
July 2013 © Cybertrek 2013
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