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JUKARI Fit to Fly
™
Reebok-Cirque du Soleil’s workout could, say fitness for women fun again. They
consumer testers, be the “best workout experience
embarked on a journey to create an
inspirational workout that would shake
ever”. Plus the launch of a striking new product range up and invigorate a woman’s gym
routine. After eight months of
n 1989, Reebok revolutionised of all women know that exercise and development and rigorous testing,
women’s fitness with the keeping fi t is very important to their JUKARI Fit to Fly was ready.
creation of Step Reebok. Now overall health, less than 25 per cent Says Uli Becker, president of Reebok:
the company has revealed its participate often in fi tness. Specially- “Reebok has a strong history in women’s
latest intentions with the launch of its commissioned Reebok research looked fi tness, and Cirque du Soleil is world-
fitness phenomenon – the innovative at why this might be. The fi ndings renowned for creativity and innovation.
gym workout, JUKARI Fit to Fly™ – showed that nearly two-thirds (61 per The combination of our companies’
which took place at the Reebok Sports cent) of all women would work out unique DNA creates a fi rst-of-its-kind
Club in Canary Wharf, London. more if it were more fun. More than half partnership which will change the way
The workout is the fi rst in a series (54 per cent) felt exercise was a chore. women experience the gym.”
of initiatives to come out of a new, Says Katrin Ley, head of women’s Says Mario D’Amico, CMO at
long-term partnership with globally at Reebok: “These insights proved Cirque du Soleil: “This partnership is
renowned entertainment company, that women were unmotivated and the perfect fi t. Reebok understands
Cirque du Soleil. uninspired to exercise, but that they what women want from fi tness and
JUKARI Fit to Fly makes fi tness fun would work out more often if the gym what products work best, while our
again by introducing a new way to were more fun. The combination of performers are renowned for their
move in a gym workout. It’s accessible Reebok’s heritage in women’s fi tness athleticism, choreography and artistic
to all women, regardless of fi tness and the fun, excitement and innovation fl air. The challenge to bring these two
levels. The hour-long workout has that Cirque du Soleil brings to its craft skill sets together to create a new gym
been created on a specially-designed mean that we are in a unique position workout was very exciting for us.”
piece of equipment called the FlySet. to provide a solution to this need. The
The result is a workout that gives the result is a whole new way to move the jukari fit to fly workout
sensation of fl ying while strengthening through the JUKARI Fit to Fly workout JUKARI Fit to Fly isn’t just fun to take
and lengthening the body through cardio, plus a new range of products to wear, part in – it’s an effective, hour-long total
strength, balance and core training. designed specifi cally for women.” body workout of cardio, strength,
The classes have launched in top balance and core training.
gyms in major cities around the world the reebok & cirque A trained instructor guides a class
including Hong Kong, Delhi, Mexico City, du soleil partnership of up to 12 people through the
Madrid, Paris, Krakow, Munich, Seoul, In early 2008, the two brands came workout moves using the FlySet
Kuala Lumpur, Buenos Aires, Santiago, together with a single objective: to make (see images); this hangs from the
Montreal, Los Angeles and gym ceiling and has been
New York. The workout designed specifi cally for
has already attracted JUKARI Fit to Fly.
many A-list fans – including The FlySet consists of a
supermodel Bar Refaeli and durable, three-stranded rope
actresses Mischa Barton, fi xed to the ceiling, with a
Jaime King and Molly Sims. 360-degree swivel point at
The Reebok-Cirque an adjustable length, with
du Soleil partnership and two attachment loops. The
JUKARI Fit to Fly workout FlyBar, a 4.5lb neoprene-
are the direct result of coated attachable steel bar,
insights into what women is placed through the two
really want from exercise. loops, which can be varied
A survey of 15,000 women in height, to create an
across 25 countries in 2008 apparatus that strengthens
found that, while nearly half Classes use a special FlySet, which is suspended from the ceiling and lengthens the body as
4 Read Health Club Management online august 2009 © cybertrek 2009
healthclubmanagement.co.uk/digital
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