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INTERNATIONAL


Strata Partners expands its medical fitness offering


Russian chain CitiFitness has opened its second medical rehabilitation centre following the success of its first site, which opened in Moscow in August 2012 (see HCM NovDec 12, p30). This second site, which has opened in


Ekaterinburg, is three times bigger than the Moscow site, measuring 3,000sq m. Both centres provide such services as


medical rehabilitation, medical fitness and diagnostics, with a focus on sport and medical rehab and rehab post-trauma. The model is not membership-based,


with the centres selling only packages and one-time visits. All sessions are run by personal trainers – independent workouts are not possible – with doctors first developing bespoke training programmes for each individual client. Anastasia Yusina, founder and president


of Strata Partners – the parent company of the CitiFitness and OrangeFitness chains – says: “We wanted the next step in our strategy to be based on service diversification. We want to show our clients that fitness is even more than a preventative health tool – that it also has the power to make people healthy again.” Further medical centres will be rolled out


as the opportunities arise. Details: http://lei.sr?a=J5v3V


Science museums put focus on food and nutrition


As part of the European Union (EU)- funded Inprofood project – which aims to bring together research, industry and civil society to figure out how to solve Europe’s food-related health challenges, including obesity and related diseases – Ecsite,


The 1,100sq m club predominantly targets women


The first Daily Fitness Olga Šípková franchise club has opened in Prague, Czech Republic. Located in a residential area, in the newly-


built Krakov shopping centre, the key target market for the new 1,100sq m club is women aged 30–50 and living in the neighbourhood.


NEWS New franchise for Czech Republic


The club therefore has a strong focus on group exercise, including aerobics, yoga, TRX, pilates, circuits and Zumba. Owned by franchisee FAMILY & FITNESS,


the club also offers a gym equipped by Star Trac, plus the H.E.A.T. Program. There are also programmes for parents to exercise with their children. Membership costs 850 Kč (US$43, £26, €32) a month including gym and aerobics, or 1300 Kč (US$65, £40, €48) a month including gym and all group exercise. Daily Fitness Olga Šípková is a franchise of


Fitness Olga Šípková, which already operates three company-owned clubs in Prague: Health & Fitness Olga Šípková, which opened in 2005; Family Fitness Olga Šípková, which opened in 2006; and Wellness & Fitness Olga Šípková, which opened in 2012 encompassing heat experiences, massage and manicures alongside group exercise options such as yoga, pilates and GRAVITY. There are now plans to open clubs in other


parts of the Czech Republic. Details: http://lei.sr?a=M2F4M


Fitmob launches ‘use more, pay less’ service


Fitmob, which launched in the US in January, is a new fitness concept where classes take place in public spaces, and where the cost per session decreases the more you participate. Co-founded by CEO Raj Kapoor, creator


the


European network of science centres and museums, has created a PlayDecide discussion game. Designed for visitors between the ages of


14 and 21, the game stimulates discussion around tough food issues such as eating disorders, food waste, sustainable eating and personal accountability for food choices. The overarching question posed by the game is: who is responsible for rising obesity in Europe, and who must correct the problem – government or consumers? Seventeen science centres in 11 countries


are hosting the game, which has been translated into local languages. Results and ideas coming out of the game will be compiled and submitted to the EU when Inprofood finishes in November 2014. Details: http://lei.sr?a=H7P7e


of the Snapfish photo website, Fitmob has an app and a website; anyone can sign up to run a class, which then gets a star rating and reviews from participants. The service launched with 30 classes, including ‘Twerkout Conditioning’. Currently only available in San Francisco, the aim is to roll out nationally and ‘put the economics of fitness back in the hands of the people’. Details: http://lei.sr?a=q3B3H


Fitness trade fair FIBO heads to China Options include a ‘Twerkout Conditioning’ class


FIBO – the annual international trade fair for fitness, wellness and health held in Germany – will stage its first event in China this year, aiming to provide the industry with a regional platform in the potentially lucrative Asian market. In addition to a broad range of


manufacturers exhibiting products and services, themed areas featuring physical therapy and training concepts will be featured. The move demonstrates FIBO’s confidence


in what is a rapidly expanding market. The Chinese fitness sector gained fresh impetus from the 2008 Beijing Olympics, with an average annual growth rate for gym


20 Read Health Club Management online at healthclubmanagement.co.uk/digital


memberships of 8.42 per cent in the five whole years since, according to FIBO. FIBO also states that there are now 400


million Chinese aged between 18 and 50 years, but only 13 million belong to a gym, indicating significant growth potential for the fitness industry in the Chinese market. Running from 10-12 September in Shanghai,


FIBO China is a collaboration between FIBO organiser Reed Exhibitions Deutschland and its Chinese partner firm Reed Sinopharm Exhibitions. It will offer two days exclusively for trade visitors, plus a third day open to all. Details: http://lei.sr?a=n4Z5I


March 2014 © Cybertrek 2014


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