Global Fitness Services Ltd.
Advisors & Consultants to the Health & Fitness Industry and General Public.
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News: Hebrew  

 

Synergy

IHRSA

 

 

 

Growth of the 30 Minute Total Body Conditioning Circuit Program

The 30 Minute Club Concept has taken the world by a storm and every hour of every day sees new clubs opening.

And what is the reason for this being the fastest growing sector of the fitness world?

  • It works;
  • It is appealing to non-exercisers;
  • It captures the large market segment (85%) who would not attend a regular fitness club;
  • It is suitable for all age groups no matter there level of fitness – including the very sedentary;
  • One doesn’t need co-ordination;
  • There is no jarring or high impact;
  • The hydraulic machines (used in the majority of these clubs) are very user-friendly;
  • In the class concept, it is motivating and fun – and safe.

 

New Markets Need New Model

Extracts from a Report from the President of IHRSA
(International, Health, Racquet & Sportsclub Association)
December 2003

“Since becoming President, I have been studying the numbers, the statistics, the trends for the Health & Fitness Industry as a whole. And I kept sensing, suspecting, that we were missing out on something – something BIG!

“Our industry is the answer to so many of the major problems that effect modern society e.g. obesity, diabetes, cancer, high blood pressure, heart disease, stress, hypertension, depression, boredom. In all probability, regular exercise will help prevent, improve or even cure it. And each year the public understands that more & more. The media publicizes the fact regularly and the populations nod – Yes, we know. Exercise is a prerequisite to living a good life.

“Yet the average percentage of the populations in the Western World that exercise and have a membership of a club is only 14%! Surely with all the knowledge of how beneficial exercise is for one – why only 14%?

“I eventually came to a stunning conclusion – The reason that we are only selling memberships to 14% of the population, is that we are not giving them what they want to buy, in the form that they want to buy it!

“We have developed more and more spacious and beautiful facilities, we have wonderful equipment, we have the medical industry promoting our business, we spend millions on marketing and advertising, and yet we only attract 14% of the market. The conclusion is that the bulk of the public does not want to buy our benefits if it involves joining a regular type of health club.

“The opportunity that we have is the chance to discover, develop and deliver the type of club that the bulk of the population wants!

Attached is an article by the IHRSA Executive Director, in which he details the successes of “Women Only Health Clubs” that offer a full body workout in only 30 Minutes!

This concept has caught on so fast in recent months, that there are now over 10,000 of these clubs in the USA alone. The next step has already been taken – the 30 - Minute training concept is now being offered to “Men Only” and the very latest is the 30  -Minute club for men and women. In addition, regular clubs are having to investigate how they can introduce this training concept into their clubs. So the whole fitness market, which has been one of the most stable business sectors in the last 12 years, is undergoing a real boom. And the most interesting aspect is that the initial capital investment required is about 20% of that required for a regular type club –
$ 150,000.00 - $ 170,000.00 against $ 500,000.00 and more.

 

The Swiss Health Club Secret

Focus on Strength

Werner Kieser makes no apologies for the fact that his training facilities offer no saunas, or steam rooms, or swimming pools, or aerobic studios, or yoga classes…. Or even bikes, treadmills, steppers, or elliptical trainers.  And why should he?  His clubs, by design, focus exclusively on one thing – strength training – and the concept has proven remarkably successful both for his company, Kieser Training AC, headquartered in Zurich, Switzerland, and the 190,000 – plus members it has throughout Europe (April 2003).

“Cardiovascular equipment is unnecessary and expensive,” insists the 63-year-old Kieser.  “Anyone can get a good cardio workout without having to join a fitness facility.”  Social areas, relaxation facilities, and entertainment – e.g., television – are also unnecessary, in Kieser’s opinion – mere distractions from the real business, which is exercising.

“We’re targeting the health and fitness market, not the leisure market,” he explains.  “People have different tastes in music, art, television, etc., and there are plenty of nice places where they can get together and socialize, so why should we try to compete with the bar or restaurant down the street?  Other clubs may feel it’s important to provide members with places to relax and be pampered,” says Kieser, “but we’ve taken an entirely different approach – one that, we believe, produces better results for our clients.”

A no-frills product

Kieser clubs clearly aren’t at all “club-like,” and that, it seems, is one of the central reasons for their success.  Unlike most fitness facility operators, Kieser doesn’t attempt to create environments that would tempt members to linger, and he isn’t interested in providing them with a social or entertainment experience.  Rather, Kieser Training has carved out its own unique niche, following a strictly utilitarian, results-oriented approach that’s based on strength training alone.  Gone are all the distracting TVs, sound systems, and other extraneous bells and whistles.

Equally important to its progress and prosperity is the fact that, while the workouts that Kieser recommends are demanding, the investment of time and money required of members is not.  Clients are encouraged to work out no more than three times a week, performing only one set on each of the 10 machines used in the program.

“Most people like our program because it’s straightforward, doesn’t require much time, and produces fast results.  But it isn’t easy – the sets are performed to exhaustion and, thanks to the machines we use, you really can’t cheat during the exercises.  The training can be boring and painful,” he admits, “but it works.”

“We attract a different type of customer than most other clubs,” observes Kieser.  “Most of our clients have never been in a fitness facility before.  Essentially, they’re people who, at one point or another, have said to themselves, ‘Okay, I need to do something about my health and fitness – something that’s effective, doesn’t cost too much, and doesn’t entail any social obligations.’”

Kieser: CBI April 2003.Focus on Strength