PDF! - The country`s only B2B magazine for

1 | 2014
FIBO 2014
Of events, equipment and
innovations at world’s largest
fitness trade show
p 13
Training
Concepts
Functional Movement Screen:
Trainer’s pride and a marvellous
marketing tool
p 42
Exclusive
Interview
‘The Governator’
Arnold Schwarzenegger
talks on fitness and fame p 28
Agents of change for India’s shift to
a health-conscious nation
p 12
Published by:
body LIFE 1 I 2014
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FROM THE EDITOR
A coming
of age
Dhananjay Sardeshpande
The focus on wellness and fitness in India since
ancient times has been on diet and nutrition. Where
health practices and medicine – notably yoga and
Ayurveda – are concerned, it a holistic approach to
mind and body. Perhaps a sign of prevention being
better than the cure? Somewhere down the line, we
seem to have neglected this wisdom, and are in many
ways re-discovering it in bits and pieces.
Before we realised it, our lifestyles have changed
considerably. We have better opportunities and
geographical mobility, greater buying power and
avenues to spend it, heightened awareness of civic
responsibilities and personal ambitions. But we lost
sight of the obvious: physical fitness, mental health and
spiritual robustness. Our (largely) desk-bound lives at
the work place and at home have spawned a clutch
of ailments and illnesses that now threaten to turn into
epidemics: obesity, diabetes and cardio-respiratory
diseases among them.
Given that Pradeep Devaiah and Associates (PDA) has
been a successful specialist in sector-specific businessto-business enterprises for more than a decade, it was
but natural that the wellness and fitness business
sector attracted its attention. Despite the unorganised
and unregulated nature of the industry, PDA Trade
Fairs sees an opportunity in every difficulty! And so
it was that the joint venture with Health and Beauty
Holding (HaB), Europe’s leading niche publisher and
events organiser, came to fruition.
‘bodyLIFE’ magazine and the India Fitness and Wellness
(IFW) Expo are born out of the need for a medium for
the industry and its stakeholders to come together for
a more responsible dialogue on the problems and
challenges facing their growth and wellbeing. It is as
much a platform to showcase advances and concepts
as it is to share your knowledge and accomplishments.
Gym owners & managers, trainers & instructors, club
dieticians & nutritionists, equipment manufacturers &
distributors, specialists from the physical rehabilitation
and nutracetical sectors, ‘bodyLIFE’ is your magazine.
I invite you all to the contents of this inaugural issue
and look forward to your response: email me (editor@
bodylifeindia.com) your comments, suggestions,
corrections, problems, accomplishments and ideas.
Let us together make fitness a ‘happening’ thing!
body LIFE 1 I 2014
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CONTENTS
06 | Inside Industry:
13 | FIBO 2014:
An overview of the Indian wellness and
fitness industry...
Events, equipment,
interviews and
innovations at the world’s
biggest fitness trade
show ...
28 | Feature:
Wellness icon, Arnold
Schwarzenegger, on fitness,
fame and looking forward to
his sunset years...
INSIDE INDUSTRY
06 An overview of the Indian wellness and fitness
industry
IFW EXPO
10 India’s first international B2B wellness and
fitness expo takes off in Mumbai in October
ADVISORY COMMITTEE
12 Luminaries drawn from the entire spectrum
of the Indian fitness industry help us steer the
upcoming bodyLIFE IFW Expo
FIBO 2014
13 The 4-day global event counts a record number
of visitors, crossing the 6-digit mark, with
extremely positive signs in the industry
22 Indian industry leaders welcome bodyLIFE and
the IFW Expo to the country
24 Head honchos of global fitness brands shed
light on the future
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COMPANY SHOWCASE
26 India’s largest gym chain, the Talwalkars, are
taking the fitness business to the hinterland
FEATURE
28 Wellness icon, Arnold Schwarzenegger, on
fitness, fame and looking forward to his sunset
years
PRODUCTS & CONCEPTS
32 Technogym’s Kinesis One offers all-in-one
solution
34 FreeMotion hopes to set the benchmark in
cardio training
36 Life Fitness takes functional training outdoors
38 Matrix gives a new high to ClimbMill, TreadMill
experiences
TRAINING COMMUNITY
40 A new functional training platform by Perform
Better and IFAA rocked at FIBO 2014
40 | Training Community:
A new functional training
platform by Perform Better and
IFAA rocked at FIBO 2014...
55 | Nutrition:
India has graduated from
‘akhadas’ to air-conditioned
gyms, but what of our nutrition
awareness?...
Publisher PDA-HaB Media & Tradefairs Pvt. Ltd.
32/2 Spencer Road, Frazer Town,
Bangalore - 560005, India
www.bodylifeindia.com
Directors Georg von Griesheim
Email: georg.vongriesheim@health-andbeauty.com
Pradeep Devaiah
Email: pradeep@pdatradefairs.com
Srinivasan S.
Email: srinivasan@pdatradefairs.com
Chief Editor (Indian Edition) Dhananjay Sardeshpande
Tel.: +91-80-4250-5035
Mobile: +91-9008-290-066
Email: dhananjay@bodylifeindia.com
42 Functional Movement Screen is catching up as a
marketing tool and to cement client relations
TRAINER INTERVIEW
48 A former financial consultant, Swetha Subbiah
turns fitness master trainer at a prestigious club
BUSINESS BYTES
50 Leena Mogre provides an overview of trainer
education and certification in the Indian fitness
industry
52 Snap Fitness makes ‘big’ sense of small gyms,
expands exponentially
NUTRITION
55 India has graduated from ‘akhadas’ to airconditioned gyms, but what of our nutrition
awareness?
SNIPPETS
57 News from Acme Fitness, Talwalkars, Precor and
TAC
Copy Editor Suraj Uprety
Tel.: +91-80-4250-5044
Mobile: +91-9986-512-463
Email: suraj@bodylifeindia.com
Vice President - Publications Binesh Viswanath
Tel.: +91-80-4250-5059
Mobile: +91-9986-014-770
Email: binesh@bodylifeindia.com
TRAINING CONCEPTS
Editor-in-Chief Max Barth
Tel.: +49-721-165-112
Mobile: +49-1713-101-583
Email: max.barth@health-and-beauty.com
Sales Enquiries (India) Zindal Kumar
Tel.: +91-80-4250-5054
Mobile: +91-9986-074-978
Email: zindal@bodylifeindia.com
Art Production
GM - Design Infant Vikas
Tel.: +91-80-4250-5055
Mobile: +91-9886-044-338
Email: vikas@pdatrademedia.com
Layout Wageeshwari Tuljapurkar
Email: wageeshwari@pdatrademedia.com
Govindaraju S
Email: govind@pdatradefairs.com
Subscription Karthik K
Tel: +91-9986-600-036
Email: subscribe@bodylifeindia.com
International Sales Team
Spain Laia Cachinero
Tel: +34-933-238-028
Email: laia.cachinero@health-and-beauty.es
Switzerland Bernd Schuster Tel: +41-414-170-770
E-mail: bernd.schuster@health-and-beauty.ch
Poland Malgorzata Szulc Tel: +48-228-587-955
E-mail: malgorzata.szulc@health-and-beauty.
com
BENELUX Jordey de Joode
Tel: +31-243-738-505
Email: jordey@vanmunstermedia.nl
Printed in India at Repromen Offset Printers Pvt. Ltd., Bangalore, India.
bodyLIFE Indian Edition is published by PDA-HaB Media & Tradefairs Pvt. Ltd.
The publisher and its staff cannot be held liable for the contents of this magazine
and statements and/ or its advertisements do not necessarily reflect its editorial
views.
Greatest care is given to the accuracy of information given in this publication
and verified wherever possible. However, the publisher and the editors explicitly
contest any liability for any inaccuracy and insufficiency of the information
provided.
body LIFE 1 I 2014
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INSIDE INDUSTRY
AN OVERVIEW
The unorganised, unregulated
and unrecognised fitness and
wellness industry in India is at
a crossroads. As it prepares
for the anticipated boom of
gyms and wellness centres
across the country, it will
have to address issues like
education & awareness, quality
& standardisation, competition
& accountability. The market is
beckoning and the stakeholders
are thrilled with anticipation, but
will the industry be able to deliver?
A hoary poster advertising an upcoming wrestling contest in a traditional ‘akhada’.
A revolution in the
making
A
largely agrarian economy,
such as India of yore, had
evolved its own distinct
socio-cultural and spiritual wisdom
to cater to its needs for wellness
and fitness. Thus it is that we have
concepts enumerated in scriptures
and day-to-day practices – such
as Ayurveda and yoga respectively
– that pre-date modern scientific
knowledge of good health and its
maintenance.
As India evolved and progressed
towards an industrial, and now
service-oriented economy, this
ancient wisdom remained stagnant
and hence outdated. Our changing
lifestyles and their new demands
outpaced
traditional
wisdom
and brought with it a slew of new
symptoms, diagnoses and solutions
for unheard-of ailments and
illnesses.
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Fortunately, the globalisation of
business and industry, commerce
and tourism, education and mass
communication have brought about
a re-awakening to the concepts
of wellness and fitness on Indian
shores. From the world’s diverse
cultures, we have absorbed greater
awareness of good health practices
and a better understanding of their
values.
This has given rise to an entire
ecosystem of consumers, providers
and facilitators, which is said
to be growing at an exponential
rate of 20%, year-on-year. It has
also attracted a large number of
domestic entrants and international
players to cater to this burgeoning
demand. There is a visible explosion
of information relating to wellness
and fitness in daily newspapers,
periodicals and even dedicated
television channels.
The year 2015 is being bandied as
a milestone, where the Indian bite
of the global pie will be significant;
where the wellness sector alone will
be able to generate 3 million jobs.
These developments herald of the
coming of not only technology and
manufacturing, but also education,
investment and enterprise... Exciting
times indeed!
Big Picture
The rising health consciousness
and fitness awareness among
India’s under-40 population, its
greatly enhanced buying power
(relative to a generation ago) and
the consequent demand for health
and fitness resources and services is
propelling the industry boom. It is a
whole new generation that wants to
AN OVERVIEW
look good and feel good.
This attitude has also provided
the stimulus for adjunct sectors –
among them health care, media,
gaming, hospitality and education
– to generate additional revenue
streams and generate employment
by offering products and services.
Multi-national corporations, the
information technology industry
and business process outsourcing
sectors in particular have already
provided the stimulus to the industry
by way of meeting in-house fitness
training and entertainment needs of
its well-travelled employees.
Catering to a similar demand, the
hospitality industry is following
suit. The recessionary trends
notwithstanding, star hotels and
international chains have several
projects in the pipeline in India.
Even their country cousins
now deem it necessary to
cater to the requirements
– gyms, if not spas –
of
their
demanding
customers. These days it
would be no surprise if a
couple were presented a gym
subscription or even
fitness equipment at
their wedding!
Community housing
(apartment
complexes)
and
realty sectors are
the largest growth
areas, and hold the
biggest prospects for
expansion. Far from
being a phenomenon
limited
to
metropolitan centres,
it is spreading like
wildfire across the
country: each Tier-II
and Tier-III city and
town is host to half a
dozen gyms. Leading
fitness chains and gyms
are taking the franchise
route
to
India’s
hinterland... Keeping in
mind India’s humungous
high- and middle-class
population, there is
space for plenty more.
Small gyms are also
sprouting
in
the
privacy of the homes
of more and more
business
heads,
sports and movie
stars, socialites and
fitness freaks that can afford the
price and the space. There are now
custom-made gyms to meet their
specifications and fancy.
Established entities are already
diversifying their product and
service portfolios. The more
ambitious among them have sought
and successfully acquired public
equity to feed their growth plans. In
a market as diverse and unorganised
as India, franchising seems to have
caught on as a way of scaling up
operations and reaching out to a
larger clientele.
To give the devil his due, it must
be mentioned that rising costs of
health care and specialised
medical and surgical
interventions
have
Fitness in India
has always been
associated with
wrestling, traditional
sports and balanced
nutrition.
INSIDE INDUSTRY
also acted as a catalyst for people
turning to prevention, rather than
pay through their noses for the cure!
In Perspective
But it is time to stop rubbing our
hands in glee to see what lies
beneath these self-congratulatory
figures. A study by the Stanford
Research Institute is ever-sofrequently quoted as pegging the
global wellness industry market
at US$ 2 trillion. Of this the Indian
wellness industry is said to account
for US$ 9.8 billion, not even 2%
of the world’s total!
As much as
there
is a huge
business
potential
waiting to be
tapped, there are
glaring deficiencies
in service. In a largely
unorganised
sector,
unscientific planning and
management of gyms is a
matter of utmost concern.
There are freebies and
promises galore, not all of
which are honoured. Hygiene
is not a given.
The customers end up paying
for and endure substandard
facilities, poor infrastructure,
uneducated staff and ineffective
or harmful products and
accessories, thereby casting a
doubt on the service providers’
reliability and the industry’s
reputation for fair practices.
Training and certification is
another grey area, resulting
in unscientific conduct of
operations, disgruntled or
unsatisfied customers and
failing businesses. The lack
of government regulations
and recognition makes it
all the more difficult for
the operators, providers
and facilitators to act in
unison.
body LIFE 1 I 2014
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INSIDE INDUSTRY
AN OVERVIEW
A survey carried out in 2013 by the
Federation of Indian Chambers
of Commerce and Industry (Ficci)
notes that the paucity of skilled
and trained personnel is the
biggest challenge to the industry’s
expansion. It projects a requirement
of 6,00,000 additional skilled
personnel over the next 5 years, and
casts doubts over availability.
Growing Up
In an unorganised, unregulated and
unrecognised business, investors
and gym owners are grappling with
competition from unscrupulous
operators; shortage of skilled
manpower and rising capital and
operational costs; investment in
brand creation and long payback
periods; not to mention the price
sensitivity of Indian customers.
The lack of awareness among
prospective investors and in the
employment market also acts as a
hurdle, the Ficci survey reports.
Governments at the Centre and in
more than our 29 states and Union
territories have adopted a ostrichlike stance! Nobody knows who
should deal with issues relating
to this industry: the ball has been
thrown back and forth between the
ministries of health and sports.
In the meantime, the tourism
ministry has pounced upon the
opportunity to promote business
through “exotic” health treatments
and practices such as Ayurveda and
yoga.
More than two decades after modern
fitness concepts made India their
home, it would be fallacious to call
it a “nascent” industry. It is high time
the stakeholders – from gym owners,
franchises, equipment and nutrition
Gym Jokes
A elderly man, not in
the best shape, asks
a trainer in the gym: “I
want to impress that
beautiful girl there.
Which machine can I
use?”
The trainer replies, “Use
the ATM outside the
gym.”
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Ever wonder?
Exercising would be so
much more rewarding
if the calories screamed
as you burned them.
manufacturers and distributors,
trainers and educational institutions,
professional associations and the
government machinery – come
onto a common platform to identify
problems and find solutions.
– Dhananjay Sardeshpande
The only exercise some
people get is jumping
to conclusions, running
down their friends, sidestepping responsibility,
and pushing their luck!
Overheard at a dinner party:
“You know, it’s really sad. When so
many people are out of work, here
I am, living off the fat of the land.”
“How do you manage that?”
“I’m an aerobics instructor.”
The best thing about CrossFit is that it will be feeding
‘Funniest Home Videos’ and YouTube with great ‘FAIL’
content for years to come.
body LIFE 1 I 2014
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India’s 1st
international B2B
expo in October
The three-day bodyLIFE IFW Expo, scheduled
to be held in Mumbai from 9-11 October this
year, aims to address the equipment, training
and nutritional segments of the burgeoning
industry in India.
T
he fitness industry in India
has a huge growth potential:
as of now only 1.5% of the
urban Indian population regularly
works out in gyms or maintains a
fitness regimen. Related industries
such as health care, real estate,
media, retail, gaming, hospitality
and education are converging on
the wellness space to capitalize on
its growth.
Looking at this burgeoning, but
unorganised, industry in India, a
coming together of various synergies
was but a question of time. That
opportunity – of identifying the
ecosystem, unifying resources,
aligning aims, channelling efforts
and setting up a platform for
planned growth – has been taken
up as a challenge by Bangalorebased PDA Trade Fairs, a division
of Pradeep Devaiah & Associates
Pvt. Ltd. (PDAPL) and Health and
Beauty Holding GmbH (HaB) from
Karlsruhe, Germany.
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Both the entities have launched
themselves in a joint venture (PDAHAB Media and Trade Fairs Pvt.
Ltd.) into the unfolding fitness and
wellbeing scenario in the country.
The first fruit of their endeavour is
in your hands: the inaugural issue of
the B2B magazine, bodyLIFE Indian
Edition!
Coming up next? The bodyLIFE India
Fitness and Wellness (IFW) Expo, to
be held between October 9 and 11,
2014, in Mumbai. It is positioned
as an international B2B trade fair
that will address India’s growing
need for the best of fitness training
equipment and content, wellness
concepts and sports nutrition.
Says Deepak Dewan, Chairman &
Managing Director of Cardio Fitness,
“I remember speaking about it to
bodyLIFE 18 years ago. At that time
I thought it was way too early for
India; but I think it’s a good decision
now. To really bring international
flavour to Indian trade shows, we
need something like this in India
very much.”
Rajiv Wallia, President &
CEO of Proline Fitness,
adds: “I think we could look
forward to a lot of exposure to
the fitness industry with regard
to equipment. I think bodyLIFE
can do a great job if it brings at
least a part of what is being done
over here (FIBO) to India. It will
be a good platform for all of us.”
The expo aims to catalyze the
The bodyLIFE advantage
bodyLIFE, Europe’s leading fitness
magazine, is published in five
languages in nine countries. bodyLIFE
Indian edition will be the official media
partner and co-organizer of IFW Expo,
providing the ideal vehicle to reach out
to the Indian fitness industry, all year
round!
As a trade publication it will be in
a unique position to connect and
continuously engage with the Indian
fitness industry and will offer the event
a distinct advantage by contributing
towards creating top notch workshops
for members of the Indian fitness
industry.
NEWS
growth of the fitness and wellness
industry by being the country’s
most comprehensive show to bring
together the entire ecosystem on
one platform.
IFW Expo Objectives
• To provide a platform that will
catalyze the growth of the fitness
industry by engaging the entire
fitness ecosystem and driving it
towards becoming an organised
sector
• To promote fitness as preventive
health care and to showcase the
latest technologies and services
in the fitness industry
• To provide a unique business
platform that will bring together
the entire fitness ecosystem
under one roof
• To bridge the gap between the
growing Indian fitness industry
and developed markets.
Exhibitors & Visitors
Prashant Talwalkar, CEO & Director,
Talwalkar’s Better Value Fitness has
this to say: “I come (to FIBO) year
on year and I take back something:
perhaps a machine which allows me
to open studios, or a programme
that allows 3,000 people in India
to get trained... Each time it is
something more.
“We travel all the way to Europe or
America for such trade fairs. Now,
when it is coming to India, why not?
Indians should take full opportunity
of the upcoming event and visit such
an exhibition. Please visit it (IFW
Expo) when it comes to India.”
As the key audience of bodyLIFE
IFW Expo, gym and health club
owners, franchisees, fitness studio
& sports consultants, trainers &
physiotherapists,
administrators
from hospitality centres (hotels
& spas), rehabilitation centres,
medical institutions, social clubs,
educational institutions, sports
federations,
corporate
heads,
property developers & builders,
and fitness equipment dealers and
importers will be invited to attend.
The exhibitor profiles would include
manufacturers and distributors of
fitness equipment, accessories and
apparel, including yoga, aerobics
and martial arts. Nutrition will
be another important aspect to
look forward to: from energy bars
and gels to dietary & nutritional
supplements.
Others among solution providers
would be interior designers and
furniture makers for flooring, lockers,
shower capsules, air-conditioning,
sound & lighting – not to mention
providers of maintenance and
hygiene services.
Among the technology providers
at bodyLIFE IFW Expo would be
global suppliers of software for
administrative
(membership,
accounting, material and man
management) and training purposes
(fitness & body fat calculators,
workout & nutritional guides and
goal tracking). Of course, who can
miss out on the accompanying
workshops: club location and
membership growth for owners/
managers, and Speedball or Latin
Explosion for trainers?!
Successful Parentage
Health and Beauty Holding GmbH
(HaB) is a leading German trade
show organizer and publisher of xxx
magazines in five languages across
Europe, with bodyLIFE acting as
its flagship brand. It also organises
Europe’s leading beauty show,
‘Beauty Forum’.
PDA
Trade
Fairs
organises
South Asia’s leading bi-annual
woodworking
trade
show,
IndiaWood, which has grown over
the last eight editions, attracting
Why Mumbai?
Mumbai is the commercial and
entertainment capital of India. It is
among the world’s top 10 centres of
commerce in terms of global financial
flow. Mumbai is also home to many
of India’s large fitness chains, making
it the largest consumer of fitness
equipment and training content.
It is fast emerging as India’s fitness
capital and already boasts of the
largest number of premium gyms,
fitness centres and spas in the country.
The growth factors of the business can
also be attributed to the influence of
Bollywood and other industries, where
physique and photogenic quotient are
accorded considerable weight!
IFW EXPO
IFAA convention for trainers,
gym owners
In conjunction with the trade fair, a
three-day convention for trainers and
congress for gym owners would be
organised jointly by IFAA, the academy
for fitness, wellness and health
industry in Germany, and Markez
Consulting.
Trainers would be given theory and
practical training on bodyweight
exercises, suspension training,
functional training, plyometrics,
kettlebell, core training, manual
resistance, traumatology, training
principles & nutrition. Group exercises
would include Labooca, Latin
Explosion, dance Aerobics, highintensity group exercises and MTV
Moves.
The congress for gym owners will
focus on topics such as setting up
a gym, identifying the right location,
positioning of the gym, business
models, target groups, sales growth,
member acquisition and retention.
580 exhibitors from 25 countries
displaying machines, technology,
materials, products and innovations,
spread over 40,000 square metres.
Its success has resulted in
equally
successful
regional
woodworking shows such as
DelhiWood and MumbaiWood.
PDA Trade Fairs also has a string
of industry-recognised national
and international conferences and
trade shows in sectors as diverse as
banking technology (IBEX), airport
infrastructure & security (Aerodrome
India).
bodyLIFE IFW Expo is the need of the
hour: a fitness and wellness industry
trade show that will not only act as
a catalyst to the health-conscious
movement, but also provide a
platform to foster partnerships in
the sector and convert the potential
to commerce.
Madhusudhan Seenappa, Regional
Director for GeoSpaFitness-India,
says it for the industry, “In India we
have so many shows happening for
everything. But we don’t have fitness
shows. I wish bodyLIFE all the very
best to kick-start this exclusive show
in Mumbai.”
– For more information, or
participation in bodyLIFE IFW
Expo, contact Sandeep (sandeep@
pdatradefairs.com)
or
Srikiran
(srikiran@pdatradefairs.com).
body LIFE 1 I 2014
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IFW EXPO
NEWS
Guiding Lights for bodyLIFE IFW Expo
Industry-specific, current and topical inputs are required
from experts from within the industry to organize a
meaningful trade show. Such inputs are essential to
showcase trends & technologies and to deliberate on
subjects that are relevant to industry.
An advisory committee comprising of experts and
luminaries drawn from the entire spectrum of the Indian
fitness industry steers the upcoming bodyLIFE IFW
Expo, in line with the industry’s requirement.
The advisory committee is chaired by Mr. Madhukar
Talwalkar, Executive Chairman of Talwalkars Better
Value Fitness Ltd. The other distinguished members are:
Gyms/ Clubs/ Studios:
Mr. Prashant Talwalkar
Managing Director & CEO:
Talwalkars Better Value Fitness Ltd.
Mr. Vinayak Gawande
Director:
Talwalkars Better Value Fitness Ltd.
Mr. Abhimanyu Sable
Founder, Managing Director & CEO:
ABS Fitness & Wellness Club.
Mr. Kaizzad Capadia
Co-Founder & Director:
K11 Fitness Academy.
Mr. Dilip Heble
Founder & CEO:
Gayo Fitness Academy.
Ms. Leena Mogre
Director:
Leena Mogre’s Fitness Academy.
Mr. Nikhil Mogre
Director:
Leena Mogre’s Fitness Academy.
Ms. Brinda Vikram
Director -Operations and HR:
Snap Fitness.
Mr. Sudhir Ramdas
Managing Director:
Focus Fitness.
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Mr. Tushar Ramanan
Owner:
Tushar’s Fitness Studio.
Ms. Zarin Watson
Director:
Watson Fitness.
Ms. Kalyani Capadia
CEO:
K11 Fitness Academy.
Mr. Vikas Jain
Managing Director:
Anytime Fitness-India.
Dr. B.M. Vikram
Managing Director & CEO:
Snap Fitness.
Mr. Rohan Pusalkar
Director:
Gold’s Gym.
Equipment & Software:
Mr. Deepak Dewan
Chairman & Managing Director:
Cardio Fitness India.
Mr. Madhusudhan Seenappa
Regional Director:
Technogym.
Mr. Nithij Arenja
Director:
Trinity Health Tech.
Mr. Sarabjit Singh
President:
The Indian Association of Health and Fitness.
Nutracuticals:
Mr. Samit Gupta
Director:
NeuLife.
Consultants:
Ms. Kezban Klein
Co-owner and Managing Director:
Markez Training and Consulting.
Mr. Sunil Kudva
Mr. Martin Klein
Director:
Elite Fitness.
Co-owner:
Markez Training and Consulting.
FIBO-Highlights
2014
FIBO this year was again the venue for the
latest products, concepts and services for
the fitness and health industry worldwide.
We took a close look on all the four days
(3rd-6th April) of the trade fair (in Cologne,
Germany) to introduce you to a selection of
the presented innovations:
body LIFE 1 I 2014
I 13
FIBO
sets new records
More exhibitors and visitors than ever before
The development and growth of FIBO is
an extremely positive sign. This view was
echoed by Hans-Joachim Erbel, CEO
Reed Exhibitions, Germany. “The move to
Cologne has put FIBO firmly in the world
class exhibitions category, which was clearly
underlined by this year’s results,” he said at
the conclusion of the 4-day event.
Internet, was a total sell-out. Almost
1,00,000 tickets (58,000 for private
visitors) had already been sold
before the world’s biggest exhibition
covering fitness, wellness and health
opened its doors on a Thursday.
Rarely does an exhibition enjoy such
a run prior to the opening day.
Increase over last year
O
n the days of the exhibition
from April 3rd to 6th, a total
of 1,16,000 trade visitors
and fitness fans from all around
the world were counted, which is
15 per cent more visitors than last
year. This was, according to Reed
Exhibitions Deutschland, an almost
50 per cent increase from just 2
years ago.
The weekend for which end-users
were obliged this year to order their
entrance tickets in advance via the
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But it was not only the visitor
numbers that beat last year’s figures
for the first time with 1,00,000. The
number of exhibitors also showed
an increase. Last year there were
670 exhibitors, while this year
there were 697 companies from 38
countries showing their trends and
innovations.
At an international level, FIBO is
also gaining in importance. With
almost 60,000 trade visitors, the
exhibition, with its position and
profile, was able to build its place as
the world’s number 1.
“The position of FIBO as the number
1 fitness market, covering the whole
spectrum of fitness, wellness and
health, gets stronger and better
every year,” said head of FIBO, Ralph
Scholz, at the closing ceremony of
this year’s event.
This was also really underlined by the
results of the visitor survey, which
made it clear that the interests of
the trade visitors are now focussing
very much on the themes covered
by FIBO Med and FIBO Wellness &
Beauty.
The next FIBO will be at the Cologne
exhibition centre from April 9th to
12th, 2015. For more information, go
to www.fibo.de.
More Information
(Interviews with Hans-Joachim Erbel,
CEO, Reed Exhibitions-Germany, and
Ralph Scholz, head of FIBO, at www.
bodylife.com/themenportal).
body LIFE 1 I 2014
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FIBO 2014
NEWS
Innovation Award 2014
There were 12 products in four categories nominated for this year’s
Innovation Awards. Here we bring you details of the winning products:
Training devices
The Slack Nut device consists of a
rocking frame over which several
straps are attached. The exercises
are carried out selecting various
positions on the straps which, as
well as balance, promote strength,
coordination and mobility. The
exercises help mainly the strength
of the legs, the posterior and arms,
More Information
For further information on the winners
of the Innovation Awards and the
nominated products, plus useful facts
about FIBO, visit www.bodylife.com/
fibo on our micro-site. There is a video
clip about the Innovation Award and
interviews with the winners.
and also the other musculature is
defined.
Training concepts
Pixformance is a training concept
that is fitted with a digital fitness
station. It analyses the movements
carried out and evaluates them. The
device automatically establishes
a training programme based on
the analysis and continues to offer
ongoing support of the learning and
development processes.
This means that the training needs
of the client are always exactly as
required.
Health promotion
Flexxvib offers a softer solution to
the relief of back pain. Vibration
sensors are used to enable
identification of the precise position
where the circulation and local
metabolism need to be promoted.
New features include the local
control and introduction of the
vibration onto the muscle anchors.
To reduce the sense of pain Flexxvib
combines stretching and vibration.
Equipment, fittings and design
Within the XBody Newave EMS
devices, new types of EMS electrodes
are used. These are located in
positions where the person using
the device cannot see them. The
device also includes shoulder
electrodes with which the whole
musculature can be addressed.
With the integrated system a total
network of the devices can be set
up, so that each device being used
by each client can be accessed. The
XBody Newave EMS is available
in different designs with different
locations and adapted to individual
requirements or applications.
The bodyLIFE team continues to
grow...
Alongside the German edition of bodyLIFE we also have editions for
Switzerland, Benelux, Spain, Portugal, Poland and the UK. The latest
members of the bodyLIFE family are India and China.
bodyLIFE goes to China and
India
F
IBO was bigger and more
international than ever this
year, and the bodyLIFE team
had never been so busy. Our team
of, in all 30 people, were for the first
time supported by colleagues from
India and China. Shortly before the
prize-giving ceremony, they were
able to use their visit to FIBO as an
introduction to the latest novelties
in the fitness sector.
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In May the first bodyLIFE China will
be issued as an on-line version.
The first print issue is planned for
August this year.
Also new: bodyLIFE India enters
into a joint venture between India’s
PDA Trade Fairs and Germany’s
Health And Beauty. The inaugural
print issue in English is in your
hands. The next issue is planned for
September.
In addition, from October 9th to
11th, the India Fitness & Wellness
(IFW) Expo – an international
trade fair for fitness, wellness &
sports nutrition – takes place at the
Bombay Convention and Exhibition
Centre, Mumbai
The Indian team (L-R): bodyLIFE-India
Editor Dhananjay Sardeshpande, IFW
chief Nazeeba Zarin and bodyLIFE-India
marketing head, Binesh Viswanath.
Further information on bodyLIFE
Indian Edition can be found on our
internet micro-site: www.bodylife.
com/india.
Double representation
The focus of the main stand of IFAA in Hall 8 was on personal
counselling of professional and general visitors, who learned about
a hundred different training and advanced training options. IFAA
presented for the first time its functional training forum through
product launches, activities and lectures.
The debutants
Aerobis, a specialist in functional training equipment,
introduced the Revill One for the first time, which was
nominated for this year’s FIBO innovation award. Along
with the aeroSling, the blackPack and the Verso-360, the
entire portfolio of products was introduced.
Playground for adults
Escape Fitness presented the visitors, a “playground
for adults”, which captivated visitors at regular intervals
with product demonstrations and music. The focus of
the concept was the Octagon System, on which the
functional training was carried out.
Two innovations
Star Trac introduced, among others,
the series of Spinner Bikes, which is
complemented by all-black Spinner
NXT Black Belt. Another new addition
presented was TurboTrainer, in which
the user can decide whether s/he
cycles or works on arms, or combines
both.
Optimal training control
The new Tomahawk IC7, which was awarded the Red Dot Design Award,
was the highlight of the indoor cycling group stall. The bike exhibited a
few innovations, such as ‘Coach by Colour’ training controls.
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Design & technology
InBody 570, which won the Red Dot Award for its product design
in the category of ‘medicine and life science’, was another highlight
of FIBO. The device precisely analyses in less than a minute, the
fat and muscle as well as protein, mineral and body water content
of individual body segments. The system can be connected to a
computer through WLAN or Bluetooth.
Expanded circle
Credible service
In addition to the comprehensive range of
strength and cardio equipment (including AMT
and Discovery Line), at Precor, results of an
independent telephone survey were another main
feature of the trade fair. The result: Counselling,
Competence, Friendliness are all very good.
At Dr. Wolff’s stand, two new stations of
the agility circle, Get Flexible, grabbed
the limelight at the trade fair. While the
first station allows the stretching of
adductor muscle from sitting position,
the Piriformis muscle can be stretched
with the Gesäßtrainer.
Studio management
With HW-fit, HW-engineering showcased a
system for the management of fitness studios
and chains. HW-fit is based on software and
latest technology. For example, a multi-functional
RFID card is used as personal ID card, which
can be used simultaneously for identification for
access control, as money card and can be used in
conjunction with circuit training equipment.
Simply moving
Excio offers studio solutions for physiotherapists and fitness studios. At FIBO
they unveiled new product, the Dehnzirkel. The circuit comprising five devices
enhances agility and elasticity. Excio offers a complete package that includes
course, preventive as well as rehabilitation sports concepts.
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RevolutionD
KBL unveiled the successor
of the world’s first Collariums,
the revolutionD. It caters to the
needs of sportsmen with regard
to performance, regeneration
and prevention of injuries. It
also provides detailed and welldeveloped success guidelines on
marketing to the proprietors of
fitness studios.
New stations
Schnell presented its synchro-Circuit, which
now consists of 15 weight machines. Among
the new equipment were synchro-Abduktion,
synchro-Adduktion and synchro-Butterfly
machines as well as the synchro-Butterfly
‘reverse’ machine. Thanks to the simple
menu navigation, now seating position,
training arm, start angle and weight can be
adjusted and stored.
Successful premiere
eGym Trainer App celebrated its premiere at FIBO. They designed
workflows for trainers and had extensive member information to offer
in mobile form. As a visual symbol for the ease of use, a 2-minute film
was produced in cooperation with Moonstruck Entertainment, which
is now available on the website of eGym.
Back-n-joint concept
At a stall visitors had the chance to test the individual
stations of back and joint concept. Their team
presented a Parkour with 15 devices. The concept
can, depending on the desire of the respective club
operator, consist of six, eight or ten devices.
Stay fit economically
Gantner introduced its novel high-tech solutions. Interested parties
could get first-hand impression of the integrated multi-application
systems that are suitable for, inter alia, access controls, cabinet
locking organisation, cashless payment and time recording.
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Bluetooth technology
At Keiser’s stand, the innovation showcased was M3i,
which is equipped with Bluetooth wireless display.
In order to be able to optimally use the technology,
Keiser has developed a new dynamic projection
system called iKeiser. The aim is to retrieve the
training data and to project it on the display.
Meet the Malocher
The Gelsenkirchen-based company, 4E Intenza, surprised
everyone with a symbolic replica of the production line.
The aim was to show the visitors how the devices are
manufactured step by step. It included the entire range
of products that includes motorized cardio equipment,
functional training with the IQ Iron Qube, Sygnum Medical
devices and the new Glute Builder.
German premiers
Children in the age group of 4 to 12 years presented the new funoriented Children and Youth course at Les Mills ‘Born To Move’. Five of
the world’s most popular Les Mills Live classes were introduced, which
are now offered as virtual courses.
EMS training
At the stand of Miha
Bodytec, visitors had
the opportunity to test
EMS training. The preloaded programmes
and exercises, which are
clearly displayed to the
trainees on the consoles,
can be adjusted by
the trainer to his/her
individual trainees.
4 new concepts
MoveToLive presented the Marken Cybex, Schwinn, Tue
and Free Motion concepts at four different stands. Among
others, the Eagle Kraftlinie by Cybex, A.C. Performance Plus
carbon blue bike and 900 Cardio Line were presented as
new products at FIBO. The new Kabelzuglinie Genesis DS
was presented by Free Motion.
Real eye-catcher
Pavigym was represented at two stands simultaneously. The 10-minute live
demos, in which the demo team Prama was introduced, grabbed many
eyeballs. The system, which was introduced this year, combines short,
intense functional training units with lots of fun.
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+91 98407 11173
body LIFE 1 I 2014
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INDIAN INTERVIEWS
FIBO 2014 NEWS
‘Bring fitness education to India’
Deepak Dewan,
Chairman &
Managing
Director, Cardio
Fitness
You have been in the Indian fitness
market for decades. Tell me more
about this. What are you doing in
India?
We are actually the pioneers in the
fitness industry. I feel quite proud
about it because we help people
lead a healthier lifestyle and that
gives us a sense of satisfaction. I
tell my team that it’s a blessing,
every time you turn a life in to a
better, healthier life, you’re doing
a good deed. So, from that point of
view we’re really happy that we’re in
this business, and the business is
growing.
Unfortunately, at this point of
time, India as an economy is
going through a bad time. We’ve
had the worst scenario in 2013 in
terms of the rupee devaluation
that happened (by about 30% in
six months), which is not such a
favorable thing for people involved
in the import business. But I think
we’re fighting that.
This year (2014) is a very crucial
year because it’s an election
year. Hopefully we’ll have a
government that will be more open
to liberalization; because that will
help the economy in getting back on
track.
Can you say something about the
fitness market: where it is and
where is it going?
Everybody talks about the size of
India and its population. But India
is not where it should be, or where
it can be. So it still has tremendous
potential. But Indians’ mindsets are
not inclined towards fitness and
outdoor activities.
However, we’re pushing it and we
see more and more people getting
into the fitness world, becoming
more and more conscious about it.
The younger generation and also
the ageing population is realizing
the importance of fitness in their
lives, to improve the quality of life
they live.
So, the next two years (2014 and
2015) are crucial, so that the
economy gets back on track, the
business sentiment improves. I
think that will lead to a good growth
for the fitness industry.
We are here at FIBO, where we
have a lot of training systems and
trainers. What do you think about
the challenges about training in
India?
To answer the first part of your
question, I think it was a great move
by FIBO to move from Essen to
Cologne last year, and I already see
a huge improvement. Undoubtedly
FIBO is one of the best fitness trade
shows in the world, if not the best.
It gives representation to a wide
spectrum of exhibitors: the profiles
that it presents here really cover the
entire industry very well.
As to the trainers and the kind of
training schedules that we have
here, it is a very important issue
as far as India is concerned. We
were one of the first ones to bring
education into the country, almost
18 years ago. But we got a very
lukewarm response at that point of
time, because people were not really
ready to invest.
But I’ve seen a great change since
then. Trainers are doing much
better; they are very keen to keep
up with the current trends in the
world. So bringing that education
into India, and the kind of training
scenario that you have in FIBO, is
something that is really needed in
India. That would improve not only
the potential for business, but also
user experience, and therefore a
higher level of satisfaction!
Veteran looks for innovation
who work with me, my staff, and my
family. I value FIBO very high, by all
means.
Prashant
Talwalkar, CEO
& Director,
Talwalkars Better
Value Fitness Ltd.
How do you find your presence at
this FIBO?
I don’t miss FIBO year on year. This
must be my seventh visit. I enjoy
it thoroughly, I look forward to it
every year. I try to see that I just
don’t come alone, I bring my people
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How have you found FIBO different
this year, as compared to your
previous visits?
There is always change I see, and
for good. The most important part
is you get to see innovations yearon-year. So even if it is one small
innovation, putting India into the
fitness category as of now, then I
find that one change, one innovation
good enough for me to carry on for
the next couple of years.
So, I also look forward to visit the
innovation booth, where you get to
see something new. Of course, they
are very expensive at this given time,
but we keep it on the list to get them
in India. What is useful to us can be
software, equipment, trainers and
training content.
Europe’s No.1 magazine that caters
to the B2B segment of the fitness
industry is coming to India, what are
your thoughts on that?
I think it’s like bringing an exhibition
to your house. It is going to be on
your shelf, on your table. A magazine
like this will provide Indians with
insights into the fitness industry. It’s
a brilliant move, and I think you will
also get a good response in India.
FIBO 2014 NEWS
Madhusudhan
Seenappa,
Regional Director,
GeoSpaFitnessIndia
How do you find FIBO? have you
been here before?
We’ve been here for the last couple
of years. FIBO is always a festival
for us, it’s a Kumbh Mela of fitness
fanatics and fitness enthusiasts,
and it’s always a pleasure to come
back here! This is the second year
in Cologne; earlier FIBO used to be
organized in Essen. It’s much bigger
here, many more new products and
new companies... It’s wonderful.
You
are
representative
for
Technogym in India. What makes
INDIAN INTERVIEWS
Business spreads
only with knowledge
you stand out
manufacturers?
against
other
One thing I would like to say is, we
are an Italian product. As you know,
anything coming out of Italy comes
with passion. At FIBO you can see
the new line, the artist’s line, the
launch of 30 new products. This year
marks Technogym’s 30 years in the
fitness business. We are far ahead in
technology and design.
Are all these new products also
being introduced in India this year
itself?
Very soon, sometime in the middle
of this year.
You know about bodyLife, and you
know we’re entering the Indian
market with the magazine and also
with a fitness expo later this year.
How do you think it would affect the
Indian market?
The Indian market is an emerging
market in fitness, and it’s very
important for us as companies
manufacturing equipment and
doing business. Business starts with
education. So a magazine with a
global footprint, such as bodyLife, is
very important to the business. I am
looking forward to bodyLife to come
to India and have a large circulation.
That would help increase the
knowledge base of trainers and
business operators.
Growth in India will
exceed current trend
Rajiv Wallia,
President & CEO,
Proline Fitness
How does it feel to be back at FIBO?
Great! I think they are having a lovely
show here! The attendance here is
absolutely full, and I think the show
is a great success this year.
bodyLife, the leading magazine for
the fitness industry in Europe, is
now coming to India. What do you
have to say about that?
Oh, I wish them success. It will be
a great platform for all the fitness
equipment companies and clubs
to interact through that magazine.
I believe you are planning also to
have some trade shows along with
that. I think it will be a great platform
to work on for the fitness industry!
Tell us something about your
company.
Our company is Cravatex Ltd., a
public listed company in India.
Proline Fitness is one of the
divisions within the company. We
have been in the fitness business
now for 18 years. We’ve been with
Johnson Health Tech for 17 years,
which is now the 3rd largest fitness
company in the world. When we tied
up with them they were number 15.
They’ve been the fastest growing
fitness company, and we are very
happy to be associated with them.
We look after both retail as well as
commercial equipment. We have 51
retail stores where we exclusively
sell Horizon Fitness equipment from
the Johnson stable. We also have a
commercial team where we supply
Matrix equipment to major health
clubs, like Talwalkars, Gold’s Gym,
Snap Fitness, Fitness First. etc.
Our differentiating factor is service:
we have more than a hundred
people across India in service itself
to maintain our equipment. That’s
what has made us the leaders right
now in the fitness industry in India.
India has already a population
that exceeds a billion, but a very
miniscule percentage actually
goes to gyms, or even participates
in sports. What do you think is
happening vis-a-vis fitness in India?
I think the exposure to fitness and
health is increasing; people are
becoming more aware of health
related diseases, like diabetes and
heart ailments. I think the trend
towards fitness is increasing. As you
rightly said, in the US approximately
15% of the population is actively
involved in fitness and exercise.
In India they say this figure is
approximately 0.6%. So it’s a very
small percentage. But if that grows,
it can take the industry to a different
level altogether!
Do you have any predictions for the
growth of the industry over the next
5-year horizon?
Well, it has been growing at about
17% per annum. But I think the
growth rate is now steadily going to
increase with the exposure that is
happening in the industry. I am sure
it will be much bigger, and much
better.
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CEO INTERVIEWS
FIBO 2014 NEWS
Towards Fitness Industry 2.0
bodyLIFE spoke to head honchos of global players in the industry... about the recession, competition,
group fitness, trend and innovation:
Richard Hauser: CEO, Milon
Industries GmbH
Daniel Clayton: Vice-President,
Johnson
Nerio Alessandri: Founder and
CEO, Technogym
We want to get
more people into
fitness
studios:
that is our common
target. We do not
fight for the cake,
we do not quarrel
over who will get
the biggest piece of
it. But we do have to work jointly to
bake the cake! And for that we need
new technologies, to be able to
approach new people, to meet their
requirements more specifically.
The recession, I
think, is probably
one of the best
things that could
have
happened
to the industry,
because it has
created some new
players,
mainly
from the budget sector... If you look
at the members they are bringing,
on average around 30 percent of
them have never been in a health
club before. It has challenged the
mid-market to really add value to
improve.
Every edition of
FIBO is better than
the last year... very
great new project
development – very
great new contacts
in term of health
management, not
only in fitness but
also healthy lifestyle. I think we have
a new era in front of us. We have the
new opportunity for developing the
fitness and wellness industry 2.0.
Rob Barker: President, Precor
Actually it (older
people train more
and more) kind of
started in the US.
Every industrialized
country,
every
country that was
involved in World
War II, has this
aging group of what we call “baby
boomers”... For this group it is very
important to start learning how to
train safely.
Dustin Lee Grosz: President, Star
Trac
We are coming out
of the recession
areas very strong in
a lot of countries.
Even if some of
the countries are
not doing very well
economically, they
have really started
to spend more money on fitness.
They know that fitness improves
people’s life and health.
Chris Clawson: President, Life
Fitness
We have to look
to all the different
customer
types.
We should find
out what is in their
heads and get there
before they get
there... You create
products
nobody
asked for, but they need it.
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In terms of growth,
I see it really
happening
in
most places. And
even in low-cost
it’s growing very
fast - this is still
a big topic on
everyone’s list. I
actually predict the bounce-back of
the middle market. During the next
three to five years the middle market
will rebound.
Bernd Pürschel: CEO, Indoor
Cycling Group
Group
fitness,
especially indoor
cycling,
is
not
any more a trend
sport. This is a firm
established sport. It
is up to the industry
to accept it and to
take it forward.
Dennis Keiser: President, Keiser
Corporation
Frank van de Veen: Vice-President,
Life Fitness
The
industry
is growing and
you can see that
the industry is
broadening.
You
have now many
more
segments,
not just the club
segment. So yes,
it’s definitely growing and growing...
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COMPANY SHOWCASE
TALWALKARS
Madhukar Talwalkar, Executive Chairman, Talwalkars Better Value Fitness Ltd.
Grand ‘Young’
man takes
fitness to the masses
I
ndia’s oldest and largest chain
of wellness centres, Talwalkars
Better Value Fitness Ltd., has
been a pioneer in many respects.
Under the guidance of the ‘Grand
Young Man’ of the organized gym
business, Mr Madhukar Talwalkar,
the brand has mushroomed from
the suburbs of Mumbai into a panIndia chain that offers the most
modern and scientific gyms, spas,
training and nutrition consultancy.
Madhukar recalls his father’s
penchant for body-building and
fitness, which he picked up as a
teenager from the ‘akhadas’ of
Kolhapur and Mumbai. A great
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fitness enthusiast himself, Madhukar
has driven his business – and helped
those of his contemporaries and
students – from a “cottage industry”
to the swank gyms of today.
Not content with resting on his
laurels, the senior-most of the
family-operated gym chain has a
vision to make fitness accessible
to everyone. This has resulted in an
ambitious expansion of his dream:
the HiFi (Healthy India, Fit India)
franchise model with the inimitable
value of the Talwalkar brand
attached to it.
Where did he get the business
motivation from? The Indian fitness
industry, according to Madhukar,
was valued at Rs. 800 crore in 2010,
and estimated to be growing at a
compound annual growth rate of
12%.
He says, “One of the oldest nations
in the world is probably the
youngest, with more than 60% of
its population under the age of 30.
Even that population (of the young)
is growing at 8% per annum.”
The rising population, higher
disposable
incomes,
healthconsciousness
and
greater
awareness of fitness standards
the world over have led to the
emergence of a new consumer
TALWALKARS
class, which spreads over 80 million
middle-class households.
“There is a new India out there,”
Madhukar tells bodyLIFE. “Out of
80 million middle class households,
55 million (69%) reside in TierII and Tier-III cities and towns.
They also account for 70% of total
consumption in India.”
By the year 2038, there will be 68
cities with populations of more than
a million each, he reckons. Today,
that number is 42. In comparison,
Europe has only 35 such cities.
The intrinsic part of HiFi’s success
hinges on a host of initiatives
on education, information on
health and fitness, public-private
partnerships, community building
– from senior citizens, women to
the executive class – and creating
sustainable
employment
and
business opportunities for people
connected with fitness and sports in
the country.
Each HiFi centre is executed in the
style and manner of a turnkey project.
All that a potential franchisee needs
is premises measuring a minimum of
1,500 square feet (up to 3,000 square
feet) and a capital investment of up
to Rs 95 lakh.
HiFi undertakes to set up projects,
organisation, management systems,
undertake recruitment and training.
Madhukar notes: “Statistics reveal
an 85% success rate for franchiseeled businesses, as opposed to a
15% success rate for self-started
ventures.”
It also means lower investment
and saving of up to 40%; prenegotiated deals and pricing
with top equipment and interiors
(furniture,
fixtures)
brands;
annual maintenance contracts;
centralized pricing strategy and
faster payback; higher profitability
due to operational efficiency and
assured profitability and returns on
investments; and additional revenue
generating opportunities through
merchandising.
It offers entrepreneurs and fitness
enthusiasts in Tier-II and Tier-III
cities and towns an opportunity
COMPANY SHOWCASE
for assured returns and low
investments, custom-designed for
clients in each region. “Our business
model is developed to offer returns
on investment in excess of 35% and
a payback period not exceeding
3 years. It is backed by a very
rigorous and passionate approach
to delivering fitness to every Indian,”
Madhukar adds.
HiFi has a top-notch team of
management professionals, backed
by architects, design consultants,
contractors, material suppliers, etc.
This saves time in rolling out new
projects. HiFi franchisees also get
a specially designed signature line
of strength equipment: these have
a smaller footprint and are ideal for
small gyms.
On the fitness movement, Madhukar
says it is not just for individuals,
but for the entire community. Gyms,
he stresses, must not just add
members, but build coherent and
cohesive communities.
Talwalkars expanding chain
First gym set up in Mumbai in 1932
More than 145 ultra-modern branches
Spread across 75 cities nationwide
Largest clientele: 1,50,000 members
Introduced NuForm (electro-muscular
stimulation)
EMS gives body workout in 20 minutes
per week
‘Reduce’ diet-based weight loss
programme
Includes tele-counselling and reduced
visits
David Lloyd Leisure Consulting for
sports clubs
Aims at high-end residential, corporate
campuses
Talwalkars Training Academy in Thane,
in 2007
Practical and theoretical classes
Corporate Membership
Gym, spas & weight reduction
NuForm & Zumba classes
Gym set-up & facility management
Designer equipment for HiFi.
body LIFE 1 I 2014
I 27
bodyLIFE EXCLUSIVE
FEATURE
ARNIE’S
WORKOUT
AMMUNITION
BODY LIFE
EXCLUSIVE
28
I body LIFE
1 I 2014
FEATURE
Perhaps the most prominent
figure in the history of mainstream
bodybuilding and fitness, Arnold
Schwarzenegger’s inimitable
career has already been
memorialised with a namesake
bodybuilding competition, The
Arnold Classic, in recognition of
his contribution to the profession.
We speak exclusively to the living
legend about the reputation of
the industry, future projects, and
keeping in shape as a ‘senior’.
bodyLIFE EXCLUSIVE
A
s an Austrian schoolboy,
Arnold
Schwarzenegger
resolved to pave a path to
America through the weight of his
own muscle. Aged 20, he first tasted
success when winning the title
Junior Mr Europe.
Now, some 46 years on, Arnie
can look back on five Mr Universe
titles, seven Mr Olympia successes,
a double term as Governor of
California, and the small matter of a
profitable acting career.
“It’s all worked out okay, hasn’t
it?” he jokes, as we sit down for
an exclusive interview with one of
the defining faces (and voices) of
modern entertainment.
“I had this vision of becoming a
world champion in bodybuilding
and everyone told me it couldn’t
be done. But I just trained every
day like hell and did it. So, the
message is that if you really believe
in something, you can do it. One
victory leads to the next, and that
leads to the next victory, and so on.
You’ve got to pick your battles, but
when you’ve done that, you’ve got to
battle hard.” Arnie reveals.
The schoolboy’s quest for gym
glory propelled him to Los Angeles’
infamous Muscle Beach, and the
workout haven’s proximity to
Hollywood, where “everyone who
was working out in one way or
another was involved somehow in
the movie business. It made perfect
sense that I’d go into the movies,”
Arnie recalls.
“I wouldn’t have done that without
the confidence that bodybuilding
gave me, though,” he explains.
“Muscle definition is one thing, but
it has to represent something. For
me, that was belief. I was powerful
in my body and powerful in my
mind, and that’s what we all want
to achieve when we stand in front of
the weights.”
Arnie’s film repertoire provides
body LIFE 1 I 2014
I 29
bodyLIFE EXCLUSIVE
FEATURE
Even as Governor of California, Arnie worked out at least 30 minutes each day, five days
of the week.
the perfect archive of his killer 1980s
physique. With fighting scenes
“just part of the job” in taking the
eponymous role in Conan the
Barbarian, the muscle man steadily
rose to become the American
champion of the action movie.
Box office hits The Terminator
and Predator secured him status
outside of sport and within the film
circuit. In the following decade the
Olympic weightlifter even afforded
the freedom and the confidence to
navigate towards comedic roles…
include in that description, if you
will, his stint in politics.
“Doing eight years as Governor
of California was quite a feat for an
Austrian émigré,” he smiles. “But I
never wanted to let go of what got
me there – I still had to be working
out for at least 30 minutes every day.
And when I say ‘every day’, I mean
probably five days a week.”
There were some days when it just
wasn’t possible. “But exercise has
always been an addiction of mine;
an addiction that has kept me happy
and sane. It was the physical release
to all of the stress that a career
brings, and I think we all need that,”
he adds.
Perhaps constrained by his
minimal workout time – “30 minutes
is never enough, but a minimum”
– Arnie has now turned his back
on government to return to the big
screen. At age 66, ‘The Governator’
may classify as a senior citizen, but
he certainly doesn’t fit the old-age
stereotype.
“Ageing sucks!” he laughs. “There’s
really no upside that I can see. I
mean, you get wiser, you get better.
But overall, there’s no benefit there.”
Rather, he opts to acknowledge his
ascending years and make fun of
them.
“If you don’t,” he continues, “it’s
kind of an elephant in the room.
It’s ‘is Arnold trying to think he’s a
30-year-old action hero?’” For a man
once hailed the perfect physical
specimen, routinely bench pressing
525, it must be hard to accept he
isn’t quite as young and agile as he
once was.
– Richard Aldhous
Ageing sucks, says Arnold. You get wiser and better, but there is no benefit there.
30
I body LIFE
1 I 2014
(In the second part of our
exclusive interview we speak with
Arnold about ageing – and how
workouts and fitness are helping
getting along with it. Arnold
Schwarzenegger exclusive, soon
back in bodyLIFE.
body LIFE 1 I 2014
I 31
PRODUCTS & CONCEPTS
TECHNOGYM
Kinesis One
Technogym’s all-in-1
H
ectic schedules and busy
lives leave no time for
people to spend hours in the
gym for a workout. The conscious
consumers are now looking for
effective whole-body workout in
minimum time: they thus prefer a
single machine to help them ease
their workout time with the same
effectiveness, be it in a commercial
gym or at home.
The latest innovations in this
concept have been developed by
Technogym, which introduced its
latest equipment, Kinesis One, to
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I body LIFE
1 I 2014
the market, taking the fitness freaks
to new dimensions and higher
imaginations.
Kinesis One is special because of
the unique design and conceptual
training, which allows one to
perform different exercises for the
whole body with a single machine,
constraining all gym equipments
into one and saving time!
With its two weight stacks hidden
SPECIFICATIONS
Weight:
365 kg
Height:
2120 mm
Length: 1650 mm
Width: 1405 mm
from view, Kinesis One leaves one
free to explore an infinite range of
natural movements and exercises.
It offers up to 300 zero-impact
exercises for wellness-seekers of all
levels of fitness and ability, whether
they are working on their balance,
strength or flexibility. One can
also create a whole new range of
programmes with the involvement
of their trainers.
Its ‘FullGravity Technology’ is
a
patent-pending
innovation
that allows users to move tridimensionally
while
providing
resistance to every possible
movement of the human body. It
incorporates a 360° rotating pulley
system which enables movement
on three planes, allowing the
user to move freely without cable
interference.
The handle is always ready for use
and does not require any prior setting
or adjustment. This allows users to
start their workout and enjoy the
Kinesis experience immediately.
It is certified for medical use
and rehabilitation and is
a powerful endorsement
for facilities which want or
need to address the needs
of users who are recovering
from injuries or have limited
mobility.
For all your answers,
visit www.wekinesis.com.
TECHNOGYM
PRODUCTS & CONCEPTS
Artis: world’s first
Google Glasscontrolled treadmill
W
earable smart-computers
represent the next stage
in
computing;
and
Google Glass is the most hotlyanticipated gadget in that space.
Technogym, the leading producer
of design and technology-driven
fitness equipment, has launched the
world’s first Google Glass-controlled
treadmill, ‘Artis’.
This avant-garde technology will
create a rage in the fitness industry!
The treadmill allows the Glass
wearer to control the speed of the
treadmill using voice commands.
They can also see running data on
their headset and communicate with
a personal trainer via a webcam.
Thanks to the brand new ‘Unity’
technology, the first Android-based
console display platform for cardio
training equipment, Artis is open
to Google Glass along with other
applications. The features are
designed to provide each user with
a fully personalized experience on
their personal training programme,
data and favorite entertainment
options.
Unity is the first and only console in
the fitness industry that offers users
the ability to communicate with
their personal trainer or friends via
webcam, enabling any Google Glass
user to experience real time oneon-one communication along with
experiencing the bliss of running
outdoors. When users log into Unity,
all of their performance data is fed
back to a cloud computing platform
called mywellness cloud, allowing
them to keep track of their progress
over time.
Unity is part of “Wellness on the Go”,
Technogym’s complete experience
that allows users to engage and
connect with others on any
piece of its equipment,
anywhere in the world.
Unity is an Android
4.0 open API platform
with apps available in the
Technogym app store, a place
where fitness and wellness
operators and global
app developers can
connect. It is already
compatible with the
main social networks and with
leading mobile fitness and lifestyle
tracking apps such as MapMyFitness,
RunKeeper and Withings, providing
users with real-time connectivity
through Google Glass.
SPECIFICATIONS
Max. user weight: 220 kg
Max. speed:
25 km/h
Incline:
05% to 15%
About Technogym
Founded in 1983, Technogym is the world’s leading
international supplier of products, services and
solutions in the wellness and fitness industry, with a
complete range of cardio, strength and movement
equipment alongside networking solution and
programs. More than 65,000 wellness centers in the
world are equipped with Technogym and 35 million
users train on Technogym every day. Technogym
was the official supplier for the last five editions of
the Olympic Games: Sydney 2000, Athens 2004,
Turin 2006, Beijing 2008, and London 2012.
www.technogym.com or www.geospafitness.com.
body LIFE 1 I 2014
I 33
PRODUCTS & CONCEPTS
FOCUS FITNESS
Incline Trainer
is foremost in
cardio training
T
he FreeMotion Incline Trainer
is the single greatest piece of
cardio equipment available
today. Whether your fitness goals
are related to weight loss, building
strength, increasing endurance,
or simply finding a workout that
you actually enjoy, the Incline
Trainer will get you there faster,
safer and more enjoyably than any
other cardio machine in the fitness
industry.
What sets the Incline Trainer apart
from traditional treadmills is its
range of incline. Where traditional
treadmills will typically go from 0%
incline to 12% or 15% incline, the
FreeMotion Incline Trainer goes
from a -3% decline to a 30% incline.
The research behind incline training
shows that considerable differences,
in the way our bodies react to the
physical activity, happen at 18% and
above.
There
are
five
fundamental
differences that inarguably make the
Incline Trainer the cardio machine
to have at your gym:
Heart rates: Research shows
that walking only 2 mph at a 24%
incline yields greater heart rates
than running 6 mph at zero incline.
Meaning that incline training is a
highly effective way to get in shape
and train your heart, without painful
joint impact and jarring.
Fat utilization: Walking at a 21%
incline, again at only 2 mph, is the
most effective way to improve the
way your body looks. Research
shows that walking 2 mph at 21%
incline burns approximately 6.8 kcal
34
I body LIFE
1 I 2014
per minute, which comes from
your fat stores.
The calories you burn running,
with no incline, come from
your energy stores. In other
words, the fat you burn
training at an incline will
come off the unwanted
fatty areas of your body,
as opposed to the food
you ate that day.
Biomechanics:
Walking or running
on the Incline
Trainer forces
the user to
use
proper
biomechanics
(e.g. correct foot
strike). Therefore
it forces the body
to move more
efficiently, reducing
FOCUS FITNESS
wasted energy and lessening chance
of injury. Decline training teaches
the muscles to decelerate, greatly
reducing chance of injury when
faced with a difficult, uncontrolled
environment.
The opportunity to walk or run
at a decline allows for specificity
of training in a controlled
environment, which
is ideal for the elderly as well as
female athletes.
Muscle activation: When walking
at a 27%-30% incline the glutes are
activated 100% (more than when
performing squats); the hamstrings
are activated 73% and the calves
are activated 90%! There is not a
machine available that will activate
those three muscle groups at that
level of intensity at the same time.
If you are looking to tone and
strengthen your lower body, the
Incline Trainer will get the job done
faster and safer than any other
machine out there.
Variation: Performing different
movement patterns on the
incline trainer (skipping,
side shuffles, lunges, hops,
etc.) allows for creativity,
enjoyment, progression and
specificity of training. Best of all,
it makes getting a great workout
enjoyable and fun.
•
•
•
•
Features of FMTK74810:
• 10” full-colour touch screen with
browser powered by Android.
You can get online while you
work out! Check the news, read
emails, watch sports highlights,
get on Facebook and more with
this touch screen
• iFit Live technology built-in:
get smarter workouts and faster
results with iFit Live technology,
featuring workouts powered
by Google Maps, training with
Jillian Michaels and automatic
speed and incline controls.
This wireless technology is the
ultimate workout experience!
• 5.0
HP
AC
commercial
professional motor: Dynamically
spin-balanced and extensively
tested for superior performance
in vibration and noise, this
brushless AC motor is the
smoothest,
quietest
motor
available today.
• Compatible music port for iPod:
Move to the beat of your favourite
music with this built-in music
•
•
•
•
PRODUCTS & CONCEPTS
port with charging station. Plug
your iPod, or MP3 Player, and
headphones into the Interplay
music port and for unbeatable
sound quality. Audio coaching
overrides music during an iFit
Live workout.
0 – 12 MPH 1-step speed control:
Make precise interval changes
to your workout speed. Simply
touch a single button for whole
mph changes, or key in the exact
speed to suit your stride.
-3% to 30% 1-step incline and
decline control: Adjust incline
and decline from -3% to 30% with
the simple touch of a button.
34 built-in workouts: Take the
guesswork out of your workout
with these built-in programs.
Choose from high intensity,
incline, calorie-burn or workouts
powered by Google Maps to start
your fitness journey.
CoolAire workout fan to stay cool
and fresh during your workout
with the innovative CoolAire fan.
It’s built right into the console,
just like the AC in your car,
allowing you to quickly adjust the
settings.
Dual-grip heart rate monitor:
Pulse information can be
displayed on the console
via contact sensors or Polarcompatible wireless chest strap.
Option to upgrade to 17”
FreeVision HDTV: Add motivation
to your workout with this HDTV.
This upgradable feature has
a wide viewing angle and was
designed with dynamic contrast
and colour saturation for a
beautiful picture.
Warranty: Lifetime on frame,
3-year on parts and labour, 1-year
on console and TV.
Maximum user weight: 400 lbs or
181 kg.
FreeMotion is represented in India
by Focus Fitness Pvt. Ltd., based in
Mumbai (www.focusfitness.in).
FreeMotion’s Incline Trainer, the FMTK74810
body LIFE 1 I 2014
I 35
PRODUCTS & CONCEPTS
CARDIO FITNESS
Hot trend:
Outdoor
functional training
T
he fitness equipment industry
is approaching a new and
exciting era of innovation
and evolution. Life Fitness, the
global leader in commercial fitness
equipment manufacturing, is leading
the charge with new products that
help ensure that a workout is both
exciting and effective.
Life Fitness launched an abundance
of groundbreaking products this year
and expanded its offerings to give
exercisers the new training options
they want. This was done by taking
training outdoors and enhancing
indoor workouts with state-of-theart technology.
Outdoor exercise is a popular fitness
trend, largely because it can enhance
an exerciser’s mood and energy
level. The new Synrgy BlueSky from
Life Fitness is a functional training
system designed specifically for
outdoor use. It can be configured to
accommodate any size of outdoor
space and can be used by groups as
varied as health clubs, colleges and
the military.
Twelve body weight training stations
include a press, row, step-up
platform, dip/lat raise, ab station,
pull-up options, short and long
cargo nets, arc ladder, high rings,
monkey bars and an arc traverse.
These stations can be combined to
create a variety of versatile designs
that fit into nearly any outdoor
scenario.
The
Synrgy
BlueSky
system
combines outdoor exercise with
small group training, another one
of the leading trends in fitness. This
method continues to gain popularity
among fitness professionals and
exercisers because it encourages
camaraderie, accountability and
intensity, while still allowing trainers
to offer individualized attention.
Group training creates an energetic
workout atmosphere, and exercisers
benefit from the fun and supportive
environment.
With Synrgy BlueSky, exercisers get
the best of both worlds: the energy
boost from working out in the great
outdoors, and the inviting, but
challenging, small group training
atmosphere.
“The stations and connectors on
Synrgy BlueSky empower trainers
to create fun, energetic classes that
can incorporate circuits and interval
training,” says Deborah McConnell,
Global Master Trainer for Life
Fitness.
www.cardiofitness.com
36
I body LIFE
1 I 2014
CARDIO FITNESS
PRODUCTS & CONCEPTS
Enhanced
engagement
for exercisers
T
echnology is a huge part of our
everyday lives. Technologyassisted workouts empower
exercisers and let them take control
of their fitness. Life Fitness provides
cutting-edge solutions for both
exercisers and facility owners.
From wireless connectivity during
workouts to facility management,
this year the company is unveiling
abundant technology products that
create engaging experiences for
exercisers, and also help fitness
facilities maximize RoI and learn
about the exercise habits of their
users.
Leading the way is LFconnect,
the hub of Life Fitness cloud
technology, and LFopen, which was
the first truly open API in the fitness
industry. Says Matt Brennand,
Director of Cardio and Technology
Products of Life Fitness, “LFopen
and LFconnect lay the groundwork
for endless possibilities that create
a completely connected experience
for exercisers and smart business
solutions for facilities.”
When exercisers keep track of their
workouts, they are more likely to
stay motivated and reach their
personal fitness goals. Life Fitness
cardio equipment allows exercisers
to create a personalized experience
by logging into their LFconnect.
com account and accessing their
own workouts, music playlists, and
website favorites. It also lets users
track and save their workout data.
LFopen makes it possible for the
world’s leading fitness apps to sync
directly with Life Fitness equipment.
Exercisers can be motivated by their
favorite apps, like FitBit, Runtastic,
Lost It!, SoFit, Paofit and many
more, to track data or create fun
and engaging workouts. Life Fitness
expects this list of compatible apps
to continue to grow at a fast pace in
the future.
Life Fitness is the first manufacturer
in the industry to connect its entire
cardio portfolio to cloud technology.
This detailed product data allows
managers to make decisions
on product mix based on which
machines are being used and how
often. Managers can also adjust
staffing schedules based on peak
usage time.
www.cardiofitness.com
body LIFE 1 I 2014
I 37
PRODUCTS & CONCEPTS
MATRIX
Engaging
content at
just a touch
T
he Matrix C7xi ClimbMill’s touch interface was
thoughtfully designed for fitness. Its clean home
screen is the easiest way users can access content.
From built-in social media apps to Virtual Active to ondemand music videos, engaging content is just a touch
away.
A user completing a Virtual Active workout feels incline
changes as the terrain changes and hears ambient
noises, and they can post their workout data to social
profiles with a single touch for a truly integrated
experience.
For added peace of mind, its Control Zone features a
sensor that stops the step rotation when triggered by
an object or person.
All Matrix ClimbMills feature an access panel that can
be quickly removed using a common coin for easy
serviceability. An integrated service light provides
visibility of internal components.
The Ergo Form grips with integrated pause/stop and
resistance controls enhance comfort and make it easier
to make workout changes on the fly.
FEATURES
Step Depth
25.4 cm / 10”
Step Height
20.31 cm / 8”
Contact & Telemetric HR Yes
Delineated Steps
Yes
Handlebar Design
Ergonomically designed
handrails and horn
Remote Buttons
Yes
Ethernet Port
Yes
Matrix’s C7xi ClimbMill
CONSOLE
Display Type 41cm/16” class projective capacitive touch screen LCD
Display Feedback Time Elapsed, Time Remaining, Time of Day,
Total Program Time, Total Steps, Calories, Calories per
Hour, Average SPM, SPM, Floors Climbed, Heart Rate,
METs, Watts, Dynamic Profile Display, Static Profile
Display
User-defined
English, German, French, Italian, Spanish, Dutch,
Multi-language Display Portuguese, Chinese, Japanese, Korean, Swedish,
Finnish, Russian & Arabic.
Resistance Range 1-25
Workouts Manual, Training workouts (rolling hills, interval
training, calorie training, goal training), fat burn, target
HR, fitness test (sub-maximal test, WFI test, CPAT),
constant Watts, time goal, distance goal, calorie goal.
CSAFE Ready-FitLinxx
Certified Yes
Netpulse Compatible Yes - included
FitTouch Technology Yes
Instant On Technology NA - powered
One-button Start Yes
On-the-fly Program
Change Yes
Integrated Vista Clear
Television Technology Yes
Fitconnexion Ready No
Wi-Fi Enabled Yes
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I body LIFE
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Multimedia Playback Yes - compatible with most tablet and smart phone
systems
iPod® Compatible Yes
Nike + iPod Compatible No
Personal Fan Yes
USB Port Yes
Virtual Active Compatible Yes - included
Asset Management
Compatible Yes - included
Web Connectivity Yes - custom app interface in addition to web browser
Facility Communication
Portal/Calendar Yes - programmed through Asset Management
Pause Function
Yes
RESISTANCE SYSTEM
Resistance Technology ECB w/ flywheel
TECH SPECS
Power Requirements Assembled Dimensions Max User Weight Assembled Weight Shipping Weight 100v-240v - 50/60Hz AC
165 x 85 x 212 cm / 65” x 33.5” x 83.5”
182 kg / 400 lbs.
158 kg / 348 lbs.
167 kg / 368 lbs.
MATRIX
The ultimate
deck system
PRODUCTS & CONCEPTS
Matrix’s T7xi Treadmill
T
he Matrix T7xi Treadmill enables a user completing
a Virtual Active workout feel incline changes as
the terrain changes and hear ambient noises, and
they can post their workout data to social profiles with
a single touch for a truly integrated experience.
The 7xi’s touch interface was thoughtfully designed for
fitness. Its clean home screen is the easiest way users
can access content. From built-in social media apps to
Virtual Active to on-demand music videos, engaging
content is just a touch away.
The impact absorption system provides the ultimate
feel for all users, and offers over 40,000 km/ 25,000
miles of maintenance-free performance.
Its exclusive drive system is coupled with controller
technology that continuously monitors and adjusts
to user footfall to ensure a perfect stride. For lasting
durability, the Matrix 5 and 7 series treadmills are
equipped with cast-aluminum end caps.
TECH SPECS
Power Requirements 20-amp dedicated circuit required, non-looped
grounded
Electrical Receptacle & Plug 200 - 220v
Assembled Dimensions 215 x 93 x 161 cm/ 84.6” x 36.5” x 63.5”
Max User Weight 182 kg/ 400 lbs.
Assembled Weight 181 kg/ 399 lbs.
Shipping Weight 200 kg/ 440 lbs.
FEATURES
Deck Type Ultimate hard-wax reversible 1” deck
Belt Type Habasit, 2-ply commercial grade
Running Area 152 x 56 cm / 60” x 22”
Step-on Height 24 cm / 9.5”
Cushion System Ultimate deck cushioning system
Incline Range 0-15% (590-kg / 1,300-lb. thrust
elevation motor)
Speed Range 0.8 - 24.1 km/h/ 0.5 - 15 mph**
Contact &
Telemetric HR Yes
Crossbar Controls Go, stop, cool down, speed and incline
control
Ethernet Port Yes
** 24.1 km/h/ 15 mph rating applies to users up to 159 kg/ 350 lbs
CONSOLE
Display Type 48 cm / 19” class projective capacitive touch screen
LCD
Display Feedback Time, Distance (Kilometers or Miles), Calories, Calories
per Hour, Speed, Incline, Pace, Heart Rate, METs,
Watts, HD Dynamic Profile Display
User-defined
English, German, French, Italian, Spanish, Dutch,
Multi-language Display Portuguese, Chinese, Japanese, Korean, Swedish,
Finnish, Russian & Arabic.
Workouts Manual, Rolling Hills, Fat Burn, 5k, Target HR, Gerkin
Protocol, Calorie Goal, Distance Goal, Time Goal, Army
PFT, Navy PRT, Marine PFT, Air Force PRT, Physical
Efficiency Battery (PEB)
CSAFE Ready-FitLinxx
Certified Yes
Netpulse Compatible Yes - included
FitTouch Technology Yes
One-button Start Yes
On-the-fly Program
Change Yes
Integrated Vista Clear
Television Technology Yes
Fitconnexion Ready No
Wi-Fi Enabled Yes
iPod Compatible Yes
Multimedia Playback Yes - compatible with most tablet and smart phone
systems
Nike + iPod Compatible No
Personal Fan Yes
USB Port Yes
Virtual Active Compatible Yes - included
Asset Management
Compatible Yes - included
Web Connectivity Yes - custom app interface in addition to web browser
Facility Communication
Portal/Calendar Yes - programmed through Asset Management
Pause Function Yes
Reading Rack Yes Drive System
Matrix 5.0 hp AC Dynamic Response Drive System
body LIFE 1 I 2014
I 39
New: Functional
Training Forum
The new functional training platform by
Perform Better and IFAA, powered by
bodyLIFE magazine, rocked at FIBO 2014
H
all 9 at FIBO 2014 was
redesigned and restructured
especially for functional
training. This move proved very
popular, with the stage in the centre
of the event attracting a lot of
interested people, throughout the
duration of the international trade
show in Cologne, Germany.
On all the four days of the trade
fair, from morning to evening, the
functional training forum provided
FIBO visitors a complete programme
and thrilled them – starting from
the early morning workouts (Crosstube with Stefanie Rohr), over a
number of workshops, individual
and group workouts, to professional
presentations on the latest sports
40
I body LIFE
1 I 2014
Trainer-Editor Maren Lenhard (L) in conversation with Speedball SM fitness trainer, Barbara
Spritzendorfer.
science findings.
No matter what time people came
by, the functional training forum
was always full. Other highlights
included Eberhard Schloemmer’s
lectures on Functional Movement
Screen (FMS) and the new face of
IFAA, Barbara Spritzendorfer.
The cynosure of all eyes was
Eberhard: he explained FMS
and demonstrated the process
of determining the strengths
and weaknesses of fundamental
movement patterns. Despite the
complexity and high demand, he
remained the object of interest of
the countless trainers and amateur
sportsmen present at the venue.
FIBO 2014
COMMUNITY & LIFESTYLE
Neurology on the move!
What is FMS?
That is a difficult question to answer.
Often it is easier to say what the
FMS is not! FMS is not a diagnostic
tool. It is not a test, but a pure risk
check. We check if a risk exists when
the person becomes active.
Eberhard Schlommer
What are the prerequisites for FMS
training?
Most importantly, one should have
the passion to become a trainer or
a physiotherapist or a doctor. The
theme of neurology and movement
is on the rise, and every day we are
learning more about it.
What has been the response to
FMS at FIBO?
This is our third time at FIBO in the
Speedball SM Fitness and MAX
(muscle activity excellence), both
power-packed course programmes,
impressed many of the visitors.
These programmes activate the
muscles and enhance performance
of the trainee through functional
exercises.
In Speedball SM Fitness, as
the name suggests, one works
functionally with a ball. Presenter
Barbara Spritzendorfer has been an
instructor since 2011 and continues
to be passionate about it, more so
as it is gaining popularity.
“This training is effective and
diverse. The participants quickly
learn how they need to work with the
ball. The ball is perfect as a training
tool,” she stresses.
MAX refers to a 30-minute group
fitness format which is based on
structured exercise sequences. It
is a high-intensity fitness training
module that pushes the participants
to their limits. FIBO visitor Andreas
Mueller has done it. “MAX is
definitely recommended! It is fast
and it gets you exhausted!” he says.
form of lectures and presentations
on FMS. We are noticing that it is
increasingly gaining more popularity
and is very well-received. We are
getting many queries and we are
happy about it!
How did you become aware of
FMS?
A friend of mine came from the
USA and recommended it to me.
Initially, I laughed it off, but later I
was convinced by it.
Eberhard Schloemmer holds a degree
in Sports Science. He has been working
in the field of fitness for more than 10
years, advises large corporations and
works as a trainer. He is committed to
FMS.
Coming soon to INDIA too
The training formats FMS, MAX and
Speedball SM were very well received
at FIBO. They are also on their way to
India!
As part of the first bodyLIFE IFW trade
fair, scheduled in Mumbai in October
this year, the integrated IFAA-India
convention will offer these attractive
modules to local professional trainers.
Speedball SM fitness at the functional
training forum during FIBO-2014
Eberhard Schloemmer tests Trainer-Editor Maren Lenhard with FMS
body LIFE 1 I 2014
I 41
FMS
TRAINING
Photo: Andrey Burmakin/shutterstock.com
Just how fit are
Ten good reasons
for a Functional
Movement Screen
(FMS)
Fitness trainers are finding FMS
more and more popular, and more
and more useful. For studio owners
it is still, however, a whole new world.
Yet, FMS can also be used as a
marketing tool and help to cement
client relations.
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I body LIFE
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A
lot of trainers have already
discovered the FMS for
themselves. In just a
few minutes, in seven simple
movements, it is possible to pick
up reliable information about the
overall quality of the client’s activity.
Any limitations on stability and
mobility, and/or limited mobility
on one side, as well as possible
unrecognised problems with pain,
can all be covered with the FMS
method and, using correctional
practice and movements, can be
measurably improved within a few
days or weeks.
With the results viewed on the
screen the trainer can keep a close
watch on the client, identify what s/
he needs, what would be sensible
and targeted exercise, and which
exercises, equipment or fitness
programme would be best to
recommend at the time – or not to
recommend.
More and more often one hears
about the poor quality of fitness
clubs. In Germany, one newspaper
article reported: “A lot of German
people exhaust themselves to a
serious degree in fitness clubs.”
Tackling weak areas
Fitness clubs, unqualified trainers,
and
very
successful
fitness
programmes are held responsible
for long-term physical damage and
excess physical stress among some
club members. Unfortunately, it
says a lot more to a lot of people
– that fitness and sport are bad for
us – and encourage such people to
feel confirmed in their avoiding of
activity and movement.
For years, or even decades, the
fitness and quality of movement of
millions of people, has been made
worse because of lack of exercise
TRAINING
FMS
your members?
10 advantages of FMS
Undiscovered pain locations, functional
bodily imbalance, or restricted
movements can be recognised
Protects the client from physical damage
or overload
Additional evaluation/expansion to meet
one’s own training philosophy
Fast and simple integration of the FMS
system in the fitness studio and day-today training business
Perfect initial check for new members at
low cost, little time for club owners
Attractive revaluation of the starter pack
Additional training possibilities with new
and effective exercises
Tool to check, manage training progress
via repeatability of measurements
Maximum client loyalty through trust and
competence
Gaining members’ trust by individual
assessment of their health
or unsuitable training programmes.
Limitations in mobility and/
or stability when using exercise
apparatus can lead ultimately
to compensational or evasive
movements and micro-trauma.
Minor injuries and non-physiological
mechanism of the joints are the
result. It is exactly these people who
visit the fitness, yoga and pilates
gyms, or health clubs, around the
world, millions of times, day in day
out, in the hope of somehow making
things better.
In effect only a few fitness clubs
and trainers are really ready for this
growing problem of dysfunction,
physical imbalance and specific
weak areas. The FMS and its
successful training philosophy can
help here.
“Until just a few years ago we had
no system in use to tell us about the
quality of the various movements
before deciding on the quantity to
apply,” says Gray Cook, one of the
two developers of the FMS, and one
of the world’s most successful and
recognised physiotherapists.
The screening (checking and
assessing)
of
certain
basic
movements today is a central
element in the work of professional
trainers, coaches, personal trainers
and physiotherapists.
In professional sport – such as
American football, basketball and
ice hockey, as well as soccer clubs
such as FC Bayern, Chelsea, etc. –
the FMS has been used successfully
for years.
And now the possibility of lifting
a fitness club above all others
by using an efficient piece of
measuring equipment, in just a few
minutes, and at a low cost, and to
be able to repeat the findings, has
not been discovered only by sports
body LIFE 1 I 2014
I 43
FMS
TRAINING
professionals, but also by fitness
clubs and personal trainers.
Worthwhile training
The FMS and a functional training
system are, for many people in this
sector, completely new territory.
They can open up a whole new world
of undreamed of possibilities and
will also, of course, raise the value
of the business.
The system works well and many
clubs have tested the equipment
world-wide. Increased membership
figures, additional personal trainer
lessons, client loyalty and increased
trust in the level of attention and
care, are the results.
The FMS is useful as an initial client
evaluation, and for follow-up tests. It
can be integrated into every fitness
establishment and every fitness
concept. It will supply, in less than
15 minutes, important information
for the trainer and the client.
The exercise programme based on
this information (the “Corrective
Exercise Strategy”) and a cleverly
organised work-out programmes
with attractive exercises nicely
round-off the “key in hand” system.
With a few additional exercises the
client will achieve noticeable and
measurable results.
In Germany the FMS has been
known and used by physiotherapist
Oliver Schmidtlein and the athletics
trainer Mark Verstegen as part of
their work with the German national
soccer team. Since November
2012 there is a course, available in
German, to enable users to become
qualified as ‘FMS-Certified Exercise
Professionals’.
in order to bend and stretch hips,
knees and ankles together in a
kinematic chain.
In addition extensions and stability
of the spine and rear musculature,
as well as flexing and abduction of
the shoulders are required.
in all kinds of sport disciplines such
as running, jumping and various
games. In the one-leg stage it is
also possible to evaluate the closed
kinematic extensor for maximum
hip extension and dynamic stability.
THE SEVEN SCREENS
1. Deep Squat (DS)
The ability to bend the knees is a
fundamental everyday movement,
also for sport and leisure activities.
Bending the knees is a basic
component of several functional
movements. When done correctly
the deep squat promotes the whole
mechanics of the human body.
2. Hurdle Step (HS)
In the hurdle step movement the
coordination and stability between
the hips and posterior, as well as
standing on one leg, are measured
and checked. For correct execution
of this movement it is necessary to
show optimum mobility in the ankle,
knee and hip joints in their open
chain movement and an optimum
This screen supplies information
on bilateral motion, motional
symmetry,
functional
mobility
and stability of the hips, knees
and ankles as a kinematic chain in
bending and stretching.
The beam located overhead allows
the symmetrical movement of the
shoulders and thoracic spine to be
measured. The correctly carried out
deep squat demands good timing
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I body LIFE
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balance in the single leg stance, plus
stability in the spine and posterior.
The hurdle step is met every day (for
example in climbing stairs) as well as
3. In-Line Lunge (ILL)
The start position for this screen
places the body in an asymmetric
step position which is commonly
found in sport and day-to-day
movements when walking, running,
starting off, slowing down, rotational
movement,
and
lengthways
movement.
Here not only the balance is checked,
but also the mobility and stability
of the ankles, knees and hips. The
small steps taken mean that the
upper body, the shoulder girdle and
the lower extremities must be able
to withstand a slight to medium
body LIFE 1 I 2014
I 45
FMS
TRAINING
rotary force. In addition an optimum
alignment of the mechanical axis
and upper body is required.
Contractions and imbalance (e.g.
quadriceps, hip abductor, seat,
belly and calves) must be able to
withstand light or average rotation
forces under extreme conditions in
the shoulders and hip flexors, which
make this exercise somewhat more
difficult.
4. Shoulder Mobility (SM)
The test for shoulder mobility
returns data on the client’s bilateral
freedom of movement and possible
limits to the shoulder muscles, the
rotation sleeve, the shoulder blades
and the thoracic spine.
To be able to carry out this extensive
movement bilaterally it is also
necessary to carry out extension tests,
internal rotation and adduction,
as well as external rotation with
abduction of the shoulders at the
same time. Limitations, for instance
in the control of the shoulder blades
and/or the spine, cutting short
the motion of the pectoris minor
muscle, the latissimus dorsi and
several others can have a serious
impact on the shoulder movement,
and thus return a low score in this
area.
5. Active Straight-Leg Raise
(ASLR)
The Active Straight-Leg Raise, lying
on one’s back requires the ability to
move the lower limbs independently
of each other while the pelvis and
posterior remain stable. It is a test
less about motion of the upper thigh
46
I body LIFE
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of the raised leg, but much more
about seeing whether the legs can
be moved independently of each
other.
Here the quality of the flexing of the
active thigh of the stretched, raised
leg while at the same time the hip
extension of the resting leg under
retention of the posterior stability,
are crucial factors. A structural
hip
mobility
or
restrictions,
hypertonic reduction in length and
in the complex of gluteus maximus,
tractus iliotibialis and ischiocural
muscles, as well as reduced activity
of the lower belly muscles can have
a negative effect on the client’s
performance and so return a low
score in this area.
Asymmetric and other dysfunctions
in this region can lead to injury,
sensitivity problems and stress.
6. Trunk
(TSPU)
Stability
shoulder and posterior it can
often lead to an inefficient use of
kinematic power, which ultimately
leads to compensatory movements.
This can hinder the full functional
performance and lead to microinjuries and overload traumas.
7. Rotary Stability (RS)
Here one checks the ability to
stabilise the posterior during
simultaneous
arm
and
leg
movements, and to maintain posture
control. This complex movement
demands correct neuromuscular
control of the pelvis, posterior and
shoulder girdle at several levels in
order to combat any rotation power
and energy transfer.
In almost all sports movements and
Push-Up
This screen has nothing to do with
conventional press-ups. Because
of the special requirements and
challenges in the start position this
movement can, with just one repeat,
check the ability of the reflectory
posterior stabilisation by a closedchain upper body movement.
Symmetrical energy transfer and
reflex-type stabilisation of the
shoulders, rump, hips and spine
at several levels is called for here.
Almost all of the movements
require, from the local and global
posterior stabilisers, a functional
power transfer from the upper
extremities, over the posterior, to
the lower extremities, and vice versa.
In cases of lack of rump stability
and/or a lack of functionally
coordinated working of the arm,
in daily life power is emanated from
the extremities and transferred to
the posterior or vice versa. If this
is not carried out properly, kinetic
energy is misdirected and so will
lead to a lower power development
and possibly lead to the risk of
personal injury.
– Eberhard Schloemmer
The writer is a qualified sports
scientist, FMS expert and
official trainer in Europe for
the Functional Movement
Screen. Further information on
FMS training and in-house programmes is
available at www.perform-better.de.
SOFTWARE FOR GYM
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Fitness Manager is the most
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a very defined manner. It senses
your thoughts and delivers exactly
what you are looking for and so their
clients recognize Fitness Manager
for its stability, and not without
reason.
In spite of recent upheavals in the
fitness industry, Fitness Manager’s
popularity touched an all time high.
When there are a host of dubious
software products available in
the market at half the price, they
still insist on Anayan’s reliability,
stability & trust.
Some key features are:
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and
Employee
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gym floor.
• iPhone and Android apps
Your members get to see their
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using our feature-rich iPhone and
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• Integration with Tally accounting
software
Fitness
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Biometric Time Attendance
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Our Face book page shares Fitness Tips.
Everybody gets to benefit from the
knowledge we share.
Paperless Documents
Member Cloud
Day Close Report
Fitness Map
Tally Integration
Customer Feedback
Be an eco-friendly gym. Log Book For internal
office communication.
Management gets the Day Summary, Statistics
and Analysis in their email IDs.
The entries from FM get posted directly into
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Every member can log in remotely to check
the progress.
Assessments, Diet Plan, Workout Schedule,
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can be trapped to gather feedback from
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CONTACT US
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Telephone
Email
: +91 9320016286
: sales@anayan.com
body LIFE 1 I 2014
I 47
TRAINER
INTERVIEW
Married to business,
wedded to fitness
Swetha Subbiah is a highly qualified personal trainer and head trainer
at the premium gym ‘Zela’ in Bangalore. She received her qualifications
in the UK. Even before Zela started (in October 2011), Swetha was
responsible for creating, promoting and launching the remarkable brand.
Before that she initiated quite a few successful promotional partnerships
with leading brands like Puma, Mont Blanc, Chanel and Volkswagen.
The skills for business projects like this were already in place: Swetha
studied Economics at York University, Toronto (Canada), and had
worked for business and consulting companies; among them Ernst
& Young. bodyLIFE decided to find out what makes Swetha tick as a
personal trainer...
Swetha, which world is more
difficult to survive: the world of high
performance business, or that of
high performance training?
Both worlds offer their own set of
challenges; but since the area of
fitness and training is somewhat of a
new industry in India, there are fewer
guidelines one can follow in order to
create or run a successful business.
From that point of view there are
far more ‘unknowns’ in the training
industry, and I would say that, in a
sense, it is more challenging.
Swetha in action at Zela in Bangalore.
48
I body LIFE
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How did you experience this big
change in your life?
I was in the right place at the right
time! Sports and fitness have
always been my first love, and I was
fortunate enough to find my way
back to it. When I was looking to
make a move from the corporate to
the fitness industry, I had the good
fortune of meeting an entrepreneur
who had a vision for the fitness
industry in India that very much
complemented my own personal
vision. That made my transition
quite seamless.
INTERVIEW
TRAINER
Everybody sees the difference
between these two universes.
But maybe there are also some
parallels?
At the end of the day they are both
businesses, and in order to grow
and be successful in any business
it must make economic sense. From
that point of view both the corporate
and the training worlds are similar.
You are familiar with both industries,
not only in India but also in Europe
and the US. From your experience,
what are the differences between
these three continents?
The big difference between the
fitness industry in India and the
West (Europe and North America)
is simply the level of maturity. In
India educating the population on
the benefits of fitness is very much
the first order of business. The West
is far more mature; and developing
cutting-edge fitness techniques and
solutions are in the forefront.
You undertook personal training
education with (among others) Nico
Schmitz (famous German fitness
trainer of the national football
team). How do you think his skills
and concepts fit into Indian needs
and market?
Nico Schmitz’s skills and concepts
are very much applicable in the
Indian fitness industry, as they are
in any other country in the West. If
I could use an analogy, it would be
like a new drug in the market that
can cure a cold. Anyone, anywhere
can use it, and it works!
What do you think about the
possibilities
of
Functional
Movement Screening (FMS) in
Indian gyms?
FMS is a fantastic tool for trainers
to identify, explain and correct
movement-based compensations
in the body. However, since the
Indian fitness industry is so young
in many ways, sometimes the
information that the FMS tool gives
the client maybe overwhelming and
uninteresting to them. More often
than not, in India ‘weight loss’ is the
only concern of the client.
What are matters of priority for the
Indian gym and fitness industry?
Education and a central authority
The Germany-trained fitness enthusiast in conversation with bodyLIFE Editor-in-Chief, Max
Barth.
for certification. The Indian fitness
industry is very unorganized; there
is no central body that awards
certifications. This makes it very
hard to hire trainers because it is
hard to judge how good and relevant
the local certifications are. From the
trainers’ point of view, they struggle
to find good educational facilities
with recognized certification.
What are the inherent assets and
strengths of the industry in the
country?
India has a large upwardly mobile
middle class that is becoming
interested and able to invest in
personal fitness. There is enormous
scope for growth. Moreover, now we
are seeing people from the middle
and upper strata of society that
are seriously considering fitness as
a career option. This means that
there is a massive talent pool that is
untouched. This is what the Indian
fitness industry can tap into and
grow from.
Trainers abroad can get tough
on their customers, in order to
overcome their inner barriers.
But trainers in India fight shy of
psychological support to their
clients. Why is that?
This seems to be a classic case of a
bad hangover from India’s colonial
past and its caste system, where
social hierarchies and expected
behavior within them were clearly
defined. But we now see people
from across the social spectrum
joining the fitness industry in
India. This trend is breaking down
social barriers; so we can definitely
look forward more aggressive and
hardcore training in India in the
coming years.
You turned to professional training
as a career. How did your relatives
and close friends react?
I am very fortunate because my
family is very supportive of my
decision, but they’re definitely a bit
confused about the exact nature of
my work. The community I belong to
and the social group I am a part of are
quite forward thinking, so there was
very little resistance. However there
were definitely reservations about
doing work that was considered
more manual in nature.
What is your personal wish for the
Indian fitness market?
I think India is in a unique place
where the scope for growth and the
opportunity to learn from the mature
markets of the West is massive. It is
my personal dream that India sees
an upsurge in fitness and training
spaces that cater to all segments
of society. I also hope to see a
more organized industry, where
certification is of a high standard
and is recognized.
body LIFE 1 I 2014
I 49
BUSINESS & BEST PRACTICE
FITNESS EDUCATION
Lead,
guiding
light...
Leena Mogre, training guru to many sports
and cinema stars, is a celebrity in her own
right. She is India’s first certified woman
personal trainer and gym owner, and a
pioneer in fitness education. She tells
bodyLIFE what fitness training certification in
the country is all about...
O
ne fine day, when Ms. Leena
Mogre was called upon to
conduct aerobics classes in
a newly launched fitness centre in
a club in Vile Parle (Mumbai), she
was at a loss for words. The reason
for her unease was that although
she practiced aerobics as part of her
personal fitness regimen, she was
not a qualified instructor. The year
was 1993.
Fortunately for Leena, she could
count on some certified aerobics
instructors among her friends, who
helped her out of her dilemma. The
scenario is not changed much in
2014.
In this span of two decades, the
wellness and fitness industry in
India has grown by leaps and bounds
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I body LIFE
1 I 2014
– in terms of technology, scientific
concepts, nutrition awareness and
eager customers. But the scarcity
of educated trainers and instructors
continues to dog the growth of the
business of gyms, spas and physical
rehabilitation centres.
Supply Gap
This gap between demand and
supply of certified trainers was
even more acute in the ‘80s and
‘90s, when gymming took roots and
spread rapidly across the country.
That was what prodded Leena to set
up a training academy in her Bandra
gym in 1994.
The pioneering Leena Mogre Fitness
Academy has since given to the
industry more than 3,000 trained
and certified instructors. Its alumni
have spread far and wide and
become celebrity personal trainers,
fitness and nutrition consultants –
even successful gym owners! It now
has branches in Khar (Mumbai),
Baroda and Bangalore.
Far from the days of its origins, the
LM Fitness Academy today has on
its faculty a bevy of specialists in
the fields of food & nutrition, sports
& training, hotel management
& catering, physiotherapists &
orthopaedic doctors. They are the
ones that educate and polish fitness
enthusiasts into knowledgeable
trainers, sports instructors and
facility managers.
The courses at LM Fitness Academy
impart knowledge of physiology,
human anatomy, injuries, biomechanics, weight and strength
training, obesity and sport-specific
assistance. It involves project
work and compulsory in-house
internship, which are important
milestones in a candidate’s journey
to certification.
“Inter-personal
communication
and presentation skills are what
differentiate a mediocre candidate
from the bright ones,” Leena
notes, stressing that these are
equally essential to a successful
career as a fitness trainer. “For
some, we recommend personality
development courses to improve
their chances of success.” In tune
with industry requirements, she is
soon introducing refresher courses
for already certified trainers,
dieticians and instructors.
Her academy presently offers
part-time courses in power yoga,
kick boxing, aerobics, fitness
management, diet & nutrition
FITNESS EDUCATION
and advanced personal training.
For candidates that are talented,
but unable to afford course fees,
scholarships are offered by the
academy.
Setting Standards
What type of people generally enroll
for certification? “We have always
had a mix: fitness enthusiasts,
sportsmen without a career,
graduates from physical training
institutes – even housewives! It
helps that our courses are part-time.
And yes, the age profile is getting
younger each passing year,” Leena
informs us.
How does one differentiate between
group, personal and sports trainers?
“Personal trainers have it the easiest,
since it is a one-on-one interaction.
Sports trainers must have sportspecific field knowledge.”
It is the group trainer that needs more
energy and talent, because s/he is
leading a diverse group, Leena says.
She takes an aerobics instructor for
example who, in addition to training
skills and leadership qualities,
“needs to understand music and
choreography”. (This is already
sounding as much fun as it seems
challenging!)
What about the authenticity and
recognition of the plethora of
courses and certification institutes
that have mushroomed under the
growing umbrella of the expanding
industry? “There is no government
regulation, nor recognition, for
these courses. Even in the West,
industry associations (such as IFAA,
ACE, IHRSA and ASCM) accord
recognition to training education,”
Leena says.
She agrees that there should be
regulations and standards within
India; but that is possible only after
recognition by the government to
industry associations. The recentlyestablished Mumbai Gym Owners’
Association is an attempt in that
direction.
“Otherwise, one has to go by
industry recognition accorded to
market-proven certification that we
offer. As of now that suffices our
requirements,” the veteran trainerturned-gym-owner-turned-educator
says.
BUSINESS & BEST PRACTICE
Fitness Management Course:
10 weeks (3 days a week) + 8 weeks internship
Syllabus
Anatomy
Study of skeletal muscles & bones (placement and movement)
Exercise Physiology
Study of energy, metabolism and cycle
Injuries
Precaution before injury and basic knowledge to recognize injury
Fitness Testing
Ways to test clients’ fitness levels before putting him/her on a
training programme
Weight Training Planning All about weights (free hand, machines, etc.), forms, understanding body type
Schedules
and planning training programme)
Basic Nutrition
Knowledge about macro and micro nutrients, basic nutrients in percentage
to be provided for various activities
Supplements
Knowledge of supplements, administration of supplements, brands & how
they work
Special Exercises
Exercises to be done and avoided during injury, recuperation, pregnancy,
diabetes, etc.
Certificates accorded
1. Fitness Management Theory
2. Exercise Technique
3. Internship
4. Work Experience
Diet and Nutrition Course:
3 months (2 days a week) + 5 weeks internship
Syllabus
Basics of Nutrition
Macro and micro nutrients, calorie count, natural food, importance of
balanced diet
Physiology of Nutrition
Metabolism of various nutrients in different activities, source of nutrients and
availability in our body during various workouts
Planning of Diet
Planning of diet for general public, in obesity, pregnancy, weight training,
for marathon, etc.
Certificates accorded
1. Fitness Nutrition Consultant
2. Internship
3. Work Experience
*Trainees would be learning to plan diet on the basis of exchange lists based on Indian food
Power Yoga Course: 8 days (Sundays)
Syllabus
Module I
Surya Namaskars
Module II
a. Flexibility training
b. Strength and functional training
Integration of
Module I & II
Various functional training exercises that can be incorporated during the
basic asanas
Certificate accorded
Basic Power Yoga
For more information, visit www.lmthefitnessacademy.com
body LIFE 1 I 2014
I 51
BUSINESS & BEST PRACTICE
FIRST IMPRESSIONS
At Snap Fitness, every inch of space is for workouts, not lounging.
Small makes
‘big’ sense
It is probably the fastest growing fitness
franchise chain in India. In the six years of its
existence, Snap Fitness has clocked up 46
clubs across the country so far... and we are
still counting! What makes it tick?
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I body LIFE
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S
nap Fitness is a US-based
(Minneapolis) global player,
with a footprint that spreads
from Canada, the US and Europe,
to Australia and New Zealand in
the East, with Egypt and India in
between. It has more than 2,500
clubs signed up in 1,450 locations.
In India, it aims to clock 300
franchises across the country in the
next five years, providing franchisees
with a low-cost, proven business
model with streamlined operations
and value-added franchise services.
According to Srileka Reddy, DirectorMarketing, all consumers the world
over are united about one thing:
value for money. Snap Fitness has
been able to deliver this, not only in
India, but across geographies.
She says, “We do not compromise
on the equipment, service, hygiene,
customer service or technology; but
we price it at very affordable rates.
The value box is huge compared to
other fitness clubs.”
Snap Fitness offers top-of-theline equipment, personal training
FIRST IMPRESSIONS
good quality fitness programmes
accessible to all at an affordable
price. The 13,000-square-foot Fitness
One club taught the duo the
difficulties of setting up shop:
from selecting and buying the right
equipment and accessories to hiring
qualified trainers and managers.
But running a big club wasn’t such a
smart thing for profits, they realised.
The operating overheads were huge
because of commercial rents for
multiple floors, along with staff
salaries and retention bonuses.
Non-revenue areas – such as
lounges, showering areas, saunas
and jacuzzis – were not helping the
bottom line either.
But the response was huge; and that
got them cracking at the franchise
business. They soon arrived at Snap
Fitness, which offered a perfect
fit: smaller fitness gyms, greater
flexibility, but with no frills. More
importantly, the Snap Fitness model
did not compromise on values or
equipment, but reduced overheads.
“In a big gym, rent and salaries
alone would add up to Rs. 15 lakh
per month. These are fixed costs in
running the place,” notes Srileka.
Marketing Strategies
programmes, nutrition counselling,
convenient timings and easy
accessibility. Yet, it provides perhaps
the cheapest membership to its
clients. bodyLIFE asked Srileka: How
do you work that magic?
The Entrepreneurs
An MBA in finance from London
University and with a Masters in
Marketing from Sydney University to
boot, Srileka could have ended with
a bank or financial consulting job;
but a chance meeting saw her take
up the role of a fitness club manager
in Bangalore!
“I pounced on it mainly because
fitness was always a passion for
me,” she smiles. During another
chance meeting with Dr B.M.
Vikram, the entrepreneurial bug bit
her. Vikram is a trained dentist, but
has a bigger enterprising appetite,
having successfully ventured into
real estate and HR consulting!
Together they decided to start their
own fitness club that would make
“Getting membership is all about
how you locally conduct marketing
activities. You have to market in the
area where people will come in, so
we focus on local marketing activities.
Once we have the people come in, our
whole focus is about ensuring people
get their results”
“To make more than Rs 15 lakh
month after month is impossible.”
Location, Location!
Srileka says Snap Fitness makes
sure the rent is no more than Rs. 1.5
lakh per month. “The floor space is
small, not exceeding 5,000 square
feet. We choose the second or third
floor. It has to be a residential area.
Since the number of machines are
limited, we don’t need an army of
trainers. That way we reduced our
fixed operating costs to one-third of
what bigger gyms have to shell out,”
she reveals.
BUSINESS & BEST PRACTICE
Srileka Reddy: Say ‘Snap’ and another
gym is ready!
For a gym spanning three floors,
you need three sets of people. All
Snap Fitness franchisees are singlefloor gyms. There is no wastage of
space: the lounges, reception and
shower areas are done away with.
Every square foot of area is used for
customers’ workouts, and there are
enough trainers to go around.
“Why do people come to a gym?”
Srileka asks, then answers herself:
“To work out – not to chat over a
cup of coffee, or browse in a Wi-Fi
lounge. If we offer these facilities,
then customers lose focus.”
She goes on: “If our customers want
a spa, we recommend a good one.
We don’t mind anybody opening a
spa next to our gym. But we don’t
want to take up the additional
responsibility of running a spa.”
What if the membership starts
adding up? “There is no dearth
of space. People choose different
times of the day to visit their gyms.
In any case Snap Fitness gyms are
open 24x7, so there is no ceiling to
the members we can enrol,” Leka
clarifies.
body LIFE 1 I 2014
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BUSINESS & BEST PRACTICE
FIRST IMPRESSIONS
business on their minds,” Srileka
reveals.
No compromises on equipment, training and focus.
Delivering Results
“If people come to Snap they have to
think about the results they get. So
how do they get results? They have to
follow a certain workout and nutrition
format. These are very closely tracked:
we have an in-built processes to make
sure that people come back to their
workouts. Once they see the results,
they refer other people. They actually
stay with us!”
There are peak periods (four hours
each in the morning and evening),
but the way trainers scheduled
their customers’ workouts, there
are no more than 50 customers on
the premises at any point of time.
“Everybody does not come to the
gym every day anyway,” Leka throws
in for good measure.
But visibility has to be good. Srileka
and Vikram check out about 10
locations before they zero in on
one! “Location is very crucial for us.
It is either close to home or close
to work. Nobody wants to drive to
their gym through city traffic; so we
choose a high street in a residential
area. We do not open in our gyms
malls or downtown areas. Our gym
should be across the road, or round
the corner – in any case not more
than 3 km,” Leka insists.
Franchise Model
Is there a compromise on
equipment then? “Absolutely no!”
Leka interjects. Snap Fitness has a
global deal with the likes of Cybex,
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1 I 2014
Matrix and Star Trac, among others,
to supply the latest machines for
cardio, strength and functional
training. “All the brands you get to
see in ‘bigger’ gyms, you get to use
with us,” she stresses.
What of training software loaded
on to the machines? “It is usually
an add-on, and it just adds to the
cost of the equipment. What we
ensure is to get the best quality of
equipment with whatever necessary
configurations. The bio-mechanics
have to be good.”
So it all boils down to low fees?
“Yes, much more affordable. We
pass on whatever savings that we
make on rentals, salaries and other
overheads back to consumer. If you
keep membership fees at about
Rs 1,200 a month it works,” the
manager-turned-gym franchise says
with authority.
What does it take to approach Snap
Fitness for a franchise? “Investment
in the region of Rs 1.7 crore”, says
Srileka. That would not only include
rental of the premises but also the
cost of interiors, the equipment,
even the initial marketing funds.
Snap Fitness takes the whole
responsibility of recruiting a team,
training trainers as well as managers,
undertakes marketing activity, plans
customer loyalty and retention
programmes and branding.
“Above all, what we look for in a
franchsee is someone with a passion
for fitness. We have seen that people
with a passion run our gyms more
successfully than those with only
‘Dilli Chalo’
What would be the gestation
period between a person getting a
franchise to the time of the gym’s
opening? “Three months,” Srileka
says nonchalantly. That means when
a person comes s/he has already
identified the premises? “No,” she
pipes in.
“Once the agreement is signed,
we make a 90-day calendar, which
includes scouting for location,
renting premises, order for machines
is processed, our architect goes to
work on the interiors, recruitment
and marketing activities begin, the
launch is planned – all in parallel!”
After tasting success in Bangalore,
the National Capital Region and
Delhi is the next big market for
Snap Fitness. It already has three
franchisees operating in the
territory; another four are planned
before end of 2014. Membership
fees are a tad higher, reflecting the
rentals of commercial property.
But why Delhi? “The response to
Snap Fitness has been extremely
positive. Our Gurgaon gym actually
did Rs 46 lakh in the pre-sales
period, and in Janakpuri we almost
reached Rs 56 lakh. Those are the
kind of numbers we haven’t seen
even in Bangalore!” Srileka informs
bodyLIFE.
The last word? “We ensure that
whoever takes our franchise
shouldn’t see losses. It’s a cashpositive business from day one,” she
signs off.
Holding Attention
“We build communities within the
gym where members, their families
and friends bond. During the recent
IPL, we had teams like the Rajasthan
Royals, Chennai Super Kings, etc. We
did a series of fitness team events, at
the end of which we announced the
winners.
“We also have contests like Snap
Chef for women. They bring in their
dishes; all the members taste them
and rank them; then we announce the
winners. We also have special events
like the Biggest Loser challenge, Snap
inter-club football, Snap Marathon (5k
and 10k), Mr. and Mrs. Snap Fitness,
fashion show, etc.”
TAKING STOCK
NUTRITION
Dietary dictates
for performance or for
vanity?
A rising economy has seen Indians
bombarded with nutritional info
and advertisements, promising us a
better quality of life. The buzz word is
‘healthy’, and it is good for business
too! But has it really improved our
nutritional wellbeing? Or were our
ancestors better off when they lived on
unprocessed foods?
T
raining for fitness in India has
been practiced since ancient
times, whether in the form of
yoga, pehalwangiri or even martial
arts such as Kalari. But nutrition
intake designed to enhance
performance in fitness has been
around only in the more recent past.
Stories of Indian pehalwans – such
as the legendary Gama and the more
recent Dara Singh – spoke about
their monstrous appetites to build
and maintain such physiques. These
legends inspired stories around
them of drinking ten litres of milk in
a day, and consuming 100 eggs for
breakfast alone! Whether these diets
were fact or fiction, people always
understood that to build truly strong
and good-looking bodies, special
diets were very important.
Dara Singh was without a doubt the
first national macho hero. But it
was in the early ‘80s that Hollywood
movies started making Arnold
Schwarzenegger
and
Sylvester
Stallone the new international
hotbods. Arnold being a former
professional
bodybuilder
also
brought the sport of bodybuilding
to the world, and to India.
Nutrition evolved in India into
predominantly two distinct areas:
muscle building and predominantly
male-centric nutrition, and holistic
and ‘natural’ nutrition aimed
predominantly at women. By the
‘90s, Bollywood also got its own
brand of muscular heroes and
gradually people started realizing
that something extra was needed to
build great looking physiques.
Macho Mania
This is where the two ‘S’s began
making their way into mainstream
nutrition in hardcore gyms around
India: Steroids and Supplements.
Those wanting to build massive,
muscular and strong bodies began
experimenting
with
anabolic
steroids and started seeing amazing
results. Of course, they also brought
some dire side-effects such as male
pattern baldness, acne, testicular
shrinkage, etc.
But, probably the worst side-effect
of steroids is that the massive
body LIFE 1 I 2014
I 55
NUTRITION
TAKING STOCK
muscularity that is built using them
is lost once one goes off steroids,
no matter what one does to keep
the look. This was also the time
when
international
nutritional
supplements began making their
foray into India on a large scale.
Among the tricks used by most
supplement manufacturers then
(and even now) is that they used
professional
bodybuilders
to
endorse their products, implying
that supplement usage was how they
built their championship physiques.
What most people training in
India don’t realize is that massive
physiques are a result of years of
training, plus great nutrition, plus
supplementation, plus recovery
protocols – and of course mainly
due to steroid usage. A clear fact
is that, no matter what training or
nutrition or supplements are used
for no matter how many years,
massive muscles cannot be built
without using anabolic steroids.
Interestingly, the other side of
nutrition that evolved over the
years to target women – even
men interested in weight loss and
slimmer physiques – is the natural
foods and holistic one. Almost
all major newspapers carry a
supplement on health and nutrition,
where you often find the benefits of
green tea, blueberries or some other
natural food espoused in them.
Yoga and Tai Chi seem to go well as
exercise forms to accompany such
regimens.
The ‘Size Zero’ figures achieved by
some Bollywood heroines is often
attributed to such ‘natural’ nutrition
and exercising. Whether such bodies
are only slim to look at or are also
strong to function in real life is
another question!
Grey Areas
There is also a third aspect of
nutrition which is possibly the
most important, but has somehow
never evolved to higher levels in
India. What we are talking about
is sports nutrition. Specific diets,
supplements and nutrition geared
towards excelling in sport have been
a big area of neglect in India.
This is probably also because India
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I body LIFE
1 I 2014
doesn’t have many great sportsmen
that have achieved success in actual
physical sports such as swimming,
athletics, basketball, etc. Though
cricket is a craze in the country – and
skilfully the Indian cricket team has
always been one of the best – their
fitness has always been suspect.
Also, because Indian cricket doesn’t
provide any physical specimens on
the lines of a Rafael Nadal, Kobe
Bryant or Usain Bolt, there really
aren’t any physically strong heroes
for the masses to look up to.
This lack of physically strong and
superior sporting icons for the Indian
population, especially for the youth,
has led to a grey area in building
sporting and functional physiques
through the use of sport nutrition.
Sports icons can be great motivators
for everyone, because they achieve
their performances and physiques
through
drug-free
nutrition.
This is also the major difference
between bodies of models (display
oriented) and those of sportswomen
(performance oriented).
Aesthetics-driven nutrition and
training can cause individuals to
follow unhealthy dietary practices to
build impressive looking physiques.
Male models and competitive
bodybuilders are known to avoid
salt and also go on drastically low
carbohydrates and water intake
while preparing for a photo shoot
or contest. This is done so that the
muscles stand out more, and so that
the body looks more chiselled!
Food For Thought
When it comes to performance
driven sports such as swimming
and athletics, the need for optimum
nutrition becomes even more
important as contests draw near.
Competitive sportspeople from
most Olympic events are regularly
dope-tested: that makes it all the
more important for sportsmen
to stay clean in their approach to
nutrition.
The lack of performance of Indian
sportspersons in Olympic events,
which require physical superiority,
could possibly be attributed to the
lack of an essential level of sports
nutrition which forms the basis of
any performance. Just as a racing car
needs the best quality fuel to perform
at high level, so do sportspersons
need the best nutrition to be able to
perform at their best.
Perhaps it is time young Indians
revert to their roots, where strength
is built by eating nutritious food to
build a realistic and long-lasting
physique of a sportsman, rather than
a chemically enhanced and shortlived physique of a professional
bodybuilder.
Women should realize that nutrition
is about building strong and healthy
bodies that take them through the
various natural processes that their
bodies are designed to go through.
They need to shun the ‘size zero’ and
bikini-body concepts because they
are unhealthy notions.
A six-pack or a tiny waist are no
guarantees of optimum health.
Perhaps it is also time for the Indian
fitness and nutrition industry to finetune a uniquely Indian approach
to nutrition for the typical Indian
physique?
– Deckline Leitao
The writer is a sports
performance
enhancement
specialist, has studied sports
science in the UK and South
Africa, and is a certified
personal trainer & yoga teacher.
Check him out on www.decklineleitao.com.
AROUND THE WORLD
SNIPPETS
Gympac upgrades its Bangalore presence
Gympac, the authorised distributor
in India for Precor gym equipment,
opened its second showroom on 100
Feet Road in Indiranagar, Bangalore,
in May. According to Gympac’s
Chennai-based Managing Director,
Mr Mohan Gupta, the next five years
will see an explosion in the number
of gyms opening across the country.
“There are more than 450 hotel
projects in pipeline right now. In the
next five years it is going to be a very
significant sector,” he explained.
TAC offers ‘Hot Deals’
Austria-based
The
Assistant
Company (TAC) IT GmbH, renowned
for its products, Reservation
Assistant and Club Assistant,
is presenting ‘Hot Deals’, a new
module
for
the
last-minute
promotion of available treatments
in spas and fitness clubs.
Managers in the wellness industry
are familiar with the problem: Staff
and rooms are ready, but the guest
is a no-show. Or worse: There was
no appointment scheduled at all.
To increase the utilization rate of
appointments, Hot Deals comes
up with special offers that can be
booked on a specific day. They
can be promoted in advance, but
reservations can only be made on
the specified date of the offer. It is
possible to offer several hot deals
on the same day.
Guests learn about the special offers
by visiting the web shop or through
a digital screen at the spa or club.
Reservations are made fast and
easy. Real-time interfaces prevent
from double reservations for a single
appointment.
The
software
automatically
recognizes booked appointments
as Hot Deals and considers predefined discounts. The daily quota
is individually definable and can be
adjusted any time.
www.tac.eu.com
Talwalkars to
go clubbing
India’s leading fitness chain,
Talwalkars Better Value Fitness,
is venturing into the sports club
sector. According to its Managing
Director, Mr Prashant Talwalkar:
“For us the next level would be to get
into premium quality clubs. We plan
to open sports clubs that will have
all the facilities: from swimming to
tennis and table tennis, squash to
badminton to billiards...”
He is aiming to install the best of
equipment and facilities, including
restaurants. “We will also have the
best of trainers, be it in tennis,
squash, or anything else. I feel that
is the next level for us as a brand to
climb up,” Prashant adds.
Acme Fitness
flexes muscle
in Bangalore
Chennai-based Acme Fitness, which
has nearly a dozen international
equipment brands in its distribution
kitty,
inaugurated
its
fourth
showroom in Banaswadi, Bangalore,
in June. The two storey premises
stocks and displays all its products:
from treadmills and cross-trainers
to cycles and other gym accessories.
body LIFE 1 I 2014
I 57
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Index:
Company Names Page No.
Anayan Software
47
Bharat Fitness System 58
body LIFE IFW Expo 2014
2
Cardio Fitness
31, 45
Cravatex 25
Focus Fitness 9
Gympac Fitness
21
IFAA - India
59
Physique India
15
Technogym60
58
I body LIFE
1 I 2014
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