he terms fitness, wellness and health
have become quite the trio thesedays,
being used synonymously and
interchangeably. And rightly so in many cases.
The maturation and evolution of the fitness
industry have also led to diversification and
fragmentation, meaning that there is no ‘one
fitness fits all’. And in addition to having different
concepts of what fitness, wellness and health
are, we also all have different approaches to
achieving our goals. With around 3,500 fitness
facilities in Australia, it’s clear that there’s a
club or studio to cater to all tastes, budgets and
personal aims these days. Shiny metal and loud
music do it for some, while others can find such
‘traditional’ resistance training environments a
little intimidating. Sure, they can go to Pilates
classes, but in 2015 that probably won’t cut it as
the only resistance training alternative.
With
terms
like
‘balance’,
‘vitality’,
‘spirituality’, ‘energy’, ‘de-stress’ and ‘lifestyle’
increasingly featuring in mainstream media, as
well as in our industry, the diverse aspirations of
the modern marketplace are clear.
One example of this diversity is the
widespread embracing of exercise rooted in
other cultures. Devotees of yoga’s pure use of the
body for resistance acclaim its ability to achieve
intense and effective workouts via slow, low
impact, fluid moves. But this purity is no longer
practiced solely in Ashrams and incense-filled
studios – the influence of yoga has permeated
many aspects of the fitness industry, with PTs
and group exercise instructors incorporating
elements of the practice into warm ups, cool
down and workouts.
If variety is key in today’s exercise and wellness
world, then what variants are exercisers looking
for? Put simply, many are seeking programs,
methodologies and equipment that better reflect
their own lifestyles, mindset and preferences.
With the continued growth of the mind body
market, a heightened societal appreciation of
natural materials and produce, and an increase
in older clients and members (Boomers now
make up the fastest growing member segment
for many fitness facilities), more and more people
are being drawn to working out in more ‘natural’
environments and with equipment based on
natural materials and elements. This doesn’t
T
mean bench pressing tree trunks
though: by combining traditional
exercise equipment with a more
natural aesthetic, you can unite
the best of both worlds.
The
US-designed
WaterRower rowing machine,
for example, which features
an
ethically
sourced
wooden frame and unique
water tank for true rowingon-water
simulation
and
resistance,
has been gaining a
steady fan base over the
past 25 years. While customers
can select from different types of wood
to match home interiors, its most notable point
of difference is its simple use of water as resistance. This natural
element matches exerciser input by increasing resistance the harder
the cable is pulled. Catering to all levels of fitness and experience,
no settings are necessary beyond switching on the monitor and
positioning your feet in the footstraps.
The German-based company Nohrd, meanwhile, has introduced
a range of products that complement the WaterRower in their use of
wood and water resistance. Stand-up units, such as the SlimBeam,
offer functional training in a sleek wooden casing, with a number
of accessory fixtures to enable a broad variety of exercises in the
smallest of spaces, making it ideal for either small studio or home
use. In the case of its stall bars, the company takes this classic piece
of wooden equipment and makes it its own, with add-ons like a foldout bar or leather bench. Its Grinder upper-body training machine
features multiple workouts based on the grinding movement of
hoisting sails, again utilising water as a natural form of resistance.
Among other equipment, kettlebells also get made over in the form
of hand-stitched leather pellet-filled Swing bells, which, as well as
being aesthetically pleasing, are designed to provide extra movement
within each exercise, resulting in stimuli for the connective tissue. Put
it this way: if you know someone who invests in their fitness and
wellbeing, but that you could never envisage ‘pumping iron’, this is
the sort of equipment that may well appeal to them.
A diverse market has diverse needs. While many will continue to be
drawn to traditional style equipment, there is also a demand in 2015
for fitness tools that are both effective and more natural in style.
Bonnie Kuprecht is head of marketing for WaterRower Germany. In her two
decades with the company she has seen the growth of the brand from its
beginnings to its current dominance as the number one rower in Europe. The
Nohrd brand was introduced to complement the WaterRower range and to offer
a more natural way of training. waterrower.com.au
More and more people are being drawn to working out in more
‘natural’ environments and with equipment based on natural
materials and elements.
NETWORK WINTER 2015 | 59