Focus on making fitness fun at IHRSA Fitness Brasil
Drawing a crowd of 20,000 visitors to Sao Paulo from August 28 to 30, the 15th annual IHRSA/Fitness Brasil Latin American Conference & Trade Show focused on how to keep Brazil fit, with exhibitors and speakers reaching out to its aging population but taking into account the need to encourage children with an eye to inspiring lifelong fitness.
When asked how Brazil is responding to these challenges, Executive Director of Fitness Brasil Gustavo Almeida told Relaxnews a focus on fun is shaping the market.
Stand-out products included the Spin by Mormaii, a balance board on an inflatable semi-sphere that simulates surfing and skateboarding for fun and skill-building as well as for a multitude of core strengthening moves for those who want a structured workout.
If well-received appreciated products like Kangoo Jumps are any evidence, Brazilians are well on their way to combining fun and fitnes.
Almeida told Relaxnews that discreet, multi-purpose exercise machines like Core Stix that include the possibility of therapeutic moves are gaining in popularity, which reflects a global trend.
Group classes exhibited at the trade show included dance-oriented fitness and skill-building themes like body combat.
As for tried-and-true machines like treadmills, they're keeping up with the times by offering internet connectivity, says Almeida.
The conference spawned the range of Brazil's challenges and successes in the fitness industry, exemplified by SmartFit, Brazil's premiere gym chain.
Five years ago, SmartFit noticed the country's growing middle class and opened a cost-effective gym which led to 100 franchise units, and they celebrated their membership tipping 500,000 at the conference.
"They're helping the market, in my opinion," Almeida told Relanews. "They're sending a message to gym owners saying that it's important to get out of the comfort zone and provide better service if they want to charge more."
Gym and fitness club owners discussed strategies for getting a bigger share of the market -- only three percent of Brazilians hold gym memberships -- and management practices to become more accessible to the growing population of seniors.
