Focus on fitness creates new business opportunities

The fitness industry is in the strongest position it has been in for many years, with a high level of support from community groups and even the entertainment sector.

According to the Australian Fitness & Health Expo, Exhibition Director Jon Perry "shows like The Biggest Loser and MasterChef, which is encouraging people to cook at home, are helping to educate people about exercise and diet.

"Community groups are also turning the volume up on their fitness messaging in response to Australia's continuing fight with obesity and Sedentary Death Syndrome."

You only have to look at the Australian Medical Association's recent call for sickening 'shock and awe' ads to be used to fight obesity to see that the issue is escalating, according to the Australian Institute of Fitness (AIF).

Australian Institute of Fitness Marketing Captain Phil Ayers explains "the Queen's New Year message calling for people to get in shape and Michelle Obama's Let's Move health initiative also show that this is a global movement.

"In response, the industry is set to grow, providing numerous opportunities for those looking to enter a rewarding industry.

"We will see some changes occur as a result - we expect to see more program and product options hit the market to appeal to different people.

"We will also see more fun fitness options and more holistic fitness assistance, with professionals bringing together both physical and nutritional help, for example."

Sarah Morrissey, Marketing Manager at the Australian Fitness Academy (AFA) also points out that fitness industry is one that didn't suffer too severely during the Global Financial Crisis, indicating the increasing importance of fitness in many people's lives.

Morrisey explains "people seem to value their health and fitness and are prepared to spend money to retain gym memberships and personal trainers while they cut back in other areas."

Step into Life, Australia's largest group outdoor personal training program, have been on the BRW Fast 100 growing franchise list for 2010/2011, first at number 27 and now number 25.

Linda Schlencker Master Franchisee from Step into Life NSW said the key to success today in the industry is to create fun fitness options, explaining "most of our clients come to us because they do not like exercise.

"So to achieve our 90% client retention rate we have focused on fun group outdoor personal training. That is why we only do our personal training in groups, because the interaction is key to people having fun. We also design our sessions so that they are different every time, as someone who doesn't like exercise gets bored easily."

For those considering business opportunities in the fitness industry, the Australian Fitness & Health Expo will feature a dedicated business advice section. This will include information about training, marketing, technology and suppliers relevant to establishing and growing a business in the industry.

The Expo, being held at the Sydney Convention and Exhibition Centre, will also provide entrepreneurs with an opportunity to see some of the latest new trends and products emerging in the industry.

The Australian Fitness & Health Expo is open only to those working in the fitness/health industry on Friday 15th April, with general and trade admission on Saturday 16th and Sunday 17th April.

Open from 10am to 6pm on Friday and 9.30am to 5pm on Saturday and Sunday, entry to the Australian Fitness & Health Expo is free via pre-registration online.

Register for your FREE trade ticket by clicking on the link below - and enter the promo code LEISURE on the online registration form at www.fitnessexpo.com.au 

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