By Adala Bolto
A
ccording to the
International
Health, Racquet
& Sportsclub Association,
boutique studios represent
a larger-than-ever slice of
the fitness pie taking 42%
market share in 2014 which
was a 100 percent increase
over 2013). “Smaller grouped studios have the ability
to offer a more personable experience
for the member and they also have
the ability to really engage with their
audience and get to know who they
are” says Adala Bolto, founder of ZADI
Training.
In fact, Fitness Boutiques are disrupting
the industry like never before while
traditional gyms are having to adapt
to the changes that millennials and the
younger generation are demanding.
Connecting with a likeminded
community, flexible specialised
services, bespoke programs and the
latest technology are just a few of their
‘requirements’... ZADI Training offers strength unique
programs that are developed by
Australia’s leading exercise scientist
Damien Kelly. They have also developed
unique, never seen before technology in
collaboration with TechnoGym to help
clients measure their progress and keep
track of how hard they are working.
Another industry report showed that
‘millennials are spending big on trendy
places to sweat,’ and part of that reason
is because they value the experience
and community over the price.
ZADI Training is the latest set of boutique
studios set to disrupt, tapping into all the
wants and needs of women and female
millennials. The fact that Di Williams,
founder and CEO of the largest female
health club network Fernwood Fitness is
jumping on board says a lot about how
the industry feel about the model.
BOUTIQUE
VERSUS
TRADITIONAL GYM
28
WHAT’S NEW IN FITNESS - SPRING 2018
We created
ZADI Training
exclusively for
women. Our
clientel are time
poor, yet expect
fast and effective
results and want to
work out in a high-
energy, trendy
atmosphere.
participant ratios and an environment
which promotes targeted fitness just for
women.
THE FACTS:
• Women are driving a change in the
fitness industry. Training Maestro for
the Australian Institute of Fitness,
Nardia Norman, explains: “We
will see female-specific programs
becoming mainstream. There’s
a rise of influential female body
positive professionals taking on
weight loss and parts of the fitness
industry that capitalise on women’s
body insecurities. Together with
an increase in female specific
research and an empowered
female consumer, we will see more
programs dedicated to women’s
training and health.”
• Millennials are opting out of their
gym membership and services,
replacing them with small boutique
classes, online streaming services
and Boot Camp, according to an
article published on news.com.au
(lifted from the New York Post), 17
Oct 2016.
• Boutique studios represent a
larger-than-ever slice of the fitness
pie – 42% of the market as of 2014,
a 100 percent increase over 2013,
according to the International
Health, Racquet & Sportsclub
Association.”
• There is a growing demand for
HIIT training. As per annual surveys
from the American College of
Sports Medicine (ACSM), “High
intensity interval training has been
a consistently high-ranking trend
on the forecast in recent years,
appearing in the top 3 since 2014.”
“It can be more difficult for larger
gyms to remain trendy, especially with
millenials, who are now the main target
audience given the fact that they will
make up 50% of global spending in the
next 3 years alone.”
ZADI is female only, features a night club
vibe with hot pink fluro lights, awesome
playlist with the help from Diana
Williams’ to ‘backed by Diana Williams
and has a smaller participant to trainer
ratio which means more attention on the
individual. The space is complete with
dark and moody lighting because no
one wants bright lights first thing in the
morning and it caters to those who not
only want an awesome workout, but also
a great experience and a unique selfie.
The ZADI concept was created
by personal trainer Adala Bolto. A
Fernwood franchise owner herself,
Adala was starting to see a shift in what
her customers wanted, especially the
millennials
With the help of Di Williams, Adala has
created ZADI training to be the first
‘franchise’ network to offer female
specific HIIT and functional combination
programs- endorsed by science,
innovative technology, smaller trainer/
WHAT’S NEW IN FITNESS - SPRING 2018
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