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HEALTH CLUBS IN SOUTHERN CALIFORNIA.
Term Paper ID:30058
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Essay Subject:
Overview of membership of fitness centers & projected growth.... More...
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18 Pages / 4050 Words
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Paper Abstract:
Overview of membership of fitness centers & projected growth. Profitability. Why health clubs are so popular. Body image, health. Size and scope of the health club industry. The Southern Caliornia market. Food & vitamin supplement market. Power of celebrities. Gym endorsements. Equipment market. Rise in use of personal trainers. Weight training. Industry statistics.
Paper Introduction:
The Future of Health Clubs in Southern California
1. Projected Growth
The latest estimates available from the International Health, Racquet and Sportsclub Association indicate that there are approximately 30 million adult members of fitness centers in the U.S. - and that this number is likely to grow to nearly 50 million by the year 2010. 1
The leading statistical research organization for the industry, American Sports Data Membership at health clubs jumped from 20.7 million in 1990 to 30.6 million in 1999, an increase of 48%. Even more ironically, the number of people who worked out frequently at clubs (100+ days) per year, soared by 84% during the same period. This was just one paradox found in a Tracking Study of Physical Fitness Behavior in the U.S. (1987 - 1999) released in July 2000
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In theASD study, 14% perceived themselves as "considerably overweight". If you want a biceps peak like Ronnie Coleman's or legs like Monica Brant's, these machines will be able to target specific areas for superior results. - and that this number islikely to grow to nearly 5 million by the year 2 1 . Sun Tenmanufactures supplements for Bally's Fitness, and would not say the exactamount but that the contact generates in excess of $5 million annually forthe laboratory. Jennifer Lopez displays her assets in a barely there dress at an awards ceremony and breast implants become even more of a must- have. health club memberships areexpected to zoom to $8 - 16 billion a year. The tension and release of muscle groups. Reebok, Callaway Golf,Converse, Deckers, Skechers USA. The size and scope of the industry is seen on the web portal,http://www.biz2bizfitness.com/organizations, which lists thousands of linksto apparel manufacturers, equipment makers, personal trainers, gyms, healthspas, franchises, and so on. Los Angeles Magazine says, This is a guy who has bossed around Maria Shriver and Sean Penn, who dictates to Joel Silver and who reprimands Madonna. 17 Kybartas could be called the Richard Simmons of trainers. The licensed classes are now being offered at gyms nationwide, andNike Inc. Fortunately, the fitness scene in Los Angeles has spawned enough options to cater to everyone, from perennial doughboy to ubervixen. The program matches all the requirements --relaxation, group participation, competition, breath control, andcardiovascular workout. Ibid6. 7 The survey is also valuable for the potential entrepreneur, since itoffers insights into what the consumer/user likes and dislikes about gyms.4. Baby boomers, seniorsand women will form the nucleus of the growing health clubmembership.29 Endnotes1. Food supplement business The leading arbiter of the 45.9 billion food supplement business isthe Nutrition Business Journal. The leaders areAdidas-Solomon, Reebok. Dubbed "SuperSlow" because each "rep" lasts as long as 2 seconds instead of the standard five to seven, the method was introduced and trademarked by a Florida fitness guru more than a decade ago. Quick Pay, No Stay In the statistics of the health club industry, January accounts forthe most new club members, 11 percent, and the least memberships aredropped, 7.8 percent, according to the International Health, Racquet andSportsclub Association. So were the options for making changes, bethey profound or merely skin-deep -- from celebrity- endorsed diets andexercise crazes to fitness trainers, weight-loss or muscle-building drugsand sophisticated cosmetic surgery procedures."239. 2811. lists 3,844 magazines connected with the health and fitnessfanatic. (article enclosed). The best selling ones, in terms of circulation, are these: EndurePlus, Health & Fitness Magazine, Health & Fitness Sports Magazine, LivingFit Muscle and Fitness, Muscle Mag, Prevention, Shape, Strive, Thrive,Bigger Bodies, Natural Bodybuilding & Fitness, Exercise For Men Only, andMen's Exercise, Flex, Hardgainer, Ironman, Master Trainer, Muscle Maker,Muscle Media.13. MarkIntel Research Service has a 1998 survey which sells for$1,8 . Booming Health Clubs, Slipping Fitness Participation and HealthierDiets All Coexist in the Overweight Society, Business Wire, July 8, 2 )3. (1987 - 1999)released in July 2 by ASD. Woo!" is anathema, there are emporiums to teach you how to climb a rock (indoors or out), make innovative use of rubber balls and stretch your way through a Pilates session. Mostproponents cite a series of tests done in 1992 and 1998. Ibid26. Thesisters are marketing their introduction of SerVen Rich water. Ibid21. Money being Spent IHRSA has several reports (fee-based) that suggest there is a sizableamount. Thereare no Jacuzzis or steam rooms, cafes or lounges. 155 McDonald, Kim (2 1, Feb. Retrieved at: (www.americansportsdata.com). (www.americansportsdata.com).4. In each study,control participants did 13 exercises on Nautilus machines consisting ofone set of 1 repetitions lasting seven seconds per rep, while anothergroup did half as many reps, but doubled the time for each rep. That is the primary secret to health club success.The association logs attendance figures, and even though 1999 showed anincrease in attendance, never was maximum attendance at any club achieved.27 The number of health club members who visit their clubs frequentlyhas swelled by more than 135% since 1987, according to data collected inthe annual Health Club Trend Report, a study conducted for theInternational Health, Racquet & Sportsclub Association (IHRSA) by AmericanSports Data, Inc. And personaltrainer du jour, the one who generates all the buzz is Ray Kybartas, who isalso the author of the best-selling Fitness Is Religion: Keep the Faith, isthe trainer to the stars. 1 The leading statistical research organization for the industry,American Sports Data Membership at health clubs jumped from 2 .7 million in199 to 3 .6 million in 1999, an increase of 48%. IHRSA Press Release - Increase in the Frequency of Health Club Visitsin 1999,(2 Nov. Some || |estimates say as much as $11.3 billion a year is spent in health food || |stores alone. Garrett was a stunt man,one of several thousand in town, and might not be immortalized except forhis old pal, a hockey player named Wayne Gretzky. Even more disturbing was the CDC finding that 18% of all Americanadults are not only overweight, but obese -- up from 11% in 1991. Ibid24. estimates a $3 returnfor every $1 invested. Many enthusiasts are preaching the virtue of slowlifting as the key to overall fitness. Ibid 29. "I have so much respect for Garrett, this should behis place," he said. Projected Growth The latest estimates available from the International Health, Racquetand Sportsclub Association indicate that there are approximately 3 millionadult members of fitness centers in the U.S. In January, 1998, Los Angeles Magazine devoted a large survey to thegym and health club scene in Los Angeles, one that it found was growingexponentially and with great variety. So personal training can work. This is up from $3 billion in 199 , || |which is a part of the $1 billion dietary supplement market. We studied the physics of fitness; how our bones, muscles and sinews interact in ideal conditions. "The resolution to lose weight is the singlebiggest, most common resolution in the United States and that translatesinto people checking out clubs," said association spokesman Bill Howland.26 The fact of life, however, is that very few members, once they join,use the facilities. From thatpoint of view, it's a business. Statistics from it were quoted on the website of Natural Farm.| |An estimated 1 million Americans spend $6.5 billion a year on vitamin || |and mineral pills and potions. There's good reason to seek the services of a personal trainer. After the article appeared, Schwinn Cycling & Fitness Inc. Sun Ten1 . The text is rhapsodic. 16 In Southern California, where there are an estimated 15, personaltrainers, "buzz" more than certification, is essential. Imagine never having to worry about small calves or unresponsive trouble spots! 15) IHRSA, online at http://www.ihrsa.org) No Author (2 1, April 6), Reebok, Clearly Canadian unveil enhancedwater drink, The Toronto Star. McCormack, Derek (1999, June 1), Body shopping: Reconfiguringgeographies of fitness, Gender, Place and Culture, p. 2 ), Is 'Super Slow' the Way to Go?; Slo-MoWeight Lifting May Produce Some Strength Gains--If You Can Stand the Burn,The Washington Post , T825. Our line of machines is named named after a man who changed the rules...like Galileo, our engineers went beyond conventional wisdom and looked at strength equipment from a whole new perspective: the human body's. Personal training is also available. Gretzky, who owns the gym, which specializes in Tae-Robics combineskick-boxing, martial arts and aerobics, admits that it is modeled afterthe hugely successful Tae-Bo workout developed by fitness expert BillyBlanks. 63. 21), With A Personal Trainer, hold up Your Endof the Deal, Newsday, B1817. Gretzky won't say what it cost to open the center, but industryobservers agree that it can take from $25 , to $5 , to start up asmall health club. This usually means someone who is certified by one of the major fitness organizations, such as the American College of Sports Medicine (ACSM), the National Strength and Conditioning Association (NSCA) or the American Council on Exercise (ACE), the country's largest certifying body (there are 24, ACE-certified trainers in the United States). It is simply "the body", a neutral zone to be mapped and charted. Thisreflects high levels of perceived benefit to these consumers. These companieshave combined sales of over $3 billion, and the breakouts of the sports andathletic wear can be determined by an analysis of their annual reports.This is the best source. This was just one paradox found in aTracking Study of Physical Fitness Behavior in the U.S. agreed to mass produce a brand-name spinning bike, for which Mad Dogg holds several design patents. 21), HEALTH CLUBS: Fitness business booming,Las Vegas Review-Journal, 1F27. IHRSA points out that in 1999, 4, , Americans used the services of a one-on-one trainer. 19 Gretzky told the reporters that he doesn't even use his name to get areservation at Spago's. Lucrative health/Gym/Fitness Business The tremendous economic benefits of leisure investments andexpenditures have been well documented empirically, both in terms of howmuch people are willing to pay for leisure services and in terms ofeconomic impacts of actual expenditures. 21), With A Personal Trainer, hold up Your Endof the Deal, Newsday, B18 Hayes, Trevor, (2 1, Jan. This 12-year study indicates that in 1999, of the roughly31 million health club members in the United States, more than 12.5 millionhave become "core" members, visiting their clubs 1 or more days in 1999,up from 5.3 million in 1987. But it's also something I can do with myfriends." 18 Gretzky's gym is small, with just one cardio classroom, a resistancearea and a nook with tread mills and other cardiovascular equipment. 12 His observations are borne out by advertisements in the magazinesthat are designed to appeal to the physical fitness buff. Otherwise, the figures are anecdotal, rangingfrom $6 billion to $23 billion, depending on how the definition is derived.16. 1), 2 1 : A gym odyssey, Joe Weider'sMuscle & Fitness, 118-12 Underwood, Nora (2 , Aug. The company's big leap came in 1994 when Rolling Stone magazine made spinning the hottest exercise craze. Booming Health Clubs, Slipping Fitness Participation and HealthierDiets All Coexist in the Overweight Society, Business Wire, July 8, 2 ) Dungca, Enrico, (1998, July), The arbiter: a cut above--personaltrainer Ray Kybarta is power player, Los Angeles Magazine Edsen, Steve (2 , March 2 ),More Companies Invest in Fitness, LosAngeles Business Journal Fisher, Sara (1999, April 12), Mad Dogg Athletics created a fitnesscraze four years ago that's finally turning into a successful business, LosAngeles Business Journal Fitness Management, June, 1995 Fitness Management, May, 1996 Garcia, Shelly (1999, August 9), Retired hockey superstar WayneGretzky opens a fitness center in Los Angeles, California, Los AngelesBusiness Journal Garcia, Shelly (1999, August 9), Retired hockey superstar WayneGretzky opens a fitness center in Los Angeles, California, Los AngelesBusiness Journal Hanc, John, (2 1, Jan. The companies said the drink has vitamins,minerals and electrolytes, and will compete in the $9.6 billion (U.S.)market for alternative drinks. Over the last decade and a half, the everyday presences ofcorporations such as traditional weight machines from companies such asNordicTrack, Nautilus, Nike and Reebok have made them into cultural iconsthat play an increasingly influential rolein popular politics as they, in their guises, including the firm, tightbodies made under their signatures have captured America's imagination. He's made them sweat, moan and cry for mercy, but he's also made them trim, toned, fit and, occasionally, buff--commodities that in Hollywood can be worth as much as a production deal. He was afat, gangly kid who never exercised until he saw the movie the JerichoMile, and began running up and down bleachers.7. Hayes, Trevor, (2 1, Jan. No Author (2 1, April 6), Reebok, Clearly Canadian unveil enhancedwater drink, The Toronto Star,11. It's enjoying a new vogue, local trainers say, thanks to recent coverage in Newsweek and on the NBC-TV's "Today" show. A study reported last summer in the journal Medicine & Science in Sports & Exercise, found that subjects who were put on an individually supervised weight-training program made strength gains at a rate 3 percent faster than those who were instructed as part of a group. Even more ironically, thenumber of people who worked out frequently at clubs (1 + days) per year,soared by 84% during the same period. "Theresult? It is an amazing look at technology, even more so since most of itis already here. The 1998Behavioral Risk Factor Surveillance System conducted by the Centers forDisease Control pegged the figure at 54% -- based on calculated body massindex. Dr. Richard Keelor, a past-president of the Association forFitness in Business, says, "Top management is recognizing physical fitnessas a prudent investment in the health, vigor, morale, and longevity of themen and women who are any company's most valuable asset." 4 Many companies have decreased their health care costs and employeeabsenteeism, while increasing productivity as a result of their health andfitness programs. But even Gatorade has introduced Propel Fitness Water, which has 1 calories per 227-millilitre serving, compared with Gatorade's 5 calories.The Reebok launch also comes on the heels of the release of a highlyoxygenated water touted by tennis stars Venus and Serena Williams. Garcia, Shelly (1999, August 9), Retired hockey superstar WayneGretzky opens a fitness center in Los Angeles, California, Los AngelesBusiness Journal19. Fitness Management, May, 199615. 1), 2 1 : A gym odyssey, Joe Weider'sMuscle & Fitness, 118-12 16. Charts and Images(All of these can be found on the IHRSA website)12. "In Depth: Health & Fitness," SacramentoBusiness Journal, January 8, 1999. 8 | There are an estimated 3 vitamin and supplement private labelmanufacturers. Statistics -- Included Above14. 17. As McCormack (1999), in writing about the new scientific trends indesigning exercise equipment observes, Indeed, the contemporary mood in America cannot be understood apart from the exercise equipment, infomercials, sneakers, spandex, fitness gurus and entrepreneurs constituted by and constitutive of its political and emotional imaginary. U.S. Perhaps moreimpressive are data that show the leisure industry is not just big, but isone of the biggest industries in the world in terms of cash flows, incomegeneration, and creation of employment opportunities. Celebrities that specialize in the fitness industry Jane Fonda, Suzanne Sommers, Jennifer Lopez and Victoria Principalall have best selling videos, but the big celebrity buzz gym is a name mostpeople haven't heard of --Warren Garrett Training Center in Agoura Hills, aTae-Robics gym, that was opened in July, 1999. They want to take on the physical attributes and characteristics of the stars of the day.22 Underwood's research suggests that most of the plastic surgery beingrequested from baby boomers. For example, inthe June, 1995 issue of Fitness Management, the successful equipmentmanufacturer, Trottor, shows a double page spread for its new Galileo lineof equipment. Garcia, Shelly (1999, August 9), Retired hockey superstar Wayne Gretzkyopens a fitness center in Los Angeles, California, Los Angeles BusinessJournal7. Money being Spent Hoover's Online Capsule Reports lists 4 corporations as leaders inthe athletic sports wear industry. After eight weeks in the first study and 1 weeks in the second,the slow-trained group gained an average of 5 percent more strength thanthe conventionally trained group."251 . Notebook, Verbatim,(2 1, April 23), Time Magazine, 25 Nutrition Farm Retrieved at:http://www.nutritionfarm.com/company_info/statistics.htm McCormack, Derek (1999, June 1), Body shopping: Reconfiguringgeographies of fitness, Gender, Place and Culture, p. Edsen, Steve (2 , March 2 ),More Companies Invest in Fitness, LosAngeles Business Journal5. accounting firm,chucked it all in 1993 to give a new spin to an old piece of exerciseequipment -- the stationary bike. PepsiCo. Trends The final decade of the 2 th century was a boom period forhealth clubs, and the 21st century is anticipated to bring in atleast $13 billion a year. "For a new segment, competition is good,"said Jonathan Cronin, Clearly Canadian's vice-president of marketing. Spalding, Nautica, Spaulding, Rollerblade,Nike, Fruit of the Loom, New Balance, and Tommy Hilfiger. Thebenefits of leisure -- physical and mental health, economic development,family bonding, environmental awareness, and so on -- are now well-documented scientifically. Leonardo DiCaprio strips down in Titanic or The Beach, and requests for hair removal shoot up 2 per cent. Rise of personal training A personal trainer is your own private coach, someone who guides youthrough the use of the machines mentioned above and takes you on the voyageto create a body like the stars. More than 62% || |of these purchasers buy these products at health food stores. A San Diego fitness management consultant, Dr. JerryFaust, points out Recouping those costs and mining a profit requires careful attention to recruiting and retaining members, tasks made more difficult by the competition from larger clubs offering more locations and more services, experts say. Hanc (2 1), writingabout the rules, rituals, and miseries of working with a personal traineris quick to point out the benefits. http://www.nutritionfarm.com/company_info/statistics.htm9. Since markups of 7 to 9 percent are typical, the $5million from Sun Ten could generate sales of $35 million to $45 million insupplements alone for the gym chain. Weight Training now More Preferred McDonald (2 1), in a long article in The Washington Post, discussesin non-technical terms how slow weight training is slowly replacing otherforms of exercise. It's intense, for sure, and -- if you're like most people -- you may find it painful enough that only a trainer's watchful eye will keep you going.24 One benefit of "Slow-Mo" is that it requires less equipment. As Street observes, The merging of the biologic sciences and computers will create highly effective machines and ergonomically designed free-weight exercises that correct bad form, assist with forced reps and load highly specific areas of muscle - all to build size and shape that's perfect for you. Southern California The Southern California Area of Dominant Influence (ADI) isconsidered the most health-and-appearance conscious market segment in theUnited States. The center holds 14morning and 1 evening classes in Tae-Robics, along with karate classes forchildren. Literally hundreds of recentstudies have documented that recreationists exhibit a great willingness topay for their leisure opportunities -- usually considerably in excess ofwhat they actually have to pay in the form of entrance and use fees. The increasing awareness accompanying this focus, coupled withthe major demographic shifts now under way, should lead to increased demandfor fitness services and related products for the foreseeable future. 15513. The Future of Health Clubs in Southern California1. Fitness Management, June, 199514. But you have to find the right trainer. FindSVP has a similar report that sells for $1,45 . Bottlingfirm AquaClara Inc. If it's called Wayne Gretzky's, in the long run itwouldn't be successful."2 8. Plastic surgeons are in a good position to see how the media affectthe perception of appearance. Underwood, Nora (2 , Aug. Bibliography American Sports Data. The natural range of motion. 2 ), Is 'Super Slow' the Way to Go?; Slo-MoWeight Lifting May Produce Some Strength Gains--If You Can Stand the Burn,The Washington Post , T8 Meyers, Jim. But inthe face of this obesity epidemic, Americans are making some effort toimprove their eating habits. Rommelmann, Nancy (1998, Jaunary), Let's get physical: Los Angelesmetropolitan area health clubs, Los Angeles Magazine8. Meanwhile, the company packaged its product so that all gyms offering the trademark-protected spinning classes had to buy the Schwinn bikes and use certified instructors. "This is one (heck) of a workout." In 1999, Mad Dogg's revenues hit$6 million, which was double its 1997 revs. (IHRSA, online at http://www.ihrsa.org).2. DuPont estimates that they save $5 for every $1 theyinvest in their Health Horizons" program. Currently,Bally's, Gold's Gym, or World Gym -- the big three, don't offer figures intheir annual reports. Once our newfound zeal reaches fever pitch, finding a suitable workout place can be a lesson in frustration. In these examples the body is being objectified as a natural, physical, and unsexed object. "In Depth: Health & Fitness," SacramentoBusiness Journal, January 8, 1999. 52. Angelina Jolie is on the cover of several magazines and starring in a couple of movies? Dungca, Enrico, (1998, July), The arbiter: a cut above--personaltrainer Ray Kybarta is power player, Los Angeles Magazine18. If the idea of jumping around in an aerobics studios shouting "Woo! The result is a new generation of equipment which precisely matches machine to body movement 13 In May, 1996, Trottor again advertised in Fitness Management, statinghow its engineers design exercise equipment. TheUnited Methodist Publishing House reports a return of $2.66 for every $1invested. 21), HEALTH CLUBS: Fitness businessbooming, Las Vegas Review-Journal, 1F IHRSA Press Release - Increase in the Frequency of Health Club Visitsin 1999,(2 Nov. This is an excellent source for specificeconomic assumptions, and the statistics range from an industry generatingfrom $3 billion to $7 billion (depending on the nature of the business).In general, most experts concur that the annual size of thegyms/spas/health clubs industry is $9.6 billion. 14 Street (2 ), writing of the health spas and gym equipment ten yearsfrom now takes the readers of Joe Weider's magazine through the gym of thefuture. When asked, most people on the street can alsoreadily mention several ways they benefit (physical fitness, coping withevery day life stresses, family bonding, learning, skill testing) fromtheir recreation. Fisher, Sara (1999, April 12), Mad Dogg Athletics created a fitnesscraze four years ago that's finally turning into a successful business, LosAngeles Business Journal12. || |45 million adults use herbal remedies at some time during the year and || |21 million adults are regular users of herbal remedies. R.Griggs, Rawlings. 15) 28. Notebook, Verbatim,(2 1, April 23), Time Magazine, 2522. 156. 14), Special Report: Body Envy: Thin is in-- and people are messing with Mother Nature as never before, Maclean's, pp36.23. I have been amazed by the call of Hollywood...Younger people want to look done. || |Some 115 million adults make periodic vitamin purchases and 86.5 million|| |adults make regular purchases. Street, Chris (2 , Feb. Image and looks being more important than ever before The April 23, 2 1 issue of Time Magazine features the latesthealth trend, Yoga. Requests for lip augmentations will soar. That means about 3.3 million people nationwide willjoin a gym in January, adding to the 3 .6 million that already belong,according to the association. He and his partner called the company,based in Venice, California "Mad Dogg Athletics" and created "spinning." Inthis exercise, drill instructors command riders through grueling rides thatsimulate the outdoors. Before we created our new strength line, we studied the most efficient system known to man. "Things you do in life, you should do to be successful. "At the end of the day, this is going to be moresuccessful as his place. Thedrink is aimed at health-conscious exercisers who want vitamins in theirwater while working out, but not the high-calorie content in drinks such asQuaker Oats Co.'s Gatorade, the market leader. The number of companies that promote employee health has risendramatically. How Many Magazines Yahoo! Meyers, Jim. Hanc, John, (2 1, Jan. 14), Special Report: Body Envy: Thin is in-- and people are messing with Mother Nature as never before, Maclean's, pp36. Underwood (2 ), writing about body envyquotes a Canadian plastic surgeon who can almost chart his business basedon new movies and TV shows. The more than 11 million Americans who comprise the 4 mile square Los Angeles County are well ahead of their countrymen in takingcare of themselves, according to statements found on the web site of theIHRSA International Health, Racquet & Sportsclub Association. Multiple use gym equipment In general, the gym equipment market, called a $28 to $34 billionmarket, some 6 percent of the products destined for the gyms and physicalfitness centers is divided between innovate new aerobic devices andtraditional weight/resistance machines. "They have long been obsessed with youth andvitality, and even before researchers mapped a rough draft of the humanbody's genes earlier this year, the prospects for a longer, healthier lifewere increasing all the time. McDonald, Kim (2 1, Feb. One of the true entrepreneurial successes in this "new" category isJohn Baudhuin, formerly on the fast track at an L.A. Rommelmann, Nancy (1998, Jaunary), Let's get physical: Los Angelesmetropolitan area health clubs, Los Angeles Magazine Sun Ten Street, Chris (2 , Feb. One of them is Sun Ten Laboratories in California. Small centers are finding that their success depends on staking out a distinctive niche, either by virtue of location or the services offered or both...The person who is going to have trouble is the person who does not know what their niche is and can't differentiate themselves from the chains in any way. Proponents say slow lifting has a decided advantage over standard weight-training techniques because it puts greater demand on the muscles, thus burning calories faster while minimizing the jerking motions that can lead to injuries. The human body showed us how this strength training equipment should work. 2 According to the 2 study, an earlier 1998 ASD research programfound that 59% of all adults 18+ considered themselves overweight. Ibid2 . said the drink has 8 per cent more oxygen thanordinary water. has even launched a "spinning sneaker." A marketing director atNike has been quoted as saying: "Gym-goers are always looking for anenjoyable way to do heavy-duty exercise, and this [spinning] is one ofthose. 3 Stimulated in part by the 1996 publication of "The Surgeon General'sReport on Physical Activity and Health," there is an increasing focus onthe importance of exercise to promote health and wellness among the U.S.population. And in that issue, which talks about the fickleness offitness enthusiasts, and the growth in workouts, there is, on page 25 andunrelated to the cover story, a quote in the magazine's Verbatim section."Most women would find the prospect of dying wrinkled a lot worse thandying of dementia." 21The quote is from a plastic surgeon talking about women who still wantbovine injections, even with the Mad Cow disease. 9 A new enhanced water drink, Reebok Fitness Water has been introducedby Reebok and Clearly Canadian. 11 Mad Dogg currently has agreements with major chains like Bally'sTotal Fitness, Gold's Gym and World Gym, which suggests that spinning hasemerged as an integral gym feature. 1 The entry of these major players into the seasoned water section of thefood supplements industry, and the fact that the primary markets for thesedrinks will be gyms suggests a potential lucrative market.5.
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