Focus on ‘Physique with Function’ contest

Expo Blr-Marathon. main

Preparations are underway for the 3rd edition of bodyLIFE-India Expo, scheduled to be held in Bangalore at the White Orchid Convention Centre from 4–6 November this year. Apart from contests such as ‘Mr. bodyLIFE’ and
‘Ms. bodyLIFE’, there are more reasons why you should participate!

 

Bangalore has become the biggest thriving hub for health and fitness; it is a city that is learning to stay fit. A Deloitte-IHRSA report indicated that there are 4.8 million fitness seekers across Mumbai, Delhi and Bangalore. There are gyms, boutique fitness centres, weight loss and physiotherapy clinics on every street in Bangalore.

This has resulted in employment to more and more fitness advisers, trainers, nutritionists and sports conditioning specialists. It has also spawned a clutch of health apps and web portals that advise and direct members to the relevant resources and service providers.

According to a study conducted by the Italian Trade Commission in India (2014), Bangalore is headed to being crowned India’s fitness capital, boasting of the largest number of premium gyms and fitness centres in the country.

The large number of companies in the IT/ITES (information technology enabled services) sector, with their fitness-conscious employees, are obvious targets of the gyms. They have high pressure jobs and travel a lot. Corporates, on their part, are today very conscious about employees’ health and fitness.

 

Growth Indicators

For the real estate industry, the year 2016 kick-started on a positive note with office space absorption totalling over 8.8 million square feet across nine major cities. Bangalore, with a 33% share, remained the top contributor of the demand, followed by the National Capital Region (Delhi, Gurgaon and Noida), Hyderabad, Pune and Mumbai.

According to Colliers International Group Inc., of the total deals transacted in Bangalore, nearly 62% is attributed to pure expansion, especially by Hewlett Packard, J.P. Morgan, General Electric and Infosys. The remainder space was taken up by new tenants, most of them multi-national entities.

The ‘Global Market Perspective 2016’, released by Jones Lang Lasalle, pegs the highest office space leasing across the Asia-Pacific region happening in Bangalore. It said there is a huge appetite among investors to buy office space among the likes of Microsoft, Apple, Google, IBM and Accenture.

With this, Bangalore has become the first Indian office hub to join the global club for 100-million-square-foot office markets. Currently, the city has around 40 million square feet of space in different stages of planning and construction.

With its affordable rents, Hyderabad continues to attract major IT, digital and e-commerce companies which announced their plans for huge investments to bolster their expanding network. Among them are Apple Inc, IBM, Infosys, TCS, DuPont and General Electric.

Chennai already boasts of such automobile giants as Ashok Leyland, BMW, Ford, Renault, Nissan, Hyundai and Mitsubishi, along with India’s top tyre and auto ancillary production facilities. These together employ large a workforce that enjoys several entertainment and fitness facilities on their premises.

Finance and insurance companies were traditionally the major tenants of central business districts offices across India, especially Chennai. But that is now changing as more and more tech firms and business process back-end offices, many of them start-ups, take up commercial space.

bodyLIFE-India now has a database of more than 20,000 gyms and fitness centres (corporate and stand-alone) in South India; and the numbers keep adding up!

 

Young Consumers

Explaining the importance of the South Indian market, Ms. Shikha Gupta, Marketing Director of Gympac, the sole distributors of Life Fitness in India, says: “The South is a happening market for fitness and wellness, and Bangalore is definitely the leader, with a forward-thinking fitness community and health-conscious citizenry.”

She notes that because of the ITES-related businesses and presence of multi-national corporations, there is exposure to global trends, top-notch professional education, and up-to-date programmes and processes already in place in gyms and wellness centres in Bangalore. Its expanding real estate (office and housing projects) augur well for the fitness industry as well, she infers.

Chennai and Hyderabad are not far behind, with a considerable proportion of expatriates and well-travelled professionals who are constantly demanding the latest in fitness equipment and services. Kerala, by contrast, is dominated by home gyms, she says.

Bangalore is also taking the lead in education and facilities for sports fitness and rehabilitation o special populations, Shikha points out. “Keeping this trend in mind, Bangalore in particular, and South India in general, hold great potential for equipment makers and service providers in these sectors of fitness,” she says.

The Jones Lang Lasalle report points out that the new tenants are talented younger staff who “prefer working environments that are fun, creative and unstructured”. This translates into less of formal wear, open-plan offices, longer working hours, onsite kitchens, entertainment options  – and fitness centres to work up a sweat.

In the residential market, the top six cities witnessed an infusion of about 19,000 new residential units, wherein the maximum launches were concentrated in Mumbai (34%), Bangalore (32%) and Pune (12%).

Bangalore continued to remain in the bright spot as the city witnessed the launch of nearly 6,000 new residential units in the first quarter of 2016, an increase of 26% over the previous quarter.

In another study for Delhi-based Biz Research Labs (2014), it was found that increasing income and awareness levels are leading to the growth of health and fitness products and services in Tier-2 and Tier-3 cities too. Although the urban market itself is not saturated yet, industry players are reaching out to these cities to expand their business.

The population of India is 1.2 billion and has the world’s largest youth population, according to a UN report. It says India has 365 million people in the age group of 10-24 years. This is a big positive for the fitness industry!

 

Contest For Trainers

That is why India’s only international B2B trade show for the fitness and wellness industry is being hosted in Bangalore. It also is a gateway to South India, providing easy access to its neighbouring states like Andhra Pradesh, Telangana, Kerala, Tamil Nadu and Goa.

bodyLIFE-India Expo 2016 is expected to gather a large number of fitness professionals who are shaping the region’s next phase of exponential growth and is a “must visit” show for gym owners, nutritionists, fitness experts, trainers and physicians.

A strategically planned marketing, advertising and public relations campaign is already underway, designed to promote awareness of the event both internationally and across India.

This time around, apart from workshops and certificate courses, gym owners’ Congress and trainers’ Convention, there will be on-site competitions. Among them is the ‘Mr. bodyLIFE’ and ‘Ms. bodyLIFE’ contests for professional trainers and fitness enthusiasts.

The theme for the contest is “Physique with Function”. Contestants will have to undergo fitness and personality tests and display an aesthetic body. Details are to be announced soon in this magazine, on www.bodylifeexpo.com, on Facebook and other digital platforms – so watch out!

 

Congress & Convention

The Expo this year will feature panel discussions on growing the business and sustainability, improving industry service standards and establishing benchmarks. The congress will have workshops for owners and fitness facility managers, trainers and nutritionists.

Among the topics to be addressed are:

  • Corporate fitness programmes and facility management;
  • Establishing models for profitability in Tier-2 cities and smaller towns;
  • Attracting investments and talent in the fitness industry;
  • New programmes/ schemes to retain client interest and loyalty.

There will be talks by various specialists for managers and trainers on:

  • Electrical Muscle Stimulation (EMS) training;
  • Kettlebells for senior citizens;
  • Nutrition for special populations;
  • Anti-ageing fitness programmes;
  • Career in sports training.

The Germany-based International Fitness and Aerobics Academy (IFAA) is a 32-year-old, well-known academy for personal trainers, instructors, gym managers, business owners and fitness enthusiasts.

It plans to invite Master Trainers from all around the world organise its Personal Trainer Summit and Group Fitness Explosion. This is done with the aim of educating, training and upgrading fitness knowledge among trainers through lectures-cum-demonstrations. For details, connect with www.ifaa-india.com and follow it on Facebook.

1)  Why bodyLIFE-India Expo is unique!

With barely 2% of the urban population in India enrolled in formal fitness programmes, and with only 5% of the fitness industry in the organised sector, it is imperative that organisers, such as those of bodyLIFE-India Expo, put their shoulder to nurturing and expanding the vast opportunities that are waiting to be tapped.

bodyLIFE magazine in India is aiming at bringing together all stakeholders in the industry: owners and investors, trainers and nutritionists, facility managers and sales professionals, sports and rehabilitation specialists, educators and certification agencies. Which other publication in India is doing this?

Taking this mission a step further, the annual bodyLIFE-India Expo also offers a serious, non-competitive platform and atmosphere for industry professionals to do business with like-minded people, establish rapport with various stakeholders, recognise practice leaders and innovators, and pool resources for the common good. Which other event in India matches these paradigms?

Yes, there are other events; but they are primarily aimed at a business-to-consumer connect. To that extent, some of them are doing very well! Body-building is a craze among Indian youth across all socio-economic strata; but that is not the essence of ‘fitness’ and ‘wellness’. At some other trade shows, the visitor response has been tepid, at best.

How many of these events benefit gym owners, or facility managers, or marketing heads struggling with problems?  How many of them can educate and inform potential investors about entering the industry? How many trainers and instructors learn their craft or hone their skills at these other events?

Welcome to bodyLIFE-India Expo! Here is where you will find your “yes” to the questions posed above!

2) Visitor Promotion

There is a marketing campaign already underway across key promotional channels to ensure you meet the people that matter to your business.

  • Validated list of facility managers of gyms in IT parks in South India
  • 3,000 builders and real estate developers, including CREDAI members
  • Athletic and sports federations, sports & fitness training academies
  • 2,500 hotels & resorts; 1,000 rehabilitation centres
  • Use of email, SMS, radio, print advertising, digital marketing, direct mail
  • Pre- and post-show coverage in fitness, hospitality & sports journals.

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