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Technogym looks to expand with innovative solutions for Australian fitness
Leading global wellness brand Technogym has highlighted its plans for growth in Australia’s expanding fitness market.
Launching Technogym’s new Australian showroom in the Sydney suburb of Bella Vista, Technogym Australia Country Manager Claudio Bertozzi explained how, as one of the world’s largest sellers of high-end gym equipment by sales, the Italian based company has a unique approach to wellness.
Bertozzi stated “wellness was born in Rome 2,000 years ago, and embodies a complete lifestyle, involving body, mind and spirit.
“Fitness means looking good; wellness means feeling good. Fitness is a commodity, while wellness is a premium offering. It’s an emotional, inspirational and aspirational approach,”
Bertozzi explained that Technogym sees fitness as functional, but wellness as something more, something that adds an important layer to fitness, explaining “now in Australia, if you go to the gym, whether it is a high end or low end club, everything looks the same.
“Technogym provides a solution that is different, including seamless design and interface, connectivity and branding that is emotional and educational.”
Bertozzi cited that while many industries in Australia have been affected by the global economic downturn, the health and fitness industry has been growing steadily the last few years.
According to the 2015 Suncorp Bank Cost of Being Fit Report, Australians spend $8.5 billion on fitness each year and there is little sign of them reining it in.
Technogym is also encouraged that industry revenue is expected to grow at a compound annual rate of 9.5% through to 2017 .
Technogym was founded in Italy in 1983 by Nerio Alessandri, and has been built to the point of bringing in US$581.2 million globally in revenue in 2015, up 10% from 2014.
Technogym has a goal of replicating its global success in Australia, by not only focusing on the function of Technogym products, but also the emotional connection to customers – the wellness elements the company holds dear.
Bertozzi believes that “the traditional fitness market has become oversaturated after almost 20 years of growth where the gym look and member experience have not been critical factors. In response, the majority of operators are looking for strong differentiation points.
“Technogym aims to be the alternative for those innovators who want to differentiate their business.
“By leveraging our wellness design expertise and technology competitive gap, we want to transform the industry.”
As Bertozzi highlights, Technogym has pioneered digital fitness and has been heavily involved in it for more than 20 years, meaning that now “by leveraging digital in programming and personalisation, we, together as an industry, can attract a huge new potential market – moving from a 15% penetration rate towards a 40% target.
“Five years from now, no one will be able to avoid digital. One of our principle targets is Millennials, who live digitally based lives. Clubs that don’t prepare for this digital transformation will be out of the market.”
Technogym strongly believes in the concept of the ecosystem – a seamless interaction of connected equipment, digital platforms, apps and other devices – and is committed to providing solutions to offer end-users new and engaging experiences that involve both products and content, and operators the opportunity to evolve their business model by boosting attraction, retention, and ROI.
Virtual reality programming is another growing trend that Technogym is investing in by offering new content and interactive options within the ecosystem.
For example, the Group Cycle Connect program includes a strong virtual reality content package. And in the cardio area, the company has launched an innovative RACE app for the new Excite line, so users can compete with other users in a virtual arena, or challenge themselves on some of the world’s most famous marathon circuits.
In addition to having its products in fitness facilities across Australia, Technogym sees a growth opportunity in the orthopaedic and rehabilitation space. It is partly the reason why the company has chosen to expand and refurbish its national head office and showroom in Bella Vista’s Norwest Business Park.
Bertozzi adds “there is an emerging health and medical cluster in the area which includes The Hills Private Hospital, ResMed and ARV. We want to continue to tap into this market as it grows and provide opportunities to support the aging population.”
Another growth opportunity for Technogym is corporate customers tapping into the trend among businesses to encourage employees to embrace an active lifestyle – both to limit the cost of absenteeism and improve productivity.
In Australia, Technogym’s Corporate Wellness Partners and Master Trainer Todd Brodie are working with corporates such as the Commonwealth Bank, Qantas and Newscorp to implement these wellness programs.
Technogym has more than 2,200 employees worldwide, with 30 employees based in Australia. It recently sent fifty trainers and 1,200 pieces of equipment to the Rio Olympics. Technogym’s level of innovation, proven track record in elite sports training, and the fact that its high-quality equipment satisfies the needs of all sports disciplines, meant that it was the ideal partner of the 2016 Olympic Games. Technogym has also served as the official supplier to six previous Olympic Games, including Sydney in 2000.
For more information about Technogym Australia, click here to contact them via their entry in the Australasian Leisure Management Supplier Directory.
Images (from top): The Technogym Australia team, Claudio Bertozzi with Hills Shire Mayor Yvonne Keane at the showroom opening, Claudio Bertozzi demonstrates Technogym technology, the new showroom and Technogym Master Trainer Todd Brodie addresses guests at the showroom opening.
Article amended 3rd November 2016.:
20th August 2016 - TECHNOGYM LEAVES A LASTING LEGACY IN RIO
28th July 2016 - TECHNOGYM AMBASSADORS LAUNCH NEW MYRUN AND SKILLMILL TECHNOLOGY
22nd April 2016 - TECHNOGYM SET TO DEBUT ON MILAN STOCK EXCHANGE
7th February 2015 - TECHNOGYM LAUNCHES WELLNESS FUNDING PROGRAM FOR YOUNG ENTREPRENEURS
1st February 2015 - INVESTING IN WELLNESS CAN REDESIGN WELFARE
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