Fitness firms in Taiwan are pumping millions of dollars into new clubs on the eve of the unveiling in central Taipei of a US$5 million California Fitness Center, which company executives say is the world's biggest fitness club.
Two major consumer groups -- partied-out businessmen and women chasing a new beauty ideal -- are the main targets of the fitness offensive on the island.
California Fitness chief executive officer, Eric Levine, said the soon-to-open 4,280 square meter club situated at the heart of Taipei's shopping and office district is the world's biggest fitness equipment center.
"This is the biggest fitness-only club in the world. We don't have tennis courts or running tracks ... but we have US$1.5 million worth of equipment inside a huge high-tech glass and chrome structure in the highest rent district of Taipei," he said.
The new club on Chunghsiao East Road will open on March 1, followed by three more planned clubs within a year, he added.
California Fitness began its Asian business in Hong Kong four years ago where it broke the mould of traditional fitness centers by importing an intensely fashion-oriented image. Hong Kong residents' curiosity overcame initial surprise after the opening of the firm's four clubs featuring sweating customers on treadmills in glass-fronted facades in busy shopping, entertainment and business areas. California will also bring its famously aggressive advertising campaign formula to Taiwan, Levine said.
"We will spend as much as we have in Hong Kong during the next year or so in Taiwan on creating a high-energy and fun image for the new clubs."
The surge in Taiwan's fitness facility investments precedes an expected rapid expansion of the underdeveloped consumer fitness goods and services market in Asia.
California Fitness, which merged last year with US leisure giant 24 Hour Fitness, will invest millions more in a hundred new clubs throughout Asia over the next five years, Levine added.
Local incumbent Alexander Fitness Club (
"Taiwan's businessmen live really unhealthy lives as they have only three choices for leisure and entertaining. One is going to the sauna, but there they're likely to bump up against mafia types ... Another is massage parlors but the place'll most likely turn out to be a brothel ... Or there are restaurants, where you end up eating and drinking too much. We're offering them a fourth choice to socialize and network while keeping fit," he said.
Two of the 18 year old firm's new clubs will cater exclusively to businessmen with another aimed at women-only to meet a growing demand for female fitness and spa, Lei added.
"Taiwanese women look to the Japanese beauty esthetic, where the emphasis is more and more on health and slim curves ... so the market for spa, beauty treatments, massage, facial and other products is huge," he said.
Alexander's earnings will almost double this year to NT$1.5 billion, from NT$800 million last year, Lei added.
Ex-Mr Malaysia, and manager of the Taiwan branch of international fitness chain Clark Hatch (
"Guys don't want to flex a lot of muscles now, they're going for the GQ look -- the lean look is in," he said.
Despite a burgeoning market in dietary supplements in Asia, including muscle mass promoters and weight-loss products, Chong said he saw beauty and relaxation products as the major consumer fitness market driver.
"People aren't just going for fitness, they also want wellness ... The spa is one of the biggest movements in the global fitness industry."
The 36 year old international fitness chain will open several 300-member capacity clubs within the next two years in Taiwan, as part of a plan to double its branches to 120 clubs worldwide in three years.
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