CELEBRITY FITNESS
MARTIN DARBY , CEO OF CELEBRITY FITNESS , TELLS US HOW THE BRAND ’ S UNIQUE APPROACH TO EXERCISE HAS ALLOWED IT TO DOMINATE SOUTH-EAST ASIA
Even the fittest and most dedicated gym-goer is bound to admit that working out sometimes feels like a repetitious chore . While some fitness centres – often few and far between – make an effort to include more exciting classes and programmes , none can boast such an eclectic and engaging selection – and on a mainstream scale , no less – than Celebrity Fitness .
Celebrity Fitness was registered in Indonesia in 2003 by John Franklin , John Joseph Sweeney , and the late Mike Duane Anderson , a trio which previously worked for another popular Asian fitness brand , California Fitness . They had approached their own boss asking if he would consider expanding to Indonesia ; he declined , and so Franklin , Sweeney , and Anderson decided to strike out alone , creating an entertainmentstyle fitness centre developed with Indonesian characteristics in mind .
The company has since expanded to 62 locations across Indonesia , Malaysia , Singapore , and soon the Philippines , swiftly overtaking Fitness First to become the number one local fitness chain . In 2010 , a Brit named Martin Darby became CEO , and has spent the past seven years guiding and shaping that development .
“ It ’ s a truly unique brand ,” he says . “ It ’ s hard to describe without experiencing it , but it ’ s an eclectic mix of sound and light ; it ’ s very much a studio-based concept including disco lighting and popular music , with an Asian bias towards K-pop . We have a Mask Dance class that ’ s like a Venetian ball , the Insanity programme which is a bit punky , the Seduce which is more of a sexy Latino dance , alongside more mainstream popular classes . It is very much a dress-up , immersive , community-driven and exciting fitness centre which is less about the hard work that ’ s
62 April 2017