WNiF Magazine - Spring 2018 Edition | Page 28

By Adala Bolto A ccording to the International Health, Racquet & Sportsclub Association, boutique studios represent a larger-than-ever slice of the fitness pie taking 42% market share in 2014 which was a 100 percent increase over 2013). “Smaller grouped studios have the ability to offer a more personable experience for the member and they also have the ability to really engage with their audience and get to know who they are” says Adala Bolto, founder of ZADI Training. In fact, Fitness Boutiques are disrupting the industry like never before while traditional gyms are having to adapt to the changes that millennials and the younger generation are demanding. Connecting with a likeminded community, flexible specialised services, bespoke programs and the latest technology are just a few of their ‘requirements’... ZADI Training offers strength unique programs that are developed by Australia’s leading exercise scientist Damien Kelly. They have also developed unique, never seen before technology in collaboration with TechnoGym to help clients measure their progress and keep track of how hard they are working. Another industry report showed that ‘millennials are spending big on trendy places to sweat,’ and part of that reason is because they value the experience and community over the price. ZADI Training is the latest set of boutique studios set to disrupt, tapping into all the wants and needs of women and female millennials. The fact that Di Williams, founder and CEO of the largest female health club network Fernwood Fitness is jumping on board says a lot about how the industry feel about the model. BOUTIQUE VERSUS TRADITIONAL GYM 28 WHAT’S NEW IN FITNESS - SPRING 2018 We created ZADI Training exclusively for women. Our clientel are time poor, yet expect fast and effective results and want to work out in a high- energy, trendy atmosphere. participant ratios and an environment which promotes targeted fitness just for women. THE FACTS: • Women are driving a change in the fitness industry. Training Maestro for the Australian Institute of Fitness, Nardia Norman, explains: “We will see female-specific programs becoming mainstream. There’s a rise of influential female body positive professionals taking on weight loss and parts of the fitness industry that capitalise on women’s body insecurities. Together with an increase in female specific research and an empowered female consumer, we will see more programs dedicated to women’s training and health.” • Millennials are opting out of their gym membership and services, replacing them with small boutique classes, online streaming services and Boot Camp, according to an article published on news.com.au (lifted from the New York Post), 17 Oct 2016. • Boutique studios represent a larger-than-ever slice of the fitness pie – 42% of the market as of 2014, a 100 percent increase over 2013, according to the International Health, Racquet & Sportsclub Association.” • There is a growing demand for HIIT training. As per annual surveys from the American College of Sports Medicine (ACSM), “High intensity interval training has been a consistently high-ranking trend on the forecast in recent years, appearing in the top 3 since 2014.” “It can be more difficult for larger gyms to remain trendy, especially with millenials, who are now the main target audience given the fact that they will make up 50% of global spending in the next 3 years alone.” ZADI is female only, features a night club vibe with hot pink fluro lights, awesome playlist with the help from Diana Williams’ to ‘backed by Diana Williams and has a smaller participant to trainer ratio which means more attention on the individual. The space is complete with dark and moody lighting because no one wants bright lights first thing in the morning and it caters to those who not only want an awesome workout, but also a great experience and a unique selfie. The ZADI concept was created by personal trainer Adala Bolto. A Fernwood franchise owner herself, Adala was starting to see a shift in what her customers wanted, especially the millennials With the help of Di Williams, Adala has created ZADI training to be the first ‘franchise’ network to offer female specific HIIT and functional combination programs- endorsed by science, innovative technology, smaller trainer/ WHAT’S NEW IN FITNESS - SPRING 2018 29