Fitness trends to follow from UK

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As well as displaying its gym kit, Shokk introduced new training courses at LIW.

Fitness trends and products launched at the UK's Leisure Industry Week (LIW) trade show, which hosted more than 450 exhibitors and 20 feature areas covering the fitness, sports, attractions and hospitality industries, are making their way into the Middle East health club market just six weeks after their UK launch.

Innovative new launches, such as Star Trac's E Series line and the One strength training range from Nautilus, are now available for distribution in the UAE and beyond.

Trends such as a focus on in-club entertainment and interactive equipment for children and adults are also being adopted in the region, with companies like youth fitness supplier SHOKK establishing a presence.

However, despite a large part of the fitness zone at LIW being dedicated to club management software and CRM systems - such as Technogym's Contact Manager, a member retention and motivation programme - this type of technology is not transferring to the region. The market simply isn't mature enough, said Technogym Emirates MD Christian Dietrich.

On the UK influence on the market in the region, Rene Cox, Middle East business development manager for Al Kamda, said: "The expat population from Europe has grown in the Middle East over the past five years, thanks to the aggressive tourism marketing and the GCC boom. With the job market booming in the Middle East, the UK and Germany have lead this front from Europe.

"This influx has brought its fitness trends to this young and booming market, which has taken root mainly from the UK.

"Also, the club managers in this industry are predominantly British; hence the UK's training principles and trends have a great influence in the Middle East," he concluded.

Leisure Industry Week was held from September 25 to 27 at the National Exhibition Centre in Birmingham UK. The 2008 show will run from September 23 to 25 in the same location.

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