Fine-tuning fitness

Africa area manager for wellness company Technogym, Mauro Nava, highlights how the Tunisian fitness industry has moved on from the "one size fits all" approach.

What are the current trends in health and fitness in Tunisia?

Investment in the market today is focused more and more on providing a higher quality offer, by addressing well-designed environments, multi-areas and services and innovative equipment. This in itself represents a new concept for this market.

While in western countries, the health club market underwent an evolution that lasted three decades - the body-building era in the 80s, the fitness era in the 90s and the wellness era in the current decade - the Tunisian market is able to undergo this process much more rapidly by importing the new concepts through new operators that are learning by travelling abroad.

Our industry mainly consists of high-level, stand-alone clubs that are targeting the growing population ready to invest in a healthy lifestyle, plus more four- and five-star hotels are aware that the wellness club is now one of the most desirable hotel amenities for their guests.

Some operators are thinking of ladies-only gyms, but these are still in the project phase. What we find now in the market is that some clubs are having ladies-only opening days to grant the privacy that is requested by some of their customers, whereas the coming modern approach will also add services - machines, programmes and classes - tailor-made for female-specific goals.

International standalone spa chains are still to come to Tunisia, but the spa concept is entering the market through the five-star hotels that are giving a complete wellness experience to their guests. Also, often these include thalassotherapy facilities for which Tunisia is well-known.

The budget gym concept, as understood in the more advanced markets as offering a good level of facilities without service, is not present at the moment, but this doesn't mean that wellness is a luxury for few.

There are lower level gyms available where the membership fee is affordable for the local people.

What are the current demands of Tunisian consumers and how do you meet them?

In an era where everything is tailor-made - the computer is "personal", the TV is "on-demand", the internet is a "menu" from which to pick and choose - consumers cannot accept the ‘one size fits all' concept anymore.

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