Emaar health club chain to focus on boosting membership and improving its PT offering in 2008.
Dubai-based health and fitness company Hayya! - part of the Emaar Hospitality Group LLC (EHG)- is aiming to grow its current membership base of 4000 by almost 50% this year, beginning with a January campaign that will offer members one month free when they sign up for 12 months.
Hayya! will also be focusing on its personal training (PT) offering this year.
Sharon Marett, senior manager marketing communications for EHG said: "Due to popular demand Hayya! is placing a lot of emphasis on PT, by providing every new member in 2008 a complimentary fitness assessment and analysis on the following: body mass index, girth measurement, blood pressure, flexibility test and basic fitness level test. This will provide members with a clear understanding of where they are now and what needs to be done to get the desired health and fitness results required.
"Our personal trainers will review the analysis and create a personalised plan specific to meet the objectives," she continued.
"Often people will have the good intention of joining a club and trying to stay fit, but without the direction of a PT it is hard to stay focused and meet the objectives, so understandably PT is gaining immense popularity and at the same time it's becoming increasingly available, not just for celebrities and the very wealthy.
Marett added: "Interval training is becoming increasingly popular within PT workouts. This involves short, high-intensity exercise periods alternated with periods of rest. These variable intensity periods are repeated several times to form a complete workout.
"Interval training will focus and help improve cardiovascular fitness, improve speed and overall aerobic power and burn calories. During an interval training session you will work out at a higher intensity than standard endurance training, therefore you will burn more calories.
Hayya! - which means ‘let's go' in Arabic - currently operates four clubs in Dubai and offers facilities including mixed and ladies-only gyms; a 500-seat sports hall; pools; tennis courts; and aerobics studios. There is also an Ansgana Spa at Hayya! Town Centre.
The group is also planning an expansion of the Meadows Hayya! gym, creating an additional studio and adding a café/restaurant.