The other week the Guardian carried a supplement promoting the merits of exercising outdoors. From walking the dog to military style training it covered it all. The premise? It simply wanted to present exercise as something that doesn’t need to be done in a gym. Indeed a recent research paper, published by the Peninsula College of Medicine suggests that exercising outdoors may improve your mental well being, compared with indoor exercise. Better for body and mind.
It got me thinking about how gym brands present themselves. I’m not sure I can recall any brand attempting to own the best in fitness programmes. It seems to be all about the physical facilities and quality of equipment.
What if a brand came up with a program that could be followed away from the gym entirely – in the outdoors? Working to the principal of the dieting industry – weigh ins, online communities etc – it could offer a low cost alternative to keeping fit. Better still it could be a strong sub brand to an existing bricks and mortar gym business.
Nick Goring, Banana Kick
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