AusLeisure

Leading Asian fitness group Celebrity Fitness has introduced a range of special classes so its members can stay active during the Muslim holy month of Ramadan.

The classes, of both low and high intensity, are being held after dusk so those fasting during the day can continue to exercise to enjoy the full spiritual benefits of Ramadan.

Part of the Evolution Wellness group since early last year, the largest fitness chain in the ASEAN region, Celebrity Fitness is the dominant fitness brand in south east Asia.

Celebrity Fitness was created in Indonesia in 2003 by John Franklin, John Joseph Sweeney, and the late Mike Duane Anderson, each of whom previously worked for another popular Asian fitness brand, California Fitness. With California Fitness not interested in expanding in Indonesia, the trio decided to strike out alone, creating an entertainment-style fitness centre developed with Indonesian characteristics in mind.

Since then the business has expanded to more than locations across Indonesia, Malaysia, Singapore, and the Philippines, becoming the dominant fitness brand in south-east Asia.

Speaking before his departure from the company at the end of last year, Martin Darby, who had been Chief Executive of Celebrity Fitness since 2010, shared his thoughts on the success of the brand.

Darby (pictured below) advised “it’s a truly unique brand (which) is hard to describe without experiencing it, but it’s an eclectic mix of sound and light; it’s very much a studio-based concept including disco lighting and popular music, with an Asian bias towards K-pop. We have a Mask Dance class that’s like a Venetian ball, the Insanity programme which is a bit punky, the Seduce which is more of a sexy Latino dance, alongside more mainstream popular classes. It is very much a dress-up, immersive, community-driven and exciting fitness centre which is less about the hard work that’s normally associated with exercise.”

“(In south east Asia) Celebrity Fitness is a mass market brand, whereas brands that are more globally famous like Virgin Active, are the more niche players. One of the reasons for our popularity is that Indonesia is a country that’s 97% Muslim, so the places people in the UK may go to meet friends such as going to bars and clubs are not as popular. An interactive fitness centre fills that void.”

Another reason for the brand’s appeal is the ever-changing roster of activities available that ensures continued interest from members and staff alike. Celebrity Fitness has formed relationships with inventors in the United States, with whom the company will work on a piece of equipment and commit to buying a number of the end product in exchange for at least six months of exclusivity. By that time, Celebrity Fitness will know whether the item works and is popular thanks to member feedback.

Darby added “every quarter our members ask the same question: ‘what’s next?’

“We survey them, have regular social media contact with them, and of course talk to our instructors and personal trainers. We have to search the world for new ideas, particularly in the US where we regularly visit, but really, this business is like fashion: nobody truly knows what’s next.

“The key for a brand like Celebrity Fitness is keeping it fresh. That’s a full-time commitment. It’s about exclusivity, fun, constant change, being nimble, and keeping that interest going. That’s why people come back.”

The business takes its influence even further outside of the gym, by teaming up with charitable organisations and awareness-raising movements and using its mainstream influence for good.

Darby concluded “in Malaysia we do a lot with FIT Malaysia, which is a government initiative that’s concerned with obesity and diet

“We also work with The Kidney Foundation, AIDS awareness, and particularly breast cancer awareness because we’re very female-orientated. Our members can be 60-80% female, so we have a campaign called #powertothegirls which raises awareness as well as female empowerment. That is especially exciting in countries where female empowerment still isn’t that common a concept.

“Hashtag campaigns are becoming so big here; Facebook is huge in south-east Asia, with Instagram and other such platforms gaining popularity.

"While some gyms don’t allow phones, we encourage people to share their experiences and selfies -which we call Selfits - which is great marketing coming from confident people who are proud that they attend the gym. In the early days, Celebrity Fitness was so named because celebrities used our gyms; now, it’s because everybody wants to be a celebrity, and with how huge social media is over here, you can be a celebrity.” 

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