Women’sFitness

UNDERSTANDINGTHE BUSINESS OF

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Women’s FitnessUNDERSTANDING THE BUSINESS OF

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Women’s fitness has come a LONG WAY!!

Women’s FitnessUNDERSTANDING THE BUSINESS OF

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In the 1940s, fitness gyms started gaining popularity in North America. These

exercise “dungeons” (which smelled awful and featured

junkie equipment) were built to promote strength and muscle development.

Although that may have appealed to most men, this was not the ideal solution

for women.

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Reasons why MEN workout:• To get bigger• To get stronger• To reach a numbers-oriented goal (i.e.,

bench press 250 lbs., do 50 chin-ups)• Because it is a sport (they do it because

it is fun and it’s what they’ve always done)

• Because they want to “look” like they’ve been working out (i.e., muscular physique, fit and lean)

Reasons why WOMEN workout:• To look better• To feel better• It provides opportunties to participate

in fun activities in a group setting (i.e., group fitness, dance classes, etc.)

• To build self-esteem (how one views/feels about themself; self-love)

• To build self-confidence (how one feels about their specific abilities)

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1940s• As men were enlisted

to fight during World War II, women filled the production and wage-earning gaps (both single and married women after Pearl Harbor)

• Women also became better educated as they were needed to fill college seats to keep them open

Women’s FitnessUNDERSTANDING THE BUSINESS OF

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1950s• Consumer products

were the focus of this era, providing women with more time and freedom (vacuum cleaners, washing machines) to help them become more efficient in their domestic duties

• Women primarily stayed home to raise families (post-war Baby Boom)

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THE JACK LALANNE SHOW

(1956 to 1970 television show) reached millions of women

and focused on exercise for the homemaker using

chairs, towels, and common household items.

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1970s& 80s

• Women were torn choosing between being a “supermom” and business professional

• Women still worked in traditionally feminine positions (nursing, teaching)

• Rise in single parent households (primarily single moms)

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DR. KENNETH COOPER(an exercise physiologist) developed “Aerobics” and

published his groundbreaking book in 1968.Aerobics gained world-wide popularity after the release of

Jane Fonda’s exercise training videos in 1982.

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JAZZERCISE(founded by Judi Sheppard Missett in 1969) offers women with group classes in a studio environment that include a fusion of jazz, dance, resistance training, Pilates, yoga, kickboxing and latin-style movements.Jazzercise locations schedule over 32,000 classes per week (in all 50 states and 32 countries).

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1990s• Women learned

they could rise to leadership roles in large organizations (CEO, COO, VP)

• Women took on more masculine roles

• Women sacrificed their feminine self and family in order to dedicate the necessary time and effort required to be successful

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ZUMBA(developed by Alberto “Beto” Perez in the 1990s) includes hip-hop, samba, salsa, merengue, mambo, and martial arts choreography offered at fitness clubsand studios around theworld (140,000 locationsacross more than 185countries).

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CURVES FOR WOMEN(co-founded by Gary andDiane Heavin in 1995)is an innovative 30-minutefitness, strength training, and weight loss guidance concept delivered in an environment catered to the needs of women (includes alternating hydraulic machines and aerobic exercise stations).Curves had over 10,000 locations worldwide by 2006.

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Although these fitness offerings were successful ...

they failed to evolve and meet the changing needs of

today’s woman.

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The 21stCentury

• Women (age 30+) are dropping out of the corporate world

• Women own nearly half of all businesses in the US

• Single moms account for over 25% of US households

• Feminine values are becoming the focus again (community, empathy, patience, vulnerability)

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The 21st Century Woman is:• Strong and independent• Proud of her “uniqueness”• Educated and informed• Good at multi-tasking• Always looking to save

time• Strongly motivated by

“value” (getting more for their money)

• Not looking for a “one size fits all” solution

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Women are looking for a complete fitness solution that suits their needs.

Women’s FitnessUNDERSTANDING THE BUSINESS OF

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SAVES TIME SAVES MONEY

GETS RESULTSIS DESIGNED

FOR A WOMAN

Women’s FitnessUNDERSTANDING THE BUSINESS OF

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ALL WOMEN.

Women’s FitnessUNDERSTANDING THE BUSINESS OF

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Does a fitness solution currently exist that effectively addresses these needs?

ABSOLUTELY!

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THE FUTURE OF WOMEN’S FITNESS IS UNDENIABLE!For more information on starting a successful

women’s only fitness business, click here.

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THANK YOU!For more information visit

www.todaysfitnesstrainer.com