New gym model for China: HIIT for retirees, no mirrors and no loud music – it’s a Danish import
- Loop Fitness is encouraging China’s retirees to get moving with its 24-minute circuits based on high-intensity interval training
- The company has had to adjust its modest business model to be attractive in the Chinese market
Thousands of fitness centres have popped up in China over the past decade – particularly after the Chinese government implemented the National Fitness Plan in 2016. The ambitious plan hopes to incorporate regular physical exercise into the weekly routine of over one billion citizens by 2020.
The plan was music to the ears of one fitness chain in Denmark. For Loop Fitness, entering the Chinese market was a long journey that began by chance.
While visiting family in his home country of Denmark in 2013, Guangzhou-based jewellery trader and sports fanatic Thomas Sylvest stumbled upon an ad for a fitness chain that offered circuit training. The Loop Fitness offer read, “Unlimited hours, one-month trial membership for one Danish Krone” – roughly HK$1.20. Sylvest was going to be in Denmark for one month and decided to sign up.
The concept developed by Loop Fitness is based on HIIT (high-intensity interval training), which ensures an efficient workout of the whole body in as short a time as possible. One circuit at Loop Fitness uses 16 pieces of fitness equipment set up in a circle.
The machines and exercises have been carefully chosen to ensure optimal results and the circuit offers a combination of cardio and strength training. A bell rings every 45 seconds – indicating it’s time to move on to the next exercise. Members are encouraged to complete two rounds for the best results. This takes exactly 24 minutes.