The FIBO Innovation Tour is an annual event coordinated by EuropeActive. This year the tour visited five countries and I was invited to deliver a keynote talk as part of a series of five, one day events. Starting in Turkey, the tour then went to Russia, Poland, Italy before concluding in Sweden. My talk ‘What is the role of your fitness business in a world where consumers have more choice’ challenged club owners to pay more attention to the rapid growth in fitness substitutes which are eroding the temporary monopoly that clubs once enjoyed.
The travelling schedule was demanding but offset by the opportunity to meet representatives from five different health and fitness markets. Turkey and Russia are defined as emerging fitness markets when measured by adults who are members of a club, with both countries having a penetration rate of approximately 2% (source: European Health & Fitness Report 2015). This contrasts with Sweden where the market is more mature with a penetration rate of nearly 17%.
It was also an opportunity for me to collaborate with EuropeActive, the organisation representing the European health and fitness sector in Brussels.