How a Portuguese brand is making India’s fitness sector female-friendly


In right now’s sedentary life-style everybody’s morning routine begins with dashing to workplace whereas squeezing in time to have a wholesome and fulfilling breakfast. In continuance with having a wholesome begin of the day, folks have crammed gymnasium into their hectic lives. These health-conscious souls embody not solely professionals but additionally home-makers, who, after dashing their youngsters off to high school, hit the gymnasium. Thus, gyms have develop into a half and parcel of our every day routine.

Yet gymming in India largely stays a male-dominated concern. A stroll to any close by gymnasium is all it takes to know the distinction between the variety of women and men registered at such services. Be it a gymnasium with high-quality exercising gear or a small gymnasium with fundamental gear, the gender ratio is at all times skewed in the direction of males.

“I don’t need a gym. I prefer following exercise lessons on YouTube at home.” This might be any middle-aged girl in India. Or certainly any girl in her 20s or 30s. The major cause most girls in city India aren’t eager on visiting gyms is that in our cities most gyms are unisex. Even within the nationwide capital, there are few gyms that cater solely to girls.

One amongst such services isVivafit, which began operations in India in 2010. After opening their centres in a number of nations, they arrange store in Delhi in a bid to fulfill the rising demand for an all-female gymnasium right here.

On 7 May, Vivafit, a Portugal-based world chain of boutique gyms just for girls, introduced actress and tv presenter Mandira Bedi as their brand ambassador. The occasion was held on the Embassy of Portugal in New Delhi.

Vivafit India is at present on a speedy enlargement mode, beginning with a robust deal with north India. They plan to regularly prolong their footprint nationally. To higher join with their audience, they’ve roped in Bedi because the brand ambassador.

The 46-year-old actor has up to now decade emerged as a well being and fitness icon. At the Delhi occasion, she emphasised the significance of  incoprporating a fitness routine into one’s life, and stated,  “I firmly believe that out of 24 hours, we can easily take out 30 minutes for exercise. Exercise can empower women beyond weight loss and shape.”

“I want to break the misconception among women that strengthening will bulk you up. Under right guidance it  will tone up your body. I wish to inspire women to take up fitness for a healthier and happier life. With Vivafit, women can no longer give excuses for staying at home. The workout programmes by them are only 30-minute  long, which is perfect for a busy woman,” Bedi added.

Pedro Ruiz, founder, Vivafit, stated, “Mandira is not just a famous Bollywood celebrity, but when it comes to fitness, she ‘walks the talk’. She is Vivafit in India. We are working closely with our partners in India as we believe India could be the most important market for us in the world, given the market potential here.”

Manisha Ahlawat, CEO, Vivafit India, stated, “Mandira is a wife, mother, actor, model, TV presenter and entrepreneur. She has proven that women can stay healthy and fit while taking on multiple responsibilities and roles. She is the perfect fitness icon for women over 40 in India and abroad. We are delighted that she is representing our brand…”

Recently, Bedi posted a image on Twitter displaying off her biceps. However, folks on the Internet had been divided on her muscular avatar. Her put up, which was meant to be an inspiration for fitness lovers, bought trolled. While some graced her with feedback like “Beauty with muscles” and “You are an inspiration to both men and women. That’s awesome…”, there have been additionally posts like “Bodybuilding participant representing India!!” and “Repulsive”.

In dialog with Guardian 20,  Bedi talked about how she reacts to such damaging feedback. She stated, “There used to be a time when I would get offended with such a response and would hit back. However, now I have started ignoring them as these comments are made by faceless and nameless people.”

Vivafit is the main brand within the female-only fitness phase in Portugal. It gives full exercise options—together with 30-minute coaching circuits with hydraulic machines, and group lessons like pilates, yoga, zumba, HIIT and others. It has designed unique exercises like “Burn It”, “Sbarre” and “Flex”, preserving in thoughts female-specific well being and fitness targets. Their complete strategy is result-oriented they usually additionally gives personalised exercise modules for girls of all age teams.

There are at present three Vivafit centres in Delhi-NCR and a fourth one is as a consequence of open in Gurgaon in June 2019. The brand plans to develop its footprint and goals to have 50 fitness centres throughout north India by the tip of 2020.

Vivafit’s enterprise was given a enhance in India with a vital funding by entrepreneur Ajay Jain. He stated, “The wellness industry is a multibillion dollar industry in India, with fitness being a major chunk of the business. The fitness industry is poised for massive growth. Vivafit fills the current void of quality fitness services for women in India. By investing in Vivafit I am putting my money on the fitness revolution that will take the market by storm.”



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