Exercise, which was considered a privilege to the privileged, is now a way of life for many. Good health is the reason most of us are joining gyms or buying home use exercise machines. The consumer behavior in all fields has taken a sharp turn and with all the credit facilities available there is a boom in sales of all well marketed goods, including fitness equipment.
Home use treadmills are the best selling fitness equipment device and are helping people reach their goals of losing weight, improving health, and looking better. The other common trend is joining a gym or a health club.
This increased awareness in Jordan has led many gym owners to open other branches, investors and businessmen are encouraged to invest in gyms, and international fitness chains are entering strongly into the market. It is estimated that there are currently about 13,000 gym-goers in west Amman, and this number is expected to double by 2010.
One of the leaders in the local fitness market is Hukama Group, which provides state-ofthe- art fitness equipment for both home and commercial use to the fitness market in Jordan as well as the Levant region. Co-founded and co-owned by Mr. Husam Kharouba and Mr. Tarek Khoury, who is president of the local Wehdat Football Club, the group is now also entering the fitness service industry with mega plans to start up a chain of gyms dubbed Matrix. There are eight gyms opening in 2008 in Amman alone, and over the next five years the group aims to open a total of 30 facilities throughout the Kingdom.
A number of factors will distinguish the Matrix gyms from their competitors in the local market; the main one is that the philosophy behind setting up these gyms is based on the fact that fitness needs depend on individual requirements relating to age, gender, physical condition, health history, and other attributes. The unique vision behind the Matrix brand comes from Mr. Kharouba, who is utilizing his strong background in physiotherapy and fitness to introduce a new concept to the market that taps into the latest fitness trends to create a customized service.
“The industry today goes beyond just exercise and building muscle. It is now about health and wellness, and using exercise as a therapy to target problem areas as well as to maintain strength, fitness and health,” says Mr. Kharouba.
Matrix gyms will seek to assess the needs of its members from both a medical and fitness perspective and combine the two to encourage a healthier community. To support these goals, the group is investing heavily in advanced fitness management systems and pioneering new fitness management techniques in Jordan to offer its members a comprehensive fitness experience that is superior and convenient.
“Analysis has shown that people will drive no more than 12 minutes to go to the gym, so location is vital,” points out Mr. Kharouba. The location of the Matrix gyms, along with carefully chosen equipment and programs and professional administrative and technical expertise, is what will make the service stand out.
The first three Matrix gyms to open in 2008 will include a women’s and a mixed gym, each with the most modern and highly equipped machines, along with personal entertainment systems and other high-tech services. The third of these seeks to tap into a budding new market by forging the way to providing fitness services in the less wealthy eastern part of Amman. It will offer all the features of a luxury gym, and introduce new classes, circuit training, weight-loss programs, and other facilities that are not currently available to the lower income areas of the city, thus making quality fitness accessible to all. Fourteen other gyms will be set up in East Amman as part of the group’s five-year plan, along with eight others in West Amman, two in Zarqa, two in Irbid and one in Aqaba.
In addition to advanced equipment and progressive systems, Hukama Group is integrating a variety of sports into its services. This includes boxing and kickboxing, for which specialized boxing rings will be available to enable members to get the maximum benefit and enjoyment from the sport. Also, Mixed Martial Arts (MMA) is increasingly gaining popularity around the world and in Jordan, and Matrix gyms have acquired the services of the world jujitsu champion through an exclusive agreement to offer training at their first three gyms, which open in early 2008.
According to Kharouba, “Our trainers are the best in town; they know how to approach members, gauge their needs and customize programs according to these. We invest heavily in equipping trainers to meet the requirements of customers by adopting the latest techniques and highest standards, and through providing continual follow-up training.”
As the latest in fitness tools and expertise seeps into the market the future of Jordan’s fitness industry looks bright, and a fitter, healthier life becomes accessible to all.