Fitness is no longer just about physical appearance

Contestants during Mr Kerala Championship in Kozhikode recently.
| Photo Credit: PTI

Fitness is no longer just an exercise if the emerging trends in the fitness sector in Kerala are any indication. There has been a two-to-threefold increase in fitness centres in Kerala in the post-pandemic period, with people becoming more aware of their health requirements and starting to prioritise their fitness.

There are no official statistics on the number of fitness centres or gyms in the State. However, office-bearers of the Kerala Health Clubs Organisation say the number will be anywhere between 7,000 and 10,000, with the largest concentration in cities such as Kochi, and Thiruvananthapuram.

“According to data compiled by online data scraper sites, there are around 1,448 fitness centres and 4,037 gyms in the State based on the digital presence of these centres on various platforms. However, the actual number will be much higher considering the single-owner operations of gyms at various levels in Kerala,” says Rahul V., an entrepreneur in the sector.

According to Alan Joseph, marketing manager of Darc 1 fitness, Kochi, the first fitness centre was launched was in 2018 and another one just before the lockdown. “In the post-pandemic scenario, things took a new turn with people giving more focus to fitness in tune with the rising fitness culture across the country. We have launched another six centres in Kochi in the past three years alone,” says Mr. Joseph.

The popularity of fitness culture is more palpable in cities such as Kochi and Thiruvananthapuram. For instance, the street beginning from Sasthamangalam to Vellayambalam and Kowdiar to Pattom via Kuravankonam boasts the highest number of premium fitness centres in the capital. At least 250 centres are in Thiruvananthapuram alone, says V.K. Anilkumar, president of Kerala Health Clubs Organisation.

Mohammad Ashraf, former Mr. India and Indian Army coach who runs four fitness centres in Kozhikode, bodybuilding was the main attraction of gyms and fitness centres in the past. Now, strength training is the main agenda of these centres, as the majority of the regulars in the centres are above 35 years old. Though callisthenics gyms, cardio fitness centres, crossfit gyms, etc., are available in various parts, a fitness regime for people in different age groups with a combination of the various aspects of strength training has more takers, says Mr. Asharaf.

He says only 5 to 10% of the regulars in his gyms now specifically follow bodybuilding, while the rest prefer fitness training only including activities such as aerobics.

Further, the entry of corporates and big brands into the sector, like Gold Gym, Anytime Fitness, Snap Fitness, Cult Fit, VAULT by Virat Kohli, Fit 7 by M. S. Dhoni, etc., heated up the competition in the sector, with local and large players fighting it out with each other to gain a toehold outside their traditional domains.

Rahul, CEO of Techyz Software Solutions Pvt Ltd, which designed Gym360, a software-based platform to aid single-owner fitness centres in simplifying operations, building their brand, and directly engaging with their customers, says local gym owners cannot compete with the international franchises and well-funded Indian fitness chains in the long run unless they have access to digital tools, as larger players leverage their deep pockets to expand quickly and connect with customers through their cutting-edge digital platforms.