Inside The Lebanese Fitness Industry

Now I’ve been back a few days I’ve had time to digest my experiences at #InspireSummit2019 and looking at the industry. 

The Market 

I did only visit 3 gyms, so these could be broad generalisations:

• Looking at the people in the gyms, it appeared many people are joining for the vanity benefits of exercise.  Lots of people in the strength area of the gyms. 
• It was also apparent that the industry has not yet cracked the 40+ years of age market or the female market.

This means there is huge opportunity for the industry to grow – especially as only 3% of the population are gym users. 

Inside The Gyms 

Kudos to Technogym as they had the fit outs at the gyms I attended.  

 The 3 gyms I went to were very well equipped. They had some unique aspects but generally looked very similar. You can peek behind the curtain of these gyms with photos in our Facebook group – click here to join.

 There was a lack of functional training space with huge amounts of pin loaded equipment. 

 The group fitness studios were spacious and well equipped but didn’t seen well patronized in the clubs I visited. 

The change rooms were awesome, spacious and impressive! 

Personal Training 

The majority of trainers I saw were buffed and athletic trainers. They looked like they loved the product of exercise and were users. They were not intimidating in body shape but rather inspiring. 

They’re training is very strength based and non-functional. You could say they are waiting for some of the International industry training trends to become common place in their country.  

Sales

Fitness First had 2 clubs in Lebanon and they brought a structured sales system to the industry. While they have now withdrawn from the market the sales process continues but in a watered down version. 

As we know a message can be distorted when playing a game of Chinese Whispers. This seems to be the case with sales systems. 

This means there is a huge opportunity to focus on benefit based tours and a simple analysis of data to enhance sales processes. 

Instagram Is The Platform Of Choice 

Everyone I spoke with told me they communicate and market through Instagram.  They said this is the platform that members and prospects are on.  So I looked on many of their accounts and there are of lots of ‘posing shots’ indicating to me that many members are there for aesthetics as opposed to health reason. 

I also wonder if they broaden their marketing if that would mean they would broaden with whom see their message? 

Nevertheless, I loved the proactive promotion of ‘hash tags’ for the business in Zone Fitness. 

The Opportunity 

What I saw and experienced is that the industry is in ‘go-go phase.’ It is an industry made up of motivated, passionate, and caring people. The work force have the same desire to promote exercise to the same level as the rest of the world. 

The challenge or the opportunity for the industry is to show the Lebanese population that going to the gym is not about aesthetics. Showing the health benefits will open up the product to so many more people. 

Watch this space as I think the Lebanese fitness industry will do amazing things in the coming years with qualified fitness professionals who are going to be registered.