FIBO moves the fitness market in South Africa: 5,600 visitors at FIBO Global Fitness Africa 2018
FIBO Global Fitness Africa 2018
It’s on its way to becoming the leading meeting of the South African fitness industry: FIBO Global Fitness Africa, which was held for the second time this fall, was a complete success. From 26 to 28 October, about 5,600 visitors and more than 100 exhibitors came to the top event of the fitness industry in South Africa. Designed as a combined summit and festival, the event for the first time addressed trade and private visitors alike.
“The hybrid concept, which is part of the DNA of all FIBO trade fairs, was a total success”, says Hans-Joachim Erbel, CEO of FIBO organiser Reed Exhibitions Deutschland. “The tailored selection provided valuable input for the industry. At the same time, there was enough room for throngs of fitness fans who came to learn about everything the fitness industry has to offer. The exhibitors could feel this, too, and they were very pleased with the premiere.” Joining local providers among the exhibitors were international fitness industry companies such as Dis-Chem Pharmacies, Technogym, Matrix, Miha Bodytec, StimaWell EMS, Bounce Inc and Dranged. Their participation shows the significance of the South African fitness market, whose trends aren’t all that different from those of the European or American markets.
Digitalisation, for example, is a key topic: from supporting exercisers to digitally equipped fitness equipment to measuring one’s own performance and sharing it in the social networks. Tony Payne, Joint CEO PentaSystems(Pty)Ltd, the exclusive distributor of Technogym in Southern Africa, sees another trend in even “more motivating and intense workout experiences like group fitness, functional training and HIT training.” People like working out in a community of like-minded peers. Competition plays a big role, as does the incentive of training like athletes. Additionally, exercisers increasingly care about offerings that are individually tailored to their needs.
“There’s a palpable enthusiasm for fitness at the show, and it’s boosting the demand for new workout concepts and equipment”, says Martin Hiller, who as general manager of Reed Exhibitions South Africa is responsible for organising FIBO Global Fitness Africa. “The international fitness industry should keep an eye on this exciting market.”
Current market developments and trends at the summit
The first destination for trade visitors was the FIBO Global Summit organised in cooperation with EuropeActive, where ten top speakers explored some of the most important industry topics. Among them were such internationally renowned presenters as Dr. Paul Bedford, retention guru from the UK; Sean Turner, CMO of Holmes Place Group; Trevor Brennan, director of emerging markets at Les Mills; Herman Rutgers, co-founder and board member of EuropeActive or Tony Payne, exclusive distributor of Technogym in Southern Africa. Their talks revolved around global fitness and wellness trends. The speakers shared value tips with the about 80 delegates on how to adapt the global trends for their own businesses in order to be successful long-term and able to grow.
Festival as all-encompassing fitness experience
FitBody, FitFood, FitGear, FitTech, FitWear and FitKids: presented by Dis-Chem Pharmacies, the FIBO Global Fitness Festival created numerous theme worlds for fitness-loving private visitors with targeted fitness programs and nutrition concepts for emotional wellbeing and a healthier lifestyle. At the FIBO FitStudio, for example, visitors had a choice of more than 20 classes ranging from Metafit Pro to Barre, HIIT Explosion and Strong by Zumba to Booty Camp. Numerous training sessions were offered at the Origin Fitness Studio, covering everything from Gunning to Speed Kinetix and Lisa Raleigh’s AB Workout to Rebounding.
The next FIBO Global Fitness Africa will take place in Johannesburg from 25 to 27 October 2019.
From Cologne to Shanghai and Johannesburg to the United States East Coast: FIBO is expanding its global activities and establishing a direct presence in the target markets. FIBO in Cologne, the Leading International Trade Show for Fitness, Wellness and Health, draws about 1,000 exhibitors and 150,000 visitors to Germany each year. FIBO China has been the central meeting place of the Asian fitness industry since 2014. The first FIBO event in South Africa was added in 2017, today’s FIBO Global Fitness Africa. FIBO USA will be launched in 2018.
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