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RETAILBIZ: FITNESS FIRST RANGE 42 MCV 28/08/09
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After co-creating its own title, worldwide health and gymnasium giant Fitness First continues its interesting move into the gaming sector with a range of new ‘workout’ accessories developed with Blaze Europe… by Christopher Dring THERE’S NO denying the impact the fitness genre has had on the video games industry. Wii Fit is the biggest game in the world today, with nearly 20 million copies sold worldwide. And its many emulators have sold millions of copies too. So perhaps it shouldn’t be a surprise to see Fitness First move so aggressively into the games space. It is, after all, the world’s largest gym, health and fitness group, with some 550 clubs worldwide complete with 1.4 million members. The group is present in 19 countries, and in the UK alone boasts 164 clubs with 425,000 members. The company’s first move into games comes via Blackbean with NewU: Fitness First Personal Trainer for Wii, which is due for release in September. Yet the firm hasn’t stopped there, as it has teamed up with peripherals giant Blaze – the same team behind
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The Fitness First-branded products will be compatible with Wii Fit and other ‘healthy titles’
RELEASED: Q4 FORMATS: WII VENDOR: BLAZE PRICE: VARIOUS CONTACT: 01302 325 225
the massively popular Sega retro range – to launch a selection of Wii Fit accessories, with the aim of bringing the home and gym fitness markets together. “We are delighted to be working with Fitness First,” said Blaze Europe’s chairman Jason Cooper. “This is a great opportunity for us to build on our established reputation for
We are delighted to be working with Fitness First. This is a great opportunity for us to build our reputation. Jason Cooper, Blaze Europe quality accessories with the perfect brand for our fitness range” Fitness First has embraced the Wii Fit phenomenon, with many of its members using the game to track their fitness progress. However, what’s really key
for Fitness First is to attract the millions of Wii Fit gamers who have never even stepped into a Fitness First club. Fitness First’s head of group marketing David Langridge added: “The group is on a mission to make the world a fitter place so products which enhance our core business fit into this perfectly.’’ Blaze and Fitness First are planning to launch a series of accessories especially designed for Nintendo’s best selling Wii Fit. The first phase of products includes skins for the Wii Balance Board, a mat for performing Yoga and weights that strap onto the wrist and/or ankles. The Fitness First Silicon Skin fits over the balance board to provide a non-slip surface for the board. The product offers better grip and improved comfort, with its soft silicon material, which is also durable enough to withstand intense workouts. The Yoga Mat is
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again designed for Wii Fit, and is constructed of three soft and durable layers. The product is designed to reduce impact and lessen the strain placed on muscles and joints, while the textured surface offers gamers improved traction during vigorous Wii Fit sessions. WELL FIT
The next product due for launch is the Fitness First Wrist and Ankle Weights. These weights are designed to increase resistance during Wii Fit workouts. The weights can be strapped to either the wrist or ankle and should maximise a gamer’s workout. The products are said to be comfortable and will even add a touch of style to proceedings. On top of all this, Blaze has combined all the above accessories into one pack entitled the Fitness First Wii Fit Workout Kit. Although there is a wealth of great Wii Fit accessories on the market already, being able to use a name as established and respected as Fitness First is certain to give a boost to Blaze’s new range. So if any of the 20 million Wii Fit owners out there happen to shop in your store, then the Fitness First Wii Fit range could be the perfect margin maker for you this Christmas.