healthclubmanagement_august_2020

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PRO M OTI O N

Adapting to change Power Plate has been a leader in the field of vibration training for over 20 years, and during the pandemic continues to support the fitness industry. Iain Murray, sales director, UK, talks to HCM about business growth in difficult times

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or over two decades, Power Plate has defined the whole-body and targeted vibration training and therapy category. Its products and protocols are used around the world by professional sports teams and fitness pioneers. Helping users to prepare faster, perform better and recover quicker, Power Plate makes them feel better by stimulating natural reflexes, increasing muscle activation and improving circulation. Power Plate delivers health, fitness and wellness results, whatever the fitness level or training style, and with accelerated results, it’s a great solution for gyms and health clubs assessing their options for re-engaging members into their facilities.

Adapting to change

When the world changed overnight, commercial partners were our top priority. We knew they would need our support with operations, and directly with members. As studios and fitness facilities were keen to deliver classes digitally and fast, Power Plate allowed members to carry on their weekly workouts, live on social media and on-demand via the app.

With commercial clubs closing indefinitely, Power Plate quickly shifted the business to focus on members exercising at home, knowing that these customers would need and want to continue their exercise regimes during lockdown.

Business growth

Power Plate has been fortunate to be able to grow significantly in at-home sales throughout the lockdown period, with the demand for home fitness equipment going through the roof. Our targeted vibration products (TVPs) have proved a huge success with elite athletes forced to train at home, supporting their performance, recovery and rehabilitation. We have also worked closely with our retail partners to meet the growing demand for effective and efficient exercise equipment at home. The strategy to shift focus quickly to at-home and elite markets while maintaining close relationships with our commercial settings, has been the driving force behind this success and growth. Powerplate has a whole range of future moves coming to fruition, including the following:

Product:

Moving forward, Power Plate has a number of new products in its armory. On the back of the successful launches of MOVE and TVPs late in 2019, first off the blocks is the new ‘black edition’ range, available from August 2020. This range consists of new matt black models sitting across our commercial product lines. Appealing to all market sectors, and with a continued focus on wellness and recovery, this new sleek look will be well placed within a variety of different health and wellness environments.

Growth sectors:

Prior to lockdown, Power Plate teamed up with Fora, Regus and ukactive to deliver education across

The Power Plate Pulse is a best-inclass premium handheld massager featuring four vibration intensity levels 44 August 2020 ©Cybertrek 2020