In the early nineties, when an all-muscle vision of fitness à la Jane Fonda and Sylvester Stallone was taking America by storm, in Italy, Technogym launched a totally new vision. They called it “Wellness”, a profoundly Italian way of living, dating back to the “mens sana in corpore sano” (a healthy mind in a healthy body) principle of Ancient Rome based on regular physical exercise, a healthy diet and a positive mental approach.
By transforming a business based on hedonism into a social business, Technogym – with resilient and revolutionary president and founder Nerio Allesandri at the helm – has created a revolution that has moved the focus of fitness from looking good to feeling good. Ever linked to the sporting world as much as the fitness one – they do go hand in hand – we caught up with the Italian over Abu Dhabi Grand Prix weekend.
I know you came to enjoy the race, but I understand Technogym also has a healthy relationship with some of the teams?
We have a relationship with them in terms of training (from strength and cardio to concentration and mental agility), support, rehabilitation, and nutrition. But we’re not just with Formula One; Technogym has offered support for five editions of the Olympic Games and we’re heading to Rio 2016.
We are also official supplier for AC Milan, Juventus, Chelsea…20 odd clubs, some of the most important ones in Europe. We have a relationship with basketball, volleyball, sailing… sport is a huge element.
You popularised the concept of “wellness” – what is your personal perception of wellness? And how do you practice it?
The difference between fitness and wellness is that fitness is about looking good, and wellness is about feeling good. Wellness is more holistic, a lifestyle choice encompassing body, mind and spirit; not just body. I like the idea of wellness on the go, so not only three times a week in the gym but 24 hours per day, seven days a week. It’s an attitude, something you should practice all the time, at work, at home, during free time…
But movement is the base, exercise is medicine, and we have to thank exercise for helping make it possible to combat diabetes, obesity…and we know how high the levels of these are in this region. Me, I just enjoy! If you have passion, enthusiasm, if you believe what you think, what you tell and what you do, promote…then this is wellness. If you don’t, it’s impossible to benefit. Wellness is all those things but it’s important also to have a positive approach.
The Middle East is at higher risk of obesity than most parts of the world according to figures. In your time involved with this region, have you seen this improve at all?
In terms of obesity levels, no, it has actually increased but in terms of wellness awareness, yes, there is more of it around. I think, for the Gulf, it is an interesting idea to promote ‘the wellness holiday’ – incorporating customised, personalised packages with healthy nutrition, gym, spa…[making it more attractive]; and of course to approach kids in schools, the younger generation.
You launched a campaign recently called ‘Let’s Move for a Better World’. What was the goal, and would you say you were successful?
We launched a challenge, using our technology, that allowed us to measure ‘moves’ done by people in the gym.
All over the world, many of our gyms participated in collecting the most number of ‘moves’ from their members, encouraging them to move or exercise more. The winning gym was able to donate an equipment solution to a local school. So people were simply going to the gym and moving to give a contribution to a bigger cause; but of course they were also doing good for themselves too. It was big, we had 50,000 people competing across 200 clubs. The next edition will be starting in March 2015 and it will include clubs here too, of course.
You opened the massive Technogym Village in Cesena, Italy, labelled the world’s first wellness campus, an ecosystem for healthier living. What goes on there?
It’s a customer wellness experience – there’s a wellness restaurant, wellness park, wellness offices, factory, environment, technology…everything based on Technogym’s wellness values.
I’ve been speaking since 1982 about wellness but people still didn’t understand so we decided to develop the idea [slams the table] …and we show them. I’ve had everyone come to visit, many VIPs and CEOs of hotels, gyms, hospitals, many Olympic medallists, even Bill Clinton came.
I had a trainer recently tell me that people will come up with any excuse under the sun in order to skip the gym (too much work, traffic etc…). What do you think is the key to inspiring people to come, and to keep coming?
I think of the words ‘fun’, ‘enjoy’, ‘sexy’, ‘content’, ‘technology’, ‘relationship’, ‘education’ (this one is the start point) in this context. If people don’t have the awareness, it’s impossible to change their life. Social initiatives and sharing the experience – such as we did with ‘Let’s Move for a Better World’ is a great way to get engagement. I want to say that The Green Economy is old, the new economy is The Wellness Economy.
What’s your favourite piece of Technogym equipment?
Kinesis Personal, because it’s inspired by and imitates natural movement. A person is born in the jungle, he’s born to move, and Kinesis works so well to replicate that – three-dimensional movements across all planes. The designer – Antonio Citterio – is the biggest, most important designer in Italy and Europe in this era, my friend and the architect of Technogym Village and I believe in Citterio in terms of breakthrough, innovation… Kinesis is the perfect combination in terms of product and service.
What are your New Year’s Resolutions for the company?
We have a lot coming out, so much to share but it’s a secret for now. I can say that we have a partnership with the Expo 2015 in Milan and we’d like to bring the experience we have planned for Milan, to Dubai for Expo 2020. We’re so very busy with Olympics 2016 right now but we definitely do have some ideas in mind for this country – we are very committed to the UAE, and to wellness culture leverage here.
