Fitness centers strengthen: boot camps, personal trainers grew in popularity.

• Author: Stomierowski, Peg
• Position: HEALTH & MEDICINE

[ILLUSTRATION OMITTED]

Health and fitness clubs in Alaska are working up a sweat, trying with other market sectors to appeal to a consumer revisionist boot camp mentality so reflective of tough economic times.

During the dog days of summer from inside a gym--in a state that loves to take its summers outside--several sources suggested business in the health and fitness sector remains very brisk despite a general belt-tightening nationally. One source reporting a sizable slump (20 percent to 25 percent) attributed it to more local competition, as well as the limping economy.

Personal training, ironically, seems to be evolving from a sideline vocation to a full-blown career field m even as fitness buffs, as one trainer observed, demonstrate greater sensitivity to pricing. And clubs of all stripes are paying attention.

THE ALASKA CLUB

At The Alaska Club, Denise Brown Robinson, marketing director, agreed the local business climate has heated up.

"We're definitely facing more competition from cheaper models" that have entered the local markets, she said--from clubs offering "a lower-scale model" of popular programs. "But we've been able to combat that with a variety of programs."

Variety and value, she said, constitute her club's competitive advantage, and The Alaska Club network has been promoting its nontraditional boot camp program as a fresh twist on an old concept.

"The industry as a whole has seen a complete revamping of what people regard as boot camp," she said. Regular trainer-developed and instructor-led group workouts are emphasizing peer-supported motivational benefits, while using circuit training, ropes and kettle bells (small weights with handles for maneuverability to help build arm strength)--and high-tempo music--to break up the monotony of old exercise standards, such as sit-ups, push-ups, running and jumping jacks. "People do want to work out in groups," said Janet Warner, a personal trainer and general manager of fitness for The Alaska Club. "It brings energy, and not as much focus on them."

It's not coincidental that they describe it as "recess," with the memories that evokes of release from the daily grind. It's the club's attempt to "keep things fresh for people," Robinson said. "I took it on a Monday at 6 a.m. and had a great time," she testified of boot camp, "but my muscles were sore the next day."

People seem to like the idea of a group routine of intensive workouts over eight to 12 weeks, she said. They enjoy the...