Healthwise Or Otherwise, Pumping Is Good For You

Remember the old comic strip ads of Charles Atlas — the puny 80-pound guy on a Venice beach who gets sand kicked in his face — pumps up to be the ‘most perfectly developed man’ — goes back to beat up the bully and reclaims his girl? Well, Mumbai might not have the sparkling sands and a real muscle beach — but they can at least have that ‘Atlas’ perfect body.

Gold’s Gym, the world’s largest gym chain, is expanding and expanding fast! With Indians seduced by the images of pumped-up Bollywood stars, the sprouting up of neighbourhood gyms and the regaining popularity of vyayamshalas, the chain felt that the market was ripe for its entry into the glitterati capital of India.

With 650 gyms in 32 countries and over two million members, Gold’s Gym seems to be proving that bodybuilding isn’t a fad, but a business estimated at upwards of $20 billion.

The chain’s 14,000 square foot Mumbai gym opened to an enthusiastic response last week, and plans are now on the anvil to bring the ‘Mecca of Bodybuilding’ (as the chain’s flagship gym in Venice, California is known) to the entire sub-continent.

Promising the same specialised programmes on offer to celebrities like Arnold Schwarzenegger, Mohammad Ali, Pierce Brosnan, Michelle Pfeiffer and anyone else you’d care to name, the international chain is hoping that the ideals of health and fitness will become the mantra in India.

“We are targeting Asia as part of our new expansion plan and expect to open three new gyms in India in the next year. Pune, New Delhi and Hyderabad have been decided on, as of now,” said Gold’s Gym International Inc vice-president (international franchising), Luis M Campalans.

“Penetration levels of bodybuilding in Asia are as low as two per cent, and we see that as an enormous potential to tap into. In comparison, it is 27 per cent in California alone and 13 per cent in the US,” he added.

The chain recently entered Saudi Arabia, Lebanon, Syria, Turkey, Ukraine and Russia. It is in talks for further partnerships in South East Asia.

“In the Middle East and China, the governments have made health and fitness national priorities. This is an encouraging sign for the fitness industry, since frankly — prevention is better than cure,” Mr Campalans said.

With the Diwali season having added at least five kilograms to the average Indian weight, higher-ups in Delhi could pay heed to the Chinese government’s stand. And while we wait for the government to prioritise, let’s get out there — work out — and get in shape for New Years.