Basic-Fit, the leading fitness provider in Europe, has recently unveiled a groundbreaking initiative aimed at enhancing accessibility to health and fitness for all. The company is resolute in its efforts to address “gymtimidation” and foster an inclusive and welcoming environment within its clubs through the implementation of the ‘Be Comfortable’ programme.
This innovative programme encompasses a set of behavioural guidelines for members, strategically crafted to cultivate a friendly and supportive atmosphere within the clubs. Additionally, staff members will undergo training to ensure their contribution to creating a more comfortable environment for all visitors. The introduction of signage within the clubs will serve to raise awareness of the issue, while members will be provided with ‘Be Comfortable’ bracelets as a visual representation of the initiative.
Furthermore, Basic-Fit is providing tailored training plans designed to cater to various groups, with particular attention given to beginners, to aid them in feeling more at ease as they commence their fitness journey. Additionally, the initiative encompasses the provision of exercise advice, virtual club tours, and an idea box for members to provide feedback. To ensure the success of the programme, Basic-Fit has also collaborated with influencers to positively address the issue of ‘gymtimidation’.
Erica van Vonderen-Hahn, the Chief Commercial Officer of Basic-Fit, has articulated the company’s dedication to breaking down the barriers posed by ‘gymtimidation’. She has emphasized the importance of fostering a fitness culture that celebrates diversity and empowers individuals to effectively achieve their health goals. By cultivating an inclusive environment, Basic-Fit seeks to not only impact individual fitness journeys but also contribute to the creation of a fitter and healthier society.
In a significant step towards expanding its reach, Basic-Fit is venturing into the mainstream with its sports nutrition brand, NXT Level Sports Nutrition. Through a collaboration with Albert Heijn supermarkets in the Netherlands and Belgium, the company has made its premium sports nutrition products available in 450 stores. This strategic partnership marks a significant milestone for Basic-Fit, allowing them to make high-quality sports nutrition accessible to a wider demographic.
A spokesperson for Basic-Fit has underscored the significance of this partnership, noting that it grants them access to a market share of over 60%. By ensuring the availability of high-quality sports nutrition products, Basic-Fit aims to dispel the misconception that such products are exclusively for elite athletes or bodybuilders. This aligns with the company’s vision of enhancing the inclusivity and accessibility of health and fitness for all.
With a presence in over 1,400 clubs and a membership base exceeding 3.75 million across six countries, Basic-Fit’s influence in the fitness industry is considerable. The company’s ‘Be Comfortable’ programme and its expansion into mainstream sports nutrition exemplify its steadfast commitment to revolutionising the health and fitness landscape, rendering it more welcoming and accessible to all.