The German voluntary group is organizing a special FitGesund (fit & healthy) symposium, focusing on the topic of physical activity for the purpose of staying or becoming healthy, in an effort to conquer a new attractive segment for its retail members.
Intersport is teaming up with some sporting goods brands, regional tourism organizations and the magazine Fit for Fun to realize the event. Attended by some 300 delegates, including 20 retailers, it is being held from Sept. 18 to 23 in the famous coastal village of Warnemünde, located near Rostock.
The delegates are learning and practicing a broad range of fitness activities. They are attending specific workshops on Body & Mind, Functional Training & Workout, Medical Training and Group Fitness. A hard-core CrossFit workout is on the schedule. Running, Nordic walking or several types of yoga are also covered. Some workshops give insights into the theoretical basis of some fitness activities.
One highlight is the presence of a Puma brand ambassador, Fernanda Brandao, who is leading courses on Ginga, a workout she invented. The Brazilian has gained some popularity in the German speaking countries with activities on TV and in music.
Intersport has created some good experiences in the past with events that cover other sports. Alpenglühen and Gipfelglück have proved to be successful for snow sports and outdoor activities. Because of health issues, fitness is a big, important topic in an aging society. Large campaigns about the positive influence of physical activity on health issues and incentives given by insurance companies have created interest and involvement in the broad public. The market for fitness activities; physiotherapy and other health solutions in Germany is estimated to be worth about one billion euros, and it is growing.
The FitGesund event is designed mainly for Intersport retailers as well as end consumers. The idea behind this approach is not only to present new trends, but also to strengthen relations between the shop owners and their clients. The health topic seems to be especially attractive for shop owners because it addresses a relatively older group of customers who value on average good service and consultancy more than younger customers and are thus less price-sensitive. Older customers are for these reasons more likely to stay loyal to shops where they have had positive experiences instead of shopping elsewhere, particularly on the internet.
