Are you interested in the business of women's fitness? This SlideShare presentation outlines the history of the fitness industry, the impact of the women's movement, and the future of women's fitness.

1. Women’s
Fitness
UNDERSTANDING
THE BUSINESS OF
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2. Women’s Fitness
UNDERSTANDING THE BUSINESS OF
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Women’s fitness has come a LONG WAY!!

3. Women’s Fitness
UNDERSTANDING THE BUSINESS OF
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In the 1940s, fitness gyms
started gaining popularity
in North America. These
exercise “dungeons” (which
smelled awful and featured
junkie equipment) were
built to promote strength
and muscle development.
Although that may have
appealed to most men, this
was not the ideal solution
for women.

4. Women’s Fitness
UNDERSTANDING THE BUSINESS OF
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Reasons why MEN workout:
• To get bigger
• To get stronger
• To reach a numbers-oriented goal (i.e.,
bench press 250 lbs., do 50 chin-ups)
• Because it is a sport (they do it because
it is fun and it’s what they’ve always
done)
• Because they want to “look” like
they’ve been working out (i.e., muscular
physique, fit and lean)
Reasons why WOMEN workout:
• To look better
• To feel better
• It provides opportunties to participate
in fun activities in a group setting (i.e.,
group fitness, dance classes, etc.)
• To build self-esteem (how one views/
feels about themself; self-love)
• To build self-confidence (how one feels
about their specific abilities)

5. Women’s Fitness
UNDERSTANDING THE BUSINESS OF
Brought to you by
1940s
• As men were enlisted
to fight during World
War II, women filled
the production and
wage-earning gaps
(both single and
married women after
Pearl Harbor)
• Women also became
better educated as
they were needed to
fill college seats to
keep them open

6. Women’s Fitness
UNDERSTANDING THE BUSINESS OF
Brought to you by
1950s
• Consumer products
were the focus of
this era, providing
women with more
time and freedom
(vacuum cleaners,
washing machines)
to help them become
more efficient in
their domestic duties
• Women primarily
stayed home to raise
families (post-war
Baby Boom)

7. Women’s Fitness
UNDERSTANDING THE BUSINESS OF
Brought to you by
THE JACK LALANNE
SHOW
(1956 to 1970 television show)
reached millions of women
and focused on exercise
for the homemaker using
chairs, towels, and common
household items.

8. Women’s Fitness
UNDERSTANDING THE BUSINESS OF
Brought to you by
1970s
& 80s• Women were torn
choosing between
being a “supermom”
and business
professional
• Women still worked
in traditionally
feminine positions
(nursing, teaching)
• Rise in single parent
households (primarily
single moms)

9. Women’s Fitness
UNDERSTANDING THE BUSINESS OF
Brought to you by
DR. KENNETH COOPER
(an exercise physiologist) developed “Aerobics” and
published his groundbreaking book in 1968.
Aerobics gained world-wide popularity after the release of
Jane Fonda’s exercise training videos in 1982.

10. Women’s Fitness
UNDERSTANDING THE BUSINESS OF
Brought to you by
JAZZERCISE
(founded by Judi
Sheppard Missett in 1969) offers
women with group classes
in a studio environment that
include a fusion of jazz, dance,
resistance training, Pilates,
yoga, kickboxing and latin-style
movements.
Jazzercise locations schedule
over 32,000 classes per week (in
all 50 states and 32 countries).

11. Women’s Fitness
UNDERSTANDING THE BUSINESS OF
Brought to you by
1990s
• Women learned
they could rise to
leadership roles in
large organizations
(CEO, COO, VP)
• Women took on
more masculine roles
• Women sacrificed
their feminine self
and family in order
to dedicate the
necessary time and
effort required to be
successful

12. Women’s Fitness
UNDERSTANDING THE BUSINESS OF
Brought to you by
ZUMBA
(developed by Alberto “Beto” Perez
in the 1990s) includes hip-hop,
samba, salsa, merengue, mambo,
and martial arts choreography
offered at fitness clubs
and studios around the
world (140,000 locations
across more than 185
countries).

13. Women’s Fitness
UNDERSTANDING THE BUSINESS OF
Brought to you by
CURVES FOR WOMEN
(co-founded by Gary and
Diane Heavin in 1995)
is an innovative 30-minute
fitness, strength training, and
weight loss guidance concept
delivered in an environment
catered to the needs of women
(includes alternating hydraulic
machines and aerobic exercise
stations).
Curves had over 10,000 locations
worldwide by 2006.

14. Women’s Fitness
UNDERSTANDING THE BUSINESS OF
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Although these fitness
offerings were successful ...
they failed to evolve and
meet the changing needs of
today’s woman.

15. Women’s Fitness
UNDERSTANDING THE BUSINESS OF
Brought to you by
The 21st
Century
• Women (age 30+) are
dropping out of the
corporate world
• Women own nearly
half of all businesses
in the US
• Single moms account
for over 25% of US
households
• Feminine values are
becoming the focus
again (community,
empathy, patience,
vulnerability)

16. Women’s Fitness
UNDERSTANDING THE BUSINESS OF
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The 21st Century Woman is:
• Strong and independent
• Proud of her “uniqueness”
• Educated and informed
• Good at multi-tasking
• Always looking to save
time
• Strongly motivated by
“value” (getting more for
their money)
• Not looking for a “one size
fits all” solution

17. Women’s Fitness
UNDERSTANDING THE BUSINESS OF
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Women are
looking for
a complete
fitness solution
that suits their
needs.

18. Women’s Fitness
UNDERSTANDING THE BUSINESS OF
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SAVES TIME SAVES MONEY
GETS RESULTS
IS DESIGNED
FOR A WOMAN

19. Women’s Fitness
UNDERSTANDING THE BUSINESS OF
Brought to you by
ALL WOMEN.

20. Women’s Fitness
UNDERSTANDING THE BUSINESS OF
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Does a fitness solution
currently exist that
effectively addresses
these needs?
ABSOLUTELY!

21. Women’s Fitness
UNDERSTANDING THE BUSINESS OF
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THE FUTURE OF WOMEN’S FITNESS IS UNDENIABLE!
For more information on starting a successful
women’s only fitness business, click here.

22. Women’s Fitness
UNDERSTANDING THE BUSINESS OF
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THANK YOU!
For more information visit
www.todaysfitnesstrainer.com