Fitness First or California Wow: The Big Debate
In a billion baht industry, health clubs in Thailand are constantly facing off to attract new members. Most affluent gym-goers in Bangkok can be divided into members of either UK-based Fitness First and California Wow from the US. Before we ask fitness freaks their thoughts on which gym outdoes the other, let's start with a little history lesson...
Fitness First
Fitness First was founded in 1992, with the first branch opening in Bournemouth, England in February the following year. Fourteen years later, 500 Fitness First gyms can be found in 17 countries in Europe, Australia and the Asia-Pacific with more than 1.2 million members. Bangkok boasts 14 Fitness First outlets, while FF managing director Simon Flint said the company also plans to expand to Chiang Mai, Khon Kaen, Pattaya and possibly Phuket.
California Wow
California Fitness (CFC) came to Thailand in 2001 to directly challenge Fitness First. Eric Levine, california Wow CEO, has invested heavily into setting up nine branches in Bangkok and Chiang Mai with each outlet costing up to 200 million baht. California Wow has become known for its assertive marketing campaigns with loud sales offices on the ground floor of every branch, of which the buildings are also plastered with enlarged posters of oiled bodies. The other main shareholder in CFC is Major Cineplex, Thailand's largest cinema company, which owns 49% of the gym chain.
Both Fitness First and California Wow offer "special deals," which sales assistants usually press you to buy that very day as the "promotion" will end the following day. However, while Fitness First members get an all-inclusive package, California Wow members have to pay extra for yoga and pilates classes and a padlock for locker doors. Though, some argue that yoga classes offered at California Wow are more authentic, with the gym flying in yoga teachers from India.
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