Fitness or Fetish?

I’ve always thought “stripper fitness” was less of a trend and more of a gimmick. But the promoters of a recent event in Utah apparently disagree.

The first pole fitness competition in Utah took place in Davis County, and the resulting controversy served up a bit of media attention. Not surprisingly, the event promoters are claiming that not only is this a legitimate fitness activity, but they hope it will one day become an Olympic sport, much like gymnastics.

Really?

I think media-savvy promoters hijacked the word “fitness” to give this event legitimacy it does not deserve. And here’s why:

1. The event is officially called Pole Fetish 2009. Not "Pole Fitness," but "Pole Fetish." If the promoters were trying to keep the event out of the gutter, right off the bat it’s an epic fail.
2. The event is co-sponsored by Ogden Adult Dance & Fitness. If their services are for “adults only,” as is stated in the business’ name, it implies that it isn’t appropriate for children. And while all fitness pursuits are not safe for children due to muscle and bone development, we all know physical fitness is appropriate at any age.
3. The event rules state that, “Performers were required to keep on the same clothes from start to finish, as well as wear something that covered breasts and buttocks.” Last I checked, I don’t recall seeing similar rules in the sport to which the promoters keep trying to compare it. Shawn Johnston never got a .10-point deduction for tossing her leotard at the judges.

Maybe I’m a fitness purist. Maybe I’m being puritanical about the whole thing. But I stand by my belief that “fitness” and “fetish” are not interchangeable terms.

Calling All Gladiators

Happy (almost) New Year! The good news is that your fitness center is likely packed to the gills with resolution-wielding exercisers. The bad news? The Writer’s Guild of America is striking, which means that your favorite television shows are on indefinite hiatus until a deal is hammered out between studio bigwigs and Guild leaders. What does this have to do with the fitness industry, you ask? More than you think.

TV has long been a source of ideas for fitness programming. (’Fess up: How many of you have held a Biggest Loser- or Survivor-themed competitions at your facility?) Popular reality shows based on competition are perfect for time-crunched managers to make their own. Now, thanks to the writer’s strike, studios are relying even more on the reality formula to fill empty slots in their program schedule. They’re even dragging out some old favorites, like American Gladiators. The new and improved version of the program, hosted by Laila Ali and Hulk Hogan, debuts Sunday, January 6, on NBC. I’ll wait while you set your TiVo.

If you’re starting to mull ways to bastardize the American Gladiators formula for your fitness center, I’m sad to say that you’re too late. Someone has beaten you to it. The Tribune Chronicle reports that, in May, the American Gladiators Sports-Fitness Training facility will open in Niles, Ohio. I imagine it will be a place where members can act out their long-dormant fantasies of wearing helmets and spandex, and going head to head with muscle-bound opponents.

I find it hard to imagine there is anyone out there yearning to be an American Gladiator — save a few adult males with memories of Saturday mornings watching long-haired dudes with names like Blaze and Firestorm beat the living daylights out of hapless weekend warriors. To be completely honest, I can’t imagine anyone wanting to participate in these kinds of activities sober, but that probably says more about me than anything.

Still, John Ferraro Sr., who is heading the project along with his two sons, assures skeptics that, “It will be fantastic.” The fitness center will offer exercise facilities on three levels. Fitness challenge competitions will be staged between members, and with representatives of other facilities, according to the article.

The Ferraros say they plan to franchise their idea, and believe that people all across the U.S. are chomping at the bit for the kind of campy competition the TV show embraces. “People ask me, why here?” Ferraro told the Tribune Chronicle. “People here are no different than they are in Beverly Hills.” Really? I used to live in Los Angeles, and I have a hard time picturing the gaunt, moneyed shopoholics who haunt Rodeo Drive forgoing their private Pilates sessions for a round of sweaty jousting.

Maybe I’m jaded. Maybe the recent faltering of fitness franchises has hardened my journalist’s heart, and I fail to appreciate the secret desires of the American public to act out their adolescent fantasies. Maybe the next big fitness franchise idea really is found in old TV favorites. I have to wonder if my husband wouldn’t get in line for the chance to wear a leather Speedo and raise a massive sword by a replica of Grayskull Castle.

It might be fun for a day, but is play-acting the way people would choose to get their daily dose of exercise? I suppose anything is possible … but I doubt it.

Let the Fun Begin! If It’s Practical...

The idea of making fitness fun has been talked about for years. Many companies have taken note of the trend, and in the past several years, many entertainment products have been brought to the market and featured in FM. Playstations and Xboxes were added to some cardio equipment in the past several years. And, products like Konami’s Dance Dance Revolution, Cateye’s Game Bike and Cybex’s Trazer were introduced. But, while these products are great, most are single stations which make them impractical — providing a workout to one member at a time vs. to a group. Could that be changing?

Recently, Nintendo joined the ranks of those companies that are offering fitness entertainment products. An MSNBC article, Tired of spin classes? Try Wii workout station, published July 24, featured a Canadian health club, Studio 55, in Vancouver, B.C., which now has a Wii workout station. “Clients at the health club are encouraged to use the Wii as part of circuit training, warm-up or cool-down, with the system set up in a 400-square-foot theater room with a large projection screen,” says the MSNBC article.

Now, Ninento is developing a new system called Wii Fit, which the company plans to release in 2008. Wii Fit is a video game that allows individuals to perform different forms of activities, from yoga to aerobics. From the looks of it, facilities could house this system in a group exercise setting, and allow members to follow along.

As people become more in tune to being entertained during their workouts, fitness facility operators need to bring these types of products to their members, just to stay competitive. But, manufacturers will need to start looking at how these types of products can be most cost-effective and practical for fitness facilities. So, for those of you who have wanted to add the entertainment element to your menu of exercise options, the future could be promising, and practical.