The target market for many gyms, especially the new ones, is no longer the bodybuilders, but the younger generation in urban. In order to appeal to this group of customers, most gyms have appointed spokepersons or ambassador in their marketing campaigns.
We have Jackie Chan for California Fitness (official name is actually Jackie Chan California Fitness Sports Clubs). He owns part of the club, so, not a surprise for him to take up the role. Jackie is one of the best-known names in Kung Fu films worldwide for his acrobatic fighting style.
As for True Fitness, during its early days, it chose Elaine Daly, Miss Malaysia Universe 2003, as the official spoke person.
A not so familiar face then replace Elaine Daly since then. However, lately, in Singapore, Joanne Peh has appeared in True Fitness advertisements.
Celebrity Fitness initially appointed Davina Veronica as the spoke person in year 2004. She was a famous Indonesian model.
However, Amber Chia later took over the role from year 2006 till 2008.
Celebrity Fitness started its base in Indonesia before it expanded to Malaysia. I believe that the choice of Amber Chia over Davina Veronica is because of the change of focus from Indonesia to the untapped market in Malaysia which has booming population between the age of 20 and 40.
Is Amber Chia real hot as a spokeperson for a gym? I don’t know as I don’t have any chance to touch her to check whether her body temperature is higher than 37 degree Celsius.
However, what is for sure, if Amber Chia really wears like this to workout in the gym, she will help the male members to improve their blood circulation.
With or without any spokeperson, your decision to choose a gym should not be influenced at all. Don’t put any false hope that you will be able to work out with these celebrities at the gym. You have a better chance to see them in TV than in the gym.
If any gym wants to have good looking with fit spoke person, I hope one of the gyms will eventually sign up Nicol David – a Malaysian professional squash player who has won 2006 British Open and World Open. How many world champion can Malaysia have? She is one, yet many gyms still preferred skinny model and forgetting some of the best athelete in Malaysia.
What say you?
Category: Gym Going
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