![]() We’re getting enquiries from all over the world, including being asked for specific pieces – especially from former competitive bodybuilders and their fan base – such as Warehouse Gym Dubai, a leading chain in the United Arab Emirates. But because vintage equipment is also a style choice, many reputable club chains and established brands choose to buy equipment from us. We offer budget-friendly solutions to investors, especially in developing countries. Strength equipment of the 80s/ 90s and early 2000s is particularly in demand because of its authentic look and durability. Shrouds were made of perforated metal, so could not break like some of today’s plastic shrouds.Īs well as being more cost-effective to refurbish existing kit than replace it, unique pieces and vintage design can create a cool club aesthetic. Thicker steel was used to build the frames of older machines, which are pretty indestructible. In my opinion, old equipment has better quality materials and biomechanics, it feels good to train on because the pump is more noticeable and seeing a moving weight stack is encouraging.Īs strength machines never really break it makes sense to reuse them. Preissler sees a demand for old skool kit / Photo: Hugues Namaar Yves preissler Through our elevated concept, we meet the needs and demands of our members and provide a space that feels unique and exciting, yet familiar and inclusive. ![]() ![]() Consumers feel comfortable with vintage brands, as it gives them a sense of familiarity, but there’s an ever-evolving demand for modern experiences in the sector. As we continue to elevate the Everlast Gyms proposition, we’re providing enticing and energetic environments for members to be part of. Vintage is a trend, but I believe it’s here to stay and evolve. Consumers are savvier than ever before, which means they demand the efficiency of new technologies and equipment alongside modern spaces, but they still aspire to have a sense of familiarity which can be provided by a classic brand. Our investment is allowing us to strengthen our community, creating a comfortable and diverse offering and giving our members the opportunity to train in a new and premium environment.įashion and retail are both strong channels for vintage trends and through this, consumers have a heightened sense of brand affiliation and trust. Our members know and trust the Everlast brand, and they’re ready for a new and improved experience, which is exactly what we’re delivering through our elevation strategy. One of the main advantages of working with a recognisable and well-known brand is its strong, stable consumer base. Our new concept delivers a fusion of market-leading equipment, boutique-style classes, swim and F&B. While we continue re-inventing Everlast and bringing to life a model that will provide growth, we’re proud of our heritage and will always stay connected to our boxing roots. When we started on our journey, we had a combination of facilities which we wanted to align and transform into a consistent and recognisable concept, so we have been reinventing and modernising the Everlast Gyms brand to provide the ultimate space for our members to be the healthiest version of themselves. If you’re able to offer desirable products regardless of time periods it’s a better path than following a trend.Įstablished brands such as Everlast have a stable consumer base, says Summerson / Photo: DAN SUMMERSON/EVERLAST GYMS I’m not sure if it will become a mainstream trend to resurrect vintage brands. It is much easier for a vintage brand to become a love brand and that’s what we all want – you love the brand, you buy the brand. Some brands can accompany you your whole life. ![]() In a fast-paced world, where millions of products come and go, it gives you a safe feeling if some things last longer. It’s about the real deal: serious training, willpower, passion, performance and knowledge, which has built on over the last six decades.Ĭonsumer appetite is bound to trust and they like those brands which have been around and been trusted for generations. Originating as a subculture, it became a worldwide phenomenon and those guys are still heroes of the community. Gold’s Gym was the birthplace of modern bodybuilding, dating back to Joe Gold, Arnold Schwarzenegger and Lou Ferrigno working out at the first gym at Venice Beach in California. Older brands are not only cult but cool, with a story and legacy you can’t copy. We’re opening new gyms around the world (see overleaf) and our newest milestone in Santa Monica is coming soon. We want to bring back the glitter to that golden colour and transport the brand and products into the future without losing the legacy. We’re very optimistic about the revival of the iconic Gold’s Gym brand. ![]()
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