Equinox London could possibly be one of the most expensive gyms in Kensington, London or even the country. And it doesn’t even have a swimming pool.
But the US fitness chain Equinox, which is huge across America but which has only one outlet in the UK, in London’s posh Kensington postcode (a personal training club is scheduled to open this winter, in the even posher St James’s district by Piccadilly – check out E for Equinox ) is not going to apologise for its eye-watering prices.
‘It’s not fitness – it’s life,’ proclaims its website. And who is going to cut corners on ‘life’?
There’s nothing more than the fitness industry loves than the newest fad, the latest trend, the ‘next big thing’.
It guarantees column inches in newspaper supplements and magazines as the new idea is relentlessly promoted in books and articles by its creators. It is then even more relentlessly plugged by the bandwagon-jumpers who can spot a new trend at fifty lunges and launch their own versions of the so-called big idea.
Then fitness chains start offering classes and then there’s the DVDs, the music, the accessories and then of course, the backlash as everyone starts to wonder whether it was such a great idea in the first place and we all go back to whatever kind of exercise we were doing before and actually secretly much preferred (even if is it sitting on the sofa watching repeats of The Biggest Loser.)
From Reebok step to spinning, Pilates to Zumba, every few years there comes along a supposedly revolutionary idea which will transform the way we approach the idea of getting fit.
And the latest supertrend is finally here – hurrah! HIT (high intensity training) also known as HIIT (high intensity interval training), or Fast exercise (by the doctor-journalist who brought you the Fast Diet) is the new exercise fad of early 2014 and – here I am, getting the backlash in early – I think it is completely and utterly missing the point of what exercise is and why we do it. Continue reading After the Fast Diet, there’s Fast Exercise, but aren’t we missing something?→