Fitness PR Division

So You Think You Can Have a Dancer's Body?

Nigel Lythgoe, executive producer of the hot dance show So You Think You Can Dance (“SYTYCD”), said it best this week, "The guys on this show all look like they are out of the movie 300,” pointing out that the dance moves aren’t the only sexy thing on the show. Between SYTYCD, Dancing with the Stars, America’s Best Dance Crew, Dancelife (and not to mention the new Chris Brown dance competition series announced this week) there has never been a time where dance has been more widely popular.

Luckily you don't have to dance the countless hours the contestants of these shows do to start to see some dancer-like features. There are plenty of fitness options you can take advantage of in order to achieve the leaner and longer physique most dancers have.  For you gym-goers there are a bunch of dance fitness group classes, and for those of you who choose your home as your gym of choice there are DVDs to watch and moves to try.

As a former dancer myself, I am more than happy with the lasting results that 18 years of dance training has proved for me, so I have always incorporated a dance-focused fitness regimen.  Below, I took the guesswork out for you and offer my favorite dance-themed fitness tips:

A Master Class in PR Partnerships at 24 Hour Fitness 

California based chain, 24 Hour Fitness, has choosen celebrity endorsed centers as part of their Fitness Public Relations strategy to combat forecasted consumer frugality. Celebrity endorsements might not be a new form of PR, but the cross-promotional tactic has been enjoying frequent use across many industries recently. High-profile personalities have been linking themselves with clothing collections, perfumes, restaurants, television shows, record labels--it seems no single product/service/idea cannot avoid being branded with a well-known person including fitness centers.

Jeter24 is the latest of 24 Hour Fitness owned gyms to open that feature a superstar affiliation. Derek Jeter was chosen to not only be the ambassador of the New York City centers, but also to be closely involed with the design of the gym. Jeter joins the ranks of Andre Agassi, Lance Armstong, Jackie Chan, Earvin "Magic" Johnson, and Shaquille O' Neil as "24" owners. The chain chose these athletes in accordance with their shared attitude towards physical activity.

24 Hour Fitness has attributed much of their success to endorsement. Their first major one was with the United States Olympic team. The success of this conventional partnership was expected, but left 24 Hour Fitness wondering what other organizations and personalities they could link up with to further elevate their image.

They worked with NBC to launch the reality show, "The Biggest Loser." In exchange for designing the gym that would center the weight loss activities of contestants on the show, 24 Hour Fitness reaped the brand identity benefits of a partnership made in heaven. The fitness chain discovered an edge that would eventually propel them past their competitors (they are now the largest gym in the world in terms of membership).

Judging by 24 Hour Fitness' success, celebrity endorsement is a solid PR strategy. The first Jeter24 location in New York City had 700 members before it even opened it's doors. What is it about an athlete designing a center that makes it more superior than the plethora of choices a Manhattanite has on their side? Do we think we will achieve the determination of Armstrong or the physical perfection of Jeter by working out in their respective centers?

If we see that a luxury fitness center chain is responsible for designing a gym that television contestants use, do we feel we will share their results if we attend that same gym chain?

Whatever the attraction is, 24 Hour Fitness can be an example of successful PR partnerships.

The Subliminal Workout: Footwear that Improves Muscle Tone

Recently someone asked me what I did to keep my legs in shape.  Since I couldn’t recall the last time I’ve really done an exercise to target my legs in that place I vaguely remember being called a gym,  I responded with three simple words- “commute in heels.”  I know that stacking up my soles forces me to stand straighter, engage my core and ignite my leg muscles all to a greater extent.

For those of you not brave (or crazy) enough to trade your “walking shoes” for four inches of an escalator hazard, there’s a safer alternative. I found three fitness shoes that will help burn more calories and improve muscle tone by simply walking around:

Weigh-less-ness Yoga
AntiGravity Yoga is No Light Weight in the Fitness Industry

Just when you thought there couldn't possibly be another yoga blend technique, AntiGravity Yoga comes at us with full force (or in this case no force at all). 'Wings' AntiGravity Yoga classes are offered at Crunch Fitness Centers (in New York, LA and Miami) based on the AntiGravity Yoga concept created by Christopher Harrison that utilizes a silk hammock to add a weightless dimension to traditional yoga and Pilates movements.

Christopher Harrison is the man responsible for Team AntiGravity, a performance troupe that not only defies gravity, it completely ignores it.  Harrison's bouncing dancers (fully equipped in his patented "gravity boots"), floating and flipping acrobats, and bungee-attached performers have been commissioned by superstars Britney Spears, Sean "P. Diddy" Combs, and Marc Jacobs as well as companies Disney and Universal.

AntiGravity Yoga's concept closely resembles the company's mission statement, "We defy gravity as a means to inspire levity."  Silk hammocks suspended from the ceiling offer a means to challenge the body in ways gravity normally wouldn't allow.  Harrison designed this workout around movements of dance, Pilates, and yoga and the following are benefits of regular class attendance:
    -decompress tight joints
    -align the vertebrae of the spine
    -hold more challenging yoga postures longer
    -stretch further with less strain
    -have better body awareness
    -increase overall agility

Crunch currently holds the exclusive rights to 'Wings' AntiGravity Yoga classes, but I have a feeling variations of this technique will become more readily available in the near future. Does this weightless workout sound appealing to you? Are we jaded by the many balletyogalate classes already offered or is this concept fresh and unique?

Weigh-less-ness Yoga
AntiGravity Yoga is No Light Weight in the Fitness Industry

Just when you thought there couldn't possibly be another yoga blend technique, AntiGravity Yoga comes at us with full force (or in this case no force at all). 'Wings' AntiGravity Yoga classes are offered at Crunch Fitness Centers (in New York, LA and Miami) based on the AntiGravity Yoga concept created by Christopher Harrison that utilizes a silk hammock to add a weightless dimension to traditional yoga and Pilates movements.

Christopher Harrison is the man responsible for Team AntiGravity, a performance troupe that not only defies gravity, it completely ignores it.  Harrison's bouncing dancers (fully equipped in his patented "gravity boots"), floating and flipping acrobats, and bungee-attached performers have been commissioned by superstars Britney Spears, Sean "P. Diddy" Combs, and Marc Jacobs as well as companies Disney and Universal.

AntiGravity Yoga's concept closely resembles the company's mission statement, "We defy gravity as a means to inspire levity."  Silk hammocks suspended from the ceiling offer a means to challenge the body in ways gravity normally wouldn't allow.  Harrison designed this workout around movements of dance, Pilates, and yoga and the following are benefits of regular class attendance:
    -decompress tight joints
    -align the vertebrae of the spine
    -hold more challenging yoga postures longer
    -stretch further with less strain
    -have better body awareness
    -increase overall agility

Crunch currently holds the exclusive rights to 'Wings' AntiGravity Yoga classes, but I have a feeling variations of this technique will become more readily available in the near future. Does this weightless workout sound appealing to you? Are we jaded by the many balletyogalate classes already offered or is this concept fresh and unique?

Some of us might be taking the recent headlines as an order to re-evaluate your budget.  I can bet a lot of us might be looking at gym memberships as a cost you can do without.  In a stressful time in your life, a gym membership could be the most important investment you make.   Here are my top three reasons why it’s a no risk-high return investment that we shouldn’t ignore (and what sounds better than a no risk high return investment right now?):

1. Mental-health booster: Do I need to remind you that exercise helps relieve stress and promotes overall mental health?  The overall benefits from exercise are so numerable that if you could bottle them up, the potion would be the hottest selling drug on the market.  It is guaranteed that exercise will renew your energy and help you sleep better.  So by depriving yourself of exercise is completely counterproductive in coping with any economic challenges you may face.

 2. A fit person is a more confident one.  What does confidence often lead to? Better opportunities. And as we all know—the words “better opportunities” can also be defined as more money. Exercising gives you a sense of self-worth that cannot be measured in dollar value.

3. It actually saves you money.  When do you feel the most compelling urge to buy something new? I know I am the most vulnerable to the wrath of retail therapy when I feel badly about myself.  If you are working out on a regular basis, you are improving your appearance (and confidence) without any help from a pair of black patent leather Louboutins. 

So that I am not promoting living beyond your means (one of the things many financial advisors have cited as the undermining of our nation's financial challenges), I want to offer in-home fitness tips that can be adapted into your everyday life to reap the same benefits without a monthly bill:

 

Wii Fit is a fun way to work out at home.  It keeps track of your progress to keep your motivated to reach objectified goals.

 

Jump-Snap Virtual Jumprope: $58

 

Jumping rope is one of the most beneficial way to exersize.  Don't let the challenge of the activitiy or space limitation stop you from taking advantage of those benefits.  This device makes a snapping sound each time a rope would hit the floor if it was actually there.

 

Fatman Scoop Workout Video: $TBA

 

If you need motivation to get yourself exercising, maybe legendary DJ Fatman Scoop can help you.  I heard the DJ talking about his soon-to-be-revealed fitness video concept that included him DJing and calling out counts in his best club-pumping lingo.  I might buy this for entertainment purposes alone.  Make sure you keep up with the Fitness PR Division Blog to see when it comes out.

 

Gyrotonic is a low-impact expansion system that can be practiced by everyone regardless of age or fitness capability. Whether you are an advanced athlete, a beginner student or recovering from an injury, Gyrotonic increases flexibility and range of motion dramatically while at the same time toning and strengthening the body. A difference is felt immediately as one begins the low-impact Gyrotonic warm-up starting with gentle undulation of the spine.

Gyrotonic exercise is not linear, but is in fact multi-dimensional, as it smoothly reverts back and forth from contraction to expansion. This procedure releases joints and ligaments from muscular constriction while strengthening surrounding tissue. In conjunction with the exercise procedure, a special method of harmonized breathing aligned with fluid movement takes the body through a complete and full range of motion.

The words 'wedding day' are almost translated as 'lose weight' to many women taking the plunge. Many brides-to-be seek out wedding prep specific workout plans to lose weight and tone up for the infinite amount of pictures that will be taken on that special day.

Toned arms are obviously key to pulling off the insanely popular strapless gown and overall weight-loss is a main goal many brides hope to achieve.  Tailored programs and diets multiply each day to satisfy this growing need and can be found online, on TV or in person at your gym.

Besides the desire to make sure your photos feature the slimmest possible version of oneself, brides are also turning to fitness as a way to de-stress.  Working out can help alleviate the craziness that planning a wedding can create in the typical bride's life.  If a future bride takes up kickboxing, maybe it's her mother-in-law's face she envisions as the target?

Why can't we apply this same motivation to physical fitness in general?

Sue Fleming, the author of the book-turned-T.V. series 'Buff Brides', wants to change the quick fix nature of most diets/fitness programs.  Her approach includes starting early and setting specific and realistic goals.  She also hopes that by giving advice to women getting ready for their big day, she can also show them the advantages to a healthy lifestyle post-wedding. 

Many of us, present party included, are guilty of losing weight only in preparation for a specific event.  Be it vacation, a reunion, the summer season...it is always easier to stick to a fitness regime with that tangible goal looming over us.

How many of us often resume bad health habits after an event we lost weight for?

photo credit: buffbrides.com

While Yoga has solidified itself as a mainstream fitness option, Bikram Yoga has been emerging as one of it's most popular versions, especially as it becomes branded more often as the "yoga to the stars." Developed by Bikram Choudhury of India now based out of Los Angeles with studios globally, Bikram Yoga has been gaining momentum as more than just a trend, but a way of life for those who incorporate Yoga into their everyday fitness routine. Celebrity or not, Bikram Yoga continues to gain a following that has resulted with countless studios opening around the world and the demand for more.

Bikram Yoga is practiced in a room that is heated to a minimum of 105°F with a humidity of 40%. Classes are guided by a specific set of postures and dialogue including 26 postures and two breathing exercises. While the 26 poses may be challenging, most people tend to scoff at the idea of doing yoga in a very hot environment. However, according to Bikram, this is essential to his technique because it detoxifies the body, increases heart rate, improves circulation, improves strength, protects the muscles and prevents the body from overheating.

Heather Park, Manager of Global Communications for MAC Cosmetics has been practicing Bikram Yoga for the last 4 years. She was willing to share her experience and the benefits of this exercise:

Recently I was browsing what was happening this week on meetup.com and I was surprised to see that there is a large population of people participating in "walking meetups." This is where local meetup members meet an organizer and each other at designated points to workout. It's a fitness trend that is really beginning to catch on.

I remember my first walking class that I took at the local community college. There is something about walking a two mile track around the local lake that gives you a good start in the mornings. It also helped that our instructor held us accountable for showing up. She and her black Labrador Retriever would walk the opposite way from the rest of the class and check the students off one at a time as she passed them. Participating in that walking class was the birth of my fitness lifestyle.

Many walking meetups are open to everyone, some you have to join to receive the meeting location. Others are gender-specific or encourage new mothers and parents to participate. I have seen some walking meetups boasts over 1000 members. You have your choice of street walking, path hiking, mountain and terrain. Truly a valuable resource, meetup.com allows you to connect to other athletes or health-minded walkers.

On our main PR blog we've recently been having discussions about how President Obama (not to mention our First Lady!) is helping to fuel some trends and garner publicity for some brands soley through living their everyday lives in the public eye. Every President has had their fitness regimen; exiting President George W. Bush was a runner, as was President Clinton; both solitary exercise routines. Our new President appears to be more into team sports and has a love for basketball. The Associated Press listed basketball having a re-emergence in popularity because of this, therefore becoming a fitness trend for 2009 and I completely agree.

The economy has pushed the home fitness trend to the forefront as one of the preferred methods of working out. Options for your average household fitness center and machines vary in quality and price depending on your needs and preferences. I have been an elliptical fan for a long time, but I have friends that swear by the Life Fitness treadmills when it comes to cardio. If you're looking to build your own home workout, Life Fitness offers great machines based on the same ones you find at the sports clubs:

With 16 Programs, The Life Fitness Club model keeps your running interesting. Life model machines keep track of your heart rate with their wireless and LifePulse technologies. Similar technology can be found on their Elliptical Cross-Trainers and new Summit Trainers.

Lets face it, we all at one point or another try a certain diet or try to motivate ourselves to go to the gym everyday. When trying to lose weight or stay fit why not have some fun? Below are some fun fitness trends that combine rhythmic music that aims to increase cardiovascular fitness and will actually make you enjoy losing weight.

Yes, exercise is important for good health. But trying to justify that $60-per-month gym membership (especially when your 401(k) just took the plunge of death) causes stress, which is bad for your health. While going to the gym is no doubt great for fitness and socialization, there are still some of us who want to find more affordable ways to get into shape while our economy recovers. So, how can you exercise without creating a hole in your wallet and the ozone layer?

Cyclists are most known for their unwavering focus on heart health and pedal cadence, but researchers are finding that there is a potential risk of bone density loss when exercising on their bikes.

It’s almost like a war between cyclists and their bones, as they often experience breaks and fractures from accidents and falls, but this time, the war got personal when Andrew Coggan, a cyclist, told the LA Times that he has been recently diagnosed with low bone density.

“Sometimes athletes in their late 20s and early 30s will come in for a femur or a hip fracture, and they’ll be surprised because the fall was really not that bad,” said Dr. Max Testa to the LA Times, a sports medicine physician at the Orthopedic Specialty Hospital in Salt Lake City who routinely treats elite cyclists.  “But we’ll look at the X-rays and see that there is some osteopenia [lower-than-normal bone density] there.”

So why do cyclists experience bone loss?

How many nutritional supplements are you taking? If you are a veteran of the local vitamin store, you could be taking up to 10 different pills depending on your needs. Here is a question though, how many drops are you taking? What if a drop or two of a certain substance could replace many if not all your supplements? The hippest and newest thing out of the Miami nutritional world, the O2 Spa Bar, released their new Liquid Oxygen drops to the market. They may have just stumbled upon the fountain of youth or something close to it. Scientific claims have been made that the supplement improves health and mental well-being. Oxygen, being a necessary intake of all our lives, is the miracle ingredient.

When I go to the gym, there's always some part of me that still wants to look pretty. I just can't allow myself to look deshelved when I'm out in public. Thus, I buy cute workout clothes. I know other women do too, because my size is usually sold out in the cute skorts that tennis players wear. Of course, shoes are included in this. It's so hard to find cute athletic shoes that don't make your feet look huge. And why? Don't they know they're making these shoes for women?

Well, Nine West and New Balance have answered our prayers. The luxury shoe maker and the athletic shoe maker have teamed up to make just that: a luxury athletic shoe. The shoes are dubbed "the perfect combination of performance and fashion" on Nine West's website. No longer must we endure clonking around in too-wide sneakers at the gym. Now we can wear shoes that are form-fitting and hip. So, will they sell or just go on sale?

Instead of going under the knife, men and women across the country are trying a new twist on an old favorite: face yoga. The practice will smooth and prevent wrinkles on your face, regardless of age. Similar to the classic, age-old practice of yoga, this new form will stimulate anti-aging hormones and make your feel younger and fresher than ever. Even better, the cost is almost minimal; you can do face yoga with a group of friends, in the privacy of your own home, or at a busy day at the office.

Due to their eating habits, the Japanese are known to be one the healthiest people in the world. Not only are they expected to live longer, they enjoy being the number one lowest obesity rate on earth. The Japanese also have lower rates of heart disease, osteoporosis, breast and prostate cancer than us in the United States. So what is different in the Japanese diet?

The benefits of the Japanese-style eating is that you eat more filling lower calorie foods served in pretty little dishes and plates. One of the benefits they stress is eating with your eyes by enjoying the looks of your food. In Japan they serve their food on separate small plates and bowls instead of one large plate like we are used to. Serving smaller portions are one of the reasons why it is so much easier to maintain a healthier weight. To try this, try replacing salad or dessert plates instead of a big serving plate, and you might notice that you will eat less. Eating slowly results in eating less giving your brain more time to realize you are full…plus you get to savor your foods for longer. The Japanese claim that when consuming your meal, you should eat until you are about 80% full.

Here are some foods that are included in the Japanese diet:

Since its launch, the iPhone has become all the things anyone could want in a special partner.  It can do everything from giving you directions to your favorite restaurant, to playing a wide array of video clips at the touch of a button.  But never before could anyone fathom the thought of their iPhone becoming their own personal trainer. 

Technology developer iTMP Technology, Inc. developed a fitness tracking and heart monitor system that was designed specifically for the iPhone.  By leveraging the iPhone’s technology, they made the fitness tracking experience sleek, fun and simple. 

How does it work?

I do every other type of workout at the gym such as rowing, elliptical, cycling (not a fan), the treadmill and I feel as though it is time to get off the floor. Research conducted by Reebok found that nearly two thirds of all women would work out more if it was more fun, while more than half felt exercise was a chore (which it most definitely can be). Rebook is releasing a new marketing campaign to support the launch of its new product lines and a new workout for women called the Fit to Fly work out. This workout consists of women flying from a steel bar attached to a rope that is attached to the ceiling to boost cardio, strength and balance.

I’m not quite sure if it’s the factor of weighing in at group meetings, the lack of desire to talk about food failures with a dietitian or the annoyance of personal trainers, but recent trends show people today have turned to cyberspace to diet. E-dieting has vastly become popular for health conscious individuals and why not? It’s convenient, private and a less expensive alternative to weight loss which allows you to customize your fitness and nutrition plans to fit your needs.

Here are a few great websites to help you shed those pounds:

Fitness Trends: Getting In Shape on Regent Seven Seas Cruises Is Now A Little Easier with Canyon Ranch's SpaClub

Regent Seven Seas Cruises announced today that world famous Canyon Ranch, the leading operator of destination health resorts, will soon operate the spa, beauty salon, wellness and fitness facilities on board the line's fleet of all-suite ultra-luxury ships.

"It gives us great pleasure to welcome the world's leading luxury spa brand aboard our ships," said Mark Conroy, President of Regent Seven Seas Cruises. "Canyon Ranch's unique approach to lifestyle perfectly complements our brand and the lifestyle of our guests," he added.

Aboard Seven Seas Voyager, Seven Seas Mariner and Seven Seas Navigator, the Canyon Ranch SpaClub, from the Canyon Ranch at Sea division, will feature a state-of-the-art spa, wellness and fitness facility, plus a luxurious, full-service beauty salon. SpaClub will offer the most desirable spa amenities available: massage, body and skin-care treatment rooms, a gym and weight room with cardio and weight training equipment, a juice bar, men's and women's locker rooms, thalassotherapy, sauna and steam rooms.

Canyon Ranch SpaClub will be installed on each ship in December 2009, with the first cruises featuring this luxurious facility being Dec. 18 for Seven Seas Voyager, Dec. 20 for Seven Seas Mariner, and Dec. 28 for Seven Seas Navigator.

Regent Seven Seas Cruises will also feature a full range of culinary offerings from Canyon Ranch's incomparable Spa Cuisine, which is both nutritious and created with the highest gourmet standards. This array of healthy cuisine will be available starting in the spring of 2010 at breakfast, lunch and dinner in each of the ships' main dining room, Compass Rose; for breakfast and lunch in the more casual dining venue La Veranda; at the Pool Grill, and on the 24-hour Room Service menu for in-suite dining.

This is the time of year, besides bathing suit season of course, that we all begin to focus on weight loss. Those impending holiday party invitations are enough to make anyone want to go into hiding until next year...that is, if your body is not where you want it to be to fit into that perfect LBD for these soirees. However, there is a fitness workout that has been gaining speed, quite literally, in the last year that may be just what you need to shed those pounds while retaining the muscle you already have.

High Intensity Interval Training, or HIIT, has become popular among many celebrities and fitness fanatics as well. It is said that HIIT is one of the best ways to burn fat faster than low-intensity cardio. In fact, overall you will burn fat in a shorter duration of time versus longer steady-state exercise. However, as the name of the workout indicates, high intensity means pushing your body to the limit and out of your comfort zone than your typical fitness routine.

As I mentioned in my post on HIIT, now is the time that more people, especially women, will be focusing on pre-holiday diet and exercise to lose at least 10 pounds prior to holiday festivities (which still subsequently results in that that post-holiday resolution of hitting the gym.) And chances are that while we won't see an increase in pre-holiday gym memberships simply due to cost and time, we will definitely see diet books flying off the shelves and an increase in diet program memberships such as Jenny Craig.

Some of the weight loss books that will prove popular are:

At Pierce Mattie PR we publish a Trend Forecast showcasing the trends to come for the next 24 months. Top editors know the newest tool to revolutionize the beauty, fashion and wellness industries isn’t another funky handbag or a psychedelic nail polish, but the Trend Forecast for 2010/2011 from Pierce Mattie Public Relations.

This year as in years past, the Pierce Mattie team set out to find experts that are the best of the best in their respective industries. What has resulted is a compilation of the most well-respected names in the industry contributing comprehensive articles for a trend forecast that gives insight not only on what is hot in beauty, fashion, jewelry and fitness for 2010 into 2011, but where the industry has been and why these trends are occurring.  

Targeted to editors of all mediums, the Trend Forecast is a reference tool to help eliminate the guesswork of industry trends with a concise report and those experts easily accessible for further commentary.  A free copy of the Trend Forecast 2010/2011 is available for trade, consumer and online editors, please contact Shannon Nelson, Corporate Communication Director of Pierce Mattie PR for complete details: 646-688-3167 or Shannon@PierceMattie.com

Our authors & topics for Volume III include:

Hair & Skin Care

The Changing Landscape of Hair
by Nick Arrojo

Trends in Dermatology
by Dr. Tanya Kormeili, MD

Natural Beauty

Parabens and Preservatives
by Paula Begoun

Natural Product Formulation Trends
by Warren Becker

The Nature of Beautiful Skin
by Melissa Jochim

Fragrance

Home Fragrance Trends
by Anne-Marie Faiola

Fragrance Now
by Pierre-Constantin Gueros and Kevin J. Verspoor

Cosmetics and Packaging

The Power of Makeup: Runway to Reality
by Rebecca Williams

Future Trends for Mineral Makeup
by Diane Ranger

Game Changers of the Cosmetic Industry
by Ruth Winter, MS

Packaging and Branding Trends
by Kelly Kovack and Larry Paul

Fashion and Jewelry

Handbag Trends
by Ben Harnett

Women’s Fashion: Life Dictates Style
by Jean Voute Pratt

Luxury Fashion Industry Trends
by Jason Jobson

Jewelry Trends
by Katrina Kelly

Gemological Laboratories Trends
by Jerry Ehrenwald

Fitness

Fitness Industry Trend Report
by Kimberly and Katherine Corp

Just when I think I have heard it all when it comes to fitness trends and diet programs, the Caveman Lifestyle comes along. What is the Caveman Lifestyle you ask? Well, for one, it doesn't involve grunting and talking in one syllable words. Taken at initial face value, it's very primal in replicating the eating and activity habits of our ancestors. So how can you merge a lifestyle of hunting and gathering in a place like New York City? Certainly, one would starve trying to find a deer on the West Side Highway. But don't let that obstacle stop you, this new "Evolutionary Fitness" trend, as coined by Arthur De Vany, being picked up predominately by men, is a bit less crazy than you may think.

The economic windfall of 2009 has made us all more fiscally responsible and while many predicted doom and gloom for the fitness industry, fearing that financial woes would keep consumers from the gym, instead we have found that they are holding onto those gym memberships. Not only are they maintaining their commitment to their health but they are seeking more for their money by enlisting the help of a personal trainer.

While most health clubs and gyms offer personal trainer services, there is one that has caught our eye: TW Training NYC. The TW stands for Terri Walsh, whose fitness studio offers private 1:1 personal training services unlike at a gym where your sessions are being conducted while others are there for their workout. And in an age where everyone looks to have products and services tailored to their needs, securing a personal trainer who knows and understands your abilities and limitations, is just another way to customize your work out.

New York is known for being unconventional. In a time when a unique angel gets you the publicity, it's no surprise to hear of a vodka brand and fitness center teaming up to expand their reach. David Barton Gym and Svedka have partnered to create a fitness "cocktail hour" after its boot camp fitness classes.

While health conscious + alcohol doesn't sound like a true mix, it's working for the gym which looks to not only brand itself as the fitness location of choice, but as a place that people with a common lifestyle can come together and unwind from their daily stresses.Not only Fitness PR, but Lifestyle PR of sorts.

While the partnership (also at David Barton's Miami and Chicago locations) is only for the month of August, it will be interesting to see if memberships went up during this time...and if so, if serving alcohol at the gym will become a regular feature. What are your thoughts on this type of partnership?

*Photo Source: David Barton Gym

Two renowned global brands in the fitness and hospitality categories are joining forces to empower travelers to stay healthy and fit when away from home.  New Balance and Westin Hotels & Resorts have forged an exclusive, worldwide partnership to help hotel guests overcome the hurdles of exercising on the road by providing New Balance footwear, apparel and fitness program content.  The complimentary program recently launched at 10 Westin properties across the globe and will begin rolling out brand-wide in 2011.

No More Excuses - Pack Light and Still Stay Fit with Westin and New Balance  

Guests of the 10 Westin pilot properties have access to New Balance shoes, apparel and accessories through a product loan program.  During their stay, guests can borrow running shoes with brand new, disposable insoles for each use, as well as a variety of men's and women's apparel including shorts, shirts and socks for men and shorts, capri pants, shirts, sports bras and socks for women.  

Westin guests will also benefit from travel-specific fitness content and added-value experiences provided by New Balance.  New Balance Fitness Ambassador and Exercise TV celebrity trainer Holly Perkins will develop exclusive in-room fitness and equipment-free content that includes stretching and strengthening workouts, cardio and yoga.  The program includes "Wellness in Travel" tips from Holly on nutrition and creative ways to combat jet lag and promote healthy living.  In addition, New Balance is working with individual Westin properties to enhance its current three- and five-mile local area running maps.  As part of the partnership, participating properties will provide guests traveling to a city for a major athletic event, such as a marathon, with wellness amenities, including turn-down gifts with "performance/fuel" goodies for the race and "good luck" wake-up calls.

"Keeping guests' fitness goals in mind, we've partnered with New Balance to provide yet another option to help travelers stay well on-the-road," said Nancy London, Vice President, Westin Hotels & Resorts. "Guests simply need to show up ready for a great workout. We provide the rest."

"Convenient access to the proper athletic equipment and programming is vital to the traveler who wants to stay healthy and fit while they're away from home," said Hilary Keates, director of global marketing and brand management for New Balance. "New Balance is excited to partner with Westin to provide their health and fitness-minded guests with footwear, apparel, accessories and programming for an overall enhanced experience.  As leaders in our respective categories with like-minded consumers, this alliance made perfect sense."

The 10 participating pilot hotels include:  The Westin Boston Waterfront; The Westin Michigan Avenue; The Westin San Francisco Airport; The Westin Maui; The Westin Santa Fe; The Westin Jersey City; The Westin Beijing Chaoyang; The Westin Tokyo; The Westin Valencia; and The Westin Grand Berlin.  Additional details are also available on the co-branded website developed for this partnership at www.westin.com/newbalance.

The new fitness offering joins a host of wellness initiatives recently introduced by Westin Hotels & Resorts. In late 2009, the brand launched a sleep study and sleep hotline with the National Sleep Foundation aimed at helping travelers troubleshoot common sleep problems. In the fall of 2007, Westin partnered with SuperFoods Partners LLC to become the first hotel brand to create a SuperFoods-focused menu. In 2006, the brand introduced Breathe Westin and became the first in the industry to go smoke-free and offer guests a healthy, 100% smoke-free hotel experience.

This partnership is part of an ongoing effort by New Balance to forge innovative partnerships with active lifestyle and fashion brands that share a similar customer base, as evidenced by the company's recent collaborations with Heidi Klum on a global active wear collection and with J.Crew on a domestically-manufactured footwear collection.

“As Seen On TV” commercials are an American tradition. They’re corny, mindless, and a bit gratuitous, but a tradition nonetheless. The Shake Weight is one of the newest, most contagious advertisements that has people everywhere talking.

The Shake Weight is a “revolutionary” new fitness product that uses dynamic inertia to sculpt lean, sexy muscle – the weights at either end oscillate back and forth while you hold the Shake Weight. This back-and-forth motion works out the entire arm and promises to tone up the flab in just six minutes a day.

Intentional or not, Shake Weight commercials have created media frenzy. The comical advertisements show women demonstrating how to use the product, but the visual is suggestive of more than just an arm workout. The ads went viral soon after the Shake Weight hit the market, and hundreds of parodies followed thereafter.

Today, SparkPeople.com, America's largest weight loss website, congratulated Tiffany Monique, an emerging solo artist and back-up singer for superstar recording artist Beyonce on her success in losing nearly 80 pounds using the site's weight-loss tools, information and supportive online community.  

Her story is featured in a CBS News Segment, Weight-Loss in the Digital Age, which is airing this week on CBS affiliates nationwide.  In the CBS interview, she emphasizes how her weight loss helped her become a better parent and enhanced her confidence, both on tour and in launching her own solo career.  Her EP and video, Nemesis, were released last summer on iTunes and YouTube. Her first album is set for a late 2011 release.  Tiffany told the network, "I've never been happier."

New to the fitness world, Piloxing is an exciting inter-disciplinary program to help get you in shape. Uniquely mixing Pilates and boxing, the core-centric workout helps you torch fat and build muscle definition. Organized in interval format, the cardio class will whip you in to great shape in no time.

Created by Swedish dancer and celebrity trainer Viveca Jensen, Piloxing has become a fast growing trend among fitness enthusiasts and celebrities alike. The program blends the power, speed and agility of boxing with the beautiful sculpting and flexibility of Pilates. Viveca also integrates her dance background incorporating fun and sexy dance moves that reflect her personality. The fun and challenging class is perfect for both inexperienced and professionals.

This high-intensity hybrid exercise routine will not only whip your body into a rock hard machine, but a “well oiled” one at that. Designed by Zach Even-Esh, the workout is based around the Crossfit concept, developing strength and metabolic conditioning. The workout is so effective even the military has been reported to use it in their training. The boot camp style instruction keeps you motivated and ready to go.

In contrast to cardio-based workouts intertwined with strength straining, such as Shaun T’s Insanity workout, The Beast focuses on heavy lifts and intense cardio. In a session you can expect one compound move that works a combination of muscles followed by a ‘metcon’ routine that incorporates multi-joint exercises with moderate weight. Each session focuses on a different area of the body, while still indirectly engaging most muscles.

Quickly rising to a national phenomenon, the art and sport of pole fitness has become a staple in many people’s workout regimens. The combination of cardio dance moves and core strength training makes it fun and effective. Celebrities and socialites alike have made the jump and begun embracing pole fitness’ unique advantages.

Typically when thinking of pole dancing, people’s minds immediately jump to strip clubs and scantily dressed girls swinging on poles—pole fitness is much more than that. The workout does incorporate a sensual twist but is taught by trained professionals ensuring your workout is fun, safe and tasteful. Classes integrate yoga, Pilates, strength training, cardio and exotic dances moves to build strength, flexibility and self-confidence.

Working out in a regular gym facility with all the same machines and circuits can start to make you feel unmotivated by routinely conducting the same workout, using the same muscles while ignoring others. One of the finest ideas that steers away from that routine workout is brought to us through Warrior Fitness Boot Camp. This fitness program is an indoor obstacle course run by ex-marines. The obstacle course is designed so members, or as the instructors refer to as ‘warriors’, are constantly working different muscles - some that you have never used in a workout before. These ex-marine instructors encourage and motivate you throughout a marine-like workout, giving you a taste of what they went through and what goes on in the marine. The instructors design no workout alike, which enables warriors to constantly be working different muscles for an ultimate workout with amazing results.

Warrior Boot Camp is flooded with good reviews and feedback, everyone that has joined admits that it is extremely difficult, but even more rewarding - In regards to health, weight loss, stamina, and ultimately confidence. The group of warriors you are with enable great motivation among everyone in the class, which leads to a more rewarding workout. 

The facility is located on 35^th Street in New York City, and because it is an indoor facility it is available and open to us all year long. The schedules run 7 days a week, with classes (each an hour long) starting as early as 5:30AM and late as 7:30PM - So it is definitely possible to input a warrior workout into your busy schedule. For more information and updates be sure to like their Facebook page, and follow Warrior Fitness Boot Camp on Twitter @WarriorFitness.

Have you experienced the marine-style workout? Let us know what you think @PierceMattiePR.

Those ghastly New Year’s resolutions are peering just around the corner.  But who says they need to be dreadful?  You’re feeling good, you had a great, yet crazy year, regardless, you’re ready for a fresh start!  But wait, you make a meticulous list of goals every year… and somehow dedication and commitment seem to become less and less imperative as work schedules become frenzied, and life’s additional demands take over.  The hardest part then becomes keeping and creating those goals within a realistic realm of completion.

We all want to make time to get in shape, remain in shape, and taken as a whole, enhance our overall self worth.  The American College of Sports Medicine (ACSM) conducts an annual survey geared toward professionals in the industry, predicting the upcoming fitness trends.  Many of us can probably identify with at least one of these top three crazes:

1. Educated and Experienced Fitness Professionals.  More simply put, hiring a personal trainer.  It is no surprise that we need a little extra push during our workouts, as our day-to-day job routines become monotonous and draining.  Staying active and physically fit is practically a full time job within itself! If you can’t afford the assistance, do not fret; there are many alternatives to keep up with the fitness hype.

For instance, another way to revamp your lost energy, if cardio isn’t your choice of trend is what we can find as fitness trend #2:

2. Strength Training.  After a humdrum day at the office, you may not want a tedious treadmill workout.  Keep your body stimulated and wanting more by incorporating a personal challenge with free weights or stationary machinery at your local health club. Strength training is vital to the overall physical fitness to those of all ages.

3. Fitness Programs for Adults. Speaking of integrating fitness for all ages, amusing dance classes are not only for the pleasure of adolescents. With nearly half of the general population aged at 50 plus, health professionals and experts will be looking at this particular demographic as a target consumer while formulating fitness programs for 2012.

It’s a new year, with new resolutions.  Let’s kick it off with a healthy, gratifying start! If you’re not already on it, hop on the bandwagon of at least one of the top three fitness trends of 2012!

What’s your favorite fitness trend you are looking forward to in the new year? Let us know @PierceMattiePR.

As we pass through each year, workout programs seem to come and go. We are watching for the newest workout to keep our bodies healthy. One claims to have the newest “technology” to help us get the lean, firm body that we have been trying to achieve for years (at least that is what we tell ourselves). They become the latest fad, everyone buys into it and then it dies out. Why?

The biggest factor in succeeding with fitness goals is if you have someone to support you, to do it with you or at least motivate you so you don’t give up. CrossFit is the latest trend for people who are trying to get in shape and it has the makings to stick around for a long time.

CrossFit is a strength and conditioning program. Police academies, military operations and professional athletes around the world use the program. It is not a specialty program but provides broad and general strength training to the individual. You might be thinking that sounds hard, and you won’t be the only one. Many people are afraid of CrossFit because it sounds hard. The makers of the program figured out whether you are an athlete or an elderly person trying to stay in shape, you don’t need a different workout you just need different degrees.

The CrossFit program is scalable to the individual so that each person can come in at any level and they will meet you where you are. The thing that makes many users successful is they can sign up for classes (all over the country) and become part of a group who are all striving for the same goal. CrossFit uses many everyday movements and no exercises are the same so it never gets boring and you aren’t putting too much stress on your joints. It is a great way to finally reach your fitness goals and make some new friends along the way.

Just because it is scalable to you, it is still a workout routine. You aren’t going to get in shape without work. To ensure that you are ready to take on the program check out CrossFit’s getting started guide. Have you tried CrossFit? Tweet us @PierceMattiePR.

A new winter fitness trend has merged. Snowboarding, skiing, and sledding have been a prominent means of exercise and simply just a leisure activity for many years. But have you heard of snow kayaking? As arbitrary as it sounds, snow kayaking has become a great way to keep in shape in our powdery areas. Although a very dangerous activity, the extremities of this sport applies to its level of intensity as a workout as well.

Not much of a daredevil? I know my incentive would be the discovery of an entertaining workout different than those of my daily monotonous gym routines. Depending on the steepness of a slope, the speed and danger may not be as severe as other higher hills. It is very common that snow kayakers, whom are really into this particular activity (the ultra-extreme snow kayaking participants) will wax the bottom of their boats, just as you would wax a surfboard, in an attempt to excel on the ice. It is very common that these individuals will reach close to 40 miles per hour!

As a fun alternative to sledding, snow kayaking allows more control among the individuals in the boat by using the paddles for steering. Yes…there’s more control…but more control doesn’t necessarily mean less dangerous. In fact, since this sport is considered to be quite the extreme of sports, it is not permitted by many ski resorts.

Have you been snow kayaking? Tweet us @PierceMattiePR.

A new winter fitness trend has merged. Snowboarding, skiing, and sledding have been a prominent means of exercise and simply just a leisure activity for many years. But have you heard of snow kayaking? As arbitrary as it sounds, snow kayaking has become a great way to keep in shape in our powdery areas. Although a very dangerous activity, the extremities of this sport applies to its level of intensity as a workout as well.

Not much of a daredevil? I know my incentive would be the discovery of an entertaining workout different than those of my daily monotonous gym routines. Depending on the steepness of a slope, the speed and danger may not be as severe as other higher hills. It is very common that snow kayakers, whom are really into this particular activity (the ultra-extreme snow kayaking participants) will wax the bottom of their boats, just as you would wax a surfboard, in an attempt to excel on the ice. It is very common that these individuals will reach close to 40 miles per hour!

As a fun alternative to sledding, snow kayaking allows more control among the individuals in the boat by using the paddles for steering. Yes…there’s more control…but more control doesn’t necessarily mean less dangerous. In fact, since this sport is considered to be quite the extreme of sports, it is not permitted by many ski resorts.

Have you been snow kayaking? Tweet us @PierceMattiePR.

Fitness resorts are all the rage as fitness goers long for a mix of fun in their workout program with long lasting results. These camps or live-in type fitness programs offers something for everyone that help you with a lifestyle change rather than simply focusing on a diet or just exercise. California Fitness Camp has been getting media attention, especially because it's not just a 1 week stay as if being on vacation, some residents are there for months to transform their eating habits and workout regimen.

California Fitness Camp starts off with a full body analysis, so that you know what your baseline is in order to watch the transformation as you work through your time there. And as everyone's needs are different, they customize a fitness plan that caters to you. Food is prepared by a 5-star chef, but in order to make sure that healthy meal preparation is something you can carry out once you are back in your own home, they also offer education and cooking classes on healthy eating habits, recipes and even how to manage food on the go. And of course, your mental attitude plays a big role in your weight loss success, so spa treatments are incorporated into your stay.

California Fitness Camp is located at the 5-star La Costa Resort & Spa in Carlsbad, California. The grounds are gorgeous and the luxury accomodations would motivate anyone to want to book their stay here to get in shape.

Would you consider a live-in resort such as California Fitness Camp for your exercise and weight loss needs? Tweet us @PierceMattiePR. 

People go to the gym for a variety of reasons, but one thing they all have in common is that they put a lot of effort and energy into burning calories and building muscle. Many of those people, if given the opportunity, would go to a gym that kept the environment in mind when operating their facility; since, as we all know, gyms use up a lot of electricity and space.

Two green gyms come to mind that are doing it right and people are noticing. The Green Microgym in Portland, Oregon and Green Fitness Studio in Brooklyn, New York. Both operate their gyms in different ways, but with one common goal: a greener gym that takes less from the environment.

The Green Microgym uses green fitness equipment from PlugOut (which also sells equipment for home use as well.) PlugOut harnesses the energy created from people working out and subsidizes the electricity needs of the gym. It's a great way to focus on the energy you are creating rather than the calories you are burning and still get the same great physical results in the end. The Green Microgym also uses solar panels, recycled toilet paper and renewable source flooring. 

Green Fitness Studio is impressive with it's long list of ways they are green. From bamboo floors to to recycled rubber to self powered gym equipment to a living rooftop, Green Fitness Studio has really taken it the extra mile.  

What ways are your fitness center going green? Tweet us @PierceMattiePR.