Bandar Seri Begawan - Judging from the encouraging rise in membership at established fitness centres in the Sultanate and the mushrooming of new ones, Bruneians seem to be embracing health and wellness in a big way.

Fitness Zone, one of Brunei's leading fitness centres, has successfully signed up more than 5,000 members since it was established in 2004, said its operational manager Ali Sahrin Ahmad. "Out of these more than 5,000 members, 90 per cent are locals and the rest are expatriates," he said.

Despite membership fees starting at $300, 2,000 members signed up in the first year alone, Ali said. When the numbers grew, the fitness centre which had opened its first branch at The Mall Gadong, decided to expand by opening a bigger branch in Kiulap.

Although most of their members are working adults, the centre has also recruited a significant number of students to join their three-month programme during the school holidays.

Albert Sarmiento, membership supervisor at Fitness Zone, said the centre offers a 50 per cent discount off the $500 joining fee.

Public response had been tremendously encouraging, said Ali, who told The Brunei Times that Fitness Zone will be opening another branch in Serusop by the end of the year. "Our target is to get 100 customers per month and so far we have been achieving the goal," he said, adding that monthly income due to renewal payments (quarterly, half-yearly or annual) keeps the business running.

Apart from Fitness Zone, various other fitness and dance centres have sustained healthy business, including Ladies First in Serusop and Joie de Vivre in Kg Tanjung Bunut which cater to an all-female clientele.

All sees the mushrooming of fitness studios in the country as a positive sign of awareness on health and wellness issues among the public.

He said different fitness studios have their own fitness programmes, packages, instructors, facilities, equipment and so on. "It's healthy competition," he said.

Fitness Zone, he said, emphasises on educating members about health and wellness, rather than just aiming to attain their physical goals. "Before the clients get started with their fitness regime, we must get to know their fitness ability. Then, we will advise them not to exceed their level until they reach their goal," said Ali.

Mara Robles, business development manager at Zunic Wellness, said Bruneians are becoming more concerned about their health.

Zunic Wellness offers various niche products including a kinesis machine imported from Italy.

Efforts to promote their brand include a one-day campaign at RIPAS hospital specially targeted at diabetic patients. Although many were interested, the membership fee proved to be a deal breaker.

With more than 600 members after just two years of operation, Robles said, interest is picking up. Generally, she added, Bruneians prefer to spend their money on food, but now, many do not mind paying for products and preventive measures that contribute to overall health and wellness.

She is also not worried about competition.

"Each fitness studio has their own specialty and area of expertise," she said. -- Courtesy of The Brunei Times

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