LivingWell launches new fitness concept for women

LivingWell is to launch a women-only fitness concept this spring in response to Prime Minister Tony Blair’s call for individuals to take their health seriously.

Viva for Women clubs will offer members a circuit based workout through a range of resistance and cv stations.

With membership running at around £5 a week, Paul Harvey, managing director of LivingWell, hopes the more affordable rate of membership will appeal to a largely untouched market. “More than half of the women in lower income households have never participated in health and fitness activities,” he said.

The Viva for Women clubs will average at around 1,500 sq ft in size, and all members will receive a personalised 30-minute circuit workout programme.

The clubs will be manned and the programmes supervised by ‘Motivators’ – older women recruited from the local community – who will offer members general help and advice on their progress.

A further LivingWell initiative will see members receive cash awards for hitting weight loss targets. Members will agree their target weight loss and will then be provided a personal programme including nutritional advice.

Members who lose between two and four pounds will receive a £10 voucher redeemable against membership or any other purchase in the club. Anyone losing 8lbs or more during a month will receive a voucher for £30. The one-off scheme will run from February to the end of March

LivingWell, a division of Hilton Group, runs a total of 86 clubs in the UK.