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What's Happening
 Looking for 33,000 sq. ft. of common ground between pro fighters and fitness fans? It’s in Toronto’s first Xtreme Couture gym (TheStar.com 6.1.08). The facility features a cage, boxing ring, grappling mats, cardio equipment and an extensive range of workout classes from aerobics, yoga and spinning to variations of mixed martial arts (MMA).
Despite a serious fight component (and an approximately 85% male membership), the fitness center is highlighting the health and self-defense benefits of MMA in hopes of attracting a more mainstream (and female) clientele.
WHAT THIS MEANS TO BUSINESS
As one of the top trends of 2008, fitness fusion is in. A common place to share one’s various passion points has fans running.
The line between elite and enthusiasm is blurring as fans-in-training push themselves, actively seeking the access, tools and environments once associated with professional circles.
RESOURCES
Xtreme Couture
MMA Canada
For more information visit www.iconoculture.com
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Opportunity: You’re as young – and wild – as you feel. Whatever their lifestage, help consumers experience their Way Wild selves in brands, products, services, and experiences. |
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