MANILA --
As the Philippines continues to enjoy unprecedented economic growth, more and
more Manilans are finding the time and money to spend on health and fitness.
With the
expansion of the country's middle-class, and their new found dedication to
cultivating the perfect body, the number of sports and fitness centers is
rapidly increasing.
As a
growing number of foreign companies set up shop in the capital, sports gyms
have popped up all over the city's business and commercial districts.
U.S.-based
Gold's Gym, particularly popular among bodybuilders, was operating 21 locations
across the Philippines as of the end of 2015. It plans to add another 10
outlets this year. Membership comes at a price of about 2,300 pesos (about $50)
a month -- not a negligible cost, but locals seem more than happy to stump up
the cash. According to Mylene Dayrit, CEO of Gold's Gym Philippines, locals are
increasingly turning to social media for training tips and advice.
Increased
health awareness among staff also has a potential knock-on benefit for
companies, with reduced long-term medical costs for employers. Keen not to miss
out on the opportunity, Gold's Gym has teamed up with leading local businesses,
such as conglomerate Ayala group. The Philippine unit now earns roughly a third
of its total revenues from corporate contracts.
U.K.-based
Fitness First also has a presence in the country.
Much
helped by English having official-language status, the Philippines has become a
global hub for business process outsourcing, which has provided well-paid
employment for many young people who now find themselves with increased
disposable income.
A
27-year-old in the capital says she has been going to the gym twice a week for
two years. "I like to take yoga classes," she said, "it's good
for balancing hormones and reducing stress."
According
to an estimate by British market research company Euromonitor International,
the middle-class segment in the Philippines will expand to 74 million by 2020,
accounting for 70% of the population. In 2011, the number stood at 54 million.
It is not
only gyms that are benefiting from growth in the health and fitness industry.
Many people have taken up other hobbies like running and cycling, and are
signing up in droves for local competitions. Shopping malls have corners
dedicated to a wide variety of health supplements, and it appears health
consciousness may be more than just a passing trend.
Increasing
emphasis on living a healthy lifestyle has been witnessed in several emerging
economies in Asia. What sets the Philippines apart, however, is an apparent
emphasis on building powerful, muscular bodies as opposed to developing a lean
look. The tendency could be linked to the country's cultural ties with the
U.S., which effectively controlled the country for decades till right after the
end of World War II. Popular culture in the Philippines has a distinct American
influence, visible in music, TV, films, and in many ways, people's appearance.
A perhaps
little known fact is that bodybuilding has become a popular sport in the
Philippines and the country boasts a number of international competition
winners. World-renowned champion Reynold Domalsin says Filipino bodybuilders
are often invited to work as private trainers for millionaires overseas, like
he himself did previously in the Middle East.
The
country's tough-talking new president, Rodrigo Duterte, won voters over during
the campaign with his less-than-subtle language. Could his success be a
reflection of the country's new found desire to look macho?
Minoru
Satake
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