Jogging in parks is no longer enough. Now, fitness centres are getting very crowded, while those who want more can resort to "wellness" clubs. The new concept is in fact an "improved" type of fitness, joined by massage, sauna and anything else that can bring the craved "wellness." And all these concepts are backed up by money. Millions of dollars. This concept has come to include the Romanian market, where demand for this type of services has been on the rise lately.
Thus, Elmec Romania, the official distributor of US sportswear producer Nike and of the Harley Davidson wear, will soon invest one million euros in the construction of a complex comprising a wellness centre and a fitness equipment showroom in Bucharest that will exclusively display equipment by Technogym, the second-largest player on the world market of fitness equipment producers. Starting this month, Elmec is the representative of the Italian fitness equipment producer.
"The project also includes expansion to cities such as Timisoara, Cluj, Constanta and Iasi," said officials of Elmec Romania, a Greek-held company.
Greek group Elmec entered the Romanian market in the late '90s by opening the first exclusive store of US sportswear producer Nike. The company's turnover stood at 6.6 million euros.
The local branch of the Greek group, holding the Nike franchise for the Balkan countries, currently operates 14 Nike stores. Technogym is the world's second-largest player in terms of fitness equipment sales.
ionut.bonoiu@zf.ro
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