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Published on July 31, 2007

Having acquired an old fitness centre near Silom Road, the Hong Kong firm of professional gym and fitness management consultants is making Thailand its first foreign operation. Body Torque has spent Bt10 million to refurbish the old club in Thaniya Plaza, upgrading it into a high-grade facility.

Earlier, the company studied both China and Thailand as a target for its first expansion.

"Health and fitness is still a young industry in both countries," said Body Torque Asia's director Bryce Schneider. "There will be a lot of consolidation as the industry matures."

Schneider, 34, an Australian who was born in Papua New Guinea and has been working in Hong Kong for 10 years, moved his family to Bangkok last year to find a focus here for Body Torque's investment. He expects to be in Bangkok for a long time.

Likewise, his fitness club is applying the "long-term" approach.

Schneider, who holds a bachelor's degree in applied science (human movement), a post-graduate diploma in sports business and a master's degree in sports marketing, firmly believes there is no "short cut" for good health.

"In every environment, people are always looking for the fast track. We intend to help people to understand that wellness means a healthy lifestyle, which involves nutrition and education," he said.

Traditionally, many people still think of "getting in shape" as "body-building" or "strength training", without realising that wellness and fitness demands a broader approach for long-term success.

"Our approach has always been to support a commitment to this challenge by instructing members that a healthy lifestyle is not 'having a model body' - it is a life-long awareness goal. Unfortunately, too many so-called health clubs and gyms in Bangkok are geared solely to promoting trendy, cosmetic, 'get fit in a week' schemes that do not offer their members patient, detailed instructions," Schneider said.

Body Torque took over the old Thaniya club from Clark Hatch, a Malaysian company, three months ago. With its renovations now complete, the Body Torque centre includes an outdoor swimming-pool, a relaxation garden and a stylish health bar.

While some fitness centres are known to hire part-time personal trainers who double as sales agents, Schneider said all of Body Torque's instructors are both trained and employed full time.

"Our trainers will build relationships with members, and work with them. We won't "push" [them to buy products]," he said.

The renovated 800-square-metre club will be able to cater to 600-700 members. Rather than opting to attract younger, trendy clients, the Body Toque centre will target clients over 45, as well as semi-retired people.

It hopes to achieve a positive cash flow within its first year and to break even in the next four to five years. Membership fees have been increased by 30 per cent to Bt19,500, excluding value-added tax.

"This facility is very important to us because it establishes our footprints here," Schneider said.

Pichaya Changsorn

The Nation