The day after tomorrow for sure, maybe even tomorrow, but today? Probably not. Then again, perhaps it’s better to wait until next Monday, purely for motivational reasons. Although the new year would make a nice starting gun too. You only find out how creative you really are when you’re hunting for excuses. Excuses not to sweat on the treadmill, groan on the weight bench and curse your way through a legs, bums and tums class. One thing’s for sure: the fitter your inner couch potato, the less elbow grease you’ve got. But enough of that! cleverfit offers everything an athlete’s heart could desire. Cardio bunny or muscle rabbit: cleverfit is the place where muscles cheer and fat weeps. Sounds fantastic, but a bit whiffy too? Not here. Instead of sport, sweat and heavy iron, the air here smells of adrenaline, power and strength. And maybe a little of fresh summer breeze and flowers too. Managing directors Arda Kocan, Christian Battistin and David Weber told us more…
Question: Over 478 gyms: cleverfit is booming! What makes you so special and unique?
Kocan: I don’t think there’s one knockout formula for success. It’s more a combination of everything! First and foremost, in all 478 gyms we make sure we have competent staff with top-class training. That’s simply our top priority. It’s the only way we can give gym-goers the workout they deserve, in a pleasant atmosphere and with the utmost professionalism. And you simply sweat so much better when you can rely on your trainers’ expertise! On top of that, of course, the highest hygiene standards are absolutely essential: everything is checked and documented at regular intervals. A matter of honour. So, to sum up, you could say we’re a premium discounter. The equipment, staff, atmosphere and services are premium, but the price is discount. What more could you want?
Question: Waiting for tomorrow, for Monday, or even for the new year: the inner couch potato is pretty creative. How can scent marketing help to defeat it?
Weber: Ah yes, the good old couch potato. We all know it. And being a gym, we find it turns up on our members’ doormats pretty often. That’s the point where we step in, together with AROMEA Airdesign. A fragrant mood, pure motivation, and show the couch potato the door! We simply want to create the best atmosphere for our members, in every respect. And scent marketing is ideal for that. The idea is that members are won over the moment they walk into the gym and feel like really giving it some welly! AROMEA and sport just go together.
Question: The AROMEA Flex is already working fragrant wonders at eight locations. A flexible little fellow for a gym: what a match! Why did you choose this diffuser in particular?
Battistin: We simply saw ourselves in it. Pared-back style, blends perfectly into its surroundings, but packs plenty of power! What could suit a gym better? The best thing is that the little guy can scent up to 130 square metres, so it works its magic not just here but over there as well. Thanks to the intensity levels and the start/stop times, it really is completely flexible. Both it and AROMEA simply embody our philosophy: premium quality at a fair price. It was pretty much love at first sight!
Question: Which fragrance does the sportiest of the nano diffusers get to spread?
Weber: AROMEA has so many incredible fragrances, how could we ever choose? We knew from the start that it would be a sheer impossibility. So much choice, and everything simply smells so good. That’s why we decided to use several fragrances. Each location smells different and so gets its own note. After three months, we switch, and a fresh wind blows through every gym. That way, we and our members get to enjoy lots of different scents. The ideal solution for us!
Question: Sport smells. Most people would say. But we think sport has a scent! Of adrenaline, power and strength. On a personal note: what does the world’s second-best pastime smell of for you?
Kocan: Sport is simply indescribable. I think sport smells of success and endorphins. On the one hand, the success of having completed a great workout and not given in to your inner couch potato! And on the other, all the little successes in the sport itself. Whether you’ve finally lost that last kilo, or managed to lift 2 kg more on the weight bench today and your squats went even a bit deeper than last time. And the intoxicating rush of happiness you feel along the way, which leaves you floating on cloud nine for hours afterwards. That’s what sport smells of for me. And at this point, a big thank-you to AROMEA for being able to express all these sensations in fragrance. You guys are amazing!
Thank you for talking to us!
Arda Kocan on AROMEA Airdesign
