PALESTRA: PRESIDENTE DA AGAP Dr José Júlio Castro

MAIS PESSOAS |MAIS ACTIVAS | MAIS FREQUENTEMENTE UMA ASSOCIAÇÃO DE VALORES Maio 2012

EVOLUÇÃO DA ATIVIDADE FÍSICA DESPORTO PRIMEIROS GINÁSIOS DINAMIZAÇÃO DAS OFERTAS (MUSCULAÇÃO) ESPAÇOS FITNESS & WELLNESS CLUBES Grécia antiga / Sec. IV AC atividades com halteres Séc. XIX Ginásio Triat de Paris e YMCA Estética, body building desde 1980 Schwarzenegger, e 1982 Jane Fonda Estética fitness, em Portugal principalmente desde 1998 – 1ªs cadeias. Variadas aulas de grupo, PT’s, Cardio, musculação e spa Século XXI - fitness e bem-estar, AF como prevenção ou medicamento, entretenimento, sociabilização, bar e restauração saudável, kids + seniores, atividades de ar livre e piscinas, trabalho psíquico e intelectual, antistress DADOS DE PORTUGAL

APRESENTAÇÃO FUTEBOL FITNESS AGAP MERCADO PORTUGUÊS AGAP é a única associação portuguesa que representa ginásios e health clubes Tem 850 ginásios associados Está filiada nas duas maiores organizações internacionais: 1200 empresas 600 mil clientes 20 mil colaboradores RECEITAS: MERCADO EUROPEU FUTEBOL €15 MIL MILHÕES FITNESS €22 MIL MILHÕES !!

CRESCER COM VALORES LEGALIDADE / RESPONSABILIDADE / INTEGRIDADE Finally, we would like to share some ideas with you and EHFA towards the future. First, as an association and following the example of FIA, we also have created our Code of Conduct, that is, the guidelines that every club should follow – our 10 commandments! We have a responsibility to improve the credibility of our industry, so we should implement good practices. Second, is also our obligation as an association to have an updated information about main issues of management and laws. So, we have produced a document called “CHECKLIST” that contains major aspects clubs should be aware in order to avoid problems as we have many audits and inspections from National Authorities. The last topic we also have done in Portugal is a SWOT analysis. We have gathered the 10 most STRENGHS/WEAKNESSES/OPPORTUNITIES/THREATS and this document is a very important tool when working with parties and governments. EHFA could collect information on all European countries to evaluate how is the industry running and what is ahead. A macro perspective would be far more interesting that a narrow vision of Portugal or any country itself. EMBAIXADORES PARA A ÉTICA NO DESPORTO

CRESCER COM VALORES Código de Conduta Análise SWOT Checklist Finally, we would like to share some ideas with you and EHFA towards the future. First, as an association and following the example of FIA, we also have created our Code of Conduct, that is, the guidelines that every club should follow – our 10 commandments! We have a responsibility to improve the credibility of our industry, so we should implement good practices. Second, is also our obligation as an association to have an updated information about main issues of management and laws. So, we have produced a document called “CHECKLIST” that contains major aspects clubs should be aware in order to avoid problems as we have many audits and inspections from National Authorities. The last topic we also have done in Portugal is a SWOT analysis. We have gathered the 10 most STRENGHS/WEAKNESSES/OPPORTUNITIES/THREATS and this document is a very important tool when working with parties and governments. EHFA could collect information on all European countries to evaluate how is the industry running and what is ahead. A macro perspective would be far more interesting that a narrow vision of Portugal or any country itself. SWOT FORÇAS FRAQUEZAS OPORTUNIDADES AMEAÇAS

OS 4 PILARES 4 PILARES JUSTIÇA FISCAL CONHECIMENTO E QUALIFICAÇÕES ADEQUADAS VECTOR SAÚDE COMO FOCO DE INTERVENÇÃO INFORMAÇÃO E PESQUISA. ANTIDOPING

AGAP: PROJETO INTEGRADOR GINÁSIOS FORNECEDORES DE EQUIPAMENTO ESCOLAS DE FORMAÇÃO PROFISSIONAIS

2010 STATE OF THE UK FITNESS INDUSTRY REPORT LOW COST £ 9,99 – 20 AFFORDABLE £ 20 – 30 MID-VALUE £30 – 50 PREMIUM £ 50 – 99 PLATINUM > £100 EACH SEGMENT SPEAKS A DIFFERENT LANGUAGE AND HAS A DIFFERENT SET OF RULES EACH CLUB MODEL HAS A UNIQUE LANGUAGE, DIFFERENT PRODUCT NEEDS & SOLUTIONS 2010 STATE OF THE UK FITNESS INDUSTRY REPORT

SEGMENTOS DE MERCADO DE FITNESS THE DRIVING FORCES OF MARKET CHANGE DRIVING FORCES YOUTH/SPORT CONDITIONING VALUE FOR MONEY & LOCAL HEALTH & WELL-BEING PERFORMANCE GOALS PUBLIC HEALTH COSTS HEALTHY COMMUNITIES LIFESTYLE & FASHION PERSONAL TRAINERS PERSONAL SERVICE HEDONIC ESCAPE DISCOUNT PRICES COMPETITION EXPERIENCE PAMPERING SIMPLICITY VARIETY WOMEN RELACIÓN DE VALOR CLUB MODEL TYPES LUXURY HOTEL BOUT IQUE C LUB SPA MEDICAL FITNESS PT STUDIO 5* RESORTS ATHLETIC SPORT HYBRIDS FUNCTIONAL PUBLIC EDUCATIONAL WOMEN -ONLY CONVENIENCE MULTI - PURPOSE GYM ONLY GYM + STUDIO LOWCOST HYBRID PLATINUM PREMIUM MID- MARKET VALUE LOW-COST SEGMENTOS DE MERCADO DE FITNESS

TENDÊNCIAS CARDIO STRENGTH CARDIO STRENGTH CARDIO STRENGTH CARDIO STRETCH 2000’S CARDIO STRENGTH CORE STRETCH 2010 CARDIO STRENGTH AS THE MID-MARKET GETS SQUEEZED MORE FUNCTIONAL AND SPORT HYBRID CLUBS ARE EMERGING IN THS SEGMENT AS WAYS TO CHALLENGE THE CONVENTIONAL CLUB MODEL AND PROVIDE NEW VALUE AND SERVICE EXPERIENCES FOR MEMBERS. CORE STRETCH VIBRATION SAQ/BALANCE BOXING/SUSP 2020? CARDIO STRENGTH CORE STRETCH VIBRATION SAQ/BALANCE BOXING SUSPENSION EXERGAMING PILATES CROSSFIT …

OPORTUNIDADES EXCESSO DE PESO/OBESIDADE DIABETES tipo 2 Perda da massa ÓSSEA Patologia MUSCULAR ESQUELÉTICA CATABOLISMO muscular Insuficiência CARDÍACA DPOCDoença pulmonar obstrutiva crónica Doença ONCOLÓGICA

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jjvc@agap.pt www.agap.pt Abril 2012