Happy spring, friends!
Today I’m writing to you from a park bench, enjoying the weather that took much too long to arrive.
When I first set my mind on this project more than a year and a half ago, I knew it wasn’t going to be easy. But like with becoming a parent, even though everyone tells you it’s hard, it somehow still manages to be harder. AND I’M NOT EVEN RUNNING THE DAY-TO-DAY BUSINESS YET. I’d be lying if I said I haven’t considered stopping. Getting a regular job, like most people I graduated with. I think about it all the time. But I’m still here and still putting one foot in front of the other. Which also means I’ve had quite some time to think about why this business is in fact worth pursuing. So today I want to share with you why I think The Peach is in the right place at the right time.
1. Boutique fitness is growing. This is true in many places, but it is especially true in Paris/France. In 2020, France had less than half the number of health clubs compared to Germany. The market is underdeveloped and there is still plenty of room for new fitness brands to cater to Parisians. Of course one could argue that Parisians simply may not want to pursue fitness in the same way as others, but given cultural trends and anecdotal evidence as well as the increase in gyms I’ve noticed just since moving here, I doubt this is true.
Major international fitness brands such as Barry’s Bootcamp, Orangetheory Fitness, and ClassPass have all fairly recently launched operations in Paris. It is too early to tell whether Parisians will follow the trend and adopt the New York athleisure pre/post/midday-office workout lifestyle, but many signs point in that direction (e.g. a growing startup and tech scene with flexible working hours; growth of athleisure brands).
2. Pole dancing is socially accepted but maintains an aspect of mystery. Yes, in certain circles, pole dancing as a form of exercise still comes as a surprise. But for many (majorly women), especially Millennials and Gen-Z, they have either taken classes themselves or know someone who has, and likely regularly scroll past popular pole dance influencers on Instagram or TikTok. Furthermore, I believe that in most liberal circles, it would be frowned upon to comment negatively (at least in public) on pole dancers both hobbyist and professional. Nonetheless, pole dancing is still a niche sport and most people are not aware of the few studios that may exist in their city. This is certainly true in Paris. The scarcity and history of pole dancing raise curiosity. I think that this dynamic of increased acceptance and high curiosity make pole dance and fitness a high-potential form of exercise over the next decade.
3. French businesses are still uber-focused on weight loss and appearance. This was one of the big surprises to me when we moved to Paris. I have yet to see a single fitness brand in France that does not advertise quick weight loss schemes, skinny waists, and dream bodies. The number of businesses promising summer bodies in 20 minutes of electric muscle stimulation is astounding. Not to even get into my skepticism of many of these offers, I find it just crazy that blatant body shaming is still so prevalent. I’d like to stand out by offering classes to everyone in celebration of their bodies, not in spite of their bodies. It feels like a no-brainer. I’d feel a lot more positive about someone who respects and embraces me as I am than about someone who tells me that I need to change to increase my worth. We can probably agree that’s true in dating, friendship, work. Why should it be different when it comes to our free time and exercise routines?
So there you’ve got it. The why that keeps me going these days. I’d love to hear your thoughts and experiences with fitness brands – if you disagree, I’d love to hear that too! I’m around for a chat.
Love,
Tamar
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