It’s January and the media is awash with exercise and weight loss advice. The market for health and fitness related products and services is bigger than ever – but you need a unique angle to be successful. Driving to work this morning, I heard about a gym based in Sheffield with a twist – it’s run by serving fire officers, and the equipment and programmes are based around firefighter training. The two guys behind the business say that membership is expanding rapidly and they hope to open new branches in the near future.

We’ve featured military –style  training programmes in the past, but I haven’t seen anything , Fibased on firefighter training before. There’s little doubt that conventional exercise equipment becomes pretty boring after a while, so there’s always a gap in the market for a new approach. What other occupational, sports or interest groups might hold within them the seeds of a new exercise craze?

http://www.firehousefitness.co.uk/