FIT FOR SERVICE

Nigeria 2019 | HEALTH | INTERVIEW

There are growing opportunities to serve Nigeria's health and cosmetics sectors, where customers want to stay in shape and keep looking young.

Nayla Haddad
BIOGRAPHY
There are growing opportunities to serve Nigeria’s health and cosmetics sectors, where customers want to stay in shape and keep looking young.

What were the drivers behind your decision to enter the Lagos market with E-Fitness?

The current fitness, health and beauty trends worldwide have showcased a blend between aesthetics and technology. This growing field has been delivering outstanding results. Here at E-Fitness, we aspire to be pioneers of esthetic technology in Nigeria and we have achieved this by being the first to introduce cutting-edge technologies in the Lagos market such as fat freezing, Electric Muscle Stimulation (EMS), and Styku 3D body scanning, for example.

Which service among the ones you offer is the most in demand, and can you tell us more about how your treatments work?

At E-Fitness, we offer different innovative services that cover esthetic, health, and fitness needs, starting from fat freezing to the EMS workout to laser hair removal. For fat freezing, we use a CoolTech machine that effectively reduces localized fat tissue using a controlled freezing system with a non-invasive, safe, and effective method. The technique used is called cryolypolisis. It works on breaking down fat cells. An applicator is attached to the targeted area to extract heat from the underlined fat tissue while protecting the skin, nerves, muscles and other tissues. CoolTech treatment can be done on the abdomen, thighs, knees, adductors, hips, arms, and flanks. Results in localized fat reduction are seen as soon as two weeks. Another procedure is EMS. It is a 20 minute-long full body workout using low impulse current. These impulses reach deep muscle layers, which are hard to activate during conventional training. It is the safest and most efficient way to rapidly lose weight, strengthen muscles, and tone the body. It has the convenience of one session per week, where you burn up to 500 calories during and then up to 3,000 calories in the following two days. This workout will help you achieve faster results with less effort. Our E-Fitness boot camp is a group physical program conducted by a professional trainer using military style and every-day outdoor equipment. The combination of team atmosphere, intense full-body cardiovascular, strength workouts, and fitness education make the class very effective at reducing excess body weight, improving cardiovascular endurance, increasing lean muscle mass and improving overall coordination and balance.

How do you plan to further scale your business in Nigeria, and what are your expansion plans in terms of geographic locations or services?

Our team is always scouting for the latest technological trends in health, fitness and beauty. E-Fitness will expand geographically by adding new branches and growing our portfolio of services by introducing new machines and technologies.

How would you assess the process of setting up a business in Nigeria?

Setting up a business in general requires a good plan, thorough execution, and appropriate ongoing management. Nigeria definitely has its specific challenges and setting up E-Fitness in Nigeria didn't prove to be an easy venture. One of the most difficult challenges was creating awareness about the services we provide. In terms of return on investment (ROI), this business is looking promising. People are really interested in being physically healthy and fit and want to achieve the best results in the fastest and most efficient way.

What trends do you foresee in the fitness space in Nigeria in particular, and where do you see the sector going?

People have been highly receptive about fat freezing, as this technology has been delivering great results and remarkable transformations, while being completely safe and FDA approved. The sector proves that it has a significant potential and a promising outlook.

What is your outlook for 2019?

I foresee more success stories, more of our efficient and reliable services, and of course more customers who share our passion for health and fitness.