YAKIMA, Wash. -- Forget no pain, no gain. Linda Brown laughs and smiles during her weekly Hoopfit class, a cardio and strength training activity centered on a Hula Hoop-type hoop.
While the exercise is fun, Brown says it's also challenging -- the 60-year-old Yakima resident practices the exercises nearly daily to master them.
The class is one of several activities -- she also walks and swims -- that Brown does to stay fit.
"It makes me happier and I want to keep doing it," she said.
The Yakima Valley is seeing a growing number of businesses that focus on niche fitness programs to draw consumers looking for variety and motivation.
Such programs include Zumba, the Latin-tinged aerobic and strength training activity; CrossFit, a fitness program that incorporates strength training with camaraderie; hot yoga; laughter yoga; and kickboxing classes from local martial arts studios.
"When you present it in a fun atmosphere, you draw more people," said Kevin McGuire, managing editor of American Fitness, the trade journal for the Aerobics and Fitness Association of America.
A break from the gym
While the market share of these niche operations in the $14.1 billion U.S. fitness industry isn't clear, few dispute their growing popularity.
With a growing societal and medical focus on the dangers of obesity, entrepreneurs see an opportunity in markets not served by the traditional gym or health club, McGuire said.
"I think there's an idea if you are of a certain age or weight, you couldn't do certain things," he said. "I think a lot of these niche places are proving that wrong."
Merla Manuel started Yaki HA HA Yoga, her laughter yoga business, last month, hoping to draw those who can't do more strenuous exercise.
Laughter yoga is a bit of a misnomer, as there are no yoga poses. Rather, the exercises emphasize deep breathing and meditation exercises that engage the whole body, she said.
"Anybody can do it, at any age," she said.
Julia Snyder is no stranger to fitness -- she's a certified personal trainer. But she found joy working with props in her aerobic dance and artistic juggling routines that she performed while on tour around the world.
"I found that my motivation to rehearse every day with the props was extremely high because I had so much fun," she said. "I found that not only was I having fun, my whole outlook on life skyrocketed."
She started Hoopfit in 2008 while living in Southern California and brought it to Yakima after moving back to the area late last year. One class costs $15, with a $3 discount for a package of 10.
Snyder, who teaches several classes a week at various locations, is not surprised at the growing number of businesses like hers.
"These niche businesses (are) a sign of how wonderfully creative we can be," she said.
Among the places where she teaches is the Center for Functional Fitness. The Yakima fitness center focuses mostly on older adults looking to be healthy and active rather than being buff, said Dary Reed, chief operating officer.
Incorporating classes like Hoopfit keeps members engaged, he said.
"I think in today's marketplace, people are used to variety in choice," Reed said. "If you're in a business and you want to be competitive, you have to have variety."
Good investment
Many of these niche businesses charge a monthly fee for unlimited classes, offer a pay-as-you-go option or combine the two.
The cost could be as much or even more than a monthly membership to a gym, McGuire said. Some accept spending more knowing they will use it, he said.
Still, the costs can be hard on some budget-strapped consumers.
Karra Russell, 23, often grew bored of the gym, but she didn't like the lazy and depressed feeling she had when she didn't exercise. Over the last year, she took hot yoga and cardio kickboxing classes to break the monotony.
"It's hard to push myself when I'm by myself," she said.
But while Russell enjoys the classes, she said the fees were too much, especially since she is in school and not working as much.
These days, she runs outside or uses DVDs to exercise at home, but she hopes to return to the classes when she graduates and gets a steady job.
With her memberships in the Yakima Family YMCA and Yoga Hot Spot, a hot yoga studio, fitness makes up a good portion of Lynda Boggess' monthly budget.
But she doesn't mind, especially since it gives her the variety and challenge she desires.
"You either put money in your health or fitness or you put money on the other end when you're not healthy," the 55-year-old Yakima resident said. "I choose to invest the money upfront."
Don't expect traditional gym and health clubs to disappear, however, said McGuire of American Fitness. In fact, many gyms incorporate niche programming as part of their offerings.
Among the program offerings at the YMCA are Zumba and CrossFit. Both are available to nonmembers as well as members.
Such programs help retain existing members and recruit new members, said health and wellness director Tyler Johnson.
"The idea is to stay on the cutting edge of fitness," he said.
Niche fitness businesses will also have to change and adopt with changing trends, McGuire said. The businesses that survive find ways to expand beyond their initial offerings.
"Unless you keep things fresh, you may be not around as long as a gym or a fitness club," McGuire said.
* Mai Hoang can be reached at 509-577-7685 or maihoang@yakimaherald.com.
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