As the culture of well-being permeates Western mentalities and societies, business leaders, dynamic executives and journalists are abandoning the cheap wines of sanitized receptions to expand their address books and do lobbying. Cultivating your professional network and your body at the same time: this is what we call sweatworkingthe new Brussels trend.
It could well be that your future gym partner will actually become your new colleague or regular professional contact. To do business, it’s better to understand the person “without her knowing that you are trying to sell something», confides a manager of a media company, quoted by Politico who conducted an investigation on the subject.
Brian Morris, co-founder of the luxury Aspria gym in Brussels, explains: “Networking is nothing new. But is it usually done in luxury clubs rather than traditional fitness centers? The answer is yes.»
Lawyers and officials from European institutions have become accustomed to frequenting one of the Aspria rooms in the Belgian capital. The opportunity to develop your address book there is particularly attractive. Former Polish European Commissioner Janusz Wojciechowski is also a very good customer of this gym, he who likes to go there early in the morning.
ANIMO, another popular venue in the capital, relies on its careful design and cozy atmosphere to attract a high-end clientele. Monthly subscriptions can also reach 199 euros. Walking through the doors of one of the three ANIMO rooms, you’ll feel like you’re both in a trendy city café and a millionaire’s apartment.
For members, this aesthetic embodies their social progression: as they progress in their professional career, they aspire to attend sports halls in accordance with their status. In other words, no more Basic-Fit and its affordable prices; welcome to ANIMO, where it is possible to enjoy a protein smoothie with peanut butter after a session.
Global sports halls
For the founders of ANIMO gyms, the goal is to create a space where elites can not only sculpt their physique, but also boost their careers. “Go to the gym at 7am, work out for an hour, then maybe meet someone for breakfast over an acai bowl in the social area, before reading your e-mails -emails for an hour and leaves for the office”here it is morning routine ideal summed up by Antoine Derom, one of the group’s managers.
But why choose gyms with such high prices? Sanne Pietersresearcher in cultural sociology at KU Leuven, sheds light on this trend. «People think that by going to high-end gyms they will meet like-minded people»she explains.
These spaces offer the opportunity to develop your professional network while devoting yourself to your well-being. This is the strength of sweatworking: combine physical effort and networking opportunities. In Brussels, where lobbying activities are common, this trend finds a favorable response.
Source: www.slate.fr
