"The full form in 10 minutes", "two times more beautiful in minimum time", "everyone can achieve rapid results nothing just by pressing a button": with these bold promises, Power Plate has conquered in five years his little world and settled in 300 centres in France. Women then men, candidates to the form, but the thinness, firmness and even better health (she also promises to improve the circulation of the blood, muscle coordination, bone density, etc.), valiantly rise on this "vibration platform. The principle is simple: it comes to gymnastics postures while the vibrations of the plateau of the machine increased muscular effort, all under the watchful eye of a coach. And it's easy: 20 minutes of Power Plate would amount to 1 h 30 min from sport, ensure its promoters, the muscle being sought by vibrations at 98, when a lambda sport contracts to 40.
With its bathroom scale look ancient times and a legend from space (see top of page), this funny gear has what intrigue. It is the Dutch Olympic trainer Guus van der Meer who introduced him to its athletes in 1998. Two years later, the Power Plate is launched in series by the Dutch. But when the Belgian Koen Vandenhoeck decided to reproduce the success observed in the gyms of the Benelux in France, French gym clubs him laugh gently to the nose, showing little interest in a machine that does not sweat... Installed on the Côte d'Azur, it then had the idea to push the doors of the offices of physiotherapists, rehabilitation form and other spa rooms. Successful bet! The France is now head of sales, all countries combined. Better: she opened a new market with the launch into orbit of 11,000 machines in beauty centers, salons hair, in some shops even among individuals and ready-to-wear connected! EUR 2.3 million in 2004, the turnover of Power Plate France reached 32 million in 2007 and is the 40 million for 2008.
The public relations strategy, artfully given to Véronique de Villèle (of ex-tandem Véronique and Davina) and Caroline Barclay, to the address book well provided in "people", assured take-off. Biserujka confidences in the press, the stars dropped the secrecy of their body of dream: Power Plate. Unhoped-for Ambassador, Mireille Darc, appearing unclothed in a general, would have awarded plastic perfection to the miraculous device. In "Gala", the prettiest girls Gin cotton their "stars tips": Gwyneth Paltrow says she rises at 4: 30 every morning to begin with two hours of stretching and mounting on the Power Plate, and M6 Virginia Efira host says "refine his silhouette in record time and without effort" by the Power Plate.
The drum of the girlfriends
"Effortless": the argument is fly! Sign of hair Jean-Claude Biguine installed with Power Plate four years ago in its two most prestigious Parisian addresses, rue Marbeuf (8th) and avenue Mozart (16th). "It is very convenient, said Brian Feinman, Director marketing and communication.". It appeals to our customers, who can start work after their session without feeling the perspiration and without having to take shower. "Old physiotherapist, Catherine Boust started on aesthetics and took a turn more"fitness"on basis of one of the first centres of Power Plate Parisian, Cape relaxation Marine, in the 15th. Today, it has averaged 70 people per day on four machines. In her view, this new practice "fits well with the city stress and pressed car who sees his body to deteriorate and wondered how." In General, it has already spent a year of gym club is putting three times the feet. The success Very good communication, but also to real results. "Are legion and the drum of girlfriends is effective:" with my sessions, I have had no curvature in a trek mountain bike with my friend ", says Laurence, forty-five years,"I found my glutes for twenty years,"says Christine, forty-two years,"this really works", insists Florence, thirty-five years, so hooked that it has offered one.
At 250 euros on average ten sessions, the machine is rather for the upper middle classes. Clever, Power Plate would have already sold more than 3,000 versions intended for individuals, 2.450 euros or 4.950 euros, depending on the degree of sophistication of the model, against 10,000 euros HT for reserved for professionals. And in flows currently three public copies to a "pro". However, the sale to individuals is not likely to compete with the centres. Because, says Frédéric Bizard, the pattern of Kyria, teaches specialized in wellness products, which
has sold the year past 500 "vibratory plates" of another brand (DKN), "should remain cautious with this vehicle, which is not so harmless.Reluctant gym rooms
So much so that the success of this "slot machine", according to the expression of its importer, eventually alerting the world medical, concerned about its effects on health. Last December, blogs captured the controversy. The response of Power Plate France did not do wait. A medical team was to study the phenomenon and reassure users. Then press articles have completed to emphasize the safety of the Power Plate subject to compliance with certain warnings, and to prohibit to pregnant women, epileptics, diabetics or pacemaker carriers. The recommendation to not only practice and have a good coach, the individual market is therefore not be won.
On their side, sports centres did not adhere to this concept of "sport without effort". This is the case of the plant, "super-branché" club of 1,600 m2 and 2.000 members, in the centre of Paris. Here, we perspire chic and serious. Power Plate is bored alone in a corner. While in the room next to the treadmill are all busy! "Our coaches use it sometimes to relax some muscles after very intensive training, but as weight-training equipment ever", says Patrick Joly, Associate Chairman of the plant. Meanwhile, the Club Med Gym is squarely refractory. "When you know the contraindications, does a little fear." "We are more inclined to defend a real sport," argued Franck Gueguen, CEO.
Overcharging, the success of the Power Plate "Can recognize it the merit of having created a new market: one that combines sport without suffering, beauty and slimming, a kind of elitist and comfortable time air sport", analysis Isabelle Charrier, editor in Chief of the professional journal "Emotion Spa Magazine. This lucrative market of well-being progresses, she more than 50 per year and would come to more than 35 billion euros in the world.
To extend the Power Plate saga, the French distributor had the idea to create a complete concept around the machine. Named "Peach Up", in reference to the objective "to fish", the recipe contains offers of delivery mixing sessions of Power Plate with massages or another ultrasound machine. Dietary supplements are also available. An almost infallible cocktail combining thinning, anti-aging and rehabilitation in the form on which surf today all beauty centres.
The Botox of the body
Ten centres Peach Up have already opened, nine are being installed, including some in Spain, the Portugal and Switzerland. 209 Euros per month subscription, including three weekly sessions, prospects are mouthwatering... Christian Thomazeau, Director General of Power Plate France and the new Peach Up society, trying to rally his concept already existing centres, such as Cannes, just be renamed "peach up". Catherine Boust, she remains reluctant to the prospect of 14,000 euros to afford the new program: "I am reluctant, because I have a customer base of believers who do not seek to come too staid institution, and I already offers many other services, starting with aesthetic care, that do not have the Up Peach." Meanwhile, Isabelle Charrier does not believes: "A"day spa"French is a not want to lose its identity, it is not as in the United States where they are the concepts prevailing.".
At a time where the market reach saturation, Power Plate France must also face a more difficult competition. Mainly that of a French actor, Silver Plate, which begins its marketing to physiotherapists and the world of rehabilitation (see opposite). The response of Power Plate Increase investment in medical communication and studies. Christian Thomazeau comes from mark a decisive point: a first contract with the myriad, very established mutual in Aquitaine. The guarantee "Wellness package" (from 50 to 150 euros) provides, inter alia, the support of five sessions of Power Plate per person provided that they are carried out in a physiotherapist or a Peach Up centre on an "acceleration platform. For this excellent commercial, medical and aesthetic logic are not contradictory, "feeding one another".
"Power Plate is to the body what Botox injection is in the face: fast, painless and spectacular", summarizes Catherine Boust. And to continue to stimulate the interest of women for this "vibro-lean", Power Plate is sponsoring the American drama "desperate housewives", whose fourth season started on Canal . What hope vibrate more candidates at the prospect of a silhouette of dream.
4 in the first quarter of 2008 following a continuous slope 0In return the climate equipment has been particularly careful The same said however that the decision is not takenThe blogosphere is like a cage of resonanceI still favour a rapprochement with ArevaNaturally it is not what this State guarantee For some providers these decreases are 40As each pole may be the source of the storyA third impact study is planned for JanuaryThe seized at the time when profits are high
