Reebok and Cirque Du Soleil launch Innovative Gym Workout for Women - JUKARI Fit to Fly

New Delhi, July 01, 2009 : Reebok, the leading sportswear brand, revolutionized women's fitness with the creation of 'Step Reebok' in 1989. Following the successful initiative, Reebok introduces the latest fitness regime for women with an innovative gym workout - JUKARI Fit to Fly.

The workout is the first in a series of initiatives to come out of a new, long-term partnership with globally renowned entertainment company, Cirque du Soleil. This new workout regime was showcased by leading Bollywood actress and Reebok brand ambassador Bipasha Basu, along with Reebok JUKARI Fit to Fly global instructors - Ms. Ji-in Woo from Korea and Ms. Johanna Fellner from Germany. To compliment JUKARI Fit to Fly, Reebok has also created two collections of women's fitness apparel and footwear - On The Move and Reebok-Cirque du Soleil collection.

The Reebok-Cirque du Soleil partnership and JUKARI Fit to Fly workout are the direct result of insights into what women really want from exercise. A survey1 of 15,000 women across 25 countries in 2008 found that while nearly half of all women know that exercise and keeping fit is very important to their overall health, less than 25% participate in fitness often. Specially-commissioned Reebok research looked at why this might be. The findings showed that nearly two thirds2 (61%) of all women would workout more if it was more fun. More than half3 (54%) felt exercise was a chore.

Talking on the launch, Subhinder Singh Prem, Managing Director- Reebok India said, "Reebok has a strong history in women's fitness, and Cirque du Soleil is known worldwide for its creativity and innovation, which together helps in enhancing women's fitness experience. Our inspiration for JUKARI Fit to Fly stems from our recently conducted research which establishes the fact that women perceive exercise as a chore and would definitely workout more often if going to the gym was fun. The partnership with Cirque du Soleil will help to revolutionize the way women experience the gym."

JUKARI Fit to Fly makes fitness fun again by introducing a new way to move in a gym workout and is accessible to all women, regardless of fitness levels. The hour-long workout has been created on a specially-designed piece of equipment called the FlySet.

The FlySet consists of a durable three-stranded rope fixed to the ceiling with a 360 degree swivel point at an adjustable length with two attachment loops. The FlyBar, a 4.5lb neoprene coated attachable steel bar, is placed through the two loops, which can be varied in height, to create an apparatus that strengthens and lengthens the body as you experience the sensation of flying during the workout. The result is a workout that helps in strengthening and lengthening the body through cardio, strength, balance and core training.

Sharing her experience on the workout, Bipasha Basu said, "JUKARI Fit to Fly is an innovative training program that makes staying in shape a lot more fun. This exciting workout gives the sensation of flying, while it tones and strengthens my body. I have tried the workout; I simply loved it and strongly recommend this to all women, regardless of their fitness levels, to adopt this phenomenal workout to their cardio and strengthening exercises in a fun way”.

JUKARI Fit to Fly launches in India in partnership with Fitness First. People can enroll at the Fitness First studio at Ambience Mall, Gurgaon to experience the workout. JUKARI Fit to Fly will soon be available at other Fitness First studios in major metros as well.

Commenting on the association, Vikram Aditya Bhatia, Managing Director, Fitness First India said,"Fitness First is very happy to partner with Reebok to launch JUKARI Fit to Fly in India. The fitness program is an exciting innovation in Group Exercise that will prove to be popular among women of all ages and with different fitness goals. Today 40% of Fitness First's 10,000 members in India are women and over 60% of the women participate in Group Exercise Classes. JUKARI Fit to Fly will be a fun and exciting workout for them to exercise in a group. Specially designed equipment has been installed by Reebok in the Group Exercise Studio at the Fitness First Club; Reebok will provide the experts to launch and teach the program to the Fitness First Members."