Power Plate has been a leader in the field of vibration training for over 20 years, and during the pandemic continues to support the fitness industry. Iain Murray, sales director, UK, talks to HCM about business growth in difficult times

For over two decades, Power Plate has defined the whole-body and targeted vibration training and therapy category. Its products and protocols are used around the world by professional sports teams and fitness pioneers.

Helping users to prepare faster, perform better and recover quicker, Power Plate makes them feel better by stimulating natural reflexes, increasing muscle activation and improving circulation.

Power Plate delivers health, fitness and wellness results, whatever the fitness level or training style, and with accelerated results, it’s a great solution for gyms and health clubs assessing their options for re-engaging members into their facilities.

Adapting to change
When the world changed overnight, commercial partners were our top priority. We knew they would need our support with operations, and directly with members. As studios and fitness facilities were keen to deliver classes digitally and fast, Power Plate allowed members to carry on their weekly workouts, live on social media and on-demand via the app.

With commercial clubs closing indefinitely, Power Plate quickly shifted the business to focus on members exercising at home, knowing that these customers would need and want to continue their exercise regimes during lockdown.

Business growth
Power Plate has been fortunate to be able to grow significantly in at-home sales throughout the lockdown period, with the demand for home fitness equipment going through the roof.

Our targeted vibration products (TVPs) have proved a huge success with elite athletes forced to train at home, supporting their performance, recovery and rehabilitation. We have also worked closely with our retail partners to meet the growing demand for effective and efficient exercise equipment at home.

The strategy to shift focus quickly to at-home and elite markets while maintaining close relationships with our commercial settings, has been the driving force behind this success and growth.

Powerplate has a whole range of future moves coming to fruition, including the following:

Product:
Moving forward, Power Plate has a number of new products in its armory. On the back of the successful launches of MOVE and TVPs late in 2019, first off the blocks is the new ‘black edition’ range, available from August 2020.

This range consists of new matt black models sitting across our commercial product lines.

Appealing to all market sectors, and with a continued focus on wellness and recovery, this new sleek look will be well placed within a variety of different health and wellness environments.

Growth sectors:
Prior to lockdown, Power Plate teamed up with Fora, Regus and ukactive to deliver education across flexible workspaces in London, in a bid to support workers and encourage corrective posture and movement to combat sitting disease. This work is set to continue as we look to roll out workplace wellness.

The care sector also holds great opportunities for Power Plate and we recently formed a partnership with Berkley care homes to deliver wellness solutions to patients who have suffered chronic illnesses as a result of lockdown and the restrictive measures they have imposed on our older populations.

Elite sport is an additional area of focus with clubs and individuals utilising the wide applications of Power Plate to help them Prepare, Perform and Recover. Our training team supports clubs such as England Rugby, Worcester Warriors, Wales FC, Arsenal and Manchester City FC alongside athletes such as Beth Mead, Raheem Sterling and Anthony Oxelade Chamberlain.

Education:
Underpinning this strategy is, as always, our internationally renowned education. Director of training and education Steve Powell, and a global network of master trainers, are available to support and deliver both online and face-to-face sessions for customers across all sectors.
It’s our mission to widen the understanding and application of vibration training within fitness, health and wellness education.

Power Plate is working in partnership with Cardiff Met University to support its new Masters Strength and Conditioning courses in vibration training as an integral part of their learning pathway.

So as we look ahead to Q3 and Q4 of 2020, there are some exciting projects underway and as we continue to innovate as a brand, we’re confident that the growth we have experienced during this period will continue