Reebok Creates Instructor Dream Team to Inspire Women’s Fitness

NEW YORK — Fitness can be fun, according to Reebok, and the Canton, Mass.-based footwear brand is determined to prove that to women.

Launching September 15, the Website http://www.reebok.com/women will help women customize workout plans, communicate with each other about fitness routines and get inside tips from a team of top instructors from around the world hand-picked by Reebok.

The initiative was created in response to the results of research conducted by GFK/Roper Worldwide using a sampling of 15,000 women across 25 countries. The research revealed that working out is viewed as boring, uninspiring and inconvenient among the majority of women. Less than 25 percent of women participate in fitness often, according to the study.

“I see so many people coming to the gym with a closed mind because, to them, exercise feels like a chore,” Swedish Reebok instructor, Jennie Widegren, member of the Reebok Global Instructors team put in place for the initiative, said in a Monday statement. “It is so important for my students to have fun in my classes. The right moves make people open up.”

A large-scale campaign featuring online, in-store and print materials will run with the program and will feature slogans including “Less work, more play. Fitness is what you make of it. Your Move.”

Additional details about the campaign and the initiative beyond spring 2009 will be announced later this year.

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