Listening to the market

Listening to the market

By Michael Angelo S. Murillo

ALREADY ONE of the largest fitness equipment manufacturers in the world, Johnson Health Tech is not resting on its laurels and is continuing to evolve. One way it is going about it is through introducing new products which are in tune with the demands of the market.

Listening to the market
Members of media testing the Matrix retail line of cardio fitness equipment during last week’s launch.

Recently, the Taiwanese-American brand launched its Matrix retail line of cardio fitness equipment, which was previously available only in a gym or club setting but now can be used in one’s home.

Optimized for the home environment, the Matrix retail line offers the same durability, performance, and industry-leading technology that fitness enthusiasts love about Matrix’s club-quality equipment.

With a compact design, the machines fit comfortably in the home workout space, and the superior styling of the industrial design sets a new standard for how home fitness equipment should look.

Three different intuitive consoles give users choices, whether they are looking for an advanced experience that includes access to their favorite apps, social media, premium entertainment, stunning virtual journeys, and much more, or a simple display with accurate, easy-to-read feedback that tracks heart rate, distance, watts, and other workout metrics.

“Matrix is a higher premium brand. Up until now it was a commercial brand. If you go to the fitness club and hotels you would see Matrix there. But this time we are launching the retail line of Matrix. So we brought all the commercial quality and commercial grade of our equipment to the homes. This is the first time we are going to do that,” said Katsuya Ito, president of Johnson Health Tech Philippines, Inc., in an interview with a small group of writers during the Matrix retail line launch last week at the Acacia Hotel in Alabang, Muntinlupa City.

“We saw a lot of potential in bringing the products to the homes. Even though in some countries demand for home fitness equipment is going down, we believe it is more of product issues rather than market issues. We saw that when we went to retail in the US last December. The home retail market in the US is going down with the rise of 24-hour gyms that offer low rates, but when we released Matrix retail in the US we had our best December. It is an evidence that if you listen to the market and give them what they want, people will buy,” Mr. Ito added.

Making up the Matrix retail line are treadmills, ellipticals, ascent trainers, and bikes.

These are now available at Johnson Fitness and Wellness concept stores in Commercecenter in Alabang; Pioneer Center Kapitolyo, Pasig City; and SM City Clark, Pampanga.

“We see this line complementing our brand as makers of premium fitness equipment. There is nothing like it in the market like and we feel we are filling a void out there,” said Mr. Ito, whose company first set up shop in the country in 2015, when asked by BusinessWorld how their latest line fits into their company thrust.

The Johnson Health Tech official went on to say that reception to the products in the country has been picking up since opening the concept stores late last year.

Mr. Ito said that moving forward they expect the local fitness scene to continue booming and demand for their products to continue rising.

“The reason we came here in the Philippines is because of the active lifestyle scene here whose potential for growth is still high. We have realized we are right on that. We are positive of increasing our stores here. There are still many opportunities to explore. The market is growing. The number of fitness clubs here is still low compared to other countries that we are in. More people are getting into fitness. Timing is right to launch this new line,” Mr. Ito said.

For more information about the Matrix products, visit matrixfitness.com.

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