Fitness First flexes games licence

International gym giant Fitness First has increased its presence in the ‘healthy gaming’ sector with a new range of official peripherals.

In May, the firm put its name to Black Bean and Ubisoft’s Wii fitness title New-U, due for release next month. The publishers claim that NewU is the first product of its kind to feature video ‘personal training’ throughout.

And now major peripherals manufacturer Blaze has secured the exclusive worldwide rights to produce Fitness First-branded ‘exer-gaming’ accessories across
all platforms.

David Langridge, head of group marketing at Fitness First said: The group is on mission to make the world a fitter place so products which enhance our core business fit into this perfectly.”

Blaze’s Fitness First-branded accessories range include a Silicon Skin, which enhances players’ grip, as well as a Wii Fit Yoga Mat, which it claims ‘reduces impact and lessens strain’. In addition, the pair will launch wrist and ankle weights and a full Wii Fit Workout Kit, which it says offers ‘the perfect combination of resistance, safety and style’.

Chairman of Blaze Europe Jason Cooper said: We are delighted to be working with Fitness First. This is a great chance for us to build on our reputation for quality accessories with the perfect brand for our fitness range.”

Fitness First is the largest privately owned health club group in the world with over 540 clubs worldwide reaching over 1.4 million members in 24 countries.