Magazine article Management Today

Brain Food: Decisions - Nerio Alessandri, Technogym - Founder of Europe's Leading Fitness Equipment Maker

Magazine article Management Today

Brain Food: Decisions - Nerio Alessandri, Technogym - Founder of Europe's Leading Fitness Equipment Maker

Article excerpt

MY BEST ...

When I started out on my own in Italy 20 years ago, I took a huge chance by going against everything the fitness industry was about. I decided to challenge the prevailing idea that exercise machines should be about building up muscles in an effort to achieve an oiled-up 'he-man' look.

I made my business about the opposite concept - less about making your muscles bigger and more about being fit. At the time, I was just one of the little guys from Italy, seen as a heretic, a pariah, up against the big guys with their shiny chrome machines. But I persevered and gave up everything to start a business based on the idea of 'wellness'.

And it paid off. Breaking the mould made my name in the industry - we weren't just another fitness company - and it meant that we were able to create our own niche in the market.

A lot of people are copying what we do now, and that has made my commitment to the wellness ethos and daring to be different worthwhile.

MY WORST ... …

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