New York City, NY—November 24, 2014: Kettlebell Concepts (KBC) announced today that Active Lifestyle has signed on as the exclusive distributor for all KBC educational offerings in China.
In July 2014, Tyler Yearby, a KBC Master Instructor and the KBC International Representative went to China and conducted the Level 1: Introduction to Kettlebell Lifting Instructor Training in 5 different cities. Of the approximately 140 trainers trained, KBC and Active have identified 13 Master Instructors who will begin teaching the KBC Level 1 flagship course at fitness facilities and to trainers nationwide.
“The Chinese fitness market is growing very quickly,” said Jason Li, Training Director of Active Lifestyle. “The challenge though, is—and I’m sure will always be—education. Education to club owners, to trainers, and of course . . . . to the general consumer. Skill and curriculum based training with kettlebells is quite new here. Most customers are still used to more ‘traditional’ type of group exercise classes. Personal training—which is still relatively new here anyway—still tends to focus more on bodybuilding type training. In many ways, the market is where the United States was years ago. Small group training is slowly starting to catch on though as more customers, trainers, and club owners realize the benefits of this kind of model. Still, it will take time. We looked at a variety of kettlebell organizations and KBC stood far above everyone else because of their very high level of education and strict dedication to the fitness market. We look forward to growing with them in the future.”
KettleBell Concepts began in 2002 and was the first company to produce educational courses specifically geared to the fitness professional and gym owner looking to implement and monetize small group, curriculum based kettlebell programs. “12 years later, I still believe that the kettlebell, when in the hands of a properly trained and credentialed fitness pro, can be one of the most effective tools a trainer can use to help get clients to where they want to go. The kettlebell is a commodity now, so it’s not about the sales of the product. It never has been. It’s all about training the trainers and helping the owners and trainers roll it out in the club environment. I’d be hard pressed to find another modality that’s as versatile and as inexpensive to launch,” says David Ganulin, KettleBell Concepts CEO. “The fact that we’re now working with the largest distributor in China is a huge thrill for me. It’s always nice when the vision you’ve had for your business starts to take hold on a global scale. The team in China is a pleasure to work with and they’re just as vigilant as we are about education. Active works with other highly established brands as well, so they have a great track record, know how to market and are already starting to make a big splash with the trainers and owners. That ultimately translates to the end consumer using kettlebells because of what we’re doing here, and that is incredibly gratifying. I’m very excited to be working with them and look forward to helping them expand the KBC brand nationwide.”