Kevin Rushton, managing director of Oasis Fitness, has expanded his business through a series of strategic partnerships

He discovered Hong Kong offered both the opportunity and the means to realise his long-held ambition of developing his own business. In 2001, he set up Oasis Fitness Engineering Company Limited.

"At the time, there were a number of existing fitness distributors but my partner and I felt there were still opportunities for a distributor that could support its services with education," Mr Rushton said.  "I feel this was the key ingredient that has set us apart. We have divisions for sales, technical support and educational support covering the three mains areas that our clients could potential require." 
 
Having travelled throughout the Asia-Pacific, Mr Rushton found Hong Kong to be the ideal location for his venture. "A number of factors were working in our favour, one being the growing residential market incorporating sport specific facilities in their developments. 

Safe gateway to China

"Secondly, Hong Kong is a relatively mature and educated market, so promoting healthy lifestyles and generating a sense of well-being worked to our advantage. Thirdly, the geographical location provides for future opportunities outside of Hong Kong. For many US manufacturers who all see China as an untapped, unlimited resource for the development of fitness, Hong Kong could be the safe gateway to enter and test the markets with relatively low risk."

The ease of doing business in Hong Kong, its tax free port, stable currency, and clear, cost-effective shipping logistics were further advantages for the entrepreneur.

Oasis Fitness started out purely as an equipment servicing business. During the first year it developed several exclusive distribution arrangements with key fitness manufacturers in the US, namely FreeMotion Fitness, Hoist Fitness and Hampton Fitness. These companies provided the foundation for Oasis to grow.   

In 2002, its concepts broadening, Oasis formed partnerships with Canadian companies Dinoflex (which manufactures rubber flooring), KidzPace and KeeBee, whose specialty products are interactive and educational play stations.

By early 2003, having identified a niche in light commercial and home use markets, it achieved cost efficiencies by partnering with Taiwanese-based equipment manufacturer Sports Art Fitness.

"In late 2003 the final piece of the distribution puzzle was solved when we began working with leading Pilates manufacturer Balanced Body of California," Mr Rushton said. "This enabled us to enter the growing market in Pilates and spa." Also in late 2003, Oasis became the exclusive representative of the National Academy of Sports Medicine (NASM), a premier educational provider from the US.

Regional training hub

By 2004, Oasis was developing and hosting a wide range of educational programmes bringing leading industry presenters into Hong Kong. Training has focused on fitness management, sports specific training, functional training, group exercise and physiotherapy education. "This division of our business showed great potential and continued to rapidly develop," Mr Rushton said. "As a result, we opened Optimum Performance Studio in October 2005 with the intention of hosting internationally recognised workshops and certification courses."

The studio has now partnered with FreeMotion Fitness to host international training workshops and certification courses. It has also developed a partnership with Balanced Body to set up the studio as the Asia-Pacific training hub for Pilates education. 

After four years of development, Oasis has achieved a steady rise in service contracts from 21 at start up to 65 at present, and an annual turnover increase of 25 - 45 per cent. This growth reflects the company philosophy and mission to 'set the pace' in creating total solutions and quality products for the fitness industry.

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Oasis Fitness Engineering Company Limited