WNiF had the opportunity to catch up with Tony Griffin, Managing Director at Panatta Australia at the AusFitness Industry Trade Show and Summit recently in Sydney. Panatta had an impressive range of their industry-leading commercial fitness equipment on display and was drawing plenty of attention from facility owners keen to level up their gym floor offering. Scroll down to read our interview with Tony from the trade show floor and find out what point of difference Panatta offers to Australian fitness business owners.
The Panatta brand in Australian commercial gym equipment
Panatta has been manufacturing premium quality fitness equipment for six decades and have been here in Australia for thirty years. Whilst the brand doesn’t make as much noise as some other contenders in the commercial gym equipment space, the name has gathered a loyal following of fans, who have experienced using their products. With members of the Panatta family still very much at the helm, the success of the brand has been possible thanks to the control of the development cycle and production of each and every machine carried out inside the walls of the company HQ in Italy.
“The Panatta brand is getting really strong now because the market is trending towards strength, bodybuilding, and biomechanics,” says Tony. “A lot of gym-goers are getting a good experience while training on Panatta and that’s what brings them back to the club. It’s user experience – the biomechanics are 100% on point.”
Do you see anything specific about the Australian commercial fitness equipment market, that suppliers need to consider?
Tony: I think the gyms are getting bigger now. A large proportion of revenue is made directly through the gym floor, so if they don’t have the variety of equipment that people are looking for on the gym floor, they may not be as successful as the bigger box gyms.
It’s not just creating new products but making sure these new products are strong, robust and functional. Our innovation has always been our greatest asset, but we are successful because our superior quality lasts for many years making return for investment extremely popular.
How did the pandemic affect Panatta?
Tony: Obviously it impacted everyone on a commercial level – a lot of gyms had to close down and we are a commercial product, but in saying that, people that were used to training in commercial gyms wanted commercial machines, so we were able to sell commercial equipment to advanced trainers who wanted to train at home.
In that Covid period, the factory’s head office was still open and working on some new concepts to hit the market when Covid was finished and we did a launch with something like fourteen new machines. It was a good time for us to get to work, put pen to paper, and create.
What makes Panatta such a success story after all this time in a competitive market?
Tony: It’s always been our variety of machines. This means there are more options for a club install, allowing you to attract a cross section of members who have different training needs. Panatta constantly studies market trends to adapt to all areas within the market.
When we create a machine we always start with the end in mind – the member experience. We believe that the end user has to be engaged with not only the technology, but also the way the machine functions.
Panatta have always designed a machine, whether its cardio, strength or functional for the purpose of superior function and biomechanics. It is the reason while we still produce the pre-loaded lever, so that the end user does not put stress on their ligaments and tendons of the shoulders. All tension should be placed on the muscle and not on the joint of the human body.
The comprehensive product lines we offer to the Australian market mean that we’ve got machines that can suit any budget, so if you’re on a budget and after a smaller, compact machine – we can offer you the Freeweight One. If you want something advanced in biomechanics and you’re a bigger club, we can give you the Freeweight Special. With over 400 different products in our portfolio, we’re the biggest strength manufacturer in the world. We believe that quality and price point is the most important factor for our customers return on investment.
Panatta also recognise the importance of brand awareness, and have been customising for many years. Colour and padding options are standard with Panatta and as an Italian company, the style, comfort and look of your machines is very important.
What trends have you noticed across the industry and what does Panatta have coming up?
Tony: It’s strength – definitely a strength wave, and it’s the big box gyms. People want variety and a lot of options to train on… it’s not just the squat rack anymore – it’s different machines that hit biomechanically from all different angles. Glutes are in for the ladies, and I think quads and back are in for guys. Commercial gyms at the moment are in a boom time – it’s like the eighties. Everybody, – male and female – wants to train strength.
We’ve got a few new machines coming. We’ve got a Total Core that does your obliques, upper and lower abdominals on all different settings, we’ve also got the 3D Abductor for the glutes and the Dual Leg Press, which is not the 45 degree, but more horizontal. They’re all available to order now and hitting Australia in the next four weeks.
How does Panatta strength equipment cater to the rehabilitation / exercise physiology sector?
Tony: Our strength pieces have more adjustments for increased range of motion. For example, our Leg Press offers additional adjustability and our Leg Extension can be adjusted to start on different angles. A lot of our machines can be used for rehabilitation and for people with more limited mobility. With standard features like adjustable back rests, Panatta equipment is popular with physios.
Gym Spotlight: Panatta's Recent Fitout at World Gym Beresfield
The team at Panatta Australia recently worked with World Gym Beresfield, which is a two hour drive out of Maitland. “Already we’re seeing Panatta-lovers (there are a lot of Panatta-lovers out there), drive all the way from Sydney to Maitland to train at World Gym Beresfield,” said Tony.
“I’ve been training for 28 years and I’ve never seen a gym like this… So much equipment and all the latest Panatta gear hits my muscles like nothing I’ve ever experienced, I’m actually getting sore again and that hasn’t happened in over 10 years,” said World Gym Beresfield member, Kane Lintern.
“This is a high end bodybuilding gym that is owned and run by 2 people who are just as passionate about their training and the gym as all of the members.”
If you’d like to discuss your gym floor design with the team from Panatta, visit their website to make an enquiry or visit one of their showrooms.
This article expands on our previous interview with Tony which first appeared in the What’s New in Fitness Magazine – Summer 2017 Edition.
Check out these articles:
The Underestimated Versatility of Sandbag Training
When we think of functional fitness and strength training, barbells, dumbbells, and high intensity cardio machines like the Technogym SkillMill might come to mind first. There are also some simple, yet highly effective tools that can be absolute powerhouses for functional fitness workouts such as BOSU, battle ropes and the humble, often overlooked sandbag. Sandbags
Get More From Functional Training With Connexus By Matrix Fitness
Functional training has taken the fitness world by storm, and for good reason. Functional fitness moves away from aesthetics and focuses optimising our ability to perform real-life tasks, providing a far greater benefit over the long term than the reps of the past. Engaging multiple muscle groups at a time and not relying on specific
New Study Explores The Benefits of Eccentric Training for Athletes
A recent publication in the Scientific Journal of Sport and Performance highlights the transformative impact of digital weight on enhancing athletic performance. This could be because of the ability to utilise AI to train eccentrically, which is difficult to do without the help of another person. How is Emerging Tech Enhancing the Benefits of Eccentric
Nuforma Pilates: The Reformer Reinvented
Amid the technological upgrades of pretty much every other piece of exercise equipment, there’s been one item that has remained untouched – the Pilates reformer. Until now… Nuforma Pilates is the result of over 20 years of research and the previously UK-based offering is now available in the first Nuforma Pilates studio in Bondi Junction,
The Run Rocket
Take your sprint training to the next level with the Run Rocket. Used by professional sporting teams around the world, the Run Rocket sprint trainer is the way to train athletes of all levels for peak performance, increased agility, and explosive power. What is the Run Rocket Sprint Trainer? Lower body strength and power is
Which is better? Training with free weights versus machines
When it comes to strength training, fitness professionals and exercise enthusiasts are often faced with the dilemma of choosing between free weights or machine-loaded weights. Both options have their benefits and can contribute to achieving desired strength goals. So, let’s examine the advantages and disadvantages of free weights and machines, and try to determine the
Technogym Ecosystem and Artis: Design meets Connectivity
The Technogym Ecosystem is an advanced open platform that integrates with a multitude of other software applications. By connecting with CRM, body composition, fitness equipment and wearable devices already used by a club or its’ members, Technogym’s Mywellness Ecosystem is able to adapt to both the lifestyle of each member as well as the business
Technogym’s latest award demonstrates the shifting landscape of home fitness equipment design
Despite already having 2 German design awards under its belt, Technogym has added to the trophy cabinet by winning the prestigious German Design Council award. The sleek and attractive Technogym Bench was the piece of equipment that won the German Innovation Award 2023 in the “Excellence in Business to Consumer” category. This aesthetically pleasing and
Do I Need Planning Permission For My Home Gym Business?
Thinking about setting up a home gym to cater for your personal training clients? If you have, we thought we would share some thoughts and information with you. It’s not uncommon for people to choose to convert an existing room or garage into a business space, such as a home gym. Consider whether the room