New fitness brand arrives with name associated with international drug unions


Claiming to be “Australia’s newest and most exciting fitness brand,” new gym group Fitness Cartel has announced plans to expand to 30 locations in the next few years.

After opening gyms in Maroochydore and the town of Tweed Heads in northern New South Wales late last year, and with a new club slated to open in the northern suburbs of Brisbane, at Aspley, Fitness Cartel advises to come up with “something new and” motivated and staying on track “members.

The brand also offers a line of clothing that it says is “designed to dominate the fitness industry.”

However, the brand name used for the new group uses a term associated with drug trafficking organizations.

A press release issued last week by Fitness Australia, titled ‘The Cartel Is Coming!’, Describes the “cheeky” brand name as “cool and eye-catching”, and as having come “to light upon the forced shutdown. (from Queensland / NSW border) with Gym followers wanting to squeeze over the border like “The Cartel”. “

The press release quotes Fitness Cartel founder Nathan James as saying, “If you’ve ever dealt with a bunch of mothers in the nursery, well, it’s definitely the bosses of the cartel.

“’Cartel’ is defined as a group of people, doomed to dominate the market, that’s exactly what we’re going to do.

Contrary to James’ description, the Cambridge dictionary definition of cartel is “a group of similar independent companies that come together to control prices and limit competition”, while the Merriam-Webster dictionary adds “because as cartels restrict competition and lead to higher prices for consumers, they are prohibited in some countries. “

In recent decades, the term has been associated with drug trafficking unions, particularly those in South and Central America.

In press releases, James, a former owner of World Gym Australia and owner / operator of Genesis Fitness Clubs and Australian Sports Nutrition stores, said “people want something different rather than big box gyms. , no support and poor service. that’s just getting started, but people need this extra help not only to keep it going, but they also want faster results and continued support.

“Thus, we have added in the best equipment and the largest range, Les Mills group fitness, yoga, Pilates, functional training, cycling, separate comfortable training zones, as well as a new system to ensure results never seen at any Australian fitness club before, all while providing a much more comfortable and welcoming place to call, your health club.

“Our strength lies in the values ​​of our team and in our WHY which is to” provide a comfortable and enjoyable environment, which challenges, motivates and inspires results! ” Not only do we provide an exceptional atmosphere through our layout, but our teams are focused on providing electric experiences with every interaction with our members. “

Fitness Cartel did not respond to a request for comment at the time of posting.

For more information on Fitness Cartel Opportunities, please see

Images: Branding of Fitness Cartel (top) and Nathan James, founder of Fitness Cartel (below). Credit: Fitness Cartel / Facebook.

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