If you hate clanking your way through endless repetitions at your gym day after day, then welcome to Jorgen Albrechtsen’s new concept.
A Danish entrepreneur, Albrechtsen’s endeavors ranged from karate gyms in the 1970s to Nautilus fitness centers through the 1990s. So he knows why people quit their exercise programs so easily.
Albrechtsen’s newest idea is Concept 10 10. The pitch is that you only need 20 minutes a week of one-on-one intense muscle training to be in great shape. “This is a place for people who don’t like gyms,” Albrechtsen says.
Customers can book 30-minute sessions with a personal trainer that include body measurements and an anaerobic workout using weight machines from which it takes a week to recover.