Sports centres a real phenomenon in Morocco

2007-12-07

With well-equipped facilities available at variety of prices and in convenient neighbourhoods throughout the country, Moroccans are enjoying better health and an appealing social scene.

Text and photos by Sarah Touahri for Magharebia in Rabat – 07/12/07

Moroccans are increasingly interested in keeping in shape through sports.

Sports centres are found in the main cities throughout Morocco. These facilities, located in both working class districts and the classiest neighbourhoods, have developed into a real phenomenon.

Moroccan men and women, both young and old, are becoming increasingly aware of the value of exercising and practising a sport in specialised, well-equipped facilities. They choose the sports centre which best meets their means and expectations. Some facilities offer up-to-the-minute services for their wealthy clients at a hefty price tag, while others opt for plans targeting the working and middle classes with monthly subscriptions no higher than 150 dirhams.

Physical education teacher Samir Mrani explains to Magharebia that while small local facilities set the gym-going trend over the years, the emergence of large centres caused great excitement and has attracted a clientele looking for quality and luxury. "These large clubs offer an ideal setting for their clientele, be they potential or existing members," he says.

Whereas the smaller centres provided only exercise equipment and space, the larger gyms offer organised programmes suited to their clients. Mrani says the managers of the larger centres aim to meet the challenges and the precise expectations of their higher-paying target group. "They offer original architectural design along with plasma screens and the latest in sports equipment. They also count on seasoned trainers and do not hesitate to call in foreign staff to seduce the faithful," he says.

Bank clerk Hakima Meliani joined a large club in the capital six months ago at the cost of 15,000 dirhams per year. Her main reason for becoming a club member was not just the sport aspect but also the people who come with it. "The big centres offer a whole programme to their clients, meeting all their expectations. I’ve joined this club to meet new friends and make contacts which could be useful in the future," she admits.

Entrepreneurs have seized the chance to invest in this juicy market. Ahmed Sellami, who manages a sports centre in Marrakech, says that in the space of three years, his boss has opened five facilities in different Moroccan towns. He says the sector is promising, provided you can precisely target your clientele. "We know our clients perfectly well and always try to put them at ease. We also offer incentive price plans for businesses. According to the number of members, the rates vary from 300 to 600 DH per person per month."

Whereas the smaller centres provided only exercise equipment and space, the larger gyms offer organised programmes suited to their clients

In fact, more and more companies in Morocco are trying to find the ideal framework for their employees. Sanae Maaroufi, human resources director in a Casablancan company, stresses how important it has become these days to use targeted methods to motivate employees, including sports. Her company subsidises sports centre memberships for managerial staff.

Some companies have opened gymnasia especially for their employees. This is the case at a large call centre in Rabat, which opened its own fully soundproofed sports centre several days ago. The centre has all the latest sports equipment for cardio-vascular, fitness, dance and endurance training. The company’s communications department explains that the idea is to allow colleagues to have a space dedicated to physical activity in order to keep in shape and relax.

The culture of the perfect body is also gaining ground in Morocco. Sociologist Jamal Bardai says that in the age of globalisation, Moroccans are increasingly influenced by international beauty norms. He explains that several years ago Moroccans were not as interested in their bodies as they are today. "Society is evolving and attitudes are changing. Over the past few years, men and women, both young and old, have wanted to maintain their image in other people's eyes. Turning to sports and cosmetic surgery has become more common across all layers of society," he says.

Some people, however, cannot afford to join the big centres.

State IT worker Mounir Mouhib feels the large centres charge unrealistic rates. "I only earn 5,000 dirhams a month, and I find it hard to see how I could pay 1,500 or 2,000 dirhams per month. The other facilities in the working class districts are not safe, and they don’t meet my aspirations."

Smaller clubs continue to have the most clients because of their affordable prices. Martial arts centres in particular are popular. They also offer weight-training, dance and fitness activities.

Once the preserve of men, more women have joined in an effort to look after their bodies.

Teacher Saida Mbarki has been a faithful member of a sports centre in Salé for three years now. Physical activity has become a necessary habit in her daily life, whereas before she never took part in any sport. "It was a friend who brought me to this sports centre. The instructor convinced me of the value of keeping fit. It has become a pleasant and useful pastime for me. And it only costs me 130 dirhams a month," she says with satisfaction while getting ready for her third session of the week.

Nurse Hayat Boufaracha's situation is similar. She has been attending a gymnasium in Témara for two years. After giving birth, she was determined to lose a few kilos at any cost. When a sports centre opened up next door to her home, she was able to make her wish come true within a year.

"If this centre hadn’t been right next to my home, I’d never have thought of this solution, and I’d have made do with dieting. But fortunately now you can find sports centres everywhere, charging reasonable prices."