A change in focus is helping the gym industry to battle the bulge sweeping through Australia KEEPING Australians fit is big business - something that shouldn't surprise many given Australia's bulging position as one of the most overweight nations in the world. With the latest figures from the Australian Bureau of Statistics indicating about 60 per cent of the population is either overweight or obese, estimates from the Organisation for Economic Co-operation and Development have also put Australia at the second-highest level of obesity as a proportion of population among developed countries - behind the US. A recent ``Gyms and Fitness Centres in Australia" report from IBISWorld has suggested the relationship between bulging waistlines and gym franchise bottom lines may not be as intrinsically linked as once thought. Experts suggest the GFC contributed to the demise of many small gyms as `junkies' opted to train at home. ``It wasn't the easiest industry to be a part of but I think the changing nature of people's gym habits have also made us operators change the way we do business," Ken Lavanda, founder of Bondi's The Athletic Club said. In November 2008, Beach House Health and Fitness entered administration, closing 13 locations, and in July 2009 another operator, Leisure Co also went into administration. With business now booming, Mr Lavanda said the secret to his success was more of a realisation about what his business wasn't than what it was. ``When we founded The Athletic Club, we realised it has to be more than simply a room filled with treadmills and cross trainers," he said. ``People seem surprised when I tell them I work in the service industry because that's what I believe the industry is now. I'm there every day, offering my services as a trained expert and helping people reach their fitness goals. IBISWorld's report found some of the fastest-growing markets in the industry were those that tailored themselves for females and older age groups. Personal training activities at gyms were still highly utilised but, according to Fitness Australia manager Craig Knox, that's because people want more advice than simply ``what weights they need to do. ``People want diet plans, know how to recover, know what they should be doing outside the gym and that's why they're turning to experts more than they have in the past. Gym-goer Shenae Gillespie says she doesn't exercise just to look great - but also to feel great. ``It's not just about me going to the gym to lose weight any more," she said. ``It's about coming here and doing exercises that also help me feel great.