Although we are biologically designed to move daily, a large part of society lives immersed in a pandemic of sedentary lifestyle. Muscles that atrophy, lumbar and cervical discomfort, lack of mobility, coordination and flexibility, lower cardiovascular capacity, premature aging, risk of osteoporosis and Sarcopeniafrequent headaches, stress, anxiety, lack of concentration and mood … The consequences of not moving are physical, emotional and mental. That is why the search for new and more imaginative formulas that promote artistic and bodily expression with the aim of arouse interest, generate adherence to physical activity and turn the practice of exercise into a moment of fun or even something almost “addictive.”
Science has already shown that dance is a natural dismissal that calms the anxietyreduce the states of anger and anger, increases energy and Improve humor. In fact, it is a physical activity with which not only the body is worked because the fact of following a choreography, trying to memorize the steps and coordinate the movement also contributes to improving the memory and others cognitive abilities. It also provides emotional benefits as the Body expressiveness and the disinhibition inherent in the dance makes them feel more attractive and sexy. Something that can also contribute to improving the self-esteem.
Aware of this need Daniel Bermeo, CEO of Dan’s (@dans.madrid) has developed a dynamic concept with the dance as the protagonist that is the result, precisely, having studied thoroughly and from his own experience the transformative (physical, mental and emotional) capacity of dance linked to fun. «I lived for 14 years in London where he was part of a healthy food firm. And Dan’s’s idea arose when one day, tired of working, I started looking for something different to disconnect. I signed up for a dance studio and although at first I did it, honestly, because at that time I liked a girl who knew how to dance, I soon realized a valuable contribution: I made me happy and I sat very emotionally, “he confesses.
But in addition to living that personal revelation he also wanted to connect it to his entrepreneurial mentality and analyzed the possibility of turning it into a business opportunity: «I realized three things that were finally inspired the creation of something new. One was that the dance industry was outdated (with one more aesthetic from the beginning of the century, with hospital and without atmosphere) and that it lacked that aspirational touch and those contribution of enjoyment And, in some way, of hitch that many people needed to want to practice daily. The second thing I saw is that the traditional, dark, gray gymnasium full of machines usually attract only people who like to exercise and need to contribute other attractions that interest any person to encourage themselves to overcome laziness causing it to be something fun, social and attractive. And the third factor that I needed to include is the importance of impregnating the concept of values of the Latin American culturewhich is colorful, friendly, social and welcoming, “he says.
“We try that each experience is different with new exercises, rhythms and choreographies that, in addition to fun, are also effective for those who seek to put yourself in shape”
Daniel Bermeo
CEO of Dan’s
The point is that for the CEO of Dan’s the sport and practice of exercise has always been a way of life because years ago he played tennis competing nationally and internationally and the movement always was part of his day to day, but with his new project he wanted to go beyond the interest in promoting physical activity and providing the advantages “for the mind and spirit” that, as he could verify, contributed the dance. That is why one of the keys to his proposal is to incorporate the incentive of the funone of the fundamental ingredients to achieve adhesion to physical activity. «The majority of traditional gyms training include movement patterns that become monotonous and the consequence is that much of the population feels that training is boring. That is why in Dan’s we try that each experience is different with new exercises, rhythms and choreographies that, in addition to fun, are also effective for those who seek to put into shape, ”he clarifies.
In fact, combinations with functional exercises that allow complementing the practice because, as Bermeo explains, although it is true that Burn caloriesenhance cognitive abilities and improve mood, it is also necessary to strengthen the body. That is why 50% of the class includes or functional strength exercises (in the Dan’s Sweat class). “He dance It can help you sweat, to work the coordinationto do cardiovascular work since burn calories, but only with dance you will not get strong. To have a better old age you have to Strengthen the body With those functional exercises that are included in the session. In each class, different muscle groups are worked. In one is focused on buttocks; in another, in leg; In another, the upper train … but in general in all classes strength and stability work. We have thus raised it so that the person who comes, for example, about three times a week, can have fun and also strengthen the different parts of the body, ”says Bermeo.
But in addition to Dan’s Sweat they have recently launched the experience ‘Dan’s Reformer Pilates’. A 50 -minute session designed to strengthen the body through the fusion of controlled movements, coordination and resistance that allow working not only strength, but also stability, flexibility and postural correction.
This new practice adds to other concepts such as ‘Dan’s Power’, focused on the strength training and muscle mass gain; ‘Dan’s Flow’, in which coordination with dynamic choreographies is worked at the rhythm of pop -house successes of the 80s, the 90s and early 2000s and then combines with a Functional training and with a stretching session; and ‘Dan’s Groove,’ which includes sessions of Low impact dance in which it is sought to improve the dance technique, get carried away by the musical successes of the moment, let go and disinhibit.
The idea, as Bermeo clarifies, is to consolidate these classes but also looks important to create new products. «We believe that the variety is what can make our users faithful, as well as in Netflix. The more there is, the better, ”he proposes.
When starting in Dan’s the businessman explains that there is the possibility of trying three classes (in any of the modalities offered) for a price of 19 euros. And once the experience has been tested and decided to go more regularly the user can choose to sign up for Memberships of 3, 5, 8 or 10 times a month or even unlimited. Or in the event that they prefer it, they can choose to acquire Bonds Of three classes, of five classes, of ten classes or even more, which can be spent within six months.
Another of the advantages provided by the Dan’s method is to contribute to fight lonelinesssince the experience created through its classes and the choice of both music and the design of spaces, inspired by Latin culture, intend to create a joyful and close experience and that differs from that provided by traditional gyms. «You have to remember that at the end of each session the class becomes a kind of party in which it is allowed to jump, shout freely and connect with the group. There you can generate complicities, connections and disinhibition that is liberating for many people, who come to disconnect at the end of the day, ”he concludes.
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