Revolution in home fitness: 'Our customers are more likely to work and be active at home,' explains Javorina GYM's Sales Director
How did the idea for the Javorina GYM line come about and why did you decide to focus on home exercise? Is there a particular trend or market demand behind it?
Javorina GYM was born out of a need to expand our portfolio to a segment that resonates with our brand values and our customers - healthy lifestyle. We perceive that the current lifestyle is shifting to the home environment where people not only work but also spend their leisure time actively. It is part of our long-term vision to create a comprehensive Javorina lifestyle.
What is the main difference between Javorina GYM and other home fitness products on the market?
Javorina GYM is differentiated by its distinctive design that goes beyond the traditional concept of ladders. It offers versatility through its interchangeable rails and brings an element of sophisticated elegance to the home environment.
Javorina products are renowned for their aesthetic value and the precision craftsmanship of solid oak. How are these principles reflected in the new GYM range?
Javorina GYM, or the SANA collection, builds on the design DNA of the internationally award-winning JURO collection, while maintaining its characteristic simplicity and attention to detail. Our R&D team has developed a sophisticated technical solution with a metal construction that allows the wood to work naturally even during strenuous exercise. The advantage of in-house manufacturing gives us the space to continually push the boundaries of product design.
How did you take sustainability into account when developing this collection?
Sustainability starts with the choice of raw material - solid oak from certified Slovak forests that respect the normal cycles of nature. Our production process is based on the principles of circular economy, where every scrap finds its use, for example in the form of wood drying pallets that we produce ourselves.
Who was behind the design of the SANA collection?
Tomáš Král, a Slovak designer based in Switzerland, where he teaches at the Ecole cantonale d'art de Lausanne, one of the most prestigious design schools. His aesthetic sensibility and approach to product design works in perfect symbiosis with the values of Javorina.
How does Javorina GYM contribute to the overall brand strategy?
Our intention is to be sensitive to the needs of customers who are increasingly working and actively living at home. Javorina GYM complements this lifestyle and cultivates a space for movement and health.
Do you see long-term potential in the home fitness segment, or is it more of a response to the current demand for flexible ways to exercise?
Home fitness and wellness is gaining importance as part of a holistic approach to a healthy lifestyle. It's not just about flexibility of exercise, but a total transformation of the relationship to an active life where Javorina GYM has a role to play.
How does the GYM collection fit into Javorina's wider portfolio? Do you plan to expand this range?
Javorina GYM has opened up new opportunities in the home fitness segment, expanding our portfolio to include an important dimension of an active lifestyle. We plan to further develop this line in line with the needs of our customers.
The Javorina brand already has its place on the Slovak and Czech markets. What next?
Domestic markets are key for us, but strategic expansion is a logical step towards further growth. Next year, we will focus on the German-speaking markets, where data shows significant potential for Javorina.
Do you see international clientele as central to the success of the GYM collection? Which markets do you think have the most potential?
Foreign markets are important to us not only because of their higher purchasing power, but especially because of the lifestyle that resonates with our philosophy of active and healthy living.
Javorina is noticeably moving away from traditional furniture brands towards a modern lifestyle brand. What is behind this transformation?
Behind the transformation is the vision of our owner Petr Rokusek, who is purposefully moving the brand into the lifestyle segment. With the support of the marketing team led by Tadeáš Bělík, we are strategically implementing this change. Next year, we will reach a major milestone that will move the brand into a new era.
What other innovations or new product categories are you planning in the near future?
This year we launched the premium Y chair by Lucie Koldová and the Flow desk by Leo Čelár, which expand our portfolio with sophisticated solutions for the home office. And next year we plan to introduce another new product line that will again expand our lifestyle concept.
What message would you give to people who are thinking of getting the SANA collection for their home?
SANA is a combination of design, sustainability and functionality. It is not only an exercise piece, but also an aesthetically valuable piece of furniture that supports the active lifestyle of the whole family and naturally completes the space of the home.
