| The vast majority of business literature is | | | | couch potatoes like me. Why present a |
| boring. This applies to printed and web | | | | negative perception of the gym, however |
| writing alike. It is sometimes tempting to | | | | obviously it is intended as humour? Of |
| inject a bit of light-heartedness into the | | | | course, it is unlikely to deter the hardened |
| text, but it is a dangerous game.Some time | | | | keep-fit fanatic and, no matter how the gym |
| ago, I edited the marketing materials | | | | is marketed, I am a lost cause. The big risk |
| produced by a London hotel. One of the | | | | is that it puts off someone who is wondering |
| hotel's attractions was its leisure centre, | | | | whether to try a gym during a leisure |
| which included a well-equipped gym. The | | | | weekend. Reminding them that long-forgotten |
| original script referred to a 'large | | | | muscles are going to ache is perhaps not the |
| satellite TV to give some relief from the | | | | best selling point.We changed the brochure to |
| torture.' Now, I have to admit that I agree | | | | say that the gym has a 'large satellite TV to |
| with the sentiment. The strange machines in | | | | keep you entertained.' The number of guests |
| gyms are as painful as they are boring. | | | | using the gym has increased. Enough said!John |
| Nevertheless, this was an unwise piece of | | | | Philip has been a writer, editor and educator |
| ironic humour.The gym is a selling point to | | | | for over 30 years. |
| people who already like hard exercise, not to | | | | |