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February 14, 2003 - Image 91

Resource type:
The Detroit Jewish News, 2003-02-14

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Danny Sherbin has many models at Exercise Warehouse.



radically but have stopped or slowed as they grew
older. The third type is the physically restricted sen-
ior who, because of injury or illness, has significantly
diminished physical functions. But regardless of the
y the year 2030, more than one in five
category in which a person falls, it is always possible
Americans will be 65 years of age or
to reverse some effects of aging.
older. Because advanced age can lead to a
Danny Sherbin, 38, of Farmington Hills, owns
loss of health, productivity and inde-
pendence, the fitness industry has been hard at work -Exercise Warehouse in Livonia. He also co-owns a
second location in Troy with partner Jeff Janower.
preparing to meet the needs of this aging popula-
Sherbin opened the doors of his Livonia store in
1995 because he felt it was somewhat "recession-
Marni Stone, fitness program coordinator at the
He also felt the general population was not
Jewish Community Center in West Bloomfield,
being served by the larger, more impersonal sporting
explains that "exercise retards the physical decline of
goods stores.
aging. Regular exercise maintains productivity, inde-
Sherbin says he's grown his business "by helping
pendence, and increases health span, which is the
length of time a person can enjoy a healthy quality c. ,: one persorrat,w rime determine their. exact needs
, ,and fitting theni`Wkh the proper equipment." In an
of life."
dcfet customer, Sherbin ;almost: always recommends
Stone sees three types.o,f4der. adgIts,..;I:1-1e.fri-rA is
impact e q uipment, iUch 'as 'treadmills, sta-
the "healthy fit," who hive been cb'aim" ifted to exer-
tionary bikes and elliptical machines.
ci e most of their lives and continue to exercise even s
But that is where the generalizations end. Each
as they age.
piece of equipment is different, and he encourages
Next is the "healthy unfit," who may exercise spo-
his customers to "try before they buy" — to find the

Special to the Jewish News



piece that is most ergonomically correct for them.
Sherbin has found that many people come in to
the Livonia store looking to purchase a piece of exer-
cise equipment after they have had a health scare.
"Sometimes a person will come in looking for a
piece of equipment they used during rehab,"
Sherbin says. Other times, a physician has simply
told a patient they need to get out and walk more,
which is why the treadmill is one of the most popu-
lar items.
Sherbin repeatedly cautions that a customer must
try out the equipment before purchasing it. Buyers
should "keep in mind the weight of the heaviest per-
son who is going to use it. You also will need some-
thing different," he explains, "if you plan on run-
ning as well as walking."
Sherbin recommends that customers shop for
treadmills with their needs in mind first, and their
budget second. He says a less-expensive machine
may have buttons that are difficult to manipulate
and hard-to-read dials or a Boor stop button and

WORKINC, OUT on page 94



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