Al Kamda brings new Power Plate model to Middle East market

The Middle East region's armchair Formula One drivers can now accelerate their own fitness with the newest object of desire – a limited edition Williams Power Plate® machine available exclusively from Al Kamda.

The result of a partnership forged between two companies committed to performance through technology and design, this exclusive Power Plate pro6™ machine is finished in the distinctive Williams livery, and equipped with the newest fitness innovation, proMOTION technology.

The Williams name has been synonymous with performance in the motor-racing world since the late 1970s, while Power Plate International, global leader in Acceleration Training™ technology, has set the standard in vibration training equipment since its launch a decade ago.

AT&T Williams driver Rubens Barichello and other team members now use Power Plate machines as part of their fitness training, to help them stay at the top of their game.

"I can really feel the benefits of the Power Plate machine, especially for stretching. Usually I feel stiff after a race, and can have trouble getting out of the car but this helps me feel looser and more flexible. It's also a great way to improve core strength, essential for coping with the enormous G-forces caused by racing at high speeds," says Rubens Barrichello.

A revolutionary fitness and exercise machine whose benefits have been extolled by famous celebrities including Madonna and Heidi Klum, the Power Plate – a series of "exercise vibration" products and accessories that has been hailed as a major breakthrough in personal development – is based upon the Acceleration Training programme first used by Soviet cosmonauts in the 1960s to counteract the bone and muscle degeneration caused by zero gravity.

Dutch Olympic Trainer Guus van der Meer, considered the "father of Acceleration Training" and the inventor of this new generation of Power Plate technology is visiting the UAE as part of a promotional tour for the lifestyle brand.

Reg Cox, CEO, Al Kamda, said: "Al Kamda is proud to be associated with the regional introduction of the Power Plate pro6™ machine, and particularly the Williams racing edition. We expect very strong interest in this machine, based on its solid performance record among the world's most elite athletes."

The platform on the Power Plate vibrates from 30 to 50 times a second while the user - who can stand, sit or lie on it - does a series of exercises.

According to the published scientific research, benefits range from an immediate improvement in blood circulation, to a variety of other measurable outcomes, such as increased muscle strength and flexibility, improved range of motion, decreased cellulite, reduced pain and soreness and faster recovery after workouts.

The UAE market offers a number of major potential markets for Power Plate products. The region is seeing huge growth in the number of fitness clubs in residential and commercial developments, as well as a rise in the number of spas and wellness centres in hotel complexes.

Al Kamda works with some of the world's leading sports, fitness, design spa and lifestyle brands including Nautilus, Schwinn, Stairmaster, Startrac and Cleopatra. 

About the Power Plate machine

Used by elite athletes, celebrities and people from all walks of life, Power Plate exercise can help improve fitness, muscle tone and strength, flexibility, bone density and circulation and cardiovascular function. Power Plate machines are widely available in health clubs, physical therapy clinics, spas and hotels across the United Kingdom, as well as available to purchase for home use from leading retailers and directly. Power Plate International has a presence in 92 countries globally, with its international headquarters in the UK, and a research and development centre in the Netherlands. For more information: www.powerplate.com.

About Power Plate training

The Power Plate machine uses Advanced Vibration Training technology to stimulate muscle response up to 50 times a second. By holding an exercise pose, such as a squat, lunge or bicep curl, on the vibrating platform for up to 60 seconds, muscles contract in a reflex action, intensifying the effects of the exercise.