Pro Skater Bob Burnquist And His Friends Are Taking The Fitness Business Green. How by focusing on Fitness apparel of course. Fitness makes me think of athletic apparel. Which reminds me of the days I worked at a major athletic shoe licensee here in West L.A. The marketing director at the time always used to say “FORM FOLLOWS FUNCTION.” I never bothered to ask what it meant, although I found myself repeating it when ordering food, dating or getting new pair of pants. That’s why Wikipedia is the greatest thing ever… and the Wiki sez: “form follows function… the basic principle stating the shape of an object should be predicated or based on its intended function or purpose.”
And that got me thinking G Fitness… what would it look like if fitness followed sustainability? (An exhausting intro to an article, I know… welcome to my mind.) In my effort to answer my new question, I found the Action Sports Environmental Coalition (ASEC).
ASEC, supported by action-sports athletes, industry leaders and natural-products companies, aims to answer their own question: “What would happen if the action sports industry became a role model for sustainability?” (Fitness Follows Sustainability?). ASEC founders Frank Scura, Bob Burnquist, Jen O’Brien and Damon Way answered the call in 2001 by creating the organization. ASEC specializes in progressive eco-education and empowers people to adopt a sustainable existence in a way that embraces their current lifestyle and enhances it. Sounds totally “G” to me!