When it comes to health, the story of gym membership cards that are left to collect dust are all too familiar. That is not the case with Fitality, a Flemish chain of fitness centres that started over two decades ago and, as opposed to the budget variants, puts much more emphasis on exact goals, coaching and constant motivation. With centres in Deurne, Antwerp, Berchem, Londerzeel, Merelbeke and Aartselaar, there are more than enough opportunities to get in shape. Owner Alain van Koeveringe of Fitality fitness centres cuts right to the chase: “We cater to people that are on average somewhere around 40 years old.