Kiloklubi is a new Finnish Web-based service dedicated to helping people who want to lose weight. Rather than promote wonder diets or "quick fix" solutions, the new service is designed to provide comprehensive advice on a balanced diet and a healthy lifestyle.
The new Web site - www.kiloklubi.fi - incorporates input from some of Finland´s leading experts on losing and watching your weight: nutritionist Patrik Borg; Tommi Vasankari, who served as a physician for the Finnish team at the Torino Olympics; personal training expert, Raija Laukkanen; renowned chef and culinary expert, Maija Silvennoinen; and Eija Holmala, a physical exercise teacher and well-being consultant.
"The databases and technical innovations we have built into Kiloklubi are designed to serve the average person trying to lose weight," explains Anu Mäkelä, the producer of the new site, and previously site coordinator for Sanoma Magazines Finland´s Vauva magazine for families with young babies.
"Kiloklubi can advice people on how people´s choices in terms of diet and exercise affect weight loss and keeping their weight at the desired level. When people learn to understand the 'bigger picture' behind what they eat, they can forget about things like counting calories. By drawing on expert know-how, we can provide Kiloklubi customers with sensible diet guidelines that actually work. Kiloklubi offers a realistic, goal-driven way for people to achieve the weight they want and stay at that weight."
Kiloklubi members can order menus customised for their needs, featuring all the main meals of the day, together with snacks or enter details on what they have eaten and receive feedback on whether this represents a suitable balance of nutrition and calories. Feedback is provided using a simple traffic light colour-type indicator. Users can also receive guidance on how best to change their diet where appropriate.
The service includes over 2,000 recipes with full nutritional data. New recipes and data will be added on a continuous basis. Kiloklubi members can tailor their personal database by selecting their favourites and adding recipes of their own as well.
The rest of the content of the new site - including articles, news, and discussion forums - is also designed to support, motivate, and entertain people watching their weight. Subjects covered, in addition to losing weight, include nutrition, exercise, well-being, fashion, and beauty. The members of Kiloklubi?s team of specialists add content related to their particular areas of expertise and take part in discussion in the site?s forums, which also let members interact with each other as well.
Kiloklubi is Sanoma Magazines Finland´s first stand-alone Internet service. "We have drawn on the extensive content and target marketing expertise that we´ve built up with our magazines in developing the new site," explains Internet Manager Hans Valldén.
"Internet-based weight-watching services have been a success in the US and Sweden, and we believe Kiloklubi will lead the way in Finland, where the market in this area, we believe, is worth some 100 million a year."
People interested in Kiloklubi can test whether the site is for them for free for a trial period of seven days. A three-month membership at www.kiloklubi.fi will cost 29, payable by credit card or electronic debit.
Sanoma Magazines Finland is part of SanomaWSOY Group's magazine division, Sanoma Magazines.