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Health and fitness 2015-05-25

Rigorous workout to beat challenges in fitness business

A big thanks goes to celebrities and international brands that are eyeing the Indian market for expansion. As fitness consciousness among Indian people is on the rise, fitness brands have now started strategising smartly to manage day-to-day challenges fo

By Chief Sub Editor
Rigorous workout to beat challenges in fitness business

The key growth propellers which are encouraging upscale and organised gym chains to cement their countrywide presence are the sedentary and stressful lifestyles, increase in eating out market, growing health problems and the rising per capita income of Indians.Today, majority of consumers are keen about paying extra bucks so as to remain all hale and hearty and keeping themselves intact from lifestyle diseases. As people becoming more heath conscious, the India’s fitness industry is slated to flourish in the coming years.  To authenticate that industry is expected to scale new heights, a FICCI-PwC report which was released in 2012 projected the growth of overall wellness industry at Rs 100,000 crore by 2015. Also, the growing interest in yoga, meditation, running and gymming, reveal that fitness is going to be hottest industry for making secure investments.

Looking at the growing Indian population and spending power, now exclusive fitness gyms chains for men, women, unisex and kids are opening across every corner. Apart from existing brands like Gold’s Gym India, Snap Fitness India, FitnessOne, Anytime Fitness, Your Fitness Club (YFC), many new players are entering the fitness business via franchise model for making rapid expansion.  Considering the changing market trends, Champions from Sports fraternity are turning into entrepreneurs and entering the fray by launching their fitness clubs across the country. With an endeavour to inspire country’s youth towards fitness, it was initially Mahendra Singh Dhoni who came up with his brand SportsFit and now it’s the turn of cricketer turned entrepreneur – Virat Kohli who recently introduced his brand – Chisel in partnership with Franchise India. Apart from homegrown brands and celebrities, international brands too eyeing the Indian market and consider it as the hotbed of opportunities for making a perfect launch. Lately, US based entertainment and fitness brand AntiGravity sealed deal with Pune Based Biorhythm India to open studios in India through franchise route.

Strategise tactfully to deal with challenges

When establishing a brand’s reach to national and global markets, fitness brands are often seen juggling with various issues pertaining to proficient workforce including fitness trainers or nutritionists, scouting a right location and scaling the biz growth are the major stumbling blocks that brands face.  To overcome such stumbling blocks, fitness brands are now exploring affordable yet competitive strategies to create a distinct value proposition to give tough competition to their competitors.

Srileka Reddy, Director – Marketing, Force Fitness – Master Franchisee – Snap Fitness, shares: “I strongly feel that selecting right real estate and quality of service are the two main challenges in fitness industry. We at Snap Fitness, focus on training our staff. We also have a tied up with Australia’s SEDA which provides certified training programme to our fitness trainers which is delivered via trained fitness experts from Australia and India.”  She also adds: “We believe in opening our fitness gyms within residential catchments so that it can be accessed easily by target customers. We prefer to open gyms on second or third floor which works better in terms of visibility. Snap Fitness Gyms are accessible and affordable and are usually opened in a space of 3,000 and 5,000 sq.ft.”

While, Rizwan Sayed, Founder – Director of Mumbai based fitness chain Your Fitness Club (YFC) says: “Finding the right location is the key to success. Evaluation of every lead and location personally with demography and market research is the essence of starting a new project and successfully running business model.”

Finding the right manpower is the major challenge for fitness brands. To overcome the same, Arun Kathiresan, Managing Director, FitnesOne Group India Limited says: “FitnessOne has the academy to recruit and train Fitness Trainers, Dieticians, Physiotherapists after recruiting them through campus interviews. We generally prefer this route than to take people from the competitors.”

Ensuring that quality standards are maintained properly, it’s important for brands to give right training and support to its prospective franchisees. On the same, G. Ramachandran, Promoter & Director, Gold’s Gym India, says: “This is indeed a serious issue and we have our academy where we groom trainers and are setting up a training centre to have a continuous development programme for trainers in terms of certification and up-gradation of skills thereby addressing the issue of quality and retentive too.”

On commenting about competition in fitness market, Arun Kathiresan says: “In tier I cities, competition is quite high and there is generally price war to acquire membership. Despite this, there is room for branded fitness centers to operate profitability in these markets. We have made entries to several under penetrated tier II markets. Given the strong brand positioning, most of the tier II franchisees are successful.”

On the other hand, Vikas Jain, Managing Director, Anytime Fitness, says: “In tier II and III cities too, people are becoming health conscious, so the market is equally attractive. Also rural areas are a big market as its youth is increasingly becoming aware about staying fit. We already have clubs in cities like Bhuj, Gandhidham and Dimapur.”

To deal successfully with challenges, franchisors need to think about out –of – the – box strategies to ensure that franchisees are operating fitness franchise as per the brand’s set guidelines and standards. Regular audits should be conducted to ensure that quality standards are effectively maintained. Also, proper training and business support should be provided to franchisee and its manpower to generate footfalls.

Vikash Jain : 08, Oct 2014 at 03:41 PM
I am interested in setting up store in Hyderabad/Secuderabad area. please let me know further deatils
satish : 27, Oct 2014 at 12:32 PM
I am interested to set up Doughnut store in Nellore,Please send the details about place and investment to my mail id
narasimha rao : 15, Nov 2014 at 11:34 AM
I am interested in setting up store in Hyderabad/Secuderabad area. please let me know further deatils
Manali : 15, Nov 2014 at 01:37 PM
I am interested in setting up of doughnut store in Indore, Madhya Pradesh. Please send me the details required for the investments needed for the same. hope for the positive and quick response. Thanking you.
taru khanna : 05, Dec 2014 at 06:57 PM
Hi,We take up Interior Designing Projects on a turnkey basis with very competitive price in Lucknow.
ritesh sharma : 10, Dec 2014 at 10:14 PM
i am interesting to work with doughnut company ,,,i need to know about investment,area required,and extra things which are being sold in store of doughnut...planning to open in pathankot,punjab ..kindly give an oppotunity to own ur franchise in small scale ....i will put all efforts to upgrade ur name and gudwill
Poonam : 13, Dec 2014 at 10:59 AM
I m interested for this plz let me know all details of your company, investment, Etc..,,
Vijay Lad : 24, Dec 2014 at 07:42 PM
I am interested in setting up store in Ahmednagar/ Maharashtra, please let the details
vikash Jain : 26, Dec 2014 at 04:17 PM
I am Interested in setting up store in Hyderabad/Secunderabad. Please let me know further details.
syed munawar ali : 19, Feb 2015 at 01:55 AM
let me know the details of franchise offering to set up in hyderabad
Kunal Shah : 25, Feb 2015 at 01:20 PM
I am interest in setting up a donut store in Mulund (West), Mumbai. I already have a shop in a prime location in Mulund.
sanjay : 02, Mar 2015 at 02:28 PM
Interested in opening the same in panchkula and mohali
Sohan Pachhade : 03, Jun 2015 at 04:07 PM
Interested for a MOD/ Donuts outlet at Nasik ( Maharashtra ) immediately.. Pl let me know the suitability and the opportunity
gayathri : 14, Jul 2015 at 11:50 AM
Kindly contact us asap.
Sohan : 14, Jul 2015 at 02:49 PM
We are waiting for response.
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