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Business Strategy 15 Jun 2015

Aspiring businessmen must take our franchise to venture into hassle-free business: Chisel Director

Made headlines for partnering with Virat Kohli, his partner Satya Sinha, Director of Chisel Fitness LLB, disclosed her long-term plans with the fitness brand.

Story of joining hands with Virat Kohli
I am in the fitness industry for 15 years and have been into the corporate fitness services across India. I thought, it’s time to give varieties of programme not only gyming but a complete holistic fitness as one has to be fit internally and externally. So we’ve combined a programme which is about ‘Holistic Fitness’ and includes Yoga and a lot of free style exercises, group workout, functional training. We basically aimed at offering chiseled look and body to our members. When I look at Virat (Kohli) as we met couple of times for different other things, I felt he is really fit and moreover, he himself was keen to take up fitness business. So, mutually we decided to come together and work out a franchising model.

Upfront cost & royalty fee
Well, we have three models, one starting Studio Model is 1.5 Crore investment and the second is Luxury which is about 5000+ that is 2.5 Crores and than is 7000+ is about 3.5 Crore. Yes, we have a royalty and one time of royalty is something about 20+ Crore and monthly, its 10 per cent on sales.

Plans to collaborate with AYUSH ministry
Surely, I would be keen to do that. Why not! We are aiming to create fitter India

Threats from international fitness chains venturing in India
I feel each one has different areas of focus and unique concept. Our concept is completely different. So, we don’t have any threat though. So, we just have to give our best services and that’s what we want to do and our philosophy is to ‘Never Stop’.

Cities on radar in Indian market
First Bangalore (currently known as Bangaluru) where we have already opened a centre, and next we are going to open in Delhi, Bombay, Chandigarh, Chennai and Hyderabad.

Scope of Fitness in Delhi market
We have already seen huge scope. We already received many enquiries and I think we just have to finalise the right locations.

Expansion plans in 5 years down the line
15 centres first year and 25 centres in the second year and by third year, we should be able to do about 75 centres.

Next business move planned in the coming months
We already open one (in Bangaluru) as I said so another 3 will be opening in four months time.

Marketing strategy
We would be doing a lot of event based marketing which would be fitness based events where we gona showcase all the programmes quarterly with different ideas and highlight unique trainings which are never introduced in India.

Franchising support on offer
This business is completely controlled by us. We have a team who will select locations, we have a team to set-up, we have a architect on board who’s designed our interiors which would be same in all out outlets. So, our team would control everything location wise, executions, marketing, selection of resources and we will be giving training to the staff. We have also tied-up with few certification institutes who will certify our trainers.

Plans of overseas expansion
Yes, why not. Though, currently, we are focusing on India. But, yes, after India, Dubai would be our next focus as Dubai is like India.

Plans with other ventures- Medifit
Well, Medifit is a corporate business which focuses only on corporate wellness and fitness. We have 167 centres across India right now, 1400 people are working for us and this is completely designed for the people who sit for 8-9 hours. So again, the programmes are very different over there.

Why partnered with Virat in Chisel and not in Medifit?
Corporate fitness is something which happens inside a Corporate, which are very serious and exclusive. Now, we’re talking about standalone in Chisel brand. So, we will be able to focus more on sports specifics programme and in a corporate, we do not need to have a sports specific programme. Moreover, in our standalone, Virat is a Sports Star. So, we gona have a programme for Cricketers, Footballers and various other sports. So, we thought this would be the right move.

Revenue expectation from Chisel
It depends on how many we’re gona open per year. It’s too early to say anything on this part.

On partnering with Franchise India
Well, we approach Franchise India for a very simple reason because I don’t think there is any other company which is bigger in Franchising Platform. So I simply asked Gaurav (Marya) to partner with us. I know Gaurav for three years through my different businesses. So, I thought, he’s the right guy.

Take on newly introduced fitness programmes in India
It’s all very important because you see, it’s a new age of fitness and its common that one gets bored easily after practice certain exercises and fitness regime. So we’ve got Hot Yoga, We’ve got Zumba, we’ve got Belly Aerobics. People like changes. We have body pump, body balance, so there are variety of functional trainings involved. There are a lot of free style workouts also interest people.

Expectations & views about fitness industry
I agree with the market experts who are quoting a certain figure (which is $1 trillion fitness industry) and I think we may achieve it as a lot of growth is happening in multiple areas of fitness.

Tips for aspiring fitness entrepreneurs
Anybody who wants to take fitness as a business option must take Chisel as a franchising business as we have a ready business model and of course, the aspirants do not have to do anything. We have completely set-up our programmes in terms of international level training, partners, experts etc., and ROI is good 24 months.

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