Fitness or Business. How to Build a Profitable Fitness Club

Fashion for sports and a healthy lifestyle is a relatively new phenomenon in modern Russian society. Today, not only young people want to look fit and feel good, but also representatives of the older generation. Against this background, many fitness halls are opening, oriented to different social and price groups. To open your own fitness club, considerable financial investments and a clear business plan are required, but the return, if successful, will be at the level.

Features of the Russian market: how profitable it is to open your own fitness center

The fitness industry has shown steady growth over the past decade. Even the economic crisis did not greatly affect the state of the market: the trend has slowed down, but continues to grow.

According to VTsIOM surveys, in 2015 there were 24% more citizens interested in sports than in 2010.

The share of people who are fond of physical culture and sports and visit fitness centers in Russia is about 30%. For comparison, in Europe, the USA and China, this figure exceeds 50%. For example, in Switzerland, 74% of the population is regularly engaged in physical education.

Russia is also actively moving towards the popularization of sports. This is facilitated by the policy pursued by the state and the massive marketing strategy of major market players. If a few years ago, young people aged 20-35 were the visitors to fitness centers, today you can meet many representatives of a more serious age there: over 50, even over 60 years old.

The concentration of fitness centers is higher in large cities and the capital, the market is the least filled in the provinces, and there is ample opportunity for growth.

Being slim, strong and young has become fashionable, and, consequently, the number of visitors will continue to increase, so opening a gym is quite a profitable business.

business owner Sergey Nikolaevich

As the market grows, so does the competition. However, there is still room for further growth. The main competitors for small fitness centers are large franchised clubs. As a rule, no more than 1-2 such clubs open in medium-sized cities. Do not be afraid, all customers will not go there anyway. Each entrepreneur, with the proper approach to business, will find his client.

Formats for opening fitness clubs

The main formats of fitness clubs include:

• network clubs (most often opened by franchise);
• non-network fitness centers;
• GYM's;
• small highly specialized fitness clubs.

Network fitness clubs

Large network clubs occupy 35% of the total, the most famous of them are:

• Planet Fitness,
• worldclass,
• alexfitness,
• Orange Fitness,
• city ​​fitness.

The flagships of the market open centers in many cities of Russia, and each of them has its own pricing policy. For example, AlexFitness caters to low-budget visitors by focusing on the masses and offering cheap annual memberships. Large fitness clubs are located in separate premises or in large shopping centers with an area of ​​​​more than 1000 square meters. meters.

There are also chain small fitness centers on the market, which basically have the same pros and cons in terms of franchising.

Table: advantages and disadvantages of large chain fitness clubs

Non-chain fitness centers

Small non-network fitness centers adequately withstand the competition of network formats. Most concentrated in medium-sized cities of Russia.

Table: advantages and disadvantages of small non-chain fitness centers

GYM's

Another format for opening a fitness center is a gym. It is assumed that classes in the gym are carried out on simulators, under the supervision of an instructor. A variation is the so-called wellness club - a gym for women, where they can put their body in order without much physical exertion.

Table: advantages and disadvantages of the gym

Small highly specialized fitness clubs

There are also highly specialized fitness clubs: for expectant mothers, for mothers with children, children's studios, etc. The advantages and disadvantages depend on whether the club will be opened under a franchise or on its own, but the main disadvantage is a narrow target audience.

The choice of a specific fitness center format depends, first of all, on your budget, as well as on the preferences and goals that you set for yourself.

How to open a fitness room from scratch, what you need for this

• financial calculations and drawing up a business plan;
• registration of the organization;
• selection and equipment of the premises;
• recruitment;
• customer search and advertising.

Business registration and required documents

Opening a fitness club does not require complicated steps or obtaining a license. The order is pretty simple:

• Register a legal entity. It is possible to register an individual entrepreneur.
• Choose the form of taxation, a simplified one is suitable here.
• Register with the tax office and the Pension Fund.
• Obtain permission from supervisory authorities: RosPozhNadzor, RosPotrebNadzor. To do this, you will need to provide a contract for the maintenance of ventilation, air conditioning, for the disposal of lamps, a passport for a sports facility, and medical books.

The key point is the choice of the location of the fitness center

Choosing a place is the most important task when organizing a fitness club. There are several options: in large residential areas, in a shopping or business center, near a large cluster of offices.

Pay attention to tips for choosing a location for a fitness center:

1. Focus on matching the status of the club and the income of local residents.
2. The infrastructure should be sufficiently developed: convenient transportation, parking, etc.
3. It is better to stay away from competitors, especially if they have obvious advantages.
4. Analyze whether it is possible to remake the premises for the needs of a fitness center: there must be a sufficiently high strength of the floors in the gym, the presence of showers, and so on.

As a rule, the premises for the fitness center are rented. Try to choose one so that you can later redeem it. The cost of renting is a very costly part of the expenses, therefore, with a favorable development of events, the acquisition of premises in the property is a good investment.

The room can be semi-basement, but the ceiling height should not be lower than 3.5 meters, all communications must be connected.

Preparation of premises, repair and purchase of equipment

This article provides a business plan for a small brick-and-mortar fitness center with one group exercise room and a small gym.

For this format, an area of ​​\u200b\u200bthe premises is not less than 250 square meters. meters:

• 30 sq. meters for locker rooms;
• 50 sq. meters - a hall for group classes;
• 70 sq. meters - gym;
• 40 sq. meters - toilets, showers, technical rooms;
• 20 sq. meters - foyer;
• 10 sq. meters - the head's office.

The minimum set of equipment that will be required for the gym:

• Cardiozone:
  • Treadmills,
  • rowing machine,
  • stepper,
  • elliptical trainer,
  • exercise bikes (at least 2 units of each).
• Free weight area:
  • sets of dumbbells of various weights,
  • Bench and incline benches
  • power frame,
  • smith machine,
  • vulture set,
  • pancake set,
  • push-up bars.
• Strength training area:
  • for leg press,
  • adduction / breeding of legs and shins,
  • for vertical pull
  • for horizontal pull,
  • for the muscles of the lower leg,
  • for pectoral muscles.
• Group training room:
  • fitballs,
  • steppe,
  • mats,
  • rods,
  • dumbbells,
  • equipment for pilates and yoga.

A crossover and a butterfly trainer are not worth buying, they are too bulky, expensive, and at the same time they are not very popular with customers.

Equipment, especially weight machines, is expensive. In order to save money at the first stage, use the recommendations:

• It is possible to purchase non-new equipment, but make sure it is in good condition and functions properly.
• Purchase equipment on lease - this is a great option for those who do not have large funds at the start of work.
• Do not save on equipment at the expense of quality or convenience for customers. The principle of "the miser pays twice" works everywhere, at the same time, it is not worth overpaying only for the brand.

At the first stage, the designated list of equipment will be enough for you, in the future you will be guided by the needs of your customers and will be able to purchase additional simulators.

Order equipment in advance. Delivery time may be delayed - do not delay the launch due to such organizational problems.

Table: initial costs for repairs and equipment of the premises

Training Methods

With the option of a fitness club opened under a franchise, the entrepreneur will not face the issue of methods and pricing. Otherwise, you'll have to work hard.

The training methodology is an important part of the work of the fitness center, especially for group classes. The attendance of the center also depends on how interesting and effective the classes will be.

The Internet will help you, your experience, if you are a specialist, and the experience of those coaches that you will hire. Take methods that have successfully proven themselves in the market, have positive feedback from clients and trainers. Do not forget to bring your own nuances and "chips" to them. You can also purchase work methods, it all depends on your financial capabilities and aspirations.

Pricing

Due to the complexity of calculating the cost of fitness center services, it can also be difficult to determine the optimal price. Not the last role here is played by the price level of competitors, as well as the segment in which you work. The business plan that is being developed in this article involves working in the middle price segment, in a medium-sized city of the Russian Federation, visiting by subscription.

There are different approaches to selling fitness center services:

• Selling long-term memberships for any class at any time or for a specific period during the day, for example, a subscription to classes during business hours may cost less.
• Sale of subscriptions for a month for a predetermined time for certain classes.
• Actual payment for class.

The most profitable option is the sale of "long" cards; it works best in the premium and middle class segments. If the club has additional services, for example, a solarium, a beauty salon, a fitness bar, locker rental, the share of income from subscriptions can be up to 70%, and from other services - up to 30%.

In our case, the average cost of an annual subscription can be about 20 thousand rubles.

Based on the not too large area of ​​the club, we assume that in the first 3 months of operation the number of season tickets sold per month will be about 50. In the future, with a competent advertising campaign and taking into account the potential load, the number of season tickets sold per month can reach 70 pieces. It should be understood that not all who have bought will diligently and regularly attend classes.

According to calculations, the average monthly revenue in the first year of operation will be about 1.3 million rubles.

Table: fitness center revenue calculation

Recruitment

Finding competent, qualified and friendly staff is another condition for successful business development.

Table: example of fitness center staffing (minimum headcount)

Advertising is an important business development tool

At the first stage, in order to position your center, you will need to make a good sign, banners for placement near the club, launch an advertising campaign on local television and radio (at least for 2-3 months), order a website, hold the grand opening of the center. The total initial cost of promotion will cost you about 400 thousand rubles.

After opening the center, you can use the following advertising methods:

• banner advertising;
• periodic advertising on radio or television, can be alternated;
• updating the site and maintaining social networks;
• contextual and targeted advertising on the Internet;
• distribution of flyers;
• work with the existing client base in order to motivate the purchase of subscriptions for the next time period.

We are actively promoting through the Internet, and ourselves, with the help of the knowledge we have received. We opened pre-sales, made an online appointment on the site. Registration provided the client with an invitation to an open day. It can be said that we created an artificial hype. Club cards at a discount were sold only one day - on the opening day. We refuse global promotions when one discount outweighs another. It is quite difficult to fight this phenomenon in the fitness services market, but we are trying to move away from it.

Natalya Nevenchina

Financial plan: costs, profits and payback

Part of the monthly expenses was calculated above, the results and calculations of the remaining expense items are summarized below.

Table: calculation of monthly expenses

To calculate the payback of the project, the estimated amount of revenue will be reduced by 20% to insure the risk of not receiving the planned profit.

Table: project payback forecast

In the example business plan, the payback period for the project was 1 year and 3 months. Obviously, the options may be different depending on the size of the club, the city of opening, the competitive environment, the specialization of work, etc. This plan serves as a guideline for the calculations that you will definitely need to do if you are thinking of opening your own fitness center.

Learn from the Mistakes of Others: What to Avoid

An analysis of the experience of business owners made it possible to identify several typical mistakes when opening and developing a fitness center.

Misjudging the target audience segment

The business owner must clearly understand to whom he sells his product, what his client's desires, needs and financial capabilities are, whether he will be afraid of the fit center because of a too pretentious sign or name.

You must clearly understand for whom you are opening a gym, whether your visitors will be students, or wealthy people who are ready to pay 150 thousand rubles for an annual subscription. Will it be a hall with a low price policy, but with high traffic, or an elite club. That is, you must understand whether you are opening an economy room, a medium-sized or a premium health complex.

Sergey Aleksandrovichhttp://iqreview.ru/business/fitness-club/

Excessive savings

To avoid problems with inspections, as well as to prevent the outflow of customers due to poor quality of services, in no case save on fire safety and air conditioning systems, plumbing (showers are required), and constant cleaning of the premises.

Wrong choice of location

It makes no sense to place an elite fitness club in an old unpopular area of ​​the city, and an economy class center in an elite cottage village. Adequately assess the location of the future fitness center in accordance with your intentions.

Wrong selection of personnel

When conducting an interview, evaluate not only the education, experience and skills of the future employee, but also be sure to pay attention to his manner of speaking, friendly attitude, and charisma. Fitness center clients are very sensitive to such things, and will never go back to a trainer they don't like, no matter how qualified he may be. It is also necessary to constantly monitor the work of your staff, conduct training programs, trainings, and so on.

I have been conducting internal trainings for my staff since the opening. Once a week, on Sunday, we get together and discuss work issues. The meeting is held in a question-and-answer format. Any trainer, administrator can ask a question about work, get an answer and recommendations. This is important, because it is very difficult to put all the necessary information in the heads of the staff at once.

Natalya Nevenchinahttp://consultingforfitness.ru/interview1/

Video: what a fitness club looks like in one of the US cities

A fitness center is a promising, but rather costly line of business with good profitability and payback rates. To become successful in this area, you need to competently approach the organization of a business at the first stage, and also devote a lot of time to it at the formation stage. In this case, all the money and effort invested will pay off, and you will become a wealthy owner of a serious, socially responsible and promising business. I wish you success!

What to do if the budget for fitness marketing is severely cut during a crisis? What to do if there is no strength to prove to the financial director of the club why certain advertising costs are justified?

Are these questions more than relevant to you? Congratulations! Now we will prove that fitness marketing is possible without space budgets, if you turn on creativity and act outside the box.

1. Barter

Many unfairly believe that barter is an outdated form of partnership. But practice shows that the good old barter is still relevant for both small fitness clubs and large chains.

You can offer free workouts in your gym in exchange for various services. For example, find an SMM manager who will lead groups in social networks, and for this he will be able to visit the club for free.

Or, as an option, arrange with a local printing company that will print flyers, business cards, souvenirs with your logo.

Maybe you have been planning to update the corporate identity of the club for a long time, but the economical financial director is in no hurry to include this column in the marketing budget? No problem! Find a designer and offer him to work on barter.

Barter works well when holding inside club events. You can negotiate with companies that have a target audience adjacent to you to provide gifts for your customers, say, for the birthday of the club.

2. Press releases

Press releases are a great way to get your club out in the media for free. Writing a press release takes some skill and time. You can do it yourself, or you can find someone to do the job.

The trick of a press release is that it should contain news that will be of interest to the media. It can be a free or charity event in your club, a competition, the arrival of a famous athlete, etc. There can be many information sources. Be sure to include a statement about the fitness club and contact information in the release.

Every modern media has a website, which necessarily contains a feedback form or e-mail. If the publication or channel has a sports section, send an email marked “For the Sports section.” In this case, your chances of getting into the news feed increase.

Let's say your fitness club is located in Moscow. We hammer in Google "news Moscow" and see a huge number of news portals. For example, select "Ria Novosti", go to the "Clients" > "Informpartnership" section and indicate all the necessary information about the event.

In the "Contacts" section, you can find the email address of the press center and send a press release to it.

3. Cooperation

Partnerships are another great way to promote your fitness club.

At the same time, it is important to understand that if you simply lay out your business cards in the partner’s office, you should not expect a flurry of calls and guests in the club. So it doesn't work.

There are three basic rules in working with partners:

• The offer that you place on affiliate POS materials must be very valuable to the potential client. A 10% discount won't work here. The affiliate audience is most likely not familiar with you yet, so the first touch should be very strong.
• It is necessary to develop a system of motivation for a partner. At the same time, you need to interest both the partner himself and the managers through whom your materials will be distributed.
• Contact accounting system. Think over a simple and understandable system for recording potential customers who come from one or another partner. This will greatly help to correctly distribute the marketing budget and select 3-5 key partners with whom it makes sense to expand the terms of the partnership.

4. Compensation of clients

After a client has been in the club for four weeks, you can reward him.

For example, give an invitation coupon for a free workout for his friend. This is the easiest way.

You can apply a more complex scheme. For example, to develop a cumulative bonus system. The client collects points and can exchange them in the fitness club “shop” for sports nutrition, personal training, a massage session, a discount on an annual subscription, etc.

This is a kind of reward system for the client for the active actions that he takes in your club. Came to training - 1 point, came to personal training - 2 points, trained regularly this month (12 times) - plus 5 points to the total points for the month, left a review through the feedback form on the site - 1 point, completed fitness -testing - 3 points.

You can display the points system on a visual panel, making a certain rating that every client can see, say, at the club reception, you can do it in the client’s personal account on the site, you can simply create a special section on the site with a calculator.

It is important to come up with some kind of game mechanics, or, as it is also called, “gamification”. It should be interesting and engaging. Remember, people love to play games.

You have talked yourself into exercising from next Monday. Next month... Then for another month you persuaded yourself. And you are not alone: ​​there are many of us and we all find a thousand and one reasons to postpone the purchase of a gym membership! Why? What kind of lazy little imp lives in us, weighing down the will, and behind it the body with a lead load. Who or what is preventing us from taking care of ourselves?

Most likely, incorrect psychological attitudes and prejudices are “guilty” of your lack of will. Still, fitness as a phenomenon came into our lives quite recently. Brought up in the ascetic realities of the USSR, many people organically do not accept the very idea of ​​a healthy lifestyle. Compliance with simple rules will help you tune in to the desired “fitness wave”.

Rule 1. Change your lifestyle

What do you want from fitness? Lose some weight or transform into a sexy model? In any case, you will have to train according to the plan. Remember, regular and consistent training brings success. You need to know this in advance, so as not to complain about the lack of results later.

Fitness is not a hobby that is done from time to time according to mood. A missed workout is a step back. No matter how hard you put in today, the end result is the sum of the total number of workouts done. Any goal is achievable if you put in the maximum effort. Someone who has trained 100 times looks better than someone who has mastered only 50 workouts.

It is impossible to take breaks longer than one - one and a half weeks, otherwise then the countdown will have to start over. There are no age and other restrictions in fitness, so set yourself the most daring tasks. Remember: there should be no doubts about your own abilities, the main incentive is a personal desire to improve! The desire is strong - to a rapid heartbeat, to a lump in the throat!

At the initial stage, it is worth "blabbing" about your plans to your friends so that there is no way out. "Surrender" ahead of time - it will be a shame. In fact, how can you be respected after that?

Rule 2. Work on bugs

Setting a task is not the same as solving it. Perhaps you have started a “new, sporting life” more than once or twice? What hindered you? Why did you leave classes? Try to find out the reasons so as not to step on the same rake again. Ask your friends who have been involved in fitness for a long time, how did they solve similar problems? Perhaps you will come across a good solution.

Rule 3. Learn everything new

You have heard that it takes a lot of time to visit a sports club, but you simply don’t have it. So, there is no point in starting classes. In fact, recovery, or gentle, training takes about three hours a week - one hour per session. If your goal is to "model" the figure, then you have to train four times a week. 40–45 minutes will be spent on aerobics, and another half an hour on simulators. By the way, aerobics can be replaced with a morning jog, and then a day trip to the gym will fit in an hour (with changing clothes and a shower). As you can see, not so much.

The fitness industry is growing rapidly. Today, "time-saving" programs have been developed that combine strength and cardio loads. Such workouts are more effective and last about 25-30 minutes: you simply cannot keep up with the suggested pace for longer. According to sports psychologists, talking about lack of time is nothing more than an excuse. And if so, feel free to buy a club card and get to work!

Rule 4. Find a company

When you are your own boss, skipping a trip to the gym is easy. You don't have to explain anything to anyone, you don't have to justify yourself to anyone. It's best to join a club with friends. In many clubs there is a discount on the so-called "pair" or "family" subscription. Here you will not be allowed to “walk” with impunity. Moreover, together you will rejoice at personal victories and analyze the reasons for failures.

You will find friends in the club, but sports psychologists advise "to join the established group of fitness enthusiasts." Ask colleagues and acquaintances if there is a “fanatic” of fitness among their environment. It remains only to get to know him and sign up for his gym.

Rule 5. Follow the training schedule

Lack of time often arises due to the inability to organize the daily routine. Meanwhile, time, like money, requires management, and even an "iron" hand. Otherwise, it will imperceptibly “leak” through your fingers. During the week, write down in a notebook what you managed to accomplish in a day. On Friday, analyze the notes you have made: perhaps you have wasted precious hours in shopping trips, watching TV shows?

Monitor lost time carefully to look for hidden resources. After all, no one will do household chores for you - they will accumulate like a snowball, which will subsequently crush you with its weight. Say to yourself: “On Mondays, Wednesdays and Fridays I go to the fitness club!” - and delegate the responsibility to buy groceries to your spouse or children. Make time for yourself, otherwise you will age prematurely, get fat and become ugly!

Rule 6. Let the world wait!

During a workout, you hear the phone ring. How not to answer - it's calling! Perhaps the conversation is important, but it breaks the rhythm of the training. The consequences can be unpleasant: the pulse drops sharply, heated muscles “cool down” (risk of injury!), drive and concentration go away. “The outcome of the case is decided by the little things,” said Napoleon. Think about the little things that hinder your fitness the most? Pointless chatter with friends? Are you hooked on the internet?

Set the right order: first fitness, and then everything else. At first, this will require an effort of will, but very soon it will become a habit. As for the mobile phone, it should be left in the locker: call back when you leave the fitness club.

Rule 7

Planning your life sounds boring. But there is nowhere to go: if you do not "reserve" a place in advance for something important, there will not be enough time for this important thing later. Start a diary and write in it: "Tuesday, 19:00: aerobic training - 40 minutes, weight machines - 30 minutes." And no temptation!

Don't forget to take into account "unforeseen circumstances". Set aside time for an extra workout to replace the one you might have to miss. If there is no failure, lie down in front of the TV. Psychologists advise to make a "schedule" and hang it on the wall or refrigerator. After breaking down your free time into intervals, plan your workouts a couple of weeks in advance. By the way, you will be surprised by the fact that with all the employment of empty graphs there will be plenty.

Tip 8. Consult with a specialist

The other half of the success is to correctly compose a training program. Fitness is a science, and only a professional trainer can develop an individual training plan that takes into account the characteristics of the body and personal preferences.

By the way, the first lesson with a personal trainer is included in the basic subscription. Perhaps you will limit yourself to an introductory briefing. Be sure to bring your diary to the meeting, clearly state the goals you are going to solve with the help of training, and explain why previous attempts to exercise regularly have failed.

Rule 9. Be proud of your own success

Be sure to reward yourself for every win! During the month we did not miss a single lesson - we deserved an Olympian from the latest collection of a famous designer. Increased the weight with which you perform squats - earned new sneakers. And so on.

The fact is that “visible” results will have to wait at least three months, and an incentive to continue training is needed. Therefore, insure yourself with gifts so that the psyche does not “give up” halfway. In about a year, the need for such incentives will disappear. - You will hear inspiring compliments about a slender figure!

Rule 10. Believe in yourself

The hardest part is getting started. According to scientists, the period of acute stress reactions in a beginner lasts about three weeks. Then the symptoms of stress smooth out, you begin to feel more confident. The exercises are getting better, and after a month and a half or two, they will begin to bring pleasure. The secret is that powerful rapid breathing stimulates the synthesis of endorphin, or the "hormone of joy."

Be patient! Regulars of sports clubs say that they are "addicted to fitness." After all, five to ten minutes after the start of the workout, they feel a surge of energy! This feeling of delight binds to the sport more than any persuasion. Soon you will notice how not only your body, but also your character is changing. You will become more confident, bolder and more active. After all, on the way to achieving your goal, you managed to move mountains. And you did it yourself, and for yourself!

Brief Investment Memorandum

Today, fitness clubs are gaining more and more popularity both among the inhabitants and in the business environment. This fact is due to the growing trend towards a healthy lifestyle among Russians.

People are ready to spend money to be physically healthy, externally beautiful and internally confident in themselves and their abilities.

Despite this, according to many experts in the fitness industry, only 4% of the Russian population attend fitness clubs. In Moscow, the percentage of penetration of the fitness industry reaches 7%, but in the regions it is difficult to reach 1-3%. Comparing our country in this indicator with the United States, the leader in the fitness market, or even European countries, the difference will be obvious.

And although fitness has existed in Russia for a little over 20 years, the growth prospects for this market are huge both in the regions and in the capitals.

In this regard, the business of opening a fitness club can be considered not only beautiful and noble, but also very profitable.

The main thing is to correctly draw up a business plan for a fitness club.

A fitness club business plan is calculated taking into account many factors that an entrepreneur who wants to start a business in the beauty and health industry needs to know about. The most significant of them are the concept and format of the fitness club, its target audience, location, etc.

We suggest that you familiarize yourself with an example of a business plan for a Brosko Fitness fitness club.

2. How to open a fitness club from scratch?

Description of the business, product or service

Brosco Fitness is a fitness club for women only. Its unique concept lies in the fact that only women can be members of the club, as well as in the original circuit training program "Half an hour for miracles", designed specifically for the development of certain muscle groups in the fair sex.

Format fitness club "at home" determines the requirements for the premises in which the fitness club will be located. Optimal would be a room with a separate entrance with an area of ​​200 sq.m - this area allows for optimal use of space and obtaining optimal benefits with minimal investment.

The format "at home" also defines the main audience - residents of nearby houses. In order for the fitness club to be as busy as possible, at least 2% of the potential audience of the future fitness club should live within a 20-minute walk or 5-minute car ride from its location.

Taking into account the fitness club area of ​​200 sq. m, the maximum number of members is 300 people, taking into account the correct distribution of their fitness club attendance without overloading during peak hours.

Pricing services of a fitness club also directly depends on the target audience and the demand for fitness services of the middle price range, which significantly exceeds the supply, since most of the fitness market falls on business and premium class clubs. Thus, the following target audience of Brosco fitness was chosen - women with an income level of "average" and "below average". Based on this, the average cost of an annual subscription is about 20 thousand rubles / year.

At the forefront in Brosko fitness is the Client - a woman, taking care of her needs and opportunities, desires and comfort. A distinctive feature of the fitness club is a high level of service, an individual approach to the client, as well as a unique homely atmosphere and caring staff.

Thus, detuning from competitors will be according to the following parameters:

• from full-scale fitness centers - at the cost of a subscription,
• from similar fitness clubs in terms of format and price segment - for a unique offer (circular training "Half an hour for miracles" and a high level of service).

For clients - women - a list of services provided by the fitness club has also been developed. The main services included in the subscription are the “Half an hour for miracles” circuit training and group classes. Additional services are introduced to increase the profitability of the fitness club. It is assumed that an active member of the club (a client visiting the club and using the services included in the subscription price) will use additional services at least 4 times a month.

List of additional services:

• fitness bar,
• Brosko goods store,
• Sauna,
• Solarium.

Thus, in order to open a fitness club from scratch, initial investments in the organization and opening of the Brosko Fitness fitness club in the amount of 2,666,000 rubles are required, excluding the lump-sum fee. According to this business plan, the payback period will come 13 months after the opening and start of the fitness club. The planned net profit will be from 140,000 to 300,000 rubles.

3. Market of fitness services in Russia

Description of the market

According to analysts (research company NeoAnalytics and GLOBAL REACH CONSULTING), the volume of the fitness services market in Russia in the period from 2012 to 2014 grew by an average of 30%, however, due to the current unfavorable situation in the country's economy, the growth rate of this market may decrease in 2015-2016. almost doubled - up to 10-15%. Thus, according to analysts' forecasts, the market volume in 2016 may reach 123 billion rubles. However, according to official statistics, the number of people periodically involved in sports, physical culture or fitness in 2014 was estimated at 29%.

Based on these data, it can be assumed that the main audience of fitness clubs today will be interested in offers of the middle and below the average price segment.

To date, there are about 3500 clubs in the domestic market of fitness services. However, most of the volume of fitness services is concentrated in the markets of Moscow and St. Petersburg. In other large cities with a million population, the situation is much worse, not to mention cities with a population of up to 500,000 people. In Moscow alone, according to tentative data, there are more than 900 establishments providing fitness services, 30% of which are chain brands. The largest players in this area are WorldClass, AlexFitness, Planet Fitness, Orange Fitness, CityFitness and Fizkult networks. As a rule, the fitness clubs of the largest chain players are full-scale business and premium class fitness centers with an area of ​​more than 1000 sq.m, with a swimming pool, etc. They are located in separate buildings, in sports complexes, business and shopping centers.

The share of non-chain fitness clubs is 65% of the total number of fitness clubs. Among the advantages of small fitness clubs are:

• location in close proximity to the target audience (near the place of residence or place of work),
• renting small premises with a lower rental rate,
• accessibility for customers (mainly small clubs are aimed at an audience with an income of "average" and "below average"),
• minimum need for qualified personnel (instructors, trainers, etc.).

An analysis of the fitness services market in the price segment showed that the most promising segment of the fitness industry is the middle segment, the market saturation in which is 12%, in contrast to the premium (28%) and low segment (60%). This is due to the fact that the greatest demand for a healthy lifestyle is observed among business people aged 21-35 who are ready to spend 20-50 thousand rubles a year on fitness.

Of particular importance are the terms of subscriptions offered by fitness clubs. In the practice of premium segment fitness clubs, the sale of subscriptions for six months and a year is common, while monthly subscriptions are more acceptable for the low segment. In the middle price segment, fitness clubs use both monthly and annual memberships, however, the trend in the market indicates that more and more mid-price fitness clubs will abandon short-term memberships in favor of more expensive and longer ones.

When analyzing the demand for fitness services, it is worth mentioning such a phenomenon as business seasonality. Peak seasons fall on the autumn-winter and especially spring seasons, while in the summer there is a significant outflow of fitness club clients. It is at this time that it is necessary to carry out additional promotions and increase the attraction of new customers, while not forgetting to actively interact with existing customers.

4. How to promote a fitness club?

Sales and Marketing

5. How to open a fitness club?

Production plan

How to open a fitness club in a small town?

To open a fitness club, it is necessary to acquire ownership or rent for a long period of time a 200 sq.m room with a separate entrance.

The effective rental rate will be 800 rubles per sq.m.

When searching, it is better to give preference to a room located in a residential area. It is desirable that at least 50 thousand people live within a radius of 2-3 km from the proposed location of the fitness club.

Thus, Brosko fitness can be opened even in a small town - the main thing is that the share of the potential audience is at least 2% of the population within a radius of 2-3 km from the fitness club.

Also, before renting a suitable size room, you should analyze the territory for competitors. Do not be afraid of competitors. If there is a full-scale premium segment fitness club within a radius of 2-3 km, there is a high probability that the Brosko fitness club will “lure” some of the competitor’s customers. The same goes for small fitness clubs.

Fitness club renovation

Do not forget about such an important stage of preparation for the opening of a fitness club as the renovation of the premises. Based on the layout of the leased premises, it is necessary to develop a design project in accordance with the corporate style, and only then proceed with construction and repair work. According to the experience of opening fitness clubs Brosko fitness, the estimated cost of repairs will cost 5,000 rubles. per sq.m.

At the final stage of repair work, special attention must be paid to the interior, especially its details. It is the details that create a cozy atmosphere in the fitness club so that the clients feel comfortable within the walls of the fitness club.

We invite you to familiarize yourself with the list of seemingly insignificant nuances of the interior of a fitness club, which nevertheless create a favorable atmosphere that enhances customer loyalty. In addition, knowing certain points will help you avoid unnecessary costs in the future.

Showers and toilet

• Shower rooms should always have an additional shelf for bath accessories.
• Recommended hoses are hansgrohe. The shower must be non-fixed. Otherwise - quick wear and water on the floor.
• The toilet should always have a clean mat and all the necessary hygiene products. All dispensers and dispensers must work properly.
• It is unacceptable to combine a brush and toilet paper.
• Each sink in the club should have fresh flowers and basic cosmetics (cotton swabs, sticks, hand cream, makeup remover, facial wash, etc.).

locker room

• The use of household hair dryers in clubs is unacceptable. Installation of at least two professional hair dryers is recommended.
• It is necessary to place disposable bags for shoes in the locker room and make appropriate communication.
• Chipboard cabinets standing on the floor are undesirable. It is necessary to put them on metal (preferably aluminum) frames. This will increase the service life, it will be possible to wash the floors under the lockers.

Receptionist

• There should be no foreign objects at the reception desk.
• Fresh flowers should always be available at the front desk.

Other

• Communication should be as inconspicuous as possible. All batteries and pipes must be hidden.
• All ledges, window sills and niches located in the halls or the lobby of the club must be equipped with flowers in pots, photographs from the life of the club, sachets, etc.

Time to search for a room and its repair can take up to 3 months. In order to start receiving income from the first month of work on the opening, it is worth starting pre-sales of subscriptions.

Thus, the payback period will be reduced.