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Fitness First India to open 30 new fitness clubs
Fitness First has announced plans to spend more than Rs160 crores (US$26 milion) on expanding its health club network in India, announcing plans to open 30 new premium clubs in Delhi, Mumbai and Bangalore in the next five years.
Fitness First India, which currently has seven clubs, expects its expansion to increase its regional membership from 5,274 to 45,000 and will add 1,250 new professional fitness roles.
Recent research by PricewaterhouseCoopers (PwC) forecasts that the Indian health and wellness market will grow by 50% over the next five years as awareness of the benefits of fitness, healthier lifestyles and rising incomes will change consumer behaviour and increase demand.
The PwC data indicated that the wellness industry in India was worth US$11.4 billion in 2012 and is projected to hit one trillion rupees US$16 billion by 2015.
Commenting on the expansion, Fitness First India Managing Director Vikram Aditya Bhatia stated "our total investment of Rs160 crores over the next five years, funded internally, (will) bring hi-tech fitness innovation, new insights into the science behind motivation to exercise and development opportunities for employees so we keep pushing the boundaries of fitness in India.”
The expansion includes the opening of four or five clubs each year across the three major cities, with the focus remaining on Delhi and Mumbai for the next three years.
Delhi is projected to have the largest portfolio with about 15 clubs and Mumbai will grow to host about 10 to 12 clubs.
There will be an equal split between Fitness First's Premier and Platinum branded clubs with each being different in size and format, based on real estate constraints.
The plan anticipates the opening of 12 to 14 compact clubs, eight to ten mid-sized clubs and about 10 'big box' clubs.
Welcoming the expansion, Fitness First Group Chief Executive Andy Cosslett explained "a new generation of Indian consumers are waking up to the benefits of fitness and well-being.
“But they want something more from a gym and are looking for state of the art clubs, innovative new workouts and support and inspiration from expert staff.
"Our new club design and brand, launched in Maker Maxity in Mumbai and today’s announcement to open up to 30 new fitness clubs reflects our confidence in the exciting Indian fitness market and the opportunity for Fitness First to lead it into a new era.”
Fitness First India will introduce new technology, exercise science and customer service to build on its leadership position in the Indian fitness club market. Fitness First staff in the region have undergone specialist training programmes in behavioural psychology, sports science and emotional quotient training as part of the group’s Fitness First Raise the Bar Training modules.
The group’s signature fitness programs will be offered at the new clubs, including Pro Cycling – developed in consultation with Olympic cycling champion Victoria Pendleton – and Freestyle Group Training, a workout claimed to be 50% more effective than traditional training.
Image shows Vikram Aditya Bhatia (left) and Andy Cosslett at the announcement of the expansion.
16th January 2014 - FITNESS FIRST TO MOVE BRAND UPMARKET WITH $490 MILLION GLOBAL REVAMP
1st September 2013 - FITNESS FIRST MOVES FORWARD WITH INDIAN EXPANSION
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