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New openings mark ‘aggressive expansion’ by Celebrity Fitness

New openings mark ‘aggressive expansion’ by Celebrity Fitness
July 10, 2012

Asian fitness club chain Celebrity Fitness is on an aggressive expansion trail looking to open new clubs and to acquiring smaller fitness centres.

Celebrity Fitness, which until this year operated in India, Indonesia and Malaysia, opened its first club in Singapore, at the city's Rochester Mall, in February and is set to open its second Singapore club in downtown East in the next month.

Founded in 2003 by 24 Fitness America veterans John Franklin, Mike Anderson and John J Sweeney, Celebrity Fitness is the fastest fitness operator in South East Asia with over 100,000 members and more than 30 clubs.

Commencing operations in Indonesia, in 2005, Celebrity Fitness entered the Malaysian market opening its first club in Kuala Lumpur before rapidly expanding in 2009 with the purchase of California Fitness' (Malaysia) gyms. Acquired by Navis Capital Partners in 2007, today, Celebrity Fitness is the largest fitness chain in Indonesia and second largest in Malaysia.

In 2008, the group began operations in India followed by its entry into the Singapore market this year.

Now, Celebrity Fitness Malaysia Managing Director Choi KwangHo says the chain is on an aggressive expansion trail.

Apart from opening new clubs, Celebrity Fitness aims to acquire smaller fitness centres, Choi noted, stating "before acquiring other fitness clubs, we will study carefully the viability of their business plans and the location of these clubs.

"We are the only fitness group that has fitness centres in shopping malls (and it) is part of our strategy to boost business as our members can work out, dine and catch a movie all in one place."

Choi explains that the company had changed its approach this year to be more customer focused and ensure customer satisfaction rather than merely bank on large-scale operations.

Measures included responding promptly to customers' needs and encouraging members to communicate freely with the management so as to resolve any specific issues.

Celebrity Fitness offer an original leisure concept - blending fitness centre with an entertainment ambiance; ensuring members'workouts are high energy, motivational and entertaining across three different gym brands: Celebrity Fitness, Celebrity Fitness Express, and Celebrity Fitness VIP.

Celebrity Fitness clubs boast a range of exclusive fitness programs including freestyle cycling Celebrity Fitness Peloton, innovative advanced yoga Celebrity Fitness Floating Yoga plus a range of celebrity inspired exclusive dance aerobic programs under the brand name DNA Dance N 'Attitude. Celebrity Fitness's Personal Trainers - called CelebXCoaches- are among the most highly qualified and frequently assessed trainers in the fitness business. The Company invests in the latest fitness technology and equipment including TRX, VIPR, and Technogym Kinesis.

Celebrity Fitness offer two standard membership opportunities - access to one club or unlimited access to all Celebrity Fitness outlets and stress a strong social element for members, with clubs not only offered as places to exercise; but also as places to make and meet friends, join classes, and relax in club lounges and salons.

As Choi KwangHo concludes "at Celebrity Fitness we thrive on providing easy access and convenience to our members."

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