Health club operator Fitness First plans to grow the brand through new users rather than aggregating demand from the existing market.
“If you have never exercised before we want to get you,” says Mr Vikram Bhatia, Managing Director, Fitness First.
His rationale is that the club chain has the knowledge and the technology to educate the new user on new trends and benefits of exercising, but not the ‘marketing dollars' of luring the existing user pool.
Therefore, although India is the slowest and the most sluggish fitness market in the world, it makes it more attractive for players such as Fitness First.
The nascent Indian fitness market has no supporting data to estimate its size. “Most of the data is derived from consumption or expenditure patterns of consumers,” says Mr Bhatia, adding that the fitness delivery business is still a trade and not an industry.
Interestingly, once Indians get hooked to the fitness culture, they spend more time at the gym than their peers in other countries. Fitness First users in India visit the gym at least 11 times a month compared to members in other countries who visit the gym seven times a month. “This means that once you get them into the fitness routine, they are serious about their exercises,” says Mr Bhatia.
Fitness First has a chain of six clubs across India in Bangalore, Delhi and Mumbai. With elements like a call centre and IT-based training for trainers, Fitness First has positioned itself in the premium segment. “We are priced at least 40 per cent more than our competitors in the market.”
The UK-based health club operator plans to grow through the franchising route when it enters new markets like Chennai and Hyderabad. Fitness First came to India in 2008 through the FDI route and has invested about Rs 100 crore in its six clubs. Currently, it has 10,000 members across the country and plans to grow it to 55,000 in three years.
Globally, Fitness First has 450 clubs and 1.2 million members.