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24 Nov 2014
Fitness First India invests US$26m in 30 new fitness clubs
BY
Helen Andrews
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Andy Cosslett, chief executive of Fitness First Group and managing director of Indian operations, Vikram Aditya Bhatia
photo: Fitness First
Fitness First Group has announced plans to spend more than Rs160 crores (US$26m, €21m, £16.4m) on its expansion in India, to open 30 new premium fitness clubs in Delhi, Mumbai and Bangalore in the next five years. Based on research by PricewaterhouseCoopers (PwC), the Indian health and wellbeing market is expected to grow by 50 per cent 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$11.4bn (€9bn, £7.25bn) in 2012 and is projected to hit one trillion rupees US$16bn (€13bn, £10.4bn) by 2015.
Fitness First India, which already 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.
The venture is expected to boost revenues by Rs300 crores (US$47m, €38m, £30m).
Vikram Aditya Bhatia, managing director of Fitness First India, said: “Our total investment of Rs160 crores (US$26m, €21m, £16.4m) over the next 5 years, funded internally, also brings 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.”
Every year four or five clubs will be added 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 10-12 clubs.
There will be an equal split between both Premier and Platinum tier clubs and each will be different in size and format, based on real estate constraints. Over the next five years, Fitness First India hopes to launch 12-14 compact clubs, eight to ten mid-sized clubs and about 10 big box clubs.
“A new generation of Indian consumers are waking up to the benefits of fitness and well-being,” said Andy Cosslett, chief executive of Fitness First Group. “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 further push the boundaries of fitness with new technology, exercise science and customer service to build on its leadership position. 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 programmes will be offered at the new clubs, including Pro Cycling – developed in consultation with Olympic cycling champion Victoria Pendleton – and Freestyle Group Training, which is a workout that is said to be 50 per cent more effective than traditional training.
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