We work with different formats of fitness clubs, dance studios, yoga schools, TRX studios, Tonus clubs, martial arts halls and so on. And it is clear that each direction has its own specifics in local location, directions, price segment or staff. But, in the provision of sports and recreation services for the population, there are common features in promotion, in business processes and communications with customers, this is a fact.

In this article, we will share a real case of launching a new NextFit EMS training studio in Volgograd.

Fitness studio website

The first thing the work began with was the reworking of the current website of the fitness studio.

What was done:

1. Redesigned the first screen of the site. We created a clear headline, highlighted the key action "Find out prices", changed the visual image to fit the female target audience.

Title: New generation fitness studio. Wireless EMS training system.

The task of the header for a fitness club website is to show what exactly you sell or what service you provide. No extra water

Subtitle: Be in good shape and save time for more important things. Train for 20 minutes a day with EMS technology and activate muscles that have never worked before.

The task of a subtitle for a fitness club website is to point to the target audience and reveal its key pain or problem.

In this subheading, we focus on people who see fitness as a tool for a more efficient and effective life. For them, additional communication in the gym is not very important and they are not ready to spend a lot of time on fitness. They have more important things to do, someone has a family, someone has a job.

2. We added a block where we visually showed the essence of the technology and gave a detailed explanation of each stage of the EMS training.

It cannot be said that EMS technology was completely new for this region. But a certain degree of distrust was still present. It was important to set aside the general understanding that EMS training is training for the lazy. Like, you don’t need to do anything, you just get muscle stimulation through electrical impulses and that’s enough (you probably remember the butterfly trainers in the TV store).

3. Created the mechanics of communication with a potential client after signing up.

This fitness studio is a premium format, so even before the purchase stage it was important to provide a premium service. Even if a person is just on your site and decides to try the EMS technology on himself.

Therefore, after a potential client left a request on the site, he got to the "thank you page", where he personally met the owner of the studio. He also received a welcome letter in the mail. Thus, we increased the number of contacts with a potential client, which helped us close deals more successfully.

Sale of fitness services.

Before the start of joint work to promote this fitness project, the client business process looked like this - after a potential client left an application, he was offered to buy a card at a discount even before the opening of the studio. The discount gradually “melted” over time. And using this technology, we managed to sell several cards.

While the discount was 70% it worked great. But the discount became smaller, and it was more difficult to sell cards. Plus, I didn’t want to build the entire advertising campaign solely on the discount policy, so that after the opening I wouldn’t fall into the bondage of constant discounts and promotions.

Therefore, the first step for the client was changed, from selling the card at a discount in the forehead to an invitation to a full workout without buying a card.

This decision was not taken lightly. After analyzing calls from potential clients, several key client objections were identified: “Technology is not familiar”, “Fitness does not work without grueling workouts.”

To simplify the initial communication, it was decided to conduct such training for free (a small training area was equipped on the territory of the studio, repairs were underway). There were no problems with signing up for such a training, but there were questions about the “profitability” for a lesson, since the potential client did not feel personally responsible to the club and the coach. To add value to training and at the same time weed out freeloaders, a price of 1000 rubles was set. for the first trial run.

But as practice has shown, the price turned out to be high and greatly reduced the percentage of registration for training (perhaps this is due to the fact that the studio is not yet open and potential clients did not want to spend a significant amount in advance). At the moment, we settled on the cost of training at 500 rubles. The conversion to the parish has not changed much, but the conversion to the sale of the card has grown compared to the free first session.

Price list for fitness services.

The price list for fitness services has been completely redesigned. Initially, it was planned to sell only annual unlimited cards at the presale stage. But in practice, selling such cards proved to be a difficult task.

And it's not just about the price. Rather, the matter is in the TA itself (target audience).

Most of the potential clients planned to use EMS training as an addition to classical fitness (it was a small discovery for us). And buy an unlimited card, pay more than 100,000 rubles. for the addition to fitness, the target audience was not ready. Therefore, it was decided to adjust the price, to make cards with a fixed number of classes, but with more favorable conditions for the validity period than those of competitors:

Unlimited - 105,000 rubles.
36 lessons (valid for 6 months) - 54,000 rubles.
20 lessons (valid for 12 months) - 34,000 rubles.
12 lessons (valid for 3 months) - 21,600 rubles.
4 lessons (valid for 1 month) - 7,800 rubles.

There is an understanding that in the future some of the clients will be able to fully switch to EMS training, but only after they are 100% convinced that the technology works for them.

Fitness studio advertising campaign.

The main target audience of this fitness project is successful women who care about looking good, but they are not ready to spend all their free time on fitness.

Therefore, at the launch stage, 2 key directions were chosen to promote the fitness studio.

1. Campaign on social networks Facebook, Vk and Instagram.

There were several ads on Facebook and Instagram that were "spinning" at the same time. In the first example, the emphasis is on the demonstration of technology, in the second, on the location of the fitness studio.

When promoting on Vkontakte, the format for promoting a post with a GIF image was chosen.

In big cities, fitness centers are at almost every step. But despite their huge number, there are also plenty of customers in each of them. All because playing sports and having a beautiful body is now fashionable. If you have decided to also go into business on the desire of people to be healthy and beautiful, you are on the right track. But to stand out among the large mass of almost identical sports clubs, open a studio that specializes in EMS training.

EMS (EMS) is electrical muscle stimulation, a scientifically developed and widely used method for improving the condition and training of muscles using currents that cause muscles to contract. Of course, this technology has been around for a long time. But earlier, it was frankly inconvenient to use EMS simulators because of their bulkiness and a large number of wires that connected the electrodes on the body to the device that creates impulses. Modern EMS trainers do not have wires at all and are very easy to use. Therefore, it is much easier to attract people to this sport.

Wireless EMS trainer i-Motion

Today we will talk about the i-Motion wireless EMS trainer. When we do physical exercises in the usual mode, we can put a limited load on the muscles - as much as we have enough strength. If you perform the same exercises, but in the i-Motion EMS suit, you will receive an additional dose of muscle stimulation, which will significantly speed up the desired effect of training. EMS impulses are able to penetrate into the deepest layers of muscles and activate them. With the i-Motion EMS trainer, you can distribute the load across different muscle groups as required by a particular type of training and the athlete's health. The i-Motion EMS simulator consists of: a special suit, underwear, a module, a tablet with software.

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Key Benefits of the i-Motion EMS Trainer

• Wireless technologies (communication between the tablet and the module is carried out via bluetooth connection).
• The distance between the tablet and the exercising person can reach up to 100 meters.
• The EMS suit has an antibacterial coating.
• Significant time savings - instead of 4 hours of training in the usual mode, with i-Motion you can work out in just 20 minutes and get the same result.
• About 20 programs are programmed in one tablet: cardio, fitness, strength, bodybuilding, metabolism, capillary, cellulite, skin, relaxation, etc.

This is about the benefits for your future customers.

The official website of the EMS simulator i-Motion in Russia - www.emskostum.ru

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Benefits for business owners:

• The use of the i-Motion suit does not require any medical license and is certified in Russia.
• Under the suit itself, special underwear is put on the naked body (each person puts on new and clean underwear), thus the i-Motion suit does not need to be prepared and cleaned for each subsequent client for a long time.
• Thanks to a special antibacterial coating, it is absolutely safe for health and does not leave odors or any other troubles after use. Such a suit is durable - after washing and drying it will not lose its properties.
• It is possible to purchase in installments or on credit.
• You or your staff are trained free of charge in the specifics of EMS training.
• The EMC equipment module can work the whole working day (8-9 hours) without recharging! Thus, this ensures the uninterrupted work of the trainer with clients.
• The i-Motion tablet is always in touch with the service center in Spain, when new training modes are available, they are downloaded online. Free EMS delivery of i-Motion equipment to any city in Russia and nearby countries.
• It is possible to conduct group EMS trainings, since up to 10 people can train at the same time, while you can manage and set an individual load from one tablet.

i-Motion EMS suits are available in three sizes (S, M, L) for men and women. But even if a client of a non-standard build comes to you, you can find a solution for him - with the help of special belts, the suit can be reduced or, on the contrary, expanded so that it fits the body perfectly and does not cause discomfort.

Here I would love to visit a fitness studio that offers workouts with i-Motion. It is already interesting to check all these EMS wonders for yourself!

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Location: Central district of the city of Voronezh, with convenient parking spaces for customers. Comfortable conditions have been created for effective fitness and recreation for guests. Modern equipment and qualified staff.

• Building area 80 sq.m.
• Buildings for rent up to November 2017, with the right to extend the lease
• Land area 0 sq.m.
• Land for rent up to 0

Certificates, licenses

Available and everything you need will be provided

Additional Information

EMS technology allows you to work out ALL muscle groups at the same time, which means it helps to solve several problems at once:
Lose weight
Strengthen muscles
Build muscle mass and make the figure more embossed
Normalize blood pressure, reduce blood sugar levels
Restore muscle function after injury
Effectively stimulate metabolic processes
Remove cellulite
Increase skin elasticity
Get rid of pain in the back, neck, swelling and heaviness in the legs
Getting leaner, leaner and healthier is easy!
This EMS technology is over 20 years old. The simulator of the best European manufacturer XBody is approved for sports use and has all the necessary certificates. With the help of this technique, the training time for one person takes only 20 minutes - an analogue of 3-hour sessions in a regular gym.
Location: Petrovsky Passage Shopping Center, Central District of Voronezh, with parking spaces for customers. Comfortable conditions have been created for effective fitness and recreation for guests. Modern equipment and qualified staff. Organizational legal form: LLC. Age of business: 2 years.
Includes:
Reception area and waiting area 15 m2
Hall for personal training 25 m2
Staff room
Changing rooms - 3 pcs.
Toilet
Shower rooms - 2 pcs.
Training room:
EMC simulator XBody
EMC Suits
All necessary equipment for classes
Receptionist:
A computer
a printer
TV LCD
router
Furniture
Other equipment:
Washing machine
Clothes dryer
Air conditioning in addition to the chiller-fan coil system
cooler
and much more

The studio has a subscription system
17 personal training sessions per day
One-time lesson - 2,000 rubles.
One lesson by subscription - from 1,000 rubles (on average 1430 rubles).
Studio working hours from 9:20 to 22:00 seven days a week
Customer Sources:
Business center
Loyalty programs
Social media
Landing site
Partnership programs
There is an opportunity to increase the influx of corporate clients

Financial indicators.
Average monthly turnover: from 300,000-450,000 rubles.
The specified turnover at 50% employment of the studio
Average monthly expenses:
1) The rent is 63,000 rubles. The direct lease agreement is concluded for 11 months with subsequent prolongation.
2) Utilities: summer period 5,000 rubles, winter period 10,000 rubles.
3) Cleaning of the premises (contract): 2,700 rubles.
4) FOT: 90,000 rubles.
5) Other: 10,000 rubles.
Average monthly profit: from 130,000 rubles.
Short payback period.
The ready staff can be kept.
Employees: 3 personal trainers, 2 administrators.
The business is complete. The price includes a fully equipped EMS fitness studio. Good location. Accumulated customer base: more than 52,000 people. Promotion on Internet portals: instagram, vk, facebook. Own site f-n-b.ru. Good repair, good atmosphere.
Stable business, the potential of which is not fully realized. Taking into account the accumulated experience, there are plans to open a second similar studio with improved functionality and increased revenue indicators, which will increase the profitability and efficiency of this type of business. When opening a subsequent studio, there is an opportunity to significantly save!
The composition of the founders of the company - 1 person (100% share). No franchises, work under your own name, the potential to promote your own franchise in your own region and the CCR. The sale is complete or partial and is negotiated separately with a potential client. Additional investments are needed in the development of this area.
The owner is ready to provide information and technical support to the new owner, as well as assistance in opening subsequent similar studios with huge savings. Large networks will not tell all the subtleties!
The cost of the business is not final and is discussed with a specific buyer!

Elizaveta Shepelskaya has created the largest network of 75 fitness studios in Russia for training with electrical stimulation. The network is growing steadily, and its turnover in 2016 exceeded 240 million rubles.

Elizabeth Shepelskaya

“At first I didn’t believe it, I thought it was another magic pill. I decided to try it on myself, and it just amazed me, ”Elizaveta Shepelskaya recalls her first workout using the new method. “I could hardly bend my elbows in front of me, as if they had a weighty barbell, but there was nothing in them.”

Shepelskaya created her first business - a real estate agency, as well as an ad site - in Yekaterinburg immediately after receiving a sociological education at a local university. In three years, she opened five representative offices of the company in Yekaterinburg, Chelyabinsk, Novosibirsk and Krasnodar. But the real estate business quickly got bored. In 2011, looking for new opportunities, Shepelskaya decided to move to Moscow and sold the business to her partner, who stayed in Yekaterinburg.

It took a year to find a new business idea: Shepelskaya analyzed the Moscow market and traveled the world. However, after a class at Express-Fit, the first Moscow sports club at that time that specialized in training using electrical muscle stimulation (EMS), she realized that the idea had been found. And again she went abroad purposefully - to study how such studios work. It turned out that Europe is experiencing a boom that has not yet reached Russia.

Muscles in 20 minutes

Elizabeth already knew that she would focus on the premium segment - people with high incomes and eternal lack of time. “The concept was this: came, quickly trained and left. It wasn't supposed to be a big club with a pool and a sauna. But there should be a lot of them so that the road takes no more than five minutes, ”says Shepelskaya. She decided to promote her Fit-n-go brand with the slogan "20 minutes instead of three hours in the gym."

The format is new and unusual, so the entrepreneur for a long time could not decide on the footage and internal arrangement of the clubs. The fact is that the EMS-studio is not like an ordinary fitness club. The area is much less. One Fit-n-go studio with one gym and shower is served by only four employees - two trainers and two administrators. If the studio consists of two training rooms, then there are six employees. For comparison, in a fitness club, where the area of ​​​​the training space is on average 500-800 square meters. m, usually 15-20 people work. The Fit-n-go studio has an average of 26 people per day, each with only 30 minutes, including time to change and shower.

But, since large areas are not needed, there is a choice. The first studio is 53 sq. m was opened in the Federation Tower in Moscow City in November 2013. Investments amounted to about 2.6 million rubles. Shepelskaya's personal funds. Half of them were spent on the purchase of two sets of EMS equipment. No additional equipment, according to Shepelskaya, is required for such training. Studios also have light dumbbells, moderate weight barbells, bodybars, and resistance bands, but you can get by without them. “We noticed that psychologically it is more accustomed to a person to perform certain exercises, say, for the hands, holding some weights in them,” Shepelskaya explains.

Elizabeth Shepelskaya (Photo: Vladislav Shatilo / RBC)

At first, it was difficult for her to tell people about unknown technology and convince them that it works. “We said: come for free, try it,” she recalls. - They worked for a month at such free trainings. Each client who tried it, leaving the studio, said: Wow! It inspired me a lot." She expected that people from the offices in the neighborhood would come to the studio first of all. But those who live and work in other areas have also become customers. They learned about Fit-n-go from social media. The Instagram account has become a key tool for promoting the project.

The first studio paid off in four months. In the spring of 2014, Shepelskaya opened a second one, on Zemlyanoy Val. The parent company's revenue for 2014 amounted to about 31 million rubles. In 2015, this figure reached 127.4 million rubles, at the end of 2016 - 241 million rubles.

How it works

EMS technology (English electrical muscle stimulation) is based on the fact that the muscles are affected by electrical impulses that are generated by a special device and cause them to contract. The technology comes from the space industry and is widely used in medicine and sports rehabilitation.

The first simulator that allowed ordinary people to practice EMS was created by the German company Miha Bodutec more than ten years ago. This company is still the largest player in the EMS equipment market. Today there are hundreds of EMS studios in Germany, in Berlin alone there are about 300 such clubs. One of the largest German EMS networks is Body Street. About 250 studios operate under this brand today.

During training, a person performs all exercises in an EMS suit with sewn-in electrodes. Training in it allows you to improve blood circulation, restore lymphatic drainage, increase muscle tone, and also speed up the process of burning fat.

People describe the sensations from the impact of electrical impulses in different ways: someone compares them with tapping on the muscles, someone says that "as if a lot of ants are running over you." “The effect is that the muscles are given resistance, at which the performance of even the simplest exercise becomes more difficult,” says Elizaveta Shepelskaya. “So, for example, doing five burpee exercises in an EMS suit, you will get the same load as if you did this exercise 15-50 times.”

However, many industry professionals are skeptical about EMS technology. “EMS training has not proven itself yet. I am more conservative in terms of training, although perhaps this technology will soon begin to be integrated into regular fitness clubs. In any case, the result will be maximum if you combine EMS with standard training,” says Vladimir Antonenko, network head of X-Fit gyms.

Franchise to accelerate

Shepelskaya immediately expected to develop a business on a franchising model. Having launched two studios, she began to think through the conditions for future franchisees. The first franchise studio opened in the summer of 2014 in Podolsk. “Of course, there was a big risk, Podolsk is still not Moscow. They almost dragged everyone they knew into the studio by force until word of mouth started working, ”recalls Daria Titova, managing director of the Fit-n-go studio in Podolsk. The investment in this studio paid off in about two years.

In 2014, Fit-n-go launched a total of 15 partner outlets. The rapid growth of the network began in 2015 and continued in 2016, when about 60 more studios were opened. As a rule, in a year or two, investments in them paid off, and the network grew like a snowball.

“Our main mistake was that we did not think over ways to protect intellectual property. This led to the appearance of a large number of clones on the market,” says Elizaveta Shepelskaya. “For example, two entrepreneurs joined us from the very beginning, found out everything, and then decided to work under their own brand.” According to her, for the entire period of Fit-n-go's work, only one point was closed, and one more had to be moved. “We launched a studio in the Snezhkom ski resort in Krasnogorsk,” she says. - We thought that there were active people there, but it didn’t work: everyone came to ski. Then we moved to a residential complex on Ilyinsky Boulevard. Things immediately got much better.”

Business is fast. It takes an average of two months to open one studio. If there is a ready-made room where no repairs are needed, then two weeks at all. Two or three weeks before the opening of the studio, the franchisee undergoes training. In addition, the parent company offers a number of other services - from staff recruitment to organizing the flow of clients signed up for trial training. The price of the franchise depends on this, as well as on the region of opening. The lump-sum contribution starts from 500 thousand rubles. and can reach 2 million rubles. (in this case, the parent company itself is engaged in attracting customers). Royalties average 45 thousand rubles. per month. “99% of our franchisees have never encountered the fitness industry before joining us,” admits Shepelskaya.

Fit-n-go in numbers

1850 clients visited 22 630 training sessions in all network studios in February 2017

34 thousand rubles — average check across the network in February 2017

800 thousand rubles — the average monthly turnover of the Moscow studio, the break-even threshold is about 500 thousand rubles.

RUB 241 million - aboutturnover of the entire network in 2016

250% - fromaverage annual network growth rate

Franchisee's view

Andrey Khlypkovka became one of the Moscow Fit-n-go franchisees in 2016. He came from the construction industry, where he spent 15 years - first as an employee, then as an individual entrepreneur. I learned about EMS training from a friend who was a member of the Fit-n-go club. Andrey was interested in an unusual format. “After the first workout, I felt nothing but a little sore muscle. After the second, I realized that I had spent little time, and my muscles were very sore. There was a state identical to a good workout in the gym, ”says Andrey.

In March 2016, he started thinking about opening his own EMS studio. “I decided that developing small fitness studios separately from a large system is quite a risky business,” Khlypkovka says. — And Fit-n-go is a strong brand. A franchise participant enters the market with support, which is very important at the initial stage. Within a large network, many problems are much easier to solve.”

In early September 2016, Khlypkovka acquired a franchise, a month later his studio opened near the Prospekt Mira metro station. Investments by the time of launch amounted to about 5 million rubles. 30% of them went to the purchase of a franchise, 30% - to the purchase of equipment and personnel. The franchisor helped with the search for employees. The repair of the rented premises cost the most: all the rest of the money was spent on it.

Photo: Vladislav Shatilo / RBC

“I have never dealt with this kind of business before. Construction with advances and post-payments is completely different than direct sales,” Khlypkovka recalls. In the summer of 2016, he completed a basic course at the Fit-n-go academy, which provides training and professional development for franchisees. “This is not some kind of theoretical course, this is an algorithm of actions, practical knowledge about working in one of the studios of the network. I was interested in every detail, because the result depended on each,” says the entrepreneur.

The opening of the studio was announced through Fit-n-go social media accounts. Now the total number of subscribers on Instagram, Facebook, VKontakte and Twitter in the network is 70 thousand people. The first clients came to Andrey through the network's call center.

The main problem was low conversion - below 50%. “Customers were very cold at first, they were just interested in what it was,” Khlypkovka says. Now the conversion has grown to 75-80%, the number of regular customers has reached 40. “We began to constantly monitor the reaction of customers to the work of the studio, improve the methods of the training process, and make changes to the work algorithms in the shortest possible time. Most importantly, we realized that each client needs an individual approach – from creating individual training programs to online support,” Andrey explains.

Most clients are people who already know about Fit-n-go, which means that their choice is primarily influenced by the location of the studio. “Our point has a good location — close to the metro, convenient to get there by car. Most of the clients are local residents and those who come to work in the area,” says Andrei. According to his forecasts, he will return the investment by November 2017.

Electrification of the whole country

“Initially, everything developed quite calmly in Russia, because the market was not very clear. This topic took off sharply thanks to Fit-n-go, ”says Dmitry Kovalev, owner of the competing network of JustFit studios. The rapid growth of the market began in 2014-2015.

According to experts interviewed by RBC, the leader in the number of studios is Fit-n-go. The main competitors are the smaller chains JustFit, Fitbox, Body Forming and Newfit. All of them operate in approximately the same price segment and offer similar services. A subscription for 12 workouts costs an average of 30 thousand rubles. “Due to the fact that the service is not cheap, the marginality is squeezed between the cost and the market, few people dare to dump. If dumping happens, then not for long, ”explains Dmitry Kovalev.

The competition is at the level of choice of equipment. Fit-n-go, for example, started working on the Hungarian X-Body equipment, and is now purchasing wireless suits connected to the device via Wi-Fi from the German manufacturer EasyMotionSkin. Management - through the application on the iPhone or iPad. The cost of one set is about 800 thousand rubles. The Newfit network also works on wireless equipment. “The trend towards wireless technology is noticeable. However, Miha Bodutec, as the main technological structure, believes that wired devices are still more efficient and safer,” says Dmitry Kovalev. JustFit and Fitbox use German Miha Bodutec wired trainers. The Bodyforming network purchases such equipment from the German firm Loncego.

“The level of competition today is still far from pushing with elbows. Closed, as a rule, loners. Relying on a local client does not always justify itself: you just have to guess a little with the place - and that's it, you work in the red, - says Kovalev. — We are all on the verge of a market transition from the stage of crazy innovators to the stage of the early majority, that is, the niche as a whole will inevitably grow. It's time to establish a systemic network business.

In the regions, as Dmitry and Elizaveta admit, the demand for EMS is still in its infancy. In million-plus cities, the market is divided by two or three studios. “In a few years, there will be a dozen EMS studios in any major city,” Kovalev is convinced. — There is a good prospect for the development of large networks on a franchise model. Loners in such conditions will not survive because of the high costs of marketing.

High growth potential is provided due to the weak penetration of fitness services into the domestic market

The fitness services market in Russia is relatively young: the appearance of the first classic fitness clubs in Moscow and large Russian cities occurred in the early 90s. The development of the market was hampered for a long time for several reasons: almost all existing clubs developed in the premium and luxury segments, and the income and way of thinking of the population were far from modern. The target audience of fitness clubs was small until the mid-2000s. After 26 years, the fitness industry presents a completely different picture, the market has shown positive dynamics for a long time and has great growth potential even with economic instability.

The crisis and falling incomes of the population negatively affected the growth rate of the fitness services market, however, the market continues to grow at a high rate by Russian standards: in 2015, the nominal market growth was 14.1%, the real one was 3.6%. The volume of the fitness services market, together with related markets (Crossfit, personal training, etc.), is at least RUB 101.4 billion

The greatest potential for further market development in cities with a high population: the CEO of a chain of fitness clubs " Fitness Territory» Alexey Kolmykov, in an interview for RBC Market Research, told which cities would be of the greatest interest in the development of the network: “We plan to develop not only at the expense of Moscow and the Moscow Region, but also at the expense of the regions. We are interested in cities with a population of half a million people and more…”. President of the federal holding " Alex Fitness» Alexey Kovalev also plans to expand the network of fitness clubs through the regions: “First of all, we plan to continue developing in the regions where we are already represented. Most of all, we are now interested in cities with a population of more than 150 thousand people.”

However, there is also growth potential in the metropolitan region: as part of the study of the fitness services market in Moscow and the Moscow region, the geographical location of clubs of various price categories was analyzed, and the results obtained suggest a high growth potential for the metropolitan fitness services market. The potential is uneven depending on the price segments - the segments of fitness clubs with an annual subscription price of no more than 50 thousand rubles have the greatest prospects for further development.

The growth potential of the Moscow market is confirmed by the projects implemented by major players: Sergey Roshchupkin, President of the fitness club chain "Zebra", in an interview for "RBC Market Research" shared the number of open for 2015-2016. clubs: 11 fitness clubs of the network were opened during the period under review, and 2 more clubs are planned to be opened in the near future. The number of clubs in the network is actively growing "THE USSR.". Territorial sales director of a network of fitness clubs "THE USSR." Natalya Golovkova said that in 2015-2016. the company's network has increased by 6 clubs, 5 more clubs should be opened in the near future.

An excessive concentration of fitness clubs and related markets in Moscow is typical only for the Central Administrative District: in a number of districts of the East, South-East and South of the capital, there are still areas with an insufficient number of fitness clubs or even their absence.

If in the fitness services market of Moscow large clubs prefer to develop on their own, then in the regions large chains mainly operate franchising clubs. The share of franchised clubs from network players in the regions is more than 25%.

Franchisees in the fitness industry can be both large businessmen with an income level of several hundred million rubles, and small private entrepreneurs: often, even within the same network of fitness clubs, it is possible to open a franchise of both a large premium version of a fitness club and a small one. fitness studios. Network of fitness clubs X-fit offers 2 formats of fitness clubs for potential franchisees: X-fit with a mandatory swimming pool and an area of ​​​​2 thousand square meters. meters and Fit-Studio with a minimum area of ​​220 sq. meters.

The largest fitness club chain in Russia in terms of revenue, World Class, is also actively developing through franchising: at present, half of the 72 clubs in the chain are franchised.

The potential for the development of fitness in the regions has long been limited by the lack of suitable areas for rent, weak interest and low incomes of the population. However, at the moment, even in medium and small cities of Russia there are a sufficient number of modern buildings for opening clubs, and the income of the population has reached a level at which most of the target audience can afford to purchase a club card. Victoria Kubrina, director of marketing and advertising of the federal network of fitness clubs X-fit, in an interview for RBC Market Research, noted that in 2016 it is planned to open 3 franchise clubs of the network - in Kogalym, Dushanbe and Stavropol. Strategy and Marketing Director "Russian Fitness Group" Evgenia Kostina considers franchising to be an important, but not the only direction for the development of the network: “Diversification is important for us: clubs in their own operation, franchising, testing of new models.”

2015-2016 should be a turning point for the fitness services market: the metropolitan region, which occupied more than half of the fitness services market in previous years, is becoming less popular in terms of opening new clubs, and regions are coming to the fore, and it is franchising that should play a decisive role in distribution of market shares among major network players in the regions.

Investments in the opening of fitness clubs also differ significantly depending on the format: the highest quality premium-level projects can cost investors more than 200 million rubles; clubs business and comfort format in the amount of 80-100 million rubles; small fitness studios - 5-7 million rubles.

The main factors motivating potential franchisees to purchase a franchise of well-known fitness club chains are: a more recognizable brand, which will attract customers at the initial stage, greater accommodating landlords, assistance with the supply of equipment and staff training, a ready-made customer electronic accounting system and the organization of the sales department .

Active development in the market of sports services is also received by markets related to fitness - personal training, crossfit-direction, EMS and others. One of the most interesting areas for franchising is EMS or electromyostimulation, the appearance of which was originally associated with medicine: EMS was used for the rehabilitation of people with problems of the nervous system and the musculoskeletal system. Innovative workouts carried out with the help of special suits with electric wires are of great interest to Muscovites, but the revenue of EMS studios is incomparably lower than that of classic fitness clubs.

The growth of EMS studios in recent years is higher than that of fitness clubs. Over the past 2 years, the network of EMS studios has grown to 97 studios in Moscow and Moscow Region. The active growth in the number of EMS-studios is facilitated by lower costs for starting a project and the absence of a large list of requirements for the premises - a room with an area of ​​more than 50 square meters will be suitable. meters with the possibility of installing a bathroom, on the first or second floor of the building, within walking distance from public transport stops. The entrance fee for the largest networks depends on the location of the opening of the franchised EMS studio, but rarely exceeds 1 million rubles. Additional costs can range from 500 thousand to several million rubles.

The prospects for further development of the fitness services market look favorable: even under the current economic situation, the market will continue to grow in the next 4-5 years, and if the situation improves, it will increase growth rates to indicators close to 22-25% in nominal terms. As the Russian market continues to follow global trends, the share of network fitness clubs in the Russian regions will continue to grow in the coming years.

In fact, the further development of network players in the regions is limited by the availability of free capital and the availability of credit funds in the case of their own development or the level of requirements for franchisees in the case of betting on franchising, which is growing in popularity. Olga Kiseleva, network manager, development director of the international network of fitness clubs World Gym in Russia noted in her interview a two-fold increase in the number of requests for the opening of new clubs World Gym in 2015.

Fitness networks have successfully adapted to the most acute problems of late 2014 - early 2015: rental rates denominated in dollars are frozen at the old rate or reduced to an acceptable level, the level of subscription sales is growing due to the expansion of the target audience, the introduction of new products and the price flexibility of companies and equipment purchases are optimized as much as possible. The continued expansion of networks into cities with a population of 125, 250 and 500 thousand people is obviously the main geographical vector of market development.