Business plan of fitnes club

Business is the plan of fitnes of club - analysis of the market
Demand for the services of health-improvement sport is center in the large cities of Russia it exceeds proposal. Entrance for this market thus far is opened sufficiently widely. But entrance ticket costs round sum - on the Moscow valuations, from 500 to 800 dollars to the square meter of the club area

Turn to the trainers
Winged phrase about that which "in the man everything must be wonderfully" - soul, clothing, and body, already many decades goes for a walk along the textbooks of Russian literature. But, in contrast to the libraries, the specialized halls, where it would be possible to work above its figure, in the Soviet time they did not construct. Kul'turizm was considered the creation of the bourgeois means of life, were developed the "proletarian" forms of sport of the type of football and skis I when reconstruction it destroyed ideological taboo, it was explained that the places, where all desiring could increase steel muscles and form waspish waist, entirely a little. Stadiums and sport centers took over markets. In the so-called "rockers", as a rule, was assembled the "get-together" from is very the aggressively disposed young people business plan to strangers was there uncomfortable. Moreover far from each, who dreamed to strengthen health and to improve body, would agree to be trained in the close and stuffy basement, on the antediluvian home-made trainers.
 

But, as the saying goes, piously place emptily is not. In the beginning of the 90th in Moscow they appeared

the first "present" fitnes- clubs, created on means and similarity of west, but

taking into account Russian specific character.

A quantity of those desiring to be introduced to the healthy means of life proved to be enormous. 
According to the sea-scape Of vasil'tsovoy - executive director on marketing and advertisement

of the capital company World Class, in her first fitnes- club even there existed

the so-called "sheet of expectation". Club map for yr cost $2500. And, despite

to this, the people occupied turn in order to be occupied oneself a little with the trainer on the imported trainers.

This was the same symbol of vital success as new foreign-produced brand or mobile business the plan

telephone.

But situation began to change in the course of time.

- now into our clubs walk not only fotomodeli and steep businessmen, but also "usual"

people, says the Director-General of fitnes- center "Mark Aurelius" Helen

Give. - moreover it was recently added men and women "for 40". Mentality

Russians gradually it changes, the complexes, which prevented people business plan from stepping over the threshold of fitnes- club,

they disappear. This season, when a quantity of the clients became especially significant for us

it increased two.

At present demand on the market for fitnes- services as before exceeds proposal.

Therefore only in last year in Moscow appeared about ten large it was center

and the set of small.

By the way, the process of the mass discovery of fitnes- clubs business plan continues not only in the capital, but
and in the regions naturally, business the plan of fitnes of club for the region differs somewhat from the capital version.

- we yearly carry out conferences for the people, which are interested in fitnesom, he says

Sea-scape Of vasil'tsova. - if ten years ago of participants were only 200, then in this

to year - it is more than 5000. In this case the majority arrives from different regional

it is center.

Developing business the plan of fitnes of club, you will be determined with the size of business.

Thus it was formed, which by fitnes- clubs in Russia is accepted to name large centers,

those placing over the enormous areas - are more than 1000 square meters, and the small hundred-meter

the training halls, which took the place to "rockers". Technologies of conducting the business

and the level profits in the clubs of different size differ very substantially. If

to conduct analogy with the trade, then is large center - this is the supermarket, where to the clients

is proposed the broad spectrum of high-quality products and services, and small

hall - magazinchik in the house, where in principle it is possible something to purchase, but to select with

this it is not felt.
The price of the services directly depends on the size of fitnes- club. Somewhere in the bedroom

region to be occupied oneself a little in the training hall possible and for 100 rubles. With occupations three

the time in the week per year this bypasses client into $400. But in the large fitnes- center

annual membership, which foresees the visit of club at any time of day, stands

$1000-4000.

- clients are ready to pay such money, says director in the advertisement of the fitnes- center

Marina Club Sergey ivlev. - to reduce price does not have a sense: almost all existing

clubs are filled.

The elite clubs, where the annual map stands $2500-4000, occupy the small part

capital market, order 10%. But basic portion is fallen to the clubs of the average

level - those, where the annual map stands $1000-1500.

Large Moscow fitnes- center today - this is complex with area from 1000 to 10

thousand sq. m. of one training hall to people, ready to pay for the services the large

money, it is already insufficient. Therefore in the decent, from the point of view of client, club

must be pond, spacious training and power hall, hall for aerobiki,

combat single combats, tennis Korts. But also the additional institutions, which make

a stay in the club comfortable: the salon of beauty, cosmetic salon, sauna, bar,

the store of sport clothing.

- people became more exacting and more demanding, says the sea-scape Of vasil'tsova.
- competition grows, and under such conditions club must be attractive on
to all parameters. with each client it works and personal trainer, and dietologists,
and doctor- cosmetologists so that the man could actually attain his goal - to bring
by way body and appearance.

It is important to be nearer

In all fitnes- clubs constantly is conducted the fight for the permanent clients, thus

as precisely they bring basic income.

- client base is formed in the club for 3-4 years, says Helen dari.

- at the end of this period 70% of all visitors of club comprise the constants

clients, and 30% - new.

The sea-scape Of vasil'tsova from Wotld Class gives other numbers:
- the relationship of permanent and new clients, depending on level and positions
club, it composes 60:40.
The majorities of clients select today club according to the territorial sign - near
from the house or the work. To expend its precious time on the long passages and standing
in the plugs people no longer khotyat.Poetomu composing business the plan of fitnes of club, consider this moment.

- I remember, as four ago one American specialist in fitnesu spoke

to us: "your purposeful audience - this those, who live or work in 6-8 minutes
rides from the club ", tells Helen dari. - we harmoniously laughed above this, recalling
the Russian saying: "for the rabid dog of 100 versts not hook". But it passed a little
time, and everything changed. If earlier people arrived in us from another end
Moscow, then now permanent clients - this those, who live or work hereabout.
On the basis of this, in many fitnes- it is center it changed advertising strategy. If
earlier advertisement they placed in the general national glossy periodicals or on the panels,
established on entire Moscow, then now advertisement became point.
- to much more effectively give advertising leaflets and booklets on the parking lots,
those located not far from the club, than to give one declaration in the periodical, it tells
Helen dari. - works well external advertisement, but only if it is placed
on those roads, which lead to the club.

It is very important to include in business the plan of fitnes of club the work on the different types of discount.

Maps "long" and "short"

It is most profitable, when client buys the card of member of club with the the prolonged
with the period of action - yr or half a year. By the way, in the elite clubs, which they attend

the provided for people, best of all are sold annual maps. For the people with the smaller abundance

immediately to pay $1000-2000 is difficultly. Therefore they usually buy

half year maps or map for three months, although two half year maps in the totality

they stand to 20-40% more expensive than one annual. And finally, in the entirely cheap clubs

many clients prefer to pay each training separately.

The portions, which in the total volume occupy profit from sale of membership maps and profit

for the rendering of additional services, they depend on status of club. Than it is prestige,

that is higher the level of the solvency of its attending clients. Provided for citizens

are ready to expend money in the bar, solariuies or salon beauties. Whereas for the the moderate-means

the amateurs of fitnesa the main thing - to pay training.

During the competent organization of the matter the profit from sale of club maps can comprise

70%, and from sale of additional services - 30%.

Business is the plan of fitnes of club - money for the start

For the discovery of the expensive fitnes- center, which renders the complete spectrum of services clients,

serious investments are necessary. If earlier is much fitnes- center it was opened

on the base of the existing sport complexes with the ponds, then now such places

it is already occupied. Therefore it is necessary to construct clubs from zero.

If nevertheless it is possible to find the free accomodation of the necessary area - from 1000

square meter, then to the high-quality repair and the purchase of the expensive equipment

under the Moscow conditions $500-800 on 1 square meter will be required.
it is not possible to prepare business the plan of fitnes of club without the turning to a question of zakupa of equipment. The calculation of these expenditures must compulsorily enter into business the plan of fitnes of club.
In order to equip with small the training hall, which works under the signboard "fitnes- club"
somewhere in the sleeping region of the capital, it is possible to manage with the means by an order less.

- to the equipment by the trainers of 70- meter hall we spent order $3500,

- tells the Director-General OF NPF "proksim" Vasiliy prolygin.

It is very important so that the external and internal equipping of club would correspond to those

to the prices, which the owners of business assign for the services.

- if the cost of annual club map is $1000-4000, then economize on
trainers, equipment and all associated materials (including towels,
dressing gowns) are cannot. Otherwise client can prefer the club of competitors, says the sea-scape

Vasil'tsova.

Business is the plan of fitnes of club - question of profitability.

With the average level of the profitability of business 20-30% of the inserted into the discovery 1500- meter

club millions of dollars redeem in two years. However, here everything depends on

its territorial raspolozhennosti, price policy and the size of investments into the spinup.

- to compete with the brands, familiar to users, to novices is very difficult,

- says Helen dari. - in the novices to eat good chances to unroll only

in any sleeping region. Certainly, it is possible to build club, also, in the center. But

to entice there clients from the known fitnes- center is practically impossible.

For this it is necessary to spend enormous means - on advertisement and PR to these money

it is possible to build one additional club.
 
Business is the plan of fitnes of club - cadre policy.

Good trainers do not be sufficient

Important component of the success of fitnes- club - qualified fitnes- personnel.
In a good club in each training hall the trainer, finished constantly is present
free of charge to answer any question of client. All trainers have sport formation,
many are the acting athletes. Periodically they pass certification,
confirming its knowledge in the region of contemporary fitnesa.
In the small training halls of local importance the situation is different. Trainer can
to appear there from time to time, developing individual training program
for the client, but without being present with all occupations.

- the collection of the qualified personnel - this is basic problem for the new clubs,

- notes Helen dari. - good specialists it is very small, since this business

it is still very young. Takeing into account, how many clubs are opened recently, the trainers

it is sufficient.
The presence in it of diverse fitnes- programs is one more of the differences in a good club.

Some complexes alone of exercises on aerobike it is possible to count with ten: in

dependence on the intensity of load, with the leaps and without the leaps, with the use

or without the use of a step- platform. The same concerns power lessons. Someone

wants to podkachat' muscle of hands, arms and breast, someone - abdominal press and muscles of legs,

and someone - everything immediately. Depending on purpose, which places before himself the client,

they must propose to him the diverse versions of trainings.

Periodically in our fellow citizens the desire to be occupied according to the programs, which became appears

fashionable in the West. Large fitnes- clubs rapidly react to all changes and

the new forms of trainings are introduced. However, according to the specialists, is far from all

from western Heath they become popular in Russia. And in the course of time demand on them

it disappears.

Introduce into the business the plan of fitnes of club the versions of the possible development of your business and new directions.

Recently large popularity in the fitnes- clubs they became to use thus

the called family and children's programs. Thus far mom deals shityu aerobikoy, it

fumes introduce to sport in the children's hall. Therefore today in that each respecting itself

fitnes- club there is ten- other of versions of trainings for the kiddies of the different

age and the level of sport preparation.

Doors for the market are opened, but...

According to the estimations of company World Gym, the need of Moscow for the fitnes- centers comprises
not less than 500 thousand training places. In this case today all clubs

cities can accept only order 150 thousand clients. In many sleeping regions

with the number of inhabitants of 100-200 thousand people, until now it works only one-two

training of hall. It would seem, system - I do not want! But, in reality, in the fitnes- business

not all so is simple.
To stably obtain a good profit, after opening small fitnes- club in the outskirts

city, it is possible only in such a case, when its accomodation find in your property.

- daily to us come 10-15 people, says Vasiliy prolygin. -

And this despite the fact that the prices are low - 100-150 rubles for the training

(depending on time) - and hereabout no others fitnes- it is center. If

we leased our halls, it would be much more complexly.

It is simple to calculate, that the cost of the lease of the 200- meter accomodation, where it is possible

to place training hall and hall for the occupations of aerobikoy, with price $200 for kV.

m per year, will per month comprise more than $3000. Even if it they are daily attend

30 people to pay on $5 for the training, lease and other expenditures will eat entire

profit.

The competently comprised business the plan of fitnes of club helps to competently determine the price policy of business.
To assign higher price riskovanno. It is worthy to compete with the large fitnes- centers

nevertheless will not come out. But here to frighten away by an increase in the price of the moderate-means clients

it is completely possibly.

- inexpensive fitnes- clubs do not be sufficient, but to open them is thus far unprofitable,

speaks the sea-scape Of vasil'tsova.

However, within the next few years the possibility to leave for the market for fitnes- services in the novices

nevertheless there is.

Chances to the success it is more in those, who have available means for the building of the spacious

and the well equipped club in any of the sleeping regions. In Moscow To hurry

with the output for the market it stands at least because recently on "spal'niki"

focused their attention large networks - "planet Of fitnes", World Class, World Gym.

Several clubs of these companies already exist in the outskirts of the capital.

In this case the specialists forecast, that in two or three years it is possible to expect the stiffening

competitive activity not only in the center of city, but also in the sleeping regions. As

it is spoken, who did not have time, that was late.

Is here given only exemplary business the plan of fitnes of kluba.Chtoby to compose business the plan of fitnes of club taking into account the special features of your business, be turned to the specialists.