Fitness is mastering a new format – Kommersant FM
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The fitness industry has switched to a small gym format. Studios with an area of up to 150 square meters have become the fastest growing format of such business, FitnessData analysts estimate. Such points accounted for 80% of new discoveries in the industry. People started talking about the trend back during the pandemic: consumers then became less likely to buy annual cards to fitness centers, preferring to pay for one-time classes or short subscriptions.
By the beginning of November, about 6.5 thousand sports studios were operating in the country, and about 500 of them open annually. Launching a fitness boutique, as a rule, costs half as much as a traditional large gym, notes Sergei Ivanov, CEO of the sports equipment supplier FitOn Profi. :
“Many residential complexes already have small fitness studios planned from the beginning. We now receive 30-40% of orders from them. Previously it was about 10%, and there were very few such studios. It was hard to calculate the economy. Now the boundaries have expanded. People often want to do a workout and not have to travel far.
In the morning I got up and worked out. Same thing in the evening. When studios open, they try to minimize the number of exercise machines and take more universal ones: two-in-one upper-lower rows, two-in-one flexion-extension machines. That is, this format is not suitable for bodybuilders.
Equipping a hall of up to 150 square meters costs an average of 3-4 million rubles. It all depends on the functionality. A difference of 50 square meters is a plus or minus of three or four simulators. If the cost of one is 250 thousand rubles, then it turns out to be 1 million rubles.
In standard fitness clubs, a gym starts from 200 square meters and more, equipment – from 5 million rubles. Equipment prices have generally increased, this applies to currency fluctuations and delivery costs. Chinese factories also periodically change pricing. Therefore, if earlier it grew on average by 7-8% taking into account inflation, now it easily jumps to 20%, sometimes 30%.”
As the authors of the study note, by the end of 2023, the turnover of all fitness studios in Russia may reach 29 billion rubles, and their market share will exceed 14%. However, this segment will not soon supplant traditional multifunctional gyms, says Olga Kiseleva, president of the Association of Fitness Industry Operators. In addition, according to her, about a quarter of small halls “burn out” in the first year of operation:
“The planning leverage of each person has decreased. Paying a year in advance is even more difficult. As for business, in this regard there are more opportunities to find space and definitely less investment. 3-4 million rubles. It’s quite possible to recapture it in two or three years. The average volume is a little more than 5 million rubles.
Such a small business is opened mainly by the coaching staff. Usually this is a single service. For example, dance studio, Pilates, yoga. However, the lack of entrepreneurial experience means that the majority of fitness studios – around 29% in 2022 and 20% in 2023 – do not survive until the end of the year.
So far, such clubs are not pushing out big players, because the trend began recently. But with such dynamics, after some period of time we will see a prevailing share ratio. Large networks are only testing this opportunity, studying the emerging niche.
We understand how retail developed, when first there were hypermarkets, supermarkets, and now convenience stores. Fitness seems to be going down a similar path. There will be a parity share ratio. Because there is still a client for whom it is important to go to the gym and be able to swim in the pool. Large federal chains are developing, perhaps not at the pace we would like, but they are expanding and opening new points. Gross revenues are growing. But at the same time, the margins are low – 1-2% profitability.”
Against the backdrop of rising prices for fitness club memberships in Russia, demand for the services of private trainers has recently increased. Avito reported in August that interest in individual lessons in football, dancing, fitness and boxing has increased by almost a third over the past year.
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