The potential in the cities is becoming smaller and smaller. This makes rural regions more and more interesting for gym openings. However, as these regions have their own challenges, suitable concepts adapted for the market are needed.
The most important facts in a nutshell:
- The GET FIT licensing concept focuses on transparency, fairness to licensees, and know-how from the operator's perspective and the industry.
- There are three different concept packages, which differ in terms of space and equipment.
- It takes an average of six months from the concept presentation to the opening of the gym.
- The licensee is intensively accompanied and supported by the licensor GET FIT during the whole process.
In many German cities and towns, one fitness studio follows the other. There it is not surprising that for new openings and growth other places must be found.
For this reason, the development of rural areas began some time ago. Due to the lower customer potential, however, other business models are required here. One currently successful model is fitness studios with low staffing levels, such as the GET FIT concept.
This was developed by Eugen Leibman, whose career started in physiotherapy. From there he developed into a personal trainer and realized his idea of comprehensive member care by opening his own health center.
To compete in his own market, he opened a total of eight GET FIT fitness studios as satellites around his therapy center. For these, he set out to find a suitable equipment partner. At FIBO, he got to know the equipment from DHZ Fitness Europe and it quickly became clear to both sides that there was potential here for a more in-depth collaboration.
Many years of experience in the micro studio market
DHZ Fitness Europe has already been gathering extensive experience in the micro studio market since 2015. In particular, how much space such a facility requires, which equipment is used more intensively and what service requirements members have.
Based on this experience, the equipment provider wanted to bring its own studio concept to the market. It made sense to combine the expertise of the industry with that of the operator.
The result is a licensing system that Eugen Leibman describes like this:
"We wanted to offer a fair and profitable concept with a very low barrier to entry. It is suitable for personal trainers, career changers or even people who have not yet been active in the industry to implement their own gym. Therefore, no unnecessary elements have been integrated into the concept - everything that is included has its purpose and a function."
Eugen Leibman, developer of the GET FIT concept
The GET FIT concept was designed as a licensing system to allow operators a certain degree of freedom. In terms of content, it is based on the five pillars: Fitness equipment, studio equipment, onboarding of licensees, digitalization and online marketing.
Six months to opening
On average, six months pass from the concept presentation to the opening of the fitness studio, which is accompanied by the licensor GET FIT. Besides the starting point, the concept presentation, this begins with the location search. To find the best possible location, possible locations are analyzed and qualified.
For a good start the licensee is accompanied intensively during the visits as well as the rent negotiations and contract arrangements. Even with the financing the licensor GET FIT offers its assistance.
A special value takes thereby for DHZ Fitness Europe managing director David von Hase the clearing-up of the licensee:
"We have a responsibility for the licensees. So I think it's important to explain in advance what's in store for you. But they can be sure that they will be accompanied."
Online marketing to attract members
Once a suitable location has been found, the gym's layout and equipment are visualized with the help of a 3D planner.
Once the premises have been adapted to the gym's needs, the studio branding phase begins, during which the equipment is delivered and installed and the entire gym is branded. The licensee is provided with a branding package consisting of: Window advertising, door decals, roll ups and various banners for the studio interior.
Once this process is complete, members can come in for their workout. In order to ensure that they actually arrive at the door, the operator should start suitable marketing measures in good time. The main part of this is online marketing. However, the licensees do not take care of this on their own - the marketing measures are implemented with the partner Santana Consulting.
In order to reach the break-even point optimally with the new opening, the first advertising measures are switched approx. 6 months before the opening. Eugen Leibman knows from his own experience that this is possible:
"From October 2021, I opened three gyms in four months and was able to reach the break-even point in 2 of the 3 new clubs already in the opening month through advance marketing."
The service package includes all necessary services such as website, a branded member app, and social media visibility. The costs for these services are already included in the license price. In order to implement possible optimizations in marketing, each licensee receives a contact person from Santana Consulting at their side.
Fitness studios in different sizes
For licensees GET FIT offers three different concept packages, which differ in terms of space and equipment.
The SMART concept offers equipment for a gym size of about 200 m². This includes dual-function strength equipment, cardio equipment, a power rack, a 5-station tower and a free weight package. In addition, there are branded lockers, matching mirror equipment and a hygiene package with necessary trash cans and various dispensers.
For the digitalization of the studio, the licensee gets a QR code system for contactless access, as well as a camera system and music boxes controlled by app. With a TV and its own GET FIT channel and free WLAN for members, the licensee is set to get off to a successful start. The SMART concept can already be implemented in a rural region with 4,000 inhabitants.
The "BOUTIQUE" package was developed for a gym size of around 300 m² and offers a little more of everything than "SMART" in terms of equipment. Here, for example, a turnstile system including stainless steel railings as well as a larger cardio package including a stair climber and an 8-station tower are already included in the package price.
For licensees who want to open a GET FIT with a size of about 500 m², the package "CLUB" is available, which offers additional space for optional equipment such as a massage table, a solarium, vibration plate and other add-ons. In addition, there is an area for functional training and a large plate-loaded equipment package.
All packages include onboarding for the licensee. This is carried out in close cooperation with the licensor. In addition to the costs for the equipment, there is also a license fee starting at 299€ in the SMART concept. This fee is a monthly flat rate and is not dependent on the success of the operator. The targeted price for members is about 30 € per month.
GET FIT Academy
Since the GET FIT concept addresses itself also to persons, who had so far little or no contact with the Fitness industry, a large attention lies on the switching of the necessary knowledge. For this purpose the GET FIT-Academy was founded.
Here operators receive important information about the operation of a GET FIT fitness studio, but also knowledge about the areas of training and nutrition is imparted here.
But also the members can use the offer of the Academy. In preparation for the first appointment they learn here everything about the modes of operation, such as access or also the handling of the training equipment. In addition, support times should be offered for members to establish a connection and impart the necessary knowledge to them.
Conclusion and outlook
Fairness, transparency and know-how characterize the GET FIT concept. The intensive support by the licensor creates good conditions for the successful implementation of the concept. By the different concepts operators find solutions for their needs and the supplied Full service on-line marketing package facilitates the member identification.
The concept was already officially presented on 15.09. at the DHZ Partner Day in Berlin. After the first openings in Germany, the concept will then be rolled out across Europe.
Source and picture source: BODYMEDIA
Published on: 2 November 2022