HEALTH AND FITNESS INDUSTRY

INTRODUCTION Today, in India we can see number of big international players of fitness industry entering. Most of them are achieving their goals before the period targeted. As the industry is now expanding like anything. People are becoming more conscious towards the Fitness. Recently launched movies like Ghajini and others are making all youth to move towards building the good physique. Also due to diseases, increasing pollution in metro cities like Mumbai, Delhi and others, today wellness is became the must factor for everyone. Such number of small and big factors are increasing the value and necessity of being fit (Healthy) in life. It is projected that Indian fitness industry will rise on the graph annually by 20 to 30%. But even as the fitness industry finds newer areas to expand operations, there’s a note of caution for the executives reaching out for such exercise protocols. In fact, the health and fitness issues that Indian execs are grappling with include irregular hours of work, frequent travel and poor diet. So while fitness regimes need to be simple and doable — they also need to take into account common health problems such as orthopaedic and cardio logical. Weight lifting without supervision is another major problem. In fact, it is the major cause of disc prolapsed among young adults. This is where a need arises of personal and certified trainers.

STRETCH, JOG, PUMP IRON AND GET ON THE TREADMILL An integral part of the modern metropolitan mantra. The fitness industry in India valued at anything between a whopping Rs 2,000 crore and a more modest Rs 300 crore — however is not celebrating just yet. In fact, it’s still a fragmented industry with diverse players such as health clubs, gyms and trainers. But the average urban Indian professional is increasingly becoming health conscious and feeling the need to get into a fitness regime — and often not finding the right place to go to and the right people to teach them. And that’s where a big-buck business opportunity lies. In fact, the solution for high-end gyms in the metros seems to be to start gunning for a corporate clientele rather than focusing their energies only on affluent individuals. The corporate fitness market, it is felt, has a big potential which is largely untapped so far.

Says G Ramachandran, director, Gold’s Gym India: “Corporate membership by Gold’s Gym has been a pioneering effort and we have been in a collaborative mode with corporates — conducting workshops and spreading awareness about fitness and

impressing upon the corporates the need to look at this as an effective retention tool for employees and also as part of HR initiatives for their well-being. This is making a difference and we hope to have sufficient corporate members in the near future.” Gold’s Gym, which is a global chain with six operational gyms in Mumbai and four others in Chennai, Baroda, Ahmadabad and Kolkata — is also in the business of managing corporate gyms. Of course, the fitness industry is focusing on the pressure points. In most cases, corporates like to outsource the fitness facilities because of a space crunch at their offices and offer memberships at premium gyms to their staff members. Feels S Chauhan, manager, Club Olympus at Delhi’s Hyatt Regency Hotel: “To service corporates, we have professional staff members so that corporate clients can feel safe and secure and get value for money. Our personal trainers help to create tailor-made fitness programmes for executives who have problems such as spondilyosis and high stress levels. The health club approach and a feel good factor — for a highly stressed out segment — is the growing focus of the fitness industry in India.” Mumbai’s high-end gyms, too, are seeking location advantage in business districts. Says Ketan Ashar CEO of Mumbai’s Qi Lifecare: “Many corporates around where we are located encourage their employees to come to our gym. In Mumbai offices, space is often not available and executives like to come to large wellequipped gyms. We have entered various corporate deals and have about 10 corporate members. In fact, we have many stockbrokers as our members coming in around 5-5:30 pm. We have executives from the financial companies too. In our expansion drive, we plan to set up shop in other areas in Mumbai where there is a large number of corporates.” Corporates, on their part, are today very conscious about employees’ health and fitness issues. Says Laxman Badiga, corporate VP & CIO, Wipro Ltd: “We have state-of-the-art gymnasiums along with indoor and outdoor sports facilities at all our large campuses called the Arena. A total of 13 locations have gymnasium facilities. Pune and Bangalore are also fast emerging as India’s fitness capitals and can probably boast of the largest number of premium gyms and fitness centre’s in the country. The large numbers of IT companies in these cities with their fitnessconscious employees are obvious targets of the gyms. The software and BPO segments appear to be the drivers for the mushrooming of gyms across the city. Says Anand Wagh, manager, corporate fellowship, Talwalkar’s Fitness Fellowship, “Employees in software companies are seen as having sedentary lifestyles with an2

awareness of fitness and health. While we have a corporate marketing set-up, offering specific programmes, it does not yet manage gyms at the software companies. This is an activity which such companies are beginning to outsource to

the professionals, that is, the branded gym companies.” Endurance Fitness and Solaris Fitness — two other Pune-based players — have taken over the running of gyms at the software companies, with the latter running the gyms at BPO major WNS. BUSINESS OF GOOD HEALTH A modern day gym is a facility where you work out, meditate doing some yoga, feel good with some aerobics exercise, and relax your senses with a day spa and then look good by grooming at the saloon. Personal trainers get more and more professional and gyms make sure your follow the diet prescribed by providing the meals at your doorstep! This industry combines luxury and exclusivity to the experience of a fitness centre with a professional approach to help individuals develop to the best of their needs. Not many years ago a plump Sridevi or a flabby Rishi Kapoor were accepted as superstars by their fans. Things have changed now and today, the badshaah's of the industry require six-pack abs and the queens need lissom charms to woo their fans. A well-toned body is not merely a requirement but an obsession. The craze among the Bollywood stars is only a reflection of the society that is getting serious about battling the bulge. Encashing this trend are the modern gymnasiums that are adopting a comprehensive approach to the health and well being of its members. Gymnasiums have thrived for long in small apartments converted into exercise dens. However, with popular international health chains entering the country and domestic players getting organized, this new base of theirs is becoming a haven for the fitness freaks. Largely referred as 'fitness or health centres, these are no less than 10,000 sq ft in area and include a work out area, yoga studios, aerobics studios, sauna and steam rooms, day spas, swimming pools, massage centres, food courts serving holistic food and even DVD libraries ensuring relaxation and entertainment! As per recent estimates, the fitness and wellness segment in India can be valued at Rs 2,500 crore. The growing segment and increasing number of health conscious Indians is attracting global players. For instance, Fitness First, UK's popular international chain of health dubs, recently made its debut in India. Vikram Aditya Bhatia, the managing director of Fitness First India Private Ltd, describes the facility as a large-format gym. It is well known that a healthy diet plays a significant role in keeping your body fit. Yet maintaining that diet is the biggest obstacle given the modern hectic lifestyles and temptations of fast food. A side from gymnasium that offers a customized workout package. Addiction offers3

an aerobic studio, a yoga studio, a kickboxing center, a day spa and saloon. The centre takes care of providing the right atmosphere to exercise. While live DJ creates lively ambience at the gymnasium, peppy music provides an ideal setting for aerobics workouts. A healthy mind is vital for attaining a healthy body. What better way to unwind your mind through yoga or may be a relaxing massage.

PERSONAL AND HEALTH CARE INDUSTRY 1. 2. 3. 4. SPA YOGA MEDITATION GYMS

1.)

SPA INDUSTRY

Top 10 Spas in India India is now among the top leading countries for visitors looking for a quiet haven meshed with ageless Indian practices of natural sciences- Ayurveda and Yoga.

1.

Wildflower Hall Spa,

Simla owned and managed by Oberoi Groups is the India’s best resort voted resort. This resort offers the signature Oberoi massage, body scrubs, ayurvedic treatments and more. Drenched in exotic wilderness of cedar canopies, its open-air hot-water bath is jaw dropping and highly enticing. Website: www.wildflowerhall.com 2. Ananda In The Himalayas,

Rishikesh nestled in Himalayan snow capped breathtaking peaks. Incorporating the traditional ayurvedic treatments, yoga and Vedanta with chic international therapeutic body massages and exclusive baths, this resort revitalize your senses and soothe the jitteriness of city life. Website: www.anandaspa.com 3. Kaya Kalp- The Royal Spa

, Agra under the ITC captures the ageless grandeur The Mughal lifestyle. It will charm you with its fountains and outdoor showers, courts of greenery and interiors5

adorned with mother pearl work. Ancient customs of ayurveda and yoga, exquisite treatments with lavish shower of tender herbs and rich-scented flora, and personalized Mughal hamam will drown you into spiraling delight. Website: www.itcwelcomegroup.in

4.

Maya Spa,

Kumarakon awarded with best spa by Asian spa in 2007 is God’s place to unwind. Set on the picturesque backdrop of Vembanad lake, is a perfect getaway to tranquility and adventures of Kerala’s famous backwaters. It gives you the vast range of treatments including ayurvedic therapies, hydro and solar therapies, and incorporating upscale gym and fitness facilities. Website: www.thezurihotels.com 5. Taj Lake Palace Jiva Spa,

Udaipur is set on the grandeur of Lake Pichola , enchanting its guests with alluring lake-view settings. Floral carvings, colorful silks and rich heritage frescoes will sway you away with its elegant and ancient beauty. The truly exceptional experience is though The Royal Boat, gliding you into the lake while you relax under the hands of expertise aromatherapy engulfing your senses with exotic-scented flowers or a Jacuzzi onboard. Website: www.tajhotels.com 6. Sereno Spa,

Goa set against stunning sea-views offers a wide range of spa treatments including body scrubs, wraps, ayurvedic massage and others. Spread over 36,000 sq feet of cool blue water and white sand beaches; relax your senses amidst silence of shores. Website: www.goa.park.hyatt.com

7.

Taj Malabar Jiva Spa,

Cochin settled on a quiet island, offers the infinity pool that allures you into believing the miraculous merging of sparkling water of Arabian Sea with the pool. Dabble yourself in Ayurvedic treatments and Yoga practices and pamper yourself into delightful ecstasy. Website: www.tajhotels.com 8. Amatrra Spa,

New Delhi the one and only metropolitan lifestyle spa offers a unique synergic blend of ancient traditions of ayurveda and astrology into contemporary spa treatments, indulging its guests into enticing experience of ecstasy. It unlocks the hidden reserves of energy with its extensive hair-care, body massage and scrubs. Website: www.amatrraspa.com 9. Quan Spa,

Mumbai isolated from bustling noises of city, in a hushed environment, this facility indulge you in the mystique of pure water. All treatments offered are water-based with ingredients of sea-based minerals combining the ancient practices of ayurveda. Experience a rejuvenating journey in this truly metropolitan spa. Website: www.quanspa.com

10.

Amarvilas Spa,

Agra offers the most romantic view ever thought of, Taj Mahal from the exquisite bath suites window panel. Classic Ayurvedic therapies are blended here with fresh exotic herbs and flowers. Website: www.amarvilas.com More and more tourists are captivated by stupendous Indian spa resorts. Escape and leave your anxieties of real world and drown into the luxuries of these top 10 spas in India.

2.)

YOGA Yoga has been a part of India's ethos and daily practice for over 5,000 years. But it is only recently that the mind-, body-, and soulenhancing benefits of yoga have made it a global phenomenon. As yoga's popularity rises in the U.S. and other Western countries, travelers8

increasingly are making their way to the land of its birth. In India, yoga has grown in sophistication, and yoga retreats have mushroomed across the country. They range from top-end luxury spas to small hotels in religious centers such as Uttarkashi in the north and Thiruvananthapuram in the south. Yoga tourists in India can also choose to study with neighborhood housewives who teach yoga in their living rooms or at trendy studios begun by socialites. Fortunately for the purists, there are several yoga schools run by grand masters

who still teach the practice in the time-tested way, steeped in ancient traditions and philosophy. For them, yoga isn't instant nirvana; indeed, it is mastered only after years of rigorous practice.

TOP FIVE YOGA RETREATS

Ramamani Iyengar Memorial Yoga Institute - Pune The institute is run by the indefatigable, 90-year-old grand old man of Indian yoga, B.K.S. Iyengar, and his children. It teaches students to adapt and modify their exercise routine depending on the environment.

Ashtanga Yoga Research Institute, Mysore This institute in Mysore, a city of palaces and fountains near Bangalore, is much sought-after by foreigners serious about yoga. It was established by Sri K. Pattabhi Jois, 93, a contemporary of B.K.S. Iyengar. Both were disciples of famous yoga exponent T. Krishnamacharya.

Krishnamacharya Yoga Mandiram, Chennai Based in Chennai, south India, this institute teaches the viniyoga brand of gentle yoga. The guru is T. K. V. Desikachar, an engineer turned disciple of his father T.

Krishnamacharya, a practitioner of holistic yoga. The course has five elements of yoga including exercise, therapy, breathing, and meditation.

Sivananda Yoga Vedanta Dhanwantari Ashram, Trivandrum Situated in the sylvan surroundings of the Neyyar dam and forests just outside Kerala's capital city, Trivandrum, is the 12acre Sivananda yoga ashram.

Parmarth Niketan, Rishikesh Nestling in the Himalayas on the banks of the Ganges is Parmarth Niketan. The institute has long catered to Indian travelers to the holy city of Rishikesh, which has more yoga camps than eateries.

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3.)

MEDITATION

Meditation is a mental discipline by which the practitioner attemts to get beyond the reflexive, “thinking” mind into a deeper state of relaxation or awareness. Meditation is a component of many religions, and has been practiced since antiquity.

Top 10 Meditation Retreats

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Ananda in the Himalayas Uttaranchal, India Shambhala Mountain Center Red Feather Lakes, Colorado The Middle Way Meditation Retreat Loei, Thailand White Cloud Sanctuary Santa Ana, Costa Rica Osho Meditation Resort Pune, India Holy Isle Isle of Arran, Scotland Green Gulch Farm Zen Center Muir Beach, California Simple Peace Assisi, Italy

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• • •

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Insight Meditation Society Barre, Massachusetts Rolling Meadows Meditation Retreats Tulum, Mexico

4.)

GYM

THE RISE OF THE GYM THROUGH HISTORY Many of us have gym membership or attend classes at a local gym on a frequent basis: in India, gyms are a million industry, and it's estimated that 12% of the population regularly attend the gym. MAJOR PLAYERS IN INDIAN HEALTH CLUB INDUSTRY•

GOLDS GYM

Gold’s Gym started in Venice California in 1965, and soon became the hotbed for the development of training techniques, equipment and nutritional concepts that formed the foundation for the modern fitness revolution. In 1975, Gold’s Gym received international attention when it was featured in the major motion picture, ‘Pumping Iron’. It was thus effectively established as the ‘Mecca of Bodybuilding’. Today, Gold’s Gym has over 680 facilities. It is the largest international gym chain in the world recognized for its passion, unique heritage, and experience as the final authority in fitness and lifestyle.The India chapter of Gold’s Gym started in 2002, when the first Gold’s Gym India branch was set up at Nepean Sea Road, Mumbai. Gym has cut out for itself 18 gym facilities in various cities of the country in Mumbai – at Nepean Sea Road, Bandra, Worli, Santacruz, Andheri, Chembur, Mulund and Vashi and outside Mumbai at Chennai, Ahmedabad, Baroda, Surat, Bangalore, Pune, Noida, Ludhiana, Kolkata, Jaipur, Jalandhar and outside India in Dhaka, Bangladesh. Gold’s Gym India has slowly and steadily carved its name in the Indian market and built a reputation to reckon with.

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•

POWERHOUSE GYM

Powerhouse gym India is brought to you by Q’s Fitness Studio. Q’s Fitness Studio was started in the year 1999. It was in the year 2005 when Q’s Fitness Studio brought Powerhouse Gym to India. Powerhouse Gym had a launch of its Indian operation on 26th November 2005 with state of art 6000 sq ft area facility at Concorde Co-op Housing Society, Ns Road No 10, Juhu. Two existing braches running under Q’s Fitness Studio are now called Powerhouse Gym. Powerhouse Gym India is a Ltd Company concern of Powerhouse Fitness Ltd, the chairperson, Ashok Gupta who has a Master Franchisee for SAARC Countries (India, Nepal, Bhutan, Pakistan, Bangladesh, Srilanka and Maldives).

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TALWALKAR’S

Established in 1932, Talwalkar’s Better Value Pvt Ltd (TBVF), commonly famous as Talwalkar’s, is India's largest chain of health centre’s. It has 45 ultramodern branches across major cities in the country. Talwalkar’s was founded by the late V.R.Talwalkar in 1932, as a single one-room facility in City light, Mumbai.

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OUR IDEA - PERSONAL & HEATH CARE INDUSTRY SWYASTHYA – A Way of life (CONCEPT – All under one roof)Vision: “Our vision is to create an environment to rejuvenate and relax your body, soul and mind and in this process of providing the same services we do it with a difference and truly, making this difference in every way is a legacy we plan to leave. We view of not only providing a healthy way of life but also better way of life!!” Mission: At Swyasthya Health Centre we provide state of art facilities through innovative fitness and lifestyle programs which are easily accessible by any one. After all its your body, your mind and your soul but it’s our touch, our compassion and our commitment to make you rediscover yourself!!” Concept: Our concept in about this project is to integrate all the possible relaxation technique, exercises and commercialized therapy techniques under one roof. We plan to have SPA, GYM, YOGA centre and Therapy sessions under one single roof. Rationale: Our rationale behind choosing this industry (Health Care) and under that too this multi specialty centre was because of following reasons: 1. Firstly for last past decade or two there has been a tremendous rise of awareness about health consciousness among common people. 2. People are now more willing to spend more for their personal care and hygiene like never before. 3. Though there are several body care and relaxation centre, but none of them are complete body

solution centre. So there is a need for such sort of centre where people can find everything under one roof.

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4. Now a days the families are becoming more nuclear so there is a need for professional guidance tailored to their physical need, especially for senior people. 5. Lastly the mindset of the people is being shifting towards what we call as “preventive cure” from “curative cure”

Our STP for the project: 1. Segmentation:

We plan for demographic segmentation. a) Age: The age group will be of very wide range starting from 16 years of age to 70/75 years b) Gender: This will be for both the genders i.e. it will be unisexual

c) Income level: We will be considering the middle and high income group segment

2.a)

Target Audience:

Youths: This group is mainly interested in high energy and tough physical exercises. They are more of a fitness freaks. They will be mainly targeted for Gymnasium and high energy physical workouts like boxing, Pilates, spinning and also rejuvenating techniques like yoga and massages.

Corporate employees: This group mainly suffers of stressed out lifestyles due to pressure at work and are main patient of hyper tension. We will be planning to target this group for relaxing and energy rejuvenating programmes like Yoga, acupuncture/acupressure therapy, reiki and massages.b)

Housewife: Now days this group is becoming more physical and appearance conscious. They are more inclined to reduce the extra fat which a typical Indian housewife, usually, is capable to accumulating. So this group will be targeted specially for cardio gymnasium, yoga, reiki, diet consultation etc.c)

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Senior people: This group is targeted as most of the people of this age group are retired, they are generally free, have money and due to growing trend of nuclear families have less or no responsibilities. Also the general need for physical attention pays a vital role at their age. We plan to target them for relaxation and medication therapies like hydro therapy, acupuncture/acupressure, massages etc.d)

Post orthopaedic patients: As they undergo bone surgery they are directed for rehab centre to undergo exercises and therapy treatment for facilitating their recovery. Hence they can one important sect for our business point of view.e)

3. Positioning: Since our centre is accessible to middle and to high income group, and on the axis of quality and price is will be placed as following:

Quality High

Low Price

High Price

Quality Low

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The 4 Ps of the marketing mix:1. a) Products range and their Price: Gymnasium:

This course will be priced lower as targeting both the middle and upper class and that too mainly youths. The subscription will be on per month or 6 months basis. Gymnasium will contain 2 units: cardio section and heavy weight exercise section. The various packages and schemes are given as under: • • • • • For only cardio - Rs.1750 per month For only H.W – Rs.1500 per month For both - Rs.3000 per month 6 month subscription will be combo pack with 10% discount 1 year subsciption-Rs.15000

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All the payments will be in advance and there will be a scheme, if one gets others to signup then he/she gets 1 month free membership but applicable for 1year subscription. b) SPA Massage Therapy:

SPA and Massage course will have different product ranges and based upon that will be different packages and schemes. These are mention as under:

a.

The Urban Herbal Retreat: (Rs. 3200) complete body massage with exotic Ayurvedic oil (Rs. 1800): for head massage for half an hour (Rs. 4000) for both 1 and half hour

i.

for one hour 1. 2.

b.

Royal Massage Bouquet :(Rs.7000) Body detoxification Anti aging therapy Refreshing face and scalp treatment Wave tub bath in Jacuzzi

i. ii. iii. iv.

c. d.e. f.

Thermal massage and Steam bath: (Rs. 5000) Craniosacral Therapy: (Rs.5500) for 1 hour Reiki Therapy :(Rs.3500) for 1hour Acupressure/ Acupuncture: (Rs. 4,000) for one Combo pack for Cranio and Reiki (1 hour each): (Rs.

sitting g. 9000)h.

Customized SPA Combo Package (for any 3 treatment): (Rs.7000), except for royal massage.i. j. k.

Aqua therapy in Jacuzzi: (Rs. 5000) for 6 sessions Aroma Therapy – (Rs. 3000) per person Kerala Massage – (Rs. 8000)18

l. Family combo pack (acupuncture/acupressure, aroma, Kerala massage with hot bath in Jacuzzi): (Rs.12,000)

c) a. b.

YOGA: Normal Yoga: (Rs. 1500)/month Power Yoga: (Rs. 3500)/month

d)

DIET AND NUTRITION CONSULTANT: Rs. BOXING: (Rs. 3000)/month PHYSIOTHERAPY: (Rs. 300) per visit

3000/monthe) f)

2. PLACE: We have decided to choose Vashi as our place for starting this centre because of following reasons: • • for us. • Adding to it, the space constraint will is not there. It will be away from the main town but still in vicinity. Vashi is easily accessible.

• Since the land rates are less as compared to suburbs and town it will be beneficial

Hence we have decided Vashi to be our location.

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3. PEOPLE: There will be following set of people required to carry out the various function of the centre: Employees No. of people required 1 5 2 2 2 1 Salary (per employee) Rs. 25000/month Rs. 10000/month Rs. 10000/month Rs. 15000/month Rs. 5000/month Rs.20000/month

Managers Masseurs/masseuse Gym trainers Yoga instructors Consultants Diet & nutrition consultants Trained professionals Meditation Relaxation techniques Physiotherapist Security, valet parking & clerks

Rs. 15000/month

Rs. 20000/month 2 7 Rs. 28000/month(all 7)

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4. PROMOTION: a) • • b) • • c) • • d) e) • Audio: Radio Promotional audio CDs like relaxation music Visual: Hoarding Ooh Media (for restaurants and hotels) Print Media: Newspaper pamphlets Brochure Discounts and Offers Web World: Social network websites

• Webpage on basis of Web content Accessibility Guidelines (WCAG 2.0): WCAG is

basically is user and disable friendly. It contains translation in word to word for visual impared. f) Publicity campaign:

• Rope in some famous health conscious celebrity as Brand Ambassador (Malaika and Arbaaz!!) • Tie up with leading hospitals, hotels for post operation cases & companies(perks)

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ORGANIZATIONAL STRUCTURE:

OUR USP and CSR: Unique Selling Point:22

The USP for our product will be that it will be universally accessibility. By universal accessibility we mean the following things: a) Building:

• specially designed floor tiles for blind and low visual impaired. • Lift and broad doorways for wheelchair patients b) Website: Since based on WACG 2.0 easily accessible by disabled people c) Promotional Material: • Brochure to be printed in Brail along with regular print• Promotional CDs to have subtitles for hearing impaired patients

d) All fitness under one roof!!

Corporate Social Responsibility: As we have take form our surroundings, we have to give back to our environment and to the society too. These will be some of our CSR activities: a) 10% of working staff will be PWDs (Person with Disability) :

i. We all know that the blind people have the most sensitive and soothing touch, and they can be excellent massage givers ii. Polio victims can be given sedentary (sitting) work like at the reception or as schedule planner

COSTS: • Rent (5000sq. Feet)– Deposit(6 months) – Per month • Salaries • Electricity

9,00,000 1,50,000 4,19,000 30,000

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• Interiors • Gym equipments • SPA • Promotion expenses • Miscellaneous expenses

40,00,000 30,40,000 5,00,000 30,00,000 50,000

Estimated Returns: Particulars Gym membership 150 customers*15000 Spa Yoga Diet and Nutrition Consultant Kick Boxing Physiotherapy 30,00,000 15,00,000 9,00,000 12,00,000 5,00,000 Amt.(rs) 22,50,000

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The above figures are based on assumptions drawn by research conducted on few fitness centre’s. Initially we expect the returns to be lower, but as the promotional activities & word of mouth develops, returns should increase.

FUTURE PLANS: The future plan for the fitness centre Swasthya – A way of life is as given below: a) rejenuvation/relaxation resort. To transform into Medical tourism and

b) Run courses about various therapies within the premises like acupuncture, acupressure, reiki, hydrotherapy for on job trainee. c) Vocational training on two courses • • SPA Management Certified massage & therapy courses

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