Market Analysis of Wellness Services in India with specific focus on Ahmadabad City

B. K. School of Business Management

Chapter 1

Introduction to Wellness Industry

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Introduction to Wellness


1.1 Overview of Wellness Industry

The overall wellness markalone comprise 40% of this

The growing wellnessand international player

Established players arservice diversificationFranchising is emerging

Companies are activelytheir growth.

While there is stronginvestments may spr

There exists an opportunitypropositions for consumersremedies.

The American Heritagegood physical, mentalappropriate diet, exer

In India, traditionalhealthy mind in aayurveda, yoga andbeing, mental peace

Wellness comprises the following

Sr no.

Segments

1 Beauty Services & Cosmetic Products

2 Fitness & Cosmetic Products

3 Nutrition

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of Wellness Industry

ket in India is estimated at INR 490 bn and wellnessthis market. Some of the key industry trends include:

wellness industry has attracted a large number of domesplayer

are pursuing revenue maximization through productsification and are exploring new global and domestic mark

emerging as a popular option for scaling up.actively seeking public and private equity investment

ong optimism about future growth prospects,spread over a longer horizon than anticipated.

opportunity for micro-segmentation to develop moreconsumers and commercialization of traditional

Heritage Medical Dictionary terms ‘wellnesses asmental and emotional health, especially when maintained

ercise and other lifestyle modifications.traditional medicine and preventive practices have always

healthy body’. Accordingly, Indian traditionaland meditation were aligned to deliver physical and

peace and happiness.

following five segments:

Products Services

Beauty Services & Cosmetic Skin Care, Health Care, Colour Cosmetics

Salons & Beauty Centres, Cosmetic Treatments

Fitness & Cosmetic Fitness Equipments, Slimming Equipments

Fitness Centers, Slimming Centers

Health & Wellness Food Beverages, Dietary Supplements

wellness servicesinclude:

domestic entrants

oduct andmarkets.

ments to fuel

recovery of

more targeted valuetraditional Indian home

a ‘condition ofmaintained by an

ays stressed on ‘atraditional practices of

and internal well-

Services

Salons & Beauty Centres, Cosmetic Treatments

Fitness Centers, Slimming Centers


4 Alternate Therapy

5 Rejuvenation

1.2 Trend of Wellness Industry in India

From its nascent unstructuredrapidly evolved to meet changing

Year

1995 Low consciousness

2000

External appearancepene

Well nesCorporate pl

2005

Entry of

There was greater

Increasing brandmade consumersSectors lik

Globalisation,high

2010Cust

Wellness is becoming

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Alternate Therapy Ayurveda, Homeopathy, Unani

Treatment Centre

Spas

Trend of Wellness Industry in India

unstructured beginning in the early 90s, wellness induschanging lifestyle trends of consumers

Occurrence

Sectors like fitness and nutrition were in their infancyconsciousness about body image; Spending on pampering w

affluent.

appearance or ‘looking good’ became more important andpenetration of satellite television fuelled this trend.

l nesses as a concept did not enjoy mainstream popularityplay was limited, with most participants being small and

of organised players led to increased options for consumers.

reater awareness on the correlation between looking goodgood.

brand consciousness and willingness to spend on non-essentialsconsumers willing to experiment with new products and

like hospitals, media, retail, etc converged on the wel

increased disposable incomes and exposure to westernhigh awareness levels in consumers, especially among youth.

Customers are developing a holistic perspective on welbecoming an integral part of the shift from remedial to

Treatment Centre

Spas

industry in India has

infancy.was limited to the

and the rapid

arity.and individual.

consumers.

good and feeling

essentials and luxuriesand services.

wellness boom

estern culture led to youth.

wellness.o preventive care


1.3 Wellness ecosystem

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ecosystem in India


Consumers

Consumers mainly comprise

With increasing awarenessseeking wellness solutions

Wellness consumers in Indialevels.

Shift to increase in Discretionary Spend

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prise a young populationwithrising income levels.

increasing awareness of health and personal appearance, these youngsolutions to meet lifestyle challenges.

India mainly comprise a young population with

Shift to increase in Discretionary Spend

s.

oung consumers re-

with rising income


Providers

Wellness offerings can beneeds of the consumer

Hygiene n e e d s stem from

Curative needs are alignedlifestyle.

Enhancement needs focus

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segmented along hygiene, curative and enhancement

from the basic necessity to maintain personal cleanliness.

aligned to prevent disease, cure ailments and maintain

on improving personal appearance and self-confidence.

enhancement

cleanliness.

maintain a healthy

confidence.


Adjacent Industries

Healthcare: Transition ofwellness care provider. Emeservices: Preventive check-

Apollo Life, an initiative byprevention and health mainthealth magazines and wellness

Manipal Cure and Care, a welpreventive care (health checdentistry and dermatology)management, etc.).

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hospitals from pure play healthcare provider ter. Emergence of hospitals providing the entire spectrum

-ups, curative care, surgeriesand wellness services

y Apollo Group, addresses issues of health promomaintenance through corporate and school wellness programmes,

lnesscenters

wellness chain set up by the Manipal Group of Hospitals,check-ups and diagnostic services), beauty services

dermatology) and wellness services (stress management,

to a holisticspectrum of

services

omotion, diseaseprogrammes,

Hospitals, offersservices (cosmetic

management, weight


Hospitality: Wellness offeringschains have branded spas acrPark Aura

For city-based hotels, spas contributethe figure can go up to eight

Several players are also setthouse guests as well as outside

Education and training: Education

• Recognizing the demandplayers are using their in-housewell.

- VLCC has set up a chainspecialized courses in beauty

- Gold’s Gym has launched(GGU) that offers certified

Media: Wellness focused media

• Increased consumer demandspecialised media content.

- NDTV Goodtimes islifestyle.

- TLC India (Discoverysuch as fitness andhealth.

- The Times of India hasWellness.

- B Positive is a healthLife.

Retail: One-stop shop for wel

• Increasing number of corporateretail chains.

• Major wellness retail chainsand Glow, Yash Birla’s Rebirth

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offerings driving incremental revenues. Many fiveacross their properties. For e.g., Taj Jiva, Leela Four

contribute around four to six per cent to the top lineeight to 10%.

tting up salons and fitness clubs within their premisesoutside consumers.

Education facilities for wellness industry

demand for trained professionals in the booming welhouse capabilities to provide training to outside

chain of the VLCC Institutes of Beauty and Nutritionbeauty, hair, make-up, spa therapies andnutrition.

launched a fitness management institute, Gold’s Gymcertified courses in fitness management.

media content gaining impetus

demand for health - and wellness related informationcontent.

a dedicated channel for wellness and

very Networks) focuses on lifestyle programmes, cohealth.

has launched an online portal, Times

and lifestyle magazine published by Apollo

wellness products

corporate retail players and hospitals are setting

chains include Reliance Wellness, Dabur’s NewRebirth and Religare Wellness, among others.

ive-star hotelour Spas, The

op line while at resorts

premises to target in-

wellness industry,participants as

ion which offersnutrition.

Gym University

information is driving

covering topics

ing up wellness

ew U, Health


Gaming & Technology: Fun

• Through gaming consolesthat use motion controlfrom a device that encourag

• Technology innovationsand devices that can be used

Facilitators

Insurance companiesand schoolspro-wellness habits amongenvironment to promote wel

Insurance companies

Globally, insurance plays athe benefits of being healthypremiums. E.g., Phoenix Cos.customers with a Body Mass

Health insurance in India isindemnity-based product tolifestyle. Example ICICI, TATA AIG, discounts at selected spas, gyms etc.

Schools

India is facing a ‘double jeopardy’,one hand and under- nutrition,

• A 2009 N-DOC studyfound 25.3% overweight

School wellness programmeschoices. Developed countriesprogrammes to right the pr

A similar movement is bearing

• Apollo Life National School

• SHARP (School Health

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un way to get it

consoles (such as Nintendo Wii, PlayStation Move andand user movements as inputs, video games are

encourages passivity to a platform to boost physical activity

have contributed to a growing number of applicationsused for monitoring physical activity, diet, health ind

schools are likely to play a key role in encouragingindividuals. Employers, too, have started providing

wellnessasapart of their employee’s lifestyle.

significant role in influencing wellness. In the USAhealthy are transferred to policyholders in terms

Cos. Inc. offers discounts up to 20% on life insurMass Index (BMI) between 19 and 25.

is taking the first step towards moving away fro a benefit-driven plan that incentivizes people to

yle. Example ICICI, TATA AIG, Bajaj Allianz, Lombard have products that offers discounts at selected spas, gyms etc.

jeopardy’, with obesity emerging as a serious healthnutrition, on the other.

covered 20,000 schoolchildren in six cities acrweight and 8.6% obese.

programmes can effectively raise students’ awarenesscountries like the USA and UK have several

problem of obesity amongst children.

bearing shape in India, though at a nascent stage.

School Wellness Program

Health Annual Report Programme) nutritional

and Xbox Kinect)e transitioning

activity

applications (‘apps’)indicators.

encouraging and inculcatingoviding a supportive

USA, for instance,of discounts on

insurance policies to

from a traditionalo lead a healthier

Bajaj Allianz, Lombard have products that offers

health concern on the

across India and

of their lifestyleschool wellness

nutritional counseling


programme

• Sports and fitness programs

Wellness at the workplace

Companies are affected bydiseases amongst staff. Thisphysical activity and measures

The workplace is an importantspend an increasing amountproviding a supportive enviremployers, can greatly inform

Government

The wellness industry is of stratservicesinIndia havethepotential

Recognizing the importancestimulate growth.

Employment generation po

Currently, wellness services

By 2015, the total employmentthree million.

Wellness can play an importantpopulation.

Potential to accelerate foreign exchange earnings

There is significant roomIndia lags behind its peersfootfalls and revenues.

Wellness can be an integralamong international tourgovernment measures canThe government of Thailandsuccessfully position Thailand

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programs by Leap start

y reduced productivity due to absenteeism causedThis can be prevented through a combination of

measures to improve personal wellbeing.

important location for prevention strategies becauseamount of time at work and employers can influence

vironment. A regular employee health assessment,inform individuals and the employerabout health risks

The wellness industry is of strategic importance to the Indian government. Bytentialtogenerate overthreemillionjobs.

of this industry, the government has already initiat

potential

services employ around one million people.

employment potential of wellness services is expected to

important role in providing gainful employment to India’s

foreign exchange earnings

for growth of international tourism in India.in the Asia-Pacific region in terms of international

integral part of the plan to promote India as a touristourists seeking physical and mental healing.

give a strong impetus to the growth in wellnessThailand for instance, has taken effective policy measuresThailand as a leading wellness destination in Asia.

caused by chronichealthy eating,

employees todayinfluence behavior by

assessment, paid for byrisks

2015, wellness

initiated measures to

touch around

India’s growing

India. Presently,international tourist

destinationhealing. Positivewellness tourism.

measures to


Government has already init

• The government had launched2009, under the authorityHealthcare (NABH) and

• The government alsoenforcement in other welcosmetics and herbal beautynutrition products

• The government is a providerinstitutionalisation andHomeopathy (AYUSH)

• The Department of AYUSHacross India

• The Ministry of Tourismwellness tourism in India:

- The Marketing Developmentsupport to wellness tourismfairs, road shows, etc.

- MoT has been promotingelectronic, internet and outdoor

- MoT provides financialcertain circuits promotedetc.)

• The government has alsofacilitate employment in

- Skill Development InitiativMinistry of Labour & Emand hair dressing, yoga, natur

- The Department of AYUSHAYUSH.

- MoT has plans to develop

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initiated some measurestostimulategrowth:

launched an accreditation programme for wellnessauthority of the National Accreditation Board for

the Quality Council of India (QCI).

has a number of regulations and acts goverwellness segments. E.g., Drugs and Cosmetics Actsbeauty products, the Food Safety and Standards

provider of alternative therapy services in India, withand integration of Ayurveda, Yoga, Unani,

into the national health delivery system.AYUSH runs various alternative therapy hospitals

Tourism (MoT) has outlined key initiatives to enableIndia:

elopment Assistance scheme (MDA), run by MoT, prtourism service providers for participation in wellness

ing India as a wellness tourism destination with theoutdoor media across target markets.

inancial assistance for the augmentation of tourism infrastructureed as centres of wellness tourism (e.g., Puducher

also planned initiatives to develop training infrastructurein the industry:

Initiative Scheme (SDIS), a vocational training schemeEmployment includes various courses on wellness

naturopathy and spa and wellness.

AYUSH has set up national institutes for imparting

elop training centres for yoga and other traditional therapies.

centres in 2008-for Hospitals and

verning qualitys and Rules forAct (FSSA) for

with the formalnani, Siddha and

hospitals and clinics

enable and boost

provides financiallness conferences,

the help of print,

infrastructure inPuducherry , Chitrakoot

infrastructure to

scheme run under thelness , such as beauty

imparting education in

therapies.


1.4 Wellness Market

Market Size, Projections, Sub Sectors

According to FICCI, Wellness services market, presently estimatedsustain annual growth rate of 30

Even though the Indian wellness market is just a fraction of 60bn$ worldwide, spas in the country witnessing significant growth.

It consists of five core segments such as beau

Drivers

Enhanced awarenessdriving the growth of wellness industry in India.

Increasingly hectic lifestyle and lifestyle related diseases leads to wellness industry

Availability of consumer credit as well as increase disposable income & higher discretionary income leads to increase in demand.

Market entry Strategies

Global wellness service providers mostly fitness centers and spaby tying up with real estate players in India.

Nutrition and rejuvenation that are part of wellness industry are distributed in India through a mix of direct marketing, retail stores and Pharmacies.

Key Challenges

New entrants including global players face a stiff competition from the unorganized stores having strong presence.

The wellness sector in India is also characterized by lack of regulations and accreditation method to evaluate employees.

Another concern is increase in r

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Market in India

Market Size, Projections, Sub Sectors:

According to FICCI, Wellness services market, presently estimatedsustain annual growth rate of 30-35% for the next five years.Even though the Indian wellness market is just a fraction of 60bn$ worldwide, spas in the country witnessing significant growth.It consists of five core segments such as beauty & cosmetics, fitness, rejuvenation etc.

Enhanced awareness with exposure to foreign media and international travel is driving the growth of wellness industry in India.Increasingly hectic lifestyle and lifestyle related diseases leads to increase demand of

Availability of consumer credit as well as increase disposable income & higher discretionary income leads to increase in demand.

Global wellness service providers mostly fitness centers and spas are opening outlets by tying up with real estate players in India.Nutrition and rejuvenation that are part of wellness industry are distributed in India through a mix of direct marketing, retail stores and Pharmacies.

including global players face a stiff competition from the unorganized stores having strong presence.The wellness sector in India is also characterized by lack of regulations and accreditation method to evaluate employees.Another concern is increase in real estate prices.

at 2.3bn $, would

Even though the Indian wellness market is just a fraction of 60bn$ worldwide, spas in

ty & cosmetics, fitness, rejuvenation etc.

with exposure to foreign media and international travel is

increase demand of

Availability of consumer credit as well as increase disposable income & higher

are opening outlets

Nutrition and rejuvenation that are part of wellness industry are distributed in India

including global players face a stiff competition from the unorganized

The wellness sector in India is also characterized by lack of regulations and


Chapter 2

Introduction to Fitness Industry

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2.1 World ScenarioThe fitness industry exists toof health, well-being and longevityas ‘making the world healthier

The population of the worldsubject to chronic illnessesmillion people over the age

Childhood obesity in thetrends are visible throughoutfast-growing underdevelopedare shifting to more Westernlifestyles.

Governments and insuranceimproving health status andFitness is an obvious solution,accountability by measuring

Consumer demands for natural,higher levels of physical activity

Similarly, those consumersenvironmentally sustainablefitness industry.

Younger consumers are faced‘always online’ world.

Five ‘macro trends’ thatdecades. In summary, these

Society: Demographic changesvery old) people; technologyisolated and the social, andWestern-style tastes and aspirationsgratification is increasingly

The environment: Consumerssustainable, energy-efficientthrough regulation and consumerbecoming increasingly inactiveand cures for acute illnessesprevention will become a greater

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World Scenarioto serve humanity. Fitness, we assert, is an essential

longevity and the industry’s overall mission hashealthier through regular exercise and fitness promotion.

world is ageing, and people tend to be fatter, lessillnesses when older. By 2020 in the US alone there will

age of 65.

US has tripled over the last three decades,throughout the developed world. The increasing middle

underdeveloped countries (especially Brazil, Russia, IndiaWestern consumption habits and increasingly

insurance companies everywhere are ponderingand cutting costs, as well as delivering measurable

solution, especially if fitness providers can bettermeasuring the health outcomes that better fitness delivers.

natural, holistic health and prevention are utterly compatibleactivity.

consumers who demand products and services that aresustainable have values that are closely aligned with

faced with tempting but sedentary entertainments in

that are likely to shape the fitness industry overthese are:

changes are increasing the proportion of oldertechnology is blurring distinctions between the real and

and what is a product and what is a service; middleaspirations are arising quickly in developing nations;

increasingly sought and delivered.

Consumers and governments are putting higher valueefficient practices at all levels; these are likely to be

consumer demand Health: Younger people in manyinactive and obese (the so-called ‘Gen XL’); older

illnesses may lead to an ‘age of chronic diseases’; wellnessa greater focus; over time, a radical extension of life

essential componentbeen described

promotion.

active and morewill be an extra 14

and similarmiddle classes in

and China)increasingly sedentary

strategies formeasurable outcomes.

better demonstrate.

utterly compatible with

are ethical andwith those of the

in the evolving

over the next few

(and, over time,and the virtual, the

middle classes withnations; immediate

value on moreenforced both

many countries areolder populations

wellness and illnesslife expectancy


is possible.

Regulation and business:accountability for results;attention to preventing illnessdelivered services is likelyplanning) and as businesses

Technology: Better communicationpeople; medicine and sciencenanotechnology and computingbrainpower.

Two innovations appear impo‘Body mapping’ and ‘body feewith others. Devices such ason the individual’s wholeMicrosoft has recently unveileinnovations may enable thepre-programming. New softwarehow to correct their techniques

‘Virtual reality’ technologyimmersive digital experiencemore realistic forms than tod

The future of health clubs

Fitness in the future may babout a group of people withclubs be important – or even

Health-club lovers will nosignificant evolution – or mcompanies – may be requirethrive.

We are likely to see ‘mergclub, with new models thatcore. For example:

• The emerging ‘exertainmentthan clubs with free weights

• There may be specialized centres

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: Consumers, governments and insurers will demandgovernments and insurers may subsidize or mandate

illness and disease; the proportion of locally focusedlikely to increase, both through regulation (for example

businesses respond to customers’ values.

communication will enable an ‘always connected’ societyscience will enable new ways to achieve wellness and

computing power are likely to mimic and then transform

mportant for the fitness industry:y feedback’ technologies are enabling advanced interaas the Wifi platform, for example, may in the future le body, not the electronic stick the person isunveiled a prototype of controller-free gamin

the game to respond to you instead of acting accordftware might also provide feedback that teachesues.

ogy is in its infancy. In the foreseeable futureence will be delivered in simpler, more interacttoday’s helmets and bodysuits.

be less about a channel or location (like a gym)with common principles and goals. Would gyms an

even relevant – in that world?

doubt still exist and frequent their preferred hamandatory attendance imposed by regulators and

uired in order for ‘health clubs’ resembling those o

ging’ and ‘blurring’ of what constitutes a gym anvary according to the type of space and technolog

ent’ health clubs, which more closely resemble thehts and treadmills, may become more common.

entres – or spaces within health clubs – that cater t

demand greatermandate more

locally focused andexample, urban

society for mostwellness and fitness;

then transform human

interactionsfuture be based

is holding;ing. Suchding to its

hes players

future thective and

and moreand health

habitat. Butd insurance of today to

and healthogy at their

theme parks

to specific


life-stages and needs, suchmenopause or ‘family time’.

• Clubs may become a key ppromote and sustain wellnessprofessionals might becomhealth-monitoring informatio

High-tech health clubs mayinteractive gaming and to enhanand helping consumers benefitof the future.

• Other health clubs may revert the heart of the community with

• Barriers may break down asgrow into online or mobile easily than travelling to a tra

• New models of urban develfitness spaces. There may bwithin easy walking distanccommunications may alsoinstead enable linked home

• The challenge is for healthimproving both their market

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h as active ageing, teens, cyclists, asthma, sexual’.

partner in working with healthy and at-risk populatiwellness. Given their regular access to the consumcome a central hub in the health information flow

on and insights to healthcare providers.

ay offer ‘body mapping’ and ‘body feedback’ technenhance performance and technique. Managing

enefit from it – may be a new specialty for the fitness

revert to low-tech experiences akin to the ‘village squarewith the focus on wellness and giving greater meanin

as ‘health clubs’ shift into the workplace and residile spaces. These options would let consumers ‘grazetraditional health club.

evelopment may lead to new designs and constrube a new generation of community- based fitnessce or well connected to public transport. Technchallenge the growth of purpose-built fitness spand work environments to become fitness venues

health clubs to lead innovation and consumer tastes,et positioning and their contribution to people’s welfare.

sexual health,

ulations tomer, fitnessw, feeding

hnologies both for this technology –

fitness professionals

uare’ – providingeaning to people.

dential spaces, orraze’ at fitness more

nstruction offitness centres

hnology andpaces, and

venues.

, thereby welfare.


2.2 Indian Scenario

The Fitness industry in India, vizhas an estimated market size of USDis growing at a rate of about 1.7%; themarket for fitness clubs. The proportion of people in thego up from 37% in 2006 to 39% in 2011 and 40% in 2016. This is anapproximately another 4.6cr and 4.2cr in terms of population between 200616 respectively. About 16 per cent of the US contrast to a mere 0.4 per cent for Indian markets in top seven cities. The numbers inthat the industry is in a nascent stage and would take time to evolve.

As yet in India the fitness industry is unregulated, and even regulation in the industry with most gyms employing people who have no basic traiknowledge of fitness. However, the unfortunate reality is that today dozens of “Personal Trainer Certificates” are available for download from the Internet with no more required than the $39.95 fee. There are reportedly between 100 offering education or “personal trainer certifications.” the integrity of the industry, creating problems for qualified personal trainers, health clubs and the general public. Stretchpart of the modern metropolitan mantra.

In recent years, the fitness industry in India is seeing a paradigm shift with the change in middle- and upper-class lifestyles in small but significant ways; for instance,used to walk to the local marketplace, now one drives to the malls. So people are now feeling the need to set aside a time for dedicated exercising. Even our role models have become leaner and tougher. Now, people are aspiring for complete westaying fit. With surging work pressure and stress related ailments rampant amongst the corporate crowd, there is a need to increase the value and necessity of being fit and healthy in life. Also, due to diseases, increasing pollutiothers, today wellness is becoming the professional is increasingly becoming health conscious and feeling the need to get into a fitness mode

It is projected that Indian fitness industry will rise on the graph annually by 20 to 30%. The fitness industry in India –more modest Rs 300 crore fragmented industry with diverse players such as health clubs, gyms and trainers. The health club approach and a feel good factor growing focus of the fitness industry in India.” For corporate executives, health is of

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Scenario

The Fitness industry in India, viz Gyms, is experiencing healthy growth rates and currently has an estimated market size of USD 113mn. With a population of around a billion, which

at a rate of about 1.7%; the age group 20-44 can be mainly identified as prime market for fitness clubs. The proportion of people in the age group of 20-44 is projected to go up from 37% in 2006 to 39% in 2011 and 40% in 2016. This is an

ximately another 4.6cr and 4.2cr in terms of population between 2006About 16 per cent of the US population has fitness club memberships in

contrast to a mere 0.4 per cent for Indian markets in top seven cities. The numbers inthat the industry is in a nascent stage and would take time to evolve.

As yet in India the fitness industry is unregulated, and even scarier is the total lack of self regulation in the industry with most gyms employing people who have no basic trai

However, the unfortunate reality is that today dozens of “Personal Trainer Certificates” are available for download from the Internet with no more required than the $39.95 fee. There are reportedly between 100 - 200 fitness certification companies offering education or “personal trainer certifications.” Unqualified programs compromise the integrity of the industry, creating problems for qualified personal trainers, health clubs

Stretch, jog, pump iron and get on the treadmill part of the modern metropolitan mantra.

In recent years, the fitness industry in India is seeing a paradigm shift with the change in class lifestyles in small but significant ways; for instance,

used to walk to the local marketplace, now one drives to the malls. So people are now feeling the need to set aside a time for dedicated exercising. Even our role models have become leaner and tougher. Now, people are aspiring for complete wellness rather than just staying fit. With surging work pressure and stress related ailments rampant amongst the corporate crowd, there is a need to increase the value and necessity of being fit and healthy in life. Also, due to diseases, increasing pollution in metro cities like Mumbai, Delhi and others, today wellness is becoming the most factors for everyone. The average urban Indian professional is increasingly becoming health conscious and feeling the need to get into a

at Indian fitness industry will rise on the graph annually by 20 to 30%. The 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 nted industry with diverse players such as health clubs, gyms and trainers. The

health club approach and a feel good factor — for a highly stressed out segment growing focus of the fitness industry in India.” For corporate executives, health is of

Gyms, is experiencing healthy growth rates and currently With a population of around a billion, which

44 can be mainly identified as prime 44 is projected to

go up from 37% in 2006 to 39% in 2011 and 40% in 2016. This is an addition of ximately another 4.6cr and 4.2cr in terms of population between 2006-11 and 2011-

fitness club memberships in contrast to a mere 0.4 per cent for Indian markets in top seven cities. The numbers indicate that the industry is in a nascent stage and would take time to evolve.

is the total lack of self regulation in the industry with most gyms employing people who have no basic training or

However, the unfortunate reality is that today dozens of “Personal Trainer Certificates” are available for download from the Internet with no more required

ertification companies Unqualified programs compromise

the integrity of the industry, creating problems for qualified personal trainers, health clubs and get on the treadmill — is an integral

In recent years, the fitness industry in India is seeing a paradigm shift with the change in class lifestyles in small but significant ways; for instance, earlier, one

used to walk to the local marketplace, now one drives to the malls. So people are now feeling the need to set aside a time for dedicated exercising. Even our role models have

llness rather than just staying fit. With surging work pressure and stress related ailments rampant amongst the corporate crowd, there is a need to increase the value and necessity of being fit and healthy

on in metro cities like Mumbai, Delhi and for everyone. The average urban Indian

professional is increasingly becoming health conscious and feeling the need to get into a

at Indian fitness industry will rise on the graph annually by 20 to 30%. The valued at anything between a whopping Rs 2,000 crore and a

however is not celebrating just yet. In fact, it’s still a nted industry with diverse players such as health clubs, gyms and trainers. The

for a highly stressed out segment — is the growing focus of the fitness industry in India.” For corporate executives, health is often an


important consideration. They have various problems ranging from spondilyosis, to posture and stress-related issues.

Of the INR 40bn fitnessaccount for over 65% of the

Slimming products 12%

This segment includes meal-replacementthe former being more popular

Key players include Himalaya,

Increasing availability via thesegment.

Slimming services 17%

A fast-growing segment, the slimmingplayers, such as VLCCand Vibes.

Most players are regional, catering

VLCC is the largest player in slimming

Fitness equipment 20%

The institutional segment contributesdemand is expected to be driv

The high-priced segment isdistributors. Leading distributors

Indian manufacturers caterprimarily

Fitness services 50%

This is a largely under-penetratpopulation.

Organised players focus on belowawareness about itness among

Key players include Talwalkar

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important consideration. They have various problems ranging from spondilyosis, to posture

and slimming market, services (fitness and slimmingthe market

eplacement slimming products and weight-loss supplements,ar.

Himalaya, Dabur and Herbalife.

he organized retail channel is a key growth driver

slimming services market is fragmented with only fewVibes.

catering only to select local markets.

slimming services in India.

contributes to the bulk of current demand. Howeriven by the home segment.

is dominated by international brands sold throughdistributors include Cardio Fitness, Cardiomed and Proline

primarily to the low-priced segment.

trated market with less than five per cent penetrat

below-the-line marketing (events, seminars, workshops,among consumers.

kars, Gold’s Gym, Fitness One and Snap Fitness.

important consideration. They have various problems ranging from spondilyosis, to posture

slimming centers)

supplements,

iver for the

few pan-India

However, future

through IndianFitness.

tration of the urban

shops, etc.) to increase


2.3 Top Players in India:

Health Clubs or Fitness Centers are places housed with equipments for physical exercise. They offer a wide array of services. The increased awareness amongst people in the past few decade regarding a healthy life in India. Here are the names of the most prominent fitness centers and health clubs in India. The Industry has seen tremendous growth in a very short span of time. Fitness Centers are effective motivators, as right food and lot of exercise is the key to a good health.

Solaris Fitness World

The journey of Solaris started in 1999 with a single branch in Pune, Maharashtra with the goal to develop a chain of conveniently located, wellacross the country which offer quality service consistently and make fitness enjoyable experience every time. Since its inception, Solaris established seven centers in Pune and by December end, is aiming to have thirteen fitness w15000+ members in all their clubs.

Talwalkars Gym

Talwalkars Better Value Fitness Limited. (previously known as Talwalkars Better Value Fitness Pvt Ltd.) Commonlyhealth centres. It has over 100 ultramodern branches across 50 cities in the country, with over 1,00,000 members. Talwalkars’ growth can be attributed directly to the trust our customers have in us, and the benefits they derive from our expert adv

Grand Project


Top Players in India:

Health Clubs or Fitness Centers are places housed with equipments for physical exercise. They offer a wide array of services. The increased awareness amongst people in the past few decade regarding a healthy life and fit body has lead to the expansion of fitness centers in India. Here are the names of the most prominent fitness centers and health clubs in India. The Industry has seen tremendous growth in a very short span of time. Fitness Centers are

vators, as right food and lot of exercise is the key to a good health.

The journey of Solaris started in 1999 with a single branch in Pune, Maharashtra with the goal to develop a chain of conveniently located, well-equipped and staffed fitness clubs all across the country which offer quality service consistently and make fitness enjoyable experience every time. Since its inception, Solaris established seven centers in Pune and by December end, is aiming to have thirteen fitness worlds in Pune. Solaris currently has 15000+ members in all their clubs.

Talwalkars Better Value Fitness Limited. (previously known as Talwalkars Better Value Commonly famous as Talwalkars, is one of the India’s largest

health centres. It has over 100 ultramodern branches across 50 cities in the country, with over 1,00,000 members. Talwalkars’ growth can be attributed directly to the trust our customers have in us, and the benefits they derive from our expert adv

Health Clubs or Fitness Centers are places housed with equipments for physical exercise. They offer a wide array of services. The increased awareness amongst people in the past

and fit body has lead to the expansion of fitness centers in India. Here are the names of the most prominent fitness centers and health clubs in India. The Industry has seen tremendous growth in a very short span of time. Fitness Centers are

vators, as right food and lot of exercise is the key to a good health.

The journey of Solaris started in 1999 with a single branch in Pune, Maharashtra with the staffed fitness clubs all

across the country which offer quality service consistently and make fitness enjoyable experience every time. Since its inception, Solaris established seven centers in Pune and by

orlds in Pune. Solaris currently has

Talwalkars Better Value Fitness Limited. (previously known as Talwalkars Better Value famous as Talwalkars, is one of the India’s largest chain of

health centres. It has over 100 ultramodern branches across 50 cities in the country, with over 1,00,000 members. Talwalkars’ growth can be attributed directly to the trust our customers have in us, and the benefits they derive from our expert advice, personalized


supervision, on-going facility upgrades, resultTalwalkars’ know-how and experience in this field.

Fitness First

Fitness First is the largest privately owned health club group in the world with oveFitness First clubs worldwide reaching over 1.3 million members in 18 countries. In the UK alone there are 160 Fitness First clubs with over 405,000 members. Fitness First India Pvt Ltd has set up a chain of exclusive fitness clubs across Delhi, Mumbambience of their fitness centers is a testimony to their working out a fun activity.

Gold’s Gym

Gold’s Gym International, Inc. is an international chain of coreferred to as “gyms”) originally started in California by Joe Gold. Each gym features a wide array of exercise equipment, group exercise classes and personal trainers to assist clients. It has a number of centers in India, one of the most reputed one being in Bangalothers in Pune, Ludhiana, Sangli, Cochin, Kanpur and New Delhi. The clubs is expanding in India rapidly with the awareness towards a good health.

Grand Project


going facility upgrades, result-oriented approach, and above all from how and experience in this field.

Fitness First is the largest privately owned health club group in the world with oveFitness First clubs worldwide reaching over 1.3 million members in 18 countries. In the UK alone there are 160 Fitness First clubs with over 405,000 members. Fitness First India Pvt Ltd has set up a chain of exclusive fitness clubs across Delhi, Mumbai, and Bangaloreambience of their fitness centers is a testimony to their single-minded

Gold’s Gym International, Inc. is an international chain of co-ed fitness centers (commonly as “gyms”) originally started in California by Joe Gold. Each gym features a

wide array of exercise equipment, group exercise classes and personal trainers to assist clients. It has a number of centers in India, one of the most reputed one being in Bangalothers in Pune, Ludhiana, Sangli, Cochin, Kanpur and New Delhi. The number of health

expanding in India rapidly with the awareness towards a good health.

oriented approach, and above all from

Fitness First is the largest privately owned health club group in the world with over 540 Fitness First clubs worldwide reaching over 1.3 million members in 18 countries. In the UK alone there are 160 Fitness First clubs with over 405,000 members. Fitness First India Pvt

and Bangalore. The minded effort to make

ed fitness centers (commonly as “gyms”) originally started in California by Joe Gold. Each gym features a

wide array of exercise equipment, group exercise classes and personal trainers to assist clients. It has a number of centers in India, one of the most reputed one being in Bangalore,

number of health expanding in India rapidly with the awareness towards a good health.


Ozone Fitness and Spa

Ozone Spa Pvt. Ltd., incorporated on November 1, 2002 is the of premier boutique health, fitness and spa. O3 in the company logo symbolizes “strong protection of the human race”. Ozone is the first chain of health clubs to be awarded the ISO-9001-2000 and ISO-14001 certificates. The comGandhi Priyadarshini Awards for the best chain of EcoOzone Clubs are the luxury health clubs launched to satisfy the niche segment by revitalizing their senses and soothe the jitteriness of

Fluid Fitness

PSA Fitness Centers brings to you a worldwitness the seamless integration of statetechniques. They are fitness solution providers Fitness Lounge was established in 2004 with an objective of providing overall fitness solutions to the individuals. The brand currently operates five health clubs, with one full format lifestyle fitness club under thoffers a range of services such as world class gym, Ayurveda, Aerobics, Spa etc. The company has another brand extension referred to as the ‘Fluid offers only the gym facility.

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Ozone Spa Pvt. Ltd., incorporated on November 1, 2002 is the country’s first largest chain of premier boutique health, fitness and spa. O3 in the company logo symbolizes “strong protection of the human race”. Ozone is the first chain of health clubs to be awarded the

14001 certificates. The company has also received the Indira Gandhi Priyadarshini Awards for the best chain of Eco-friendly health clubs in India. Ozone Clubs are the luxury health clubs launched to satisfy the niche segment by revitalizing their senses and soothe the jitteriness of city life.

PSA Fitness Centers brings to you a world-class fitness experience. They will make you witness the seamless integration of state-of-the art technology and world renowned spa techniques. They are fitness solution providers and seek expansion in India. FluidFitness Lounge was established in 2004 with an objective of providing overall fitness solutions to the individuals. The brand currently operates five health clubs, with one full format lifestyle fitness club under the brand name ‘Fluid – The Fitness Religion’ which offers a range of services such as world class gym, Ayurveda, Aerobics, Spa etc. The company has another brand extension referred to as the ‘Fluid –Active Fitness’ which offers only the gym facility.

country’s first largest chain of premier boutique health, fitness and spa. O3 in the company logo symbolizes “strong protection of the human race”. Ozone is the first chain of health clubs to be awarded the

pany has also received the Indira friendly health clubs in India.

Ozone Clubs are the luxury health clubs launched to satisfy the niche segment by

class fitness experience. They will make you the art technology and world renowned spa

and seek expansion in India. Fluid- the Fitness Lounge was established in 2004 with an objective of providing overall fitness solutions to the individuals. The brand currently operates five health clubs, with one full

The Fitness Religion’ which offers a range of services such as world class gym, Ayurveda, Aerobics, Spa etc. The

Active Fitness’ which


Snap Fitness

Snap Fitness, Inc., is the rapidly growing franchisor of compact, 24/7 express fitness clubs. Snap Fitness is open 24/7, and emphasizes fast, convenient and affordable workouts. SNAP Fitness was founded in March 2003 by Peter Taunton who has 25 years of exfitness industry. Headquartered in Chanhassen, MN, Snap sold its first franchisee in April 2004. Snap is the world’s fastest growing fitness chain with a global presence spread across US, Canada, Mexico, Australia and India with more than 2locations opened.

Fitness One

FitnessOne India Ltd., is a company created with a passion, vision, commitment and dedication. It started with one center, a single state of the art health club that was created after five years of detailed research. On 1 September, 2004 FitnessOne opened its doors to the customers in Alwarpet, Chennai. Like no other chain of fitness centers in South India and perhaps all of India, FitnessOne was started with one aim fitness. With a vision like that, growth was the next step. FitnessOne grew. FitnessOne is brimming with the youthful energy of confident expertise and is growing rapidly in the country.

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Snap Fitness, Inc., is the rapidly growing franchisor of compact, 24/7 express fitness clubs. Snap Fitness is open 24/7, and emphasizes fast, convenient and affordable workouts. SNAP Fitness was founded in March 2003 by Peter Taunton who has 25 years of exfitness industry. Headquartered in Chanhassen, MN, Snap sold its first franchisee in April 2004. Snap is the world’s fastest growing fitness chain with a global presence spread across US, Canada, Mexico, Australia and India with more than 2200 clubs signed and 1450

FitnessOne India Ltd., is a company created with a passion, vision, commitment and dedication. It started with one center, a single state of the art health club that was created

of detailed research. On 1 September, 2004 FitnessOne opened its doors to the customers in Alwarpet, Chennai. Like no other chain of fitness centers in South India and perhaps all of India, FitnessOne was started with one aim – Reshaping the future of

ness. With a vision like that, growth was the next step. FitnessOne grew. FitnessOne is brimming with the youthful energy of confident expertise and is growing rapidly in the

Snap Fitness, Inc., is the rapidly growing franchisor of compact, 24/7 express fitness clubs. Snap Fitness is open 24/7, and emphasizes fast, convenient and affordable workouts. SNAP Fitness was founded in March 2003 by Peter Taunton who has 25 years of experience in the fitness industry. Headquartered in Chanhassen, MN, Snap sold its first franchisee in April 2004. Snap is the world’s fastest growing fitness chain with a global presence spread across

200 clubs signed and 1450

FitnessOne India Ltd., is a company created with a passion, vision, commitment and dedication. It started with one center, a single state of the art health club that was created

of detailed research. On 1 September, 2004 FitnessOne opened its doors to the customers in Alwarpet, Chennai. Like no other chain of fitness centers in South India

Reshaping the future of ness. With a vision like that, growth was the next step. FitnessOne grew. FitnessOne is

brimming with the youthful energy of confident expertise and is growing rapidly in the


Curves Health Clubs and Fitness Centers for Women

Curves International is USfranchisor. It has recently opened three centres in India, 2 at Hyderabad and 1 in Mumbai and it has announced 250 centers in the country, which it plans to open in the next three years. Created specifically for women, Curves offers a complete fitness and nutrition solution. The Curves 30 minute workout exercises every major muscle group and burns up to 500 calories through a proven program of strength training, cardio and stretching.

Vivafit Fitness Center

Vivafit is a women’s gym with fitness centers in Portugal, Spain, and India and now in Singapore. The mission of Vivafit is to motivate women to lose weight and feel great by creating habits of exercise and healthy eating. The Vivafit well-being in a pleasant environment with fast and easy workouts exclusively for women. Over the next 10 years Vivafit plans to launch more than 1.300 centers in India

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Curves Health Clubs and Fitness Centers for Women

onal is US-based and is the world’s largest women’s fitness club franchisor. It has recently opened three centres in India, 2 at Hyderabad and 1 in Mumbai and it has announced 250 centers in the country, which it plans to open in the next three

ted specifically for women, Curves offers a complete fitness and nutrition solution. The Curves 30 minute workout exercises every major muscle group and burns up to 500 calories through a proven program of strength training, cardio and stretching.

Vivafit is a women’s gym with fitness centers in Portugal, Spain, and India and now in Singapore. The mission of Vivafit is to motivate women to lose weight and feel great by creating habits of exercise and healthy eating. The Vivafit concept is to provide health and

being in a pleasant environment with fast and easy workouts exclusively for women. Over the next 10 years Vivafit plans to launch more than 1.300 centers in India

based and is the world’s largest women’s fitness club franchisor. It has recently opened three centres in India, 2 at Hyderabad and 1 in Mumbai and it has announced 250 centers in the country, which it plans to open in the next three

ted specifically for women, Curves offers a complete fitness and nutrition solution. The Curves 30 minute workout exercises every major muscle group and burns up to 500 calories through a proven program of strength training, cardio and stretching.

Vivafit is a women’s gym with fitness centers in Portugal, Spain, and India and now in Singapore. The mission of Vivafit is to motivate women to lose weight and feel great by

concept is to provide health and being in a pleasant environment with fast and easy workouts exclusively for women.

Over the next 10 years Vivafit plans to launch more than 1.300 centers in India


2.3 Facilities and services Offered in Fitness

A health club (also known as a fitness club, fitness center, and commonly referred to as a gym) is a place which houses exercise equipment for the purpose of

1. Main workout area

Most health clubs have a main workout area, which primarily consists of including dumbbells, barbellsthat exercisers can monitor and maintain correct posture during their workout.

A gym which predominately or exclusivbarbells), as opposed to exercise machines, is sometimes referred to as a after the traditional color of

2. Cardio area/Theatre

A cardio theatre including treadmills, stationary bikes and TV displayscardio area includes many types of rowing machines, stationary exercise bikesoften include a number of audioplaced on walls around the area itself) in order to keep exercisers entertained during long cardio workout sessions.

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Facilities and services Offered in Fitness Centers

A health club (also known as a fitness club, fitness center, and commonly referred to as a ) is a place which houses exercise equipment for the purpose of physical exercise

Main workout area

Most health clubs have a main workout area, which primarily consists of barbells and exercise machines. This area often includes mirrors so

that exercisers can monitor and maintain correct posture during their workout.

A gym which predominately or exclusively consists of free weights (dumbbells and barbells), as opposed to exercise machines, is sometimes referred to as a after the traditional color of weight plates.

Cardio area/Theatre

A cardio theatre including treadmills, stationary bikes and TV displays. A cardio theater or cardio area includes many types of cardiovascular training-related equipment such as

stationary exercise bikes, elliptical trainers and treadmillsoften include a number of audio-visual displays (either integrated into the equipment, or placed on walls around the area itself) in order to keep exercisers entertained during long

Centers

A health club (also known as a fitness club, fitness center, and commonly referred to as a physical exercise.

Most health clubs have a main workout area, which primarily consists of free weights. This area often includes mirrors so

that exercisers can monitor and maintain correct posture during their workout.

ely consists of free weights (dumbbells and barbells), as opposed to exercise machines, is sometimes referred to as a black-iron gym,

A cardio theater or related equipment such as

treadmills. These areas o the equipment, or

placed on walls around the area itself) in order to keep exercisers entertained during long


3. Group exercise classes

Most newer health clubs offer group exercise classes that are conducted by certified instructors. Many types of group exercise classes exist, but generally these include classes based on aerobics, cycling (spin cycle), regular and hot (Bikram) yogaKrav Maga and Brazilian jiuaerobics classes. The instructors often must gain certification in order to and ensure participant safety.

4. Sports facilities

Some health clubs offer sports facilities such as a areas. In some cases, additional fees are charged for the use of these facilities.

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Group exercise classes

Most newer health clubs offer group exercise classes that are conducted by certified . Many types of group exercise classes exist, but generally these include classes

, cycling (spin cycle), boxing or martial arts, high intensity trainingyoga, pilates, muscle training, and self-defense classes such as

Krav Maga and Brazilian jiu-jitsu. Health clubs with swimming pools often offer classes. The instructors often must gain certification in order to teach these classes

and ensure participant safety.

Some health clubs offer sports facilities such as a swimming pools, squashareas. In some cases, additional fees are charged for the use of these facilities.

Most newer health clubs offer group exercise classes that are conducted by certified fitness . Many types of group exercise classes exist, but generally these include classes

high intensity training, step, se classes such as

jitsu. Health clubs with swimming pools often offer aqua teach these classes

squash courts or boxing areas. In some cases, additional fees are charged for the use of these facilities.


5. Personal training

Most health clubs employ training/fitness/nutrition/health advice and consultation. Personal trainers can devise a customized fitness routine, sometheir goals. They can also monitor and train with members. More often than not, access to personal trainers involves an additional hourly fee.

6. Other services

Newer health clubs generally include hefacilities, member lounges and cafes. It is not unusual for a wellness areas to be present. Health clubs generally charge a fee to allow visitors to use the equipment, courses, and other profriendly health clubs which incorporate principles of "green living" in its fitness regimen

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Personal training

Most health clubs employ personal trainers who are accessible to members for training/fitness/nutrition/health advice and consultation. Personal trainers can devise a customized fitness routine, sometimes including a nutrition plan, to help clients achieve their goals. They can also monitor and train with members. More often than not, access to personal trainers involves an additional hourly fee.

Newer health clubs generally include health-shops, snack bars, restaurants, childfacilities, member lounges and cafes. It is not unusual for a sauna, steam

to be present. Health clubs generally charge a fee to allow visitors to use the equipment, courses, and other provided services. A fairly new trend is the advent of eco friendly health clubs which incorporate principles of "green living" in its fitness regimen

who are accessible to members for training/fitness/nutrition/health advice and consultation. Personal trainers can devise a

times including a nutrition plan, to help clients achieve their goals. They can also monitor and train with members. More often than not, access to

shops, snack bars, restaurants, child-care steam shower, or

to be present. Health clubs generally charge a fee to allow visitors to use the vided services. A fairly new trend is the advent of eco

friendly health clubs which incorporate principles of "green living" in its fitness regimen.


2.5 Ahmadabad Fitness Industry

Major Players in Fitness Industry

1) Talwalkars Gym2) Gold’s Gym3) Parsana Fitness And Gym4) Wellocity5) Vala’s Gym6) Ananta Wellness7) Ellisbridge Gymkhana8) Black Panther9) Zeus Fitness Point

2.5.1 Talwalkars Better Value Fitness Ltd.

Talwalkars Better Value Fitness Limited, commonly known as Talwalkars, is one of India's largest chain of health centres. It has over 145 ultramodern branches acountry, with over 1, 50,000

Talwalkars growth can be attributed directly to the trust customers have in us, and the benefits they derive from expert advice, personalized supervision, resultand Talwalkars know-how and experience in this field since the first gym beMumbai in 1932 and now offering a diverse set of services including gyms, spas, aerobics and health counseling.

Talwalkars not only offers you the latest technology in fitness but also the fabulous services, expertise and flexibility of Talwindustry.TBVFL has broaden its scope from being a gym player to a fitness player by introducing new initiatives such as NuForm gym studios with a focus on weight loss and Zumba® fitness program.

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Ahmadabad Fitness Industry

Major Players in Fitness Industry

And Gym

Ellisbridge Gymkhana

Talwalkars Better Value Fitness Ltd.

Talwalkars Better Value Fitness Limited, commonly known as Talwalkars, is one of India's centres. It has over 145 ultramodern branches across 75 cities in the

, 50,000 members.

Talwalkars growth can be attributed directly to the trust customers have in us, and the benefits they derive from expert advice, personalized supervision, result-oriented approach,

how and experience in this field since the first gym beMumbai in 1932 and now offering a diverse set of services including gyms, spas, aerobics

Talwalkars not only offers you the latest technology in fitness but also the fabulous services, expertise and flexibility of Talwalkars which made us brand name in the fitness

TBVFL has broaden its scope from being a gym player to a fitness player by introducing new initiatives such as NuForm gym studios with a focus on weight loss and Zumba®

Talwalkars Better Value Fitness Limited, commonly known as Talwalkars, is one of India's cross 75 cities in the

Talwalkars growth can be attributed directly to the trust customers have in us, and the oriented approach,

how and experience in this field since the first gym being set up in Mumbai in 1932 and now offering a diverse set of services including gyms, spas, aerobics

Talwalkars not only offers you the latest technology in fitness but also the fabulous alkars which made us brand name in the fitness

TBVFL has broaden its scope from being a gym player to a fitness player by introducing new initiatives such as NuForm gym studios with a focus on weight loss and Zumba®


Format

Talwalkars – Own

Talwalkars –JV

Trademark Licensed

Talwalkars –Franchise

HiFi

Total

Strengths:

Consistency: Across all locations the health club experience remains uniform with similar Equipment and Infrastructure. Brand Identity ensures quality in both gym experience and member numbers.

Quality: Across all locations the health club experience remains uniform with similarEquipment and Infrastructure. Brand Identity ensures qualityand member numbers.

Trained Manpower: Talwalkars has its own 25000 sq ft residential training academy in Thane , Mumbai which gives training to existing and newly recruited trainers.The course duration typically ranges from 30

In-house project management team

Critical to scaling up business

Diverse Service offerings: TBVFL has broadened its scope from being a gym player to a fitness player. NuForm Gym studios areLoss and Slimming Activity. Other recent initiatives include ZUMBA® fitness

Besides the standard facilities in the Health club, TBVFL has introduced severalValue added offerings such as Spa ,

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No. of Health clubs

92

11

10

Franchise 7

10

130

Across all locations the health club experience remains uniform with similar Equipment and Infrastructure. Brand Identity ensures quality in both gym experience and

Across all locations the health club experience remains uniform with similarEquipment and Infrastructure. Brand Identity ensures quality in both gym experience

Talwalkars has its own 25000 sq ft residential training academy in Thane , Mumbai which gives training to existing and newly recruited trainers.The course duration typically ranges from 30-35 days.

house project management team

Critical to scaling up business.

Diverse Service offerings: TBVFL has broadened its scope from being a gym player to a NuForm Gym studios are one of the initiatives with a focus on Weight

Loss and Slimming Activity. Other recent initiatives include ZUMBA® fitness

Besides the standard facilities in the Health club, TBVFL has introduced severalValue added offerings such as Spa , Aerobics , Personal Training etc.

No. of Health clubs

Across all locations the health club experience remains uniform with similar Equipment and Infrastructure. Brand Identity ensures quality in both gym experience and

Across all locations the health club experience remains uniform with similarin both gym experience

Talwalkars has its own 25000 sq ft residential training academy in Thane , Mumbai which gives training to existing and newly recruited trainers.

Diverse Service offerings: TBVFL has broadened its scope from being a gym player to a one of the initiatives with a focus on Weight

Loss and Slimming Activity. Other recent initiatives include ZUMBA® fitness program.

Besides the standard facilities in the Health club, TBVFL has introduced several


Key Differentiators:

Market Leadership: TBVFL is one of the largest fitness chain in India with a panpresence. Brand Talwalkars is present at 130 locations spread across 69 cities and towns in 18 states, serving over 1,26,000 members. The recently launched HiFi format will hasten our penetration in to the smaller markets of the country.

Brand Equity: The brand has a strong recall. This factor along with personalized services and competitivecompetitive clutter of the industry, dominated by unorganized sector.

Promoters’ Experience and Expertise: expertise of its Promoters. While the Talwalkars Group has several decades in the health and fitness industry, the Gawande Group has vast experience in several areas of business management including finance marketing and legal.

Diverse service offeringWellness and Slimmingfocus on Weight Loss and Slimming Activity. Also apart from the standard facilities in the health club, TBVFL has introduced ZUMBA® fitness program and other several Value added offerings such as Spa, Aerobics, Personal Training etc.

Quality and Consistent health club experience: club experience for its patrons, across all its locations in the country, including worldclass equipments and consistent quality of the trainers. The intremendous competitive advantage in antrainers.

Grand Project


TBVFL is one of the largest fitness chain in India with a panTalwalkars is present at 130 locations spread across 69 cities and towns

over 1,26,000 members. The recently launched HiFi format will hasten our penetration in to the smaller markets of the country.

The brand has a strong recall. This factor along with personalized services and competitive pricing helps in customer retention and breaking the competitive clutter of the industry, dominated by unorganized sector.

Promoters’ Experience and Expertise: Company has benefited from the diverse Promoters. While the Talwalkars Group has several decades

in the health and fitness industry, the Gawande Group has vast experience in several areas of business management including finance marketing and legal.

Diverse service offering: TBVFL has broadened its scope from Fitness to Fitness, segment. NuForm Gym studios is one of the Initiatives with a

focus on Weight Loss and Slimming Activity. Also apart from the standard facilities in the health club, TBVFL has introduced ZUMBA® fitness program and other several

dded offerings such as Spa, Aerobics, Personal Training etc.

Quality and Consistent health club experience: The company assures a uniform health for its patrons, across all its locations in the country, including worldand consistent quality of the trainers. The in-house academy provides

tremendous competitive advantage in an industry, with shortage of quality fitness

TBVFL is one of the largest fitness chain in India with a pan- India Talwalkars is present at 130 locations spread across 69 cities and towns

over 1,26,000 members. The recently launched HiFi format will

The brand has a strong recall. This factor along with personalized tomer retention and breaking the

Company has benefited from the diverse Promoters. While the Talwalkars Group has several decades of experience

in the health and fitness industry, the Gawande Group has vast experience in several

: TBVFL has broadened its scope from Fitness to Fitness, segment. NuForm Gym studios is one of the Initiatives with a

focus on Weight Loss and Slimming Activity. Also apart from the standard facilities in the health club, TBVFL has introduced ZUMBA® fitness program and other several

The company assures a uniform health for its patrons, across all its locations in the country, including world-

house academy provides industry, with shortage of quality fitness


Strategies:i. Business Strategy

Subsidiary Model:

• Operate through Brand “TALWALKARS”

• Full Service health club spread over ~5000 sq ft.

• Target Customers – Tier 1,2 Cities

Lower Cap-ex, Higher returns:

• Low Capex due to 51% holdings in subsidiary health club

• Talwalkars receives a Royalty of 6% of Revenues for 1st 3 yrs which is 8% thereafter

• Faster BEP, Higher ROIC

Buy back option:

• Option to buyback subsidiary health club at any point of time

ii. Expansion Strategy driven to maximize ROIC

TYPEOWNERSHIP

Talwalkars 100%

Talwalkars -Subsidiary

51%

HiFi Nil

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Operate through Brand “TALWALKARS”

Full Service health club spread over ~5000 sq ft.

Tier 1,2 Cities

ex, Higher returns:

Low Capex due to 51% holdings in subsidiary health club

Talwalkars receives a Royalty of 6% of Revenues for 1st 3 yrs which is 8% thereafter

Faster BEP, Higher ROIC

Option to buyback subsidiary health club at any point of time

Expansion Strategy driven to maximize ROIC

OWNERSHIP

CAP-EX

ROIC IMPLICATION

100% Full Neutral

51% Half Higher

Nil Highest

Talwalkars receives a Royalty of 6% of Revenues for 1st 3 yrs which is 8% thereafter

ROIC IMPLICATION

Neutral

Higher

Highest


2.5.2 Gold’s Gym

Gold's Gym International, Inc.(commonly referred to as "features a wide array of exercise equipmentassist clients. Its headquarters are in

Being the undisputed, worldwide leader in fitness for the past 47 years has its privileges and we invite you to reap the benefits of our success. Gold’s Gym is currently the fastest growing International gym chain in India. Gold’s Gym India will be offering fropportunities throughout India, Bangladesh, Maldives, Sri Lanka,Nepal, Singapore, Malayasia and Thailand. The Gold's Gym franchise program has been designed to give top gym operators and entrepreneurs around the world the opportunity to benefit byrepresenting the Gold's Gym brand and becoming part of the strongest network in the $13 billion fitness industry globally. Although becoming a Gold's Gym franchise owner is a serious commitment, the rewards are immeasurable, including:

Instant brand awareness. 47 years of achievement and recognition in the fitness industry. Corporate support in planning your location and gym layout. Access to our network and club owners worldwide. Special values through the Gold's Gym National Vendor Program. Award winning national & international marketing and advertising programs. Gold's Gym licensed apparel sales through your Pro Shop. Continuing education through training programs featuring best Celebrity recognition and endorsements.

We are particular about our franchisees because they all contribute to our success, one health club at a time. We are seeking only top visionaries who are committed to raising the bar in fitness.

Grand Project


Gold's Gym International, Inc. is an American chain of international co-ed (commonly referred to as "gyms") originally started in California by Joe Gold

exercise equipment, group exercise classes and personal trainersassist clients. Its headquarters are in Irving, Texas.

g the undisputed, worldwide leader in fitness for the past 47 years has its privileges and we invite you to reap the benefits of our success. Gold’s Gym is currently the fastest growing International gym chain in India. Gold’s Gym India will be offering fropportunities throughout India, Bangladesh, Maldives, Sri Lanka,Nepal, Singapore, Malayasia and Thailand. The Gold's Gym franchise program has been designed to give top gym operators and entrepreneurs around the world the opportunity to benefit byrepresenting the Gold's Gym brand and becoming part of the strongest network in the $13 billion fitness industry globally. Although becoming a Gold's Gym franchise owner is a serious commitment, the rewards are immeasurable, including:

eness. 47 years of achievement and recognition in the fitness industry. Corporate support in planning your location and gym layout. Access to our network and club owners worldwide. Special values through the Gold's Gym National Vendor Program.

inning national & international marketing and advertising programs. Gold's Gym licensed apparel sales through your Pro Shop. Continuing education through training programs featuring best-practices. Celebrity recognition and endorsements.

We are particular about our franchisees because they all contribute to our success, one health club at a time. We are seeking only top visionaries who are committed to raising the

ed fitness centersJoe Gold. Each gym

personal trainers to

g the undisputed, worldwide leader in fitness for the past 47 years has its privileges and we invite you to reap the benefits of our success. Gold’s Gym is currently the fastest growing International gym chain in India. Gold’s Gym India will be offering franchisee opportunities throughout India, Bangladesh, Maldives, Sri Lanka,Nepal, Singapore, Malayasia and Thailand. The Gold's Gym franchise program has been designed to give top gym operators and entrepreneurs around the world the opportunity to benefit byrepresenting the Gold's Gym brand and becoming part of the strongest network in the $13 billion fitness industry globally. Although becoming a Gold's Gym franchise owner is a

inning national & international marketing and advertising programs.

practices.

We are particular about our franchisees because they all contribute to our success, one health club at a time. We are seeking only top visionaries who are committed to raising the


Chapter 3

Research Methodology

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Research Methodology


3.1 Scope of Study:

· People across Ahmadabad

· People from all income group

· Current visitors of fitness

3.2 Significance of the study:

The given study was undertaken to find out

1. Wellness industry trends and growth with special focus on gym

2. Changing consumers’ habits, needs and concerns about their health and fitness

3. Their requirements in terms of timings, equipment and other supplementary services

This study will help current fitness centers to consider market trends, current customer expectations (core and supplementary services) and factors to be taken care while developing their marketing strategies.

3.3 Research design

The research design used in this study was exploratory research followed by descriptive research.

The exploratory research done to build the questionnaire so as to include relevant and important data. Personal interviews were taken to gain insights in our study.

Data collection source and Data collection methods:

a) Secondary data:

Sources: Internet, magazines, newspape

b) Primary data:

Sources: Interviewing customers and interaction with gym owners

Methods: Administration of a structured questionnaire to the respondents.

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:

Ahmadabad

People from all income group

Current visitors of fitness centers (gym)

Significance of the study:

The given study was undertaken to find out

Wellness industry trends and growth with special focus on gym

Changing consumers’ habits, needs and concerns about their health and fitness

Their requirements in terms of timings, equipment and other supplementary services

This study will help current fitness centers to consider market trends, current customer ectations (core and supplementary services) and factors to be taken care while

developing their marketing strategies.

Research design:

The research design used in this study was exploratory research followed by descriptive

search done to build the questionnaire so as to include relevant and important data. Personal interviews were taken to gain insights in our study.

Data collection source and Data collection methods:

Sources: Internet, magazines, newspaper and official websites of gym service provider

Sources: Interviewing customers and interaction with gym owners


Changing consumers’ habits, needs and concerns about their health and fitness

Their requirements in terms of timings, equipment and other supplementary services

This study will help current fitness centers to consider market trends, current customer ectations (core and supplementary services) and factors to be taken care while

The research design used in this study was exploratory research followed by descriptive

search done to build the questionnaire so as to include relevant and important data. Personal interviews were taken to gain insights in our study.

r and official websites of gym service provider



Sample design

a) Population- people residing in the

b) Sample unit- People who visit gym

c) Sampling method- Convenient sampling

d) Sample size- 150

Framing of questionnaire:

Questions were prepared keeping focused objectives of the study. We have taken care while preparing questionnaire so as to avoid biased response and wrong interpretation.

The questionnaire is attached with annexure having silent feature stated below:

Ø Questionnaire having only those relevant questions whose answer can be used to fulfill the objectives

Ø Questionnaire prepared by taking care of respondents so as it takes least time of the respondent

Limitations of the study:

1) Human behavior

We cannot remove human aspect from any research. Marketing research involves human behavior hence possible impact of

2) Limitation of time

The market research is a very long and time consuming process. The collection of data, their analysis and interpretation demands significant amount of time

3) Geographical barriers

Our marketing research is limited to boundaries of Ahmedabad city

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people residing in the city of Ahmedabad

People who visit gym

Convenient sampling

Framing of questionnaire:

Questions were prepared keeping focused objectives of the study. We have taken care while so as to avoid biased response and wrong interpretation.


Questionnaire having only those relevant questions whose answer can be used to fulfill the objectives

e prepared by taking care of respondents so as it takes least time of

Limitations of the study:

We cannot remove human aspect from any research. Marketing research involves human behavior hence possible impact of uncontrollable variables cannot be ignored.


Geographical barriers

ting research is limited to boundaries of Ahmedabad city

Questions were prepared keeping focused objectives of the study. We have taken care while so as to avoid biased response and wrong interpretation.


Questionnaire having only those relevant questions whose answer can be used to

e prepared by taking care of respondents so as it takes least time of

We cannot remove human aspect from any research. Marketing research involves uncontrollable variables cannot be ignored.



Chapter 4

Data Interpretation & Analysis

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Gender:

Gender

Male

Female

Gender wise information of

104 respondents out of 150 were male and the rest of 46 respondents were female.

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Responses

104

46

Gender wise information of the respondents:




Age:

Age group

16 and below

17-25

26-35

36-49

50-65

66 and above

Total

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Frequency

8

83

46

9

4

0

150


Age wise distribution of respondents:

Out of 150 respondents most of the respondents were in the age group of 17

In male age group 17-25 holding the biggest chunk of pie while in female age group 26forms the biggest group of gym goer.

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Age wise distribution of respondents:

Out of 150 respondents most of the respondents were in the age group of 17

25 holding the biggest chunk of pie while in female age group 26forms the biggest group of gym goer.

Out of 150 respondents most of the respondents were in the age group of 17-25 and 26-35.

25 holding the biggest chunk of pie while in female age group 26-35


Marital status:

Marital status

Single

Married

Married with child/children

Total

Marital status of respondents:

Around 56% (84) of respondents were single. Rest of them fall into married and married with child/children category

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Frequency

84

27

Married with child/children 39

150

Marital status of respondents:

Around 56% (84) of respondents were single. Rest of them fall into married and married with child/children category

Around 56% (84) of respondents were single. Rest of them fall into married and married


Annual household income

Annual income

2,00,000 and below

2,00,000 - 3,50,000

3,50,000 - 5,00,000

5,00,000 - 8,00,000

8,00,000 and above

Annual household income wise distribution of respondents:

95 respondents (around 63%) out of 150 were having annual household income range between 3, 50,000-8,00,000.

And remaining respondents were distributed among other income categories.

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Annual household income

Frequency

14

23

44

51

18

Annual household income wise distribution of respondents:

95 respondents (around 63%) out of 150 were having annual household income range 00,000.


95 respondents (around 63%) out of 150 were having annual household income range



Occupation

Occupation

Student

Salaried person

Self employed

House maker

Total

Occupation wise distribution of respondents:

The respondents were well distributed among different occupations. Students form the biggest occupation group who visit gym.

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Respondents

65

31

26

28

150

Occupation wise distribution of respondents:

The respondents were well distributed among different occupations. Students form the biggest occupation group who visit gym.

The respondents were well distributed among different occupations. Students form the


1) What time do you normally attend

Timings

Morning

Afternoon

Evening

Around 65% of respondents having preference for morning time for gym.

Around 27% of respondents having preference for evening time for gym.

Gym service provider should consider on peak and off peak demand and supply. They can charge higher for morning timings and can give promotional incentive to the afternoon and evening visitors to shift the demand from morning to evening time.

Past data is useful for better management of supply and demand.

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What time do you normally attend the gym?

Respondents

97

12

41

Around 65% of respondents having preference for morning time for gym.

Around 27% of respondents having preference for evening time for gym.

Gym service provider should consider this timing preference and accordingly manage the on peak and off peak demand and supply. They can charge higher for morning timings and can give promotional incentive to the afternoon and evening visitors to shift the demand from morning to evening time.

Past data is useful for better management of supply and demand.

this timing preference and accordingly manage the on peak and off peak demand and supply. They can charge higher for morning timings and can give promotional incentive to the afternoon and evening visitors to shift the demand


2) Weekly, how many times do you exercise?

0-2

2-3

3-5

More than 5

Ø 67 Respondents do the work outs 0gym more than 5 times.

Ø There are few people who visit gym regularly (more than 5 times). Rest of them are infrequent visitors.

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Weekly, how many times do you exercise?

67

34

34

15

67 Respondents do the work outs 0-2 times in a week. While only 15 respondents’ visit 5 times.

There are few people who visit gym regularly (more than 5 times). Rest of them are

2 times in a week. While only 15 respondents’ visit

There are few people who visit gym regularly (more than 5 times). Rest of them are


3) On what you spend majority of your gym timing?

Types

Machines & equipment

Cardio

Lifting

Aerobics

Yoga

Ø We have observed that male respondents mostly spend their time on machines and equipment while female respondents prefers light exercise like yoga and aerobics.

Ø Hence availability of required no. of equipment and trainers to accommodate demand is crucial.

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On what you spend majority of your gym timing?

Respondents

61

32

17

11

29

We have observed that male respondents mostly spend their time on machines and equipment while female respondents prefers light exercise like yoga and aerobics.

Hence availability of required no. of equipment and trainers to accommodate

We have observed that male respondents mostly spend their time on machines and equipment while female respondents prefers light exercise like yoga and aerobics.

Hence availability of required no. of equipment and trainers to accommodate the


4) How long you spend exercising in the Gym on average visit?

Time

0-30 mins

31-60 mins

61-90 mins

91-120 mins

More than 120 mins

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How long you spend exercising in the Gym on average visit?

Respondents

36

79

22

11

2


79 respondents were spending average around 31were spending more than 120 minutes per visit.

Higher preference towards 31exercise.

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79 respondents were spending average around 31-60 minutes in a gym. Very few people were spending more than 120 minutes per visit.

Higher preference towards 31-60 mins category was because of availability of time for

in a gym. Very few people

60 mins category was because of availability of time for


5) With whom you usually go to gym?

Alone

Family members

Friends

Around 61% of respondents are visiting gym alone and 27 % are visiting with friends.

It signifies who are influential members to an individual …

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With whom you usually go to gym?

91

18

41


It signifies who are influential members to an individual …



6) What is your general health like?

Male

Above average 36

Average 54

Below average 14

Total 104

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What is your general health like?

Male Female Total

9 45

20 74

17 31

104 46 150


Around half of male respondents rated their health average while around 35% said their health is above average. Only 13% respondents found their health below average level.

In female, around 43% rated their is below average.

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In female, around 43% rated their current health level average while 37% said their health


current health level average while 37% said their health


7) Motives behind joining gym…

Lifestyle

Rehabilitation

Strength training

Weight loss

Health improvement

Social environment

Other

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Motives behind joining gym…

65

28

34

61

97

24

10


When respondents were asked about their motives for joining gym

Most of them gave health improvement being the prime weight gain.

While lifestyle of respondents has also made them join the gym. Other factors were weight loss, rehabilitation strength training etc.

For male prime reasons were fitness and lifestyle while in female category, the main reasons were weight loss and social environment.

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respondents were asked about their motives for joining gym,

Most of them gave health improvement being the prime reason; it includes fitness and

While lifestyle of respondents has also made them join the gym. Other factors were weight rehabilitation strength training etc.

For male prime reasons were fitness and lifestyle while in female category, the main reasons were weight loss and social environment.

it includes fitness and

While lifestyle of respondents has also made them join the gym. Other factors were weight

For male prime reasons were fitness and lifestyle while in female category, the main


8) Which of the following you use or like available at your fitness center?

Massage

Gym membership

Personal training

Group cardio

Child care area

Aerobics

Yoga

Other

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Which of the following you use or like available at your fitness center?

12

42

57

49

10

81

54

32

Which of the following you use or like available at your fitness center?


Aerobics is the most sought after facility in a gym, 81 respondents agree with the statement.

Other facilities in demand are Yoga, group cardio and personal training etc.

Massage and child care area are the least preferred facilities by respondents.

Other responses include kickboxing, music, steam and shower etc.

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in demand are Yoga, group cardio and personal training etc.


Other responses include kickboxing, music, steam and shower etc.


in demand are Yoga, group cardio and personal training etc.



9) Rate the factors based on their importance for a Gym?

Factors

Number of facilities offered

Price of membership

Type of membership

Location convenience

Timing

Brand name

Other

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Rate the factors based on their importance in the decision making while deciding

Mean

Number of facilities offered 4.212

4.195

2.812

4.310

3.850

2.612

3.120

in the decision making while deciding


Location convenience: 4.310

People do not want to go for a gym which is too far from their home hence they choose gym which is nearby to once residence. Location convenience is most considered factor while deciding for a gym.

Number of facilities offered: 4.212

Respondents gave relatively high importance to the different facilities offered by gym. Higher and better the facilities more will be customers.

Price of membership: 4.195

Price is always the concern for Indian citizen and has a great significance in decision making. It is also true in case of fitness industry as rating given to price is relatively high 4.195

Type of membership and Brand of gym are the least considered criteria while deciding for the gym.

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4.310

People do not want to go for a gym which is too far from their home hence they choose gym which is nearby to once residence. Location convenience is most considered factor

Number of facilities offered: 4.212

e relatively high importance to the different facilities offered by gym. Higher and better the facilities more will be customers.

Price of membership: 4.195

Price is always the concern for Indian citizen and has a great significance in decision is also true in case of fitness industry as rating given to price is relatively high

Type of membership and Brand of gym are the least considered criteria while deciding for

People do not want to go for a gym which is too far from their home hence they choose gym which is nearby to once residence. Location convenience is most considered factor

e relatively high importance to the different facilities offered by gym.

Price is always the concern for Indian citizen and has a great significance in decision is also true in case of fitness industry as rating given to price is relatively high

Type of membership and Brand of gym are the least considered criteria while deciding for


10) How did you find about the Gym you attend?

Newspaper

Radio Ad

Website

Word of mouth

Personal past experience

Other

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How did you find about the Gym you attend?

110

42

17

85

26

47


The respondents were asked, from where have they heard about the gym them attend

Most of respondents (110) had heard about gym from newspaper while next best choice was word of mouth (85)

There were very less people who came to know about a gym from its website.

There were other media from which they became aware about the gym like radio, hoardings and leaflets etc.

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Most of respondents (110) had heard about gym from newspaper while next best choice


There were other media from which they became aware about the gym like radio, hoardings


Most of respondents (110) had heard about gym from newspaper while next best choice


There were other media from which they became aware about the gym like radio, hoardings


11) Aside from facilities related to fitness, gym?

Café/snack bar

Private lockers

Towel service

Shower service

Beauty rooms

Free vehicle parking

Air conditioning

Other

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Aside from facilities related to fitness, which of the following are offered at your

10

102

74

68

14

96

91

21

which of the following are offered at your


Supplementary services 1. Facilitate core service

2. Enhance the appeal and value of core service

In gym various supplementary services like café/snack bar, private lockers, shower etc. are required for better customer experience.

We asked respondents about various supplementary services they get in a gym

Private lockers, free vehicle parking, air conditioning, towel and shower services are the most common one while rarely they were getting café/snack bar and beauty rooms.

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Supplementary services 1. Facilitate core service

2. Enhance the appeal and value of core service

In gym various supplementary services like café/snack bar, private lockers, shower etc. are required for better customer experience.

We asked respondents about various supplementary services they get in a gym


In gym various supplementary services like café/snack bar, private lockers, shower etc. are

We asked respondents about various supplementary services they get in a gym.



12) Does your gym offer ‘Try before Buy’ option for a new member?

YES

NO

Most of the respondents (108) were getting “try before buy” at their gym.

While 42 respondents were not getting “try before buy” option for a new member.

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Does your gym offer ‘Try before Buy’ option for a new member?

108

42

Most of the respondents (108) were getting “try before buy” at their gym.




13) Monthly, how much you are willing to pay for the Gym?

Price range

Below 700

700-1000

1000-1500

More than 1500

Among the people surveyed different people have different price preferences.

Some price conscious people are willing to pay below 700 per month fees, while some respondents were willing to payclass of people who don’t care about the price if they receive a value service.

While 67 respondents having price preference of 700most acceptable price range

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Monthly, how much you are willing to pay for the Gym?

Respondents

48

67

26

9


Some price conscious people are willing to pay below 700 per month fees, while some respondents were willing to pay even more than 1500 per month. This shows that there is a class of people who don’t care about the price if they receive a value service.

having price preference of 700-100 per month. We can say that it is most acceptable price range among the people of Ahmadabad.


Some price conscious people are willing to pay below 700 per month fees, while some even more than 1500 per month. This shows that there is a

class of people who don’t care about the price if they receive a value service.

100 per month. We can say that it is


Chapter 5

Findings & Recommendations

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For gym industry effective mix of service level and price range is essential to attract large pool of customers and we also have tried to putthe customer expectations gathered through this survey.

Ø Survey result shows clear inclination of younger generation towards their fitness and is also the group who visit gym frequently, hence efforts of gym owner focused on young people (Prime target market)

Some of the key points emerged out of research and one need to keep in mind to target younger generation:

1. Preferred timing:

- Make sure that morning slots are fully occupied.

- Effective scheduling and people management, taking 45 mins as an average spend time.

- Who wish to visit evening and afternoon should be given discounts and use promotional offer to shift customer from morning slot to otdemand of morning slot.

2. Motives for exercise:

- Make sure that these motives are being highlighted in IMC tools and customer see the gym as a solution for fitness related problems.

3. Expected facilities:

- These three facilities are must in the offerings by any gym. Differentiation in these services can give one added advantage over competitors.

- Machines and cardio where visitors spend most of theirequired numbers and in good conditions to ensure customer satisfaction.

4. Location, price and facilities offered are main factors shape their decision making

- Location decisions should be based on target audience, populdistributions and should strategically place so that maximum target segment can be reached.

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For gym industry effective mix of service level and price range is essential to attract large pool of customers and we also have tried to put our recommendation with keeping in mind the customer expectations gathered through this survey.

Survey result shows clear inclination of younger generation towards their fitness and is also the group who visit gym frequently, hence efforts of gym owner focused on young people (Prime target market)

Some of the key points emerged out of research and one need to keep in mind to target

Preferred timing: Morning and spend around 0-60 mins per visit

morning slots are fully occupied.

Effective scheduling and people management, taking 45 mins as an average spend

Who wish to visit evening and afternoon should be given discounts and use promotional offer to shift customer from morning slot to others in case of over demand of morning slot.

Motives for exercise: Health improvement, lifestyle and weight loss

Make sure that these motives are being highlighted in IMC tools and customer see the gym as a solution for fitness related problems.

xpected facilities: Personal training, aerobics and yoga

These three facilities are must in the offerings by any gym. Differentiation in these services can give one added advantage over competitors.

Machines and cardio where visitors spend most of their time, hence they should be in required numbers and in good conditions to ensure customer satisfaction.

Location, price and facilities offered are main factors shape their decision

Location decisions should be based on target audience, population density and age distributions and should strategically place so that maximum target segment can be

For gym industry effective mix of service level and price range is essential to attract large our recommendation with keeping in mind

Survey result shows clear inclination of younger generation towards their fitness and is also the group who visit gym frequently, hence efforts of gym owner should be highly

Some of the key points emerged out of research and one need to keep in mind to target

60 mins per visit

Effective scheduling and people management, taking 45 mins as an average spend

Who wish to visit evening and afternoon should be given discounts and use hers in case of over

Health improvement, lifestyle and weight loss

Make sure that these motives are being highlighted in IMC tools and customer see

These three facilities are must in the offerings by any gym. Differentiation in these

r time, hence they should be in required numbers and in good conditions to ensure customer satisfaction.

Location, price and facilities offered are main factors shape their decision

ation density and age distributions and should strategically place so that maximum target segment can be


- There is clear differentiation in service required by male and female candidates like man prefer strength training while woman prefer yoga a

- They could imitate the supplementary services offered by other gym owners like locker, shower, snack bar etc. and are not currently offered by them.

5. Preferred price: 700

- Price range should be of above range to cater to mind price sensitivity of ‘amadavadi’

Ø Newspaper, radio and positive word of mouth are the most effective medium to reach the target audience. Hence we recommend marketers to choose these two media and provide better value created.

With the current growth in social media, it is also imperative for gym owners to focus more on various social media platforms where they can reach to youth (Prime segment), interact with them and creavery high reach as compare to other traditional mediums.

People: People in service organization is the most important asset and can be a key differentiator. Good behavior, etiquette and qualification of gymHence one should focus on these aspects and design and provide training sessions to trainer accordingly.

Big Gym players have also started fitness Training Academies to offer fitness courses to their own fitness trainers anexamples are the GGU (Gold’s Gym University), Talwalkars Academy and K11 Fitness Academy to name a few.

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There is clear differentiation in service required by male and female candidates like man prefer strength training while woman prefer yoga and aerobics.

They could imitate the supplementary services offered by other gym owners like locker, shower, snack bar etc. and are not currently offered by them.

700-1000 p.m.

Price range should be of above range to cater to customer demand and keeping in mind price sensitivity of ‘amadavadi’

Newspaper, radio and positive word of mouth are the most effective medium to reach the target audience. Hence we recommend marketers to choose these two media and provide better value for money hence positive word of mouth can be

With the current growth in social media, it is also imperative for gym owners to focus more on various social media platforms where they can reach to youth (Prime segment), interact with them and create a buzz. Also it is cost effective medium with very high reach as compare to other traditional mediums.

in service organization is the most important asset and can be a key behavior, etiquette and qualification of gym trainer is essential.

Hence one should focus on these aspects and design and provide training sessions to

Big Gym players have also started fitness Training Academies to offer fitness courses to their own fitness trainers and also to the outside trainees at a fee, examples are the GGU (Gold’s Gym University), Talwalkars Academy and K11 Fitness Academy to name a few.

There is clear differentiation in service required by male and female candidates like nd aerobics.

They could imitate the supplementary services offered by other gym owners like locker, shower, snack bar etc. and are not currently offered by them.

customer demand and keeping in

Newspaper, radio and positive word of mouth are the most effective medium to reach the target audience. Hence we recommend marketers to choose these two

for money hence positive word of mouth can be

With the current growth in social media, it is also imperative for gym owners to focus more on various social media platforms where they can reach to youth (Prime

te a buzz. Also it is cost effective medium with

in service organization is the most important asset and can be a key trainer is essential.

Hence one should focus on these aspects and design and provide training sessions to

Big Gym players have also started fitness Training Academies to offer fitness d also to the outside trainees at a fee,

examples are the GGU (Gold’s Gym University), Talwalkars Academy and K11


Bibliography

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Bibliography


References

International Trade Fair for Fitness, Wellnessfrom http://www.ifwexpo.com/fw14/images/IFW_BROCHURE.pdf

Gym Survey Reporthttp://www.fitnesswiki.in/Gym_Survey_Bangalore_2010.php

Dale Suzie, Godinet Sue, Kearse Natalie (2009), The Future of Fitness, from http://www.lesmills.com/files/globalcentral/docs/Future%20of%20Fitness%20White%20Paper_Nielsen%20&%2

Riding the Growth Wave, September 2011, from http://www.pwc.in/en_IN/in/assets/pdfs/publications

Talwalkars Better Value Fitness Ltd., August 9, 2012, from http://talwalkars.net/pdf/Q1FY13_Investor%20Presentation.pdf

Talwalkars Better value Fitness Ltd., August 8, 2013, from http://talwalkars.net/pdf/Talwalkars_Q1FY14881361711499.pdf

Shaping Profits in Fitness Industry, September 23, 201http://www.franchiseindia.com/articles/Opportunity/Healthin-fitness-industry-626/#.U1EO5aLkDFx

The Gold Story, April 2012, from https://www.goldsgymindia.com/admin/content/pressrelease/Jade%20April%202012.%20MR%20GR.pdf

Best Gyms & Fitness Classes in Ahmedabadhttp://theahmedabadblog.com/best

About Talwalkars, from

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International Trade Fair for Fitness, Wellness & Sports Nutrition, October http://www.ifwexpo.com/fw14/images/IFW_BROCHURE.pdf

Gym Survey Report- Bangalore, 2010, from http://www.fitnesswiki.in/Gym_Survey_Bangalore_2010.php

Dale Suzie, Godinet Sue, Kearse Natalie (2009), The Future of Fitness, from http://www.lesmills.com/files/globalcentral/docs/Future%20of%20Fitness%20White%20Paper_Nielsen%20&%20Les%20Mills_final_Jan%202010.pdf

Riding the Growth Wave, September 2011, from http://www.pwc.in/en_IN/in/assets/pdfs/publications-2011/wellness-report

Talwalkars Better Value Fitness Ltd., August 9, 2012, from http://talwalkars.net/pdf/Q1FY13_Investor%20Presentation.pdf

Talwalkars Better value Fitness Ltd., August 8, 2013, from http://talwalkars.net/pdf/Talwalkars_Q1FY14881361711499.pdf

Shaping Profits in Fitness Industry, September 23, 2013, from http://www.franchiseindia.com/articles/Opportunity/Health-and-Fitness/Shaping

626/#.U1EO5aLkDFx

The Gold Story, April 2012, from https://www.goldsgymindia.com/admin/content/pressrelease/Jade%20April%202012.%2

Best Gyms & Fitness Classes in Ahmedabad, December 12, 2013, from http://theahmedabadblog.com/best-gyms-and-fitness-classes-in-ahmedabad.html

About Talwalkars, from http://talwalkars.net

& Sports Nutrition, October 2014,

Dale Suzie, Godinet Sue, Kearse Natalie (2009), The Future of Fitness, from http://www.lesmills.com/files/globalcentral/docs/Future%20of%20Fitness%20White%20P

report-15-sept.pdf

Fitness/Shaping-profits-

https://www.goldsgymindia.com/admin/content/pressrelease/Jade%20April%202012.%2

ahmedabad.html


Annexure

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Annexure

Market Analysis of Wellness Services in India with specific focus on Ahmadabad City

Marketing

Transcript of Market Analysis of Wellness Services in India with specific focus on Ahmadabad City