This key decision determines the success of your future club. So what to look for?
Market potential
An area with a radius of up to 15min by car is assumed. Of course, the type of club has to be taken into account. Low cost allows you to expand this radius, a boutique club narrows it down.
To calculate the number of potential customers:
number of inhabitants x 7.9% (market penetration rate according to Deloitte) = number of potential customers. For further calculations, assume that for the low-cost option, 1-1.5 people attend per 1 m2 of space.
In addition to calculating the number of potential customers from the marked area, you should also determine their demographic and economic profile.
Geolocation
Shopping centre, free-standing building? Downtown, outskirts or maybe the centre of a housing estate? What is there in the immediate vicinity? Will it generate additional traffic or will it be a competition? The answers to this question will determine the direction of your business model.
Fit cards
Whether or not you plan to honour a so-called “fit card”, it is essential to find out whether there are companies in your area that offer this kind of non-wage system to their employees. You will either gain additional revenue or make it more difficult to attract subscription club members.
Advertising location
The higher the walk-in potential, the lower the budget for opening, advertising and attracting new customers. Pay attention to the capacity of the streets adjacent to the building, the traffic on the pavement, the location of the shop windows, the entrance, their visibility. In an ideal world, the building itself, the front door, or the view of people practising inside is 80% of sales success.
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Getting there
Have in mind not only the car, but also the bus, the tram, the bike...If the location is a city centre...take into account that the trend is towards shifting traffic to the public transport; add to that all the students and the elderly who will fill the off-peak time and who don't necessarily move by car.
Parking
Absolutely key issue! "No parking no business"...you know it. Not only should there be enough space, but on top of that it should be free for club members. A forced long walk from the car to the club will definitely discourage your client. Many times the car park is shared – pay attention to with whom and whether there is an overlap in peak hours. Think about parking for bikes and scooters.
Building - technical specifications
Let's start with the layout: will the club be on one or several floors? As with the circulation routes, optimise their number. Where are the changing rooms located from the entrance? What is the spatial layout like? Is it easy to develop? Do you plan to divide the zones with walls? What about daylight, air conditioning?
The obvious thing is to check the technical condition of all the electrics, heating, sanitary installations....
The final decision is, of course, the rental terms, the provisions in the contract, the fit-out conditions and your possibilities.
We share our knowledge and experience.
Feel free to contact us:
Phone: +48 33 486 90 07
Email: sklep@fitnessclub24.pl
Source and image source: Fitnessclub24
Published on: 19 December 2022