How a fitness tech players added 40+ Gyms and acquired in 1 year on the platform

Background and Challenge
Client’s Background:
  • The Client is a health and fitness business that provides online and offline experiences for fitness, nutrition, and mental wellness.
  • The company offers various fitness services in multiple subscriptions and recently incorporated lab tests, therapy, and sports e-commerce store in their product portfolio.
Challenges Faced by Client:
  • Challenges in Market Assessment: Ken Research was engaged by the client to undertake an analysis of how frequently the new gyms are opening in various states across the nation in order to assess the market attractiveness for strategic decision making process and preparing for the future.
  • Difficulties in assessing Geography and Pricing of Competitors: In addition, The client needed assistance on collating the details of number of gyms, their locations and the prices that are charged for these gyms that are competing with the client.
Fitness Industry at Glance:
  • Millennials are driving growth for India's fitness segment. They are among India's most health-conscious population and spend a significant amount of time on digital platforms seeking fitness services.
  • The availability of digital fitness services has accelerated the consumption of fitness services among India's millennial population.

Approach and Recommendations
Phase 1:Provided the study on fitness services market and ecosystem of players
  • Ken undertook web scrapping exercise to curate list of gym centers that are listed on online directories.
  • Ken Research then approached to management of these companies to assess the current market prices, locations of centers, customer behavior, facilities provided, etc.
  • Ken Research then collaborated with the client to assess the exhaustiveness of the ecosystem to proceed further.
  • These discussions gave the client possible indication to get a know-how of the Fitness Services Industry in India.


Phase 2: Key assessment of the market
  • The second phase of work focused on analyzing the detailed landscape of the fitness space in India.
  • In addition, Ken used a number of B2C classified websites to understand the listings that were added during the assessment period.
  • Ken then presented the client with multiple catchment areas by validating the opening month and other KPIs relevant to this study.
Phase 3: Quality Recommendations and advisory for the client
  • After identifying and analyzing the market, ken also presented to the client relevant parameters, adding value to the study, which included; Total number of New Gyms, Vintage Year and Operational Parameters of each gym mentioned in the study and Geographical Analysis in terms of City, State, Pin Code, Area and Landmark
  • Ken Research helped the client in Understanding the Number of Annual Subscribers in each gym, Understanding the Gender (By Male & Female) Spit in a particular Gym as well as the Pricing Analysis - Different subscription plans and discounts offered.
  • Ken has provided a clear road map to the client for effective and efficient expansion.
Result and Conclusion
Identification of the right TAM

The client  has been able to successfully get holistic view for the fitness services Industry with detailed assessment on market size and competition framework

Valuable Insights on overall Industry

By providing a list of  gyms that have opened up during the assessment period, Ken Research has been able to assist the client in identifying multiple catchment areas where their business can grow.

Result Oriented Approach

The client was able to expand into several new location successfully after putting the recommendations into practice.

Business Impact
  • 40+

    Gyms added and acquired in 1 year on the platform

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