How a leading European Sports and Fitness Club successfully entered Dubai Market by opening 3 gym centers and acquiring > 6000 members per center

Background and Challenge
Client’s Background:
  • The established Sports and Fitness Club in the European region with huge experience in Fitness industry throughout Europe and a network of more than 15 branches, offering a unique fitness service program.
Challenges Faced by Client:
  • Challenges in accessing Market Assessment : The client wanted to undertake the comprehensive market assessment and understand the ecosystem of organized and unorganized fitness service centers in Dubai. Hence, they contacted Ken Research and to execute the exercise for them.
  • Difficulties in getting the Regional Analysis and Market Sizing : In addition, The client needed assistance to understand Potential in Dubai fitness Services market with understanding detailed assessment on market size, classification by Target Audience, segment and consumer profiles and detailed regional analysis, hence they outsourced this activity to Ken Research.
Fitness Service Industry at Glance:
  • Consumers are attracted to health and fitness clubs by an increase in the number of health clubs and gyms offering personal instruction and cutting-edge workout equipment.
  • The overall prevalence rate of obesity and overweight among adults in Dubai was 17.8% and 39.8%, respectively in 2022 fueling the fitness services market growth.

Approach and Recommendations
Phase 1: Provided the study on fitness services market and ecosystem of players
  • Ken collaborated with its client to curate a detailed market assessment and feasibility check of market size for Fitness Service Industry in Dubai.
  • Ken Research’s Team also curated a list of major players operating in fitness services across the city to build up a quality Ecosystem of the market.
  • These discussions gave the client possible indication to get a know-how of the Fitness Services Industry in Dubai.
Phase 2: Key Analysis of customer behaviour and Regional analysis
  • The second phase of work focused on analyzing the detailed landscape on competition across major competitors and cross compared them across 20 operational and financial parameters to understand penetration.
  • The study included deep dive analysis on the parameters including Operational and Financial Performance, Business Model and deep dive of location analysis.
  • This helped the client to get clarity on the strategic investments location and hubs for them with eminent and noteworthy Primary Research by Ken Research in short span of time duration.
Phase 3: Quality Recommendations and advisory for the client
  • After identifying and analyzing the market, ken provided end customer analysis basis age, price preference, income and other aspects and white space and niche existing in the market future outlook and
  • Ken Research delivered a quality recommendations to the client basis major clusters/locations and upcoming hubs for fitness service industry, revenue stream and more that helped the client to gain future opportunities with high profitability check.
  • Ken Research has presented a clear road map to the client, and a consumer study undertaken by the team has assisted the client in understanding the white space and gaps in demand.
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
  • The client has successfully able to get insights on feasibility analysis, Regional analysis and scope for Fitness Center in Dubai which enabled them to get better clarity for market entry.

Detailed landscape on competition
  • Team has detailed landscape on competition across major competitors and cross compared them across 20 operational and financial parameters to understand penetration

Business Impact
  • 3

    Gym centers added at high footfall locations

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