BY AMIRUL EFFENDY
In the tumultuous landscape of the fitness industry, where trends come and go like fleeting seasons, sustaining a gym business isn’t for the faint-hearted.
But nestled amidst the challenges, there are shining examples of resilience and adaptability.
Enter Sasidharan Unnithan, the Founder and Chief Executive Officer of Fight Zone, whose innovative approach has not only weathered the storms but thrived, even in the face of a pandemic, a formidable adversary for businesses worldwide.
“The entire Covid phase was very, very hard to describe,” he said in a MoneyFM 89.3 interview.
“It was nothing like we had ever faced before.
“I think with all the establishments with a really big overhead cost, it’s hard to deviate and alter what your gym does, or what your fitness facility does, to adapt to the environment fast enough and to literally keep it alive.”
“At that time, we had three different outlets.
“So we actually lost almost 100 members each outlet, literally within the first week the circuit breaker was announced.
“So that entire period was a major struggle to go through.”
However, under Sasidharan’s leadership, Fight Zone not only survived but emerged stronger and how did they do it?
“I think with the brands that came out and the brands that we have right now, you see a lot of changes in the styles of gyms that are out there.
“You see a lot more smaller scaled fitness facilities that offer a different kind of workout so that it gives everyone their fix.”
WHAT MEMBERS WANT, MEMBERS MUST GET
Sasidharan understood that the post-pandemic consumer psyche was vastly different.
Gym goers now prefer smaller, more intimate fitness spaces with a personalised touch.
Recognizing this shift, Fight Zone pivoted its approach, focusing on creating a sense of community within its compact spaces.
“It boils down to a few different factors, gyms need to keep members engaged.
“In Fight Zone we have a no-booking system that allows members to finish their daily jobs and then attend a workout.
“It doesn’t matter what time you arrive at the gym, the workout only starts once members arrive at the gym, making it convenient so as not to rush them.”
KEEPING THE OPTIONS VARIED
Unlike many other gyms, Fight Zone offers flexibility and autonomy, where members have options of signing up for either, three, six or a 12-month commitment.
Members can opt for longer term commitments, only if they are comfortable with the arrangement.
Members can work out at their own pace, on their schedule, without the pressure of commitments.
This freedom not only fosters a sense of ownership but also builds long-term loyalty.
The final key factor in play was the ability for Fight Zone to franchise itself.
Sasidharan believes that sharing the Fight Zone ethos with like-minded entrepreneurs will not only amplify its reach but also contribute to the fitness ecosystem at large.
“What we also emphasise on is knowing our members’ needs, greeting them, giving them a high five after the 30 minutes workout.
“It all matters because of that personal touch because at the end of the day, they will choose the gym that is convenient for them too.”
Listen to the full interview by Sasidharan.
PHOTOS: FIGHT ZONE
THIS POST IS FIRED UP BY FIGHT ZONE