Fitness Franchise Targets the Indian Market
Friday, July 30, 2010 at 11:52AM 
The énergie fitness franchise has revealed a two year plan to establish its UK franchise in India.
In a week that saw the Government launch its Indian trade drive, énergie’s research and development team has targeted the rapidly developing Western and Southern regions of India, as the fitness market is showing significant signs of expanding.
Énergie has indentified key opportunities for multiple sites that has lead the company to begin actively seeking the right investors to take the brand’s unique approach to fitness and wellness to a new continent.
The move to Asia follows the successful launch of énergie Fitness in the Middle East and North Africa. A £2m fitness club in Doha Airport in Qatar was the company’s first major cultural challenge to ensure the translation of products and services respected local cultures while maintaining the brand’s identity.
The Qatar club saw small but essential details incorporated from ablution and prayer rooms to male only and female only clubs, plus the successful translation to Arabic without losing énergie’s brand ethos. Such detail and local knowledge resulted in 708 pre-sales and 1,100 memberships in just three months. Énergie has already confirmed three further openings in Doha as well as a move east to Dubai.
Such experience and a strong and unique approach to fitness have set the company in good stead to target similar culturally challenging countries, such as India.
Jan Spaticchia, founder and chief executive of the énergie Fitness Group said: “We have been looking at the Indian fitness market for some time now and have already begun investing considerably in understanding and identifying the right opportunities for the énergie Fitness Group.
“We are now in a position to find the appropriate investors to help develop the brand in regions across the West and South as part of our growth strategy.
“Our experience in the Middle East has given us firm knowledge and understanding in the many aspects needed to satisfy local cultures from language translation to physical construction as well as marketing to the right audience. We are extremely excited about our progression to India and taking the énergie name to a new part of the world.”
Within énergie’s two year master plan, the company will focus on its key brands; énergie Fitness Clubs, énergie Fitness for Women and its low budget Fit4less concept and has projected target of 10 openings during the first two years.
Reader Comments (2)
I am curious to know if their approach to fitness and their gym culture had to be modified as this particular gym franchise moved into the Middle East and India. I have spent some time in the Middle East and I can tell you that you must make sure you respect their culture when trying to build a new business.
I think it is a very good strategic decision, as India is developing rapidly and more and more expats from western countries work there.
It is much more easier to get the leading market share when you are one of the first on a market.