EASING THE PATH TO FITNESS

When it comes to fitness, easyGym is on a revolutionary quest to deliver affordable and accessible fitness mantras, anytime and anywhere. Launched in 2009 in the UK, the brand intends to be the world’s largest fitness provider by the year 2030 with an expansion of its presence across 100 countries.

“India has a young, motivated population – especially the large middle-class segment is increasingly becoming aware of exercise and its importance in contributing to a healthier lifestyle. India’s current fitness market has Working on a franchise hub and-spoke model, easyGym aims to open affordable gyms across India. “India has a young, motivated population – especially the large middle-class segment is increasingly becoming aware of exercise and its importance in contributing to a healthier lifestyle. India’s current fitness market has a penetration rate of 0.15%, which leaves a large potential within the affordable gym segment” says Paul Lormier-Wing, CEO and Founder, easyGym. Built on a value-based business model, easyGym centres offer internationally recognized equipment that meets high specifications and specialty PACK45 boutique-style functional training.

PACK45 PROGRAM

EasyGym will target a value-first strategy in India, aided by their PACK45 program as a significant low-cost differentiator. The program is a circuit-style, team-based workout based in ‘functional fitness’. It is a popular training style that incorporates all everyday movements, as for example pushing, pulling, squatting down, lifting, etc., in a fun and convenient format. Over 45 minutes, participants work as one (a pack) through a warm-up and working session and then cool down. Motivated by Level 3 personal trainers, PACK45 offers a complete and consistent total body workout which includes both strength and conditioning. The fun team spirit that unfolds in a PACK45 session contributes to community building in the gym and keeps participants coming back every week. Done regularly, it delivers results in as little as 4-6 weeks.

FRANCHISE STRATEGY

The company has appointed Fran- Global as master franchise, who will open their own outlets as well as appoint unit franchise partners. EasyGym’s franchise strategy in India comprises two basic strategies, the foremost of them being gym conversions where easyGym will take over and re-invent an existing gym. “Gym owners looking to be associated with a well-recognised global brand can apply to be an easyGym franchise and incorporate our tried and tested methods to their business,” explains Lormier-Wing. On the other hand, easyGym will look for independent applicants – career professionals with a track record of individual success. “We are looking for urban professionals motivated by health and fitness, in the age bracket of 18-45 years – individuals that are optimistic and aware of global trends and believe in achieving their personal best with others” shares Guarav Marya, CEO, easyGym India.

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