How to Start Exercising: Tips from the Founder of Fitmost

Contents:

• Problems with Club Cards: Why They Don't Work for Most
• Overcoming Obstacles: How to Create a Unique Fitness Solution
• Launching a Startup Without Investment
• Problems of Working with Fitness Studios at the Beginning
• Three Key Mistakes When Starting a Business in the Fitness Industry
• Conclusions and Recommendations for Aspiring Entrepreneurs
• How to Win Back Lost Clients: A Story of Successful Transformation
• Effective Management of Negative Reviews and Praise Using Swearing
• Top Fitness Trends in St. Petersburg
• Geographic Expansion: New Horizons

The Problems of Club Cards: Why They Don't Work for Most

The idea of ​​​​creating Fitmost arose from observing the growing need for people to access a variety of fitness services. The company's founders noticed that many people faced difficulties choosing suitable classes and clubs, as well as the limitations associated with gym subscriptions. This prompted them to develop a platform that connects various fitness studios and offers users flexible access to classes.

Preceding events included the active development of the fitness industry and the growing popularity of a healthy lifestyle. The founders conducted market research, which confirmed the existing demand for convenient fitness solutions. These factors formed the basis for the creation of Fitmost, which offers users a unique experience of choosing and attending classes at different studios and clubs without the need for long-term commitments.

At 22, I had already accumulated significant experience in IT, holding the position of project manager at Pet-Doctor. This marketplace for veterinary clinics allowed users to schedule appointments, arrange home visits, and receive consultations online. Working on this project, I deeply understood the mechanisms of marketplaces. Starting my own business has always been a priority for me, and in search of ideas for implementation, I actively explored various avenues.

In 2015, when my fitness membership expired, I encountered a persistent sales manager who actively persuaded me to purchase a new membership. At that moment, I realized I didn't want to be tied to one club for the entire year. I wanted my fitness classes to fit flexibly around my schedule, not the other way around. Furthermore, the lack of pricing information on the club's website made it difficult to understand the appropriateness of the offered price. I didn't want to end up in a situation where someone paid significantly less for a similar membership. It's important for fitness services to be accessible and transparent, which ensures the right choice for clients.

Not all clubs still publish their pricing information, which generates interest and questions from potential clients. Pricing transparency is an important aspect for attracting new customers and increasing trust in clubs. A lack of pricing on a website can negatively impact the decision of visitors seeking affordable and transparent terms. Clubs should consider displaying prices to improve customer engagement and increase their competitiveness in the market. Yes, that's true. Many fitness clubs still hide their prices. While digitalization has taken over many areas, including food delivery and taxis, the fitness industry has remained stagnant. We live in the age of technology, but some aspects of fitness haven't changed for decades. I began thinking about how to remove these barriers and make exercise more accessible and flexible, making it easier to integrate into everyday life. It's important for fitness to be open, transparent, and convenient for everyone, regardless of skill level or budget. In this way, we can create a healthier society where caring for physical activity and health becomes the norm.

Overcoming Barriers: How to Create a Unique Fitness Solution

The idea for Fitmost arose from an in-depth analysis of user needs in the field of fitness and active lifestyles. We sought to create a unique service that combines various fitness services and provides users with a choice based on their preferences and goals. The concept was inspired by successful foreign analogues, but we adapted their best practices to the Russian market, taking into account local characteristics and customer needs. Thus, Fitmost is the result not only of an original idea but also of careful work to improve existing solutions.

Initially, I planned to implement a completely different concept. I was interested in the problem associated with the fact that a large number of fitness memberships remain unclaimed. I thought about creating a marketplace for their resale. However, I soon realized that this market had many gray areas and limited growth prospects.

While analyzing various fitness training sales models, I came to the conclusion that some ideas could successfully solve specific customer problems, but did not meet real market needs or were cost-ineffective. As a result, I developed the concept of a single membership. Later, I learned that similar models were already actively used in other countries, which confirmed my assumption that I had not discovered anything fundamentally new.

Did you feel hopeless at that time? Did you ever think about the need to find something completely new?

When I learned about existing analogues, I decided to conduct my own research. I visited the USA and tried the ClassPass service, which clearly demonstrated how the fitness industry would develop. I also tried the Asian GuavaPass and used similar services in London. I'm always eager to explore local fitness membership formats in different countries to understand their unique features and adapt these ideas to my project. This experience allows me not only to expand my knowledge but also to innovate my own business.

In 2016, the United States introduced a practice of imposing fines on customers who canceled and then reactivated their subscriptions. However, this practice is completely unacceptable for the Russian market, and we immediately rejected it. Maintaining customer trust is a priority for us, and we strive to create a comfortable environment for using our services.

Launching a startup without raising investment

At the initial stage, our team included several key specialists. We assembled a group of experienced professionals who brought a variety of skills and knowledge. This allowed us to effectively organize our workflow and quickly adapt to market challenges. Our well-coordinated teamwork was the foundation for a successful project launch.

At the launch of our company, the team consisted of five people: two business partners, a technical director, and an intern. This optimal distribution of roles allowed us to effectively delegate tasks and focus on key areas of business development. Our team's coordinated efforts laid the foundation for achieving our goals and launching the project successfully.

We raised initial funding through several key sources. First, we reached out to business angels who were interested in our idea and willing to invest in the startup. Second, we conducted a crowdfunding campaign, which allowed us not only to raise funds but also to test interest in our product. We also leveraged our own savings and contributions from friends and family to help us get started. These steps laid the foundation for further development and attracting larger investments in subsequent stages.

We followed the principle of self-financing, minimizing expenses and avoiding unnecessary costs. Using a "homeless marketing" strategy, we were able to achieve a monthly revenue of five million rubles, while marketing costs amounted to no more than 200,000 rubles. This approach allowed us to effectively manage resources and maximize profits, which is an important aspect of running a successful business.

At the moment, I only have a few pairs of shoes and bags in stock, as I devote all my time and attention to my business.

At the initial stage, we decided not to attract outside investment and focused all our resources on developing the project. In some cases, we had to borrow money from friends and relatives. I often joke that I only have a couple of shoes and bags left, but it was a conscious choice aimed at achieving our goals and strengthening financial independence. This approach allowed us to maintain control of the business and focus on its sustainable development.

When did you start making a stable profit?

We achieved profitability, which allowed us to test our business model and confirm its viability. At the moment, our main goal is reinvesting for accelerated growth. We are not targeting a profit of a million rubles per month; Our ambition is to achieve a billion rubles in revenue within five years.

The goal is to reach a profit of one million rubles, which will form the basis for future growth and an increase in revenue to one billion rubles. This strategy focuses on effective methods of increasing revenue and optimizing costs, which will ensure sustainable business development and scaling in the future.

Challenges of collaborating with fitness studios at the beginning

How to build relationships with fitness studios? This question became especially relevant since 2016, when many fitness clubs were skeptical about our new model. We represented an innovative approach for the Russian market, which caused confusion and doubt. It is important not only to establish contact but also to build a trusting relationship in order to convince fitness studios of the benefits of our offer. Effective communication, understanding of partners' needs, and a willingness to engage in dialogue help overcome initial barriers, ultimately facilitating successful collaboration and business growth.

We are proud to announce our partnerships with leading fitness chains such as WorldClass and X-FIT, as well as our recent agreement with Alex Fitness, the largest chain in Russia. This is achieved through our strategy, which focuses not on competing with clubs for existing clients, but on attracting new audiences. Our approach allows fitness clubs to expand their client base and increase revenue, making our partnerships mutually beneficial.

Analysis conducted by our company's specialists showed that 70-80% of Fitmost users come from outside traditional fitness clubs. These are primarily those who are just starting to exercise or returning to physical activity after a long break. Fitmost provides unique opportunities for these users, offering a variety of workouts and convenient conditions that encourage their involvement in the world of fitness.

We offer studios the opportunity to become reliable partners in attracting additional traffic. Our company can provide studios with 20 to 100 new visitors per month at a competitive price, without incurring any additional marketing costs. We understand the importance of effective promotion and strive to help our partners increase attendance at their services without unnecessary expenses.

For fitness studios, we offer an effective service for supplementing their capacity. Clubs often face fixed costs, such as pool maintenance, that are independent of the number of visitors. Our goal is to help fitness studios increase attendance and, consequently, revenue, without increasing fixed costs. We offer solutions that facilitate new client acquisition and optimize the use of existing resources, allowing clubs to maximize the effectiveness of their space and services.

In 2016, it was difficult to convey to clubs all the benefits of increasing their client base. Many of them dismissed our proposals, believing that an influx of new clients would lead to problems. The main argument was, "Why do we need more people if they'll get in the way?" This view was widespread among club owners and hindered business growth. However, increasing clientele can be key to a successful strategy, driving revenue growth and improving service quality. Difficulties in establishing partnerships with public sports facilities, such as swimming pools, became a significant obstacle. Representatives of these facilities often fail to recognize the benefits of increased attendance, making the negotiation process difficult. Signing a contract with a public pool can take 7 to 12 months, requiring significant time and effort.

Our story is a shining example of how an innovative approach can transform the country's fitness industry. We are constantly evolving and seeking new opportunities for collaboration, building on successful practices and current trends. Our goal is to improve the quality of fitness services and create a unique experience for our clients, allowing us to remain at the forefront of the industry.

Three Key Mistakes When Starting a Business in the Fitness Industry

Every entrepreneur knows that the initial stages of running a business can present significant challenges. In this article, we will look at three key mistakes I made at the start of my career. Understanding these mistakes will help you avoid common pitfalls and increase your chances of successfully developing your business.

The first mistake was choosing large chain fitness clubs to partner with. We planned to visit approximately 50 clubs in Moscow, but encountered challenges related to lengthy negotiations and bureaucratic procedures. This significantly slowed our launch. As a result, we decided to change our strategy and focus on smaller fitness studios. This change significantly simplified the process: we were able to sign 50 contracts with small companies much faster than one with a large chain. This approach not only accelerated the project but also allowed us to establish closer relationships with our partners, which positively impacted our business. The second mistake was a lack of understanding of how the fitness industry functions. With my IT background, I assumed that client bookings would be automatically integrated into fitness clubs' CRM systems. However, many continued to use outdated methods, including keeping records in paper notebooks and posting schedules on social media platforms like VKontakte. This created difficulties in managing client data and reduced overall operational efficiency. Understanding modern technologies and integrating them into fitness club business processes is key to improving customer service and streamlining processes.

As a result, we decided to create our own software for our partners—a personal account that allows for efficient schedule management and booking tracking. Today, this software has become one of the most popular solutions for fitness clubs and studios in Russia, providing convenience and advanced functionality for users.

The third mistake occurred during the launch of our project. We failed to implement effective PR and marketing tools, limiting ourselves to a few advertising campaigns on search engines and social media platforms such as Instagram and Facebook. If I had the chance to go back in time, I would have organized the launch using press releases and attracted the attention of the media, bloggers, and influencers. This would have significantly increased awareness of our product and helped attract new customers. A sound PR and marketing strategy is the key to a successful business launch and growth.

Conclusions and recommendations for aspiring entrepreneurs

When starting a business, it is crucial to consider not only ideas but also effective strategies. Market research, choosing reliable partners, using modern technologies, and active PR promotion play a key role in success. For a deeper understanding of the fitness industry and current trends, we recommend familiarizing yourself with resources such as the Fitness Business Association and the International Health, Racquet & Sportsclub Association (IHRSA). These sources will help you stay one step ahead of the competition and adapt to changes in consumer preferences.

How to regain lost customers: a story of successful transformation

In 2019, the Fitmost team decided to radically change the business model, which led to a significant loss of customers. Previously, users enjoyed unlimited memberships, allowing them to attend classes at any time. However, the introduction of a new points-based system changed the rules of customer engagement. This decision impacted the convenience and accessibility of services, which, in turn, affected user loyalty and overall brand perception.

The change in the business model was part of a desire to scale and optimize processes. The previous system limited the company's growth potential, as 10 infrequent users had to compensate for the losses of one active user who visited the gym 20, 30, or even 40 times a month. This created an imbalance and reduced business efficiency. The new model is aimed at attracting more active users, which will improve financial performance and increase the company's market sustainability.

The new membership system offers users a wide choice of packages: 30, 60, or 1000 points. This decision made classes more accessible to those who visit the gym less frequently, while simultaneously increasing the price for more active users. We recognized that this measure could provoke a negative reaction, but we were prepared for this challenge and were confident in the need for changes to improve the service quality.

Since the relaunch, we have experienced a 40% user loss, which has generated significant critical feedback. Over 500 comments expressed doubts about Fitmost's survival. However, we are confident that users who have tried the new format will appreciate all its benefits. The new model provides access to exclusive studios and massage sessions, which was not possible under the old system. We continue to work to improve the service and are confident in its future.

Despite initial difficulties, the new strategy has begun to yield positive results. In the first three months, 20% of clients returned, and an additional 10% joined later. Only 8% of clients did not return, while the number of new users continued to increase. Effective implementation of the new strategy not only helped retain existing clients but also attracted new ones, demonstrating growing interest in the services offered.

Experience shows that even the most ambitious changes can yield successful results, provided they are justified and supported by high-quality service. Criticism is inevitable, and it is important to be prepared for it. Change can be difficult, but in the long term, it can open up new opportunities and horizons. Investing in the right changes and supporting them allows you to achieve significant success and grow your business.

Effective Management of Negative Reviews and Praise Using Profanity

How to respond to negative reviews? This issue is relevant for many businesses. Our company has collected over one hundred thousand reviews, which is a significant achievement. We are convinced that every client who left a review actually attended the training. Our system ensures the authenticity of reviews: after the completion of the class, a pop-up window for rating appears on clients' smartphones. This allows us not only to receive feedback but also to promptly respond to comments, improving the quality of our services. Proper management of negative reviews helps build customer trust and enhance the company's reputation.

Reviews with the highest ratings are automatically checked for profanity and published immediately. At the same time, ratings below five are collected in a separate category and undergo rigorous moderation. This helps maintain high content quality standards and provide users with reliable information.

Reviews can be divided into constructive and subjective. Constructive reviews contain specific comments and suggestions that can help improve the quality of our services. For example, if a client says the trainer didn't explain the exercises properly, this is constructive criticism that can be addressed. In contrast, subjective reviews, such as statements that the trainer was boring or didn't smile, are personal opinions based on emotion. The reasons for such reviews can be varied, including the mood of both the trainer and the client. Since we cannot influence these factors, we simply publish such comments, leaving the opportunity for other clients to form their own opinions.

If a client reports deficiencies, such as dirty floors or unsanitized yoga mats, we thoroughly investigate the situation. If more than three similar complaints are received within a month, we contact the studio management to resolve the issue. If the deficiencies are not addressed, we decide to suspend cooperation with this partner.

We have achieved significant success, opening over a thousand studios in Moscow, eliminating the problem of a shortage of locations. Nevertheless, we continue to look for ways to improve the quality of our service and customer service.

Top Fitness Trends in St. Petersburg

The Fitmost network, represented in 13 cities of Russia, is actively studying the sports capabilities of various regions. What is the rating of the most sporting cities in the country according to Fitmost?

Moscow occupies a leading position in the level of involvement in active sports, which is confirmed by a high number of sporting events and clubs. St. Petersburg, in turn, demonstrates interest in more calm and restorative practices, such as yoga and Pilates. These cities are striking examples of the diversity of sports preferences in Russia, reflecting the lifestyle and needs of their residents.

The regions of Russia are actively developing in the field of fitness, sometimes ahead of the capital cities. Yekaterinburg stands out among the leaders, followed by Tyumen and Krasnodar. This demonstrates a growing interest in a healthy lifestyle and sports activities across the country. The development of fitness infrastructure and the increase in the number of training programs contribute to the popularization of physical activity among the population, which, in turn, has a positive impact on overall health and well-being. Statistics show that each city has its own unique fitness preferences. In Moscow, the most popular are cycling, interval training, and functional training, which help improve physical fitness and endurance. In St. Petersburg, residents prefer classes such as stretching, Pilates, and barre. These types of workouts not only help maintain physical fitness but also promote relaxation and improve overall well-being. An analysis of fitness preferences by city helps us understand which areas are most popular among residents and which workouts best suit their needs. Krasnodar is famous for its many yoga studios and is actively developing fitness tourism, which contributes to growing interest in the region. Yekaterinburg, with its rich sports culture, cannot be described in a single word. In Kazan, residents actively engage in running, cycling, and swimming, making the city a hub of sports activity. These regions attract the attention of not only locals but also tourists seeking to improve their physical fitness and discover new types of active recreation.

Geographic expansion: new horizons

We are considering the possibility of further expanding our business and exploring options for entering international markets. Our goal is to increase our presence outside of Russia and offer our products and services to a wider audience. We are confident that international expansion will open new horizons for the growth and development of our company.

We are definitely focused on achieving this goal. Initially, we planned to begin this process in 2020, but the pandemic has significantly changed our plans. First of all, we are focusing on entering the CIS markets, starting with an online format. This approach will allow us to more effectively assess demand and dynamics in new markets.

Our main areas of focus are Ukraine and Belarus. However, the Ukrainian fitness industry has faced significant losses due to the lockdown, which is creating additional challenges. In Belarus, the political situation is important to consider. I'm originally from Minsk and am eager to develop my business there, but I understand that this will be a challenging path. We are ready to adapt to current conditions and look for growth opportunities in these regions.