We have yet another national 24 hour health club franchise opening up in my home town… into what is quite a competitive market. They’ve got a pretty good offering… a relatively low price point, a shiny new fit out, a central location, and a good range of equipment.
All of the things this relatively unsophisticated market looks for… with the novelty of 24 hour access.
I think that they’ll do OK and certainly take market share from the existing clubs. Can’t blame the new guys for thinking that there’s an opportunity in this market because the competition is only average at best.
My question is what will the existing players do in response to this new competitor… my guess is not too much.
Not because they shouldn’t but because they don’t really have one… I’m seeing some new paint go on, some new promotions, and some false bravado (we’re not worried about them they not really in our market) but it’s pretty much business as usual.
Of course, business as usual perpetuates the status quo but the problem is the status quo changes whether we like it or not… so stop defending the status quo, might as well lead and not follow.




