Gold’s Gym is a name known to every fitness enthusiast and non-enthusiast alike. Shraddha Sheth – VP Sales, Operations, and Marketing at Gold’s Gym India elaborates on how they wanted more people to embark upon the path of being healthy and fit. She said, “Many of us have lost our loved ones due to ill health and hence we made a commitment to ensure that the people in the country are fit”.
They opened their first outlet in Venice, and now have 140+ gyms across 95+ cities in India. Nineteen years into the business, they have ensured a steady flow of revenue in this competitive domain by treating their members as assets.
Sheth mentions, “Whilst our competitors have increased, what keeps our brand growing is the patronage of our members. We invest in our trainers by imparting continuous education, and knowledge upgrade programs to ensure our members get results, handholding and motivation to remain fit. Our brand is the fastest-growing international franchisee in India as we have always worked on service standards and experiential fitness.”
Additionally, with the pandemic, fitness centres were forced to shut down operations. Gold’s Gym managed to wade through that arduous time by communicating with members, launching the Gold’s Gym India App for different genres of virtual workouts and standing by its employees. Sheth remarks, “The key was to run tighter ships and remain relevant. We went digital when it came to spreading fitness education and 1000 students build their career in the lockdown.”
With restrictions now being eased, they have lured customers by providing a safe environment, sanitized gym space and following all precautionary measures. Sheth asserts, “Membership extension was honoured and 70% of members are back to their workout routine.”
In Mumbai, Gold’s Gym has nearly 9 franchises and Sheth threw some light upon the consumer behaviour here. She elucidates, “Mumbai is known to be an active city, with the reopening of gym services after the coronavirus induced lockdown, in two weeks each club had up to 35-40 per cent of the total members returning to the gym thrice a week.” Sheth added, “Mumbaikars are fighters and their response was very encouraging. Members are regular with their workout routines, and like to try their hand on new fitness trends whilst getting trained under the supervision of personal trainers.”
Sheth also went on to give some tricks on how citizens can stay fit amidst Mumbai’s fast-paced life. She elaborates, “To fight anxiety and stress one needs to work out. This can be any form of workout from a Yoga to Pilates, Bodyweight training, Endurance training.” She adds, “At least workout three times a week. Be a mindful eater and be aware of the lifestyle you live.”
Apart from visiting the gymnasium people can indulge in online workouts, home personal training, virtual wellness, workout and nutrition sessions to remain fit, believes Sheth.
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