International Operators Fuel Malaysian Fitness Expansion

The Malaysian fitness industry is benefitting from Malaysians becoming more health conscious and desirous of a better quality of life.

International operators Fitness First, Celebrity Fitness and True Fitness, are now the top three major fitness clubs in the country.

Fitness First Malaysia Managing Director Shaun Measday, explains that despite the economic slump, its net membership growth rate was still positive as people viewed physical fitness as a necessity.

Measday attributed the growth to people becoming more cautious of increasing health hazards and strenuous work conditions.

Fitness First, has 12 clubs and about 36,000 members in Malaysia, and is on the lookout for locations to open new centres.

As Measday explains "we have secured several locations for expansion of our club network but at this stage we are unable to disclose more information on new club openings.

"At Fitness First, one of our top concerns when choosing a new location for a club is convenience and accessibility."

In December, Fitness First will reposition two âPlatinumâ clubs offering upgraded facilities and a range of extra benefits for members.

Measday said the chainâs sponsorship of the upcoming Biggest Loser Asia reality television program, which would be screened on Astroâs Hallmark Channel later this year, would further propel Fitness First's business.

The program will see 30 overweight contestants competing in teams for the chance to win US$200,000 by transforming their bodies.

Measday adds "we see this program as an incredible platform for us to not only promote the virtues of a healthy lifestyle, but also to link our brand to the potential for anyone to change their own lives through exercise."

Celebrity Fitness Malaysia Managing Director Choi KwangHo said the chain was on an aggressive expansion trail.

Apart from opening new clubs, it was open to acquiring smaller fitness centres in view of the potential of the fitness market in the country, KwangHo noted, stating "before acquiring other fitness clubs, we will study carefully the viability of their business plans and the location of these clubs.

"We are the only fitness group that has fitness centres in shopping malls (and it) is part of our strategy to boost business as our members can work out, dine and catch a movie all in one place."

Celebrity Fitness recently acquired California Fitness to now operate eight clubs and will be opening another three in the next 12 months.

KwangHo explains that the company had changed its approach this year to be more customer focused and ensure customer satisfaction rather than merely bank on large-scale operations.

Measures included responding promptly to customersâ needs and encouraging members to communicate freely with the management so as to resolve any specific issues.

US-based Celebrity Fitness, which started operation in Malaysia in 2004, is the second largest fitness operator in the country with between 45,000 and 50,000 members.

It is expecting double digit increase in sales for its Malaysian operations by year-end. On a global basis, it is targeting to have a total of 52 clubs worldwide by 2012.

Meanwhile, Singapore-based True Fitness started operations in Malaysia in May 2005 and now has four clubs.

In the recently published September/October 2009 issue of Australasian Leisure Management, Emily Moskwa and Gary Howat write about how effective complaints handling is essential for increasing customer satisfaction, retention and loyalty.

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