If you were designing a fitness center what would you use?

[HereBeADragon]

I am currently enrolled in a business class at my college and the main project we have been assigned for the semester is to either reserch the inner workings of a business or to develop a business plan for our own. I chose the latter. My business plan is for a fitness/matial arts cente based in San Diego. I chose this subject beacuse I intend to one day start such a facility (of course that part is still a ways off). Now I do not intend to start a fitness center like ballys or 24 Hour fitness. I want to build a facility that can match those. I want the fitness center aspect of this place to be geared to the knuckle dragger/comerade type of fitness mind set. That means Kettlebells, Clubbells and classes in things like the Z programs and body flow and of course warrior wellness. I've began my business plan and even started an equipment and program list but I know my limitations. I do not have enough experience with a lot of these programs and equipment. So I thought I would ask those more knowlegeable than myself for some help and insight. So I ask you all these questions. If you were starting a fitness/martial arts center what would you put in it? What programs would the offer and what do you feel is the best method for teaching them? Let those imaginations go wild! Ask youselves what kind of fitness center would you want to be a part of? What kind of personal trainers would you want to see in it? Thanks in advance for all your ideas and insights!

[rbibbs]

Fascinating proposition Brian. I'm attempting something similar, starting at home, progressing to rented storefront space as clientele develops. I have mat space, a heavybag, double-end bag, a few handweights and 10# Clubbells, and gloves for 2. It's between 'aerobic' and competition kick/boxing and BJJ; the clients' objective is fitness and agility, and learning defense parameters.

The clients are VERY satisfied with what they're able to do. Here's our program log... you might just skip to page 3 where we start with Clubbells... http://www.circularstrengthmag.com/forum/viewtopic.php?t=686.

Now comes the hard part... marketing. All I need is for another couple dozen folks with similar goals and interests to be able to find me. I'll sure welcome suggestions how to do that.

Rick

[HereBeADragon]

Good to know I'm not the only one out there with this idea :D As far as spreading from a small base like that I can give you a few ideas. First off a business plan will make all the difference. I got Business Plan Pro for help with that part. Great program they also have a marketing plan program avilable that looks worth while imho. I dont know what you've tried for marketing but a few things I know generally help are as follows
1. Location. Its generally agreed apon that most people do not want to drive more than 10 minutes to access facilities such as martial arts schools or fitness centers so being close to a residential area is a good idea.
2. Foot traffic. People walking by your business are often going to be the ones walking in it. No matter how much you advertise most people either hear of you and happen upon your facility and dicide to check it out or stumble acrost your place and go have a look.
3. Free stuff. A free trial period (or sometimes some kinda bonus item)can bring in those who are unsure (but interested) in the services you provide. Everyone wants free stuff right?
Good luck with your gym and keep me posted I'd love to see how things work out for you.

[rbibbs]

Thanks Brian, I hope so too. It otta take off any day now... heart of residential, 10 minutes to 20,000 homes... don't have the storefront yet, but my blackbelt does and doesn't get many signups from walk-ins... and I tried direct-mail with "free week" coupon, zero response to that.

Whoever solves it first bro, tell the other one. :wink:

Rick

[DaveRandolph]

I have a space where I'm a head instrructor and on Saturdays I teach a group KB class for those that have been through one of my seminars.
My problem is two-fold. Time & Money. Becuase I work a 40hr/wk IT job and I teacch in the evenings except Friday, And teach from 9:30-1p on Sat. I dont really have the time to take on private clients. My Sundays are usually full too as I'm trying to remodel my house (uggg).

But I am trying to plan ahead and slowly things are coming together. I know I'll need a bunch of $$ to really get going, but it may be possible to get some investors with a solid biz plan. That combined with my CST, RKC, MA and the NCSC CPT that I'll be working towards soon should help things really get rolling. But it looks to be 4yrs or so before I'm able to make it happen.

Patience Grasshopper.......

Dave

[JasonE]

If you want to see the typical McDojo business plan to use as a model, contact NAPMA, the North American Professional Martial Arts group. They have lots of ways to try and make your school work, though some of their methods may make you cringe. They also have a ton of stuff on marketing and other business support services.

Most McDojos get 90% of their business from a 3 mile radius, usually because they focus on kiddie classes and family programs with quick belt promotions and rank or time contracts. Throw in some half-hearted cross-training, some aerobic kickboxing, and lots of decorative trophies, and you might have a winner.

The guy who owns the school I train at is a NAPMA member and has gotten some effective advice from them, but it's no McDojo. Here's a quick rundown:

- We are oriented towards adult classes, with only 2 one-hour children's classes per week.

- We have a small discount for members that have multiple family members enrolled, but we don't emphasize it.

- Belt promotions are performance-based rather than curriculum-based, and are awarded without fanfare at the end of class instead of having a special ceremony (with the extra fees). These promotions are based on observed effectiveness over a period of time against a variety of resisting opponents. It takes time and it isn't easy. Only 2 black belts have been awarded in the last 6 years, and only a few more have gotten close.

- New members pay an enrollment fee, but we have no contracts. All enrollment is month-to-month, and can be paid by EFT.

- Prospective students are allowed to sample one of each type of class before joining, if they like. Classes include Technique, Open Class, Escrima, Aerobic Kickboxing, etc. This gives them a chance to meet the different instructors and see if this is the right environment for them.

- Cross-training is our primary focus, not an afterthought.

- While most of the instructors and many of the students have won many contests on the local, national, and even international levels, you won't see any medals or trophies on display. Sporting events are fun and a way to test ourselves, but are not particularly important to daily training. If we train right, we will compete successfully. If we don't, we won't.

- The individual is held responsible for their own progress, and students will advance as they prove that they have moved up to the next level.

- We draw most of our students from a 3 to 15-mile radius, though some drive over an hour each way. While we are in a residential area on a reasonably prominent corner, we don't get a lot of foot traffic walk-ins.

- The majority of our prospective students find us in the phone book, are referred by students, or find us on the internet.

- From time to time we give students an incentive to refer new students.

- We rarely mess with posters, flyers, or other disposable advertising anymore, as it had very limited success rates compared to cost.

- While we still generally wear the Oriental jammies and have a few traditional courtesies we observe in class, we speak English and don't try to teach culture.

- We don't claim to have all the answers or to have the ultimate approach.

- If someone is looking for something we do not provide, we refer them to the best alternative we are aware of.

- We put more emphasis on grappling than on striking, but both are drilled extensively, and even the warmups are challenging.

- Men and women train together and against each other.

- We have a stable membership of over 120 paying members at any time. It is usually somewhat higher, but we can count on 120.

- Members interested only in specific classes can get a reduced rate for a limited enrollment. Full membership gives unlimited access to all classes.

Ummm... that's probably plenty for now. I have a lot of admiration for the success of the school; the owner is a very sharp person, and we're beating the pants off most of the schools that use the McDojo model. There's a franchise option for BBs too, but I don't know the details. Another location is opening soon, about 15 miles away. The school has been in business may 10 years or a bit less. The owner quit his day job years ago to focus on the school.

I hope you school owners get something of use out of this information.

We don't have separate classes in fitness right now, though we used to have a Yoga class, a Flexibility and Mobility class, and other such efforts. We have looked at larger spaces that would allow us to add more training equipment, but have stayed with a large mat space and standing heavy bags as our bread-&-butter.

There was a health club in Duluth, Minnesota that had it all years ago, and the owner taught sport karate as a central deal. Then a Gold's Gym opened up across the street and wiped him out.

Plan well!

[Tyler]

Jason,
I think you could build a kickass gym for the price of a couple treadmills. A commercial quality treadmill costs about $3000 and up. Add in the typical Nautilus or Hammer Strength machine circuit and you have many thousands more. But you can start up a gym with simpler, more effective equipment. A few barbells, squat racks, kettlebells, clubbells, rings, bars, sand bags and some mats for stretching/floor exercise/body flow would be great. You might get some jump ropes for cheap cardio. Stationary bikes and rowing machines can be expensive, but they're good to have. Concept II rowing machines are about $700.
As for the business stuff, you could offer kettlebell and clubbell classes. Old school fitness/strength classes. BodyFlow classes. Scrapper-style group workouts. CrossFit workouts. I think you could also lease out time to teachers of various martial arts teachers that are just getting started and charge them a certain fee.
I know several people that have started up gyms in abandoned aircraft hangars and even storage lockers. They just pooled together the fitness equipment they acquired over the years and that's reallyall it took. You can check out one example of this at www.crossfitnorth.com.

Tyler

[DaveRandolph]

NAPMA is crap. Our school sounds like yours. We wear the jammies :), dont take ANY kids under 10 (i'm not a baby sitting service. I have had parents calling for classes for a 4yr old!!!!)

We turn people away if we dont feel there is a fit. We give one or 2 free classes for a trial then ask them to pay for a month. After that month they can stay monthly or sign up for a 1 or 2 yr contract. Rates are lower for the longer term. We also dont make them get a uniform until after the 1st month.
Dont do flyers., they dont work. Used to have a 1/4 page ad in yellow pages. Waste of a LOT of money. Now we have just a few lines. Dont get any fewer calls than before. My website gets a LOT of traffic.
Have family plans
Dont teach the culture/philosophy. Rank advancement on their understanding of what they have been taught.

Lots of similarities. Its a good method but it doesnt rake in the bucks. We have a huge McDojo chain here now that caters to kids. Does they day care thing, charges a fortune and people pay it. Over $100/month. The guy has a brand new 10,000 sq ft place he built and just rennovated part of a bowling alley in a different part of town. They do birthday parites, disco lights, black lights all the crap.

One of my students sisters' attends that place. Their Dad came in to my place with the youngest daughter and she started. he made the comment that we looked serious about teaching MA.

My problem is finding the time to offer other things. Oh well, I buy my retirement tickets once a week :)


Dave

[dhunter]

I go to the same school as Jason, and I concur with all that he said. In addition, I feel that a couple of other attributes of the school that are important:

- An emphasis on safety in training. We train hard, but hard asses don't hang around long.

- An emphasis on effectiveness of technique. I contrast that with my daughter's karate school, a big chain McDojo if there ever was one. There, it's definitely form before function.

- The students' best interests are taken into account, not just the school's. The deemphasis on competition is one aspect of that. Again, this is definitely not the case at my daughter's school.

Plus, the owner of the school is the area rep for Rickson, which certainly doesn't hurt his rep. 8)