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Creating A Regional Brand In Sports and Fitness Clubs

We helped a group of investors identify the right investment and build and grow a successful wellness venture.

Sectors : Wellness, Recreation and Leisure
Services :

Creating A Regional Brand In Sports and Fitness Clubs 1
Goals

Goals

A group of investors asked us to identify an appropriate investment opportunity in Dubai.

Situation

Situation

This was a group of very demanding and detailed-oriented investors who had a clear-cut vision about the future direction of any company in their portfolio. They spared no expense to reach goals once they were provided with hard facts, proofs and benefits.

Analysis

Analysis

Market research suggested that a large and affluent community in Dubai was lacking a fitness centre.

Actions

Actions

  • Year: 2012
  • Surface Area: 2,200 sq.m.
  • Number of branches: 2
  • Our advisors conducted a feasibility study of the project (marketing, technical, financial and managerial analyses) and presented the findings to the investors.
  • Based on the proofs and facts, the project was given the go-ahead and our team was assigned to manage the project from start to finish.
  • We went into details such as the type of training machinery, equipment and machinery, and amenities to have at the facility and the targeted niches.
  • We recommended the interior design and fit-out contractor to develop the conceptual design and working drawings for the center. We then managed the project to ensure that suppliers and contractors honored their contracts. We were adamant to communicate the brand's message in interior design, graphic design and every other aspect of launching a successful business.
  • The fitness center went on to pioneer a few initiatives in the UAE (hot yoga, outdoor training facilities, and a dedicated gym for women).
  • Between 2012 and 2017, our consultants assisted the company to achieve an explosive growth rate when it reached over 2,000 active members in 7 years. After reaching this landmark in the volume of memberships, the management decided to invest in an additional mega facility of 2,000 square meters. The company also decided to launch a franchise program to expand nationally and regionally. The Seven Wise Men was assigned with creating this program and with promoting it in the GCC.