Cedric Febvre is the Global Sales Director for PAVIGYM and regularly connects with more than 130 PRAMA Studios across the world. We asked Cedric about his thoughts on charging for PRAMA classes and strategies to set them apart.
Here he gives us 3 talking points to get the conversation started.
START HERE: WHAT EXTENSIONS TO YOUR FITNESS PRODUCT ARE YOU REALLY LOOKING TO MAKE?
“Are you considering a stand alone PRAMA operation for business diversification, a new studio concept or to build a club-within-a-club? We’ll always start with you here. Our Team can then advise on best practice models across the world, before getting in to the nitty-gritty: should it carry unique membership pricing, be built in to existing memberships or be offered as a bolt-on?”
START SECONDARY REVENUE OPPORTUNITIES FROM DAY 1.
“People understand pretty well the small group training business model. e.g. 15 people paying 20 € = 300 €. Frequently though, the opportunity with club competitions, personal training and birthday parties is forgotten until much later. So we’re always keen to cover that at the front-end to support ROI, especially focusing on driving revenue during off-peak periods in clubs.”
TAKE INSPIRATION FROM CLUBS AROUND THE WORLD FROM THE GET-GO.
Fit360 is a standalone facility in Cairns, Australia. Cairns is a small town and these guys are killing it when it comes to monetizing their studio.
The team chose to focus on many different target groups, not only a couple ,and went totally outside of the box with it; they don’t fight for the already saturated spaces, and in particular, pursue the new-to-fitness. Their promotional packages are targeted that way too; think sports and schools collaborations. What I like so much is their flexibility in terms of pricing, including an entire structure for the unemployed. It’s an impressive way to capture the attention of new audiences.
OPS, Hong Kong, adopted a club-within-a-club model, hosting PAVIGYM Games with youth groups, regular fitness workshops and classes, including mix modality session like PRAMA with TRX. For OPS, historically the target group has been the fitness enthusiast – I booked my class, and it wasn’t an easy one! Their focus is on using the system to improve the experience of all of their existing classes. Members pay per class and pay as they go.
Asphalt Green, NYC, are also a PAYG model. These guys absolutely took the textbook approach when it comes to considering your local environment and they’ve locked it down. The results have been phenomenal and the excitement it has generated with every type of user group is outstanding [hear more from Jenn Coccia, Fitness Director at AG6, here].