Virat Kohli-backed fitness start-up Chisel is all set to introduce technology enabled workout routines, targeting young IT workers as it expands its network of fitness centres across India and introduces workout routines devised specifically for their lifestyles.
With an aim to having 100 centres across the country by 2018, the Bengaluru-based start-up is mulling the idea of launching its own fitness devices and will introduce gamified fitness routines.
While technology will play a big part in fitness, Chisel believes there's no alternative to having a physical presence and giving users access to qualified trainers.
While technology will play a big part in fitness, Chisel believes there's no alternative to having a physical presence and giving users access to qualified trainers.
"Fitness is all about being physical. You cannot just use some watch to track your calories and not work out. It has to be a combination of technology and the environment of where you go that motivates you to work out. We are thinking of coming out with our own brand which can sync with our programmes," said Satya Sinha, co-founder of Chisel.
In order to grow its base of centres, Chisel is looking at a hybrid model of having its own centres along with signing up franchise partners. The firm isn't just looking at tapping customers in metros but also tier 2 towns such as Guwahati and Indore in the coming months. For this it has come up with four different levels of centres, varying in luxury and size.
The investment demanded by franchise partners is in the range of Rs 1 crore to 3.5 crore depending on the level they choose. Chisel charges anywhere between Rs 25-35 lakh as an annual franchise fee, while offering partners a business model that allows them to break even within 25-30 months.
A large part of that fee will go towards training and certifying trainers and staff in each of the centres under Chisel. "Hiring and training is our responsibility because we believe that only a certified and experienced trainer will help members achieve their goals," said Sinha.
In a span of nine months, Chisel has signed up 18 partners and has opened three centres. The firm plans to open four more centres in April, one of which will be located in Manyata Tech Park, an IT park in Bengaluru, where Chisel will target young IT workers who are prone to several health and fitness issues due to their lifestyle.
The fitness sector in India is highly unorganised and there are several start-ups looking at utilising technology to bring order to the space. GOQii is a marketplace for personal fitness trainers that monitor a user's progress via a smartphone enabled app. Orobind, a fitness tech firm that was acquired by Housejoy, looks to provide users with a personal fitness trainer at home.
With an investment of Rs 90 crore in Chisel, Kohli's biggest competition will come from SportsFit, a chain of gyms which is backed by teammate Mahendra Singh Dhoni. Apart from this, Chisel will also go up against global brands such as Gold's Gym which have a presence in India and function in the premium fitness segment.
"There are a lot of international brands, but we want to introduce a fitness concepts that are tailored for the Indian body type and mindset. We can't completely copy what they do because the food that we eat is different, the body type is different and we have conceptualised our brand around that," added Sinha.
In order to grow its base of centres, Chisel is looking at a hybrid model of having its own centres along with signing up franchise partners. The firm isn't just looking at tapping customers in metros but also tier 2 towns such as Guwahati and Indore in the coming months. For this it has come up with four different levels of centres, varying in luxury and size.
The investment demanded by franchise partners is in the range of Rs 1 crore to 3.5 crore depending on the level they choose. Chisel charges anywhere between Rs 25-35 lakh as an annual franchise fee, while offering partners a business model that allows them to break even within 25-30 months.
A large part of that fee will go towards training and certifying trainers and staff in each of the centres under Chisel. "Hiring and training is our responsibility because we believe that only a certified and experienced trainer will help members achieve their goals," said Sinha.
In a span of nine months, Chisel has signed up 18 partners and has opened three centres. The firm plans to open four more centres in April, one of which will be located in Manyata Tech Park, an IT park in Bengaluru, where Chisel will target young IT workers who are prone to several health and fitness issues due to their lifestyle.
The fitness sector in India is highly unorganised and there are several start-ups looking at utilising technology to bring order to the space. GOQii is a marketplace for personal fitness trainers that monitor a user's progress via a smartphone enabled app. Orobind, a fitness tech firm that was acquired by Housejoy, looks to provide users with a personal fitness trainer at home.
With an investment of Rs 90 crore in Chisel, Kohli's biggest competition will come from SportsFit, a chain of gyms which is backed by teammate Mahendra Singh Dhoni. Apart from this, Chisel will also go up against global brands such as Gold's Gym which have a presence in India and function in the premium fitness segment.
"There are a lot of international brands, but we want to introduce a fitness concepts that are tailored for the Indian body type and mindset. We can't completely copy what they do because the food that we eat is different, the body type is different and we have conceptualised our brand around that," added Sinha.
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