* Calculations use average data for Russia

1. INTRODUCTION

Fitness is a branch of sports services that actively developed in Russia in the late 90s and early 2000s. The first fitness clubs appeared in Moscow back in the early 90s. In the narrow and generally accepted sense, fitness is a health-improving technique that allows you to change the shape of the body and its weight and consolidate the results achieved for a long time. It includes physical training, in some cases in combination with a properly selected diet. To the main and most popular species fitness include the following:

• Step aerobics
• Aqua aerobics
• Fitness roller skating
• Pole dance ( pole dance)
• Pump aerobics
• Belly dance
• Callanetics
• nordic walking
• crossfit
• Fitball aerobics
• Pilates
• fitness yoga
• slide aerobics
• Fitbox
• Stretching
• Zumba aerobics

2. MARKET ANALYSIS

Fitness is part of the sports and recreation services market, which, in turn, is part of the paid services market. Paid services are an important part of the population's spending structure. However, in terms of the share of paid services in the structure of gross per capita expenditure, Russia lags far behind developed countries. First of all, this is due to the relatively low level of income and the large share of food costs in them. With an increase in income, the share of spending on food will decrease, and the share of spending on paid services will increase.

Experts note a constant drop in real disposable incomes of the population since 2014; only in the first quarter of 2016 they fell by 3.7%. This fall caused a 4.3% reduction in household spending, which, in turn, negatively affected the dynamics of GDP - it led to a fall in gross domestic product by 1.2% in annual terms.

At the same time, according to analysts (Rosstat and the Analytical Center under the Government of the Russian Federation), the consumption of paid services is highly stable against the backdrop of falling demand for goods (primarily durables) - in 2015, demand for services fell by only 2%, in while the retail contraction was 10%. The volume of the paid services market in 2015 (the results of 2016 are still being summed up) amounted to 7.9 trillion rubles, which corresponds to 17.3% of the value added of the entire country's services market.

In the first half of 2016, the rate of decline in demand for paid services slowed down - the decline in demand amounted to 0.9% in annual terms. During certain months (February and May), positive growth rates were observed.

Figure 1. Dynamics of the real volume of paid services to the population in annual terms and the share of expenses for paying for services in consumer spending, %, 2013-2016

The largest consumption of paid services falls on three areas: housing and communal services (27.5%), transport services (19%), communication services (16.1%). Approximately 11% is accounted for by household services (maintenance and repair Vehicle, repair and construction of housing, etc.). The share of medical services (including health resorts) was about 8%, educational services - 6.8%. There is a decrease in the share of three key types of paid services from 65.3% in 2013 to 62.6% in 2015, while in the same period the shares of medical (from 6.9% to 8%) and educational (from 6. 2% to 6.8%) services.

Figure 2. Structure of paid services to the population, quarterly, %, 2013-2016

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The sports services market as a whole is experiencing certain difficulties, leading to a decline in its volumes. The decline that began in 2014 continues to this day. This is due to the general deterioration of the economic situation in the country. The annual growth up to 2014 was more than 25%, and the potential market capacity was estimated at $2 billion, despite the fact that the market is very far from saturation.

A significant part of the system physical education and sports are traditionally funded by the state. Until 2014, budget allocations grew steadily, although they were significantly below the level of developed countries, where about 2% of GDP is allocated to the industry. In Russia, this figure is almost ten times lower. Private investors are showing interest in the market, however, it was not very large even in the pre-crisis period. For the most part, the interest of private investors has more to do with personal interests and hobbies than with forming a profitable business.

All organizations operating in the sports and recreation services industry can be divided into two categories: commercial and non-commercial. The former are created for the purpose of making a profit, the latter are aimed at making sports services accessible to the poor. There is an imbalance in the market at the moment. State funding is directed primarily to the implementation of large-scale projects (construction of infrastructure for the 2018 FIFA World Cup), as well as to small sports structures and institutions (usually financed from the regional budget). Private investors invest in fitness clubs, whose share reaches 75% of the total investment.

The financial crisis and the fall in real incomes of the population in 2016 also had an impact on the fitness services sector. However, despite this negative impact, the market continued to grow. At the same time, its growth rates, according to some estimates, are very significant for the Russian economy. According to RBC Market Research, in 2015 the fitness services market grew by 14.1% in monetary terms and by 3.6% in real (natural) terms. The total market volume, including related areas (CrossFit, individual training) amounted to about 101.5 billion rubles at the end of the year.

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Figure 3. Dynamics of the volume of the fitness services market in Russia in 2015 prices, billion rubles, % (data from RBC Market research, CPI - Rosstat)

Despite the fact that the first fitness clubs appeared in the country in the early 90s, for a long time the market experienced certain difficulties in development. To a large extent, this is due to the fact that most fitness clubs developed in the high price segments - "Premium" and "Lux", the incomes of the population were relatively low, and the fitness services themselves were in little demand due to their low popularity. The target audience of fitness clubs was very narrow until the mid-2000s.

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Prices for fitness services this year increased by 4.8% compared to last year, which is not much compared to the increase in prices in the commodity segment and in the field of paid services in general. In general, the services market is distinguished by rather inertial pricing - in a crisis, prices rise quite smoothly, which, however, is compensated by their outstripping growth after the crisis is over and the economy stabilizes. Experts also attribute the low growth rate of prices in the fitness industry to their artificial containment by market players who are afraid of losing a significant part of the audience.

According to a survey of RBC experts, today 12.5% ​​of residents of Moscow and the Moscow region are engaged in fitness. At the same time, the involvement of residents of other world capitals (primarily developed countries) reaches 20-25%. This suggests that the fitness services market in Russia has significant development prospects, and its volume can be increased by at least two times.

According to various estimates, today there are 3.5-3.7 thousand fitness clubs in Russia, and the volume of the Russian fitness industry market is no more than 1% of the global market.

The fitness services market in Russia has a pronounced geographic diversification. There are four main areas: the capital region, where the market is most developed, St. Petersburg with a high level of development, million-plus cities with a young and relatively underdeveloped market, and other cities of Russia.

Cities with a large population are among the most promising for the development of the fitness industry. The market of million-plus cities (excluding Moscow and St. Petersburg) is estimated at the end of 2015 at 28.4 billion rubles, or 28% of the total volume. This suggests that the regional market is still far from saturation and has significant development prospects.

A characteristic feature of the Moscow region is a significant degree of market consolidation - a significant part of it is divided among several major players. In the regions, the situation is still different - the market is diversified, there are a large number of small players, including regional ones. However, with the further development of the market in the regions, one should expect the development of the capital scenario with the consolidation of the market and its division between several large network players.

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Also a popular scenario for the development of the fitness industry in the regions is a high proportion of franchising. The share of franchised fitness clubs in the regions is about 25%. The role of franchising can become decisive in the conditions of saturation of the capital markets and the need to develop regional markets. The advantages of franchising are obvious: a recognizable brand, the loyalty of landlords, the franchisor's assistance with the supply of equipment and staff training, automation of the management system, assistance in organizing the sales department, and even, in some cases, advertising support.

The advantage of a franchise - like large chains - is also that they have more tools to solve emerging problems, for example, a more flexible pricing system, a system of discounts on club cards and others, which allows them to attract large quantity clients.

One of the main factors limiting the development of the fitness industry in the regions for a long time was the lack of suitable space for rent, low interest and low incomes of the population. Since the late 2000s, more and more premises have begun to appear that meet the requirements of tenants, both through the construction of new commercial real estate facilities and through the repair of the old stock; incomes of the population have reached a level sufficient to consume the services of the fitness industry, while players of low price segments have begun to enter the market.

As for the highly competitive metropolitan markets, research has shown that even when highly saturated, they still have room for growth. First of all, this applies to fitness clubs with a subscription price of up to 50,000 rubles, that is, representatives of the Comfort, Economy and Low-Cost segments. Speaking of Moscow, one should also note the high saturation within the Central Administrative District, while the suburban residential areas are practically not covered.

Table 1. Classification of fitness clubs in the capital region by prices

Figure 4. Structure of the fitness services market in Moscow and the Moscow Region, % of total revenue

The level of investment in opening a fitness club differs significantly depending on the price segment in which it plans to operate. The launch of a project in the Premium segment may require more than 200 million rubles, for the Business and Comfort segments this amount may be in the range of 80-100 million rubles, and for a small fitness studio - 5-7 million rubles.

Recently, related areas have also been actively developed - crossfit, individual training, EMS (electrical stimulation). EMS is now considered one of the most promising areas for franchise development. This segment developed from the medical field, in which electrical stimulation was used to rehabilitate people with problems. nervous system and musculoskeletal system. However, this direction is only gaining momentum, the revenue of EMS-studios is significantly lower than that of classic fitness clubs. Nevertheless, the direction is actively developing, the increase in the number of EMS-studios is significantly ahead of this indicator for fitness clubs.

Current events and changes in the fitness industry market include numerous closures and openings of clubs, as well as a change in location, which is associated with changes in rental conditions, cost and other factors. Many landlords do not meet the needs of anchor customers, which are often fitness clubs. Prices are often fixed in conventional units, which led to an increase in the cost of rent only in 2015 by 25-30%. Of course, not all players can compensate for such growth at the expense of their own profitability or translate the increase through an increase in prices for their services, and are forced to leave the market.

Factors contributing to the further growth of the market include the following:

Weak degree of penetration of fitness services into the domestic market - according to the latest data, only 3% of the population of Russia go in for fitness, while in developed countries this figure reaches 15%

The growing popularity of fitness as a global trend; annual audience growth rates are ahead of global indicators

State sports policy promotes a healthy lifestyle, which contributes to the penetration of fitness services

Weak development of fitness services in the regions

• For a significant part of the target audience, visiting a fitness club and purchasing an annual subscription is a demonstration of social status and belonging to a particular social group; even in times of crisis, this group of people is not ready to give up the services of fitness centers; First of all, this applies to the segments "Lux" and "Premium"

According to experts, the annual growth of the fitness services market can reach 22-25%. At the end of 2016, the figure is called + 15%.

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How to create a network of EMS training studios with a turnover of 241 million rubles per year

Is it possible to have a workout in 20 minutes in a special room that will be as effective as three hours in the gym? You can, if this is a lesson with EMS equipment in the studio effective workouts FIT-N-GO, - Elizaveta Shepelskaya, the founder of the network, is absolutely sure of this. In just three years, her company became the second largest studio in the world. Today there are 80 of them, and the entrepreneur is not going to stop. What difficulties Elizabeth faced at the beginning of her journey, how she won clients and what she teaches coaches - read in Thirst.

Fitness Innovation

The first business of Elizaveta Shepelskaya from Yekaterinburg was a cargo transportation service, which she opened immediately after university - at the age of 21. In 2009, the girl launched a real estate agency, the company developed successfully - in two years five branches appeared in Russia. But the real estate business did not bring Elizabeth pleasure, she wanted something new and unique. The girl sold the business and went in search of Europe - attended business forums and exhibitions of innovations, studied the market.

Elizaveta Shepelskaya, founder of the FIT-N-GO effective training studio network: “At one of the exhibitions, I learned about EMS equipment, a novelty in the field of fitness: the manufacturers promised to fit a 20-minute workout, which in terms of efficiency will be compared with 2-3 hours in a classic gym. Despite the implausibility of the statement, it sounded intriguing, and I nevertheless decided to try training on myself. The experiment turned out to be successful - in three weeks I got rid of five kilograms, which I had been trying to lose for almost a year before. At the same time I studied Russian market fitness - it turned out that we do not have a niche for EMS training, as well as the culture of the "studio" fitness format itself. There is no doubt: this is the very innovation that I want to bring to Russia and build a new business on it.”

In Europe, the EMS market is quite active and is growing at 45% per year, and the potential market size in Russian-speaking countries, according to Elizabeth's estimates, is about 3,000 studios. Now in Russia and the CIS, 90% of the EMS market is free, which allows predicting rapid growth for the next 7-10 years. At first, the presentation of innovations turned out to be the most difficult: for many, EMS technology was something unknown and suspicious. To overcome the barrier of distrust, to show and prove to people that this technique brings results, was the main task that had to be solved.

Hall at home

About six months passed from the moment Elizaveta Shepelskaya decided to create a network of EMS training studios in Russia to the opening of the first studio in the Federation Tower in Moscow City. Previous business experience allowed us to quickly resolve the issue of company registration, equipment registration and certification. The girl invested her own funds in the opening - 4 million rubles, which went to rent and repair the premises, purchase equipment, and internal filling.

Elizaveta Shepelskaya: “At first, there were difficulties with the premises. Now the expression “fitness studio” does not surprise anyone, but then the format was new and we formulated the requirements for the location and the space itself from scratch. The most correct decision was to make a "boutique" concept of fitness - people got the "privacy" that they lacked so much in large fitness clubs, and we got an ultra-high profit per square meter. The fast-paced 20-minute workout format would allow potential clients to exercise in the morning before work, after work, or at lunchtime. This means that the studio should be close to the place of residence or work of the target audience, and the place should be passable. Based on the chosen client segment, the footage and the convenience of the location, I chose a room with an area of ​​53 sq. m in Moscow City. The only negative that we tried to ignore for a long time was the inability to install a shower. Now, when choosing a room, this item is included in the TOP-5 of the most important criteria.”

The founder of FIT-N-GO studios notes that she thinks through the atmosphere of each studio to the smallest detail - from a comfortable reception area to the presence of hair ties in each locker room. In the showers there is not only a towel and a hairdryer, but also shampoo, hair balm, shower gel, body oil. The idea is to create such conditions for a person to feel at home, come in light and leave with a great mood. Premium service - one of the advantages of FIT-N-GO - helps the company stand out from the competition, emphasizes Elizaveta.

All in one trainer

FIT-N-GO's unique selling proposition was "20 minutes instead of 3 hours in the gym", which at that time was not heard anywhere else. According to Elizabeth, her team came up with this slogan, and the rest began to copy it. There are also one-day firms that boldly clone the design and advertising texts of a successful network.

Elizaveta Shepelskaya: “Coming up with a motto is not difficult, the main task is to explain to people how the entire gym can consist of one simulator. For the first month, we held free training sessions to show people how it works and how effective EMS training is. For the first two months, I worked as an administrator in the studio: I stood at the reception, gave a tour, talked about technology, concepts, advantages, watched people's reactions and drew conclusions. It was a conscious and temporary step, I needed to get my own experience in order to train the staff. It’s not worth constantly working as an administrator or coach in your own club, it will do more harm than good.”

The target audience of the studio is clients in the premium and business class segments, people who, more than anyone else, know the value of time and want to save it. They are willing to pay for professionalism, individual approach and high level service. One workout costs an average of 2-2.5 thousand rubles, it's like a personal training in a regular fitness club, but there you additionally need to "pay for entry" - purchase a club card and spend more time on the lesson itself.

Educational advertising

To advance, Elizabeth's team tried different ways and channels: direct calls to people and corporate invitations proved energy-intensive and inefficient because the technology was unknown. There were many questions in the spirit: “What kind of fitness club is only 50 sq. meters, why is there no pool, solarium and sauna? Outdoor advertising - billboards, streamers, banners, flyers, promoters - worked through time. A good response was given by social networks, a warming up site, and contextual advertising.

Elizaveta Shepelskaya: “We launched education marketing: we began to tell people about the technology, why it is needed and what can be achieved, and showed the “behind the scenes of the studio”. They began to use opinion makers in their work - opinion leaders, for example, bloggers, which was new for the launch period and was not yet used so often. After that, people came to us with an already formed need and with a desire to experience the effect of training for themselves, enthusiastic customers told their friends about us - this is how word of mouth marketing earned, the most cost-effective in terms of money, but super effective.

Having tried a large number of promotion methods, the company settled on digital marketing. To fill all the studios of the network with clients, an internal advertising agency had to be created. In the fall of 2016, FIT-N-GO launched the “Client on a Silver Plate” service for its partners: franchisees pay only for a real, live client signed up for a trial workout.

High requirements

The network of studios makes high demands on staff: trainers must have a higher sports or medical education, experience as a personal trainer for at least 3 years, good reviews and recommendations, understand the laws of biomechanics, since training combines EMS technology and classic exercises. Important qualities: communication skills, positive attitude and faith in the effectiveness of EMS training. The entrepreneur does not advise hiring relatives and friends, who often do not accept criticism and are offended, as a result, they have to make concessions or part with the scandal. Here, as elsewhere, the formula “to lose a friend, lend him or take him to work with you” works.

Elizaveta Shepelskaya: “We train each trainer in two areas: the basics of EMS technology - the principle of operation, simulator modes, safety precautions and unique technique FIT-N-GO workouts are the "chips" that our network has developed over 4 years. This stage takes three days. Further training goes on all the time: advanced training, certification, master classes, exchange of experience. Of course, the constant increase in the professionalism of the trainer and the increase in the percentage of his clients who have received the result is our main task. We also pay special attention to the development of the trainer’s communication skills, teach the principles of communication with a client: what can and cannot be done or said, how to meet a client and have fun training, how to serve water, a napkin, a towel - we try to take into account the smallest details that make an impression client about the trainer, studio and network.

People come to the FIT-N-GO studio with different goals, the coach's task is to take into account their peculiarities, find an approach and build an ideal training process. The trainer must be able to conduct in-depth research and analysis of the client's capabilities, his physical training. The training process is built so that for each client the trainer becomes a mentor on his difficult path to healthy lifestyle life.

Caring for franchisees

From the very beginning, FIT-N-GO focused on franchising: it was planned to open 10 studios in Moscow in a year. Seven months after the opening of the second studio, Elizaveta Shepelskaya prescribed all business processes and standards, requirements for personnel and management, and has already sold the first franchise. In 2014, 15 partner points appeared, now there are 80 of them throughout Russia. The advantages of the franchise are low requirements for the premises: for 55 sq. meters you can earn as much as in the hall for 1000 square meters. meters. On average, investments for Moscow residents amount to 3-3.5 million rubles, and the payback period is 10-14 months. In the regions of Russia, the figures vary depending on the population and the chosen pricing policy.

Elizaveta Shepelskaya: “A franchise is a certain level of responsibility that a person must understand and accept, therefore, at the stage of applying, we always find out what a person has been doing, what experience he has. If everything suits us, we start working with a partner, help to find a room, arrange a lease, make a design project taking into account the wishes of the franchisee and applying our standards. Our partner is undergoing training, he must understand the work of all employees - both the administrator, and the trainer, and the manager, so that later he can independently train them and competently control them.

While the franchisee's studio is preparing to open, the company helps the partner to study the city's market in depth, assists with the recruitment of staff and gathers people for the first trial training. Much attention is paid to advertising - a marketing plan is drawn up and already 2 months before the opening, active promotional actions begin, taking into account the extensive experience of the network and the characteristics of the partner region. A workflow automation system works for the entire network, thanks to which the studio owner can track performance indicators in real time on a smartphone.

The goal of Elizaveta Shepelskaya is to bring her company to the first place in terms of the number of studios in the world: now only the German network of EMS studios, which has been operating for 14 years, is ahead of her. As the entrepreneur adds, in terms of the quality of customer service and the support system, FIT-N-GO franchisees are already the first in the world, the task is to maintain this level.

1. Don't fall into the "nobody can do it better than me" trap: you have enough work to do as a business owner. If you take on the responsibilities of the staff, then the business as a whole will be left without attention.

2. Think about intellectual property protection: we missed this in the beginning, which led to the emergence of imitators. There were cases when people who initially worked with us learned all the processes from the inside, and then worked under their own brand, copying our model.

3. Be careful when choosing a location: sometimes even 500 meters of distance can play a key role. Take the time to study the traffic and traffic patterns of the client flow, this can save you money, time, and nerves in the future.

4. If you are interested in options for starting a franchise business, "bet" on a company operating in a new, developing niche. So you will take your place under the sun even before it becomes mainstream.

5. Invest in your staff: a trained employee is more successful and brings you more profit. Our employees who have undergone comprehensive training show conversion to sales and renewal of subscriptions on average 25% higher than a good, but not fully trained employee.

6. When you dream of starting your own business and choose franchising for speed, look for something that will bring you pleasure. Do not take on what is more profitable, but not interesting to you, otherwise the business will be a burden to you and will not bring profit in the end. Let your work inspire you!

FIT-N-GO in facts and figures

Year of creation

Number of outlets by franchise

Starting investments

From 1.5 million rubles.

Room area

from 50 sq. meters.

Minimum staff

Two administrators and two trainers.

Monthly turnover

800 thousand rubles (on the example of Moscow).

Breakeven threshold

About 500 thousand rubles.

Turnover of the entire network (2016)

241 million rubles.

Average annual network growth rate

Payback period

From 6 months.

Average number of clients

25 people per month.

Average check

34 thousand rubles.

seasonality,

Peak - autumn, spring.

Awards

Best Innovative Project in the Sports Industry Award (2017), Best Innovative Project in the Fitness Industry Award (2016), Consumer Rights and Service Quality Award in the Retail Services nomination in the New Generation Fitness category (2016 ), Innovation Time Award, 2017.

EMS (EMS) training is a specialized technology sports activities, which was developed with the help of the world's leading scientists and athletes. Its difference from standard practices lies in the combination traditional approach To physical activity(performing a set of exercises) and additional stimulation muscle mass electrical discharges of low power.

Classes of this type are a completely new approach to sports due to the fact that the muscles contract forcibly. The workout involves a much larger number of muscle fibers than when performing regular sets in the gym.

According to studies, up to 90% of the muscles of the human body are additionally connected to the exercise. Due to this, the result is achieved in such a short time. Everything happens thanks to a small but constant electrical stimulation, combined with a set of exercises. A person needs to perform cardio exercises and sets with the use of force in a special suit in which electrodes are built.

Training consists of three main stages:

Efficiency

Training is effective due to the additional stimulation of the muscles with small discharges of electricity generated by a specialized computer program. There is a simultaneous warming up of muscle tissues as in a standard workout and their additional contraction due to the systematic flow of an electrical impulse.

Thus, the body receives a much more effective load in a relatively short time. Standard Workout can reach 20-30 minutes, while the degree of study of muscle and fat mass is comparable to a regular workout in the gym for 2 hours.

Is EMS training safe?

EMS (EMS) training is, in general, a fairly safe sport. Like any other type of exercise, it has a number of contraindications, failure to comply with which can lead to serious injury.

The human body produces the enzyme creatine kinase. It is required in cases where the muscle tissue is injured. There is also myoglobin in the body. This is the protein that makes up all muscle tissue. For some people, additional stimulation with electricity greatly increases the level of these two elements.

Undesirable effects can lead to kidney failure and intoxication. That is why the holding of such sporting events is impossible without the constant supervision of a coach.

Feelings during and after EMS training

Deep layers of muscles are involved in the work. For beginners, the sensations received during the process may seem very strange - the muscles seem to take on a life of their own. This condition occurs because there is an increase in tissue activity without a direct order from the brain.

Even after short workout krepatura occurs, the muscles get very tired.

This happens because during training, the tissues were stimulated not only by the method of applying sports approaches, but they did double work, because they received an electrical impulse.

Advantages and disadvantages

Any type of sports activity is selected based on the personal characteristics of the body of each athlete. But at the same time, there is always a base of positive and negative characteristics for a set of exercises.

EMS training is no exception. The main qualities of EMC are:

Advantages	Flaws
Fast results. EMS technique, thanks to a completely new look at the performance of exercises, was able to reduce the time to achieve ideal muscle development by several times.	High price. The equipment used is designed to the latest state of the art and is priced accordingly. You will also have to fork out for the services of a professional trainer.
The time of such a training is two times less than it will be necessary for a person to spend in gym to perform classic strength and cardio exercises. The big time savings are very beneficial for people whose busy work schedule does not allow them to spend several hours in training every day.	Inaccessibility to the outback. Such technologies are just beginning to be introduced to the eastern market and have not managed to fully occupy the niche intended for them. In addition, not every fitness center can afford such expensive equipment, so most of them prefer to opt for standard body work services.
No need to carry sports suit. All items needed for the exercise will be provided on site.	Very fast fatigue of the body. Such sports are definitely not for the faint of heart, since the load on the muscles will be doubled, and sometimes tripled.

Harm and benefit

Does not exist physical activity, which would not have a positive or negative effect on the human body.

In the case of EMS training, the benefits will be as follows:

EMS (EMS) training is, first of all, a sport that also has its drawbacks:

• During menstruation or pregnancy, training is prohibited - electrical impulses can provoke involuntary uterine contractions, which will lead to unwanted complications.
• In the presence of any skin rashes or psoriasis, there is a risk of developing epidermal diseases and profuse acne.
• You will have to practice in a tight-fitting suit, which can cause discomfort for some people. In the process, the human body begins to sweat actively, and the feeling that the suit is wet from secretions will be added to the general inconvenience.

The list of tips is:

Training program

Preparation for classes plays a huge role in achieving the desired result.

1. It is best to immediately take care of the selection of a qualified trainer. If it was decided to stop training with the use of electrical stimulation, you should not spare money for this. The technology is new and an insufficiently skillful approach can lead not only to lost time and considerable funds, but also to serious health problems.
2. The schedule is formed, first of all, in addition to the trainee's life schedule, on the basis of such important factors, as weight, height, the amount of physical activity that the body normally receives per day, as well as accounting for overall activity and sleep phases.
3. It is important to immediately accurately determine the recovery period of the body after a workout, since working with fragile muscle tissue threatens with sprains and rupture of ligaments and tendons. To do this, a personal trainer must conduct at least three joint classic workout within one to two weeks. Based on these data, he individual plan classes.

How is the workout

EMS (EMS) training is a set of exercises that has a special algorithm for preparation and direct execution:

• The trainee needs to put on a disposable suit, which acts as a lining for corsets with electrodes. Now you can put on the exoskeleton itself, through which the impulses come.
• Training is underway. The time for its implementation should not exceed 30 minutes. The coach has no right to leave his subordinate at this time. The strength of the impulses is calculated in advance, according to the individual characteristics of the athlete's body.
• Massage is performed to drain the lymph. It is carried out directly using the mode programmed in the suit.

Contraindications

For some people, unfortunately, EMS training is not desirable.

The risk group in this case consists of such people:

1. Those who use a pacemaker.
2. Patients with epilepsy.
3. People suffering from tuberculosis.
4. Patients with atherosclerosis and those who complain of circulatory disorders of the arterial type.
5. people with tumors.

Separately, it is worth talking about people with diabetes. Electrical stimulation can provoke a significant acceleration of metabolic processes in the body and, as a result, significantly reduce the permissible level of sugar in the blood.

But many studies have shown that this does not always work. Before starting a workout, a diabetic patient needs to be tested for sugar levels, and if it is in the range of minimally critical or normal, you can start playing sports.

It is very important to follow the work lymphatic system organism. Electricity can cause an uncontrolled increase in the level of lymph.

At the first signs of the disease - general fatigue, temperature, swollen lymph nodes, you need to stop training and choose a more suitable set of exercises for yourself.

Heavy sports are contraindicated for pregnant women in principle. Here, in addition to the obvious heavy loads on the pelvic bones and back, there is also stimulation through the electrodes, which can harm the fetus even in such a short period of time as 20 minutes of training. That is why expectant mothers are advised to choose something more gentle - classes on the steppes or fitballs, for example.

Result before and after

EMS (EMS) training is a revolutionary method of exercising precisely because of the fact that the time spent on getting relief muscles is reduced by two to three times. A standard workout in a fitness center will take about 1.5-2 hours. With EMS tactics - only 30 minutes.

The effect of such approaches is felt the very next day - the muscles will behave as if the person had spent the entire previous day doing approaches. At the same time, after the session itself, the athlete will not feel the tension and heaviness of the muscles inherent in standard techniques.

Visible changes appear within two weeks after the start of regular training. You can get your body in shape in two months.

Price

Such fitness services belong to the category of elite sports activities.

The price consists of the following items:

• Services of a qualified trainer. It is better not to hurry with the selection of a personal teacher, since such training combines both the use of force and scientific approach. Properly design and implement complex training not every specialist can.
• Much depends on the location. Some fitness centers simply choose not to include such innovations in their list of services. Therefore, the mere presence of an item on electrical stimulation during training in the price list indicates the elite status of the salon, and, consequently, high prices.
• Equipment use. Simulators for EMS training were developed by a large German company engaged in the production of prostheses and equipment for the disabled. This technology will cost a lot, in fact, as well as its use for fitness room clients.

Pricing policy may vary depending on the region of the country. For the capital, the average cost of 10 lessons varies from 20,000 to 30,000.

Is EMS training necessary or can it be dispensed with?

In general, the method of such classes is very progressive and effective. But still not required. People with malformations or injuries are highly recommended to pay attention to this particular method of working with their bodies.

EMS has its undeniable advantages, thanks to which many athletes choose this workout. This is the time of the day. For busy businessmen, this type of activity will be a great alternative to long exhausting workouts.

Many people find being in the gym grounds has a calming effect. So a person can deal with stress, throw off the burden of everyday life. Therefore, you can do without this method of playing sports. The decision depends only on personal preferences, the characteristics of the body and the size of the wallet.

The latest trend in the fitness industry is the studio dedicated to exercise machines based on electrical stimulation. As for Russia, this trend is rapidly gaining momentum and most of the Russian fitness centers provide this service. In this article I will talk about all the advantages and disadvantages of this business idea.



The main advantage of this business project is the quick payback, which occurs in the first six months after opening. Also, it is worth noting that the initial capital is small and acceptable for the average resident of our country. As for the success of this investment, it depends entirely on the location and marketing campaign of the studio.

The main difference between a studio and a fitness center is the fact that a fitness center requires a large financial investment. That is why in this article I will describe the stages of opening a studio. The principle of the studio is the presence of one simulator that can replace a complete workout on several simulators in a regular gym. As for the technology, it is contained in special equipment, that is, a suit. This suit, equipped with electrodes, leads to muscle contraction using electrical impulses aimed at " problem areas» client.

Clients should not expect the suit to do everything for you. This workout It is aimed at all muscle groups, because in the process of training the client performs a series of exercises. As a result of the interaction, the exercises performed and the simulator, the client experiences great fatigue and pain in muscle tissue. This feature is due to the fact that electrical impulses increase the load on the muscles, in contrast to conventional training. In order to eliminate the risk of overstrain and muscle rupture, the duration of the workout should not exceed twenty minutes.

It is worth noting that this species activities must be carried out under the strict supervision of a specialist who will exclude the possibility of injury. As for the cost of specialist services, it is equivalent to the cost personal trainer in a regular gym. Unlike a regular gym, this studio does not require the client to have overalls. All necessary clothing, including disposable underwear, is provided by the studio to the client. This feature of the studio allows you to attract the largest number of customers, since it guarantees the opportunity to visit the studio not only after work, but also before the start of the working day.

The MihaBodytec company is engaged in the production of this type of exercise equipment; it is also not only a supplier, but the founder of this type of fitness. The country of origin of this type of exercise equipment is Germany. That is why the EMS method developed by this company occupies a leading position in the fitness industry market and is a patented brand in Europe. The main indicators of this method are efficiency and quality. That is why businessmen, sports, movie and pop stars give their preference to this method.

As for the Russian analogue of this company does not exist, but only one company works on the franchise of the Germans. This company is Aleri Techno. It is she who acts as an intermediary between Russian entrepreneurs and the manufacturing company. Many Russian manufacturers this method helped to open “his own business”, but it is worth noting that this niche is only 10% occupied. Answering the question: “What is EMS for an entrepreneur?”, we can safely say that this is a high-quality service in the field of fitness and sports, which provides an individual niche in this service market for an entrepreneur. Also, it is worth noting that in Russia this niche is practically free.

As for the whole business, which does not need to be started from scratch, such an opportunity is provided by the German manufacturer, as well as Russian franchisors. For those who are not afraid of difficulties at the initial stage, as well as those who want to save money on paying a franchise, they can count on help and advice from the Russian company Aleri.

Summing up, I would like to note the statistics provided by the analytical department of the manufacturer. This company guarantees the throughput of the studio, in the presence of one simulator, up to two workouts per hour. This indicator was obtained by summing up the time spent on training and preparing overalls. As for the schedule of the coach, it is eight-hour. This work schedule of the coach provides daily revenue in the amount of forty thousand rubles.

With an increase in the number of staff, the daily income increases, the amount of which is sixty thousand rubles, but the studio's work schedule is thirteen hours.

The number of sessions per client is limited to eight sessions per month. In order not to depend on the minimum number of trainings, it is necessary to acquire a wide client base, the size of which will be at least two hundred people. This requires a good PR campaign, which will provide word of mouth and advertising on the Internet. The formula for the success of this business is the quality of the services offered.

That is why, after a while, you will realize that the expansion is necessary, since the flow of customers is inexhaustible. Good luck in your endeavors and all the best!

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Elizaveta Shepelskaya created the largest network of 75 fitness studios in Russia for training with electrical stimulation. The network is growing steadily, and its turnover in 2016 exceeded 240 million rubles.

Elizabeth Shepelskaya

“At first I didn’t believe it, I thought it was another magic pill. I decided to try it on myself, and it just amazed me, ”recalls his first workout in new methodology Elizabeth Shepelskaya. “I could hardly bend my elbows in front of me, as if they had a weighty barbell, but there was nothing in them.”

Shepelskaya created her first business - a real estate agency, as well as an ad site - in Yekaterinburg immediately after receiving a sociological education at a local university. In three years, she opened five representative offices of the company in Yekaterinburg, Chelyabinsk, Novosibirsk and Krasnodar. But the real estate business quickly got bored. In 2011, looking for new opportunities, Shepelskaya decided to move to Moscow and sold the business to her partner, who stayed in Yekaterinburg.

It took a year to find a new business idea: Shepelskaya analyzed the Moscow market and traveled the world. However, after a class at Express-Fit, the first Moscow sports club at that time, which specialized in training using electrical stimulation muscles (EMS), - she realized that the idea was found. And again she went abroad purposefully - to study how such studios work. It turned out that Europe is experiencing a boom that has not yet reached Russia.

Muscles in 20 minutes

Elizabeth already knew that she would focus on the premium segment - people with high incomes and eternal lack of time. “The concept was this: came, quickly trained and left. It wasn't meant to be big club with swimming pool and sauna. But there should be a lot of them so that the road takes no more than five minutes, ”says Shepelskaya. She decided to promote her Fit-n-go brand with the slogan "20 minutes instead of three hours in the gym."

The format is new and unusual, so the entrepreneur for a long time could not decide on the footage and internal arrangement of the clubs. The fact is that the EMS-studio is not like an ordinary fitness club. The area is much less. One Fit-n-go studio with one gym and shower is served by only four employees - two trainers and two administrators. If the studio consists of two training rooms, then there are six employees. For comparison, in a fitness club, where the area of ​​​​the training space is on average 500-800 square meters. m, usually 15-20 people work. The Fit-n-go studio has an average of 26 people per day, each with only 30 minutes, including time to change and shower.

But, since large areas are not needed, there is a choice. The first studio is 53 sq. m was opened in the Federation Tower in Moscow City in November 2013. Investments amounted to about 2.6 million rubles. personal funds Shepelskaya. Half of them were spent on the purchase of two sets of EMS equipment. No additional equipment, according to Shepelskaya, is required for such training. Studios also have light dumbbells, moderate weight barbells, bodybars, and resistance bands, but you can get by without them. “We noticed that psychologically it is more accustomed to a person to perform certain exercises, say, for the hands, holding some weights in them,” Shepelskaya explains.

Elizabeth Shepelskaya (Photo: Vladislav Shatilo / RBC)

At first, it was difficult for her to tell people about unknown technology and convince them that it works. “We said: come for free, try it,” she recalls. - They worked for a month at such free trainings. Each client who tried it, leaving the studio, said: Wow! It inspired me a lot." She expected that people from the offices in the neighborhood would come to the studio first of all. But those who live and work in other areas have also become customers. They learned about Fit-n-go from social media. The Instagram account has become a key tool for promoting the project.

The first studio paid off in four months. In the spring of 2014, Shepelskaya opened a second one, on Zemlyanoy Val. The parent company's revenue for 2014 amounted to about 31 million rubles. In 2015, this figure reached 127.4 million rubles, at the end of 2016 - 241 million rubles.

How it works

EMS technology (English electrical muscle stimulation) is based on the fact that the muscles are affected by electrical impulses that are generated by a special device and cause them to contract. The technology comes from the space industry and is widely used in medicine and sports rehabilitation.

The first simulator that allowed ordinary people to practice EMS was created by the German company Miha Bodutec more than ten years ago. This company is still the largest player in the EMS equipment market. Today there are hundreds of EMS studios in Germany, in Berlin alone there are about 300 such clubs. One of the largest German EMS networks is Body Street. About 250 studios operate under this brand today.

During training, a person performs all exercises in an EMS suit with sewn-in electrodes. Training in it allows you to improve blood circulation, restore lymphatic drainage, increase muscle tone, and also speed up the process of burning fat.

People describe the sensations from the impact of electrical impulses in different ways: someone compares them with tapping on the muscles, someone says that "as if a lot of ants are running over you." “The effect is that the muscles are given resistance, in which the performance of even the most simple exercise becomes more complex,” says Elizaveta Shepelskaya. “So, for example, doing five burpee exercises in an EMS suit, you will get the same load as if you did this exercise 15-50 times.”

However, many industry professionals are skeptical about EMS technology. “EMS training has not proven itself yet. I am more conservative in terms of training, although perhaps this technology will soon begin to be integrated into regular fitness clubs. In any case, the result will be maximum if you combine EMS with standard training,” says Vladimir Antonenko, network manager gyms X-Fit networks.

Franchise to accelerate

Shepelskaya immediately expected to develop a business on a franchising model. Having launched two studios, she began to think through the conditions for future franchisees. The first franchise studio opened in the summer of 2014 in Podolsk. “Of course, there was a big risk, Podolsk is still not Moscow. They almost dragged everyone they knew into the studio by force until word of mouth started working, ”recalls Daria Titova, managing director of the Fit-n-go studio in Podolsk. The investment in this studio paid off in about two years.

In 2014, Fit-n-go launched a total of 15 partner outlets. The rapid growth of the network began in 2015 and continued in 2016, when about 60 more studios were opened. As a rule, in a year or two, investments in them paid off, and the network grew like a snowball.

“Our main mistake was that we did not think over ways to protect intellectual property. This has led to the market a large number clones,” says Elizaveta Shepelskaya. “For example, two entrepreneurs joined us from the very beginning, found out everything, and then decided to work under their own brand.” According to her, for the entire period of Fit-n-go's work, only one point was closed, and one more had to be moved. “Launched the studio in ski resort"Snowball" in Krasnogorsk, she says. - We thought that there were active people there, but it didn’t work: everyone came to ski. Then we moved to a residential complex on Ilyinsky Boulevard. Things immediately got much better.”

Business is fast. It takes an average of two months to open one studio. If there is a ready-made room where no repairs are needed, then two weeks at all. Two or three weeks before the opening of the studio, the franchisee undergoes training. In addition, the parent company offers a number of other services - from staff recruitment to organizing the flow of clients signed up for trial training. The price of the franchise depends on this, as well as on the region of opening. The lump-sum contribution starts from 500 thousand rubles. and can reach 2 million rubles. (in this case, the parent company itself is engaged in attracting customers). Royalties average 45 thousand rubles. per month. “99% of our franchisees have never encountered the fitness industry before joining us,” admits Shepelskaya.

Fit-n-go in numbers

1850 clients visited 22 630 training sessions in all network studios in February 2017

34 thousand rubles — average check across the network in February 2017

800 thousand rubles — the average monthly turnover of the Moscow studio, the break-even threshold is about 500 thousand rubles.

RUB 241 million - Oturnover of the entire network in 2016

250% - Withaverage annual network growth rate

Franchisee's view

Andrey Khlypkovka became one of the Moscow Fit-n-go franchisees in 2016. He came from the construction industry, where he spent 15 years - first as an employee, then as an individual entrepreneur. I learned about EMS training from a friend who was a member of the Fit-n-go club. Andrey was interested in an unusual format. “After the first workout, I felt nothing but a little sore muscle. After the second, I realized that I had spent little time, and my muscles were very sore. There was a state identical to a good workout in the gym, ”says Andrey.

In March 2016, he started thinking about opening his own EMS studio. “I decided that developing small fitness studios separately from a large system is quite a risky business,” Khlypkovka says. — And Fit-n-go is a strong brand. A franchise participant enters the market with support, which is very important at the initial stage. Within a large network, many problems are much easier to solve.”

In early September 2016, Khlypkovka acquired a franchise, a month later his studio opened near the Prospekt Mira metro station. Investments by the time of launch amounted to about 5 million rubles. 30% of them went to the purchase of a franchise, 30% - to the purchase of equipment and personnel. The franchisor helped with the search for employees. The repair of the rented premises cost the most: all the rest of the money was spent on it.

Photo: Vladislav Shatilo / RBC

“I have never dealt with this kind of business before. Construction with advances and post-payments is completely different than direct sales,” Khlypkovka recalls. In the summer of 2016, he completed a basic course at the Fit-n-go academy, which provides training and professional development for franchisees. “This is not some kind of theoretical course, this is an algorithm of actions, practical knowledge about working in one of the studios of the network. I was interested in every detail, because the result depended on each,” says the entrepreneur.

The opening of the studio was announced through Fit-n-go social media accounts. Now the total number of subscribers on Instagram, Facebook, VKontakte and Twitter in the network is 70 thousand people. The first clients came to Andrey through the network's call center.

The main problem was low conversion - below 50%. “Customers were very cold at first, they were just interested in what it was,” Khlypkovka says. Now the conversion has grown to 75-80%, the number of regular customers has reached 40. “We began to constantly monitor the reaction of customers to the work of the studio, improve methods training process, in the shortest possible time to make changes to the algorithms of work. Most importantly, we realized that each client needs an individual approach - from drafting individual programs training to online support,” Andrey explains.

Most clients are people who already know about Fit-n-go, which means that their choice is primarily influenced by the location of the studio. “Our point has a good location — close to the metro, convenient to get there by car. Most of the clients are local residents and those who come to work in the area,” says Andrei. According to his forecasts, he will return the investment by November 2017.

Electrification of the whole country

“Initially, everything developed quite calmly in Russia, because the market was not very clear. This topic took off sharply thanks to Fit-n-go, ”says Dmitry Kovalev, owner of the competing network of JustFit studios. The rapid growth of the market began in 2014-2015.

According to experts interviewed by RBC, the leader in the number of studios is Fit-n-go. The main competitors are the smaller chains JustFit, Fitbox, Body Forming and Newfit. All of them operate in approximately the same price segment and offer similar services. A subscription for 12 workouts costs an average of 30 thousand rubles. “Due to the fact that the service is not cheap, the marginality is squeezed between the cost and the market, few people dare to dump. If dumping happens, then not for long, ”explains Dmitry Kovalev.

The competition is at the level of choice of equipment. Fit-n-go, for example, started working on the Hungarian X-Body equipment, and is now purchasing wireless suits connected to the device via Wi-Fi from the German manufacturer EasyMotionSkin. Management - through the application on the iPhone or iPad. The cost of one set is about 800 thousand rubles. The Newfit network also works on wireless equipment. “The trend towards wireless technology is noticeable. However, Miha Bodutec, as the main technological structure, believes that wired devices are still more efficient and safer,” says Dmitry Kovalev. JustFit and Fitbox use German Miha Bodutec wired trainers. The Bodyforming network purchases such equipment from the German firm Loncego.

“The level of competition today is still far from pushing with elbows. Closed, as a rule, loners. Relying on a local client does not always justify itself: you just have to guess a little with the place - and that's it, you work in the red, - says Kovalev. — We are all on the verge of a market transition from the stage of crazy innovators to the stage of the early majority, that is, the niche as a whole will inevitably grow. It's time to establish a systemic network business.

In the regions, as Dmitry and Elizaveta admit, the demand for EMS is still in its infancy. In million-plus cities, the market is divided by two or three studios. “In a few years, there will be a dozen EMS studios in any major city,” Kovalev is convinced. — There is a good prospect for the development of large networks on a franchise model. Loners in such conditions will not survive because of the high costs of marketing.