26 Nov 2019
Evolution Wellness introduces new low-cost concept to Asian fitness market
BY Tom Walker
Evolution Wellness has developed a new low cost gym concept, which it hopes can tap into the emerging fitness market in Asia.
Guided by brand values of "Smart, Bold, and Invigorating", GoFit will be marketed as presenting members with a new way to train through a no-frills, fuss-free gym experience.
The first GoFit club opened its doors to members at Central i-City Mall in Shah Alam, Malaysia this month (November).
With membership prices starting from RM89 (US$21), GoFit will pit itself against other affordable operators, but looks to differentiate itself by targeting all levels of gym goers by offering a wide range of cardio, strength and lifting equipment.
"Across Asia, the awareness around the need to be less sedentary and live an active lifestyle continues to grow," said Simon Flint, CEO, Evolution Wellness.
"We recognised a space in the market and a unique opportunity for us to embrace and develop a new brand in the fastest-growing industry segment of high value, low price fitness clubs.
"Through GoFit, we’re looking to increase accessibility to quality fitness facilities, and help more people get fitness into their lives."
GoFit will offer members access to its clubs through an app, facilitating secure, 24/7 operating hours, while a self-managed membership system allows members to purchase add-on services.
Nad Myan, Evolution Wellness’s franchise development director added: “The budget gym segment around the world has experienced exponential growth in recent years, but we feel that there is still a lot of room for growth for this category here in Asia.
"We’re excited at GoFit’s potential to change the way people think about budget gyms."
Evolution Wellness is one of Asia’s leading health club operators, whose portfolio of brands also includes Celebrity Fitness and Fitness First.
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