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54
The existing Zela Luxury Health Club will be
rebranded as Holmes Place HOLMES PLACE – SHAPING THE PREMIUM SEGMENT
ENTRY TO INDIA: 2011 NUMBER OF SITES: One – opening this month EXPANSION PLANS: A second club in Bangalore by the end of 2011, then as the market dictates
country. The market’s of unprecedented size for us,” says Holmes Place Group CEO Jonathan Fisher. “At this stage, though, the fi tness
“I
market is in its infancy. It’s been defi ned historically by bodybuilding and has only recently begun to move towards a more wholesome fi tness culture. Even then, there remains an absence of quality health clubs. “Meanwhile, obesity rates have
risen signifi cantly due to a growing disposable income and an increasingly sedentary lifestyle, with a clear trend towards western lifestyle patterns. “On a positive note, through my
regular visits to India over the last 10 years, I’ve witnessed a growing awareness of the benefi ts of a healthy lifestyle – particularly at the top end of the market, for example among those who’ve worked abroad and returned to India. In addition, the high-end consumer is extremely well travelled and expects ‘best in class’ products across all categories. “All of this makes the timing ripe
for Holmes Place to establish itself and help shape the premium end of the market. Our fi rst club opens this month in Bangalore, which is fast emerging as India’s fi tness capital. The high number of IT companies in the city, with their fi tness-conscious
wouldn’t be surprised if, in 10 years, India has more Holmes Place clubs than any other
employees, are an obvious target, and the large expatriate community gives us an additional advantage. Finally, frankly put, it makes sense to open your fi rst clubs close to where the CEO is located, and Bangalore is Shriram’s home city [Shriram Ramdas, CEO of the Indian master franchisee, Health and Wellness India].” Fisher continues: “Holmes Place is
currently operating in 12 countries and the similarities far outweigh the differences. As a whole, the industry in India refl ects the UK industry several decades ago, with a strong leaning to male athletic types. Our profi le leans more to the female member and I have no doubt the Indian model will conform here as well. Our offering in India is, as elsewhere, based on our ‘move well, eat well, feel well’ philosophy, although we may well dedicate more space than usual to ‘eat well’ and the social areas – the social element holds relatively more importance in India than in Europe.” He adds: “Holmes Place has a lot of
experience in entering and developing markets with territorial franchise agreements, most noticeably in Israel in 1999 (now 21 clubs) and more recently in the Czech Republic (four clubs), Poland (three clubs) and Hungary (one club). The success of these developments led to consolidation of ownership into the main Holmes Place company in 2008. However, we still have over 25 clubs operating under franchise agreements – in Spain and Portugal – and plan to
august 2011 © cybertrek 2011
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