GoodLife Fitness to Push Budget Model
It’s GoodLife Fitness, but on a budget.
Fit4Less, a new model recently developed by GoodLife, is looking to fulfill the company’s mission to help all Canadians live a good life. However, the company had not been achieving that prior to the new model due to cost, said David Patchell-Evans, the founder and owner of GoodLife. “We aren’t hitting all Canadians,” he said. “Some can’t afford $40 to $60 memberships.”
By going back to the basics — offering just a gym, versus a gym plus multiple Group X classes, personal trainers and more — the cost of Fit4Less will be low. Memberships start at $10 a month, allowing the model to cater to the part of the market that had been missed. It will also look to not only be a starting point price-wise for people, but also fitness-wise. “By having a budget model for people who may be uncomfortable paying a high price or intimated by getting into shape, Fit4Less will cater to those people,” said Patchell-Evans.
Patchell-Evans also pointed out that it’s not to say GoodLife Fitness’ environment is less of an “everyone’s accepted and no judgment exists” type of gym than Fit4Less will be. In fact, Fit4Less will still look to embody everything GoodLife stands for, just at a lower price. “GoodLife is a brand people trust and believe in,” said Patchell-Evans. “It adds credibility to the budget model by associating with a brand people already know and love.”
The model has been tested for five years and has seen success. Through the trials, the fact Fit4Less sat under the GoodLife brand helped sales. Eventually, GoodLife plans to have 500 Fit4Less clubs across Canada. Ultimately, the goal is to have over 1,000 clubs nation-wide under the GoodLife umbrella, which is comprised of GoodLife Fitness, Fit4Less, Énergie Cardio and EconoFitness.
Patchell-Evans pointed out that the model of Fit4Less is no secret. It takes solid management, making sure one is financially capable to pursue the business and believing your business can fill a hole in the market. “Anyone can do it,” he said.
With over one million Canadians already members of GoodLife, and with the ambition of having 10 percent of Canadians reaching their fitness, wellness and health goals at GoodLife Fitness, Fit4Less is another step towards reaching this aim. And in the end, the mission of GoodLife will remain the same with each new club’s opening. “We have deep relationships with people,” said Patchell-Evans. “We’re taking [fitness] to people who don’t have disposable income.”
By Heather Hartmann