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As Bodytech revealed to this supplement, the pandemic was such a hard blow to the company that they decided to concentrate their operations in Lima and to significantly reduce their size over the last five or six years. Before the final closure, the chain told Día1 that they had 22,000 members distributed across their seven headquarters in Lima, which until last month were in El Polo (Surco), Jesús María, Óvalo Gutiérrez, Magdalena, San Miguel, Surco and La Molina. A scaled-down version of the peak they had reached a few years ago.
Which gyms will Bodytech customers be served at following the closure announcement? | Photo: Bodytech
chain BoditechEntering Peru in 2008, it has achieved strong growth and has dominated the Peruvian market for many years. With a strong strategy, it was one of the first “fitness” chains to enter the country’s regions; in fact, the second branch opened in Peru is in Trujillo.
Until 2017, in addition to the office in the capital, it had two offices in Trujillo and two others in Arequipa, Piura and Chiclayo. According to our archives, the chain had a total of more than 20 stores at its peak in 2019. At that time, the Colombian company estimated that the Peruvian fitness industry transferred US$150 million.
How will the market realign and where will Bodytech’s customers go?
The industry has been rapidly transforming since 2017, particularly following the US company’s decline and subsequent exit from the market. Gold’s GymFor years, the chain has been at the forefront of its industry in Peru, strengthening its business by opening one or two branches every year.
However, faced with operational problems from its partners and market changes, its operations declined and it was eventually forced to sell its assets. The last batch was sold to Intelligent Adaptationa Brazilian chain that adheres to the “low-cost” concept and currently has 75 gyms across the country, leading the way. Boditechwill seek to strengthen its positioning. But it’s not the only one.
After the cessation of operations Body Technology, There will be an empty space so other gyms and chains can to meet the needs of the Columbia chain’s remaining 22,000 members. In particular, chain Gym The full range of services – including a broad mix of functional training, group classes, saunas and more – and the specialist centres that offer more personalised attention are exactly what Bodytech’s recurring clients are looking for.
“While its partners have moved to Smart Fit, we calculated that At least half of its 22,000 members should be allocated to a “full-service” proposal like ours, or perhaps some members opt for a smaller format. We believe that 35% – 40% of members who don’t go to the gym can choose us because it is a similar service model to ours. This is a huge opportunity to strengthen ourselves”, says Carlos Domínguez, the company’s marketing director. B2 Sports Hallwhich has eight branches in the capital and a ninth one is about to open in San Borja.
Sports Life (Photo: GEC)
The executive stressed that although Intelligent Adaptation This is a very large chain and its model is different, focusing more on “low cost”, which is why it has fewer services.
In fact, he commented B2 has seen good results following Bodytech’s exit, with membership growth of 110% to 140% in the last week. However, he noted that because the Columbia chain’s exit was gradual, its impact has been gradually felt in its offices close to its locations. Boditech Closing
Carlos Domínguez, Marketing Director of B2 Gym.
“Chacarilla HQ had more sales last week than ever before. We will start with our marketing actions to show that we have more of the same services, a multi-boutique “full service” with a boxing area, sauna, yoga, group classes; and have our own programThe executive commented that he expects the impact of the discontinuation of Bodytech to be felt in the gym market within the next three months.
Currently, the chain has about 20,000 members at nine locations, and it aims to add one more location this year and two more by 2025.
On the other hand, there are other players worth looking forward to, such as Sports Lifeproposed a “fitness club” offering a variety of services, including swimming. Currently, they have three offices in Lima. KO City Detox CenterWith four campuses and more than 5,000 students, it provides differentiated and comprehensive training programs.
José Oropeza, managing partner of consulting firm Impronta Research, Think that with leaving Boditech, Intelligent Adaptation You can use this space to facilitate those members who are looking for a more convenient membership (mainly from NSE B and C). Comments say Sports Life It can meet this need to a certain extent, but capillarity is an important variable.
“Niche formats like KO, Crossfit etc. have experienced tremendous growth in the country and have successfully attracted middle-aged consumers, mainly in the NSE A and B sectors. The membership fees for these formats are higher.r”, he pointed out.
Commemoration and consumption
According to the “Exercise Habits and Attitudes” study conducted by Impronta Research, As of March 2024, it can be seen that Smart Fit and Bodytech have the highest recall rate among fitness brands. Oropesa said the Brazilian brand performs best among young people.
In fact, if we look at the ranking of the most remembered brands, we find Intelligent Adaptation It dominated with 55% of the mentions, followed by Boditech 46%. This “awareness” will now be questioned by other competitors.
Following closely behind are Gym Plus (29%), Sportlife (24%), KO Urban Detox Center (9%), Altair Crossfit (7%), etc., as shown in the report.
According to the study, 32% would be willing to pay a monthly fee of less than S/100, and 31% would be willing to pay between S/100 and S/150.
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