Virat Kohli is one of the most popular batsmen in the world, and when it comes to the T-20 has been almost scoring at a ‘Bradmanesque’ average. Besides being one of the highest paid sportsmen and doing several brand endorsements, Virat also has his own fitness chain known as ‘Chisel’.
Chisel Fitness Centres
The company is on an expansion spree and now plans to have 100 Chisel fitness centres in India in the next couple of years, spread across metros and tier-2 towns.
Not all the centres will be owned by the company though, many of them are going to be franchises (a popular business model).
Depending on the location, the investment by franchise partners will be in the range Rs 1 crore to Rs 3.5 crore (depending on size and luxury offered). Chisel charges around Rs 25-35 lakh as annual franchise fee, a large part of which goes towards training and certifying trainers and staff in each of the centres under Chisel.
Technology Driven Products
The company also plans to launch its own fitness devices and apps that will provide technology-enabled workout routines to the end-users. Chisel believes there’s no alternative to having a physical presence, one cannot just track your calories and not work out.
Competition
Kohli’s Chisel will face the biggest competition from M.S Dhoni’s SportsFit. Chisel will also compete with global brands such as Gold’s Gym, which functions in the premium fitness segment.
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