Dhoni Fitness Centres (SportsFit) to be revamped to stay commercially viable

Former Indian cricket captain Mahendra Singh Dhoni made his debut in the world of commercial fitness, by launching a chain of gyms, under the brand name SportsFit. Besides India, SportsFit also has plans to expand in countries like Australia, Middle East, Singapore and the UK. In India, SportsFit will have to flex his muscles against several strong national chains such as Gold’s Gym, Talwalkars.

The Midas touch of Mahendra Singh Dhoni doesn’t apply to all things, at least that seems to be the case for its fitness centres.

Dhoni’s foray into the world of commercial fitness has seen lots of rough weather and his agents Rhiti Sports has either brought the shutters down on a few fitness centres or in the process of shutting shop. The company is now looking to extend only the branding and service to the interested parties.

So what went wrong?

Couple of years ago, Dhoni had launched a few fitness centres with a lot of fanfare, known as SportsFit World, in New Delhi, Chandigarh and Gurgaon and announced that there would be 200 such gyms all over the country in five years. But before he could achieve the stated goal, he has realised the enormity of the task. At least two fitness centres – in Chandigarh and Vasant Kunj in New Delhi – have been shut. The one in Gurgaon will soon be scaled down and renovated.

The fitness centres were too big & extravagant to sustain in the long run.

Dhoni’s business team has realised that their centres were too large and extravagant to be commercially viable. Says a Rhiti official, “Most fitness centres are built in an area of 3000 to 4000 square fit. The ones we launched were too big. The Gurgaon centre is spread in a 12,500-square fit area. To sustain such a big gym we need a membership of at least 1200 people. We’re getting 500 to 600. We have decided to close the gyms in Chandigarh and New Delhi.”

The Gurgaon centre is still functional but it will be drastically scaled down and renovated. The company used to charge Rs 6000 per member per month but now it is offering concessional prices for bulk membership and corporate clientele.

Now Dhoni is looking for franchises in different cities. The interested parties can use Dhoni’s name and his company will provide the expertise. “We will extend branding to those gyms and we will also provide service. We’re close to signing up a four-centre deal with a franchise in Pune,” said the Rhiti official.