C OMPETITORS

Source: Organized by this study Figure 3: Strength Central vs Competition

World Gym (WG): Has the most gym locations in Taiwan, over 20 in Taipei and New Taipei alone. Since they have so many locations and offer a one shop style for all it is a competitor. Location is one of the most important factors when people choose a gym. And it is no surprise that World Gym sites are typically in easy to get to locations near MRTs.

There are four World Gym locations in Banqiao, but none of them are located near Xinpu MRT Station. By having Strength Central in Xinpu we have the edge on WG.

WG has equipment that powerlifters could use, but they are very limited. Often there is only one or two places in the entire gym that a lifter could use. Powerlifters need a place to hold the weight before it is used in a powerlift movement. Also, I have trained there and know that sometimes I, and other members, have to wait until someone is finished using the racks. This is a major inconvenience for people that want to go in and get their work done, then leave.

WG offers classes but they are more focused on shaping the body instead of building strength.

Classes have names such as Body Tone. And there are no classes for cross fit. Additionally, there is no way to learn power lifting unless with an expensive one-on-one trainer.

Powerlifting Focus Distance Price Events Cross fit classes

Strength Central Yes Powerlifting $$$ Yes Yes No No No

City Sports

Centers No Near $ No No Yes Good No No

Yes Good Yes Yes

Fitness Factory No $$ No

World Gym No $$ Yes No

Yes Good Yes Yes

Crossfit Loga Yes and No Crossfit $$$$ Yes Yes No Very Good Yes Yes

Crossfit Ba Ke Si No Crossfit $$$$ Yes Yes

Near

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WG has an average monthly price of $1200nt, and is very popular with a large demographic of people. Ages vary from 18-80yrs old.

Fitness Factory (FF): Is another chain in Taiwan and is comparable to World Gym. The two companies are each other’s competition. There are far fewer FF in Taiwan. Since the

company is almost identical to WG, see the discussion on WG for FF for more comparison.

Crossfit Loga: This is the main competition for Strength Central in terms of what the gym offers, regardless of location. (see Fig. 6)

There is equipment and some space set up for powerlifting training. There is even one class a week for ‘Olympic Weightlifting.’ Subsequently, there is some training on their site for powerlifting movements, but they are not exclusive. Cross fit gyms tend to teach parts of the powerlifting movements but do so with less stress on correct form and prefer volume over sheer power. They’d rather you do it 20 times in a row, rather than your one time best.

Powerlifters train for one explosive lift. The training styles are very different.

The gym has social events and is very active on FB and Instagram. This is important in reaching Millennials. We too will be focused on that.

A major difference is the cost. Membership cost is rarely once price, but quotes of

$5000nt/month, or more, are not uncommon.

In terms of equipment, Crossfit Loga is nontraditional and doesn’t focus on machines.

Machines are found in traditional gyms.

The gym is really centered around classes. There are classes at almost all times of the day.

However, evenings seem to be their busiest time. They offer lots of traditional classes and cross fit too. They push personal trainers as well.

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Feng Crossfit: This gym is similar to Crossfit Loga, except they aren’t as big, don’t do events, and show nothing that suggest powerlifting training. Everything else is comparable to Crossfit Loga as mentioned above.

Crossfit Ba Ke Si: This gym is comparable to Feng Crossfit. With one major difference.

Crossfit Ba Ke Si has cross fit events sponsored by Reebok. Reebok is the biggest sponsor of cross fit games in the U.S. and the biggest brand in the cross fit industry. This company is important because they have established their relationship with a major sponsor.

City Sport Center: Throughout Taipei and New Taipei there are sports centers built by the government to give the communities exercise facilities in all sports. These centers have:

swimming pools, basketball courts, badminton courts, gyms, and dance rooms; to mention a few.

Powerlifters would struggle in their gyms. I know because I have used several of their gyms before. And I would describe them as a basic gym at great value. However, its not really possible to train powerlifting at one of those gyms. The equipment just isn’t enough or adequate.

The major selling point for the gym is the low cost. You don’t need to be a member to go.

You can pay by the hour, or a buy monthly pass. People that go to these gyms want a simple workout and are more on the novice end of the spectrum in terms of experience in gyms.

The following figure (see fig. 7) looks at types of gym on the X-axis and cost of membership on the Y-axis. Strength Central is positioned far enough away from the cross fit/functional fitness gyms. And at the same time priced far less than cross fit gyms but more than World Gym.

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Source: Organized by the study Figure 4: Product Positioning

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Location

Experienced lifters are the trainers First movers

Unique/Personal gym atmosphere Class leaders are members Environment optimized exercises

Management has no prior experience New business unforeseen risks

High rent

OPPORTUNITIES THREATS

Branding with companies Partnerships with health products

Target Markets Seasonal trends Create a unique product

Growth in Banqiao

Cross fit gyms Copycat gyms Short term profitability

Stagnant economy Large number of gyms opening

Greedy property owner

Source: Organized by the study Figure 5 Strength Central SWOT

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