Between loyal subscribers and new trends, fitness in full competition

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Four times a week, Aurélien Ronceray, 38 years old and subscriber to the gymcomes to exercise. A rhythm that he has maintained for several years, both to stay in shape and for a taste for effort. “I mainly come to the gym to de-stress. I do a very demanding artistic job, and I need to release a lot of pressure,” he confides.

For 30 euros per month, with a one-year commitment, he can benefit from all the facilities. This artistic director sometimes takes the option of private coaching, for an additional 50 euros per hour. Jordan Kayamare, sports coach at Athletic Fitness Club, explains: “There is still quite a bit of interest. Afterwards, it’s true that it remains a small cost in terms of budget, so you still have to have the means. But yes, we still have more demand.”

Like him, 1,000 people subscribe to this room in Montpellier. To attract even more clients, coaches make humorous videos for social networks. Mélissa Le Blanc, sports coach, says: “We had a few videos that worked well. People came and saw us on social networks. It’s a good way to get known in Montpellier.”

Montpellier, with more than 300,000 inhabitants, has 43 sports halls. Competition between brands is therefore tough. In the city center, large national franchises have been established: Basic Fit and Keep Cool near the station, and right next door, Run Up and Fitness Park.

Teddy Sanmartin, general manager of Fitness Park Montpellier, young franchisee, explains: “Here, we are extremely well located, in the city center. We have a tram stop on the main line 20 meters away. Right next door, we have the Polygone shopping center and 100 meters away, the Place de la Comédie. We prefer to pay a lot for the location rather than being in a small street behind and not at all visible.”

The brand new building is 1,800 m² and includes 250 machines. “For example, a facing pulley: these are several pulleys attached. Here, we have four. The price for a machine like that is between 6,000 and 8,000 euros”explains the manager. Treadmill, weight room, hydromassage chairs… In total, the investment reached 2 million euros. “We have to bring all the new things to build customer loyalty. It’s profitable”added by Teddy Sanmartin.

Faced with these behemoths, independent cinemas do not have the same means. West of Montpellier, a club that has existed for 30 years retains older machines. The price is more affordable: 27 euros per month to access all group lessons.

“It’s very nice. The teachers are very, very good. So everything is going well, a good atmosphere, good lessons. We’re in good shape”, confides a follower. Another adds with humor: “I knew his father, his mother and I was almost born here. I am the oldest. Do you know how old I am? 81 years old, that’s still it!”

For Philippe Cazals, director of Club Saint Roch, the economic future of this model is uncertain in the face of competition from large chains.

In France, nearly 7 million people are registered in sports halls, a growing but very competitive market.