KOKO FITCLUB 1 KoKo FitClub Industry Over the past decade, the fitness centers and wellness industry has rapidly increased within the US market. According to an annual survey conducted by the International Health, Racquet, and Sportsclub Association (IHRSA), the number of U. S. health clubs, gyms, and other fitness centers has increased from 30,022 in 2006 to 32,150 in 2013 ("58.5 Million Americans Utilize Health Clubs", 2013). In addition, IBISWorld reports that from 2008 to 2013, U.S. health club memberships increased from 47.7 million to an estimated 52.6 million ("Gym & Fitness Franchises in the US Market Research", 2014). Background In 2007, Mike Lannon and Mary Obana founded Koko FitClub. With Lannon’s experience as a digital entrepreneur and “a team of MIT engineers, software developers , leading exercise physiologists, and designers,” they created the Koko SmartTrainer, the first strength machine to apply digital technology to fitness ("Our Story"). Koko FitClub is a franchise model with locations in twenty-eight states. Owners do not need fitness expertise, or even to be on site at all times. During staffed hours, Koko FitClubs can fully operate with a single part-time employee. Workout times at Koko FitClub focus on convenience; therefore, workouts are based on thirty and fifteen- minute intervals. (A. Rabb)
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KOKO FITCLUB
1
KoKo FitClub
Industry
Over the past decade, the fitness centers and wellness industry has rapidly
increased within the US market. According to an annual survey conducted by the
International Health, Racquet, and Sportsclub Association (IHRSA), the number of U. S.
health clubs, gyms, and other fitness centers has increased from 30,022 in 2006 to 32,150
in 2013 ("58.5 Million Americans Utilize Health Clubs", 2013). In addition, IBISWorld
reports that from 2008 to 2013, U.S. health club memberships increased from 47.7
million to an estimated 52.6 million ("Gym & Fitness Franchises in the US Market
Research", 2014).
Background
In 2007, Mike Lannon and Mary Obana founded Koko FitClub. With Lannon’s
experience as a digital entrepreneur and “a team of MIT engineers, software developers,
leading exercise physiologists, and designers,” they created the Koko SmartTrainer, the
first strength machine to apply digital technology to fitness ("Our Story").
Koko FitClub is a franchise model with locations in twenty-eight states. Owners
do not need fitness expertise, or even to be on site at all times. During staffed hours,
Koko FitClubs can fully operate with a single part-time employee. Workout times at
Koko FitClub focus on convenience; therefore, workouts are based on thirty and fifteen-
minute intervals. (A. Rabb)
KOKO FITCLUB
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In the Austin area, there are seven Koko FitClubs. In Northwest Austin, there are
three gyms, located in neighborhoods West Parmer, Cypress Creek, and East Whitestone.
They are owned by Robert Reisch. In Southwest Austin, there are four locations
including Circle C Ranch, Lakeway, Onion Creek, and Steiner Ranch, co-owned by John
Rabb, Alexa Rabb, and Josh Godwin.
Operations/Organizational Structure
Alexa Rabb is primarily responsible for the four Southwest Austin locations: She
manages the clubs and marketing strategies while John and Josh act as silent partners.
Koko FitClub features five cardio machines (two treadmills and three elliptical
machines) as well as five of the previously mentioned Koko SmartTrainers. On a
member’s first visit, he or she will go through a body assessment program called “Koko
FitCheck”. FitCheck collects a member’s vital body data in order to create a unique
workout plan for each member. Members are given a USB dongle that contains their
FitCheck information, which properly syncs their workouts with the SmartTrainers and
cardio machines. As a supplement to FitCheck, members are given their own customized
website that displays in-depth information about their future workouts, current program
progress, FitCheck data, as well as customized nutrition plans.
`Although Koko FitClub is primarily focused on digital personal training, there
are personal FitCoaches on site to assist members with any issues or questions regarding
their workout. (A. Rabb)
Koko FitClub offers trial memberships as well as tiered membership programs to
both current and potential members. Regardless of the tier, members are given 24/7
KOKO FITCLUB
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access to the facility. Each member’s USB device is programmed with restrictions to
prevent members from using gym equipment that is not linked to their membership plan.
Koko FitClub Membership Options
30 Day Trial (30 for $30) $30 for one month
Cardio Only $39/month
Six Strength Training Sessions + Cardio $79/month
Unlimited Strength Training + Cardio $99/month
Competition
One major category of Koko FitClub’s competition is large, 24-hour gyms with a
variety of workout equipment, a wide range of classes, personal training, and amenities.
These gyms not only have many different types of workout equipment but also offer a
large number of cardio and weight machines to accommodate members. In addition, these
gyms offer a wide range of workout classes ranging from yoga to aerobics. Classes are
offered throughout the week and at different times throughout the day providing
convenience to members. For example, Lifetime Fitness offers amenities including spa
services, lockers, showers, saunas, steam rooms, childcare, and recreational pools
(Lifetime Fitness).
Niche gyms such as yoga studios, cross-fit gyms, Pilates studios, barre gyms,
Zumba, and martial arts gyms are all competitors of Koko FitClub. Like Koko FitClub,
these gyms offer specific, targeted fitness routines.
Koko FitClub prides itself on convenience and personalized workouts. However,
personal trainers, home gyms, and other personalized, in-home training systems such as
P90X also offer these services, making them all competitors. Precious Health & Fitness
and Complete Fitness Design are local personal training gyms that offer customized,
time-efficient workouts.
KOKO FITCLUB
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Gold’s Gym also poses a huge threat to Koko FitClub. While Gold’s Gym is only
open 24 hours on weekdays, they offer their members digital training options, among
many other amenities. There are seven Gold’s Gyms in the Austin area and three
locations near Koko FitClub at Circle C. (Gold’s Gym)
1. 24 Hour Fitness
2. Anytime Fitness
3. Austin Fitness Center
4. Black Swan Yoga South Side 5a. CrossFit Austin
5.b Brodie Park CrossFit
5c. CrossFit Bullet Proof
5d. CrossFit Trigger Point
6. Curves 7. Evolve Personal Fitness & Gym
8a. Gold’s Gym (701 W. Ben White Blvd., Ste. 165)
8b. Gold’s Gym (4404 W. William Cannon Drive)
8c. Gold’s Gym (801 E. William Cannon Drive, Ste. 105)
9a. Koko FitClub (5701 W. Slaughter Lane, Ste. A120) 9b. Koko FitClub (11215 S. I-35, Ste. 104)
10. Lifetime Fitness
11. Pilates South Austin
12a. Planet Fitness (7100 W. Hwy. 290)
12b. Planet Fitness (1807 W. Slaughter Lane Ste. 480) 13. Premiere Lady Fitness and Spa
14. Pure Bikram Yoga South Austin
15. Say Om Yoga
16. South Austin Gym
17. Total Wellness Austin 18. YMCA of Austin-Southwest Family Branch