The fitness scene in Hong Kong has recently faced quite a shake-up. With the abrupt closure of local gym chain, Physical, after 38 years of operation as of September 6; and the legal troubles of the upscale high-end gym chain, Pure Fitness, for racking up over HK$8.49 million in unpaid rent since May for its location at Manulife Place in Kwun Tong, the city’s gym industry appears to be navigating some choppy waters.
Yet, in this stormy sea, 24/7 Fitness has emerged as a beacon of hope, expanding its reach while others falter. As per Sing Tao News, there are over 100,000 24/7 Fitness members in Hong Kong, generating at least HK$78 million or even HK$100 million in liquidity each month. But what makes this fitness center stand out from its counterparts?
Convenient Location
With over a hundred branches scattered across Hong Kong – from the bustling streets of Hong Kong Island and Kowloon, to serene New Territories, and even the Outlying Islands like Discovery Bay – 24/7 Fitness is everywhere. Traveling for work or leisure? No problem! The membership grants members global access, covering spots in mainland China, Macau, Taiwan, and Singapore.
In stark contrast, Pure Fitness, with its mere 11 branches – mostly nestled in high-end commercial properties – leaves many members in the New Territories feeling a bit left out.
“I join both Pure Fitness and 24/7 Fitness. But 24/7 is obviously more convenient, no matter where I am. I used to work in Causeway Bay, I’m now working in Central, and I live in Yau Ma Tei – there must be a 24/7 nearby,” said Ruby Kwok, a 24-year-old Key Leader at Lululemon. “When I’m hitting the gym with a friend, we don’t have to compromise with either person for the location. We can just simply go to the branch that works for both of us – it’s just everywhere!”
Convenient Time
Let’s talk hours – 24/7 Fitness is exactly that: open 24/7. Whether it’s a public holiday or a rainy day, the doors are open. For students and busy professionals alike, this means flexibility. “I’m a student and a part-timer, basically a slasher; I can go to 24/7 really early or really late,” said Sidharth Ahmed, a 23-year-old final year business student from HKUST.
And for those who might be wrestling with insomnia? Francis Cheng, a Year 5 computer engineering student at the University of Hong Kong, shared, “I like the fact that it’s 24 hours, so I can go if I can’t sleep. Sometimes I wake up in the middle of the night dreading financial regressions.”
Affordable Pricing
When it comes to pricing, 24/7 Fitness takes the cake – HK$520 per month in a 12-month contract. By ditching traditional reception desks and opting for face recognition technology, and operating staffless during late hours, they have minimized operational costs, passing the savings onto members.
As per Gymbestics, while Pure Fitness charges upwards of HK$1,099 per month, and Snap Fitness and Anytime Fitness start at HK$588 and HK$550 respectively, 24/7 Fitness offers a more wallet-friendly price.
No Price Discrimination
In a market rife with hidden fees and confusing contracts, 24/7 Fitness stands out with transparent pricing. Their website has fees clearly listed: HK$520/month in a one-year package, HK$720/month in a 6-month package, and HK$1,020 for a month-to-month plan. This level of transparency contrasts sharply with other gyms in Hong Kong, where members often report experiencing price discrimination.
“I pay HK$1,999 a month for Pure. NGL [Not gonna lie] it’s so expensive, ‘cause it’s fitness only, not including yoga,” said Phanuphong Maneewong, a 26-year-old Thai-Hong Kong Lululemon Educator.
“I used to pay HK$1,525 for Pure, but a couple of months ago, I received an email about their price markup. So I have to pay HK$1,719 for the gym now,” said Kwok. “But the point is, I signed the contract with a friend at the same time. We were signing the same contract, but she’s still paying HK$1,525. It doesn’t make sense.”
No Hard Sell Tactics
The city’s fitness industry has a reputation for its aggressive sales strategies, often leaving potential members feeling pressured. TVB’s information program, Scoop, reported a disconcerting incident where male fitness coaches targeted female students in Cheung Sha Wan, pressurising them into signing up.
As per Paragon, 24/7 Fitness embraces a more laid-back approach. Their model relies on monthly fees rather than pre-paid plans, and personal trainers are prohibited from using hard-sell tactics. If a trainer crosses the line, members can easily lodge a complaint, and compensation may follow.
Connie Lee, a senior secretary in an engineering firm, recalls her own intimidating experience at a now-shut-down gym, California Fitness, a decade ago.
Lee told the business she didn’t have money or credit cards, but “they just wouldn’t take no for answer,” she said.
They kept me in a small room for over 30 minutes, trying to sell me a plan. It was crazy. ~ Connie Lee on her experience with California Fitness