Strategy of closing micromarkets - the example of fitness industry.

Observing the transformation of the fitness market, where large-scale gyms were replacing small neighborhood fitness studios, we launched the first, 600 square meters. Fitarena gym in 2012 in Polkowice (24,000 inhabitants). The gym featured innovative functional zones such as cardio, strength, machine-based training, and group fitness rooms. We quickly realized that by establishing such a large gym, we had effectively closed the local market, making Fitarena the first choice for fitness enthusiasts.

Following the Polkowice success, over the next years, we opened 3 gyms in the neighbouring Lubin (75,000 inhabitants, where our gyms covered a total of 3,600 square meters. Fitarena became the top-of-mind gym brand in Lubin too.

We then expanded into 70,000 inhabitants Głogów with another 3 gyms covering a total of 2,800 square meters. We also opened large-scale fitness clubs in Legnica, Bolesławiec, Gubin, and Świebodzin.

Over the period of eight years, we built a network of 11 clubs covering over 11,000 square meter, dominating the Legnica-Głogów Copper District. This made us attractive to corporate wellness program providers cooperating with employers like KGHM. As a result, Fitarena was acquired by Medicover Group, strengthening their position in corporate fitness solutions and securing their status as the preferred provider for KGHM employees.

This example shows how strategic thinking, expansions and perseverance led to market domination and a successful sales transaction.

Fitarena in numbers