6 minute read
AND NOW HE’S A NINJA
Fitness has been a liberating force in John Pirlo’s life and he wants to share the gains.
By Sarah Stowe
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John Pirlo is dedicated to fitness. When the well established Belgravia Group launched the Genesis gym model in a joint venture back in 2007, John was involved in the planning, which included a three-month presale that generated 2200 members before opening.
The gym concept was launched out of the spotlight, in the NSW town of Maitland, and over the next six years a further nine clubs were added.
“The main reason was that we wanted to inspire more people to get active,” says John. The business developed a support team as the footprint of its gyms increased. “It’s difficult to run your own business with clubs of up to 40 staff,” he says. “When operating a standalone business, not a franchise, there is no one to lean on. We have a great group across all clubs.
“We do multiple training programs; hopefully the trainers will go and have their own franchise clubs in the future.”
Now John’s passion for boosting Aussies’ fitness activity has found a new outlet. And he’s looking out for self-guided entrepreneurs to take on the new venture. “Some will go to a gym, some will never want to go in their life but they want to do something fun-based. We want to engage those.”
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So what is the new love in his life? It’s been about seven years in the making, and for John, who has loved the chance to bond with his three daughters in an active environment, it’s a perfect business solution.
Ninja Parc. A playcentre, but tougher. So tough it’s based on outdoor Tough Mudder courses.
The venue has multiple areas. An obstacle course can be used as a racing zone, or completed in parts. There are no rules on how much an adult or child participant has to do.
“It’s something aspirational. Training has a goal, it’s about completing the course. We do a lot of classes that are functional-based, we do whole-body weight sessions like parkour. We teach people how to move and stretch, and flexibility.”
Ninja Parc is for the young at heart, not just the kids, with the oldest customer in a class aged 78.
John has a vision of Ninja Parc as a 100-outlet-strong national brand.
“Some will use it as fun breakout in their routine – runners, parkour, climbers. Another 15 to 20 per cent will be active in doing other things. So it’s about enticing those participants.” The business has already attracted a national race series and it works with autism and mental health groups. The focus on upper body work means wheelchair participants can utilise the facility.
“We’re very conscious to make it sustainable long term so we’ve applied what we have learned from the fitness industry.”
A Ninja Parc is entertainment and fitness in one venue, says John. “Five return visits on average per centre.”
Now the focus for the next 12 months is to find the right franchisees. In this, the business has a distinct advantage, he says.
Why fitness was a first choice for John “I’ve been in fitness before it was a career – it was just bodybuilders and aerobics. My father told me to go and get a real job.
“I was a radiographer at first and working in the fitness industry at the same time. I became really passionate about it; I would have remained very unconfident without fitness; I achieved a lot.
Getting started What sets up any business success in fitness is your presales, points out John. “We do a 10–12 week pre-sale not just for awareness but getting members in. There’s always a lot of activity around the first day but with 150 members from day one there is ongoing revenue. It’s a great experience because of the energy.”
From a support perspective, John is clear that the franchise itself needs good structure and backbone, consistent marketing, training, and a consistent message.
Delivering strong support means franchisees can get back to their business and look after the customer on the ground.
How does Ninja Parc run? REVENUE … Casual revenue accounts for the lion’s share of the business, but with classes, parties, merchandise and a cafe, there are other income streams.
“We model the cafe on the franchisee’s experience. Not every one is full service. But coffee and food options help keep party costs low.”
CLASSES AND MEMBERSHIP … Class sizes are from seven to 21 people, run in a different area from the gym, and the whole venue can be accessed as a casual or through a flexible membership that runs month to month.
LOCATIONS … Melbourne and Sydney outlets are already operating and a Greater Western Sydney venue is next up in Chullora. The first franchise, in Townsville, will open in June. “We’re not interested in opening in every suburb. Regional cities have fewer options, metro is semi-industrial, so we plan to get capital centres operating first, then fill regionals.
“We’ve got some great deals with property suppliers. We can model space according to budget and area,” says John. The space can stretch from 500–600 square metres up to 2000 square metres, he says.
“There’s a trade-off with smaller centres, you can’t have as much casual business so these areas operate more with programming.”
COSTS … Upfront investment from $250,000–$300,000 up to $800,000 including fitout.
HOW THE FITNESS INDUSTRY EVOLVED
ENTERTAINMENT WITH FITNESS
BOUTIQUE STUDIOS
24/7 GYMS
WOMEN’S GYMS
BIG BOX GYMS
AEROBICS
Who should invest? “Owner-operators do a better job because they’ve bought into it. However, sometimes investors have good structures with teams so we’re open to both.” A business sales and marketing admin person who can be equally successful on the customer frontline is the perfect franchisee. “Engaging with schools and local community, requires someone who is good with people,” says John.
