MINDBODY, Inc.
MINDBODY, Inc.
MINDBODY, Inc.
Health Club Management

Health Club Management

Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Get the latest news, jobs and features in your inbox
Health Club Management

Health Club Management

features

HCM People: Gita SjahrirFounder, R-FITNESS

We became the first boutique fitness brand in all of Southeast Asia to ever raise venture capital backing. This was positive for the industry as it signalled that the industry had growth potential

Published in Health Club Management 2019 issue 10
Sjahrir moved from the US to Jakarta, Indonesia to launch her cycling boutique, RIDE – now R-Fitness
Sjahrir moved from the US to Jakarta, Indonesia to launch her cycling boutique, RIDE – now R-Fitness

What’s your background?
I’m originally from the US, from Boston, and I went to college at the University of Chicago. After college, I joined a boutique investment banking firm that specialises in the energy sector. This wasn’t necessarily my passion, it was just something I got into when I was 22 but it taught me a lot about business development and the art of negotiations.

At 27 I felt like I was going through a midlife crisis and I didn’t know what I really wanted to be doing. So I went to business school – Wharton – because the one thing I did love was business.

During business school I worked in a hedge fund specialising in retail – unfortunately, I did this during the Wall Street crash, a time that challenged traditional businesses and corporations, as many people realised that no job is safe and began to pursue an entrepreneurial path.

So I thought, ‘I wonder what it’s like to create a business and sell a lifestyle. Could I do that?’

Why did you decide to launch in Jakarta?
The US was a highly saturated market already. I’m ethnically Indonesian – my parents were political refugees to the US in the 70s, which was why I spent the majority of my life in the US.
But I decided that although I could stay and do it in the US, going to Indonesia would make my life more exciting!

Why cycling?
Cycling means a lot to me personally. I’ve had advanced rheumatoid arthritis since I was 22, and it was really severe. But the way you can help battle the pain and inflammation is with exercise. So I’m very aware of the importance of stress management, sleeping and exercise, to manage my condition.

I loved cycling because it was a low impact exercise, and it felt comfortable on my joints. What matters most is that whenever I cycle, I don’t feel like I’m working out because I lose myself in the experience. That feeling is what I wanted to offer to other people.

At the time, the fitness industry in Asia – and still globally to an extent – mostly cared about calories and looking hot, etc. So the challenge was ‘how do I offer a more positive fitness mindset and create a community that celebrates inclusivity and not insecurity?’

How did you get your first studio off the ground?
RIDE has been around for four years, but I’ve worked on it for five years. It took a year of saving money and figuring out how to launch a brand in a market that has never had this boutique indoor cycling format before.

We were bullish on the market anyway because yoga had been through the same thing in Indonesia years ago, which set the stage for specialised premium lifestyle products. We came in when it was still a very nascent market where there were only about eight boutique players in a city of 25 million people.

Investors weren’t sure how big the market was, and because there were few players they wondered if people were really buying into this fitness lifestyle market.

Fast forward five years and we’re now seeing rapid growth in Southeast Asia. Although some people will see parts of Southeast Asia and say fitness isn’t taking off, the fact is there were eight boutique fitness players in Jakarta in 2014 and now there are about 200 brands. There are boutique studios opening literally every week. It’s stunning.

How did you attract an audience?
We had to approach it from a community driven standpoint. You can’t win on functionality, because you could technically cycle anywhere. We had to take an almost emotional approach to marketing the brand.
The good news is we relied on data in a big way, where we looked at demographics to understand our target market and tailor our product to that market.

For the first three years, our target market was 80 per cent female, middle to upper class, and they tend to spend on lifestyle experiences. We then diversified into R Fitness, and begin offering circuit training and yoga, and changed our positioning to make our product more affordable. This expanded our demographic and attracted people who have never tried fitness before.

And how have you grown the brand?
The first two years were very tough. We burned through a lot of capital because building anything in Indonesia is challenging, especially from a bureaucratic standpoint. Not to mention that we have to pay 100 per cent import tax on a lot of things.

In the beginning we really had to work on word of mouth and social media. A lot of it was experimenting with the best way to educate and show the market what a RIDE class entails.

We got to a point where we were breaking even, and then profitable, which was nice, but my larger business mindset went, “no, let’s shoot for the stars and make this one of the biggest fitness brands if we can because YOLO!”

Hence we needed outside capital. In 2017 we went to raise venture capital funding, which was unheard of then for a boutique fitness studio in southeast Asia. We were shut down by about 60 investors.

To this day, my co-founder and I don’t mind having our ownership diluted, because our goal is to see how far we can push this brand. Besides, the value of outside investors isn’t just the money. It’s the years of experience in building businesses and helping their companies reach for the stars. I believe that if you want to go far, go together, if you want to go fast, go alone.

So did you eventually find an investor?
So after being rejected about 60 times and getting depressed and doubting myself, there was this venture capital called Intudo Ventures and they were the first to come on board.

Intudo, at the time, was in a similar boat. It was only their first few months operating. So we both had big dreams. They were the first one who gave us a chance and they brought in other incredible investors, including East Ventures.

We raised a seed round in 2017, and this made us the first boutique fitness brand in all of Southeast Asia to ever raise venture capital backing, which was positive for the industry as it signalled that the industry had growth potential.

Since then we’ve built several more studios and worked on a stronger branding by building content and improving the company. We have to keep creating the groundwork to build a more scalable business that continues to challenge the industry.

What are your future plans?
I want to keep building our brand and merge online and offline seamlessly. And to continue launching new products and be open to mergers and acquisitions.

In the end the brand itself doesn’t really matter. The real question should be can we add value to people, their lives and their confidence? That’s the bigger picture for us.

RIDE was one of the first fitness boutiques to open in Indonesia
RIDE was one of the first fitness boutiques to open in Indonesia
Sjahrir wants to instil a positive fitness mindset in her members
Sjahrir wants to instil a positive fitness mindset in her members
RIDE became the first boutique fitness brand in Southeast Asia to raise venture capital backing
RIDE became the first boutique fitness brand in Southeast Asia to raise venture capital backing
http://www.leisureopportunities.com/images/imagesX/174627_938206.jpg
R-Fitness was the first boutique fitness brand in Southeast Asia to raise venture capital backing. We talk to founder Gita Sjahrir about the challenges of opening a cycling boutique in Jakarta...
R-Fitness, RIDE Jakarta, Gita Sjarir,boutique, indoor cycling, Gita Sjarir, R-Fitness,
People
I don’t see any reason why we couldn’t double the size of our European portfolio of david lloyd clubs over the next four years
People
HCM people

Ed Stanbury

BLOK: CEO and co-founder
Although we’re now ambitious about creating a global lifestyle brand, initially there wasn’t a grand masterplan – we just thought it would be fun to open a local gym and that has spiralled...
People
Fundamentally, customers don’t want choice, they just want exactly what they want Pine & Gilmore
Features
Policy
CIMSPA and UK Coaching are combining REPs and the CIMSPA Exercise and Fitness Directory. Tara Dillon, CEO of CIMSPA and Mark Gannon, CEO of UK Coaching, explain what it means for exercise professionals and employers
Features
Body scanning
Body scanning has become a major fitness trend, offering both operators and members alike insight into their body composition, muscle mass and fat percentage. Operators offering body scanning share their experiences
Features
New Opening
Dubbed Ireland’s priciest health club, the new Eden One in Dublin fuses fitness and wellness with a boutique vibe. MD Charlie Bourne explains the vision
Features
HCM research
Researchers say obesity ‘should be considered as premature ageing’, with some negative effects on the immune system being permanent and not reversible by weight loss
Features
Supplier showcase
DW Fitness First and Gympass have extended their partnership to attract more corporate customers
Features
Promotional feature
With a longstanding professional career in the fitness industry, we talk to Dawn Falkner Clark to find out more about her background and what the future holds for Be Fit Be You
Features
Changing rooms
Great changing rooms are one of the main reasons people join a gym. Get inspired by HCM’s roundup of the latest high-end installations
Features
Latest News
Thousands of UK leisure and fitness facilities could close permanently, as operators struggle to deal ...
Latest News
Martin Long, CEO of DW Fitness First, has called on the government to speed up ...
Latest News
Duncan Bannatyne, CEO of Bannatyne Group, which runs spas, health clubs and hotels, says the ...
Latest News
Technogym has announced a new initiative designed to find the stars of the future. The ...
Latest News
A number of US gym operators are facing lawsuits over their handling of membership fee ...
Latest News
1Rebel, the London-based boutique studio operator, has announced a new initiative to help support its ...
Latest News
One of the factors that has made the coronavirus outbreak so severe across the globe ...
Latest News
Mindfulness app provider, Headspace, is making a bid to support US-based healthcare professionals curb anxiety ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Aberdeen Sports Village puts digital connectivity at its core
The newly refurbished Aberdeen Sports Village (ASV) has undergone a £500,000 overhaul to enable it to offer a stronger user experience with digital connectivity at its core.
Featured supplier news
Featured supplier: Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
Incorpore and MoveGB have entered into a landmark partnership, combining the UK’s largest provider of corporate gym memberships with the nation’s biggest network of classes.
Opinion
promotion
The modern training gym champions functional fitness in a small group personal training model, with a premium service experience at its heart
Opinion: Overcome membership attrition with this surprising new industry trend: the modern training gym
Video Gallery
How to use the MZ-Bodyscan
MyZone
The Best Product for the Best Clubs Read more
More videos:
Company profiles
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering exceptional service to ...
Company profiles
Company profile: Matrix Fitness
At Matrix Fitness, our goal is to make innovative commercial fitness equipment that stands out ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Trade associations
International SPA Association - iSPA: Trade associations
Fitness software
Go Do.Fitness: Fitness software
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Skincare
Sothys: Skincare
Direct debit solutions
Debit Finance Collections: Direct debit solutions
Exercise equipment
Star Trac / Core Health & Fitness: Exercise equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
19-24 Apr 2020
tbc, Beijing, China
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates
06-07 Jul 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates

features

HCM People: Gita SjahrirFounder, R-FITNESS

We became the first boutique fitness brand in all of Southeast Asia to ever raise venture capital backing. This was positive for the industry as it signalled that the industry had growth potential

Published in Health Club Management 2019 issue 10
Sjahrir moved from the US to Jakarta, Indonesia to launch her cycling boutique, RIDE – now R-Fitness
Sjahrir moved from the US to Jakarta, Indonesia to launch her cycling boutique, RIDE – now R-Fitness

What’s your background?
I’m originally from the US, from Boston, and I went to college at the University of Chicago. After college, I joined a boutique investment banking firm that specialises in the energy sector. This wasn’t necessarily my passion, it was just something I got into when I was 22 but it taught me a lot about business development and the art of negotiations.

At 27 I felt like I was going through a midlife crisis and I didn’t know what I really wanted to be doing. So I went to business school – Wharton – because the one thing I did love was business.

During business school I worked in a hedge fund specialising in retail – unfortunately, I did this during the Wall Street crash, a time that challenged traditional businesses and corporations, as many people realised that no job is safe and began to pursue an entrepreneurial path.

So I thought, ‘I wonder what it’s like to create a business and sell a lifestyle. Could I do that?’

Why did you decide to launch in Jakarta?
The US was a highly saturated market already. I’m ethnically Indonesian – my parents were political refugees to the US in the 70s, which was why I spent the majority of my life in the US.
But I decided that although I could stay and do it in the US, going to Indonesia would make my life more exciting!

Why cycling?
Cycling means a lot to me personally. I’ve had advanced rheumatoid arthritis since I was 22, and it was really severe. But the way you can help battle the pain and inflammation is with exercise. So I’m very aware of the importance of stress management, sleeping and exercise, to manage my condition.

I loved cycling because it was a low impact exercise, and it felt comfortable on my joints. What matters most is that whenever I cycle, I don’t feel like I’m working out because I lose myself in the experience. That feeling is what I wanted to offer to other people.

At the time, the fitness industry in Asia – and still globally to an extent – mostly cared about calories and looking hot, etc. So the challenge was ‘how do I offer a more positive fitness mindset and create a community that celebrates inclusivity and not insecurity?’

How did you get your first studio off the ground?
RIDE has been around for four years, but I’ve worked on it for five years. It took a year of saving money and figuring out how to launch a brand in a market that has never had this boutique indoor cycling format before.

We were bullish on the market anyway because yoga had been through the same thing in Indonesia years ago, which set the stage for specialised premium lifestyle products. We came in when it was still a very nascent market where there were only about eight boutique players in a city of 25 million people.

Investors weren’t sure how big the market was, and because there were few players they wondered if people were really buying into this fitness lifestyle market.

Fast forward five years and we’re now seeing rapid growth in Southeast Asia. Although some people will see parts of Southeast Asia and say fitness isn’t taking off, the fact is there were eight boutique fitness players in Jakarta in 2014 and now there are about 200 brands. There are boutique studios opening literally every week. It’s stunning.

How did you attract an audience?
We had to approach it from a community driven standpoint. You can’t win on functionality, because you could technically cycle anywhere. We had to take an almost emotional approach to marketing the brand.
The good news is we relied on data in a big way, where we looked at demographics to understand our target market and tailor our product to that market.

For the first three years, our target market was 80 per cent female, middle to upper class, and they tend to spend on lifestyle experiences. We then diversified into R Fitness, and begin offering circuit training and yoga, and changed our positioning to make our product more affordable. This expanded our demographic and attracted people who have never tried fitness before.

And how have you grown the brand?
The first two years were very tough. We burned through a lot of capital because building anything in Indonesia is challenging, especially from a bureaucratic standpoint. Not to mention that we have to pay 100 per cent import tax on a lot of things.

In the beginning we really had to work on word of mouth and social media. A lot of it was experimenting with the best way to educate and show the market what a RIDE class entails.

We got to a point where we were breaking even, and then profitable, which was nice, but my larger business mindset went, “no, let’s shoot for the stars and make this one of the biggest fitness brands if we can because YOLO!”

Hence we needed outside capital. In 2017 we went to raise venture capital funding, which was unheard of then for a boutique fitness studio in southeast Asia. We were shut down by about 60 investors.

To this day, my co-founder and I don’t mind having our ownership diluted, because our goal is to see how far we can push this brand. Besides, the value of outside investors isn’t just the money. It’s the years of experience in building businesses and helping their companies reach for the stars. I believe that if you want to go far, go together, if you want to go fast, go alone.

So did you eventually find an investor?
So after being rejected about 60 times and getting depressed and doubting myself, there was this venture capital called Intudo Ventures and they were the first to come on board.

Intudo, at the time, was in a similar boat. It was only their first few months operating. So we both had big dreams. They were the first one who gave us a chance and they brought in other incredible investors, including East Ventures.

We raised a seed round in 2017, and this made us the first boutique fitness brand in all of Southeast Asia to ever raise venture capital backing, which was positive for the industry as it signalled that the industry had growth potential.

Since then we’ve built several more studios and worked on a stronger branding by building content and improving the company. We have to keep creating the groundwork to build a more scalable business that continues to challenge the industry.

What are your future plans?
I want to keep building our brand and merge online and offline seamlessly. And to continue launching new products and be open to mergers and acquisitions.

In the end the brand itself doesn’t really matter. The real question should be can we add value to people, their lives and their confidence? That’s the bigger picture for us.

RIDE was one of the first fitness boutiques to open in Indonesia
RIDE was one of the first fitness boutiques to open in Indonesia
Sjahrir wants to instil a positive fitness mindset in her members
Sjahrir wants to instil a positive fitness mindset in her members
RIDE became the first boutique fitness brand in Southeast Asia to raise venture capital backing
RIDE became the first boutique fitness brand in Southeast Asia to raise venture capital backing
http://www.leisureopportunities.com/images/imagesX/174627_938206.jpg
R-Fitness was the first boutique fitness brand in Southeast Asia to raise venture capital backing. We talk to founder Gita Sjahrir about the challenges of opening a cycling boutique in Jakarta...
R-Fitness, RIDE Jakarta, Gita Sjarir,boutique, indoor cycling, Gita Sjarir, R-Fitness,
Latest News
Thousands of UK leisure and fitness facilities could close permanently, as operators struggle to deal ...
Latest News
Martin Long, CEO of DW Fitness First, has called on the government to speed up ...
Latest News
Duncan Bannatyne, CEO of Bannatyne Group, which runs spas, health clubs and hotels, says the ...
Latest News
Technogym has announced a new initiative designed to find the stars of the future. The ...
Latest News
A number of US gym operators are facing lawsuits over their handling of membership fee ...
Latest News
1Rebel, the London-based boutique studio operator, has announced a new initiative to help support its ...
Latest News
One of the factors that has made the coronavirus outbreak so severe across the globe ...
Latest News
Mindfulness app provider, Headspace, is making a bid to support US-based healthcare professionals curb anxiety ...
Latest News
Nearly two thirds (64 per cent) of the world’s health and fitness clubs are currently ...
Latest News
Although the facts may seem less relevant now due to the coroavirus pandemic, new numbers ...
Latest News
Fitness professionals should use the coronavirus-induced lockdown – where possible – to enhance their knowledge ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Aberdeen Sports Village puts digital connectivity at its core
The newly refurbished Aberdeen Sports Village (ASV) has undergone a £500,000 overhaul to enable it to offer a stronger user experience with digital connectivity at its core.
Featured supplier news
Featured supplier: Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
Incorpore and MoveGB have entered into a landmark partnership, combining the UK’s largest provider of corporate gym memberships with the nation’s biggest network of classes.
Opinion
promotion
The modern training gym champions functional fitness in a small group personal training model, with a premium service experience at its heart
Opinion: Overcome membership attrition with this surprising new industry trend: the modern training gym
Video Gallery
How to use the MZ-Bodyscan
MyZone
The Best Product for the Best Clubs Read more
More videos:
Company profiles
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering exceptional service to ...
Company profiles
Company profile: Matrix Fitness
At Matrix Fitness, our goal is to make innovative commercial fitness equipment that stands out ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Trade associations
International SPA Association - iSPA: Trade associations
Fitness software
Go Do.Fitness: Fitness software
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Skincare
Sothys: Skincare
Direct debit solutions
Debit Finance Collections: Direct debit solutions
Exercise equipment
Star Trac / Core Health & Fitness: Exercise equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
19-24 Apr 2020
tbc, Beijing, China
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates
06-07 Jul 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
MINDBODY, Inc.
MINDBODY, Inc.