Zimmer MedizinSysteme GmbH / icelab
Zimmer MedizinSysteme GmbH / icelab
Zimmer MedizinSysteme GmbH / icelab
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
In addition to being one of the UK’s largest leisure management companies, Parkwood Leisure is also a health and fitness operator at scale, with 73 gyms and over 100,000 members. MD Glen Hall tells HCM how two major reviews in recent years have put the company on a new path
People
HCM people

Stephen Aucott & Matt Brown

Odyssey Health Club and Spa
We’d like to think we’re offering something unique that will encourage members to grow their own vegetables and reconnect to their relationship with food
People
People come in with problems and the NHS is absolutely brilliant at fixing things when they’ve gone wrong or are broken. But it’s all reactive: unfortunately, it’s not very good at stopping things getting broken in the first place
Features
IHRSA Update
Kristen Walsh takes a look inside IHRSA’s latest Profiles of Success report
Features
Supplier showcase
Class Boutique Fitness has collaborated with Physical Company to create a boutique studio offering that’s as inclusive as it is effective
Features
Design
Third Space sold its boutique brand, Another Space, and launched its sixth full-service club in the space of a few weeks, signalling its intention to consoldidate its position at the top end of the market
Features
feature
Abbeycroft Leisure - Inspiring better health and wellbeing for Suffolk communities
Features
HCM research
You could help members reduce feelings of sadness, conquer binge-eating and improve self-control, using learnings from the Journal of Consumer Psychology, reports Megan Whitby
Features
Research
New research from Mintel reveals private health and fitness clubs had a record breaking year in 2019. Mintel’s Lauren Ryan gives us the highlights
Features
Myzone
Steve Mellor, owner of AMP Athletic, has installed Myzone to drive his business. We find out how it’s enabling him to deliver great service to his members
Features
Latest News
Rising workplace stress among employees has led companies to increase their investment in incentives as ...
Latest News
David Lloyd Leisure is facing prosecution by Leeds Council over alleged health and safety breaches, ...
Latest News
Taking part in regular aerobic exercise could decrease the likelihood of developing Alzheimer's disease in ...
Latest News
A self-help studio marketing itself as a "first-of-its-kind self-development wellness space" will open in the ...
Latest News
A report outlining membership habits and retention in the fitness sector will be released at ...
Latest News
Xponential Fitness has signed a master franchise deal for its Club Pilates brand in Singapore, ...
Latest News
The Bee Network initiative – a joined-up cycling and walking network in Greater Manchester – ...
Latest News
Multi-brand wellness operator Evolution Wellness plans to launch new concepts and brands into the Asian ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: WEXO: The definitive cross training solution
A new cross training concept has arrived, offering weightlifting, athletic, metabolic, and functional exercises in a circuit format.
Featured supplier news
Featured supplier: Training provider explains how a partnership with Fisikal transformed their business
Drummond Health & Fitness Education Academy has been providing quality health and fitness training and education for more than 35 years.
Opinion
promotion
Gyms need to look at ways to deploy technology that helps them engage with customers on a human level. This can be done by encouraging customers to leave as much real-time feedback as possible
Opinion: Customer Feedback: the Good, the Bad and the ‘Could be Improved’ Why health clubs need to take action in 2020 to retain their New Year customers
Video Gallery
Wattbike AtomX
Wattbike
Join our tribe. Become powered by Wattbike. Read more
More videos:
Company profiles
Company profile: DFC
DFC
At DFC, we offer totally transparent revenue management solutions with clear pricing and no hidden ...
Company profiles
Company profile: Power Plate
Power Plate is a vibrating platform that enhances any movement to help you prepare faster, ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Trade associations
International SPA Association - iSPA: Trade associations
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Locking solutions
Ojmar: Locking solutions
Fitness equipment
TRX Training: Fitness equipment
Skincare
Comfort Zone - Davines S.p.A: Skincare
Fitness software
Go Do.Fitness: Fitness software
Management software
Fisikal: Management software
Direct debit solutions
Debit Finance Collections: Direct debit solutions
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
20 Feb 2020
The Old Truman Brewery, London, United Kingdom
Diary dates
06-07 Mar 2020
Palazzo del Ghiaccio, Milan, Italy
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
25 Mar 2020
Executive Boardroom, Middlesex University, London, United Kingdom
Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
26-29 Mar 2020
The Winter Gardens Blackpool, Blackpool , United Kingdom
Diary dates
27-29 Mar 2020
TeatroGoya Multiespacio, Madrid, Spain
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
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
Rising workplace stress among employees has led companies to increase their investment in incentives as ...
Latest News
David Lloyd Leisure is facing prosecution by Leeds Council over alleged health and safety breaches, ...
Latest News
Taking part in regular aerobic exercise could decrease the likelihood of developing Alzheimer's disease in ...
Latest News
A self-help studio marketing itself as a "first-of-its-kind self-development wellness space" will open in the ...
Latest News
A report outlining membership habits and retention in the fitness sector will be released at ...
Latest News
Xponential Fitness has signed a master franchise deal for its Club Pilates brand in Singapore, ...
Latest News
The Bee Network initiative – a joined-up cycling and walking network in Greater Manchester – ...
Latest News
Multi-brand wellness operator Evolution Wellness plans to launch new concepts and brands into the Asian ...
Latest News
Four in five (81 per cent) disabled people want to be more physically active – ...
Latest News
Women-only kickboxing franchise 30 Minute Hit plans to open 50 new sites internationally during 2020. ...
Latest News
A white paper charting the effects of intermediary services – or aggregators – in the ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: WEXO: The definitive cross training solution
A new cross training concept has arrived, offering weightlifting, athletic, metabolic, and functional exercises in a circuit format.
Featured supplier news
Featured supplier: Training provider explains how a partnership with Fisikal transformed their business
Drummond Health & Fitness Education Academy has been providing quality health and fitness training and education for more than 35 years.
Opinion
promotion
Gyms need to look at ways to deploy technology that helps them engage with customers on a human level. This can be done by encouraging customers to leave as much real-time feedback as possible
Opinion: Customer Feedback: the Good, the Bad and the ‘Could be Improved’ Why health clubs need to take action in 2020 to retain their New Year customers
Video Gallery
Wattbike AtomX
Wattbike
Join our tribe. Become powered by Wattbike. Read more
More videos:
Company profiles
Company profile: DFC
DFC
At DFC, we offer totally transparent revenue management solutions with clear pricing and no hidden ...
Company profiles
Company profile: Power Plate
Power Plate is a vibrating platform that enhances any movement to help you prepare faster, ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Trade associations
International SPA Association - iSPA: Trade associations
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Locking solutions
Ojmar: Locking solutions
Fitness equipment
TRX Training: Fitness equipment
Skincare
Comfort Zone - Davines S.p.A: Skincare
Fitness software
Go Do.Fitness: Fitness software
Management software
Fisikal: Management software
Direct debit solutions
Debit Finance Collections: Direct debit solutions
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
20 Feb 2020
The Old Truman Brewery, London, United Kingdom
Diary dates
06-07 Mar 2020
Palazzo del Ghiaccio, Milan, Italy
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
25 Mar 2020
Executive Boardroom, Middlesex University, London, United Kingdom
Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
26-29 Mar 2020
The Winter Gardens Blackpool, Blackpool , United Kingdom
Diary dates
27-29 Mar 2020
TeatroGoya Multiespacio, Madrid, Spain
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
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:
Zimmer MedizinSysteme GmbH / icelab
Zimmer MedizinSysteme GmbH / icelab