Commenting on the stiff competition that exercise studios are facing, SMU Associate Professor of Marketing (Education) Seshan Ramaswami said, “The exercise, gym and physical fitness business is a highly competitive one as various kinds of studios, trainers and gyms all offer the same basic benefits: A combination of cardio workouts, strength or resistance training.” Competition is becoming stiffer as Singapore opens more park connectors, bicycle lanes and fitness equipment, he added. The difference between the survival and failure of a fitness studio may come down to general ambience, customer service and trainers’ personalities, Assoc Prof Ramaswami said. But he noted loyalty may not be enough for these specialised studios to survive, as gyms offering “a menu of different types of exercises” have a strategic advantage. “Spinning may be only one of the various exercise routines that even a loyal customer may be practising over the course of a week,” he said.
