Just as the world of fitness is constantly evolving, gyms around the world are tasked with matching these consumer interests to entice their ideal client base.
Each style of fitness facility (boutique studios, budget clubs, high-end clubs, etc) offers a different consumer appeal and value proposition, but they are rarely effectively combined.
MUDO Gym, a native Norwegian fitness chain, is changing that. Mudo has pioneered an innovative gym concept that brings together the niche experience of martial arts classes and a traditional fitness facility.
After 20 years of success and expansion in Norway and Sweden, MUDO Gym recognized the need for a tech-savy software provider that could cater to its unique business model and effectively scale their operations.
MUDO Gym turned to PerfectGym for its digitally sophisticated all-in-one platform that can support every aspect of their multifaceted business:
- International franchising
- System Continuity across Multiple Brands & Regions
- Cross-club analytics at a glance
- Revenue driving Point of Sales Options
- Flexible Contract Options
- Unique Payment Processor Integration
“Given our strong presence in Norway with MUDO Gym and throughout Europe with HITIO Gym , we knew we needed to move to an all-in-one system that could not only cover our operations from end-to-end, but cover multiple territories while maintaining business continuity across multiple brands.” Kjetil Rygh, CEO, Mudo Gym & Hitio Gym
Business Model
Over the last twenty years of operation, MUDO Gym has successfully created a true hybrid business model by bringing together martial arts-inspired studio training with a traditional gym.
Mudo’s extensive class options range from advanced combat training, traditional strength and hiit training, to children’s classes. The combination of the two creates an environment of customer personalization offered at Boutique Clubs with functionality of a full service club.
What’s more, Mudo benefits greatly from catering to a wide customer base by offering opportunities for all ages with diverse plans for individuals and families. Structured classes begin as young as five years old and extend into sophisticated fitness classes for adults, particularly standing out as a great fitness option for families.
To date, Mudo has opened 31 locations with over 15,000 active members around Norway with plans to double this number over the next several years.
MUDO Gym Franchise Ambitions: Creation of HITIO Gym
As Mudo found great success expanding around Norway, the most competitive fitness club industry in Europe, they set their sights on international franchising.
MUDO Gym has opted to open their international franchises under the name HITIO Gym. So far, Hitio locations are present in the United Kingdom and Portugal, but rapid growth is expected in the coming months and years.
Limitations of Former Software
As Mudo has scaled its operations, they found themselves held back by their former software options and business tools. Like many other Norwegian businesses, Mudo has partnered with domestic businesses for software and hardware applications.
However, Mudo never found a Norwegian gym software provider that could effectively manage their scale of operations.
This resulted in Mudo needing to work with several different businesses to handle the different aspects of management that accompany gym ownership: management platform, access control, appointment booking, etc.
While Mudo’s locally sourced business tools were serviceable to manage their gyms, they lacked the digital sophistication becoming expected in the world of health and fitness.
These tools also did not offer flexible development opportunities through an open API or have mechanisms to integrate with modern fitness technology widely used by members.
Furthermore, with international expansion on the horizon, using strictly Norwegian business solutions posed serious challenges with international franchising.
Since these companies almost exclusively work with Norwegian businesses, they are not operating in the majority of countries MUDO Gym is present in with the HITIO Gym brand.
Likewise, the system tools lacked international convenience, like language translations, currency conversions, etc.
While the need to switch software had been evident for years, the digital boom of the fitness industry that occurred as the result of Covid-19 encouraged MUDO Gym Management to take action.
“We felt that Covid-19 was an accelerator for us to move to a more modern-day platform to help us grow our digital strategy in providing stronger digital experiences for our members, strengthening our analytical capabilities, and providing us with the core set of features which will make social distancing within our clubs more tenable” Kjetil Rygh, CEO, Mudo Gym & Hitio Gym
Transition to PerfectGym Solutions
PerfectGym’s all-in-one solution appealed to many aspects of MUDO Gym’s growing business needs. In addition to the management platform itself, MUDO Gym also added the Client Portal, Mobile Applications, and CRM tools to their subscription.
From a management standpoint, MUDO Gym loves the capabilities of the Dashboard in order to see instant live insights regarding all clubs at any time. This is especially helpful with filtering options, so management can focus on particular clubs or assess metrics and revenues on a macro scale.
As mentioned above, Covid-19’s disruption of the fitness industry was also a considerable motivator to transition to a more digitally sophisticated platform. As a result, MUDO Gym has used several of PerfectGym’s tools to navigate their reopening process and easily communicate gym updates to their members.
To effectively manage capacity within social distancing measures, Mudo uses PerfectGym’s slot booking options for members to reserve certain times to go to the gym.
Using the mobile app, MUDO Gym also keeps their members informed with live updates regarding club occupancy and capacity in real time.
Flexible Framework for Franchising
The leading reason for transitioning to PerfectGym was for the possibility of all MUDO Gym and HITIO Gym clubs, domestic and abroad, to use the same software. First, PerfectGym is well positioned to support their HITIO Gym franchising since it is already licensed to operate in every country they plan to enter.
“Given our strong presence in Norway with MUDO Gym and throughout Europe with HITIO Gym , we knew we needed to move to an all-in-one system that could not only cover our operations from end-to-end, but cover multiple territories while maintaining business continuity across multiple brands.”
Additionally, PerfectGym Software was designed with franchise expansion in mind. System permissions have allowed Mudo to create their own customized business model and protocols that can then be easily transferred as the framework for new franchise locations.
As each new MUDO GYM or HITIO GYM franchise will inevitably have small managerial adjustments depending on their location, system permissions allow franchises to make individual changes that stay within the parameters of MUDO Gym’s’s overall model.
CrediCare Integration
Like many other Norwegian businesses, MUDO Gym has always used CrediCare, a local direct debit payment partner, for their billing. In fact, there are not any licensed international payment processors available in Norway.
Utilizing our open API, PerfectGym was able to build out a custom integration to support CrediCare payments.
This way, all payments can be simply processed through PerfectGym’s platform, leaving all billing information in one easily accessible place for both members and staff.
Furthermore, MUDO Gym sees great value in the potential of PerfectGym’s open API for the future:
“We feel that PerfectGym’s core modules and Open API gives us almost endless possibilities in how we can add digital components to our brands and gives us a much more future-proof digital foundation going forward.” Kjetil Rygh, CEO, Mudo Gym & Hitio Gym
Contract Flexibility
MUDO Gym has customized their business offerings with PerfectGym’s flexible tools. These have been best put to use in creating unique packages or offers for their clients, whether they are contract deals, discounts, or vouchers.
For example, with PerfectGym’s diverse and customizable contract options, MUDO Gym can create memberships that easily accommodate the entire family. Members can opt for independent memberships for children’s classes, adult classes, or access to the gym, or a combination of any three.
Using family plan contracts also allows all Mudo members the option to have all accounts linked to one parent account, easily allowing one party to be financially responsible for all others.
Long Term Cost Benefit: Revenue Saving Tools
MUDO Gym is also taking advantage of several of PerfectGym’s options to reduce club expenditures.
Simple member efficient tools for self-service, like the mobile app and client portal, are also immensely helping Mudo reduce costs and stress on staff.
With PerfectGym’s integration with MUDO Gym’s ’s Access Control provider, simpler client procedures could take place. They could run their front desk sales more efficiently and have used the option of product bundles to combine product and service sales, like merchandise & class training or private training sessions.
They also have found savings through integrating their access control system with PerfectGym’s software. After transitioning to QR codes for entry and access control via mobile app, Mudo found strong revenue savings by moving away from their policy of providing and replacing lost member cards for free.
Closing Thoughts
As MUDO Gym and HITIO Gym prepare to make waves in the European fitness market, PerfectGym software is primed to support all their business needs while accommodating their expansion.