A Benchmark Fitness Chain Breaking the Annual Membership Model

As a representative of new-style fitness brands in China, Supermonkey was founded in 2014. It abandoned the traditional fitness club’s annual membership prepayment model and restructured its operational logic around the core of “pay-per-class + high-quality group courses”. It eliminated redundant roles such as front desk staff and salespeople, launched single classes priced at 89–169 yuan and course packages, and established the “Supermonkey Academy” to standardize coach training, linking coaches’ salaries to course quality and keeping the coach turnover rate at 50% of the industry average. Through mini-programs, it digitized the entire process from course booking to coach evaluation, and enhanced user stickiness via post-class check-ins, interest groups and other community operations. By 2022, it had 237 stores, over 5 million users, a monthly repurchase rate of over 70%, and a monthly average revenue of 300,000 yuan per store in first-tier cities, setting a model for the lightweight and service-oriented transformation of the fitness industry.