This is a typical case of a brand’s rapid rise in the fitness industry driven by an innovative business model. Founded by internet celebrity Shen Chi, this iron gym quickly gained popularity through a strategy combining “internet celebrity influence + low-threshold pricing + online-offline integration”. Its pricing is highly groundbreaking: the annual membership fee is only 500 yuan, plus an additional monthly fee of 60 yuan, resulting in a total annual cost of just 1,220 yuan for full attendance. It also offers 50-yuan single-visit trial passes, and its personal training courses have two flexible options—200 yuan per session for in-house coaches and 100 yuan per session for partnered freelance coaches.
In terms of store operations, it selects locations in less prime commercial areas to reduce rental costs, redirecting the saved budget to fitness equipment. Its two existing stores cover 5,000 square meters and 10,000 square meters respectively, equipped with a large number of professional fitness apparatus. Meanwhile, leveraging Shen Chi’s internet celebrity status, it invites fitness KOLs to visit and drive traffic. Online, it subsidizes offline operational costs through live streaming and advertising; offline, the gym venues serve as content sources for its online platforms. At present, the annual membership quotas for both stores have been sold out, with multiple new stores in the pipeline. Industry estimates suggest that if it accumulates 10,000 members, its annual revenue is expected to exceed 10 million yuan, providing a new blueprint for low-cost large-scale operations in the fitness industry.