Project Overview
Fight100 is a kickboxing gym in Ho Chi Minh City, currently in the process of expanding its system. The facility on Phan Xich Long Street has achieved stable revenue, but limitations in growth potential are beginning to emerge due to the characteristics of the location.
Current problem
The existing premises had limitations that directly affected business efficiency and customer experience:
- Located on the 3rd floor of an office building → reduced accessibility for new clients.
- Visibility limitations (small sign, difficult to see from the road)
- Shared parking → inconvenient during peak hours
- No parking available → loss of high-spending customer base.
- Small space → no new services or classes will be offered.
- The building's structure is unsuitable for renovation or upgrading.
- The rental costs do not match the operational efficiency.
The operating model is stable but limited in terms of scalability and revenue growth.
Project objectives
Fight100 sets specific requirements for point-of-sale repositioning:
- Maintain the existing customer base.
- Increase your reach to new customers (offices, households, walk-in customers).
- Expand the area (~250m², preferably with a frontage of ≥7m)
- Optimizing rental costs in the long term.
- Improve recognition and accessibility.
- Ensure convenient parking infrastructure.
Site Plus deployment method
Site Plus approaches the problem from this perspective. Optimizing the suitability between the premises and the business model., instead of just evaluating based on location or rent.
The process takes 2 months:
- Analyze the behavior and travel radius of existing customers.
- Determine the criteria for selecting a location based on the specific model of the gym.
- Narrow down the search area accordingly.
- Survey, evaluate, and compare the options.
- Cost-effectiveness analysis based on operating scenarios.
- Supporting decision-making in point of sale selection.
Solution
The new sales point has been selected in the Tran Nhat Duat area, with the following characteristics:
- Located within a convenient radius of the old location → retain existing customers.
- Area ~250m² → meets the needs for service expansion
- Good accessibility → customers can easily find and travel to the location.
- Parking available (including for cars) → enhances the experience
- Flexible floor plan structure → optimized training space layout
- Rental costs are suitable for the financial model.
Results achieved
After operating at the new sales location:
- Revenue increased twice compared to the previous facility
- The number of new customers increased by approximately 80%
- Maintain the stability of the existing customer base.
- Save approximately 950 million in expenses over 2 years
- Increase model scalability and standardization.
Conclude
Changing the point of sale not only addresses operational limitations,
It also lays the foundation for the next phase of growth.
The effectiveness of a retail location does not depend on how "attractive" the premises are.,
which depends on how well it fits the business model.
The role of Site Plus
Site Plus is partnering with Fight100 in:
- Re-evaluate the criteria for selecting sales points.
- Evaluating and screening site plan options
- Financial and operational efficiency analysis
- Data-driven decision support and implementation insights.
The next phase
By the end of 2025, Fight100 will have grown to 7 locations.
Site Plus continues its partnership in the following categories:
- System expansion strategy consulting
- Standardizing the point-of-sale model
- Evaluate and implement new initiatives.
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