A hardcore gym can be profitable, I have 5 of them, all 24:7 and open every day of the year.
You need to know who you are, what your brand is and stick to it. You also need to keep your gym clean and tidy, no matter how hardcore it is.
We are open for the 5% people that no one else wants or knows how to deal with. While the standard renewal rate in the industry is around 15%, ours is closer to 70%.
We don't have sales people or membership consultants. We do no mainstream advertising at all, just word of mouth and branding.
The right type of feel can attract all types, including elite athletes and celebrity guests. This in turn makes your regular gym goer want to be a part of something.
The best part is, if you build a gym that you would want to be a part of then you look forward to going to work every day.
All the best.
TD
www.dohertysgym.com