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 Shapes for Women, a ladies-only gym concept, presents an opportunity for women to bring their vision, passion and inspiration to a lucrative business venture. In this article, read the stories of two business owners.
Arti Canaris-Cook (Weltevreden Park)
Arti Canaris-Cook is a woman of vision, substance, ambition, passion, inspiration and class; she is a skipper, scuba diving master and proud owner of Shapes for Women in the Devon Valley shopping centre in Weltevreden Park.
Unlike other gyms, Arti has ensured that Weltevreden Shapes for Women is a non-pretentious, non-judgemental, non-pressured, community-based haven where everyone from gym bunnies and the healthy, to the sick, blind, deaf, and cancer patients are equal and have a place to escape from the day-to-day rut.
Having had experience in franchising, Arti understands the importance of buying into a known brand - and a brand that would take the business further. She proved this concept by not only increasing her membership base from 66 women in the first month to 260 ladies within six months, but she managed to make a profit from her first month of trading.
Arti recognises and embraces the challenges in her line of business. While some see the industry as fickle and frivolous, Arti says that the biggest challenges lie in the people themselves. The reason is simple – they don’t understand the importance of exercise. Joining the gym is the easy part: making sure that they use the membership is a challenge in itself. In fact, 30% of those who sign up at a gym drop out soon afterwards.
There are at least four major gyms within five minutes’ drive of Shapes for Women, and Arti is under no illusion about how tough the competition is likely to be, both for members and staff. She is not afraid of these challenges. An inner belief in herself, past and present successes and the need to continue to learn, grow and help others, ensure that Arti remains focused on the challenges that lie ahead.
Belinda Wilson (Northmead)
The first time Belinda Wilson stepped into a gym was the day she decided to buy a Shapes for Women franchise. The reason for her drastic career change from marketing and public relations to gym owner was because she saw a gap in the market for women of all creeds, colours, shapes and sizes to exercise and socialise without being judged. Northmead Shapes for Women consists of ladies who recognise the significance of exercise. While this acknowledgement is important, it is not enough for some of them.
They need self-assurance, guidance and ongoing encouragement – which they receive in abundance on a continuous and unconditional basis from Belinda and the ladies who work with her. Members range from the housewife types, to the unfit and larger ladies who need the extra touch and special attention, to the young lady who wants to train without being harassed by men. The personal touch and sincerity that Belinda offers cannot be bought. Her public relations skills come shining through when she greets a member at the door, phones someone to find out why they haven’t been at gym for a period of time, or the smile she radiates when she sees her clients’ faces light up when they’ve completed a circuit, or lost weight.
Belinda thrives on the interaction she has with her members, so getting them to join the gym and retaining these relationships is the least of her worries. In fact, when asked about the challenges she faces in business, Belinda wasn’t shy to admit that she has two – admin and finances. Knowing that these parts of the business are as important as interacting with clients, she has made a conscious effort to improve on them. With her new mindset, dealing with invoices, money and contracts isn’t as daunting as it was when she opened the gym. She smiles as she thinks of her future. In it, she sees more franchises with her name on the door and little gymnasts of her own running circles around her and her clients.
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