▲ Fitness 101 / CEO Heonwoo Kim

(PowerKorea) Fitness and health probably are the two of the most quoted words on social media in South Korea in 2020 till now. This ascribes partly to the pandemic and partly to increased awareness and desire for having good looking body. Fitness centers open up businesses in the speed unprecedented and they are offering better programs, services and price to attract members.

Fitness 101 is a newcomer in the field but already has opened three directly managed centers within a year of its launching. Where did this success come from in such a short period of time? Heonwoo Kim, CEO of Fitness 101, points out: 1,652 square meter huge space, latest equipment including pilates, tanning room, screen golf, salad bar, cafe, diet programs and customized personal training, all in one space.

“You might think it like a department store where people walk around, shop, eat, drink and rest. I think it is cost effective, convenient and hassle free. So the idea of Fitness 101 is quite like department store but only in fitness” explains Kim.

Kim started bodybuilding when he was 19. He has won numerous prizes at numerous competitions and obtained numerous certificates issued from NCC, ACSM, NSCA and NASM in the US. He worked as a trainer during the week and studied at night. He traveled far and wide to collect necessary and helpful information on programs and management systems. 

Alongside building training programs and management system, he poured fair amount of energy and time in building prompt customer response and interior design that makes the flow of movement nice and smooth. All equipment and props are latest to motivate ‘you-can-do-it-spirit’.

Meanwhile, Kim formed partnership with tech startups to run the management system on an app for convenience of both managers and members. The app offers accumulation of points and discounts. Face recognition is installed in entrance of centers and an automated cutting edge quarantine system is run throughout the day. 

The membership renewal rate is regarded as high when it is around 40 to 50% but Fitness 101 wowed the industry with more than 60% since June 2021. This is remarkable considering that it is relatively new in the field. 

The salad bar offers customized diet to each member according to needs and wants and the food is made and prepared by chefs from 2 star Michelin restaurants and the price also is rational. The cafe, on the other hand, offers light but fresh drinks to quench the thirst after exercise. 

Fitness 101 is found in Euljiro, Gwanghwamun, Sungshin Women’s University and Seoul City Hall is set to open within this year. The university branch in particular boasts trendy interiors, equipment and furniture to satisfy young women clients. 

Staff at Fitness 101 boasts extensive knowledge and experience with necessary qualifications in each field and they are Miss Koreas, doctors of exercise physiology, nutritional science professors and master trainers. Staff training is made on a regular basis to keep good practices and services rolling. It is notable that not a single staff has quit until now thanks to excellent working environment. 

“Excellent staff and excellent reviews from our members are the very driving force of Fitness 101. We will keep doing our very best to grow Fitness 101 as one of the top fitness brands in the nation with premium all-in-one services” says Lee.

Lee is planning to add swimming, boxing and squash in an effort to give more exercise and sports options to choose in the coming years.

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