Entrepreneur

So Now There's Another Platform That's Trying To Do What KFIT Already Did

Officially launched in KL on October 4, GuavaPass is a Singapore-based lifestyle and fitness platform. The platform aims to connect users to fitness classes in their partner studios across the Klang Valley, for now.

If you’re thinking that concept sounds familiar, so did we. And yes, KFIT has been running on what sounded to us like a very similar model since their own launch.

We headed over to the GuavaPass website to take a look at their offerings and prices. Their base prices start with RM89 monthly for 3 classes (currently with a special launch price of RM49 until October 31, 2017). Their other packages include:

Screenshot of the other monthly subscriptions available on GuavaPass.

From the last check, GuavaPass is currently partnering 15 studios, including Firestation, HIIT2fit and KOA Fitness.

In a press release, the General Manager of GuavaPass Kuala Lumpur Diane Chia said, “Given the increasing appetite for unique fitness classes, we’re excited to provide a premium and unique solution to empower Malaysians to come together as a community and make a healthier change to their daily lifestyle.”

But first, let’s address the elephant in the room.

As a direct comparison to what they have to offer, KFIT’s Fitness Pass goes for RM139 for 10 classes per month. GuavaPass’ 10 classes go for RM239 (and their current promo price is already RM149).

We asked Diane what would induce users over to GuavaPass, considering that KFit can offer a wider range of activities at a lot more locations.

She replied, “In every market that we have launched in, we have always made it a point to work with only the best of the best fitness studios.”

“That way our members know that when they sign up with GuavaPass, they’re having a curated and premium fitness experience; there’s no wasted time trying out studios or classes with poor facilities or less than inspiring instructors. We’ve done the work for them of trying each studio and only working with the best.”

It remains to be seen if Malaysians will prefer the “premium and curated” classes that GuavaPass is pushing, as opposed to getting the cheaper pass (with access to more locations) on the KFIT platform.

Will the unlimited model work? 

RM339 is the cheaper of the unlimited passes available, but is a 3-month commitment. For just a monthly commitment, their unlimited passes will cost RM389 a month.

Just comparing it to their other packages, they have RM239 for 10 classes, meaning each class is worth RM23.90 on average.

For you to get a good deal out of RM339, you’ll have to go to the 15 classes a month (which would mean RM22.60 per class). For the RM389, this would mean 17 classes (RM22.88 per class).

With 30 days a month, this would mean that you’ll have to go for a class every other day (or more) to make purchasing the pass worth it. According to a previous article where we interviewed gym owners and trainers, one of them did mention that he encouraged people to exercise 3 to 4 times a week minimum.

Personally, having to commit that much time to going for classes seems difficult to achieve. I’m guessing many would find the 10 class option a more realistic choice.

It should be noted that KFIT once had an unlimited fitness pass, for the much lower pricepoint of RM99. This did not work out for them and they cited rising costs as the reason for scrapping that model and converting it to what is now the RM139 for 10 classes.

The higher pricepoint that GuavaPass is using might just be enough to keep it sustainable and draw in those who are truly passionate about working out and staying fit.

And as an added bonus, Diane also told us, “All Unlimited GuavaPass memberships can be used in all cities we are live in for no additional cost.”

Community seems to be the way GuavaPass hopes to draw in and retain members. 

The GuavaPass team puts a lot of focus on community building, and an example Diane gave was, “We will be hosting many community nights and meet ups for all different types of people who want to ‘sweatwork’ together and share a love for fitness and healthy living.”

However, if community really is the way to go, then another thing that the GuavaPass site seems to be missing (on a cursory glance) is the rating/user feedback option many sites now have.

Therefore, before going for a class or visiting a studio, I don’t have any other user-generated information besides what GuavaPass has already listed, without clicking out and looking at the studio’s social media pages.

Diane stated that, “We also listen to what our members want so if they recommend studios, we’re more than happy to see if they’d be a good fit!”

It would be nice to see more user reviews available to other users too then. Diane did mention that there are “future plans to include this feature”.

Right now, the full GuavaPass experience isn’t open yet to Malaysians, with its perks programme still inactive.

We asked Diane to give us a quick preview of what we could expect from its GuavaPerks system and she told us, “Some GuavaPerks users in KL can look forward to include PurelyB, Raisin the Roof, Kind Kones, Rawsome and Amazin’ Graze.”

Right now, it would seem the best reason to join GuavaPass would be if you’re already interested in one of the studios they have to offer, but you don’t want to commit to the long-term memberships or pricey packages there. Also, the passes do give you access to a wider variety of studios or classes compared to an average monthly membership.

It is true that there is rising awareness around fitness here in Malaysia and more people seem to be willing to pay to get healthier. Therefore, it might just signal that the market is ready for another player, and it looks like GuavaPass is gunning to be that one.

Feature Image Credit: GuavaPass

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