Where Icons Are Made – The place to go to optimize the mind & body
StudioRepublik is an immersive, state-of-the-art environment where you can optimize mind & body
How did the concept of StudioRepublik come about, and how does it differ from founding location FitRepublik? FitRepublik has made its name as a place that brings ‘Power to the People’ – where anyone can belong and be strong. On this promise, it has built an exceptionally diverse customer base – from all ends of the spectrum in terms of age as well as from keen amateur fitness enthusiasts to semi-pro and professional athletes. We wanted to create a space that was inviting, not cold. Empowering, not clinical. Aspirational, not just functional. Elite, but not elitist. The result is a place that is entirely original and yet instantly feels like home. A space buzzing with diverse programs run by world-class craftsmen across two platforms: The Podium and The Arena. As we refined our model, we realized that we’re defined by our values – the values that guide us, the values that drive our members rather than by a physical place or a specific offering, which meant that
FitRepublik was just a launchpad of many possible worlds. StudioRepublik is the newest member of the Republik family. It follows the same values, standards and mission, but with three new platforms: The Stage, The Arena, and The Lab. Each facility caters to a specific community and yet actually complements each other in the entire offering.
What would you describe as the core values/ DNA of StudioRepublik? We only do what works for the community and the company.
We are transparent and equitable internally as a company and with our community. We provide a sanctuary where people of all ages and abilities come to express, come to evolve, and come to life.
You offer an all-encompassing lifestyle approach from training to eating through to learning a new skill. Can you expand on this? We wanted to be a destination that gave people more than just a space to work out. So, we brought in an entire range of programs that would help build themselves holistically and eventually help them evolve. That’s why we focus on lifestyle hours. Our time is valuable, but it is also limited. Between work, sleep, commute and eating, we’re only left with 3-4 hours for ourselves. To maximize this time, one should be given the widest range of lifestyle options so they can expand their experiences and live a full life every day of the week. That’s how we empower people to do what they love – be it in performing arts, fitness, or sports. And outside the studios and screens, we provide services for self-improvement – such as sports massage therapy, rehab, or nutrition consultation. A good ambiance at our in-house restaurant to socialize and build new connections was key, meaning you can easily plan an entire day in StudioRepublik, where you can balance your personal and professional goals.
How challenging was it to stand out and remain different from the competition in such a competitive space? Our challenge was that we compete with specialized boutique studios in each discipline. There is not one competitor that sits across all levels. So, each room and discipline competed with the best in the industry. Putting all these specialized studios at a very high standard and unifying them through one system of CRM, finance and marketing was the main work.
Can you tell us about your classes and how they differ from those in the market? We only have expert craftsmen heading every program and class – and we go far and wide to make sure we bring in the best. Classes take place in specialized studios – with the best equipment, world-class acoustics, and sensory audio-visual experience. Unlike a one-size-fits-all approach that we generally see in the industry, we consistently listen to what our members want and pay attention to the data we get through our intelligent access gates. We make the members a core part of every decision, always rating sensation of each class, and progress in every program.
What have been the biggest challenges to date since launching, and how did you overcome them? Like other businesses, the pandemic’s impact and the lockdown have been the biggest challenge we’ve had to face to date. We launched StudioRepublik in Jan 2020 and had to shut doors in March due to the lockdown. We overcame this challenge because our facility was already equipped to adapt to the ‘new normal’. Social distancing was easy because of the spacious areas, access to every zone, and studios were controlled with our smart wristbands. Our app to book classes and sessions helped us regulate footfalls without creating a crowd. We continue to follow the same processes to make sure our members are safe whenever they’re in the facility.
What has been your approach to client retention and scaling the business to date? We have a high retention rate by the industry standard, and we aim at growing that number. We are member-centric, and we put the community as part of the decisionmaking. We are constantly looking for ways to improve, so we listen and adapt. We don’t compete in the discount market, but we do focus on the best value proposition. We aim to provide a consistent level of quality in all disciplines and a level of standardization that you won’t see in other fitness facilities.
“Unlike a one-size-fits-all approach that we generally see in the industry, we consistently listen to what our members want and pay attention to the data we get through our intelligent access gates.”