Establishing West Africa’s Premier Fitness Franchise

The African fitness sector is currently in a state of dynamic growth, driven by a rising number of fitness enthusiasts who are becoming increasingly health-conscious. This burgeoning interest in fitness is transforming the fitness business in Africa, which is poised for even more significant expansion in the coming years. Traditionally, African lifestyles have revolved around physical activities, but with the advent of technology and modernization, this has changed significantly.

People have become more sedentary, leading to a rise in health issues such as obesity, heart disease, and diabetes. However, in recent years, the narrative has shifted, with Africans becoming more invested in living healthier lives.

According to a report by Statista, the total revenue in the health and fitness market in Africa reached approximately US$20.25 million in 2022. This revenue is expected to experience an annual growth rate of 7.17%, resulting in a projected market volume of approximately US$29.79 million by 2027.

In the ever-evolving landscape of fitness and wellness, one name stands out as a pioneer and trailblazer in West Africa: i-Fitness. Founded by the visionary entrepreneur, Mr. Foluso Ogunwale, i-Fitness has rapidly become West Africa’s fastest-growing fitness chain, boasting an impressive 21 branches across Nigeria.

i-Fitness celebrated its 8th anniversary in May this year, marking a significant milestone in its journey. In this discussion, we delve into the challenges, triumphs, and vision that are shaping i-Fitness into the fitness empire it is becoming.

Like any ambitious venture, the early stages of i-Fitness were fraught with substantial challenges. A decade ago, Nigeria’s fitness industry was virtually non-existent, leaving i-Fitness to pioneer and create industry standards in uncharted territory. Mr. Ogunwale recalled the weight of this monumental task, saying, “Building the brand while running another business simultaneously required me to ask the tough questions such as: Were people going to embrace fitness if we start off our fitness chain? Was the market deep enough for the investment we were making? Where would we get skilled human capital? How easy would it be to raise funds with a young business in an untested industry? Where do we learn the operations to support the scale we want to grow? What if we failed altogether?”

In the early days, some investors dismissed their vision, only to return ten months later, witnessing the traction and growth that took i-Fitness from its first branch to an impressive network of four. Acquiring external funding proved to be a major challenge due to market skepticism, leaving financiers and banks uncertain about the fitness industry’s potential. Mr. Ogunwale candidly revealed that the requirement to make upfront payments for long lease agreements on properties and gym equipment was another hurdle.

However, in February 2017, they received their first external funding after self-funding for the first two years. Although the interest rate was approximately 3.8% per month, they agreed to the short-term arrangement. By December 2019, i-Fitness had its first private equity fund investment, providing an opportunity for more growth.

A significant factor contributing to Mr. Ogunwale’s entrepreneurial success is his insatiable thirst for knowledge and unwavering commitment to learning from accomplished business leaders. He immerses himself in the wealth of wisdom found within the pages of business, leadership, and entrepreneurial literature, drawing boundless inspiration from seasoned professionals.

Another critical practice that has played a significant role in fostering the remarkable growth of the fitness chain is Mr. Ogunwale’s dedication to ensuring seamless alignment among the leadership team across all i-Fitness branches. With the rapid growth of i-Fitness, where they are doubling in size within short periods, maintaining a focus on objectives and priorities is crucial. It is essential to avoid losing sight of core goals amid the demands of administrative matters.

As i-Fitness expanded its reach to 21 branches nationwide, the initial challenge of staffing a high-capital-intensive business became more significant. The fitness industry’s specialized demands require access to skilled human capital, which Mr. Ogunwale is addressing by establishing a partnership between the i-Fitness Academy and the National Academy of Sports Medicine (NASM) USA. This initiative empowers i-Fitness to groom and train talent, enhancing human capital development in the fitness industry through professional training. This training also creates a progressive career path for fitness professionals, enabling the advancement of their careers in their chosen area of expertise.

Furthermore, fitness professionals and enthusiasts, as well as other participants who attend the programs, receive internationally recognized certification upon completion. The recent launch event of the i-Fitness Academy and NASM partnership exemplified their commitment to providing value to the community of fitness enthusiasts who wish to upscale and standardize their knowledge.

Beyond its fitness centers, i-Fitness seeks to make a positive impact on communities. In 2022, they collaborated with the Nigerian Heart Foundation, leading to the “Bike-a-Heart-Shape-Route” campaign. This campaign exemplified their commitment to promoting health and fitness by raising awareness about cardiovascular diseases and physical inactivity, advocating for healthier lifestyles in the society they serve.

In the story of i-Fitness, we witness the transformation of a vision into reality, fueled by unwavering faith, innovation, and a commitment to creating a healthier world. Mr. Foluso Ogunwale’s journey stands as a testament to the power of resilience and the potential of those who dare to pursue their dreams.

As i-Fitness continues to bridge the gap in fitness and wellness, it leaves an inspiring legacy for generations to come.

About i-Fitness

i-Fitness is West Africa’s leading and fastest-growing fitness chain. With 21 branches across Nigeria, over 200 professionally certified personal trainers, state-of-the-art gym facilities, over 20,000 members, and a wide range of diverse fitness programs, i-Fitness is a gym and wellness center committed to nurturing a community of fitness enthusiasts while promoting a fitness lifestyle for a healthier and happier life.