Bodytech withdraws from the Peruvian market and opens opportunities for other gyms.

The recent exit of Bodytech from the Peruvian market has caused a significant stir in the gym industry, which is undergoing a reconfiguration process in light of the new realities of the sector. The Colombian chain, which had experienced robust growth since its arrival in 2008, has decided to cease operations following a period of contraction that was accelerated by the pandemic. Bodytech had over 20 locations in the country, but the gradual closures in recent seasons have left a gap that other market players are ready to fill. With 22,000 members distributed across its last seven locations in Lima, Bodytech leaves behind a considerable customer base that will now seek new options to continue their exercise routines. Competition is intensifying, as chains like B2, Smart Fit, and Sportlife see an opportunity to capture these former members. In particular, Smart Fit, which has grown in popularity thanks to its 'low-cost' model, is preparing to strengthen its positioning in the market following the exit of its competitor. Carlos Domínguez, Marketing Director of B2 gyms, stated that his chain is seeing a significant increase in memberships since Bodytech's departure, with increases ranging from 110% to 140% in the last week. This reflects not only a response to immediate demand but also the possibility that many of Bodytech's former members will seek alternatives that offer similar services. According to Domínguez, it is estimated that 35% to 40% of members left without a gym may choose B2 due to its comprehensive service model. Although Smart Fit may be the most accessible option for some, Domínguez emphasized that B2's proposal is more 'full service', which could attract those seeking a more complete experience in their workouts. Proximity and quality of service will be crucial factors in this competition to attract Bodytech's former members. Consequently, marketing efforts have intensified to communicate the benefits of B2 gyms, which include various activities and personalized programs. On the other hand, Sportlife and KO Urban Detox Center are also on the lookout. With their focus on fitness clubs offering a range of services, these chains are positioning themselves to attract Bodytech customers seeking more than just a basic gym. José Oropeza, managing partner of Impronta Research, commented that Bodytech's exit may benefit Smart Fit but also opens the door for other players ready to cover different market segments. The study "Habits and Attitudes Towards Sports," conducted by Impronta Research, has shown that Smart Fit and Bodytech were the most recognized brands in the sector, but now this awareness will turn into competition. The Brazilian brand led mentions among young people, and with Bodytech's exit, there will be space for those seeking a gym that fits their lifestyle and budget. In this sense, Oropeza's analysis suggests that niche formats like KO Urban Detox Center and various CrossFit proposals have been gaining ground, especially among a middle-aged audience willing to invest more in their health and well-being. This segment, which tends to pay more for memberships, could be a key target for chains looking to strengthen their position in the new fitness landscape. As gyms prepare to welcome Bodytech's former members, the market will need to adapt quickly to a new reality. Competition will not only focus on prices but also on service quality and the variety of options offered. With 32% of the population willing to pay less than S/100 monthly and another 31% considering a range between S/100 and S/150, understanding consumer needs will be crucial for chains looking to grow in this environment. Bodytech's exit not only represents the disappearance of a brand but also marks a transformative moment in the fitness industry in Peru. While some gyms benefit from the situation, others will need to find innovative ways to attract and retain customers in a market that, although challenging, offers great opportunities. Adaptability and responsiveness to new consumer demands will become key to success in this new phase of the sector.