125 Gyms and counting….. This is huge. Let me begin by the most cliché question. Did you ever anticipate this?
ProUltimate Gyms, the brand is growing and spreading its wings all across. Firstly, I shall say God Is Great and has been very kind. Next, I started with one gym; little did I know that this is going to be the path paved for me, and thankfully, I had my spouse by my side, as a strong pillar of support. We have been working hard, and we put in all our might ….One thing led to the other, and we kept on growing, as a team, and as a business. We are working very hard and have a vision and a mission, which we shall achieve and surpass….
From a humble beginning to the fastest growing brand. How does it feel ?
It feels surreal. I’m glad that I have a huge team and family with me, and we have grown together. Acknowledging that ProUltimate is the fastest growing brand, is a proud feeling for me, yet I understand the responsibility it brings. Absolute gratitude for the immense and unflagging support I have got from my family, team, partners and everyone.
The intent to organize the otherwise unorganized industry is a very courageous one. How did you think about it ?
Yes, thankyou for saying that. I have a passion for fitness, and was very keen to do something in the fitness industry. The fitness industry is so vast, with so many opportunities in diverse field. It was indeed challenging , and looked seemingly impossible in the initial phases. But we were determined, and had a team with me who believed in me, my vision, and the conviction that we would be able to achieve the unachievable.
What are the challenges that first came across at the initiating phase ?
As it is said, Rome was not built in a day. The teething phase for every task is like moving a mountain, as we were trying to tread an unseen path. But that itself was the challenge. Also, the fitness fraternity at large though dynamic in thought, is an unorganized sector. We were to bring a change in that very thought process. And that pushed us to work towards the mission.
How receptive was the fitness industry towards this change that you were trying to bring in?
Running a gym business like a corporate, with standardization and policies in place, and uniformity across all sectors, was a dream. An upheaval task indeed. We were farsighted to see that this will not only bring a value to the fitness industry, but also generate immense respect and worth.
With this step, what significant change have you brought in ?
I say it with pride today, that we have been able to bring in a paradigm shift in the way fitness industry is looked upon. Till a few years back, not many people were keen on joining the industry. Especially people from tier 1 cities, and from a privileged segment. One of the many reasons was the absence of a growth path. The few who joined were passion driven, and self-motivated. To bring in that paradigm shift, and encourage people to join the industry and grow with us, we had to strategically plan meticulously, and minutely. We opened the doors with equal opportunity for everyone , with a growth path ahead, and the response has been overwhelming.
Share some anecdote about the beginning days.
Well, the first branch was an experiment of sorts, with both me and my wife doing multiple roles. When we moved to Mohali, the first gym that we planned to open was a challenge itself. We had one canopy, and we started the presales, with just two people with us. Weather was slightly unkind, and phew, the canopy, chairs, the set up were swiped by the wind…. But what it coudnt move was our determination, and the confidence we gathered. That was the beginning, and there has been no looking back.
You started with a small team, and today the PUG family is 400 plus .
The success of a corporate is largely dependent on the team .Its wise to always be a leader who inspires, not a boss. And I believe in leading by example. As I started from scratch, I know the ground level issues, that makes my understanding of this business very thorough. The team finds me approachable and they know that I’m there for them, in their minutest of issues. And I wanted to retain the team I started with, so that has also helped.
That is interesting. Are your initial joiners still with PUG?
YES. And this “YES” comes with a feeling of accomplishment. A resurrection of my faith that the people who start with me, shall grow as much . Today, the top most hierarchy in the PUG group are the ones who started with me on the entry level positions. To see them as partners, and gym owners, is a wonderful feeling .A nurturing that only a few can understand. That is the strength of my company.
Tell us about the different verticals of PUG.
We started as a gym, and we had the first vertical of PROULTIMATE GYMS, as a franchisee model. We had the vision of running the gym industry as a corporate, we started the vertical of PROULTIMATE GYM SOLUTIONS. The need for Equipment , and the focus on MADE IN INDIA pushed us for the PROULTIMATE GYM EQUIPMENT, and that has been a game changer. As we expanded, we added the verticals of education, which is the PROULTIMATE ACADEMY. We also PUG APPARELS. Today we are successfully running our different verticals with dedicated teams, and experts.
Why the name and the story behind PRO ULTIMATE .
We had a desire to experiment, a wish to do the best, and to excel. Hence the name ULTIMATE was the best choice. We transcended to add PRO, hence the name PROULTIMATE.
Your franchise model is a very popular business model, so how do you recognize and choose your partners? For us, PROULTIMATE is the heart and soul of the business. It is passion driven, and requires commitment, relentless hardwork, and a vision. We are careful of choosing our strategic partners, as they are not only franchise owners, but in sync with our ethos, and representatives of the PROULTIMATE brand.
As a corporate head, and founder of PROULTIMATE GROUP, what has been your biggest learning?
My first learning has been to have conviction in your own self and your belief. Next, I was lucky enough to have my partner, my spouse, Ms. Anupamjyot Kaur , whose unflagging support, strengthened me and is my strongest pillar. Building a team, who resonates with your vision is extremely important, and pivotal for any business. I involved family, and a team who started with me from the initial phases, to where we are now . A 400 plus strong family, and growing.
What is your vision ?
Building a brand is not easy. But with the right vision, planning and execution, it is not impossible either. We wish to be the fastest growing brand in FITNESS, not only in the country, but in the world.
What is the one thing that anyone who wishes to join the PROULTIMATE group can count on?
HOPE. I think, the biggest motivation in life is hope. I always say” It will take you courage, hardwork and constant learning to be on the other side of the table. And to reach here, you have to first put in efforts at the ground level. “ (Jinnie Gogia Chugh is a fitness writer, and brand growth strategist .)