SuperMonkey: A Pay-Per-Session Gym

Founded in 2014, SuperMonkey is an innovative gym brand that has disrupted the traditional gym membership model with its "pay-per-session, no annual memberships; professional coaches, no sales pitches" approach. Initially, SuperMonkey offered a unique fitness experience through shipping container gym pods before shifting its focus to group classes. SuperMonkey’s gyms are lively group class spaces where clients can follow professional instructors, immersed in dynamic lighting and music. This transforms what could be a solitary and monotonous workout into an energetic and social event. By the end of 2022, SuperMonkey had attracted over 500,000 paying users and had opened or was planning nearly 200 stores in first-tier and emerging cities. However, as market competition intensifies, SuperMonkey faces new challenges, particularly regarding its pace of expansion. HILEFIT, a competitor established around the same time, had expanded to 1,300 locations by 2023. SuperMonkey must now carefully consider whether to maintain the quality of its fitness services to ensure customer satisfaction or accelerate the opening of new stores to capture a larger market share. This dilemma poses a significant test of their strategic decision-making skills.