Anarchy Gym LLC was founded in 2020 by Jena Bancroft, MS in Exercise and Nutrition Sciences, Robbie Siclari, former collegiate athlete. The Anarchy brand was developed to foster an all-encompassing mindset around health and wellness in the Tampa Bay area. Anarchy Gym will be located in Ybor City, just outside of downtown Tampa, FL. This location will be a part of the Ybor expansion - the Ybor City Vision 2020. With its close proximity to Channelside, several downtown businesses, and in walking distance to the center of Historic Ybor City, it will be subject to high exposure.
The warehouse facility will offer everything from competitive personal trainers, online training, and prehab/rehab utilizing neurosomatic and proprioceptive training. Anarchy Gym offers modern fitness technology, such as the Neubie machine and the NormaTec to ensure we provide the best results possible for our members. We have partnered with elite personal trainers who have numerous specialty certifications that accumulate to over 50+ years of experience.
Our Mission & Brand
At Anarchy Gym, our mission is to build an environment by bringing together driven individuals from all aspects of fitness under one roof while improving health and wellness amongst our clientele. Our brand is named “Anarchy” because we want to foster a fitness environment that is rid of the corporate gym hierarchy. At Anarchy Gym, there will be no need for headphones because our members will be able to choose their own music and hear it loud enough over our speaker system. We want this to be a place where strangers can train together and learn from each other. Anarchy Gym is going to be more than a gym – it will be a sanctuary. Through the atmosphere this will create, the goal is to have a genuine following and membership base that is centered on our core values, trust, loyalty, hard work, and respect.
Similar to small cycling and fitness studios, we will be creating and selling apparel and fitness gear with our branding. On average, the “Pro Shop/Retail” category yields an average profit of 16.5% for all clubs, and 20% for fitness-only clubs. According to the International Health, Racquet & Sportsclub Association (IHRSA), shopping in certain gyms that provide that appropriate atmosphere will lead to members browsing to relax. This plays well into the atmosphere we wish to create in Anarchy. Furthermore, many clubs that have a retail component are the first to sell certain fitness products that might have just hit the market (Amend, 2018).
Management
Jena Bancroft, with five years of personal training experience operates as the Chief Executive Officer (CEO) and Robert Siclari, with seven years online personal training experience and seven years advanced athlete serves as the Chief Operations Officer (COO) will be majority equity holders. The responsibilities of the CEO include communicating and implementing the company’s vision, leading the brand into new business avenues through product decisions, and controlling investment decisions to move the company forward. The COO focuses on the day to day operations involving contracts and billing, budgets for the business, and overall improvements.
Alexandra Pike, MBA in Sport Administration, professional bodybuilder, with ten years of training experience, will be a minority equity holder and act as CFO and CMO to provide the team with business and marketing experience. She will oversee development of company policies, including Marketing tactics, and control the multiple business departments like the online training services and the Neubie.
See Appendix 1 for Jena’s Resume.
See Appendix 2 for Robert’s Resume.
See Appendix 3 for Alexandra’s Resume.
SERVICES & PRODUCTS
Memberships
Anarchy Gym is a membership-based service. Our customers will have the option to choose from a variety of membership options that are all month to month with no long-term commitments. We offer a multi-tiered membership system:
There will be a day pass option for $10 that will give guests access to the gym for 24 hours. This will be done online or through the Bookable kiosk. Guest hours will be Monday through Friday during management hours, but if accompanied by a member they can come any time for the same fee.
The “base” membership costs $50. This option gives the member 24/7 access to the gym through a key fob entry system.
The “online training” membership costs $200. In addition to the base membership, members will have access to Anarchy founders who will be offering online training. Clients will be matched the trainer who specializes in that specific member’s goals. The client will receive one in-person or video chat consultation with their trainer to discuss goals and expectations. They will also have two monthly check-ins where changes will be made to their personalized workout program. Online programming will also be available at a higher rate for those looking to compete in bodybuilding competitions, which is a highly lucrative market. Rates will depend on length of time until the competition.
The “online training and nutrition” membership costs $300. In addition to the online training membership, the member will also receive customized nutrition guidance, including a personalized calorie and macronutrients plan based off their energy expenditure from their personalized workout program. Trainers offering nutrition have nutrition and dietary certifications and are aware of the legal limits in their programming.
Trainers
Members will have access to contracted (1099) personal trainers. Personal trainers will have the option to pay a monthly rent of $800 or $150 for a 15-session punch card. Trainers that choose the punch card option must purchase a new card after they have utilized their 15 sessions. We offer the punch card option to give trainers with minimal clients the opportunity to build up their clientele without losing revenue on monthly rent. We will be monitoring punch card usage by having trainers sign in their clients for each session. For times that management is not there, we will be checking the cameras to ensure that trainers are abiding by our regulations.
Trainers will be required to maintain personal training certifications, liability insurance (listing Anarchy Gym as an additional insured), and proof of CPR/AED certifications. Anarchy Gym will provide AEDs and all emergency aid kits.
Specialty Services
Unlike any other facility in the area, two contracted (1099) Neubie certified trainers will utilize the facility to offer rehab services. They will be paying a monthly rent of $2000 and contractually obligated to pay for at least one year. They will also be required to maintain their own certifications, provide their own liability insurance and be up to date with their proof of CPR/AED certifications. These individuals have studied neurosomatic therapy and are able to identify structural or muscular issues and rehabilitate them. Instead of treating the pain with medication, they are able to identify the root cause of the pain and are able to resolve the problem. They are also certified in manual/manipulative therapy which allows them to treat musculoskeletal pain by the kneading and manipulation of muscles and joints. All members will have access to these contracted professionals. The Neubie and NormaTec technology can be marketed to both rehab and bodybuilding clientele.
The Neubie
Ronald Dupree, Neubie Certified with 14 years personal training experience and Matt Christman, Neubie Certified and owner of “Next Level Pain Solutions LLC” will be working within the warehouse to provide one of a kind services to all members and clients. Ronald is currently enrolled in school to receive a Muscle Activation Technique (M.A.T) certification. This certification expands his approach to the assessment and correction of muscular imbalances, joint instability, and limitations in range of motion within the human body. MAT is a noninvasive technique designed to “jumpstart” the muscles for them to function with maximum efficiency.
Neubie Certification Process
The trainers in our facility have each purchased a Neubie machine at approximately $20k a piece. Neubie certified trainers are required to fly to Austin, TX for a 3-day intensive course on how to use the machine and proper application. Both of our Neubie trainers have accolades exceeding the certification. Both trainers have neurosomatic degrees which ensures their knowledge of the human body is suitable to better assist clients.
Benefits for members
If a movement dysfunction is contributing to your pain, keeping you injured, limiting your mobility, or robbing you of performance, then the NeuFit System may be able to help you. Using the Neubie, we can provide an effective method of re-education to poor neuromuscular control, which helps optimize the function of the appropriate muscles. Along with the Neubie's ability to manage acute and chronic pain, the NeuFit System can help get to the root of where the neuromuscular pain is coming from. The NeuFit System uses strategic mobility drills, neurological re-education, and large doses of eccentric movement to train the muscles to become more pliable and absorb force to amplify your ability to perform at a high level.
NormaTec
The NormaTec will be owned by Anarchy Gym. The NormaTec is a state-of-the-art compression therapy system, used to treat lymphedema, venous insufficiency, non-healing wounds, and other circulation related issues NormaTec is the leader in rapid recovery—their systems give a competitive edge to the world’s elite athletes, coaches, and trainers. Their goal is to establish recovery as an integral part of every athlete’s training, and Anarchy Gym feels NormaTec systems are the best way to accomplish that. The NormaTec PULSE Recovery Systems are dynamic compression devices designed for recovery and rehab to help athletes recover faster between training’s and after performance and everyday individuals recover from the long workdays.
While compression therapy decreases muscle recovery time, tension, inflammation, soreness, swelling and water accumulation, it also increases blood flow and circulation to stimulate recovery. The NormaTec will be available to all members, clients, and trainers during any time of the day. It will be a service they can purchase through their membership portal. The duration of usage ranges from 30 – 60 minutes based on individual needs.
(I can provide more information and pictures if needed)
MARKETING
Community Relations
With the warehouse being in Ybor, we are surrounded by several local businesses and residential homes. Across the street there will be apartment complexes and retail space where we will market with fliers and our personal business cards. We will offer corporate memberships (discounted rates) with businesses looking to partner with a gym for their employees. Outside marketing will mostly be implemented through Anarchy Ambassadors who will receive a percentage of net profits they bring in through community relations, as well as a free membership.
Social Media
Our goal is to initially drive traffic to our web-based platform, anarchygymtpa.com, via social media platforms and word of mouth. We will be hiring a social media ambassador to run our Instagram, Facebook, and Twitter accounts. E-mail marketing will be used to keep members and guests informed with any membership specials, new equipment we have acquired, or any events we will be affiliated with.
Website
Once a customer has reached the website, it will take them to a page that explains our mission statement, shows a sneak peak of the equipment as well as the warehouse design we have, and the membership options. Prospective and current members will also be informed of all services we offer like the Neubie, NormaTec, online and in-person training, and the unique equipment in the facility.
The customer will create a login through our secure site which they can access anytime along with the ability to change preferences, shipping addresses, and payment methods. Customers will be able to store their credit card or banking information to complete the process. An automatically generated confirmation email will be sent to the customer upon their completed payment and login generation.
Depending on which membership they are interested in, the website will lead them to a form to sign up for monthly services. The two training membership options will include a Personal Activity Readiness Questionnaire (PAR-Q), which sends the online trainer basic information about the member and allows them to reach out and schedule their first introduction session.
The website platform will have SSL security system to protect members personal information. Our website is through GoDaddy which provides secure credit card processing and a customer database. We plan to integrate another software and club management system called GymMaster with our GoDaddy website. This system allows for integrated billing, membership management, provides the 24/7 key fob entry, and waivers, such as liability, to be filled out by each member.
SWOT ANALYSIS
Strengths
The warehouse gym will have an aesthetically pleasing training environment with the juxtaposition of black walls and white equipment. There will be cardio options that target all areas of fitness, a row, assault bike, versa climber, stair master, and treadmill. These are all utilized in the different training styles that are within our target audience. Among the equipment will be black athletic turf which will aid is cross training options for all areas of fitness.
Another added benefit is we offer a merged indoor/outdoor workout option. When the garage doors are open, the turf allows a smooth transition to the outside space. This space can be used for another form of high intensity workout with the specialized equipment we will have outside, prowlers, battle ropes, kettlebells, and large tires. This outside area is appealing to our targeting demographic and is not available in other gyms around the area.
We are purchasing the equipment from Arsenal Strength because they provide lifetime warranty. On average, facilities will need to reinvest at least 6% per year into equipment maintenance and improvements. Most of those facilities raise their monthly dues by 2-3% annually to keep up with these expenses. We are avoiding raising member dues by choosing to purchase the equipment through Arsenal Strength (Darden, 2016).
Our gym will be 24/7 key fob access. Unlike most other gyms, this allows flexibility for members depending on their career and daily schedule, like our medical professionals. The key fob access provides these individuals with an added level of safety late at night. The property has cameras to increase safety and has a fence around the entire property.
Our membership options are also designed to allow members to have the most flexibility; there is no long-term contract. With promoting no-contract memberships, we give freedom to each member as opposed to making them feel locked in for a certain amount of time.
Due to Anarchy Gym being based in a warehouse, air conditioning will not be utilized except for office space, bathrooms, and the area utilized by the Neubie certified trainers. The garage doors and “Hunter Fans” will be used for air flow. According to HVAC, the cost to run an air conditioner for one hour is about $0.54, which would cost a 24-hour gym almost $400 a month. This will minimalize our utility expenses drastically.
We also will not have any designated front desk employees. At least one of the owners will be at the gym during daylight hours but we will be using a Bookable Kiosk to ensure that the gym and trainers do not lose any potential revenue. All trainer profiles and Anarchy membership options will be visible on the kiosk. Clients can check in and purchase services, such as training, even when no staff member is there.
Weaknesses
Unlike other commercial gyms, we will not have the same amount of cardio equipment. They provide more equipment to handle the traffic, thus leading to more quantity not quality. These gyms also offer amenities such as group fitness classes, tanning, or swimming pools; things we will not have because we are choosing to focus on other aspects of our brand. From a revenue standpoint, we are not focusing of getting thousands of members like other cooperate gyms.
Because the trainers will not be forced to work at the gym through a contract, they are free to come and go. To ensure we have enough trainers to make our revenue needs, they will be required to give us one month’s advance notice if they are leaving so we can actively post on social media platforms for trainers to replace them as well as relying on word of mouth within the fitness community. With the loss of a trainer means we lose their rent and memberships from their clients.
Opportunities
Our location, surrounded by historic brick buildings, contributes to our brand. Ybor is known for its eclectic, but inclusive, atmosphere. Ybor City is in the process expanding and gentrifying which heightens our potential member base. Ybor City workforce continues to grow. The art, entertainment, and recreation industry has grown 650% over the past decade. Annual growth of residents over the next five years will be 6%. The location of our facility is also right near the Leroy Selmon Expressway which provides easy transportation and access.
There are multiple colleges and universities within a ten-mile radius who hold thousands of students in our target market. The gyms on these campuses are convenient but lack the professionalism and services we offer. Between Hillsborough Community College (HCC), University of Tampa (UT), University of South Florida (USF), and Saint Leo there are approximately 100k students in the area.
Mi40 is our main competitor from an equipment and services standpoint but not a price point perspective. We will be the only warehouse facility in the area at a lower price point. Mi40 has a certified Neubie trainer but is not accessible to everyone, only certain clients. Their membership options are limited and range from $150 - 250 per month.
With the expansion of Ybor City will come new parking options. On the same block as the warehouse, there are two buildings being developed that will be both residential and retail. This will include a public parking garage that our members and trainers will be able to utilize.
(I can provide information on Ybor Expansion and Gentrification Plans if needed)
Threats
Optimum Gym, about 5 miles away, is also a 24/7 key access facility whereas ours will have key fob access. This provides more security by allowing us to track the member through our computer system and prevents copies being made. Optimum’s demographic is limited to bodybuilding competitors.
A threat facing all fitness studios is the limitations surrounding COVID-19. Facilities are required to keep social distancing guidelines and cleaning protocols.
COMPETITIVE ADVANTAGE
The Neubie certified trainers are also what makes our gym different and gives us an advantage. Not only is the Neubie used to aid in muscle growth, but it also enhances neurosomatic and proprioceptive training (prehab/rehab). It allows bodybuilders to effectively develop muscle, assists in rehabilitation for injuries, and improve sports performance. Most people are looking for quick results, not taking care of their bodies properly, and only treat pain instead of finding the root of it. We will open the gym with two Neubie Machines. This allows more people to utilize them at one time.
Unlike other facilities, Anarchy Gym will provide is NormaTec technology. This will be available to anyone affiliated with the gym, clients, members, and trainers. This technology will ensure athletes of all levels get the proper recovery they need after any session they finish and provide us with a competitive advantage.
The Future
Anarchy Gym has a five-year business plan that includes but is not limited to branding and staff expansion. The goal is to build three more warehouse locations. Through the expansion of buildings, we want to bring awareness to the Neubie and the benefits it has by creating its own department within the company. With the expansion of gyms and awareness of the brand will come a clothing/gym apparel line that our members and followers with our same values can proudly represent, The Rebel Line. Because online training is becoming more popular, the goal is to create a state-of-the-art platform with science-based programming that anyone can afford and have access to. As the online training begins to grow, video content on platforms such as Instagram and YouTube will allow us to reach a larger audience with educational information. We strive to net a profit of $1 million within this timeframe.
FINANCE
Projections
MetroFlex Gym is located in several parts of Texas. They have a similar target market to ours, but they are a 5000 square foot warehouse style gym, and we have 3700 square feet not including outside space. MetroFlex targets bodybuilding contest athletes and also offers online coaching and nutrition, as well as competitive personal trainers. They have 24/7-member access with zero commitments through contracts with their total memberships ranging upwards of 300 at $35 per membership, which equates to $126,000 per year in membership fees. Because we are a start up fitness facility, we will be using financial indicators from MetroFlex for our projections.
Anarchy Gym’s membership will be more expensive than MetroFlex because we are the anomaly in the Tampa Bay area. In Tampa there are no other gyms that offer the same services that Anarchy Gym will. At $50 a membership for 220 members based on square footage, Anarchy Gym’s cash flow annually from guest memberships will be $132,000. This will be used to repay our investors and purchase our own Neubie Machine to expand our future cash flows from specialized training.
Investment Opportunity
Between utilities ($400), rent ($4700), and insurance ($350), our monthly expenses will be approximately $5600. The following three years, pending rent does not increase, our annual costs will be $67,000. Utilities will include water/sewer/trash, electricity, and internet. The initial equipment purchase will be a one-time payment of $122,000 which will include cardio equipment, strength equipment, flooring, turf, and lifetime warranty. We will be managing our accounts through QuickBooks as well as utilizing McLaughlin & Associates for accounting purposes.
To get Anarchy Gym up and running, we are seeking a loan or investment of $160,000 but wish to remain majority equity holders. One of the owners is able to personally invest $50,000 into the start up of the company. Our estimation of the company is based on assets as well as our team’s inimitable experience. Because the equipment is a large portion, the remaining costs will be used for office equipment, paint for the building, initial software installation, furniture, and sanitation supplies.
See Appendix 7 for equipment quote.
See Appendix 8 - 10 for financial projections.
Appendix 1: Jena Bancroft Resume
Education
· University of Tampa, Tampa, FL
· Masters of Science in Exercise and Nutrition Sciences
· Graduated August 2018
● Longwood University, Farmville, VA
● Bachelors of Science in Kinesiology with a concentration in Exercise Science
· Interact with customers daily, build strong customer base through providing personalized guidance, resolving issues, and following up on their progress
· Knowledgeable training experience
· Turn healthy habits into a healthy lifestyle
Online Personal Trainer “Sic Results” (2016 - present)
· Ability to motivate and inspire clients to be successful
· Creates meal and workout plans according to your goals
· Weekly check in with clients
· Advertise on social media platforms
Personal Trainer Anytime Fitness (January 2018 - March 2019) - Lanoka Harbor, NJ
· Interact with customers daily, build strong customer base through providing personalized guidance, resolving issues, and following up on their progress.
· Knowledgeable training experience.
· Turn healthy habits into a healthy lifestyle.
Other Experience
Bartender Waterstreet Bar and Grill(2018 to 2019) - Toms River, NJ
· Served food and beverages to customers daily
· Time management
· Customer service
Skills
• Sales (6 years) • Marketing (5 years)
Certifications and Licenses
ACE Certified Personal Trainer 2019 - 2021
CPR/AED (November 2019)
Appendix 3: Alexandra Pike’s Resume
EDUCATION
FLORIDA ATLANTIC UNIVERSITY, AACSB-accredited August 2017 – August 2019
MBA in Sport Administration, 3.8 GPA
Accepted into Delta Sigma Pi Business Fraternity
UNIVERSITY OF TEXAS August 2011 - December 2015
BA in Rhetoric & Writing and minor in Advertising
EXPERIENCE
BOOKABLE October 2019 – Current
CO-FOUNDER, HEAD OF SPACES & PRO DEVELOPMENT
· Second-in-command for fitness tech start-up
· Develop standards for hiring
· Formed business strategy
· Seek out and hire independent sport professionals and trainers
· Form relationships and partner with gyms and studios in Tampa, St. Petersburg, and Sarasota areas
· Took all introductory calls with trainers and ensured their success within the company
INDEPENDENT PERSONAL TRAINER December 2015 – Current
· American Council on Exercise (ACE) certified since 2012
· Maintain independent liability insurance
· Sought out clients through social media, pamphlet marketing
· Provide personal training and individualized programming to clients
CRUNCH FITNESS May 2019 – October 2019
PERSONAL TRAINER
· Responsible for getting “floor pulls” and setting up assessments with members
· Sell personal training to new and current members
· Write contracts for new clients
· Develop individualized programs based on goals and injuries
· Set and achieve monthly goals
FLEX FUEL October 2016 – December 2018
OWNER
· Developed business plan and started profitable customized meal prepping business in Austin, TX
· Maintained licensing and commercial kitchen space
· Marketed to local personal trainers, and provided trainers with incentives to refer their clients
· Hired former Cirque de Soliel chef
LA FITNESS September 2016 – December 2018
MASTER TRAINER
· Head trainer at the largest LA Fitness in Austin, TX
· Assess clients, including current health, measurements, and injuries
· Develop individualized training program for each client based on needs and goals
· Assess potential clients’ imbalances and weak points
· Call new members and set up assessments
· Sign members up for training, including going over contracts
· Lead training team meetings and helped trainers with client programming
GYM ONE January 2016 – April 2016
FRONT DESK MANAGER
· Required good communication and interpersonal skills
· Addressed all client complaints
· Maintained the daily log of attendees
· Developed client contracts and sold gym memberships
· Responsible for inventory, racking weights prior to closing, and locking the gym (provided with a key)
CRUSH FITNESS June 2015 – October 2015
FRONT DESK STAFF
· Front desk position at High Intensity Interval Training (HIIT) Studio
· Responsible for opening gym at 5:00 a.m.Provided new members with a tour of the facility and maintained attendance lists for classes
· Obtained payments from members for classes and merchandise
· Addressed concerns/complaints from members
MUSCLE MILK August 2013 – May 2015
BRAND AMBASSADOR
· Ambassador for the University of Texas
· Responsible for marketing product; passed out bottles of Muscle Milk on campus
· Marketed product on social media
· Coordinated marketing efforts with multiple organizations on and off campus
· Created events such as a Muscle Milk sponsored cycling class and Intramural Sports athlete meet-up to market and distribute product
· Ensured vendors consistently stocked the product on campus
· Participated in promotional training in Seattle and Dallas
THE DAILY TEXAN August 2011 – May 2012
COPY EDITOR AND ASSOCIATE COPY DESK CHIEF
· Editor for the University of Texas campus newspaper
· Edited first and second drafts of articles by assigned writers
· Fact-checked articles, including the spelling of all names mentioned
· Assigned Copy Editors stories to edit
· Edited final drafts and re-edited subsequent to printing; editing to include grammar, AP Style and page layout
