After 23 years of breaking patterns with KidZania, the company will enter the fitness and wellness field through the Kinezis business model, which they will also seek to reproduce in Mexico and in other countries in which it operates throughout the world.
In an interview with Forbes Mexicothe general manager of the company, Xavier López Ancona, noted that the first, located in Mundo E, with an area of 6000 square meters and 12,000 construction, is the largest gym in Mexico, which An investment of 400 million pesos is required.
“We are very happy and proud, just as we have seen 23 years ago that KidZania has achieved more than we expected, and now the good news comes, because We are breaking many rules, taking advantage of these new trends“, claimed.
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He stressed that this brand is a second platform for growth, by opening a new line of business and taking advantage of opportunities due to the rise of the trend of wellness, health and exercise more.
Xavier López specified that the planning process took about 5 years, seeing in different parts of the world the type of business that exists, in order to form his new platform, which is unique and has 3 different businesses.
The first is un gym, but will only work in the morning from 6 am to 10 am and in the afternoon from 6 pm to 10 pm, with memberships And classes from 16 different activities, plus plenty of technology thanks to the alliance with Samsung, among other amenities.
But The space will also be used to offer entertainment, From 10am to 6pm they will offer fun activities based on physical activity, sports and adrenaline, with 42 attractions, from ziplines, bicycles, climbing walls, trampolines, ball pools or nets.
While The third axis focuses on the topic of health, Which contains a spa, medical examinations and nutritionists will be available to visitors who go to both gym and recreation.
They expect an influx of 300,000 to 400,000 visitors per year in the gym area. In entertainment about 450 thousand, a number similar to KidZania Santa Fe; While in health about 50 thousand; Reaching nearly 900,000 visitors annually.
“Although it’s half as much as KidZania, we hope to take this Mexican brand to 20 or 25 countries, what we have to do to grow it is very similar, in the places where we operate, we grow Kinezis,” he stressed.
According to the director, the format is suitable for large cities, so they can reproduce it in Guadalajara or Monterrey; In addition to more countries of the world, from the United States, Central America and others.
One of the advantages, Lopez Ancona said, is that they already have alliances with 25 leading franchisees and are adding this option so that they can develop it in each of their countries and they can grow this business.
However, to scale it up, they would first take a year to test the technology and formulations, among other things, and then move Kinezis to other sites, but it’s considered more replicable than KidZania because they had to adapt it in every country.
“We have reached 32 KidZania in 23 years, with Kinezis we believe we can reach more, because it is more scalable,” the manager added.
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