maconda advises NORD Holding on its investment in southern German jumpers fitness
maconda News June 2013
maconda is one of the most active providers of Commercial Due Diligence and other Commercial Transaction Services in the German-speaking region and is also in demand for assessing investment opportunities in the tourism and leisure industry. In recent months, the Cologne-based consultants have worked repeatedly with this attractive and multifaceted sector, including the European market leader for river cruises, operators of theme parks, tourism providers, providers of hotel booking systems, manufacturers and retailers of bicycles, e-bikes and bicycle parts, as well as a manufacturer of electronic products primarily for fitness studios. In May, a transaction involving such a fitness chain was successfully completed. Thanks to many years of experience with consumer-oriented services and branch networks, maconda proved to be a competent partner for the Commercial Due Diligence in this interesting sector, which is characterised by rising demand.
jumpers fitness, headquartered in Rosenheim in southern Germany, is an established fitness chain with branches primarily in various parts of Bavaria. The company operates in the above-average, fast-growing discount segment of the German fitness market, which now accounts for more than 30% of all gym memberships. The seemingly limited, mostly modular offering of discount gyms is gaining acceptance among a broad target group across all age and income segments. The company benefits, among other things, from increasing health awareness combined with high price sensitivity.
In the Commercial Due Diligence, maconda focused on analysing the business model and carried out a detailed comparison of different fitness concepts in terms of pricing structure and service portfolio—from discount providers to premium studios. In addition, the roll-out potential was assessed, the medium-term overall potential for new openings was quantified against the backdrop of market saturation, site availability, etc., and the key aspects of the business’s scalability were thus set out. To this end, the consultants, who are experienced in micro-geographic analyses, examined, among other things, the typical catchment areas and their potential for the business model.
maconda assesses the business opportunities for a leading provider of electronic systems for fitness studios, theme parks and thermal spas
In a very different project—albeit with strong links to the fitness market—a globally active provider of integrated access control, locker locking and billing systems engaged maconda. The company equips fitness studios, thermal spas and theme parks in particular with complete system solutions. These products are based on innovative RFID technology, which is far superior to conventional barcodes and magnetic stripes. Especially in the German-speaking region, our client holds a leading position thanks to its strong solution expertise and innovative products.
We conducted a comprehensive analysis of the company’s key markets—both with regard to the different fields of application and from a regional perspective. This included the rapidly growing Chinese leisure market as well as the USA. Despite limited and mostly non-comparable data, we developed a sound understanding, above all through numerous interviews with a wide range of market experts from the extensive maconda network. Among other things, we analysed operators’ current and future affinity for RFID-based solutions, medium- and long-term customer requirements, and underlying trends. On this basis, the company’s positioning within the competitive environment was evaluated. In addition, the maconda consultants highlighted the opportunities offered by various international markets, which often have completely heterogeneous structures and very different levels of RFID affinity.
Rivers, fleets, leisure fun—maconda analyses the Rhine, Danube, Elbe and Seine
A range of further engagements in the broad tourism and leisure industry demonstrate maconda’s high level of expertise. For example, the maconda team supported the acquisition of the leading river travel specialist nicko tours by a leading Swiss investor. With more than 30 ships, the company has the largest river cruise fleet and the broadest offering in Europe. As part of the Commercial Due Diligence, maconda analysed, among other things, nicko tours’ positioning, product and bundling strategy, and pricing versus its key competitors, and carried out a comprehensive fleet comparison of cruise providers using fleet KPIs defined specifically for this purpose.
In addition, we have supported further confidential engagements in the leisure and water park sector, have repeatedly worked on bicycles, e-bikes and bicycle parts, compared tourism booking systems, and much more. Of course, we are also available to you as a competent and trusted partner—for developing strategies for the long-term successful development of niche markets, for Commercial Due Diligence (including on the sell-side), as well as for value creation projects, business field development, international expansion, and strategic and operational restructuring.
Competence Center Consumer Goods
Topics our Competence Center Consumer Goods frequently deals with include: FMCG (fast-moving consumer goods), consumer-oriented services (such as fitness and tourism), food, cosmetics and personal care products, packaging products, leisure goods, luxury products, wholesale, retail, mail order and various e-commerce concepts, as well as software within “our” industries. Other Competence Centers include business-related services, mechanical and plant engineering/technical products, as well as healthcare services and the ageing society. Please contact us at any time if you need expertise in this area. We are happy to support you.