A story of passion
Breaking down the barriers of the world of training
Written by Place de la Cité | February 21, 2022
In this series, our contributor Julie Blondin goes out to meet the entrepreneurs who make up the soul of Place de la Cité. Between laughter and confidences, they open up to share their story and that of their business with us. We invite you to dive into their world too, one conversation at a time.
Taking inspiration from our neighbors to the south
The key to success at Éconofitness? Adopting a concept that had already proven itself elsewhere and, above all, a lot of ambition and hard work! Renaud enthusiastically tells us about the company’s meteoric rise
How was your company founded?
“Econofitness is a concept that was launched in 2013 in Ville Saint-Laurent, Montreal,” Renaud tells us. At that time, the concept had already existed in the rest of Canada for about ten years, and in the United States for about twenty years. “It’s a concept that we saw over there and that was gaining momentum all over the world: the low-cost self-service gym,” explains the energetic vice-president. That’s how he came up with the idea of launching a Quebec gym accessible to all, which didn’t exist here in 2013. Following the launch of Éconofitness, the company quickly grew to already have 5 gyms in its first year of existence. “Then, with the success it had, we started growing to 70 gyms in 7 years: a growth that was boosted to the max!” exclaims Renaud with a laugh. And the company’s growth doesn’t stop there! “Our goal is to open 100 gyms by 2026,” the visionary entrepreneur tells us.
A human endeavor, a close-knit community
Éconofitness is much more than an avant-garde concept or a simple training center: it is above all a passionate community. Renaud tells us how people are at the heart of the company.
What makes you stand out?
Firstly, there is the concept of the company, which is to be an affordable gym that everyone can attend without fear of being judged or intimidated. “With Éconofitness, we’ve managed to break down some of the barriers, and that’s the essence of our brand: it’s really about accessibility, the fact that anyone can go, regardless of their budget or how often they go,” explains Renaud. Indeed, since the company does not target only athletes or people in good physical shape, ordinary people can identify with this gym. “I think that everyone can find their place in a gym like Éconofitness,” concludes Renaud, serious and proud.
What is it that still keeps you so passionate?
“People!” exclaims Renaud right away. Over time, the company has built a real community, which is very precious in the eyes of the visionary entrepreneur. “Econofitness is basically 250,000 members and 750 employees,” he explains. “That’s also the key to Éconofitness’s success: it’s the whole community: the members, the employees, the suppliers.” It is in difficult times, such as the pandemic, that this community becomes particularly valuable and appreciated. Renaud admits that COVID has made him realize how strong and united the company community is: “It’s what got us through this year and a half of the pandemic; it’s really the people.”
What do you like most about Place de la Cité?
Without hesitation, Renaud declares: “I think Place de la Cité is one of the most beautiful Éconofitness gyms in all of Quebec. In terms of the layout of the premises, the fact that it has a cathedral ceiling and a bay window brings in a luminosity that makes it a rather special Éconofitness gym.” The Éconofitness gym on Place de la Cité is the largest in the province and is so beautiful that Renaud recommends that those passing through Quebec City pay it a visit! “It is truly one of the most beautiful, if not the most beautiful Éconofitness in Quebec,” says Renaud.
Propel your business with a dynamite team
While the road to Éconofitness’s current position was not always smooth, it was a journey full of learning experiences for Renaud.
What is the biggest challenge you have faced?
“Initially, the main challenge was to make the brand known, but also to make the concept known, because it was a market segment that did not exist in Quebec at that time,” explains Renaud. The Éconofitness gyms were falsely perceived by many to be of poor quality because the membership fee is low. Renaud tells us that he had to explain his concept many times and justify that the cleanliness and quality of the equipment are indeed up to par. “It took at least 3 to 4 years to explain it,” recalls the resilient entrepreneur. And today, we can say mission accomplished: “More than 65% of Quebecers are familiar with Éconofitness, so I think we have succeeded in establishing ourselves and explaining our concept,” Renaud says proudly.
What advice would you give to a future entrepreneur?
“Surround yourself with the right people. I think that’s the best advice I can give,” Renaud says right from the start. Growing up, the entrepreneur saw his father surround himself with solid people to help his business thrive. “I think there’s also a bit of that side of things that I’m trying to reproduce [with Econofitness],” he adds. If the company is doing so well today, even after a pandemic that has particularly shaken up gyms, it is probably because Renaud has been able, like his father before him, to surround himself with a close-knit community.
