Business Plan: LuxPass – Elite Fitness Pass

Abstract

LuxPass is a premium, two-sided fitness digital platform in Saudi Arabia. It allows female professionals to purchase credits through subscriptions or pay‑as‑you‑go (PAYG) packs and redeem them for gym floor access or instructor‑led classes across multiple high‑end fitness venues. Partners, which are boutique studios and luxury gyms, list available capacity and receive a revenue share, turning under‑utilised off‑peak hours into incremental revenue while protecting brand integrity Initial targeting focuses on women aged 22–44 in dense, affluent districts of Riyadh, with expansion to Dammam once early operational milestones (customer acquisition cost (CAC) payback ≤ four months) are achieved. The pricing models are subscriptions that include standard SAR 799 (24 credits) and premium SAR 1,099 (36 credits). Also, provide flexible PAYG packs and single-use tokens priced above subscription parity to protect ARPU. The Partner payout is 25% floor access, 30% classes (standard & premium). The marketing strategy for Business-to-Consumer (B2C) focuses on influencer-led digital campaigns, invite-only early access to create scarcity, and loyalty partnerships that drive repeat use. While for Business-to-Business (B2B) uses tiered outreach (anchors, boutiques), proofbased case studies, and a 30-day pilot with utilisation targets, supported by joint co-marketing. Supply is tightly curated and governed by SLAs and a Brand Integrity Index to protect premium positioning and consistency. The primary funding route is a SAR 2.8 million pre-seed round financing development of the first mobile application, onboarding of 25–30 partners, and performance marketing. This plan is intended for investors, strategic partners, and industry analysts seeking exposure to Saudi Arabia’s growing premium fitness sector.