Toni and Joni Ilmakari enjoyed their time at the gym so much that they decided to open their own EasyFit gym. It hasn't always been easy, but they've managed to get through it all with the support of the chain and their family.
The Ilmakari brothers, Toni and Joni, were active in sports even as children. Toni first played ice hockey, but switched to breakdancing as a teenager. His hobby even turned into a career, and Toni got to perform at Hartwall Arena during Robin’s concert and at other events. His younger brother Joni played floorball for a long time. In addition, both Ilmakari brothers went to the gym.
“At first, going to the gym was just something we did on the side as a form of exercise. Then it became our main activity for both of us,” Toni says.
Toni, who had lived in Tampere for some time, worked as a personal trainer at the EasyFit gym in Nokia and became interested in franchising. A TV entertainment show looking for entrepreneurs had warned that it wasn’t a good idea to “trade your time for money.” With his own gym, his income wouldn’t be tied solely to his personal working hours, as it would be, for example, if he were just a personal trainer.
– What Liisa and Sanni, the entrepreneurial sisters who run the Nokia EasyFit gym, were doing looked like fun, and I got to watch up close how their business took shape. At the same time, I got to know how the chain operated, and in a way, I was already part of the inner circle. So one evening, I called Joni and suggested we start our own gym. Joni was on board right away.
Toni moved back to Joensuu to open a gym with his brother. Their father also became a partner. Ilmakarit found its niche in a highly competitive market. EasyFit in Joensuu has established itself as a gym popular among young people and students. About 70% of its clientele consists of young people. Even groups of 14- and 15-year-olds enjoy working out there, and there haven’t been any problems.
– You can come here with your guardian’s permission, but without a parent. That’s how it works with other sports activities, too.
The collaboration is working
Ilmakarit appreciates the benefits of franchising, such as a ready-made online store, promotional campaigns, and marketing materials.
– You can always ask for support and help. This has been a good way to get started as an entrepreneur. Even the financing arrangements went more smoothly at the bank because the chain provided proof that this works, Toni emphasizes.
The Ilmakarit were able to design a gym that suits their own preferences. EasyFit in Joensuu offers a few yoga classes, but otherwise, group exercise classes have been left to other centers in the area. Ilmakari has focused on strength training equipment, and the gym has plenty of free weights, cross trainers, and lever machines. There are two sets of equipment that tend to get crowded, but there’s no unnecessary clutter.
Through Hardships to Victory
The past few years have been tough for many entrepreneurs. The Ilmakari brothers felt the same way.
“We did major renovations in 2019, and we couldn’t train with all the tarps up, so we didn’t have many visitors. Then the COVID-19 chaos began. It was all just waiting, and we were stumbling around in the dark,” Toni recalls.
The Ilmakarit overcame their difficulties with the support of the chain and their family. Fall 2022 brought a ray of hope, and now people in Joensuu are smiling again.
“We sort of started from scratch this fall and set out with a new mindset. Things are going really well now. We were able to buy the equipment outright and get rid of those big expenses. It’s a weight off my mind,” Toni says.
It’s going so well that Ilmakare is already planning new investments and changes for the gym: at least more training space and a revamped functional area to start with!
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Do you also dream of becoming an entrepreneur in the fitness industry? Don't wait— read more. This could be the start of your EasyFit story.