Your model scores a catchment on who lives there. What decides the site is what they already do at six in the morning.
Expansion teams
Tell two identical neighborhoods apart before you sign the lease
Income, density and median age can match to the decimal, and the same concept can fill in one catchment and sit empty in the other. Sena records every facility inside the radius and asks the people who live there what they do now, so the two stop looking alike.
The problem
What Sena decides
What every facility inside each radius is and charges, how full each one runs at the hours that matter, what people in the catchment do now and pay now, and which of your candidate sites those two answers agree about.
Industries
Fitness and Boutique StudiosWellness and SpaSports and RecreationPreventive Health
Who it is for
Real estate and development, operations, marketing, and strategy teams at fitness operators, franchise networks, wellness groups, recreation providers, and preventive health enterprises.
Powered by
Sena, the Decision AI from Rwazi.
Decision AI with access to real-world dataThe problem
Development and strategy teams bring Sena the same question: which of these sites will fill.
The model measures who lives there
Median household income, population inside a radius, median age, daytime population, and the count of competing facilities within a mile. Every one of those is real, available and cheap, which is why the whole category uses them. They describe the people in the catchment.
The category turns on what those people already do
A neighborhood where four boutique studios run full at six in the morning and everybody holds two memberships is a different commercial proposition from one where the same money goes on a pool, a home rack and a Saturday run. Both catchments return the same income figure. One has a proven category and a price ceiling already set high. The other has a price expectation set by monthly memberships and a format yet to be established locally.
So two sites score the same and perform differently
The score comes from the resident. The result comes from the routine. A lease is signed once, for five or ten years, on the strength of the first one. That is the whole exposure: the decision is made a single time, at the point where the cheapest data is available and the deciding variable is the one nobody measured.
The question is narrow. Inside each radius, what is already there, how full is it, and what do the people who live there do now.
How it works
How Sena separates two catchments that score the same
01
Name the candidate sites and the radius
Your shortlist, and the radius that matters for your format. A boutique studio draws from a walk and a big-box gym draws from a drive, so the radius is set per concept.
02
Record every facility inside each radius
Sena Computer Vision visits each one and records what it is, what it charges, what the membership model is, how it presents itself, and how full it runs at the hours you care about. Each record carries the hour, the date, coordinates and a photograph.
03
Ask the people who live inside the radius
Sena Consumer Activity reaches them for what they do now, how often, where, what they pay, how many memberships they hold, and which formats they would try.
04
Set supply against activity, site by site
Two answers arrive as facts: what is available and what people report doing. Your team applies its own revenue model and its own threshold, since the unit economics and the acceptable payback belong to the operator.
05
Read again before the lease and after the opening
The competitive set moves. A read before signing and a read after the first quarter shows what changed and whether the catchment behaved as recorded.
Industries served
Industries and Rwazi capabilities involved
| Industry | Why it applies |
|---|---|
| Fitness and Boutique Studios | Core. The format is specific and the catchment either practices it already or has yet to, and the demographic profile says little about which. |
| Wellness and Spa | Discretionary spend with a local price expectation, set by whatever is already operating nearby. |
| Sports and Recreation | Climbing, swimming, courts and rinks each depend on local participation, which is observable at the facilities that already exist. |
| Preventive Health | Placement follows what a community does about its own health, and a clinic-led model competes with everything else in the radius for the same hour of the day. |
Check out Rwazi and Sena capabilities
| Capability | What it does here |
|---|---|
| Sena Computer Vision | Core. Records every facility inside each radius: format, pricing on display, membership model, presentation, and how full it runs at the hours that matter. |
| Sena Consumer Activity | Core. Reaches people in the catchment for what they do now, how often, what they pay, and which formats they would try. |
| Sena (Decision AI) | Core. Holds both reads per site, sets them against each other, and tracks the competitive set across visits. |
A property read and a consumer read, both Core. Every input is either a fact about a facility or an answer from somebody who lives inside the radius.
The gap
Two catchments a demographic model scores identically
The top half is what the standard model measures. Every row matches. The bottom half is what a read finds. Every row diverges. Figures are illustrative and sized to make the mechanism concrete.
| Catchment A | Catchment B | |
|---|---|---|
| WHAT THE MODEL MEASURES | ||
| Median household income | $118,000 | $118,000 |
| Population inside one mile | 24,000 | 24,000 |
| Median age | 34 | 34 |
| Fitness facilities inside one mile | 6 | 6 |
| WHAT THE READ FINDS | ||
| What those six facilities are | Four boutique studios, a climbing gym, a barre studio | Two big-box gyms, a martial arts school, three clinic-led movement practices |
| Fullest hours observed | 6am and 6pm on weekdays, capacity at both | Saturday morning, thin on weekday evenings |
| Pricing observed | $28 to $34 for a single class | $19 to $49 for a month |
| What people in the radius report doing | Studio classes three times a week, two memberships each | Running outdoors, equipment at home, a pool |
| What a new boutique studio meets | A proven category, a high price ceiling, and six operators already holding the hours it wants | A price expectation an order of magnitude lower, and a format the catchment has yet to adopt |
One catchment is as good a site as the other, and they call for different concepts, different pricing and different opening months, and the model that produced their identical score leaves all of that out. Both would have passed the same screen.
Ask Sena
SENA
Recent
Shortlist · 4 sites
6 AM fill · Site A
Catchment read · Site B
Data connected 3/4
✓Facility visits
✓Catchment read
✓Shortlist
Revenue model
What is inside one mile of each candidate site, what does each one charge, and how full does it run at six in the morning?
Sena
Inside one mile of Site A, four boutique studios run near full at 6 AM at a high class price. Site B holds one studio and a pool, and neither fills early.
Site A · 4 studios
91% full
Site A · big-box gym
52%
Site B · 1 studio
38%
Site B · pool
24%
Traced to facility visits + 6 AM counts3 wk
Split Site C by weekday and weekend
Widen Site D to a drive radius
Shortlist.csv
Radius
Illustrative interface. Numbers are an example, not a Rwazi result.
Who uses it
Roles and functions
Real estate and development
Ranks the shortlist on what is inside each radius and what people there do, alongside the demographic screen already run.
Strategy solutions →Operations
Sets the format, the class schedule and the opening hours per market, against the hours the existing operators already hold.
Marketing
Builds the pre-opening message from what people in that catchment report doing now, since the argument for switching differs from the argument for starting.
Marketing solutions →Strategy
Prioritizes expansion by where the format has a gap and a matching population, and holds the markets where it has one of the two.
Finance
Applies the revenue model and the payback threshold to both reads, since the unit economics belong to the operator.
Why teams trust Sena
Why teams choose Sena for this
| What you need | What Sena does |
|---|---|
| The two reads on the same radius | Records what is available and asks what people do, because supply alone and demand alone each point at the wrong site. |
| The hours, alongside the count | Records how full each facility runs at the hours your format needs, since six operators at capacity and six operating half empty read as opposites from the same count. |
| The price already set locally | Records what the existing facilities charge and what people in the radius report paying, which sets the ceiling before the model does. |
| Cost set against the commitment | One read costs a fraction of a single month’s rent on a site, and the lease behind it runs for years on one decision. |
| Your model stays yours | Sena returns the facility record and the catchment answers. The score, the threshold and the go decision run inside your own numbers. |
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See the use case → UC · Market EntryMarket entry strategy built from inside the market
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See the use case → UC · Location StrategyHotel competitive set and renovation benchmarking
Match renovation spend to each market's real competition and guest expectations.
See the use case →20-min live walkthrough
Talk to Sena about the two sites on your shortlist that look the same
Tell us the decision you are weighing, and we will bring the market read to the conversation.
Watch a live demo of Sena Decision AI
See this use case run on a market like yours
Get the questions from your own team answered
Start from your own question
Bring the decision in front of you and we will run the first read against it on the call.
Talk to the Rwazi team
FAQs
01 Why do two neighborhoods with the same demographics support different fitness concepts?
Because the demographic profile describes who lives there and the result depends on what they already do. Two catchments can match on income, density and median age while one practices studio classes several times a week and the other runs outdoors and trains at home. The first has a proven category and a high price ceiling. The second has a price expectation set by monthly memberships and a format yet to be adopted locally.
02 What does a fitness location read measure?
Two things, on the same radius. First, every facility inside it: what the format is, what it charges, what the membership model is, how it presents itself, and how full it runs at the hours that matter to your concept. Second, what the people living inside that radius report doing now, how often, where, and at what price. Each facility record carries an hour, a date, coordinates and a photograph.
03 How is this different from a demographic site selection model?
It adds the two variables a demographic model leaves out. A demographic model is accurate, available and inexpensive, which is why every operator runs one, and it describes residents. This describes the supply already serving those residents and the routines they already keep. The two are used together, and the demographic screen usually narrows the list before a read is commissioned on what survives it.
04 Why does the hour of the read matter?
Because a count of six facilities inside a mile means opposite things depending on how full they are. Six studios at capacity at six in the morning says the category is proven and the hours you want are taken. Six operating half empty at the same hour says something else entirely. The read records occupancy at the hours your format needs, which is the difference between a competitor and a vacancy.
05 How do you assess competitive intensity around a candidate site?
By recording each facility, where a count treats all six alike. Format, pricing on display, membership model, presentation, condition, and how full it runs at the hours that matter. A radius holding four boutique studios in your exact format is a different proposition from one holding two big-box gyms and a martial arts school, and both return a count of six.
06 Can this tell us whether a site will hit its revenue target?
It supplies the two inputs that decision has been missing and stops there. The revenue model, the membership assumptions, the payback threshold and the go decision are the operator’s, because they rest on your unit economics, your cost of build and your ramp history. Sena returns what is inside the radius and what people there report doing, as facts with dates and photographs attached.
07 How should pricing and format be set per market?
Against what the catchment already pays and already does. Where single classes sell at $28 to $34 the ceiling is established and the argument is about switching. Where the local expectation is a monthly membership at a fraction of that, the same format has to justify the price before it competes on anything else, and the opening message is about starting, where an established price makes it about switching. Both readings come out of the same two reads.
08 Does this cover wellness, spa and recreation as well as gyms?
Yes, and the radius changes with the format. A boutique studio draws from a walk, a big-box gym draws from a drive, a climbing wall or a rink draws from a wider region and depends on local participation. The method holds across all of them: record every facility inside the radius that matters for your concept, then ask the people inside it what they do.
09 How often should the competitive set be re-read?
Before the lease, and again after the first quarter of trading. The set moves: operators open, close, reprice and change their schedules, and a radius read eighteen months ago describes a market that has since changed hands. For a network opening continuously, a standing cadence on the active markets costs less than one wrong site.
10 What happens at a site where the two reads disagree?
That is the useful case, and it usually points at a specific answer and seldom at a stop. A catchment with a strong routine and heavy existing supply says the format works and the hours are taken, so the question becomes schedule and price. A catchment with light supply and little existing routine says the site is cheap for a reason, and the cost of establishing the routine sits with you. The two readings call for different decisions, and the point of holding both is to know which one you are looking at.