Business Model and Strategic Plan Part III Balanced Scorecard and Communication Plan

For a fitness center or health club, the biggest and most ongoing variable cost to think of is maintenance and repair of the equipment. To maintain quality, of the fitness equipment must be kept in prime condition at all times. Although monthly and routine checks of the equipment may be part of an employee’s responsibilities, replacing or repairing damaged equipment could be a cost that varies greatly from month to month. One way to try to reduce or manage this variable cost is to ensure equipment is inspected regularly and problems are being addressed while they are still small.

The health club industry has continued to see an increase in the amount of health clubs/fitness centers. Since 1992, the United States has seen the number of health clubs increased by almost 40 percent, from 12,635 to 17,531 facilities. It has also seen an increase in membership by almost 60 percent, from 20.8 million to 32.8 million. What this all means for Fun 4 Life Fitness Center, LLC is that the market is ever growing which translates to more competition. Most fitness centers offer a variety of services to address the needs and convenience of the customers. Some of these services includes personal trainers, facilities with state-of-the-art equipment, and programs that cater to mostly every demographic.

The small town of Rapid City, South Dakota has a population of nearly 71,000 residents. The main employer to Rapid City is home to roughly 3,500 military veterans located at Ellsworth Air Force Base. When the term ‘military’ comes to mind, an assortment of words come to mind. Deployment. Family. War. Aircraft. To some though, the word fitness comes to mind first. Everyone knows that in order to be a member of the United States military, you must be fit. Every member of the Armed Forces know that they can be called upon at any time to perform an assortment of tasks, and being physically fit is a priority. Nearly every military base has a gym or fitness facility, but who wants to visit the base after hours to work out? How often do you catch yourself watching the clock, waiting for the hour hand to strike four so that you can check out for the day? Because of this, fitness facilities throughout the city is a hot topic amongst military veterans. Towards the end of 2015, Rapid City was home to three small-scale fitness centers. Because of the lack of choices, of course it made sense to charge steep prices. In December of 2015, that all changed with the arrival of Planet Fitness. Planet Fitness, founded in 1992, focused on reducing prices to compete against the other well-known brands. The organization is an American health and wellness franchise that focuses on a casual, yet personal, gym experience with no judgment or discomfort. Their ‘no judgment’ attitude

Planet Fitness has taken the workout world by storm, reaching an amazing store count of 1,124 in only 23 years of business. This outstanding success didn’t occur through luck, but through fantastic marketing strategies that have had a considerable impact on other gym’s ideology on how to attract customers. In this paper, Planet Fitness’s creative marketing plan will be described in full, from what their product offers to how they successfully attack an extremely competitive market.

Fitness One is a health club in Melbourne with over 4000 members, It plans to develop a Membership Management System to streamline administration processes, improve membership value proposition, and simplify marketing and communication efforts between staff, executive team and members. The Systems which are currently used by Fitness one to run its business are struggling to keep up with its growth. They are hard to change and are struggling with the number of members, staff and locations that the business has today. So therefore it realizes that they must improve their systems to remain viable and to alleviate the risk of system breakdown and for this reason they want to replace their systems by implementing

The mission of this fitness center is to provide fitness in the daily life of all its members, who wish to live a long and fit life.

Today, people are focused on living and eating for a healthier lifestyle. One of the fastest growing businesses in the United States is the health industry. Business owners are investing and purchasing fitness franchises that offer low-cost membership as well as convenient hours. Snap Fitness is one of those franchises that have over 1,400 locations worldwide. One of the reasons that Snap Fitness would be beneficial to invest in and also to purchase is because it is a growing industry. “Economically, the health club industry has proven to be recession-proof, as health-minded consumers continue to look for a high-quality workout solution that provides the best value for their buck.” (Snap Fitness, 2015) Snap Fitness provides an in-house

Many customers are uncomfortable with exercising in front of other people or in large groups. There are many improvements that are being done to compliment the customers, such as having more availability in the classes and implementing different types of monitors to show your progress. There are many people today trying to get back into shape and just have no motivation. We are hoping to make the fitness facility a place customers look forward to going every day, by using more technology in the equipment and improving our instructional classes.

Most athletes are solo when preparing their fitness journey, whereas our gym will have a different strategy. Our trainers will specialize in areas such as Nutrition, Sports Performance and Development, Endurance, and Strength and Conditioning. By breaking down the mechanics, our clients will have a better understanding of what areas need improvement. Credibility amongst our staff is imperative to not only fulfill athletes expectations, but to maintain a positive image. One of our many goals is to not only give our clients some insight during their training, but to finish a session with a sense self-awareness. The more you know about yourself, the better you are at adapting life changes that suit your

We care about our athletes and we want the best future, for everybody that attends our gym. These are the reason why you should go to your gym; we provided bus service, our gym has a pool, and wall all athletes need a turf field.

In today’s market, there exist other types of rival services in the gym racket. Not gyms that offer round-the-clock service, rather gyms that cater specifically to the specialty needs of their patrons – gyms such as

Resources that will be explored to build the virtual fitness program app are commercial off the shelf (COTS), contractor to build the program or the IT department ability to build programs. A cost analysis would be completed to determine the most cost-effective way for implementing this initiative. We must consider initial cost which include hardware, software, training, maintaining systems, licenses, hosting, and upgrades. As part of this initiative, we would include the development of a three-tier membership program. The first-tier membership would cover all the programs that the club has to offer to include the virtual fitness programs. The second-tier membership would cover only in-house programs while the third-tier would only cover the virtual fitness program. By offering this type of membership, the fitness club is giving different options and allow the member to decide which suits them better both in their fitness program and within their budget. The good thing about it is, a member can upgrade their membership at any time to

For the most part, this is no longer the case. There was a time where you could not open a newspaper or magazine without seeing an advertisement and discounts for gym memberships. These advertisements are also becoming uncommon. Unless it is a brand new gym that has no reputation, there is little to no need to have a lot of money invested into advertising a gym. A simple web page, and a Yelp account is about all you need. People look for gyms, the gyms no longer put has much effort looking for

The Health and Fitness Industry generates over $80 billion globally with about 151.5 million members worldwide. Since 2009 the number of gym memberships have increased roughly 25% per statista.com. Due to these statistics combined with my past knowledge and work experience in the fitness industry I have decided to pursue a future venture idea in this industry. To help me further understand the ropes I reached out to celebrity fitness trainer and gym owner Gunnar Peterson. Although he doesn’t operate a large commercial gym location, Gunnar has made a name for himself as one of the most trusted trainers in the industry.

Joseph Mirola, the Claims Manager for the company, is a fitness lover. He believes Fitness Center will benefit the firm.