Equinox Marketing Mix

Andrea Tierney opened Aradia fitness London (AFL) in London, Ontario, in 2005. The majority in come of the fitness club is to offering poles dancing class to local London. Tierney wants to lunch a new exercise program TRX which could help decrease attrition rates, and support poles dancing program at the same time. Tierney have a make decision in a very short period of time, which include an appropriate price point and promotion strategy to ensure success of the TRX program. Tiernry’s ultimate goal is to offer both classes as complement to one another.

Nationally, Orangetheory Fitness is the fastest growing fitness franchise, at least partially due to the innovative ideas it brings to fitness. In detail, Orangetheory Fitness locations in Ann Arbor and nationally are effective in communicating the brand to community members using social media among other tactics. The reason that this brand strategy works is because of the niche industry that Orangetheory Fitness is in: a specialized fitness development program that is beyond just a gym. While there are other fitness centers out there that follow a similar strategy, none of them have established a sense of community, that’s Orangetheory’s competitive advantage.

Part of Planet Fitness’s appeal is they have efficiently eliminated unnecessary equipment, that clients are not in need of. In doing so they have targeted the type of market that somehow has been missed by other companies. They provide a good quality service at a reasonable price and are open 24 hours a day 7 days a week. When offering promotional specials or if the need arises Planet Fitness always makes sure there are plenty of employees to assist the customers.

In this short report I will be discussing the company, Lululemon Athletica Inc. Chairman Dennis “Chip” Wilson founded Lululemon Athletica Inc. in 1998. The Vancouver, Canada-based Lululemon Athletica Inc. designs and sells yoga apparel under the Lululemon Athletica and also Ivivva Athletica brands, to the athletic consumer. Their mission statement is to create components for people to live longer, healthier, fun lives. They operate in 250 company-owned stores in North America alone in 2015; they also have other stores around the world. Lululemon has 8,628 people employed as of 2015. They primary design apparel is for women that like to run, do yoga, or dance. But the company also offers a line for men. A third-party in Taiwanese constructs the attire, which is then distributed to the different stores in Canada, North America, and all over the world.

The Fit Shop Ltd. is a brand new firm that will open its doors exactly four months from today.  Its business objective is to sell all types of training, fitness, conditioning, and exercise equipment to the general public.  The Fit Stop plans to specialize in this equipment and to provide customers with personalized advice geared to a customer's specific training or conditioning needs  (e.g. training for a particular sport, rehabilitation from injuries, strengthening of specific muscle groups to deal with back pain, general conditioning and fitness), regardless of the age of the customer.

The company which our focus centers on is the prestigious Lululemon. What started out as an underground yoga and design studio blossomed today into a $225 million-dollar company that offers premium athletic clothing at high-end prices. It all started one day when the company founder, Chip Wilson, decided to try something new – yoga, a physical activity that emerged in 1997 which appealed to the independent woman. Wilson was a fanatic in every type of board; he took joy in surfing, snowboarding, and skateboarding. After his first session of yoga, Wilson found the experience so exhilarating and akin to the post feeling of boarding. Yoga today is the central focus surrounding Lululemon, the lifestyle which the customers pursue.

The fitness industry is one that is rarely thought of as an electronic industry. However, in recent years, more and more fitness related smartphone applications including workout planners, calorie counters, support forums, and many more fitness centered resources have become available to the public. This big move from time sensitive face-to-face fitness instruction to convenient face-to-screen instruction has changed the way that the fitness industry operates. With the rising rollout of fitness apps geared toward the convenience of the user, fitness instructors, personal trainers, and the like have had to go to extreme measures in order to keep up with the rapidly changing digital fitness environment. This paper will outline the evolution of the fitness industry to illustrate its move from an entirely brick and mortar operation to a largely electronic industry. This paper will also discuss the reasons behind the switch and the pros and cons associated with each way of getting fit.

When I first moved to Denver, Colorado, I went on a small search to find a fitness club that would meet all of my needs. After an online search, I discovered a Lifetime Fitness that was five miles from my apartment. Growing up in an active family and being in the Marines Corps with constant moving, I have experienced a multitude of gyms: with some being good and some being bad. Luckily for me, I have been a member of Lifetime Fitness before, and I knew they set the bar high for fitness clubs that very few others met. Even though I had been to one before I still had a list of what would qualify it as a good fitness club. To be a good fitness club you need a good variety of fitness sections

This company’s mission is to provide sports minded people the ability to buy quality fitness products at great

Everyone has different fitness goals for themselves. Even just making the decision to create new fitness goals can be intimidating and requires an immense amount of motivation. Choosing the right gym to meet those goals can be just as important as setting the goals in the first place. Planet Fitness is a low-cost gym that is mainly marketed towards those who are interested in getting back into shape and those people who don’t think that they should spend all of their free time in the gym, unlike many other well-known companies. When a person signs up for a membership at Planet Fitness, they can expect to receive a variety of membership benefits, the ability to work out in well-kept facilities with sharp physical appearances, and to feel comfortable

People choose to workout at Shred415 because it is more than just a workout, it is a lifestyle choice where branding has become essential. In an article written by Danielle Braff titled “Branded Gym Apparel as Status Symbol” she found that 50% of people who work out at Shred415 buy the apparel sold there, proving how fast branded items sell. The uniqueness of Shred415 that appeals to customers is the scientifically proven concept of high-intensity interval training with wild playlists and the best instructors. Shred415 has cultivated a brand that feels like a nightclub crossed with a running group and an aerobics class. Shred415 focuses on the most critical aspect of having a successful fitness club, fun, while giving an upscale experience

Almost everyone aspires to be successful; however, most people do not know how to achieve it or clearly define up front what success means. Success is more than just the accomplishment of a goal or purpose; it is appreciating yourself, loving what you do, and enjoying how you do it. Joshua Love, president of Kinema Fitness Center, is a prime example of a successful individual. The purpose of this essay is to determine if his article, Why You Shouldn’t Build a Corporate Fitness Center Without a Strategy, is a reliable source for research. In order for any business owner to be successful, they are required to retain profit from the sales or services they provides. A fitness center business owner determines profitability from the number of members they provide services to. This article discusses the importance of developing an effective strategy to maximize the amount of members for a new fitness center. There are a few issues I found regarding this article; nonetheless, after analysis, I have come to the conclusion that it is a reliable source that I would use in my own research. There are several supporting factors for my reasoning. First is the fact that Love’s accomplishments in the fitness and business field deem him a creditable source for this type of article. Joshua also does a phenomenal job presenting an effective argument that is supported by numerous facts. Another reason I found this article to be a reliable resource is the way the author presents

Try This Today? If you work for a company without a gym, ask your boss about getting corporate membership with a local chain - or get together with a bunch of colleagues and approach the gym yourself.

On Friday as a class we traveled to Iowa City and toured as well as observed five different fitness locations. We visited the North Dodge Athletic Club, the University of Iowa Field House and Recreation Center, Anytime Fitness, and a small yoga studio named Serenity. On this trip as a class we saw first hand the differences between the biggest, most expensive facilities compared to some of the smaller more personal facilities. As we went from gym to gym, notable differences could be made from each one. After visiting all five gyms, each gym has attractive attributes as well as unappealing attributes, some being larger than others. In the end, though how one views a gym comes down to personal preference.

Shweta after her dancing stint restlessly she adopted a unique form of exercise, Capoeira which, finds its roots from Brazil. A martial art to add to her kitty only made Shweta’s skills sharper and resolve stronger to train and consult others in fitness and lifestyle choices. Soon under the leadership and guidance of the fitness brand ‘Fitnessism’ an extremely effective form of body weight, flexibility and balance functional workouts, Shweta began to delve deeper into fitness and training.