Marketing Plan for Snap Fitness

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Executive Summary
With today’s society stressing a greater demand for flexibility, and ease of access to goods and services, a trend has emerged for extended trading hours for service organizations. One of the main profiteers of this trend is gym franchises. With over 1 billion people in the global population being overweight, and the still present economic uncertainty leading to longer working hours for most people, there is a demand for less rigid opening and closing hours of gyms. Consequently, the boom of the 24 hour gym came about.

3C’s Analysis
The following section contains an analysis of the company, customer and competitors of Snap Fitness.
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Jetts has received a Canstar award two years running. For the years of 2012 and 2013, Jetts was voted as the No.1 gym chain in Australia for customer satisfaction. (Jetts, 2014)
Another similarly competitive gym is Stepz. As well as operating 24/7, Stepz is entirely Australia owned, with clubs only within Australia. While this, to some people, would be a selling point, it also poses a threat to Stepz whereby is creates less convenience for its patrons by having fewer clubs members can attend (see figure 1.2). (Stepz, 2014)
A Stepz Memberships costs $13 a week, with a one-off joining fee of $89, payable upfront and an access card fee of $55, with which the member has access to any Stepz club Australia-wide. (Stepz, 2014)
As too with Jetts, Stepz has no membership perks for gym members that exist outside the gym, i.e., retail discounts, etc.
Stepz employs a tactic whereby the number of members allowed to enrol in each club is limited. This is done to provide the members with a more personalized service, and the staff can cater to the members needs more specifically. Also, by limiting the number of patrons, it ensures that there will rarely be a wait time to use gym equipment. (Stepz, 2014)
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
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