Marketing Plan on Gyms

Martin Menard and Mirella Craciun currently work as personal trainers out of Body Worx, a personal training facility in London, Ontario. Menard and Craciun are interested in leaving Body Worx and opening their own facility – Elite Personal Training (Elite). Both trainers are certified by the Canadian Association of Fitness Professionals which will allow them to charge a higher price, as some competing trainers do not have this qualification.

In this assignment I am required to do independent research on fitness company “Pure Gym”, to address the following tasks, Pure Gym’s history and background, what industry it operates in, and analyse as well as illustrate the organisational structure of the company. I will be using SWOT analysis as one Modern Management approach that should be considered for Pure Gym and critically analyse two innovative strategic management objectives of the company. Pure Gym was founded in 2008 by Peter Roberts. It operates in the fitness service industry providing gymnastic and health fitness facilities across the United Kingdom (UK). Peter Roberts being the Founder and Chief Executive of Pure Gym lives in the hills of North Yorkshire and could not access any gym around his locality within 20 minutes from his home, he then decided to use walking and strenuous hikes as a method of exercise. However, Peter Roberts took advantage of the large number of British people who like himself also liked to exercise and opened Pure Gym.

"LA Fitness grew out of three clubs, each owned by one of the founders. In 1990 Fred Turock, Jeremy Taylor and David Turner decided to get together to jointly manage these clubs, with the aim of building up a network of gyms with first class facilities. In 1996 they created the LA Fitness brand and the following year they joined the top ten health and fitness club operators, catering to a wide variety of people of all shapes and sizes and with a huge range of goals. In 1999 the growth and success of the LA Fitness group led to a listing on the London Stock Exchange. In 2005 the team decided they needed more control - they wanted to make sure LA Fitness could continue to provide affordable membership and a fun environment for its growing

I have attained information about the different plans that the industry offers and gained knowledge about their goals for a judgement free gym. I have worked in the customer service industry for the last 5 years. Therefore I have gained the ability to work with a variety of personality types. I know how to directly converse with essentially anyone who comes my way. I will be able to combine my background in fitness with my pristine customer service ability to ensure that every single person I work with feels motivated to succeed and receive quality

Through this case study I will be discussing strategic management. Strategic management can be defined as a process where an organization attempts to determine what actions need to be taken to achieve the overall objectives and more importantly how to meet them (Mello, 2015, p. 114). For a company to strive and meet their goals, deadlines, and missions they must stay conscious of the strategic plan put in place for the success of the company. If the company does not have a good strategic plan the company could fail. With correct planning a company could succeed without fail. Something that needs to be taken into consideration in the strategic plan should be investing into the company’s human assets. At first it may look like it is causing the company more issues however in the long run it will strengthen the company and moral making a more successful company. This could help with customer relations, and the organization status which will help produce additional revenue for the company.

“In its present form, personal training only dates back a few decades, yet it is among the fastest growing professions in the U.S.” (Holt). In the 80’s and 90’s personal trainers were predominantly heavy lifters who looked like they could soon compete in a bodybuilding contest. The muscular physique automatically qualified each of them as “guru” in the fitness world and helped quickly build a clientele. Towards the late-90's, the situation started to change: gyms became less and less of an intimidating environment for a wide category of people with no desire to become “huge.” Personal trainers of a new generation expanded their specialization to weight loss, cardio vascular

Together they lead the centre’s 14-strong team of physios, physio technicians and administrative staff. The team also works closely with a range of other professionals including occupational therapists, orthotists, dietitians and speech and language therapists.

A lot of clients are probably new to the gym and go in not knowing where to start. You have to supervise them to make sure that they are using the proper form so they don't get injured.

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.

In Canada, the fitness market was growing at approximately 6 percent a year due to some reasons like demographic changes, marketing programs and preference of individuals. GoodLife Fitness Clubs was founded by David Patchell-Evans in 1979 as a sole proprietorship. Philosophies of the company were to provide health, fitness and self-esteem so that people feel better about themselves. GoodLife has become Canada’s largest health club chains, with 40 clubs in Ontario and Quebec by May 2000 with over 70,000 members. Head office of GoodLife was located in London, Ontario with the role of providing leadership and support for the franchisees and company-owned clubs. From the beginning, the

Pure Gym, the UK’s Budget gym giant, launched in 2009 by Peter Robert with the pioneer of an affordable, flexible and high quality fitness operator in the UK. By starting with four sites in Leeds, Manchester, Wolverhampton and Edinburgh, Pure Gym has completed the expansion of further 94 gyms from Aberdeen to Southampton. Not to mention, the acquisition of LA Fitness and its 43 fitness clubs has enhanced the opportunity of affordable fitness centres to people across Britain, particularly in London and the South East. The nature of business lies within five market characteristics involving heavy technology and web use, gym-only proposition, ability to operate club with a single person, scope to operate 24/7 and costs minimum of 50% lower than average industry price

Effective and efficient companies will need information on the country and the industry before setting up their operation in the stated area. This report focuses on Fitness First as one of the leading global health club companies and Singapore as the chosen country. The purpose of this report is to provide the PESTLE analysis on Singapore along with the Porter’s 5 forces analysis on fitness industry in the country, to understand how the company entered the industry’s market. The structure of this report will be as following; company background, country background, PESTLE analysis, Porter’s five forces, strategic recommendations, and the conclusion.

Personal trainers are responsible for training individuals and developing a healthy workout regimen for all their clients. They often work with different muscle groups and combine this knowledge with cardiovascular training to provide their clients with the best exercise program possible. They may demonstrate various exercises and improve their client's technique. They work either in a client's home or a gym. Personal trainers conduct fitness consultations and assessments. Develop unique programs that ensure client safety and enhancement of personal fitness goals to members and guests throughout the club. They also assist club members in understanding how to operate the weight resistance and cardiovascular

• Mr. Sean V. Phillips M.Sc. joined Fitness First PLC in 1993 as General Manager and was appointed to the Board as Director in 1996. Mr. Phillips also serves as Sales and Fitness Director, Mr. Phillips has an MSc in Exercise Science and a BSc Hons in Health and Physical Education. He has been involved in health club management since 1986 including as General Manager of a number of major LivingWell Health Clubs in the UK.

Margaret House, CEO of Bounce fitness and the Board of Directors are keen to have the four Centres registered with fitness Australia (www.fitness.org.au). They feel that standards required to be met as a registered fitness centres would not only ensure the credibility of the organization in the eyes of the public but provide goals for the Centre Managers and Teams.