Marketing Strategy of a Gym

A marketing plan can be viewed as a roadmap in which an organization navigates through a sequence of steps in order to promote a service, goods, or program (Thomas, 2015) (May, Apr 12, 2012). Therefore, in order to initiate the occurrence of any marketing activity, it is vital to have a marketing plan to follow in the event to create awareness, attract customers, and to gain business (Thomas, 2015). In having a marketing plan, the organization must delineate their marketing initiative through a sequence of designated steps by strategically organizing, marketing activities while defining who will be their targeted potential customers (Buttell, Jan/Feb 2009). In meeting the strategic objectives of a marketing plan, it should

"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

Body Fitness is a new state of the art fitness facility coming to the valley that will offer the finest workout equipment, intense one-on-one personal training, proper supplemental nutrition plans, and strategic planning for a patient’s course of action to get in shape. Each fitness facility will offer the essential wide range of work out equipment and will be staffed to accommodate clients from high school age to retirement. Clients will consist of the average high school student struggling with weight, the college football player looking for supplemental professional and nutritional training, or the mother of four trying to lean up her body so she feels comfortable after enduring the impact four children may bring

A marketing strategy is the combination of the target market, or the customers the marketing is intended to reach, and the marketing mix. Product, price, place, and promotion are components of the marketing mix, or the four p’s, which create a value for the customer (Perreault, Cannon, & McCarthy, 2009). For this reason, the customer, who is not part of the marketing mix, is the center of the target, surrounded by the elements of the marketing mix. The ultimate goal of a marketing strategy is to create value for the customer, which allows the organization to increase customer satisfaction and results in repeat customers and additional equity for the organization (Armstrong &

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.

Perreault, Jr., W.D., Cannon, J.P., & McCarthy, E.J. (2011). Basic Marketing: A Marketing Strategy Planning Approach [University of Phoenix Custom Edition eBook]. New York, NY: McGraw-Hill. Retrieved from University of Phoenix, MKT/421 website.

Pure Gym is a budgeted gym operator that currently emerges nationally. With the presence of unique five characteristics including affordability, simplicity, inconspicuous consumption and sporadic attendance and consumer sentiment toward traditional clubs, Pure Gym has created a new and exciting consumer proposition, effectively. Regarding company’s insight, this research’s primary purpose is to illustrate business historical background and how this low-cost brand develops through entrepreneur orientation and marketing orientation. Furthermore, strategic recommendations are drawn through the construction of 12 months business plan, accordingly.

Business strategies generally include a set of actions, objectives, a purpose, goals, and/or a mission statement. The Bob’s Gym’s business strategy explains within their mission. This “Built with Bob’s” ideology is located at http://www.builtwithbobs.com/ Three strategies exist for achieving competitive advantage. Cost leadership occurs when a company attempts to price their product or service lower than any competitor within the marketplace. Product differentiation exists when a product or service appears to be unique or different, giving it a competitive advantage. Personalizing fitness and giving members numerous options from which to choose is how the gym strategically uses product differentiation to achieve competitive advantage. Many competitors concern themselves with items such as cost leadership (lower membership rates) and/or focus (target certain niche markets/members) to try and achieve competitive advantage within their business strategy.

The Company operates four separate fitness brands: “Equinox Fitness” (luxury brand, and the focus of this paper), “PURE Yoga,” “Blink Fitness” (economical brand),

Victoria's Secret vs. Fredericks of Hollywood Victoria's Secret was founded Roy Raymond in 1977. The initial idea to create the Lingerie brand came from Raymond looking to make lingerie purchase for his wife and was too afraid to been seen shopping for lingerie in a department store. He immediately thought of the idea to create a luxury line that doesn't make you feel out of place. Victoria's Secret has been and still remains the largest American lingerie company of its kind.

Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in

• 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.

Every organization needs to have a marketing strategy so that they know who are their competitors, which market they need to target, do they have resources to compete in that market and what strategies they need to adopt to gain competitive position in the industry. The most important thing is with the help of marketing, company is able to make people aware of its product.

One of the toughest challenges of new businesses is attracting new customers. Having an effective marketing strategy in place is a vital implementation in increasing the awareness of your product or service. The marketing strategy section should

Westwood, J., 2002, The Marketing Plan: A step-by-step Guide. 3rd ed., London, Kogan Page Limited, p