Planet Fitness 's Creative Marketing Plan

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

The biggest flaw that I believe planet fitness possesses is the fact that they live by the policy “do not cater to body builders,” so that they can create the dream of a “judgement free zone”. I am about to put a huge hole into the logic of this policy. There is no such thing as “judgment free”. Judgement and opinion are natural processing agents within the human mind. Everyone judges everyone whether it is acknowledged that they are doing so or not. Also, if it’s a “judgment free” zone, how come the gym is full of illustrations and slang words directed towards a stereotypical bodybuilder? Planet Fitness is being judgmental their selves. By keeping to this policy, Planet Fitness is not only making itself the laughing stock of the fitness industry, but it is also losing a large, plentiful amount of potential customers. Now that I’ve gotten that flaw out of the way, my second biggest frustration with Planet Fitness is the food and candy the facility offers. When people sign up for the gym, they are also signing a personal contact with their selves to be a better, heathier version of their selves. This process involves not only working out, but it also involves dieting, creating a balanced meal plan based on their goals, and being able to say no to eating poorly all the time and instead

Our company, Eli-Gar LTD. are the parent company of Gold’s Gym of South Texas and have been in the fitness industry since 2005. We have focused our growth in North Laredo and the Rio Grande Valley, however, in recent years our group have come to the realization that Laredo is a very different city from what it was 11 years ago. In the past, many businesses may not have deemed it financially responsible to invest their money in an underdeveloped area such as South Laredo, but times have changed and we feel that South Laredo deserve all the amenities and services that may currently only be offered in North Laredo.

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.

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

Fit Nation Lubbock is focused towards helping our members achieve their highest potential within fitness and creating a rewarding and healthy lifestyle. Our overall goal is to supply our members with the highest state of the art fitness equipment, as well as an environment of a fun and family-oriented atmosphere. The services that we render here at Fit Nation Lubbock are meant to broaden our membership base and increase revenue. According to a representative of Body Works, one marketing goal that has worked exceptionally well for them is that they “focus on mentality rather than services.” The representative explained that the services, such as having good exercise equipment, a smoothie bar, and a state of the art basketball court, is what

La Fitness Franchise Startup Cost, Profit Margin, Revenue and Locations LA Fitness is a widely known Health Club firm based in Irvine, California, Los Angeles, United States. In this article, we shall explore LA Fitness as a company and the franchise opportunity it offers to entrepreneurs and business persons. We shall commence by focusing on the antiquity of the firm. We shall then go ahead and look at the cost required to start-up an LA fitness franchise and the fee that the company asks its franchisees. We shall also be pondering the training and supports that the firm extends to its franchisees.

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.

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.

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

In today’s busy world, it can be hard to find the time to even think about one’s fitness, let alone actually do anything to maintain it. The average person has school, work, family, pets, and many more distractions in their life to ensure their fitness is left on the backburner. However, when the thought of exercise does eventually enter their mind, the thought that often comes forefront is that of the gym. The concept of a gym is simple, populate a building with the necessary equipment for a variety of physical activities, attracting people who want to get that perfect body or even just get back in shape. However, many people who have never frequented a gym often come up with a plethora of reasons not to go.

36! Fitness seeks to use its core competencies to achieve a sustainable competitive advantage, in which competitors cannot provide the same value to consumers that our company does. Our fitness studio has established the following core competencies: providing a high-quality, branded service, creating brand awareness, developing a sense of community among customers who utilize our services, and building a solid reputation in the community. 36! Fitness intends to build on these competencies through marketing efforts that will help us meet our goals.

36! Fitness seeks to use its core competencies to achieve a sustainable competitive advantage, in which competitors cannot provide the same value to consumers that our company does. Our fitness studio has established the following core competencies: providing a high-quality, branded service, creating brand awareness, developing a sense of community among customers who utilize our services, and building a solid reputation in the community. 36! Fitness intends to build on these competencies through marketing efforts that will help us meet our goals.

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.