Essay on The Case of Power Up Fitness

The threat of new entrants is high in the industry for three reasons: the industry is continually growing; there is no dominant firm; and, the barriers to entry are low. Consumer trends suggest that people chose fitness centres based on location rather than brand name, meaning switching costs are low . Low switching costs, a lack of government regulation, and the homogeneousness of services offered across the industry contribute to the low barriers to entry. The only current barrier to entry is the large capital investment required to open a facility. Because location is so important, rent and finding a suitable site for a fitness centre can be expensive. Although Club Train is a well-established successful

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.

The Rock Fitness Center has decided to introduce new programs to appeal to a wider audience, particularly the Baby Boomers. Our goal is for everyone to be active. Therefore, we have chosen to offer these new programs, aerobics and strength training, as an incentive for people to want to begin or continue to exercise. Many people are becoming less active with modern day technology, but we hope to counteract that trend with our new programs. Particularly, we chose to implement these programs for the Baby Boomers. It is important to have programs for this age group “because people ages 55 and older are the fastest-growing health club membership group- having increased 411 percent since 1990” (Milbrand 2009). Furthermore, it is important to introduce new programs to appeal to the baby boomer audience to benefit the gym and the clients.

They have established a strong understanding of their target audience and gear many of their programs towards these audiences to create a larger pull. Separate Women-Only Clubs have been formed in Loblaw’s Superstores across Canada offering women workout sessions seven days of the week, scheduled throughout the day ranging from a 15 to 60 minute workout (GoodLife, Group EXercise, 2011).

According to the International Health, Racquet and Sportsclub Association (IHRSA), there are approximately 30 million adult members of fitness centers in the United States. By the year 2010, this number is likely to grow to 50 million. This is due in large part to the increasing awareness amongst the population of the importance of exercise to promote health and wellness. This trend coupled with the major demographic shifts should produce an increased demand for fitness services and products.

36! Fitness plans to drive our membership up. We are currently a 100 member studio. We would like to see that number grow by 50 percent over the next 12 months. 36! Fitness also plans to expand our green initiatives to the community by teaming up with local farmers to use their products to stock our smoothie bar with indigenous fruits and vegetables. We would also like to upgrade our cardio machines to include touch screen computers that use 200 watts of power while in full operation. That would be a savings of up to 48% of power as it compares to HDTV.

The Fitness Industry Shown below are recent fitness industry statistics provided by IHRSA (International Health, Racquet and Sports club Association) Though there are many similarities between the health club industry and other retail, health promotion, hospitality and leisure time businesses, the industry is distinctive in various ways. Among them are the following: The industry continues to grow during economic downturns. Whereas during the economic downturns most retail and hospitality businesses experience contraction, the health club industry has, over the past 20 years (including three recessions), continued to grow… It has become a convenience business. Because workout frequency is crucial to reaping the rewards of regular exercise,

Destination Fitness, like most new businesses, will face a variety of economic issues. Whether it’s from internal weaknesses of the organization or external threats to the company, the organization must be prepared to overcome these obstacles. One of the biggest external threats to the economic success of Destination Fitness it the economy itself. Although the economy is steadily recovering from the recession, disposable income still comes at a premium for many people. In order to convince customers to become members they must, first and foremost, make it financially attractive to them. Keeping membership costs low will entice new customers through the door. After that it is up to the staff to make customers realize that their biggest investment should be to invest in their own health and well being. Another threat that Destination Fitness faces is the time constraints many drivers have. In order to meet there deadlines drivers have little time other than to sleep. In order to combat this, programs that are offered must utilize time efficiently and be able to bring results within strict time limits. This will also allow the trainers to assist more people and really give the customers the sense that Destination Fitness truly cares about their health, happiness, and livelihood. Legal/Regulatory It will be essential for Destination Fitness to determine the legal structure of

Over the past five years the fitness industry has seen a boom in attendance at fitness clubs after the rise in 24-hour facilities. This growth is attributed to the convenience, accessibility and affordability of these chains

Business ratios for Orange Fitness indicate strong financial growth and an impressive chance for investment opportunities, making expansion and further development both very possible.

Health Fitness Corporation provides on-site fitness centers for numerous prestigious companies such as Best Buy and Federal Express. The positive relationships and results have more than qualified Health Fitness Corporation to provide Texas Instruments with a unique facility, designed to meet all of their personal needs. Among

Everyone wants to get high productivity and efficiency in completing their work. There are lots of studies have shown that employees, who get regular exercise, have better performance on the job. From employees’ point of view, one of the competitive benefits that companies are offering is a full-service, on-site fitness facilities for their employees. While this certainly is significant, it may not be enough, for employers to begin installing onsite fitness center. However, there are a number of other reasons that the investment of onsite fitness center can benefit both employees of the company, and the employer itself.

Originating from the United States, the spirit for Sports and health has been on the rise in the modern day with this culture spreading to the rest of the world. This has been probably so due to the changes in the nature of work or even the knowledge gained in concern to the importance of maintaining a good health. With this, the business of health shops and gyms for supplements and practice respectively has increased for the past decade in every corner of our cities to feed the growing demand on sport and health interests. With this, it would not be that difficult to spot a well-qualified professional salesperson in one of these establishments. This is so because the managers understand that the future of their enterprise lies in the

Reyes Fitness Company must assess internal and external environments while improving performance in their field. Since the company’s services and processes demonstrate its position within the industry, they must respond to the company’s internal and external issues by increasing the company’s strengths, embracing the existing opportunities, reducing its weaknesses and eliminating its threats. With these measures in place, RFC will be able to

Throughout this research project, various new insights toward fitness offerings today can be learned and absorbed to one’s knowledge. And this is particularly relevant to those who are about to work in the fitness industry. In addition, valuable experience can be gained by exercising the marketing research knowledge learned.