...January 27, 2013 Mr. James Weaver, Chief Executive Officer Gold's Gym International 125 E. John Carpenter FWY, Suite 1300 Irving, TX 75062, United States Dear Mr. James Weaver: BUSINESS INNOVATION PLAN FOR GOLD’S GYM Gold’s Gym International has been credited as one of the best performing companies in the fitness industry. The company has been able to cope well with changing trends, while remaining competitive. However, due to an increase in the number of fitness clubs, it is currently faced with a lot of competition. In response to this competition, Gold’s Gym International has opened new facilities in various locations, and has also renovated existing gyms to provide its members with cutting-edge equipment and a better environment. I believe that this is a critical time for you and for the company in order to continue to enjoy long-lasting success well into the future. On behalf of Sage Consultants, I have done some research and found various ways that the company can improve its performance through innovation and adapt to the changing market. Thank you in advance for taking the time to read this report. Sincerely, xxxxxxxxxxxxx Lead Consultant Current Situation Gold’s Gym International (Gold’s) is an international fitness company that was established by Joe Gold in 1965, and has evolved to become one of the largest in its industry. The company focuses on offering body building and fitness services to both men and women, and currently has a worldwide subscription...
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...SWOT Analysis: Fitness Centers Industry Courtney Albertson PHL/320 30 March 2015 Matthew Hazlett SWOT Analysis: Fitness Center Industry It today’s society, “going to the gym” has become a normal phrase heard around the world; however, the fitness center industry is not exactly in the spot light of today’s media and headline news. So, that sparks the interest of what makes the fitness center industry succeed, what are their strengths. What about the fitness center industry in the future; are there weaknesses that could ultimately cause them to fail as a whole? What about opportunities that could add to their success? Are there threats that lean on the shoulders of those managing such an industry? With all this curiosity, a SWOT analysis needed to be done. Are you curious about those results? Are you curious about the future of your gym? Industry Background The fitness center industry only came to light in the 1970s and 1980s with simple cardio (running), and aerobics. Though, in the early 2000s an enormous growth occurred in the industry; in the beginning of the decade there were 16,938 combined gyms and clubs, and by January 2008, there were 29,636 combined gyms and clubs (Franchise Help, 2015). This industry comes in many shapes and colors, so to speak; there are large name-brand franchises such as LA Fitness, 24 Hr. Fitness, and the YMCA, there are small local gyms that are ran by neighbors and friends of a small town, and of course the private, elite country clubs...
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...My company Change Your Life Fitness is a non-typical gym. Our goal at Change Your Life Fitness is to put fun back into fitness. Change Your Life Fitness has been formed to meet a specific need in an ever increasing competitive market. How is Change Your Life Fitness different? We offer a plethora of services, but you only pay a small fee for the services that you want to take advantage of. Our fitness center has no sign up fee(s) and only a ten dollar a month membership fee, which can be cancelled at any time. We offer nutritional assistance for the people that want to lose weight, we offer professional trainers for people that wish to increase muscle mass, we offer yogi for people that want to learn proper stretching and relaxation techniques, we offer different types of Jazzercise as well as Zumba. We offer child care services for single and working parents. Regardless of your fitness level you can find something at Change Your Life Fitness that will appeal to you. Our mission statement at Change Your Life Fitness is- “Change Your Life Fitness- We will help you achieve results that will change your life”. I want to make our fitness center someplace that has something for everyone. Fitness is such an important part in all of our lives, and I want Change Your Life Fitness to be part of that. I am aware that a mere ten dollar a month fee is not enough to get rich with. I plan on selling nutritional supplements, sports drinks, snacks as well as calorie correct prepared meals...
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...Corporate Histories History of Under Armour Under Armour is currently an athletic apparel, footwear, and accessory brand with the mission “to make all athletes better through passion, science, and the relentless pursuit of innovation” (Under Armour website). The brand was founded in 1996 by University of Maryland football player Kevin Plank in the basement of his grandmother’s house in Baltimore, Maryland. Based on his own athletic experience, Plank was inspired to create a sweat-wicking undershirt that did not get moisture-laden with sweat during games and practice. The company gained initial success with grassroots marketing among the athletic community. Under Armour did not reach mainstream consumers until the company’s products appeared in the 1999 film Any Given Sunday. It has continued to appear in other movies and television shows, and it has gained many athletic stars as spokespeople of the brand. Under Armour launched its first television advertisement, featuring football player Eric Ogbogu, in 2003. These marketing efforts have done well to expand consumer recognition of the brand’s initial product. Sweat-wicking shirts are now commonly known as “Under Armour” similar to the way tissues are now often just called “Kleenex.” With its evolving brand image, Under Armour has been able to expand beyond the athletic performance apparel market, which it dominated at 75% of market share in 2005. Following its initial public offering in 2005, which raised over $100 million...
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...Gym Survey Report Bangalore Vaibhav Sharma 10 Table of Contents Page No 1. Introduction.......................................................................................................... 1 2. About the Study....................................................................................................1 3. Aims and Objectives...........................................................................................1 4. Gender wise Distribution in Gyms.................................................................2 5. The Nutritional Supplements..........................................................................8 6. The Gym Trend..................................................................................................13 7. The Fitness Trainers........................................................................................15 7.1 Gym Index..................................................................................................................16 8. Interesting information gathered from the survey...............................19 9. Estimates of Sampling Errors.......................................................................19 10. References........................................................................................................20 Exhibits....................................................................................................................21 Gym Survey Report - Bangalore 2010 ii Appendix...
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...External Environment Group 2: Meghan Cree, Sarah Medve, Rachel Hamrick, Jacob Rath, James Wallerstedt, Samuel Kube Due: 01/27/15 Word Count: 2039 Case: Bally Total Fitness By 2004, Bally Total Fitness was a major leader in the $14.1 billion health club industry. With over 400 million facilities worldwide, Bally was the “largest publicly traded health club operator in the United States in 2003” (Wells, John R., 1-7). Bally’s success was fueled by many components including membership revenue, various products and programs, and their recognizable, worldwide image; however, in 2004, Bally faced a major shock to its reputation. Fraudulent accounting practices were discovered and examined, resulting in an uproar from shareholders, complaining of financial misrepresentation. As a result, Bally Total Fitness faced a drop in their stock price, lawsuits from current shareholders, and a damaged repute. The following analysis will evaluate how the general external environment affects Bally Total Fitness, examine Bally Total Fitness’s current standing in the health club industry, options on how to rebuild its status in this industry, and solutions to implement for eliminating any skepticism among shareholders and increasing membership numbers. Macro–Environment Analysis Gym and exercise equipment manufacturers are constantly upgrading current models of exercise machines as well as developing innovative designs for new machinery. The new machinery supplies...
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...Nagar Market research and image Analysis Student No. 28044 Project on Fitness Studios Table of Contents 1. MARKET RESEARCH ON FITNESS STUDIOS page(4,5) 2. A)Introduction Page(5,6) B) After World War 2 page(6,7,8) 3. The Birth of American Health page(9,10) 4. Marketing (page 10,11,) (a) Television Viewing (b)Observation 5. Interviews (Page 11, 12, 13) (A)Face to Face Interviews (B)Household Interviews 6. Final Survey (Page 14) 7. Results of the Survey (Page 15, 16, 17, 18) 8. Negative Feedback (Page 19) 9. Customer Satisfaction (Page 20) 10. Unique Fitness Clubs (page 21) 11. Challenges and Opportunities (Page 22, 23) 12. Conclusion (Page 24) 13. Appendices (page 24) 14. References (Page 25) MARKET RESEARCH ON FITNESS STUDIOS Taking a practical action-oriented approach, and focusing on established, need to know subjects. This seminar paper of mine will reflect market research on Fitness Studios in International Business Environment. This series will concentrate on developing practical texts. I made best efforts I could to ensure that each title that this research remains international in both content and research and gives a clear picture. Overall this paper will produce a body of work that will enhance international awareness about marketing research on fitness studios. Note:- I made every possible effort to ensure that the information...
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...Introduction The name of my retail establishment is a fitness center called Basic Fitness. Basic Fitness plans to cater to 50-150 members. The purpose and mission of basic fitness is to provide fitness and exercise equipment to adults in the community to help them stay physically fit and healthy thereby enhancing a healthy lifestyle. Our gym will be smaller and less rowdy than some of the other gyms in the area. By so doing our target market which will be older working and retired adults can work out and exercise in a peaceful environment that is not as noisy and overcrowded as the average gym. Basic Fitness’s sustainable competitive advantage is that we are a smaller gym that will focus more on our customers and try to make them feel special and get to know them on a personal level thereby providing outstanding customer service. Furthermore, since we will be a smaller gym we will have adequate but not too much equipment so as to prevent overcrowding. Product At Basic Fitness, we intend to provide standard equipment for customers to use at our gyms. Our equipment includes treadmills, exercise bikes, benches, free weights and stretching mats. We try to provide equipment that is easy to use and not too sophisticated for the average adult and senior citizen to use. Placement For our location we would plan to use the old Aldi building on South Avenue in Worthington. We think this is a good location because there is a lot of traffic passing by while on their way to some...
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... f. Nature of the Business g. Target Market h. How Product/Services Meet Needs 3. Competitive Analysis i. CrossFit Gyms j. Other Gyms 4. Industry Description and Outlook 5. Marketing Plan k. Market Penetration Strategy l. Growth Strategy m. Communication Strategy 6. Financial Plan n. Start-Up Costs o. Continual Costs p. Revenue 7. Critical Risk Factors Executive Summary Mission Statement: Valley CrossFit is the elite health and performance facility located in Shelton, CT. Valley CrossFit provides clients with a comprehensive health and fitness program tailored to their needs. Our coaches have experience in training athletes, weekend warriors, and people just looking to get in shape and have a good time. We have developed a health and fitness program that is second to none. Valley CrossFit’s coaches are experts in the fields of sport conditioning, injury prevention, nutrition, and fitness. Our focus is to offer each member that trains in our facility a life-changing experience as they work towards elite health and fitness. The greatest key to your success is you. Achieving elite levels of fitness is a process that takes time, determination, and the watchful eye of our dedicated staff of coaches. Whatever your fitness level is today and whatever your fitness goals may be, we are there to help you and guide you every step of the way. As with any endeavor, having fun is the glue that holds it all together...
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...Blank) Executive Summary (Leave Page Blank) Situation Analysis Gladiator Tough is a business that focuses in creating products for fitness gurus. The company believes people who are active in fitness, need products that will keep them looking fresh, comfortable and empowered while they do their fitness activities. The main concern of this company is to comfort consumers while they exercise. There are about “three million sweat glands in a human body” and people need an object to absorb the moisture off their body (http://www.popsci.com/science/article/2011-01/fyi-how-much-can-human-body-sweat-it-runs-out). This is how the Gladiator Towel was created. The gladiator towel is light weight and absorbs more water than a regular towel. This is why Gladiator believes this product will be a success. People are becoming for health conscious and have been eating healthier and exercising more often. This is why Gladiator Tough believes now is the time to hit the market while it’s expanding. Gladiator Toughs marketing strategy will be the strength of creating brand and product awareness to a specialized market. Market Summary Even in the midst of the economic downturn, the fitness industry has maintained steady growth, with gym membership rates growing consistently and profit remaining solid. Demand for gyms health, and fitness clubs will continue to grow over the next five years. The reason for the growth is the general public is becoming more health conscious and...
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...increase in the amount of health clubs/fitness centers. Since 1992, the United States has seen the number of health clubs increased by almost 40 percent, from 12,635 to 17,531 facilities. It has also seen an increase in membership by almost 60 percent, from 20.8 million to 32.8 million. What this all means for Fun 4 Life Fitness Center, LLC is that the market is ever growing which translates to more competition. Most fitness centers offer a variety of services to address the needs and convenience of the customers. Some of these services includes personal trainers, facilities with state-of-the-art equipment, and programs that cater to mostly every demographic. Fun 4 Life Fitness will seek to have a competitive edge by providing customers with stellar customer service along with offering a variety of programs and equipment that is sure to develop a following for Fun 4 Life Fitness Center, LLC. Key Competitors The key competitors that have fitness centers in the Corpus Christi area are Gold’s Gym, Freedom Fitness of Corpus Christi, Corpus Christi Snap Fitness Center, and Corpus Christi Athletic Club. Gold’s Gym specializes in providing some of the best cardio and strength equipment to help people realize their goals. Some of their strengths include the programs they offer, their personal trainer staff, and most importantly, the Gold’s Gym brand name. They have built up a reputation for being one of the first innovative fitness centers. They have been around for...
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...Analysis IFSM 300 Instructor: Walter L Blount 31 March 2013 The health and fitness industry is growing at a remarkable rate in spite of the turbulent economy. According to a 2011 IBISWorld study, revenue for the health and fitness industry is expected to rise 2.6 percent each year to annual earnings of $28.2 billion by 2016. Combine that with growing concerns about obesity and associated health issues and there has never been a better time to own a fitness facility. Most gyms offer a variety of services to address the needs and convenience of the customers but UR UMUC Healthy Fitness Center will seek to differentiate itself from its competition by introducing a new business model that revolves around attracting young, affluent customers. We will provide outstanding service, invest heavily in the newest technology to enhance the client experience, keep the center spotlessly clean and well maintained, and enhance the aging facility with up-to-date equipment and innovative and imaginative programs. Porter’s Five Forces Analysis Buyer Power: Buyer power is high because customers have many different fitness products and facilities to choose from and typically choose a gym based on individualized needs. Customers can have a positive impact on the business. Attracting and retaining them will be the most important part of the new business strategy. Supplier Power: Supplier power is high since the fitness center will be changing its strategy to focus on elite clientele. Procuring...
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...BACKGROUND AND OVERVIEW Bally Total Fitness was created in 1996 with Lee Hillman as its first CEO. Bally traces its existence to the Health and Tennis Corporation, run by Dave Wildman. Wildman had begun to purchase ailing gyms and aggressively expanded and acquired several other brands as well. In the 1990s, as part of a diversification move, Bally Manufacturing, a gambling equipment company, decided to purchase Wildman’s collection of gyms and other brands. This diversification of brands created what was known as Bally Entertainment. Bally Total Fitness was then created in 1996 as the health club portion of Bally Entertainment. Lee Hillman started the company off in an unusual path, Mr. Hillman used a retrenchment strategy by selling off outlets, rationalizing Bally’s brand portfolio, and closing several clubs, which then returned the business to profitability. During Hillman’s course of leadership, Bally developed a very broad range of products and services, which increased revenues out of the company’s existing membership base and added profit to the bottom line. The company faced a triggering event when Bally’s CEO Lee Hillman stepped down suddenly in December of 2002. Bally’s chief operation officer at the time, Paul Toback, replaced Mr. Hillman and moved to the top of the company. Toback’s started as CEO explaining that he expected changes to the company to be “more evolutionary than revolutionary”. Under Hillman’s lead, Bally was operating essentially as two different...
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...to bring in new clients. Yelm Bootcamp is also active in the local community. They donate 30 day memberships to silent auctions throughout the year. The existing marketing budget is about $500 per month. Monthly memberships are $80-$110 a month, depending on discounts customers qualify for. Section II MARKET ANALYSIS Over 72 million Americans, or one third of the population of the United States, are considered clinically obese. This is why consumers continue to be interested in exercise to boost their fitness and health. Currently 41 million Americans are members of a health club. During the 10 years, 2010 to 2020, the health and fitness industry's contribution to the overall economy, is expected to grow at an annual rate of 3.0%. Fitness clubs memberships used to be concentrated highly in the 18-34 age range, but there has been an increase particularly among Americans over 50 and children and teenagers. (https://www.franchisehelp.com/industry-reports/fitness-industry-report/)...
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...Group 1 BALLY TOTAL FITNESS 10/02/2014 1. What is this case about? This case is about Bally Total Fitness, an U.S. health club industry founded in 1962. But more generally this case is about the health club industry in the USA and throughout the world. In a first part, there is a general presentation of the U.S. health club industry characteristics. We have some information about people who go to these clubs, proposed activities, equipment and facilities. It presents the different ways of formats in this industry, how the industry is organized: owner-operated clubs, franchised clubs, Design and management companies and health spas. We have some explanations about pricing, ways of sales, general operations and an analysis about the different trends within this industry. We In a second part, we have a deep presentation of Bally Total Fitness. We have information about its foundation, generated revenues, growing, current CEO (Paul Toback). We have a description of the process to sign in with Bally Total Fitness, how a typical club is organized. This part is about the strategic decisions of Bally Total Fitness about its marketing, accounting policies to attract clients. In a third part, we have a quick presentation of Bally Total Fitness’ competitors (YMCA, Gold’s Gym, 24 Hour Fitness and Curves International). We have crucial information about their histories, main leaders, policies, revenues and differences from Bally Total Fitness. Finally, there are some...
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