4.3 LA FITNESS CLIB
Estimated market share: 3.6%. With over 700 fitness clubs in North America, LA Fitness emphasizes multipurpose sports facilities that frequently include swimming pools, basketball courts, racquetball courts and indoor tracks alongside traditional weightlifting and cardio equipment. Founded in 1984 and headquartered in Irvine, California, LA Fitness operates 30 locations across Canada. The company consistently ranks in Club Industry Magazine’s Top 100 Health Clubs rankings and according to this list, is one of the only global fitness companies that generate over $1.0 billion in revenue. As an upscale fitness club, LA Fitness commands a relatively high market share when considering that they only have 30 locations
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Gold’s Gym International Inc. was established in 1965. From its first gym in Venice Beach, California, Gold’s Gym has expanded into a chain of more than 700 facilities in 30 countries, including 17 franchise locations in Canada. In addition to opening franchises, the company buys smaller regional health clubs and converts them to Gold’s Gyms to expand their presence worldwide. The company also licences the Gold’s Gym name for products, such as fitness equipment and accessories, luggage, t-shirts and men’s and women’s sportswear. Over the past years, Gold’s Gym has continued to expand and now provides various exercise equipment and programs, such as group exercise, personal training, cardiovascular, spinning, Pilates and yoga. Gold’s Gym also continues to maintain its core weightlifting segment, which drove its early success and has solidified the brand as an international bulwark of fitness since the successes of Arnold Schwarzenegger and Dave Draper, bodybuilding professionals of worldwide acclaim. Still, as noted in the Goodlife Fitness section above, their Canadian presence diminished in 2013 when Goodlife purchased seven locations from them. The company has about 3.0 million members worldwide and is expected to generate $43.4 million in revenue from their Canadian operations in 2017 (by ihrsa.org,
Customers usually make decision of purchase by comparing the “value” of a product or service, which can be looked as the benefit–sacrifice ratio. Many customers find the prices of most health club and gyms too high because they see little value in some of extra amenities, in other words, they find that the benefit they receive is not valuable, comparing to the sacrifices they make; in this case, the benefit-sacrifice ratio in this case is pretty low. Therefore, Planet Fitness offers good value membership, which means high benefit-sacrifice ratio for customers, comparing to other major gyms.
Thorpe Park is one of the popular theme parks in the UK. It has been transformed from a flood land to a leisure attraction in past 70-80 years. It has been ranked amongst the top 20 theme parks in Europe. The main aim for Thorpe park is to become world leader and providing best of entertainment and high quality of health and safety standards (Total Thorpe park, 2016).
A major threat to the business is the fact that UW-‐Oshkosh students already pay for a gym membership that is included in their tuition. It is important that we do everything possible to promote Planet Fitness and draw this group in. We will minimize this threat by offering student discounts and gearing our promotions towards the younger demographic.
Equinox is more than just a gym; it’s the Rolls Royce of gyms. By placing heavy emphasis on luxury and high-performance, Equinox delivers a product that parallels to the luxury lifestyle of their clientele. Its one-of-a-kind vibe combined with a sophisticated and daring attitude resonates throughout the brand and their facilities. Equinox’s marketing tactics fixates on a clean-cut design with the brand’s promise to deliver “substance with style”; this attention into reinventing their image has proven to be successful over the years. Everything from their website, social media, blog, mobile app, to their edgy ads has touch of luxury that allows them to successfully sell not only a gym membership, but a lifestyle to their clients.
facility. All of the gyms are up to date with the newest equipment and free weight.
Victor Athletics’ many strengths stem from their organizational culture and mission implemented and originating from their owners. By following their core beliefs and implementing them in their everyday business operations, Victor creates a company image that is itself, a strength. The benefit is positive (and free) publicity they get from word of mouth, news/web articles or social media when people hear of a sportswear company doing things like giving 5% of their after-tax profit back to the factories to be invested in their workers as well as using entirely organic materials to make their products. In addition to realizing America once made 80% of its clothes in the US; today, that number is down to 2%. By choosing to do business with smaller, more sustainable American manufacturers, Victor is helping to change a vicious trend, (“About…).
The founder of Crossfit, Greg Glassman, has made “possibly one of biggest fitness trends in the world” (Wang, 2016). As it has been introduced to over “120 countries,” it has given other fitness centers such as the Rock Island Fitness and Activity Center a run for their money (Wang, 2016). I, myself, was involved in the Crossfit community and very easily became hooked to the workouts, meal plans, and the overall mindset of program. When becoming a member at a Crossfit gym, individuals gain all of the benefits and more that you would if you were to belong to a gym such as the RIFAC. Crossfit is such a popular trend in today’s world because the workouts are already designed and a meal plan is provided. In a sense, this Crossfit membership allows individuals to do little to no work. This corporation has caused many Americans, including myself, to switch from the normal gym setting and jump on the current Crossfit trend. As Glassman had previously stated, Crossfit has "broken the back of the fitness industry" (Wang, 2016). When I started doing Crossfit, I kept my membership at the Rock Island Fitness and Activity Center, but to no surprise only attended the Quad City Crossfit Motown. If this community of Crossfitters continues to grow as rapidly as it has over the recent years, it could continue to become a huge threat to facilities like the Rock Island Fitness and Activity Center. If enough people were to switch their memberships to fitness centers like the RIFAC, YMCA, and Planet Fitness to local Crossfit communities the amount of money these fitness centers would lose could put them out of business. Due to everyone’s interest in Crossfit, they would not be making enough money to keep their facility safe, up to date, and appealing for all of their amenities. The Rock Island Fitness and Activity Center would not be able to treat all their risks because of the loss in business and lack of money. As I
The Health and fitness industry have many ethical issues involved which was very interesting to me. I have never purchased a membership at a health club, but from the reading I learned a lot about how they operate. It amazed me that health clubs push their sales representatives to get 200-300 new members a month (Amend, 1992). This is a large amount of people for such a short amount a time, which means some members are not fully aware of the fine print of the membership agreement. Also the reading mentions that more than half of instructors at these clubs do not have valid certification (Copeland et al, 1988),. This is unethical because the members pay each month for the service of a qualified staff member to assist them in exercise and fitness. Safety of the members could also be at risk working out with a non-qualified trainer. Learning how these companies do business make me want to hold off as long as possible to join a gym.
A gym as defined by the Oxford Dictionary states that it is a “membership organization that provides a range of facilities designed to improve and maintain physical fitness and health.” Within our society, the culture of a gym or health club is comprised of those who wish to maintain their physical health, as well as form a bond for like-minded people to support one another with their health goals within a shared environment. I have chosen to observe and understand the culture that embodies the Westford Regency Health Club, a local Massachusetts gym with higher than average membership pric es and a higher end reputation in comparison to the average franchised gym, such as Planet Fitness. I chose this particular gym for the sole fact that it is labeled as a “health club,” rather than a gym, which brings about the notion that it is somehow superior in regards to its facilities and membership privileges. For my research, I used an inductive method including participant-observation, as well as field notes gathered from my visits as a new member.
Since 1998, Lululemon has transformed the way people dress to workout. Through innovative products and technical athletic fabrics, a brand was created to provide clothing for workouts such as yoga, running and cycling. Lululemon opened its first store in Vancouver in 2000 with the plan to have the store be a community hub for people to learn and discuss their physical fitness and overall health goals. As Lululemon was more than a store to provide products for consumers, their goal was to influence every person who walked into the store. A basic criterion for investment is Lululemon’s mission to create components for people to live longer, healthier, fun lives. All Lululemon locations maintain strong relationships with local communities and host in-store events such as complimentary yoga classes and goal-setting workshops.
This approach would be more preferable for Goldsport because, “it will help target customers” (Marketing by Tony Gray (2000)) unlike mass marketing, which promotes the same product to the whole market and treat every consumer the same in terms of needs and wants.
It is responsible for the provision of fitness and exercise services in a broad range of settings including health clubs, fitness centers, fitness studios, outdoor and community facilities. Fitness also encompasses the provision of personal training in a variety of settings. Many local fitness clubs like Gymnasiums and health clubs can be privately owned and run or run by local government such as at recreation centers. The big growth in small group fitness and personal training businesses. Fitness Australia is the governing body the fitness sector of the fitness
Eden Park is a French menswear brand, founded by Franck Mesnel when he was 20 the brand find its influence in the rugby jersey and in the blend between sport and formal clothes.
Attractive to all age groups: Because of the different activities, there is something for everyone to do and all the vehicles are attractive.
The SWOT analysis is a useful tool for identifying our personal strengths, weaknesses, opportunities, and threats to our plans and goals. According to a “Fuel My Motivation” article (2010), this analysis considers internal influences that can positively or negatively affect our ability to achieve our goals. The internal factors are our strengths and weaknesses. Also considered are opportunities and threats, which are external influences that can have a positive or negative impact on the ability to achieve our goals. I will share how the self-assessment instruments and self-exercises in this course have contributed to assessing and understanding my strengths and weaknesses. I will also discuss techniques I will use to leverage my strengths and understand my weaknesses. In addition, I will consider opportunities that I can take advantage of and the threats that can possibly impede my progress.