Fitness Industry

Munkhzul 10276038A Claire 10276003A

Aaren 10276009A Emily 10276005A

INTRODUCTION:

Personal fitness training today is becoming an industry which is growing fast, attracting people in large numbers. This is occurring due to the high pressure life styles that we have and the stress it puts on our bodies and brains.

Fitness Center Industry Background

The fitness center industry started coming into its own in the 1970s and 1980s , when exercise, led by running and aerobics, became popular. Membership rose throughout the 1990s, and the 2000s were a period of enormous growth for fitness centers. There were 16,938 clubs at the beginning of the decade, and that number grew to 29,636 by January 2008.  41 million Americans are members of a health club, and just about half of that number belong to a commercial health club, with the rest divided between non-profit clubs like the YMCA and miscellaneous for-profit clubs such as corporate clubs, country clubs or spas.

Market Outlook

The global fitness industry will continue to record steady growth as demand for a wide range of fitness solutions grows due to health awareness and government programs to promote healthy living. Health centers and sports clubs will remain competitive through innovation, offering clients new fun ways to exercise.

Conclusion

After the financial free-fall over the past year, it's not surprising that fitness gyms would change their programming and training to better serve our cost-cutting needs while in-home workouts using inexpensive fitness gear will be much more popular.

ID. KPI Description Measure Target How

1 Customer satisfaction

Questionnaire 95% Distribute the questionnaire right after the customer received service

2 Coach Quality License &Feedback

<90% 50% by customer feedback50% by gyms data analysis

3 Gym Atmosphere

Promise the things complete

<85% Distribute the questionnaire right after the customer received service

4 Customers healthresults

Muscular massWeight etc.

Depends on each

customer

Examine them by physician and compare to the past

5 Number of members

Statics Many as possible

Check company‘s most recent years static and identify the average data

6 Revenue per member

Good attitude High as possible

Divide total revenue by the number of members

7 Facilities quality

Amount,cleaness,how new it its

<90% Distribute the questionnaire once in a one month

8 Customer Reflux rate

Employees count it from how many times customer come back

to exercise a month or a year

<80% Statics of monthly number of customers to the gym

Key Performance Indicator Management Stakeholder list

Gyms Strategic Service Vision

Service Delivery System

Operating Strategy

Service Concept

Target Market Segment

• Hire someone who has experience or degree

• Use only highly qualified gym equipment

• Create energetic atmosphere to customers

• Members follow punctuality and promotes on-time performance to coaches and other workers

• Provide coaching service, cleaning service also give the health check service

• Flexible timetable with best coaches

• Serve healthy diet high protein foods, snakes, drinks

• Clean environment with comfortable atmosphere

• Anyone who is above 18 and who can afford the payment

• Especially office ladies

2-7

{

Towels &

Member cards

Wardrobes

&Locks

FacilitiesAC

Equipment

Classrooms

Mirror & AC

Shower gel

ShampooHair

dryerstowels

Member cardsUsed

towels

Arrive at Gym

Check in & get towels

Go to changing room

Warm up

Take------

lessons

Shower& Spa

Check out &

Return towels

Greetings& Processregistrati

on

Coach

Coach or

teachers

Process

Check out

Cleaner Assistant

Process

Check out

Registration

System

Cleaning System

Cleaning

process

Registration

System

Physical EvidenceOr communication Channels

CustomerActions

Onstage ContactPerson

BackstageContactPerson

Supportprocess

Blueprint for world Gym

Competitive Rivalry within

IndustryThere are various kinds of GYMs in the market, we have to be the most attractive

one.

Potential New Entrants

There’s always new GYMs with new

gimmicks coming out.

Bargainning Power of

CustomersCustomers will compare prices between all the

GYMs.

Threat of Substitutes

Nowadays many of the communities

have their own gym in the basements so less people will pay to come to gyms.

Bargaining Power of Suppliers

World GYM has to talk to the

suppliers to get a lower price for

buying new facilities.

Posters 5 force model

Service package

Information : Web site, menu introduction

Supporting facility : Building

Facilitating goods : Gym supplies, equipments,

sport wears

Explicit service : Yoga, pilates, aerobic, body

training

Implicit service : Music, clean environment, AC,

smile on employees face

Strength• We have numerous amounts of facilities for customers to use. For

convenience, we also provide parking lots for customers. We give our customers a comfortable and clean environment by putting up water fountains and showers.

• We have personal coaches for customers who want to be specially trained. We also give our customers a cozy environment by providing television and even play music while customers work out hoping they will find working out more interesting and come more often.

• For new customers who are not familiar with our VIP membership system, we give customers the information they want to know and take time and patience to tell them everything. We give new customers a 7 day free trial for those who are not yet confident with our company.

Weaknesses

Now that people use the internet more often, less people may go to the gym. Because there are lots and lots of free work out videos online for people to watch, so now they don't even have to walk out of their home or even spend a penny.

We are now doing our best to improve our customers satisfaction and our reputation, hoping that they will recommend our gym to the people around them. We avoid letting our customers down, and we do whatever it takes to get their trust.

Customers most often find service qualitiesas weaknesses, so we will give employeeslots of training before letting them service. We will also give out questionnaires to customers and listen to their advice for improvement.

Opportunities

Our competitors involve other gyms and the internet.Although the internet is convenient in some ways, but on the other hand, there won't be any facilitiesor anyone to guide you.

You might be doing the wrong position without knowing and easily get injured. According to research, other gyms are much more expensive and do not provide as much resources as we do.

Technology offers new service options, such as, customers can now sign up for the VIP membership online or even call to the company for help which is much more convenient. Information is available on the World Gym's website or on facebook.

Questions can be asked by sending emails or facebook messages

Threats

We face obstacles such as losing customers, because competitors might be giving more attracting discounts or activities.

Competitors are always finding out different ways to beat us, by using commercials, discounts, and even models. We will avoid cash-flow problems.

About the World Gym

World Gym is one of the largest fitness chained club worldwide.

History

World Gym was founded in 1976 by industry veteran, Joe Gold, and together with the 7-time Mr.Universe champion, Arnold Schwarzenegger. They launched the first World Gym club in Venice Beach, California.

In 2001, World Gym was launched in Taiwan, and has been increasing dramatically and now is the largest fitness franchise with 36 clubs by 2014.

OVERALL OPPORTUNITIES & THREATS FACING

FITNESS INDUSTRY

1. Concurrent multiples– multiple sporting facilities and lessons ex. yoga lessons, aerobic dance…etc

2. Immense market potential of women’s sports and fitness market

Opportunities

3. Increasing consumer emphasis on quality professional service.

4. Fitness club industries are gradually developing as a public issue.

5. Gyms(coaches) now provide many kinds of service ex. Weight loss, Sculpt… to satisfy consumer’s needs

Opportunities

1. Stiff competition between gym companies

2. New facilities keeps coming out

3. High rate of customer turnover

Threats

4. Consumer and corporate disputes

5. Customers injuries while exercising in the gym

Threats

CURRENT

TRENDS IN

INDUSTRY

Gyms go digital?

Online training has been a growing trend for awhile now, but this year, expect to see more major gyms launching online platforms. Look more websites such as YogaGlo, StreamFIT, and SpiroFit, to start offering live or streaming online workouts, classes, and training sessions, and for trainers to tap into the power of Skype to work with clients in other cities and countries.

Fitness Industry Trend for 2010 Aging population

Fitness clubs and retirement communities stand to benefit from health and fitness programs that cater to the older adult. The number-two prediction notes the baby boom generation is growing older and living longer, and their physicians are recommending they remain active.

One down trend maybe observed in this industry, is the tendency away from the commercial gym. As consumers continue to invest in their health needs, most will be looking for an environment that provides individualization and an old-fashioned level of customer service. This is the reason why we decided to include the non commercial gyms in our case presentation.

Children and Obesity

People nowadays chose the most convenient option for food consumption which is fast food, which leads to obesity.

For the first time in history, children of this generation may not live as long as their parents or grandparents because of the diseases and impairments associated with childhood obesity. With the cutbacks in physical education in schools and an increase in sedentary lifestyle (TV, video games, computers), there is a need for fitness professionals to provide their services to this population to help fight the obesity epidemic.

Trend for 2010

NetworkingThere is a trend towards socialnetworking in the health andfitness world. Many websitesprovide information on trackingworkouts; weight loss programsand many other features that mayhelp consumers answer theirfitness needs. Most fitness expertswould also advise that once you gothrough an exercise regimen, youshould find a gym buddy or partnerto increase adherence.

Fitness Industry Trend for 2010

Educated and Experienced Fitness ProfessionalsSome would say that a healthy lifestyle is no longer just a luxury experience for some but something of a necessity. With an aging population, the risk which go along with neglecting one’s health motivate more individuals to invest in a monthly membership or recruit a personal trainer who can customize a program specifically tailored for one’s needs. And with added concern over the rising cost of health care, money spent preventing health problems is money well spent.

Fitness Industry Trend for 2014

Workouts Designed to Build Brainpower

We’ll see more experiential fitness classes that involve an elevated approach to the mind-body-brain connection. For example, Equinox's Yoga Flow Play class offers a music sampling experience and explores how certain vibrations and sounds impact yoga flow and poses.

Fitness Parties!

Instead of hitting the bar after work, groups of friends and colleagues are hitting themed "fitness parties," and some women invite guests to come sweat with them at their birthday and bachelorette parties as a healthy way to celebrate!

Educated, certified and

experienced fitness professionals Exercise programs for children

Emphasis

on

Recovery

Nutrition Takes Center

Stage

CONCLUSIONCompetition in this industry can come from a wide variety of sources. As pharmacology continues to evolve, there will be new drugs as well as new chemical supplements designed to suppress appetites.

Weight loss can also be a very fat-based industry, and what is the hottest weight loss technique, diet, or pill one year may be all but pass a couple of years later, meaning that businesses who do not keep apprised of the latest trends may be in trouble.

COMPETITIVE ENVIRONMENT & KEY PLAYERS

COMPETITIVE ENVIRONMENT

Outdoor sports can replace the gym.

Fitness videos and simple fitness equipment.

COMPETITIVE ENVIRONMENT

Social factors changes in consumer behavior. (Also, the higher cost of living more people will consider whether to spend money on sports and fitness)

Some other ways for losing weight. (You have many other ways to lose weight, like : liposuction)

Operating KEYPLAYER

- curriculum planning

- equipment (species. Maintenance, etc.)

- environment (scale. Tidy. Place)

- propaganda

the most important points of Operating

Walk through Audit for World Gym

Was it easy to enroll to the Gym? Yes NoAre the Gym’s time schedule acceptable ? Yes NoWhere did hear about our Gym? Newspaper Magazine Internet Passing by Radio TV Friends or Relatives Other(specify)….How many hours did you spent in the Gym? _______hoursGym member for 1-3 months 4-6 months 7-12 months 1 year 2-4 year&overI visit the gym to:

How comfortable do you feel that you are using the gym equipment properly?

Very ComfortableSomewhat ComfortableJust OKNot Very ComfortableNot Comfortable

enhance sport performance train for bodybuilding/power liftinglose weight medical reasonsmaintain my physical condition meet people and socialize Other

Within 2 kiloWithin 2-10 kiloWithin 11-15 kiloWithin 16-20 kiloMore than 20 kilo

How far away from The Gym do you live?

Less than alternative fitness centersAbout the same as alternative fitness centersMore than other fitness centersUnknown relative to other fitness centers

I believe my membership dues are

WORLD GYM BUSINESS MODEL CANVAS

Suppliers( fitness acessiories)TrainersHealthy fitness productsSports wear companies

Providing fitness

service Fitness

professionals/

Fitness centers

management

Marketing Users

experience

management

Sales/Marketingteams Personal TrainersFitness centers IT

Social Interaction

Appearance Improvement

Boost your Endurance

Personal

Communicate

through their

instructor

Facebook page/ site

AdvertisementOnlineWord of mouthYet to see

18-50 y/o s with a gym membership

Mass customers

Usual cost of operating a business Maintenance

Sales of grocery

/fitness food shake

etc/

Acquisition of competitorsPromotional Events

Operating income

Members arrive

Do you have

lessons ?

YESNO

(only workout)

Personal lesson

OrGroup Lessons

Workout

SPA & Shower

Members leave

FLOWCHART

DEVELOPING GOOD CAREER IN FITNESS

Data, facts, information known or needed

WHITE HAT THINKING

According to the Labor Department, there were 231,500 personal trainers in America as of 2011. This is a 44% increase in the numbers from 2001. That’s why you find so many people who are trying to turn their passion for fitness into a successful career.Economists from the Bureau of Labor Statistics suggest that occupations like fitness instructors and personal trainers are the driving force in the success of the fitness industry. According to their calculations, the number of people in these occupations is expected to increase by 31.7% by 2020.

INSTRUCTIONAL DESIGN & THE WHITE HAT

Minimum Age to Work at World Gym: 18 years old (How old do you have to be to work at

World Gym?)

World Gym Hours of Operation: Open every day: 6:00am-9:30pm

Available Positions at World Gym: Receptionist, Personal Trainer, Manager, Fitness

Consultant-Monthly Contractor, Building Maintenance Worker, Assistant Manager,

Customer Service Representative

Interview Tips: Go to the World Gym job interview questions & tips page.

Printable Application: No. Search Job Openings or visit official site.

INFORMATION

Difficulties, potential problems. Why something may not work

BLACK HAT THINKING

’

Disadvantages

• Even though the money is good the hard part is finding people to train for 40 hours a week. When you first become a trainer your going to get most of your clients by doing something known as floor hours.

• Floor hours are when you walk around the gym helping people out when possible and mostly trying to get to know people in order to sell them your training services. If, your not a personable, charismatic person this may not be for you.

• Also, depending on the gym you work at you may have to pay a fee to the gym to train there

• May Be Tough To Build Clients• "Floor Hours"• Pay Rent To Gym

CONS

Feelings, hunches, gut instinct, and intuition

RED HAT THINKING

What's it really like to be... a personal trainer?

Being a personal trainer feels like you have to be really "nurturing" like a teacher and "encourage people" and cheer them on. It is very social so you have the chance to interact with a lot of interesting people.Every client is different so there is never a boring moment being a personal trainer.It’s important to be confident as a PT because your clients need to feel 100% sure that you know exactly what you’re doing.

Creativity – possibilities, alternatives, solutions, new ideas

GREEN HAT THINKING

Once working as a fitness instructor you could take further training to develop and broaden your teaching skills. A number of awards are offered by training providers in, for example circuit training, outdoor fitness, Pilates and yoga.

You could also take a qualification to become a personal trainer, such as :

Level 3 Award in Conversion of Advanced Fitness Instructor to Personal Trainer Status (allows you to be listed as a personal trainer on the REPs)Level 3 Diploma in Fitness Instructing and Personal TrainingLevel 3 Diploma in Personal Training.

APPLYING THE PROCESS

Values and benefits. Why something may work

YELLOW HAT THINKING

Focus on the input content. Identify what information is available, what is needed, and

what information is missing.

APPLYING THE PROCESSIf, you're working at successful health club you can expect to earn between 26 - 45 dollars per session, with a session

lasting an hour. Definitely not bad for a high school education.

With the good salary also comes flexibility, flexibility to determine your own hours and days you want to work. Of course your hours have to be when the gym is open but, I doubt you would want to train someone in the middle of

the night anyways. The last significant benefit of being a trainer is the

positive impact you have on people's lives. The people you'll be training have hired you for a reason.. It may be to

increase strength, improve appereance or become a healthier person, whatever it may be your there to help.

VALUES AND BENEFITS

PROS• Interaction – If you like the people you train, then going

to work every day will be a pleasure and the time will fly by.

• Pay - A good trainer in a metro area should be making at least $40/session.

• Flexibility – Once you develop your client base you’ll be able to create your own schedule.

• Ease of Access – To become a certified personal trainer, most governing bodies (ACSM, NSCA, NASM, etc) only require a high school diploma, CPR certification, and a passing grade on their certification exam.

• Impact – There aren’t many better feelings than helping someone accomplish something meaningful and long lasting and knowing you played an important part in it.

Manage the thinking process, focus, next steps, action plans

BLUE HAT THINKING

Training is at the core of all our activities be it personal or professional. But good training is not a matter of coincidence, it is a

matter of the right mix of knowledge, skills and attributes..

INSTRUCTIONAL DESIGN & THE BLUE HAT

So, what does it take to be a good trainer?

Well, in short, it takes time and patience. For the long answer, there are some essentials to training. For

example, all training is about communication so the rules of good communication apply to training. Similarly, good training is about robust instructional design and training

delivery practices. An application of learning theories and principles helps in delivering good training. But

beyond these theories, models and techniques - there are some specific personal skills and attributes that are

worth a discussion

1. Be knowledgeable:2. Be curious:

3. Be accepting.4. Be patient.

5. Be a role model.6. Be a good listener

7. Be challenging.8. Be entertaining9. Be passionate.10. Be inspiring

.

If you are a good trainer and are aspiring to become a SUPER trainer, here are top 10 tips :