The New Zealand Fitness Industry

To expand or not to expand... That is the question...

Does New Zealand’s fitness industry hold the key to Fit ‘N’

Well’s future?

By Brittany Gardner 1287779

The Background Info:

Three main factors to consider in New Zealand’s society is:

To gain an advantage in the fitness industry is to offer something that no

other gym has to offer.

Such as exercises for Mothers and Babies or Housewives.

The Australian environment is completely different to the New Zealand lifestyle...

Many New Zealanders work long hours and are unmotivated or reluctant

to join a gym in their spare time...

Because of... As well as... In addition to...

Leading to images like...

Obesity: The BIG Issue

• New Zealand has a rate of obesity over 12% higher than the median of all of the countries combined.

• One in three New Zealanders are overweight and one in four are obese

• In children, one in five are overweight and one in twelve are obese.

Niche Markets

‘Mother and Child’and ‘Homemaker’classes are unique for a specificgroup.

Creating or improving a niche market would be a valuable asset to any company.

Memberships and Competition

• The New Zealand fitness industry alone has an annual turnover of over $250 million.

• Only 8-10% of the population are members of Fitness Centres.

• 178 fitness locations catering for different needs in Auckland alone.

The Story...• Bill and Shirley want to want to expand

into the New Zealand fitness industry. But what should they do?

They have two choices. Either stay where they are or move their company into unknown territory.

Many factors will lead to their decision...

And with the GLOBAL RECESSION evident in the New Zealand economy, Fit ‘N’ Well’s timing could not be any worse...

So... What should Bill and Shirley do?

Does Fit ‘N’ Well expand into New Zealand? Or do they stay in Australia for the time being?

I would advise against the move into New Zealand due to the many hindering factors in the New Zealand society to date. To find out more, read “THE NEW ZEALAND FITNESS INDUSTRY Business Report”

References• exh_beggruen_large_Cone-Figure-Scratching-Head.jpg (JPEG Image, 575×720 pixels) - Scaled (86%)• http://failblog.org/2008/11/26/employment-fail/• http://

www.geckoandfly.com/wp-content/uploads/2007/05/china_shanghai_stock_market_crash_recession.jpg

• http://home--fitness.com/images/GALENALG_home_fitness_equipment_weight_machine.jpg• http://www.theshack.net.au/images/LES%20MILLS%20TT.jpg• http://evankessler.files.wordpress.com/2008/11/nintendo-wii-fit-us.jpg

http://static.open.salon.com/files/fast-food-logos1231520602.gif• http://www.richardgalbraith.com.au/Art/Image_Art_Page/Meet-the-Characters_Thumbna.jpg• http://kiwijewels.com/images/cartoon_kiwi.gif• http://i.zdnet.com/blogs/fat-kits-eating-mcdonalds.jpg• http://chinaconnection.cc/ESW/Images/scale.jpg• http://www.ivillage.co.uk/parenting/presch/fun/articles/0,,186586_709005,00.html• http://proflexgym.com/images/Proflex%20Fitness.jpg• http://www.220-electronics.com/tv/Hitachi-L26A01A-multisystem-lcd-tv.jpg• http://4.bp.blogspot.com/_-

4snfsvWSSA/Se5lh_XAfYI/AAAAAAAAAnY/yIR6lXwSDO0/s320/weird-people-fat-guy-eating-huge-ha.jpg

• http://missinglink.ucsf.edu/lm/ethics/images/stick_man_running.gif