MARKETING PLAN

Marketing Plan for Complete Fitness Facility

Shannon M. Scarpello
Edison State College

MARKETING PLAN

The fitness industry is constantly reinventing itself with new and improved diet and
exercise options and routines. Averaging an 8% annual growth rate over the past 20 years, the
percentage of people dedicated to fitness and the health benefits that are obtained through an
active lifestyle has more than doubled (Thomas, n.d.). The growing demand to accommodate
increasingly health-conscious individuals and appeal to an increasingly fitness oriented and everaging population has motivated Complete Fitness to design and create a health and fitness
facility that would exceed the demands of target customers. After visiting several fitness
locations in the area it became obvious to us that those facilities were either offering too little or
not the right balance.
Competitors
For example, one facility advertised to appeal to amateur gym-goers and women
customers but failed to deliver on what type of fitness women were interested in; this location
did not offer child-day care services either, and primary enrollment was from male customers.
Another location offered daycare services but at inconvenient hours for working mothers, and
had an unappealing odor and color palate; both of which created an un-motivating workout
environment. Although both locations offer plenty of cardio equipment, as well as, plenty of
user-friendly weight equipment, they both failed to offer adequate floor and mirror space; this
design flaw forced women and men alike, to inefficiently utilize their time because they were
forced to seek out proper equipment and floor space necessary in order to complete a successful
workout routine. Additionally, their high-volume, low-cost facilities focus more on price and
less on services and customer satisfaction, often leading to overcrowding and unsatisfied
customers unable to complete their routines in a timely manner. Many complaints resonated with
If I want to move furniture around, including yoga mats, bosu and medicine balls, and hand-

MARKETING PLAN

weights in order to workout, I could just stay home and save money and time. This lack of
balance can have devastating consequences, especially for amateur (new) gym-goers. These
consequences can result in unmet fitness goals and a negative attitude toward living a healthier
and active lifestyle.
Company
Therefore, our goal at Complete Fitness is to assist these customers in meeting,
achieving, and maintaining fitness goals by combining core values expected by our customers,
with the values they seek in a manner that will facilitate them in meeting and attaining their
fitness and healthy lifestyle goals. More importantly, we seek to attract a variety of customers
who wish to achieve fitness success but lack key motivating factors due to poor design or
inconvenient spacing of equipment The idea that a one-size does not fit all mentality is crucial
to attracting customers who are interested in change but lack an understanding
Customers
Understanding our customers is key to the success and growth of our business. Our
demographics has a wide range which includes, memberships for children as young as 12 years
of age who are permitted to join as long as they are accompanied by an adult, with a primary
focus on any adult person that wishes to become a member. The psychographics include any
individual who wishes to make positive strides to a healthy and active lifestyle and seeks a
facility that offers above-average amenities for cost-conscious consumers without skimping on
quality. Our facility features a child care facility that offers convenient hours and properly trained
staff, as well as, a Complete Health Cafe.

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4
Context

Our industry is continuing to grow and take shape mostly due to the preventative and
energy boosting physical and psychological effects fitness has on the body. Advancements in
technology are transforming traditional exercise into interactional experiences designed to keep
you focused longer. For example, interactive treadmills and other cardio equipment that feature
television, iPod and usb port options, and other customizable routines offer experiences the user
finds appealing, and most importantly, easy to use. Plus, many locations are offering more
affordable or contract free options.
Collaborators
Establishing sound business contacts is extremely important due to the continually
evolving nature of the industry and the equipment our customers expect. Fitness equipment is
expensive and needs routine maintenance in order to ensure proper performance, especially in a
busy environment. We have chosen to utilize Advantage Leasing Corporation for our fitness
equipment needs. Routine scheduled maintenance and quick replacement of broken or out-ofdate equipment broadened the appeal toward choosing Advantage for our equipment needs.
Product/Service
Our product is a tool that can be used by anyone. It is also something that when you use it
more, you experience more and in-turn achieve more results. The health benefits attained from
physical exercise has created an industry in which you, the customer, gets to decide not only the
type and intensity in which you will exercise, but the how, when, where, and why factors as well.
It is a widely understood fact that physical exercise enhances the bodys ability to perform and
function at its peak. Physical exercise leads to weight loss or maintenance, a healthy immune
system, and is essential for preventing many cardiovascular diseases, like, heart disease, and type

MARKETING PLAN

2 diabetes; including many surgical risks resulting from obesity. It is also a tool for building and
maintaining a healthy bone density and joint mobility with many exercises increasing flexibility
and strength.
Equally as important is the ability of exercise to reduce stress and increase endorphins
and serotonin levels by stimulating various brain activity. It simply improves ones overall quality
of life. Mentally, physical exercise can boost self-esteem and mental acuity, as well as, the brains
ability to store and recall information. It has been known to relieve tension in the body, and
counter the effects of anxiety and depression. Most importantly of all, physical fitness has no age
limitations. It can be performed by the young and young-at-heart. With a variety of
modifications, exercise can be performed by anyone who makes the effort to do it. Therefore, our
service has no boundaries. We simply wish to provide a cleanly and safe environment in which
consumers can begin their journeys to achieving a long, healthy and active lifestyle.
Segmentation
In an effort to find a happy medium with the budget-conscious consumer and the valueadded offerings we excel at, we needed to determine what sets us apart from our competitors.
Market segmentation is a marketing strategy that relies on the notion that all consumers are not
alike (ORourke, 2009). In order to do so we would need to educate our consumers on what
sets-us-apart and explain why it is in their best interests to understand what it is they want and
what price they are willing to pay. Our competitors who choose to target budget-conscious
consumers fail to mention that their low-costs lead to overcrowding and reduced customer
satisfaction. We hope to stave off some of those issues by offering customers the amenities they
seek for a price they can afford. We understand that for our industry a customer-based approach
to marketing with a strong focus on customer needs will enable us to understand what it is our

MARKETING PLAN

customers are wanting in a fitness facility. We also understand that a one-size fits all approach
doesnt work that is why we offer a variety of membership options and prices. Our basic package
will meet the goals of individuals who are very budget-conscious, while our Royal Blue package
focuses on consumers who wish to gain access to additional facility options. Our goal is to create
lifelong commitments with our customers. We seek to gain a connection with them from day one.
Targeting
We know that in order to achieve fitness success, convenience is at the top of the list. Our
hours of operation are designed with our customers busy schedules in mind. As mentioned
previously we are targeting a wide-range of fitness oriented individuals. We have ascertained a
bottoms-up customer-based approach. By listening to our target markets current wants and needs
we were able to gather knowledgeable information enabling us to assess the likely attractiveness
of options available with membership. Since we offer personal training from certified trainers
these individuals can be amateur gym-goers or veterans looking to overcome a plateau or learn a
new approach. They can be people looking to drop a few unwanted pounds or maintain a healthy
weight. Because we understand there is a world of information available we make sure we
provide access to this information via our website, with some news articles or magazines
available for our customers use. The website also features healthy recipes and a variety of meal
plans for no additional charge. Our ample floor space enables us to section our equipment so that
it may be utilized to its maximum potential. Most importantly, we listen to our customers. We
have a comment box located at check-in and on our website. Our intention is that by listening to
our customers we will be able to provide them with the experience they are looking for. We have
already ascertained that is a number one complaint at our competitors locations. Many
complaints pertained to inadequate floor space and lack of proper gym equipment spacing.

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Therefore we are targeting consumers who have a voice. Our expectation is that our members
who voice their concerns or ideas will see us addressing those issues and/or at least
acknowledging that there is an area that may be more efficient to our members needs.
Price
For starters we offer two different membership packages with an enrollment fee of $24.
The first is the basic Blue membership package which includes full access to the facility with the
exception of the specialty classes or day-care center for $15 per month (plus tax). Option number
two is the Royal Blue package and would include the basic package, plus the specialty classes,
and a 10% discount at the Health Bar for $30 per month (plus tax). Both plans allow members to
add or remove the day-care feature for an additional cost (please see staff for more details). Also,
either plan allows a member to add a VIP Member for half-price. We also offer a group classs
only fee. Group class only membership is offered in one-week (7 classes), two-week (14 classes),
or unlimited monthly class format. Prices vary but are designed to meet the needs of our
members workout goals. Moreover, members can obtain 24-hour access for an additional
monthly fee of $20. This 24-hr access enables our members to utilize the cardio and strength
training equipment and locker rooms (group classes not available outside normal business
hours).
Promotion/Positioning
Size is a huge factor that enables us to offer a variety of amenities including fitness,
convenience, and goal oriented amenities. With roughly 20,000 sq. ft., we have the ability to
design our location as efficiently as possible in an effort to benefit our customers. Fitness
amenities include free-weights ranging from 3 pound to 80 pound weights, cable-machines, and
weight machines; cardiovascular equipment (stationary bikes, treadmills, ellipticals, and stair

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climbers); circuit weight equipment; and aerobics classes including yoga, combination weight
training, and spin classes. There are 3 designated rooms for spin, aerobics, and yoga style classes
offered at various times throughout the day.
Convenience amenities to fit any lifestyle including convenient child day-care for busy
parents with separate areas for infants & toddlers (under the age of 2), for 2-5 year olds, and for
5-9 year olds. Since there are restrictions on the child to staff ratio, members requiring this
service must properly inform Complete Fitness of the intent-to-use this service, the age of child,
and members may be subject to reservation requirements, including an additional gym charge to
ensure proper staffing.
In an effort to maintain efficiency and encourage members to continue to commit to their
fitness goals, Complete Fitness features fully-equipped locker rooms highlighting individual
shower stalls, individual dressing rooms, built-in hair-dryers, full-length mirrors, and additional
out-lets for other necessities, and even bathroom scales. Forget something? No problem, our staff
can easily retrieve travel-size shampoos, conditioner, and body wash or towels with the cost
being charged to your monthly account. Working customers can even purchase the use of an iron
and ironing board, just notify a staff member at check-in.
Maintaining a healthy diet is a large part of achieving and maximizing your fitness
potential. In an effort to assist our customers in replenishing their energy after a workout our
facility boasts a smoothie bar called Complete Health Caf. The caf features options to add
protein and various immune booster shots, as well as, protein bars and deli sandwiches and
salads. This way our customers can satisfy their hunger with healthy options and convenience.
Goal oriented amenities: One way in which we hope to achieve this is by offering
monthly photo and measurement updates that track customer progress. Tracking customer

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progress is useful as a motivational tool and can be used to keep you or get you back on track.
Our friendly staff will be available to assist each customer personally in a designated area
complete with body mass measurement tools, body-tape measure, and digital camera. Reminders
will be sent via text or email, or if requested in person during check-in. This information will be
updated and maintained in secure customer computer files which are easily accessible via our
website by simply logging on.

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10
References

Britt, D. (2012). The fitness issue: The shape of the fitness industry. South University.
Referenced from http://source.southuniversity.edu/the-shape-of-the-fitness-industry85375.aspx
Dale, Godinet, Kearse, Field. (2009). The future of fitness: A white paper. Les Mills
International ltd. Referenced from
http://www.lesmills.com/files/globalcentral/docs/Future%20of%20Fitness%20White
%20Paper_Nielsen%20&%20Les%20Mills_final_Jan%202010.pdf
Goodman, J. (n.d.). Personal fitness target market. The PTDC. Referenced from
http://www.theptdc.com/2011/09/personal-fitness-target-market/
ORourke, B. (2009). Market segmentation improves competitiveness. Club industry website.
Referenced from http://clubindustry.com/stepbystepclubs/market-segmentationimproves-competitiveness
Thomas

, J. (n.d.). Start your own gym. FM Consulting website. Referenced from

http://www.fmconsulting.net/opportunities-are-available-in-the-fitness-industry-to-startyour-own-gym-health-club-or-fitness-center/?gclid=CJer8qDD6r0CFUNo7AoddG0A4A