A project on PROMOTIONAL ACTIVITIES FOR Anytime Fitness

Introduction: Indian Fitness & Slimming Industry constitutes about 8% of the wellness market. Presently, the fitness industry is in its nascent stages. The industry is fairly fragmented since the majority of the market appears to be dominated by a large number of mom-and-pop gyms. Organized fitness services account for merely 25% of the overall fitness industry.

Trends in the Industry

Franchising Beyond Tier I Burgeoning Investments Innovative formats Training Trends

The Indian Fitness & Slimming Industry is set to ride high with all levers in place. Growing disposable income of the people coupled with rising awareness of a healthy body augur well for the Industry. Significant changes in lifestyle related to lack of physical activity and increased consumption of fast food among both affluent and working class population has led to greater need for healthy lifestyles.

Indian fitness & slimming industry currently pegged at USD 0.78 billion is stated to grow at a CAGR of 25% to reach USD 2.4 Billion by 2015. We would not be surprised if the industry outperforms our ballpark figure. Anytime Fitness Gym started on Dec 1998 with CEO Ashish Gupta as owner who is certified person for body trainer and enthusiast The interiors and the ambience have been aesthetically designed. A prospective client has an opportunity to evaluate the club over three free turns before making a financial commitment towards a membership. The club provides its customers the very

best in fitness equipment, which is user friendly, and also their choice of individual LCD cable entertainment while exercising. Work force:
1. Trainers: 15 2. Nutritionist: 4 3. Dieticians: 4 4. Executives: 6 5. Managers: 5

With new upgraded equipments and more personal trainers with every sessions workout as per body compositions and weight analysis.

A. Situation Analysis: More Indians are getting into non proportionate body due to unhealthy habits and lifestyle. Obesity, blood pressure etc are health related problems are arising in numbers. But as we are also becoming aware of these, to bring down your body in proper proportion, exercising is solution with personal trainers gym is taken into account. With more people getting into gym we are focusing on following situations: i. People are more into weight loss to decrease the excess fat and to get proper body. ii. With more youths are concerned about their lifestyles and willing to get the proper body in shape. iii. Women who want to become slim with toned body before wedding and after pregnancy. The above situations are taken into consideration for promotional activities. The promotion activities are related to directly focusing on features of fitness centre and consumer proactively taking the video advertisement into consideration. As per there are less gym which provide family health plan program, personal trainers for each member and different programs for functional training and scheme like 1 week pass for family person to each member, child care centre for women to toned up their body. This features gives Anytime Fitness centre upper hand in competitive market.

B. Target market: Normally, we would say that men go more to the gym than women do. However, that seems to contradict the present statistics. Believe it or not, 57% of gym and health club members presently are females. This is possibly the reason why health clubs exclusive to women are becoming a successful trend in the health and fitness industry. This also indicates that women are more attuned to a healthy lifestyle than men do. So a female target market for a gym today is the way to go. Now, a statistic for gym and health club members based on age shows that 35% are still in the range of 18 to 34 years old. This is expected since young people are more conscious with their physical attributes compared to other age groups. But shockingly, 33% of gym and health club members are from the age 35 to 54, while a substantial 20% of members ages 55 and above. This indicates that the target market for a gym, based on age, is from ages 18 to 55. So a gym business owner must cater to the specific needs of these individuals to attain customer loyalty. An accurate way to know what the target market wants is to do a survey. Our main targets by promotional activities are : 1. Adults with unhealthy lifestyle, and young family members. 2. Women who like to decrease after pregnancy weight gained. 3. Young girls. 4. Housewives with their young children. 5. Existing members with their family members.

C. Position Strategy: Position about our Fitness centre features from advertisements (video and print) will be according to the target strategy. With more focus on our targeted customers we want to get the message of our promotional activity to them. Positioning our services into ads is important for us. Also by checking into more of the market share of the fitness centre in region, there is no fitness centre in the residential area. Also the there is young population which is our target. Hence to give focus in this area and with our new focus objective from promotional we can have more members.

Number of members
90% 80% 70% 60% 50% 40% 30% 20% 10% 0% before after Number of members

D. Message strategy: Our motto is Fitness is not regime it is your lifestyle