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  • Topic: California Fitness, 24 Hour Fitness, Major Cineplex
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  • Published : September 3, 2008
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California WOW Xperience Public Company Limited (CAWOW) is at first known as Thailand’s leading fitness center operating with 9 branch locations and 35,000 square meters of fitness facilities serving more than 80,000 members.

CAWOW came into Thai market since the year 2000, first known as California Fitness Centers, the most complete and modern fitness center in Thailand. The company formed by Fitness Holdings International Corporation which is the company under 24 Hour Fitness Worldwide Inc, America, administrate by Eric Mark Levine. The first branch opened at Liberty Tower on Silom road since midyear of 2000. During the first three year, the number of club members reached about 12,000 people.

Mr. Eric Mark Levine, CAWOW’s CEO and founder, a global fitness executive with more than 30 years of proven experience developing and building fitness companies. As CAWOW’s Founder, Chairman of the Board of Directors and Chief Executive Officer, Eric has developed a unique “Exertainment” (Exercise+Entertainment) concept combining fitness, fashion and entertainment within state of the art fitness centers that exude high levels of positive energy.

CAWOW joined forces with Major Cineplex Group Public Company Limited (Major Cineplex) Thailand’s leading total lifestyle entertainment company which has strength in being the Entertainment Complex or Lifestyle Center not just cinema business like before, in 2003, 51% share holding by Mr. Eric group and 49% holding by Major Cineplex Group and change the name from Fitness Holdings International Corporation to Elite Power Holdings Inc. and FDE of the World Co., Ltd. by Eric Mark Levine and also change the trademark from ‘California Fitness Centers’ to ‘California WOW Xperience Public Company Limited’ (CAWOW). This strategic partnership has enabled CAWOW to leverage the marketing and property development expertise of the Major Group to become Thailand’s leading Fitness Company.


Market Analysis

1) STP

Demographically, CAWOW segments customers mainly according to their ages, which mostly categorizes as university students and working people in various ages. Psychographically, CAWOW segments customers focusing on lifestyle, mainly young people who are health conscious, interested in exercising, and care about their body image.

CAWOW’s target group is the people of age 21-40 years old which can be categorize as university student and office people who looking to take care of their health. The target group also required to have a medium to high purchasing power in order to be able to afford the club fees. Apart from that, in tern of lifestyle, the target group of CAWOW is those people who care about putting up an appearance and health through exercising. Each branch also target on people who live around the area so the target group for the brand will be differ from place to place. As they segment according to the type of lifestyle, the age group leading the similar lifestyle will have different paths home and will have different locations in which they pass by. For university level target groups will have more focus upon classes like that of dance, and perhaps Yoga etc. however, in terms of first jobbers are those that have been working for a period of time, their focus will be upon Yoga and Pilates to maintain their healthy sense of mind and body.

The positioning of CAWOW is the worlds’ number one fitness center, and the number one fitness center in Thailand.

2) Marketing Mix

CAWOW’s fitness centers offer members hundreds of Group Exercise Classes per week, such as Body Balance, Body Jam, Body Combat, Step, Tai-Chi, Spinning, etc. They also offer Personal Training, Yoga and Pilates. Personal Training is a one-on-one service helping each member design the appropriate program to reach their fitness goals. Yoga is the highest growth service among these three services. CAWOW offers 2 forms of...
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