Competitor

1.1. Competitor’s Analysis
| Equilibrium Health
& Fitness | Doherty’s Gym | Hurl’s Fitness | Fitness First |
Location |     * Errol St, North Melbourne.     * Easily accessible.   * Street parking.   * Ten minute drive to CBD. |     * Westin St, Brunswick   * Easily accessible.   * Large parking facilities.   * Ten minute drive to CBD. |     * Queens Pde, Clifton Hill.   * Easily accessible.   * Five minutes dive to CBD. |     * Various locations in CBD.   * Easily accessible. |
Strategy | Provide a ‘relaxed, social-able environment that encourages friends and family to train together’. Facilities and services for general exercise and fitness. | Built reputation as the ‘leading bodybuilding gym in Melbourne’. Provides facilities for general exercises and fitness as well. | “Hurl’s Fitness is a specialised fitness centre, where membership is limited and personalised service is of the utmost importance”. | “Fitness First, fitness for everyone... everywhere”. Fully equipped facilities, providing affordable fitness. |
Services |     * Standard cardio machines and free weights   * Hook up to television.     * Group fitness     * Personal training   * Initial health check and personalized exercise/diet plan by instructor.   * Progress reviewed every 4-6 weeks.   * Instructors’ service and advice at all times. |     * Fully equipped- covering weight training, cardio fitness, boxing and more.   * Personal trainers.     * Pro Shop- training supplement, workout accessories and Doherty's Gym clothing.     * Coffee shop. | -Standard cardio equipment and free weights.
-Outdoor fitness training
-Fit camps
-Group sessions
-Running sessions
-Boxing sessions
-Running technique
-Body Circuits
- Personal service and advice at all times. | -State of-the-art equipment
-Group fitness
- Spin class
- Personal Training
-Outdoor training
-Dance classes
-Swim Classes
-Body Circuits
- Shop: supplements, Fitness... [continues]

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