Fitness, Health & Wellness Marketing Plan

Topics: Physical exercise, Health club, Health Pages: 11 (3655 words) Published: April 22, 2012
1.0 Executive Summary
The state of America's health care crisis, coupled with current demographic changes, threaten to not only exacerbate the crisis, but further erode worker productivity as well. These environmental factors coupled with the local competitive situation signal a favorable opportunity in this market. We feel the time is right for New Look. 2.0 Environmental Analysis

Health clubs are service facilities that are intended to provide physical health care exercises with the help of specialized equipment. It normally serves both male and female customers but in some cases customized for specific genders depending on market needs. Normally, the environment is made casual to provide customers comfortable experience that helps them perform bodybuilding and other exercises with ease. According to a 2009 report by the International Health, Racquet & Sports club Association (IHRSA), the total number of gym memberships in the US is roughly 45.3 million, and about 64.9 million visitors in about 29,750 health clubs . As more Americans are becoming more health conscience, and doctors constantly advocating more for daily physically activity, fitness clubs will continually be in growing demand. The state that has the highest percentage of fitness membership, Colorado, is the ideal location for New Look: Fitness, Health, and Wellness Club. With 22% of its population already interested in bettering their lives, this company will thrive over other gyms that offer the normal gym perks. 3.0 Services Overview

New Look will provide most of the typical gym activities, but the focus for this fitness center is personal health awareness. Therefore, New Look will also offer more specialized instruction with either physical trainers, physiologists, and/or nutritionist to help members better understand their bodies so that they can achieve maximum results.

3.1 Standard Services
Cardio Room
o15 Treadmills
o15 Elliptical Machines
o10 Stationary Bikes
o10 Stair Steppers
Weight Training Room with 10,000 lbs of various free weights Nautilus Room
Stretching Room
Aerobics & Muscle Training Group Classes
45-min High Intensity Training Classes (warm-up, work-out, cool down and stretch in 45-mins) Cycling Classes
Olympic-size Pool (additional fee)

3.2 Specialized Services
Personal Trainers: For members who need extra help in reaching their end goals, personal trainers will be available. Members can schedule weekly, bi-weekly, bi-monthly, or when needed sessions at no extra fee. This service is only for members who need assistance in the fitness aspect of the club (e.g., using equipment, assistance in obtaining that last pull, etc.), so if they need assistance any specialized weight lose or muscle gain, they would need to participate in the individualized program.

Individualized Training Programs: Members who chose to participate in this will have access to a personal trainer, exercise physiologist and nutritionist to help rehabilitate their diets and physical activity. Members will have the option to participate in weekly, 30, 60, or 90-day programs, all in which they will be monitored for progression (or regression). This will help those who do not understand what they are doing wrong in their daily choices, and will aide in making better lifestyle changes. To participate in this program, individuals must be a Platinum Card Member; otherwise, there is a $5 additional fee.

Group/Individual Weight Loss: This program is for others who are serious about weight lose, specifically members with special health concerns such as diabetics, obesity, menopause, and other high-risk individuals. This 3-month program is designed to re-establish a strong healthy lifestyle. Members must meet either with a focus group or with an exercise specialist once a week to gage weight loses. Each meeting will also include resting blood pressure measurement, resting heat rate measurement, goal determination, workouts,...
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