Zone Fitness: Market Segmentation, Targeting, and Positioning Strategy

Topics: Marketing, Exercise, Market segmentation Pages: 4 (880 words) Published: October 6, 2010
You have been employed as a Marketing Consultant for a relatively new health and fitness company based in Huddersfield (‘Zone Fitness’). The company was formed in response to the continued growth of the ‘health and fitness’ market in the UK.

Zone fitness offers a range of health and fitness facilities on a membership only basis. The company operates out of what was previously a furniture warehouse approximately 1 mile from the town centre.

The company offers the ‘normal’ range of fitness facilities; rowing machines; exercise bikes, weights etc. which are all state of the art. It also offers a range of group fitness activities such as aerobics and yoga. There are no swimming facilities but there is a steam room and sauna, tanning rooms, massage services, and Jacuzzis.

An important part of the service offered to members is the provision of personalized health and fitness programmes. These programmes are designed around the needs of individual members and include not only carefully designed individual fitness and exercise regimes but also dietary and ‘life-style’ advice. Personal service and individualized programmes and advice are seen as being a key part of competitive success.

Users must be members and there is an initial joining fee and a range of charges according to for example: how long the membership is taken out for; age - with reduced fees for the under 18’s and over 55’s; discounts for family memberships etc. An average new member aged say 25 wanting a yearly membership would pay an initial joining fee of £100 and a yearly membership fee of £500.This would give unlimited access to club facilities between 7.00 am and 9.00 pm seven days a week and every day other than Christmas day.

The company was established by three friends with no previous managerial or marketing experience or knowledge but with a keen interest in health and fitness and all the necessary health and fitness training and qualifications. The company, now three years old,...
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