The Center for Spatial Research has assisted the international fitness chain in expanding its operations in Russia through utilization of geomarketing solutions.

1. Geomarketing Solutions for Fitness Center Chain
Development
Center for Spatial Research
2010

2. The Problem
• International fitness center chain was expanding its
operations in Russia and planned to open new locations in
Saint-Petersburg.
• Hundreds of potential lots were available but the major issue
was to select the RIGHT ones. The following questions arose:
Where do potential clients reside?
Where do they work?
How do they commute?
Where do competitors locate their premises?
What areas are underserved?
Center r Spatial Research, 2010

3. The Solution
Center for Spatial Research
offered
Geomarketing Information
Geomarketing Analysis
System
on Site Selection and
(user-friendly and efficient
Network Development.
site selection software)
Center for Spatial Research, 2010

4. Geomarketing Analysis for fitness center site selection:
evaluation of city areas and demographics
costumer location
competitor location
potential spaces assessment
3-5 years projections
market research analysis
Geomarketing Information System is designed to:
perform multiple site selection analyses
evaluate network locations
provide neighbourhood evaluation
create custom reports
provide forecasting and what-if analysis
Center for Spatial Research, 2010

5. SECONDARY RESEARCH
MARKET ANALYSIS CUSTOMER SURVEYS
TELEPHONE SURVEYS
COMPETITIVE LANDSCAPE,
CLASSIFICATION, INDEXES AND RATES FIELD RESEARCH (CLUB ATTENDANCE)
MACRO ANALYSIS (CITY LEVEL)
FOR ALL TYPES OF FITNESS CLUBS
GEOMARKETING ANALYSIS
SUITABILITY ANALYSIS FOR LUXURY, PREMIUM AND
MIDDLE-CLASS FITNESS CENTERS
MICRO (LOCAL) ANALYSIS IN SUITABILITY ZONES
DATA, CHARTS, MAPS, DIAGRAMS, MODELS, ETC
METHODOLOGIES, CONCLUSIONS AND
GEOMARKETING REPORT RECOMMENDATIONS

6. DATA MAPS
ADDRESS LIST OF FITNESS CLUBS MAP OF FITNESS CLUBS BY CLUB
AND SWIMMING POOLS TYPE
MAP OF CLUB COUNTS BY CITY
FITNESS CLUB SQUARE FOOTAGE
DISTRICTS
POPULATION COUNTS BY CITY MAP OF FITNESS CENTERS
DISTRICTS OR CENSUS BLOCKS SATURATIONBY CLUB TYPE
FITNESS CENTER MEMBERS AND
MARKET VOLUME MAP BY CITY
VISITORS COUNTS (LUXURY, PREMIUM
DISTRICTS
AND MIDDLE-CLASS)
Macro Analysis
Center for Spatial Research, 2010

7. BUILDING SUITABILITY ZONES
FOR MIDDLE-CLASS FITNESS CLUBS FOR LUXURY AND PREMIUM FITNESS CLUBS
LIST OF VARIABLES (SUITABILITY FACTORS) LIST OF VARIABLES (WEALTH FACTORS)
CALCULATION OF WEIGHTED VARIABLES FORMULA POPULATION WEALTH EVALUATION FORMULA
SUITABILITY ZONES FOR LUXURY AND PREMIUM
SUITABILITY ZONES FOR MIDDLE-CLASS CLUBS
CLUBS
MICRO ANALYSIS IN SUITABILITY ZONES
Center for Spatial Research, 2010

8. Suitability Zones for Luxury and Premium
Fitness Centers in Saint-Petersburg, Russia
(Fragment of Report)
• 3 zones have large size and ranked
higher than 5 (in terms of target
audience location) and therefore they
are the most suitable for luxury and
premium fitness centers allocation.
Quantitative Analysis
• 0 Luxury fitness clubs in all zones
• 2 Premium centers in zones ranked 5 or
higher
• 4-7 areas with the highest number of
geomarketing factors. These areas are
considered the most potential for luxury
and premium fitness clubs allocation.
Center for Spatial Research, 2010

9. MICRO ANALYSIS OF SUITABILITY ZONES
SUITABILITY ZONES FOR MIDDLE-CLASS FITNESS CLUBS, SUITABILITY ZONES FOR PREMIUM AND LUXURY FITNESS
RANK 3 OR HIGHER CLUBS, RANK 5 OR HIGHER
TARGET AUDIENCE LOCATION AND FLOWS ANALYSIS TARGET AUDIENCE LOCATION AND FLOWS ANALYSIS
COMPETITIVE LANDSCAPE IN SUITABILITY ZONES COMPETITIVE LANDSCAPE IN SUITABILITY ZONES
AREA DEVELOPMENT ANALYSIS AREA DEVELOPMENT ANALYSIS
SUITABILITY ZONES RATINGS
Center for Spatial Research, 2010

10. Micro Analysis of Suitability Zones for Luxury
and Premium Clubs.
Target audience Advertising Competitive Area development
analysis allocation analysis landscape analysis
Center for Spatial Research, 2010

11. Micro Analysis of Suitability Zones for Luxury and
Premium Clubs.
Premium Clubs Suitability Zones Ratings
Micro analysis revealed 6 suitability zones that have more than 50% of matches of
geomarketing factors. These zones are the most suitable areas for the opening of
luxury and premium fitness centers in St. Petersburg.
Center for Spatial Research, 2010

12. CITE SELECTION ANALYSIS FOR THE NEW FITNESS CLUBS
IDENTIFICATION OF TOTAL NUMBER (OR TOTAL SQUARE FOOTAGE) OF CLUBS IN THE
AREA
SUITABILITY ZONES
RATINGS
PRIORITY ANALYSIS OF THE LOCATION FOR THE NEW CLUB
ADVERTISING ALLOCATION ANALYSIS
RESULTS ARE PROVIDED AS
SITE SELECTION GEOMARKETING ANALYSIS GEOMARKETING INFORMATION SYSTEM
REPORT WITH MARKET RESEARCH, MAPS, (USER-FRIENDLY AND EFFICIENT SITE
CHARTS, AREA RATINGS SELECTION SOFTWARE)
Center for Spatial Research, 2010

13. Map of the Sample Network Map of the Sample Network
2008 - 2009 г. after 2009 г.
THE LEFT MAP DISPLAYS THE NETWORK OF FITNESS THE RIGHT MAP SHOWS THE NEW LOCATIONS OF THE NETWORK
CENTERS LOCATIONS BEFORE THE EXPANSION. IDENTIFIED WITH THE APPLICATION OF SITE SELECTION ANALYSIS
PROVIDED BY THE CENTER FOR SPACIAL RESEARCH.
Center for Spatial Research, 2010

14. Geomarketing Solutions for Fitness Center Chain
Development
Your best decision is our care!
The Center for Spatial Research
Russia, Saint-Petersburg, Rizhski prospekt 41-г, 307
+7(812)493-52-27
info@geointellect.ru
www.geointellect.ru
Center for Spatial Research, 2010