fitness

Fitness Industry
Munkhzul 10276038A Claire
10276003A
Aaren 10276009A Emily
10276005A

INTRODUCTION:
Personal fitness training today is
becoming an industry which is
growing fast, attracting people in
large numbers.This is occurring due
to the high pressure life styles that
we have and the stress it puts on
our bodies and brains.

Fitness Center Industry
Background
The fitness center industry started coming into its own in the
1970s and 1980s , when exercise, led by running and aerobics,
became popular. Membership rose throughout the 1990s, and
the 2000s were a period of enormous growth for fitness
centers. There were 16,938 clubs at the beginning of the
decade, and that number grew to 29,636 by January 2008. 41
million Americans are members of a health club, and just about
half of that number belong to a commercial health club, with
the rest divided between non-profit clubs like the YMCA and
miscellaneous for-profit clubs such as corporate clubs, country
clubs or spas.

Market Outlook
The global fitness industry will
continue to record steady
growth as demand for a wide
range of fitness solutions
grows due to health
awareness and government
programs to promote healthy
living. Health centers and
sports clubs will remain
competitive through
innovation, offering clients
new fun ways to exercise.

Conclusion
After the financial free-fall over the past year, it's not
surprising that fitness gyms would change their
programming and training to better serve our cost-
cutting needs while in-home workouts using
inexpensive fitness gear will be much more popular.

ID. KPI Description Measure Target How
1 Customer
satisfaction
Questionnaire 95% Distribute the questionnaire right
after the customer received service
2 Coach Quality License &
Feedback
<90% 50% by customer feedback
50% by gyms data analysis
3 Gym
Atmosphere
Promise the things
complete
<85% Distribute the questionnaire right
after the customer received service
4 Customers
health
results
Muscular mass
Weight etc.
Depends
on each
customer
Examine them by physician and
compare to the past
5 Number of
members
Statics Many as
possible
Check company‘s most recent years
static and identify the average data
6 Revenue per
member
Good attitude High as
possible
Divide total revenue by the number of
members
7 Facilities
quality
Amount,cleaness,h
ow new it its
<90% Distribute the questionnaire once in a
one month
8 Customer
Reflux rate
Employees count it
from how many times
customer come back
to exercise a month or
a year
<80% Statics of monthly number of
customers to the gym
Key Performance Indicator Management
Stakeholder list

Service Delivery
System
Operating Strategy Service Concept Target Market
Segment
• Hire someone
who has
experience or
degree
• Use only highly
qualified gym
equipment
• Create energetic
atmosphere to
customers
• Members follow
punctuality and
promotes on-time
performance to
coaches and other
workers
• Provide coaching
service, cleaning
service also give
the health check
service
• Flexible
timetable with
best coaches
• Serve healthy
diet high
protein foods,
snakes, drinks
• Clean
environment
with
comfortable
atmosphere
• Anyone who is
above 18 and
who can afford
the payment
• Especially office
ladies
2-7

{
Towels
&
Member
cards
Wardrobes
&Locks
Facilities
AC
Equipment
Classrooms
Mirror &
AC
Shower gel
Shampoo
Hair
dryers
towels
Member
cards
Used
towels
Arrive at
Gym
Check in
& get
towels
Go to
changing
room
Warm up
Take
------
lessons
Shower
& Spa
Check
out &
Return
towels
Greetings
& Process
registration
Coach
Coach
or
teachers
Proces
s
Check
out
Cleaner Assistant
Process
Check
out
Registration
System
Cleaning
System
Cleaning
process
Registrat
ion
System
Physical
Evidence
Or
communicatio
n
Channels
Customer
Actions
Onstage
Contact
Person
Backstage
Contact
Person
Support
process
Blueprint for world
Gym

Competitive Rivalry
within Industry
There are various
kinds of GYMs in the
market, we have to be
the most attractive
one.
Potential New
Entrants
There’s always new
GYMs with new
gimmicks coming out.
Bargainning
Power of Customers
Customers will
compare prices
between all the
GYMs.
Threat of Substitutes
Nowadays many of the
communities have their
own gym in the
basements so less people
will pay to come to gyms.
Bargaining Power of
Suppliers
World GYM has to
talk to the suppliers
to get a lower price
for buying new
facilities.
Posters 5
force model

Information : Web site, menu introduction
Supporting facility : Building
Facilitating goods : Gym supplies, equipments, sport
wears
Explicit service : Yoga, pilates, aerobic, body training
Implicit service : Music, clean environment, AC, smile on
employees face

Strength
• We have numerous amounts of facilities for customers to use. For convenience,
we also provide parking lots for customers. We give our customers a
comfortable and clean environment by putting up water fountains and
showers.
• We have personal coaches for customers who want to be specially trained.
We also give our customers a cozy environment by providing television and
even play music while customers work out hoping they will find working out
more interesting and come more often.
• For new customers who are not familiar with our
VIP membership system, we give customers the
information they want to know and take time
and patience to tell them everything. We give
new customers a 7 day free trial for those who
are not yet confident with our company.

Weaknesses
Now that people use the internet more often, less people may go to the
gym. Because there are lots and lots of free work out videos online for
people to watch, so now they don't even have to walk out of their home
or even spend a penny.
We are now doing our best to improve our customers satisfaction and
our reputation, hoping that they will recommend our gym to the people
around them. We avoid letting our customers down, and we do
whatever it takes to get their trust.
Customers most often find service qualities
as weaknesses, so we will give employees
lots of training before letting them service.
We will also give out questionnaires to customers
and listen to their advice for improvement.

Opportunities
Our competitors involve other gyms and the internet.
Although the internet is convenient in some ways,
but on the other hand, there won't be any facilities
or anyone to guide you.
You might be doing the wrong position without knowing and easily get injured.
According to research, other gyms are much more expensive and do not provide
as much resources as we do.
Technology offers new service options, such as, customers can now sign up for
the VIP membership online or even call to the company for help which is much
more convenient. Information is available on the World Gym's website or on
facebook.
Questions can be asked by sending emails or facebook messages

Threats
We face obstacles such as losing
customers, because competitors might
be giving more attracting discounts or
activities.
Competitors are always finding out
different ways to beat us, by using
commercials, discounts, and even
models. We will avoid cash-flow
problems.

About the World Gym
World Gym is one of the largest fitness
chained club worldwide.

History
World Gym was founded in 1976 by industry veteran, Joe Gold, and
together with the 7-time Mr.Universe champion, Arnold Schwarzenegger.
They launched the first World Gym club in Venice Beach, California.

In 2001, World Gym was launched in
Taiwan, and has been increasing
dramatically and now is the largest fitness
franchise with 36 clubs by 2014.

OVERALL OPPORTUNITIES &
THREATS FACING
FITNESS INDUSTRY

1. Concurrent multiples– multiple sporting facilities and lessons
ex. yoga lessons, aerobic dance…etc
2. Immense market potential of women’s sports and fitness market
Opportunities

3. Increasing consumer emphasis on quality
professional service.
4. Fitness club industries are gradually developing
as a public issue.
5. Gyms(coaches) now provide many kinds
of service ex. Weight loss, Sculpt…
to satisfy consumer’s needs
Opportunities

1. Stiff competition between gym companies
2. New facilities keeps coming out
3. High rate of customer turnover
Threats

4. Consumer and corporate disputes
5. Customers injuries while exercising in the gym
Threats

Online training has been a growing trend for awhile now, but this year, expect to see
more major gyms launching online platforms. Look more websites such as YogaGlo,
StreamFIT, and SpiroFit, to start offering live or streaming online workouts, classes,
and training sessions, and for trainers to tap into the power of Skype to work with
clients in other cities and countries.

 Aging population
Fitness clubs and retirement communities
stand to benefit from health and fitness
programs that cater to the older adult.The
number-two prediction notes the baby boom
generation is growing older and living longer,
and their physicians are recommending they
remain active.
One down trend maybe observed in this
industry, is the tendency away from the
commercial gym. As consumers continue to
invest in their health needs, most will be
looking for an environment that provides
individualization and an old-fashioned level of
customer service. This is the reason why we
decided to include the non commercial gyms in
our case presentation.

 Children and Obesity
 People nowadays chose the most convenient option for food
consumption which is fast food, which leads to obesity.
 For the first time in history, children of this generation may not
live as long as their parents or grandparents because of the
diseases and impairments associated with childhood obesity.
With the cutbacks in physical education in schools and an increase
in sedentary lifestyle (TV, video games, computers), there is a
need for fitness professionals to provide their services to this
population to help fight the obesity epidemic.

 Networking
There is a trend towards social
networking in the health and
fitness world. Many websites
provide information on tracking
workouts; weight loss programs
and many other features that may
help consumers answer their
fitness needs. Most fitness experts
would also advise that once you go
through an exercise regimen, you
should find a gym buddy or partner
to increase adherence.

 Educated and
Experienced Fitness
Professionals
Some would say that a healthy lifestyle
is no longer just a luxury experience for
some but something of a necessity.
With an aging population, the risk
which go along with neglecting one’s
health motivate more individuals to
invest in a monthly membership or
recruit a personal trainer who can
customize a program specifically
tailored for one’s needs. And with
added concern over the rising cost of
health care, money spent preventing
health problems is money well spent.

We’ll see more experiential fitness
classes that involve an elevated
approach to the mind-body-brain
connection. For example, Equinox's
Yoga Flow Play class offers a music
sampling experience and explores how
certain vibrations and sounds impact
yoga flow and poses.

Instead of hitting the bar after work, groups of
friends and colleagues are hitting themed
"fitness parties," and some women invite guests
to come sweat with them at their birthday and
bachelorette parties as a healthy way to
celebrate!

CONCLUSION
Competition in this industry can come from a wide
variety of sources. As pharmacology continues to evolve,
there will be new drugs as well as new chemical
supplements designed to suppress appetites.
Weight loss can also be a very fat-based
industry, and what is the hottest weight loss
technique, diet, or pill one year may be all
but pass a couple of years later, meaning
that businesses who do not keep apprised of
the latest trends may be in trouble.

COMPETITIVE
ENVIRONMENT
&
KEY PLAYERS

COMPETITIVE ENVIRONMENT
Outdoor sports can replace the
gym.
Fitness videos and simple
fitness equipment.

COMPETITIVE
ENVIRONMENT
Social factors changes in consumer behavior. (Also, the
higher cost of living more people will consider whether to
spend money on sports and fitness)
Some other ways for losing weight. (You have many other
ways to lose weight, like : liposuction)

Operating KEYPLAYER
 curriculum planning
 equipment (species. Maintenance, etc.)
 environment (scale. Tidy. Place)
 propaganda
the most important points of Operating

Walk through Audit for World
Gym
Was it easy to enroll to the Gym? Yes No
Are the Gym’s time schedule acceptable ? Yes No
Where did hear about our Gym? Newspaper Magazine Internet
Passing by Radio TV
Friends or Relatives Other(specify)….
How many hours did you spent in the Gym? _______hours
Gym member for 1-3 months 4-6 months 7-12 months
1 year 2-4 year&over
I visit the gym to:
How comfortable do you feel that you are using the gym equipment properly?
Very Comfortable
Somewhat Comfortable
Just OK
Not Very Comfortable
Not Comfortable
enhance sport performance train for bodybuilding/power lifting
lose weight medical reasons
maintain my physical condition meet people and socialize
Other

Within 2 kilo
Within 2-10 kilo
Within 11-15 kilo
Within 16-20 kilo
More than 20 kilo
How far away from The Gym do you live?
Less than alternative fitness centers
About the same as alternative fitness centers
More than other fitness centers
Unknown relative to other fitness centers
I believe my membership dues are

WORLD GYM BUSINESS MODEL CANVAS
Suppliers( fitness
acessiories)
Trainers
Healthy fitness
products
Sports wear
companies
Sales/Marketing
teams
Personal Trainers
Fitness centers
IT
Social Interaction
Appearance
Improvement
Boost your
Endurance
Advertisement
Online
Word of mouth
Yet to see
18-50 y/o s with a
gym membership
Mass
customers
Usual cost of operating
a business
Maintenance
Acquisition of
competitors
Promotional Events
Operating
income

Members
arrive
Do you have
lessons ?
YES
NO
(only
workout)
Personal lesson
Or
Group Lessons
Workout
SPA &
Shower
Members
leave
FLOWCHART

DEVELOPING GOOD CAREER
IN FITNESS

Data, facts, information known or
needed
WHITE HAT THINKING

According to the Labor Department, there were 231,500 personal trainers in
America as of 2011. This is a 44% increase in the numbers from 2001. That’s why
you find so many people who are trying to turn their passion for fitness into a
successful career.
Economists from the Bureau of Labor Statistics suggest that occupations like
fitness instructors and personal trainers are the driving force in the success of
the fitness industry. According to their calculations, the number of people in
these occupations is expected to increase by 31.7% by 2020.
INSTRUCTIONAL DESIGN &
THE WHITE HAT

Minimum Age to Work at World Gym: 18 years old (How old do you have to be to work at
World Gym?)
World Gym Hours of Operation: Open every day: 6:00am-9:30pm
Available Positions at World Gym: Receptionist, Personal Trainer, Manager, Fitness
Consultant-Monthly Contractor, Building Maintenance Worker, Assistant Manager,
Customer Service Representative
Interview Tips: Go to the World Gym job interview questions & tips page.
Printable Application: No. Search Job Openings or visit official site.
INFORMATION

Difficulties, potential problems.
Why something may not work
BLACK HAT THINKING

’
Disadvantages
• Even though the money is good the hard part is
finding people to train for 40 hours a week.
When you first become a trainer your going to
get most of your clients by doing something
known as floor hours.
• Floor hours are when you walk around the gym
helping people out when possible and mostly
trying to get to know people in order to sell
them your training services. If, your not a
personable, charismatic person this may not be
for you.
• Also, depending on the gym you work at you
may have to pay a fee to the gym to train there

• May Be Tough To Build Clients
• "Floor Hours"
• Pay Rent To Gym
CONS

Feelings, hunches, gut instinct,
and intuition
RED HAT THINKING

What's it really like to be... a
personal trainer?
Being a personal trainer feels like you have to be really
"nurturing" like a teacher and "encourage people" and
cheer them on.
It is very social so you have the chance to interact with
a lot of interesting people.
Every client is different so there is never a boring
moment being a personal trainer.
It’s important to be confident as a PT because your
clients need to feel 100% sure that you know exactly
what you’re doing.

Creativity – possibilities,
alternatives, solutions, new ideas
GREEN HAT THINKING

Once working as a fitness instructor you could take further training to
develop and broaden your teaching skills. A number of awards are
offered by training providers in, for example circuit training, outdoor
fitness, Pilates and yoga.
You could also take a qualification to become a personal trainer, such
as :
Level 3 Award in Conversion of Advanced Fitness Instructor to
Personal Trainer Status (allows you to be listed as a personal trainer
on the REPs)
Level 3 Diploma in Fitness Instructing and Personal Training
Level 3 Diploma in Personal Training.
APPLYING THE PROCESS

Values and benefits.
Why something may work
YELLOW HAT THINKING

Focus on the input content. Identify what
information is available, what is needed, and
what information is missing.
APPLYING THE PROCESS
If, you're working at successful health club you can expect
to earn between 26 - 45 dollars per session, with a session
lasting an hour. Definitely not bad for a high school
education.
With the good salary also comes flexibility, flexibility to
determine your own hours and days you want to work. Of
course your hours have to be when the gym is open but, I
doubt you would want to train someone in the middle of
the night anyways.
The last significant benefit of being a trainer is the
positive impact you have on people's lives. The people
you'll be training have hired you for a reason.. It may be
to increase strength, improve appereance or become a
healthier person, whatever it may be your there to help.
VALUES AND BENEFITS

PROS
• Interaction – If you like the people you train, then going
to work every day will be a pleasure and the time will fly
by.
• Pay - A good trainer in a metro area should be making at
least $40/session.
• Flexibility – Once you develop your client base you’ll be
able to create your own schedule.
• Ease of Access – To become a certified personal trainer,
most governing bodies (ACSM, NSCA, NASM, etc) only
require a high school diploma, CPR certification, and a
passing grade on their certification exam.
• Impact – There aren’t many better feelings than helping
someone accomplish something meaningful and long
lasting and knowing you played an important part in it.

Manage the thinking process, focus,
next steps, action plans
BLUE HAT THINKING

Training is at the core of all our activities be it personal or
professional. But good training is not a matter of coincidence, it is a
matter of the right mix of knowledge, skills and attributes.
.
INSTRUCTIONAL DESIGN &
THE BLUE HAT

So, what does it take to
be a good trainer?
Well, in short, it takes time and patience. For the long
answer, there are some essentials to training. For
example, all training is about communication so the rules
of good communication apply to training. Similarly, good
training is about robust instructional design and training
delivery practices. An application of learning theories and
principles helps in delivering good training. But beyond
these theories, models and techniques - there are some
specific personal skills and attributes that are worth a
discussion

1. Be knowledgeable:
2. Be curious:
3. Be accepting.
4. Be patient.
5. Be a role model.
6. Be a good listener
7. Be challenging.
8. Be entertaining
9. Be passionate.
10. Be inspiring
.
If you are a good trainer and are
aspiring to become a SUPER trainer,
here are top 10 tips :

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