1. One Step Fitness
100 Main Street⎥ Philadelphia, PA 19120⎥ 610.467.1465
onestepfitness@onestepfitness.com
http://www.onestepfitness.com
Table of Contents
1. Executive Summary
2. Company Description
One Step Fitness was founded in 1975 in Appleton Wisconsin with the mission of
creating equipment that would provide customers with the best workout for the best price and
experience. Since our humble beginnings we have grown to include both domestic and
commercial equipment designed to train the human body with ease and comfort while achieving
maximum fitness.
Our national organization is now one of leading brands and has been selected as the
preferred equipment in many health clubs and gyms, including planet fitness, world gym, and
several universities. Though our size has grown we still aim to please and provide you with the
best workout for the best price and experience. The high quality of the machine has gained
acceptance from these gyms. One Step Fitness hopes to extend its range of products to
manufacture a single machine that will provide a complete maximum workout for the whole
body with ease and comfort.
One Step Fitness believes that the high quality and affordable strategy will be successful
and allow our company to extend from a national to global scale.
3. Strategic Focus
This section covers three aspects of corporate strategy that influence the marketing plan:
(1) the mission, (2) goals, and (3) core competency/sustainable competitive advantage of One
Step Fitness.
Mission
This company's mission is to help make the United States society more in shape than ever
before. With tools like the "One Step Fitness" it is easier than ever to get people that don't spend
a lot of time working out or watching their weight to get in the gym because it is so easy. The
goal is to continue to create more machines that make working out easier for the people that
aren't fans of looking weak on the bench press or that can't lift a lot of weight. With more tools
coming in like the "One Step Fitness", the end result will be much greater. This company wants
to achieve what every other chain wants and that is to be the best seller! With more people

2. joining every day, this goal is becoming more of a reality as time goes by. Most importantly
though, the company wants to be known as the most community friendly fitness company by
going out into neighborhoods and getting people to work out at their gyms rather than hang out
in the streets. This could be a great way to help kids stay out of trouble and get involved with
something bigger than themselves.
Company Goals
For the first year of its business, One Step Fitness hopes to achieve the following goals:
• Non-financial Goals
1. To find a market that will buy our new product and people that want to live healthier
lives.
2. To be the name brand of health clubs and gyms.
• Financial Goals
1. To obtain growth earrings in what we sell.
2. To make a profit after our expenses are deducted from revenue.
Core Competencies and Sustainable Competitive Advantage
One Step Fitness strives to produce the most complete workout machines in the
competitive market. Given our use of the most updated technology accessible, our products are
of the highest quality. We carefully test each product to eliminate potential computer failures (ex.
glitches), and mechanical failures insuring a complete customer experience that brings loyalty
and commitment to our cause. To ensure the satisfaction of consumers, we even provide
certification training to personal trainers giving them the knowledge base in which to best meet
our customers needs. Our products, coupled with our certification program, provide strength and
endurance development that cannot be matched by any of our competitors. To convert these core
competencies into sustainable competitive advantage, our company will continue to welcome
feedback from trainers and customers, as well as continue experimentation to improve materials
and resources throughout the production process.
4. Situational Analysis
This situation analysis starts with a snapshot of the current environment in which One
Step Fitness finds itself by providing a brief SWOT (strengths, weaknesses, opportunities,
threats) analysis. After this overview, the analysis probes ever-finer levels of detail: industry,
competitors, company, and consumers.
SWOT Analysis
Figure 1 shows the internal and external facts that affect the market opportunities of One
Step Fitness. This SWOT analysis highlights the efforts that will be taken as the company puts its
first machines on the market.

3. Figure 1. SWOT Analysis for One Step Fitness
Internal Factors Strengths Weaknesses
Management
Newly educated, college graduates
with specified marketing and business
degrees
Small management can make it
difficult to expand in such a large
market
Offerings
Unique, high-quality, reasonably
priced machines
Companies offer lower-priced
machines without consumers
knowing they're lower-quality
Marketing
Marketing pieces distributed in many
places where the “ideal consumer”
would frequent
Marketing pieces distributed on a
local basis not a wide range of
locations
Personnel
Newly educated college graduates
means that we are using modern
techniques
Newly educated college graduates
do not have the experience that
veterans have
Finances
Starting out new, many people
invested and financed our prototypes
Starting out new means that we are
unsure if we are going to have a
gain or loss from our starting
investments
Manufacturing
Only hired suppliers that ensure high
quality
Lack the experience with
manufacturers that other
companies have
R&D
Hope to ensure high-quality products
to new consumers; personal trainers
on sight to test products
Lack of “veteran” expertise
because the company is built of
new employees
External Factors Opportunities Threats
Consumer/Social
Health and lifestyle are a “fad” in
society today and is a very stable
market, home gyms are a rapidly-
growing market for a wealthy society,
membership gyms are constantly
looking for new machines to set them
apart from other membership gyms
Families who have limited access
to membership gym and other
health/lifestyle places will not see
the marketing pieces that are
distributed, consumers are often
drawn to more commonly known
and heard brand names
Competitive
Unique name and design in the
market
More well-known companies can
make a machine with a similar
concept
Technological
Newly educated college graduates are
up-to-date on new technology
breakthroughs that enable the
machines to be state of the art
Other companies many be hiring
technology educated college
graduates who specialize in
breakthrough technology
Economic
Most consumers interested in health
and lifestyle are able to afford high-
priced, quality equipment
Consumers who can afford high-
priced, quality equipment already
own machines

4. When referring to One Step Fitness, there are many strengths, weaknesses, opportunities,
and threats. One Step Fitness has taken great strides in creating a workout machine that is simple
enough for people to use whether they have never worked out or work out quite often. One Step
Fitness is ideal for people who just want something that is easy to use and can work out much
more than one part of their body at a time. With machines like this, people all over are working
out more and getting done quicker with a much more efficient workout. With this machine
becoming so useful and easy to use, it is now leaps and bounds ahead of its competition in sales
of other machines. This is creating so many opportunities for people. The weakness of this
machine is for people that enjoy doing different activities in a lengthy workout. In other words,
this machine is made for building strength, not endurance. Another weakness would be if people
choose to use this machine at the gym; the popularity of the machine might be so great that a
wait time would prevent people from being able to use it. The only threat that this machine
provides is that it might take the business of other workout machines. One Step Fitness could be
the new thing to use not only at your local gym but also in the basement of your home, as a home
gym.
Industry Analysis
According to Partnership Capital Growth, consumers are going to the gym to work out
more rather then working out at home. The reason that consumers go to the gym more is due to
most people not having room for exercise equipment. In 2009, the latest year for which data is
available, there are over 45 million gym memberships in the U.S. and more then 120 million
worldwide. The number of consumers that go to the gym increases by 6.8% every year. From
2009 to 2013 sales of fitness equipment has gone from 970 million to 1,257 million, which is a
287 million dollar increase just in the U.S.
In addition to One Step Fitness, there are several other gym equipment providers that
consumers are choosing to purchase from. According to National Consumer Reports, Bowflex is
providing 27 percent of all home and commercial equipment in the fitness industry. Consumers
are steadily choosing Bowflex’s Max Trainer equipment for it’s unique guaranteed full body
workout in a fourteen-minute period. Customers are attracted by the speed in which they can get
in a full workout. According to the Bureau of Labor Statistics American Time Use Survey, the
average working American ages 25 to 54 had approximately 2.6 hours of time to devote to sport
or leisure activities on a daily basis.
Key Competitors
Workout machines have made close to one billion dollars annually. There are many
different consumers who buy these products including: membership gyms, personal trainers,
individuals, hotels, businesses, etc. Many of these consumers look at which product has the best
to offer in regards to the price and quality of the machine. Some of these consumers also do not
need all of the workout machines that are out there and available, which makes for more
competitors. The machines tend to fall into two different categories: total body coverage and
specific body part coverage. Both of these different types of machines get sold evenly at a fifty-
fifty rate. One of the main disadvantages to our dominant product, the all-in-one body workout,

5. is that not all of our consumers need that. Some of our major companies only want a specific
body part machine, instead of the all-in-one. While we are competitively priced on all of our
machines, our main focus is the all-in-one machine. In recent studies, One Step Fitness was rated
number 17 amongst its competitors, for specific body part machines. Using the new All-In-One
Workout, One Step Fitness hopes to gain higher ratings.
Company Analysis
One Step Fitness was founded by young college graduates in 2012. We provide
customers equipment to help them get in shape and stay in shape. One Step Fitness is a company
that provides customers with the best workout equipment. We specialize in health clubs and
gyms worldwide. When creating our machines, we have on sight professional trainers who
advise us on the importance of being fit and the muscles that need to be active in order to get in
shape.
We have a new product called All-In-One-Workout that would make life easier for people
that do not enjoy going to the gym. Our goal is to make our consumers workouts more enjoyable
and succeed in selling our product. This product is expected to increase our sales. Our company
strives to give consumers ease of mind when getting in shape and to market our product to the
best of our ability.
Customer Analysis
One Step Fitness provides workout equipment to consumers representing a broad range
of backgrounds. It focuses on consumers who want a change in their life. This product will not
only be sold to individual consumers but also in bulk for any fitness gyms. The demographics for
our consumers range from people who can afford our machine at home to consumers who have
gym memberships where as machines are supplied. Our product benefits the health of our
consumers because they use our products to better their lifestyle and to workout their body in
order to obtain a healthy physique. Our consumers want to make a positive change in their lives
for a better, healthier lifestyle.
5. Product-Market Focus
Marketing and Product Objectives
One Step Fitness’ marketing goal is to take the upper hand of its brand potential while
building a foundation from which other revenue sources can be taken both in and out of the
fitness equipment business. Products will be taken to the next level and reach maximum output
levels to create a competitive lead for rival companies to follow. These are detailed in four areas
below:
• Current Markets. Current markets will be grown by expanding the variety of machines we
will make, such as machines that will be designed for just women and just men. In addition,
increasing customer satisfaction will grow same-store sales. By getting feedback, One Step
Fitness will start to create a more consumer friendly product and will get the best shipping
for its customers.

6. • New Markets: At the end of our five year marketing and objective plan, One Step Fitness
will be a major supplier of the top five major gyms and preferred equipment in home gyms.
On top of this, we will have branched internationally and be supplying to three countries.
• Gym Service. Gyms service sales will include gyms buying our female friendly machines
and machines that are friendlier to men. Sales are expected to increase by 1.8 million by the
end of the year and increase by 3.4 million by the end of the second year.
• New Products: Innovations will be made in the technology department in year one that will
give the new-product development departments in the second year a cutting advantage. The
new-product department will be able to create new equipment specific to the needs of the
targeted markets by year two and three.
Target Markets
When it comes to primary target markets for the One Step Fitness, the company might
look more towards the households with a salary of $70,000 per year. These households will most
likely contain an average of one to three people. The reason for this is because the people that
tend to make a little more money than most usually have more of a desire to stay in shape. Also
if someone with a family of five or six owned the One Step Fitness, there would be very little
time for the person to come home from work and have a certain time that they want to workout.
Most people that constantly stay in shape are the ones that do not have much responsibility other
than their occupation and girlfriend/boyfriend. If there are extra commitments involved such as
children, most people tend to shy away from working out because of certain priorities. Overall,
the target market will be the households with one to three people and also the younger audience
because they tend to have more energy, desire, and motivation. The older population would also
want to purchase this but not nearly as high of a percentage.
Points of Difference
When we think of product differentiation, we think of different ways a company, like One
Step Fitness, would use a certain type of marketing mix of its products to differentiate itself from
its main competitors. This strategy also allows One Step Fitness to stand out in the market.
There are many different ways to achieve “One Step Fitness” product differentiation.
• A product can be differentiated on the form
• Different features applied to this product
• Style majorly separates a specific product from others
• High quality. We use the best equipment around and we use the most updated technology.
• Test product. The safety of our customers is important. We test each product to eliminate
potential computer failure to ensure that our customers are safe.
• Certification Training. One Step Fitness provides certification training to our personal
trainers. We want to make sure that they are knowledgeable of our product.

7. Positioning
For customers desiring a better self-image and a body to match, One Step Fitness is the
company providing superior machines designed around our all-in-one philosophy! Our all-in-one
machines are crafted from the most elite materials in the market, carefully shaped by our fitness
gurus into a machine to change your life. At One Step Fitness, we pride ourselves on providing
the only true all-in-one workout machine that is both transformational as well as safe for the
community to use.