Planet Fitness Planet Fitness offers 14 locations within the target market area (Planet Fitness, n.d.). This franchise also maintains national brand recognition due to its franchised mass advertisement marketing. This franchise prides itself in being considered a “judgement free experience” which caters itself to the novice or less motivated customer. The staff offers excellent customer service and can be seen encouraging its customers. All 30-minute classes are free with membership, which is budget-friendly compared to the higher-end fitness clubs. Each location also contains ample amounts of cardio equipment so that customers aren’t waiting in long lines, even during peak hours.
WEEK 4 PROJECT 25 While this franchise is considered a “judgement free” experience, Gym of the Gods would consider this their biggest weakness. Because of this mentality, Planet Fitness enforces a very strict dress code and noise policy. Any members who appear to be “aggressive” in their weight training are immediately removed from the facility so that it doesn’t intimidate the other patrons. Additionally, the weight section (both free and machine) are comprised of low end equipment that often break. The variety of equipment is also severely limited, even though each franchised location is rather large. There are no advanced classes offered, nor are there highly experienced personal trainers available to assist those who are looking to do more. Finally, the franchises offer free junk food on Fridays for patrons as a way to say its ok to cheat. This mentality doesn’t lend itself to a true company looking to better the health of its patrons, rather encourages them to continue leading an unhealthy lifestyle. Indirect Competitors Several indirect competitors also fill the market within the area. This competition can be from home gyms and other recreational activities such as cross-fit training and water sports. Home gym equipment manufacturers have greatly reduced the cost to purchase their equipment leaving the customer with the choice of investing their own money into equipment they can keep or pay a monthly membership fee to a gym. These home gyms may also be more advantages to the fitness seeker as it minimizes their time away from home and can be more convenient depending on the time of the day they choose to exercise. Future Competitors While the market appears to be full within the target market area, gym openings continue to grow throughout the United States. Both fitness franchises and start-up low-end fitness
WEEK 4 PROJECT 26 facilities are rather inexpensive to equip and maintain. Additionally, other entrepreneurs may find that Gym of the Gods represents the only gym to fill the niche created by bodybuilders, power lifters, and advanced fitness enthusiasts. This may represent the company’s biggest threat as new facilities would coincide with a possible loss in market share and leave pricing more competitive, depending on the services and equipment offered. Through creating a strong brand recognition within the area and maintaining services and equipment that are second to none,
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- Fall '16
- Farah Nabilla
- Marketing, ........., Health club