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Synergie Fitness Club
Introduction
The UK fitness market has reached a crucial point in its development. Market growth has slowed due to a combination of factors. The credit crunch and the associated economic recession along with low consumer confidence have served to render the market more or less immobile. This report will:
l summarise the challenges faced by the industry
l set out plans to cope with these difficult trading conditions
l highlight opportunities that may be pursued
Current Market Conditions
The UK fitness market today is worth £3.8 billion (Fitness Industry Association). The market is dominated by a few large companies. There are also many independent clubs associated with sports associations, local councils, etc.
Market Trends
There is a continued interest in the gym as the main form of exercise and a trend away from participation in competitive sports. After considerable growth in the previous five years, the fitness market has slowed recently. During a recession one of the first cutbacks made by individuals is gym membership. With lower disposable income, members may switch to cheaper, public facilities. It will be important therefore for all franchisees to monitor their local market carefully. It will be necessary to get back to basics and maximise non-tangible benefits.
Economic Trends
Government estimates predict very slow economic growth right through to 2012. Unemployment will continue to rise. Inflation is predicted to fall to nearer the government target of 2% over the next few years. The slow economic growth will result in very tough trading conditions ahead.
Population Trends
The UK population is set to grow over the next 5 years but very slowly and will have minimal impact on the fitness market. The make-up of the population will be more significant with continued ageing of the population and women continuing to outnumber men.
SWOT Analysis
Strengths
l Interest in fitness continues to grow
l Excellent reputation
l Healthy financial situation
l Committed and well qualified staff
l Leading edge technology
Weaknesses
l Limited growth
Opportunities
l Government programmes to tackle obesity
l Large untapped sectors of population
l Increased concern with children’s fitness
l Public sector cuts
l Increased interest through Commonwealth Games
Threats
l Economic Recession
l Members switching to cheaper options
l Ageing population
l Strong competition
Competitor Analysis
Hamiltons
KC Fitness
Physique
Hamiltons
1
2
3
4
Sales
Year 1
Year 2
Year 3
Year 4
129000
148000
174371
186218
% Change
15%
18%
7%
KC Fitness
Sales
Year 1
Year 2
Year 3
Year 4
43770
44750
51520
50231
% Change
2%
15%
-3%
Physique
Sales
Year 1
Year 2
Year 3
Year 4
271526
287194
331512
342866
% Change
6%
15%
3%
Results of Members’ Survey
The recent survey provided very valuable information on the quality of our service and for the future direction of the brand. Positive results were obtained in the following areas:
Customer service
Product knowledge
Quality of advice
Effectiveness of programmes
Value for money
Issues were highlighted regarding the following:
Variety of classes
Lack of crèche facilities
Availability of spa treatments
Future Emphasis
As a result of our research and feedback, Synergie will have the following key strategic targets
· Continued improvement in customer service
· Development of spa facilities
· Targetting of mature age group
· Greater customisation of programmes
· Emphasis on exercise as preventative therapy
· Introduction of new dance-style classes
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GT & B 4 覃钰景 （QinYujing) 2016, 04, 14
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