Over the last ten years, numerous medical professionals have been advocating for physical fitness in an effort to overcome the problem of obesity and other chronic illnesses. The majority of the members will be attended to people under the age of 45 years together with young children. The people who will be registered for this program will pay a membership fee of 800 Euros per year. Over the next three years, the target number of people needed to join the class is around 500. One of the key issues that will lead to the success of this business of fitness will be the ability of the instructor to offer prices that are reasonable enough for other services such as child care together with giving a safe environment for the parents. The club will increase in size in addition to basic equipment which can be used by the members. Fitness services Have Become popular among people, and this will continue to be the case. The fitness center will be based in Watford in a location that can be accessed by people from the city and countryside. The fitness center has the name of the Hillview fitness group. Hillview fitness center has spent the last 12 months in Watford running as a business with the center located at the center of Watford City. The city is located at a convenient location as it attracts customers to join easily. Some of the basic services provided by the gym include fitness instructions, yoga classes, among other physical fitness activities.

Over the past three months, the company has been focusing its attention on marketing campaigns so as to realize the type of consumers it needs. Consequently, many potential clients have been lost, and therefore expanding the services through incorporating children’s programs will be important for the future success of the company.

1.2 Objective

The main objective of this marketing plan is to increase the number of people who will attend the gym from Watford as well as the whole of London UK. This can be done through enhanced personal services that are convenient enough for the customers to have a 30% increase in the number of clients. It is, therefore, important to focus on a marketing strategy that will be used over the years. Hillview gym has depended on individual motivation and cultivating a hard-working culture by giving encouraging messages with the participants on a weekly basis. There is also the need to have a passion for fitness that makes it easier for those who are working to integrate physical fitness into their routines. Many people have not paid attention to physical fitness, and their form of this plan will help encourage many to get engaged in physical fitness.

Chapter 2 MARKETING STRATEGY

2.1 Segmentations and Target markets

The fitness industry in the United Kingdom

The fitness industry in the United Kingdom has exploded over recent years due to the numerous concerns of health and wellbeing. Many people have realized how important it is to be healthy and to maintain physical fitness. Recent marketing plans have been aimed at fighting obesity and ensuring that people improve their health and fitness so as to contribute to the economy as well. The low level of marketing in the fitness industry has been concentrated in different marketing niche starting with the local communities. Currently, many gyms and Fitness Centre have failed to employ qualified staff making the centers to either fail or to be less successful as they should be. In addition to the lack of staff, there are other barriers that have affected the fitness industry including no entry and lack of proper skills to start a gym. With more than 30 years of experience as a professional dancer and choreographer, teaching different somatic movements is one of the smartest options that can be used for an individual to achieve optimum health and wellbeing (Salinesi, & Rolland, 2003). This plan is supposed to be driven from the somatic movement education together with other functionalities in a fitness center, including strength training balance training and finding the right bodyweight training formulas.

Market segmentation involves identifying the target market that is crucial for the business and the people who can potentially buy the sold products while recognizing the diversity of the needs of the user. Market segmentation in Watford involves the use of a heterogeneous market so as to form smaller that allows the satisfaction where the market is divided into different segments. Different places in London will access the market in Watford, including Coventry City and Birmingham City. Some of the people who were identified as the target market include those who live within the city of Watford will personally come to the gym or the fitness center to get the lessons that are offered. There is also the issue of corporate customers that come from London City.

2.2 Positioning

Hillview fitness center is in a position to change people’s attitude towards physical fitness and health. It is positioned as the most convenient Fitness Centre that gives personalized services and child care programs that fulfill the needs of both parents and their children as well as the young generation.

2.3 Service Details

Services offered by Hillview fitness center

The centre will focus on customers from Watford who live within the area and those who want to take their personal health seriously. Personalized programs with giveaways range of services, including yoga classes and personalized training programs for their customers. These personalized programs are offered from Monday to Friday, with special services given on Saturday mornings and Sunday evenings. They are special yoga classes for the speeding around, and they still want to focus a more personal development. The business will also be driven by a passion for educating the clients about the attention that they should put on their body so as to obtain the optimum functionality. It is important to realize the levels of training that can be harmful to the body. Understanding how the body operates is one of the key functions of a successful business in fitness. Incorporating yoga studio into a fitness center helps in gaining more customers and having the upper hand when it comes to the fitness industry in the United Kingdom. Yoga Studios have created a place where people can gather as a community because it accommodates people of all ages(Clavel San Emeterio et a., 2016). Yoga is also easy to do as it offers a whole array of programs that are realistic enough for both children and adults while also encouraging them to maintain their physical wellbeing.

It is important to note to escape a market-research face where individual talks with other fitness set on are so as to find out about the business before starting and running it. Learning from those who have experienced first-hand will provide a priceless education that saves a lot of time and energy. Some of the resources that are needed include the target market and whether they are credentials needed to start a fitness industry in places such as the United Kingdom.

2.4 Buyer Behavior

The buying behavior of a consumer describes the journey undertaken by the consumer to make a decision to purchase a product or service. There are various steps that are used to recognize buyer behavior, including recognizing the need for a consumer. This is the first step, and it is followed by the ability of the same consumer to look for information from friends and families after they have realized they need. The consumers will then select a product from the available alternatives before they make a logical conclusion to purchase a particular product. It is important to understand buyer behavior in this case because it is related to the success of an individual business.

People living in Watford look for information online while many residents get advisors from the people around them, such as their friends. Also, there are those who believe in advertisements as their source of information (García-Fernández et al., 2018). Alternative choices during research are used to make the final offer, and the fitness will give a number that is toll-free for those who seek information from the company. This will allow them to show the expression before the decision to join. Despite the unpredictable circumstances such as Social and political issues, which is necessary to launch our campaign that will help people change their mind against factors that negatively affect the industry. For instance, where are scientific studies show the side effect of exercises, and this may affect the decision of the consumers or people to join the fitness classes. People’s attitude towards physical exercises also affects the business negatively. Therefore, creating awareness and showing people the benefits of physical fitness can be one of the strategies used to improve the genders of the people.

2.5 Products Portfolio Analysis

2.5.1 Introduction

This Fitness Centre will be based in a city where the population has been growing at a rate of 15% yearly over the past few years. Currently, what food has close to 700000 people with growth coming as a result of increased employment of various companies in London and high-tech companies that have also been built in London. This population growth has attracted different types of customers to the fitness industry, which also offers competition within the market.

2.5.2 Products Life Cycle

The product will start from a low point before it picks up due to several factors. The implementation of this fitness instruction center is to create a larger facility; we offer services that go beyond the typical use of equipment. The centre will host many people and intends to expand to a facility that can entertain more than 100 children and 20 infants. Some of the competitive advantages include the centre focusing on families in addition to offering services to the children. The sales strategy will be to highlight the protective services that are geared toward specific customers and focusing on the young generation. The sales strategy will also highlight days of opening the fitness center, including Saturday mornings and Sunday evenings, in addition to the daily openings from Monday to Friday.

2.5.3 Marketing mix (7 Ps)

Prices: Activities that are related to the pricing of the services include discounts and prices. New members will £20 per month without any subscription fee. The registration fee is €100ym truck. It is important to have proper training and credentials couple with a well starting a personal gym. The clients will be counting on the credentials and proper training, especially when keeping their bodies healthy and safe from the services offered.

Promotion: Promoting fitness services requires the company to show the products through extensively expanding the service is through London and Watford. The majority of the promotion will be done through the distribution of the flyers to the supermarket schools and other sports centers. This formation will also include digital marketing and online product promotion. There are various training certifications that an individual can get involved in. Identifying a fitness niche is an important strategy that an individual can use. In this fitness center, the main focus will be on individual health through the use of services such as yoga and weight training.

Physical environment: This gym will be responsible to the environment with the members observing all the terms and conditions in regards to environmental cleanliness. The Gene is cultivated through the passion of fitness and a clean culture around the fitness center. Some other examples include pilates and cycling. Specialty in fitness also gives numerous options for an individual to remain intensive while offering complex instructions.

People: People use their attitude to judge whether they are purchasing a product or not. Excellent reputations make the customers attracted to purchase a particular product. The tradition of Gym instructions involved the use of strength and cardio training, which mainly focused on the equipment together with personal training. Other facilities involve the use of a massage and steam rooms together with children’s care so as to widen the scope of operations for an individual.

Products: The provision of good quality facilities and services within the fitness center is crucial for this business. There are other services that are provided, including sales for T-shirts offering yoga lessons. Medical fitness and wellbeing offer physical therapy and medical services that clients can use to manage and recover from their health issues while also maintaining their progress. Such centers have a professional staff that specializes in management and tracking different measures from the clients.

Process: The business will also strain staff members to qualify and to allow them to offer services in the right manner to the guests. The main objective of this business is to grow and maintain the People’s overall health status and to help clients recover from preventive illnesses. The other objective is to offer professional advice in fitness to help the Citizens of the UK.

Place: The centre will be based in one location but will expand through time in different regions and around London. Hillview Fitness Centre will focus on young professionals who are going to be the primary customer base together with the elderly, and children will form a minority of the customers.

2.6 Promotional Activities and Advertisement Program

Approaching different targets requires an application of the most effective promotional strategies and advertisement products. The first marketing strategy will be online marketing, where corporate your target customers will be approached through social media. Social media marketing has proven to be one of the most effective strategies in marketing, and it will show the health benefits of joining the fitness center, especially those who live around London. The salespeople will also use email Marketing from various human resource departments to market the product. Approaching Property Management will be used to set up business centers in different places. This is targeted to set up a marketing campaign that is launched after different working hours. There will be flyers used that contain the Hillview fitness logo. Persuading new customers to join this program will require television advertisements that would penetrate different communities.

2.6.3 Overall Budget

Hillview fitness Centre will spend 10% of the sales to do initial promotion for advertisements that will mainly be done through the social media

Chapter Three CONCLUSION

3.0 Conclusion

In conclusion, this paper has presented a plan for Hillview fitness center located in Watford. Hillview fitness center will provide one of the most effective family forecast programs in the Watford area in addition to what it already has. This center has grown steadily over the past few years, and the business intends to cover around 50000 square meters. Hillview Fitness Centre will be located in 32728 main Street, Watford. The main focus is to offer extensive fitness programs that range from basic weight training to physical therapy. In addition to the programs that are being offered to the adults, Hillview fitness will offer personalized services from professional fitness instructors. The children will also have children care centers that are used to keep the children happy as their members take part in the activities and services offered by the business. When it comes to the co-ownership, Hillview fitness Centre will be solely owned by the fitness instructor Winnie Arnold. The company may not have a long history, but Winnie Arnold has had a history with different customers as a personal instructor. The instructor also has exemption all skills in swimming and other programs. The main services that will be offered by the company include fitness programs with cardiovascular training and weight training, physical therapy programs, child care, and Court Sports.

Reference List:

Clavel San Emeterio, I., Iglesias-Soler, E., Gallardo, L., Rodriguez-Cañamero, S., & García-Unanue, J. (2016). A prediction model of retention in a Spanish fitness center. Managing Sport and Leisure, 21(5), 300-318.

García-Fernández, J., Gálvez-Ruíz, P., Pitts, B. G., Vélez-Colón, L., & Bernal-García, A. (2018). Consumer behavior and sport services: an examination of fitness center loyalty. International Journal of Sport Management and Marketing, 18(1-2), 8-23.

Salinesi, C., & Rolland, C. (2003, June). Fitting business models to system functionality exploring the fitness relationship. In International Conference on Advanced Information Systems Engineering (pp. 647-664). Springer, Berlin, Heidelberg.

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Chapter 1 INTRODUCTION

1.1 Background