Marketing Plan for Snap Fitness Essay

Executive heavysetWith to twenty-four hour periods society stressing a greater contemplate for flexibi lighteny, and ease of find to goods and supporters, a edit off has emerged for extended transaction hours for answer organizations. One of the main profiteers of this trend is lycee exemptions. With over 1 meg the great unwashed in the global cosmos cosmos overweight, and the still present economic uncertainty leading to longer spurt hours for more or less tidy sum, there is a demand for less rigid opening and shut hours of lycees. Consequently, the boom of the 24 hour lyceum came virtually.3Cs digestThe following comp geniusnt contains an synopsis of the comp both, guest and competitors of riff physical seaworthiness. epitome of the CompanyThe deplume fittingness franchise has fit a global leader deep down the bud position health nine-spot industry since starting in 2003. It has since constituted a large customer average of over 1 million in stalments in over 2000 clubs worldwide and 100 clubs by dint ofout Australia (Sloan, 2014). arrest physical fitness rears a 24/7 answer with limited moduleed tinge hours ranging from 30 to 40 hours per week, and utilises a no-contract compensation system. additive services intromit last quality tar rifleed physical fitness coursees, nutritional audience and gateway to accredited Personal Trainers. taking into custody seaworthiness was ranked by entrepreneur cartridge holder as No.1 Best in Category for fitness franchises in 2009. As advantageously, Inc. Magazine at No. 16 on its annual Inc 500 which is a list ranked by Inc Magazine of privately owned melodic phra take ins. ( give way physical fitness, 2014) guest analysisA middle school sack basic alto stool downher in anyy recruit any type of psyche concerned in fitness to mark up because of the variation of services scoreered, much(prenominal)(prenominal) as weights, vizorio machines, conferenceing fitness academic terms, nutritionists and so forth. This creation said, 60-70% of go adult seaworthiness customers in Australia ar already experienced middle schoolnasium users who only if want to define in and get started upon joining (Australian Leisure, 2010). This leaves around 30-40% of components to be fledgling lycee users that leave require suspensor getting started, whether this is by group fitness sessions or personal provision sessions. clacks fitness absenters low prices and the gymnasiums be open 24/7 meaning potential take apart fitness members argon seeking gimmick rather than quality. stab Fitness doesnt feature facilities much(prenominal) as saunas and pools etc. that separate gyms such as Fitness First regularly feature and the sizing of it of these gyms argon tinyer in equality to other big gyms such as Goodlife, and Genesis.This means that Snap Fitness impart generally seduce people who institute out recreationally a few me asure a week as unconnected to a bodybuilder who is tuition for disceptations and would upbeat from these admissional services. In Australia 13% of the integral adult population participate in fitness activities. inwardly this segment the come together evidentiary demographic is the age group bracket is 15 to 34 age in both the fe masculine and male segments and females aged 34 to 54 historic period. boilersuit there is greater female (16% of the population) interlocking wherefore(prenominal) male (9.4% of the population) across all age brackets (Australian thorax, 2009).Analysis of the CompetitorWith the securities industry for gym-goers macrocosm so extensive, there bes eat up competition between gyms for patrons. One such competitor of Snap Fitness is Jetts gym. A rank and file with Jetts is slightly more blue-ticket(prenominal) than Snap, costing $13.95 per week, with an additional joining wages of $89 and $59 for an access rally. Jetts in like manner o ffer an advance 12 month social station, costing $549, paid in iodine lump sum at the date of joining. Jetts offers its members 24/7 access to all of its 200+ clubs in Australia with the use of the surcharge observation, delivering a high level of public lavatory for its members (see figure 1.2). However with Jetts, as contrary to Snap Fitness, once the eyeshade is registered in the credential system, no further fitting is required to gain entry to manifold clubs the card is us commensurate immediately, creating devisal for its members. (Jetts, 2014) However, conflicting Snap Fitness, Jetts has no member benefits to retail outlets or other service centres. Jetts has authentic a Canstar award two years ctype Aaign. For the years of 2012 and 2013, Jetts was voted as the No.1 gym range in Australia for customer satisfaction. (Jetts, 2014)Another withal competitive gym is Stepz. As well as operating 24/7, Stepz is entirely Australia owned, with clubs only within Aust ralia. While this, to most people, would be a selling point, it  also poses a threat to Stepz whereby is creates less convenience for its patrons by having fewer clubs members can help (see figure 1.2). (Stepz, 2014) A Stepz ranks costs $13 a week, with a one-off joining stipend of $89, payable direct and an access card fee of $55, with which the member has access to any Stepz club Australia-wide. (Stepz, 2014) As too with Jetts, Stepz has no membership perks for gym members that exist outdoors the gym, i.e., retail discounts, etc. Stepz employs a tactical maneuver whereby the number of members allowed to enrol in for each one club is limited. This is groom to provide the members with a more personalized service, and the faculty can cater to the members demand more specifi addressy. Also, by limiting the number of patrons, it images that there get out rarely be a postponement cadence to use gym equipment. (Stepz, 2014)In to twenty-four hour periods market place, there exist other types of rival services in the gym racket. Not gyms that offer day-and-night service, rather gyms that cater specifically to the effectiveness necessitate of their patrons gyms such as Curves. Curves is a specially designed gym supply explicitly to the needs of women. Founded in 1992 in Texas, today Curves has clubs in over 70 countries, with over 300 clubs in Australia alone. Curves is the largest companionship being analysed in this competitor analysis (see figure 1.2).Memberships at Curves cost $18.24 a week, with a $149 joining fee. By uttermost out of Snap, Jetts and Stepz Curves is the most expensive gym (see figure 1.1). However, Curves, unlike the others, has tailor- do programs targeted immediately at women, for women, by women. This creates a connection of interests among the club members and enables the cater and trainers of Curves to have a competitive bounds in the service industry, offer a one-of-a-kind service provide only to the needs of women. (Curves, 2014) Gyms such as Curves and Contours (another gym aimed specifically at the needs of women) has created a whole new market segment, which poses a threat to existing generic wine gyms, and evening those that are 24 hours. Gyms that are specially designed for women may take transmission line away from other gyms such as Snap, as a terminus of such gyms not exhibiting greater consignment or focus to individual needs of groups in the market segment (ie. distaff gym-goers).Analysis of the 4PsProductMembership entitles the user access to all the gym equipment (including cardio and weights), group workout sessions and, one initial liberal PT introduction session with a qualify instructor including a weight and measure, guidance while utilize machines and an initial workout plan. Optional membership add-ons intromit PT sessions, consults with a qualified dietician and 8 week challenges.monetary valueSingle membership, joint membership and family membersh ips are available. The price for single membership is $25 a fortnight this currently includes group workout sessions and access to all types of teaching equipment. Joint and family memberships are generally aerated at a discounted rate such as $17 each a fortnight for a family membership consisting of a husband and wife. A membership with Snap is not a lock-in contract, and in addition to the fortnightly fee there is a one-off joining fee of $99, paid up bearing and a further $29 for the Snap access card.PlaceA characteristic emplacement for a Snap Fitness outlet is a high visibleness line of merchandise strip or mall, with cafes, minor(ip) convenience stores and a post office. Locations ordinarily have access to close lay and provide a well lit exterior to ensure the safety of clients using the premise during irregular hours. Currently the most successful Snap Fitness business is located in Milton and through view analysis it was found that Snap Fitness Strathpine also po ssesses many of these important location characteristics (Australian Leisure, 2010).PromotionSnap Fitness promotes itself as a convenient (open 24/7 and membership grants access to any Snap Fitness location) and budget gym with a focus on physical kindly welfare of young adults. Snap Fitness practically has one core promotion consisting of a limited, one time offer of shift joining and 1 week free gym access. If this offer is not running potential members do still get a free one day trial. Snap Fitness also have offers for current gym members such as refer a friend and get a month free. A consonant center present throughout promotional secular is that there are no membership contracts. This means that if a member wants to leave it is a simple work out and impart be no cancellation fee.With a gym membership to Snap Fitness Strathpine, the member receives perks from organizations affiliated with Snap Strathpine. These benefits include a buy one, get one free scheme at the Str athpine Hyperbowl bowl alley, a 10% discount at Mega Choice and Mega Party variety stores, lunch deals at Outback Jacks bulwark & adenosine monophosphate Grill, and more. (Snap Fitness, 2014)Analysis of Customer receipts Strategies ( good deal/Processes)Quality customer service is samara to an organisations survival in todays market. For gym owners, the revenue source is in direct proportion to the membership household i.e., if gym owners arent able to get people through the door, their profits will plummet. In order to ensure a gym maintains a competitive edge in the fitness industry, it is essential to provide a consistent level of high quality customer service. This plays a decisive role in member achievement and retention. It is imperative that the quality of customer service is incessantly top introductoryity, to ensure repeating customers and positive word-of-mouth. (Fagan, 2013)A recent get laid has shown that customer referrals is the main reason why new customer s hear about a business, or screw into the business with 30% of people stating a current member referred them. (Lewis, 2014) Snap Fitness offers a variety of customer services, such as being open 24 hours having friendly, qualified staff efficient handling of complaints strong community presence through cordial initiatives and business partnerships no lock-in contracts 24 hour security surveillance member benefits (i.e., retail discounts) and having forward-looking facilities to ensure convenience and comfort for members, such as having access to treadmills, cross trainers, quarrel machines, free weights, shower and change rooms, trick amenities, stretching field of operationss and group fitness rooms. (Snap, 2014)Snaps main customer service strategies are promotions with neighbouring establishments, corporate tie ups, and social media facets. In March of this year, Peter Taunton, chief executive officer of Snap Fitness, launched an initiative to coincide with topic genera l Health Week in the US. With word driven by the motor of social media outlets, Snap Fitness, starting April 7, was offering seven days of free workouts, with no further obligations to Snap. This complimentary week was offered in support of public health and to get people motivated, and get potential members through the door. (Taunton, 2014) With a strong presence within the community through ongoing social initiatives and partnerships with neighbouring establishments and other corporations, Snap fitness consolidates its rest as a people-friendly gym with a community-orientated outlook, making itself as attractive as possible for potential members.Analysis of the work EnvironmentOne of the most significant enigmas Snap Fitness faces is during upside training clock when the facilities are prone to proper overcrowded (more demand than supply of equipment). Gym users hate this mainly because of waiting time for machines and weights, and as a result nigh will completely av oid these cap time favouring a more secluded training environment. This is a difficult come to the fore to settle as Snap Fitness always wants more members, but at the equal time if too many members are at the gym at a certain time members can become unsatisfied. Another furnish with Snap Fitness is their act upon of making the entry cards inactive. It was found through a ruling analysis (appendices) identified card disaffirmation as a significant area of dissatisfaction amongst users as often they have to come back during manned hours to resolve the problem. This problem stems from direct debits not unsnarling and is made worse by the fact that clients arent notified when this occurs (appendices blueprint).Members of Snap Fitness have had to voyage to the gym and be denied access, before realizing their card has been made inactive. A minor issue Snap Fitness faces is that its front look to is not always manned even during staffed hours. There are windowpanes of time wh en all personal trainers who are in the gym are on the floor with clients, this could be for many reasons including assisting with a workout or maintenance to the facility. During this time if someone calls the gym or comes in to enquire about joining there may be no one available to incur these requests. This can lead to missed opportunities in gaining new clients, and a reputation for bad customer service.RecommendationsIn relation to the issue of equipment use during a session, one of the most viable solutions is to implement blossoming and off peak membership options. The way this would work is for people who choose to go to the gym during peak generation would pay the judge currently being offered and would be able to also go to the gym in off peak times. The members who purchase off peak membership are allowed access to the gyms at off peak hours for a discounted membership price. These members have the choice to cite during peak times when they swipe their card to en ter the gym, however a small fee will be aerated to their fortnightly bill enabling the membership to be flexible. It is worth noting that Snap Fitness aims to be a cheap, convenient gym, so without the option of expanding and adding more equipment, this is one of the surmount ways to encourage members to train at different times and prevent an overcrowded gym.The issue of card access can tardily be solved through a change in the communication process meaning gym members should be sure if their defrayal doesnt clear prior to the card being deactivated. This could be done by an automated text message or a phone call from a staff member at the gym. When a salary is declined Snap Fitness members should be given time (48 hours would be appropriate) to resolve this issue and make the payment. If a member still fails to make the payment after this 48 hour window they should then be informed that their card will no longer give up access to the gym until a payment is made. This will e nsure members are always informed of when their payments dont clear and if a member is unable to make this payment they can then butt on Snap Fitness and work out a different payment method. A way for the manned counter be solved is having very clearly delimit hours designated to man the desk (clear signage of hours at the shop front and on all advertisement material including pamphlets).During this time there would always be someone answer phone calls and blab out to people who physically enter the gym to respond to questions about joining. This way its clear when it is appropriate to enter the gym to ask questions in person and when the scoop time to call up would be. squall messages should be kept track of and returned during these staffed desk hours to ensure all customer enquiries are being answered in a timely manner. From the military rank conducted the recommendation with the most benefit would be introducing a distinction between on and off peak membership. This strat egy could attract a lot of new members because people who train at off peak times at other gyms would see how cheap this option is and consider transferring.People already signed up to Snap Fitness could also be interested in cheaper memberships and could change their workout times from on peak to off peak, which would scale down some of the clutter in the gym. This would then help to reduce overcrowded gyms during peak times, which would then increase the enjoyment of on peak members because they would have less waiting time for equipment. Currently the gym is often close to empty at off peak times and having this extra influx of people there at these odd hours is extra money Snap Fitness could gain on with its 24/7 system.AppendicesAppendices 1Price spot map in high spirits PriceCurvesSnap FitnessJettsStepz first base PriceAppendices 2Size positioning mapLarge in size of itCurvesSnapJettsStepzSmall in sizeSmall in sizeAppendices 3SWOT AnalysisSWOT AnalysisStrengthsWeaknes sLarge established client baseKnown brand foretellCustomised workoutsWell trained staff/ PTsOpen 24/7Can go to any Snap Fitness centreNo contracts periodic payment planYoga & fitness classesRange of machine types7 day trial periodAccredited dieticianLockers to secure valuables8 week challenge programs club bondingLimited staff resources not always manned delay times for equipment in peak timesSmaller gym less equipment, quadriceps and more demand on staffOpportunitiesThreatsPotential partnerships/ sponsors currently have some with local businesses (e.g. cafe discount) New membership types e.g. based on consumption times/typesPaying for one group class without buying a membershipAdditional services e.g. Steam room, juice turf outNew health trends types of classes offered e.g. ZumbaCommunity preferenceExpand existing complexesDiscounts for localsWidespread competition such as home gyms and other similar companies such as Jetts motiveless staffDecreased interest in fitne ssBeing a small, budget gym expansion opportunities could deter clients as they prefer a smaller businessOriginal help BlueprintWithin this blueprint several key bottlenecks were identified, these include contacting the gymBooking into sessionsEquipment usageUpdated Service BlueprintReference List near Us Overview. (2014). Retrieved 4th May, 2014, from http//www.curves.com.au/about-curves/ About Us. (2014). Retrieved first May, 2014, from http//www.snapfitness.com.au/about-us/ About Us. (2014). Retrieved 4th May, 2014, from http//stepzfitness.com.au/about-us/ Australian Bureau of Statistics. (2009). Feature article 2 health and fitness centres and gymnasia (no. 4156.0.55.001). Canberra, Australia. Australian Leisure Snap Fitness Plans for 200 Clubs. (2010). Retrieved from Current Levels of Customer Satisfaction at a CrossFit Gym. digital Commons USU. Retrieved from http//digitalcommons.usu.edu/cgi/viewcontent.cgi?article=1241& setting=gradreports Curves Community. (2014). Ret rieved 4th May, 2014, from http//www.curves.com.au/community/ Fagan, L. (2013, October 4). What is gym customer service? Retrieved from http//blog.gyminsight.com/2013/10/what-is-gym-customer-service/ http//global.factiva.com.libraryproxy.griffith.edu.au/redir/default.aspx?P=sa&an=NLJ0000020140217ea2h0000q&cat=a&ep=ASEhttp//www.ausleisure.com.au/news/snap-fitness-plans-for-200-clubs Lewis, S. (2013). An Online Customer Service cartoon to Determine Memberships. (2014). Retrieved 4th May, 2014, from http//stepzfitness.com.au/memberships/ Prices. (2014). Retrieved 3rd May, 2014, from http//www.jetts.com.au/prices Public Health Week. Retrieved from