Marketing Strategy Health Club

In: Business and Management

Submitted By trickydiddy
Words 1693
Pages 7
Executive Summary

Fitness First was founded 19 years ago by Mike Balfour in Bournemouth in 1993.
Fitness First is one of the largest health and fitness club business in the world. From a single club opening in UK, Fitness First has expanded in Europe, Asia, and Australia through a combination of existing businesses and continuous investment in new club openings. In this report I will outline Fitness First marketing strategy with different tools such as SWOT analysis, PEST analysis, etc. Additionally, I will give recommendations to improve and optimize the recent marketing strategy.

Data and Facts:

• Fitness First has around 540 clubs and roughly 1.1 million members since 2011

• Fitness First is broadly based internationally, with operations in 15 countries

• Fitness First is the largest privately owned health and fitness provider in the world which is strongly positioned in all major markets

• Fitness First has a total revenue of 670.3 million £ in 2009 and it is anualy growing

Fitness First, 2010. CFO Report. [online] Avaialable at:[Accessed 6 June 2012].
Fitness First, 2010. History. [online] Avaialable at:[Accessed 6 June 2012].
Fitness First, 2010. Daten & Fakten. [online] Avaialable at:[Accessed 6 June 2012].

1 Introduction

The Fitness First Company is considered a leading health club chain company which operates worldwide. The reason why Fitness First is expanding rapidly is because it provides state of the art facilities, world renowned programs and signature features including cosmic cycling personal trainers; and with its efficient marketing strategy, Fitness First is such a major attraction to many consumers. Nevertheless there is still pent-up demand in some major markets. This report refers only to the German market because marketing strategies varies from country to country and it would go beyond the constraints…...

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