What Is Bodyscapes Fitness?

Bodyscapes Fitness is a local chain of full service gym and fitness training facilities with the purpose of creating fitness environments that focus exclusively on the client.

Situation Analysis

How Bodyscapes Fitness began Bodyscapes Fitness Philosophy: Fitness is Personal Pricing ($70 to $90/month or session) Competitors: Planet Fitness, L.A. Fitness, Equinox

SWOT
Strengths

Private/exclusive Modern Known target audiences (need less effort in identity/branding) Customer loyalty Wide variety of classes Well-trained/top of the line trainers/employees

SWOT
Weaknesses

Expensive (at least $70 a month) No childcare Low ameni;es/small space Not exible with pricing/billing

SWOT
Opportunities

Raise awareness in concept of personalized tness

SWOT
Threats

High prices/niche community Seasonal customers Surrounding gyms at compe;;ve prices People becoming more frugal Growing inux of high end gyms (more compe;;on)

Target Audience:
Primary:

People interested in personal fitness who make the commitment to a scheduled training regimen.

Women 35 55, residing in affluent urban and suburban neighborhoods.

Secondary:

Males 40+ trying to get back in shape or reacting to a health-oriented situation.

The Empty Nesters

Barbara: 45 yrs. old Richard: 46 yrs. old

Barbara and Richard were high-school lovebirds and aLer being married for 27 years, they have three children, 2 daughters in the work force and 1 son in a state university. With minimal debts and work at home jobs as prominent real estate agents, the two have exible work schedules and are looking for ac;vi;es to add to their weekly rou;ne. With their eldest daughters wedding on the way, Barbara wants to t into her new designer dress and Richard wants to join his wife for some quality ;me.

The Mature Bachelors

Martin: 62 yrs. old David: 58 yrs. old These two best friends have known each other since college. Mar;ns wife passed away 5 years ago and Davids divorce has nally seZled. Their children made them proles on E-Harmony for fun but with a liZle support and a trip to the gym, their new bodies just might aZract some eligible mature bacheloreZes.

The Rejuvenating Patient

Catherine: 59 years old
Catherine has baZled severe arthri;s in her legs for years. Shes had 3 major surgeries and is in need of help developing her immune system and motor skills. She is looking for a private instructor who is also knowledgeable of physical therapy and health issues.

The Late Mother

Christine: 42 years old
Chris;ne is nally having her rst baby! ALer years of working as the Chief Marke;ng Ocer of an interna;onal company, Chris;ne is ready to take a maternity leave to take care of her new baby. With her husband at work with his own prominent posi;on, she is able to hire a nanny and is looking to lose all her baby weight at a local but private gym.

Media Vehicles:

Improper Bostonian Magazine - $16,200 Boston Magazine - $18,990 Google Ad Words - $2,000 Out of home mobile advertising - $20,000 MBTA - $40,000 NPR - $100,000

Media Mix Timeline

Media Mix Improper Bostonian Boston Magazine Google AdWords NPR Out of Home (JCDecaux) MBTA Promotional Events Monthly Totals July 5865 August 67468 September 37468 October 35865 November 25865 December 27468 Total: Budget: 16,200 18,990 2,000 100,000 20,000 20,000 17,000 194,190 200,000

Media Mix Timeline

Media Mix Improper Bostonian Boston Magazine Google AdWords NPR Out of Home (JCDecaux) MBTA Promotional Events Monthly Totals July 5865 August 67468 September 37468

October

35865

November 25865

December 27468

Total: Budget:

16,200 18,990 2,000 100,000 20,000 20,000 16,000 194,190 200,000

Promotional Events:

Tai-Chi on the Charles (Budget: $12,000)

a social and all-inclusive interac;ve event partner with Kashi Foods to host event Seminar with David Coleman, The Da;ng Doctor (Budget: $4000) an event solely for The Mature Bachelor smaller target audience = more personal -> more eec;ve sell gives an external authority that would convince the men a t body would give them a boost in condence and more appeal

Measurements and Evaluations

Increased accessible budget Wider demographic reach Feedback:
Surveys Online submissions: inquires, comments, concerns, ques;ons, cri;ques, sugges;ons, etc Encourage with: incen;ves and inuence Focus:

Demographic growth Value Referral source (i.e. WOM, OOH, Newspaper, etc.)

Feedback Survey
Open Ended Questions

Demographic Questions
What is your Age? Gender? Income? Marital Status? Where do you Live? Work? Go out? Do you have Children? A car? A magazine subscrip;on?

Where did you hear about Bodyscapes?

What mo;vated you to join Bodyscapes? Have you been to a gym/ club/studio prior to Bodyscapes? What do you consider Bodyscapes' bestbenet? area to grow in?

Improper Bostonian; Boston Magazine; Google; Billboard; NPR; MBTA ; Friend/Family; Other ______

Post-Measurements and Evaluations

PR Coverage and In-house Exposure: Success stories Customer quotes Posi;ve feedback/data Internal/external pride Con;nued benets