Now, looking at some dry data from the Australian Bureau of Statistics survey, it gives us an insight on the number

of people participating in the fitness centre activities.

This table is a breakdown of fitness centre activities by gender for the age range of 35-54. It clearly suggests that the female participation is relatively significant than to the males. In terms of the fitness classes, especially yoga, almost 8 times as many females participate compared to males.

This is the same sort of table although for the 55+ aged group. According to the 2012 Fitness Industry Report, it suggests that men aged 45+ are least likely to attend a fitness facility as the older the individuals get, the less likely they are to want to do new things. (This is also a reason why we did not want to target the 65+ age group). Again, the data clearly suggests that female participation is significantly higher, especially in aerobics and fitness activities compared to males. Hence, this justifies our choice of the target market with a greater emphasis placed on the females.

This table is a breakdown of the female participation in the fitness centre activities depending on the various age ranges. The female participation rate halved between the age ranges of 35-54 and the 55+. Hence, this business will also be aimed at those who have stopped participating. This data also shows that the weight training is of relatively low priority within the female demographics, and hence, our business will not have a strong focus on this fitness activity. Rather the facilities will be focused on aerobics, light exercises and fitness classes of programs such as Pilates, yoga and possibly aquatic exercises.

??? - Current 65+ Australians have had much lower exposure to the fitness industry as young adults People are much more likely to join a gym if they have been brought up with a gym culture, as well as having attended a gym before.