Gym and Health Club Service


Ahana Chakraborty Ankit Jindal Ashwin Chandran Astha Priyamvada

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fitness center. With the cutbacks in physical education in schools and an increase in sedentary lifestyle (TV. computers). there is a need for fitness professionals to provide their services to this population to help fight the obesity epidemic. These fast paced times require us to be fit both mentally and physically. video games. and commonly referred to as a gym) is a place which houses exercise equipment for the purpose of physical exercise. These problems occur because people are overweight. most will be looking for an environment that provides individualization and an old-fashioned level of customer service. The number-two prediction notes the baby boom generation is growing older and living longer. is the tendency away from the commercial gym. . This is why professional fitness trainers come into the picture. For the first time in history. which leads to obesity. This is the reason why we decided to include the non commercial gyms in our case presentation. and their physicians are recommending they remain active. it leads to issues related to the heart and diabetes. One down trend maybe observed in this industry. Personal fitness training today is becoming an industry which is growing fast. Latest Fitness Industry Trend Aging population Fitness clubs and retirement communities stand to benefit from health and fitness programs that cater to the older adult. As consumers continue to invest in their health needs. attracting people in large numbers.Overview of the Health Club (Gym) Industry A health club (also known as a fitness club. Children and Obesity People nowadays chose the most convenient option for food consumption which is fast food. children of this generation may not live as long as their parents or grandparents because of the diseases and impairments associated with childhood obesity. When you don’t take good care of yourself. This is occurring due to the high pressure life styles that we have and the stress it puts on our bodies and brains.

Functional Fitness Functional fitness training. weight loss programs and many other features that may help consumers answer their fitness needs. With an aging population. And with added concern over the rising cost of health care. the risk which go along with neglecting one’s health motivate more individuals to invest in a monthly membership or recruit a personal trainer who can customize a program specifically tailored for one’s needs. strength. coordination. using strength training to improve performance for activities of daily living. Exercises that mimic actual job tasks or other activities will help improve balance. money spent preventing health problems is money well spent. Many websites provide information on tracking workouts. you should find a gym buddy or partner to increase adherence. .php) Changing lifestyle Some would say that a healthy lifestyle is no longer just a luxury experience for some but something of a necessity. Most fitness experts would also advise that once you go through an exercise regimen.Networking There is a trend towards social networking in the health and fitness world. Educated and Experienced Fitness Professionals Some would say that a healthy lifestyle is no longer just a luxury experience for some but something of a necessity.medicalnewstoday. will become more prominent in 2007. the risk which go along with neglecting one’s health motivate more individuals to invest in a monthly membership or recruit a personal trainer who can customize a program specifically tailored for one’s and endurance. And with added concern over the rising cost of health care. (http://www. With an aging population. money spent preventing health problems is money well spent.

The splintering of the industry has created much of the phenomenal growth the industry has enjoyed. 21 Minute Fitness. Many are affiliated with hospitals or medical centers. etc. P e r so n a l T r a i n i n g Certified trainers are available to guide members through specialized programs.). Northwestern University Sports Center. Baptist Health and Fitness Center and the Tallahassee Physical Therapy Center. and suburban community fitness centers with swimming pools.Health Club Fragmentation The diversity of health clubs available today would have been unimaginable just a decade ago. They include YMCAs. These smaller fitness centers cater to adults who have not previously been health club members and/or who prefer low-intensity workouts. Some of the features/services provided by a standard gym is as follows: F i t n e s s Co n s u l t a t io n Well-trained fitness sales representatives to provide customers with advice on the type of exercises and the selection of equipment to suit their need and budget. Florida State University Student Recreation Center and the USC Lyon Center. With the number of people consciously aware that they need to flex and stretch their muscles regularly. Women-only locations are dominant (Lady of America. there are many options available to a consumer who wants to join a club: “Express” Clubs – The largest expansion in the industry has been in circuit-training fitness centers such as Curves for Women. College Recreation Centers – Typically managed for college/university students and staff. Community Fitness Centers – These family-focused fitness centers are dedicated to promoting a healthy lifestyle. Gender-Specific – Catering to a similar clientele as the “express” clubs. sports medicine or physical therapy. Slim and Tone and many more. while others are smaller and emphasize cardiac rehab. exercise rooms. Examples include Rutgers University Cook Douglas Recreation Center. investing and starting a fitness business is surely a good idea. . motivate and make sure the member adheres to their program. Personal trainers guide. gender-specific health clubs are attractive to new members who prefer to work out in a non-threatening environment. Medical-Affiliated Fitness Centers – These health clubs often cater to older consumers. many are opening their doors to the community to generate additional revenue. but men’s fitness centers such as Cuts Fitness for Men and the Blitz are also available Workplace – In an effort to reduce their health care expenses. JCCs. Curves. kids areas and outdoor activities. many companies have opened on-site fitness centers for their employees. In addition to the traditional dual-gender health club. A few examples are HealthTrax Fitness and Wellness.

This area often includes mirrors so that exercisers can monitor and maintain correct posture during their workout. as opposed to exercise machines. Improves muscle co-ordination and added grace in movement and posture. Cardio The Cardio Vascular Section has state-of the art machines comprising of Treadmills. strength and stamina. Elliptical machines.G r o u p E xe r c i s e / A e ro b i c s Group exercise incorporates dance and aerobics. Q u a l i t y P ro d u c t s Good products that might even be imported from top-rated international and reliable manufacturers with state-of-the art technology and high standard of quality control. P r o d u ct O r i e nt a t io n . the spinning studio is fitted with spinning bikes. Service Concept – Facilities and Services M a i n wo r ko u t a re a Most health clubs have a main workout area. which primarily consists of free weights including dumbbells. balance. Increases flexibility. Also provide delivery services for purchase of any equipment with a strong and dedicated technical support team. Recumbent Bikes. barbells and exercise machines. Work out to the beats of Hollywood and Bollywood music. A gym which predominately or exclusively consists of free weights (dumbbells and barbells). Spinning Studio A good form of cardio workout. D e l iv e r y a n d S u p p o r t S e r v i c es Well trained and qualified experienced trainers who provide product orientation in achieving the customer’s fitness target. Arc Trainers & Rowers . . is sometimes referred to as a black-iron gym. after the traditional color of weight plates.

stationary exercise bikes. elliptical trainers and treadmills.C a r d i o a r ea / T he a t re A cardio theater or cardio area includes many types of cardiovascular training-related equipment such as rowing machines. These areas often include a number of audio-visual displays (either integrated into the equipment. G r o u p E xe r c i s e C l a s ses . or placed on walls around the area itself) in order to keep exercisers entertained during long cardio workout sessions.

boxing or martial arts. The instructors often must gain certification in order to teach these classes and ensure participant safety. to help clients achieve their goals. Health clubs with swimming pools often offer aqua aerobics classes. squash courts or boxing areas. S p o r t s F a c i l i t ie s Some health clubs offer sports facilities such as a swimming pools. . P e r so n a l T r a i n i n g Most health clubs employ personal trainers who are accessible to members for training/fitness/nutrition/health advice and consultation. sometimes including a nutrition plan. They can also monitor and train with members. In some cases. high intensity training.S p i n . More often than not. access to personal trainers involves an additional hourly fee. cycling (spin cycle). additional fees are charged for the use of these facilities.C y c l e G ro u p E xer c i s e C l a s s Most newer health clubs offer group exercise classes that are conducted by certified fitness instructors. pilates and muscle training. but generally these include classes based on aerobics. Many types of group exercise classes exist. Personal trainers can devise a customized fitness routine. step. regular and hot (Bikram) yoga.

snack bars. steam shower. They offer their service generally to the frequent or registered customers. member lounges and cafes. A recent study of American clubs found that the monthly cost of membership ranged from US$15 per month at basic chain clubs that offer limited amenities to over US$200 per month at spa- . A fairly new trend is the advent of eco friendly health clubs which incorporate principles of "green living" in its fitness regimen. and other provided services. or wellness areas to be present. O t h e r S e rv i ce s Newer health clubs generally include health-shops. restaurants. child-care facilities. Some other facilities might also include:  Valet Parking  Swimming Pool  Boxing Ring  Pilates  Nutrition and Weight Loss Programs  Lockers  Squash Court L e v e l s o f S e rv i ce s a nd O f f e r i n g s Health clubs offer a wide array of services. courses. Health clubs generally charge a fee to allow visitors to use the equipment.Massages Gyms have massage facilities also. It is not unusual for a sauna. and as a result the monthly membership prices can vary greatly.

such as many local YMCAs . Service blueprinting is a process analysis methodology proposed by Shostack (Shostack. In addition.oriented clubs that cater to families and to those seeking social activities in addition to a workout. . 1984). making them potentially beneficial to those who use the club frequently and hold their memberships for years. PERT/project programming and computer system and software design. A line of visibility separates onstage employee actions section from backstage contact employee section. The service blueprint helps understand the service by simultaneously depicting:      Process of service delivery Points of customer contacts Roles of customers Roles of employees Visible elements of the service It helps to identify and understand the logical components of the service and to visualize the steps or tasks in the process. logical sequences of actions and processes. 1982.      Physical evidence Customer actions Onstage contact employee actions Backstage contact employee actions Support Processes A line of interaction separates customer actions section from the onstage contact employee section. and the evidence of service seen by customers. It also provides clarity on the means by which tasks are performed. Service Blueprint W h a t i s a S e rv i c e B l u e p r i n t ? When customer satisfaction numbers are not enough. such as time.. The proposed blueprint allows for a quantitative description of critical service elements. Such memberships often have a high up-front cost but a lower monthly rate. Costs can vary through the purchase of a higher-level membership. such as a Founders or a Life membership. A service blueprint is a graphical or visual representation that portrays the service system to facilitate accurate and objective understanding of the existing and the proposed services delivery systems. The blueprints are used for design and redesign of service process design and development. Shostack’s methodical procedure draws upon time/motions method engineering. Finally a line of internal interaction separates support processes from the rest of the sections. also specifying both actions/events that happen in the time and place of the interaction (front office) and actions/events that are out of the line of visibility for the users.offer per-use punch cards or one-time fees for those seeking to use the club on an as-needed basis. The blueprint is organized in following five distinct components which are organized vertically in a sequence. some clubs . but are fundamental for the service.

service organizations set customer expectations. To ensure that the service package and service encounter fit the needs of the customer and the service organization itself. during. and helps mediate between customer needs and an organization’s strategic intent. .S e r v i c e B l u e p r i n t o f G y m a n d H e a l t h ca r e S e r v i c e Conclusion The service concept plays a key role in service design and development. These expectations relate to the nature of the service package. We define the service concept and describe how it can be used to enhance a variety of service design processes. and after service deliver. Before. and customer flexibility during the service encounter. The service concept defines the how and the what of service design. duration. Hence. in well as to the nature. organizations must focus on the design and delivery of their service concept. service concept can be said to a part of  service operation: the way in which the service is delivered  service experience: the customer’s direct experience of the service  service outcome: the benefits and results of the service for the customer and  value of the service: the benefits the customer perceives as inherent in the service weighed against the cost of the service.