GROUP MEMBERS:-

Vaidehi Dave 12
Basit Khan 27
Nilofar Rayani 42
Jasmine Ramaiya 40
 INTRODUCTION:-
Started in Bourmouth,UK in 1993.
In India : Gurgaon, Sept 2007,
Mumbai,-March 2008.

Founder President Mike Balfour.

The largest gym, health and fitness

club group in the world with Present in
19 countries, over 560 clubs, more than
1.5 million members and growing
worldwide.
Mission/Motto:-
Real People, Real Results.
As the fastest growing fitness
chain club, they believe in
continuous delivery on promise
of guaranteed value and aims to
help people achieve their fitness
goals - a simple formula with a
proven track record of success!

Vision:-
“Our business at Fitness First is
no longer just about helping
people lose weight. It’s about
changing people’s lives.”
MUMBAI
There is only 1 branch in
Mumbai.

It is located at Mega
Mall,Jogeshwari(W).

2000 active members.

Total 30 instructors are

there.
 Marketing Mix:-
Product:-
3 types of Club:-1)Basic,
2)Platinum,
3)Black Label.
Mumbai & all over India have Basic type of club.

Platinum & Black Label are only for 5 star and prime locations.
Fitness First has a range of different
•

products and services:

Group exercise classes,

Cardio theatre with more than 100

state-of-the-art exercise machines by
“Techno Gym”,

Extensive free weights area,

Studios for yoga/ aerobics,

Cosmic cycling studio,

Group exercises studio by Les Mills.

Price:-
• Admin fees- Rs. 1745 (one time fee),

• Joining fees- Rs. 8000 (one time fee)

• 4 months - Rs 4413 p.m.

6 months - Rs. 4216 p.m.
12 months - Rs. 3254 p.m.
18 months - Rs. 3254 p.m.

• Everything is included in the fees charged.

 PLACE:-
Fitness First – Mega Mall is strategically located on the
•

second floor Mega Mall, Oshiwara, Mumbai.

•This 18000 square feet club is housing a studio each for

indoor cycling and aerobics/ yoga has been made to
international standards and is tailor made to cater to the
needs of everyone from a beginner to a fitness freak.
 Promotion:
• Fitness First don't prefer Aggressive Marketing
Strategy.
• Believes more in Brand Management than Brand
marketing.

SOME MARKETING STRATEGIES FOLLOWED:

1) Free 1-day trail,
2) Get your friend to join and get 50% off on next
month’s membership dues,
3) Swap tiredness for energy-choose your reward,
4) CROSS BRANDING,
5) Word of Mouth Publicity.
 STP:-
Segmenting:-
Affluent Class

Target:-
Health conscious people of age group
18 to 35.

Positioning:-
Positioned as a Fitness Club rather
than a gym.
SWOT Analysis:-

STRENGTH:-

Follow International Standards,

Believe in Value Delivery.
Customer Retaining Power.
WEAKNESS :
•Only 1 branch In Mumbai.

•Targeting only Affluent Class.

•Rate are set as per the class &

middle class people are not
considered.
Opportunity:-
Branches can be opened in prominent
•

areas.

Opportunity of attracting middle

•

class groups.
 Threats:-
• Local GYM’s like Talwalkers are offering
similar quality of services at a cheaper
rate.

• International gym’s like GOLD’s GYM also

have more branches and rates are also
low.
OUR MARKETING STRATEGIES:-
LOSE MORE ,GAIN MORE:-
Lose 5 kgs & get 1000Rs Gift Vouchers
of Reebok free.
FD Scheme:
Pay Rs45000/yr and get whole money back after 1
year.

Open new branches in prime locations like Colaba,

Malabar Hills, Bandra etc.

Global Membership Passport:

Get discount on Spouse membership.

Reduction in price as per customer requirement.

 Tie up with various institutions & promoting
fitness to youth.

Tie up with Femina and organising a hunt for the

fittest model.

Sponsoring at different bodybuilding competition.

Sponsoring at beauty pagents eg. Gladrags.

A yearly making of the calender for the goal

achievers.

Product inovation can be done by introducing new

dance workout form of exercise.
 Special Thanks
to:-
Mr. Sebastian Noronha,

(Front of House
Manager)