Be Strong Gym

Strategic Organization Plan

Prepared by:

Anna Gorski, Mattie Bean, Alexis Laskey, Matthew Henton,

Mia Rusch, Allyse Ketter & Gabby Solis
Be Strong Gym
Management Team
GMA Agency

April 20, 2020

Table of Contents
Executive Summary ......................................................................................................................
1.0 Organization Background .......................................................................................................
1.1 Business definition .....................................................................................................
1.2 Vision .........................................................................................................................
1.3 Mission........................................................................................................................
1.4 Value Proposition........................................................................................................
1.5 Organization Structure ...............................................................................................
1.6 History & Culture .......................................................................................................
2.0 Situation Analysis.....................................................................................................................
2.1 Definition & Scope of Situation..................................................................................
2.2 Stakeholders Affected .................................................................................................
2.3 Competition ................................................................................................................
2.3.1 Training Gyms…......................................................................................................
2.3.2 ISU Recreation Center…..........................................................................................
2.4 SWOT Analysis...........................................................................................................
2.5 Market Position ...........................................................................................................
3.0 Plan ...........................................................................................................................................
3.1 Objectives, Strategies & Tactics...................................................................................
3.2 Critical Success Factors ...............................................................................................

Executive Summary
Be Strong Gym is a functional training gym focused on empowering the Bloomington-Normal
community. The staff provides opportunities for their members to make gains physically and
mentally through classes, training, fundraisers and community events. Be Strong Gym wants to
increase their members and trainers experience quality to continue their success.

This plan is for the 2020-2021 fiscal year to increase both membership engagement and
knowledge in order to improve internal communication for Be Strong Gym. Our team held
consistent interviews and meetings with Owner and Head Trainer Drew Whitted to gain insight
into the company’s main issues. The objectives for this plan include:

This plan was created after a careful analysis of Be Strong’s current operations and management
goals. In order to reach this organization’s full potential and main goals, we constructed the
following objectives: The objectives for this plan include:

1. Increase membership at Be Strong Gym by 10% by June 2020.

2. Increase knowledge about Be Strong Gym by June 2020.
3. Increase membership engagement on Zen Planner for 0% to 5% in 2 months.
4. To increase the amount of staff by 20% by August 2020.

The plan’s objectives include benchmarks to observe Be Strong Gym’s progress. If these
objectives are implemented, the internal communication at Be Strong Gym will improve among
trainers and members in the Bloomington-Normal community. Membership quality can continue
to excel by expanding the variety of classes, trainers and social platforms. By doing this, our plan
can successfully support Be Strong’s commitment to their members and trainers based on all the
objectives implemented. This course of action can propel Be Strong into becoming the top and
new go-to fitness program in the Bloomington-Normal area.

1.0 Organizational Background

This section covers Be Strong's beginning as an organization and how they have established
themselves in the Bloomington-Normal community. The information elaborates on how Be
Strong became the organization that it is today, based on its vision, mission, values, structure,
history, and culture.

1.1 Business Definition

The Be Strong gym has been a source of community, culture, and fitness within the
Bloomington-Normal area. Located at 1628 Commerce PKWY, IL 61704; the Be Strong gym
promotes a healthy lifestyle and top state of the art equipment. Be Strong gym recently moved
into their current location to provide a larger space, proper equipment and elite trainers for their
loyal members. Regardless of the change in layout, they still value committed members with a
positive attitude and are prepared to learn from each other.

One of the most important aspects of the Be Strong gym is the community it has within the
Bloomington-Normal area. The business constantly participates in charity events with
elementary schools, local humane societies, etc. An important aspect close to the owner is the
promotion of nutrition within his community. The gym provides a weekly schedule of classes
that clients can sign up for. The close-knit set of trainers at the gym work on maintaining
personal and professional relationships with all clients. Pushing clients to be the best version of
themselves that they can be.

1.2 Vision

After speaking with the Owner and Head Trainer of Be Strong Gym, Drew Whitted, his vision
for his gym is as follows:
“A gym helping people kick ass until they’re 90 years old.” - Drew Whitted
Live strong, be strong

1.3 Mission

Be Strong Gym’s current mission for their business is as follows:

Our mission is to help adults live a better quality of life by improving their level of fitness.
Be Happy. Be Healthy. Be Strong

1.4 Value Proposition

The values in this portion highlight how Be Strong is viewed by its current and potential
members through its slogan and key messages.

Slogan: We aren’t just a gym, we are a community

Key Messages:
 - Working out is a positive experience.
- Be Strong attracts members that walk in the door with an attitude focused on
building a long-term healthy lifestyle.
- Support each other to reach past our limits.
- Be Strong looks for members of all ages and sizes that look to ignore any
limitations. A member's current physical condition does not limit their future.
- Everybody who wishes to change has to start a new story and take the steps to begin their
journey

1.5 Organization Structure

The staff at Be Strong consists of twelve professional trainers that focus on providing members
with the perfect balance of strength and conditioning. Every staff member works under Owner
and Head Trainer, Drew Whitted. To ensure that each client that walks through the Be Strong
doors reaches their fitness goals, Whitted hires trainers that obtain a passion for fitness and
uphold strong leadership values.

STAFF:
Owner, Be Strong Functional Fitness Head Trainer, Be Strong Power Head Trainer, Workout
Programmer, Gym Visionary for Growth and Improvement, CEO and CFO - Drew Whitted

Be Strong Power Head Trainer, Be Strong Functional Fitness Head Trainer, Facility Manager,
Myzone Manager, Assistant CEO, Assistant Workout Programmer

Be Strong Power team Manager and Head Trainer - Dave

Be Strong Power Head Trainer and IT Zen Planner Manager - Matt

Be Strong Social Media Director and Be Strong Marketing Visionary - Kacie

In-house Accountant and Membership Agreement Manager - Erin

Be Strong Functional Fitness Lead Trainer and Head Facility Manager - Judy

Custodian - Braden

Custodian - Steven

Digital Media Consultant - Larry

CPA Tax Planning - Lisa

1.6 History and Culture

Drew Whitted opened the gym in 2014 and is the owner as well as the Head Trainer. The Be
Strong gym started in Whitted’s own home with an in-house studio. Due to the overwhelming
demand, he decided to move the gym into a rented warehouse, after that the first formal building
for the gym was acquired in 2014. Over the summer of 2019, the current location for the Be
Strong gym opened in order to accommodate the community.

A big factor that comes into the marketing for Be Strong is the emphasis that this gym is not a
‘CrossFit’ gym. Instead, the gym promotes a culture of change. Rather than being limited to a
single area of fitness, the trainers promote a well-rounded fitness regimen for people of all ages
through the various classes offered throughout the week.

Be Strong Gym is keen on the idea of community. Drew Whitted reinforces this ideal by
providing classes based upon popular demand by clients. He aims to ensure that all members feel
heard, and their ideas are taken into consideration. Be Strong Gym aims to emphasize the quality
of members as opposed to quantity. The ‘family’ feel of this gym is one of their largest selling
points and is highly appealing to the clients who attend fitness classes at this gym.

2.0 Situational Analysis

Be Strong deals with various internal and external issues, which makes an analysis essential to
reaching the goals of the gym. Awareness of their brand and the volume and quality of its staff
are threats to making Be Strong as successful as we believe it can be. This section provides
details on the issues at hand, while also incorporating affected stakeholders, competition, and the
strengths, opportunities, and limitations of the gym.

2.1 Definition & Scope of Situation

Be Strong is a membership-based functional training gym that opened in 2011. According to

Owner and Head Trainer Drew Whitted, a function training gym is a classification of training
that gets people ready for real life movements. This form of fitness training is highly respected
and well-received by the community. With being the only gym of its kind in the Bloomington-
Normal area, Be Strong has the ability to reach high amounts of consumers by offering fitness
goals and expectations that no other fitness center can provide. Be Strong offers nationally
certified instructors who focus on going the extra mile when working with their clients. The most
significant threats to Be Strong are being able to hire employees that are up to par with what the
owner wants, as well as having enough awareness for customers to understand exactly what Be
Strong offers.

Be Strong currently has an internal communication issue with its employees. Owner Drew
Whitted strives for success and believes in only hiring fitness trainers with extensive
certifications. With such a small amount of highly trained fitness instructors within the
Bloomington- Normal area, it is difficult for Be Strong to have enough certified instructors to
keep up with the increasing members.

With the issue being in the Bloomington-Normal area, we believe Be Strong needs to work on
their reach and efficient exposure to areas other than Bloomington-Normal. Whited spends large
chunks of the year traveling to different conferences and delegating with others in the fitness
community. With that, there needs to be more reach at said events with a higher level of
networking where certified instructors from all over can gain exposure to what the mission and
values of Be Strong are, and potentially become future employees.

Be Strong is also dealing with the issue of awareness to bring in more new clients. With an issue
of awareness, the gym risks gaining new members and maintaining a positive reputation with
existing members. As a marketing strategy, Be Strong can utilize social platforms and create an
effective website in order to draw in a wide range of potential clients. Also, Be Strong would
further market their training gym by encouraging current clients to tell close friends and family
members to try out this program. This would be a word of mouth marketing strategy. This can
later lead to Be Strong gaining earning media within the Bloomington/Normal area. For
example, the gym’s variety of classes and strong leadership could be featured in local
newspapers, online articles or social media shoutouts.

When it comes to local partnerships, the owner has shared how vital charity work is to Be
Strong. We believe it would be beneficial for Be Strong to reach out to non-profit organizations
within the community. This could lead to the gym significantly extending their network in order
to gain sponsorships and recognition for Be Strong.

2.2 Stakeholders Affected

Be Strong Gym services both internal and external publics in Bloomington-Normal. Be Strong’s
awards, certifications and consumer’s strength training success proves that Be Strong is top in
the training community. This attracts stakeholders to push Be Strong’s success even further.

Internal stakeholders are key to the continued success of Be Strong. One major stakeholder for
the organization is the staff.Staff run the gym and help to make members feel like they are
comfortable in the gym, as well as teach the classes the members pay for.

Internal administrative staff also help to keep the gym’s social media accounts running, which is
a major source of marketing for the gym, as well as keeping the budgets for the gym and making
sure the bills and payroll gets paid every month. If Be Strong itself doesn’t meet the staff’s
expectation, then the staff will quit, limiting how many classes the gym can handle, and thus
limiting how many members can join.

External publics include the different charities that Be Strong partners with, and members
themselves. Be Strong works with different non profits in the area to give back to the
community. Working with these non profits has increased awareness in the community, and also
has created relationships for the gym that will only strengthen as time goes on. The relationship
that the gym has formed with their associated charities and communities promotes the customer
base and viability of the brand. It also exhibits Be Strong’s values and allows members to align
their own values with Be Strong.

Members are the most crucial of Be Strong’s external stakeholders. Since Be Strong significantly
survives off of customer membership fees each month, the members give the gym a reason to
exist. If the gym doesn’t meet the members’ expectations every month, then members will cancel
their memberships, thus cutting off Be Stong’s income.

2.3 Competition

Be Strong is a membership-based fitness Gym that has many loyal customers coming in every
week. Its competition also relies on their loyal customer base as well. Because of this, Be Strong
is always in competition to bring that customer in first, so they can gain their loyalty and turn
them into repeat customers.

Be Strong offers their own unique take on a gym, which might not be what some customers
want. Be Strong can’t change this, but it is important to see why customers like these different
kinds of gyms, to see what Be Strong might be able to do differently in the future. Due to the
popularity of different gyms with unique setups and diverse classes, Be Strong is in competition
with many different types of gyms, all with their own take on the fitness world. Below we have
broken the competition up into 2 categories. The first category (2.3.1) is Training based gyms.
This is the category Be Strong would fall under. These gyms offer membership packages to
customers for different classes. Classes can vary based on what gym it is, some are yoga studios,
some are crossfit centers, some are strength and conditioning gyms, while some combine all
three. They also can offer other amenities, like one on one training and customized meal plans as
well. The second category (2.3.2) is not a real category, it is the Illinois State Rec Center. We put
this seperate mainly because it is not exactly membership based. Every student pays for access to
the Rec Center in their tuition, so every student is allowed in for “free.” Faculty can also pay out
of their paychecks for a membership as well. But it is exclusive only to ISU Students and
Faculty, so most students use it as their main gym instead of paying a membership somewhere
else. Because of this unique trait, it is the main competition for bringing in students, which is a
whole branch of publics by itself. We believe this warrants it being its own category. We have
ranked the competition on a scale from 1-3 with 1 being the highest threat and 3 being the
lowest.

2.3.1 Training Gyms (Private Studios, Crossfit, etc.)

- Training and Performance Center (2)
Training and Performance Center is a gym located at the Advocate
BroMenn Health & Fitness Center in Bloomington. In addition to open
gym times, their adult membership includes access to pools, group
exercise classes, childcare, indoor track, steam room and sauna.
- TA monthly adult membership is $59 per month.
- Adult strength and conditioning is an additional add on of
$90 for twice a week
- $120 for unlimited. Private training is offered to both
members and non members, with the non member rate
being higher.
- Evolve Fitness (1)
Evolve Fitness is located in Bloomington and prides itself on its
community feel. Special programs are also offered, such as The Little
Black Dress & Tie Project, where participants pay $37 per week for six
weeks, getting a workout plan for two to three days a week, a nutrition
program, and weekly grocery lists. At the end, there is an awards dinner
and after party to celebrate the results. Another program offered is the 21
Day Total Body Tone Up, where participants pay $67 for three to four
group personal training sessions per week and a nutrition plan. Evolve
Fitness was voted the number one health club and gym in Bloomington in
2018.
- OrangeTheory Fitness (2)
Orange Theory is a “science-backed, technology-tracked, coach-inspired
Group workout designed to produce results from the inside out”.
OrangeTheory useds OTconnect to measure heart rate data and
 performance metrics, providing you with statistics throughout your
workout. OrangeTheory memberships run $59 for Basic, four classes a
month, $99 for Elite, eight classes a month, and $159 for Premier, which
is unlimited classes.
- The PIT Strength & Conditioning (1)
The PIT is located in Bloomington and is an extension of the Four Seasons
Association. They offer training programs for athletes, adults and youth,
focusing on sports performance, training, enhancement, and functional and
progressive movement.
- Group training is offered for prices ranging from $10-$30 per
session, and private training is $50 per session. Monthly costs for
an adult range from $100-$170 per month and weekly costs range
from $25 to $42.50. High school athletes, collegiate sports
performance, and junior high sports performances all follow this
same pricing structure. PIT kids range from $25-$35 per month
and $7-$9 per week.
2.3.2 ISU Recreation Center (3)
The Illinois State Recreation Center is free to all full time Illinois State
students and faculty. The membership includes several amenities
including an indoor pool, rock climbing wall, indoor track, indoor
basketball court and free classes. The ISU membership Personal training
sessions cost $20-$220. Partner training is offered at $10-$100 per person.
Small group training for three to eight people are also offered, costing
$20-$50 per person.

2.4 SWOT Analysis

Aspects Implications Possible Actions

Strengths Charity Events Creates a relationship Using charities to

including working with external build a stronger
with Home Sweet organizations, adds community and give
Home. value to the company back.
within the
community.

Trainers provide well Allows customers Continue to offer

rounded fitness with different tastes different types of
regimen to join the gym and classes for different
 be happy with the levels of members
classes they can join who come in.

Newer equipment Provides the members Continue to clean and

with state of the art perform maintenance
equipment through on equipment to keep
rogue fitness that it in the best
rivals the biggest condition possible,
gyms. This is the and when needed
same equipment that upgrade to even
the top athletes use. newer equipment.

Weaknesses Low number of full Overworked staff, Reaching out of the

time staff that is less open class times, Bloomington-Normal
certified in Crossfit and less space community and
and both Powerlifting available for new network with certified
and Weight-training. members to join. fitness instructors

Tracking member Work with current

attendance Hard to tell how full programs to try to
classes are, hard to upgrade experience,
tell which classes or explore working
people aren’t with other programs
interested in, or are at that will work better.
bad times.

High Cost of classes Provide specials for

People choose to not new members/work
invest with the high with local businesses
cost to provide incentives
and discounts to the
gym

Opportunities Partnership with the Create community Parks and recreation

Town of Normal fitness initiatives and departments
expand knowledge of frequently do free
Be Strong throughout fitness challenges for
the community the public, Be Strong
could help develop
and implement these

Increase knowledge
Involvement with of Be Strong within Develop a program
 Illinois State this demographic, with these students to
University and interesting students in become trainers and
Illinois Wesleyan both the gym and attend career fairs to
University opportunities within recruit possible
the gym. trainers.

Creates more
Local gym recognition of Be Enter teams of Be
competitions Strong within their Strong members into
target audience and local gym
increases competitions and
opportunities for Be provide information
Strong members. at events to possible
Be Strong clients.

Threats Other Competitors Their customer base Bring more

offer similar class will fall when they awareness to the
types: Cardio and see other gym prices owners’ certifications
Strength Training and bring light on
classes are done at how many different
membership-based packages Be Strong
gyms. offers (nutritional and
fitness-based)

2.5 Market Position

Be Strong owner, Drew Whitted believes in “kicking peoples ass till they’re in their 90’s” which
is showcased through the spirit and passion demonstrated in members of all ages. Be Strong isn’t
like any other gym in the area, it's a membership-based functional training workout space that
promotes a healthy lifestyle, specifically designed to each clients body type. Due to this, we have
classified Be Strong as a niche occupier (Smudde, 2015, p 183). A niche occupier is an
organization that is targeting a specific interest within a market.

Be Strong is at the forefront of its competitors. It is viewed as a credible organization that many
people feel they can get results at. Some of Be Strong competitors include different types of
gyms throughout Bloomington-Normal (refer to Section 2.3). Even though Be Strong appeals to
a more specific public than some of its competitors by promoting a high intensity fitness regime,
the organization has still been able to enjoy many successes and an expansion. Remaining a
niche occupier is important to the success of Be Strong, as it provides the members that sense of
community and is part of what has contributed to its success. By following this proposed plan,
Be Strong can experience even more growth and success without compromising its status in the
community and the values that the gym stands for.
3.0 Plan
This section of the SPP provides a distinct and established plan of action for Be Strong Gym for
the upcoming fiscal year. Part 3 builds upon the previous two sections of the SPP. This plan will
assist Be Strong Gym in best achieving their desired goals through imperative developments
within and outside of the organization. The succeeding subsections include objectives, strategies,
and tactics; critical success factors; key performance indicators; budget and resource allocation; a
timeline (beginning with Be Strong Gym’s approval of GMA Agency’s proposal); and an
evaluation of methods and anticipated results.

3.1 Objectives, Strategies, and Tactics

Objectives Strategies Tactics

1. Increase membership at Be Strong -Add rest and recovery

Gym by 10% by June 2020. Audience classes
Participation -Add classes focusing on
Rationale: Daily exercise classes are Diversity of classes various areas of fitness
continuously over-attended and there excluding
is a large demand for more from key Community lifting/intensity workouts
publics. Increasing the number of Engagement -Increase the number of
daily classes offered at Be Strong classes available to
Gym will create more opportunity for members from 38 weekly
the members. to 42
Benchmark: There is no current
benchmark.

2. Increase knowledge about Be -Videos of the clients’

Strong Gym by June 2020. Website Redesign experiences
-More engaging member
Rationale: There is not enough clear spotlight
information about programs and -Add “About Us” page
prices, and the information available is -Change the current map
hard to find, this poses a problem for to Google Maps
potential incoming members not being -Add “Meet Our
able to trust the services being given Trainers” page
with the lack of information. -Add information on the
6-Week challenge to the
Benchmark: No current benchmark website.
has been made.

3. Increase membership engagement Promote/post about the

on Zen Planner for 0% to 5% in 2 Social Media new program using
months. graphics and photos on
various social media
Rationale: Zen Planner is a fitness Advertisements platforms
business software that includes
membership management, scheduling -Reach out to clients via
for the gym, and payment processes direct messages
for clients all in one software. -Conduct an interactive
Community poll on
Zen Planner is a new program that Engagement Instagram/Facebook
must exhibit development for it to
have organizational value. -Networking mixer with
various fitness vendors
Benchmark: No one currently uses this (protein powder vendors,
platform. supplements, etc.)

4. To increase the amount of staff by

20% by August 2020. Recruit qualified -Recruit at national
individuals to the fitness networking events
gym by speaking with
Rationale: Increasing the amount of qualified trainers that fit
staff will allow the gym to create more Drew’s appeal and giving
classes and handle a bigger customer them an insight on Be
 base.
Strong.
Benchmark: There are 11 people
currently on the gym staff.
-Start internship program
at the gym for college
undergraduate students in
the Bloomington/Normal
community.

3.2 Critical Success Factors

The following table describes four categories of factors that could positively and negatively
affect Be Strong Gym when trying to fulfill its objectives.
● Opportunities include occasions where Be Strong Gym can capitalize the situation to
build its image and increase member support and engagement.
● Barriers include different types of limitations to the growth of Be Strong Gym.
● Environment indicates internal and external factors that could affect Be Strong's
objectives.
● Resources include the employees and materials necessary to fulfill business objectives.

Objectives Opportunities Barriers Environment Resources

1. Increase Attend Low number of Highly, Utilize current

membership at community trainers may motivated employee
Be Strong Gym fitness events to not be able to trainers and knowledge base
by 10% by make others take on more clients of trainer events
June 2020. aware of Be classes. for recruitment
Strong Gym. purposes.
Not enough
Partner with people sign up Work to recruit
local gym for the new through various
competitions to classes. established
promote Be social media
Strong Gym. Trainers may accounts.
not want to
expand and
 stick to what is
working
currently.

2. Increase Travel to Limited hours Work culture Find different

knowledge different and mobility networking
about Be conferences to in the (What do the events across the
Strong Gym by network and structure due trainers value?) United States.
June 2020. meet qualified to the amount
veteran of classes Find time to
trainers. speak with
Head Owner
Work with ISU Drew Whitted
to bring in about areas of
students through growth as a
an internship trainer.
program.
Speak with
Increase non- internship
profit program
community coordinators at
involvement. Illinois State to
talk about
recruiting
interns.

3. Increase Decrease People may Clients deserve Schedule a plan

membership clients claim that the to get full to keep the
engagement on ambiguity on website disclosure on material posted
Zen Planner for what the gym provides what the gym on the app
0% to 5% in 2 offers (hours, enough offers and the current and
months. Drew’s information. specific engaging.
qualifications, qualifications
location, etc). Acceptance of of trainers if Communicate
the app within they choose to with members on
Increase gym the sign up and how to activate
members by community. pay. the app and
allowing clients Those who provide
to become have not been Member instructions to
knowledgeable active with satisfaction. those who need
of the benefits the gym and assistance.
 of becoming a see the app as
Be Strong a hurdle.
member.

4. To increase Allows the It is hard to Be Strong Utilize current

the amount of retention rate of find people consists of employee
staff by 20% by members to who meet the motivated and knowledge base
August 2020. increase. criteria to work well trained regarding
for Be Strong. trainers. standards for
Attend fitness recruitment
competitions to Clients may purposes.
recruit dedicated not be
staff. comfortable Speak with
with new clients to see
By providing trainers and it what they
more highly will take time would like in a
qualified and to make clients new trainer.
respected comfortable
trainers, this can with new staff.
positively
change the
reputation of Be
Strong.