BUSINESS PLAN

Super Fitness Gym

Contents
1.0 Introduction:..........................................................................................................................................1
1.1 Mission:.............................................................................................................................................1
1.2 Objectives:.........................................................................................................................................1
2.0 Company Summary................................................................................................................................1
2.1 Location.............................................................................................................................................1
2.2 Value Proposition...............................................................................................................................2
2.3 Start-up summary..............................................................................................................................2
3.0 Market Segmentation:...........................................................................................................................2
3.1 Target market:....................................................................................................................................3
3.2 Positioning Statement........................................................................................................................3
4.0 Business Environment:..........................................................................................................................3
4.1 Porter Five Forces..............................................................................................................................3
5.0 SWOT Analysis:......................................................................................................................................4
Strengths.................................................................................................................................................4
Weakness................................................................................................................................................4
Opportunities:.........................................................................................................................................5
Threat:.....................................................................................................................................................5
6.0 Marketing mix:.................................................................................................................................5
7.0 Financials:..............................................................................................................................................7
7.1 Balance Sheets...................................................................................................................................8
7.2 Estimated Cash Earnings....................................................................................................................9
8.0 Conclusion...........................................................................................................................................10
References:................................................................................................................................................10
1.0 Introduction:
Super Fitness Gym is small to medium size gym chain aims to provide high quality training and
exercises to people in order to remain fit and healthy. Super Fitness Gym seeks to build a great
reputation of providing world class customer service. Super Fitness Gym has will be established
in the commercial area of London and. Moreover, Super Fitness Gym will provide low-priced
services to their target customers. The Gym will focus heavily on fatness as well as heart
diseases which are the dynamic forces for the market development. The Health and fitness
industry is extremely competitive in United Kingdom however offers equal development
opportunities. Super Fitness Gym will have their own training facility with up-to-date equipment
from top quality manufacturers.

1.1 Mission:
The mission statement of the company is “To help all its clients to achieve a healthy living or
rather a healthy lifestyle and also enable them to achieve a stable state of mind”.

1.2 Objectives:
The objectives of Super Fitness Gym are as follows:

 To provide excellent training and exercises to the customers

 To help customer to get a fit and healthy lifestyle
 To provide customers with latest and modern exercise equipment
 To have knowledgeable employees that are properly trained in products and services

2.0 Company Summary

Mainly, will provide body workout by physical training and exercises. People can get a
membership, and take advantage of fit training and exercises 24/7. It will offer a well-being and
affluence of health to the target people and other people of UK. It will be incorporated as a
private company only controlled by William Bob and James Hendricks.

2.1 Location
The main centers of Super Fitness Gym will be located in London. In the upcoming years, Super
Fitness Gym will open its branches across United Kingdom.
2.2 Value Proposition
Super Fitness Gym is here to help our gym members achieve their personal fitness goals at an
affordable price, any fitness goal is an opportunity and challenge we can/should embrace.

2.3 Start-up summary

For the startup, Super Fitness Gym will need the following start-up expenditures:

 Gym equipment having, check financial section for complete list

 Advanced and Up-to-date exercising machines

 Launch of a website that licenses membership forms to be filled online as well as to

provide informations about services and location accessibility.

 Official duties for the establishment of the business.

 Promotion and advertising resources for example leaflets and Flyers.

 Gym bags with logo of a company.

 Several PCs to store data

 Fast Internet connection.

 Several telephone lines.

3.0 Market Segmentation:

The key areas Super Fitness Gym will be expanding in London are Bankside, Bays water,
Bloomsbury and Brantford. In the last UK Censor it states that London is one of the largest cities
in Connecticut with 4 Million people. This is a culturally diverse population, it’s made up with
white, black, Hispanic, American Indian and Asian race. The male population is 33.16% and
female is 38.41%. The marketing department will also mail and do door to door surveys (5-10
mile radius) to have a good idea of what the people are expecting in a low cost but Customer
focused gym.

3.1 Target market:

Everyone wants to have a great body but most importantly want to maintain a healthy lifestyle.
The different targets for a gym are household income, middle age to senior citizens and living in
a certain mile radius of the Gym locations.

In UK, Super Fitness Gym target market will begin with the ages of 15 to 65 who are interested
in maintaining an active lifestyle but can’t afford a high membership rate. The market also
reflects the demographics and average living just as much like the major gyms.

Super Fitness Gym main focus on low income households to drive up the membership of the
gym, however we won’t lose focus on the middle class households. With the low income
families, Super Fitness Gym set membership rates based on household income. Gym members
that exceeds the low income family income may have a greater chance of paying for one on one
coaching.

3.2 Positioning Statement

A great fitness center that focuses on healthy living, with a friendly family oriented and judgment
free environment. We strive on excellent customer service and making a comfortable fitness
center whilst getting your daily workout. Super Fitness Gym will have weekly surveys about
Staff performances and Professionalism to make sure we are standing by our Commitment to the
community.

4.0 Business Environment:

The business environment of Super Fitness Gym will be evaluated by PORTER five forces.

4.1 Porter Five Forces

4.1.1 Threat of entry:
The threat of entry is high in this industry due to a large number of competing firms with
homogeneous products. The cost of entry and exit are very low which also increases the threat of
entry. New businesses can also opt to pursue the used equipment market for affordable
equipment, severely diminishing entry costs. The above mentioned factors would lead on to
expect that the only competitive advantage that could be achieved would be competitive parity.
This would lead to normal economic returns for Super Fitness Gym.

4.1.2 Threat of rivalry:

When examining the threat of rivalry there are many aspects to consider. The number of health
and fitness centers is increasing from 23.5 thousand in 2011 to 26.8 thousand in 2013. Because
of the vast amount of competition, many firms offer a high level of discounts to attract new
customers. There are also various competitive firms that are very similar in size for customers to
choose from. These are signs of a high threat of rivalry in an industry.

4.1.3 Threat of substitutes

The threat of substitutes is great in this industry due to the many exercise choices accessible for
customers. Among these, the practical possibilities accessible is to develop own gym in home.

4.1.4 Threat of buyers

The threat of buyers is also extraordinary. Purchasers are not receiving major economic proceeds
and will demand the lowest probable costs, consequently growing their threat.

4.1.5 Threat of suppliers

The threat of suppliers is low. Vertical integration is not a risk for the reason that the price is
very high for business equipment that acquiring it would not be a feasible possibility for a single
customer.

5.0 SWOT Analysis:

Strengths
The availability of modern fitness equipment and fitness centers

. Customer satisfaction is a key aspect of product marketing. The marketers should

always ensure that all their products either meets or supersedes the customers’ expectations in
order to keep them coming for more. Customer satisfaction in this case will be achieved when
the customers are accorded special attention.

Weakness
Limited space

The company is likely to be faced with the problems of limited space. Since a majority of
the target market are working individuals with personal cars, the company is likely to face
parking problems. The training and fitness centers parting lots are established on relatively
smaller pieces of land that can only accommodate up to 100 vehicles at a time.

Opportunities:
The availability of moderate and high income earners

This target market has a stronger purchasing power as compared to the other age groups
in the country. The people in this segment are wealthy. This means that they have access to
money. Since the company is driven by profit making motive alongside the provision of quality
physical care, the company will greatly benefit from this deal. The company’s training is focused
on attaining a stable state of mind that is essential to many employers.

Threat:
Lack of affordable gym equipment suppliers

Gym equipment are always very expensive due to the high costs associated with the
production of those services. Additionally, most of gym equipment are also very fragile and
needs to be handled with utmost care. Due to this, they should be always distributed in very
secure means of transport that happens to be very expensive. The expensive nature of the gym
equipment has kept a lot of players in the market.

6.0 Marketing mix:

6.1 Marketing Mix:

The Marketing mix of Super Fitness Gym are as follows:
6.1.1 Product
The products includes:

 Aerobics
 Zumba
 Yoga
 Cycling
 Kick Boxing
 Weight Strengthening

6.1.2 Price
Super Fitness Gym faces a challenging environment in extremely competitive market in
UK. Fitness faces offers excellent exercise and body training services that cost below the present
market standard.

6.1.3 Place
The key places Super Fitness Gym will be expanding in London are Bankside, Bays water,
Bloomsbury and Brantford.
6.1.4 Promotion
Super Fitness Gym offers various types of promotions. The promotions will be via media
advertisement; such as internet, newspapers, magazines, local television stations and radio
channels.
7.0 Financials:
7.1 Balance Sheets
7.2 Estimated Cash Earnings

8.0 Conclusion
Super Fitness Gym has the
foundation and with the
assistance, guidance and
marketing strategies of our
Consultant Agency the
Company will rebound and
excel in the community
while making substantial
profit in the Family Friendly focused Fitness market.

References:

1. Barney, Jay B., and William S. Hesterly. Strategic Management and Competitive
Advantage. 3rd. Prentice Hall, 2009. PC 1-6. Print.
2. Gold's Gym, "Cancellation Policies and Procedures for Gold’s Gym Fitchburg,
Wisconsin." Gold's Gym. Gold's Gym. Web. 26 Jan 2014.
<http://www.goldsgym.com/fitchburgwi/wp-
content/uploads/sites/317/2013/08/Cancellation-Policies-Fitchburg1.pdf>.
3. IHRSA, "Health Club Industry Overview." About the Industry. IHRSA, 17 Jul 2013.
Web. 26 Jan 2014. <http://www.ihrsa.org/about-the-industry/>.
4. Walsh, Kristen. "Global Health Club Industry Proves Resilient." 2013 IHRSA Global
Report Feature. IHRSA, n.d. Web. 26 Jan 2014.
<http://download.ihrsa.org/press/2013_IHRSA_Global_Report_Feature.pdf>.
5. Weber, Carol Ann. "Create Your Ultimate Home Gym For Less." Men's Fitness 26.1
(2010): 113-117. SPORTDiscus with Full Text. Web. 26 Jan. 2014.