Core Fitness:

Group Consulting Project

Kylie Blair, Hailie Stevenfield, Heather Schollmeier,

Ayden Winterland, Ashley Przybylski
COMPANY BACKGROUND
CORE FITNESS
Small, locally-owned fitness center

COMPANY INFORMATION
Owned by Jennifer Blair
corefitnesswithjen@gmail.com

LOCATION
716 E. Empire St., Suite A
Bloomington, IL 61701
SERVICES OFFERED

PERSONAL TRAINING
One-one-one coaching to target clients
individual goals

BOOTCAMPS
Energizing, team-oriented workout classes

NUTRITION CONSULTATIONS
Personalized, holistic nutrition plans
designed specifically for the client
 Problem Definition

Lack of Awareness Limited Offerings

-Many competitors including
monthly gym membership
offerings
- Core Fitness does not have
a large social media presence
-Individually-owned businesses
only have so many services they
can offer
-Consumers may prefer
membership-based options so
they can workout on their own
time
Research Objectives and Hypotheses
Research Objectives
1. To determine if consumers feel
more connected to businesses
they follow on social media.
2. To determine if gym customers
prefer a wide selection of
products and services, beyond
basic equipment.
3. To determine if the location of
Core Fitness is convenient to
those in the
Bloomington-Normal area.
4. To determine if the price of Core
Fitness services reflects its value.
Hypotheses
1. 80% of consumers tend to feel
more connected with businesses
they follow on social media
2. 50% of consumers would pay $35
or more on a 30-minute workout
session
3. 75% of consumers believe that
Core Fitness is located in a
convenient, easily-accessible area
Research Methodology Employed
Descriptive Research:
- Quantitative survey administered via Qualtrics
Exploratory Research:
- Focus group of non-customers to determine attitudes
and preferences surrounding fitness centers
Secondary Research:
- Determine demographics within Bloomington-Normal
- Find the impact social media has on small businesses
- What consumers consider when choosing a gym
- Typical target markets for gyms and gym services
 Focus Group Findings
Question 1 Questions 3

“What are your expectations on services that you would receive “Do you recall posts from Core Fitness in the past?”
from being a member of a gym?” ● All answers were “no”
● Insight into what services the business needs
● Not ideal given the more people that know, the better
● This helps customer/business satisfaction
● Business needs to push harder on ads and awareness
● Pleased customer = more customers
Question 4
Questions 2
“Do you recall seeing posts from other fitness centers in the
“What specific workout programs/classes interest you the past?”
most?” ● All answers were “yes” with the name of the business
● Main two answers: weightlifting and HIIT workouts
● All fitness centers were much larger than ours
● More slots for these types of workouts
● Brand recognition through ads are needed
● More advertisements on availability of these workouts
Group Findings
Group Findings: Social Media
Group Findings: Location
Group Findings: Price
Group Findings: Services
Group Findings: Services
Group Findings: Multiple Regression
How likely are you to enroll in a workout program that you’ve never tried before?
Group Findings: Chi-Square Analysis
What social media app do you use the most?
Group Findings: Basic Difference Test
 Group Recommendations

Promote services
Increase social
that stood out to
media presence
Consumers

Include
Loyalty programs
membership-based
and/or discounts
options
 References
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UpSwell Marketing. upswellmarketing.com

Fusion, J. (2017, November 21). What is the Target Market for Fitness Gyms? SmallBusiness.Chron.com. Retrieved February 21, 2023,
from smallbusiness.chron.com
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Kim, J. (2017, December 7). The impact of different price promotions on customer retention. Journal of Retailing and Consumer
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Marion, S. (2021, October 21). Top 5 Things Americans Consider When Choosing a Gym. IHRSA. www.ihrsa.org

Mehmet Uğurlu, F. (2018). Satisfaction levels of individuals who go to fitness centers. Universal Journal of Educational Research,
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Peek, S. (2023, February 1). Why Small Businesses Need a Social Media Presence. business.com.
www.business.com/social-media-small-business-importance/

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Industries Journal, 33:1, 31-50, DOI: 10.1080/02642069.2011.594878

Taneja, & Toombs, L. (2014). Putting a face on small businesses: visibility, viability, and sustainability the impact of social media on
small business marketing. Academy of Marketing Studies Journal, 18(1), 249–.

The Global Health & Fitness Association. (2021, August 11). New Research: Consumers Value a Personalized Fitness Experience.
IHRSA. www.ihrsa.org
Questions?