PRESENTS

CENTRAL INSTITUTE OF TECHNOLOGY

GYM

Market Research Analysis

CENTRAL GYM OVERVIEWTrading Hours: Monday – Friday: 6am-9am, 11.30am -7.30pm

Saturday: 10am-3pm

Fitness Staff: Sally Bower ( manager) Jilly Williams Lucas Allemany Jarryd Kirby Anna Stevens

FACILITIES AT CENTRAL GYM

Male and female change rooms

Reception

Water fountain

Whiteboard for a classroom simulation

Notice board

EQUIPMENT AT CENTRAL GYM

Treadmills Bench press machines Weights in varying sizes Cardio equipment Bicycles Rowing machines Cable cross squat rack and punching bag Flexi balls Trampolines Steppers

PRICES OF MEMBERSHIP AT CENTRAL GYM

Members Annual Fee: $50.00 per year (and payment option as per flyer)

Public: $10.00 per visit

Students: (No annual fee, choice of membership options as per flyer)

PROGRAMS AND CLASSESGoal For Life Age 50+ Run by Cert III

students

Personal Training All age brackets Run by Cert IV

students 12 sessions for $50

Group Exercise Classes

Free to members 12:10-12:50pm

weekdays $65 for 8 weeks for

non members

ISHA For cultural women 3-4pm Saturdays

INTRODUCTION

The Agency was broken down into five groups, each with different market segments to research before collating all the information into one Power Point presentation.

Kiara & Aaron- Research on Gym Staff Geordie & Ben- Research on Central students Sonia & Avian- Research on the Public Kylie & Michelle- Research on Gym members Pavel & Patrick -Research on Central Staff

RESEARCH OF GYM STAFFKiara and AaronSpeaking on behalf of Team Black

METHODOLOGY

Research objectives were to find from the gym staff

Numbers Positives and Negatives of gym Previous advertising and promotion Competition in Northbridge

Arranged times with gym staff for in-depth interviews (one on one)

Conducted interviews with 3 of 5 gym staff Gained qualitative data about Central gym

from gym staff

ATTENDANCE TO THE GYM ACCORDING TO GYM STAFF

224 members

69 fitness students

155 general public members

There are very minimal ‘visitors’ to the gym, the majority that attend hold gym memberships.

69155

Central Gym Mem-berships

Fitness StudentsPublic

GYM PROS ACCORDING TO GYM STAFF

Quiet

Personable

Low numbers

Equipment in low demand

New logo

Good quality equipment

GYM CONS ACCORDING TO GYM STAFF

Lecturers and public share the same area

“The carpet and appearance is ageing”

“Change rooms are old and not cleaned properly”

COMPETITION IN NORTHBRIDGE Bite Personal Training

Specialises in personal training.

Fitness and Fight Specialises in boxing and martial arts

Live FitnessOlympic size boxing ring

PREVIOUS ADVERTISING AND PROMOTIONS 1999 – Large signage erected outside the

college

Current Class Timetable and Trading Hours flyers

No official website has been created for the gym

WAYS TO INCREASE GYM MEMBERSHIP NUMBERS ACCORDING TO GYM STAFF “More signage inside and outside of college”

“Minor works on the gym bathrooms”

“Changing the colour of the gym rooms”

“New treadmills and cardio equipment”

“Advertising on a more internal basis aimed at students”

RESEARCH OF CENTRAL STUDENTSGeordie and BenSpeaking on behalf of Team Crimson

METHODOLOGY Research objectives

Why students don’t use gym What would entice students to join

Surveyed 100 students throughout CIT

Survey selection based on age, study load & course

AWARENESS OF GYM

88

12

Central students who had heard about the GymCentral students who hadn't heard about the Gym

REASONS FOR STUDENTS NOT JOINING

010203040 34

1018 16

817

4

19

5 612

STUDENT CONSIDERATIONS Students who would

consider joining if facilities were improved

Students who would consider joining if student discounts were offered

Yes No No Answer0

20406080

100

69

256

Yes No No Answer0

20406080

100

66

268

WHAT WOULD ATTRACT STUDENTS

Nothing

Classes and Programs

Good Prices

Facilities

Extras

Social

0 5 10 15 20 25 30 35 40 45 50

44

8

13

24

4

7

RESEARCH OF GENERAL PUBLICSonia and AvianSpeaking on behalf of team Gold

METHODOLOGY

Find out from the general public why people don’t attend the Central gym.

Find out how to convince them to join the Central gym.

Conducted research on Perth Gyms Survey fifty people from the general public

within the area. Information is balanced between quantitative

and qualitative data.

PEOPLE RESEARCHED

41%

45%

14%

StudentEmployeeBoth

AGE OF RESPONDENTS

25%

35%

22%

18%17-2020-2525-3030+

HAVE YOU EVER BEEN TO A GYM?

74%

26%

YesNo

CURRENTLY A MEMBER OF A GYM?

16%

84%

YesNo

WHAT GYM HAVE YOU ATTENDED?

012345678

Commun

icatio

n

Facilit

ies

Drinkin

g Faci

lities

Bette

r Attit

ude (

Staff)

Fees/ F

lexible

Hrs / C

ontra

cts0

5

10

15

20

25

PUBLIC NOMINATED IMPROVEMENTS

WHY THAT GYM?

Word of

mou

th

Distan

ce

Facili

ties

Cost

Emplo

ymen

t0

5

10

15

20

25

EXPECTATIONS OF GYMS

Suffice

nt eq

uipmen

tA/C Musi

c

Show

er/ hy

giene Tv

Pools

Saun

a

Massag

e Tab

le

Open S

pace

s (Outd

oor)

05

10152025

HAVE YOU HEARD OF CENTRAL GYM?

35%

65%

Yes No

WOULD YOU CONSIDER GOING TO THE CENTRAL GYM?

64%

36%

YesNo

WHAT FACILITIES WOULD YOU LIKE TO SEE IN CENTRAL GYM?

Sufficen

t equ

ipmen

tA/C

Music

Show

er/ hy

giene Tv

Pools

Saun

a

Massag

e Tab

le

Open S

paces

(Outd

oor)

0

5

10

15

20

25

RESEARCH OF CENTRAL STAFFKylie and MichelleSpeaking on behalf of team Indigo

METHODOLOGY Research Objectives

Identify which Central staff use the gym and why. Identify what would prevent staff attending the

gym. Identify what would encourage staff from

attending the gym. Identified 10% of total, from 7 departments. 26 respondents surveyed 11th March 2010.

STAFF WHO USE CENTRAL GYM AND WHY? 7 of 26 staff use the gym. 6 of 7 staff use gym for convenient location.

Department (No. of Staff)

Reasons Why

2x Art and Design Location1x Finance and Property Convenience1x Student Services Convenience 2x Business and Management

Convenience, cost

1x Events and Tourism A client for a fitness student

0x IT N/A0x International N/A

STAFF AWARENESS OF CENTRAL GYM

62%12%

27% Staff who knew about gym 16 of 26Staff who were unaware of the gym 3 of 26Staff who use the gym 7 of 26

BARRIERS TO ATTEND THE GYM

1. Most important is lack of time.

2. Students using the same gym.

3. Other barriers include: Distance from

home Lack of

commitment Paid parking only

Other gym

Lack of time

Money Student gym

Other02468

10121416

Central Staff

CENTRAL GYM IS CHEAPER THAN COMPETITORS, WOULD THIS INFLUENCE YOU?

20 (77%) respondents were influenced by lower prices.

6 (23%) respondents were not influenced by lower prices.

Yes77%

No23%

ENCOURAGEMENT TO ATTEND

1. Most important is increased facilities.

2. More information provided about the gym.

3. Newly refurbished0

2

4

6

8

10

12

14

Central Staff

RESEARCH OF CENTRAL GYM MEMBERSPavel and PatrickSpeaking on behalf of Team Blue

METHODOLOGY

RESEARCH OBJECTIVES What members like about the gym? Who goes there? Find out reasons why they use the gym?

Quantitative random survey. Sample 30 gym members. Location outside gym.

WHY MEMBERS USE CENTRAL GYM

38% preferred location. 33% price.

8%

33%

38%

21%Facilities

Price

Location

Other

WHY MEMBERS PREFER CENTRAL GYM

35% preferred location. 31% price.31%

10%

34%

10%

14% Price

FriendsLocationEquipmentLess busy

CENTRAL GYM MEMBERS GENDER

60%

40%MaleFemale

More males than females.

AGE OF CENTRAL GYM MEMBERS

Majority are 15-19.53%

30%

3%3%10%

15-1920-2526-3031-40Over 40

COURSES OF CENTRAL GYM MEMBERS STUDENTS

88% Central gym members doing Cert III or IV in Fitness.46%

42%

13% Cert III of FitnessCert IV of FitnessOther Courses

FREQUENCY OF USE BY GYM MEMBERS

73% used the gym more than twice a week.

10%17%

72%

Once a weekTwice a weekMore often

CERT III AND IV FITNESS TIMETABLE 2010Term 1 Monday Tuesday Wednesday Thursday Friday

6:00AM     6:00AM - 7:00AM     6:30AM     Part Time    7:00AM          7:30AM          8:00AM   7:00AM - 9:00AM    8:30AM   Part Time    9:00AM     9:00PAM - 10:30AM  9:30AM   Cert III Fitness  

10:00AM 9:30AM - 11:30AM   B  10:30AM Cert IV Fitness 10:30AM - 11:30AM  11:00AM 10:30AM - 12:00PM   Cert III Fitness 10:30AM - 12:30PM 11:30AM Cert III Fitness     Cert IV Fitness 11:00AM - 12:00PM

12:00PM B       Cert IV Fitness12:30PM        1:00PM     1:00PM - 2:30PM1:30PM 1:30PM - 4:00PM 1:00PM - 3:00PM Cert III Fitness2:00PM 12:00PM - 4:00PM Cert IV Fitness 1:30PM - 4:00PM Cert IV Fitness  2:30PM Cert IV Fitness   Cert IV Fitness   3:00PM   2:45PM - 4:45PM   2:45PM - 4:45PM 3:30PM   Cert III Fitness Cert III Fitness 4:00PM   B B 4:30PM     5:00PM 5:00PM - 6:30PM 5:30PM Cert III Fitness 6:00PM   6:30PM

WHY MEMBERS USE THE GYM

All use gym to keep fit. 50% gave other reasons

too.

13%

33%7%27%

20%All my friends goFill in time be-tween classesNutritionalLose weightOther

ACTIVITIES USED BY GYM MEMBERS

62% use gym for equipment. 62%

38% Use the equipmentGo to the classes

CENTRAL INSTITUTE OF TECHNOLOGY

GYM

Market Research Analysis