FITNESS INDUSTRY

Introduction to Fitness Industry• The fitness center industry started coming into its own in the

1970s and 1980s , when exercise, led by running and aerobics, became popular

• Fitness market is a healthy combination of products and services.

• Today fitness is driven towards health and well-being.

• The industry is not organized.

• Whether it is yoga centre, health centre, gyms or slimming centres, they are all providing services and to facilitate these services relevant products and equipments are being used.

Components of Fitness?

4 Components of Fitness:– Aerobic– Muscular– Flexibility– Body Composition

Fitness Centers

• A fitness center could be used by the average person seeking workouts or by professional athletes, especially in specific disciplines.

• Most fitness centers try to accommodate many different types of exercise or sport facilities under one roof.

• Fitness centers usually occupy large spaces. It all depends on the amenities and activities they offer.

• They definitely create an atmosphere of comfort, and one that leads to opportunities for socializing.

Gyms• Gym is the shortened term for gymnasium.

• Today’s gyms offer a variety of indoor activities, amenities, and events.

• Some gyms focus solely on weight training or lifting. Others are equipped with cardiovascular machines, and/ or offer classes.

• Monthly membership fees at these facilities depend on the services and amenities you sign up for, number of months, and enrollment.

Gyms Fitness Centers

Facilities •Cardio•Heavy Weight, •Aerobics, •Hair Parlor, •Steam, •Sauna

Cardio, Heavy Weight, Aerobics, Hair Parlor, Steam, Sauna, Massage Parlor, Yoga, Spa, Juice Bar, Zumba, Personal Trainer,

Fee structure (monthly) 7,00 - 1,000 Rs. 1,000- 2,500 Rs

Example Body firm, oriental, shapeup etc

Nuyu , Talwalkars .Etc

Gyms covered Gym name Location Fee structure (yearly)

Body Firm Vaishali Nagar 5,000

Shapeup C- Scheme 6,000

Colosseum Malviya Nagar 8,000

Body And Soul Vaishali Nagar 7,000

Dips & Dumbells Chitrakoot 6,000

Oriental Sanganer 12,000

Gold Gym Vaishali Nagar 20,000

Talwalkars C- Scheme 13,000

Nuyu Vaishali Nagar 22,000

Gyms

Fitness Centers

Maslow’s Need hierarchy theory

According to our survey we got to know following points which we can relate from Maslow's need hierarchy theory:

Fitness industry fall under 2nd stage i.e psychological needs which

covers :

To Socialize For Motivation Self Esteem Confidence Achievement

Analysis :

How often customers visit to their gym?

• According to our survey 60% of customers visit their respective gyms more than three times

Gym membership

According to our survey majority of customers prefer monthly membership followed by the quarterly and yearly.

Purpose to visit the gym

10%

10%

40%7%

30%

3%

Purpose

Enhance Sports Performance

Train body for body building

Loose Weight

Medical Resons

Maintain Physical Condition

Socializing

•Majority of customers visit gym for losing weight.

•According to our survey we found new purpose of people for joining the gym is to socialise and making contacts with people for their profession and to enhance their circle

Location of the gym

60%20%

10%

10%

Miles

Within 2 milesWithin 2 - 10 milesWithin 11-15 milesWithin 16- 20 miles

Majority of the customers goes to that gym which is located within 2miles of their resident.

That is:They prefer gym which is located nearby, to save their time

Value added services preferred by the customers

20%

10%

5%

20%5%

20%

10%

10%

Services

Juice BarNutritional SupplementsNutritional SeminarsAerobic ClassesMartial Arts ClassesYoga ClassesNutrition Tracking SoftwareFitness Tracking softwares

According to our survey :

1. Juice Bar, 2. Yoga 3. Aerobic classes

are most value addedservices preferred bythe customers.

Referred by Friends & Relatives

85%

15%

YesNo

Personal Training Sessions?

30%

70%

YesNo

Age of the Customers

70%

20%

10%

Years

21-2627-3233-39

Gender of customers

60%

40%Male Female

Importance of factors:Very Important

Important Neutral Somewhat Important

Not Important

Equipments 70% 30% - - -

Personal Trainers

15% 40% 15% 20% 10%

Price 20% 50% 10% 15% 5%

Amenities (locker rooms, pro shops, etc.)

15% 15% 40% 30% -

Referral from friend

- 30% 40% 15% 15%

Atmosphere 70% 30% - - -

Reputation 30% 30% 30% 10% -

Services providedHighly satisfied

Moderately satisfied

Neither satisfied nor dissatisfied

Dissatisfied Very dissatisfied

Gym cleanliness

40% 30% 15% - 15%

Locker room cleanliness

10% 30% 60% - -

Staff availability

30% 70% - - -

Equipment condition

15% 70% - 15% -

Gym security 20% 20% 60% - -Weight machines

20% 50% 30% - -

Cardiovascular equipment

35% 35% 15% 15% -

METHODOLOGY

Data was collected through two sources:

Questionnaires (Primary Data) :(Raw data collected by researcher/interviewer)

Raw data collected by our team contained both a) Open ended questionsb) Closed ended questions

Internet (Secondary Data)

•

Literature review

• Consumer behavior study is based on consumer buying behavior, with the customer playing three distinct roles of user, payer and buyer.

• The motive was to study the consumer behaviour of the clients in respect to demographic.

• According to demography Chitrakoot is not high locality area where people can afford an annual gym worth rs. 25000.

Whereas in vaishali nagar there are gyms provided from

rs.5000-22000.

• According to the changing consumer behavior designed special female fitness programes.

• Contrary to popular belief, weight and resistance training is very important for women of all ages.

Conclusions According to our survey we found:

•Most of the customers go more than 3 times a week to their respective gyms. •The major footfall is in between 6pm to 9 pm.

•Majority of customers take monthly subscription for gym followed by quarterly and annually.

•Majority of customers go to gyms to lose their weight.

Conclusion cont.

•Equipments play a vital role fitness industry.

•Price is half as important as the equipments.

•Services such as locker rooms , pro shops plays little role in gyms.

•Atmosphere of gym should be taken care of, as it plays a important role.

Submitted by:Akanksha SharmaAkansha BhargavaAnkit GuptaAnurag KaswaAnushka KapoorHimanshu JoshiLav JainParul PareekPrannoy MishraRadhika SinghalSonal GuptaZilmil Shekhawat