fitness industry

Sian PalmerSian Palmer

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New Zealand in Focus

This fitness industry is large and rapidly expanding with many problems, challenges and opportunities with in it.

Retaining MembersGyms are now realizing the economic benefit of

retaining as many members as possible. This is being done via a holistic approach towards the treatment

of members. Through the use of -

Nutritionists

Physiotherapists

and other health specialists…

Importance of GREAT Service

Clean and up-to-date facilities and equipment.

Keep members returning!

Happy, warm and welcoming staff.

Fitness TrendsTrends in the fitness industry come and go. To

be competitive with other gyms you must knowwhen to scarp or start a new type of workout.

Short term Long term

Prospects on the horizon

Corporate FitnessHealthy employees make better, more

productive workers. So why is it that only 10% of New Zealand’s leading companies have on-

site gyms?

Targeting ALL GenerationsThe fitness industry is no longer restricted by

age. Baby Boomers and children as young as 8 years old are target groups that have not yet

been tapped into completely.

Keeping Afloat in the Recession

The fitness industry has been fortunate enough not to be dramatically affected by the global

economic downturn. People still see their health as a worthwhile investment.

Marketing StrategiesTraditional methods of marketing such as mail outs and television commercials have become less effective. Today online marketing is the

way to go.

What does it all mean? The New Zealand fitness industry is doing well despite

negative impacts such as the recession. You will succeed if your business is on top of its game and if you understand what it takes to have a

competitive advantage in this industry

Recommendations • The market gap in respects to ‘corporate fitness’ is

the best way to enter this industry because of greater retention and less competition in this sector.

• Know what model suites your target market best e.g. holistic approach or express workouts.

• Use online marketing as a primary advertising tool.

• Follow the ‘blue print’ of clean and up-to-date facilities and equipment, and warm and welcoming staff in order to be competitive.

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