gym service concept and blueprint

7/31/2019 Gym Service Concept and Blueprint

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Gym and Health Club Service

Ahana Chakraborty (Roll No. 14)

Ankit Jindal (Roll No. 24)

Ashwin Chandran (Roll No. 37)

Astha Priyamvada (Roll No. 38)


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Overview of the Health Club (Gym) Industry

A health club (also known as a fitness club, fitness center, and commonly referred to as a gym) is a place

which houses exercise equipment for the purpose of physical exercise.

Personal fitness training today is becoming an industry which is growing fast, attracting people in large

numbers. This is occurring due to the high pressure life styles that we have and the stress it puts on our

bodies and brains.

These fast paced times require us to be fit both mentally and physically. When you dont take good care

of yourself, it leads to issues related to the heart and diabetes. These problems occur because people

are overweight. This is why professional fitness trainers come into the picture.

Latest Fitness Industry Trend

Aging population

Fitness clubs and retirement communities stand to benefit from health and fitness programs that cater

to the older adult. The number-two prediction notes the baby boom generation is growing older and

living longer, and their physicians are recommending they remain active.

One down trend maybe observed in this industry, is the tendency away from the commercial gym. As

consumers continue to invest in their health needs, most will be looking for an environment that

provides individualization and an old-fashioned level of customer service. This is the reason why we

decided to include the non commercial gyms in our case presentation.Children and Obesity

People nowadays chose the most convenient option for food consumption which is fast food, which

leads to obesity.

For the first time in history, children of this generation may not live as long as their parents or

grandparents because of the diseases and impairments associated with childhood obesity. With the

cutbacks in physical education in schools and an increase in sedentary lifestyle (TV, video games,

computers), there is a need for fitness professionals to provide their services to this population to help

fight the obesity epidemic.


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Networking

There is a trend towards social networking in the health and fitness world. Many websites provide

information on tracking workouts; weight loss programs and many other features that may help

consumers answer their fitness needs. Most fitness experts would also advise that once you go through

an exercise regimen, you should find a gym buddy or partner to increase adherence.

Educated and Experienced Fitness Professionals

Some would say that a healthy lifestyle is no longer just a luxury experience for some but something of a

necessity. With an aging population, the risk which go along with neglecting ones health motivate moreindividuals to invest in a monthly membership or recruit a personal trainer who can customize a

program specifically tailored for ones needs. And with added concern over the rising cost of health care,

money spent preventing health problems is money well spent.

Functional Fitness

Functional fitness training, using strength training to improve performance for activities of daily living,

will become more prominent in 2007. Exercises that mimic actual job tasks or other activities will help

improve balance, coordination, strength, and endurance.

(http://www.medicalnewstoday.com/articles/57543.php)

Changing lifestyle

Some would say that a healthy lifestyle is no longer just a luxury experience for some but something of a

necessity. With an aging population, the risk which go along with neglecting ones health motivate more

individuals to invest in a monthly membership or recruit a personal trainer who can customize a

program specifically tailored for ones needs. And with added concern over the rising cost of health care,

money spent preventing health problems is money well spent.


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Health Club Fragmentation

The diversity of health clubs available today would have been unimaginable just a decade ago. The

splintering of the industry has created much of the phenomenal growth the industry has enjoyed. In

addition to the traditional dual-gender health club, there are many options available to a consumer who

wants to join a club:

Express Clubs The largest expansion in the industry has been in circuit-training fitness centers such

as Curves for Women, 21 Minute Fitness, Slim and Tone and many more. These smaller fitness centers

cater to adults who have not previously been health club members and/or who prefer low-intensity

workouts.

Gender-SpecificCatering to a similar clientele as the express clubs, gender-specific health clubs are

attractive to new members who prefer to work out in a non-threatening environment. Women-only

locations are dominant (Lady of America, Curves, etc.), but mens fitness centers such as Cuts Fitness for

Men and the Blitz are also available

Workplace In an effort to reduce their health care expenses, many companies have opened on-site

fitness centers for their employees.

Community Fitness Centers These family-focused fitness centers are dedicated to promoting a healthy

lifestyle. They include YMCAs, JCCs, and suburban community fitness centers with swimming pools,

exercise rooms, kids areas and outdoor activities.

Medical-Affiliated Fitness Centers These health clubs often cater to older consumers. Many are

affiliated with hospitals or medical centers; while others are smaller and emphasize cardiac rehab,

sports medicine or physical therapy. A few examples are HealthTrax Fitness and Wellness, Baptist Health

and Fitness Center and the Tallahassee Physical Therapy Center.

College Recreation Centers Typically managed for college/university students and staff, many are

opening their doors to the community to generate additional revenue. Examples include Rutgers

University Cook Douglas Recreation Center, Northwestern University Sports Center, Florida State

University Student Recreation Center and the USC Lyon Center.

With the number of people consciously aware that they need to flex and stretch their muscles regularly,

investing and starting a fitness business is surely a good idea. Some of the features/services provided by

a standard gym is as follows:

F i tness Consultat ion

Well-trained fitness sales representatives to provide customers with advice on the type of exercises andthe selection of equipment to suit their need and budget.

Personal Training

Certified trainers are available to guide members through specialized programs. Personal trainers guide,

motivate and make sure the member adheres to their program.


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Group Exerc ise / Aerobics

Group exercise incorporates dance and aerobics. Work out to the beats of Hollywood and Bollywood

music. Increases flexibility, balance, strength and stamina. Improves muscle co-ordination and added

grace in movement and posture.

Spinning Studio

A good form of cardio workout, the spinning studio is fitted with spinning bikes.

Cardio

The Cardio Vascular Section has state-of the art machines comprising of Treadmills, Recumbent Bikes,

Elliptical machines, Arc Trainers & Rowers .

Qual i ty Products

Good products that might even be imported from top-rated international and reliable manufacturers

with state-of-the art technology and high standard of quality control.

Product Or ientat ion, Del ivery and Support Services

Well trained and qualified experienced trainers who provide product orientation in achieving thecustomers fitness target. Also provide delivery services for purchase of any equipment with a strong

and dedicated technical support team.

Service Concept Facilities and Services

Main workout area

Most health clubs have a main workout area, which primarily consists of free

weights including dumbbells, barbells and exercise machines. This area often includes mirrors so that

exercisers can monitor and maintain correct posture during their workout.

A gym which predominately or exclusively consists of free weights (dumbbells and barbells), as opposed

to exercise machines, is sometimes referred to as a black-iron gym, after the traditional color of weight

plates.


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Cardio area/Theatre

A cardio theater or cardio area includes many types of cardiovascular training-related equipment such

as rowing machines, stationary exercise bikes, elliptical trainers and treadmills. These areas often

include a number of audio-visual displays (either integrated into the equipment, or placed on walls

around the area itself) in order to keep exercisers entertained during long cardio workout sessions.

Group Exerc ise Classes


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Spin-Cycle Group Exerc ise Class

Most newer health clubs offer group exercise classes that are conducted by certified fitness instructors.

Many types of group exercise classes exist, but generally these include classes based on aerobics, cycling

(spin cycle), boxing or martial arts, high intensity training, step, regular and hot (Bikram) yoga, pilates

and muscle training. Health clubs with swimming pools often offer aqua aerobics classes. The instructors

often must gain certification in order to teach these classes and ensure participant safety.

Sports Fac i l i t ies

Some health clubs offer sports facilities such as a swimming pools, squash courts or boxing areas. In

some cases, additional fees are charged for the use of these facilities.

Personal Training

Most health clubs employ personal trainers who are accessible to members for

training/fitness/nutrition/health advice and consultation. Personal trainers can devise a customized

fitness routine, sometimes including a nutrition plan, to help clients achieve their goals. They can also

monitor and train with members. More often than not, access to personal trainers involves an additional

hourly fee.


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Massages

Gyms have massage facilities also. They offer their service generally to the frequent or registered

customers.Other Services

Newer health clubs generally include health-shops, snack bars, restaurants, child-care facilities, member

lounges and cafes. It is not unusual for a sauna, steam shower, or wellness areas to be present. Health

clubs generally charge a fee to allow visitors to use the equipment, courses, and other provided services.

A fairly new trend is the advent of eco friendly health clubs which incorporate principles of "green living"

in its fitness regimen.

Some other facilities might also include:

Valet Parking Swimming Pool Boxing Ring Pilates Nutrition and Weight Loss Programs Lockers Squash Court

Levels of Services and Offer ings

Health clubs offer a wide array of services, and as a result the monthly membership prices can vary

greatly. A recent study of American clubs found that the monthly cost of membership ranged from

US$15 per month at basic chain clubs that offer limited amenities to over US$200 per month at spa-


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oriented clubs that cater to families and to those seeking social activities in addition to a workout. In

addition, some clubs - such as many local YMCAs - offer per-use punch cards or one-time fees for those

seeking to use the club on an as-needed basis.

Costs can vary through the purchase of a higher-level membership, such as a Founders or a Life

membership. Such memberships often have a high up-front cost but a lower monthly rate, making them

potentially beneficial to those who use the club frequently and hold their memberships for years.

Service Blueprint

What is a Service Bluepr int? When customer satisfaction numbers are not enough..

Service blueprinting is a process analysis methodology proposed by Shostack (Shostack, 1982, 1984).

Shostacks methodical procedure draws upon time/motions method engineering, PERT/project

programming and computer system and software design. The proposed blueprint allows for a

quantitative description of critical service elements, such as time, logical sequences of actions and

processes, also specifying both actions/events that happen in the time and place of the interaction

(front office) and actions/events that are out of the line of visibilityfor the users, but are fundamentalfor the service.

A service blueprint is a graphical or visual representation that portrays the service system to facilitate

accurate and objective understanding of the existing and the proposed services delivery systems. The

blueprints are used for design and redesign of service process design and development.

The service blueprint helps understand the service by simultaneously depicting:

Process of service delivery Points of customer contacts Roles of customers Roles of employees Visible elements of the service

It helps to identify and understand the logical components of the service and to visualize the steps or

tasks in the process. It also provides clarity on the means by which tasks are performed, and the

evidence of service seen by customers.

The blueprint is organized in following five distinct components which are organized vertically in a

sequence.

Physical evidence Customer actions Onstage contact employee actions

Backstage contact employee actions Support ProcessesA line of interaction separates customer actions section from the onstage contact employee section. A

line of visibility separates onstage employee actions section from backstage contact employee section.

Finally a line of internal interaction separates support processes from the rest of the sections.


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Service Bluepr int of Gym and Healthcare Service

Conclusion

The service concept plays a key role in service design and development. The service concept defines the

howand the whatofservice design, and helps mediate between customer needs and an organizations

strategic intent. We define the service concept and describe how it can be used to enhance a variety of

service design processes. Before, during, and after service deliver, service organizations set customer

expectations. These expectations relate to the nature of the service package,as well as to the nature,

duration, and customer flexibility during the service encounter. To ensure that the service package and

service encounter fit the needs of the customer and the service organization itself, organizations must

focus on the design and delivery of their service concept. Hence, in totality, service concept can be saidto a part of

service operation: the way in which the service is delivered service experience: the customers direct experience of the service service outcome: the benefits and results of the service for the customer and value of the service: the benefits the customer perceives as inherent in the service weighed

against the cost of the service.

gym service concept and blueprint

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