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1、Synergie Fitness ClubGT & B 4 覃钰景 （QinYujing) 2016, 04, 14 0IntroductionThe UK fitness market has reached a crucial point in its development. Market growth has slowed due to a combination of factors. The credit crunch and the associated economic recession along with low consumer confidence have serv
2、ed to render the market more or less immobile. This report will: summarise the challenges faced by the industry set out plans to cope with these difficult trading conditions highlight opportunities that may be pursuedCurrent Market ConditionsThe UK fitness market today is worth 3.8 billion (Fitness
3、Industry Association). The market is dominated by a few large companies. There are also many independent clubs associated with sports associations, local councils, etc.Market TrendsThere is a continued interest in the gym as the main form of exercise and a trend away from participation in competitiv
4、e sports. After considerable growth in the previous five years, the fitness market has slowed recently. During a recession one of the first cutbacks made by individuals is gym membership. With lower disposable income, members may switch to cheaper, public facilities. It will be important therefore f
5、or all franchisees to monitor their local market carefully. It will be necessary to get back to basics and maximise non-tangible benefits.Synergie Fitness ClubGT & B 4 覃钰景 （QinYujing) 2016, 04, 14 1Economic TrendsGovernment estimates predict very slow economic growth right through to 2012. Unemploym
6、ent will continue to rise. Inflation is predicted to fall to nearer the government target of 2% over the next few years. The slow economic growth will result in very tough trading conditions ahead.Population TrendsThe UK population is set to grow over the next 5 years but very slowly and will have m
7、inimal impact on the fitness market. The make-up of the population will be more significant with continued ageing of the population and women continuing to outnumber men.SWOT AnalysisStrengths Interest in fitness continues to grow Excellent reputation Healthy financial situation Committed and well q
8、ualified staff Leading edge technologyWeaknesses Limited growthOpportunities Government programmes to tackle obesity Large untapped sectors of population Increased concern with childrens fitness Public sector cuts Increased interest through Commonwealth GamesThreats Economic Recession Members switch
9、ing to cheaper options Ageing population Strong competitionSynergie Fitness ClubGT & B 4 覃钰景 （QinYujing) 2016, 04, 14 2Competitor AnalysisHamiltonsKC FitnessPhysiqueHamiltons 1 2 3 4Sales Year 1 Year 2 Year 3 Year 4129000 148000 174371 186218% Change 15% 18% 7%KC FitnessSales Year 1 Year 2 Year 3 Ye
10、ar 443770 44750 51520 50231% Change 2% 15% -3%PhysiqueSales Year 1 Year 2 Year 3 Year 4271526 287194 331512 342866% Change 6% 15% 3%Results of Members SurveyThe recent survey provided very valuable information on the quality of our service and for the future direction of the brand. Positive results
11、were obtained in the following areas:Customer serviceProduct knowledgeQuality of adviceEffectiveness of programmesSynergie Fitness ClubGT & B 4 覃钰景 （QinYujing) 2016, 04, 14 3Value for moneyIssues were highlighted regarding the following:Variety of classesLack of crche facilitiesAvailability of spa t
12、reatmentsFuture EmphasisAs a result of our research and feedback, Synergie will have the following key strategic targets Continued improvement in customer service Development of spa facilities Targetting of mature age group Greater customisation of programmes Emphasis on exercise as preventative therapy Introduction of new dance-style classes
