FITNESS MARKETING TECHNIQUES

Discovering New Marketing Techniques that Smaller Fitness Establishments Could Use to Attract and Maintain Members

Research Proposal

ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends & family for support they provided & their belief in me as well as guidance they provided without that I would have never been able to do this research.

DECLARATION

I, (Your name), would like to declare that all contents included in this dissertation stand for my individual work without any aid, and this dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially that are associated with university.

Signed __________________ Date _________________

Table of Contents

ACKNOWLEDGEMENTII

DECLARATIONIII

CHAPTER 1: INTRODUCTION1

Contextualization2

Aim and Objectives of the study2

Rationale3

Structure of proposal4

CHAPTER 2: LITERATURE REVIEW5

Market analysis and customer retention model5

Marketing strategy for fitness sector7

CHAPTER 3: METHODOLOGY8

Research Method and Design Appropriateness8

Confidentiality9

Ethical Consideration9

Practical Consideration10

CHAPTER 4: ANTICIPATED RESULTS11

CHAPTER 5: CONCLUSION13

REFERENCES15

CHAPTER 1: INTRODUCTION

Various researches have confirmed that in the fitness market, customer retention in the health and fitness industry is becoming an increasingly important phenomenon. This is because retaining the customer is necessary for any business to operate successfully and survive the ever-increasing market competition. This study will aim to examine the marketing techniques which are applied by successful fitness industries across the globe in order maintain and retain their customers. The findings of the study will highlight how relationship marketing is conducted in the said industry. The study included a surveying different small-scale fitness professional and health and fitness operators in the UK.

Many people across join health and fitness clubs, but they often drop out of the programs. Consequently, the number of physical activities that a person can indulge in has been reduced significantly, which in turn leads to different diseases and health disorders like obesity, stress and cardiac problems because of obesity. In such circumstances, doctors and health professionals are spreading mass awareness about the importance and need for physical activity. Since life has become so busy that playing sports or going out for a walk is difficult for many people, so the most feasible solution which most people opt for is to seek membership with a fitness centre. Since people have become health conscious and seek to attain quicker results, most of the time they look for bigger and renowned fitness centers. (Chevalier 1993, 22-24)

Contextualization

This study will be carried out to look into the trends which are presently prevalent in the fitness market and which trends to render success to the bigger names in the fitness industry. Marketing concepts like marketing mix and marketing plans will be assessed in the light of the fitness industry to analyze which strategies must be implemented by small fitness establishments in order to cope up with the growing competition and can embark on techniques on customer retention.

The findings of the study are anticipated to indicate that there is a need for change to take place in the culture of the SMEs dealing with health and ...