Marketing Plan for Fitness Center

Executive Summary

1.0 Executive Summary

Corporate Fitness will serve Seattle-area businesses, helping them to become more productive, while lowering their overall costs with innovative wellness programs and strategies.

Our business is based on two simple facts:

1. Healthy employees are more productive than chronically ill employees.

2. It costs less to prevent injuries or illnesses than to treat them after they occur.

At Corporate Fitness (CF), we tie worker productivity directly to the health care issue. We believe that traditional approaches to the current health care crisis are misdirected. These traditional efforts are what we call reactive--that is, they wait until after the worker has been stricken with illness or injury, and then pay for the necessary treatments. Our approach, which emphasizes prevention and good health promotion, is much more proactive.

By helping employees change their behavior patterns and choose more healthy lifestyles, CF will lower companies' health care expenditures, while raising worker productivity. Health care expenditures will decrease due to reduced medical insurance premiums, reduced absenteeism, reduced turnover rates, reduced worker's compensation claims, reduced tardiness, shorter hospital stays, etc.

The state of America's health care crisis, coupled with current demographic changes, threaten to not only exacerbate the crisis, but further erode worker productivity as well. These environmental factors coupled with the local competitive situation signal a favorable opportunity in this market. We feel the time is right for Corporate Fitness.

Situation Analysis

2.0 Situation Analysis

Corporate Fitness is entering their second year of business. The business model has been well received and marketing is especially important to maintain growth and market penetration. In addition to offering fitness facilities for Seattle corporations, Corporate Fitness' main activity is the creation and implementation of wellness programs. The basic market need is the reduction of corporate costs and the increase in employee efficiency that can be achieved through long-term wellness programs.

2.1 Market Summary

Corporate Fitness possesses good information about the market and knows a great deal about the common attributes of the prized and loyal customers. This information will be leveraged to better understand who is served, their specific needs, and how Corporate Fitness can better communicate with them.

Target Markets

Market Analysis

Market Analysis

2003 2004 2005 2006 2007

Potential Customers Growth CAGR

Corporate Employees 35% 9,876 13,333 18,000 24,300 32,805 35.00%

Manufacturing Employees 15% 5,924 6,813 7,835 9,010 10,362 15.00%

Other 0% 0 0 0 0 0 0.00%

Total 28.57% 15,800 20,146 25,835 33,310 43,167 28.57%

2.1.1 Market Demographics

The profile for Corporate Fitness' customer consists of the following geographic, demographic, and behavior factors:

Geographics

* The immediate geographic target is the city of Seattle.

* A 35 mile radius is in need of the services.

* The total targeted population is 15,800 employees.

Demographic

* 51%:49% male: female.

* The individual income range is $38,000-$75,000.

* 67% of the customers are single, 33% are married.

* For the manufacturing customers, 43% have some undergraduate course work.

* For the corporate customers, 83% have some undergraduate coursework, 16% have undertaken graduate coursework.

Behavior Factors

* Recognize the need to have physical activity in their lives.

* Have incorporated some sort of exercise program in their daily/ weekly routine for the last several years.

* Are willing to utilize fringe benefits that are offered by their employer as part of their compensation package.

2.1.2 Market Needs

Corporate Fitness is providing their customers with a health care cost management program for employees that will increase employee productivity and decrease overall business costs. Corporate Fitness seeks to fulfill the following benefits that are important to their customers:

* Customization- CF will offer a totally customized solution for each company as well as each employee within the company.

* Convenience- Customers will not use the service if it is not convenient. CF recognizes this and strives to make their services as convenient as possible for the targeted customer groups.

* Results-orientated strategy- CF will need to improve a company's bottom line in order to attract and maintain customers. While CF will strive to address all of the their customer's needs, the reality is that they must indeed provide significant value for the companies themselves in order to grow their market share.

2.1.3 Market Trends

There have been two significant market trends in the last five years.

* Increased usage of fitness facilities on behalf of individuals. Exercising and "working out" has become a more mainstream activity in American's lives over the last decade. Five to ten years ago there were widespread reports about an impeding health crisis, obesity. Americans, relative to their Western European counterparts have higher incidents of obesity. To a large degree, this is correlated to American's unhealthy diet of fast food, and generally poor food choices, especially fried foods. The poor diet is not the only factor however. Americans were fairly inactive, with only 19% of people age