Introduction
As more countries become industrialized, our global footprint continues to grow making global warming look like a ticking time bomb. To effectively combat global warming companies are starting to reevaluate and implement practices that are less detrimental to the environment. Life Time Fitness has also joined the cause in becoming greener. The initiatives presented in this report focus on the efforts made locally in Chanhassen Minnesota, where the corporate headquarters resides. As the local media specialist for Life Time Fitness, I will focus on my stakeholders, the residents of Chanhassen throughout the planning and execution of our project. To my advantage, Chanhassen is already ahead of other cities and counties in terms of their green knowledge and initiative that are already in place.
Live Green Parks
Along with implementing green-friendly initiatives on a national level, Life Time Fitness will take steps to raise awareness about the environment locally where the company’s headquarter operates in Chanhassen, Minnesota. In order to promote an environmentally friendly lifestyle, Life Time Fitness will build a community park for the local residents and members of Chanhassen known as “Live Green Park.” Our park will be an addition to the 34 other “preserve locations” in the city; however, contrary to these locations, Live-Green Park will be larger in space, and will serve a two-fold purpose.
The park's primary purpose entails the creation of a greener environment through an aesthetically well-designed landscape. Moreover, all materials used for constructing the park will come from post-consumer-recycled content or materials that are environmentally degradable. The intrinsic value of building a park goes bey...
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...adults. To promote greener habits, individuals and families who carpool to the event or use green-friendly transportation (i.e. bicycles) will receive complimentary passes for a one-month membership to our local facility.
Conclusion
We firmly believe that our local efforts to promote the Live Green campaign will be extremely successful, as it will reach a wide audience who already believes in a cause that we are endorsing. The use of Live Green Park will significantly benefit the local community because of the many amenities the park offers and the fact that it is versatile in its use, from soccer games and concerts to city-sponsored events. Most importantly, we believe that through our actions, Life Time Fitness is setting a precedent; this will force other the industry to become more interactive within their communities and promote environmental conservatism.
Customers usually make decision of purchase by comparing the “value” of a product or service, which can be looked as the benefit–sacrifice ratio. Many customers find the prices of most health club and gyms too high because they see little value in some of extra amenities, in other words, they find that the benefit they receive is not valuable, comparing to the sacrifices they make; in this case, the benefit-sacrifice ratio in this case is pretty low. Therefore, Planet Fitness offers good value membership, which means high benefit-sacrifice ratio for customers, comparing to other major gyms.
The environmental aspects that were considered for the Bally Total Fitness audit were demographics, markets and competition. Demographic trends have shown that the older segments of the United States (ages 45-65+) are growing the fastest. Bally Total Fitness would be wise to consider marketing towards this age group as their needs change. An estimated 50 million people will be members to a fitness center in just six years, the year 2010. This is due to an increased desire towards healthy living. The general population is becoming more aware of the benefits of exercise to promote health and wellness.
Yvon Chouinard is an environmentalist, entrepreneur, and philanthropist, legendary climber, and surfer. He is also a writer, writing essays on outdoor climbing issues and ethics, and more recently publishing a book about mixing environmentalism and sound business practice in corporate policies (Green Economy Initiative, 2011). Chouinard is most noted for his clothing and gear company, Patagonia, Inc., where he has constructed a culture that strives to create an ideal working environment where employees thrive and become more productive at the same time. Patagonia’s environmental ethic is outstanding, having founded 1% For the Planet, an alliance of businesses that contribute at least 1 percent of their net annual sales to approved environmental organizations, and is working to revolutionize supply chain transparency in their company. Sustainable business practices have been at the core of the company since it was founded in the late 1950s – long before sustainability and being “green” became buzzwords. Yvon Chouinard is not only a successful business person, but a leader with discipline, vision, and influence.
A gym as defined by the Oxford Dictionary states that it is a “membership organization that provides a range of facilities designed to improve and maintain physical fitness and health.” Within our society, the culture of a gym or health club is comprised of those who wish to maintain their physical health, as well as form a bond for like-minded people to support one another with their health goals within a shared environment. I have chosen to observe and understand the culture that embodies the Westford Regency Health Club, a local Massachusetts gym with higher than average membership pric es and a higher end reputation in comparison to the average franchised gym, such as Planet Fitness. I chose this particular gym for the sole fact that it is labeled as a “health club,” rather than a gym, which brings about the notion that it is somehow superior in regards to its facilities and membership privileges. For my research, I used an inductive method including participant-observation, as well as field notes gathered from my visits as a new member.
Since 1998, Lululemon has transformed the way people dress to workout. Through innovative products and technical athletic fabrics, a brand was created to provide clothing for workouts such as yoga, running and cycling. Lululemon opened its first store in Vancouver in 2000 with the plan to have the store be a community hub for people to learn and discuss their physical fitness and overall health goals. As Lululemon was more than a store to provide products for consumers, their goal was to influence every person who walked into the store. A basic criterion for investment is Lululemon’s mission to create components for people to live longer, healthier, fun lives. All Lululemon locations maintain strong relationships with local communities and host in-store events such as complimentary yoga classes and goal-setting workshops.
On the other hand the fitness industry does great things for the health and fitness of the public. There are thousands of great success stories out there where a forty year old man goes from 240 pounds with 30% body fat to 225 pounds and 6% body fat. These fitness websites motivate thousands of people to get off the couch and start their journey of obtaining a better body. Having instant access to professional tips and tricks to losing weight is a huge advantage that wasn’t around 25 years ag...
Instead of trying to persuade customers to buy what the LA Fitness has already produced, the marketing department has decided to produce a product for families not just individuals. The corporation has decided to do this through research. Consumer needs and wants became the firm's primary focus. This consumer-orientated marke...
To expand brand awareness, brand loyalty, and the appeal of its products the company implements a grassroots community-based marketing strategy. The company selects ambassadors that are local fitness professionals to proliferate word-of-mouth marketing among their students (Thompson, 2014, p.C86). Lululemon additionally engages social media, sponsors local athletic, fitness, and philanthropic events, and positions a community events bulletin board and chalkboards in its stores. The bulletin board displays announcements of future activities, presents fitness education and brochures, and promotes neighboring ambassadors’ yoga studios and fitness centers, while the dressing room chalkboards provide an outlet for customers to rely their comments (Thompson, 2014, p.C86). Lululemon’s yoga ambassadors lead a class every four to six weeks; whereas local professional yoga instructors conduct weekly classes at their local Lululemon location as the retail stores allocate the rearrangement of merchandising displays to provide ample floor space. These retail stores reflect the appearance of a simple, neighborhood boutique as they are situated in street locations, shopping centers, lifestyle centers, and malls as a means of integrating into the community (Thompson, 2014, p.C82). This is enhanced
As the media bombard the American public with unrealistic images, a new obsession with fitness has hit the markets. With more and more people aiming to lose weight, the fitness industry has been pressured to accommodate the high demands for efficient and entertaining workouts. This greater variety of work-outs hitting the market is a result of the diverse types of people who are trying to get in shape. Health clubs are no longer only for those 20-30 year olds who are in competitive training or those who need to be fit as a job requirement. Instead, these facilities are now packed with people of...
From last few years there are plenty of good companies telling their environmental stories to the world and even some who are not but should be. Some do it well; others do not know where to begin or how to go about it. There are a few tips on what to look for by a customer who does not get greenwashed.
As a society, every human need to have the will and power to invest in advocates of society and nature. Now is the chance for the economy to put the cap on our money and do away with energy issues. Every individual needs to determine necessary steps to make green behavior a law in an effort to save energy, protect the environment, and improve the economy.
The slogan “Singapore, a clean and green city” is not there for nothing. Singapore, one of the world’s busiest port and city with a constantly increasing population of over 4 million people, is also one of the world’s cleanest countries. Singapore has been constantly coming up with new campaigns to remind Singaporeans to keep the county clean. There is also recycling campaigns which promotes the 3’R’s, reuse, recycle, reduce. Such campaigns have been proved successful with the amount of litter on the streets decreasing as time goes by. Such campaigns also make deep impressions in Singaporean’s minds as campaigns like this has mascots which go about the schools and streets to advertise and promote.
Nieymeyer, S., & Francis, C. (2000) Beyond Green: From Issues to Initiatives, Journal of Family and Consumer Sciences: Alexandria
The concept of “going green” is a necessity for the future because “our children deserve cities as beautiful as they are”. Works Cited Russell, Lauren. A. Web. " An Evaluation of Municipal Recycling Programs."