Pure Gym is a leading low-cost fitness operator that currently owns and operates 98, 24-hours gyms across the UK: Peter Robert. The Deputy Chairman of the business is interested in expanding their operations and strengthening their reputations by taking over the rivals named LA fitness to compete globally.
The purpose of this report is to provide preliminary information to the audience about the way that the business exploit social media as a marketing tool for communication’s effectiveness, the related issues, challenges and suggestion for future entrepreneurially oriented improvements. Giving notice that the report considers the viability of the business in broad management and marketing terms only; it does not provide a comprehensive financial analysis of the proposed social media’s investment.
In the investigation of these issues, several analytical concepts were used, namely 4Rs Marketing Model, Content Marketing Strategy, Mobile Optimisation and many more theoretical frameworks. Data for this study came from a range of sources including industry research reports, local government reports, and primary data.
The report is divided into two main parts: a Findings section, which presents information about social media as they relate to Pure Gym’s marketing initiatives; and a Recommendations section which presents specific suggestions for the development of the proposed business.
FINDINGS
2.1 THE SIGNIFICANCE AND CLASSIFICATION OF SOCIAL MEDIA
Theoretically speaking, Social Media refers to the information channel to connect instinctual needs between humans through the act of comfortable sharing their thoughts, ideas, and experience . Considerably, there are different forms of social media’s production, involv...
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...ial media channels as once, an application such as Tweet Deck is recommended. Not to mention, myriad ways of blogging should be adjusted with Google’s Mobile-Friendly Test to ensure optimum efficiency.
Conclusion
In conclusion, this report has completed its objective in assessing Pure Gym’s performance regarding social media commerce and its entrepreneurially oriented function. Along with the models of impressive social networking practices, Content Marketing analysis and Mobile Optimization are at the central of promotional campaigns. Additionally, several methods for improvement and suggested social accompanies are fully indicated in the preceding research, provided that budgets and constraints are taken into account, accordingly. The success of Pure Gym will therefore depend on business diligence and passion towards the accomplishment of marketing’s objectives.
Another key strength for Planet Fitness is the Judgment Free Zone philosophy. This attracts the average person instead of the body builder type that typically dominates work out centers. By adopting this policy the gym can reach a larger demographic, since majority of the Oshkosh population would be considered average in terms of work out usage. Other key strengths that are associated with the Judgment Free Zone are a free personal training, and easier to use machines so that members feel comfortable in the gym. As a part of the marketing mix we plan to implement a new member orientation to help members feel more comfortable when they come into the gym. This would greatly improve our product and is a key strength to Planet Fitness
Bob’s Gym is a full service, 24 hour fitness facility established in 1991. Not only does Bob’s deliver a fully functional weight room, track, and cardio machines, the facility is also home to many other exceptional fitness options such as swimming pools, basketball courts, exercise classes, freshly cooked meals, protein products (shakes, bars, chips, etc.), spas and much more. With these unique offerings, Bob’s attempts to separate themselves from alternative athletic clubs, fitness centers, and gyms in the tri-state location.
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.
Bodybuilding is a sport that only a few take serious and they need a gym that focus on it. I came up with the idea of PUMP because of the simple fact that I am a bodybuilder myself and I understand the need for this new gym. I am currently a member at You fit Health Club because I was a prior member of Porky’s Gym which was bought out by You fit. You fit is not a bad gym in itself, but it doesn’t have all the necessary equipment to bodybuild the hardcore way. PUMP meets all the requirements that a bodybuilder checks for while becoming a member in a gym; it will have squats racks, smith press (women prefer it), benches, dumb bells that reach a 190 weight max among other things.
"LA Fitness grew out of three clubs, each owned by one of the founders. In 1990 Fred Turock, Jeremy Taylor and David Turner decided to get together to jointly manage these clubs, with the aim of building up a network of gyms with first class facilities. In 1996 they created the LA Fitness brand and the following year they joined the top ten health and fitness club operators, catering to a wide variety of people of all shapes and sizes and with a huge range of goals. In 1999 the growth and success of the LA Fitness group led to a listing on the London Stock Exchange. In 2005 the team decided they needed more control - they wanted to make sure LA Fitness could continue to provide affordable membership and a fun environment for its growing band of members. LA Fitness now has more than 88 clubs and over a quarter of a million members all over the United Kingdom" (LA Fitness, 2007).
The media landscape has undergone an immense transformation over the past decade (Mangold and Faulds, 2009). Social media popularity has increased substantially during the last few years, firms are eager to profit from this ever increasing trend (McCann (2010). The relatively low costs of implementing social media measures are a major catalyst of the increase in popularity and growth of social media. Social media is thus changing the traditional way of marketing. Traditional marketing involves an information exchange in one-way direction (e.g., TV and radio commercials). On the other hand, web-based marketing enables interactive communication with customers while maintaining the push-messaging (Trusov et al., 2009). Therefore, customers are no longer passive recipients of information; they actively use and distribute information via social media (Ryan and Jones, 2009...
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 workouts 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 all ages, and various skill and fitness levels.... ... middle of paper ...
The main objective of any marketing program is to increase awareness for the company offerings, which eventually drives sales. Social Media Marketing serves this purpose of spreading awareness about the company, brands, product offerings and also its brand personality. It humanizes a brand and helps to build relationship. A consumer or a possible customer can connect to a brand at a personal level, share his thoughts and opinions about the company and give real ...
A gym trainer is a qualified fitness instructor which provides 1-2-1 coaching sessions with clients. They agree goals with clients and provide advice, support and motivate their clients to archive their goals.
Marketing through Social Media (Exploratory Essay) Throughout the ages there have been many intriguing ways that businesses have portrayed their product or services for accessibility. Recently, businesses have been researching how to market the businesses product through the World Wide Web. With websites such as Facebook, Twitter, Instagram, it started becoming popular within the past 20 Years. People have started to rely heavily on the internet over the past decade, whether it be for searching for information on products or people.
Social media avenues are a new, upcoming, and popular way to advertise for businesses and for people to connect to each other. Alexis Ohanian once said that "Being effective at social media, whether for business or personal use, means capturing people who have short attention spans. They 're only a click away from a picture of a funny cat, so you have to make your thing more compelling than that cat. And that can be a high bar." (Ohanian) Powerful usage of social media can have a big impact.
Distinctiveness: The unique selling points will be the personal trainers who will help educate the participants.
The writer finds social media is important in her current organization, Modern Business Concepts, Incorporated (MBC). With small business organizations such as hers, social media is important in spreading information on who the company is and what they do. Also as a business-to-business sales and marketing company, spreading the word is important in gaining customers and potential employees. Ucok (2014) uses research and experiments to prove how social media is essential to marketing. These platforms were essential in Ucok’s research, resulting in higher response with marketing campaigns proving “the importance of social media in marketing strategy and communication” (Ucock, 2014, p. 95).
Businesses can benefit from social media through cost reduction by reducing staff working hours and increasing revenue. Social media marketing is the fastest means of getting words out about a business or product, that is why eventually all businesses are buying the initiative. Most marketers who are already established in the new social media initiative are beginning to implement their own tactics, which has brought social media to a greater height than it was before. These popular websites could be a great approach for companies and customers to improve their communications by applying them to computers and mobile devices. Social media marketing is a term not really known by many people.
We can now connect with each other instantly over the internet. It is quicker and easier to communicate and share with each other now than it has ever been. Massive amounts of people access the internet every day, and a good number of them are using social media. This means that the ability to use social media and use it well is crucial for modern businesses. Whether for public relations or advertising social media is now one of the best ways to access consumers. Especially when it comes to younger generations, if you aren’t online you don’t exist. Social media is an excellent way to establish a presence in the minds of consumers. They can interact and establish a connection with an organization instantly. Social media is cheap and its everywhere. If a business hopes to compete in the modern world having a social media presence is absolutely