Life Time Fitness Executive Summary

Strategic Goals and Objectives Life Time Fitness has very little public information regarding its strategic goals and objectives. Earlier this year, the organization announced that the board of directors makes a continuous effort to review strategic alternatives. As such, the company is currently in the process of exploring a conversion of real estate assets into a Real Estate Investment Trust (REIT). The board of directors at Life Time Fitness believes this could provide substantial benefits to the organization and its shareholders (Life Time Fitness, 2015).

Recommendations for Strategic Goals and Objectives Based on my research on the health club industry and Life Time Fitness, my recommendations for the organization focus on six key

This can be achieved by developing a standard communication procedure for notifications.

 Create and execute strategies and methods to demonstrate and communicate the impact of fitness programs. Once this is done, the team working on the fitness program will collaborate with the marketing and communications department to create a model that will be used at each facility.

 Design and implement a comprehensive fitness program that promotes good health for members that are 50 and over.

 Design and implement a summer fitness program geared towards fighting childhood obesity. The program will provide the youth with convenient, affordable, and healthy activities. The recommended personnel goal for Life Time Fitness is to recruit, hire, and retain quality employees that are eager to make a positive impact of on the lives of members, potential members, as well as fellow team members/employees. In order to achieve this goal, the organization should focus its efforts on effective communication, continuous employee coaching, clear performance metrics and employee expectations, and a solid company culture. The following objectives will help the company meet the personnel

The recommended communications goal for the company is to effectively communicate the vast array of programs and services that are available to members and to encourage participation by highlighting the positive impact of those programs and services. In order to achieve this goal, the following objectives should be met:

 Improve both internal and external communication strategies to successfully distribute information to current and potential members, program participants, as well as employees.

 Create a written marketing plan that outlines goals for the company as well as specific programs.

 Design a written communication plan for meaningful and purposeful communications that addresses each target audience.

 Increase the use of technology to simplify communication and to evaluate the effectiveness of strategies.

 Restructure and enhance website, social media, and other digital platforms and evaluate their effectiveness.

 Increase advertising and promotional efforts.

 Distinguish ways to demonstrate the positive impact of programs and services available at Life Time