Health/Fitness Club Industry Analysis
I am the Marketing consultant of a Health & fitness club in Maseru, the capital city of Lesotho. Within a radius of about 10 kilomitres, there are two more fitness clubs. I would like to get the guidelines on how to conduct my analysis as I want my club to remain the market leader!
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Bernhard Keim
Business Consultant, Germany
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Who is your Customer? The question you should ask yourself: what is the difference, that makes a difference for your customers? And does it matter to your customers?
I could tell you easily what I do not like at most fitness clubs. E.g. they have to be absolutely clean. Smelly, filthy clubs are a no go. Think yourself what you/other people might dislike in a normal club.
What about women? Do you offer times when they can workout without men?
What about children? May be you can offer them low-cost training facilities at times, when the club is not frequented a lot.
In short: if it is not different, it's not strategic. Copying competitors might work, but won't provide lasting advantage.
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