Executive Summary:
Wounded Warrior Gym is a limited liability corporation that is set to offer affordable gym memberships to prospective health-conscious customers across the State of Virginia. The firm’s philosophy is entrenched in innovative thinking and product customization for clientele satisfaction. Low prices, diversity, and tailored services comprise the attributes set to make this facility successful. Members have the chance to work out, have fun, and get their desired shape without being restricted to stringent instructional guidelines, regulations and procedures, which exists in other competitors’ gyms. It is our intent to introduce several memberships as our pricing strategy, which will cover the various target market segments.
The firm will increase brand awareness through a comprehensive website, social media platforms and radio/televisual advertising. As more Americans consistently become conscious of the healthy benefits stemming from physical activity, we are determined to increase our subscriptions to approximately 10, 000 individuals within the first three years. To maintain healthy lifestyles, many clients have bemoaned costly products and monotonous services and products. Wounded Warrior have all the essentials to diverse products, at affordable rates and in a clean and safe environment. This facility will remain open to anyone irrespective of age, fitness level, or proficiency in the gymnasium.
Introduction:
The Wounded Warrior Gym is a forthcoming fitness center that is determined to focus on ten fitness programs that will improve its competitive edge across Virginia, namely precision, agility, strength, muscle power, coordination, vigor, flexibility, cardiovascular and respiratory resilience (Murphy, 2012). The facility is an affiliate of the CrossFit Inc., a consortium of over 13, 000 affiliated gyms which nearly half of them are located across the United States (Kelly, 2014). The facility will also offer tailored personal training, meditation, and aerobic fitness programs.
Branding:
According to Anderson (2012), branding is important for any business since it helps shape consumer perception. In the provision of the aforementioned ten fitness programs, the management shall embody the programs into three core gym brands, namely Corporate Fitness, Family Fitness Express, and Celebrity and Executive Fitness. The Celebrity/Executive Fitness and Corporate Fitness programs will be branded with high-end standards, which involve providing the first-rated services to our clientele.
The Family Fitness Express venues provide diverse physical fitness activity for the young children, adolescents, the youth, and the elderly. Therapeutic services and chronic diseases management programs will be offered. To sustain the entertainment atmosphere, Celebrity Fitness venues include malls where participants can expediently shop, dine, or enjoy a film/cinema after the physical activity.
Pricing:
The pricing of the fitness programs will commensurate with the membership plan subscribed to: The Standard White Membership, the Black Card Member and the Gold Card Membership. The Standard White Card Membership will be rated at $ 20 monthly including a one-time $ 15 start-up fee and a $ 59 annual membership fee. This membership has unlimited use and access to the fitness programs and training, but a member will be restricted to the one location in Virginia only.
The Black Card Membership is an upgraded subscription that costs $ 30 monthly, no start-up fee, and a $ 75 annual subscription fee. The members have unlimited access to fitness programs across other locations in the United States, including the CrossFit Inc. facilities. Moreover, the members will enjoy protein and energy drinks at no costs.
The Gold Card Membership is an exclusive subscription that will be rated at $ 50 on a monthly basis, no start-up charges plus a $ 40 flat fee for four months, May through August. This package will attract the corporate and the younger demographic throughout the Summer months. Members will enjoy unlimited fitness services across all locations, light meals and drinks after the activity, and the tailored fitness services at no extra costs.
Distribution strategy:
The firm will focus on the company’s website, an interactive blog, and at the Wounded Warrior Gym and CrossFit Inc. locations. Printed materials, presentations and commercials advertising will be adopted in creating the brand awareness across spatial and temporal parameters.
Competitive analysis:
Wounded Warrior Gym is most likely to encounter substantial competition from the existing prominent players such as the Fit Slim and Mayfair Fitness. These firms enjoy an excellent record of past performance, and have been rated with efficiency and objectivity in defining the organization and its products. As this facility makes an entry into the fitness industry, its image and brand awareness among the customers will be the key determiners to its future success.
Fit Slim:
Strengths and opportunities:
The Fit Slim is an iconic brand that has been in the fitness industry since 1963 and franchising since 1975. Over the last two decades, the firm has refreshed its brand with emphasis on transforming its services into a unisex gym, with introduction of group services and modern equipment. This branding strategy will significantly elevate its status, and increase its membership prospects by establishing over 300 corporate facilities across the United States. The firm stands as the arch-rival as far as Wounded Warrior Gym market entry relates; a bold inter-competitor, placed with a reinvention strategy in confronting new entrants.
Among other core strengths, the Fit Slim trademark enjoys infinite experience in the fitness industry, and offers customized services as requested by the clients at affordable rates. The facilities are simplistic, with clean and stylish facilities, especially the locker rooms and the hot showers.
Weaknesses:
Despite a record of vast experience in fitness programs, members do not have the family, celebrity and executive fitness options, and the outdoor work out facilities such as tennis and basketball quarters are inexistent. Also, the facility has a history of alienating the participants who fail to abide by the Fitness Discipline and Consistency rules.
MayFair Fitness:
MayFair Fitness is among the leading brands with almost 2, 000 fitness clubs across the United States and extending their services across the overseas. Besides offering the conventional fitness programs, such as weight-lifting and aerobics, the firm offers other range of sporting activities such as kickboxing, martial arts, and boxing activities. This package is gaining momentum across the fitness industry, and has considerably marketed the firm as a dynamic player in the sporting and fitness spheres.
Strengths and opportunities:
MayFair Fitness key strength is the low-pricing strategy in both fitness and sports programs. Across the United States, very few gyms combine the fitness programs with the sporting activities. Therefore, the diversity of fairly priced fitness activities has contributed to an increased brand awareness and overseas membership subscriptions, which is projected to multiply as the firm extends its locations. Another strength is the Judgment Free Zone Philosophy, a concept that allows the participants to workout, relax, and have fun without being subjected to strict fitness codes and regulations. The philosophy’s inherent attribute is to create an environment where everyone feels accepted and respected.
Weaknesses:
The key weakness is that the firm has mostly specialized in hardcore body-building and lacks the corporate and the family fitness programs. The firm has little emphasis on group activity, and this limits the accommodation of family fitness programs. Another weakness is the start-up charges of $ 25. Many costumers consider this a hidden fee, and may term it as deceiving to the low price that the firm advertises. One of the threat is that the firm locates its gym in the backstreets or outside the city. Among some customers takes about twenty or more minutes to find these locations. Consequently, this may compel customers to reassess purchasing a membership.
Differentiation strategy:
The firm’s closest rivals have continuously adopted computerized electronic records where members can track their fitness programs, new products, and sessions through an online system. The clients can access and track their financial information through electronic mail updates, which conveniently allows them to periodically track their personal training programs, however, with no planning and progress-monitoring attributes.
Industrial positioning:
Besides physical workouts, the firm seeks to be a leader in the provision of mind and body activities. Rarely have fitness companies invested in mind involving exercises, dietary and nutritional management, and chronic diseases supervision programs. This is a new field that prevails unexploited, and it is set to tap a market segment that looks forth to mental and emotional strength, fortitude in times adversities, and good dietary practices that will enhance the quality of living.
Promotional strategy:
Another core social media platform to adopt is the Facebook in promoting the business. A Facebook page makes the business discoverable if searched through the internet. It further allows the managers to interact on a one-on-one conversation with the clientele, and keep track of training information, fitness programs and packages, and news and updates whenever they visit the page. The page will also allow the manager to access a large group of people periodically, with messages customized to meet the clients’ needs and interests (Dave, 2013).
Integrated marketing communication tools:
Wounded Warrior Gym is presently using television and radio advertising as the main promotional method. Local radio stations grant free memberships during competitions as well as run advertisement. The impression of a wounded warrior is created in a humorous way that inspires courage and determination, and very clever at compelling clients to listen.
The firm also seeks into using DVD and VCD rental services. This will be the first health club to establish a clients’ complementary DVD/VCD facility. Videos will be offered on a 48-hour service where the requisite will be a membership card. Members will enjoy the series of physical activity as a film, a strategy that is projected to enhance brand awareness. The lounges will feature facilities where personalized audio-visual entertainment will be offered at no costs. This information will define our fitness programs and the latest sporting events.
Members lounge and juice bar will be provided as places where clients can unwind after the workout. The presence of tea and coffee houses will ensure the gathering of members after an activity and share relevant information depending on their experience and future expectations. It is in these venues that clients will receive printed promotional materials, such as t-shirts, caps, brochures, pamphlets and magazines.
Sustainability:
The word of mouth will be core in client referrals. This method is the cheapest and essential in making third party endorsements, and recommending clients within their respective circles of influence (Murphy, 2012). Therefore, it could be their colleagues and accomplices, family and friends, or any other associates who might be giving credit about you and getting to know how you operate.
The manager will occasionally offer one or two free work out sessions for friends and families of your regular customers. There are sure prospects that these customers may be appealed to the fitness programs and subscribe to regular memberships. This is a strategy that is projected to increase the number of individuals already subscribed to the family and corporate fitness programs.
Wounded Warrior is also set to establish the customer pool of middle class working class across the State of Virginia. As the manufacturing plants and tourism industry continue to thrive across Virginia, the corporate segment equally expands. The firm anticipates that within the first three years of marketing plan implementation, the company should have attained at least 10, 000 subscriptions.
It is pertinent to consider that pricing control is relevant in maintaining clients. Considering the limited budget allocated to physical fitness, rarely will customers subscribe to costly programs. Therefore, sustaining a low-priced and quality services strategy will be paramount to tapping new clients and maintaining the previous ones.
In conclusion, this marketing plan is projected to offer Wounded Warrior Gym an attractive growth in their revenue. Not only will the firm enjoy the increased profit margins, but will also enjoy a long-lasting loyal clientele base, which will be vital in pursuing prospective expansion projects and relocations.
References:
Anderson, D. W. (2012). Strategic marketing planning for the small to medium-sized business: Writing a marketing plan. New York: Business Expert Press, LLC.
Belger, A. W. (2012). The power of community: CrossFit and the force of human connection. Las Vegas: Victory Belt Pub. Inc.
Dave, E. (2013) Social Media Marketing: The Next Generation of Business Engagement. New York: Sage
Jain, S. C. (2012). Marketing: Planning and strategy. South Melbourne, Vic: Cengage Learning Australia.
Kelly, Q. (2014). CrossFit training: Understanding CrossFit training and get started to a new life of physical fitness. Createspace.
Murphy, T. J. (2012). Inside the box: How CrossFit shredded the rules, stripped down the gym, and rebuilt my body. Boulder, CO: Velo Press.
Sorger,S. (2012). Marketing planning: Where strategy meets action. Boston: Pearson.
