Understanding the Business of Women's Fitness

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Are you interested in the business of women's fitness? This SlideShare presentation outlines the history of the fitness industry, the impact of the women's movement, and the future of women's fitness.

Understanding the Business of Women's Fitness

  1. 1. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by
  2. 2. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by Women’s fitness has come a LONG WAY!!
  3. 3. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by In the 1940s, fitness gyms started gaining popularity in North America. These exercise “dungeons” (which smelled awful and featured junkie equipment) were built to promote strength and muscle development. Although that may have appealed to most men, this was not the ideal solution for women.
  4. 4. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by Reasons why MEN workout: • To get bigger • To get stronger • To reach a numbers-oriented goal (i.e., bench press 250 lbs., do 50 chin-ups) • Because it is a sport (they do it because it is fun and it’s what they’ve always done) • Because they want to “look” like they’ve been working out (i.e., muscular physique, fit and lean) Reasons why WOMEN workout: • To look better • To feel better • It provides opportunties to participate in fun activities in a group setting (i.e., group fitness, dance classes, etc.) • To build self-esteem (how one views/ feels about themself; self-love) • To build self-confidence (how one feels about their specific abilities)
  5. 5. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by 1940s • As men were enlisted to fight during World War II, women filled the production and wage-earning gaps (both single and married women after Pearl Harbor) • Women also became better educated as they were needed to fill college seats to keep them open
  6. 6. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by 1950s • Consumer products were the focus of this era, providing women with more time and freedom (vacuum cleaners, washing machines) to help them become more efficient in their domestic duties • Women primarily stayed home to raise families (post-war Baby Boom)
  7. 7. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by THE JACK LALANNE SHOW (1956 to 1970 television show) reached millions of women and focused on exercise for the homemaker using chairs, towels, and common household items.
  8. 8. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by 1970s & 80s• Women were torn choosing between being a “supermom” and business professional • Women still worked in traditionally feminine positions (nursing, teaching) • Rise in single parent households (primarily single moms)
  9. 9. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by DR. KENNETH COOPER (an exercise physiologist) developed “Aerobics” and published his groundbreaking book in 1968. Aerobics gained world-wide popularity after the release of Jane Fonda’s exercise training videos in 1982.
  10. 10. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by JAZZERCISE (founded by Judi Sheppard Missett in 1969) offers women with group classes in a studio environment that include a fusion of jazz, dance, resistance training, Pilates, yoga, kickboxing and latin-style movements. Jazzercise locations schedule over 32,000 classes per week (in all 50 states and 32 countries).
  11. 11. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by 1990s • Women learned they could rise to leadership roles in large organizations (CEO, COO, VP) • Women took on more masculine roles • Women sacrificed their feminine self and family in order to dedicate the necessary time and effort required to be successful
  12. 12. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by ZUMBA (developed by Alberto “Beto” Perez in the 1990s) includes hip-hop, samba, salsa, merengue, mambo, and martial arts choreography offered at fitness clubs and studios around the world (140,000 locations across more than 185 countries).
  13. 13. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by CURVES FOR WOMEN (co-founded by Gary and Diane Heavin in 1995) is an innovative 30-minute fitness, strength training, and weight loss guidance concept delivered in an environment catered to the needs of women (includes alternating hydraulic machines and aerobic exercise stations). Curves had over 10,000 locations worldwide by 2006.
  14. 14. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by Although these fitness offerings were successful ... they failed to evolve and meet the changing needs of today’s woman.
  15. 15. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by The 21st Century • Women (age 30+) are dropping out of the corporate world • Women own nearly half of all businesses in the US • Single moms account for over 25% of US households • Feminine values are becoming the focus again (community, empathy, patience, vulnerability)
  16. 16. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by The 21st Century Woman is: • Strong and independent • Proud of her “uniqueness” • Educated and informed • Good at multi-tasking • Always looking to save time • Strongly motivated by “value” (getting more for their money) • Not looking for a “one size fits all” solution
  17. 17. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by Women are looking for a complete fitness solution that suits their needs.
  18. 18. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by SAVES TIME SAVES MONEY GETS RESULTS IS DESIGNED FOR A WOMAN
  19. 19. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by ALL WOMEN.
  20. 20. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by Does a fitness solution currently exist that effectively addresses these needs? ABSOLUTELY!
  21. 21. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by THE FUTURE OF WOMEN’S FITNESS IS UNDENIABLE! For more information on starting a successful women’s only fitness business, click here.
  22. 22. Women’s Fitness UNDERSTANDING THE BUSINESS OF Brought to you by THANK YOU! For more information visit www.todaysfitnesstrainer.com

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