This presentation has two main objectives:
To identify and assess the strengths, weaknesses,
opportunities, risks, and trends of the fitness
industry in New Zealand.
To use the information above to determine
whether or not Fit „n‟ Well Ltd. should expand into
New Zealand.

New Zealand has the 7th highest percentage of
gym membership in the world, and yet it also has
the 7th highest rate of obesity. These figures create
the perfect target market for gyms, as the fact that
so many New Zealanders have gym memberships
shows that we are not afraid to sweat, and yet the
high obesity rate creates a new market for those
who want to lose weight but find the typical gym
is not for them.

Niche markets are opportunities, gaps in the
market that are not currently being catered for by
the current supply or choices. These niche markets
offer an excellent opportunity for a new competitor
to exploit, and by providing a service that no other
business can or are, this will give them a foothold
into the market. Some niche markets in the New
Zealand fitness industry at the moment are as
follows...

Many people are sick of the
traditional gym structure, and of
having to spend half their time
driving to and from the gym, only
to find that the equipment they
want to use has already been
taken.

This has created the
new market for the
“mobile personal
trainer”, who can
bring the gym to your
home or workplace,
reaching a previously
untapped market.

This has also seen the birth of fitness classes and
exclusive gyms, often full of people seeking a more
structured workout, or women who are sick of being
surrounded by and constantly eyed up by sweaty men.

From the previous information, it is clear that
while expansion to New Zealand holds many great
opportunities for Fit „n‟ Well, there are a number
of risks that must first be taken into account.
However, if Fit „n‟ Well manages to find a niche in
the market where they can provide a service that
no other gyms are/can, then I believe that Fit „n‟
Well will become a highly lucrative and successful
competitor in the New Zealand fitness industry.