2. 2
Proposed to:
Bonnie Micheli & Tracy Roemer
Owners of Shred415
Prepared By:
Ari Cone
Jake Heldt
Garett Kravitz
Case Pasanen
Kayla Peña
Malika Virk
December 1, 2015
3. 3
November 5, 2015
1319 E. Tenth Street
Bloomington, Indiana 47405
2150 N. Clybourn Ave
Chicago, IL 60614
Subject: Increasing customer opportunities while decreasing operational inefficiencies
Dear Mrs. Michelli & Romer,
We are Six Pack Consulting and we have prepared a report that outlines Shred415’s current
company structure, its problems, and potential solutions that we have come up with. As you
know, your company has been extremely profitable, but it is impossible to continue to be
successful without adjusting to changing times. We believe your company is in a critical
time period in its corporate development and are here to help guide Shred415 down a path
that will provide the most opportunities for a continued success. The biggest problem that
we see with companies that have become successful in a short amount of time, like
Shred415, is that they continue to operate under the same business plan and ultimately
become stagnant and fall behind the competition. Our team plans to add a Wrigleyville
location to your already existing six Chicago locations because this neighborhood has the
demographics and environment that are in line with your current clientele. Additionally, we
would like for Shred415 to adjust its hours as to allow more people to work out and to
eliminate inefficiencies.
In the documents provided, you will see the outline of our proposal, and how it benefits to
your company. The Wrigleyville gym is an expansion of Shred415’s already existing
locations. This new location will allow Shred415 to meet its growing demand and maximize
its profits by adding a gym that is accessible to a high percentage of its client base. The
extended hours at this location will allow Shred415 to accommodate their customers’
demographic and further maximize their profits.
We would like to thank Brenda McNellen and The Kelley School of Business for letting us
collaborate with Shred415 and for providing us with the skills that we needed to complete
this task. If you have any questions at all, please feel free to contact us at
6PackConsulting@gmail.com. We will be happy to assist you with any questions that you or
your associates may have.
Yours truly,
Six Pack Consulting
4. 4
Table of Contents
Executive Summary..........................................................................................6
Purpose.................................................................................................................................6
Obstacles..............................................................................................................................6
Recommendation.............................................................................................................6
Implementation................................................................................................................6
FIXING THE WEAKNESSES.............................................................................7
The Problem.......................................................................................................................7
INTRODUCING THE NEW WORKOUT PLAN.............................................8
Shred the Wait..................................................................................................................8
TAKE ME HOME................................................................................................9
Wrigleyville........................................................................................................................9
A New Home.....................................................................................................................11
NEW HOURS, NEW YOU................................................................................12
Meeting the Demographics’ Needs.........................................................................12
Advantage over the Competition............................................................................13
ENDING THE INSECURITIES........................................................................14
Keeping the Community.............................................................................................14
Trainers: Old and New................................................................................................14
Traffic Troubles.............................................................................................................15
SHOW ME THE MONEY.................................................................................16
Revenues...........................................................................................................................16
Expenses...........................................................................................................................17
Profit...................................................................................................................................20
SAFE AND SOUND...........................................................................................22
Final Thoughts.................................................................................................23
Pre SWOT Analysis........................................................................................................24
Post SWOT Analysis......................................................................................................25
List of Figures………………....………………………………………………………………26
Works Cited......................................................................................................................30
5. 5
List of Figures
Figure 1: Shred415 Yelp Reviews................................................................7
Figure 2: Map of Chicago……………………………………………………………….8
Figure 3: New Wrigleyville Location………………………………….………..11
Figure 4: How Young Professionals Spend Their Days…...................12
Figure 5: Travel Times between Shred415 Locations .......................14
Figure 6: Fitness Center Cost Distribution…………................................16
Figure 7: Shred415 Class Packages……………….......................................17
Figure 8: Sample Equipment Costs………………........................................18
Figure 9: Average Annual Salary for Fitness Trainers…....................19
Figure 10: Sample Advertisement…..........................................................19
6. 6
Executive Summary
Purpose
Our report evaluates the current state of your company and highlights areas
of uneasiness that could use improvement. As Shred415 continues to grow in the
Chicagoland and St. Louis areas, the demand for Shred415 classes is growing
simultaneously. Due to the high demand, class availability is decreasing. After
researching and examining many customer reviews, we found a common theme of
disappointment and irritation among your clients regarding scheduling. This trend
of dissatisfaction has been present over the last several years. We want to help you
reach more of your customers by creating a new location in Wrigleyville and
extending the hours of your locations.
Obstacles
○ Ensuring that trainers will be willing to work more hours
○ Making sure we are able to recruit enough new trainers to make the new
studio
○ Finding a location that fits the needs of Shred415
Recommendation
To accommodate for your high customer demand and to maximize profit,
your company should expand your current hours and add a new location in
Wrigleyville. A new location will allow Shred415 to reconnect with its current
customers in the area and help reestablish the community feeling Shred415 has
worked to create in its locations. Also, Shred415 will benefit from the new audience
it will reach in Wrigleyville.
Implementation
1. Find a location similar to current Shred415 studios in the Wrigleyville area
2. Renovate the new location into a Shred415 studio, which will take 6 to 9
months
3. Hire new trainers and have current trainers looking for more hours add
classes to their schedule at this new location
4. Promote the new Wrigleyville location in an attempt to not only draw
current customers that live nearby but also draw in new potential shredders
5. Open the studio within 9 months having an extra class at the end of the day
7. 7
Figure 1
FIXING THE WEAKNESSES
The Problem
Currently, Shred415 has done a phenomenal job of differentiating
itself among its competitors. Shred415 is acclaimed for its energetic
trainers and high-intensity workouts. Still, as a company who continues
to grow and venture into
new avenues, it is bound to
face challenges along the
way. Shred415 has done
such a good job of
marketing itself that it is
currently unable to meet
its full customer demand.
After doing careful
research and examining
reviews on a variety of websites, our team found that
Shred415’s clients are frustrated by the way that scheduling works at
Shred415. Examples of these reviews are shown in Figure 1 (Shred415’s
Reviews). Many customers complained that despite purchasing monthly
packages of unlimited classes, they are hardly ever able to get into the
classes they paid for. This problem is not singular; there were
scheduling complaints at all of the Shred415’s locations. Additionally,
this is not a problem that is new to Shred415, concerns with scheduling
classes date back to over four years. This is not only a source of
frustration for customers, but it is also a problem for Shred415 because
it is unable to satisfy its demand meaning it is not maximizing its profit.
In order to “reach its max” as a company, Shred415 must find a way to
accommodate a rapidly growing demand.
8. 8
INTRODUCING THE NEW WORKOUT PLAN
Shred the Wait
To accommodate Shred415’s increasing customer demand;
Shred415 should open up a new location in Wrigleyville and extend its
hours at all of its locations. By making these changes, Shred415 will add
on a significant amount of classes, which will allow customers to have
more options when scheduling. Also, Wrigleyville is in close proximity
to Shred415’s current Chicagoland locations, so Shredders would not
have to worry about going further out of their way for classes. This
would also be beneficial for Shred415 in order to manage the new
location. Also, Shred415’s trainers could bounce back and forth between
the current location and the new location, so that an abundance of new
trainers would not be needed. Overall, by making these modifications,
Shred415 will be able to cut out the current inefficiencies in its system
and fully capitalize on its customer demand. Overall, Shred415 would
maximize its profit by implementing these variations. In the end, you
will be helping your customers shred the weight and wait.
Figure 2
9. 9
TAKE ME HOME
Wrigleyville
After considering and researching different midtown
neighborhoods and suburbs close to the city, our research has shown
that Wrigleyville is the ideal neighborhood for Shred415 to expand to.
Wrigleyville is a neighborhood in the Chicago metropolitan area, very
close to downtown, that is also home to Shred415’s current target
demographic. Additionally this area is home to a younger population in
comparison to the rest of Chicago with a median age of 32 for women
and 33 for men (“Lakeview…”). Research conducted by IBISWorld
shows that people in this age bracket make up more than 49% of fitness
center revenues. The same study also found that this age group is more
likely to attend group fitness classes such as the ones offered by
Shred415, adding to the allure of opening a new location in this
neighborhood (Turk)(Krol).
In addition to being home to a young, wealthy demographic that
falls in line with Shred 415’s current customer base, Wrigleyville is also
in close proximity to the other Shred415 locations in Chicago, which
would greatly improve the issue of scheduling at Shred415. By opening
a store in a new neighborhood that is close to Shred415’s other
locations, such as Wrigleyville, we will be able to effectively cut down
Shred415’s wait lists. This will allow customers to take the classes they
paid for when they want to take them, keeping current and new
customers loyal to the Shred415 brand. Not only does the close
proximity of Wrigleyville benefit Shred415’s existing customers, but it
also benefits the trainers. Current trainers will easily be able to get to
the new Wrigleyville location allowing trainers to work more hours and
reducing the burden of finding new trainers to staff the new location.
While shredding the wait is a main goal for our expansion plan,
we also want to help Shred415 grow as a company and diversify its
client base. Wrigleyville provides Shred415 with the perfect
10. 10
opportunity to do so because it will be able to attract a new, younger
customer base which will be a great foundation for loyal Shredders.
Building a younger customer base will allow Shred415 to build
meaningful bonds with these younger customers and support them
through major life events such as their weddings. Supporting them and
helping them prepare during these stressful times will continue to build
the community Shred415 has already created within its company. In
doing this, Shred415 will continue to attract new loyal customers while
keeping its old ones happy and increasing revenues and efficiency.
11. 11
A New Home
In order to expand, it is important to find a location that fits the
desirable and necessary characteristics of Shred415. Two of Shred415’s
most successful studios are the Lincoln Park and Old Town locations.
According to ReferenceUSA.com, both locations cost between $25,000
and $50,000 in rent per year with an additional $10,000 to $25,000 in
utilities per year. The Old Town location has a space between 0 and
2,500 square feet and the Lincoln Park location has a space between
2,500 and 10,000 square feet. Our proposed location at 3912 N Lincoln
Ave has very similar characteristics. This location has a yearly rent
expense of $54,000, an additional utilities expense estimated to be
approximately $15,000, and a space of 3,000 square feet. Because of its
cheap rent, utilities expense, and ample space, this building is a
prospective location for expansion. Figure 3 displays what this
prospective location might look like.
Figure 3
12. 12
NEW HOURS, NEW YOU
Expanding into Wrigleyville will help Shred415 meet its
increasing demand, while also adding a new area of growth with a
similar average income to already existing stores. However, one thing
that differentiates Wrigleyville from these other stores is its high
percentage of young professionals.
Meeting its Demographic’s Needs
Wrigleyville’s male population has a median age of 33 years old
and its female population has a median age of 31.7 years old according
to city-data.com. Young professionals typically have different work
schedules than older professionals. According to a recent survey by
CBSNews, young professionals typically start their workday at 7:42 a.m.
and typically do not end their work day until 7:19 p.m. Figure 4 shows
what percentages of young professionals are spending their time on
different activities at different points of the day. Working out, which
falls under the leisure and sports category indicated by the purple line,
has its highest percentage at around 8-9 p.m. However as found on
Shred415’s website, Shred415 typically operates from 4:45 a.m. to 8
p.m. However, operating at these hours clearly forces Shred415 to lose
out on a large portion of a very key demographic. Figure 4
13. 13
What we recommend in order for Shred415 to meet increasing demand
as well as accommodate young professionals is for it to extend its hours
of operation at all locations to 10:00 p.m. Extending hours will obviously
benefit busy young professionals, however it will also provide plenty of
other benefits as well. For example, there are also plenty of stay-at-
home moms that take care of their children all day and only have free
time once their husbands get home from work that would also benefit
from the longer hours. This would also help to benefit Shred415’s
existing community feeling as more people would be able to experience
Shred415. Customers would also be more loyal Shredders since the
hours are more accommodating to their schedules.
Advantage over the Competition
However perhaps the biggest area where Shred415 would stand
to benefit from extending their hours is in its advantage of their
competition. Two of Shred415’s biggest competitors, Orange Theory
and UFC Gym, both have locations in the Wrigleyville area. Orange
Theory closes at 6:45 p.m. on Mondays and Wednesdays at their
Wrigleyville Location and at 8 p.m. on Tuesdays and Thursdays
according to its website. On the other hand, UFC Gym closes at 8 p.m.
Monday thru Thursday. Focusing purely on Shred415, it would stand to
gain about $660 on average by adding that extra hour (30 people x $22
= $660). Shred415 would clearly benefit both economically as well as in
comparison to its competition by increasing its hours.
14. 14
Ending the Insecurities
Keeping the Community
We know that Shred415 has worked hard to build its strong sense
of community, and expanding further brings the fear of losing that
community atmosphere. However, current customers who cannot
attend their normal studio due to too many people will easily be able to
attend a class at the new studio in Wrigleyville. Figure 5 compares the
travel times by car and train to show just how close the new studio is to
the existing ones. Current trainers will also be able to travel to and from
the locations easily so that the customers will still be able to train with
the trainer they have already built that Shred415 bond with,
maintaining the community atmosphere.
Trainers: Old and New
Quality trainers are an important aspect to the success of
Shred415 and can be hard to come by. For this expansion, Shred415 will
use a mix of new and current trainers so it does not have to worry about
finding an entirely new team of trainers. As stated above, the current
trainers will easily be able to travel to and from the multiple studios,
which will not be a problem as 66% of them already do. After reviewing
Shred415’s current online schedule, we found that out of 59 of
Shred415’s current trainers, in a typical week, 86% have classes that
make up less than 10 hours a week and 71% work less than 5 days a
week. So, if just a handful of those 59 were to pick up a few extra classes,
it would be easy to almost completely fill the schedule for the new
location. To cover the rest of the trainers, Shred415 would have to hire
new trainers. But, since it takes 6 to 9 months for a new studio to open,
Figure 5
15. 15
it leaves them with plenty of time to find qualified trainers and the time
to properly train them.
Traffic Troubles
Having a location in the Wrigleyville area means that the studio
will be close to Wrigley Field and game days bring in crowds of people.
However, according to the Chicago Cub’s website, people are strongly
encouraged to use public transportation. But, the people of Wrigleyville
and surrounding areas already use public transportation on a daily
basis. According to Transitized.com, in the Wrigleyville area, on average
47% of people use public transportation as their primary mode of
transportation. This means that traffic will not be a problem because
customers already frequently use public transportation.
16. 16
SHOW ME THE MONEY
The expansion into Wrigleyville
as well as adding
additional hours of class
time at each location will
be a profitable
investment for Shred415
because of the high
demand to “Shred” within
the communities.
Currently, Shred415 does
not disclose its profits to
the public, but based on an
illustrative example presented by EY of 2011
financial data, the average price per class at
each location was about $19 and each class
had only 20 spots. Because of the high
demand today and the larger classes, in-
class revenue projections will be a lot
higher, as will expenses. According to
IbisWorld, the average fitness center retains only 16.3% of its revenue
and is able to convert it to profit, as shown in figure 6. With this
expansion, Shred415 will be able to retain over 60% of the revenue it
earns from Shredders attending classes.
Revenues
In terms of Shred415 opening a new location in Wrigleyville as
well as extending hours, there will be enough revenue earned to entice
Shred415 to follow through with this expansion and accommodation-
type business plan. Through interacting with Shred415’s online class
schedule, the typical Shredding day for any of the locations consists of
an average of 10 classes per day, and its website also lists the pricing,
which is shown in figure 7. The average price per class calculates out to
Figure 6
17. 17
be $22. Because the Wrigleyville location will be similar to the other
Chicago locations (around 3,000 sq ft.), we will assume that the
Wrigleyville location will allot the same number of clients per session
(30). The revenue Shred415 would make per class, if they are at
capacity, is: 30 people x $22 = $660. A per day revenue average with
Shred415’s current hours and at full capacity would yield $6600 ($660 x
10 classes). Yearly, if Shred415 were to sell out all of its classes every
day, it would earn around $2,409,000 in revenue. Additionally, with our
proposed extended hours, Shred415 will be able to provide one more
class a day, generating an extra $660 per day if that class were to fill to
capacity. This $660 a day would translate into $240,900 per year of
additional revenue in a best case scenario. Overall, this plan will create
$2,409,000 + $240,900 = $2,649,900 in revenue for Shred415 at the
Wrigleyville location. Also, because our extended hours proposal
reaches out to the seven other Shred415 locations, they as well, in a best
case scenario, can be projected to earn an additional $240,900 per
location. Overall, our plan to expand
and add hours can allow Shred415
to make a maximum total profit
throughout all of its locations of
$4,336,200 ($2,409,000 at
Wrigleyville + (8 Shred415 locations
* $240,900 additional revenue per
location)).
Expenses
Expenses that Shred415 will incur as they progress through the
journey of expanding to Wrigleyville and adding an extra classes include
paying for rent, equipment, payroll, utilities, as well as advertising. The
sum of these expenses is projected be around $895,000.
The location we have selected for Shred415 that is shown in
figure __ is 3,000 sq ft and costs $18 per sq ft per year to rent. The total
cost of renting the location will be $54,000 per year, which we believe
is feasible considering that Shred415 will be generating around
$2,649,000 in revenue at the Wrigleyville location.
Figure 7
18. 18
The equipment for the gym is another expense that Shred415 must take
into account. In an October 6th, 2015
interview with Bonnie and Tracy, they said
that the treadmills they purchase for their
gyms costs $11,000 each, and have a life of
5 years before they can be traded in for an
undisclosed percentage of the purchase
price. Based on the other locations, the
new Wrigleyville location needs 15
treadmills, therefore the cost will be
$11,000 x 15 = $165,000. Additionally,
Shred415 also needs dumbbells and other
various gym equipment in their gym. On Dumbbellbuddy.com, they offer
standard dumbbell sets for $9,759. The set that is shown in figure 8 and
would be sufficient for half the class to use at one time. We also project
that mats and towels and other pieces necessary for the gym will total
around another $5,000.
Based on the other locations, it’s understandable that Shred415
needs 10 trainers at the Wrigleyville location. Www.Salary.com shows
that the average annual salary for a personal trainer in the Chicago area
is $58,570, as shown in figure 9. With 10 trainers at the new location,
Shred415 will be using $585,700 to pay for their employees.
Utilities will also be an expense that Shred415 must take into
account. Utilities include trash, water, electricity, gas, and other
miscellaneous. ApartmentRatings.com listed average utility cost
amounts for an apartment. Multiplying those amounts by 2.5 would be a
more accurate representation of costs considering Shred415’s 3,000 sq
ft space. After the calculations, the monthly utilities expense is $15,000
yearly.
Figure 8
19. 19
Many Shredders live in the city and therefore take public transportation
such as the CTA.
Advertising
Shred415’s new
location opening on
the backs and
outside of buses and
trains would cost
Shred415 “$520 to
$735 for a 4-week
posting” (Schaller
and Caruso). Likewise, “Interior car cards are priced at $16
to $24 per 4 weeks” (Schaller and Caruso). Because advertising is
expensive if used on multiple train cars and buses, using the back of two
trains and the interior of four buses to advertise three months prior to
the opening would cause advertising expenses to be between $1,608 to
$2,277. A sample of a bus advertisement is shown in figure 10.
Figure 9
Figure 10
20. 20
Profit
Wrigleyville Location
Revenue $2,649,900
Rent Expense $54,000
Treadmill Purchase $165,000
Dumbbell Set $9,759
Miscellaneous Gym Equipment $5,000
Wages Expense $585,700
Utilities $15,000
Advertising $1,608
Profit $1,867,293
Additionally, with the expanded hours, a best case scenario for
Shred415 would be an additional $1,927,200 in revenue throughout
the 8 stores. The cost of using utilities for an extra hour would be
minimal. For wages, employees make about $20 an hour, so by
extending classes to 10pm throughout the locations, Shred415 would
incur additional costs of $58,400 ($20 x 365 days x 8 locations). Lastly,
advertising the extended hours would cost Shred415 money as well.
Because the trains and buses run throughout Chicago, it is not necessary
to do more advertising than already proposed earlier.
Bluelinemedia.com has general advertising rates for over 250 cities
including Hinsdale, St. Louis, and areas of the North Shore of Chicago
where Shred415 can advertise their extended hours. The rate for an
advertisement on the tailend of a bus ranges from $150-$450 per 4
week period in these areas. Four weeks of advertising prior to the hour
changes would be an appropriate amount of notice for the Shredding
community. The additional advertising costs will be between $450 and
$1350.
21. 21
Wrigleyville & Hourly Changes across all locations
With a best-case scenario in place, Shred415 can expect around
$3,441,083. A worst-case scenario for Shred415 is that the classes in
Wrigleyville don’t sell out and the advertising expenses are high. Having
only 20 people in each class (being ⅔ full) and having the advertising
expenses at their highest point would cause Shred415 to generate
$1,994,314. The most likely case for Shred415’s profits will be
somewhere in between. Taking the average of the best and worst profits
would give Shred415 a most likely profit of $2,717,698.
Revenue, with no new hours
(Wrigleyville)
$2,409,000
Revenue from new hours (across all
gyms)
$1,927,200
Rent Expense $54,000
Treadmill Purchase $165,000
Dumbbell Set $9,759
Miscellaneous Gym Equipment $5,000
Wages Expense $644,100
Utilities $15,000
Advertising $2,058
Profit $3,441,083
22. 22
SAFE AND SOUND
Our plan for expansion to the Wrigleyville neighborhood will help
Shred415 to solve its current problem with wait times and will serve as
a precedent for future expansion into the surrounding Chicagoland area
and then throughout the Midwest. By finding areas with similar
demographics as Wrigleyville and its current locations, we believe that
Shred415 will be able to grow in an organic way that keeps with its
desired “bullseye” expansion plan. Our research has shown that there
are areas, already within the bullseye radius, with similar demographics
that would be prime markets for Shred415 to expand to after the
successful launch of the new Wrigleyville location. Some of these areas,
with high median incomes and relatively young populations, include
suburbs such as Orland Park, Barrington, and Lake Bluff. These areas
are far enough from midtown that Shred415 will not oversaturate the
existing area it operates in, but close enough for clients and trainers to
move freely between locations. Additionally these areas provide a great
avenue for new customers to discover Shred415’s brand and to grow its
#shredfam.
23. 23
Final Thoughts
By adding a new location in Wrigleyville as well as adding
additional hours at each location, Shred415 will be able to
accommodate the high customer demand for their gym and in turn,
maximize their profit. Currently, Shred415 has so much demand for
their classes that they are creating inefficiencies and hurting their
maximum profit.
Bonnie and Tracy said in their question and answer session in
October that the Shred415 demographic is currently people in their 30s
who have disposable income. With this fact in mind, we chose to expand
into Wrigleyville, a young and wealthy neighborhood of Chicago.
Likewise, Shred415 has hours that do not match up with the per usual
schedule of the Shredding demographic. This is why we have decided to
extend hours until 10pm.
With an expansion plan as just described, we believe that
Shred415 will be able to eliminate inefficiencies stemming from over
demand. Additionally, Shred415 will generate profits between 1.9 and
3.4 million dollars.
24. 24
Appendix A: Pre-Implementation SWOT Analysis
Strengths Weaknesses
● Offers a unique workout
experience with specialized
trainers
● Community focused
● High intensity environment
fueled by an upbeat music
selection
● Staff knowledge of the
industry
● Small class sizes = more
personalized workouts
● Doesn’t offer time sensitive
workouts for people on the
go
● Limited to only a handful of
locations in the Chicago &
St. Louis areas
● Inconsistent hours of
operation depending on
classes offered that day
● Only offers classes, no
room for independent
exercise
Opportunities Threats
● Locations in urban areas
helps target their young
demographic because of
low average age of urban
populations
● Updating and promoting
Vimeo account to increase
followership and video
sales
● Expanding to meet their
high customer demand in
the Chicago area where
they’ve already established
credibility
● Taking advantage of the
Chicago area by offering
classes along the lake on a
local hotel rooftop
● Hundreds of other gyms in
the Chicago area
● Larger “corporate” gyms
offer more affordable
individual and monthly
pricing
● Larger gyms offer
specialized services such
as nutritional products and
dietary consultation
● Other gyms are more
developed and have more
space to house more
customers
25. 25
Post-Implementation SWOT Analysis
Strengths Weaknesses
● According to IBISWorld, 49% of
fitness participants were 34 or
younger which makes up a large
portion of the Wrigleyville
demographic
● Better able to satisfy customer
demand due to a new location
that is close to locations that are
successful and have a high
customer demand
● Reaching a new demographic
that is interested in finding love at
the gym
● Community focused
● Small class size = more
personalized workouts
● Longer hours meets customers
demand and helps maximize
profitability
● Close to other Shred415
locations so that trainers can still
easily have classes at the
different locations
● Managing another location and
balancing increased operational
costs due to extended hours
● Having to find new trainers and
personnel to work the new
location
● Only offers classes, no room for
independent exercise
● Limited to only a handful of
locations in the Chicago & St.
Louis areas
Opportunities Threats
● Take advantage of local
professional sports teams like the
Cubs for promotion
● Better hours than the
OrangeTheory Wrigleyville
location
● Lots of public transportation in
Wrigleyville area making it easy
to travel to possible new location
● Wrigleyville is one of the safest
places in the Chicago area
● Orange theory is in the area as
well as other competing gyms
that have already established
clientele in Wrigleyville
● Chicago traffic/crowded
transportation (especially during
Cubs games)
30. 30
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"Average Utility Costs Per Month: What’s Normal?" Apartment Ratings. Web. 10 Nov.
2015.
"Chicago Population by Age." CLRSearch.com. CLRSearch, n.d. Web. 13 Oct. 2015.
Fetters, K. Aeisha. "Do You Like Being Hit on at the Gym?" Women's Health. 4 Oct.
2013. Web. 12 Nov. 2015.
Flowers, Vincent, and Charles Hughes. "Why Employees Stay."Harvard Business
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