1. Get In, Get Healthy, Go Green!
By: Kelsey Kleemeyer,
Pan Lavangkoolphasit,
and Brittany Stevens

2. Mind Body Green
April 24, 2015
MKT 365 (001)
TABLE OF CONTENTS
INTRODUCTION..............................................................................................3
OVERVIEW OF OUR INDUSTRY..........................................................................3
COMPANY DETAILS...................................................................................…3-4
MISSION STATEMENT......................................................................................4
OUR COMPETITORS.....................................................................................4-5
POSITIONING..............................................................................................…5
RESEARCH TECHNIQUES...................................................................................5
TARGET MARKET...........................................................................................6
EMPLOYMENT RECRUITMENT.....................................................................…6-8
CUSTOMER EXPECTATIONS...............................................................................8
CUSTOMER RELATIONSHIPS...........................................................................8-9
CUSTOMER COMPLAINTS.........................................................................…9-10
SERVICE RECOVERY PLAN..........................................................................10-11
FUTURE SERVICE OFFERINGS...........................................................................11
PHYSICAL EVIDENCE...................................................................................…12
DEVELOPING CORPORATE CULTURE..........................................................…12-13
CUSTOMERS ROLE...................................................................................13-14
DEMAND AND CAPACITY ISSUES......................................................................14
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CONCLUSION............................................................................................…14
Introduction
At Mind Body Green, we are extremely passionate in improving your health
and lifestyle. In order to guarantee quality and profound customer service, we offer
only the best and most modern exercise equipment along with the compliment of
professional trainers who are very skilled and experienced. Besides improving your
physical fitness, we also are focusing on improving your health with nutrition. Our
organic restaurant is offering strictly clean-eating and organic meals prepared by
professional chefs. Mind Body Green is a perfect place for every member of your
family to spend quality time together getting fit and healthy.
Overview of Our Industry
Mind Body Green understands the increase in health awareness in
consumers and wishes to be the supporter that encourages consumers to improve
their health. Since getting fit takes time, our professional trainers design workout
courses that are very effective and easy to follow through. Also, eating healthy does
not mean eating bland food. Our professional chefs are passionate in preparing a
variety of savory meals.
Company Details
Our trainers, chefs, and staffs are honored to serve you and guarantee that
we are able to satisfy your needs. We understand that each person needs different
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types of exercise equipment, workout routines, and diet plans. For this reason, we
take the time to create personalized workout courses and diet plans for each of our
valuable customers. We want to be a part of your new and healthier lifestyle. Your
physical wellness is the measurement of our success.
Mission Statement
We are committed to improving your health through green eating and proper
exercising. We guarantee fresh, organic food from our restaurant prepared by
professional chefs. Along with this, our professional trainers are here to guide you to
maintain a healthier life style.
Our Competitors
Our competitors are all of the other fitness centers in the Cincinnati area.
Since health awareness in consumers is increasing, there’s more opportunity for the
fitness facility industry to grow. Also, since Mind Body Green is a luxury fitness
complex, our main competitors would be lower-price fitness facilities. They are likely
to attract consumers with lower income as well as young adults. However, there is
one luxury style gym that will be our biggest close competitor. This gym is called Life
Time Fitness, which offers the same type services that our gym does. Examples of
other competitive gyms in the area are: Planet Fitness, LA Fitness, Cincinnati Sports
Club, TriHealth Fitness & Health Pavilion, and Revolution Fitness.
Another competitor of ours will be exercising/workout DVD series, which sell
at-home workouts. For example, P90X is a name of a workout DVD series that has
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been very successful. Some customers will choose this option because they can
choose to exercise at their own convenient time and place. They also would feel less
intimidated exercising by themselves rather than surrounded by strangers at a
fitness facility. With this, exercise/workout DVDs do not require membership fees or
monthly fees. Healthy restaurants also could be our competitors. Customers usually
do not have much time preparing food and waiting in line at restaurants, and are
more likely to support take-out restaurants and delivery.
Positioning
Mind Body Green is a luxury fitness complex operated by professional fitness
trainers and chefs. We provide only the highest quality services and products. Mind
Body Green is a place where parents can exercise while children enjoy their playtime
at the children exercise center. Customers also can enjoy a delicious, healthy meal
together after workout sessions at our organic restaurant. Mind Body Green is a
great place where everyone in the family can have a great time.
Research Techniques
Technology, innovation, and social media are consistently improving which
influences consumers to change their perception as well as desire for products and
services. Mind Body Green understands that health awareness is increasing in recent
times, which is why we are researching ways to help customers become healthier.
We are conducting studies about different forms of exercise (such as kick boxing,
yoga, Zumba, and etc.) in order to be able to satisfy our customers. We also are
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investing in innovation and technologies in order to develop new and improved
exercise equipment. Additionally, Mind Body Green is sponsoring a research of how
to farm organically in order for our restaurant to provide healthy meals for our
valuable customers.
Target Market
The target market for Mind Body Green will be consumers who are a part of
the upscale community, and who earn enough income to afford our luxury style gym.
Along with this, our company will be targeting middle-aged adults, particularly those
with children and busy families. With our wide variety of services, such as a
children’s play and exercise center, our company is confident that we can meet the
needs of this specific target market. Since our business is going to be located in the
town of Montgomery in Cincinnati, our company has considered the demographics
of this target market in this specific area. According to City-Data, the estimated
median household income in 2012 for this town is $104,711, in comparison to the
Ohio average of $46,829 (City-Data, 2015). This isn’t even including the incomes
from surrounding neighborhoods in Cincinnati, which will also be a part of our target
market. Since Montgomery is a wealthy area in a convenient location, we are
confident that the target market of Mind Body Green can accommodate the needs
and wants for such potential consumers, within a price range that these potential
consumers will be able to afford.
Employment Recruitment
In order to give customers the best experience possible, the employees at
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Mind Body Green must have past experience in working at a fitness facility or
wellness center. Our facility will have to fill the following positions in order to be
prepared for operation: front desk/member services, cashiers at food service, chefs
at food service, personal trainers, fitness floor staff, group fitness instructors, and
managers. The job descriptions and requirements will be as follows for each of these
positions:
Front Desk/Member Services
The front desk employees must be friendly and trustworthy, as they will be
dealing directly with customer service and the money that the facility holds. Their
experience must include basic knowledge of Microsoft Word and Excel, as well as
sales experience.
Cashiers at Food Service
The cashiers must also be friendly and trustworthy, as they will be dealing
directly with customer service and the money that the facility holds. Their
experience must include basic math capabilities and preferably high-end food service
experience.
Chefs at Food Service
Since the chefs will be preparing high-quality, organic food, they must be
well-rounded and have a wide variety of cooking skills. Their requirements include
progressive experience and reference records as an Executive Chef or Executive Sous
Chef in a private club, high end restaurant or resort environment, as well as the
ability to manage all aspects of the kitchen area.
Personal Trainers
The personal trainers must be friendly, motivated, and flexible, as they will be
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working individually and directly with a variety of clients. The requirements for this
position are an ISSA's Personal Trainer Certification as well as previous experience
working as a certified personal trainer.
Group Fitness Instructors
The group fitness instructors must be friendly, motivated, and flexible, as
they will be working individually and directly with a variety of clients in a group
setting. The requirements for this position are an AFAA certification in their area, as
well as previous experience working as a group fitness instructor.
Managers
The managers hired must be responsible, flexible, dedicated and empathic, in
order to work well with customers as well as other employees. Managers must have
past experience working as a manager or leader at another gym or wellness center.
Customer Expectations
Our customers will have different wants and needs depending on the type of
service they require. Common expectations for this type of business are:
Quality: Since our customers are paying a relatively high amount for our products
and services, these customers expect high quality products and services. For this
reason, our company is dedicated to updating equipment and gym items in order to
provide the best quality possible.
Individualized Focus: As a high-end gym, our company will have a strong focus on
giving customers individualized focus, especially in group fitness classes and personal
training sessions. It is extremely important in a wellness center that customers feel
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important and confident.
Customer Relationships
One of our main goals at Mind Body Green is to build strong customer
relationships while continuously bringing in new customers as well. With our luxury
style facility and excellent products and services, our company is confident that our
competitive advantage will help us to maintain loyal customers. With the efforts of
our friendly and personable employees, as well as our supreme equipment and high-
end service offerings, Mind Body Green will give customers who are looking for a
healthy lifestyle the whole package that they desire. With this, we also think that it is
important for us to manage our customer base by means of an effective chain of
command of services. We will also make sure to reward our loyal customers. For
example, loyal customers can receive free personal training sessions on their
birthday after being with our company for a year. In the event that customers are
not happy with our services or products, Mind Body Green has an effective
complaint handling and service recovery process in place. Mind Body Green is
dedicated to meeting every customer‘s need and helping those customers achieve
the healthy lifestyle that they are looking for.
Customer Complaints
At Mind Body Green, our well-trained employees will handle customer
complaints with the upmost grace and persistency. At our facility, we will gladly
accept any customer comments, whether they are negative or positive and send
those complaints to our management end to be corrected and improved. Since our
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company would like to be known as personable and offer individualized attention,
customer complaints must be taken care of in the proper format. According to
company policy, an employee must react in the following steps following a customer
complaint:
● Remain calm, patient and empathic
● Do not get angry with the customer
● Carefully listen to every detail that a customer says about their problem
● Purpose the steps needed to solve the problem
● If possible, handle the customer’s complaint with your best judgment
● If a customer needs further assistance and attention, alert a manager
immediately
● Once a manager is alerted, be sure to ask the customer if they would like to
fill out a card passing on their comments to higher staff
● Make every effort possible to regain the customer’s trust and loyalty
Service Recovery Plan
At Mind Body Green, being a high-end style fitness and wellness center, our
job is to satisfy every need of customers. Our customers are paying a high amount
for our services to receive high quality and efficiency in return. For this reason, if any
mistakes are made and customers are unhappy with our business, Mind Body Green
will do everything possible to regain the upset customer’s loyalty. A manager will
personally apologize to the customer and offer them an exchangeable product or
service if theirs was damaged or unsatisfactory. Of course, this will be free of charge
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to our consumer. At Mind Body Green, our loyalty and persistency to customers is
our company's number one objective. We are always grateful for the opportunity to
rectify a situation where our services or products were found to be insufficient,
which will prevent the loss of a valued customer.
Future Service Offerings
In the future Mind Body Green anticipates expanding the gym and restaurant
to other highly populated/urban areas to help others to become fit and healthy.
Addition to the expansion, Mind Body Green foresees a pool located in on the
premises for the members to utilize. This pool will host “free swim time,” along with
swim lessons for adults and children, along with water aerobics and other fitness
classes. Along with this, since there will be members who are parents to children,
perhaps it will be more difficult to find time and someone to look after the child. This
is why Mind Body Green would like to add on to the facility in the future and create a
small day care or a jungle gym for children to be in when their parents are trying to
make time for the gym.
Along with this, in the future, we anticipate buying all green, ‘eco-friendly’
cleaners to sanitize the facility because we find it to be important to implement the
“green” aspect of our corporation. Along with the energy efficient light bulbs,
lighting that is solar powered will power the gym as much as possible to cut down on
emissions that are released by the gym.
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Physical Evidence
The gym will have an abundance of windows to allow plenty of natural light
to flow throughout the facility. Because this facility is a gym, the atmosphere of the
facility should be a clean, well-organized environment, with a scent that is clean and
fills the entire facility, with a curricular desk at the front where members can scan in
or new members are first greeted. An employee will be inside of the circular desk
with a warm personality, dressed in khakis and a shirt that has the logo on the left
side of the shirt. The trainers will be in workout attire with a shirt with a dry fit shirt
with logo.
The facility has a hallway that directs which area spilt entrance, to the left a
restaurant with professional chefs that prepare organic nutritional food, to the right
a hallway for locker rooms and bathrooms and to the right of that there is a weight
lifting area. Once on the second level, either by stairs or elevator to be handicap
accessible, above the weightlifting zone, there will be three rooms and an outdoor
track.
There will be sanitizing wipes located sporadically throughout the gym in the
fitness area, and upon entering and exiting there will be a dispenser for a sanitizing
gel to be used. Furthermore, cleaning all the equipment, rooms, locker rooms, and
floor will be done each night to ensure the cleanliness standard.
Developing Corporate Culture
At Mind Body Green, we believe in respecting our customers, employees, and
environment. Since employees are the frontline and the frontline connection from
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Mind Body Green to customers. Therefore, it is essential for employees to maintain
professional, and as friendly as possible. To have operatives that are pleasurable and
employees who enjoy coming to work is necessary to have customers that are
pleased and will advertise word-of-mouth to others, which these customers turn into
loyal customers by being a part of the family of Mind Body Green community. Also,
allowing employees to feel as though they have some say in a decision is also
important to allow them to know they are vital to the success of Mind Body Green.
Resulting in extraordinary service from the highly trained professionals located in
both areas of the restaurant and gym, Mind Body Green employees are here to keep
the members satisfied with their experiences. However, Mind Body Green is not
only here to give good experiences, but most importantly to learn more about
maintaining a healthy lifestyle to live life to the fullest.
Respecting the environment by using ecofriendly lights throughout facility
and all organic foods that are prepared in the restaurant is an important aspect to
our company. With recycle bins located for members to recycle items at need be.
Customers Role
The consumers play a large role in the success of Mind Body Green because
of their perspective of the gym and experience since they will be told by word of
mouth. A satisfied customer is the best form of advertisement hence why Mind Body
Green finds that the importance of feedback is essential for communication with
customers to know how and what they are experiencing. Consequently we are
encouraging customers with surveys, and talking to the employees to want to know
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what the customers are pleased with, and if an issue had arisen to have a solution
for it.
Demand and Capacity Issues
High demands of the gym and space will result in demand and capacity
issues, and the best way to resolve these are by insuring other items. These items
include having more personal trainers, and more group fitness classes. Therefore,
multiple people can still work out even if it means that they cannot work out on a
machine.
There will be a track that is accessible at all times to be utilized, but when
there are waits to use different machines it is anticipated that this will be used so
others can benefit from using these.
Conclusion
As part of the Mind Body Green family, we firmly believe that this is the new
idea for owning a gym membership with a professional trainers, where you can also
nourish your body with delicious meals. We are dedicated to the members and the
potential members, because they are the customers of the service that Mind, Body,
Green offers, and we want our customers to be excited to come and satisfied when
they leave the facility, whether it is from our quality of food or the fitness.
At Mind Body Green, staying with the latest trends on fitness with the latest
equipment and technology is a standard that we proudly have. Along with friendly
and helpful service we want to have the best reputation. We are excited to see what
the future has in store for quality of services and food, and new features for the
members to have a healthy life style.
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Works Cited
City-Data. (2015). Montgomery, Ohio. Retrieved April 14, 2015, from City-Data:
http://www.city-data.com/city/Montgomery-Ohio.html
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