For my senior project I wanted to show what I had learned in the four years I attended Mount Ida College, and incorporate what I would like to learn as I continue my education to earn my master's degree in the direction of Sports Management. I researched many rehabilitation centers as well as gymnasiums, then discussed the need for a business that combined the two. I began to show insight towards such a business which I named "Elite Athlete", exploring marketing strategies and concepts for that business.

1. RachelleGilbert
B.L.S.General Studies
Senior Project 2012

2.  Need for a sports therapy all purpose center
 Distinguishing from competition
 Customer retention

3.  U.S. Department of Health & Human Services
 Centers for Disease Control & Prevention
 National Center for Health Statistics
 2007 Injury Chartbook
 Sports leading cause of injury age 15-24
 30.7%
 Recreation centers leading location at 22.2%
 Schools 3rd at 16.8%

4. NCAAInjuryRates
(excludingtrack&field)

5. ACUTE
 Occur suddenly
 Brief
 Include
 Fraction
 Contusion
 Sprain
 Abrasion
 Laceration
 Complete Recovery
CHRONIC
 Overuse & repetition
 Extended period
 Include:
 Stress fracture
 Tendinitis
 Epiphysitis or Apophysitis
 Partial Recovery

6.  Improper training and technique
 Lack of correct equipment support
 No guidance
 Overuse
 Too much too soon
 Ignoring Pain

7. ADVANTAGE
-Professionals
-Education
-State-of-the-art
equipment
-Theraputical
techniques
-Supervision
-Evaluations
-Medicine
BOTH
-Ambience-
-Small-
-Cost-
*Insurance*
*Long-term cost*
DISADVANTAGE
Atmosphere-
Location-
Hours-
Assistance-
Specialization-

8. ADVANTAGE
Hours
Location
Equipment
Amenities
Group Classes
BOTH
Commitment
Ambience
DISADVANTAGE
Cost
Supervision
Courts

10. Market
Athletes
College
Next level
High school
Demographics
Location
Market trends

11. Current MarketTrends
U.S. Health Club
Distribution by State
1. California
2. New York
3. Texas
4. Florida
5. Pennsylvania
6. Ohio
7. Illinois
8. Massachusetts
9. Michigan
10. Alabama

12. Current Market
Trends Cont.
2006 Quick Facts
# of Health Clubs in the US:
29,069
# of Health Club Members:
41.3 Million
# of Non-Member Patrons:
23.6 Million
# ofTotal Health ClubVisitors:
64.9 Million

13. Current MarketTrends Cont.

14. Location
CollegeTown
PublicTransportation
Walking Distance

15. Advertising, Promotion, &
Distribution
Social Media
Billboards, Brochures,
Posters
Radio
Booth setup
Television
Concerts
Word of mouth
Distribution
Hospitals
Campuses
Malls
Sporting goods stores
Sports bars
Health food stores
Camps
Tournaments &
combines
T stops

16. Advertising, Promotion, &
Distribution Cont.
Booth
College Fest
Concerts
Malls
Fairs
Tournaments
Promo
Sell products
Free handouts
Coupons

17. Partnering with
schools & hospitals
Proper care & treatment
Reduced rates
Off-season training
Sport specific workouts
Team workouts
Track workouts

18. How it works
1. Workout
2. Drills
3. Music
4. Audio Guide
5. Results

19. How it works
1. Workout
2. Drills
3. Music
4. Audio Guide
5. Results

20. How it works
1. Workout
2. Drills
3. Music
4. Audio Guide
5. Results

21. How it works
1. Workout
2. Drills
3. Music
4. Audio Guide
5. Results

22. How it works
1. Workout
2. Drills
3. Music
4. Audio Guide
5. Results

23. How it works
1. Workout
2. Drills
3. Music
4. Audio Guide
5. Results

24. How it works
1. Workout
2. Drills
3. Music
4. Audio Guide
5. Results

25. How it works
1. Workout
2. Drills
3. Music
4. Audio Guide
5. Results

26. How it works
1. Workout
2. Drills
3. Music
4. Audio Guide
5. Results

27. How it works
1. Workout
2. Drills
3. Music
4. Audio Guide
5. Results

28. How it works
1. Workout
2. Drills
3. Music
4. Audio Guide
5. Results

29. 1. Ann Arbor, MI
2. Palo Alto, CA
3. Madison, WI
4. State College, PA
5. Lexington, KY
6. Fayetteville, AR
7. Chapel Hill, N.C.
8. Columbia, MO
9. Charlottesville,VA
10. Bloomington, IN
Based on
Director's Cup for athletic
performance
Culture
Start-up rate
Good schools
Affordable housing & low
crime

30. Services/Products
Personal training
Classes: yoga, pilates, cardio,
conditioning, boxing, etc.
Gym membership
Tournaments
Camps
Store
Physical rehabilitation
Sport specific treatment,
hydrotherapy,
electrotherapy, heat
treatment, etc.
Counseling
Educational resources

31. Customer Education
Detailed instructions
Muscle usage
Video examples
iPhone App

32. Customer Retention
Continuity of care
PublicTransportation
Walking Distance

33.  http://www.nike.com/nikewomen/features/howitworks?locale=en
_US
 http://www.youtube.com/watch?v=ll2ov6yKvK8&feature=BFa&list
=PL85D9EC187606A8F7
 http://www.algra.com/
 http://www.sportsinjuryclinic.net/
 http://www.downersgrovephysicaltherapy.com/2011/01/31/whats-
the-difference-between-acute-and-chronic-injuries/
 http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1941297/
 http://www.nata.org/
 http://www.ibisworld.com/industry/default.aspx?indid=1655
 http://www.activenetworkrewards.com/AssetFactory.aspx?did=32