Bill and Shirley from Fit 'n' Well limited are considering expanding into New Zealand's fitness industry. The document provides several points about New Zealand's fitness industry: 1) New Zealand has the 7th highest gym membership per capita globally; 2) 50% of New Zealanders are overweight and only 10% belong to a gym; 3) The fitness industry in New Zealand is very competitive, especially in Auckland. The document concludes that there are opportunities for Fit 'n' Well limited to exploit in the New Zealand market by tapping into existing client bases and implementing strategies to attract and retain members.

2. Bill and Shirley from Fit ‘n’
Well limited wish to expand
into New Zealand.
However, first of all they
should consider…

5. New Zealand has the seventh
highest gym membership per capita in
the world.
50 % of New Zealanders are
overweight and only 10% of the
population belong to or exercise at a
gym
International fitness franchises such
as Fitness First and Richard
Brandson’s Virgin Fitness are showing
interest in the New Zealand industry
The New Zealand Fitness industry
is very competitive with over 175
gyms in Auckland alone

7. Even though the world economy is in
a recession it is expected that
memberships will increase by 2.2% in
2009
New Zealand has not felt the full
effects of the economic recession and
things expected to get considerably
worse before they get better
Many people do not go for their first
work and therefore a third of members
do not renew their memberships
Unemployment in New Zealand is
expected to rise in 2009

9. New Zealand has
the seventh highest
Nearly twice as many
obesity rate in the
New Zealand adults are
world
over weight or obese
compared to the world
average
 86% of
overweight kiwis
said they prefer
exercise as their
method of weight One third of the adults
loss in New Zealand are not
physically active enough
to benefit their health

10. Fit ‘n’ Well Limited should
expand into New Zealand as
there are opportunities, that
outweigh risks, to be
exploited in New Zealand.

11. Using Les Mills group Also a ‘money for
classes, thus tapping into every kilogram you
an already strong clientele loose’ policy to attract
base. And associating members as they feel
themselves with the already like they are getting
high standards of Les Mills. something back .
Implementing policy's Charging less fees the
such as ’reward for you other gyms. This can
first visit’ to combat the be done by charging
thrid of the members that more for the group
never go. classes.