document covering how market research can help fitness centers

2. Relevance of market research
 Market Research has been used by several
institutions across sectors to understand, their
prospective and present customers.
 Various techniques are being utilised to
understand customers’ expectations, needs,
satisfaction levels, retentions & perceptions about
an institution or concept.
 Leading institutions of almost every sector that has
certain level of competition, is using it extensively
to maintain a healthy business growth.

3. Fitness Sector
 “Fitness” is a fast growing sector, with more
and more people realising the importance of
keeping fit and relevance of using
professional assistance in this area.
 The estimated size of industry exceeds `
6000 cr. and it has been growing at a healthy
rate of 18%.
 This has made a few large organised sector
institutions to setup operations across India.

4. Knowing the customers
 The target customers of fitness centres are well
informed, demanding and not very easy to retain.
 All this makes it absolutely essential to follow
professional marketing practices in order to reap the
benefits of a growing market, that also has large
organised sector competitors.
 Continuous efforts to satisfy and engage one’s
customers and draft policies keeping that in mind
certainly helps in growth.

5. Resolute Insights
 We are a marketing consultancy start-up focusing
on service oriented sectors.
 We focus on “Customer Experience
Improvement” and “Perception Management”.
 So far RI has worked for a few healthcare
companies across NCR and Panchkula –
Chandigarh regions.

6. MR for Fitness Companies
 Tracking and analysing footfall helps in
 Identifying the effectiveness of communication, say
campaigns, advertising etc.
 Understanding perceptions of prospective customer
 Find our if a particular customer category or group
prefers or avoids an institutions (or prefers
competition) due to their perceptions that may not be
correct and need to be managed.
All this eventually helps in raising conversions.

7. MR for Fitness Companies
Monitoring Customer Experience and Satisfaction:
 Creates positive WOM
 Identifies gaps in front office working and helps in
identifying exact areas that require attention.
 Findings can be utilised in evaluating the working of
front office / sales / enrolment teams.
 Identify exact areas that need to be focused while
training.
Eventually helps in making prospective customer feel
better and raise conversions.

8. MR for Fitness Companies
Monitoring Customer Satisfaction helps in:
 Identifying areas that aid in retention of
customers
 Focused areas for training of manpower
 Getting references from existing customers
 Create a positive WOM about an institution

9. Conclusion
• Fitness is a high growth sector that has competition
from large organised sector players too.
• Customers are well informed and demanding.
• It requires professional approach to grow faster and
build or maintain a brand.
• Simple MR techniques help in knowing,knowing, segmenting,segmenting,
understanding,understanding, satisfyingsatisfying andand engagingengaging customerscustomers..
• Professional implementation helps in conversions,conversions,
retentions,retentions, positivepositive wordword ofof mouthmouth andand gettinggetting
referencesreferences from existing customers.