3. THE FITNESS HUBTHE FITNESS HUB
• There has been a continuing trend in India to quit good habits that lead to unhealthy
lifestyles.
• Increasingly people are working to stay fit and healthy.
• This means, that there is a growing demand for work out facilities and health clubs.
• In order to maintain a membership status people have had to shell out small fortunes
(over thousands of rupees) to maintain a healthy lifestyle.
• Many people have not been able to afford to pay the extensive fees and high monthly
rates to maintain their membership.
• Fitness Hub is the solution to this need for affordable gym membership. Fitness Hub
has all the essentials for a great workout and few necessary extras and benefits for
members.
4. THE FITNESS HUBTHE FITNESS HUB
• Fitness Hub is a limited liability corporation that provides affordable gym
memberships to average health---conscious consumers in the city and
surrounding areas.
• Recognized for its innovative thinking, Fitness Hub will be known for many
trademark attributes: Low prices and the Judgment Free Zone philosophy are all
a part of what makes this gym successful.
• Members of Fitness Hub have the chance to relax, get in shape, and have fun
without being subjected to the hard--- core, look---at---me attitude that exists
at competitors’ gyms.
5. THE FITNESS HUBTHE FITNESS HUB
• Competitors of Fitness Hub attract customers by adding in extra benefits to
their gyms like having personal trainers, massage therapists and so on.
• Competitors cannot afford to lower their prices to match the value that Fitness
Hub will provide.
• Fitness Hub is a gym available to anyone no matter their age, fitness level, or
expertise in gym equipment.
• Members Of our gym can be comfortable knowing that whatever help they
need when it comes to designing and implementing an exercise regimen, the
staff will be there to help, or if all the member wants is to get in, complete their
work out, and get out without being bothered by grunting muscle men we got
that covered by the Judgment Free Zone policy.
6. VISIONVISION
“To create awareness about healthy lifestyle
and its benefits and to encourage Fitness
Hub employees to supply quality service and
facilities to its members and help them to
reach their fitness goals.”
7. “Our mission is to join together to create healthy
proactive daily routines, and teach each other to make
health a priority. We will create a place not only for
workout, but to form friendships that we would take
with us throughout our lives.”
MISSIONMISSION
Fitness Hub is a health service that helps individuals attain
one of the greatest gifts of all- good health. Personal gains
such as improved self-esteem, self-motivation combined
with measurable benefits will create tremendous
advantages for the individuals.
8. BUSINESSBUSINESS
PHILOSPHYPHILOSPHY
The Fitness Hub will build and provide the
fitness facility truly dedicated to solving the
fitness needs of our customers. This will be
done through providing the highest quality
equipment available, constantly keeping our
staff up to date on certifications, providing a
clean and crowd-free environment.
9. OBJECTIVES OF THE
FITNESS HUB
•To provide opportunities to advance and maintain the health and wellness
of the staff and the surrounding community.
•To offer a variety of exercise programs to encourage patrons to make
changes for a healthier lifestyle.
•To provide individual attention to members encouraging wellness through
fitness testing, evaluations, health screenings, exercise programming, and
personal training instruction.
•To encourage the art and science of strength training and bodybuilding.
•To provide quality service to members with a distinguished reputation as
being a superior training facility to any competitors in the area as well as in
the industry.
10. • Seek a closer affiliation with members of the Fitness Hub and ensuring a
positive experience to all members.
• Up-skill and mentor existing staff to increase knowledge of the business
• Consider the hiring of further Group Fitness Instructors in accordance with
demand, ensuring all new staff members have a strong skill set in their field.
GENERAL STRATEGY PLAN OF
THE FITNESS HUB
11. • Conduct, through the Fitness Hub Manager, regular reviews for
casual and part time staff and for the Board to undertake at least
annual performance reviews of management staff.
• Ensure membership fees affordable to members, competitive to the
greater market and continue to be the Fitness Hub’s main source of
income.
• Better utilize the services of administrative areas within the
University to help promote and maintain the standard of the Fitness
Hub.
GENERAL STRATEGY PLAN OF THE
FITNESS HUB
12. Fitness Hub will provide following health related core
services:
• Aerobics
• Art of living classes
• Yoga
• Muscle Training
• Diabetes & Obesity Control
• Facilities for indoor games like badminton, snooker,
table tennis, chess, caroms, etc.
SERVICES OFFERED BY
THE FITNESS HUB
13. SUPPLEMENTARY
SERVICES
• Access to the livetofit.com community.
• Health magazines
• Retail products (coffee mugs)
• Customized services
Members can seek customized advice or assistance from
their circuit coaches during their workout sessions, or after-
hours on the online community.
Fitness Hub has also developed “Fitness Smart,” an
electronic coaching system that is programmed with your
personal stats (height, weight, body mass index, etc.) and
sets reasonable, customized goals to keep you motivated.
14. DIMENSIONS OF THE
FITNESS HUB
Reliability: Fitness Hub offers a full circuit workout that provides the results
consumers are looking for. The services are dependable, accurate, and
consistent.
Responsiveness: Fitness Hub is open from twelve in the morning until ten in
the evening and on Saturday and Sunday seven to seven. Fitness Hub
provides prompt feedback during the hours of operation. When a member is at
the fitness center, they have access to staff members who are there to offer
assistance, encouragement, and answer any questions.
Assurance: Fitness Hub employees convey trust by demonstrating the
workouts, citing success stories that show results, and displaying a passion
about the work they are doing.
15. DIMENSIONS OF THE
FITNESS HUB
Empathy : Fitness Hub provides professional
trainers to the consumers who need more
attention and have need-specific requirements.
Tangible Cues: “Inside the facility, consumers
will find workout equipment that will fulfill their
needs.
16. WHY THE FITNESS HUB
• There has been increase in number of health conscious
people in Jammu region and looking at Health care and
fitness club individually, is a costly affair for most of the
people, who want to have access of both the gym centres
and club, but unable to do so because of smaller size of
their wallet. This leaves a large segment of low-income
customers with unmet needs. Fitness Hub will primarily
exist to provide health care facility to the lower income
class without compromising on quality of service.
• Three key features of the Fitness Hub will be
– State of the art facility with latest equipment from
quality manufacturers
– Low cost monthly subscription plans.
– Qualified trainers to help our members achieving
results without wasting much time
17. INDUSTRY ANALYSIS
•According to INDIA RETAIL REPORT 2015 : Total retail market for fitness
category is worth Rs. 4,579 Cr (US$ 0.76 bn) growing at 16-18 per cent and is
expected to cross Rs. 7,000 crore (US$ 1.18 bn) by 2017. Modern retail is estimated at
28 per cent of this total market and is expected to grow by 22-27 per cent.
• Health care and fitness industry in India is still in the growing stage. With
increasing health related consciousness among people and increasing level of
stress in today’s life, demand of such health clubs is on the rise. This is the one
sector which is not affected by cyclical trends. Health club business is not affected
by different seasons and keeps running smoothly throughout the year.
18. MARKET ANALYSIS
Listed below are just some of the reasons that Jammu area is a good
time to be starting any kind of new business
•The market area we will concentrate on is whole Jammu city. This
includes surrounding towns and districts.
•These areas have been growing rapidly the past several years and
same growth is expected for the foreseeable future. Once the
concept catches on locally, we feel the potential is huge.
•Increasing health awareness among local community.
•Jammu is getting modernised and this project would increase the
standard of living of the people.
•It will act as a magnet for people who want to de-stress their life.
19. MARKET TRENDS
• Health care market has always shown an
upward trend.
• Individual usage of fitness and health care
training equipment has increased.
• Body work out and exercise has become a daily
life routine of many Indians in the last decade.
• There has been an increasing trend among
senior citizen to be socialite than ever before.
20. Target Market
Target Segment(s) Benefits Desired Demographics Fee per month (Rs)
General Public
To start a fitness program to stay fit and
become healthier, delay aging, and feel better
living a healthier lifestyle.
Working Class
Scheme 1
(3000)
Teens
to
Adulthood
To learn a healthy fitness habit that they can
adopt and maintain. Students
Scheme 2
1500 (50 % off)*
Senior
Citizen
(above 62)
To help senior citizen to stay active and help
prevent the effects of aging. The seniors hope
to prevent illness or disease by living a
healthier lifestyle.
Retired
Scheme 3
2000 (33 % off)*
Women
FIT4MOM (11AM-
3AM)
To provide best timing possible for housewives
at low prices.
Housewives
Scheme 4
1000 (66% off)
22. Key strengths and opportunities
• Fitness’ Hub key strength is the price of our membership. Rs.3000 is the
membership cost per month, for students, 50 % off is provided and for senior
citizen 33% off is provided
• The gym is all about flexibility, which is important in our society. Fitness Hub offers
Flexible hours for busy students, business professionals that makes up for the
maximum percentage.
• FIT4MOM (11am-3pm) for the housewives.
23. Key strengths and opportunities
• Another Key strength for Fitness is the Judgment Free Zone philosophy. This
attracts the average person instead of the body builder type that typically
dominates work out centers. By adopting this policy the gym can reach a larger
demographic, since majority of the Jammu Population would be considered
average in terms of work out usage.
• Other Key strengths that are associated with the Judgment Free Zone Are a free
personal training, and easier to use machines so that members feel comfortable in
the gym.
• As a part of the marketing mix we plan to implement a new member orientation
to help members feel more comfortable when they come into the gym. This would
greatly improve our product and is a key strength to Fitness Hub.
24. • Concentrating on some basic advertising strategies in the campus area is a great
opportunity to expand the Fitness Hub Customer base.
• Another Opportunity for Fitness Hub is that getting fit is currently a very big trend.
Health Consciousness is extremely influential in our society and can greatly help
our business.
Key strengths and opportunities
25. • A key weakness that we will have to assess Is the fact That Fitness Hub has limited
options in the types of workout equipment and facilities they offer compared to
other gyms in the Jammu area.
• To help minimize this threat, we will be offering group exercise classes to help
make up some of the things that we are lacking.
• Another weakness that could affect Fitness Hub is the registration fee. Many
people would consider this as a hidden fee and could label it deceiving to the low
price that we advertise. To help minimize this we will be providing gym kit to our
members out of this fee and to clear each member about this in the beginning.
Key weakness and threats
26. • A major threat to the business is the customers already a member of competitor’s
gym. It is important that we do everything possible to promote Fitness Hub and
draw this group in. We will minimize this threat by offering special discounts
initially and gearing our promotions towards the younger demographic.
• Major threat is from :
Local gyms
Amar Singh club
Jammu Club
999 fitness
Gold gym
Key weakness and threats
But we have an edge over all these
gyms and clubs in terms of low
price and combination of both
CLUB and GYM facilities
27. MARKETING MIX
Product
• Fitness Hub is a fitness club geared toward improving the
health of the average health conscious person in the
community .
• The club’s slogan of being a Judgment Free Zone
embodies the culture of its members; these are the
people who are looking to work out in non---intimidating
atmosphere , which is part of the perceived value.
• Fitness Hub offer a variety of fitness equipment for both
strength training and cardio(treadmills ,elliptical machines
,bikes).
• There are TV s on the ceiling in front of the cardio
machines ,and a box on the side of each machine allows
the members to plug in headphones and tune into any of
the TV’s or radio stations.
• There is two of each kind of strength training machine to
assist in the flow of members working out during peak
hours (5pm---7pm Monday through Thursday).
28. PLACE
• We will be implementing customer surveys to improve the quality of service expected of our
trainers and other representatives of Fitness Hub. There will always be someone available to
help answer any question the member may have.
• The locker rooms feature toilet facilities, sinks and showers for the customer. When a
member joins they are given a guided tour and any questions they have are answered by
our thoroughly trained employees. As an added perceived benefit (and free on person
advertising) new members also receive a free t---shirt with the Fitness Hub logo on it.
• To add more value to our service, and not alienate the core customers, we will add fitness
classes in yoga and interval strength training. We will offer each class in the evening during
the week. We will also add a non---mandatory orientation day to help new members get
familiar with the facilities and equipment. We will offer two sessions every Saturday, one in
the morning and one in afternoon.
29. PRICE
• Fitness Hub is by far a low price leader in the fitness
industry, and they can do this because they cut out
all the frills that are not necessary for most fitness
customers.
• Our competitors just can’t match the value we bring
to our members. When we look at what members
can get at Fitness Hub we see how Fitness Hub blows
the competition out of the water.
30. PROMOTION
• Fitness Hub will be using television and radio advertising as their main method of
promotions. Local radio stations (92.7 FM and AIR) give away free memberships
during Competitions as well as run Fitness Hub advertisements.
• The promotions, as well as the physical layout do not target the hardcore fitness
elite who can make the gym atmosphere more intimidating. Fitness Hub is
targeting the average person, who wants an easy solution to getting in shape in an
inviting and relaxing atmosphere .
• Fitness Hub will also offer a Friday Friend Day every Friday, so current members
can bring a friend exposing more people who are on the edge about joining Fitness
Hub.
31. PROMOTION
• We believe these simple advertising tactics will be
highly successful increasing market share both
among current targeted segments and our
expanded segments
• Another way we plan to reach more people is
through improving Fitness’ Hub use of internet
marketing tools.
• We must update these sites with current
promotions on Facebook and Twitter to increase
awareness and brand loyalty.
• These low cost advertising methods will be a big
helping in reaching the awareness objective.
32.
33. MARKETING STRATEGY
• Constant internet support and blogging
• Email advertising to current members and
potential leads
• Free park exercises to grow community
awareness and new customers
• Sponsorship of local athletes and
students in sporting events
• Participation in fitness and charity events
• Our website livtofit.com will give our
customers an opportunity to view current
information on special events, schedule
training, buy products and participate in
an online fitness community.
• livtofit.com will be promoted on all of our
flyers, business cards and promo pieces.
We will maintain a simple and classy site.
The website logos and graphics share the
same artwork found on our signage and
marketing materials. Our managers will
maintain the website.
34. PROMOTION
STRATEGY
• Fitness Hub promotion strategy consists of word of mouth, email
promotions and local advertising (newspaper, school flyers and non-
profit organizations). We will also do regular lead-generating exercises
in local parks.
• We will make presentations to athletic directors and coaches of the
local high schools and colleges. Since our background is in public
safety, we will also present this program to our local public safety
officers, such as police and fire personnel.
• Our biggest promotional tool besides word of mouth will come from
our website. When customers are looking for fitness programs, they
will usually find themselves going through the live to fit main page and
then searching for a gym near them. And the website will give the
customer everything they need to join our club.
38. FINANCIAL ANALYSIS
SNO. PARTICULARS AMOUNT (IN
LACS)
1 Building 50
1 Equipments 10.00
2 Furniture and fixture 15.00
3 Investment outside business* 15
4 Advertisement expenditure (non-
recurring)
2.5
4 Cash in hand (working capital) 7.5
TOTAL 100
*Note1: Rs. 15, 00,000 will be invested in fixed income securities earning an interest @ 8-10% per annum,
so far the business is infancy. Once the business is established, this income may be used to bridge the gap
between the proposed income and proposed expenditure. Thenceforth the investment may be liquidated for
the purpose of expansion of business.
39. EQUIPMENTS
SNO PARTICULARS DIMENSIONS QUANTITY PRICE OF EACH AMOUNT(total 10 lakh)
1 DUMBELL 5 KG 5 PAIRS 1000 0.05
7.5 KG 5 PAIRS 1400 0.07
10 KG 5 PAIRS 1600 0.08
12.5 KG 3 PAIRS 2000 0.06
1 KG 9 PAIRS 300 0.027
3 KG 9 PAIRS 700 0.063
2 WEIGHING MACHINE 2 1000 0.02
3 BODY SOLID FITNESSS 7 IN 1 4 35000 1.4
4 HEADLY 150 KG
MULTIPURPOSE BENCH
2 15000 0.30
5 TWISTERS 2 2000 0.04
6 ENERGIE INDIA
TREADMILL
4 70,000 2.80
7 CALIBAR GYM CYCLE 3 12000 0.36
8 MUSIC SYSTEM 2 15,000 0.30
9 YOGA MATS 40 400 0.16
10 TABLE TENNIS TABLE 2 60,000 1.20
11 CARROM BOARDS 4 2000 0.80
12 BILLARD TABLE 2 65,000 1.30
13 GYM BALLS 2 4500 0.09
14 Others 0.88
40. FURNITURE AND FIXTURE
SNO. PARTICULARS AMOUNT (IN LACS)
1. AC ‘S 4.00
2 LOCKER 1.0
3 BOOKS STAND 0.5
4 SOFA 0.25
5 TABLE & CHAIRS 1.5
6 ALMIRAH 1.15
7 RECEPTION TABLE 0.50
8 MIRROR SETTING 2.00
9 FLOORING & WALL PANELING 4.10
TOTAL 15.00
41. MONTHLY SALARIES AND WAGES
SNO. PARTICULARS AMOUNT (IN Lacs)
1. 4 gym master 0.60 @15000 each
2 1 Dietician 0.12 @ 12000 each
3 2Security guard 0.12 @ 6,000 each
4 2 Yoga expert 0.30 @ 15,000 each
5 2 Sweeper 0.09 @ 4,500 each
6 1 Office assistant /
Receptionist
0.08 @ 8,000 each
7 2 Auxiliary staff 0.12@ 6,000 each
8 1Aerobic master 0.12 @ 12000 each
TOTAL 1.55
42. DEPRICIATION PER ANNUM
Amount In lacs Amount (in lacs)
SNO PARTICULARS
1 FURNITURE AND
FIXTURE
15*10% 1.50
2 EQUIPMENTS 10*15% 1.50
TOTAL
DEPRICIATION 3.00
43. INCOME AND EXPENDITURE PER ANNUM
SNO PARTICULARS NO. OF CUSTOMERS * FEES AMOUNT (IN LACS.)
INCOME
1 Income from FIT4MOM hours 50*1000*12 6.00
2 Fee from students 50*1500*12 9.00
3 Working class 50*3000*12 18.00
4 Senior citizens 50*2000*12 12.00
5 Income from investment 15lac*8% 1.20
a) GROSS INCOME 46.20
EXPENDITURE
1 Water and electricity 1.20
2 Salary of employees 1,55,000*12 18.60
3 Repair and maintenance and contingency 1.20
4 Depreciation 3.00
5 Advertisement 2.50
6 Books, journals coffee 1.00
7 Lease of building 5.00
b) TOTAL expenditure 32.50
(a-b) NET INCOME 13.70
44. BEP
GROSS REVENUE A 46.20 lac
VARIABLE COST B 20 lac
FIXED D 12.50 lac
CONTRIBUTION C = A-B 26.20 lac
P/V RATIO E= (26.20/46.20)*100 56.70%
BEP D/E= 12.50/56.70)*100 22.05 lac
45. Bringing Fitness, Fun & Friendship
to life
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