California Fitness opened their first gym in Hong Kong in July 1996, pioneering the mega gym concept in the region. They were successful and expanded to other locations in Hong Kong and Asia. The document discusses search engine marketing objectives and methods for California Fitness' website, including keyword research, optimization of website content and coding, and use of paid search advertising. It also outlines metrics for analyzing website traffic and audience, such as numbers of visits, pages views, and interactions, to measure the effectiveness of search engine marketing efforts.