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The document discusses the fitness industry, including its history and components. It provides details about fitness centers and gyms, including typical facilities, amenities, fees, and examples of gyms in different areas. Survey results are presented on customer demographics, reasons for gym membership, preferences, and satisfaction levels. The methodology explains how both primary and secondary data was collected for analysis. Key conclusions include that most customers visit gyms regularly to lose weight and prefer monthly memberships, and that equipment quality is the most important factor while price is also a high priority.
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- 2. Introduction to FitnessIndustry • The fitness center industry started coming into its own in the 1970s and 1980s , when exercise, led by running and aerobics, became popular • Fitness market is a healthy combination of products and services. • Today fitness is driven towards health and well-being. • The industry is not organized. • Whether it is yoga centre, health centre, gyms or slimming centres, they are all providing services and to facilitate these services relevant products and equipments are being used.
- 3. Components of Fitness? 4Components of Fitness: – Aerobic – Muscular – Flexibility – Body Composition
- 4. Fitness Centers • Afitness center could be used by the average person seeking workouts or by professional athletes, especially in specific disciplines. • Most fitness centers try to accommodate many different types of exercise or sport facilities under one roof. • Fitness centers usually occupy large spaces. It all depends on the amenities and activities they offer. • They definitely create an atmosphere of comfort, and one that leads to opportunities for socializing.
- 5. Gyms • Gym isthe shortened term for gymnasium. • Today’s gyms offer a variety of indoor activities, amenities, and events. • Some gyms focus solely on weight training or lifting. Others are equipped with cardiovascular machines, and/ or offer classes. • Monthly membership fees at these facilities depend on the services and amenities you sign up for, number of months, and enrollment.
- 6. Gyms Fitness Centers Facilities•Cardio •Heavy Weight, •Aerobics, •Hair Parlor, •Steam, •Sauna Cardio, Heavy Weight, Aerobics, Hair Parlor, Steam, Sauna, Massage Parlor, Yoga, Spa, Juice Bar, Zumba, Personal Trainer, Fee structure (monthly) 7,00 - 1,000 Rs. 1,000- 2,500 Rs Example Body firm, oriental, shapeup etc Nuyu , Talwalkars .Etc
- 7. Gyms covered Gym nameLocation Fee structure (yearly) Body Firm Vaishali Nagar 5,000 Shapeup C- Scheme 6,000 Colosseum Malviya Nagar 8,000 Body And Soul Vaishali Nagar 7,000 Dips & Dumbells Chitrakoot 6,000 Oriental Sanganer 12,000 Gold Gym Vaishali Nagar 20,000 Talwalkars C- Scheme 13,000 Nuyu Vaishali Nagar 22,000 Gyms Fitness Centers
- 8. Maslow’s Need hierarchytheory
- 9. According to oursurvey we got to know following points which we can relate from Maslow's need hierarchy theory: Fitness industry fall under 2nd stage i.e psychological needs which covers : To Socialize For Motivation Self Esteem Confidence Achievement
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- 11. How often customersvisit to their gym? • According to our survey 60% of customers visit their respective gyms more than three times
- 12. Gym membership According toour survey majority of customers prefer monthly membership followed by the quarterly and yearly.
- 13. Purpose to visitthe gym 10% 10% 40% 7% 30% 3% Purpose EnhanceSports Performance Train bodyforbody building LooseWeight MedicalResons Maintain PhysicalCondition Socializing •Majority of customers visit gym for losing weight. •According to our survey we found new purpose of people for joining the gym is to socialise and making contacts with people for their profession and to enhance their circle
- 14. Location of thegym 60%20% 10% 10% Miles Within 2 miles Within 2 - 10 miles Within 11-15 miles Within 16- 20 miles Majority of the customers goes to that gym which is located within 2miles of their resident. That is: They prefer gym which is located nearby, to save their time
- 15. Value added servicespreferred by the customers 20% 10% 5% 20%5% 20% 10% 10% Services Juice Bar Nutritional Supplements Nutritional Seminars Aerobic Classes Martial Arts Classes Yoga Classes Nutrition Tracking Software Fitness Tracking softwares According to our survey : 1. Juice Bar, 2. Yoga 3. Aerobic classes are most value added services preferred by the customers.
- 16. Referred by Friends& Relatives 85% 15% Yes No
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- 18. Age of theCustomers 70% 20% 10% Years 21-26 27-32 33-39
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- 20. Importance of factors: Very Important ImportantNeutral Somewhat Important Not Important Equipments 70% 30% - - - Personal Trainers 15% 40% 15% 20% 10% Price 20% 50% 10% 15% 5% Amenities (locker rooms, pro shops, etc.) 15% 15% 40% 30% - Referral from friend - 30% 40% 15% 15% Atmosphere 70% 30% - - - Reputation 30% 30% 30% 10% -
- 21. Services provided Highly satisfied Moderately satisfied Neither satisfied nor dissatisfied DissatisfiedVery dissatisfied Gym cleanliness 40% 30% 15% - 15% Locker room cleanliness 10% 30% 60% - - Staff availability 30% 70% - - - Equipment condition 15% 70% - 15% - Gym security 20% 20% 60% - - Weight machines 20% 50% 30% - - Cardiovascula r equipment 35% 35% 15% 15% -
- 22. METHODOLOGY Data was collectedthrough two sources: Questionnaires (Primary Data) : (Raw data collected by researcher/interviewer) Raw data collected by our team contained both a) Open ended questions b) Closed ended questions Internet (Secondary Data)
- 23. Literature review • Consumerbehavior study is based on consumer buying behavior, with the customer playing three distinct roles of user, payer and buyer. • The motive was to study the consumer behaviour of the clients in respect to demographic.
- 24. • According todemography Chitrakoot is not high locality area where people can afford an annual gym worth rs. 25000. Whereas in vaishali nagar there are gyms provided from rs.5000-22000. • According to the changing consumer behavior designed special female fitness programes. • Contrary to popular belief, weight and resistance training is very important for women of all ages.
- 25. Conclusions According to oursurvey we found: •Most of the customers go more than 3 times a week to their respective gyms. •The major footfall is in between 6pm to 9 pm. •Majority of customers take monthly subscription for gym followed by quarterly and annually. •Majority of customers go to gyms to lose their weight.
- 26. Conclusion cont. •Equipments playa vital role fitness industry. •Price is half as important as the equipments. •Services such as locker rooms , pro shops plays little role in gyms. •Atmosphere of gym should be taken care of, as it plays a important role.
- 27. Submitted by: Akanksha Sharma AkanshaBhargava Ankit Gupta Anurag Kaswa Anushka Kapoor Himanshu Joshi Lav Jain Parul Pareek Prannoy Mishra Radhika Singhal Sonal Gupta Zilmil Shekhawat
Editor's Notes
- #6 Specific-activity gyms also include aerobics, martial arts, and Pilates. There are also 24-hour gyms, which as the name implies, are open 24 hours a day; women-only gyms such as Curves; religious gyms, and family gyms. For instance, Equinox in New York City offers Kiehl’s beauty products in their locker rooms, facials, eyelash extensions, massages, and clothing boutiques. David Barton Gyms, also in New York City, have live DJs and sponsors special events such as block parties. 24 Hour Fitness, a National chain, even provides laundry service to its clients.
- #12 According to our survey 60% of customers visit their respective gyms more than three times in a week and 30% of customers visit their gym three times a week.
- #13 According to our survey majority of customers prefer monthly membership followed by the quarterly and yearly.
- #14 According to our survey we come to know that majority of customers visit gym for losing weight, followed by the customers who generally want to maintain their physical condition, followed by the customers who want to enhance their sport skills and for body building, followed by the customers who go to gym for their health care. According to our survey we found new purpose of people for joining the gym is to socialise and making contacts with people for their profession and to enhance their circle
- #15 According to our survey majority of the customers goes to that gym which is located within 2miles of their resident, followed by the customers who reside within 10 miles, followed by the customers who are reside within 20 miles. According to our survey it is clearly found that majority of people prefer to go to the gym which is within 2 miles of their resident.
- #16 According to our survey Juice Bar, Yoga and Aerobic classes are most value added services preferred by the customers, followed by Nutrition Supplements, Nutrition and Fitness tracking software.
- #17 According to our survey 85% of customers join the gym which is preferred by their friends and relatives.
- #18 According to our survey we found that majority of the customers don’t opt for personal training sessions. Majority of the customers who opt for the personal training opt this because of specific reason such as sports, physical appearance for particular occasions, for job etc .
- #19 According to our survey majority people goes to the gym comes under 21-26 years category, followed by the category of 27-32 years age group.
- #20 According to our survey majority of customers are male.
- #23 OPEN ENDED QUESTIONS (Open ended questions are asked without giving any multiple choices of answers.) CLOSED ENDED QUESTIONS (Questions asked with the multiple choices of answers.)