A presentation for my population demography class. Results using demographic analysis tools suggest that Orillia can sustain a fitness center while Wasaga Beach cannot.

1. FIT TO BE LOCATED:
Wasaga Beach & Orillia
Vito Francone
Merriah Michel
Jenny Van Dijk

2. PRESENTATION OUTLINE
 Client Objectives
 Snapshot – Wasaga Beach & Orillia
 Findings & Results – Wasaga Beach, Orillia
 Recommendations

3. CLIENT OBJECTIVES
To determine the feasibilityof a new premium
adult health
and fitness club in the town of
Wasaga Beach or the city of Orillia

4. SNAPSHOT: WASAGA BEACH
Population
15,029
Distance from
Toronto
135
Employment Rate
49%
Land Area
58.43sq km
(predominately sand)

5. SNAPSHOT: WASAGA BEACH
 Existing fitness club market

6. SNAPSHOT: ORILLIA
Population
30,259
Distance from
Toronto
134
Employment Rate
61%
Land Area
28.61 sq km

7. SNAPSHOT: ORILLIA
 Existing fitness club market

8. FINDINGS & RESULTS

9. FINDINGS & RESULTS
WASAGA BEACH
Census Subdivision
Statistics Canada, 2006

10. FINDINGS & RESULTS
WASAGA BEACH (Town)
Age Total Male Female
0 to 4 years 595 325 270 Age and
5 to 9 years 690 375 320
10 to 14 years 845 485 360 Gender
15 to 19 years
20 to 24 years
840
615
425
315
415
300
Characteristics
25 to 29 years 510 245 265
30 to 34 years 620 300 320
35 to 39 years 830 395 435
40 to 44 years 1,100 560 540 49% of those adults
45 to 49 years 1,105 555 545 aged 45 to 64 have
50 to 54 years 960 450 510 been identified as
55 to 59 years 1,235 565 670 “active or moderately
60 to 64 years 1,330 630 705
65 to 69 years 1,360 665 700
active”
(North Simcoe Muskoka Health
70 to 74 years 1,170 615 555 Integration Network, 2005)
75 to 79 years 685 365 325
80 to 84 years 340 160 180
85 years and over 190 70 120
Total Population 15,030 7,505 7,525
Median Age 48.8 47.8 49.9
Statistics Canada, 2006

11. FINDINGS & RESULTS
WASAGA BEACH
85 +
80 - 84
75 - 79
70 - 74
65 - 69
60 - 64
55 - 59
50 - 54 Male
45 - 49 Female
40 - 44
35 - 39
30 - 34
25 - 29
20 - 24
15 - 19
10 - 14
5-9
0-4
-6 -4 -2 0 2 4 6
% of Total Population
Statistics Canada, 2006

12. FINDINGS & RESULTS
4,000
WASAGA BEACH
3,500
Education
3,000
2,500
2,000
1,500
1,000
500
0
No High school Apprenticeship or College, CEGEP or University certificate University
certificate, diploma certificate or trades certificate or other non-university or diploma below certificate, diploma
or degree equivalent diploma certificate or the bachelor level or degree
diploma
Statistics Canada, 2006

13. FINDINGS & RESULTS
WASAGA BEACH
Management occupations
Occupations
Business, finance and administration occupations
5% 9% Natural and applied sciences and related
2%
occupations
Health occupations
19% 15%
Occupations in social
science, education, government service and
religion
3% Occupations in art, culture, recreation and sport
5%
Sales and service occupations
7%
Trades, transport and equipment operators and
32% 3% related occupations
Occupations unique to primary industry
Occupations unique to processing, manufacturing
and utilities
Statistics Canada, 2006

14. FINDINGS & RESULTS
WASAGA BEACH
3000
2500
Household
Variations
Total families (1,0000)
2000
1500
1000
500
0
2005 Census Total
Private Households
6,235
Statistics Canada, 2005

15. FINDINGS & RESULTS
WASAGA BEACH
80000
Household
70000
Income Levels
60000
50000
2005 Census
40000
Median Income
30000 54,181
20000
10000
0
Couples with Couples without One-Person Other
Children Children Household Household
Types
Statistics Canada, 2005

16. FINDINGS & RESULTS

17. FINDINGS & RESULTS
ORILLIA
Census Subdivision
Statistics Canada, 2006

18. FINDINGS & RESULTS
ORILLIA (City)
Age Total Male Female
0 to 4 years
5 to 9 years
1,530
1,560
775
815
750
740
Age and
10 to 14 years
15 to 19 years
1,905
2,085
975
1,080
935
1,000
Gender
20 to 24 years 1,925 920 1,000 Characteristics
25 to 29 years 1,585 755 830
30 to 34 years 1,615 815 800
35 to 39 years 1,770 825 945
40 to 44 years 2,335 1,135 1,195 49% of those adults
45 to 49 years 2,410 1,160 1,255 aged 35 to 44 have
50 to 54 years 2,185 1,005 1,180
55 to 59 years 2,000 1,020 980
been identified as
60 to 64 years 1,560 735 825 “active or moderately
65 to 69 years 1,305 595 710 active”
70 to 74 years 1,250 555 690 (North Simcoe Muskoka Health
Integration Network, 2005)
75 to 79 years 1,230 500 725
80 to 84 years 1,010 340 675
85 years and over 1,000 280 715
Total Population 30,255 14,295 15,965
Median Age 42.7 41 44.2
Statistics Canada, 2006

19. FINDINGS & RESULTS
ORILLIA
85 +
80 - 84
75 - 79
70 - 74
Population 65 - 69
Pyramid
60 - 64
55 - 59
50 - 54
45 - 49
40 - 44 Male
35 - 39 Female
30 - 34
25 - 29
20 - 24
15 - 19
10 - 14
5-9
0-4
-5 -4 -3 -2 -1 0 1 2 3 4 5
% of Total Population
Statistics Canada, 2006

20. FINDINGS & RESULTS
ORILLIA
8,000
7,000
Education
6,000
5,000
4,000
3,000
2,000
1,000
0
No High school Apprenticeship or College, CEGEP or University certificate University
certificate, diploma or certificate or trades certificate or other non-university or diploma below the certificate, diploma or
degree equivalent diploma certificate or diploma bachelor level degree
Statistics Canada, 2006

21. FINDINGS & RESULTS
ORILLIA
Occupations
Management occupations
Business, finance and administration
5% 8% occupations
2%
Natural and applied sciences and related
13% occupations
16% Health occupations
Occupations in social
science, education, government service
2% and religion
Occupations in art, culture, recreation and
sport
6%
Sales and service occupations
Trades, transport and equipment operators
8%
and related occupations
37%
3% Occupations unique to primary industry
Occupations unique to
processing, manufacturing and utilities
Statistics Canada, 2006

22. FINDINGS & RESULTS
ORILLIA
6000
Household
5000 Variations
Total families (1,0000)
4000
3000
2000
1000
0
2005 Census Total
Private Households
16,310
Statistics Canada, 2005

23. FINDINGS & RESULTS
ORILLIA
80000 Household
70000
Income Levels
60000
50000
2005 Census
Income ($)
40000 Median Income
30000
48,608
20000
10000
0
Couples Couples One-Person Other
with Children without Household Household
Children Types
Statistics Canada, 2005 Return*

24. FINDINGS & RESULTS
INTERNATIONAL HEALTH, RAQUET & SPORTSCLUB ASSOCIATION
 Adults aged 35-54 now account for 14 million
members, or 34%of the health club population
122%
Since 1990
46%
54% Male
Female
U.S. Club Membership by
Gender
IHRSA, 2005; IHRSA, 2007

25. FINDINGS & RESULTS
INTERNATIONAL HEALTH, RAQUET & SPORTSCLUB ASSOCIATION
Top 3 Health Club
Membership Types
U.S. Club Membership by
Commercial: Multi-Purpose
Annual Household Income
25%
<$25,000 Commercial: Fitness Only
21%
9%
$25,000-49,999
22% YMCA/YWCA/JCC
51% $50,000-74,999 17%
18%
$75,000+
IHRSA, 2007 Orillia Income*

26. RECOMMENDATIONS
Orillia
We do recommend investing
in a premium health and
Wasaga Beach fitness club for this region
We donot recommend investing in
a premium adult health and fitness
club for this region Rationale
• Market Potential
Rationale • Age Structure
• Higher Income Earners
• Market Saturation • Long Term Sustainability
• Small and Fluctuating Population
• Long Term Speculation

27. QUESTIONS, COMMENTS, FEEDBACK?