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Running Head: KEYS TO MARKETING IN THE FITNESS INDUSTRY
Keys to Marketing in the Fitness Industry
Melanie M. Smith
University of Phoenix
Marketing 421
Pattye Brown
October 26, 2005
Keys to Marketing in the Fitness Industry
What is it that makes a health club successful? Though out this highly competitive industry health clubs have a variety of choices for their membership. Finding out what the member wants and uses is the key. Talking to the member can retrieve this information. After polling approximately 2,000 health club members it was found that the core members-the diehard fitness enthusiasts- desired, more than anything else, is convenience and quality customer service. (Feld, IRSHA 2005) They did not want a lot of extras. In the fast paced environment that most people live in if was found that health club members wanted to come in, get their work in, and leave. Within the fitness industry it has been found that quality service, location, affordable membership dues and word of mouth referrals proves that the marketing mix of product, place, price and promotion really works.
Product
The key is having the right service for the market that is being targeted. As a health club, being in the service industry, determining whom the target audience is a key component. Knowing what your customer needs is important. With a lifestyle that is becoming more sedimentary putting activity back into society's world can be tough. Quality customer service is exactly what will satisfy the customer's needs. It is critical that outstanding service is provided and expected of the club's staff. The representatives of the health club must be wel ...