Fundamentals of Marketing: Goodlife® HEALTH CLUBS 20 Joshua He StuId: 101 9/25/2019
Contents Goodlife Health Clubs Brand 2 Goodlife Health Clubs. 2 Macro and Micro Environment Factors. 3 Macro Factors 3 Micro Factors. 3 Ideal Target Market. 4 Persona. 4 Customer Decision Making Process (CDMP) 5 Need Recognition. 5 Information Search. 5 Evaluation of Alternatives 5 Purchase Decision 5 Post-Purchase: 6 References. 7 Goodlife Health Clubs: 7 Fitness & Lifestyle Group: 7 Social Media: 7 IBISworld: 7 Additional: 7
Goodlife Health Clubs Brand Goodlife Health Clubs Goodlife Health Clubs is one of Australia's fastest growing and most respected gym networks, fully owned by the Fitness & Lifestyle group, a club network comprised of wholly company owned gyms such as Fitness First, Jetts, and Zap. Since its establishment in 2002, it has quickly grown its gym network to over 85 locations, and supports more than 270,000 members aiming to 'live healthier, happier and more active lives' (Insert Citation). Their website states that its their mission to get more Australians moving and living the Goodlife, while taking inspiration from a variety of situations such as 'fitting into those still-holding- onto-hope jeans, getting the kids to school on time, running a marathon or simply finding 20 minutes in each day to breathe' (Goodlife Health Clubs c. 2019). The Fitness and Lifestyle group currently owns the highest market share of 25.5% within the Australian fitness industry, with the next closes being Anytime Fitness at 14.8% (IBIS World c. 2019). Their brands include Fitness first, Goodlife Health Clubs, Jetts 24hr Fitness, Zap Fitness 24/7, Barry's, Arena Fitness MMA, Hypoxi, Loup., & KUBOfit (fitlg c. 2019). With the majority of their fitness clubs offering 24 hour access and access to a multitude of personal trainers and fitness classes at no additional cost, as well has industry leading health and fitness apps exclusive to fitness first and goodlife members, it is clear to see why the Fitness and Lifestyle group leads the current Australian market. Place People · Ages 18 - 40 · Professionals Mothers, Children, & Elderly · Health Clubs Website · Social Media o Instgram o Facebook Marketing Mix Product · Gym Facilities Private Trainers . Mobile Apps o loup. o KuboFit · Fitness Programs · Fitness Blog Promotion · Website · Social Media o Influencers · Word of Mouth Price · Varied Price Offerings · $17.99pw (18 MTHs) o $19.99pw (1ff MTHs) o $ff5.99pw (MTH ff MTH) o $99 Joining Fee