Slim Gym Business Plan Slim Gym Will

Slim Gym Business Plan Slim Gym will be successful in the past precisely because it could appeal to a large potential market. The recent recession has changed the market and has nurtured emerging market niches of busy consumers with less time and money that want a workout, but need more structured simplified approach to make the experience work for them. Market and Competitive Analysis The first thing that we must analysis the market competition for Slim Gym's. The primary competitors include Curves and Ballys.

The difference between the businesses is the market that they are looking to service. While Slim Gym appeals to a wide market, it offers more personalized training experience to its clients who tend to be middle class professionals. These individuals retain a desire to exercise in a communal setting but want the also want to work out on their own. The clients represent a diverse demographic which includes athletically inclined individuals as well as those who are completely new to working out.

The market structure focuses on individuals with families as well as singles. Curves' gyms are made up of small, simple workout units that are often set up in strip malls. These cater to overweight women who have never worked out before. The only service provided is a tightly structured, half-hour circuit-training exercise regime on 8 to 12 exercise machines (Curves, 2011). The Bally's example of large, bulky organization structure led to the company's downfall. While the company is recovering, the effects of Chapter 11 bankruptcy were devastating (Said, 2008).

Our organization must avoid the same mistakes and emulate models that are now working. The salient feature of an analysis of these two emerging competitors to Slim Gym is in the analysis of the market niche that Curves is carving out for itself. While they do not represent an immediate danger to Slim Gym, they do represent quick emerging sub-markets that might overtake the company's market share as the recession eats away at the potential clients with disposable income who can afford to work out.

Therefore, marketing efforts need to be focused upon these niche markets in an effort to protect Slim Gym's market share. This market analysis does not represent so much an investment in equipment as much as it does a rethinking of store location and organization.

Tapping these markets requires a bit of what this author likes to call a "boot camp" mentality with simplified and structured workouts centered around a few machines or a physical activity regimen (such as boxing, martial arts, yoga or Tai Chi) that will appeal to those that are turned off y the idea of working out in the traditional gym environment. These potential clientele are not interested in socializing. They are in a hurry and need to have the structure of the workout organized for them.

This author is not suggesting that such an approach be the template for the whole business organization. Rather, individual stores need to be given the flexibility via our franchising support training to.