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Marketing Strategy of PureGym


Environmental Analysis:-
Environmental analysis includes gathering information about the external environment, forecasting and anticipating change, demonstrating environmental opportunities and pressure and assessing the contact of environmental factors on decision making. It also involves analyzing the inner strengths and weaknesses of the organization/team/provider set of connections related to the design and delivery of the involvement.
 Strength of PureGym:-
Shaping the strengths of your gym might be harder than it sounds. This requires you to prefer the strengths that really place out and make your capability better than the competition. Consider your equipment. If you offer your members with forward-looking weight and cardio equipment, that is a potency. You might want to record membership assessment and operating hours as force. Some gyms will draw attention to their strengths in language of staff-to-member percentage. A major selling point for a lot of people is staff ease of use.
 Weaknesses Associated with PureGym:-
Weakness linked with your gym might contain lack of marketing materials, restricted client base, high staff proceeds, poorly trained staff, and a high revenue rate of customers, problematic location, continuation issues, obsolete equipment and reach your zenith hours that can’t knob the high traffic.

Opportunities for PureGym:-

If you’re trying to stay buoyant in a viable market, you have to offer facilities and perks that other gyms are not given that for their members. Talk to your consumers and ask them what they would like to see. Look at parallel fitness facilities in other areas and find out what they are submission.
It might be a forward-looking class, group-fitness training, comprehensive hours or childcare improvements. The list goes on and on.




 Threats Your Gym Could Face:-
 Threats to your gym require you to look both inside and externally. If you’re in a superior area, there’s a good chance you’re not the only capability in town.
Chain gyms can come into a town and swab out the smaller facilities. It is important that you offer a service that reminds your members why they want to keep on with you. You should also keep tabs on the monetary outlook of your area and pay consideration to growth.
Statistics of PureGym:-
• 38 new/transformed gyms opened, counting 18 LA Fitness conversions, taking the year-end total to 170 Pure Gyms which has since progressed to 174 as of the last part of February;
 • 41% growth in EBITDA and 28% growth in proceeds despite a number of LA Fitness gyms being closed for adaptation at times through the year.
• 23% development in members to 822,000, a third with no prior gym membership and nearly double the next largest contestant in the UK gym market.
 • Membership growth has sustained to be very strong in early 2017 with over 930,000 members as of the end of February – an increase of over 100,000 because of the year-end.



Stakeholder’s Expectations:-
Regardless of claiming healthy attention from investors after announcing its IPO (initial public offering) plans last month, the UK’s biggest gym operator said market conditions were too uncertain.
Chief executive Humphrey Cobbold added: “Given the challenging IPO market conditions, the board has decided not to proceed with a listing despite strong interest from investors. Our excellent growth track record and market leading position give us a solid platform for further expansion in the attractive gym market.”

SWOT Analysis
Strength:-
Ø  14 experienced PT’s on ours.
Ø  Robust time table 60 classes PW.
Ø  Location.
Ø  Large member base.
Ø  Well established.
Ø  24/7 access.
Ø  Rated 4/5 by GOOGLE.
Ø  Visible expansion plans.

Weaknesses:-
Ø  Parking availability and cost.
Ø  NPS score
Ø  Induction availability.
Ø  Clube capacity.
Ø  Class availability.
Ø  Large PT turnover.
Ø  Extremely competitive market.

Opportunities:-
Ø  Based in Manchester’s financial sector.
Ø  Increasing health conscious population.
Ø  Accelerate expansion plans.
Ø  Acquire another fitness chain.
Ø  Add other facilities.
Ø   
Threats:-
Ø  Competitors
Ø  Rising pay level.
Ø  The gym can face law suits.
Ø  Currency fluctuations.
PEST Analysis
Political:-
Ø  Staff need to be trained and qualified fitness professionals
Ø  EU regulations labelled obesity as a disability – This encourages more people to use gyms to cut down on obesity.
Ø   ‘The rate of inflation faced by households is at the joint lowest level since records began in 1996.’ (Office for National Statistics, 2015)
Ø  Therefore, people will have more disposable income and demand for gym membership will increase.
Ø  Interest rates are at record low rate of 0.5% (Bank of England, 2015)
Ø  Unemployment rates falling, now only 7.1%




Social:-
Ø  Ageing population – so this requires more equipment
Ø  Cities are more densely populated than rural areas. So greater need for gym in urban areas.
Ø  Increase in the interest and uptake of fitness.
Ø  Obesity Crisis
Technological:-
Ø  Increase in the use of supplements
Ø  More wearable technology
Ø  Advancement and variety in types of gym equipment.
Answer #3
Competitors of PureGym
Gymbox:-
Gymbox has been one of PureGym's top competitors. Gymbox is a Private company that was founded in 2001 in London, England. Gymbox operates in the Health Care Services industry. Compared to PureGym, Gymbox has 752 fewer employees.
The Gym:-
The Gym Group is seen as one of PureGym's biggest rivals. The Gym Group is a Private company that was founded in Croydon, England in 2007. The Gym Group is in the Health Care Equipment industry. The Gym Group has 659 fewer employees vs. PureGym.
Xercise4less:-
Xercise4less is perceived as one of PureGym's biggest rivals. Xercise4less was founded in Leeds, England} in 2006. Xercise4less competes in the Recreational Services industry. Compared to PureGym, Xercise4less generates $252.6M less revenue.
Anytime Fitness:-
Anytime Fitness is one of PureGym’s top competitors. Anytime Fitness's headquarters is in Woodbury, Minnesota, and was founded in 2002. Like PureGym, Anytime Fitness also works within the Personal Services sector. Anytime Fitness generates 558% of PureGym revenue.
Competitors and their revenue:-
-Gym box ($12.8 million)                             - Xcercise4less ($16.9 million)
-The Gym ($4.1million)                             - Anytime Fitness ($967 million)

Product in the Marketing The mix of PureGym:-
PureGym old’s Gym is an international company with each fitness center having a wide range of exercise equipment like strength training and cardiovascular equipment to help its clients. The company also offers personal and certified trainers to individual clients to act as their guides for specialized programs.
The gym offers exercise classes for groups including aerobics, Pilates, group cycling, yoga, power yoga and Latin dance. Most of the gyms have locker rooms, swimming pool, boxing studio and basketball court. 

Place in the Marketing Mix of PureGym:-

PureGym started its operations from Leeds in the United Kingdom and from there has spread its network to several parts of the world. It operates on a franchise system and has its headquarters base at Los Angeles in UK.
These include twenty different countries of the world and thirty-seven states in the United Kingdom. International operations include places like Venezuela, Poland, Spain, Peru, Mexico, Saudi Arabia, Egypt, Germany, United Kingdom, Japan, Costa Rica, Australia, Russia and India.

Price in the Marketing Mix of PureGym:-

PureGym is a world-recognized fitness chain with high-quality equipment and training programs. It has adopted a premium pricing policy for its products as it believes that its high-quality products and services deserve premium prices. Some of the world’s most famous personalities and high-class people are its members and they are willing to spend extra money to become a part of this fitness brand. The desire to feel healthy and good has been an important reason for people to spend money on such fitness facilities as they find it a worthy cause.

Promotions in the Marketing Mix of PureGym:-

PureGym has been an active participant in its promotional strategies as it recognizes the value of image and marketing. PureGym has several famous personalities as its members and they have served as its promotional ads over the years. Famous client list includes Arnold Schwarzenegger, Tiger Woods, Morgan Freeman, Keanu Reeves, Jodie Foster, Jim Morrison, Jessica Alba, Hilary Swank and Dwayne Johnson. PureGym has been a participant in several events.



Improved Market mix Strategy
Focus on the product, instead of solution:-
When communicating with customers, you wouldn’t focus on the cool features or the technology behind it. This is based on the idea that today’s consumers care more about how your product will solve their problems.
 Access (instead of Place):-
In the digital era, brick and mortar locations have become less important to customers. Thanks to cloud software, mobile devices and high-speed Internet, you can run a business from virtually any place in the world. Store hours don’t matter because the Internet is always on.
Value (instead of Price):-
Price will always be a factor in consumer behavior. But today consumers make more informed and conscious buying decisions.
Education (instead of Promotion):-
Unless it is an impulse buy, expect customers to conduct research before making a purchase. As a business, you build trust by providing prospective customers with videos, blogs and other material that helps them learn about your solution, the problem, and the industry.

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