Marketing Effects on a Suburban Gym
Location
SU 003
Start Date
6-5-2022 9:20 AM
Department
Physical Education, Exercise Science, and Recreation
Abstract
It is estimated that there are over 201,000 fitness clubs around the world. A few of the largest gym chains in the United States include LA Fitness, Anytime Fitness, Planet Fitness, and Lifetime Fitness. You can find these gyms in most cities across the United States. Due to the popularity of these highly advertised establishments, the public are more informed about them and tend to purchase memberships at these gyms opposed to other gyms that are less popular. These chain businesses are so dominant that people are not necessarily aware that other gyms exist in their areas. This popularity can be accredited to many things, but specifically, the way the gyms are marketed. Marketing is a key element for businesses and can really affect the way consumers interact with the business. Some ways to market include: advertisements on social media and flyers, via emails, and word of mouth. Social media marketing is critical in order to reach the intended target market. Along with social media, advertising should be done in places frequently visited by the target market. Some of these places might include coffee shops, shopping centers, fast food restaurants, and convenience stores. The purpose of this study is to increase awareness and attendance at a suburban gym. As a community mapping and service learning project, informal data was collected at one suburban gym via observations and interviews. Interviews (n=5) were conducted with the general manager, class instructor, and three community members. The data will be analyzed in order to determine what steps need to be taken to create awareness and attendance at the gym. Suggestions will then be presented to the general manager and class instructor for implementation. As a future professional in the fitness industry, it is crucial to understand your target market in order to reach new clients. This class project will be concluded in time to present the results at the NEIU Student Symposium in May.
Faculty Sponsor
Kimberly Maljak, Northeastern Illinois University
Marketing Effects on a Suburban Gym
SU 003
It is estimated that there are over 201,000 fitness clubs around the world. A few of the largest gym chains in the United States include LA Fitness, Anytime Fitness, Planet Fitness, and Lifetime Fitness. You can find these gyms in most cities across the United States. Due to the popularity of these highly advertised establishments, the public are more informed about them and tend to purchase memberships at these gyms opposed to other gyms that are less popular. These chain businesses are so dominant that people are not necessarily aware that other gyms exist in their areas. This popularity can be accredited to many things, but specifically, the way the gyms are marketed. Marketing is a key element for businesses and can really affect the way consumers interact with the business. Some ways to market include: advertisements on social media and flyers, via emails, and word of mouth. Social media marketing is critical in order to reach the intended target market. Along with social media, advertising should be done in places frequently visited by the target market. Some of these places might include coffee shops, shopping centers, fast food restaurants, and convenience stores. The purpose of this study is to increase awareness and attendance at a suburban gym. As a community mapping and service learning project, informal data was collected at one suburban gym via observations and interviews. Interviews (n=5) were conducted with the general manager, class instructor, and three community members. The data will be analyzed in order to determine what steps need to be taken to create awareness and attendance at the gym. Suggestions will then be presented to the general manager and class instructor for implementation. As a future professional in the fitness industry, it is crucial to understand your target market in order to reach new clients. This class project will be concluded in time to present the results at the NEIU Student Symposium in May.