1.

Review the above market segments and identify which segments would make attractive target
markets for fitness centres. Why do you think these would be the most attractive target markets

The most attractive market segments for fitness centre would be :

MAKING FRIENDS:

• Many individuals visit the gym to socialise, especially after work, but the facility does not offer many
additional features to support this. People desire time off from work, a social network for leisure activities, and
a way to stay active. If the gym has a sufficient number of members, word-of-mouth advertising can help us
draw in more members from these demographics.

LOSING IT:

People are gravitating toward healthy lifestyles as health awareness and diseases like obesity rise. When
it comes to fitness, the first thing that springs to mind is weight loss, and since many people associate fitness
centres with weight loss, it makes for a perfect target market.

HEALTH REQUIREMENTS:

The changing way of living has increased our vulnerability to numerous illnesses. Individuals' cholesterol levels
are rising so frequently these days that people are concentrating on leading healthy lives. Even this market
niche may turn out to be successful given the persistent desire for health advantages.

Using your list of target market/s, identify how the fitness centre should be structured (in terms of facilities,
equipment, classes, design, staff, location, and so on) to meet the needs of your target market/s.

Making FRIENDS:

 Adding fun and energetic exercises like Zumba where people work out together and engage with each
other for a common fitness goal.
 Creating a space in the gym where people can interact , like a juice bar or café.
 Posting pictures and videos on your social media handle of group workouts and fun activities to attract
new customers.

Losing it:

 This group needs support and motivation on a personal and professional basis.
 Discounts on personal training.
 Offering a six week weight loss program
 Adding testimonials of satisfied customers on your social media profile as well as the website.
 Sharing weight transformation stories on your website.
 Rolling out a diet plan to your members.

HEALTH REQUIREMENTS:

 Providing expert opinions and informative seminars on personalized diet plans like keto diet and the
associated benefits
  Customizing the plan by including yoga and other health and endurance building exercises.
 A counter for nutrition enriched juices.
 Interacting on social media through posting videos of health recipes, 7 day smoothie challenges,
vegan plans.

Do you think it would be possible to target multiple target markets with the one fitness centre, or should you
look to specialize and target one customer segment only? Why?

It is possible to target multiple target markets and it has the following associated benefits:

 The fitness industry nowadays is very competitive. There is a constant need to stay on the top and be
different. Market segmentation helps you to expand your business into various arenas and
demographics.

 It increases the possibilities to grow the business when there is diverse clientele.

 Sometimes social media marketing is effective for millennials and a waste on seniors. By splitting your
target audience you can effectively reach a wider audience.
 Multiple market segmentation communicates your message and promote your services more
effectively rather than targeting the average customer.
 When a lot of the competition focuses on just one segment of the market, their strategy starts to
stagnate and eventually the business becomes restricted but with multiple target markets you can
expand your business and reach new members.