Evaluation of Services at Anytime Fitness Gym in Australia

Running head: Marketing & Management
Gymnasium
Marketing & Management
Service Experience

Marketing & Management P a g e | 1
Executive Summary
The assignment here focuses on the first-hand experience of evaluating services at
Anytime fitness gym in Australia. Anytime fitness is one of the finest gyms when it
comes to its service offering, and the effectiveness in its service delivery. Services are
perishable and thus it is extremely important to do right, every time. The customers are
always evaluating the services of the company, thus it becomes extremely important to
focus on services to stay competitive in the market. RATER model is used to evaluate
the experience of the customers in service delivery, and is a very useful framework. 7P
of service marketing has three parameters which are highly specific to services, viz;
People, Process and Physical evidence. Due to high intangibility of the services it is
extremely important to focus on the physical evidence part in service delivery.

Marketing & Management P a g e | 2
Table of Content
Dairy Experience................................................................................................................................................................. 3
Service Experience-Lesson to Learn from Anytime Fitness.............................................................................4
RATER Model................................................................................................................................................................... 4
7P’s of Service Marketing................................................................................................................................................ 6
Recommendation................................................................................................................................................................ 8
Conclusion.............................................................................................................................................................................. 8
References........................................................................................................................................................................... 11

Marketing & Management P a g e | 3
Diary Experience
I am 26 years of Age and have been staying in Australia for quite some time now, over
the time I have started feeling fatigue due to my busy schedule. I have started feeling
inferiority complex looking at people around me with good built, flexing muscles, lean
physique and amazing stamina. This motivated me to move out of my comfort zone and
join a gym to build a great physique which would in turn give an impetus to my dying
confidence.
I started my search for the perfect gym by asking my friends in the campus, they gave
me a couple of options and now it was up to me to take a final call on the gym. I did a lot
of search online, read hundreds of review on Google about various gyms and realized
that “Anytime Fitness” is the best gym in the city. I was quite euphoric about my visit to
the gym because I have never been to a gym in my entire life. I had certain expectation
that plethora of girls and boys would be sweating out the extra weight and doing
rigorous training to build muscles. I thought that my first visit would last for just 10-15
minutes.
I decided to visit the gym on Saturday, as I was free that day and thought I should make
the day productive. I was shocked to see a team of 3 people sitting at the front desk.
They greeted me in a warm manner and extended the hospitality by offering me a glass
of water and requested me to have a cold pressed Watermelon juice. It was a feeling of
customer delight for me. Each member took their turn in knowing why I would like to
join the gym and what exactly I would like to accomplish by joining gym. They were
kind enough to listen to me patiently and offered me suggestions as to how Anytime
fitness can help me in accomplishing my goals. Two trainers were called from inside the
gym and were introduced to me, and asked to show me around. It took me almost 45
minutes to walk through the entire gym as the trainers were in depth telling me about
various machines at the gym, their utility and how to work out on them. They
introduced me to Pilates, Yoga and even cross training, solved every query of mine and
were highly responsive. They understood that I was a little apprehensive about working
out, as I was not so strong. They empathized with my concern and assured me that they
will take care of everything, and I am just required to visit the gym 5 times a week.