Marketing Strategies for Fitness Clubs

This assignment delves into the realm of marketing strategies employed by fitness clubs. It encourages students to analyze various case studies, including FitnessFirst and Landmark Fitness Limited, to understand their marketing approaches. The analysis should draw upon contemporary theories and frameworks, such as those presented in Grant's 'Contemporary Strategy Analysis' and Kotler & Li's 'Social Marketing.' A key focus is on the impact of social media on customer engagement, brand loyalty, and overall marketing success within the fitness industry.

Running Head: Digital Marketing 1
Digital Marketing Plan for Fitness First

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Contents
Executive summary.........................................................................................................................3
Section one.......................................................................................................................................4
Situational analysis and challenges.................................................................................................4
Macro and Micro environment....................................................................................................4
Macro factor.............................................................................................................................4
Micro analysis..........................................................................................................................5
Competitor analysis......................................................................................................................5
Opportunities and threats.............................................................................................................5
Target market analysis.................................................................................................................6
Objectives........................................................................................................................................7
Specific.........................................................................................................................................7
Measurable...................................................................................................................................8
Achievable...................................................................................................................................8
Relevant.......................................................................................................................................8
Time frame...................................................................................................................................8
Section two......................................................................................................................................8
Analysis of e-marketing and social media techniques.....................................................................8
Pros and cons...............................................................................................................................9
Critical success factors..................................................................................................................10
E-marketing strategy......................................................................................................................11
Recommended approaches............................................................................................................12
References......................................................................................................................................13

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Executive summary
This report discussed about sales and marketing plan for the fitness company named
Fitness First which is operating in the United Arab Emirates. The report basically focuses on the
digital and e-marketing plan to enhance the experience of the customers in the fitness trend.
Proper media tools are important for successful business operations. In this report, the target
market analysis will be done based on various segments. Before developing the marketing plan,
objectives will also be described in the report. Report will also focus on environmental analysis,
digital media techniques and strategies for the success of digital media plan in this report. At last
some recommendations will also be provided for the company to enhance the customer’s base in
the operating market.

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Section one
Background
This report is basically discusses about the e-marketing and social media plan about the
fitness company named Fitness First. The company Fitness First is one of the health and fitness
companies operating in United Arab Emirates. The company is focused on providing world class
facilities for fitness i.e. best in class equipments, innovative programs, cardio, free group
exercise and various membership privileges (Landmark Fitness Limited, 2017). The company is
now launching a new mobile app and android food online nutrition plan for the customers of
Fitness First. Customers of the company can use this nutrition plan for their healthy diet plan
such as morning breakfast plan and reducing weight in a week etc. Along with this, from the
online store of Fitness First, customers can purchase some products such as smoothies, protein
shakes, salads, healthy soups etc. The report focuses on the media plan in order to launch and
attract the customers for this mobile application. This report provides a digital and social media
plan for the company to enhance the awareness about the mobile application of food online
nutrition plan.
Situational analysis and challenges
Macro and Micro environment
The micro and macro environmental factors are to be framed and developed to
understand the business details. Along with this, they are to be critically analyzed and linked
with the specific variables which are to be accepted and considered effectively.
Macro factor
Political and legal-  The political and legal framework of
UAE is properly applied to the business
and its policies as the Fitness First is
oriented to the health and fitness
attributes of people.
 Company is to be bounded by the local

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and regional laws and governing
policies of UAE.
Economic-  The economic activities are also
integrated within the business
conditions and orientation as the
economic opportunities of UAE impact
on the business activities of Fitness
First.
 The Company Fitness First is
positioned itself as the premium
company for the fitness of people so,
the company has opened its stores at
the sleeted regions where the
purchasing power of products is high.
 The economic activities are also
integrated within the business
conditions and orientation as the
economic opportunities of UAE impact
on the business activities of Fitness
First.
Socio-cultural-  This is the most important aspect which
is analyzed to understand the personal
and professional details of the social
class people.
 The changing social and cultural
aspects are favorable for the company
Fitness First as people are concerned
towards the health and fitness attributes
in the changing society (Peñaloza,
Toulouse & Visconti, 2013).
Technological-  The company Fitness First is

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technological innovative company.
 It can be seen by the new mobile app
which is developed for those customers
who are health conscious and want to
keep their health maintain with the
effective nutrition and diet plan.
 This mobile app is helpful for the
company in getting and retaining more
customers as they are going online for
purchasing products and services so,
this mobile app is going to be
successful in the fitness industry.
Micro analysis
Consumers-
Today, customers are technology savvy and they are active on various online media
platforms. In case of Fitness First, people are concerned for their health and they are seeking for
the diet plan under the professionals. So, for the food nutrition plan app will target those
customers who want to maintain their health and enjoy health and tasty meal every day.
Employees-
Employees are to be trained and perceived as the most significant factor for the
companies. Fitness First Company is the popular fitness club among the customers and
employees of the company are focused on providing various services based on the requirements
of the customers. With more sustainable and perceived services, company can retain and
maintain the customers (FitnessFirst, 2017).
Competitor analysis
In United Arab Emirates, the company Fitness First is doing well in the operating market.
It is analyzed that there are various competitors in the market that are providing similar services
to the customers at the cheaper rates. Along with this, they are also very active on social media to

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stay connected with the customers. Further, various international sports and fitness brands are set
to dominate the market. There are some famous fitness brands i.e. Revolution fitness, SMART
fitness and Regime fitness that are giving strong competition to the company Fitness First. These
companies are also focusing on the digital and social marketing platforms to attract more
customers in the market. Along with this, they are gaining more market share by their effective
communication with the customers and this is the big threat for Fitness First.
Companies Services Tools
Revolution fitness Instructors for fitness,
Different classes including
spinning, strength training,
TRX, Indo Row, Core barre
and Yoga
Email marketing,
SMART fitness Personal training and fitness
classes
Website and Email marketing
Regime fitness Personal training, weight loss,
corporate wellness, Yoga,
boxing and material arts
Social media, website, and
personalize marketing
Opportunities and threats
Fitness First Company has biggest opportunity to build up and enhance the relationship
with the customers by developing the mobile app and providing the healthy products and
services by the android application. Company also has opportunity to make nutrition and diet
plan of the customers based on the needs and requirements of their body. Along with this,
company also has opportunity to interact the customers and response to their feedbacks related to
the new mobile application.
Company Fitness First should make more efforts at responding the comments of the
customers. Along with this, company can use simple tactic revert to the nice comments regarding

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application to generate effective communication and make the customers feel special. Along
with this, another big opportunity for the company is older demographic that uses online
platforms (Armstrong, Kotler, Harker & Brennan, 2012).
Competitors are the biggest challenge for the online nutrition plan app as they can also
provide similar products and services at through this digital media tool. By this, they can also
interact with the customers which are important for enhancing brand loyalty. Along with this,
relationships are also built by engaging in the conversation on multiple platforms. Further,
another threat for the nutrition plan app is risk of damaging the brand image if customers do not
like the app and
Target market analysis
A well-defined target market is the main and key element for the effective marketing
tactics. The target market for nutrition plan app is devided into six distinct customer profiles. The
target markets of the company are those people who want to have healthy meal all the day. All of
the profiles of the target people are different from each other in terms of preferences,
motivations, objectives and requirements that should be exclusively fulfilled and approached.
The profile of the customers are segmented based on various different segments i.e. age, family
size, stage of family life cycle, gender, income, and the their fitness style. The target customers
are described by Fitness First’s own brand tactic which is as follows:
 The first trait of the target customers for Fitness First is busy and active life family. These
types of people have to do various outdoor activities in their daily life. So, they are most
interested in eating such food that gives them energy for whole day. They are not the
most internet confidence of the brand’s target market but rely on the online shopping
occasionally. Their key objective is to some good time with their family.
 The second target people are middle-aged, single mother along with low to normal
income level. These target customers typically has no record at the online platforms but
they are seeking for healthy food for themselves and focusing on the diet plan. For these
types of customers, mobile application will be most effective tool.
 Next trait of the target customers is elderly but active couple. The customers focus on the
exercise to stay fit and healthy. For this, they need a balanced diet in their daily meal.

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These customers are internet savvy so, convincing them by the mobile app of nutrition
plan will not be challenge for the company.
 Fourth target customers are family men. These people usually have high income level,
strong interested to keep their family active and healthy. The customers need a complete
diet package for their family. These customers do not basically have time to visit to the
professionals so; this mobile app will be helpful for them to get their desired products.
 Next target customers for nutrition plan app are new mother. All the new mothers have
the challenge to find the time to exercise in their daily life. Their key objective is to get
back in their shape so, they need nutritious but tasty food in daily life. This specific
market is very easy to target (Kotler, & Li, 2011).
 Next and last target markets are younger and fit male customers who do weight lifting
and use supplements. Their key objective of these customers is to be in shape and live
healthier life. To stay healthy, they need advice of professionals to maintain their diet. So,
this nutrition plan app will be helpful for the company to attract these customers.
Unique selling points
For the success and unique selling proposition of nutrition plan mobile app depends upon
various advantages provides by the company to its customers. Along with this, it also includes
unique quality of the application. In case of nutrition plan mobile app, Fitness First is providing
this app to encourage the customers to adopt health and balanced diet in their daily lives. This
mobile application is also providing various healthy food products to the customers who are
concerned for their health. Unique selling point of the app is usefulness of this app as it is
helping the customers to maintain their diet and health without going physically to the
professionals. Further, the app has some benefits also like saving money and makes the
customers smarter to use the online platforms to stay fit and healthy.
Objectives
For the nutrition plan app by Fitness First, there are some objectives and goals of the
business which must be achieved by the e-marketing plan. Those objectives will be considered as
SMART objectives including specific, measurable, achievable, realistic and time-based. The key

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objective of this report is to enhance brand awareness of the app, increase revenue and attract
many customers for this mobile app SMART objectives for the nutrition plan application are as
follows:
Specific
Company Fitness First is launching a new mobile app for nutrition plan. This online
nutrition plan will be helpful in meeting specific requirements of the customers like by nutrition
and diet plan, customers can reduce their weight and balance plan etc. The objective is specific
as the mobile app is able to provide nutritious and health food plan by the online media tool.
Measurable
The objective of nutrition plan mobile app can be measured with the help of Google
analytics. It is observed that the app is mostly downloaded by elderly but active couple. The
customers focus on the exercise to stay fit and healthy. Along with this, the app is mostly
downloaded by mothers who need nutritious but tasty food in daily life. It will also be analyzed
that from which play store; the mobile app will be downloaded by the customers.
Achievable
Improving the customers’ experience is achievable for the company by the digital media
strategies. It is possible for the company to satisfy the customers with the needed fitness
technology and equipments. The goal of customer satisfaction is better and can be achieved by
the customer interaction process.
Relevant
The objectives of the company are the goals are realistic as they are challenging for the
company in the highly competitive industry. The success of these objectives depends upon the
effective marketing and communication strategies adopted by the company Fitness First.
Time frame
This is the final factor of good objective. For achieving these stated objectives, company
would set time for 12 months. Time makes the objective real and tangible. Within the set time,
company would train the employees for achieving the set goals and objectives.

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Section two
Analysis of e-marketing and social media techniques
This part explores the concept of online and social media tools and techniques for the
marketing purpose. These concepts can be helpful in outlining what needs to be measured and
included in the setting up a social media marketing tactic. It is also important to have a
perceptive of the theoretical idea while launching new nutrition plan mobile app.
Digital marketing-
Digital marketing is the high speed and low cost platform which has become basic part of
marketing. By the use of various features of traditional marketing such as print, radio and TV,
the awareness about new mobile application will be increased (Ryan, 2014). In the e-marketing
channels, there are six types of channels including search engine marketing, Online PR, online
partnership, display advertising, Opt-in-email marketing, and Social media marketing. All these
methods will be used to launch the mobile app and to target the customers in all over the world
along with building a strong presence for the company (Sashi, 2012).
Social media marketing-
There are various companies using the social media marketing in the effective way.
Social media marketing can be described as managing and monitoring customer-to-customer
communication and their contribution by the web to enhance positive relationship of the
company with the customers. Social media shares various aspects with the traditional marketing
such as text, photographs and videos. In case of nutrition plan mobile app, internet and social
media will be used to generate their own matter in all over the world (Luttrell, 2016). By the use
FaceBook, Twitter, LinkedIn and various social media sites, company will promote its new
application. Word-of-mouth will be used as most effective marketing methods by which
company will be able to share important information instantly in all over the world so, it is more
powerful (Flynn, 2012).
Pros and cons
Social media marketing can be an effective way for the company to enhance the
awareness about the services among the customers. But it is not all about advantages and

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benefits. There are some cons and challenges also with the social which must be addressed while
using social media in the business operations. Some of positive and negative characteristics
related to social media marketing for the business are discussed below:
Pros Cons
 As compared to traditional media like
print and television advertisement, the
cost of social media is relatively low.
 With social media, companies can
attract the potential customers as
everyone is active on internet now
(Mills, 2012).
 Social media tools are useful in the
relationship building including dual
sided communication with the
customers.
 Many people are not interested in
socializing and interacting with a
specific brand. It can be difficult for the
companies to find right content for the
target audience to engage them with the
business.
 Social media is time consuming.
Building relationship with the
customers can take lots of time.
 It can take months to develop and make
the brand image strong of the company.
There is the need of investment in
social media marketing and not to
expect instant result.
Critical success factors
In the rapidly growing market, it is important for the Company Fitness First to understand
the consumer mind. Competitors are gaining market share continuously so, it is crucial for the
company to come in the spotlight. While comparing social media numbers, Fitness First is much
more established and successful. The company needs to take advantage of the social media
advantage in the operating market. The success of the social media plan of Fitness First will be
determined by reaching mire number of customers in the market as compared to the competitors
(Chen et al, 2010). The critical success factor for social media marketing factors depends upon
some factors and those are described below:
 Regular updates on the social media channels,

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 Try to tell the story about the company, product or services and potential customers for
the campaign,
 Participation level of the consumers along with the valid reason of participation,
 Honesty and authenticity in the campaign which will result in the individuality which
make the campaign unique and effective,
 Enhancing the experience and learning of the customers,
 Providing an added value within the campaign to the customers i.e. mobile application
and a product forum,
 Embracing experimentation and open for new technology and channels (Hui, 2011)
E-marketing strategy
There are various new critiques; social media networks status, pictures and videos that
are available on the social media platforms. There are 60% of customers using social media to
follow, determine and give criticism on the retailers and brands. In case of Company Fitness
First, it is important to develop social media and e-marketing tactics before using online media
tools as the part of their marketing practices. According to Mrkulic (2012), with a media strategy
and building an effective presence on social media, achieving loyalty and commitment of the
customers is not possible for the companies. This shows how the e-marketing strategy is
essential for the business like Fitness First (Grant, 2010). The e-marketing strategy for Fitness
First will focus on developing brand along with the brand image, target market, and positioning.
The online media platforms can serve as the efficient marketing opportunity for Fitness First.
Along with this, various techniques will be used and adapted by the company in order to develop
social media aspects of the digital marketing efforts (Liu & Nie, 2011). In the e-marketing
strategy, company will focus on various media platforms based on the distribution of information
and those are as follows:
 Company will use sites for the social content exchange for the distribution of high-quality
and relevant information among the potential customers. This platform will indirectly
advertise the services of the company including Blogger, LiveJournal, WordPress and
YouTube for video sharing and Picasa and Flickr fir photo sharing (Kosner, 2014).
 Company will focus on the networking sites to communicate with the potential
customers. Social networking sites are one of the most powerful marketing tools and

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effective way to communicate with the target audiences. In this way, Fitness First will
focus on some sites like Google Plus, FaceBook, Twitter and professional networks like
LinkedIn (Kapferer, 2012).
 To enhance the brand image and reputation among the customers, company will use
social media news services like news sites, web pages and blogs for the customers.
Company will also allow the customers to rate those articles. Most popular social media
news platforms are Digg and Reddit.
 In the social media plan, both paid and unpaid media channels will be used. It is assumed
that 55% of market will be covered by FaceBook, 25% by Google Plus, 22% by
YouTube and 22% by Twitter. 1% marjet will be covered in E-mail marketing by the
company (Rohn, 2015).
Recommendation and conclusion
There are some recommendations for Company Fitness First. The company should try to
integrate and implement lifecycle segment with proper services. Along with this, company
should also focus tangible and intangible assets and should introduce more customized services
to the customers. The company should focus on high end consumers in particular regions
(Pavlou & Stewart, 2015). There can be scope for expansion for the company with the mass
market. So, company should focus on diversified services including fitness and health attributes
for the mass market consumers.
Based on the overall discussion, it is observed that the company Fitness First is the
leading company providing effective health and fitness services to the customers. Due to strong
competition, it is important for the company to make the customers aware about its services and
for this manner; social media is the effective way. The e-marketing plan includes various online
media tools like FaceBook, Twitter and professional networks like LinkedIn. These social media
tools will be helpful for the company to enhance the awareness about the service of the company.
Along with this, this media plan will also be helpful for company Fitness First to gain its
objectives.

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References
Armstrong, G., Kotler, P., Harker, M., & Brennan, R., (2012), Marketing : An Introduction.
Pearson Prentice-Hall, London, London
Chen, H. D., Chao, F. X., Chen, H. J., Pan, L., & Li, D. M., (2010), A Study on the Managing
Strategy on Large Commercial Fit Clubs in China: Journal of Beijing Sport University, 10, 009
FitnessFirst, (2017), WHO WE ARE, accessed on 23rd November 2017
http://uae.fitnessfirstme.com/about-us
Flynn, N., (2012), The Social Media Handbook, San Francisco: Pfeiffer cop
Grant, R. M., (2010), Contemporary strategy analysis and cases: text and cases, John Wiley &
Sons

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Hui, W. A. N. G., (2011), An analysis of the profit patterns of our country fitness clubs: Liaoning
Sport Science and Technology, 1: 006
Kapferer, J. N., (2012), The new strategic brand management: Advanced insights and strategic
thinking, Kogan Page Publishers
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and-youtube-at-3-google-inc-could-catch-up/#5098e0e043e2
Kotler, F., Li, H.P., (2011), Social Marketing: Influencing Behaviors for Good, SAGE
Publication
Liu, G. F., & Nie, L. (2011), Research on the Influence of Brand Image on Customer Loyalty in
Fitness Club: Journal of Beijing Sport University, 10: 007
Luttrell, R., (2016), Social Media: How to Engage, Share, and Connect. Rowman & Littlefield
Mills, A.J., (2012), Virality in social media: the SPIN Framework: Journal of Public Affairs,
Vol. 12, No. 2, 2012, pp.162-169
Pavlou, P. A., & Stewart, D. W., (2015), Interactive Advertising: A New Conceptual Framework
Towards Integrating Elements of the Marketing Mix, pp. 218-222
Peñaloza, L., Toulouse, N., & Visconti, L. M., (2013), Marketing management: A cultural
perspective. USA: Routledge
Rohn, U., (2015), Social Media Business Models: The International Encyclopedia of Digital
Communication and Society, John Wiley & Sons, Inc
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Management Decision, 50(2), pp. 253 – 272
Landmark Fitness Limited, (2017), INNOVATIVE PROGRAMS, accessed on 23rd November
2017 from http://uae.fitnessfirstme.com/train-with-us

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