Fitness First: Services and Marketing Strategies

Executive Summary
Services are intangible and perishable offerings by organizations. Services are crucial for the
growth of an economy. This report highlights the services offered by Fitness first fitness
centered. I have experienced the services of Fitness First and have shared my experience
regarding the same. Attempts have been made to measure the quality of service offered by the
brand as well as a few recommendations have been made ensure the high quality and improved
service offered by the brand. The 7 Ps of service marketing have also been discussed. Service
industry is creative in nature and hence it is governed by a different set of rules as compared to
products. This report aims to help in understanding that difference and analyzing a gymnasium
service in detail.

Table of Contents
Executive Summary...................................................................................................................................1
Dairy experience........................................................................................................................................4
Fitness first indeed – delivering fine fitness experiences........................................................................5
Rater model................................................................................................................................................6
Reliability...............................................................................................................................................6
Assurance:..............................................................................................................................................7
Tangible:................................................................................................................................................7
Empathy:................................................................................................................................................8
Responsiveness:.....................................................................................................................................8
7 P’s of service marketing.........................................................................................................................9
Product / Service:..................................................................................................................................9
Price:.......................................................................................................................................................9
Place:....................................................................................................................................................10
Promotion:...........................................................................................................................................10
People:..................................................................................................................................................10
Process:.................................................................................................................................................10
Physical evidence:................................................................................................................................10
Recommendations...................................................................................................................................11
Referral bonus.....................................................................................................................................11

SERVQUAL framework.....................................................................................................................11
Increase the number of shower rooms...............................................................................................11
Swimming pool:...................................................................................................................................11
Conclusion................................................................................................................................................12
References................................................................................................................................................13