Fitness Marketing

Running head: FITNESS MARKETING
Fitness Marketing
Name of the Student
Name of the University
Author note

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FITNESS MARKETING
Table of Contents
Introduction:..................................................................................................................... 2
Environmental analysis (Porter 5 forces):........................................................................2
Threats of new entrants:...............................................................................................2
Threats of substitutes:..................................................................................................3
Bargaining power of the customers:.............................................................................3
Bargaining power of suppliers:.....................................................................................4
Industry rivalry:............................................................................................................. 4
Marketing Objectives:.......................................................................................................4
Target Market:..................................................................................................................5
Marketing mix:..................................................................................................................6
Products:...................................................................................................................... 6
Place:............................................................................................................................7
Price:............................................................................................................................ 8
Promotion:.................................................................................................................... 8
Financials:........................................................................................................................ 8
Controls:...........................................................................................................................8
Conclusion:...................................................................................................................... 8
References:....................................................................................................................10

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FITNESS MARKETING
Introduction:
The American fitness market has emerged into a battle ground for international,
middle level and local fitness clubs. The competition has been intensified with entry of
brands from Asia and Europe. These brands are slowly capturing the market from the
American companies. The paper would visit this situation considering Barbell Briagade,
a middle level fitness brand (barbellbrigade.com 2018) and its entry in Singapore
around 2019 . The researcher would show how the club can use its marketing strategies
to sustain and expand in the face of this competition.
Environmental analysis (Porter 5 forces):
The environmental analysis of the market of the Singapore which the
management of Barbell Brigade housed in Los Angeles needs to consider in making
their marketing related strategies should contain Five Forces Analyses developed by
Michael E. Porter. It must be clearly pointed out that M/s Barbell Brigade market fitness
wear as well gymnasium equipment. This would play an important role which would
come to the forefront in the Five Forces Analysis.
Threats of new entrants:
The first threat which Barbell Brigade would face in Singapore is threats of new
entrants both from within the country and from overseas. The revenue from the fitness
industry is already expected to surpass $ 28 million which means the industry is
becoming extremely profitable with an expanding customer base of around a million
(statista.com 2018). The fitness market of Singapore already experiences the presence
of international fitness chains like Gold’s Gym Singapore (goldsgym.com.sg m 2018).
Moreover, there are several chains of resident fitness clubs capable of competing with
Barbell Brigade. These new entrant gymnasiums challenge the market position of the
Barbell Brigade.
As far as fitness apparel is concerned, the Barbell Brigade is under continuous
threats from international and local brands. The sports apparel market in Singapore is
already invaded by European brands like Kappa (kappa.com 2018). There are also
American sportswear companies like Nike which compete with Barbell Brigade to grow

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FITNESS MARKETING
even in the Singapore market. This means that the latter has to form a formidable
marketing strategy to counteract threats from sportswear firm entering the market both
from the US and abroad.
Threats of substitutes:
The second threat which the Barbell Brigade faces is threats from substitutes
both in terms of workout instruments and sportswear. As far as workout instruments are
concerned, Barbell Brigade faces stiff competition from Singaporean arm of Gold’s Gym
International Inc and other multinational fitness clubs (goldsgym.com 2018). These
fitness clubs have their branches all over the Singapore and several other countries.
They market their instruments on ecommerce websites like Amazon and ebay. They
have made their instruments available at international retail chains globally. Thus it is
evident from this discussion that Barbell Brigade has strong substitutes in terms of
instruments (barbellbrigade.com 2018).
As far as the sportswear division is concerned, Barbell Brigade faces competition
internationally from brands like Nike and Puma. As far as new substitutes for Barbell
Brigade is concerned, the brand is facing competition from brands from Europe and
Asia which are making way into the Sinaporean fitness wear market
(economictimes.indiatimes.com 2018).
Barbell Brigade’s premium gym services face competition from other fitness
regimes like zoomba, karate and yoga. The people in Singapore who want to avoid high
intensity weight training prefer these workout forms to working out in the gym
(adidas.com 2018).
Bargaining power of the customers:
The bargaining power of the customers in the fitness market is very high due to
presence of several brands both international and local. Singapore is one of the largest
sportswear and fitness market in the world with the sales at the outlets alone crossing $
45 million (statista.com 2018). This is due to presence of American international brands
like Nike and European brands like Adidas already in the market of Singapore. There is
a huge spurt of local Singaporean fitness brands which offer sportswear and fitness
instruments at more affordable prices than Barbell Brigade. This means that the