Body Square Gym Business Plan

This assignment presents a comprehensive business plan for a new gym called Body Square. The plan focuses on marketing strategies to attract student and local customers. It segments the market based on age and lifestyle, proposes promotional discounts and social media campaigns, and emphasizes the importance of skilled personnel, standardized processes, and appealing physical evidence like interior design to ensure customer satisfaction and success.

Business Essentials Introduction

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Part A...........................................................................................................................................3
Part B...........................................................................................................................................4
TASK 2............................................................................................................................................5
TASK 4............................................................................................................................................7
Marketing objectives...................................................................................................................7
Target Markets.............................................................................................................................8
Marketing strategies for each target market................................................................................9
Marketing Mix...........................................................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
In the recent times, strategic planning and research and development becomes the
essential requirement of business unit. The rationale behind this, in the competitive environment,
firm can get the desired level of outcome or success only when it offers or provides customers
with innovative products and services. In the context of business unit, research activity is highly
significant which in turn assists concerned entity or sole trader in understanding the market trend
or pattern and gives input for the development of competent framework. Hence, referring market
trends and customer’s desired business entity is planning to create a gym near the QA campus. In
this regard, report will shed light on marketing objectives and target market assessed by the
entrepreneur in relation to such new business idea. It also depicts marketing mix which will be
undertaken by the business entity for the attainment of goals and objectives.
TASK 1
Part A
Business idea that entrepreneur is planning to execute implies for gym activities and
services named as ‘Body Square’. From research activity, it has assessed that health and fitness
sector of UK is continuously growing. Report revealed by State of The UK Fitness Industry
shows that membership and market value of the firms, operating in this, was increased
significantly. Further, it has identified that, in UK, 1 in every 7 people is the member of a gym
(State of The UK Fitness Industry Report, 2018). From teenage to young and old age people has
positive attitude towards gym related activities as they all want fit body as well as healthy life.
Obesity may be served as a one of the major issue that individuals reside in UK are facing.
Individuals aged within the range of 25-35 have the second lowest rate of obesity. In addition to
this, prevalence of obesity is also high among the students due to the lack of physical activities
and exercise schedule. Besides this, inappropriate diet plan is another issue due to which issue of
obesity have increased among young people to a great extent.
By taking into account such trend and issues prevailed in UK decision has taken by the
business entity in relation to starting gym. Hence, by offering services through innovative
equipments or machines entrepreneur will influence more customers. Business entity of Body

Square will mainly serve and create plans four students and young age people. Body Square will
be established by the entrepreneur near QA campus. Through making focus on promotional
aspects or campaign business entity will provide information to the target market about the
proposed services. List of competitors, in the context of Body Square, include Equinox
Kensington, The Foundry, Gymbox Farringdon etc (12 best gyms in London, 2018). All such
competitors are highly well-equipped and offering exclusive services to the customers. Thus, for
coping up with the highly competitive situation business entity will do research for assessing
suitable exercises or plans that contributes in the better health of students and young age group
people. Further, initially, business entity will come up with the penetration pricing strategy.
Hence, owner of Body Square will make focus on offering quality and innovative services to the
customers at lower prices. Such strategy will help entrepreneur in attracting more customers and
thereby assists in building wide base. On the basis of overall assessment, it can be presented that
proposed business idea is highly attractive and viable.
Part B
Business objectives
The aim of owner behind starting new venture is to attain leading position in the fitness
sector by providing customers with high quality services. Considering the above aim following
objectives have been drafted such as:
 To provide customers with healthier choices and plan that makes them fit.
 To become the prior choice of customers in the fitness sector of UK through the means of
innovative offerings.
 To maximize sales revenue and profit margin by delivering quality services to the
customers.
The main objective of customers behind joining gym is to reduce fat and make the body slim
or fit. Thus, by fulfilling such objective of customers through the means of effectual diet and
exercise plan business owner can attain success. In addition to this, high level of competition
takes place in UK fitness sector. In this regard, business entity can get desired outcome only
when they provide customers with innovative choices and membership plan. Further, company
can survive at competitive place only when it earns enough sales and profit margin. For the

attainment of such goal business entity will focus on offering quality services to the customers.
This in turn evolves high level of satisfaction among the customers and coverts the same into
loyalty in the near future.
Ownership structure
By doing assessment, it has identified that sole trader ownership form will prove to be
more beneficial for the business like Body Square. The main reason behind the selection of such
ownership structure is that it proves to be highly suitable for fitness professionals. In other
words, personal trainers and fitness professionals are highly able to start their own business
without taking resort of others (Business structure, 2018). Moreover, they have better idea
regarding the exercise machines and other equipments that need to be installed within the gym.
Besides this, professionals have better idea about the exercise plan and other activities so they
able to manage operations solely. In the case of sole trading, business entity is able to take
decisions without any interference of others. Further, such ownership structure or form enables
entrepreneur to enjoy 100% profit margin generated through business operations and functions
(Sole trader v/s partnership: what is the best structure for your company, 2018). However, in
such ownership form, owner of Body Square would not become able to share losses or risks with
others. Thus, by following the most common ownership form such as sole trading business entity
would become able to get several benefits in the areas like profitability, decision making,
taxation etc.
TASK 2
For the development of competent and strategic framework business entity must have
information about macro-environmental factors. Moreover, macro factors are out of the control
of business unit and have greater impact on both financial as well as non-financial performance.
Thus, considering the importance of macro assessment in the policy formulation several factors
such as political, economical, social, technological etc have been evaluated. This in turn helps
company in understanding the condition of external market and thereby assists in developing
suitable strategies. It enables business entity to provide customers with appropriate services, as
per their expectation, and helps in building competitive image at marketplace.

PESTLE analysis of fitness or gym sector
Political
Government policies and legislation are the main
political factors having significant influence on the
growth as well as profit margin of firm. In the
context of fitness organizations, there is little trade
restrictions and tax obligations. Hence, political
factors will not place negative impact on the
functioning of Body Square.
Technological
In the present era, every sector is filled up with the
high level of technological advancements. Hence,
technological advancements or aspects might provide
support to Body Square as it creates barrier for new
entrants. Moreover, now both demand and
expectation level of customers is increased
significantly regarding gym services. Thus, it
becomes difficult for the companies both small and
large sized to enter in such sector with highly
developed equipments and expert staff. Thus, for
gaining and enhancing competitive edge over others
business entity of Body Square needs to make focus
on high technological advancement or development.
Economic
Recession and inflation are the main two key factors
for the companies operating in fitness or gym sector.
The rationale behind this, fitness services come
under the category of luxury or leisure. Thus,
customers prefer to join fitness centre or gym only
when they have high disposable income. Currently,
UK economic condition has improved significantly
after the recessionary period. Referring the current
trend, it can be presented that entrepreneur will attain
success by opening gym in UK.
Legal
In relation to fitness sector, legal issues or aspects
may be presented in the form of health and safety
matters. On the basis of legal and regulatory aspects,
business entity of gym needs to ensure that all the
equipments having high quality. In other words, strict
regulations with regard to quality of equipments need
to be followed which in turn helps in avoiding injury
to the customers. In addition to this, all the staff or
personnel must be qualified and well-trained. Thus,
for performing activities more effectually and attract
more customers business entity should adhere with
all such legal aspects.
Social
Age, lifestyle and income of the people are the main
socio-cultural factors that impacts fitness companies
to the significant level. From assessment, it has
found that high demand exists among both young
and old people pertaining to fitness or physical
development. Thus, by providing customers with
quality fitness services owner of Body Square can
Environmental
Now, environment sustainability becomes a major
concern for the companies which are operating in
fitness sector. Moreover, in the current times, at the
time of making selection of service provider
customers give priority to the one which lays focus
on eco-friendliness. In fitness sector, energy
consumption level is high because equipments run or

fulfill its motives to a great extent. operated via electricity. In this way, environmental
factors and protection law imposes issue in front of
the business entity of Body Square.
TASK 4
Marketing objectives
Business entity will position its services in the market on the basis of low cost, quality
and convenience. Further, gym services which will be offered by Body Square do not comes
under the category of mass market offerings. Moreover, entrepreneur will target students and
young age people. Hence, key message which will be conveyed by Body Square to the target
market is ‘Eat Well Stay Fit’.
 Attract the new customers- This is the major objective of marketing within the
company through which firm can enhance its profitability and market share. By effective
advertisement and promotion activities, cited venture can announce the information about
the services to customers and attract them in large manner. By help of impressive tactics
and strategies of marketing, corporation can inform about the cost, features, value of the
services to customers through which they can attract toward the organization. It is very
important to make customer satisfies so corporation have to market its services in such
manner through which buyer can acknowledge about the complete information of product
and services.
 Maximize sales and revenue- This is another major objective of marketing within the
organization. In order to maximize the sales and profitability of business firm have to
make additional affords in regard to its services. By impressive tactics and strategies of
marketing, company can easily inform the information about the services and make
aware all customers. Effective marketing also helps to organization in identify the
customer for services. If company performs it marketing function in effective manner
then it becomes easy to make profitability and market share.

Target Markets
Customers will be segmented by the business entity on the basis of demographic,
geographic and psychographic aspects. Hence, as per the demographic factor, business entity
will make focus on offering gym related services to teenage and young people. The reason
behind focusing on students and young age people is their consciousness pertaining to health or
body shape and looks. Further, transition from high school to college usually imposes vast
challenges in front of students. Fitness is one of the main challenges that students face while
entering into college. Hectic college life usually makes students more sedentary and leads poor
meal choices.
In addition to this, obesity rates are continuously rising among the college students which
in turn places adverse impact on their health. Due to all such reasons, students make more focus
on joining gym and maintaining their health (Fitness Trends among College Students, 2018).
Thus, by targeting students business entity of Body Square would become able to ensure smooth
business functioning. In addition to this, now trend towards working women are also increased
significantly over the time frame. Due to the busy schedule both men and women are not become
able to give proper attention to their health (Fitness trends, 2018). In this, gym services enable
young people to follow nutritional diet and exercise plan which in turn place positive impact on
their health. Along with this, on the basis of geographic aspects business entity will target
students and customers reside near QA campus. Moreover, college students give high level of
preference to gym related services. Thus, gym which will be opened by the business entity
Roehampton offers high level of convenience to the students.
Besides this, young people live in Southwest London follow or carry luxurious lifestyle.
Thus, by targeting individuals live in Southwest London business entity can fulfill goals. Further,
people following high profile lifestyle also makes focus on looking slim in the parties and other
functions. Apart from this, joining gym is also the part of individuals or young people’s routine
that follow luxurious lifestyle. Thus, by placing emphasis on such psychographic aspect or
characteristic business entity of Body Square becomes able to segment or target suitable
customers.

Marketing strategies for each target market
Entrepreneur, who is planning to initiate gym services will undertake following
marketing strategies, in the context of students as a target market:
Business entity of Body Square will undertake both traditional and non-traditional forms
of promotion or advertising for reaching to the concerned target group. While focusing on
students major emphasis will be placed on giving advertisements on social sites. Moreover, now
college students spend their lots of time on social sites such as Facebook, Twitter. Thus, by
uploading images of gym, related services and price business entity will communicate to the
chosen market segment. Along with this, for communicating with the customers such as
student’s owner of Body square will publish templates and distributes the same. This in turn
develops awareness among the students regarding gym services which will be offered Body
Square and encourage them to join it.
Further, entrepreneur will position or promote gym services on the basis of price, quality,
benefits of joining and convenience. Moreover, at the time of spending money on luxuriousness
students mainly consider two factors such as price and associated benefits. In this regard, by
highlighting information regarding discounting offers such as 25% business entity can create
distinct identity in the mind of customers. Further, quality of the services is another major aspect
that students consider while making selection of products or services. Apart from this, it becomes
highly difficult for the students to manage and other activities such as gym etc along with the
studies. By taking into account such aspect business entity has taken decision in relation to
opening gym near to QA campus which in turn offers more convenience to the students. Hence,
by highlighting both quality and convenience in the promotional plan entrepreneur would
become able to influence more students.
Target market of Body Square includes students and young people having luxurious
lifestyle. Hence, according to the concerned target market or segment business entity needs to
make some specific modifications in the marketing mix elements namely price and promotion.
Moreover, students have lower disposable funds or income in comparison to the young people.
Usually, students are dependent on their parents and not all involved in doing part time working.
This is the main aspect which shows students do not have more money for spending on luxury.
Referring such aspect, it can be stated that price element of marketing mix, related to students as

a target market, will differ significantly. For example: business entity of Body Square will offer
25% off or discounts to the students near to QA campus. Such changes will assist entrepreneur in
influencing the decision making aspect of students. Hence, it can be stated that business entity
will undertake differentiated targeting strategy. On the basis of this, distinct marketing mix will
be prepared by the owner of Body Square for attracting more customers.
Marketing Mix
Business entity of Body Square will adopt below mentioned marketing mix which helps
in influencing decision making aspect of customers and thereby contributes in the organizational
growth or success:
Element Description Justification
Price Penetration pricing strategy will
be used by the owner of ‘Body
Square’ for setting suitable prices
of the services. On the basis of
such pricing strategy Body square
will charge £20 per hour from the
customers.
Research presents that customers
are highly price sensitive in nature
and make selection of services
after doing online investigation. In
this, through offering quality
services at affordable price level
business entity would become able
to build and enhance customer
base. Once, satisfaction and
loyalty of customers have built
thereafter by charging appropriate
or desired prices company can get
enough margins.
Product Body Square will offer several
gym related facilities and services
to the customers such as:
 Workout area
 Cardio area or
exercise theater
 Fitness screening
 Resistance-building
equipment
 Pro shops and
In the recent times, individuals are
highly concerned towards their
fitness. Hence, all such services
will meet the expectation of
individuals or customers to a great
extent.

artificial sun bed
 Health spas
Place Business entity will open gym in
Roehampton, London. Hence, by
creating gym near to QA campus
services will be offered by Body
Square to the concerned
customers.
The reason behind opening of
gym near to QA campus is that it
provides student s with high level
of convenience and thereby helps
in attracting them.
Promotion Both traditional (magazines and
newspaper) and non-traditional
(social sites) modes of promotion
will be undertaken by the business
entity for promoting gym services.
Now, students and other people
are highly active on social
networking sites such as
Facebook, Twitter etc. Hence, by
placing advertisements on such
sites firm would become able to
develop awareness among large
number of customers regarding
offerings.
People Business entity will appoint highly
skilled and experienced personnel
for offering gym services to the
students and other customers.
In the service sector, satisfaction
level of customers is highly
influences from the services offer
by personnel. Further, experience
and qualified personnel are highly
able to evolve satisfaction among
the customers through delivering
services to them as per the
requirements and expectation.
Referring all such aspects, it can
be presented that through
appointing skilled personnel firm
would become able to build
effective image at marketplace.
Process Body Square will employ
standardized process setting down
for each target group. On the basis
of health condition of individual
personnel of Body Square will
By following specific or standard
process employees of Body
Square would become able to
assess individual’s requirement
appropriately. Such assessment

recommend services to the
customers.
will help personnel of gym in
providing customers or students
with suitable diet or exercise plan.
Physical evidence Entrepreneur will focus on the
development of unique interior
and exterior.
Decision making aspect of
customers is also highly
influenced from infrastructure and
interior management. This in turn
helps in attracting more customers
and thereby sales revenue as well
as profit margin.
CONCLUSION
By summing up this report, it has been concluded that the main motive of business entity
behind starting new venture is to enhance customer base as well as revenue and profit margin.
Besides this, it can be inferred that business entity of Body Square focuses on mainly two aspects
such as age and lifestyle while segmenting its customer base. Further, it has been articulated that
entrepreneur is planning to offer specific 25% discount to the customers. This in turn helps in
attracting more students and building high customer base. It can be seen in the report that
business entity will lay more focus on promoting services through the means of social sites.
Moreover, it is wide used and cost effectual way of promotion which assists in reaching to the
large number of people. It can be summarized from overall evaluation that strategic marketing
plan is the key which in turn makes contribution in the attainment of organizational goals and
objectives significantly.

REFERENCES
Online
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london/>.
Business structure. 2018. [Online]. Available through: <
https://www.dainemcdonald.com/setting-business-right-gym-owners/>.
Fitness Trends among College Students. 2018. [Online]. Available through:
<http://lionsperspective.com/issues-higher-education/volume-3-issue-1/fitness-trends-
among-college-students/>.
Fitness trends. 2018. [Online]. Available through:
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International-Fitness-Industry-Trend-Report-explained/31500>.
Sole trader v/s partnership: what is the best structure for your company. 2018. [Online].
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trader-partnership-company-structures >.
State of The UK Fitness Industry Report. 2018. [Online]. Available through: <
http://www.leisuredb.com/blog/2017/5/5/2017-state-of-the-uk-fitness-industry-report-out-
now>.