SWOT Analysis of PureGym

This assignment delves into a SWOT analysis of PureGym, a prominent player in the health and fitness industry. It examines the company's internal strengths and weaknesses, as well as external opportunities and threats that could influence its future success. The analysis draws upon provided information about PureGym's operations, organizational structure, and market positioning. The goal is to provide a comprehensive understanding of PureGym's current competitive landscape and potential areas for growth and improvement.

MANAGEMENT AND
ORGANISATIONS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
PureGym(Background)...............................................................................................................1
TASK 2............................................................................................................................................2
Critical evaluation on organisational structure of 'PureGym'.....................................................2
TASK 3 ...........................................................................................................................................4
Modern management approach...................................................................................................4
TASK 4 ...........................................................................................................................................5
Critical evaluation on strategic management objectives of 'PureGym'.......................................5
CONCLUSION................................................................................................................................7
REFERENCE...................................................................................................................................8

INDEX OF TABLES
Table 1: SWOT analysis of PureGym.............................................................................................6

ILLUSTRATION INDEX
Illustration 1: PureGym....................................................................................................................2
Illustration 2: Organisational structure............................................................................................3

INTRODUCTION
Managing entire business operations in recent time is quite challenging in modern time as
impacts on profitability and market position. It is related with managing entire goals and
improving quality services of the organisation at higher level. The present report is based on
understanding different tools for managing entire business operations for PurGym. It is private
limited health club of UK working for fitness and health care of country's people. In this regard,
company's organisational structure as chain of workers for managing business activities is to be
discussed. Including this, modern management approach for entity and achieving its strategy can
be identified. Moreover, critical evaluation on strategic management objectives for organisation
will be introduced in assignment. However, good understanding with concept of managing
business operations for PureGym is to be understood in this report.
TASK 1
PureGym(Background)
PureGym is private limited health club of UK founded by Peter Roberts in 2009. Its
headquartered is in Leeds and has near about 180 gyms across the country. Including this, it is
nation's fastest growing fitness club for which approx 450000 members have taken membership.
However, it is targeted to increasing number of gyms as 300 by 2020 and expanding business at
higher level. Along with this, it provides facility of 24 hours and 365 days for offering fixed and
free weights, exercise classes and so on (Boselie, 2017). Likewise, it provides quality in services
at low price so anyone can afford easily. In addition to this, there is no contract created for taking
its membership as members can quite its membership as they want. Similarly, it also provides
online marketing and contacting with customers facility. Therefore, members can join and leave
as per their desires.
However, it is known as the largest no frill fitness club across UK as attract millions of
people in wide range. Including this, its employees and trainers provide effective services to
meet gym members' expectations. In addition to this, they also deal with customers effectively in
terms of teaching use of gym's equipment and exercise (Maes and Van, 2015). Moreover, they
also guide gym members as precautions for using machines and health tips effectively. Besides
this, it is also recognised that PureGym has effective goodwill in market for providing its
services and attracting people at higher level. It influences productivity and profitability of the
1

gym increasingly same as its market position get sustained efficiently. In accordance to this, its
machinery equipment are of the highest standard with state of the art for which millions of
customers demand also influences its profit level. However, its logo is launched in 2015 can
identify as:
TASK 2
Critical evaluation on organisational structure of 'PureGym'
Organisational structure is a framework which demonstrates how tasks allocated,
functions are planned and directed (Eriksson and Eriksson, 2016). In this regard, chain of
workers for supervisory and meeting entity's goals. However, this structure for PureGym is to be
understood as follows:
2
Illustration 1: PureGym
(Source: Logo of PureGym).

 General manager: At first, general manager of PureGym analyses its actual business
performance and further prepares plan regarding managing business operations and
improving its quality services (King and Clarkson, 2015). However, he/she plans, staffs,
coordinates with other managers as well directs to achieve entity's effectiveness.
 Managers (Sales/gym and studio/cleaning and maintenance team):
Afterwards, all strategies are transferred to these managers differently as for managing
entire business operations. It is linked with attracting people for joining gym, balancing between
production and distribution system etc. Therefore, management of entire business activities can
3
Illustration 2: Organisational structure
(Source: Organisation structure of gym, 2016).

be identified with coordination of all these managers (Agnoletti, 2014). Similarly, appropriate
planning and decision making can be proceed for improving business performance as well
attracting people for the gym in wide range.
 Staff: As middle level managers prepare strategy for enhancing working efficiency of
their particular department. Further, planning strategies are shared with staff members
who work for accomplishing the tasks (Attar and Van, 2013). In this regard, for gaining
effective contribution of staff members towards team building and meeting its goals,
different tools are applied as organising training and development programs and so on.
Critical evaluation on organisational structure:
It is recognised that for decision making and accomplishing tasks of PureGym,
appropriate organisational structure is to be followed on. However, all tasks can be accomplished
systematically as with coordination of all members and decision makers. On critical evaluation,
it is evaluated that lack of coordination can be occurred among staff members towards meeting
goals. Likewise, occurrence of uncertain changes impacts on quality of business performance
and management of gym's operations adversely (Wheelen and Hunger, 2017). Therefore, it is
essential to prepare appropriate strategies and management tools for reaching out to set targets
efficiently.
TASK 3
Modern management approach
It is difficult to manage entire business operations of PureGym however different
approaches are used for the management process. For instance; situational, contingent and
systems. In situational approach, decisions are made to solve out occurred issues and managing
changes in the entity. Similarly, under contingent approach, only decision maker prepares
strategies and directs followers to accomplish tasks (Slack, 2015). On the other hand, system
approach is related with implementing all planning in sequence and effectively to meet
organisation's objectives. However, PureGym uses this approach for managing its business
operations in respect of marketing, providing facilities and so on. In this regard, significance and
emphasis on system approach for the company can be identified as:
System approach:
4

It is an effective approach of management as includes working in three processes as
input, processing and output. In accordance to this, general manager of PureGym identifies
actual business performance of the entity in all angles as; production and distribution of services,
incurred expenses on advertising gym's facilities and so on (Haddad, Brain and Scott, 2014).
However, he/she also plans regarding utilizing resources and fund appropriately impact on
productivity and profitability. Further, plans made by manager discussed with middle level
employers in terms of managing business activities. Furthermore, for systematic planning and
strategies and getting success in business plan, strategies are shared with staff members who
work for implementing plans.
Therefore, business and marketing planning of PolyGym is considered as implementing
this approach for managing its business operations. Including this, it is beneficial to emerge
staff's interest towards improving group efficiency and business performance of the health club
(Maes and Van, 2015). In addition to this, it is also considered that they will coordinate in team
building and meeting organisation's goals efficiently. Thus, system approach is useful for
enhancing efficiencies and emerging interests of different level employees for working in
coordination and meeting gym's goals efficiently.
TASK 4
Critical evaluation on strategic management objectives of 'PureGym'
Setting strategic management objectives are crucial for maintaining current position of
organisation as on its future orientation. It influences profitability and competitiveness of
PureGym to sustain its position in market for longer time period (Eriksson and Eriksson, 2016).
Including this, it is effective for sustaining its market position and increasing number of
memberships. However, strategic management objectives for gym can be identified as follows:
 Strengthening financial resources:
As PureGym is planning for increasing its number of stores as 300 by 2020 similarly for
improving financial position, it is needed to allocating resources effectively (Agnoletti, 2014). In
this regard, different ideas are generated for managing fund and improving performance of the
gym.
 Innovations in business operations for gym:
5

Manager PureGym decides for creating innovations in business operations and attracting
people at higher level. It is effective for increasing profit level and sustaining market position
effectively. Therefore, its marketability and financial position can be improved effectively.
It is critically evaluated that it is challenging creating balance between business operations and
implementing its business operations (Slack, 2015). In this regard, coordination among staff
members and appropriate decision making is difficult for PureGym. In addition to this, for
meeting these goals it is needed to analyse current performance of the entity that can be analysed
as follows:
Table 1: SWOT analysis of PureGym
Strength:
 Rapidly growing company in health
club and fitness industry of UK.
 Large number of gyms across the
country. Employees' performance is quite
effective for PureGym.
Weakness:
 Flexibility in joining and leaving the
gym as membership for it.
 Changes in people's interest towards
gym and its equipment.
Opportunities:
 To adopt new technologies for
providing its services
 To maintain relations with members of
PureGym. To increase machinery equipment for
attracting people at higher level.
Threats:
 Difficult to face competition
 Changes in people's interests and
attitude
6

CONCLUSION
It is concluded that entire business operations can be managed efficiently for influences
performance and further activities. In this regard, link between managing business operations and
effectiveness of PureGym has been understood. Including this, organisational structure for
working on company's growth and managing its business operations are discussed. In addition to
this, management approach as system is introduced for planning and decision making regarding
further implementations. Moreover, innovative strategic management objectives of the entity in
context to SWOT analysis has been understood in this assignment.
7

REFERENCE
Books and Journal
Agnoletti, M., 2014. Rural landscape, nature conservation and culture: Some notes on research
trends and management approaches from a (southern) European perspective. Landscape
and Urban Planning. 67(5). pp.66-73.
Attar, B.M. and Van Thiel, D.H., 2013. Current concepts and management approaches in
nonalcoholic fatty liver disease. The Scientific World Journal, 2013. 9(6). pp.90-99.
Boselie, 2017. Balanced Approach to Understanding the Shaping of Human Resource
Management in Organisations. In Human Resources, Labour Relations and Organization.
78(6). pp.90-99.
Eriksson, H. and Eriksson, H., 2016. Outcome of quality management practices: Differences
among public and private, manufacturing and service, SME and large organisations.
International Journal of Quality & Reliability Management. 60(9). pp.1394-1405.
Haddad, P.M., Brain, C. and Scott, J., 2014. Nonadherence with antipsychotic medication in
schizophrenia: challenges and management strategies. Patient Related Outcome
Measures. 89(7). pp.43.
King, R. and Clarkson, P., 2015. Management control system design, ownership, and
performance in professional service organisations. Accounting, Organizations and
Society. 6(5). pp.24-39.
Maes, K. and Van Grembergen, W., 2015. A Literature Review on IT Value Management:
Assisting Organisations to Realise. Strategic E-Commerce Systems and Tools for
Competing in the Digital Marketplace. 7(5). pp.26.
Slack, N., 2015. Operations strategy. John Wiley & Sons, Ltd.
Wheelen, T.L. and Hunger, J.D., 2017. Strategic management and business policy. Pearson.
Online
Logo of PureGym. 2016. [Online]. Available through: <https://www.yell.com/biz/pure-gym-
clydebank-8627999/>.
8

Organisation structure of gym, 2016. [Online]. Available through:
<https://www.slideshare.net/revisionstation/paper-3-edexcel-a-level-business-health-and-
fitness-industry-prerelease>.
9