Service Marketing Research 2022

Running head: SERVICE MARKETING
SERVICE MARKETING
Name of the Student
Name of the University
Author Note

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Transcript for Podcast of Services Marketing - Pure Gym
Greetings to everyone, I welcome all of you for the podcast on service marketing. The
podcast will be based on the company, Pure Gym. PureGym is located in the regions of
United Kingdom and was founded in the year 2009. PureGym is a private company and
belongs to the Fitness Industry. The company was founded by Petter Roberts with the aim of
growth and reputation and currently the company owns more than 294 gyms. The company,
PureGym is considered to be a fitness chain for no-frills health clubs within United Kingdom.
The sites of PureGym are open almost 24 hours for offering, the use of cardio equipment
weights along with well-structured exercise classes (Puregym.com 2020). Before identifying
the service offerings and processes of PureGym, I would like to familiarize you with the
conception of service marketing. The basis of service marketing is value and relationship.
According to AMA (American Marketing Association), services can be defined as the
amalgamation of benefits, satisfactions and activities that are offered by organizations for
associating with sales. The characteristics of services are different from product marketing
such as heterogeneity, inseparability, intangibility and perishability. PureGym offers 24-hour
services in almost every location. With the general exercise and fitness regime, the gym also
offers the amenities such as saunas and swimming pools. The gyms are fully equipped with
real-time link with Television directly with the security and emergency staff services.
The United Kingdom Fitness Industry has been considered to be in good shape during 2015
with the elevating number of fitness clubs, number of membership with high market value.
Almost one amongst every eight people within United Kingdom is a member of any fitness
club, reflecting a penetration rate of 13.7 percent (Statista.com 2019). The data of 2019
reflected a high rate of around 6.7 thousand fitness and health clubs within United Kingdom
and 9.7 million members. In 2019, United Kingdom generated revenue of around 5.5 billion
USD. Total number of fitness centres in United Kingdom is around 3419. During 2018, the
annual turnover in fitness facilities was estimated to be around 2 billion GBP (Statista.com

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2019). From 2015 to 2020, the average growth in the industry has been expected as 5.9
percent. This industry covers activities, gym and training services except the operation of
personal independent trainers (Statista.com 2019). The revenue of the market is dependent on
the membership fees and customer retainment. Currently, the market is considered to be 2
billion Pound market. Total number of centres or businesses within the industry is calculated
as 4,780 (Ibisworld.com 2020). The trends in the Fitness sector in United Kingdom are highly
concentrated on the changing technological infrastructure and societal influences. The
demand for improved fitness gears and technologically based equipment is increasing
amongst the customers. Social fitness is becoming a new trend, where social experience is
also crucial along with a great customer experience (Mohamad and Cresswell 2019). During
the year, 2015, the company, PureGym was successful in acquiring one of its major
competitors LA Fitness (Wantoch et al. 2019). Currently, irrespective of the competition in
the market, PureGym is considered to be one of the most reputable and largest operating
fitness centre chain within United Kingdom (Coleman 2017). Currently, the direct
competitors of PureGym are The Gym Group, Gymbox, David Lloyd, Virgin Active, GFG
Fitness, Bannatyne Groups and The Gym Group. PureGym targets a wide range of customer
groups for offering maximum support with their 24/7 (Puregym.com 2020). The main target
customer groups involve, youngsters between the age group 16-25, Generation Y between the
age group 25 to 39. The other group of target audience involves people with healthy lifestyle
and college student, who have busy lifestyle with studies and part-time jobs. Perceived risks
of this business involve the high rate of competition from the Internet fitness channels and
emerging local brands (Puregym.com 2020).
PureGym maintains its competitive advantage by offerings unique value propositions such as
24/7 opening hours in most of the gym centres and most significantly, lower-cost flexible
membership options along with quality equipment’s (Puregym.com 2020). The main aim of
PureGym is supporting people by leading them towards happy and healthy lifestyle. The