Strategy and Innovation in Real Fit Centre

This report discusses the strategy and innovation in Real Fit Centre, a local fitness company. The company aims to transform people's health and offers services like personal training, results accelerator, and real fit sessions. The report also covers the company's current strategy, main competitors, market details, SWOT analysis, and issues and risks associated with the company.

Strategy and innovation

Table of Contents.
INTRODUCTION................................................................................................................................3
Company's current strategy.........................................................................................................3
Main competitors and their competitive positions......................................................................3
Market details (value, share etc.)................................................................................................4
SWOT analysation of Real fit centre..........................................................................................4
Issues and risks associated with the company.............................................................................5
CONCLUSION....................................................................................................................................6
REFERENCES.....................................................................................................................................7

INTRODUCTION
Strategy is the plan of action which is designed to achieve long term goal. Whereas, innovation is
the action or process of innovating i.e. introduction of new method, idea or product. In this report, it
has been discussed the local fitness company real fit centre. The main motto of the company is
transform the people of the state healthier, flexible, stronger than well as mobile. The company
provides 3 main services in health and fitness industry i.e. personal training, results accelerator as
well as real fit sessions. Moreover, along with the fitness centre the organization also has the outlet
for selling fitness products. Thus, Real fit centre in a local fitness company, whose strategy and
innovation has been discussed in this report (Phaal, Farrukh and Probert, 2015).
Company's current strategy
There are basically three strategies currently used by this organization. The company real fit centre
tends to provide the people with personal training rather than the group training. More over, there is
a provision of flexible training hours, to facilitate the people who are having hectic schedules.
Although, there is the facility of group training are available, but this group training session are
generally conducted at the prior bookings only.
These group training sessions are further divided into the subgroups based on the classes such as
real fit stretch, boxing, women lift, real fit session as well as strength club.
The deliberate strategy
To cope up with demands of the customers of real fit centre the company involves careful planning,
strategic thinking as well as budgeting. Moreover, it is essential for the company to provide the
same services throughout the year. Thus, the company take significant time in strategic analysation
of its operations. The company tend to follow detailed design and planning, and remain associated
with it until the strategy become outdated. For example, earlier there was no provision of personal
training in this organization, by after the demands of the customers the company has come up with
such planning of one-to-one training sessions. If sometimes its strategies became outdated, the
company analyse current strategy, re-analyse and finally plan again to cope up with the market trend
(Holgersson, Granstrand and Bogers, 2018).
Main competitors and their competitive positions
There are various competitors to this fitness industry. One is the PureGym, based on the
memberships this the largest fitness centre in UK. It has been estimated that by 2020, the company
will go to have a million members. Since the company has currently 172 fitness centres and
moreover, planning to have 300 more gyms across UK and LA.
One of the another competitor of real fit centre is, David Lloids clubs. This company gives it
services in multinational sports as well as business in the services related to health, leisure, clubs

related to health and gyms. Moreover, this company has its presence not only in UK but also in the
countries such as Belgium, Germany, Spain etc.
The another competitor to this organization is Gym Group PLC. This company has currently 169
fitness outlets in UK. Moreover, this company has a unique approach as it provides its services 24
hours which facilitates its 80000 members (Naiman, 2016).
Market details (value, share etc.)
The VRIO analysation of Real fit centre.
Although, this company is a fitness organization but then too it has several competitors in the
market. Thus, to stay sustainable in front of its competitors, the organization uses VRIO
analysation.
This company provides value to its customer as it is providing real fitness to its customers who
enjoy the various services provided by this company.
The rarity of this organization is, it is located at the most immediate location which has made it
become the largest fitness company of its industry. Though many new entrants tends to enter this
industry but this company has already invested much in this sector to become the leader. Moreover,
the three services provided by it are also rare in this sector such as, personal trainings, result
accelerators as well as fitness sessions.
Additionally, this organization has brought the most innovative approach to stand above the rest, as
it has services and fitness equipments which are the unique and no other organization has the power
to imitate or duplicate it operations. Many of the organizations had tried to challenge this
organization, but they end up with failing in front of this organization (Aloini and et.al, 2015).
Lastly, the company works in a very organized manner. As it first analysed the need of the customer
and then put the customer in the group, according to their category of needs. As different
individuals has different wants such some wants to do exercise in oper area, while some other wants
in the closed premises. Thus, these features gives the organization the most competitive advantage.
SWOT analysation of Real fit centre
The uniqueness in its services provides the strength to the to this company. As the company only
tends to employee the most experienced trainers, thus, this made its customers enjoy its unique
services in this fitness centre industry.
The weakness associated with this organization is as some fitness equipments gets outdated with the
time before they are capable to make necessary changes. Along with it, as the company is located at
the same inconvenience location, which makes new customers difficult to find it. Moreover,
sometimes during one on one fitness session, the fitness machine could not be available to the
others. Thus, this company has to struggle in high traffics.

The opportunities associated with this fitness company is that, this company provides several fitness
programs which are designed for its different customers. Moreover, according to the preference of
the customer, the company tends to design and accommodate fitness program depending on the
demand of schedule of the customers (Van and et.al, 2016).
The competitors are the real threat to this company. David Lloyd Club and PureGym are the popular
fitness company who has proved to be the threat to this company, moreover, sometimes the minor
internal conflicts within the organization also serve as a real threat to the operations of this
company.
Issues and risks associated with the company
Through PESTEL analysation, the issues and risks associated with this organization real fit centre
are as follows
The political factors has impacted the organization in its long term profitability in UK, since the
fitness centre sector could be affected by the political stability of the country. More over, due to
critical condition of United Kingdom as the country is facing cases of bureaucracy, corruptions as
well as military invasion. Due to such conditions people of United Kingdom are moving from one
location to other, thus it affected the operations of the organization. Protection to intellectual
property and similar situations has affected the company.
The economic factors such as economic cycle, foreign exchange, interest rates, saving rates as well
as rate of inflation has affected the organization. In UK's economy, the level of demand and
investment has been affected by these macro environmental factors. Moreover, intervention of
government in free market is also considered by this organization of real fit centre.
In an individual's life, importance of fitness varies from the another individuals' life. Sometime the
attitude and beliefs play an important role in fitness concern. Therefore, some other social factors
that affects the profitability of the organization are consciousness towards health and environment,
leisure interests etc (Chin and Liu, 2017).
Technology to have critical impact, as the organization has to keep ensure that it must be always
updated with the latest technology of fitness machinery. It is suggested to the company that it must
regularly undergo technological advancement in order to stay sustainable in the market place.
The environmental norm too could affect the profitability of the organization, as UK has very much
different environmental and liability law. Although the organization enjoys the competitive
advantage. The company must consider environmental factors such as support towards the
renewable source of energy, designing of eco friendly products as well as changes in environment
and climate.
The legal factor are the intellectual property rights that an organization has to serve in any particular

county. For real fit centre, the organization has to ensure its operations in such a way that it avoids
the intellectual thefts of its secrets.
CONCLUSION
This report can be concluded as, strategy is the plan of action which is designed to achieve long
term goal. Whereas, innovation is the action or process of innovating i.e. introduction of new
method, idea or product. Thus, in this report, it had been discussed the local fitness company real fit
centre. The main motto of the company is transform the people of the state healthier, flexible,
stronger than well as mobile. The company provides 3 main services in health and fitness industry
i.e. personal training, results accelerator as well as real fit sessions. Moreover, along with the fitness
centre the organization also has the outlet for selling fitness products. Thus, Real fit centre in a local
fitness company, whose strategy and innovation had been discussed throughout this report
(Dodgson, 2018).

REFERENCES
Books and journals
Aloini and et.al, 2015. Technological strategy, open innovation and innovation performance:
evidences on the basis of a structural-equation-model approach. Measuring business
excellence, 19(3), pp.22-41.
Chin, T. and Liu, R.H., 2017. Critical management issues in China’s socio-economic
transformation: Multiple scientific perspectives to strategy and innovation. Chinese
Management Studies, 11(1), pp.12-18.
Dodgson, M., 2018. Technological collaboration in industry: strategy, policy and
internationalization in innovation. Routledge.
Holgersson, M., Granstrand, O. and Bogers, M., 2018. The evolution of intellectual property
strategy in innovation ecosystems: Uncovering complementary and substitute
appropriability regimes. Long Range Planning, 51(2), pp.303-319.
Naiman, L., 2016. Design thinking as a strategy for innovation. Retrieved December, 10, p.2016.
Phaal, R., Farrukh, C. and Probert, D., 2015, March. Roadmapping for strategy and innovation. In
IEE Seminar on justifying and selecting innovation projects.
Van and et.al, 2016. Design a better business: New tools, skills, and mindset for strategy and
innovation. John Wiley & Sons.