University of Lincoln BUS9036M Dissertation: Gym Location and Revenue

This document presents a dissertation proposal focusing on the strategic aspects of gym location and revenue generation. The proposal includes an introduction outlining the aims and objectives of the research, specifically examining how fitness centers attract customers. It reviews relevant literature on gym business models, location selection, and customer behavior. The methodology section details the use of secondary research to analyze existing literature. The proposal also includes a chapter outline and a schedule of work, including agreed-upon meeting dates with the supervisor. The study aims to understand the factors that influence gym success, including promotional strategies, market analysis, and customer conversion rates. Ethical considerations and alignment with the principles of responsible management education are also addressed. The proposal seeks to contribute to the understanding of effective strategies for attracting and retaining customers in the fitness industry.

Form for Dissertation Proposal: Assessment 1 (10%)
Masters Dissertation Proposal
The dissertation proposal must address the issues outlined below. As a guide your proposal should be sufficiently detailed to allow
your supervisor to judge its relevance and feasibility. The introduction and literature review sections should demonstrate your
understanding of the existing knowledge base and the methodology section should be as detailed as possible at this stage. The length of
the proposal should be around 1000 words. Please note you should discuss the potential ethical dilemmas posed by this research
and identify how it connects with the principles of responsible management education (PRME). However you are not required
to include an Ethical Approval Form at this stage, unless you are about to start data collection.
Name: Tianyu Zhang
Student id: 18682869
Degree: postgraduate
Allocated Supervisor: David Twigg
Please note your supervisor should already have been allocated. If you don’t have a
supervisor please contact the dissertation coordinator urgently
([e-mail])
1. 1. Proposed Title: “How do fitness centre absorb customer?’”

2. Introduction
It is seen that it has been easier to put revenues in the current gym. This is because it is helpful to implement the rates of growths.
However, there have been tons of assumptions.
2.1. The research questions:
2. How do fitness centre absorb customer?’
In what way doe the gyms have been attracting their customers?
What are the leading causes of this attraction for the customers?
What are the promotional strategies for the fitness centre?
To what percentage has the targeted market has been hearing about the gyms per month?
What is the percentage who have been hearing about the gym to visit every month?
What percentage of the visitors has been converting that to members?
What percentage of the members are been cancelled every year?
2.2. Evaluating why this has been and worthwhile and enjoyable topic for the research:
The main aim of the study is to understand how the gym can attract its customers. The fitness centre design a service and product
based organization. Keeping the business of the gym at the centre, the customers and the fitness owners are the two main connectors
of the market. Further, customer behaviour and gym marketing are inter-linked. Here, the goals have been to exceed the rise the
customer expectations. It is useful to deliver the screening and consultation that can enable to understand what has been the health
position of the clients. Here, the group and private training sessions have been provided at the facility (Etemad-Sajadi, 2018).
Moreover, lifestyle and health are advising the clients can be identified through the proposal. It has been able to exploit the sector as
per the provided quality. It has assured that every client has been enjoying what they are present. Further, it is useful to decrease
expenses by developing hygiene and quality. Ultimately, it is helpful to establish employment for young people. The youth faces have

been witnessing complexities to access the employment (Glaeser, Fisher & Su, 2017).
Hence, it is an essential topic as one can develop the service and product under the product based organization. Again, the analysis is
helpful to understand the development of customer development. Apart from this, the screening and consultation for understanding
the health positions of the clients can be further witnessed. At last the group and private training sessions are intended for providing
the ending of facilities.
3. Rationale and Literature Review
Lum (2017) shows that since the previous decades, there have been high-end centres of finesses. They have been developing because
of the rise in health consciousness. Here, there are different demands for the gyms viewing from fitness-conscious consumers. Thus
this is the key to create the gyms as a beneficial business scope. The opening of the gym requires careful research and planning.
Akhtar (2017) demonstrates the process to begin the business. The authors consider the fitness and gym centre business model.
Here, the initial decision can be regarded as by the entrepreneur. This is because beginning the gym is a useful format for the centre
of fitness. The gyms have been classified widely based on various sizes. This involves the gym with cardio along with the equipment
of weightlifting. Apart from this, the studio of fitness has been catering to Martial arts, Aerobics and Zumba and various other classes
as per Altin et al. (2018). This can be based on the targeted population, competition, market, availability of trained vision and
availability of the entrepreneurs. From here, current literature can relate to the research as the entrepreneurs can select the format
for the gym. Lvov (2016) identifies that as the business format gets decided, the dissertation can include the current body of the task
as the location for the gym can be determined. Through choosing the area for the fitness centre, it has been vital to keeping in mind
various aspects. Next, the gym of the business model has been decided by multiple entrepreneurs through proper planning and
careful research. At this stage, the decisions taken have the implications across the business life-cycle of the fitness centre. This shows
that the task is original as through developing the proper choice in this phase has been assuring the gym to be highly beneficial in
operating.
4. Methodology

Here, secondary research would be done by reviewing various prior existing kinds of literature. This delivers the secondhand and
non-original information and data. Moreover, the secondary sources have been documented on primary sources. Further, the
research summaries are reported in newspapers, magazines and textbooks that are considered to be a secondary source. In this way,
they can deliver the worldwide descriptions that am lead to various details on popular mythology. This must provide the readers with
the simple access in researching on a specific topic. This can be done by choosing more important quality studies. These are
meaningful, relevant, vital and important and they are to be summarized for the overall report (Mairinger, 2019). Further, it helps
provide the smartest beginning point for the researches. This can be done through the sector through forcing to evaluate, compare
the main research and summaries the particular sector. In this way one can assure that the researchers never duplicate tasks that are
done already. In this way one can provide the clues where further research is headed with various recommended sectors where there
is the necessity to concentrate. Moreover, the primary findings are to be highlighted. Then it is useful to determine contradictions,
gaps and inconsistencies in the study. Further, it can provide a constructive assessment of the approaches and methodologies of other
researchers.
5. References
Akhtar, N. A. (2017). Hotel and Retail Management: Challenges in the Customer Service Communities.
Accessible link: https://cloudfront.escholarship.org/dist/prd/content/qt1777b2m0/qt1777b2m0.pdf
Altin, M., Koseoglu, M. A., Yu, X., & Riasi, A. (2018). Performance measurement and management research in the hospitality and
tourism industry. International Journal of Contemporary Hospitality Management, 30(2), 1172-1189.
Accessible link: https://www.emeraldinsight.com/doi/abs/10.1108/IJCHM-05-2017-0251
Epps, J. (2019). Working Out Race, Class and Gender: A Study of Barriers to Gym Memberships in Baltimore City (Doctoral dissertation,

The George Washington University).
Accessible link: https://search.proquest.com/openview/540c507757ec37a78efbfe1657ae6e1a/1?pq-
origsite=gscholar&cbl=18750&diss=y
Etemad-Sajadi, R. (2018). Are customers ready to accept revenue management practices in the restaurant industry?. International
Journal of Quality & Reliability Management, 35(4), 846-856.
Accessible link: https://www.emeraldinsight.com/doi/abs/10.1108/IJQRM-01-2017-0007
Glaeser, C., Fisher, M., & Su, X. (2017). Optimal Retail Location: Empirical Methodology and Application to Practice. Available at SSRN
2842064.
Accessible link: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2842064
Lum, A. (2017). HealthyLife Gym, LLC: A Business Plan. California State University, Long Beach.
Accessible link: https://search.proquest.com/openview/8fc397e752be2ed1c412428aa77561b4/1?pq-
origsite=gscholar&cbl=18750&diss=y
Lvov, A. (2016). Developing revenue management of a spa resort: case study: Holiday Club Resorts Ltd.
Accessible link: https://www.theseus.fi/handle/10024/116590
Mairinger, P. (2019). Digital transformation in hospitality: a guidance on how to implement and operate a hotel app to generate
incremental revenue and to maximize customer value (Doctoral dissertation).
Accessible link: https://repositorio.ucp.pt/handle/10400.14/27003
Nicola Hawkinson, D. N. P., & RNFA, R. (2017). The Three Rs: Recruitment, Retention, and Revenue. The Journal of Medical Practice
Management: MPM, 33(2), 111-113.

Accessible link: https://search.proquest.com/openview/7f05aaf404bfa6c50a15922c7b07fa45/1?pq-origsite=gscholar&cbl=32264
6. Chapter Outline:
 Project Scope and Purpose
 Project Progress & Achievements
 Remaining Challenges and Additional Work
 Expectations

7. Plan or schedule of work
Students should insert their agreed work plan here, using the template available on Blackboard. Below is an indicative
example, which should be replaced with your own version, as agreed with your supervisor.
You should use the template for the Gantt Chart available on the Blackboard site.
8. Dates of Agreed Meetings with Supervisor:
Date Face to Face On-line
Wed
5/8/19
Conducting the
Personalize
coaching
Thu
5/16/19
Building
community
Wed
5/22/19
Tracking
attendance
Tue
5/28/19 Class scheduling
Thu
5/30/19
Membership
management
Thu
6/6/19
Lead generation
and tracking
Fri
6/14/19
Dashboards and
reporting
Thu
6/20/19
Automated billing
and payroll
Mon
6/24/19
Developing online
sales portal
Task Name Duration Start Finish Predecessors
Conducting the Personalize 6 days Wed 5/8/19 Wed