Market Research Report: John's Gym, UK Market Analysis

This market research report examines the competitive landscape of the gym and fitness center industry, with a specific focus on John's Gym. The report begins with an introduction to the industry's growth and changing trends, highlighting the increasing consumer interest in fitness. The research includes a proposal and project on the market situation, detailing research methodologies such as interpretivism and positivism philosophies, a descriptive research design, and data collection methods using primary and secondary sources, including surveys and online resources. The report analyzes secondary data from various sources, and survey data to identify customer demographics, gym usage patterns, pricing sensitivity, and service preferences. The findings reveal key insights into customer age groups, gym facility usage, and factors influencing customer attraction, such as pricing and cleanliness. The report concludes with recommendations for John's Gym, including strategies to attract more customers through competitive pricing, service diversification, and promotional offers.

Market Research Report
Introduction
The Gym and Fitness centres industry is growing with a high rate over past few years, the
structure and services offered by the Gym centres are also changing with the time. The people are
more attracted towards fitness and a fit body. This increased health awareness have raised the
demand of Gym and fitness centres all wound the world. This research report is in context to
John's Gym that is facing an issue related to competition in the market. The report will include a
proposal and research project on market situation of the gym sector. The report will include
research methodologies, techniques, surveys etc (Coen, 2017). The research project included and
applied primary and secondary methods to analyse the market and customers related to gym
industry.
Statement of research objectives/hypotheses.
The researcher has identified various important objectives that will be important in order to
successfully answer research questions. The various objectives developed by researcher are as
mentioned below -
 To identify the needs and demands of the people will regard to gym and fitness centres
 To identify effective pricing for the gym services
 To determine most effective way for promoting a gym centre
Research methodology
 Research Philosophy – The goal of research logic is to perceive the idea or conviction of
the exploration as opposed to the accumulation and examination of the data or
information. As per the Saunder's onion idea, look into logic is the main component
which is extremely huge n giving a definite thought identified with the exploration
venture. The exploration rationality is fragmented into four kinds, for example, Positivism
reasoning, Interpretivism logic, Pragmatism hypothesis and Realism theory. Accordingly,
to direct compelling examination on John's Gym the researcher has utilised a mix of
interpretivism and positivism rationality (Andreasson and Johansson, 2017).
 Research approach – The examination approach characterises the different strategies or
methodologies connected and used by the specialist for doing the exploration venture. The
analyst has adequately utilised subjective approach for computing and deciphering
information gathered through representatives working in John's Gym, United Kingdom.
Moreover, to comprehend the advertising capacities and structure of the general
association subjective research system was utilised with a target of getting the best
outcomes or results.
 Research outline – The exploration configuration alludes to the gross methodology picked
by the specialist for incorporating different elements of research venture in a legitimate
and requested way. The exploration configuration focus around acquiring great answers
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and conclusion to the issues or issues. Thus, the researcher or agent needs to warily pick
the kind of research configuration to lead the examination successfully. In this exploration
venture the analyst has utilised enlightening examination outline. The Descriptive
research configuration focus around distinguishing the different speculations identified
with the examination subject. In this manner, clear research configuration helps the
examination in breaking down the exploration procedures and hypotheses with a specific
end goal to discover the arrangement of the issues or issues.
 Data collection – Data accumulation is the way toward gathering and assessing data
through the information gathered by the analyst. The information has been accumulated
by interviews, studies or poll. For the most part, there are two techniques for gathering the
information: Primary strategy and optional strategy. Essential strategy is the first or
essential hotspot for gathering the information which included study, meetings and
surveys. The auxiliary technique alludes to the accumulation of information from the
optional sources, for example, articles, books, diaries and web. Information is gathered
from both essential and optional strategies keeping in mind the end goal to lead this
examination venture. Essential information accumulation has been led through survey
from 20 customers and optional by utilising web, articles, books and diaries.
 Inspecting – Sampling is the procedure which is performed inside factual investigation, it
this strategy clear number of information is chosen from an expansive populace. Testing
is separated into two kinds, for example, Probabilistic and Non-Probabilistic inspecting
strategy. In setting to this examination venture, the analyst has utilised Probabilistic
testing strategy which includes survey of numerous people through which information has
been assembled or information. The example polls of 20 customers have been picked by
basic inspecting strategy.
 Data analysis– Data investigation is the technique for researching the collected and
accumulated data so profitable information can be characterise. This ought to be
conceivable by exploring, cleansing, changing and exhibiting of data with the purpose of
procuring supportive information and endorsing conclusions. It is the best among the most
essential and central process in explore strategies as all the accumulated data will be
deciphered effectively and successfully. This will encourage the customers and researcher
to comprehend the essentialness of the accumulated data in ground-breaking and
beneficial way. In the going with investigation venture the specialist associated topical
picture of data which engages to show and mastermind information as tables and
diagrams.
Analysis of secondary data
The secondary analysis done through various sources such as internet, books, journals, etc
concluded that people are attracted towards which offers multi facilities such as cardio, zumba
classes, gymnasiums, yoga etc. The sources such as articles and customers records helped to
identify that gym industry is developing intense competition in the market. The people are also
influenced by gym that offers services at low prices. John's gym require offering different types
of services for at minimum cost to attract more customers.
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Sources of information used for secondary data and quality of data.
In order to collect most effective and useful information the researcher will use various
kinds of sources such as customers, journals, books, public, health professionals and websites
such as
 ibisworld.com (https://www.ibisworld.com/industry-trends/market-research-reports/arts-
entertainment-recreation/gym-health-fitness-clubs.html)
 statista.com (https://www.statista.com/topics/1141/health-and-fitness-clubs/)
Analysis of surveys conducted Theme 1: Customer age
How Old are you? Frequency
0 - 16 years 2
16 - 21 years 6
21 – 30 years 12
30 and above 2
Interpretation: From this collected information it has been assessed that in the survey majority of people age is 21
to 30 year old. Thus, from this collected data it has been assessed that young and adult people is more health
concious in the present time.
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0 - 16 years 16 - 21 years 21 – 30 years 30 and above
0
2
4
6
8
10
12
14
Frequency

Theme 2: Customer are doing gymnasium
How long you are doing
gymnasium? Frequency
0 – 1 year 2
1 – 2 years 5
2 – 5 years 10
5 and above 3
Interpretation: From this data it has been assessed that many of the customer is using the services of cited venture
from 2 to 5 year. Thus, it can be sad that cited venture provides effective and high quality of services to its
customers. It has been also assessed that cited venture effectively meet the requirement of its customers.
Theme 3 Price attracts you most to a gym center?
What attracts you most to a
gym center? Frequency
Low price 10
Machines availability 5
Branding 2
Gym cleanliness 3
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0 – 1 year
1 – 2 years
2 – 5 years
5 and above

Interpretation: From this section it has bee assessed that low price is one of the best feature of cited
venture due to which customer are more attracted toward it. From 20 respondents 10 respondents said
that price is very effective feature of this Gym center so as they are retain within it.
Interpretation:
Theme 4 facilities/services do customer use
Which of our
facilities/services do you
use? Frequency
Cardio classes 3
Gymnasiums 13
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Low price
Machines availability
Branding
Gym cleanliness

Sauna 2
Changing rooms 2
Interpretation: From this collected data it has been found that Gymnasiums facility and service attracted
many customer toward this gym centre. On the basis of collected data 13 respondents said that
Gymnasiums service is very effective facility of cited venture.
Theme 5 Customer wants tochange in our gym to make it better?
What would you change in
our gym to make it better? Frequency
Size 1
Price 9
More attentive staff 3
Better equipment 7
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Cardio classes
Gymnasiums
Sauna
Changing rooms
0 2 4 6 8 10 12 14
Frequency

Interpretation: On the basis of collected information it has been assessed that it has been analysed that
price is very significant factors that affect the gym service and customer demand regarding these services.
While survey conducted from the people then major;y of people is adult and young age group. Thus, from
this data it has been analysed that Majority of customer said that cited venture should change its price
and it should more les as compare to present price of gym services.
Recommendations
The gym industry is getting influenced by various factors such as price, services,
cleanliness, etc. The John’s gym needs to consider each and every factors to attract more and
more customers. The gym can promote its services by offering discount and developing new
machines for the gym. The gym can also provide various other services such as Sauna bath,
special discounts for families, combo offers, clean space, wardrobes, hanging rooms etc. John's
gym can also decrease its fees to gain more customers.
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Size
Price
More attentive staff
Better equipment
0 1 2 3 4 5 6 7 8 9 10
Frequency

REFERENCES
Books and Journals
Coen, S.E., 2017. Connecting qualitative research on exercise and environment to public health
agendas requires an equity lens. Health & place.
Andreasson, J. and Johansson, T., 2017. The new fitness geography: the globalisation of Japanese
gym and fitness culture. Leisure Studies, 36(3), pp.383-394.
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