Pure Gym: Analysis of Management, Organization, and Strategies

This report provides an in-depth analysis of Pure Gym, a prominent fitness club in the UK. It begins with a background of the company, highlighting its founding, mission, and services. The report then delves into the organizational structure of Pure Gym, discussing its equipment, trainers, and management hierarchy, including the CEO, CFO, and other key personnel. It explores the application of modern management approaches, specifically the system approach, and its impact on customer attraction and operational efficiency. Furthermore, the report identifies and discusses two innovative strategic management objectives focused on attracting a broader customer base and competing effectively in the global market, supported by the Porter's Five Forces model to analyze the competitive landscape. The conclusion summarizes the key findings, emphasizing Pure Gym's commitment to customer service and its strategic initiatives for growth and market dominance.

Running head: Management and organizations
Management and organizations

Table of Contents
Introduction.................................................................................................................................................3
Task 1..........................................................................................................................................................3
Background of the company........................................................................................................................3
Task 2..........................................................................................................................................................4
Organizational structure..............................................................................................................................4
Task 3..........................................................................................................................................................5
Modern management approach..................................................................................................................5
Task 4..........................................................................................................................................................6
Two innovative strategic management objectives......................................................................................6
Conclusion...................................................................................................................................................8
References.................................................................................................................................................10
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Introduction
The report talks about the trading activities of the Pure gym. Further, it explains the
mission and objectives of the company. The report talks about Pure Gym’s organizational
structure, the modern management techniques that can provide help and support for the
organization. It focuses largely on the innovative strategies that company should inculcate in its
functioning. The report gives an idea of how fitness organization should function for its
development. It also explains the porter five forces model of the organization and it explains the
two innovative objectives of the company.
Task 1
Background of the company
Pure Gym is a private company that is situated in the United Kingdom. It was founded in
2009 by Peter Roberts. This is a fitness club that serves the purpose of building body, muscles,
strength, increasing stamina and other related activities. It is considered to be the largest gym in
Britain with a large number of members. The gym is opened 24 hours and provides the facilities
like cardio equipment, fixed and free weights, and classes for exercising. The organization takes
care of the health and body of their members in an effective way (Bartels et al, 2013). They
encourage and motivate them to exercise and be concentrated towards the job. Since the gym
serves all kinds of facilities that it is very expensive and costly thus everyone can afford such
cost. The gym has its own investors and CCMP’s who privately own its facilities. The
infrastructure of the gym is such that it attracts lots of customers towards itself. Also, the
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investors invest a lot of money in the gym and it earns a lot of profit. The ultimate aim of the
organization is to serve its members and earn greater profits. The main target of the gym is to
provide fitness training and facilities to the people. The environment of Pure Gym is calm which
keeps the members interested. Pure Gym plans to open over 300 gyms in coming future. It has its
membership with above 450,000 and it is still continuing (McAuley et al, 2009). The gym is also
famous for providing security services all over the world. The experts appointed by the company
are the experts from all over the world and they are paid with high incomes. Pure Gym has a
number of competitors all over the world but with its revenue generation, it is able to compete
with its competitors (Nurkkala, Kalermo, and Jarvilehto, 2014).
Task 2
Organizational structure
The structure of the organization of Pure Gym is interesting and attractive. The gym
consists of variously advanced equipment that is beneficial for the members who come for work
out sessions. With its unique design and overwhelming infrastructure, it is able to attract more
and more customers (Thompson, 2016). This helps them in making money easily. Every gym has
its trainers and mentors who take classes of development. But Pure Gym appoints highly
professional trainers to assist their members effectively which can have 100% results. The
company helps the members in reducing the fat content present in their body keeping them
healthy and fit. The solutions to make the body fit are some of the best expert solutions in the
world that company provides to their customers. The gym consists of various authorities as it is
not a sole proprietary business. It has Chief Executive Officer, Chief Financial Officer, Chief
Operating Officer, non- executive director and executive director who jointly work for the
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welfare of the organization and their members (Pedragosa and Correia, 2009). The equipment
and machines used by them are highly advanced and the members are taught to use them at first
place by the guidance of their trainers. The safety is the main concern for the organization thus
there are chances of getting injured by such big machines. The structure of the organization has
to be such that the customer can feel comfortable while working out. It should have a good
environment so that bad influence cannot be welcomed. Pure Gym makes sure that their
customers are happy while exercising and does not face any kind of difficulty (Bogaerts et al,
2009).
General Manager
Marketing and Sales Studio and Gym Maintenance and Cleaning
Manager Manager Manager
Marketing Sales Studio Gym Maintenance Cleaning
Marketers Sales Person Staff Staff
Task 3
Modern management approach
Modern management theory is one of the significant approaches followed in the
organization. It shows emphasis on systematic use seen in mathematical approaches. The
methods of modern management in an organization help to evaluate and analyze the relationship
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between the workers and the management in every aspect. There are various organizations that
use this approach which helps them to attract more and more customers. One of the approaches
used by Pure Gym is system approach (Burke, Martens and Faucher, 2010).
System approach:
The System approach helps the organization to attract more and more customers towards
them. This approach is something where everything is dependent and related to each other. This
is the general specification seen in the company. A system approach is something which helps in
interacting with various other components of the firm. The approach works dynamically and
provides an environment which is responsive and answerable. This approach is very useful and
dynamic to fulfill the goals and objectives of the firm. The approach is followed by the company
so that the goals can be met effectively and efficiently. The organization can give a new way to
the business by adopting such approach as it becomes easy for them to function smoothly. This
approach gives a framework that can help in understanding and evaluate the success of the gym.
The internal environment of the gym depends on the company. The various companies are using
system approach. The approach shows no concern with the external environment as it is a
complex and difficult theory. System approach leaves an impact on the profits and earnings
made by the organization. The approach can help the gym to improve its relations with its
members and helps in developing a healthy communication between them. With this approach,
there will be a proper utilization of natural resources also. This can result in competing with
other companies in the market (Kolb and Kolb, 2009).
Task 4
Two innovative strategic management objectives
The focus of Pure Gym is seen in health and fitness sector. They put efforts in serving
their customers and fulfilling their requirements since they pay a huge amount of money to them.
The primary job of the organization is to provide good care to the body, keep a balance check
about their health and provide a nutritious balanced diet in order to keep the body in well-
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maintained condition. For this, the company follows various strategies to fulfill their objectives.
The two such innovative innovative are discussed below (Warmflash, Francois, and Siggia,
2012):
The pure gym focuses on attracting young boys and girls and health of women and men
across the world. The firm uses effective and innovative strategies to expand its business and
earn a profit in good amount. The services provided by them have to make sure about the proper
balanced diet, proper meal, the amount of time each member should give to exercise according to
the body requirement. The company focuses on the training by using innovative technologies in
the company. The other objective of the company is to fight with its competitors and attain a top
position in the globally expanding market (Surujlal and Dhurup, 2012).
The company uses the porter five forces model in order to highlight the kind of services it
provides to its members and also evaluates the effective and innovative objectives. The porter
five forces model that is seen in the company are discussed below:
Potential new entrants:
The company seeks for the entries of potential members who are able to afford the
amount of money that the organization charge. This is done because the coming of potential
entrants becomes a medium for the company to compete with its competitors. To deal with such
matters company uses porter five forces model (E. Dobbs, 2014).
Bargaining power of suppliers:
Working from a long time becomes a threat to the company as it raises the demand of the
suppliers. Thus, Pure Gym always takes care of having a healthy communication with their
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suppliers in order to reduce the prices of the services within the organization. The business
activities and other operational aspects are affected by such bargaining power of suppliers.
Competitive rivalry within in industry:
Pure Gym is not the only gym present in the market. There are several other competitors
of them. There are several types of gyms in the global market. Therefore, the company has to
focus on making new effective innovative strategies to beat such competitors.
Bargaining power of customers:
Bargaining power of customers is something that affects the business in its profits and
revenue. To avoid such conversation company follows porter five forces of model (Kumar, Dass,
and Kumar, 2015). It affects the business activities and operations of the company.
Threats of substitutes:
One of the major threats seen in the company is to attain its long-term mission that it
promises to its customers. The company must serve the demands of its customers and feel free in
joining. The major issues of the business related to the threats of rivalry. In order to analyze such
things, Pure Gym uses porter five forces of the model.
Conclusion
The report shows the amount of effort the gyms show in serving best to their customers.
The Pure Gym of United Kingdom provides best facilities to its members by helping them to
maintain their health. The description of the modern management approach gives the other idea
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of expanding and flourshing its business. In this way, the company is able to beat the competitors
around the world.
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References
Bartels, S.J., Pratt, S.I., Aschbrenner, K.A., Barre, L.K., Jue, K., Wolfe, R.S., Xie, H., McHugo,
G., Santos, M., Williams, G.E. and Naslund, J.A., 2013. Clinically significant improved fitness
and weight loss among overweight persons with serious mental illness. Psychiatric
Services, 64(8), pp.729-736.
Bogaerts, A.C., Delecluse, C., Claessens, A.L., Troosters, T., Boonen, S. and Verschueren, S.M.,
2009. Effects of whole body vibration training on cardiorespiratory fitness and muscle strength
in older individuals (a 1-year randomised controlled trial). Age and ageing, 38(4), pp.448-454.
Burke, B.L., Martens, A. and Faucher, E.H., 2010. Two decades of terror management theory: A
meta-analysis of mortality salience research. Personality and Social Psychology Review, 14(2),
pp.155-195.
E. Dobbs, M., 2014. Guidelines for applying Porter's five forces framework: a set of industry
analysis templates. Competitiveness Review, 24(1), pp.32-45.
Kolb, A.Y. and Kolb, D.A., 2009. Experiential learning theory: A dynamic, holistic approach to
management learning, education and development. The SAGE handbook of management
learning, education and development, pp.42-68.
Kumar, P., Dass, M. and Kumar, S., 2015. From competitive advantage to nodal advantage:
Ecosystem structure and the new five forces that affect prosperity. Business Horizons, 58(4),
pp.469-481.
McAuley, P.A., Sui, X., Church, T.S., Hardin, J.W., Myers, J.N. and Blair, S.N., 2009. The joint
effects of cardiorespiratory fitness and adiposity on mortality risk in men with
hypertension. American journal of hypertension, 22(10), pp.1062-1069.
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Nurkkala, V.M., Kalermo, J. and Jarvilehto, T., 2014. Development of exergaming simulator for
gym training, exercise testing and rehabilitation. Journal of Communication and Computer, 11,
pp.403-411.
Pedragosa, V. and Correia, A., 2009. Expectations, satisfaction and loyalty in health and fitness
clubs. International Journal of Sport Management and Marketing, 5(4), pp.450-464.
Surujlal, J. and Dhurup, M., 2012. Establishing and maintaining customer relationships in
commercial health and fitness centers in South Africa. International Journal of Trade,
Economics and Finance, 3(1), p.14.
Thompson, W.R., 2016. Worldwide survey of fitness trends for 2017. ACSM's Health & Fitness
Journal, 20(6), pp.8-17.
Warmflash, A., Francois, P. and Siggia, E.D., 2012. Pareto evolution of gene networks: an
algorithm to optimize multiple fitness objectives. Physical biology, 9(5), p.056001.
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