Management Strategy and Analysis of Pure Gym: A Comprehensive Report

This report offers a comprehensive analysis of Pure Gym's management strategy, delving into its introduction, unique specifications, and organizational structure, including the roles of key executives like the CEO, CFO, and COO, and the functions of various departments. The report further examines the company's system approach, highlighting its dynamic and interconnected nature, responsiveness to environmental changes, and integration of diverse fields of study. Moreover, it applies strategic analysis tools such as SWOT analysis, identifying Pure Gym's strengths, weaknesses, opportunities, and threats, and the Ansoff matrix to explore market penetration, market development, product development, and diversification strategies. The conclusion summarizes the key findings, emphasizing the gym's well-known position in the UK, and how the strategies can be used to explore new business areas.

Pure gym
Management strategy and analysis
Pure Gym
HP 15

Management strategy and analysis 1
Table of Contents
Introduction:..........................................................................................................................................2
Task1:....................................................................................................................................................2
Introduction of Pure Gym..................................................................................................................2
Task2:....................................................................................................................................................3
Organizational structure of Pure Gym...............................................................................................3
Task3:....................................................................................................................................................4
System approach...............................................................................................................................4
Task4:....................................................................................................................................................6
SWOT analysis:..................................................................................................................................6
Ansoff matrix:....................................................................................................................................7
Conclusion:............................................................................................................................................8
References:............................................................................................................................................8

Management strategy and analysis 2
Introduction:
The report presents an analysis of Pure Gym management strategy. The first part of the report
explains the gym introduction as well as unique specification it possesses. The second part of
the report explains the organizational structure of Pure Gym which makes it popular in the
market place. The third part defines system approach, a modern management approach that
explains the strategy of the organization. The last part of the report explains two innovative
strategic analyzes such as Ansoff and SWOT.
Task1:
Introduction of Pure Gym
Pure Gym is a company dedicated towards business which focuses on bringing regular
improvements for its members. The Pure Gym was rated in 2016 as the best company to
work for. Pure Gym achieved success in the market due to its team of dedicated and
inspirational members who work continuously to take Gym to new heights (Kailasam, et al.,
2010).
Pure Gym provides reasonable and elastic access to the superior quality gym services. It
provides online subscription through which customers can register for a sum of less than $20
per month. The gym services of the company are accessible at all places in the country and
are open 24*7, allowing flexibility to the customer to use as per their convenience.
Concentration on demand of customers and utilizing latest technology is core value that Pure
Gym adopts to lead in the market. They are bringing the amendments in gym industry by
opening the accessible gym to all ages of people. They provide various types of offers like
best autumn offer in which concession to all members is given. Further, a membership offer
for one-year membership is provided at discounted rates.

Management strategy and analysis 3
They have invested and explored new areas of the business to deliver the best experience to
all customers (Mullins, 2016). They also offer 50-80 free sessions every week carried by
approximately 2,000 personal trainers. They also have the superior quality equipment and
widespread free areas in all of the gyms.
Task2:
Organizational structure of Pure Gym
Pure Gym Company adopts divisional structure in its business. In this structure the
organization activities are segregated into different divisions and departments
(Vandeveer&Menefee, 2010). The structure of Pure Gym is as follows:
CEO (Chief Executive Officer): Humphrey Cobbold
The CEO of Pure Gym was appointed in 2015. He possesses a wide range of experience
covering all areas of business. This wide range of experience he acquired through the roles
played by him like chairman of Fish4, Director of Strategic Development and many more.
CEO
(Humphrey Cobbold)
CFO
(Adam Bellamy)
Non Executive
director
Marketing and
planning
COO
(Jacques De
Bruin)
Employees

Management strategy and analysis 4
Chief Financial Officer: Adam Bellamy was appointed as CEO. He possesses experience in
retail business, hospitality and many more. He is responsible for finance dealings, apart from
that he also has been a team leader, planning developer helping Pure Gym in achieving
desired objectives.
Chief Operating Officer: Jacques de Bruin has been COO of Pure Gym. He is responsible for
handling daily operations and access control over the day-to-day activities of a business
(Jones & Jones, 2010). The management structure of Pure Gym follows reporting system of
Chief operating officer to CEO for all the final approvals and permissions.
Non-Executive Director: The role of Non-executive director allows them to develop
proposals for strategy, integrating financial information and many more roles. Their main role
is assisting employees in achieving their target. They help CFO as well in coordinating the
future goals.
Marketing and planning: This department handles the marketing related activities of the Pure
Gym. This helps Pure Gym in increasing the popularity and customers in an efficient manner
(Lunenburg, 2012). It also creates and develops a guide of management to work in correct
direction according to customer needs.
Employees: They are the ones who contribute effectively towards the successful functioning
of an organization. They strive hard to deliver their level best and achieve the assigned targets
within the stipulated time frame. They get instructions from COO to proceed with the work.
Task3:
System approach
1. This approach considers the Pure Gym as a dynamic and inter-related
arrangement of every part of the company. Every division has its sub-framework.

Management strategy and analysis 5
Consistent and successful communication of sub-frameworks achieves objectives of
the main framework (Johnson, et al., 2013).
2. It considers the effect of both upcoming and inaccessible future on the authoritative
level. Pure Gym continually reacts to changes in the interior and outer ecological
conditions. They likewise go about as market leaders in the dynamic, aggressive
condition.
3 System approach will coordinate the objectives of various parts of the Pure Gym
(sub-frameworks or offices) with the association in general (Smith & Rees, 2017). It
coordinates objectives of the association with objectives of nature or society in which
it works. A mix of objectives keeps up harmony or adjusts and empowers associations
to develop in the dynamic condition.
4. It integrates learning of various fields of concentrate, for instance, science,
humanism, data frameworks, financial aspects and many more. As business-like Pure
Gym manages diverse parts of society, it influences the best utilization of various
fields to concentrate and enhance cooperation with its partners.
5. System approach empowers associations to outline arrangements that market
business goals and social destinations. As Pure Gym works in the social framework
and social values, culture, convictions, and morals are imperative constituents of
business operations.
Task4:
SWOT analysis:
Strength:

Management strategy and analysis 6
Pure Gym management is focusing on what the client actually desires. They eliminate the
elements from the food that cause fat and thus, the food is made healthy and perfect for
consumption. Pure Gym is also able to come across its costumer’s major demand of
reasonable membership, starting from a minimum of $20 per month and having no prescribed
commitment. They also follow the simple procedure of joining and leaving. The Pure Gym is
easy and convenient to join and attend. Pure Gym also creates the conventional procedure for
all clients who want to leave the gym.
Weakness:
The major weakness in Pure Gym is that the clients have to stand in the queue to use the Gym
tools, due to which the Gym tools are available only to regular users and the temporary users
does not get to use such tools.
Another weakness is parking availability during the peak season and this makes it
inconvenient for members to find the parking space for their vehicle. The people in the area
do not consider the Pure Gym as a branded Gym, which makes it difficult for it to attract the
customers.
Opportunities:
The Gym has the opportunity to explore the business to the wide area in other parts of the
world as well (Macintosh & Quattrone, 2010). The population now a day’s is becoming
more health conscious so joining fitness centres at the speedy rate. Pure Gym can grow its
business by making youngsters join through the various promotional programmes.
Threats:
The main threats to Pure Gym are such as increased competition and concentration of
businesses on sustainability (Rees & Smith, 2014). Other factors which act as threat are lack

Management strategy and analysis 7
of reasonable equipment suppliers and deviations in the rules affecting the business of Pure
Gym.
Ansoff matrix:
Market penetration: The development of Gym business can be achieved by Pure Gym
through capturing customers of competitors, motivating existing customers to continue with
Pure Gym only, attracting youngsters and many more strategies through which market
penetration can be done (Daley, 2012). The free-swimming initiation by the UK can be
greatest new market penetration for all business of Pure Gym.
Market development: It needs marketing activities in new areas of business. The
segmentation strategy is adopted to develop the new market. The strategy adopted by Pure
Gym should be such that it attracts and enhances the business of the company. The
segmentation can be geographical, which it did not target till now.
Product development: It requires identification of resource and advertisement of new
products to present customers. The customer demand research is necessary to reduce the risk
product failure (David, 2011). The Pure Gym should be excellent in product development in
fitness products for their all types of customers, as failure will bring the image of Pure Gym
to go down.
Diversification: It is the most risky strategy and the one necessitating greatest research
because both the products and markets are new. The company should go for diversification in
new areas to increase the business. Diversification helps Pure Gym in growing business as
well as organizational development.
Conclusion:
The above analysis described the Pure Gym various features, it offers to its members
as well as youngsters. The Pure Gym is the well-known gym in the UK. The report analysed

Management strategy and analysis 8
the organizational structure of the company, Systems management approach explaining
strategy which Pure Gym can adapt to lead in the market and in last innovative strategy
SWOT and Ansoff matrix is explained. The innovative strategy explained how Pure Gym can
explore to new business areas by using its strengths and capabilities it possesses.
References:
Daley, D.M., 2012. Strategic human resources management. Public Personnel
Management, pp.120-125.
David, F.R., 2011. Strategic management: Concepts and cases. Peaeson/Prentice Hall.
Hussain, S., Khattak, J., Rizwan, A. and Latif, M.A., 2013.ANSOFF matrix, environment,
and growth-an interactive triangle. Management and Administrative Sciences
Review, 2(2), pp.196-206.
Johnson, G., Whittington, R., Scholes, K., Angwin, D. and Regnér, P., 2013. Exploring
strategy text & cases (Vol. 10). Pearson.
Jones, G.R. and Jones, G.R., 2010. Organizational theory, design, and change.
Kailasam, G.T., Lee, J.S., Rhee, J.W. and Kang, J., 2010. Efficient skycube computation
using point and domain-based filtering. Information Sciences, 180(7), pp.1090-1103.
Lunenburg, F.C., 2012. Organizational structure: Mintzberg’s framework. International
journal of scholarly, academic, intellectual diversity, 14(1), pp.1-8.
Macintosh, N.B. and Quattrone, P., 2010. Management accounting and control systems:
An organizational and sociological approach. John Wiley & Sons.

Management strategy and analysis 9
Mullins, L. J. 2016. Management and Organisational Behaviour 11th
edn.,Harlow:Pearson.
Rees, G. and Smith, P., 2014. An introduction to the organization, its environment and
human resource management. In Strategic human resource management: an international
perspective. SAGE Publications Inc...
Smith, P.E. and Rees, G., 2017. An introduction to the organization, its environment and
human resource management. Strategic Human Resource Management: An International
Perspective, p.3.
Vandeveer R. and Menefee M. 2010, Human Behavior in Organizations 4th edn., FT
Prentice Hall.