Detailed Business Plan for Rolf Fitness Gym in Melbourne, Australia

This business plan outlines the strategy for Rolf Fitness Gym, aiming to offer affordable and convenient fitness training services in Melbourne, Australia. The plan details the gym's mission, which is to establish a committed community of elite functional fitness and exceed consumer expectations. It covers product offerings, including various gym equipment and training activities. The market analysis considers political, economic, social, and technological factors, along with competition from established fitness clubs. The primary target market includes fitness-conscious individuals, families, and senior citizens. The marketing strategy focuses on product offerings, pricing, distribution, and promotion via online and offline channels. The financial plan addresses critical risks, such as insufficient consumer interest and potential litigation. The plan recommends initial screening and consultation to design fitness services based on consumer health analysis and gaining competitive advantages. The plan includes references to relevant research in the field.

Business Plan of a Fitness Gym
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Authors Note:

Background
• Rolf Fitness Gym will position itself as a thriving
fitness centre that can offer affordable and
convenient fitness training services
• The operating hours of the gym will be from 7
am in the morning to 9 pm at night all days of a
week.
• The fitness gym also focused on offering a low-
cost along with ensuring flexible alternative to
expensive and off-site facilities

Mission
• Establishing a committed community of elite
functional fitness.
• The business will develop its fitness products
and services based on the goal of exceeding
consumer expectations and increasing sales.
• To attain increased visibility of its business
through creating better employment for youth
in the locality that faces difficulties in accessing
employment.

Product Offering
• The services that will be offered by Rolf Fitness Gym
are deemed to be simple and versatile for the
consumers
• The gym training and exercising equipments will
include automated treadmills, exercise bikes, elliptical
cross trainers, rowers, stair climbers, group cycling,
upper body trainers, free weights, multi-gyms and
cable stations along with accessories
• The fitness gym can offer highly effective cardio,
strength, functional and group activities

Market Analysis
• Political- Political factors can include legislation or government
policies
• Economic- If the buying power of the consumers due to
economic downturn decreases it can decrease consumer base
fur the gym
• Social- There is a high demand for being involved in physical
fitness activities among the young and old people
• Technological- Highly developed gym equipments and staff
requirements make it difficult for several gym centers to enter
in the Australian market.
• Competition- The competition for the new Rolf Fitness Gym in
Melbourne region of Australia includes two renowned and
established fitness Clubs such as Gold Gym and Wellness Gym.

Primary Target Market
• Hardcore fitness conscious people residing
within the selected locality of Melbourne in
Australia.
• Another target consumer market segments in
Melbourne are families and senior citizens
residing in the region.

Marketing Strategy
• Product- the fitness gym can offer highly effective cardio,
strength, functional and group activities based training
• Pricing- The pricing strategy that will be implemented by
Rolf Fitness Gym will be penetration pricing
• Distribution- Rolf Fitness Gym services will be through its
multi-specialty gym situated at the city centre of
Melbourne region of Australia.
• Promotion- online and offline advertising medium along
with social media channels such as Face book, Instagram
and Twitter along with advertising through flyers.

Financial Plan

Critical Risks
• Risk that not sufficient number of residents is
interested in personal training in the region.
• Once the fitness gym business is established
successfully, there might be another critical
risk of litigation.
• To deal with such critical risk will require a
considerable waiver of liability from the
trainers along with the consumers.

Conclusion and Recommendations
• To maintain efficiency of its services, Rolf Fitness
Gym will offer initial screening and consultation for
being able to design fitness services based on the
analysis of health position of all its target
consumers.
• It is also recommended that Rolf Furness Gym
must attain competitive advantages over these
competitors through offering modern and a variety
of gym training equipments target consumers.

Bibliography
• Barnes, K., Ball, L. and Desbrow, B., 2016. Promotion of nutrition care by
Australian fitness businesses: a website analysis. Public health, 140,
pp.45-49.
• de Freitas, L.C. and de Bom, F.C., 2015. The administrative structure of
the gym of business in city of Sombrio-SC. PODIUM: Sport, Leisure and
Tourism Review, 4(2), pp.58-71.
• Eke, H., 2017. The health promotion center A business plan. California
State University, Long Beach.
• Girnale, M.R., Jathar, S.S., Untwal, K.D., Anand, P. and Bhonsle, M., 2017.
Virtual Gym Management System.
• Glassman, G., 2015. Garage Gym II: the revolution. CrossFit journal.
• Hermon, E., 2017. Fitness AK: Applying the project management tools
and principles to a business plan.