Ice Skating Training Facilities
San Diego Figure Skating Communications
Market Analysis Summary
For the purpose of this analysis, the Ultimate Sports and Fitness Center Inc. will be the only multiple sport complex of its kind in a 3 hour driving radius. The facility will cater to the community of residents with a 45 minute drive. However, the amenities will appeal to sports and fitness aficionados over a much wider radius.
Because of the diversity of programs in sporting, recreational, fitness, wellness, and social activities available in the Ultimate Sports and Fitness Center Inc., our target market audience will vary from dedicated sports and workout athletes to people who just want a few hours of fun, recreation and fitness.
From 1990 to 1999, memberships at health clubs rose from 20.7 million to 30.6 million. Frequent users of fitness clubs soared by 84% during the same period. This trend is projected to resume and continue as the economic conditions strengthen. Recent surveys of over 360 fitness clubs identified the eight most profitable programs for fitness centers. The Ultimate Sports and Fitness Center Inc. offers all eight programs plus additional sports, wellness, social, and community activities. The growing market for fitness clubs and wellness/social centers suggests that the Ultimate Sports and Fitness Center Inc. has a very bright future.
The average projected membership for
multipurpose clubs is 1,200. The Ultimate
Sports and Fitness Center Inc. is projected to start with
500 memberships sold in advance of the Grand Opening and grow to over
4,300 by the
time the center is fully built out.
Building a list of potential clients will require a targeted marketing approach with special promotions and periodic activities directed at the following groups:
Sports, Recreation, Wellness Client Market Analysis
Target Market Segment StrategyMany people will initially visit the Ultimate Sports and Fitness Center Inc. to see what amenities it has to offer. Our marketing strategy will be to focus on those market segments whose interests match our offerings. The great thing about marketing The Supreme Courts, is that each market segment relates, in certain ways, to all the others.
Our main objective with our early web presence will be to deliver a marketing strategy that will be designed to get people to visit our facility. Once people see what we have to offer, and feel the atmosphere that will be created, they will want to return and participate in the many activities and programs that will be available to them.
Some of the ways the Ultimate Sports and Fitness Center Inc. will use to attract people to the facility include:
Following the grand opening of the Ultimate Sports and Fitness Center Inc., a web site, twitter, facebook, print, and radio media will be used to promote both the facility and the programs that are being offered to attract new people from all over the surrounding community with in a 3 hour drive.Service Business Analysis
The sport and fitness business is a booming industry, with total revenues for 1999 over $10.6 billion. Fitness clubs opening in unexpected places, including airports and grocery stores! The size and scope of these clubs vary from small, individually owned workout facilities, to very elaborate, publicly owned franchises. Statistics from July, 2000 indicates there were 15,910 clubs in the USA with over 30 million total club members. That is an average of over 1,800 members per club.
Sport and fitness clubs, like the Ultimate Sports and Fitness Center Inc., averaged over 2,800 members per club. One of the major challenges is to establish our project as a legitimate sport and fitness club that is appealing to each of its market segments, and position itself as a great deal for members and casual walk-ins alike.
Competition and Buying Patterns
Potential fitness club members will usually compare clubs and find the one that fits their specific needs, or has the amenities that he/she wants. Value is usually very important to these potential members as most people want to get the best value for their dollar.
The competition for client market share for a business like the Ultimate Sports and Fitness Center Inc. will include gyms, fitness centers, ballet and ballroom dance, pilates, and marshall arts studios, plus sports facilities catering to ice skating, gymnastics, swimming, tennis, soccer, lacrosse, volleyball, handball, baseball and golf. Each of these businesses will offer various types of memberships. Most memberships are seasonal or have a minimum commitment of a month or longer.
The following internet links have been gleaned from personal communications
combined with information from public institutions and athletic organizations/
associations that have a web presence with information concerning team and
individual sports programs:
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