Ice Skating Training Facilities

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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.

Market Segmentation
      Building a list of potential clients will require a targeted marketing approach with special promotions and periodic activities directed at the following groups:
  • Weekend Warriors are an important market segment for the Ultimate Sports and Fitness Center Inc. will be the weekend warriors. These people generally don't like to be locked into long-term commitments, but like the freedom to come and go when the opportunity presents itself. They expect to pay a higher fee as a walk-on space availability basis.  They are a potential market for a limited membership option that would provide the ability to reserve times and equipment, but at a higher fee than a full membership package.

  • Hardcore Fitness Buffs: another market segment for our facility will be those who view themselves as dedicated fitness gurus. These people are very particular about the type of workout equipment they use, and usually enjoy the opportunity to be "looked at" by other users of the facility. As long as the right equipment is available, these people are willing to lock into long-term commitments with a facility.

  • Gym Rats: a third market segment for the Ultimate Sports and Fitness Center Inc. will be those people who love to be in a gym. These individuals seek to find places to play, practice, or just hang out, usually at a very reasonable price. The better the atmosphere, and the more people to watch them, the more gym rats are attracted to a facility. This is type of client provides a stable source of revenue  throughout the year round for the Ultimate Sports and Fitness Center Inc..

  • Families: this is a core membership group for the Ultimate Sports and Fitness Center Inc..  The facility has something that appeals to everyone of all ages and skills.  The center is designed to provide a positive drug and smoke free environment that will attract families that want to become members of the facility because specific sports interests or who simply want a few hours of recreational fun. These membership group will also be the main target for summer camps and activities that allow for fun and education for the children while the parents enjoy some relatively cheap baby sitting.

  • Senior Citizens are expected to be the fastest growing market segment as more senior citizens are retiring. When provided with health promoting programs, senior citizens are willing to participate due to the new focus on physical activity and the constant encouragement from family and physicians. Over the last 10 years, the plus 50 year old group has proven to be the fastest growing club membership segment. It grew up to four times faster than other segments. The size of the aging population will continue to increase over the next several decades as people live longer.

  • Business Travelers is a small market segment. People attending conventions, trade shows, and conferences will be attracted to use this facility for various purposes without the pressure or hassle of a required membership. The simple daily walk-in fee will make the Ultimate Sports and Fitness Center Inc. a very attractive place to workout for these people. A market promotion with hotels and motels could be arranged for them to pay a small fee to provide complimentary day passes for every guest.  Some communities will attract different size conferences, meetings, trade shows, and conventions. Some attendees may come early or stay over to enjoy the recreation, resort style opportunities to relax and enjoy the amenities. They may also bring their families along for a vacation.

  • Tourists are another small market segment for the Ultimate Sports and Fitness Center Inc. as families attend competitive sporting and fitness events at the facility.  Depending on the community, it may be a tourist designation area that will attract visiting athletes to the facility.

Sports, Recreation, Wellness Client Market Analysis


Ice Rink & other sports
Indoor Pool & Service Restaurant 2nd Practice Ice Rink Ice Arena & Sports Bar
Convention, Banquet Facilities Hotel

% of Revenues





Potential Members






Weekend Warriors






Fitness Buffs          







Gym Rats






Families






Senior Citizens






Tourists






Business Travelers






Total Average








Target Market Segment Strategy
 
      Many 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:

  • Offering tours to junior and senior high schools during the building and early completion stages of the facility.
  • Having a large promotional event to open the facility that will be free to everyone.
  • Hosting and/or supporting various community events that will bring in many people who otherwise would not come.
  • Mailing out free day passes to all of the surrounding area.

      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.

References


Resources:

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:

Sports & Learning Complex Business Plan
Market Analysis Summary
Sports Facility Amenities
Sports Facility Services
Naming Rights
Strategy and Implementation Summary
Community Programs & Activities
Competitive Sports & Recreational Activities
PDF  Marketing Skating To Schools
PDF  Long Term Leasing Skating Rinks

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