Essays on Gyms and Fitness Centres in Australia Case Study

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The paper 'Gyms and Fitness Centres in Australia" is a good example of a marketing case study. Australia is rated as one of the most overweight countries globally. Even with Australia’ s ever stretching waistlines, income for the contributors to fitness activities is anticipated to grow annually by 1.4% within the next five years. This industry comprises businesses majorly involved in operating fitness centres, gymnasia and health clubs. These businesses offer a range of exercise and fitness services. Rising levels of obesity have resulted in the establishment of initiatives that have significantly developed the achievement of fitness-related programs paving way for many opportunities for the industry. The industry will advance towards the maturity stage the next coming five years, with the returns forecast to idle as the industry consolidation transpires.

Revenue is anticipated to decrease at an annualized 1.0% to total $1.25billion in 2017-2018. Clienteles in older age groups will be the core drivers of expanding awareness of the significance of physical activity on the quality of life and health in later years. The industry will persist to give out programs, delivery methods and products to their clients.

Even though some of the new programs will die away, others are expected to work in a flourishing way as Australians’ willingness to spend on their health enhances. Situation analysis Macro-level (PESTL) Governments have been greatly endorsing issues associated with fitness and health. Obesity has turned out to be the second leading medical expense for the government. In reaction, the government has been able to promote living and healthy eating, stress the obesity of the effects and improving more energetic lifestyles (Kingston, 2009). This reaction has assisted in promoting not just local gyms memberships but also has promoted the uptake of group fitness and personal training. Moreover, society has increased the trend towards outsourcing the services from the household, gardening and cleaning the services from personal-care.

References

Australia Bureau of Statistics. 2008. Year book of Australia. Australia.

Bodet, G., Meurgey, B., and Lacassagne, M. 2009. Brand social representations: strategic perspectives for a fitness club. International Journal of Sport Management and Marketing, vol. 5, no. 4, pp. 369-383

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Huang, Y. 2006. An analysis of sport business in the Great China region from a strategic perspective. International Journal of Sport Management and Marketing, vol. 1, no. 4, pp. 349-358

Jacobs, A.J. 2000. Drop Dead Healthy: One Man's Humble Quest for Bodily Perfection. (Hardcover). Australia.

Kingston, S. 2009. Billboard: Australian fitness clubs. Brisbane: Preston Publishers

Maclntosh, E., and Doherty, A. 2007. Extending the Scope of Organisational Culture: The External Perception of an Internal Phenomenon. Sport Management Review, vol. 10, no. 1, pp. 45-64

McDougall, C. 2009. Race the world has never seen. Oxford: Oxford University Publishers.

Rippetoe, M. 2011. Starting strengths: basic barbell training. London: McMillan Publishers.

Shulman, C. 2013. Gyms and fitness centres in Australia. IBISWorld Industry Report R9111

Woolf, J. 2008. Competitive Advantage in the Health and Fitness Industry: Developing Service Bundles. Sport Management Review, vol. 11, no. 1, pp. 51-75

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