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To meet the image that the market expected, Lisa and Patrick redecorated their fitness centre in an industrial grey and blue scheme. They added chrome fittings and a hardwearing grey industrial carpet. Enlarged tinted windows now take full advantage of the fantastic views on to the nature reserve. A lighting expert did a great job, highlighting some areas while leaving others more intimate. The refreshment area now appeals to young and old with minimalist but warm colours. |
Focus on three markets
Lisa and Patrick decided to focus on three main markets.
- Young mothers needing to 're-tone' come in for short fitness visits in the morning. A crèche is provided from 9 a.m. until 11 a.m. and the refreshment area allows for socialising before the babies are collected. Mums who would rather do their exercises with their babies are offered a 'Shape'n'Tone mums and babes' programme. Lisa put this together and it has become very popular.
- Shift workers and students, who come in during the afternoons, are attracted by a special rate. The focus of these programmes is on high energy. They carry names such as 'Shape Combat', 'Shape Pump', and 'Shape Jam'.
- The late afternoon onwards caters to young executives returning from Henston and white-collar workers in Birdsville who want an upbeat establishment that is energetic and busy. Modern music full of strong bass rhythms plays, as trainers maintain a high level of activity. Programmes are called 'Shape Attack', 'Shape Balance', 'Shape Total Body', and 'Shape Abs and Bums'. Clients looking for a quiet wind-down from a hectic day are not forgotten, however. There is a separate area for pilates and yoga classes.
New staff
Lisa and Patrick went out of their way to find new staff who are not only well trained, but also represent the Shape'n'Tone spirit. Everyone now dresses in a stylish black uniform.
Direct Marketing
Lisa organised a direct mail drop to local households. She contacted all the social clubs from the large firms in the area, to offer a beginners' special. Next, Lisa contacted Plunket and other childcare centres and asked them to distribute flyers to parents.
Patrick organised for a group of his customers to put on a demo in the local mall. A website is being set up that will include short video clips of the programmes on offer.
The future
Prices are highly competitive, and profits are still on the low side. Lisa and Patrick decided that their first aim should be to establish a loyal client base, and so far they've managed to sign up more new members than they expected.
At this rate, they are looking at another three years of loan repayments. They think the investment was worth every cent and are happy that Phil - their bank manager - advised them to consider all the marketing variables very carefully.
