Gold's Gym: World-Class Fitness Training With Latest Equipment And Dynamic Group Programs

About Gold's Gym

Question:

Discuss about the Marketing for Australasian Leisure Management.

Gold's Gym has been operating 1965. At that time Joe Gold, the fitness legend gained expertise and fitness knowledge from 'muscle beach' that was world famous at that time and opened this gym in Venice, California. More or less 3 million members workout in this gym comes from 38 States as well as 22 countries throughout the world. Latest equipment of cardio, as well as strength training, are there in this gym and most dynamic programs of group exercise like yoga, Zumba, group cycling, muscle endurance training material arts are there to retain the interest of the existing customers as well as new customers. Advanced equipment as well as joint motivating programs along with the supportive environment in the gym interim are keys to the wellbeing of people that pushes the customers to pay more for the gym. 63% obese people are the target audience of the gym. The gym follows a well-scheduled strategy to hold the target market. The gym has well-developed strategies on price, product and promotion.

63% Australian people are obese or overweight, and so the target market of Gold Gym is the is over for overweight Australians Fitness Enhancement's Franchise Target Market - Fitness Enhancement. (2017). More specifically, Gold Gym's target audience is middle to upper-class f 35 to 50 years ?aged people, who have not enough time for the gym and so avoid this sector.

Traditional gyms avoid this group but as the Gold Gym in successfully operating their business in Gold Coast, Miranda, Sydney and Melbourne, franchise opportunities Australia wide. The advertising plan of this team makes it visible to normal pt (personal training) clients who can afford a personal trainer on a long-term basis. Both females and males are the target clients of the gym. They have specific special training courses for males as well as female clients. The gym targets children because overweight or obese kids have been increasing rapidly over the previous 30 years. The gym offers free short personal training sessions for children members.

People are willing to pay more for their well-being and as the gym offer 24*7 hours fitness training. The gym has well-certified trainers, and the gym offers separate trainers for separate clients so that the trainer can be the complete fitness guide of a client. To help all the clients, a wide range of new and advanced cardiovascular and strength-training equipment are there in the gym, for which the rate of membership in the gym is a bit high.

The gym has boxing studio, Pilates, aerobics classes, yoga, hot yoga, power yoga et cetera, on which the pricing depends on the gym Golds Gym (2017). The gym also has a swimming pool, locker rooms and steam room and so the gym sets the price on the basis of all the compact arrangements. There is a Pro Shop in Gold's Gym that sells supplements, protein bars, drinks, gym clothes and accessories, nutritional products. The clean, spacious, fully equipped, comfortable and secure environment of this gym enable the members to better perform in this gym and dance drive customer satisfaction.

Latest Equipment and Dynamic Group Programs

Special discounts are often given by the Gold's Gym to new customers for engaging their attention and summary best for the first month is provided to them. The gym offers debate on annual basis fees of membership. The pricing strategy depends on the type of clients, as the fees of athletes are more than the fees for regular clients as huge formal training is needed for the athletes. Perceived value policy of pricing is followed by this gym as the client are willing to pay more for such well-equipped gym where the fitness facilities are the keys to their well-being.

Gold's Gym voice operated in California at the initial stage, and then it was spread to the United States and then the network was spread to many parts throughout the world. A franchise system was operated by the Gold's Gym and the head quarter of this gym was at Dellas, Texas Sweaney, (2014). The largest gym for bodybuilding and physique was the Gold’s Gym for the presence of this gym in seven areas till 2011. Two countries throughout the world, as well as 37 states in United States, are the places where the Gold's Gym is being operated. In Australia, Poland, Saudi Arabia, Spain, Russia, United Kingdom, Germany, Egypt, Mexico, Peru, Venezuela, Costa Rica and India the Gold’s Gym is operated (Why Gold’s Gym, 2017).

The logo of the company is designed by Rik Drasin in 1973. Some famous personalities are the members of the gold gym, and the famous personalities have served the promotional ads of this gym over the years. It was the strategic partner of American Diabetes Association in 2006. This gym for the education and awareness of diabetes has raised 2.5 million dollars.

In Australia, maximum adults are overweight and more than that, the attitude and lifestyle of people are changing. This change creates a larger market for the gym. Newest equipment in the gym is offered to continue the marketing with competitors in a competitive atmosphere. Companies of Calorie-counting-meal have become substitutes of the gym Sweaney (2014). Equinox, free play athlete training, snap fitness, 24hours fitness, 1^st class training, anytime fitness and snap fitness are the rival fitness companies of this gym. Supplements that are bought by the gym make them attractive to the clients.

Advanced equipment in this gym allows the members to watch TV, listen to music, see heart rate, connect with other members, surf net and other things along with exercise. Social media has influenced to create health consciousness among people Bertozzi, (2016). Changes in taxes have to be adopted by the gym. Regulations have to be followed by the gym regarding health injury claim as said by Bhasin (2017). 0.5% people create an opportunity for the gym. Technology, social media, the economic condition of people and political condition like tax rate defines the macro environment of the company. 

If the offerings of a brand are not useful to the aftermath, then the value of the brand decreases as said by Benton (2017). The brands are needed to be continually renewed in order to get hold their position in the competition market over some years. A brand can do this by means of product innovation as well as changing the operational way to be more in touch with the customers. The pricing strategies such as providing discounts to the new customers as well as to the existing customers for long term membership allows the gym to get customers and retain the interest of new customers to be there on a long term basis. Gold's Gym offers discounts at the first stage and cut down prices of the fees of customers in the first month. Children are offered discounts and much more. Best price initiative at the first stage helps in enhancing the loyalty of customers. The company does this as an attempt to increase brand loyalty. The more the clients of the gym can recognise, remember the brand, the chances are they will come to this particular gym I'm going to maintain fitness anywhere.
A supportive environment is provided by this gym to retain the existing customers, and the benefits of their well certified personal trainers help in retaining the existing customers with their advanced training.

The arrangement of well-certified personal trainers and their assistance is of great help for the gym to get trusts of the customers as said by Sprague & Reynolds (1983).The store of the gym that sells supplements dresses and other accessories helps the customers to get the necessary things the gym, and it becomes helpful for the gym to raise the profit bar. Advanced equipment used in the gym 24 hours fitness training allows the gym to get the loyalty of the customers and from there the brand loyalty comes. 
The advertisement of the gym is designed to reach the niche market. The strategy development of advanced equipment, certified trainers and supportive environment along with various programs help the customers to understand what they are paying for and so they are no less willing to pay a little more, and this creates the brand image of the Gold's Gym.

Conclusion:

The websites and other communication ways of the gym help to get the loyalty of customers and as that authority can contact the customers and can take their feedbacks on a regular basis. The development of strategies creates the brand image and brand loyalty of the Gold's Gym. The customers in this gym get well-developed products and a supportive environment where certified trainers help in advanced training and so the customers are willing to pay a little more. The price strategy helps the gym to attract the customers at the initial stage, and then their product development strategy helps in retaining the existing clients.

References:

Sprague, K. & Reynolds, B., 1983. The Gold's gym book of bodybuilding. McGraw-Hill/Contemporary.

Benton, N. (2017). A new type of leisure hub. Australasian Leisure Management, (121), 42.

Bertozzi, C. (2016). Emotional connections. Australasian Leisure Management, (119), 30.

Sweaney, K. (2014). Fitness challenges. Australasian Leisure Management, (104), 50.

Bhasin, H. (2017). Marketing Mix Of Gold’s Gym - Gold’s Gym Marketing Mix. Marketing91. Retrieved 10 May 2017, from https://www.marketing91.com/marketing-mix-golds-gym/

Why Gold’s Gym. (2017). Gold's Gym. Retrieved 10 May 2017, from https://www.goldsgym.com/why-golds-gym/

Fitness Enhancement's Franchise Target Market - Fitness Enhancement. (2017). Fitness Enhancement. Retrieved 11 May 2017, from https://www.fitnessenhancement.com/blog/fitness-enhancements-franchise-target-market/

 Confusion surrounds franchising operations of Gold's Gym in Australia - Australasian Leisure Management. (2017). Ausleisure.com.au. Retrieved 9 May 2017, from https://www.ausleisure.com.au/news/confusion-surrounds-franchising-operations-of-golds-gym-in-australia/

 What Is the Target Market for Fitness Gyms?. (2017). Smallbusiness.chron.com. Retrieved 10 May 2017, from https://smallbusiness.chron.com/target-market-fitness-gyms-3354.html

Macro & Micro analysis of the private gym market sector. (2017). lifestyle gyms. Retrieved 8 May 2017, from https://lifestylegyms.wordpress.com/2014/10/10/macro-micro-analysis-of-the-private-gym-market-sector/

Home. (2017). Gold's Gym. Retrieved 8 May 2017, from https://www.goldsgym.com/

Golds Gym (2017). Gold Coast Gym, 8 May 2017, from https://www.jetts.com.au/gyms/gold-coast