MARKETNG3004 Marketing Planning Project

Anytime Fitness (GYM) PESTLE and SWOT Analysis

PESTEL Analysis

Demographic Environment

The Demographic environment consist of the populations size, the age structure of the population, the gender composition and the family household size and composition. Small families may have high usage of anytime fitness gym as opposed to larger families due to financial constraints. Furthermore, large proportions of elderly people have free leisure time, holidays and business conferences meetings. This however, increases chances for usage of anytime fitness gym.

Cultural Environment

The cultural factors such as health, growth rate, distribution of age, values, and norms influence the fitness industry in Australia. For example, the increasing number of consumers sedimentary lifestyles has led to an increase in usage of gyms and fitness centers.Many lifestyle diseases can be controlled through fitness exercises by the change of ‘culture’ of leisure habits and attitudes into fitness exercise as exhibited in the USA and European continents (Irazusta, et al., 2006)

Natural Environment

The environmental and ecological factors for instance weather and changes in the climate can be considered as environmental factors. Creating awareness on the various impacts of climate change affects how various companies operate as well as the type and quantity of products that they offer, it can either create new markets or demolish the existing ones. Moreover, the governments have increasing social pressure on environmentally fair practices aim at reducing carbon footprints.

Economic Environment

Factors such as the rates of interest, exchange rates, and inflation rate affect the company’s operations as well as their decisions making process. Increasing taxes on gym equipments inflates the price and consumers are forced to pay more, increasing the training and subscriptions fees in the fitness centers. Furthermore, the economic downturn over the years has led to a rise in unemployment which affects the consumption rate of the fitness industry (Stern,2008)

Political Environment

This environment consists of policies and regulations executed by the government to improve the growth of the economy. The government campaigns to enhance healthy lifestyles of their citizens is a significant boost to the fitness industry. However, strict rules and safety regulations imposed by the government on the fitness industry affect the business negatively (Culley, Graham, Kay, & Norberry, 2017).

Technological Environment

Changes in technology, automation, and technical inducements are some of the technological factors that may influence various aspects such as online gym fitness training, GPS and tracking applications. Technology being a focus of every organization creates opportunities for innovating new products or improving the existing ones as the technology advances. According to TechnoGym, (2016) Nike and Apple are working with Technogym to innovate on advance gym equipment’s compatible with mobile applications.

SWOT Analysis

Strengths	Weaknesses
Skilled and qualified personnel in training the clients Strategic location Advanced technologically sound gym equipment’s Spacious gym area for adequate exercise Enough rooms for boxing, dancing and gym lessons	High costs for training personal Inadequate staff members Average financial position
Opportunities	Threats
Ability to strengthen our brand High potential growth rate in the market share Potential to attract couples and families for fitness exercises.	High and increasing cost of operation   High competition from other big gyms   Increased home exercises through online lessons

References

Irazusta, A., Gil, S. M., Ruiz, F., Gondra, J., Jauregi, A., Irazusta, J., & Gil, J. (2006). Exercise, Physical Fitness, and Dietary Habits of First-Year Female Nursing Students. 

Culley, B., Graham, J., Kay, G., & Norberry, J. (2017). Digital_Marketing_Plan_, 1(1), 68–89.

Stern, M. (2008). The Fitness Movement and the Fitness Center Industry. Business and Economic History

TechnoGym. (2016) Technogym Announces New Integration With Apple Health kit.