Private health clubs : an evaluation of the marketing mix and attrition rates
University of Wales Institute Cardiff
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During the last decade there has been a significant increase in the number of private health clubs in the Cardiff area, who have found a niche in the market for this particular service. This study aims to review the application of marketing strategies within the service area of private health and fitness. The study includes primary data collection through the use of interviews with management personnel within the industry. There is a review of literature as a secondary source of data collection. This allowed for a greater understanding of the marketing activities undertaken in this type of service area. Through the review of literature an interest in the marketing concept and the business philosophy that is required to work within the boundaries of this concept became evident. This created an interest requiring further investigation. The study highlights a lack of knowledge concerning the marketing concepts meaning and the underpinning aims of an organisation, which is based upon this. Also highlighted was the significance of matching the market to the organisation rather than the organisation to the market. This signified a marketing approach within the service area less focused on that of meeting the individual needs and wants of its customers but more focused on increased profits. The promotional aspect of the marketing mix played an important role to all organisations with concern to the attracting of new members. All elements of the marketing mix were considered fully by organisations showing true appreciation of their meaning and usefulness in the marketing of a private health club. Although there was evidence that the marketing activity within the service area as a whole could be improved to accommodate for the possibility of increased competition in the future. It was apparent that all clubs had a sound understanding of membership retention, however many of them were still in the infancy stage and agreed that their policies still tend to focus more on the attraction of new members rather than the retention of existing ones.
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