Segmentation Techniques

This case study is based on the Denis and Samantha Reddy, the owner of Pilate studio. Pilate studio is located in the Anglesea Health Centre on the corner of Anglesea and Thackery Streets, Hamilton, New Zealand. Both Denis and Samantha Reddy is physiotherapist. They gave various services related to fitness like, dancing classes, physiotherapy, rehabilitation of spinal injuries, exercises for pregnant women and many more. They segmented their market on the basis of specialities they possessed. For further success of their Pilate studio they have to segment their market on new parameters (Asi Central, 2018).

1.wethe youmen, women, old age people rich or poor, disabled and many more, exercise is must for everyone; fitness is the requirement of every individual. Therefore, a place is needed to do exercise, that place is called as Gym. Focusing on same target market for long period may be the risk for the business and stagnate the business for a longer period. Diversification of product line and expansion of business will prove to be the milestone in success of business for long. Broaden of target market is the right strategy to pave the path of success in gym business. Following are the ways for segmentation of target market for Denis and Samantha’s Pilate studio: 

• Open arms to seniors: Old age people are prone to ageing diseases, to get rid of those diseases proper guidance is needed to do exercises. Pilate studio has to take this advantage to offer fitness training to old age people. This generation is fond of peace, so there should be quite place in the studio to train them. Changed things make people feel comfortable (Let Right Labs, 2018).
• Attract people with Disability: Disabled people are often forgotten in our society, and in industry related to the fitness particularly. These people also have desire to be part of sports or games but due to the disability factor they take one step behind. These disabled people can be trained through various types of machines vary from person to person. If this practice of providing training to disabled people adapted by the Pilate studio, then it makes the business out of the crowd (Segmentation study guide, 2018).
• Millennial: Millennial or Generation Y people are the same. According to survey these people have serious buying power. This group also has the highest tech users like, using apps and many more. These people come under the group of 1980 to 2000. To attract these people go for the use of online sources.
• Women: It is often considered as fitness is more comfortable for men rather than women. Self-esteem issues led to the discrimination between men and women. Women often faces seduction, bullying at gyms, to prevent women from this type of harassment, proper dress code should be there for men and women both. Keep check on activities and unfriendly behaviour at the premises attracts the women. Every woman should welcome with safety and friendly environment, these efforts will appreciate by all.

Differentiated membership with according to the need of the audiences should be the first thing to be on the list to attract new segment. Most of the gym offers three to four types of memberships. If gym starts to give memberships, depending on the needs of the audiences will prove to be the attraction of new members.

Diverse staff at workplace is the need of today’s era gym business. If you want to increase the number of clients at your premises then proper strategy should be there to attract the new clients. Experienced trainers and staff is the backbone of every fitness-training institute or gym.

Spread awareness about your gym: Promotion is must to spread awareness about your gym. Let the world know about your gym that you are running an open-minded gym. There are various digital tools for advertising like, social media marketing, search engine optimization, YouTube and many more. Pilate studio can campaign its gym also. Celebrity endorsement will helps in attracting the new target market for the gym. Word of mouth has its own power that could not be forget by Pilate studio.

2.Innovation is the key to success in business, without innovation no one can flourish in its existing business. Innovation led to the survival of business for long. Therefore, innovation is the need of every type of business. Fitness and fashion industry are the industries where development of new products or services is at high priority, and this gives the competitive advantage among to the business itself.Identification of new trends in the market is very crucial for fitness industry. Collecting data on the consumer’s preferences is very necessary for makes changes in the existing services of the business. Looking-forward research is very necessary to maintain competitive edge.

Innovation Techniques

American College of Sports Medicine (ACSM) published the report in the year 2017 about new trends in the fitness industry. This organization highlighted the fastest growing trends in the fitness market.

Following are the new trends in the market, according to which services of the fitness industry should be modified to be in the market for long.

High Intensity Interval Training: High intensity exercises have the highest rank on the list of exercises. Survey declared that high intensity exercises have top spot in 2018. High intensity training is characterized by short bursts of intense efforts with short periods of rest of 30 minutes. The survey of this organization does not speculate the effectiveness of the fitness, but the efficiency of the high intensity workouts is the biggest contributor in the popularity of this unique trend (Bailey and Gould, 2018).  

This change in the exercise pattern of the Pilates studio will prove to be the milestone in attracting the new generation.

Group training: Group training is the new trend in the market. Now exercises are performing in groups. This training is also on the top of the list according to the survey of the American School of Medical Science. Group training usually practiced in a group consists of more than five people. Group exercises are the mixture of fitness exercises and specialties of various types like, Zumba and many more. Training in groups is the most enthusiastic way of doing exercises. These groups are also known as peer groups. The way of doing, exercises in groups led to the accountability also. Therefore, Pilate studio introduces this concept of doing exercises in groups (Ashton, Ridley, Edwards and Thornton, 2018).

Wearable technology:  Wearable technology is in trends now, these comprises of heart rate monitors, activity trackers, GPS trackers, smart glasses and many more. Wearable technologies give the unique sense of doing exercises to the person.

Body weight training: Training with no equipment is the concept of body weight training, this comprises of pull-ups, push-ups, sit-ups, lunges and many more. Pilate studio has to introduce this method of doing body weight training with no equipment of physical exercise (Mesa, Maldonado, Winder, Kelly and Kundrat, 2018).

Strengths training: Strengths training is the new trend in the fitness industry. This training consists of resistance training with some weights. This training is good for all either old age people or young people (Everybody Fitness, 2018). To keep in consideration the trend of the market, Pilate studio has to initiate this concept at its premises (Jan sons, Robins, O’Brien and Haines, 2018).

Ancillary Services

3.As the time passes, the way and method of doing business also changes accordingly. Pilate studio also has to change according to the new market trends. It has to focus on its new target market and has to make new strategies to attract new target market. Gym has to provide various ancillary services along with fitness services like, personal fitness trainer to the clients, spa facility, different types of memberships and many more (Peiris, Shields, Brusco, Watts and Taylor, 2018).

Personal training:  Facility of personal fitness trainer to their clients is the new concept of attracting new clients and retaining existing clients. This helps in achieving the result through Private Trainer’s resilient commitment and tireless instincts or efforts. Private trainer should be trained in teaching practices that helps in developing the overall health of the client. Pilate studio has to begin this concept of personal fitness trainer at its premises (Aragones, Walling, Self, Jacob, and Northcott 2018).  

Nutrition counseling: An apple a day keeps a doctor away. Nutrition experts provides overall fitness tips to the clients, and they also provide the healthy diet tips and working style to the clients. Gym can also provide customized nutritional programs to the clients. This concept of providing tips to the clients will helps in providing the success to the gym and helps in shaping the body and health of the clients. Pilate studio must start this practice of counselling at their studio, this will provide different edge to the business (Get to the gym, 2018).

Child care/day care: Pilate studio must start childcare service at their premises; this will attract the women to be the part of gym. Child can also enjoy range of activities like, playing games, craft, drawing and many more in a nurturing environment (Nullified health, 2018).

Spa: Spa treatment gives relax to the body, make you fatigue free. Spa provides various customized packages to the clients like, facials, massages and many more. Pilate studio can also provide aromatherapy steam room and sauna for an oasis (Met Gym, 2018).

Locker room services to the clients: Pilate studio can also provide locker room facility to their clients, this can give convenience and comfort to the clients. Locker facility includes, towels, shampoo, hairdryers, and all the other essentials that are needed to refresh and energize after tough scheduled workout.

Juice bar: Juice is the fuel to your heavy workout. Juice makes body energized. Juice bar proved the best place to enjoy together after workouts, this facility at the premises is very useful for Pilate studio as well as for clients.

Digital Marketing Tools

4.Relevant technology and social media tips for promotion of gym according to the new service design of the Pilate studio are given below:

Identification of your target market is must, prior to any action on promotion of products or services. Knowing about your audience helps in making your gym unique among all the gyms.

Once you have your decided target market, then there left a wise choice of promotional tools that can be used for advertising the gym all over the world. Following are the given methods of digital marketing that can be used for promotion of gym:

Facebook promotion: Facebook promotion of summer slim down program is perfect for group of women, who are looking for shaping their bodies. For summer programs, promotion should be starts from the winter itself, as this time is the idle time for the women to go through the advertising. Summer slimdown would be the perfect program for women. This program comprises of weight loss as well as toned body. This promotion can be done using Facebook by making, page, videos and many more. As social media is the first choice of every individual nowadays. Any promotion that can be done using social media would attract more clients in comparison to the promotion that would done using outdated sources of promotion like, newspaper, billboards and many more (Dh?r, 2018). 

Search engine optimization: This can make your ad available at every website. Search engine optimization has the power to give your ad a best rank among all the existing ranks.

Pilate studio can use search engine optimization to promote their gym.

You tube advertising: Advertising through YouTube fan page is the best way to advertise any type of business. You tube gives the unique and definite climb to your business. A video should be prepared by the Pilate studio on fitness and then uploaded it on the you tube; this practice gives the huge fan following (Miralles-Pechuán, Ponce and Martínez-Villaseñor, 2018).

Email marketing: Email marketing can be used by Pilate studio to provide different updates about the gyms, knowledge about the introduction of new memberships, any event and many more (UHRU, 2018).

These all are the digital marketing tips that helps in shaping the business of the Pilate studio, and gives different edge in the locality as well as in the country. These sources of marketing also meet out the demand of the customers as well as of the gym by bringing them together through these modes of marketing (Marketing for gyms, 2018).  

 Conclusion

It can be concluded from above report that, Pilate studio has to bring changes in its studio, to capture new target market. It has to modify its services according to the new market trends. Innovation led to the success of the business. Pilate studio must start new complementary services for their clients. These new concepts give the new direction to the business and drive the gym business towards achievement of desired goal. 

References

Aragones, T., Walling, W.H., Self, C.S., Jacob, X. and Northcott, G., Nike Inc, (2018) Method and system for automated personal training. U.S. Patent 9,919,186.

Ashton, B.J., Ridley, A.R., Edwards, E.K. and Thornton, A. (2018) Cognitive performance is linked to group size and affects fitness in Australian magpies. Nature, 554(7692), p.364.

Asi Central. (2018) Market to target. [online] Available from: https://www.asicentral.com/news/web-exclusive/may-2017/market-to-target-fitness/ [Accessed 28/08/2108]

Bailey, J. and Gould, H., (2018) Better buildings for better services: innovative developments in primary care. CRC Press. Rodriguez

Dh?r, S. (2018) Online Internet Video Marketing Tips for Affiliate Marketing Success. New York: Rout ledge

Everybody Fitness. (2018) Strength training. [online] Available from: https://www.everybodyfitnessenglewood.com/facilities/ [Accessed 28/08/2018]

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Jan sons, P., Robins, L., O’Brien, L. and Haines, T. (2018) Gym-based exercise was more costly compared with home-based exercise with telephone support when used as maintenance programs for adults with chronic health conditions: cost-effectiveness analysis of a randomised trial. Journal of physiotherapy, 64(1), pp.48-54.

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Mesa, M., Maldonado, E., Winder, G., Kelly, J. and Kundrat, K. (2018) 248 Dedicated Physical Therapy Rehab Gym on an Acute Care Inpatient Burn Unit, Journal of Burn Care & Research, 39(suppl_1), pp.S91-S91.

Met Gym. (2018) Services offered. [online] Available from: https://www.metgym.com/en/gym-services-offered/ [Accessed 28/08/2018]

Miralles-Pechuán, L., Ponce, H. and Martínez-Villaseñor, L. (2018) A novel methodology for optimizing display advertising campaigns using genetic algorithms. Electronic Commerce Research and Applications, 27, pp.39-51.

Nullified health. (2018) Services and facilities at nullified health gyms. [online] Available from: https://www.nuffieldhealth.com/gyms/services [Accessed 28/08/2018]

Segmentation study guide. (2018) Market segmentation example for fitness centres. [online] Available from: https://www.segmentationstudyguide.com/understanding-market-segmentation/market-segmentation-examples/market-segmentation-example-fitness-centers/ [Accessed 28/08/2018]

UHRU. (2018) Increase gym memberships. [online] Available from: https://uhurunetwork.com/gym-member-retention-customer-service/ [Accessed 28/08/2018]