350 word Business analysis
FIGURE 6-2 Buyer Behavior (Prime Adult Fitness Business Plan)
The following are factors that affect the fitness club purchase decision for people in Prime
Adult Fitness’s target market:
Motivation-Motivation remains the key to recruiting new members and keeping them
engaged. According to a survey commissioned by Mintel, 67 percent of nonfitness club
members said they would join a fitness club if they knew the activities would keep
them motivated.
Income level. People with incomes of $75,000 or more are most likely to join a fitness
center, a statistic that works in favor of Prime Adult Fitness. A total of 44.2 percent
of households in Seminole County, Florida, have incomes levels of $75,000 or more,
which is well above the national average.
Lifestyle. It is estimated that the more mature market will maintain a more active lifestyle
(than mature people in the past) and will continue to focus on physical appearance,
maintaining proper weight, and general well-being. These trends suggest strong
opportunities for fitness centers that will help mature people meet these objectives.
Environment. Older people prefer to exercise in an environment that is tailored for
their specific needs and stage in life, as noted in the target market section. To illustrate
how deep these emotions run, the following is a sample of quotations taken from our
survey of 196 people in Seminole County, Florida (all 50 years old and older), who
were asked to comment on how they feel about fitness centers in general:
“I enjoy my fitness center, but it caters primarily to people who are young and thin.
To be honest with you, I’ve reached a point in my life where I want to be working out
with people my own age.” (Retired Homemaker, age 69)
“I’ve tried several aerobics and exercise classes over the years, but the pace was
always too quick. I enjoy water aerobics, but the classes don’t meet at a convenient time
for me. I think that because the people who run the place (the fitness center) are all in their
20s and 30s, they don’t think too much about us older folks.” (Insurance Agent, age 61)
“My husband died when he was only 68. He was overweight and never exercised.
That scares me. I’m 71 now, and I want to live long enough to see my grandchildren
grow up. I should join a fitness center and start exercising, but the choices confuse me.
I wish someone would take me by the hand and show me what to do.” (Retired School
Administrator, age 71)
Programs and facilities. Older people prefer a different mixture of programs and different
types of fitness machines than the population in general. As a result, older
people who belong to all-purpose fitness centers are frustrated with exercise machines
and programs that often don’t suit their specific needs. To illustrate this point, the following
is a comparison of the 10 most popular program offered by all-purpose fitness
centers opposed to the 10 programs preferred by the 196 Seminole County residents
50 years old and older in our survey. The survey illustrates the potential benefit of tailoring
a fitness center specifically to 50+ individuals.
Top 10 Programs Offered by All-
Purpose Fitness Clubs (in order of
popularity)
Top 10 Programs Preferred by a Sample of
196 People 50 Years Old and Older in Prime
Adult Fitness’s Trade Area
1. Free weights
2. Treadmills
3. Resistance machines
4. Elliptical trainers
5. Stretching
6. Abdominal machines
7. Stationary cycling
8. Low-impact aerobics
9. Yoga
10. Stair-climbing machines
Not in list of top 10 programs offered by all-purpose fitness centers.
Source for Top 10 Programs Offered at Fitness Clubs: International Health, Racquet &
Sportsclub Association’s (IHRSA) 2012 Trends Report
Top 10 Programs Preferred by a Sample of
196 People 50 Years Old and Older in Prime
Adult Fitness’s Trade Area
Low-impact aerobics
. Treadmills F
. Yoga I
Fitness evaluation*G
Stretching
Nutrition and lifestyle classes*
Indoor walking track*
Elliptical machines
U Strength training*R
Water aerobics*E 6-2 Buyer Behavior (Prime Adult Fitness Business Plan)
Location of exercise. People who are 55 years old and older are more inclined to exercise
indoors than any other age group. This statistic is particularly important when
considering a Florida audience, which may be more inclined to exercise indoors as a
result of the heat and humidity.
Health concerns. According to a 2011 report by the Centers for Disease Control and
Prevention, about 80 percent of older adults have one chronic health condition, and 50
percent have at least two.8 Infectious diseases (such as the flu) and injuries also take a
disproportionate toll on older adults. As a result, access to physical therapy and exercise
regimes that address these problems is important to this age group.
Social interaction. Older people often crave positive social interaction with their peer
group. As a result, fitness centers that provide opportunities for social interaction and
provide open spaces with tables and refreshments where people can gather and socialize
have an advantage.
