Marketing research of international market of fitness

Federal State Education Institution of Higher Education

«Saint-Petersburg State University of Economics»

 

 

Department of International Management

 

 

Coursework

on discipline

«International Marketing»

Marketing research of international market of fitness

 

 

 

Performed by:

Student of group № 2/5503

3^rd year

Faculty of HSEM

Leader Ph.D in Economics

Docent  Grishenko T.

 

 

 

Saint-Petersburg

2013 

 

Content

Introduction 3

History of fitness in the world and Russia 3

General characteristics and structure of a specific international market 6

Definition and classification of Russian and Western fitness centers 7

The concept of "chain of fitness clubs" 11

The content of fitness clubs: trainers, group programs, additional services. 12

Ways to attract customers. 18

Conclusion. 20

References: 22

Appendix 23

 

 

Introduction

Health, beauty and good mood is something that can not be bought at any price, but only can be create it self. In an effort to become a better sport helps a lot of people. On the shelves of the shops  are more and more products with the words "do not contain GMOs", "fitness", etc. A healthy lifestyle is gaining popularity, media coverage, and becomes more and more attractive. Fitness involved many people who care about their own future, they want in 60 and 80 to be active and healthy. For many fitness - is, first of all, the style of life. Fitness – the answer on the pace of life quickens. The desire to be in shape – is natural, the more relevant now that the sickness and bad habits became inalienable part of life. Fitness  is a chance to change the quality of life without dramatic measures and excessive efforts; most advanced system to date training, which incorporates all of the most effective methods of "educating the body."

Fitness accompanies man for centuries, ever since ancient times, and now it is a new era in the development of the sport. While it is slow, but eventually a healthy lifestyle, power, beauty and grace are the same factors of well-being, such as money. Sports companies can develop this napravlnii advertise spot, dropping their prices, thereby increasing its influence

The aim of this work is to study the fitness market in Russia, as well as to establish the factors that influence people's willingness to engage in a fitness club.

History of fitness in the world and Russia

The purpose of fitness - inner harmony and outer beauty. That was the aim even in the 5th century BC the ancient Greeks, devoting himself in sports and athletics turning sport as a kind of art.

It was a class for the elite. Moreover, the daily hours workout done athletics profession - the ancient god-like athletes spend all their time on training to win at the Olympics. A little later, in the 2nd century BC art athleticism reached Rome, there the competitions were folk spectacles.

For a time - before the time of this completely forgotten. Only now, when we are recollect about healthy living and sport turned to ordinary person aroundthe world began to appear complexes that combine gymnastic halls, beauty parlors and saunas - clubs.

In our time, as in ancient Greece, fitness has become a profession for some, others and for others - way to achieve physical perfection and spirit harmony. It is true that modern athletes have transformed the ancient sports beyond recognition, making the sport more stringent. But even after his retirement almost every athlete is engaged in fitness and receives from it the greater satisfaction than on sports.

"Officially" fitness came to the U.S. about 30 years ago, although fitness first - the program formed during the Second World War.

In order not to lose time, U.S. soldiers trained with weights, strengthen your abdominal muscles, tightens ... Then these simple exercises have become classics and have been refined over the years, fitness professionals.

In the 70 years of the 20th century, the tests of physical condition of various groups population displayed a lot of health problems of many Americans. And these problems icreasedproportionaly to improving the quality of life. People came from work, turning on the television, drinking beer. And if the big cities still were any alternatives to this "way of life", the province of the situation was very badly. And then the U.S. President's Council was established on fitness, which includes 20 of the most respected professionals in the field of fitness and the policies of the various states. The main task of this council was promoting fitness. In 1983, American Mark Mastrov creates a system of "24 hour fitness", which is the ideological basis of the availability of the all senses of the word: from pricing to the halls of their work regime. However, fully implement such a system into practice and failed. However, the work Mastrova positively affected the minds of Americans, proving the need to constantly engage your body and fitness finally gained great popularity among wealthy businessmen and ordinary workers.

In Russia fitness came relatively recently, about 20 years ago. By the time the Russians have almost forgotten how to look after themselves. Before the historical changes in the 80 years in our country nobody knows about fitness .Were sport and physical education. The word "sport", after all, means professional classes in some form of physical activity. Sport on a global scale is to achieve the best results compared with other athletes in the same sport. Athletes train on purpose, under the guidance of an experienced mentor, participate in competitions, win medals. In Soviet times, all associated with the port was a matter of prestige of the state, so the sports industry experienced a heyday, was a testament to the number of medals that our athletes have brought to the world competition at any level.

Absolute availability of physical education for everyone and was the basis for success of our sport. The opportunity to engage in numerous sections in schools, community centers, sports complexes was every man of any age. Children and adolescents who showed his abilities could count on further training in sports is sports schools for higher achievements. If a special talent did not show up, the one could engage in any number just for fun and to maintain good physical shape.

But since the early 80's exercise in our country ceased to develop, and, moreover, gradually began to decline. Each year, stadiums and sports complexes become obsolete, new equipment undeveloped, research in the field of physical education to spoil the little being done.

A modern fitness club in the Soviet Union was preceded by various so-called underground "rocking". Along with martial arts, weightlifting fell into the category of "ideologically harmful" species of sport. First clubs began to appear in Moscow in the early nineties, a subscription for a visit which was only available to wealthy people in the foreground, in places such get-together was a limited number of persons, and not a sport. Since the 90's the situation has begun to improve, season tickets have become more affordable and diverse training programs and from 2003 to 2008 there was a sharp jump in the growth of fitness clubs for the middle class. The crisis has somewhat slowed down the development of this industry, but in 2010 it was renewed.

General characteristics and structure of a specific international market

According to the 2012 IHRSA research currently members of fitness clubs is more than 90 million people from all over the world. Totally it has about 84 thousand fitness clubs around the globe.

16% of the U.S. population is customer sport halls. Over the past three years, it increased by 10% and amounted to 50.2 million people (and this in spite of the difficult economic situation). PhysicalActivityCouncil (PAC) conducted a study which showed that 10 out of every three Americans polled ready, despite the increase in costs for the first time to buy a card for access to the fitness club and start attending again abandoned before a workout. According to IBISWorld over the next 5 years the growing popularity of fitness clubs and gyms continue. First of all, this will help to promote the healthy lifestyle media. Also, will play a big role and proactive IHRSA, aimed at creating and promoting legislation pushed by the Americans in sports. At the heart of these two trends is an individual approach to the training process. Modern sports centers are trying to work with different groups of customers with maximum efficiency, taking into account the age of trainees, their social status and gender.

After America go Italy, the UK, Germany, Canada and Brazil - a total of them is one-third of the global total number of clubs to 30 thousand.

In Russia, the situation is different - we only operates 2,500 clubs across the country. With nearly 30% of the market share of network outlets. Today, the domestic fitness market is only 1% of the global total. In addition, it should be noted that the majority of fitness clubs are concentrated in Moscow and St. Petersburg. And in the province this niche little busy. According to market research more than half (53%) of the Russian fitness market is concentrated in the capital. In St. Petersburg, with 17% of clubs.And in the region accounts for only a third of the total number of clubs. According to experts, now the fitness market is growing at about 20% per year and by far its volume reaches $ 1 billion. With nearly 30% of the market share of networks.

Definition and classification of Russian and Western fitness centers

The concept of "fitness" in Russia and the West has a different meaning. In foreign classifications, mainly three types of sports facilities: gym (sport-club), health-center and wellness &spacenter.

The first option requires the obligatory presence of the gym, and the focus is mainly on athletics and bodybuilding. The sports club visitors in the first place will offer a platform for the game of football / volleyball, boxing or training in martial arts. In other words, everything that is in our country traditionally offered in the district, "sports arenas."

Health-club, perhaps the closest to our understanding of the fitness facility.This multi-center, offering the most complete line of exercise equipment, group programs, and services for the care of their own bodies.

Wellness &spacenter, not excluding the need for loads of sports, yet primarily focuses on various types of massages, slimming programs and taking care of his own body. In Russia, the last option was to emerge only recently and is not widely spoken. Another, different type of clubs, with little common in our country, is the fitness "women only." Furthermore, in America, widespread places aimed at weight loss programs in various embodiments.

The largest international association of fitness clubs IHRSA (InternationalHealt, Rasquet&Sportsclubassotiantion) annual rankings of fitness clubs "Global 25", which takes into account many parameters for assessing sports facilities: the quality of the equipment and group programs, the number of clubs in the network, the influx of new members, as well as speed revenue growth.

A clear classification of fitness clubs, similar to Western, in Russia does not exist, but there are definitely certain categories. If we do not take into account the widely spread during perestroika "rocking" (highly simplified version of the Western gyms), as well as "sports palaces" of regional and city scale, the remainder can be allocated depending on a variety of criteria:

• In terms of services provided.

1. The presence / absence of the pool. But these days it is not an indicator, since the pools are quite common in clubs democratic format, and in some clubs, the pool does not have, but they still belong to the higher price category.

2. The presence / absence of the halls for boxing, martial arts;

3. The presence / absence of the rooms for group programs - now these rooms also have almost all the fitness clubs, with the exception of "rocking"

4. The presence / absence of the children's room and special activities for children;

5. The presence / absence of the sauna, hamam;

6. The presence / absence of a beauty salon, SPA-center;

7. The presence / absence of a fitness bar - usually now present in all health clubs

• Possible combinations of the above services, there are many. The most common suggestions:

1. Clubs that offer all of these services;

2. Clubs that offer all of the services, except for the pool;

3. Clubs, focused primarily on group programs in all areas of aerobics. Usually in such clubs have several rooms for group sessions, shower, sometimes a beauty salon. Find them in a sauna, a gym or a fitness bar is unlikely or highly specialized clubs, training to one thing. More often than not, it's dancing, yoga and Pilates.

• On the target audience.

1. For demanding clients with large financial resources. The cornerstone here is put quality service and maximum services. At the same time, clubs positioning themselves as "prestigious" does not always offer a high level of service and the maximum number of services.

2. Clubs, focused on the middle class. Since a clear definition of the middle class in our country still does not exist, this category should include clubs, offering the full range of standard services (often, but not necessarily, with the presence of the pool), but do not require excessive money for exclusivity. Involve a large number of group sessions, the continued availability of trainers at the gym, fitness tips doctor. But even without all the expensive fitness clubs have a doctor. Instead, the clubs often offer a free service - "fitness test." On the "fitness test" is recommended to record from the beginning, to ensure that the client was initially informed about all the highlights and important safety classes in the fitness klube.razlichnye options saunas and baths, have at least a child's room, and more often, and individual lessons for children.
3. Budget clubs for unpretentious, or budget-conscious people. Set of services greatly curtailed, often without a pool. At the bare minimum commonly includes a gym, a number of group programs, shower, cooler with drinking water. Sauna, counseling trainer and other benefits - for a fee. Clubs are usually small in size and with a lot of visitors to the "peak hours." On a particularly popular sports can be accessed only by appointment.
4. Small clubs walking distance, targeted primarily at students and housewives. Located on the first floor and in the basement of residential buildings, occupying an area of 100-200 square meters. Most often offer a wide variety of group classes, as well as dance training, yoga and Pilates. All rooms offer only the bare minimum - the presence of showers and changing rooms. Usually in the same room is located and a beauty salon.
5. Clubs, targeted exclusively at women. Can be expensive and not very much.

• In terms of value.

1. Business class from 50 rubles / year and above
2. The middle class - from 15 to 50 rubles / year
3. Democratic segment of 10 thousand rubles. / year

Approximately 40-45% of the network is developing brands in the business class, since the greatest demand for a healthy lifestyle is seen in business at the age of 21-35 years old, willing to pay 30-50 thousand rubles. per year for the comfort and professionalism of staff

The middle class is in the price range of 12-20 thousand, and the economy is correspondingly lower.

• Size

1. Small clubs, an area of 2,000 sq.m.

2. Average clubs, ranging in size from 2,000 to 5,000 sq ft
3. The big clubs, ranging from 5,000 to 7,000 sq ft
4. Clubs giants area of over 7000 sq ft

It should be noted that the value of the club is mainly influenced by its "elitist" and not the size. So, many clubs giants are not in the premium segment, but rather in the business or even the middle class.

• According to the system of payment and membership options.

1. Club card for long-term (six months, a year) membership in the club. Involves pre-arranged set included in the cost of the card service, a list of which depends on the level of the club. Sometimes, it is proposed installment payment. As a species may be proposed by:

2. Day club card. The club can be visited only during the day (usually from 7 am to 17 pm) on weekdays. These cards are cheaper than previous ones and are designed to provide the download of the club at a time when the majority of the audience is in the workplace;
3. Club card weekend. Visits are possible only on weekends. Usually costs more than the daily chart;
4. Family membership cards. In fact, it masks a discount on the purchase of two or more loyalty cards;
5. The payment for each visit. For a small club it will be a fee for the one hour session, for a large fitness center, a one-time visit will be implied use of all facilities of the club for the day. The difference in price would be appropriate: for the cost of one visit a fitness center it is possible to purchase a monthly subscription for a few lessons in a small dance studio.

Growing demand for fitness services entail increasing supply. In this case, the winner is the one market participant whose proposal complies with the basic preferences of the consumer. Research Center LeagueConsulting identified a number of issues that today are an integral part of the lifestyle of fitness center: Equipped with professional equipment, a wide variety of choices of club cards, club location: proximity to work or home.

The concept of "chain of fitness clubs"

In Russia remains the dominant individual clubs are not united in any network. As an example of a competent and successful international development of the network can lead RussianFitnessGroup. The company was founded in 2007 to develop a fitness network of premium WorldClass clubs and business format "FizKult." C in November 2007, as a result of its merger transaction and the subsequent re-branding of the fitness and klubovReebokMaxiSport operate under the brands WorldClass and "FizKult." Currently, RFG has over 40 fitness clubs. 9 more projects are under construction. Another significant player in the market is the "Strata Partners' managing clubs OrangeFitness (premium segment) and CityFitness (Democratic segment). The company "Planet Fitness", unlike competitors, brings together clubs in different price categories under a single brand. Previously, each club, a part of the network assigned a "star", but the company recently abandoned the practice. 36 clubs, "Platety Fitness" is the largest number of clubs, united by one brand. In addition, you can select the network Petersburg - SPORTLIFE and FitnessHouse. The first belongs to the middle and business class has a different club, with pool or without, depending on the different set of additional services offered. In this case, the list of group programs for all clubs is practically the same. The company also offers a wide selection of tickets, thus capturing the different segments of the market. FitnessHouse is the largest network of St. Petersburg, covering both the city and the region. Hit the Guinness Book of Records as the most extensive network within the same city. Most of the clubs are in the segment of the middle class, but there are also premium-FH Prestige.

The content of fitness clubs: trainers, group programs, additional services

• Simulators.

As already mentioned, the fitness club necessarily has a gym and rooms for group programs. The market of equipment for gyms is developing dynamically. What does the constant improvement and enhancement of simulators. Each year, thousands of manufacturers present their latest developments in international conventions, such as the FIBO (Germany), IHRSA (USA) andMIOFF (Russia). The most popular manufacturers of exercise machines and equipment are the Hammer, LifeFitness, Technogym, Ivankoandetc. All of them are represented in the Russian clubs such as WorldClass, SportLife, OrangeFitnessandothers.

Much depends on the simulators. This is confirmed by any professional. Cardio play a big role in the treirovki and it is important to engage in good oborodovanii equipped with a pulse sensor and electronic training programs.