Marketing Management I
COMM 2036 EL 01
Individual Case Study
Aradia Fitness London
Prepared for: Mrs. Munroe
Prepared by: Sarah Russell
It was October 23, 2012 and Andrea Tierney owner and operator of Aradia Fitness London, a pole-dancing fitness studio. Andrea would like to introduce TRX classes into her studio as a complement to the existing pole programs. TRX suspension training was a form of resistance training that develops upper body and core strength, as well as enhancing flexibility.
Core- provides you with health and strength
Actual: TRX training sessions
Augmented: women’s only, lounge and relaxation facility, one-on one training
It was ...view middle of the document...
Technological development allows for at-home physical exercise plans | 1. TRX could just be a fitness trend and popularity will fade away 2. Increased competition for Aradia, taking away potential customers. |
Opportunities | 1. Canadians are becoming more conscious of their physical health * Expected annual growth rate of 2.3% for the next 5 years * Total health center membership increase 20% between 2004-2010 2. Only 53% of Canadians meet minimum recommendation of 150 minutes of physical activity per week 3. Niche fitness is becoming more popular 4. Will be able to capture a bigger market through TRX 5. Focus on strengths | 1. Potential increase in sales with the growing rate of people becoming more interested in exercising. 2. Potential increase in sales, can target half of the population that is not exercising 3. Can capitalize on the popularity of niche fitness, 4. People that may not be interested in pole dancing may come just for the TRX fitness 5. Capitalize on the all-female aspect and potential one on one sessions |
Market Overview -PEST
| Per unit (12 units) | Total |
TRX unit | $158 | $1,896 |
Carabineer and sturdy wire | $10 | $120 |
Totals | | $2,016 |
| Case Fact | Implications |
Athletic Club | * Monthly cost of $60 not including possible promotions and discounts * Two locations * Open 24 hours weekdays and 12 hours on weekends * Co-ed TRX classes offered three times a week at the London South Location * Women’s only TRX classes offered twice at London North | * No upfront fee for the TRX classes just the monthly gym membership payment * Increased competition for Aradia’s TRX program * Two locations making it more convenient * More accommodating with their hours...