The fitness industry in Australia has potential for growth in many sectors. The youth will constantly want to keep fit as the media bombards them with constant messages related to keeping fit. According to Australia bureau of statistics, many Australians are eating fatty and unhealthy foods (Australia Bureau of Statistics 2012). Additionally, the Australian population is aging. Hence, the need for fitness programs to cure this menace is immense. There are large groups of economically and socially disadvantaged Australians. They eat low nutrition foods, exercise less and pay little attention to their health (Fitness Australia 2012).
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The synopsis presents major growth opportunities for both individual companies and the industry. The industry needs to have fitness programs designed specifically for different segments of the market. For example, the body builder who needs constant gym presence and specific nutrition, the elderly who need light exercises to relax and keep fit among others. In the segmentation, the industry needs to place attention on neglected groups such as low-income earners and rural areas (Australia Bureau of Statistics 2012). In these areas group exercises may prove economical. The focus should not be to make money. Rather, it should solve a social problem that is slowly creeping and becoming a death trap. However, making money should be the focus when it comes to other market segments.
Australians are relatively low spenders in non-resource areas. This effectively sidelines gym, fitness and wellness programs. Hence, the industry should collaborate with the media to make these programs core to the lives of Australians. Currently, only a small portion of the country attends these programs.
The delivery of these programs needs revolution. The current consumer of goods and services is sophisticated and complicated. The industry players need to study the consumer to fully understand their different needs and respond to them appropriately. Many emerging customers require personalized and customized services. This may mean that a fitness facility has special and mobile trainers. For example, customers whose needs vary from nutrition, fitness and image characterize high-end markets. Additionally, they would require that the rendering of the services be done at their convenience. Fitness industry and specific companies need to come up with such mixed solutions.
The attitude of Australians is another critical factor. A majority of Australians love swimming and aerobics. The success of a fitness program depends upon targeting. People would have positive results if they do what they love. Hence, the fitness industry should carry out customer surveys that adequately inform them about this. Training is a major factor in the success of fitness programs. The trainers, fitness instructors and nutritionists need to have adequate knowledge about the field. These stakeholders in the industry also need a standard work ethic. The industry can develop a quality and certification procedure that ensures only qualified individuals operate in the industry. This will improve confidence in customers and ensure employee work ethics are upheld (Leigh 2009).
The industry needs to offer one-off programs for specific individuals. Customer training will ensure that customers do not require presence of a trainer (Fitness First Club 2012). The customers can only consult when there is a problem. This strategy will increase sales of equipment in the fitness industry. Although integrated fitness centers are the most popular, sometimes customers need their own space. Longevity is vital to the success of this industry. Hence, the stakeholders need to go to education institutions at different levels to sensitize the youth on the needs for fitness. This will improve chances of an individual using the services of a fitness facility in the near future and possibly forever in their life (Australia Fitness Industry 2012).
Companies should also look into ways of having integrated membership. Although this may sound tricky for the purpose of competition, it will solve many customer problems. This includes those who go for visits outside their area of residence, business trips and vacations. Hence, they will enjoy similar services. This is possible because, as shown earlier, the three major fitness instruction companies in Australia control only 5% of the entire market. This shows a consumer behavior that makes them to visit the nearest and most convenient gyms (Solis 2011).
The major factor that determines usage of a fitness facility is price. The shareholders need to find ways to reduce costs of operations. They can do this by facilitating group fitness programs or attracting individual customers. Additionally, use of promotional incentives such as weekend rates, holiday reductions and product attachments may increase uptake by consumers. The companies can also use integrated business model to reduce the need to purchase the expensive gym equipments. For example, they may purchase or rent a large space where rival companies operate different segments. However, they pay all the base costs. Additionally, the industry can conduct a study to find out if the market can be segmented demographically according to specific needs with the view to reducing equipment purchases (Hartley 2001).
Australia Bureau of Statistics 2012, Australia’s Population, Web.
Australia Bureau of Statistics 2012, Australia’s Social Trends, Web.
Australia Fitness Industry 2012, Australian Fitness Industry Will Benefit from a Growing Focus on Health and Wellbeing, Web.
Fitness Australia, 2012, Research & Reports, Web.
Fitness First Club 2012, Programs and Services, Web.
Hartley, K 2001, Marketing: The Core, McGraw Hill Publishing, London.
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Leigh, B 2009, Anatomy of Strength and Fitness Training for Speed, McGraw-Hill, London.
Solis, B 2011, Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success, John Wiley & Sons, Melbourne.