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Article

Open Access

Comparative Marketing Strategies of Fitness Clubs in the United States and Canada

Author(s)

Lise Heroux

Full-Text PDF Download XML 2053 Views

DOI:10.17265/2328-7144/2017.06.003

Affiliation(s)

State University of New York, Plattsburgh, United States

ABSTRACT

There has been a growing health concern in the United States and Canada due to physical inactivity and obesity. In response to these health concerns, fitness centers have been growing in popularity. The successful marketing strategy of fitness clubs requires the identification of a target market and development of a marketing mix (product/service, place, price and promotion) that will best satisfy the needs of this target market. This qualitative research was conducted to investigate whether there were differences in the marketing strategies implemented by fitness clubs to meet the needs of consumers. The research method consisted of a census of the 20 fitness clubs in the contiguous regions of southern Quebec and northeastern New York/northwestern Vermont. Each fitness center was visited by multiple observers. Systematic observations using a grid of 51 variables were compiled for each establishment. The results found many similarities in marketing strategies, however, differences were found in the place and personal selling variables. The New York/Vermont fitness clubs tended to be located in better, more visible locations, while Quebec fitness clubs had better establishment atmospherics and personal selling strategies. New York/Vermont fitness clubs could benefit from improving their establishment décor, lighting, scent management, music selections, and cleanliness. Their service could include more customization, empathy with their customers’ needs, reservations, and customer satisfaction policies. Their sales personnel could be trained to better approach their customers, to make the sale, and to dress in more professional fitness clothing. Quebec fitness clubs could increase their fitness club visibility through outdoor signage, parking facilities, and more promotion.

KEYWORDS

product, price, promotion, place, service, personal selling

Cite this paper

Economics World, Nov.-Dec. 2017, Vol. 5, No. 6, 529-538 doi: 10.17265/2328-7144/2017.06.003

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