PRESENTS

C ENTRAL INSTITUTE OF TECHNOLOGY GYM Market Research Analysis

C ENTRAL GYM OVERVIEW Trading Hours: Monday – Friday: 6am-9am, 11.30am -7.30pm Saturday: 10am-3pm Fitness Staff: Sally Bower ( manager) Jilly Williams Lucas Allemany Jarryd Kirby Anna Stevens

F ACILITIES AT C ENTRAL GYM Male and female change rooms Reception Water fountain Whiteboard for a classroom simulation Notice board

E QUIPMENT AT C ENTRAL GYM Treadmills Bench press machines Weights in varying sizes Cardio equipment Bicycles Rowing machines Cable cross squat rack and punching bag Flexi balls Trampolines Steppers

P RICES OF M EMBERSHIP AT CENTRAL GYM Members Annual Fee: $50.00 per year (and payment option as per flyer) Public: $10.00 per visit Students: (No annual fee, choice of membership options as per flyer)

P ROGRAMS AND C LASSES Goal For Life Age 50+ Run by Cert III students Personal Training All age brackets Run by Cert IV students 12 sessions for $50 Group Exercise Classes Free to members 12:10-12:50pm weekdays $65 for 8 weeks for non members ISHA For cultural women 3-4pm Saturdays

INTRODUCTION The Agency was broken down into five groups, each with different market segments to research before collating all the information into one Power Point presentation. Kiara & Aaron- Research on Gym Staff Geordie & Ben- Research on Central students Sonia & Avian- Research on the Public Kylie & Michelle- Research on Gym members Pavel & Patrick -Research on Central Staff

RESEARCH OF GYM STAFF Kiara and Aaron Speaking on behalf of Team Black

M ETHODOLOGY Research objectives were to find from the gym staff  Numbers  Positives and Negatives of gym  Previous advertising and promotion  Competition in Northbridge Arranged times with gym staff for in-depth interviews (one on one) Conducted interviews with 3 of 5 gym staff Gained qualitative data about Central gym from gym staff

A TTENDANCE TO THE GYM ACCORDING TO GYM STAFF 224 members 69 fitness students 155 general public members There are very minimal ‘visitors’ to the gym, the majority that attend hold gym memberships.

G YM P ROS ACCORDING TO GYM STAFF Quiet Personable Low numbers Equipment in low demand New logo Good quality equipment

G YM C ONS ACCORDING TO GYM STAFF Lecturers and public share the same area “The carpet and appearance is ageing” “Change rooms are old and not cleaned properly”

C OMPETITION I N N ORTHBRIDGE Bite Personal Training Specialises in personal training. Fitness and Fight Specialises in boxing and martial arts Live Fitness Olympic size boxing ring

P REVIOUS ADVERTISING AND PROMOTIONS 1999 – Large signage erected outside the college Current Class Timetable and Trading Hours flyers No official website has been created for the gym

W AYS TO INCREASE GYM MEMBERSHIP NUMBERS ACCORDING TO GYM STAFF “More signage inside and outside of college” “Minor works on the gym bathrooms” “Changing the colour of the gym rooms” “New treadmills and cardio equipment” “Advertising on a more internal basis aimed at students”

RESEARCH OF CENTRAL STUDENTS Geordie and Ben Speaking on behalf of Team Crimson

M ETHODOLOGY Research objectives Why students don’t use gym What would entice students to join Surveyed 100 students throughout CIT Survey selection based on age, study load & course

A WARENESS OF GYM

R EASONS FOR STUDENTS NOT JOINING

S TUDENT CONSIDERATIONS Students who would consider joining if facilities were improved Students who would consider joining if student discounts were offered

W HAT WOULD ATTRACT STUDENTS

RESEARCH OF GENERAL PUBLIC Sonia and Avian Speaking on behalf of team Gold

M ETHODOLOGY Find out from the general public why people don’t attend the Central gym. Find out how to convince them to join the Central gym. Conducted research on Perth Gyms Survey fifty people from the general public within the area. Information is balanced between quantitative and qualitative data.

P EOPLE RESEARCHED

A GE OF RESPONDENTS

H AVE YOU EVER BEEN TO A GYM ?

C URRENTLY A MEMBER OF A GYM ?

W HAT GYM HAVE YOU ATTENDED ?

P UBLIC NOMINATED IMPROVEMENTS

W HY THAT GYM ?

E XPECTATIONS OF GYMS

H AVE YOU HEARD OF C ENTRAL GYM ?

W OULD YOU CONSIDER GOING TO THE C ENTRAL GYM ?

W HAT F ACILITIES WOULD YOU LIKE TO SEE IN C ENTRAL GYM ?

RESEARCH OF CENTRAL STAFF Kylie and Michelle Speaking on behalf of team Indigo

M ETHODOLOGY Research Objectives Identify which Central staff use the gym and why. Identify what would prevent staff attending the gym. Identify what would encourage staff from attending the gym. Identified 10% of total, from 7 departments. 26 respondents surveyed 11 th March 2010.

S TAFF W HO U SE C ENTRAL G YM AND W HY ? 7 of 26 staff use the gym. 6 of 7 staff use gym for convenient location. Department (No. of Staff)Reasons Why 2x Art and DesignLocation 1x Finance and PropertyConvenience 1x Student ServicesConvenience 2x Business and Management Convenience, cost 1x Events and TourismA client for a fitness student 0x ITN/A 0x InternationalN/A

S TAFF A WARENESS OF C ENTRAL G YM

B ARRIERS TO A TTEND THE G YM 1.Most important is lack of time. 2.Students using the same gym. 3.Other barriers include: Distance from home Lack of commitment Paid parking only

C ENTRAL G YM IS C HEAPER T HAN C OMPETITORS, W OULD T HIS I NFLUENCE Y OU ? 20 (77%) respondents were influenced by lower prices. 6 (23%) respondents were not influenced by lower prices.

E NCOURAGEMENT TO A TTEND 1.Most important is increased facilities. 2.More information provided about the gym. 3.Newly refurbished

RESEARCH OF CENTRAL GYM MEMBERS Pavel and Patrick Speaking on behalf of Team Blue

M ETHODOLOGY R ESEARCH OBJECTIVES What members like about the gym? Who goes there? Find out reasons why they use the gym? Quantitative random survey. Sample 30 gym members. Location outside gym.

W HY MEMBERS USE CENTRAL GYM 38% preferred location. 33% price.

W HY MEMBERS PREFER CENTRAL GYM 35% preferred location. 31% price.

C ENTRAL GYM MEMBERS GENDER More males than females.

AGE OF CENTRAL GYM MEMBERS Majority are

C OURSES OF C ENTRAL GYM MEMBERS STUDENTS 88% Central gym members doing Cert III or IV in Fitness.

F REQUENCY OF USE BY GYM MEMBERS 73% used the gym more than twice a week.

C ERT III AND IV F ITNESS T IMETABLE 2010 Term 1MondayTuesdayWednesdayThursdayFriday 6:00AM 6:00AM - 7:00AM 6:30AM Part Time 7:00AM 7:30AM 8:00AM 7:00AM - 9:00AM 8:30AM Part Time 9:00AM 9:00PAM - 10:30AM 9:30AM Cert III Fitness 10:00AM 9:30AM - 11:30AM B 10:30AM Cert IV Fitness10:30AM - 11:30AM 11:00AM10:30AM - 12:00PM Cert III Fitness10:30AM - 12:30PM 11:30AMCert III Fitness Cert IV Fitness11:00AM - 12:00PM 12:00PMB Cert IV Fitness 12:30PM 1:00PM 1:00PM - 2:30PM 1:30PM 1:30PM - 4:00PM 1:00PM - 3:00PMCert III Fitness 2:00PM12:00PM - 4:00PMCert IV Fitness1:30PM - 4:00PMCert IV Fitness 2:30PMCert IV Fitness 3:00PM 2:45PM - 4:45PM 3:30PM Cert III Fitness 4:00PM B B 4:30PM 5:00PM5:00PM - 6:30PM 5:30PMCert III Fitness 6:00PM 6:30PM

W HY MEMBERS USE THE GYM All use gym to keep fit. 50% gave other reasons too.

A CTIVITIES USED BY GYM MEMBERS 62% use gym for equipment.

C ENTRAL INSTITUTE OF TECHNOLOGY GYM Market Research Analysis