2. In the Zone
Began in 2004 by owner Steve Turpening
He wanted to create a facility that the whole family could
use and come to rather than opening just an ordinary gym
In the Zone offers memberships, an indoor turf training
area, fitness center, sports camps, and also holds birthday
parties
3. In the Zone Facility
22,000 Sq. Ft. Multi-Sport Training Complex
5 Batting cages
2 Full length basketball courts
Fitness Center
Turf training area
Snack Bar
4. LOCATION
BATH, PA
Population- 2,678
Male-1,276
Female-1,402
Median Age-34.7
Families-65.3 %
Average household size- 2.52
Median household income- $40,825
(MuniNetGuide, 2010)
5. NORTHAMPTON COUNTY
Bethlehem-Allentown metro area
Population- 282, 554 (increase 5.80% from 2000)
Median household income-45,234
School districts- Bangor, Bethlehem, Easton, Nazareth,
Northampton, Pen Argyl, Saucon Valley, Wilson Area
Population 3 years and over enrolled in school: 70,501
Grades 1-12: 44,851
165 schools
6th fastest growing county in PA
(PAHomeTownLocator,2010)
6. TARGET MARKET
Children, Young Adult, Adult
Children (Male and Female 5-14)
Youth Athletes
Local teams
Public/Private schools
Traveling and AAU teams
Children’s birthday parties
Summer campers
7. TARGET MARKET
Young Adults (Male and Female 15-18)
High school athletes
Individual training
High school teams
Local teams:
Summer campers
Fitness Enthusiasts
8. TARGET MARKET
Adults (Male and Female 19-75)
Parents- the parents of the children that come into the
facility
Coaches-bringing their teams to the facility
Recreational Facilitators
Adult Athletes
Adults Teams
9. SWOT ANALYSIS
Strengths Opportunities
Multi-Sport Facility Very populated region with a
Respected business and owner large target market (schools,
Growing number or members
businesses, etc.)
and users No such multi-sport facility in
the surrounding area, including
Weaknesses
individual trainers
Lack of marketing or
Exposure to nearby community
advertising
Threats
Lack of awareness to
surrounding communities Smaller facility/ staff
Multiple large gym’s in a 20 mile Economy
radius Other gyms and fitness centers
in the area
10. COMPETITVE ANALYSIS
Direct Competition
Hitter’s Edge
Multi-sport facility located about 30 miles away
Substitute Competition
Surrounding gym’s
Gold’s Gym, LA Fitness, Snap Fitness, St. Luke’s North
Surrounding Recreational Facilities’ and Parks’
Hanover Community Center, YMCA, Bicentennial Park
Indirect Competition
Populated Lehigh Valley area with a lot of other forms of entertainment
Movie theatres, shopping malls, Semi-pro teams, youth and high school
competition
11. FITNESS RESEARCH
A survey by U.S. Centers for Disease Control and
Prevention:
2008 and 2009: 28% of the U.S. population is obese
2008- 31.9% engaged in physical activity
2009- 34.7% engaged in physical activity
Diminished disposable income in 2009 causes consumers
to spend less on exercise- consumers want more bang for
their buck-
Group exercise- class oriented
Running- indoor and outdoor
Basketball
Tennis
(More Americans Exercising, 2010)
12. FITNESS RESEARCH
Since 2000, certain fitness activities and competitive
sports have shown significant growth:
Pilates training- 8,653,000-456.2%
Elliptical Motion Trainer- 26,521,000-259.8%
Table Tennis- 19,301,000- 51.8%
Stationary Cycling (group)- 6,831,000-45.1%
Tennis- 18,534,000- 42.9%
Treadmill- 51,418,000- 37.9%
(More Americans Exercising, 2010)
13. FITNESS RESEARCH
Since 2008, these sports have shown double-digit growth in participation:
Tennis (41.8%)
Kickboxing (20.1%)
Yoga (13.2%)
Table Tennis (12.2%)
Most popular sports and fitness activities based on overall participation
(age 6 and above) 2009 rank
Walking 110,095,000
Bowling 57,293,000
Treadmill 51,418,000
Free weights 45, 934,000
Running 43,892,000
Billiards 43,005,000
Fishing 40,961,000
Bicycling 40,140,000
Weight/resistance machines 39,752,000
(More Americans Exercising, 2010)
14. FITNESS RESEARCH
Leading Team Sports in USA (age 6 and above)
Basketball 24,007,000
Soccer 13,837,00
Baseball 13,691,000
Touch football 8,959,000
Slow-pitch softball 8,525,000
(More Americans Exercising, 2010)
19. OBJECTIVES
Generate more revenue than the previous year
Develop brand awareness
Increase clientele base
20. STRATEGIES
Promote the In the Zone brand
Utilize local sponsors
Enhance community relation efforts
Increase attendance
21. STRATEGIES
Develop “outside” the facility programs
Media plan execution
Attract new members
Market the unique multi-sport aspects of the facility
22. TACTICS
Utilize local sponsors to put signage throughout the facility to
increase revenue
Reach out to local businesses, restaurants, sports leagues.
Advertise and market In the Zone through different media channels
Newspaper
Morning call:
Power of 4 package: starting at $550.oo- reaches 329,227 adults in Lehigh,
Northampton and Carbon counties
MVP Sports Package: reach 71% of male readers and 57% of readers with an
annual income of $50,000
Express Times: Packages ranging from $53- $183 (4 lines- 5 days, 6 lines -30
days)
Local radio
AM: 790 WAEB-Allentown, 1320 WTKZ-ESPN Allentown, 1230 WEEX-ESPN
Easton
FM:95.1 WZZO- Bethlehem, 96.1 WCTO- Easton, 104.1 WAEB-FM-
Allentown
(HTL, 2010)
23. TACTICS
Sports Teams, Gyms, Church Bulletins, Etc.
Iron Pigs Program
Display tournaments and different events through posters and
brochures at local gyms
Develop an informative and user friendly website
Enter.net package: Web hosting as low as $9.95 a month
Register for camps, pay bills online, order product online, check
schedules, etc.
Reach out to local schools to inform them of
camps, tournaments, and special events
Give them team discounts for camps or special events
Offer speed and agility camps
Offer individual training
24. TACTICS
Promotions
Promotional product give-a ways with logo and name on the
product at different venues and events in the area
Promote the talent of the trainers and athletes In the Zone
staffs
Ex-professional NBA player
D1- softball and football players
Develop a survey or feedback form
Online survey of what they liked or didn’t like
What else customers might enjoy
Develop a monthly or bi-weekly newsletter
Customers could be reached by mail or email
Increase notifications about events and other news
25. TACTICS
Create more classes and add equipment/sports to appeal
to growing participant audiences
Group exercise- Pilates, spinning, kickboxing, yoga
Tennis
Tables tennis
Touch football league
26. CREATIVE COMPONENT
Tagline-
In the Zone Fitness Center “More than just working out”
Importance of being able to use all the aspects of the
facility whether it be for individual fitness, training for a
sport, a cool place to have a birthday party or just having
fun playing basketball and using the batting cages