Trained Fitness Trainer Course

Introduction
India has a strong tradition of exercise. In the old years the place of exercise was named as
“Talim.” People were used to go for exercise having a one or few coach who have learned the
exercise form the elders and through experience.
The attitude of the individual’s towards the fitness changed over the time. Many fitness aspirants
have found the deficits in the traditional approach.
Some deficits are:
 Saturated Approach
 Lack of knowledge about body’s internal parts like Kinetics,
Biomechanics, CPR.
 Condition of the exercise place
 Limited knowledge of the coach
Individuals do not have perception of exercise only but, with this they would like to make career
in the fitness and want to play a role of entrepreneur. People are awakened about the different
exercises and their benefits.
The urban individuals working in pressurized environment like management, IT people, doctors
and others are looking for well equipped fitness center.
Characteristics of fitness center:
 Having latest equipments
 Enough space for exercise
 Different rooms for various exercise
 Excellent trainer
This gives rise to the need of having trained & knowledgeable fitness trainer. “MITCON & IESS
-India” has introduced an efficient fitness trainer course for the aspirants. The study at the
company provides data about various competitors, market dynamics and market potential.

Today’s urban lifestyle has changed dramatically since the last few years and has become
extremely hectic. Society’s attitude towards health and fitness has also changed and there is a lot
of awareness about our health and recognize the importance of physical fitness than ever before.
This has resulted in very high growth in the health and fitness industry. In the recent years a lot
of Health Clubs, Gymnasiums, Fitness Centers, Slimming Centers, Yoga Classes, etc. that have
come up in the city along with some major International brands. Due to this the fitness industry
has now become an upcoming career option for adequately trained fitness instructors.
There is a vast potential for individuals who aspire to make career as fitness trainer, personal
trainer, group instructor, floor manager or those who wish to start their own enterprise. However
a thorough study to know the technical and practical aspects of physical fitness, various
disciplines, dietary information, and its effects is very much required.

Company Profile
Brief Profile
MITCON Consultancy
MITCON Consultancy & Engineering Services Ltd. identified as a leading technical and
industrial consultancy organization is promoted by National Financial Institutions, Banks and
State Corporations. It has pioneered the systematic entrepreneurship development movement in
the State of Maharashtra and Goa since 1982.
MITCON is IS/ISO 900:2008 Certified Company. MITCON is developing large number of
entrepreneurs through training, counselling & information dissemination. We have 100
Enterprise Trainer – Facilitators working in all districts of Maharashtra.
MITCON has accelerated the process of self-employment and entrepreneurship
development through identification of new business opportunities & conducting relevant training
programs. All the training programs are focussed towards developing attitude, skill & imparting
knowledge. This approach towards training has enabled MITCON to create a large number of
successful entrepreneurs.
Website: http://mitcontraining.com
The company is running various training programs to serve the primary purpose of accelerating
the process of self employment and entrepreneurship development.
Some important training programs are
 Entrepreneurship Development Programmes (EDPs)
 General Entrepreneurship Development Programmes
 Science & Technology based Entrepreneurship Development Programmes.
 Food Processing Industry based Entrepreneurship Development Programmes.
 Bio-Technology based Entrepreneurship Development Programmes.

 Grape wine Processing based Entrepreneurship Development Programmes.
 Special EDPs for Women
 Special EDPs for VRS Optees
 Special EDPs for Ex-Servicemen
 Vocational Training Programmes (VTPs)
 Jewellery Designing, Making & Gemmology Training Programme
 Digital Photography Training Programme
 Inverter Repairing & Maintenance Training Programme
 Photocopier Machine Repairing & Maintenance Training Programme
 Aquarium Making Training Programme
 Travel & Tourism Training Programme
 Bio-Technology Development Programme
 Share Market
 Plantation and Processing of Medicinal and Aromatic Plants
 Mobile Repairing Training Programme
 Management Development Programmes (MDPs)
Mission: To inculcate managerial competencies in potential and existing entrepreneurs.
 Industrial / General Management Programme
 Marketing Management Programme
 Financial Management Programme
 Human Resource Management Programme
 Retail Business Management Programme
 Management of Quality in SMEs
 Export Import Management Programme
 Taxation Programme
 Packaging Programme

 Special Projects
 Science & Technology Entrepreneurship Development in Satara, Sindhudurg,
Kolhapur & Nanded Districts sponsored by Department of Science & Technology,
Govt. of India, New Delhi.
 Counseling, Retraining and Redeployment scheme for VRS optees of Central Public
Sector Undertakings, sponsored by Ministry by heavy Industries & Public
Enterprises.
 Others
 Prime Minister's Employment Generation Program (PMEGP),
 Sponsored by Khadi & Village Industries Commission (KVIC) & District Industries
Centre (DIC)
IESS-India
IESS India is a Pune based company formed in 2007 by Mr. Rupesh Ankolekar. IESS
stands for “Institute of Exercise & Sports Science”, it was formed with an aim to
provide certified fitness training course and to take over the management of health clubs.
IESS has been providing certified trainers to various health clubs in pune such as
symbiosis, world gym. It is also managing Orion gym since 2009. It entered into a joint
venture with MITCON in 2010 to provide certified training course.
Iess aims not only to provide certified fitness training program but it also helps the
entrepreneur who are interested in opening up of health clubs or wish to enter in fitness
industry.
What Does IESS DO?
 Placement Tie-up with 250+ Gyms in Pune
 Lifetime Validity for Certificate
 Certified & Experienced Faculties (Physiotherapist/ Dietitian, Yoga Expert/ CPR
Expert/Soft Skills Trainers)

 Case Study based Training
 MITCON certificate is valid across India, Loan proposals are given preferences if
MITCON certification is present
 Yogasanas, Pranayam, Meditation
 Introduction to new exercise forms e.g Taebo, Taichi, Zumba, Bosu Ball etc
 Theory + Practical Manual + Exercise CD’s
 Communication & Interview Handling Skills Lectures

Product Profile:
Name: Certificate Course for Fitness Trainers
Tag Line: we TRAIN the trainers…!
The fitness course of the company was constituted of the following important terms:
Fitness Instructor - A fitness instructor's task is to motivate, instruct and lead individuals in
routine or specialized exercise programs. At a gym or fitness center, one may work at various
hours throughout the day based on the timing of classes and client availability. Generally, one
chooses which type of fitness program he/she want to specialize in, such as step aerobics, yoga,
Pilates or spinning. One should have knowledge of the class or program teachings, including
basic fundamentals of movements, repetitions and the benefits of each exercise. To be a fitness
instructor, one should have training and education in order to be credible.
A Personal Trainer is another term used in this context. A personal trainer is a fitness
professional involved in exercise prescription and instruction. They motivate clients by setting
goals and providing feedback and accountability to clients. Trainers also measure their client's
strengths and weaknesses with fitness assessments. These fitness assessments may also be
performed before and after an exercise program to measure their client's improvements in
physical fitness.
Biomechanics (from Ancient Greek: βίος "life" and μηχανική "mechanics") is the application of
mechanical principles to biological systems, such as humans, animals, plants, organs, and cells.
Perhaps one of the best definitions was provided by Herbert Hatze in 1974: "Biomechanics is the
study of the structure and function of biological systems by means of the methods of mechanics".
Cardiopulmonary resuscitation (CPR)

Using rescue breathing and chest compressions to help a person whose breathing and heartbeat
have stopped.
Cardiopulmonary resuscitation (CPR) the manual application of chest compressions and
ventilations to patients in cardiac arrest, done in an effort to maintain viability until advanced
help arrives. This procedure is an essential component of basic life support (BLS), basic cardiac
life support (BCLS), and advanced cardiac life support (ACLS).
Kinesiology, also known as human kinetics is the scientific study of human movement.
Kinesiology addresses physiological, mechanical, and psychological mechanisms. Applications
of kinesiology to human health include: biomechanics and orthopedics, rehabilitation, such as
physical and occupational therapy, as well as sport and exercise. Individuals who have earned
degrees in kinesiology can work in research, the fitness industry, clinical settings, and in
industrial environments.
Tae Bo is a type of exercise that is a blend between aerobics and martial arts, combining the
kinetic pace of the former with the movement and grace of the latter. Much of Tae Bo concerns
rhythmic kicking and punching, so speed, power, coordination, endurance, flexibility and
awareness are all important attributes of Tae Bo training. For that reason it has also been called
cardio kickboxing by its founder Billy Banks.
Power Yoga is characterized by the practice of a series of Yoga Poses without stopping and
accompanied by Vinyasa or riding the breath in order to flow from one pose to another.
Course Highlights:
 3-in-1 course, i.e. course for Gym Instructors, Personal Trainers and Gym Owners.
 Internationally Certified and Experienced Faculty for Fitness, Special Population, Diet &
Nutrition, Yoga etc.
 Introduction to Power Yoga, Yoga Dance, Tae Bo, Tai Chi, Bosu Ball, Spinning, Aqua
Aerobics, Pilates, Cardio Kickboxing, Aqua Fitness, Bootcamp etc.
 Cardio Pulmonary Resuscitation (CPR) Training
 Yogasanas, Pranayam & Meditation
 Communication & Interview Handling Skills

 Entrepreneurial Inputs : Project Plan Preparation, Legal & other Requirement for Business,
Funding & Loan Options
 Course Material: Theory and Practical Manuals, Exercise CD, Diet Plans etc.
 Theory + Practical + Case Study
 Life Long Validity of certificate unlike other competitors.
 Assistance in setting up of gym or getting equipment
 Life time assistance
Other information:
Medium: Marathi/ English/ Hindi
Batches: Regular (7 pm to 9 pm) & Sunday (10 am to 5pm) Batches
Batch Strength: Batch of 25 students on first come first basis

1.2. Objectives
Objectives of the Study:
1.2.1 Deciding marketing strategies to promote training courses
 How to promote the course: MITCON is doing well in the area of fitness training courses
especially since it did a joint venture with IESS, but problem with the course was that it was
not that popular in the fitness industry as other competitors were. So the need to develop a
communication process for the course was felt and that’s how it became my core objective.
 Segment the market: After deciding on the marketing strategies segmenting the market and
reaching out the target audience was a tough task as we wanted the campaign to be potential
consumer focused. So this was the next objective to segment the market and develop the
strategies accordingly.
 Medium of communication: In these hi-tech world where you many ways of communicating
with your customer this was the next step to decide the best and suitable medium from both
online & offline
 Reachability: once deciding upon the communication & segmentation next objective was to
ensure that it reaches to the maximum possible target customer or people in the short span of
two months.
1.2.2 To identifies the problem areas:
 Problem with individual aspirants - The fitness industry in India is a fragmented with
many diverse players as health club, hardcore gym and trainers. Although some of the
competitors are running the trainer certification course, there are several individuals who
are not able to join the course due to several factors like course fees, curriculum, batch
timing, course material, language, placements.

 Problem with health club/gyms - The various health clubs, gyms are not having well
educated and professional trainer. To find out what kind of qualities like communication
skill, knowledge, certification, punctuality, experience, fitness level…are expected in an
individual trainer at the time of placement.
 Importance of Certification: In the present era of fitness industry the certified
trainer hold more chances to get placed than non-certified trainer. Many hard core gyms
which are well equipped do not aware about any kind of course. Making this type of
owners aware about the course was one of the problems related with the study.
1.2.3 To develop the existing certification academic plan:
 Several factors are included in selection choice of the individual. These factors are
carefully observed by the individual and according to preferred choice he/she selects the
course. Renewing the existing academic plan by concentrating on factors like batch
timing, language and course fee can make course more effective.
1.2.4 To understand the competitive environment:
 In India, the need of the certified trainer raised during the year 1992…although it was
get stagnant after some years. In today’s era several institutions came up with various
advanced course. Understanding of competitive environment to gain the advantage was
one of the important objectives of the study.
1.2.5 To identify market potential:
 To get to know about the potential customers available in the market.
 How many health clubs and gyms are ready for tie-up with the company?
 How many individual candidates are willing to join the course?
Since, the fitness industry in India is fragmented it was primary necessity to identify the market
potential.

1.3. Limitations
Limitations of the study:
At a glimpse:
 There were many members in the gym and there was no sure shot way to reach exactly to
the target customer
 Time period was short so it was not able to reach all the gym
 Health club industry is not organized apart from few big chains
 Neither members nor gym owners are aware regarding the need of having trained
trainers.
 It was an off season or the gyms.
1.3.1 Complex in Nature: The research that has been carried out involved opinions of the
Owners, Managers, and senior trainers available at fitness institutions. Human beings
have tendency to behave artificially, when they know that they are being observed.
Validity of the data collected, conclusions and observations might undergo a change and
hence the study was complex in nature.
1.3.2 Not an exact science: Results obtained through the study are not accurate compared to
physical sciences. The study was carried out in the open market
Many external variables acting upon the research settings.
for example: Readership of different news paper when company want to know about the
awareness of the course.
1.3.3 Limitation of time: The research was carried out through which primary data has been
collected. The time by which the decision would be implemented, there may be change

in the market situation or new competitors might enter into the market and choice and
preferences of aspirants might change. The time gap significantly affects the
implementation of results.
1.3.4 Client Response: Owners of few health club and gyms were not co- operative. Lack of
responsive attitude and low interest during communication was a big limitation while
collecting the data.
1.3.5 Wide Geographic Area: The geographical area of field work was widely distributed.
Several health clubs are located at much large distance from each other. Covering the
wide area in period of the study was one of the limitations of the study.
1.3.6 Not organized: Health club industry is not organized in pune city as other industry or
business. Apart from big names like Talwarkars, Gold Gym other health clubs especially
small players are not organized or they don’t have any association which is very
important for any industry to be in structure & to grow.
1.3.7 Awareness: Awareness among the gym owners & members regarding the importance of
having certified trainers. Also they are not aware about having skilled trainers along
with trained one who are also good in communication.
1.3.8 Off Season: Pune being an education city and a city of professionals summer was an off
season for the gyms as most of the students members and working professionals were
out of the city either to their home town or for vacation, so planned events had to be
postponed in many gyms due to the unavailability of the good number of members.

CHAPTER 2
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY:
 Primary Data Collected - the data of around 250 health clubs
 Approached around 70 trainers and 300 target customers by conducting events in 50 gym
 Went on to all the gyms in person and made a data base
 Initially took the information from just dial website
Research methods and the logic behind the methods used in the context of the research study
constituted the research methodology of the work.
The logic behind using particular method so that research results are capable of being evaluated
has to be explained to the management of the company.
“What data have been collected?”, “Which particular method has been adopted?”, “Why
particular technique of analyzing data has been used?” are the questions asked by the
management of the company.
Details of a method and technique used in the study:
Type Method Technique
Field Research Personal Interview Detailed schedule with open
and closed ended questions.
1. Method of Data Collection:
To accomplish the objectives of the study, collection of primary data was essential. The company
wanted to collect the opinions of the owner, manager and trainer of different fitness club in
accordance to get their view about the course and other necessities.

 Primary data:
The data collected during the study constituted afresh opinion of owners, managers
and trainers of the different health club.
 Collection of data through questionnaire:
A questionnaire tool has been used to collect the data. The most used type of the data
collection and easy to understand by the respondent were the primary reasons to adopt the
tool as questionnaire.
 Type of questionnaire:
The structured and Non-disguised questions were structured so as to obtain the facts.
The questions were asked strictly in accordance with the pre-arranged order. A
questionnaire consists of a seven questions printed in a definite order on a form.
The questionnaire was presented to respondents who are expected to read and understand the
questions and write down the reply in the space meant for the purpose in the questionnaire
itself.
The basic methodology followed was the questionnaire method. To serve the purpose, the
questionnaire was designed with the seven questions so as to gain the maximum relevant
information from the respondent taking minimum of their time.
 Important Aspects of Questionnaire:
Questionnaire was the heart of the study. If it could not be well structured then the
study was bound to fail. This aspect requires studying the main aspects of questionnaire.
1. General Form: Structured and non-disguised questionnaire were presented with exactly
same wording and in the same order to all respondents. Responses of the informants were
limited to the stated alternatives.

The questionnaire was pre-tested. On the basis of results obtained in pre-test operations
from the use of unstructured questionnaires, the questionnaire for the final use was
constructed.
2. Question Sequence: To make the questionnaire effective and to ensure to the quality to
the replies received, the attention was paid to the question-sequence in preparing the
questionnaire. A proper sequence of questions reduces considerably the chances of
individual questions being misunderstood.
The question sequence must be;
- Clear
- Smoothly moving
- Relation of one question with another.
Research study was primarily focused on characteristic required in the trainer. The first
few questions were focusing on the primary objective since, they are likely to influence
attitude of the respondent and seeking his desired cooperation.
E.g. the first question was focused on important factors in the trainer and second was
focused on importance of certification.
1. Which are the most important factors would you like to see in a trainer? Rank Top 3.
People skills Certification
Knowledge Punctuality
Personality/ Fitness Level Experience
Other ( ) please specify

2. How important is Certification at your gym?
Mandatory Very Important Not Necessary
The respondent can relate these important aspects very effectively as they are in sequence.
The questionnaire was formed as of structured type and since, it cannot be rearranged like
unstructured the best way was to conduct the “Pilot Survey” which was likely to produce good
report with more respondents.
3. Question formulation and Wording: Each question was made very clear so as to avoid
any kind of misunderstanding that could lead to irreparable harm to survey. Questions also
were impartial in nature in order not to give a biased picture of the true state of affairs. The
questions were constructed with a view that they would form a logical part of the tabulation
part.
Reliable and meaningful returns depend on “Wording” of questions to a large extent. Simple
words which are familiar to all respondents were used to in the questionnaire.
 Sample Design: The reliable list of the desired target population was difficult to achieve in
course of the study therefore Non-probabilistic type of sampling procedure were used.
Snowball Sampling: One respondent being used to generate names of others is called
snowballing. The first health club owner was asked about the other health clubs available in
the respective territory and same procedure was followed in case of second respondent.
 Population: All the Owners, Managers or Trainers of health clubs in Pune City.
 Sample Size: From 250 health clubs first 135 health clubs were selected randomly.

Field Procedures
A. Design of Field Work:
Field work was the important component in primary data collection. The field work was
done physically by interviewing people at health clubs.
B. Selection of Areas:
A sample size of health clubs located in different areas was selected. After covering all
the health clubs from selected areas, the next area was targeted.

C. Organizing Field Work:
Once the areas were finalized, organizing them was the next task. After selecting the
particular area which side of the area has to be covered on which day was important part
as save the time factor.
D. Selection of Respondents:
The supervision was provided by the external guide on selection of respondents. The first
important person was owner of the health club as he would play the important role while
recruiting the trainer. If the owner of the health club was not available then alternative of
manager’s opinion was provided. The other alternative was to get the opinion of the
Senior Trainer of the health club.
E. Control Procedures On the Field:
To ensure that a field work was on the right track, external guide was randomly selecting
the addresses and talked to the respondents to ensure that they were interviewed
accurately. It also ensures that there is no cheating by the interviewers. The call back
served the dual purpose, minimizing cheating and also verifying accuracy of the answers
by re-asking some of the important details.
F. Briefing:
The through briefing was given by the external guide. The mock interviews were
conducted to ensure that there is a clear understanding of the questions, sequence of
general procedure. The doubts regarding the interviewee person and area were cleared in
the discussion. A target for the internship period in terms of filled-in questionnaire was
also set.
It was after the briefing session the field work for collecting the data was
started.

G. Debriefing:
The debriefing was done after completing the pilot Survey of first ten health clubs. Issues
like response to the “Tie-Up” strategy; opinion about “ACE” Certification was discussed
with the external guide. The Debriefing session was also carried out at the end of survey
in a city. The purpose was to summarize the main findings, and discuss any special
comments given by respondents in a city.
Since, field work is the backbone of primary data collection it was carefully planned and
supervised to ensure that errors are minimized, and accuracy levels maintained.

CHAPTER 3
Theoretical Background

1. Meaning of Strategy:
Strategy is important because the resources available to achieve these goals are usually limited.
Strategy is also about attaining and maintaining a position of advantage over adversaries through
the successive exploitation of known or emergent possibilities rather than committing to any
specific fixed plan designed at the outset.
Definition:
"Strategy is the direction and scope of an organisation over the long-term: which
achieves advantage for the organisation through its configuration of resources within a
challenging environment, to meet the needs of markets and to fulfil stakeholder expectations".
- Johnson and Scholes
Marketing Strategy
Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill
market needs and reach marketing objectives. Plans and objectives are generally tested for
measurable results. Commonly, marketing strategies are developed as multi-year plans, with a
tactical plan detailing specific actions to be accomplished in the current year. Time horizons
covered by the marketing plan vary by company, by industry, and by nation, however, time
horizons are becoming shorter as the speed of change in the environment increases. Marketing
strategies are dynamic and interactive. They are partially planned and partially unplanned.

Marketing strategy needs to take a long term view, and tools such as customer lifetime
value models can be very powerful in helping to simulate the effects of strategy on acquisition,
revenue per customer and churn rate.
According to David Acker marketing strategy is a process that can allow an organization to
concentrate its resources on the optimal opportunities with the goals of increasing sales and
achieving a sustainable competitive advantage. Marketing strategy includes all basic and long-
term activities in the field of marketing that deal with the analysis of the strategic initial situation
of a company and the formulation, evaluation and selection of market-oriented strategies and
therefore contributes to the goals of the company and its marketing objectives.
2. General Objectives:
An organization's strategy that combines all of its marketing goals into one comprehensive plan.
A good marketing strategy should be drawn from market research and focus on the right product
mix in order to achieve the maximum profit potential and sustain the business. The marketing
strategy is the foundation of a marketing plan.
In today’s era we’ve got a whole slew of TV channels, millions of web sites and hundreds of
thousands of “Apps” along with an alphabet soup of DMP’s, API’s and SDK’s. Marketing was
never easy, but technology has made it a whole lot tougher.

3. Market Strategy Process
A marketing Strategy has to well defined and well structured as it is set for a long term and
company works based on the marketing strategy. While working on the marketing strategy I kept
four principles in mind:
Clarify Business Objectives: There’s so much going on in the marketing arena today,
everybody is struggling to keep up. At the same time, every marketing professional feels
pressure to be “progressive” and actively integrate emerging media into their marketing program.
However, the mark of a good marketing strategy is not how many gadgets and neologisms are
crammed into it, but how effectively it achieves worthy goals. Therefore, how you define your
intent will have a profound impact on whether you succeed or fail.
Unfortunately, there is a tendency for marketers to try to create a “one size fits all” approach for
a portfolio of brands or, alternatively, to want to create complicated models to formulate
marketing objectives. However, most businesses can be adequately captured by evaluating just
three metrics: awareness, sales and advocacy (i.e. customer referral).
Some brands are not widely known, others are having trouble converting awareness to sales and
still others need to encourage consumer advocacy. While every business needs all three, it is

important to focus on one primary objective or your strategy will degrade into a muddled
hodgepodge.
Use Innovation Teams to Identify, Evaluate and Activate Emerging Opportunities: I
ensured to actively monitor the marketplace, identify business opportunities, collaborate with
product people and run promotional campaigns. It is unreasonable to expect them to keep up
with the vast array of emerging technology and tactics, especially since most of it won’t pan out
anyway. I was sure that once an emerging opportunity has performed successfully in a pilot
program, it can then be scaled up and become integrated into the normal strategic process as a
viable tactic to achieve an awareness, sales or advocacy objective.
Decouple Strategy and Innovation: Unfortunately, in many organizations, strategy and
innovation are often grouped together because they are both perceived as things that “smart
people” do. Consequently, when firms approach innovation, they tend to put their best people on
it, those who have shown a knack for getting results. Rather than focusing on innovation I
focused on strategy.
Build Open Assets in the Marketplace: The primary focus of marketing promotion used to be
to create compelling advertising campaigns that would get the consumer’s attention and drive
awareness. Once potential customers were aware of the product, direct sales and retail
promotions could then close the deal. Today, effective promotional campaigns are less likely to
lead to a sale and more likely to result in an Internet search, where consumers’ behavior can be
tracked and then retargeted by competitors. Simply building awareness and walking away is
more likely to enrich your competition than yourself.
In the digital age, brands are no longer mere corporate assets to be leveraged, but communities of
belief and purpose.

The Diagrammatic Representation of the process at MITCON & IESS
Important aspects must taken into consideration,
1. Difficulty level: In addition to language used to write the questions, the difficulty level
of the words used should be a prime concern. Even simple words are sometimes not
understood. As a rule, it is good to avoid the difficult words unless the respondent is a
postgraduate or an experienced executive.
2. Fatigue: It is one of the research’s responsibilities to stick to necessary questions, and
avoid unnecessary ones. The golden rule is to keep it as short as possible.
3. Ease of Recording: While designing the questionnaire it was ensured that it is to carry it
and note down the opinions while standing in awkward procedures.
Refine the research objective
Design the Research Methodology
Plan and Primary Research
Report writing and Presentation
Marketing
Action
Tabulation and AnalysisInformation Need

3.1 Data collection Techniques
Various techniques of data analysis are available. Broadly analysis can be classified into
three types;
1. Univariate, involving a single variable at a time,
2. Bivariate, involving two variables at a time, and
3. Multivariate, involving three or more variables simultaneously.
The choice of which of above types of data analysis to use depends upon at least three
factors, i.e. 1) scale of data 2) the research design 3) assumptions about the test statistic
being used.
The variables measured are normally scaled, many of the advanced multivariate analysis
techniques such as factor analysis, discriminant analysis etc… cannot be used. Even
common statistic such as the average (mean) or standard deviation has no meaning for
normally scaled data.
The data was collected from the field work by using questionnaire as a tool of collection and
it was analyzed by the use of simple tabulation.

CHAPTER 4
Data Processing and Analysis

4.1 Data Processing
Processing data was important part of the study. After collection of data the next task was to
analyse and interpret the data.
Analysis of the data involves organizing the data in previously decided manner while
interpretation of data was carried out to help the management to arrive at conclusion.
4.1.1 Steps in processing of data:
1) Preparing raw data:
The primary data was collected by field investigation. The interest of respondent found
to be low during the visit to some of the fitness club. Due to which collecting the whole data was
the difficult part. As the information collected must be legible, complete and accurate, wasteful
part of the data was identified and removed. After this the data has organized to make analysis
more effective.
The steps involved in organizing the data are
2) Editing:
The primary purpose of editing was to eliminate errors and confusion. Editing was
involved inspection and correction of each questionnaire. The study was involved field editing.
The objective of the field editing was to make sure about the proper procedure is followed in
selecting the respondent, interview them and to record their responses.
The problems faced in field editing are:
I have faced incomplete interview at two clients. The blank in both the questions is because of
“Refusal to answer.” The reason behind refusal was because of the sensitive nature of the client.

3) Coding:
Coding resulted in transforming edited questionnaires into a form that was ready for
analysis. Coding was done by assigning the numbers to answers so that the responses can be
grouped into limited number of class.
Examples: 1, 2, 3, 4, 5, 6, and 7 numbers were assigned to the Communication skill,
Certification, Knowledge, Punctuality, Personality, Experience and others in question no 1and
same coding is used for other questions.
4) Tabulation:
Tabulation was done to count the number of cases that fall into various categories. Simple
tabulation was involved in the processing.
Simple Tabulation:
In the field work process, the questions used were pre-determined and consist of counting the
number of responses falling into a particular category and calculate the number of percentage.
Simple tabulation for important factors required to select the trainer:
1- Communication skill 2 - Certification 3-Knowledge 4-Punctuality 5-
Personality 6- Experience and 7-Other
Factor Rank TOTAL COUNT IN %
1 38 13.16%
2 40.5 14.03%
3 83.25 28.83%
4 35.75 12.38%
5 58.5 20.26%
6 30 10.39%
7 2.75 0.95%

4.2 My role
My role in this two month was to work upon the marketing strategies to promote the training
course and also to find out the potential & future of fitness industry. Now to decide the
marketing strategy I kept two medium in mind offline & online as online is one of the important
aspect for marketing your product or service in today’s time.
Any marketing plan should focus on creating a long term brand image of your company and
product so I focused on ensuring that this marketing campaign should make a long term impact
and engagement with target audience.
Steps Taken:
 Creating A page on Face book
 Planned to conduct event in health clubs
 Collecting the data of the health clubs
 Tie-up with the health club
 Association With the Associations
 Writing Blog
 Videos on you tube
 Designing Posture for the courses
Now to ensure the continues engagement with the target audience they were asked to like the FB
page and get themselves register and also to keep a track as to find out which gym is breaking
their record & which gym is behind them.
Also on FB page additional service such as free e-book, continues update related to health and
post related to health tips were provided.

Also a mega event for all the top three winners from all the gyms is planned ahead where all the
who’s who from the industry will be present and will give a good free publicity to the institute in
the press.
Task Performed:
 New Tie-up with the gym for placements
 Collaboration with the Sports association for continues engagement
 Handled the admission queries
 Prepared an eBook on health & fitness
 Worked on the course manual
Also it was to be ensured that Iess has a presence on web but there was no income or revenue
expected so this thing as to done at a less or no price so in order to that a Google web page was
created and blog was started.

Advertising:
To maintain collaboration with the industry people we decided to take their contribution, now in
order to do that we decided to take advertisement for the course manual which was redesigned by
our team first time since the first time it was done. Following points were taken care while
working on the course manual & advertising:
 Worked on the course manual
 Collected the data of Nutrition manufacture and dealers
 Collected the data of sports manufacture & Sports shop for advertising on manual
 Handled advertising for course manual

4.3 Analysis of Data
4.3.1 What is Analysis?
Analysis of the data is the process by which data is converted into useful information. Raw data
as collected from questionnaires cannot be used unless it is processed in some to make it
amenable to drawing conclusions.
Questionnaire: While analysing the data collected from the owners, managers and trainers, seven
basic important questions identified,
1. Which are the most important factors would you like to see in a trainer? RANK Top 3.
2. How important is Knowledge and Certification at your gym?
3. Which of the following Fitness Certification Institutes do you know about?
4. If you know MITCON Fitness Course then, how do you get know about the course?
5. Which are your prime factors for the course selection? Mention Top 3.
6. Which is the preferred Language for training?
7. Is the use of E-learning (Theory only) feasible for you?

The questions are analysed sequentially and all the calculation part is presented below:
1) Which are the most important factors would you like to see in a trainer? Rank Top3.
Analyzed data Graphical Representation
 In response to the first question, 83.25 of the total count stated that the “Knowledge” is the
most important factor in decision making while selecting the trainer.
 From the total count 58.5 stated that the “Personality/fitness level” of an individual is the
one of the important factor while selecting the trainer.
 “Communication Skills” of an individual is the third important factor while selecting the
trainer.
1 2 3 4 5 6 7
TOTAL COUNT 38 41 83 36 59 30 2.
IN % 13 14 28 12 20 10 0.
0
10
20
30
40
50
60
70
80
90
AxisTitle
Important Factors -
Trainers
Factor Rank TOTAL
COUNT
IN %
1.Communication Skill 38 13.16%
2.Certification 40.5 14.03%
3.Knowledge 83.25 28.83%
4.Punctuality 35.75 12.38%
5.Personality/Fitness
Level
58.5 20.26%
6.Experience 30 10.39%
7.Other 2.75 0.95%
Total 288.75 100.00%

 Thus, it is clear that in case of selecting the trainer Knowledge is the most important factor
while selecting the trainer where as Personality/fitness level and Communication Skill are
the preceding that holds the importance while selecting the trainer.
2) How important is Certification at your gym?
Analyzed Data Graphical Representation
 In response to the second question, regarding the how much importance certified trainer
holds, 55 out of the 135 owner interviewed stated certification is mandatory at their
fitness club.
 From the total count, 68 out of the 135 owner interviewed stated as important aspect of
their business while,
 Rest 13 gyms do not give any Importance to certification trainer, they would like train
the trainer according to their techniques.
Mand
atory
Very
Impor
tant
Not
Neces
sary
TOTAL COUNT 55 68 13
IN % 40.44% 50.00% 9.56%
0
10
20
30
40
50
60
70
80
AxisTitle
Imporatnce of
Certification
Factor TOTAL
COUNT
IN %
Mandatory 55 40.44%
Very Important 68 50.00%
Not Necessary 13 9.56%

3) Which of the following Fitness Certification Institutes do you know about?
 In response to the third question, regarding competition analysis 32% owner interviewed
stated that they know about certification course run by K11.
 From the total count, 103 out of the 135 owner interviewed stated they are aware about
the certification course run by Talwalkar’s.
 Some of them have the trainers who are certified from K11 & Talwalkar’s.
 Gold Gym University and other like ABS, Symbiosis and ISSA are holding quite good
proportion together and among them ABS followed by Symbiosis are quite preferable
institute among the owners as well as managers and trainers.
 The brand course offered by the company is quite new to the market and hence very less
proportion of the total sample is aware about it.
30%
20%
32%
10%
8%
30%
20%
33%
10%
7%
Fitness Institution
Talwalkar
GGU
K11
MITCON
Other
Fitness
Institution
TOTAL
COUNT
In %
Talwalkar 103 15.26%
GGU 67 9.93%
K11 110 16.30%
MITCON 35 5.19%
Other 25 3.70%

4) If you know MITCON Fitness Course then, how do you get know about the course?
 The fourth important question was if they had seen any commercial for the Course
offered by the company. In response to this question, it was like surprise that only 35 out
of 135 respondents are aware about the course at MITCON.
 Looking at different advertising media, print media plays a vital role to promote the
course followed by word of mouth covers a good proportion while analysing the data.
 From the total count only 24 respondents had actually seen the commercial for the
course. The remaining 100 respondents had never seen the commercial for the course.
13
1
11
0
10
9.63% 0.74% 8.15% 0.00% 7.41%
Source of Information
Total Count In %
Sources Total Count In %
Newspaper 13 9.63%
Internet 1 0.74%
Friends 11 8.15%
Magazines 0 0.00%
Other 10 7.41%
Total 35 25.93%
Grand Total Count 135 100%

5) Which are your prime factors for the course selection? Mention Top 3.
 In response to the fifth question, regarding the prime factors for course selection 62 out of
the total respondent stated that the Curriculum is the most important factor that taken into
consideration to opt for the course.
 Followed by, 60 respondents stated that the Batch Timing is a factor that can affect on the
decision regarding course selection.
 Course Fee is a factor that involved by every individual while making decision. From the
all factors it holds third position in the list of prime factor.
 Language, Course Material and Placements are the factors that also taken into
consideration while making the decision.
 From the factors “Other” holds negligence importance.
1 2 3 4 5 6 7
1 2 3 4 5 6 7
62 60
49
38.25
54.5
35.5
0.75
20.67%20.00%16.33%12.75%18.17%11.83% 0.25%
Prime Factor
Factor Rank TOTAL COUNT IN %
Factor Rank TOTAL
COUNT
IN %
1.Curriculum 62 20.67%
2.Batch timing 60 20.00%
3.Course Fees 49 16.33%
4.Course Material 38.25 12.75%
5.Language 54.5 18.17%
6.Placements 35.5 11.83%
7.Other 0.75 0.25%

6) Which is the preferred Language for training?
 From the total respondent 91 respondents would like to attend the course in Marathi
Language.
 Followed by 63 respondents are in the favor of English while, 41 are in the favor of
Hindi.
 The company is already conducting the course in all above mentioned three languages.
 Having more data about the language preference company can make better decision about
the batches having different language.
Englis
h
Marat
hi
Hindi
TOTAL COUNT 63 91 41
IN % 32.31% 46.67% 21.03%
0
20
40
60
80
100
AxisTitle
Preffered Language
Languages Total Count IN %
English 63 32.31%
Marathi 91 46.67%
Hindi 41 21.03%

Other Important Questions for Analysis
Along with important questions that are directly related to the objectives, analysis of some other
information provides deep insights about the fitness industry in the Pune.
The information is bought out from designed questionnaire; the major aspects of information are;
1. About Tie-Up: The Company “MITCON” is only the company that has come up with
Tie-Up feature.
Strategy: The strategy behind the Tie-Up feature is that if any fitness club having a
requirement for a personal trainer or Gym instructor then it must look for the available
trainer near around. The search process may have a long duration and money get invested
in terms of giving advertise or making phone calls. After a long process the owner might
find many deficiencies in the trainer as he/she might not hold any kind of certification from
any recognized Institute. In such case, Tie-Up option helps in a way that the owner just has
to make a call to the company for the required number of trainers. Company will
immediately sends the ACE certified trainer to the correspondence address. This helps the
owner in terms of save in time and money; with this the ACE certified trainer will be
available for the fitness club.
Q. WOULD YOU BE INTERESTED IN PLACEMENT TIE-UP (FREE SERVICE FROM
MITCON) WITH US?
Analyzed Data
Graphica
l
Represe
ntation
Opinion TOTAL COUNT IN %
Yes 134 99.26%
No 1 0.74%
99%
1%
Tie - Up
Yes No

The introduced feature from the company was welcomed from almost all the owners. 134 out of
135 respondents were ready with the Tie-Up feature. This over-whelmed response leads the
company over it competitors.

CHAPTER 5
Management Lessons

Every moment of the study was helped to gain the knowledge that will help to move ahead on
the path of growth. As a part of the study, the following management lessons have been drawn.
1. Time Management: The first, foremost and important lesson that has learned is Time
management. In initial days, the situation was faced which had signifies the lack of attention
paid to the time management.
E.g. the client visit target was set up to 6 clients for each day. The client can be attended
between 5p.m – 8.30 p.m. Few time it was not possible to attend the first client on time due
to improper time management.
2. Attention towards resources: The field work was carried out by using the vehicle.
End of petrol, problem with vehicle are such criteria where attention has to be provided by
any researcher.
3. Attention towards questionnaire: The respondent always likes to help the researcher in
best possible ways. While giving their opinion they can easily point out a small mistake
made in questionnaire. Therefore the attention has to be provided towards the
questionnaire.
4. Immediate Action: As the mistake has been pointed out immediate action has been taken to
correct the questionnaire. This lesson forced to think how much important to take a correct
action at correct time.
5. Avoid Negligence Attitude: If the correct action has not been taken within the time it can
affect psychologically. If another respondent has pointed out the same mistake, then the
negligence attitude leads to frustration.
6. Peace of mind: At the place of client, many factors which were generally avoidable in day
today life were present. In such case the patience and peace of mind help to proved the best
of the personality and knowledge.

7. Be Smart: Many respondents are always like to ask too many questions at a time, giving
answer to their every question one by one without being confused shows the smartness
which leads further to influence the person.
8. Analyze the client: The most useful technique during the field work. Few respondents were
found to be low-literate. In the first 1 or 2 minute the communication was so adjusted that
they feel comfort throughout the conversation.
9. Emotion Matters: Every emotion that respondent pusses matters in way of communication.
Few times the respondents told their past experience about the different aspect and their past
life…in order to make communication successful every emotion was respected, which also
helps to get additional knowledge about various aspects.
10. Communication: As representing the company, the communication part has been observed
by many clients. To make communication more effective more attention must be paid on
personality, body language, hand movements and facial expression.
11. Flexibility: The knowledge of the respondent varies from person to person. In terms of
making communication fruitful flexibility must be adopted.
E.g. If one do not understood English then further communication must be done in the
language which the respondent is comfortable with.
12. Knowledge of Regional language: In field of market research, specially if it is business to
consumer survey then the knowledge of regional language holds the importance. Having
communication in the regional language helps to create positive attitude of the respondents
towards the survey and helps to stretch out more and more data.
13. Knowledge: Effective use of skill can be helpful only when the researcher carries efficient
knowledge about the company and its product. The various questions was answered on the
basis of knowledge.

14. Delivery of information: The delivery of information must be effective in terms to get clear
opinions on the questionnaire. It must be cleared to the respondent that for what purpose the
research has been carried out and what was role of respondent in it.
15. Responsibility: Playing a role of trainee in the office of the company and as a responsible
person of the company at the client side learned a lot of things. The formal relationship at
the company level and at client side helped to groom the knowledge and personality.
16. Effective Management: After covering one geographic area next was undertaken. Having
effective management on how and when to cover the client which was left out in the
previously covered area helped to provide satisfaction in terms of the whole area has been
covered.
17. Planning: Planning played a major role in the study, specially at field work. Planning was
involved at every step during the study. Planning small things, it could be about the
resources, important work etc….carries lot of importance and helps to make the work more
effective.
18. Co-ordination: Co-ordination between the team members and external guide helps at the
time of difficulties. Effective co-ordination helps to come out with the solution of the
problem.
19. Motivation: Motivation provided by external guide was always inspired to work better and
better.
20. Effective management of external conditions: Managing external things like, close fitness
clubs during the visit, shift of fitness club to the other place and absence of any responsible
respondent were such external factors that disturb the planned schedule. How and when to
revisit these fitness club then decided and action were implemented accordingly.

21. Daily Reporting: Daily reporting helped to get immediate feedback of external guide on
how things are going and what measures need to be implemented.
22. Know yourself: The important aspect that will be helpful for the whole life. The team
member has stopped the field work within 12 days from joining. An individual must knows
about his/her own capability that will prevent in creating any kind of negative impression at
the organization.
23. Important aspects like creating an excel sheet at initial days, filling and updating the data on
daily basis so that it will not create any kind of burden later on helped to learn how small
thing can take shape of a bid problem later on if the they have not paid by attention.
24. Praise your team: Well done! Lessons Learned meetings are a great opportunity for team
members to hear praise, not only from you, the project manager, but from each other as
well. These meetings are an opportunity to share appreciation for others skills, dedication
and solutions as well as a time to appreciate the experience the team had together.
25. Speak your mind: Good or bad use these meetings to share your feedback. Don’t be afraid
to criticize an idea or a team mate. To learn, and grow and for the sake of future success, it’s
important that everyone hear the good and the bad without taking it personally. This is no
time for team members to carry a chip on their shoulder.
26. Brainstorming: Can we do things in a simpler manner? Everyone’s ideas should be
welcome. Fabulous ideas may come from any team member.
27. Prevention cost less than a cure. Lessons Learned meetings should generate ideas to
prevent future trouble. No one likes “What if?” questions that arise after a disaster happens.
Is there a simpler/secure way of doing things?
28. Keep it simple, stupid. Quite often the lesson learned is that something could have been
done in a simpler way.

29. Improving as we do things: You don’t need to wait for the completion of a project to have
the Lessons Learned meetings. Meetings organized as the project progresses can raise ideas
that help the current project in real time.
30. Documents only? No. Meetings are a must. Putting it in a memo, isn’t enough.
Documents get written and filed a way. Don’t let a team member’s shyness, aversion to
sharing publicly, complaint that meetings are a waste of time or objection to what they see
as a judgmental environment – get in the way of team success. A Lesson Learned meeting is
an opportunity to lay it all out on the table and to move forward.
31. Don’t just send a follow up survey: Yes, everybody is busy. But surveys will only capture
part of the feedback. Lessons learned meetings are a great time to speak and be heard.

1. As is evident from the analysis of seven important questions, Knowledge,
Personality/Fitness level and Certification are the primarily required factor on which
company must focus while training the individual.
2. From the total 135 fitness clubs 123 clubs gives more preference to the certified trainer.
The company has a good opportunity as large untapped market is available for
certification course.
3. The biggest competitors of the company are K11 and IASS. Followed by Gold Gym
University an international player is another competitor for the company. Many small
players like ABS are also present against on the path of growth of the company.
4. It was found that commercials regarding the course had not had much impact in the mind
of individual owners. It could be infer from the informal conversations that has been
carried out during the interview.
5. From the prime factors, curriculum, batch timing and course fee are most influential
factors in decision making regarding the course selection. Language followed by course
material and placements are too important factors that company must take into
consideration to attract and sustain more and more aspirants.
6. As was expected, the survey showed that individual aspirants would like to prefer
Marathi language for the course followed by English and Hindi. From the total 46%
opinions are favored the language Marathi while, the percentage gets reduced to 32% and
21% in case of the languages English and Hindi respectively.
7. Many youngsters are interested in making a career in fitness industry but they are not
aware about the opportunities present and scope in these industry.

CHAPTER 7
Recommendation

7. Recommendation
Recommendation at a glimpse
 Should work to improve the face book page
 Should have static website
 Should be more active online by various ways such as blog
 Should be associated with a chain of gym
 Should continue to conduct events in association with fitness associations of pune
 Should create an account on slide share
On the basis of the responses and an analysis of the same, following recommendation and
suggestion can be drawn;
1. It was observed from the responses, that only 24 from total 135 respondents were aware
about the course.
2. It was unexpected news that product is not getting promoted through the Magazines. Many
gym owners and aspired trainers are using magazines to get aware about newly launched
and available body supplements, new equipments and for several other reasons. The
competitors using this tool of promotion frequently therefore company must advertise the
product through the effective magazines.
3. After getting the many responses it is suggested to the company that Batches for advanced
courses should be started as soon as possible. Some respondents have already completed the
certification course from other institutes, with the ACE certification they would like to have
an advanced course.

4. Company has mentioned many features like Tae-Bo, Tai-Chi exercises in the broacher and
have made promise to deliver the same effectively. If everything mentioned in the brochure
is not been covered, then it is wise to mention only those that will be covered sincerely, this
will prevent brand image of the company from going down.
5. It was observed from the responses, It is difficult for many individual aspirants to attain the
batch at evening. Many would like to see the company having morning 10 -11A.M or
afternoon 2-3 P.M batches. Therefore, regular batches should be made available as
morning, afternoon and evening batches, as batch timings is important criteria in decision
making of the customer.
The 3 in 1 feature i.e. “Personal Trainer”, “Gym Instructor” and “ Gym Owner” has been
charged Rs.10,000, Rs.10,000 and Rs.8,000 respectively. I.e. total cost goes around Rs.28ooo.
However management should reduce the fees for the one who is seeking admission for the three
modules.

8.1 Conclusion
Database of more than 2500 target audience and 250 health clubs have been created and verified.
As far competitors are concerned, in present era the product (Certification) of the company is
very new to the market and has a huge scope to progress. Company has to progress in areas like
availability of advantage course, product awareness and number of batches. The company is
having various advantages, distinct features over its competitors, which can help it to gain a
better position in market, in the near future as through the study the awareness was created in the
city PUNE.

BIBLIOGRAPHY
Text Books:
1. Digital Marketing - Dave Cheffey, Fiona Ellis-Chadwick
2. Strategic Brand Management – Kevin Keller
3. Business Research Methods – S.N.Murthy & U.Bhojanna
Web:
1. Just Dial
2. Digital Marketing Blogs
Annexure

Date _ /_ /_
GYM/ CLUB NAME:
_____________________________________________________________________
OWNER’s NAME:
_______________________________________________________________________
TELE: _______________MOBILE:
___________________EMAIL:_________________________________
ADDRESS: OFFICE NO: ___________
BUILDING: ______________________________________________
STREET:
___________________________AREA:______________________________________
LANDMARK:
__________________________________________________________________
CITY: __Pune__ PINCODE: 4110____
 APPROX. SIZE/ AREA OF GYM (SQ. FT): < 1000 1000 TO 2000
2000 TO 3000 3000 TO 5000 > 5000
 FACILITIES & AESTHETICS: ULTRA MODERN GOOD OK
INADEQUATE
 TRAINERS DATA

TRAINER NAME MOBILE / TEL
NO.
EMAIL ID CERTIFIED?
(NAME OF
INSTITUTION)
1) Which are the most important factors would you like to see in a trainer? RANK Top 3.
People skills Certification
Knowledge Punctuality
Personality/ Fitness Level Experience
Other ( ) please specify
2) How important is Certification at your gym?
Mandatory Very Important Not Necessary
3) Which of the following Fitness Certification Institutes do you know about?
Talwalkar Gold’s Gym University Other
K11 MITCON
4) If you know MITCON Fitness Course then, how do you get know about the course?

Newspaper Internet Friends
Magazines Other
5) Which are your prime factors for the course selection? Mention Top 3.
Curriculum Batch Timing Course Fees
Course Material Language Placements
6) Which is the preferred Language for training?
English Marathi Hindi
7) Is the use of E-learning (Theory only) feasible for you?
Yes No
TO BE FILLED BY GYM OWNER/ MANAGER:
1) DID YOU GET MITCON’s FITNESS COURSES BROCHURE? YES / NO
2) DID YOU GET SATISFACTORY INFORMATION ABOUT OUR COURSES FROM
OUR PERSON?
YES/ NO
3) ANY COMMENTS/ SUGGESTIONS ABOUT OUR COURSE?
________________________________________________________________________
________________________________________________________________________
____________

4) WOULD YOU BE INTERESTED IN PLACEMENT TIE-UP (FREE SERVICE FROM
MITCON) WITH US?
YES ON
SIGNATURE OF GYM OWNER/ MANAGER: _______________________ (SEAL)
NAME OF GYM OWNER/
MANAGER_________________________________________________
MOBILE NO: _______________________________

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