Info Management 191

1. The New Zealand Fitness Industry Fit ‘n’ well Ltd

2. New Zealand is seen as an active nation… … is this a Misconception?

3. Industry background The New Zealand Fitness Industry an important part of the New Zealand economy Internationally recognized for its professionalism and innovation Capable of generating in excess of $250 million a year Approximately 10% of New Zealand’s population are members of gyms

4. Fit ‘n well wish to expand into the New Zealand market The plan… Fit ‘n’ well wish to expand into the New Zealand market What should you consider ?

5. The Recession The recession has resulted in many people having to make sacrifices in their spending habits However not all is Doom and Gloom People realise now more than ever well-being is a necessity, not a luxury “ In these uncertain economic times it pays to remember that your health is your real wealth.” - Mark Woodgate

6. O BESITY Obesity is one of the main driving factors for the fitness industry With nearly 25% of New Zealand's population classed as obese . . . . . . as well as 50% reported as overweight Gym memberships are expected to double within the next 10 Years Obesity Gym Memberships

7. Considerations Research has shown people are morel likely to continue exercising when attending often and with a partner This is crucial as approximately 33% dropout Offering special rates for partners could significantly increase revenue Members who attend with a partner are 15% more likely to return Behavioural

8. Competition Overseas investors such as Fitness First and Branson’s Virgin Fitness are eyeing the New Zealand Industry as a place to establish a chain Competition also arises from national chains such as However there are many others, these in particular are recognised internationally and will form the primary competition The

9. Diversity As time has passed peoples perceptions of what they expect from a gym have changed . Gyms are becoming more than just a place to work out They have become a sociable networks with other facilities such as spas, saunas and lounges. Targeting this market would be highly beneficial , the members that require these services are usually willing to pay more .

10. Should Fit ‘n well Expand to New Zealand? I would advise that Fit ‘n’ well expands into the New Zealand market . The recession should be seen as an advantage , people are more willing to spend time on themselves to improve there everyday lives, despite the cost .