2. 1. Introduction:
This is a guide to the management consulting
report for the Australian fitness company Fit
‘n’ Well.
The main focus in this guide is to illustrate the
importance of understanding the business
environment before investing into it.
For example how could competition could cause
a significant impact on the operation of the
business, what are the existing threats and
challenges and social factors affecting
the market.

3. 2. What are the current trends and issues in the fitnes
industry in New Zealand?
As Fit ‘n’ Well is intending to expand their business into
the New Zealand market, the NZ government at the
same time is announcing a $ 67 million package to
combat obesity. ( Steere, 2006) This could be a good
opportunity to enter the market and stimulate New
Zealanders to join gyms using persuasive marketing
strategies and approaches.

4. 3. The benefits of competitor analysis for Fit ‘n’ Well.
By analyzing the competitors’ strengths and weaknesses
would allow Fit ‘n’ Well to introduce a better set of targeting
strategies in the new market.

5. 4. What are the existing threats and challenges in the New
Zealand fitness industry?
The family-owned chain of clubs-Napier’s City fitness is
opening a new $ 2.5 million gym on Lever St. Ahuriri with a
membership base of about 1000.( “ New fitness centre
opens doors “ , 2009)

6. 5. The social factors affecting the fitness industry:
- Obesity
As the new statistics suggest that in New Zealand, obesity
continues to affect more and more people both directly and
indirectly as a survey shows young New Zealanders are
becoming couch potatoes, and a new survey reveals more
than one in three young New Zealanders are doing less than
two hours of exercise each week. ( Steere, 2006)

7. 5. The social factors affecting the fitness industry:
- Unstable economy
The New Zealand fitness industry is booming despite of the
global economic downturn which affected almost all industry
sectors around the world as many gyms reported membership
growth by about 3 or 4%. ( Lewis, 2007)

8. 6. Conclusion
Investigation of the current business situation is crucial in
contributing to the overall success of the business.
Therefore kindly refer to the detailed management
consulting report for Fit ‘n’ Well company on entering the
New Zealand market.