ATHARVA SCHOOL OF

BUSINESS
INTRODUCTION
OF FITNESS
FIRST GYM IN
INDIA
Presented by

Reena Chordekar A-14

Moushumi mitra b-
08
Prateek shujja b-52
 INTRODUCTION

 “ Make the World a FITTER place”.

 Fitness First Gym & Health Club started
as a single health and fitness club in
Bournemouth, UK in 1992.
 Fitness First is the largest privately
owned health club group in the world with
over 540 Fitness First clubs worldwide
reaching over 1.4 million members in 20
countries.
 In Asia Pacific alone, we have over 140
clubs
 - HEALTHY SOUL–
personal & health care
 reasons
 Awareness among people through media &
communication

 Willingness to spend time & money

 Need for a complete body solution centre

 Professional advisor to provide guidance

tailored to your needs

 Proper care for healthy living

 (Concept-ALL UNDER ONE
ROOF)

SPA GYM YOGA

MEDITATION
RELAXATIO & MUNCHING
N PHYSIOTHERA ZONE
PY
 mission

“To provide state of art facilities

through innovative fitness and
lifestyle programs like YOGA, GYM,
SPA etc. which are easily accessible
by any one, under one roof.”
ENVIRONMENTAL SCANNING
HELPFUL (to achieve HARMFUL (to achieve
objectives) objectives)
I
N
T
E
R
N
A
L
E
X
T
E
R
N
A
L
 STP
SEGMENTATIO TARGETING POSITIONING
N
 SEGMENTATION

DEMOGRAPHIC

AGE: 20-70years

GENDER: Unisexual

INCOME LEVEL : Middle to High income

group
TARGET AUDIENCE • Youth (GYM, Massages, Boxing, Pilaties,
Spinning)

• Office Employees(Yoga, Massages,

Relaxation)

• House Wives(Yoga, Massages, Diet

&Nutrition Consultants)

• Senior People(Relaxation, physiotherapy)

• Aspiring health care professionals

 POSITIONING
High
Quality

Healthy
Soul-
A way
Low of life
High
Price Price

Low
 ORGANIZATION
STRUCTURE:
Proprietor PRODUCT BASED
MOUSHUMI
MITRA

Manager 1 Manager 2
ReeNa CHORDEKAR Prateek Shujja

MUNCHING MEDITATION
SPA GYM YOGA &
ZONE &
RELAXATIO
PHYSIOTHERA
N
PY
 SPAS FITNESS
YOGA
CENTRES
PRODUCT

Sauna &
MASSAG Steam
ES RELAXATI
ON
TECHNIQ
UES
PHYSIO-
MUNCHI THERAP
Y Boxing,
NG ZONE
Spinning

Diet &
MEDIT Nutrition
AROMA
AT-ION consultan
THERAPY
ts
PRICE and product
Packages and schemes:
1. Gym:
• Priced lower as targeting both middle and upper class

• Subscription will be on per month,3 months, 6 months & yearly

basis

• Will have 2 units: cardio and heavy weight

• For only cardio - Rs.500 per month
• For only H.W – Rs.500 per month
• For both - Rs.900 per month

• 6 month subscription will be Rs 5000 only

•1 year subsciption-Rs.9000
• Payments will be in advance
• if one gets others to signup then he/she gets 1 month free
membership (applicable for 1year subscription)
 2. SPA Massage Therapy:
PRICE and product
• The Urban Herbal Retreat:
– (Rs. 1800): complete body massage with exotic Ayurvedic oil for one
hour
– (Rs. 500): for head massage for half an hour
– (Rs. 2000) for both 1 and half hour

• Royal Massage Bouquet (Rs.5000 for 2 sittings):

– Body detoxification
– Anti aging therapy
– Refreshing face and scalp treatment
– Wave tub bath in Jacuzzi
 Also Available in our Basket

Aqua therapy in Jacuzzi

Acupressure/ Acupuncture

Kerala Massage

Aroma Therapy

Steam bath

Cranio and Reiki Therapy

 3. YOGA:
Rs. 1500/month(normal yoga)
PRICE and product
Rs. 3000/month(power yoga)

4. Boxing:
Rs. 2500/month

5. Physiotherapy:
Rs. 400 per visit
 MUNCHING ZONE
• BREAKFAST
 Brown Bread,
 Boiled egg(white),
 Boiled pulses,
 Fresh Fruits & Juices,
 Cornflakes
 Diet Foods:
→ Biscuits
→ Chivda
→ Khakra
→ Herbal Tea
→ Soya Milk

→ Charges Per Day = Rs 80

→ Charges for 15 Days = Rs. 1100
→ Charges Per Month= Rs.2000
DINNER
• Chappatis (Jowar, Bajra, wheat)
• Pulses(Moong ,Soya,Chana dal.etc)
• Fish
• Chicken
• Soup
• Khichdi

Charges Per Day = Rs.110

Charges for 15 days = Rs. 1590
Charges Per Month = Rs.2800
 Gujarat:
Badodara

REASONS:
PLACE

Growing Market

Low Land Cost

Low competition
 1. Audio
– Radio
2. Visual
– Hoarding
PROMOTION

– OOH media(MALLS & Corporate Offices)

– Channels
3. Print Media
– News paper
– pamphlets
– Brochure
4. Discounts & offers
 4. Web world
– Social networking websites
PROMOTION

5. Publicity campaign:
– Rope in some famous health conscious
celebrity as Brand Ambassador ( Bipasha
Basu)
 Employees No. of people Salary (per
required employee)
Managers 2 Rs. 10000/month
Masseurs/masseuse 4 Rs. 6000/month
PEOPLE

Gym trainers 2 Rs. 6000/month

Yoga instructors 2 Rs. 6000/month
Boxing Trainer 2 Rs. 5000/month
Munching Zone 4 Rs.7000/month
(Consultant & chef)

Physiotherapist 2 Rs. 7000/month

Security, valet 5 Rs. 20000/month(all
parking & clerks 5)
 INITIAL INVESTMENT

Rent (5000sq. Feet) Rs.

– Deposit(6 months)I 5,00,000
– Per month/pm 35,000

• Salaries /pm 2,20,000

• Electricity /pm 20,000
Costs

• Interiors 20,00,000
• Gym equipments 10,00,000
• SPA 1,00,000
• Promotion expenses 10,00,000
• Miscellaneous expenses 10,000
 Particulars Amt.(rs)
Gym membership 4,50,000
Estimated returns
50 customers*9000
Spa 7,20,000
Yoga 7,20,000
Massage 6,00,000
Kick Boxing 6,00,000
Physiotherapy 72,000
Munching Zone 14,40,000
TOTAL 46,02,000

The above figures are based on assumptions drawn by research

conducted on few fitness centres

Initially we expect the returns to be lower, but as the promotional

activities & word of mouth develops, returns should increase.
 csr
Corporate Social Responsibility:

• Physiotherapy to senior citizens at

discounted rates.

• Tie ups with Orphanages.

• Physically challenged people employed.

 Future Plans
• To transform into Medical tourism and
rejenuvation/relaxation resort

• use of eco friendly product to decrease carbon

footprint, like
•Dynamo generated electricity from GYM
equipment
•Use of biogas from organic waste

• Run courses about various therapies within the

premises like acupuncture, acupressure, reiki,
for on job trainee
 Future Plans

•Certified training on two courses:

 Certified massage & therapy courses
 Certified GYM trainers

•Giving out merchandizes like facepacks, massage creams

etc to the customers (as done by KAYA skin clinic)

•Providing life time membership schemes and other

special offers for short intervals (like on festivites or on
world health day etc)

•Branches & Tie-ups (companies, hotels)