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PRESENTS

PRESENTS. Central institute of technology gym. Market Research Analysis. Central gym overview. Trading Hours: Monday – Friday: 6am-9am, 11.30am -7.30pm Saturday: 10am-3pm Fitness Staff: Sally Bower ( manager) Jilly Williams Lucas Allemany Jarryd Kirby Anna Stevens.

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PRESENTS

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  1. PRESENTS

  2. Central institute of technologygym Market Research Analysis

  3. Central gym overview Trading Hours: Monday – Friday: 6am-9am, 11.30am -7.30pm Saturday: 10am-3pm Fitness Staff: • Sally Bower ( manager) • Jilly Williams • Lucas Allemany • Jarryd Kirby • Anna Stevens

  4. Facilities at Central gym • Male and female change rooms • Reception • Water fountain • Whiteboard for a classroom simulation • Notice board

  5. Equipment at Central gym • Treadmills • Bench press machines • Weights in varying sizes • Cardio equipment • Bicycles • Rowing machines • Cable cross squat rack and punching bag • Flexi balls • Trampolines • Steppers

  6. Prices of Membership at central gym • Members Annual Fee: $50.00 per year (and payment option as per flyer) • Public: $10.00 per visit • Students: (No annual fee, choice of membership options as per flyer)

  7. Programs and Classes Goal For Life • Age 50+ • Run by Cert III students Personal Training • All age brackets • Run by Cert IV students • 12 sessions for $50 Group Exercise Classes • Free to members • 12:10-12:50pm weekdays • $65 for 8 weeks for non members ISHA • For cultural women • 3-4pm Saturdays

  8. introduction The Agency was broken down into five groups, each with different market segments to research before collating all the information into one Power Point presentation. • Kiara & Aaron- Research on Gym Staff • Geordie & Ben- Research on Central students • Sonia & Avian- Research on the Public • Kylie & Michelle- Research on Gym members • Pavel & Patrick -Research on Central Staff

  9. RESEARCH OF GYM STAFF Kiara and Aaron Speaking on behalf of Team Black

  10. Methodology • Research objectives were to find from the gym staff • Numbers • Positives and Negatives of gym • Previous advertising and promotion • Competition in Northbridge • Arranged times with gym staff for in-depth interviews (one on one) • Conducted interviews with 3 of 5 gym staff • Gained qualitative data about Central gym from gym staff

  11. Attendance to the gym according to gym staff • 224 members • 69 fitness students • 155 general public members • There are very minimal ‘visitors’ to the gym, the majority that attend hold gym memberships.

  12. Gym Pros according to gym staff • Quiet • Personable • Low numbers • Equipment in low demand • New logo • Good quality equipment

  13. Gym Cons according to gym staff • Lecturers and public share the same area • “The carpet and appearance is ageing” • “Change rooms are old and not cleaned properly”

  14. Competition In Northbridge • Bite Personal Training Specialises in personal training. • Fitness and Fight Specialises in boxing and martial arts • Live Fitness Olympic size boxing ring

  15. Previous advertising and promotions • 1999 – Large signage erected outside the college • Current Class Timetable and Trading Hours flyers • No official website has been created for the gym

  16. Ways to increase gym membership numbers according to gym staff • “More signage inside and outside of college” • “Minor works on the gym bathrooms” • “Changing the colour of the gym rooms” • “New treadmills and cardio equipment” • “Advertising on a more internal basis aimed at students”

  17. RESEARCH OF CENTRAL STUDENTS Geordie and Ben Speaking on behalf of Team Crimson

  18. Methodology • Research objectives • Why students don’t use gym • What would entice students to join • Surveyed 100 students throughout CIT • Survey selection based on age, study load & course

  19. Awareness of gym

  20. Reasons for students not joining

  21. Student considerations • Students who would consider joining if facilities were improved • Students who would consider joining if student discounts were offered

  22. What would attract students

  23. RESEARCH OF GENERAL PUBLIC Sonia and Avian Speaking on behalf of team Gold

  24. Methodology • Find out from the general public why people don’t attend the Central gym. • Find out how to convince them to join the Central gym. • Conducted research on Perth Gyms • Survey fifty people from the general public within the area. • Information is balanced between quantitative and qualitative data.

  25. People researched

  26. Age of respondents

  27. Have you ever been to a gym?

  28. Currently a member of a gym?

  29. What gym have you attended?

  30. Public nominated improvements

  31. Why that gym?

  32. Expectations of gyms

  33. Have you heard of Central gym?

  34. Would you consider going to the Central gym?

  35. What Facilities would you like to see in Central gym?

  36. RESEARCH OF CENTRAL STAFF Kylie and Michelle Speaking on behalf of team Indigo

  37. Methodology • Research Objectives • Identify which Central staff use the gym and why. • Identify what would prevent staff attending the gym. • Identify what would encourage staff from attending the gym. • Identified 10% of total, from 7 departments. • 26 respondents surveyed 11th March 2010.

  38. Staff Who Use Central Gym and Why? • 7 of 26 staff use the gym. • 6 of 7 staff use gym for convenient location.

  39. Staff Awareness of Central Gym

  40. Barriers to Attend the Gym • Most important is lack of time. • Students using the same gym. • Other barriers include: • Distance from home • Lack of commitment • Paid parking only

  41. Central Gym is Cheaper Than Competitors, Would This Influence You? • 20 (77%) respondents were influenced by lower prices. • 6 (23%) respondents were not influenced by lower prices.

  42. EncouragementtoAttend • Most important is increased facilities. • More information provided about the gym. • Newly refurbished

  43. research of central gym members Pavel and Patrick Speaking on behalf of Team Blue

  44. Research objectives • What members like about the gym? • Who goes there? • Find out reasons why they use the gym? Methodology • Quantitative random survey. • Sample 30 gym members. • Location outside gym.

  45. Why members use central gym • 38% preferred location. • 33% price.

  46. Why members prefer central gym • 35% preferred location. • 31% price.

  47. Central gym members gender • More males than females.

  48. age of central gym members • Majority are 15-19.

  49. Courses of Central gym members students • 88% Central gym members doing Cert III or IV in Fitness.

  50. Frequency of use by gym members • 73% used the gym more than twice a week.

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