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Fitness First - Coggle Diagram
Fitness First
Competition
Motion
Step Up
Fly High Fitness
Optimal fitness
Fit Republic
Nogueira Gym Dubai
How has competition changed over time?
Increase in competition due to greater demand and increased popularity in the fitness market.
During covid, some gyms had to rethink the way they would present their service, for example optimal fitness offers online classes
There has also been an increase in the technology used in the fitness industry for example the treadmill with a screen.
There are also, now more options for discounts and memberships in gyms. For example in Fit Republic you can pay for a membership, per session or choose a pass. Also gyms have started offering more courses such as gymnastics for children and adults. So this way there is more motive and makes it easier for adults to come to the gym with their child.
With the increase in gyms in Dubai there is more differentiation in gyms. For example, optimal fitness have a café within their gym.
How can Fitness First respond to the competition?
Look for new markets they could enter rather than just the fitness market. For example they could look to expand into food related markets or children play areas. They could also look at entering some niche markets.
They could investigate new products that they could offer or even new specifications to set them appart from others.
Since covid, not everyone has the income to go to the gym, looking at new packages and price ranges that they could offer to stimulate new customers and make it more affordable for others.
They can also re-look at their target market and re-evaluate the customer needs and wants allowing them to investigate new promotion opportunities.
Why has the competition changed over time?
Costumer mindset- since the pandemic everyone has gotten used to doing more home workouts instead of going to the gym. It often tends to be boring and unmotivating because the environment is the same. Now days, improving physical and mental health have been a important topic so going to the gym promotes that as people feel motivated, confidence and productive that they have completed a goal.
New technology: when deciding on which gym to go to, technology has a huge impact on that decision making. When comparing a gym that has fewer/ old technology and fitness equipment and a gym which has more technology that is more advanced with a wider range of equipment's people tend to pick the second option. As for this gyms have started to take this factor more seriously in order to attract more costumers and meet their demands.
Customer needs and wants are always changing and this can contribute to the change in competition. For example things like change in income would lead to firms needing to adapt their prices and promotions. Changes in tastes also affect how the competition has adapted/changed by adding new features such as wider course options or stay-at home workouts.
