Marketing strategy of a fitness club.

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Name: Krámer Kornél

Course: BABL

Year: III.

Subject: Marketing of Services

Tutor: Tom Owens

Marketing strategy of a fitness club

Table of contents


What does fitness mean? Is it a way of life? A far away dream? A constant struggle? Is it about joy and pleasure, or deprivation and punishment? The way man view the process can determine his or her level of success. Many new fitness enthusiasts start off on the wrong foot, and even veterans can be led astray. There are some important points to remember: eating is not about willpower, exercise isn’t a penalty, and deprivation is never a successful long-term strategy.

A healthy routine should be based on adding things to life not taking them away. It’s about trying delicious new foods and moving body and mind in ways that inspire people. For example: learning a new exercise; reading a book on T'ai Chi or triathlons; taking a rock climbing lesson; spend time thinking about ways to enrich and improve life rather than ways to get punished for eating that last slice of pie.

In a world that’s focused on the quick fix, it’s not always easy to do things slowly and do them right. Fanaticism seems to reign supreme. However, falling prey to all-or-nothing thinking can wreak havoc on the body and the self-esteem. People seem to think that they can pound out a new body with hammer and chisel, but the truth is that each healthy day is a layer of paint, every workout a brush stroke. It’s the healthy changes unfolding over time that make the masterpiece.

The whole essay is based on these rows. In the following you can read about the marketing strategy of a possible fitness club in Nyíregyháza.


The Hungarian Gallup society made a health survey about the health status of the Hungarian people. The results are very disappointing. Next part of the essay contains a short list about the highlights of this survey:

  • One quarter of all middle-aged adults and half of the elderly population were permanently restricted by health problems to take part in social activities. (In the Preliminary Report we use the term 'young' for the 18-34 age group, 'middle aged' for the 35-64 age group, and 'elderly' to refer to adults aged 65 and over.)
  • 1 out of 10 elderly person was dependent on other people for performing everyday activities. 1 out of 4 of these elderly persons needed help for getting out of bed.
  • 1 out of 6 women and 1 out of 11 men had mental health problems during the 2 weeks before the interview that restricted them in their everyday activities and/or to take part in social activities.
  • 1 out of 6 adults thought his/her health was bad or very bad. However, more than 40% of the population thought his/her health was good/very good.
  • Some 40% of the middle-aged population, three quarters of elderly women and two thirds of elderly men were affected by cardiovascular diseases.
  • Two thirds of women and half of men had complaints of pains in the neck, back or lower back.
  • Half of the adult population was overweight or obese.
  • During the 12 months prior to the interviews, 1 out of 10 adult suffered injury or poisoning that required medical care. Most of these accidents happened at home.
  • Almost 1 out of 4 women thought that they could do nothing or very little to improve their health and 1 out of 5 men shared this opinion too.
  • Almost 1 out of 4 women and more than 1 out of 3 men smoked tobacco every day.
  • Three quarters of women and one third of men drank never or only occasionally alcohol. 1 out of 5 women and almost half of men were moderate drinkers. One woman out of 20 and one man out of 5 was a heavy drinker.
  • 10% of the elderly population did not use any form of health service during the 12 months prior to the survey.
  • Some 80% of the adult population had his/her blood pressure checked at least once within the 12 months prior to the survey.
  • The proportion of the population using alternative medicine was negligible.
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In comparison with the mortality statistics of other European countries the health status of the Hungarian population is extremely bad. However, mortality data alone is not sufficient to characterize the health status of the population: information on health problems - especially chronic diseases - is essential. In Hungary, morbidity data is only available through the registry-based data collection systems, but even that is very limited in utility and the information provided is often dubious. A number of countries use health surveys to collect valid data on the prevalence of most important diseases.


The survey showed that 40% of ...

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