Les Mills Situational Anaysis - 6982 Words

Luke Richards-300311784 1. Executive summary Les Mills is a New Zealand based and world renown gym franchise. The owner Philip Mills, has created a variety of high quality fitness facilities around New Zealand, opening the 10th and latest club in Britomart, Auckland in 2010. Les Mills is renowned for holding the title of Worlds Best Fitness Classes and for their high standard of operations, making them one of the leading competitors in the New Zealand gym industry. The purpose of this report is to identify and target potential market segments. By reaching these specific ‘segments’, Les Mills can increase their client basis by appealing to a wider market audience. The Situational analysis conducted for Les Mills revealed that, the New†¦show more content†¦This can be achieved by conducting a situational analysis which will determine key factors and findings of the gym industry Les Mills reside’s in, such as competitors and macro environments. A TOWS analysis will also provide vital information regarding Les Mills and their current market situation. Upon this analysis, possible faults and/or opportunities of the gym market and Les Mills will be identified, from which recommendations can be made, towards eliminating these potential barriers and providing potential benefits to Les Mills. Certain limitations may exist around assumptions, such as outdated statistics or unreliable information sources that may affect this report. Luke Richards-300311784 4.Situational Analysis 4.1 Market Analysis The purpose for conducting this market analysis is to provide Les Mills insight into the present gym market and to determine key factors, characteristics and trends within the market, with the intention of revealing potential opportunities. A particular focus for Les Mills, is the demand for group fitness classes and how they can further cater to this market regarding health and well being. 4.1.1 New Zealand Gym Market Participating in physical activity, such as working out at gyms has become increasingly popular, not only in New Zealand but in the majority of countries around the