With the improvement of the quality of life today, the popular item of fitness has been accepted and pursued by more and more people. Based on the survey of the fitness market and related information, this article will establish a new type of water fitness center chain store open only to women. All courses are designed for women and have complete and advanced facilities (indoor and outdoor swimming pools, rooms, saunas). Room etc.). This decision is based on the research on the water gymnasiums on the market (such as WaterGym®, H2yOga, Aqua Care for Me, etc.) and the demands of today’s women in the fitness market.

Fly Water Gym's target customers would be a set at 25 to 45 years old. Target customers include industries with higher income (about 80,000 US dollars or more), such as finance, insurance and lawyers, so they have certain financial strength to pay for fitness expenses. Fly Water Gym will meet the different needs of customers, such as one-to-one private lessons, two indoor and outdoor heated swimming pools, a children's amusement park that is convenient for caring for children. . .

Fly Water Gym's products are mainly water courses for women, such as yoga classes, aerobic gymnastics classes, and stretching classes. . . Of course, we will also sell some peripheral products related to water sports, such as sunscreen, swimming caps, and belts. . .

During the epidemic, Fly Water Gym will take some necessary safety measures, including the number of customers received has been reduced to half of the usual, and the disinfection of the swimming pool has been changed from once every two days to once a day. Our main value is efficient and fast burning of body fat. Fly Water Gym can also help women with the same hobbies to establish the right social circle.

In order to better attract the groups targeted by the "Feishui Gymnasium", we will only focus on the openness of female groups, and at the same time will adopt a membership system. New members can enjoy a one-month half-price experience course to help customer groups attract and adapt to the new fitness environment. We will invite professional female fitness coaches to arrange different efficient and fast fat-reducing exercises for members, establish personal leisure facilities for members, and provide members with a corresponding social environment.

Fly Water Gym will use platforms such as Instagram, YouTube, Twitter, LinkedIn and Facebook to promote our services and products.

Part I: Current Industry Situation and Goal Setting

Industry Status

Based on the importance of exercise, people choose different ways to do exercise, such as going to the gym, outdoor cycling, mountaineering, hiking... In addition to these land-based sports, the way to exercise in the water is also popular. More and more gyms or studios for water exercise are set up in the market, such as WaterGym®, H2yOga, Aqua Care for Me, etc. Among these fitness centers, WaterGym® is a more centralized and specialized fitness center for water fitness. According to WaterGym®'s official website, the company was founded in Marin County in 1989, mainly providing water aerobics in related fields of products and services. Its main business is to sell water aerobics courses and peripheral products (such as water float belt, sun visitors, swim caps...). Its course content is that members exercise with coaches in outdoor swimming pools with special belts on their waists. WaterGym® Claims to bring customers the benefits of improved fitness and treatment, and even pregnant women can participate in water fitness courses with the approval of their doctors. However, WaterGym® Has some limitations: its location is limited, and all face-to-face courses are only available in Marin county. In addition, its swimming pool is outdoor, so that the development of the course will be affected by the weather. If it is a hot day, members have to do a good job in sun protection. If it is a snowstorm, the course will be cancelled.

As for H2yOga, which was established in 2010, it is the leading water yoga program in Los Angeles. Its courses also include Pilates, dance, dance and gymnastics. H2yOga has water prenatal training program and injury safety course options. This organization aims to provide customers with a completely unique, gravity free, 100% impact free, 360 degree, water yoga experience. The swimming pools are set indoors, and these swimming pools are heated salt pools. There is no membership requirement for its courses, and professional coaches provide personal one-to-one training for different courses. However, H2yOga has only one class center, and due to the size and number of its swimming pool, its courses need to be scheduled in advance, which makes it difficult to book courses.

According to the official website of Aqua Care for Me, this company aims to provide professional water therapy and fitness programs for people of all ages. Its course coaches are experts from the medical field or physical rehabilitation field, who use the characteristics of water to achieve therapeutic effects and muscle training. Its main business is divided into treatment course, fitness course, water course for pregnant women and Spa department. It is worth mentioning that Aqua care for me has separate courses for different parts of the body, such as arm training, leg training or body balance training. At present, Aqua Care for Me has two kinds of swimming pools, one kind is a warm pool with salt for private one-on-one teaching, and the other is a warm pool without salt shared by many people indoors. The two kinds of pools are located in different places, which is not convenient for customers who want to experience multiple courses. Furthermore, the swimming pool for private treatment is set outdoors, so the therapy course development will be affected easily by weather conditions.

Goal Setting

Laurie Denomme (2020) indicates that doing water sports two to three times a week can significantly improve strength, flexibility and cardiovascular health. It can also reduce the risk of disability, improve balance, and enhance your ability to perform daily activities easily. There are many advantages of water sports, such as less joint impact, total body training, lower joint and muscle pain, gain more mobility, improve heart health, build better balance, stay cool... Therefore, water exercise has become an inevitable trend of national fitness. Many enterprises have seen the potential business prospects of water exercise, and the benefits provided by each enterprise are different based on diverse target markets. Some water fitness institutions only set up outdoor swimming pools, and some set up indoor and outdoor swimming pools. Different courses are provided for customers, such as water therapy courses, pregnant women courses or other specific training courses. In terms of customer types, WaterGym®'s customers prefer outdoor sports and enjoy sunbathing, and there is no specific age limit. H2yOga is mainly for Yoga lovers or people who want to relax and meditate. Aqua Care For Me’s customers want to improve their physical trauma or improve their physical function through professional spa. However, according to the feedback from some customers on the Internet there are different problems with these three gyms: course reservation is difficult in H2yOga; the courses of WaterGym® are often cancelled due to the influence of the weather; Aqua Care For Me's water treatment course and aerobic course are not in the same center, which makes it inconvenient for customers to experience different courses.

Besides, Robert Hill said that through the Golfsupport.com survey of 1438 women's experience in the gym showed that one third of women said they preferred to go to the gym for women. The reasons why women were afraid or unwilling to go to the gym were as follows: 78% of women were afraid of being harassed during exercise; 48% of women were worried about their appearance during exercise, sweating and blushing; Many women worry that others will judge them by their sportswear (2020). In addition, according to the survey, a quarter of 2000 women are reluctant to exercise because they are afraid of being judged. Almost half of them have had a negative evaluation when exercising, among them, 18-24-year-old people have the highest negative evaluation, and 70% of them say they have this feeling. In addition, these women are also worried that others will think they are novices ("a quarter of women avoid exercise in fear of being judged, poll claims"). From this we can conclude that there is a great market demand for specialized female gymnasiums.

From the above survey data and market information, the goal of Fly Water Gym could be established, which aims to create a new chain of water fitness centers that is only open to women and all courses are designed for women, with comprehensive and advanced facilities (indoor outdoor pools, a room, sauna room... etc.).

Part II: Select Target Market & Potential Demand

Target market

The target market of Fly Water Gym is women who are interested in low-impact sports and want to exercise in a sports environment that is only open to women. Since 17.2% of women exercise every day (Arthur, 2020), the age of the target customer is set between 25 and 45 years old. Target customers include industries with relatively high incomes(about 80,000 US dollars or more), such as finance, insurance and lawyers, so that they have a certain financial strength to pay for fitness expenses.This group can be roughly divided into these categories: 1) Women who want to lose weight quickly and efficiently, 2) Women who want to socialize, 3)Women who want to increase physical flexibility, 4)Women who want to experience sports different from traditional gyms.

These problems exist in the current target market. First, the women who are in contact for the first time worry that they will not be able to keep up with the content and rhythm of the class. Second, some women who are mothers are taking care of their children and sometimes worry about not being able to attend classes often. Third, for some women who have no swimming experience and want to exercise. Finally, for water gyms, water quality is also a concern for every customer.

The solutions to the appealing problem include: First, professional coaches at Fly Water Gym would provide guidance for each new student and provide customers with some pre-courses and guidebooks on water, and the coach will patiently help each student to warm up. During the coach's teaching, he can try to ensure that each student's exercise content is consistent. Second, at Fly Water Gym, an indoor children's playroom is provided, and there would be a dedicated staff to take care of the children so that members who have children can exercise at ease. At the same time, we are also equipped with a certain number of children's pools, which allows women to take their children to exercise together. Third, at Fly Water Gym, there would be separate swimming lessons and professional swimming coaches to help customers quickly master swimming skills. For customers who don't want to learn to swim, our center could provide a special sports equipment-buoyancy belt, and customers could tie it on their waist to exercise freely in the water normally. Finally, during the normal business period, Fly Water Gym center shall replace and disinfect water every two days to ensure that every customer can exercise safely and healthily in the water environment.

Potential demand

There are several potential needs of Fly Water Gym's target customers: First, some customers may not want to have classes with multiple people, and hope that the gym provides some single-person courses. Second, different customers have different needs for the exercise environment, for example, some members may prefer to exercise outdoors and enjoy sunbathing, but some customers may not like the outdoor environment and sunlight, and they prefer a relatively closed indoor environment. Third, some guests may be eager for extra services and enjoyment besides class, such as relaxation massage after exercise, or beauty service. Finally, some customers have different requirements for the types of courses, such as water yoga, water walking, water aerobics, and equipment exercises.

In addition to the above needs, there may be other customer requirements: First, members may have a demand for various water sports equipment. From 2011 to 2016, the proportion of women in all water exercise statistics reached 51.1% (BLS, 2016), there is a big market for swimming equipment, and water gyms generally provide customers with all water fitness sports equipment including swimwear, including foam dumbbells, hand paddles, and kick boards. For instance, WaterGym® provides customers with some special products of buoyancy belts to attract customers, and for members who do not bring any equipment, they will also provide them for free. Second, due to the impact of the epidemic, customers will pay more attention to the safety of the sports environment. In fact, every gym has taken some measures. For example, the previous disinfection of swimming pools has been changed from once every two days to once a day. According to the anti-epidemic measures, the number of customers receiving has been reduced to half of the usual. According to the website of Aqua Fitness Online, in order to ensure the needs of customers, they began to provide some virtual courses and provide supporting fitness equipment to provide customers with timely help.

Part III: Market Mix Program

Value offering

The largest audience of our Fly Water Gym is 25-45-year-old women. They don't have much time to help them lose weight because they need to stay still and work in the office for a long time, which will also cause their waist and abdomen.Buttocks fat accumulation. And our primary value is to burn body fat efficiently and quickly. According to the survey, water also has more excellent resistance than air, which means walking in water requires more effort and ultimately burns more calories than walking on land. Expect to burn between 400 and 500 calories per hour in a water aerobics class, according to the Aquatic Exercise Association. (swimandsweat) The average person's daily calorie intake is 1350-2050, which means that only 2 to 4 hours of fitness can consume 2 to 3 Excess calories in the day. This will help women who are usually busy and have time to lose weight and exercise only on weekends and use less time and more efficient calorie consumption.

The second is to effectively help them burn the fat accumulated in the waist, abdomen, and buttocks. We all know that waist, stomach, and buttocks exercises are the most difficult places to lose weight. These areas require a lot of time and practice to support them. When we enter the water lower than the body temperature, the body will naturally produce heat to help resist the water's coldness, and this heat will come from the calories of various parts of the body and then cooperate with the corresponding part of the body to reduce the body—double the effect. The waist, abdomen, and hip exercises are the most tiring, and relying on water buoyancy can reduce physical exertion and do targeted exercises in the water that can't do it on land. To help them lose fat better.

Finally, Fly Water Gym can also help women with the same hobbies establish a right social circle. We understand that when they work out in ordinary gyms, everyone will concentrate on exercise, and there is no extra physical energy to chat. They will exercise silently because of the stressful fitness environment. But in our water gym exercise, the material energy will be consumed very little, so there will be excess physical energy to communicate, and the atmosphere will be relatively relaxed. They can exchange suggestions for water sports. And when people are in the water, they will give people a feeling of relaxation, which is also a spiritual rest for professional women who are usually busy.

Product strategy

To better attract the groups targeted by Fly Water Gym, we will only focus on the openness of female groups, and at the same time will adopt a membership system. New members can enjoy a one-month half-price experience course to help customer groups attract and adapt to the novel fitness environment. However, the cost's impact will be increased to more than twice that of an ordinary gym. At the same time, we also set up special facilities and courses for members.

First of all, we will ask professional female fitness coaches to arrange different high-efficiency and fast fat-reduction exercises for members. As a member of the Basic Coaching Association: Spiderman-This activity helps defy gravity, and it provides great exercise for your back and core muscles. Stand in the pool at its sides, place your legs on the side of the pool, and run them up and down. (plunge) This is also for new members to better adapt to the environment without gravity in the water. At the same time, set up a variety of different exercise pools and courses. For members who want to reduce waste, abdomen, and hips, arrange a collection full of water to build handles to help exercise in the pool and equipment to help complete the corresponding part of the movement in the water, such as floating belts, water Use a fitness ring, and the coach can try out the water after explaining what to pay attention to before going into the water. Give members the greatest freedom of choice to increase the interest of members. Finally, to better attract female customers, we will also improve water ballet and yoga courses. Our yoga class will provide water skateboarding. In terms of buoyancy on the water, it will increase the difficulty of yoga. It must also maintain the balance on the water surface. It is always challenging the core muscles to adjust the body and shape the streamlined body shape. But it will also increase the requirements for yoga. We will again ask the coach to teach the same movements on the land to reduce the difficulty. Later, we will introduce the water dance specifically for female clients. This is an advanced course. We will advise members to choose after completing the introductory course and provide members with water bracelets, ankle rings, and waistbands to help guests. Dancing in the water is subject to water resistance and weightlessness all the time. And through rotation, bending, stretching exercises to help members improve physical coordination and agility.

Secondly, establish individual leisure facilities for members to provide members with a corresponding social environment. Such as sauna rooms, jacuzzis, and small hot springs to help relieve fatigue. Because we have learned that even after regular swimming, people would like to have a place where they can relax, talk and exchange sports experience, finally, a VIP plan is provided for members who want to get individual training, a small enclosed swimming pool established for one-on-one exercises, and a player is installed for members to watch and exercise. The smart door can only be used by members swiping the membership card so that ordinary members can also use it when the venue is free but will be charged according to the number of uses.

Pricing State

The status of Fly Water Gym is a mid-to-high-end comprehensive water gym. Based on the needs of the target population, we will provide high-quality products and services. The cost factors that affect Fly water Gym include coaches, water bills, equipment, venues and maintenance. In order to gain an advantage in the same industry, we are based on the same industry's H2yOga, WaterGym® pricing strategy. The company talks about adopting an odd pricing strategy, which will increase the attractiveness of the price. First of all, Fly Water Gym adopts a membership system fee, and the entry fee is 99 US dollars. We will provide some basic sports equipment. The monthly fee is 49 US dollars, which provides members with a single course and spa service. The half-year fee is 289 US dollars. Most services include 6 single courses, spa services, and additional sauna services. The annual fee is 569 US dollars, to provide each customer with special swimming equipment and matching swimwear and provide additional relaxation services.

Promotion effort

Social media currently has a significant influence on people of the set between 25 and 45 years old , who luckily are our target clients. Fly Water gym is going to use these platforms to promote our services and products. Instagram, YouTube, Twitter, LinkedIn, and Facebook are perfect platforms to display ourselves. For example, YouTube has advertisement services, and we can create accounts on all the media platforms for potential clients to reach us. On these platforms also are fitness influencers we can reach out to, to interest their followers with our services.

We'd also come up with client-friendly websites. Our websites first have to be appealing to our visitors. Also, the information on these websites would have to be correct and accurate and include all that a customer wants to know: the facilities offered, equipment, schedules, costs, and the benefits of their every experience. This eases the prospective client’s time to keep making calls and sending emails, or even giving up and going to other gyms’ websites.

Besides, we will put up our services on fitness magazines and brochures reachable to our clients and even inform our clients on events, products, and services that might interest them through email or text messages. In agreement, we can come up with offers on our various services, for example, we can encourage new clients to keep coming by charging the price of one month for two months then continuously keep coming. We can also have a percentage of our clients’ charges cut when they bring new clients.

Distribution strategy

Distribution of our equipment will be to all major stores in all major cities. Online orders and deliveries will also be availed to clients who do not have time to reach the stores. We will also aim to reduce the intermediaries, so the prices are affordable to our customers, and the deliveries are on time.

Appendix

SWOT Analysis

Strengths

1. The business object is specific and only open to women (protect women’s privacy and allow women to exercise freely).

2. Compared with land sports, water exercises have less damage to body joints and have healing effects.

2.All businesses are specifically designed for women (yoga, dance, stretching...).

3.There are two indoor and outdoor swimming pools, and the pool water is heated with salt (good for women's body conditioning).

4.There are professional female coaches who give professional guidance to members.

5.There is a special children’s play room, free of charge for female members with children to take care of their children, so that they can rest assured to exercise.

6.Good comprehensive facilities. There is a spa, a sauna and a massage center, bringing the ultimate enjoyment to members.

7.Fly Water Gym has many locations for guests’ convenience.

8.Provide customers with a social place.

Weaknesses

1.Clients cannot experience our courses with male partners.

2.The addition of water may cause waste, because in order to ensure clean water quality, the pool water will be replaced in a short period of time.

3.As a new company, it needs a lot of early publicity and cost investment.

Opportunities

1.Women's demand for fitness is getting higher and higher, and a considerable number of women prefer female gyms.

2.At present, most of the fitness market is based on land or physical fitness, and the number of water gyms is very small. This market has great potential for development.

3.The increasing popularity and recognition of water exercises, and this project will be an inevitable trend in the development of the fitness industry.

4.Contemporary people's fitness is not only for physical exercise, but under the strong pressure in the future, more people will need a comprehensive relaxation place. The multi-functional facilities of our gym can meet everyone's needs and will continue to attract customers.

Threats

More and more people see the potential of this market, and there will be more and more competitors.

Perceptual Map

Value Equation

Competitive/Product Analysis

	Business Object	Customer Preference	Pool Location	Course Fomat
Fly Water Gym	Female	Women integrated water exercise	Indoor and Outdoor	Group class, 1 to 1
WaterGym®	Female and Male	Water aerobics	Outdoor	Group class
H2yOga	Female and Male	Water yoga	Indoor	Group class, 1 to 1
Aqua Care for Me	Female and Male	Water treatment	Indoor and Outdoor (located in different stores)	Group class, 1 to 1(outdoor only)

A Need-Based Target Market Chart

Target Market Estimation (in thousand), A Sales Projection

United States census bureau. (2019). PINC-01. Selected Characteristics of People 15 Years and Over, by Total Money Income, Work Experience, Race, Hispanic Origin, and Sex. Retrieved from https://www.census.gov/data/tables/time-series/demo/income-poverty/cps-pinc/pinc-01.html

The total number of people aged 25 to 44 is 34,218 thousand

Annual income of more than $ 80,000 anthropogenic 5,656 thousand

The total target population is about 5,000 thousand people

Assuming that 60% of people apply for monthly cards

30% of people apply for a half-year card

10% of people apply for annual cards

Entry fee 99, Monthly fee 49, Semi-annual fee 289, Annual fee 569

Total sales=3,000*49+1500*289+500*569 =865,000

Total sales are 865 million US dollars

Persona

Media Plan

Graphical user interface Description automatically generated with low confidence

Reference

A quarter of women avoid exercise in fear of being JUDGED, poll claims. (2019, September 09). Retrieved March 04, 2021, from https://www.independent.co.uk/news/health/women-sport-exercise-embarrassment-gym-anxiety-a9098021.html

Bureau of Labor Statistics, U. (2016, August 04). Sports and exercise among Americans. Retrieved from https://www.bls.gov/opub/ted/2016/sports-and-exercise-among-americans.htm

Hill, R. (2020, July 14). Gymtimidation: 78% of WOMEN fear being harassed at the gym. Retrieved from https://sustainhealth.fit/lifestyle/women-fear-being-harassed-at-the-gym/

WaterGym®. (n.d.). About us. Retrieved from https://watergym.com/about-us/

Watsu, Hydrotherapy, water and aquatic THERAPHY in Los Angeles. (n.d.). Retrieved from https://aquacareforme.com/

What is h2yoga. (n.d.). Retrieved from https://myh2yoga.com/what-is-h2yoga

Plunge.CAN WATER AEROBICS HELP ME LOSE WEIGHT AND TONE MY BODY Retrieved form https://plungesandiego.com/can-water-aerobics-build-muscle-toning-weight-loss/

Swimandsweat. 5 GREAT BENEFITS OF WATER AEROBICS fromhttps://www.swimandsweat.com/5-benefits-of-water-aerobics

Zuckerman, A. (2020, May 22). 50+ fitness STATISTICS: 2020/2021 physical activity & age group data. Retrieved from https://comparecamp.com/fitness-statistics/#TOC4