Mini Analysis II

MINI ANALYSIS II KINS 5433: THHEB FITNESS CENTER 2

SWOT Mini Analysis II of Texas Health Harris Methodist Hospital Hurst Euless Bedford’s Fitness Center

KINS 5433

3/4/18

Identification of Organization Texas Health Harris Methodist Hospital HEB Fitness Center is a Hospital owned fitness center with a clinical whole health focus. Texas Health states that their mission is to “improve the health of the people in the communities we serve” (Resources, 2018). The HEB fitness center strives to provide a whole health facility with exercise experts, massage therapy, nutrition education, group exercise classes, NEAT cancer survivor program, LIFESTEPS weight management program, and Cardiac/Vascular Rehabilitation. The website- https://www.texashealth.org/heb/services/fitness-center/, describes Texas Health Fitness Center HEB as a 13,000 sq. foot facility with more than 40 exercise classes, strength equipment, cardio equipment, free weights/ machines, free education classes, 12 TVs, locker rooms with towel service and toiletries, and a coffee bar lounge. Currently there are 15,000 individual and family memberships. Texas Health Fitness Center's FRESH AIR vision consists of three major concepts including Affordability, Innovation, and Reliability. Affordability includes providing the top care while being intelligent, creative, and reasonable when designing individualized programs that mutually benefit the community and organization. Texas Health strives to provide the latest and greatest equipment and education making them the most innovative and trustworthy facility to gain maximum results for the money. Texas Health also requires staff to pay attention to detail and continue their education so they can give the very best care to members and patients. Texas Health's fitness specialists are reliable; consumers consistently receive care and one on one attention during their exercise experience. The atmosphere is friendly and focused on “More Health Less Club”, which is the facilities’ motto. The purpose of Texas Health Fitness Center is "Caring for individuals of the community in which we serve.” All members of the community are invited to join Texas Health and experience a welcoming, un-intimidating, friendly environment to maximize their physical and mental health. Fitness centers market to the aging population, consumers interested in improving their health, and employers who are trying to reduce health care costs with prevention (Smith, 1996). Hospital fitness centers also serve as a continuum of care with wellness programs that other gyms do not offer. At Texas Health HEB Fitness Center NEAT and Lifesteps are programs available for cancer survivors and those seeking behavioral treatment for obesity. Texas Health HEB Fitness Center strives to provide a whole health approach with education, nutrition, fitness, and stress management through massage & yoga. The fitness center is a resource for community members who are seeking a balanced lifestyle.

SWOT Analysis Through a SWOT analysis the strengths, weaknesses, opportunities, and threats were identified for Texas Health Fitness Center. The strengths of this entity include that is a clinically based fitness center, has professional staff with college degrees, a certified cardiac rehab program, specialized programs for weight loss and cancer survivors (Lifesteps and NEAT), and a safe-friendly environment which helps members choose Texas Health Fitness center for a lifetime of health. The weaknesses include limited advertisement opportunities, limited space to grow, out dated facility and equipment, geriatric specific market, and higher membership rates than competitors. Opportunities for growth include updating the facility and equipment, utilizing space for functional movement training with the use of dual purpose machines, and generating a younger membership population with affordable group personal training. Many gyms have been opened around Texas Health Fitness Center increasing threats with competitive lower prices, newer equipment, and group training which market to a younger population. Texas Health strives to be the best clinical based result driven facility in the area. Building relationships, giving individualized care, and achieving goals will always keep the focus on “More Health, Less Club.” As the focus, market, and fads change one thing that holds strong for Texas Health HEB fitness center is that the people matter the most.

Strategy Analysis In order to adapt to the flux of new gyms located in the area, we would need to first remodel our fitness center to attract possible prospects that tour our facility. More importantly, attract the younger market to become profitable in our group personal training initiative. This would include new paint to set the tone of our facility, updated equipment with new technology providing exercise modifications, and the use of Facebook to market our new facility. Although, marketing to the younger population becomes harder because of price competition and amenities offered, Texas Health can still use the face of the hospital for marketing. We will market to a population that is tired of paying for a membership and never achieving their results due to a lack of pre- testing (Body Fat%, girth measurements, flexibility parameters, and pre and post strength testing). With measurable data and professional exercise programming members can see their progress which can increase member retention. We strive to ensure that our customers achieve their results and receive all of the benefits of working with a degreed and licensed staff. Measurable results have also been found in Lifesteps. This behavioral therapy program should be further marketed for all ages seeking weight loss. Since it addresses the psychosocial behaviors along with diet and exercise it sets Texas Health HEB Fitness Center apart from other gyms.

Strategic Goals and Objectives The overall goal is to make Texas Health HEB Fitness Center relevant, contemporary, and appealing to all populations; in order to increase revenue, member retention, and maintain the vision and ethics of Texas Health Resources. The current market is aging out and the younger consumers are attending more affordable facilities. By updating our facility, getting new equipment, and modernizing group personal training a younger population could be drawn in. With the help of Texas Health Resources Corporate marketing team and social media we could increase advertising of all our programs. Corporate controls all external marketing, but there is a need for their support as they have bill boards, pod casts, social media, TV and radio advertising. If we can first improve the facility we can then approach corporate to ask for marketing help. Our objective is to promote both our clinical and non-clinical programs to all populations. Cardiac and Vascular Rehab is primarily promoted internally through physician referrals. Lifesteps (behavioral therapy for weight loss) and NEAT (cancer survivor program) have also been marketed by physicians and with internal flyer resources. Massage therapy, nutrition services, personal training, and group exercise are primarily advertised through word of mouth, social media, and signage on the building. After facility updates, the focus is to increase the non-clinical programs’ revenue. Marketing through Facebook is a simple strategy for increasing advertisement. Facebook live videos visually show classes and trainings which can give viewers a real time experience. Facebook ads could reach various populations, along with their friends, and show the diversity of our facility. An advertising budget must be planned for along with appointing a social media team. Research shows that the more often a company posts, the more often the posts appear on a persons’ Facebook feed, and the more viewers are reached (Lipsman, Mudd, Rich, & Bruich, 2012). Also, with new equipment the personal trainers will need to develop a strong group personal training program that gives data based results. By pleasing the current members with documented results they will want to continue and share their positive experience with others. By keeping the focus on meeting member’s needs, Texas Health HEB Fitness Center will remain unlike any other facility all while increasing memberships and revenue.

References

Foster, G. D., Makris, A. P., & Bailer, B. A. (2005). Behavioral treatment of obesity. The American Journal of Clinical Nutrition, 230S-5S.

Lipsman, A., Mudd, G., Rich, M., & Bruich, S. (2012). The Power of "Like" How Brands Reach (and Influence) Fans Through Social-Media Marketing. Journal of Advertising Research, 40-52.

Resources, T. H. (2018, January 1). Texas Health HEB. Retrieved January 25, 2018, from Fitness Center: https://www.texashealth.org/heb/services/fitness-center/

Sabiston, C. M., & Brunet, J. (2011). Reviewing the benefits of physical activity during cancer survivorship. American Journal of Lifestyle Medicine, 6(2), 167-177.

Smith, T. (1996, Jul). Hospitals are using fitness centers to improve health status and lower costs. Health Care Strategic Management, 16-17.