Vauxhall Recreation Club- Lifelines Gym

Introduction

Is there potential for Lifelines to recruit more student members?

Market segment:What is it: *(research upon the sample of 183 students)

Demographic:

-University of Bedfordshire students-76% in age between 18 and 24

Geographic:

-65% lives in close VRC area

Psychological:

-89% wants to do more exercise

User related:

-78% are not members of any health club

Location-65% of students lives in a close VRC area (1-5km)-Convenient location as an important factor in choosing the health club

1-5 km 5-10 km >10 km0

20

40

60

80

100

120

Student’s needs

aerobicks

tennis

basketball

cycling

football

keep fit

pool

running

swimming

0 10 20 30 40 50 60 70

Top ten sports chosen by students.

Important facilities

swimming pool

spa

sauna

persona trainer

gym

group exercise classes

0 20 40 60 80 100 120 140

Money matters

• Average monthly income equals £221.• 79% of students spend less than 10£ per week on fitness

less than £5 £5 to less than £10

£15 to less than £20

£20 or more0

20

40

60

80

100

120

Attitude-89% of students wants to do more exercise-85% of students need to do more exercise-77% of students enjoy exercising

Membership- 78 % of students are non members of any health club

Non membersMembers

Knowledge about the VRC• 73% of students had never heard of Vauxhall Recreation Centre before joining the

University

no joining fee

a full 30 min health assessment

a personalised fitness programme

peak and off-peak membership

unlimited use of the gym facilities

0 10 20 30 40 50 60 70 80 90

RecommendationsFacilities-investing in a swimming pool and considering spa with sauna

Student discounts-15% discount to students who are willing to purchase full or off-peak membership at Lifelines Gym. “Every Little Helps”

Prize as a marketing activity-one month free membership for anyone who will convinced a friend to become a membership holder.

Pay as you go-for a students who do not want to be attach to any financial commitments.

Advertising-connection between the web sites

bilboard

s/poste

rs

fresh

ers fair

student u

nion

lifesty

le magiasin

es

television

loca newsp

apersflyers

word of m

outh

internet

0

20

40

60

80

100

120

Source of information upon which student decide about their leisure activities.

Conclusion

In conclusion : according to our findings and analysis it can be clearly seen that there is a potential for Lifelines Gym to recruit more student members!