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Full fill the strength and weakness
| Strengths:
Jmo second hand teacher (Joseph Pilates Pupil) Affiliated to University student body Friendly staff (Training for staff is amazing)
|
Opportunities:
Membership growth DU student access MB implementation Profitability and optimization Expansion · |
| Weaknesses:
Mindbody registration length Location at gym Marketing Hard to find on map Management |
Threats:
New Studios in Philadelphia Free – Drexel Pilates group class Gym Memberships Internal complications |
Full fill the strength and weakness
SWOT Analysis
Strength –
Weakness –
(*) Opportunity – There are plenty of opportunities available for the continued development and expansion of the D Pilates business.. The first and potentially most important has to do with the Dl Pilates’ Studio and its internal structure. Second, is the D Pilates membership. Currently, classes consist of anywhere from 1-3 people. These limitations are due to the amount of equipment that is provided via D Pilates Studio, as well as limited employee staffing. However, because of the close relationship that D Pilates has with D University, it can be very easy to encourage new customers to become members of D Pilates Program, whether that be through discounted classes, free trials, or “hands-on” exhibitions. This opportunity for an increase in memberships also provides D Pilates with the opportunity to increase its profitability. Increasing the studio profitability is a goal that can be reached in a number of different ways, whether it be through new membership opportunities, new equipment/class size expansions, or simply increased scheduling of classes (hiring more staff to meet demand).
Threats- Potential threats to D Pilates include other pilates studios in the local philadelphia area, as well as the numerous fitness centers around the pa area that can attract potential D Pilates customers away through their own programs. The biggest threats to D Pilates are the D’s FREE Pilates group classes, for the evident reason of cost effectiveness (free) as well as other local Pilates studios, who are able to offer their clients a wider range of times (scheduling) and more equipment (efficiency) in order to expand classes and the experience as whole. Some internal threats to highlight can be the administrative functions of teachers with Mindbody program as they relate to customer relationships, as well as payments and scheduling. With limitations put on each of the employees, it restricts their ability to fully utilize the Pilates Program as it relates directly to members and program use.
Industry Profile
The founder, owner, and current director of Pilates is Jennifer Morley. Jennifer has continued to promote the work of pilates’ “godfather”, Joseph Pilates. The D Pilates studio is designed for classes of groups (up to three people) and focuses on the Pedagogy of the Pilates, as well as the exercises and techniques. DPilates has 10 employees (Director, Studio Manager, 2 Senior staff, 6 Junior Staff) as well as apprentices. Pilates uses MindBody software to manage its scheduling and organizational functions.
United States:
Throughout the United States, the Health Club Industry has gained greater recognition in recent years due to active campaigns against fighting obesity (For Example, 30 minutes of play a day via NFL), as well as individual awareness of health and its importance to quality of life. The general demographic for “health/fitness/gym club” members in 2017 is male and females between the ages of 20 and 64 years old. The size of this population within that age bracket has continued to grow in recent years, thus creating a higher demand for gym memberships. We can expect this tend to continue to grow as new information about the positive effects of good health becomes readily available to more people, at a younger age.
World Wide:
Although the US leads all markets with over 55 million members and over 36,180 clubs, there are many other countries that also have shown a recent growth in the health club industry. Brazil has the second highest number of clubs at over 31,800. Germany has the second most members at 9 million, a drastic difference from the 55 million in the United States. Due to the United States’ well documented health issues as they pertain to obesity, it is not surprising that there are the most members within the US, despite what disposable income may suggest.
