Section 1: Industry Overview

1-1: GoodLife Fitness Overview

Background * Established 1979. * Canada’s largest and most successful fitness company. * Over 750, 000 members across Canada. * 1 in every 45 Canadians has a Good Life Fitness membership. * Approximately 275 clubs across Canada. * Employs over 9000 associates. * Awards include: * Canada’s 50 Best Managed Companies Platinum Member status. * 10 Most Admired Corporate Cultures Award. * CVCA Entrepreneur of the Year award. * Platinum club member award (GoodLife, History and Founder of GoodLife Fitness). * Community Involvement; * The Good Life Kids Foundation. * The Kilee …show more content…

GoodLife Fitness also offers services to promote a healthy and relaxing lifestyle outside of their facilities. In addition to a personal trainer at the gym, one-on-one nutrition counseling can also be provided to those members who wish to use it. Nutritionists meet with members at the members’ convenience for a 15 to 30 minute consultation at which time they discuss tips to improve health and wellness through a proper diet (Nutrition in the workplace, 2011).

On-site tanning booths are available and tanning packages are offered at a discounted rate for those who choose to use it. To attract more members to this service a coupon for a free tan is provided online, which even non-members are welcome to take advantage of (Tanning Coupon, 2011).

The Gen-X Consumer (Born between 1965-1980)
The target audience of women near the age of 35 would be considered “Generation X”. Women born in this generation were born between 1965 and 1980. As consumers, this group has tendencies to be both skeptical and independent growing up with recessions, single parent households, and the boom of the internet, cable television, and other sources of technology (Denver Business Journal). Online marketing and direct mail prove to be effective channels of communication for receiving response from this market. The following are some key points about Generation X as a consumer (Denver Business Journal)