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Anytime Fitness
Tingting Shen (Laura)Ying Liu (Ivy)
Xinwei Hou (Sylvia)Wenlong Su (Vince)
History
A large 24-hour fitness franchise
The first club was established in Cambridge, MN, in 2002
Robust rates
The factors to success
Widely recognized
Global Market Assessment
Fitness industry meets the demand for health
Fitness industry has huge potential
Fitness is popularThe development in some countries
Supporters
Future Outlook in China
A good time to extend to China Ample room for development Chinese have the ability and willing to
pay for the fitness fee Customer groups ---Children ---Women ---Businessmen
Two Competing Companies
Nirvana Fitness
CSI-bally Total Fitness
---most relevant to not relevant
DemographicsEconomicsGovernment CulturePhysical Infrastructure Communication Infrastructure
Rating
DemographicsTotal Population ---1,338,612,968 Middle Class Size--- 70 million people $10,000 US
incomeaverage age --- 35.2Urban/ Rural Composition--- 43% urban population
Government Government Stability
Government attitude to FDI
Legal System
Economics GDP and GDP Growth Rate Per Capita GDP Consumer Inflation Potential Market
CultureView point of beautyWillingness to Stay FitGeneral Perception towards foreign business
Physical InfrastructurePublic transportation
Communication
InfrastructureDaily newspapers --- more than 40 million
Television users --- 30%
Internet users --- 298 million (2008)
Key Factors
Legal system
People’s attitude to fitness
GDP per capita of China
Public transportation
Competitive Nations--- JAPAN•Pursue beauty•Improved stature due to exercise•Stress on health
The third-largest economy in the worldStrong consumption powerOpen consumption idea: don’t much care about price
Disadvantages Densely-populated country---
High rent
Ageing problem, low birth rate and population growth rate--- Decreased demand
Economic risk exists after the financial crisis
Competitive Nations--- GERMANY
•German love sports•Fitness industry is the 2nd largest market in Europe•Large medical insurers reimburse fitness costs --- 30 to 200 euro•Government promotes national to do exercise
•Fitness industry:•Rapid developed in late 1990’s--- Closed due to improper management and service in 2002--- Steady rise from 2006•Fitness is an active and forward market
DisadvantagesHigh income tax: 33% to 37%
Indirect tax increased 3% from 2008
Fierce local competition--- special services
Short-Term RecommendationsEstablishing partnerships Residential
Communities AdvertisementLocal employees are betterBuild up the comfortable environment
Long-Term Recommendations ------next-five years
100% copy
Build up clubs around the super cities, and then build up the flagship in super cities.
Acquisition
Long-Term Recommendations ------second-five years
Enlarging the range of services or products
Build up the corporate culture depends on the culture difference
Conclusion Anytime Fitness have the ability to develop a global market expansion
strategy
Anytime Fitness must seek a new market to develop their business
The business environment in China is favorable for Anytime Fitness
Chinese market has huge profits and intense competition at the same
time
Japan and Germany also have the market potential to develop fitness
industry
The high-equipment and friendly atmosphere are the key to success
Anytime Fitness must has a short and long plan to develop
Thank you!
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