Aradia Fitness London

Aradia Fitness London

The purpose of the report is to present a strategic analysis of Aradia Fitness London and to identify strategic alternatives and recommend the best among them. The report has identified three strategic alternatives and recommends the best alternative for the business.

There were several opportunities for AFL in the form of increase in membership by women, who were more interested in physical activity and learning pole dancing forms than they were before.

The Canadian fitness industry was steadily growing and generated over $2.2 billion in revenue. The economic indicators for the fitness industry indicated a steady increase in membership in the forthcoming years as well.

Canada as a cold country was witnessing an increase in the obesity levels as lack of physical activity tends to make people lethargic, obese and unhealthy. Therefore people who cannot ex cerise in the open tend to go to fitness and health clubs to work out.

The business did not use marketing intermediaries as a part of the promotional efforts to reach the customers. The strength of not employing marketing intermediaries was that the promotional expenses could be reduced. On the other hand, by not employing marketing intermediaries the business found it difficult to promote itself using the traditional promotional techniques and advertising methods.

The strength of the competitors lied in their ability to offer TRX classes along with the traditional fitness programs. The weakness of the competitors was that none of them offered specific TRX workout classes or aimed to specialise in TRX training.

The customers were women who preferred non-traditional form of fitness regimes and workouts like TRX or pole exercises. Their weakness was that they were unable to take-off their physical activity to the next difficult level. It is important for AFL to understand this weakness before they launch their TRX sessions which may prove to be very enduring for the women trainees.

Women...