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PHYSICAL is the largest fitness and beauty center group in Hong Kong. The first fitness centre started at Hong Kong in 1986, at now more than 43 branches in Hong Kong, Mainland and Macau, covering total area of about 900,000 square feet with more than 500,000 members. (http://www.physical.com.hk)

In this report, we will mainly investigate the service of fitness centre in PHYSICAL. PHYSICAL mainly business in fitness centre, the centre opened in shopping plaza where is convenient for their members to approach.

The income for fitness centre from many ways, membership fee per month, private coach for personal training program, group exercise course (Thai boxing) and Yoga course.

The fitness centre performs the pre-paid model for their service, for a membership fee, the member sign a contract with fitness centre about 2 years. Members can’t terminate their membership and stop to pay the fee in the period of contract. And the course fee for personal training program or group exercise course should pay the fee before start the lessons. Always the centre provides a package of course which about 10 lessons for purchase.

Members can enter all braches of fitness centre at anytime; the members can use the provided fitness equipments optionally. The fitness centres provide bath area, locker, computer and magazine at free for members.

According to Johnston, R and Clark, C (2005 p.39) service concept is a critical element in knowing and defining what the organization is selling or providing and the customer buying or using.

Refer to above diagram model, it shows sufficient details including organizing idea – the essence of the service bought by customer. Which provide equipments for member to do exercise. Also provide private coach, exercise / yoga courses for enhance knowledge of exercise or more efficiency to build up a body. Finally member through the sufficient exercise to gain a healthy and fit body.

The service experience – the customer’s direct experience of the...