UK gym market and health clubs - Dissertation Example

UK gym market and health clubs Today people are becoming very much health conscious. The reason behind this trend is increasing obesity, diseases and other health issues. Due to unhealthy lifestyle, people are vulnerable to health problems and obesity is the origin of all health problems. Thus, a market scenario is created for the gyms and health clubs which promise people of good health and toned body. The concept of this research is to understand the current trends in the UK gym and health club market. In addition to this, current trends of the London market supplement sector and it products and services also form a crucial aspect of concept of this research. Researchers of this field find that identification of the customer segments is very important in this context (AFN: thought for food 2010). These concepts are very much related with each other as gyms and health clubs; both of them are working for the same purpose i.e. health improvement, obesity control and toned and slim body. The research questions are also related with each other as all are for health clubs and gyms. The research hypotheses along with research questions are well articulated and connected with each other. They indicate that current trends and customer segments are important concept of this research. Identification of customer segment is more crucial in this context as information and data about the research can only be gathered by their precious opinions (Plunkett 2006). This concept is constantly gaining importance in the health industry as people propensity is increasing towards this concept. Health is an important issue not for general households but also for governments of nations. Governments frame policies and monitor their proper execution so that public can enjoy good health. It indicates that health possess a very vital place in the government’s policies and individual’s life. Because of importance of health in life, this concept of research is undertaken rather than alternative concepts of research (NHS: The information centre 2008). As people are increasingly becoming health conscious in UK as lifestyle is causing various health problems. With the advent of new products and new research, trends of the gym and health club market keeps on changing. The changing trends of the market are focusing on improving the health of the nation by making them active. In addition to this the current trend is focusing on improving children’s fitness because child obesity is increasing at alarming rate (Barnett 2011). According to Beale (2011) maintain fitness of the children can prove a very crucial part in health industry as they can learn to maintain good health from very young age. Along with this, they can contribute their part in improving nation’s health. Also, making children healthy makes a complete generation healthy. Current trends in health clubs in London with regard to services offered include triathlon participation, innovation in exercise classes, and dynamic use of exercise equipments, injury and sports medicine facilities. Triathlon based activities include cycling, running and swimming which are now offered in the health clubs. Thus, sports activities are also a new trend in London’s health clubs (BBC News 2006). According to Llyod (2011) the most important service provided in the gyms and health clubs is exercise. Hence constant innovation in these exercises is required. It includes celebrity endorsed exercise classes and Adidas zone cycling which is a fun and energising workout. In order to promptly uses the exercise equipment, health clubs and gyms are nowadays are dynamically using them. For example, tennis-specific programmes, power plate and bikini workout. Another service trend of health clubs are services of sports medicine professionals and injury specialists. With the help of thee professionals, gym goers can improve their running techniques and recover their injuries. Along with this, they get nutritional advice which aid their weight loss practices and improve their fitness (Beale 2011). Another trend of the London health club and gym market is associated with products offered by them. Generally, it is seen that food supplements are provided by them which add protein and fibre nutrition to one’s diet. Some of the gym instructors provide the members with some drugs that are harmful for them. However the recent trends indicate that nowadays, gyms are providing the members with nutritious food. The biggest trend of the industry is digestive health. Around the world, potential of digestive health is untapped. This uncovered market is getting digestive health products like cereal categories, fortified products, and beverage products (Fitness industry association 2010). In relation to target group, becoming a member of a gym or a health club is an expensive affaire therefore this industry basically targeting high income group. High income group are generally remain involved in their hectic work-life and do not have enough time to concentrate on their health. Being aware of this fact, gyms are targeting them to increasing health awareness among them. In addition to this, on the basis of age people of forty plus of age are targeted. The reason behind this trend is increasing number of people over the age of forty. Along with this, this age group has more reasons for being conscious about health of their bones and joints. It is considered as niche area of this industry. In addition to this, children are also focused by this industry as child obesity is major concern for parents (Hardill, Graham and Kofman 2001). Moreover, supplement sector also nourishing along with UK gym sector. Exercise gives it best results when associated with healthy diet. Today, what we eat is more or less contaminated therefore food supplement sector emerged. Nutrients like fibre, amino acid, vitamins, fatty acids and minerals supplement the diet hence they are called food supplement. Sometimes they are missing in one’s diet hence included through food supplement. Diet without these supplement is remain uncompleted and unhealthy. Most of the researchers omit to cover this section of the gym and health club industry, though it is very important in present scenario (Vitamins & supplememnts- UK- May 2009 2010). The current trend in this particular industry focuses on adding boiled food or packed nutritious product in one’s diet. Along with this there is clear relation between identified customer segments and their individual propensity to purchase additional products, such as supplements (AFN: thought for food 2010). High income group members prefer to buy most healthy and expensive products, on the contrary, members of 40 plus age group focuses on products which can make their bones strong. Youth that is health conscious concentrates on muscle building products and food supplements. In many of the previous researches customer segmentation is discussed with utmost importance but majority of the researchers neglected to discuss food supplements (Vitamins & supplememnts- UK- May 2009 2010). Conclusion On the basis of the above discussion, it can be said that health is increasingly gaining importance in people’s perception. Moreover, it is good and toned body which is attracting people to go to gym and run on treadmill. Here, health becomes second concern and slim and attractive body is major priority for most of the gym-goers. Also, youth is blindly following this trend and even use some prohibited drugs for muscles building. However, gym and health club industry is increasing health awareness among the people and educating them about health issues (Masteralexis etal. 2008.). Thus the trend of going to gym is proving healthy for entire country as obesity has becomes point of concern for the government. In addition to this, people themselves are becoming health conscious. Age group of forty plus people have more reasons to be concern about their health hence join gyms or health clubs. Therefore, the dissertation can be concluded by saying that trend of going gyms or health club is from health point of view but one should avoid to drugs for muscle building as it can be hazardous for health. References AFN: thought for food. 2010. UK: 10 key trends in food, nutrition and health 2010. [Online]. Available at: http://www.ausfoodnews.com.au/2010/04/27/10-key-trends-in-food-nutrition-health-2010.html [Accessed on: 25 Dec 2011]. Barnett, M. 2011. Gyms tone up to take on their new low-cost rivals. [Online]. Available at: http://www.marketingweek.co.uk/analysis/features/gyms-tone-up-to-take-on-their-new-low-cost-rivals/3027713.article [Accessed on: 25 Dec 2011]. BBC News. 2006. Gym members throw in the towel. [Online]. Available at: http://news.bbc.co.uk/2/hi/business/5285812.stm [Accessed on: 25 Dec 2011]. Beale, R. 2011. Davis Llyod leisure predicts 2011’s fitness trends. [Online]. Available at: http://www.davidlloyd.co.uk/home/news-centre/press-releases/59/david-lloyd-leisure-predicts-2011-s-fitness-trends [Accessed on: 25 Dec 2011]. Fitness industry association. 2010. Fitness Industry stands strong despite economic trend, shows the findings of the UK state of The Fitness Industry 2011 report. [Online]. 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Available at: http://oxygen.mintel.com/sinatra/oxygen/display/id=393960 [Accessed on: 25 Dec 2011]. Read More