Upon the Effectiveness of Marketing Fitness Clubs on the Internet - Research Paper Example

The concept of fitness has grown to include not only a healthy diet and activity but also a total lifestyle that promotes health and well being. The growing concerns about the high stressed and active lifestyle have led to the consciousness of physical activity and fitness. The growth in disposable income and lack of free time, have led to a growing reliance on the public on professionals to help them attain their health and fitness objectives (Schiffman and Kanuk, 1996). Scientific and medicinal research has provided evidence time and again that exercise has a positive impact in reducing both the possibility of acquiring lifestyle diseases like diabetes, hypertension, obesity, as well as keeping the effects and symptoms of the same under control.

This, in turn, has led to the spawning of the professional health and fitness service providers including health spas, traditional and non-traditional therapy centres and gymnasiums. The current UK health and fitness sector has been assessed at 2.5 billion GBP with a proliferation of both the private health clubs and public health and fitness facilities to such an extent that any UK citizen can have access to them within his local community (The Fitness Industry Association, 2006). The total number of members exceeds 4.

68 million and this is over 9.4 % of the overall population of the United Kingdom. A recent survey by Fitness Industry Association (FIA) concluded that on an average, the UK consumers have the freedom to choose from a total number of seven private fitness clubs within a radius of two miles from their homes.