Well known Fitness Club in the industry
 (brand recognition)
 
 Month to Month no contract memberships attract consumers not willing to be tied down to a long term commitment
 
 Sport Amenities such as Personall Training
 
 Group Classes such as aqua, kettlerise, zumba, lbt, spinning.
 
 

Lack of desire in Member Retention, only focusing on new member acquisition
 Poor Customer Service
 Clubs are poorly maintained (old gym)
 Geographical location
 Membership basis limited
 No Big employers
 
 
 
 
 
 

 Obesity and general fitness in the UK is at an all time low.
 
 Childrens Fitness has never been worse
 
 Gym Location Placement- Gym goers seldom drive more than 10
 miles from their homes to exercise.
 
 

Competition 1: Higher Revenue Generating Companies in the Fitness Industry (Edinburgh Council, David Lloyd)
 
 Competition 2: Both sells Nutritional Products, Retail Sport Items in their clubs. (Livingwell sells only Gym Memberships and Personal Training, thus limiting their revenue income, limited Proshop)
 
 Competition 3: LA Fitness has fewest clubs amongst brand name competitors in the industry. (David Lloyd 79 and 6 in Scotland, 23 in Edinburgh)