Case Study

Case Study
Although Bounce Fitness is known in the local community, it is seeking an extended presence and identity to
promote the organisation’s unique approach and lifestyle vision to an older audience. This will include being
called Bounce Fitness: Fitness in Maturity and focus on specifics such as weight, health and flexibility. You
have three months to plan and advertise this new initiative.
Target Audience:
Bounce Fitness’s target audience is over 50 years of age and considered ‘old school’. Starting from the
initial contact and assessment, these individuals are looking for innovative, effective and convenient
solutions for their needs. They may have already heard of Bounce Fitness, but are looking for additional
information. He / she may have weight or health issues or concerns (diabetes, restricted mobility) and have an
interest in improving their fitness, but have not addressed these needs until advised by their health provider of
the necessity. Experience, connections, and quality are important factors in the decision-making process.
The group has limited understanding of computers and does not tend to pursue difficult processes for gaining
information online. They have a comfortable disposable income but spend carefully and must see real value.
They tend to read extensively and are large subscribers to newspapers and magazines.
Communication Strategy:
Print advertising will provide information, and should emphasise the ‘user-friendly’ and health-knowledge
side of the business for the older, less experienced and self-conscious individual. The health assessment and
support must be clear as this will provide security and comfort.
The online information will provide profiles, special offers, featured health articles, and company
information. It will be mostly a brochure-type site with database origination.
Mission Statement
The Centres will serve the community with quality, comprehensive, unique, and distinctive health
programs and services. The employee team will expand upon the preventive services while improving
the quality of life among participants through health and fitness services utilising state of the art
equipment and practices. These programs will reflect members’ needs and be financially viable for all
stakeholders.
Vision Statement
Bounce Fitness is committed to an expanding role as a premiere provider of wellness integrated
services. Through the evolvement of an empowered employee culture and the creative acquisition
and use of resources, we will develop and implement comprehensive programmes and services
appealing to all.
Values
Integrity
We hold ourselves and co-workers accountable for building trust with our members and each other by
being honest, ethical and consistent in what we say and do.
Teamwork
We are committed to empowering our internal teams and external members with the appropriate
resources to effectively achieve our common vision.
Accountability
We hold ourselves and our co-workers accountable for our behaviours and responsibilities
as they affect us, our members and our culture.
Quality
We are committed to continually leading the fitness industry by providing the highest
standards of quality to our members, through services, programs, and community
relations.
Culture
Philosophy
Our philosophy at Bounce Fitness is to provide the very best experience for each of our
customers. We believe fitness should be fun and as individual as each of our members.
That’s why we provide free ongoing support throughout our client’s fitness journey.
Leadership
We are leading the fitness industry by employing only the best professionals in the
industry. Our Fitness Instructors are all athletes who have competed professionally
throughout their careers. They are friendly, knowledgeable and work tirelessly to
positively influence each of our members.
Change
We pride ourselves to conduct change in any area of the business practice that does not
have a positive effect or sign of growth for the members of Bounce Fitness. We believe
change starts at the top so our Managers perform ongoing research to ensure we are up
to date with the latest equipment, training techniques, technology and operational
practices.
Customer Care
We conduct regular feedback and really listen to our members. Every Bounce Fitness
employee prides themselves in taking the time to make sure members know they are
supported to achieve their fitness goals. Our Managers have an open-door policy and
work in an office at the front of each Bounce Fitness Centre, so they can regularly interact
with members.
BUSINESS STRATEGY:
Bounce Fitness will open a new Fitness Centre in Perth within two (2) years.
Existing Bounce Fitness Centres will continue to show an above-market return

on investment through excellence of facility, staff and operational management.
Bounce Fitness will hold its current position through follow up of members who
cease to attend (as learned from monthly reviews of client programs), invest
greater time in customer relationship management and through continued
provision of excellence in service and equipment in the Centres, holding the
costs to no more than CPI increases.
Bounce Fitness will increase staff training in line with their job roles through
holding training with guest experts and accessing external training. It is intended
within a year to establish a system where agreed training expenses for university
and other job related tertiary training costs are reimbursed to staff to encourage
continued learning and development of staff.
Bounce Fitness intends considering franchising or licensing as an option in the

next five years.
OBJECTIVES AND KPIs:
- Generating 10% yearly increase in sales

- Increasing market penetration every year
- Continuing to cultivate Bounce Fitness image as the long term wellness program provider.
- Decreasing customer acquisition costs by 4% every two quarters.
- Lowering the cost of service delivery by 1% per quarter.
- Holding spending as a percentage of sales at a steady rate.

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Case Study

Existing Bounce Fitness Centres will continue to show an above-market return

Bounce Fitness intends considering franchising or licensing as an option in the

OBJECTIVES AND KPIs:

- Generating 10% yearly increase in sales

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