Gym Service Concept and Blueprint

Gym and Health Club Service

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Ahana Chakraborty Ankit Jindal Ashwin Chandran Astha Priyamvada

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Overview of the Health Club (Gym) Industry A health club (also known as a fitness club, fitness center, and commonly referred to as a gym) is a place which houses exercise equipment for the purpose of physical exercise. Personal fitness training today is becoming an industry which is growing fast, attracting people in large numbers. This is occurring due to the high pressure life styles that we have and the stress it puts on our bodies and brains. These fast paced times require us to be fit both mentally and physically. When you don’t take good care of yourself, it leads to issues related to the heart and diabetes. These problems occur because people are overweight. This is why professional fitness trainers come into the picture.

Latest Fitness Industry Trend Aging population Fitness clubs and retirement communities stand to benefit from health and fitness programs that cater to the older adult. The number-two prediction notes the baby boom generation is growing older and living longer, and their physicians are recommending they remain active. One down trend maybe observed in this industry, is the tendency away from the commercial gym. As consumers continue to invest in their health needs, most will be looking for an environment that provides individualization and an old-fashioned level of customer service. This is the reason why we decided to include the non commercial gyms in our case presentation. Children and Obesity People nowadays chose the most convenient option for food consumption which is fast food, which leads to obesity. For the first time in history, children of this generation may not live as long as their parents or grandparents because of the diseases and impairments associated with childhood obesity. With the cutbacks in physical education in schools and an increase in sedentary lifestyle (TV, video games, computers), there is a need for fitness professionals to provide their services to this population to help fight the obesity epidemic.

Networking There is a trend towards social networking in the health and fitness world. Many websites provide information on tracking workouts; weight loss programs and many other features that may help consumers answer their fitness needs. Most fitness experts would also advise that once you go through an exercise regimen, you should find a gym buddy or partner to increase adherence. Educated and Experienced Fitness Professionals Some would say that a healthy lifestyle is no longer just a luxury experience for some but something of a necessity. With an aging population, the risk which go along with neglecting one’s health motivate more individuals to invest in a monthly membership or recruit a personal trainer who can customize a program specifically tailored for one’s needs. And with added concern over the rising cost of health care, money spent preventing health problems is money well spent. Functional Fitness Functional fitness training, using strength training to improve performance for activities of daily living, will become more prominent in 2007. Exercises that mimic actual job tasks or other activities will help improve balance, coordination, strength, and endurance. (http://www.medicalnewstoday.com/articles/57543.php) Changing lifestyle Some would say that a healthy lifestyle is no longer just a luxury experience for some but something of a necessity. With an aging population, the risk which go along with neglecting one’s health motivate more individuals to invest in a monthly membership or recruit a personal trainer who can customize a program specifically tailored for one’s needs. And with added concern over the rising cost of health care, money spent preventing health problems is money well spent.

Health Club Fragmentation The diversity of health clubs available today would have been unimaginable just a decade ago. The splintering of the industry has created much of the phenomenal growth the industry has enjoyed. In addition to the traditional dual-gender health club, there are many options available to a consumer who wants to join a club: “Express” Clubs – The largest expansion in the industry has been in circuit-training fitness centers such as Curves for Women, 21 Minute Fitness, Slim and Tone and many more. These smaller fitness centers cater to adults who have not previously been health club members and/or who prefer low-intensity workouts. Gender-Specific – Catering to a similar clientele as the “express” clubs, gender-specific health clubs are attractive to new members who prefer to work out in a non-threatening environment. Women-only locations are dominant (Lady of America, Curves, etc.), but men’s fitness centers such as Cuts Fitness for Men and the Blitz are also available Workplace – In an effort to reduce their health care expenses, many companies have opened on-site fitness centers for their employees. Community Fitness Centers – These family-focused fitness centers are dedicated to promoting a healthy lifestyle. They include YMCAs, JCCs, and suburban community fitness centers with swimming pools, exercise rooms, kids areas and outdoor activities. Medical-Affiliated Fitness Centers – These health clubs often cater to older consumers. Many are affiliated with hospitals or medical centers; while others are smaller and emphasize cardiac rehab, sports medicine or physical therapy. A few examples are HealthTrax Fitness and Wellness, Baptist Health and Fitness Center and the Tallahassee Physical Therapy Center. College Recreation Centers – Typically managed for college/university students and staff, many are opening their doors to the community to generate additional revenue. Examples include Rutgers University Cook Douglas Recreation Center, Northwestern University Sports Center, Florida State University Student Recreation Center and the USC Lyon Center. With the number of people consciously aware that they need to flex and stretch their muscles regularly, investing and starting a fitness business is surely a good idea. Some of the features/services provided by a standard gym is as follows: F i t n e s s Co n s u l t a t io n Well-trained fitness sales representatives to provide customers with advice on the type of exercises and the selection of equipment to suit their need and budget. P e r so n a l T r a i n i n g Certified trainers are available to guide members through specialized programs. Personal trainers guide, motivate and make sure the member adheres to their program.

G r o u p E xe r c i s e / A e ro b i c s Group exercise incorporates dance and aerobics. Work out to the beats of Hollywood and Bollywood music. Increases flexibility, balance, strength and stamina. Improves muscle co-ordination and added grace in movement and posture. Spinning Studio A good form of cardio workout, the spinning studio is fitted with spinning bikes. Cardio The Cardio Vascular Section has state-of the art machines comprising of Treadmills, Recumbent Bikes, Elliptical machines, Arc Trainers & Rowers . Q u a l i t y P ro d u c t s Good products that might even be imported from top-rated international and reliable manufacturers with state-of-the art technology and high standard of quality control. P r o d u ct O r i e nt a t io n , D e l iv e r y a n d S u p p o r t S e r v i c es Well trained and qualified experienced trainers who provide product orientation in achieving the customer’s fitness target. Also provide delivery services for purchase of any equipment with a strong and dedicated technical support team.

Service Concept – Facilities and Services M a i n wo r ko u t a re a Most health clubs have a main workout area, which primarily consists of free weights including dumbbells, barbells and exercise machines. This area often includes mirrors so that exercisers can monitor and maintain correct posture during their workout. A gym which predominately or exclusively consists of free weights (dumbbells and barbells), as opposed to exercise machines, is sometimes referred to as a black-iron gym, after the traditional color of weight plates.

C a r d i o a r ea / T he a t re

A cardio theater or cardio area includes many types of cardiovascular training-related equipment such as rowing machines, stationary exercise bikes, elliptical trainers and treadmills. These areas often include a number of audio-visual displays (either integrated into the equipment, or placed on walls around the area itself) in order to keep exercisers entertained during long cardio workout sessions. G r o u p E xe r c i s e C l a s ses

S p i n - C y c l e G ro u p E xer c i s e C l a s s Most newer health clubs offer group exercise classes that are conducted by certified fitness instructors. Many types of group exercise classes exist, but generally these include classes based on aerobics, cycling (spin cycle), boxing or martial arts, high intensity training, step, regular and hot (Bikram) yoga, pilates and muscle training. Health clubs with swimming pools often offer aqua aerobics classes. The instructors often must gain certification in order to teach these classes and ensure participant safety. S p o r t s F a c i l i t ie s Some health clubs offer sports facilities such as a swimming pools, squash courts or boxing areas. In some cases, additional fees are charged for the use of these facilities. P e r so n a l T r a i n i n g

Most health clubs employ personal trainers who are accessible to members for training/fitness/nutrition/health advice and consultation. Personal trainers can devise a customized fitness routine, sometimes including a nutrition plan, to help clients achieve their goals. They can also monitor and train with members. More often than not, access to personal trainers involves an additional hourly fee.

Massages

Gyms have massage facilities also. They offer their service generally to the frequent or registered customers. O t h e r S e rv i ce s Newer health clubs generally include health-shops, snack bars, restaurants, child-care facilities, member lounges and cafes. It is not unusual for a sauna, steam shower, or wellness areas to be present. Health clubs generally charge a fee to allow visitors to use the equipment, courses, and other provided services. A fairly new trend is the advent of eco friendly health clubs which incorporate principles of "green living" in its fitness regimen. Some other facilities might also include:  Valet Parking  Swimming Pool  Boxing Ring  Pilates  Nutrition and Weight Loss Programs  Lockers  Squash Court L e v e l s o f S e rv i ce s a nd O f f e r i n g s Health clubs offer a wide array of services, and as a result the monthly membership prices can vary greatly. A recent study of American clubs found that the monthly cost of membership ranged from US$15 per month at basic chain clubs that offer limited amenities to over US$200 per month at spa-

oriented clubs that cater to families and to those seeking social activities in addition to a workout. In addition, some clubs - such as many local YMCAs - offer per-use punch cards or one-time fees for those seeking to use the club on an as-needed basis. Costs can vary through the purchase of a higher-level membership, such as a Founders or a Life membership. Such memberships often have a high up-front cost but a lower monthly rate, making them potentially beneficial to those who use the club frequently and hold their memberships for years.

Service Blueprint W h a t i s a S e rv i c e B l u e p r i n t ? When customer satisfaction numbers are not enough.. Service blueprinting is a process analysis methodology proposed by Shostack (Shostack, 1982, 1984). Shostack’s methodical procedure draws upon time/motions method engineering, PERT/project programming and computer system and software design. The proposed blueprint allows for a quantitative description of critical service elements, such as time, logical sequences of actions and processes, also specifying both actions/events that happen in the time and place of the interaction (front office) and actions/events that are out of the line of visibility for the users, but are fundamental for the service. A service blueprint is a graphical or visual representation that portrays the service system to facilitate accurate and objective understanding of the existing and the proposed services delivery systems. The blueprints are used for design and redesign of service process design and development. The service blueprint helps understand the service by simultaneously depicting:     

Process of service delivery Points of customer contacts Roles of customers Roles of employees Visible elements of the service

It helps to identify and understand the logical components of the service and to visualize the steps or tasks in the process. It also provides clarity on the means by which tasks are performed, and the evidence of service seen by customers. The blueprint is organized in following five distinct components which are organized vertically in a sequence.     

Physical evidence Customer actions Onstage contact employee actions Backstage contact employee actions Support Processes

A line of interaction separates customer actions section from the onstage contact employee section. A line of visibility separates onstage employee actions section from backstage contact employee section. Finally a line of internal interaction separates support processes from the rest of the sections.

S e r v i c e B l u e p r i n t o f G y m a n d H e a l t h ca r e S e r v i c e

Conclusion The service concept plays a key role in service design and development. The service concept defines the how and the what of service design, and helps mediate between customer needs and an organization’s strategic intent. We define the service concept and describe how it can be used to enhance a variety of service design processes. Before, during, and after service deliver, service organizations set customer expectations. These expectations relate to the nature of the service package,as well as to the nature, duration, and customer flexibility during the service encounter. To ensure that the service package and service encounter fit the needs of the customer and the service organization itself, organizations must focus on the design and delivery of their service concept. Hence, in totality, service concept can be said to a part of  service operation: the way in which the service is delivered  service experience: the customer’s direct experience of the service  service outcome: the benefits and results of the service for the customer and  value of the service: the benefits the customer perceives as inherent in the service weighed against the cost of the service.