Reference no: EM133651552

Assignment

Jeff Sterdivant, an entrepreneur in Florida, is starting a new fitness company. He has named the company No Age Limit. The reason for this name is that he wants his fitness club to focus on senior citizens and help them both extend the length and quality of their lives.

His plan was to open a fitness club in Naples, Florida, a community with a large proportion of senior citizens as well as one among the wealthiest in the United States. His target market consists of upper-income, college-educated, health-conscious people over 55 years, who want to stay in shape as well as the ones who may be going through physical rehab and therapy work due to arthritis, broken bones, and other age-related ailments.

Jeff found a good location for his gym as well as two personal trainers who are also certified physical therapists. He designed a very good website that includes demonstration videos, a blog that is updated weekly with new information about exercise and healthy diets, an FAQ section, a section for customer feedback, as well as a shop link where website visitors can purchase Jeff's fitness instructional videos, apply for gym memberships, or renew their existing memberships.

Six months after the opening of the gym, business has been relatively good, but Jeff thought that it may still improve. He is thinking of changing the layout and some of the content of his website as well as some of the types of training he is offering. One idea is to add yoga classes in addition to fitness. He is facing the following questions:

A. Who are the core customers? By 'core" we mean the ones who are more likely to stick with the program and remain loyal in the long term.

B. How loyal are they?

C. What is the key factor that makes them loyal?

D. How engaged are the customers and potential visitors to the website?

E. How effective is Jeff's website in attracting new customers?

F. Jeff has been using a variety of social media, including Facebook, Twitter, Instagram, and LinkedIn. He wants to know if these activities contribute or are a waste of time.

G. He also wants to assess the gym's brand image.

H. Should Jeff offer yoga classes?

I. What other training sessions and services should Jeff add?

J. What possible changes should he make in terms of structure and content of the website?