Not to make mistakes
The observation of competitors should not be reduced to the mere reproduction of services presented by others or to the structuring of the club in a different way a priori, but may instead make use of the features that emerged from the analysis of the catchment area in order to obtain the most useful information.
Recognize competitor structures
It is fundamental to define with criteria what are the structures to be observed, for example, if you are opening a High Level club where the reference target is medium-high, you can not think of observing a Low Cost reality where the offer is € 20.00 rate per month: the services offered will be of interest to a sink that will hardly intersect with the one in definition.
What is the point of observing the proposal of the other activities?
The presence of competitors, however, can intervene, and this often happens, in absorbing a variable rather than others, going to modify the observed balances.
The club in question is located outside a large city, in a neighboring country and has no direct visibility on the traffic artery frequented by commuters, the cost of living is slightly lower than the large urban center that acts as a magnet and this results in a higher percentage of families with children and young couples.
A club competitor was found just inside the city for which it is interesting to develop the analysis of the offer and identify the services presented to the commuter target by timetables and type in order to understand the attractive power of the club towards the potential sink.
The opening hours of the gym in the morning starting at seven and the presence of a large number of intensive lessons suggests attention to all workers who are in the city since the early hours of the day.
Vary your proposal
In the light of this, it is crucial to define an attractive and varied proposal for the afternoon and evening when commuters return. The real strength of the offer must be the ability to attract these potential users with targeted timetables and services.
Age of the reservoir, presence of commuters
In this example it is therefore possible to see how the presence of people belonging to a specific target can be reduced and modified by taking into consideration not only the territory but also the offer of other facilities.
As a first consideration it is easy to assume that the weekend is potentially available to the company in the project, people who cannot train during the week or particularly like to devote some time to wellness when they have the opportunity are not attracted by the competitor structure.
It is fundamental to define with criteria the structures to be observed, for example, if you are opening a High Level club where the target audience is medium high, you can not think of observing a low cost reality where the offer is € 20.00 rate per month.
The presence of courses in the competitor's schedule, mainly during evening hours, instead leaves room for the activity under observation to set up lessons for all those who have availability in the morning; among the users we find a good number of elderly people, housewives and shift workers. Experience tells us that pensioners prefer to do gymnastics in the morning, perhaps early in the morning, so it will certainly be beneficial to attract this pool of people by offering them lessons and target services.
As always, the structuring of a service can only be successful if effective communication is established. Reaching the elderly available rather than the employees on lunch breaks will not be immediate just because the service has been set up, it will be necessary to work with marketing aimed at reaching the people concerned.