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1 Business Case University of Phoenix MKT/575: Marketing Strategy Professor Cloward 9/3/2023

2 Marketing Effective partnering with the American Disability Association, and other leaders in the fitness industry, Gold Gym can make fitness a realistic option for all consumers and allow the business to tap into new markets by developing a gym that caters to the needs of those with a special need. Executive Summary: As one of the top leaders in physical fitness, Gold Gym has faced some competitive challenges with its inability to cater to those who require special equipment to maintain a healthy lifestyle. Opening a unique gym that is equipped with state-of-the-art out equipment to sustain those with special needs for example: the ability for someone in a wheelchair to still bench press by providing an adjustable bench and weighs made of titanium steel which provides a lighter and flexible option. Gold Gym Inc., currently has a great brand positing in the fitness industry, therefore expanding its brand into a new market can open up a world of new opportunities. Product or Service Consumer Behavior Insights One organization that strives to be inclusive to everyone as it relates to fitness is the YMCA, they offer various programs and affordable classes for those with a disability to help them live a better life. The YMCA has become a well-known sponsor in the community, helping people build lasting relationships and encouraging a world of health and fitness. The YMCA has been bridging the gap within the community by offering its services and products to fit the needs of everyone, Not only are their fitness classes geared for the disabled, but it is impactful for the elderly as well.

3 Finding a gym to meet the needs of those with a disability can be quite difficult, which John David Nichols founder of Neuro Gym realized after becoming paralyzed himself in 1988. The company is now located in Fort Worth TX, and offers specialized equipment to help build core muscle and strength for those who face neurological conditions. Neuro Gym provides their clients with a sense of confidence, and self-worth and offers them self-independence. Attributes: When looking for a suitable fitness center, many consumers are looking for what best fits their needs, for example, some women may be looking for a gym that offers fitness classes during school hours or after work hours while others may be looking for a gym that provides childcare. Men and young adults are often looking for a gym that provides heavy lifting equipment while the elderly and those with a disability are looking for a gym that provides specialized equipment to suit their health needs. Currently, Gold Gym appeals to everyone who seeks an interest in the world of bodybuilding and offers various programs and weighs light options to consumers of all ages. The company brand currently appeals to those who wish to enter bodybuilding contests such as Arnold Schwarzenegger or Lou Ferrigno both well-known world competitors in the bodybuilding industry and members of Gold Gym. Brand Positioning Statement Here at Gold Gym, we are committed to creating and gym that is all-inclusive to everyone in the community by creating and developing sustainable fitness equipment that helps build self-confidence in all.

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4 Market Segmentation, Targeting Competing in the world of fitness can be challenging as there are many competitors in the fitness industry such as Planet Fitness, Peak Fitness, etc. However, all these fitness centers offer consumers a similar product, the ability to work out and lift weights at a reasonable cost. This is the reason branding positing is important as it allows an organization to distinguish itself from its competitors by offering a service or product that is not being offered. Gold's Gym currently has an opportunity to take advantage of the market by expanding into new territories and opening a gym that fits the needs of the elderly and disabled. Consumer Validation As leaders at Gold’s Gym look to improve on their marketing strategies, the best way to obtain feedback on how people view their new focus product would be to hit the ground running by conducting interviews to learn more about what type of fitness equipment would better suit their lifestyle. Since the company is looking to open a gym for people with special needs conducting an online survey would not be beneficial and would not provide the on one personal feel that is needed to make the connection with someone who requires special equipment.

5 References Bassett, E. (2010). Gym offers workouts for people with disabilities . Neuro Fitness. https://www.neurofitnessfoundation.org/gym-offers-workouts-for-people-with-disabilities/ Heffernan, C. (2023, February 9). The History Of Gold’s Gym. https://insidebodybuilding.com/the-history-of-golds-gym/ Marshall, G. W., & Johnston, M. W. (2023). Marketing Management (4th ed.). McGraw Hill.

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