Strengths
· Competition size pool
· Refurbished gym facilities every three year
· Function/ bowls hall hire
· IFA Accreditation
· Pool viewing
· Electronic scoring system
· MEND
· Range of aquatic exercise
· Inclusive to general public
· Kinetika journey
· Personal training
Weaknesses
· Expense- · Privacy to main pool/ Viewing area
"The fitness market divides between expensive, private sports and health clubs, and local leisure centres subsidised by the Government to provide opportunities for exercise."Key Note's 2010 Market Report, Health Clubs & Leisure Centres(2010)
Over the last year budget gyms have been greatly invested in due to the economic climate, this effects the attrition of main stream fitness centres i.e. fitness first, Banantynes and DC leisure.
· Car park
· Facility hire during peak times
· Separate shower area for female/males
· No food from home allowed in cafe area
· Family offers/ promotions
· 3 month contract of membership-
Monthly contracts are a turn away for many member of the public at the moment with recession and job cuts, budget gyms are offering pay and go session and no contract memberships. Leisure faculties such as DCL are offering corporate/family memberships to try and target a greater demand from the population.
Opportunities
· Ladies only swim
· Functional training programmes
· Sports massage
· More daytime classes
· Aquatic launches
· Links with local business i.e. slimming world
· Olympics 2012 initiatives/events
Threats
· Village halls providing cheap fitness classes
· industrial gyms offering no contract memberships
· Private gyms in same regions (competitions)
· competitive prices i.e. 24 hours fitness centres
A great understanding of your work place and also showing a wider knowledge into local gyms that have been in competition with your workplace. For example: Budget gyms.
ReplyDeletePicked up on that DCL Gyms like your work place don’t offer pay as you go sessions whereas budget and council run gyms offer a pay as you go scheme which is more productive in the current climate due to reccession. Could this be changed in anyway to help boost the DCL Profit or is this a set scenario for all the DCL gyms ?
great understanding of the workplace lauren. in your weakness section on the SWAT analysis i can see that privacy for the main pool is an issue. would it be an option to have blackout windows so that you can see outside- but not in. that way people swimming can see outside but they will have their privavcy knowing people can not see them on the inside.
ReplyDeleteThis comment has been removed by the author.
DeleteDCL do offer a causal membership, the down fall is that the joining fee is £30 to be and auhtorised member and then £7 each session exculding any classes which are vluved from £4.30-£5.30. DCL do this to make gym memerships the better option (generally to get a sale) this is how budget gyms are at a great advantage.
ReplyDeleteThis is a suggestion that keeps accruing in all meetings in reagrds to the issue of the pool privacy, tinited widows is something still being overlooked by the management team. As a positive it will also help with the sunlight against the pool ( it will have a great advanatge to lifegurds during the summer season.)
ReplyDelete(2011) WWW.lifestylefitness.co.uk/index.php/clubs/chesterfield/tariffs
ReplyDelete"Gym Monthly memebership £15.99"
This is much cheaper that what the DCL are offering does this new gym in the local area have a vast impact on your placement.