COMPETITIVE LANDSCAPE: LA FITNESS, LIFE TIME FITNESS, 24 HOUR FITNESS

1) LA Fitness

A) Company Overview

• LA Fitness is an American fitness club chain which was founded in Southern California in 1984.
• LA Fitness currently has over 10,000+ employees all around the US.
• LA Fitness continues to increase and expand their state-of-the-art clubs around the US continent in order to focus on the "one lifelong benefit valued by everyone: good health."

B) Number of U.S. locations

•  705  

C) Pricing

•  $19.99 per month, $175 initiation fee; or $29.99 per month, $75 initiation fee.

D) Competitive advantage

• LA Fitness set themselves apart from other competitors by providing additional services such as racquetball courts, full sized basketball courts, a variety of fitness classes, sports leagues, and several other amenities, aside from their usual gym amenities, in every club in the US.
•  Diversity of their locations so that every LA Fitness locations are accessible for everyone.
• Their appeal to many age groups, from children as young as 12 year old to senior groups with their SilverSneakers program.

E) Target audience

• LA Fitness, together with their wide range of amenities and trained staffs, gives multiple number of workout services and options to family members of all ages and interests.

2) Life Time Fitness

A) Company Overview

• Life Time is a privately held comprehensive health and lifestyle company, which was founded in 1992 in Brooklyn Park, Minnesota, by CEO, Chairman and President Bahram Akradi.
• Life Time currently has 32,000 employees, and 10,500+ fitness professionals/coaches in the US.
• Life Time is committed to a health and happy life for their members by providing unparalleled athletic lifestyle resorts that go beyond fitness.

B) Number of U.S. locations

•  129

C) Pricing

• Standard: $29 Joining Fees, which includes standard enrollment, onboarding session, and 1 month of group swim lessons for kids.
• Stronger Together Bundle: Up to $380 of enrollment value, which includes onboarding session, 1 month of group swim lessons for kids, one personal training session, and 150 LT BUCK$.

D) Competitive advantage

• Life Time Fitness' competitive advantage are their focus on services, amenities, and value, and their comprehensive product offerings, which helps them have top position in the health and wellness industry.

E) Target audience

• The target audiences of Life Time Fitness are individuals, couples and families of all ages.

3) 24-Hour Fitness

A) Company Overview

• 24-Hour Fitness is a health, wellness, and fitness company based in San Ramon, California, and founded in 1983.
• 24-Hour Fitness is a leading fitness industry pioneer with about 4 million members and more than 11,000 employees all around the US.
• Their mission is to help people all around the US improve their lives through fitness.

B) Number of U.S. locations

•  430

C) Pricing

• Pricing varies depending on locations, access level, and payment plan chosen.
•  Access levels are Multiple Clubs and One Club only.
• Payment plans are Basic Monthly Payment Plan, Commitment Monthly Payment Plan, and Limited Term Prepaid.
• In addition to monthly dues, members will be charged an annual fee worth $49.99.

D) Competitive advantage

• One of the competitive advantage of 24 Hour Fitness against its competitors is their diversity. They treat team members, guests, members, and all people with respect, fairness, and dignity, which then leads to the attraction of the best talents and members from the broadest range of people.

E) Target audience

• The primary target audience for 24 Hour Fitness are women aged 25-54 years old, with secondary focus on male prospects aged 25-54 years old.

ANYTIME FITNESS

Company Overview

• Anytime Fitness, a fitness franchise company offering fitness training, personal training and exercise programs, was founded in 2002.
• They are believed to be the fastest growing fitness club with over 2 million members worldwide.
• The company's founder is Chuck Runyon and their headquarters is based in Minnesota, USA.
• The exact number of exact number of employees is not known, however, they have an estimated 9,129 employees.

Number of U.S. locations and Pricing

• There are over 4000 clubs 
• Anytime has over 3000 gyms 
• Pricing varies depending on location. 
• Average monthly membership fee $36.50 
• Upfront costs $10 
•  Hidden fees $38-$87.

Competitive advantage and Target Audience

• Anytime Fitness takes the time to helps its new members become familiar with their classes, equipment and program.
• They aim to be simple in their product delivery while providing guidance, support and motivation.
• Their gyms are open 24 hours per day and every day of each year. Membership at one club entitles the members access to all gyms worldwide.
• They provide many free classes both day and night.
• Finally, at some of their locations, new members receive a personalized an as well as free fitness consultation. 
• They target persons with a desire to have healthier lives.
• This includes persons wanting a healthier weight, persons suffering from illnesses and wanting to recover, as well as persons wanting to get to healthier state of mind.

EQUINOX

Company Overview

• Equinox Fitness Club is a luxury full service fitness and recreational sports center.
• Their core belief is “It’s not fitness. It’s Life.”
• Equinox provide spa services, personal training, clothing, food/juice, fitness classes, body sculpting, kickboxing, core training, strength training, martial arts and much more.
• They were founded in 1991 are based in New York and has approximately 8,656 employees. Its founder is Lavinia Errico.

Number of U.S. locations and Pricing

•  98 clubs 
•  Basic monthly fee $175 
•  Upfront cost $300 
•  Hidden fees $30 

Competitive advantage and Target Audience

• Equiox Fitness offers a variety of services to include pilates, spa, personal training, classes, magazine, shop and hotel. Since there is this variety, members benefit from discounts on spa services and the shop, complimentary personal training, fitness assessment and pilates sessions.
• In addition, members have access to cold towels, saunas, steam rooms, various kinds of products, filtered water, complimentary coat check, locker rental, and laundry service plus unlimited classes already included in the membership fee, a kids club, and access to exclusive events.
• They are positioned as a lifestyle brand designed for persons seeking after improved lifestyles.
• They target both males and females with a type-A personality who are pursuing improved fitness.
• This includes people aiming for a life of high performance. 

RESEARCH STRATEGY

PLANET FITNESS

• Founded in Dover, NH, in 1992, Planet Fitness' mission is to enhance people's lives by providing a high-quality fitness experience.
• Independent businessmen or women own more than 95% of its stores.
• The gym, founded by Michael Grondahl, implemented a low-cost business model by reducing the price.
• It aims to establish 4,000 stores nationwide.

ORANGETHEORY FiTNESS

• "Orangetheory is a science-backed, technology-tracked, coach-inspired group workout designed to produce results from the inside out."
• It is one of the world's fastest-growing franchise companies, based in the US (over 700 locations in the US).
• The physiologist, Ellen Latham designed this interval-based workout franchise.
• Its primary target audience includes women around the age of 35 and men aged 36, earning between $80,000 and $100,000 annually. However, it recently found that it got younger audiences comprising 18 to 25-year-old women and men.

TAPOUT FITNESS

• Tapout Fitness is a subsidiary of the Tapout brand and is a joint partnership of Authentic Brands Group (ABG) and World Wrestling Entertainment (WWE). It has signature workouts like Tapout 20, Focusmaster, tapout strike, among others. Some of its gyms have 24 hours access.
• Tapout Fitness was established in 2014.

• Tapout Fitness has martial arts-infused fitness programs for all ages. It has unique activities such as 20 minutes circuit sessions, 45-minute sessions, cardio, HIIT sessions, boot camps, and kickboxing.
• The gym has a progressive approach for kids retention in martial arts.
• Tapout Fitness also offers a “conversion box model” at their gyms.

•   In 2017, Tapout Fitness planned to expand 14 or more location, and in 2019, Tapout Fitness has expanded to 25 locations across the US and has plans of expanding to 500 locations in next five years.
•  In 2019, Tapout Fitness launched in Houston with 5,314-square-foot gym and is focusing on its expansion in Dallas. Tapout Fitness is also targeting 15-20 Houston locations.

• Tapout Fitness is advertising and powering its popularity by hosting WWE Superstars such as Summer Rae, Natalya, among others. It has celebrity trainer and fitness instructors such as Amy Dixon in its chest.
• The gym is the official fitness and training partner of WWE.

FITNESS 1440

• Fitness 1440 is one of the unique gyms, which provide access through a variety of training sessions, providing stress-free ambiance with collaborated theater during workouts, and offers sauna after workouts. The gym also offers scheduled areas for meditation and Zumba programs.
• Fitness 1440 was established in 2011. 

• Fitness 1440 has competitive features like personal training, group exercise, sauna, private boot camp, yoga and age-wise programs such as kids fitness, silver sneakers, ladies x, among others.

• Fitness 1440 was active in 29 locations in 2016 with 1,000 memberships.
• In 2018, Fitness 1440 expanded to 41 locations across the United States.
• Fitness 1440 has also launched the sixth store in Texas at San Angelo’s.

• Fitness 1440 is partnering with several companies like Lynx Services, to expand its membership base.
• The fitness center is boosting its goodwill by partnering with Sweet Angel, which donates whenever a member checks-in to the local Fitness 1440 gym's Facebook page.

RESEARCH STRATEGY