POWER ZONE GYM & FITNESS
Power Zone gym & fitness is a middle size fitness centre located at Sukhumvit 31. It has not yet franchised itself so the PR job could still be done by one person. The thing about this place that set themselves apart from other fitness centre in Bangkok is that every equipments in this place are exist only for one purpose, building muscles. Locals often called this place by its other name which is “Muscle Building Academy.” What we’re talking about here is a place that consists of only irons. Dumbbells, barbells, power plates, you named it. This place had it all, all we can hear through the gym is the clanging, banging and shouting of the customers and athletes. If the customer wants to do cardio on the treadmills, they would have to head out and jogged outside the gym instead because this place literally got none cardio equipments. Which is very bold for a gym but it also created a style of its own. It attracts a lot of professional body building athletes and models. Actually this gym’s owner is a 3 times former Mr.Oympia himself. The owner himself knows that fitness centre business is all about the services and by really giving those types of body that the customer specifically requested. It’s all about the connection between the customer and the employees because it’s not all about the body that you can get but it’s also about the social life that people got out of this place. This owner knows that not only this business could make his employee change their lives because the better looks they had but also to sharpen their mind and corrected the attitudes towards the world. So it is about making someone become a better person.
There are 2 parts in the “publics” which is the internal and external part. The owner need to clearly identify both, as for the internal publics include the employees which it needed a suitable style of personal trainer to matches the gym concept, which is focus on building muscles. The employees need to be friendly and easy to approach. The PT must have the skills to train people and looking out for false act in the gym to prevent injuries of the customers. The sales whose job is to gather customers needed to work as a team and describe the concept of the gym as accurately as possible to the customer and the most important part is to be honest. The maintenances that are hired need to fix the equipments as soon as possible and the janitors need to know how to keep the places clean, with the right amount of employees to every position. The business will produce the best outcome for the customers. The external part for this business is crucial, which is the customers, owner need to know his customer target, what’s their schedule and the key to success of this type of service business is how well he connected with his own customers. He could come down to the gym regularly, talk to the customer by himself instead of waiting for his employees to give him the information. This way will create a lot of loyal customers and making them attached to this place. It’s all about making your customer feel as comfort as possible. Surveys are considered a very good choice to do once in a while because you would know what’s in the customers mind from time to time.
Secondly, the owner needed to “prioritize” the publics to see which group of people will influence his business the most. He had to put his head in this part a lot because it can provides either a good or bad business. After the thoughts, the conclusion of what’s the most important public is his employees and regular customers. What’s most important for a any business is an income, and people who provide those income must be at the top of the food chain. So here’s how the owner should prioritize the publics in his organization.
Customer
Employees ( Personal Trainer )
Sales
Janitors
Maintenance
( I had explained why the pattern of prioritize should be like this in the INTRO.)
Prioritising publics may be vague therefore the public must be described. There are three types of public including nomitively, demographically, and psychographically.
The priority public of this organization is psychographically and demographically. Psychographics is how the public resembles another in interest, attitudes, beliefs, and behavior. The psychographics of this organization is to live a healthy lifestyle and enjoy body building. They like to trade information such as how to gain muscles and how to eat clean. It’s our organization duty to give them the correct and useful information. Demographic is also equally important because listen to what the customer want and their opinion towards the facility means a lot because the owner could fix the problem or improve and add what the customer wants as fast as possible. The thing that the owner needed to do it fast is because it’s a competition out there and you need to make your organization the best in your customers view when they’re facing choices that potentially could lose or gain the customers. Let me remind you again that service is very important to fitness centre business.
Finally, the evaluation part, the only thing you need to remember in every business you participate in is CUSTOMERS ARE GODS. They are the one that’s making the business have income but at the same time gives as much importance to your employees. Taking care of them will make them even more loyal to you and provides the best possible outcome of a job for you. If the members are increasing, then you’re on the right track. If something is wrong it should be change immediately before it is too late. Evaluating public is a very crucial thing because it creates a chance for you to adapt the shop to make it even better than it already become.
Since people who hit the gym regularly need to see the same atmosphere every day. The owner should keep the elements in the organization exiting and the best thing the owner could ever do is to make the customer feels like they’re home. Without the best PR, Power Zone gym & fitness wouldn’t be as famous as today.