CHAPTER 5: Project Profile and AnalysisThis chapter aims to study in depth the origin and nature of the project following detailed information pertaining to the Philippine Stock Exchanges historical background, evolution, formation and development over the years as well as various case studies for comparative analysis. This chapter will also include the proponents policies, programs, activities and legal framework which would further substantiate this project. Moreover, the profile of the client and its users would also be included in this chapter to discuss the interactions within the project.5.1 Client Profile: Golds GymThe site of America's most famous muscle beach is the birth place of one of the world's best-known muscle makers. Gold's Gym, which first opened in Venice Beach, California in 1965, has more than 650 gyms worldwide (including some 300 gyms outside of the US), with franchises accounting formost ofitslocations.The chain boasts more than 3 million members. In addition to opening franchises, the firm buys smaller regional health clubs and converts them to Gold's Gyms. The company also licenses the Gold's Gym name for products such as fitness equipment and accessories, luggage, t-shirts, and men's and women's sportswear.

Gold's GymInternational, Inc. is one of the largestfitness clubchains in the world, one of few global players in a highly fragmentedmarket. The company operates primarily throughfranchising. Gold's Gym claims 2.5 million members worldwide, and some 600 gyms found in 27 countries. The chain began with a single establishment, which became the center of the sport of bodybuilding in theUnited States. Though Gold's was originally known as a no-frills gym for serious weightlifters, the chain has modified its image to appeal to a broader class of consumers. Gold's Gym offers classes such as group exercise, yoga, Pilates, and spinning, as well as personal training and pure weightlifting. The private company earns income throughfranchising, operating company-owned gyms, and through selling apparel and accessories licensed with the Gold's logo. The company was founded by Joe Gold in 1965. Gold sold the company in 1970, and it changed hands several times since then. In 2004 the firm was acquired by the Texas-basedinvestmentgroup TRT Holdings.

5.2 Company HistoryJoe Gold's GymThe Gold name still graces thecompanyJoe Gold sold after only five years of running it. Though his ownership was brief, Gold gave the chain its image and its intrinsic tie to the sport of bodybuilding. Gold also designed much of theweightlifting equipmentassociated with the sport. Joe Gold was born in Los Angeles in 1922, and he built his first gym at his parents' house while he was a teen, using found objects such as junkedcarparts for weights. Body-building was not much of a recognized sport during Gold's youth, though even then the area around Santa Monica beach near Los Angeles was familiarly known as "Muscle Beach." Gold became a Muscle Beach regular until he left Los Angeles to join the Navy during World War II. During his service, he was injured by a bomb blast and spent months in the hospital. He served in the Navy again during the Korean War, and also joined the Merchant Marines. He brought his homemade weights with him whenever he shipped out.Gold opened his first gym inNew Orleansin 1951, called Ajax Gym. But at that point, he was not much interested in the business end of running the gym, and he soon abandoned the venture. By 1954 he was back in Los Angeles, where he landed work as a manly backdrop for comedienne Mae West. In 1963, Gold began an arrangement with the MuscleBeachWeightlifting Club in Santa Monica, California, to build an indoor facility. The partnership did not work out, so eventually Gold went it alone, and opened Gold's Gym, in Venice, California, in 1965. (The moniker "Muscle Beach" soon migrated to Venice as well.) In an interview withFlexmagazine (March 2002), Gold claimed that his gym was "the first bodybuilding gym made for bodybuilders. In fact, I'm not bragging," he continued, "but I think for bodybuilders it was the best-built gym in the world at that time." Gold had designed and built all the equipment himself, and nothing else like it existed. The gym attracted serious bodybuilders, not only from California, but from all over the world.Bodybuilding at the time was a hobby confined to asmall groupof competitors. The sport first got wide recognition in 1977, as a result of themoviePumping Iron,featuring bodybuilder Arnold Schwarzenegger. Schwarzenegger, later a movie actor and thengovernor of California, came to Gold's Gym in 1968. He was a regular there in the very early years of hiscareer, and became a lifelong friend of Joe Gold. Many of the greats of the sport worked out at Gold's Gym in the 1960s. However, Joe Gold himself grew discontented with running the place, and in 1970 he sold Gold's Gym for $50,000. The new owners were Bud Danitz and Dave Sachs. Gold went back to being a merchant marine until in 1977 he opened another gym, World Gym. His connection to Gold's Gym lasted only those first five years.

Growth of the Chain in the 1980sJoe Gold sold his business a few years too early. The bookPumping Ironwas published in 1975, and when the movie debuted in 1977, Arnold Schwarzenegger became a household name, and bodybuilding transformed from an obscure backwater sport to the proud hobby of men and women alike. Celebrities from other sports fields, as well asactors and entertainers, were drawn to bodybuilding. Many sought out Gold's, both because it had been featured inPumping Ironand because it differed from many other gyms of the time in its plainness and simplicity. While other gyms featured comfortable changing rooms, racquetball courts, juice bars, and other accoutrements, Gold's was bare, gritty, and unadorned. An article inIronMan(May 1975) described the famous Gold's as "definitely not a plush gym" that was only about as big as "a medium-sized store." Nevertheless, it was the "in" gym, soon attracting not only the greats of bodybuilding but non-athletes such as singer Linda Rondstadt, who used the gym to get in shape.Gold's Gym changed hands again in 1977, bought by bodybuilder Ken Sprague. That year Gold's hosted the Mr. America contest. In subsequent years, Gold's hosted other major bodybuilding competitions, including the first national championship contest for women. In 1979, another group of investors bought Gold's. These were two bodybuilding champions, Pete Mrymkowski and Tim Kimber, along with architect Ed Connors. The price for the gym was $100,000, merely twice what Joe Gold had sold it for in 1970. This latest change in ownership, however, marked a new era for the gym.The new owners began franchising the Gold's name. Ed Connors opened the first franchise in 1980 inSan Francisco. The chain developed quickly, and by 1988, there were 220 Gold's Gyms in the United States, and another 50 in foreign countries. The Gold's image loosened up to attractmoremainstream consumers. The rise in Gold's Gym's franchise business followed an increasing interest in fitness in general in the United States. Gold's aimed to attract both women and men, finding new customers in people who wanted to stay fit and healthy, and so going beyond its core audience of serious weightlifters. Gold's also began selling clothing in 1980, and then added a line of nutritional supplements. These were sold exclusively through the gyms until 1988. By that year, the company was bringing in 80 percent of its revenue from clothing sales.The company increased its sales of accessories in the late 1980s. In 1988 it began selling its clothing at department stores and sporting goods stores as well as in its own franchises. The company next made an arrangement with a Los Angeles company, American Marketing Works, to extend the Gold's logo to a wider array of consumer goods. The Gold's logo of a straining weightlifter began appearing on shoes,vitaminsandnutritional supplements, sunglasses, skincare products, and even children's clothes. With the signing of this licensing agreement in 1990, Gold's also began national advertising. In the early 1990s, Gold's had over 300 gyms around the world, as it expanded across Europe and ventured into Japan, Greece, and Australia. While the original Gold's had been the mecca for bodybuilders worldwide, by the early 1990s, Gold's managers described the chain as catering to families and people interested in fitness. Though the logo showed a grunting muscleman, the chain's image had softened considerably.Competition in the 1990sHealth club membership rose quickly in the 1990s as more and more people used gyms to exercise and stay fit. In 1987, health club membership nationwide stood at 13.8 million, with most members in the 18- to 34-year-old age group. Over the next decade, health club membership climbed to 22.4 million, and there was an especially sharp increase in memberships among people 35 and older. Membership grew strongly in the South and West in the United States. Gold's was one of just a few big players in the health club market. By 1993, the chain had about 400 gyms worldwide. At that time they were all franchises except the Venice, California location. With the Gold's name recognized coast to coast, the company stepped up its marketing. In 1993 it brought out a line of sports drinks, licensed through a division of Everfresh Beverages. Gold's brand Isotonic Quenchers and Super Teas competed against market leaderGatoradeand other similar products from major beverage manufacturers. The sports drinks line was a fast-growing market category, and Gold's hoped to extend its reputation in the fitness field to its new products.Advertising Age(April 12, 1993) summed up the new line's appeal as "drinks for people who take fitness seriously." Though Gold's still maintained its roots as the crusty gym for serious weightlifters, its facilities were not as bare as they had once been. A new Gold's franchise in Manhattan, for example, which opened in 1994, boasted 30,000 square feet of space, including a pool and 3,000-square-foot aerobic facility, a far cry from the modest store-sized Venice gym. The Manhattan gym had extensive weightlifting equipment, but it also offered child care,boxinglessons, self-defense classes, and a computerized nutritional analysis program.Key Dates:1965: Joe Gold opens Gold's Gym in Venice, California.1970: Gold sells gym for $50,000.1977: Gold's Gym changes hands again; moviePumping Ironcomes out.1979: New group of investors buys Gold's.1980: First Gold's franchise opens in San Francisco.1988: Licensed Gold's apparel sold outside Gold's Gyms.1999: Galiani brothers buy Gold's.2001: Galianis resign from corporate management.2004: TRT Holdings buys company.Gold's largest competitors were Bally Total Fitness Centers Corp. and Fitness Holdings, Inc., owner of 24 Hour Fitness. These two companies owned their own gyms instead of franchising. Most of the industry was still made up of very small operators, however. Only about a third of all U.S. health clubs in the mid-1990s were owned by companies with two or more clubs, meaning most were single-location businesses. In the mid-1990s Gold's continued to press its licensing arrangements, leveraging its well-known name and logo. The company brought out a line of bath and beauty products in 1997, which included such things as herbalshampooand floral-scented body spritzer. Gold's had roughly a dozen licensing arrangements with different companies by that time. It had a Gold's Visa card; produced men's, women's and children's clothing; soldvitaminsand muscle rubs; and cross-marketed the well-known "Buns of Steel" line of fitness videos, giving out free two-week Gold's memberships to consumers who purchased the Warner-Vision video. Gold's was able to sell its goods both through its own franchises and through nationwide retailers. By 1997, some 40 percent of Gold's revenue came from licensing. About half its licensing revenue was from gym equipment, and most of the rest was from clothing.With the overall growth in the fitness club industry, Gold's expanded its franchising. Between 1994 and 1997, the chain added 50 franchises in the United States, for a total of 450. Gold'sinternational marketalso grew strongly. In 1994 the company had 30 overseas franchises, and by 1997 that number had grown to 54. Even with this solid growth, because Gold's Gyms were owned by franchisees, not the company, Gold's admitted it sometimes had trouble keeping up with its large competitors. Some Gold's franchisees even sold their gyms to rival companies such as Fitness Holdings and another major player, Town Sports International. In a June 29, 1998 interview with theLos Angeles Business Journal, Gold's co-owner and CFO Ed Connors speculated that the company might merge with some of its bigger franchise operators, and then take the company public. Connors claimed the company was exploring a public offering, though with no time table or sense of urgency.In 1999, at least part of this plan came to fruition. Two brothers, Kirk and John Galiani, who owned eight Gold's franchises in the Washington, D.C. area, bought the parent company. The deal was estimated to be worth between $50 million and $100 million. The Galianis had bought their first Gold's franchise in 1990 and rapidly built up a presence around Washington. They were alarmed to see fellow franchisees sell out to rival companies because they did not have enough capital to expand. The Galiani brothers bought Gold's Gym with the intent to double the number of franchises over the next five years. The brothers also planned to grow through acquisitions and through building new company-owned gyms. The Galianis, like the previous owners, also hoped to take the company public at some point.Changes in the 2000sThe new owners made significant changes at the company. The Galianis broke the company into three business units, corporate, franchising, and licensing. The corporate unit owned and managed 19 gyms by 2001. Gold's also added 100 franchises in two years. The company gave franchisees more power, binding them into a national vendor program so they could buy in bulk for better rates than as individual gym owners. Its licensing area also grew, with new arrangements inked with major companies, such as the women's fitness clothing company Marika Group, Inc. and Icon Health and Fitness, manufacturer of home fitness equipment. All seemed to be going well for the company under its new management. Yet the Galiani brothers stepped down from leadership of Gold's in 2001. They were the company's major shareholders and they retained their seats on the board, but the brothers claimed to want to return to what they knew best, operating individual gyms. The Galianis would focus on their Washington, D.C.-area gyms, with plans to build more over the next few years.The Gold's chain continued to lead the field in the number of gyms it had around the world. Growth in the United Kingdom was particularly strong in the early 2000s. Gold's had first come to the United Kingdom in 1990 under a licensing arrangement with the American singer Jermaine Jackson. But Jackson's venture did not flourish, and the Gold's brand was not then a success in England. The license later changed hands, and under the leadership of Karl Sandhu of Vistastar Leisure, the brand expanded dramatically. Refurbished Gold's in the United Kingdom were large, around 20,000 square feet, with attached restaurants and bars run by contractors. One newly remodeled English Gold's was built inside anArt Decotheater from the 1930s. The new Gold's featured a five-floor gym, a pool, spa, sauna, and ice-filled "iglooroom." It retained the theater's original decorated ceiling and itsWurlitzerorgan. This kind of facility was a far cry from the early Gold's, and yet the British licenser Vistastar used the celebrity status of the original Gold's and its many Hollywood connections to market the new model. The company hoped to build 40 to 50 corporate-owned Gold's Gyms in the United Kingdom over the next ten years, and also to franchise perhaps a hundred more.While marketing in Britain seemed to proceed with confidence and panache, domestic advertising did not go smoothly. Gold's hired a new advertising agency in 2003, hoping specifically to shed what it called the "intimidation factor" of its hardcore bodybuilding past and create a friendlier image. This seemed to be what Gold's had been doing for years. But the company ditched its new agency after only five months, amid concern that the corporation, the agency, and the franchise-holders were at cross-purposes. The company hired a new advertising agency in 2004, and developed a new slogan, "Train anyway," and its first television advertising campaign in five years. In June 2004, the company announced it had been bought by a new group of investors. The sale price was estimated at $160 million. The new owner was an Irving, Texas-based investment group called TRT Holdings. New marketing under TRT's ownership concentrated on unifying an image for the franchisees. Advertising focused on stories of people who had successfully trained at Gold's, and the gyms' dcor was to use historical photographs of famous Gold's patrons such Schwarzenegger and the early Venice Gold's of Muscle Beach.

5.3 Gold Gym Mission StatementTo enhance the quality of life in the communities we serve through our fitness philosophy, facilities, programs, and products and to instill in the lives of people everywhere the value of health and fitness.

5.4 Golds Gym Organizational Chart

5.5 Golds Gym MarketingVenturing into starting aFranchiseis traditionally assured to yield a guaranteed Return of Investment than venturing into a fresh startup entity. Although Franchise itself is a business, it is considered as a way of doing business.It is believed by many that Mr. Albert Singer who was the founder of theSinger sewing machine, was the inventor and founder of the concept franchising. He was one of the earliest person known by most as being associated with the concept; however, the franchising really began long time before and has its rootsdatingall the way back to the Middle Ages (Blair & Lafontaine 2005). As per the definition the work franchising is derived from ancient French which means holding a particular privilege or right.Over the years, franchising business models have been evolved and proven to result in high growth businesses. Although there are variouslarge businessentities in UK that offer franchising opportunities, only few business segments result in lucrative ROI. After analyzing various businessanalysis reportsand market survey statistics, I have identified fitness and wellness healthcare segment as highly futuristic franchise opportunity considering various factors including my current financial capabilities and business goals.5.5.1 Objective and DescriptionAs a fitness franchise of Gold Gym, we will provide an innovative health care, wellness and fitnessservices. The modern premises will be equipped with the state of theartfitness equipment and provide facilities such as steam bathing and swimming. The place of the business will be chosen in the heart of the town to provide fitness services to local community, besides out beating the competition.5.5.2 Market Outline & SummaryIn recent times people are gettingmoreand more health conscious as they are more educated about health hazards involved due to unhealthy lifestyles, establishing a franchise business like Gold Gyms is very profitable as well as it can serve the local customers who want to avoid buying very expensive health equipment in their houses. It can in contributing to the society as healthy lifestyle would ensure less unwell people. As per a recently conducted market survey and the report by the Fitness Industry Association (FIA) and accumulated by leisure & fitness market analysts, the UK's fitness and wellness business is a 4 billion GBP revenue industry and is seeing the fastest growth of its 20 year history with many more members eager to avail such services & facilities than ever before. The comprehensive audit and the market intelligence report published by FIA covers national overviews of both the public and private sectors.Currently, 15 % of the total UKs population are members of a health club or government-owned fitness services and there is an untapped market potential of around 60% and its growing stably at 3 to 4 per cent an year. Besides this, the increased obesityrisk levels are compelling large number of people approach fitness and wellness centers. (Fitness: freebie fitness, 2009)These factors clearly indicate that starting afitness and wellnessclub or gym will yield a lucrative revenue and guaranteed profits. However, starting a gym franchise is a better idea rather than starting an own gym because of the following factors:

Starting a own gym is very expensive and requires minimum of a million poundsinvestmentsbecause of increased equipment costs and the soaring rates of premises leasing.Building own brand (rather than running a franchise) requires higher upfront investment for marketing and brand building efforts that eventually impacts thecustomer acquisitionrate.Employeetraining and managementorientation is easy in a franchise.Investing in a franchise business is usually safer than venturing into a completelynew startupdue to proven business strategies.5.5.3 CompetitionIn UK, at present, there are very few (less than 3) fitness chains are available in most places, apart from public facilities and many towns are yet to have a gym with sophisticated equipment and services delivery. Therefore, the competition for Gold's Gym franchise is moderate and we have a clearly defined business model and strategy to out beat the competition.

5.6 Amenities5.6.1 Golds Kids ClubKids arewelcomeat Golds Gym. We have a large kids area where we have expertsupervisedchildcarefor children from 3 months to 12 years old. Your kids will love coming to thefitness centerwith you! We have an energeticstaff that loves to provide your children with plenty offun activitiesto keep them busy.No need to worry about finding ababysitter drop off your children in our secure GoldsKids Clubso you can take your time to enjoy the workout of your choice. Whether youre taking agroup class, visiting theyoga studio,attendinga class in our spinning, or visiting ourCardio Zone, your children will be safe and happy. Your children will beanxiousto come along any time you want to work out.

5.6.2 Ladys GoldWe cater specifically to the needs of our women members we have a room for just women so you wont need toventureinto the co-ed area unless you want to. Ourcenters designed with you in mind. The womenslocker roomis easily accessible from the womens gym areas so you have a judgment-free environment where you will be among friends. Offering a full weight circuit,cardio equipment, and free weights, our ladies only room is fully equipped with all the best equipment for your fitness needs.Lady Golds offers plenty of amenities to help you enjoy your fitness experience.Stopping the gym any time you please, and dont worry about finding a babysitter. Our healthofferson-site childcarein Kids Club a supervisedplace for your children to play without having to worry aboutsafety. After your workout, stop at the smoothie barfor a nutritious beverageor snack.

5.6.3 Cardio CinemaWorking out never has to be boring when you come to this fitness centerfor your cardio fix. At our Cardio Cinema, you can enjoy amoviewhile you are working out in the cardio room. When you have a membership to the gym, you have full access to the Cardio Cinema room, which has all of the latest and greatest pieces of cardio equipment.One of the great things about watching a movie while you are working out is that the time will just fly! You can get a greatworkoutat the gym, watch agreat movie, and have a wonderful time. Its a fun and relaxing way to get into excellent shape. You can achieve yourweight loss goalswhile watching a movie!

5.6.4 Silver SneakersLooking for agreat wayto get low-impact exerciseand stay feeling young? Golds Gym Silver Sneakersfitness programis specifically designed to increase overall stability, movement, and range of motion. Participants in ourgroup classesare introduced to several techniquesto help not only improve but maintain overall physical health. Bring your friends or make new ones during our fun and energetic Silver Sneakersclasses. You are sure to have a great time at ourhealth club.

5.6.5 Classic GoldsIf you enjoyweight training, youll love our GoldsGymweight traininggym. Our huge 32,000 sq. ft.health clubis packed with all the equipmentyou need for your personal exercise regime. Strength trainingis one of the most popular of all physical fitness programs. Weight training can improve stamina, control weight, increase strength, fight back pain, and controlsymptoms of arthritis. Anyone, of any fitness level, can start a strength training program.Strength trainingis great for all ages. In fact, those over the age of 50 may actually be able to help reduce the effects of aging on the body through exercise. Our fitness center offers many programs to help improve health, including our classic 4,000 sq. ft.free weighttraining area. We also offer a special womensas well aspersonal training

5.6.6 Mind and Body StudioTheres no need to join a separateyoga studio Golds Gymhas the best mind and bodystudio in town. Our Yoga andPilates Studiois complete with everything you need to enjoy acomplete workout. Our instructors andpersonal trainersarehighly skilledin the best techniques to help you achieve your fitness goals.With our mind andbody studioits like getting two gym memberships in one! Youll be able to enjoy our exclusive Yoga class Body Flow and Pilates classes, and take advantage of all that the main Goldsfitness centerto offer. Included in your membership is access to ourwomens only gym,weight training, andcycling classesso you cancreatea comprehensive physical fitnessorweight loss programyoulove.

5.6.7 Energizing Group ClassesGoldsGym has the most groupexercise classesof anyfitness center! We offer a wide variety of group exerciseclassesfor every fitness level. Theres nothing boring about ourgroup classes! We offer all the latest and most popular programs includingZumba, Insanity,Les Mills,CX Works, Body Pump, and Body Flow among others.Group Classeshelp to energizeyou and keep you striving to reach yourfitness goals. We have excellent instructors andpersonal trainingwho are here to help get youmotivated. There are classes for everyone and with a large selection of class times to pick from; you can easily fit a class into your daily schedule.

5.6.8 Juice BarNothing ismorerefreshing after a workout than a healthy fruit or yogurt beverage at our smoothie bar. Ourfitness centerssmoothie bar features a delicious assortment of Island Oasis products. Enjoy a tasty protein shake, fruit smoothie, or any of our other delicious options. Whether you want to simply get a water replacement beverage after yourgroup exercise classes, personal,spinning classes, or need to get a fast and nutritious replacement meal, our smoothiebarhas choices youll love.Stopby our smoothie bar before your strength-training session or after a fantastic workout in one of our group classes or a visit to ourYoga Studio. Nothing hits the spot better after aZone workoutthan your favorite beverage from our caf. We usenatural ingredientsand fresh fruitsto create drinks that are ideal after any of our fitness programs.

5.6.9 Cardio ZoneEnjoy an exclusive Golds Gym exerciseexperience you wont find anywhere else. Get in the zone in ourCardio Zone. The cardio zone is not only equipped with large TVs for you to watch and listen to through the headphone jacks provided, but most of our equipment has individual TVs attached to entertain you while youre working out. The Expresso spin bikes make you feel as though youre in a real lifevideogame.Theres nothingmore exhilarating than our Cardio Zonecenter workouts. Your workout time will go by in a snap when youre in the zone. No more boring workouts! If you have dreamed of a more enjoyable way to workout, dream no more its here. Youll enjoy yourprograms much more when you can spend the time being entertained.

5.6.10 SpinningSp5inningis a high-energy fitness program that will give you a complete endurance and cardio workout. At Golds Gym, youll find a fun, exciting spinningworkout. If you like to spin, youre going to love ourlightsoutcycling classes. The room goes dark and the backlights come on for the most unique spinning experience youll ever have.This exclusive GoldsGym fitness programis designed to inspire you for a workout youre going to really enjoy. Check our spinning classes to see the current schedule. Ourgroup classesareideal for every fitness level. Spinning provides an excellent workout. When class is over, grab a refreshingandhealthy beverageat our smoothie bar or relax in our dry sauna.

5.6.11 Health and WellnessFitnessisnt the only thing Golds Gym does well. Ourhealth clubis designed to bring on the relaxationresponse. We offer a wide range of options includingdry saunas(located in eachlocker room),tanning beds, including both stand-up and lay-down choices, and a hydro-massage bed for a truly soothing experience to enhance yourphysical fitness program.As a member of GoldsGym, youll be able to take advantage of our health &wellnessfacilities. Our advancedindoortanning allows you to achieve the perfect tan all year long. Nothing feels better after personalsession, cardio class, or one of our intensespinning classes, than amassage.Hydro-massageutilizesintense jetsofwarm waterfor a massage youll want to enjoy time and time again.

5.6.12 Golds NationAre you afanof Golds Gym? Do you likefree stuff? If so, Golds Nation is for you! Since we first opened our doors in 1965, Golds Gym has enjoyed a large, fanatical fan base. And now, we have a program in place to reward our most loyal and vocal fans in a wholenew way!The idea behind the community is simple:joinGolds Nation, complete some predetermined activities and get cool stuff in return! How does it work? Golds Nation members will be awarded points for accomplishing certain tasks or orders, such as leaving a recommendation for your gym onFacebook, checking in at your gym on Foursquare, following Golds Gym on Twitter, etc. Themore orders completed, the more points you accumulate! And, as a reward, the points are redeemable for Golds Gear merchandise!

5.7 User Profile5.7.1 Identification of UsersCustomers of varied types including individuals, groups and businesses will be targeted to acquire strong customer base. It is listed as below: Individuals Family Corporate members 5.7.2 Target Market Mentality over demographics Range of age and experience level Diverse group working together towards the common goal: Building Strength

5.7.2.1 Strategies to Reach Target Market

Product Equipment and training programs for health and fitness vary among facilities Certified staff and employees

Price Membership fees and plans range depending on gym

Promotion Golds Gym website Free 7-day VIP pass Tumblr, Facebook, Twitter (Social Media) Golds Gym Spotter App Commercials

Place 600+ gyms 37 states, 30 different countries

5.7.2 User Activities5.7.2.1 The Program Cardiovascular Training Strength and Circuit Training Free Weight Training Massage and Steam Nutritional Counseling (Weight Loss / Weight Gain) Group Training) Aerobics, Spinning, Kick boxing, Power Yoga and Swimming, etc.) Onsite and Offsite programs5.7.2.2 Facilities5.7.2.2.1 Cardio The Cardio Vascular Section has state-of-the-art machines comprising of Treadmills, Recumbent Bikes, Elliptical Machines, Arc Trainers and Rowers. The machines are sleek, stunning and very user friendly. The machines have TVs mounted in front of them to give the exerciser a view of local channels for entertainment.5.7.2.2.2 Strength Training This section is equipped with the latest machines which isolate targeted muscles for more specialized training. The location of the strength training machines is in such an area that all members / guests entering the gym feel the Vigor and Vitality of the place, and feel like working out.5.7.2.2.3 Free Weight The Free Weights Area is judiciously located in a separate section, which exudes a rough and tough ambience for serious bodybuilders. It has plate-loaded machines with plates, dumbbells and barbells. The dumbbells go up to 140 pounds.5.7.2.2.4 Group Exercise Group Exercise incorporates dance and aerobics. Workout to the beats of different music. It increase flexibility, balance, strength and stamina, improves muscles co-ordination and acids grace in movement and posture. Classes in Power Yoga, Cross Training, Cardio-Salsa, Bollywood Blast, Kick Boxing, Taekwondo, Body Toning, Challenge, Classic Aerobics and Step. Circuit Training, Functional Training and Pilates special classes for seniors and kids.5.7.2.2.5 Spinning A good form of cardio workout, the Spinning Studio is fitted with spinning bikes. Spin away those calories to the rhythmic intensity of the instructor who guides you through various programs to increase heart rate and condition muscles while burning calories.5.7.2.2.6 Onsite and Offsite Process On site management / Off site management Total Fitness program = Gym and Cardio workout Weight loss program / Nutrition sessions. Group ex classes Power yoga, kick boxing, Dance classes, etc.

5.7.2.3 Facilities and Services5.7.2.3.1 Personal Training: Certified trainers are available to guide members through customized programs. Personal trainers guide, motivate and make sure the members adhere to the program. The trainers are constantly updated on latest techniques with the assistance of Golds Gym International trainers.5.7.2.3.2 Weigh Loss Program: A Holistic Weight Loss Program with personalized monitoring Qualified Nutritionists are a call away to give you the right guidance on proper eating habits, Body Composition Analysis, Functional Training, Physiotherapist Consultation5.7.2.3.4 Fitness Assessment: A full body fitness assessment including body measurement, body fat percentage and blood pressure is conducted before the member starts his or her workout. Then some tests are carried out to assess their physical condition. This helps the trainer prepare a schedule card for them keeping in mind their fitness levels and goals.5.7.2.3.5 Lockers: There are exquisite locker rooms for ladies and gents to keep their belongings while they are in the gym.5.7.2.3.6 Steam / Showers / Massages: Separate steam rooms are available which are complimentary to members. Hot and cold water is available for showers. Experience bliss at our spa. Relieve those aching muscles with complete body massages.5.7.2.3.7 Juice Bar Keep your energy levels high with healthy snacks and dietary supplements.