Marketingové aspekty provozu fitness centra pro ženy formou franchisingu

Abstract

In this thesis I will focus on aspects of setting up a fitness centre as a business model and viable marketing methods to ensure its success. In detail, I will highlight the franchise model as an option. This work will analyze the pros and cons of such a franchising model, and how it pertains to business ventures in the fitness market, which at the moment is primarily targeting women. I will highlight the utmost importance of a well executed marketing plan and how this will maximize the investors‘ success. Of course this model is not without its own fitfalls and these will be dealt with appropriately and how to circumvent these inadequacies in the realm of the service industries. I will also highlight the concepts of interval training and how this exercise regime is well suited for the modern world where time is precious. I will support my findings with solid research, using a questionnaire and compiled interviews run through a SWOT analysis. This analysis will also include the three largest franchised women’s fitness centres in the Czech Republic. In my summary, I will include recommendations for the fitness centre where this research was conducted.