Female Fitness Business Plan Flipbook

FEMALE
FITNESS

2021

“TO EMPOWER WOMEN, PROMOTE A
HEALTHY, HAPPY AND INDEPENDENT

LIFESTYLE TO WOMEN OF ALL
BACKGROUNDS”

MISSION STATEMENT

CONTENTS. 2021

EXECUTIVE SUMMARY 3
 MARKETING
 FINANCE www.femalefitness.com
 OPERATIONS
HUMAN RESOURCES
 REFERENCES

“TO BECOME THE UK’S NUMBER 1 GYM FOR
FEMALE HEALTH, WELLBEING, FITNESS AND

RAISE AWARENESS OF WOMEN CAUSES”

VISION STATEMENT

2021

EXECUTATIVE SUMMARY.

At FemaleFitness, we have a common vision. A
vision that is simple in principle but challenging in
practice. A safe and secure gym for all females to get
fit in without the worry of any danger to themselves.
We believe that the key to achieving this is to offer
the highest level of security that we can offer to our
customers. It is a long journey of small changes,
each bringing us closer to our vision.

www.femalefitness.com CURRENT 4

PFeOmaSleIFTitnIOessN’s aim is to increase the This is so that absolutely everyone,
regardless of their demographics, can
amount of security in gyms and to feel comfortable in a gym to happily to
embrace and increase female work on themselves.
empowerment to give women of all
kinds, to be confident with their body. Not only this, but we also have five types
Female body image is a big issue in the of price brackets to accommodate all
world which tends to harm females as types of users at a fair competitive price.
they focus on dieting to lose weight and
become skinner as they come across Initial funds will be raised via
models on Vogue Magazine and crowdfunding with a target of £75,000.
Instagram. The use of social media
increases the insecurity that the majority
of women have with their body.

Our product is a full suite gym with
various gym equipment and facilities
such as saunas, showers and swimming
pools. We hope to have a branch of
gyms all across the UK as the company
becomes more successful and to open
up an LGBTQ+ gym in Brighton to be
able to facilitate all types of individuals.

2021

++ +

Michael Matthew Mihai
Rapley Oladele Popescu

Marketing Human Finance
Director Resources Director
TDuirrbeulcetnot Prrotagonist
Turbulent Protagonist Turbulent Consul

5 Michael perfectly fits the Marketing As a human resource director Matthew is Finance Directors are in charge of all
director role, considering he has had mainly responsible for managing the business sources of finance and
experience with different firms on organisational structure of a corporation, making sure that the business is
marketing various types of products directing and coordinating the administrative meeting regular financial objectives
to sell to consumers. Being a functions of an organization. In order to do in order for the firm to survive.
so, Matthews job is not only to participate Meaning, prices for any products will
Protagonist as his personality trait ties and aid others with any work they need
ensure the company or organization
in with the fact that his marketing assistance in, but is also to observe making regular revenue. Having two
everyone's behaviour and analyse how
www.femalefitness.com directorial role tells us Michael is every team member cooperates with tasks Consul personality type team
absolutely certain in what he is doing. and with one another. Fortunately, members, Charmaine and Mihai,
Hence his past experiences within a Matthew’s Protagonistic trait really suits his
similar role shows through. Similarly persona, considering Protagonists radiate really shows how as a whole team
to Matthew who is also a protagonist, authenticity and concern, unafraid to stand we are relatively connected with
Michael finds it easy to communicate up and speak the truth on what's on their each other. Mihai's ability to go with
with others as well as finds a way to mind which Matthew tends to do when a the flow and do work outside his
always have fun within the group. point needs to be raised, even if that is busy schedule, since he works as
Marketing directors are arguably one waiting until everyone stops speaking in well, really shows the determination
of the glues that holds a business order to be heard clearly. Protagonists find it and drive he exhibits within the
together when entering markets. As natural and easy to communicate with others team. Being a Financial director you
especially in person and they easily see do need to inherit composure as
Michael does portray his knowledge people’s motivations and seemingly within a business there will always
be uncorrelated finance problems,
to the role, he also knows when to disconnected events and bringing these
but by Mihai’s regular participation in
completely focus on the tasks in hand ideas together. This quite frankly every team meeting as well as
showing how passionate he is about demonstrates Matthew, as his eagerness to
find the gaps where people are struggling or finding time to complete his own
not getting along, and fill them with tasks via the role of a financial
every fine detail, which reflects on the excitement or channel them to create director, there is without a doubt he
website he took part in creating. demonstrates a consul personality
something engaging out of it. type.

2021

+ + 6

www.femalefitness.com Charmain Kishaan
e Thurai
Ramirez
Operatio
Managing ns
Director Director

Turbulent Consul Turbulent Defender

Charmaine’s ability to always have fun as well as What is a Defender? Well, to sum up, a defender is
take into account other people's opinions, not just part of the sentinel personality group, where overall
her own, really questions the personality trait in they are the type of people who are consistent and
which is bestowed upon her. A Consul personality self-motivated in doing work to the best of their
type is part of the sentinel family like the defender ability. They rarely seek external advice as they are
from Kishaan. Having a consul personality type is independent in how to stay productive continuously.
very common in today's society. They are the Specifically, defender personalities are often
people who love to be of service, enjoying any role meticulous to the point of perfectionism, despite their
that allows them to participate in a meaningful way, procrastinate approach to certain scenarios, they
so as long as they know that they are valued and can always be relied on to get the job done on time.
appreciated they tend to show how they can Defenders take their responsibilities crucially which
outperform other people. Consul personalities enables them to consistently go above and beyond,
respect hierarchy and do their best to position doing everything they can to exceed expectations
themselves with some authority, both at home and and delight others, at work and at home. Here
at work, which allows them to keep things clear, Kishaan completely inherits this personality trait, as
stable and organized for everyone. However, it is his drive to excellence and persistence to stay
said that consuls need to consider other people's ahead of schedule, influences the whole group to be
opinions rather than their own, which quite frankly motivated, accomplishing every task and obstacle
is opposite to what Charmaine does as she fully we take on.
acknowledges everyone's opinions regardless if
opinions are repressing her own. Moreover,
despite Charmaine being the only girl in the group,
she brings a sense of reassurance that we can
always breathe and be free around her but does
stress over any work. Considering she a managing
director her responsibility is mainly to manage the
organization of the business ensuring everyone is
best suited and comfortable in their role.

“TO PROVIDE FEMALE
EMPOWERMENT, HEALTH &

FITNESS, SECURITY &
INDIVIDUALITY”

VALUE STATEMENT

2021 BRAND KIT

This name was selected as we feel it This final iteration of the logo was reached 8
explicitly tells members of the public what we after much deliberation and refinement.
do and is straight to the point. Also, we did FemaleFitness wanted their logo to clearly
primary research on other potential names display what the business offers to people.
and asked the public about what names they As such, we were very keen on making a
would prefer out of the options we had silhouette of a kettlebell which is a piece of
(Hygieia Gym, Sisters Unity & gym equipment that is widely used at home
FemaleFitness), of which, FemaleFitness or exercising in the gym. This is our letter
had the highest percentage and thus, we mark logo as it links to a gym business and
went with what the people wanted. With the it represents stability and strength (SET FOR
most popular gym name voted as ‘Female SET,2020). This is a message which we
Fitness’ this complimented our brand well want to convey to our female customers –
being unique and standing out yet specially that they are strong and independent. In our
implying what we are. Local rivals used opinion, we think a kettlebell is a good image
named which did not directly inform the to let consumers acknowledge the fact that
public they were a female gym for instance we are a gym as it connotes to enhancing
Siren asylum did not even sound like a gym body awareness and coordination (SET FOR
just like one of our potential names Sisters
Unity sounding more like a church group. SET,2020).
Perhaps, the existing most popular search
www.femalefitness.com result for such a name was a charity involved
with getting women through the asylum and
immigration system. Other smaller rivals also
used the names Core 30, again not directly
stating they are focused on female wellbeing
and fitness, let alone not including the word
gym or fitness. Additionally, larger gym
names such as The Gym, PureGym and
Anytime Fitness etc. All of these are short
and to the point using the direct word to
associate themselves with what they are.
This is also a great marketing strategy to
have an easily relatable and memorable
name. The CEO of brand bucket suggested
it is almost like a handshake, saying a lot
about your image and making a powerful first
impression (Fridman, 2015).

2021

The final iteration of the logo was reached through deeper meaning as we decided to use
two shades of pinks on the side to create an impact as it reminds us of an image of an echo
as it expands which makes it looks like it is getting louder and louder. In this instance, we
would like our gym members to feel like they are getting stronger and stronger as we try
and support them in any way possible. As a team, we collectively agreed that the colour
scheme for our business would be black and pink. The black would help the pink stand out
and tend to complement each other relatively well and makes the logo feel bold and daring.
Pink is stereotyped to represent the female gender, however, we chose to have a variety of
shades of pink to evoke different moods. (facebook/verywell,2021). We chose hot pink for
both our font and the colour of our kettlebell as it symbolises joyous and vivacious.
(facebook/verywell,2021). Pink symbolises youth and good health (Smith,2017). Also, pink
is used in the breast cancer charity logo and is tied into holding our own FemaleFitness
events to raise money for breast and ovarian cancer. represent femininity, the variety of
shades of pink could suggest that the gym is open to all types of women, i.e., all
nationalities, all backgrounds. The centre of the logo reveals an ‘FF’ – for Female Fitness,

9 giving it an even more modern/sleek design.

Beon was selected to be used on all written documents. As opposed to using separate fonts
or colours for each heading, we instead chose to vary and differentiate between them using
different variations of the same font. This provides a cohesive look whilst still being able to
differentiate between them. This font was chosen specifically for its boldness and thickness
but also because the font reminds us of a font which would be used by a worldwide sports
brand, thus fitting in with the industry image overall.

Previous revisions of the logo can be viewed on the next page.

www.femalefitness.com

#000000
#CD2A4B

#ffffff

2021 `

www.femalefitness.comMARKETING
.

PRIMARY
RESEARCH

The vast majority of the primary research conducted was through online survey participants due
to the ongoing worldwide health issue. This has led to the spread of the ages of participants
being far more uneven than FemaleFitness would have liked. It is important to consider this
unequal spread before the analysis of the research done. Fortunately, the research conducted
did not impact gender distribution with both responses being roughly equal at 47% and 46%.
This does not need to be an extra contribution further down the line.

11
2

The initial primary research was based on a survey. This was sent out using Survey Monkey due to its dynamic
capabilities, 80 people participated in the survey in total.

The questions asked consisted of price, location, brand name, facilities, unique features such as 24/7 operating hours
or being an exclusively female facility.

From the results it can clearly be seen that almost 100% of participants supported the concept of an all-female gym,
thus being an underlying factor for support.

The most popular gym name by an enormous percentage (62.5%) was ‘Female Fitness’ followed by Sisters Unity
(27.5%). Female Fitness was the most practical name incorporating exactly what we are ‘female’ only and ‘fitness’
focused, thus implying a fitness facility / gym. The idea of a 24/7 gym was extremely popular with 90% of participants
in favour. Similarly, the most popular low-cost gyms in the UK are 24/7 like PureGym & The Gym Group (Lange, 2021).

The Primary survey overall was a great indicator for what could be the most popular and suitable gym name, location,
price range and much more. Comparing this to our competition both direct and indirect gives a greater understanding
of what the customer wants, and how we should plan to establish our gym.

Full justifications for the reasoning behind each question are detailed on the next few pages with the analysis for each.

2021 The most popular additional facility option was the Spa/Sauna option at 70% approval,
followed by the swimming pool at around 60% however both would depend on location to
know if they are feasible.

As for location London was most popular by a landslide. Being the largest city in the UK,
it was a firm choice for an ideal future location (Elledge, 2016).

The most reasonable price was between £24.99 & £34.99 which would be dependent on
location, as well as additional facilities onsite. For instance, The Gym pricing differs at
each gym location.

The demographics from the survey results show the most common age was 18-24, and 12
with over 80% of participants being female which is our main target audience. The results
from men have been included.

For the final question, more than 70% of women would go to an all-female gym which is
valuable information.

Female gyms are slowly rising in popularity, from the data collected from our own survey
it showed 70% of participants would go to an all-female gym. An article from ‘The Sports
Edit’ supported this motion suggesting gym-timidation and the requirement for a safe and
supportive environment is becoming an increasingly common demand from women who
go to the gym (Welling, 2020). With growing popular for equality and feminist movements

there is likely to be increasing support for our business.

www.femalefitness.com

www.femalefitness.com 13 2021
2

2021 TARGET MARKET:

Our Target Market is pretty simple, we are establishing an all-female gym brand, therefore membership
will apply to women only, this also includes an all-female team of staff such as cleaners, receptionists,
security & personal trainers. There are potential legal issues present as it comes under sex
discrimination, however hiring an all-female team with good legal reason is sufficient as there are
exceptions in the Equality Act 2010 (ExpertHR, 2021).

Manchester is a perfect location to setup the first initial Female Fitness Gym. As a city it is huge and
extremely diverse with a population of over 2.7 Million People. It is the second largest city, third largest
economy & third most visited city in the UK (Manchester City Council).

Manchester is a great choice because the population density is also extremely high ‘12,210 people per
square mile’ this means an enormous potential customer basis, The City of Manchester has the highest
proportion of non-white people of any district, this is a key factor because of the fear Muslim women
and women of certain religions have of being judged by other for covering up in the gym.

For example, “Muslim girl modifications” to PE uniforms. In an all-female facility woman of all faiths
wouldn’t have to adjust their outfits or cover up in hijabs or burkas (Henderson, 2019).

DEMOGRAPHICS:

14 Ages: All | Genders: Female | Ethnicities: All | Religions: All | Backgrounds: All

2 Ethnicities and religions, all are welcome at Female Fitness there is no discrimination against women
here, all faiths, all backgrounds are welcomed it is our mission to promote body positivity, ensure your
safety and push female empowerment.

The most common age group is expected to be between 18-24, according to our recent survey however
due to the result being collected from our own social media accounts there remains some bias from
having similar ages followers/friends participating in the survey. The target market is young women;
however, we plan to allow women of all-faiths & all-backgrounds. There will be teen members available
at a lower price as well as senior members too. Nonetheless, prices are likely to vary by area.

www.femalefitness.com

2021 SECONDARY RESEARCH

Whilst news reports are fairly limited on the topic of female gyms, we have found a couple 15
of articles which highlight some of the achievements of some of our competitors in the UK.
The first article is an article by This is local London created by Hannah Hastings. The article
is titled All Female Epping gym AbFabfit nominated for the best new business award
(Hastings,2019). To summarise the Abfatfit club located on Esgors farm Thornwood has
been prospering as a business as over 100 members now attend weekly sessions at their
gym. The owners of the gym have received an award to celebrate being female
entrepreneurs who not only run successful businesses but, in many cases, also juggle the
needs of their families (Hastings,2019). Jaine Alderson, the founder of Abfabfit, has been
shortlisted as a finalist in the best new business category and she has stated that “It’s all
about making sure the environment is safe and non-judgemental (Hastings,2019) which
we will take into account and our gym will abide by. We also value creating a safe
environment and we hope that we can accomplish the same achievements or even better.

Although these next two articles do not revolve around an all-female gym it was a
convenient and helpful read. The first article was about a mixed-gender gym holding a
female takeover in honour of international women’s day. 120 gyms run full schedules of
female-focused classes and workouts all day, encouraging women to get confident by
trying something new in the gym space (Morris, 2019). This article was very informative,
and we agreed on some of the points on why it is important to host these kinds of events,
for example, a point including to try and redress the gender imbalance in physical activity
in the UK which is meant to inspire more women to get physically active. The second
article is about the first privately-owned, all female boxing gym in New York City. The owner
Reese Scott has said proudly "This gym is Women's World of Boxing. Every size. Every
age. Every culture. Every background. It's for all of us," (New, 2018). Our business values
are similar, we want to create a community that reflects similarly.

www.femalefitness.com

2021 COMPETITOR ANALYSIS: 24/7 Gyms

At this current moment in time only a few big names seem to dominate
the UK’s gym market, these all being large fitness chains such as the
Gym & PureGym compared to leisure centres. All of which are easily
recognisable and located throughout major cities in the UK. Pure Gym
for Instance, has over 1,000,000 members nationally (PureGym.com)
and owns 34% of the UK low cost fitness market, followed secondly by
‘the gym’ (Lange, 2021).
However, this information suggest PureGym provide quantity over quality, low cost gyms usually do not
have any other specialist facilities and from our primary research we found that 70% of participants taking
part in our survey favoured the concept of having an onsite sauna while only 5% selected ‘none of the
above’ implying members want a low cost gym with other facilities.

16 There is perhaps an advantage Female
2 Fitness has over the competition as there are
a few big 24/7 gyms out there dominating the
Data from Statista market but very few have other facilities
onsite, very few are exclusive to women and
the some which do exist are not cost-effective
which can be the biggest reason for someone
to buy elsewhere. Research from our survey
suggests the most reasonable price
customers are willing to pay was between
£24.99 - £34.99, with almost 60% choosing
the lowest cost bracket category and 30%
choosing the intermediate. When looking at
the pricing for rivals like the Gym & Pure
Fitness prices vary depending on the location
and popularity of the gym, this is something

we could base our pricing off at a later date.

www.femalefitness.com Data from ‘the Gym’.

2021 COMPETITOR ANALYSIS: Female Gyms

SIREN ASYLUM:

Siren Asylum is a body fitness studio located in Manchester for all
woman and woman aligned people (Sirenasylum.com, 2021). They
provide a range of classes from burlesque dancing to aerial arts class
using silks, hoops and trapeze . These types of classes are quite
unique in comparison to a standard cardio or weights class at the local
gym. We hope to introduce similar classes at Female Fitness so our
members will experience and learn something new from using our
gym.

On Siren Asylum’s website the section 17
that stands out the most as a competitor
is their sirens experience section which
provides numerous online workout
videos. A password is needed in order to
access the videos which is a good idea
as it can only be used by their members.
However, there are many videos which
can be overwhelming in the perspective
of a consumer. It would be easier if the
videos were more organised and were
placed into folders.

www.femalefitness.com Their membership packages range from £30 - £75 per month. Siren Asylum is open from
The £30 monthly experience includes access to the online library Monday to Friday from 17:00-
of videos for use at home which is costly as consumers can find 21:00. On Saturday 12:15 -
similar videos on video sharing sites like TikTok or even 15:00 and on Sunday 12:00 -
YouTube. Previously, it was a good idea to have a section with 16:00. The times provided are
numerous online workout videos, however personally not at that not flexible for some consumers
price to access the videos . For the price of £39.99 consumers and it may limit members who
can buy a membership for the gym and open gym sessions want to use their services but
which in comparison to Female Fitness is much more expensive cannot as they work night shifts
considering it costs £34.99 for a gym and PT membership. In starting at 17:00. This is perhaps
addition, the prices available on the website are deemed to be an advantage Female Fitness
not student price friendly as they are more on the expensive side. has as we will be operating for
Female fitness has an advantage as we offer a teen membership 24 hours rather than having
which is more affordable for full time students.
limited times.

CORE 30:2021

Core 30 is a ladies only gym which provides an extensive rangewww.femalefitness.com
of fitness and exercise equipment designed exclusively for
women ( Checkfit.co.uk, 2017). Core 30 is quite different from
traditional gyms because their equipment is hydraulic which
means as a consumer you can improve cardiovascular and
strength training at the same time (Checkfit.co.uk, 2017).

Core 30’s unique selling points include a private shower room
available, a comfortable lounge area with complimentary tea
and coffee which is a good idea to create an inclusive and
friendly environment . They also provide an onsite
physiotherapist which is similar to our unique selling point is
providing an onsite health check for our members.

Their price for a month is £49.95 (Checkfit.co.uk, 2017) and
from Monday to Thursday they are open from 7:30 - 20:00
which is much more flexible than Siren Asylum. From Friday
they are open from 7:30 to 19:00, on Saturday 9:00 - 13:00 and

18 on Sunday 9:00 to 12:00. Female Fitness are open 24 hours so
our members can visit any time of the day when they are free.

Two criticisms for Core 30 which Female Fitness can learn from as a competitor is that it was
very hard to navigate information about the gym as there was not an official website and as a
consumer had to look on several websites. However, they do have an official Facebook but at
the same time not everyone has Facebook. In addition, Facebook is more likely to be used by
the older generation than the younger generation as studies have shown that the percentage
of teenagers using Facebook has declined from 60% in 2015 to 39% in 2019 (Reclaim The
Net, 2019). Without an official website and relying on Facebook can limit their target market.

Ladies Only LTD:

Ladies Only LTD is a 30 minute circuit training gym with
an all-female team of friendly, caring, knowledgeable
fitness staff (Hussle, 2021). They have 3 GP referral
qualified instructors and level 4 specialist qualified
instructors for cancer rehabilitation, chronic respiratory
disease or chronic lower back pain which is Female
Fitness dream expectation in terms of qualifications for
staff members. Linking to this, one of their unique selling
points is GP referral qualified training plans and diet
advice with optional weekly weigh-ins.

2021 They also have a similar unique selling point to Female Fitness which is body checker
appointments for body fat, lean weight etc. These services are even available to non-members.
Classes are free for all members and for non-members they have to pay £3 which is a good
idea as the prices are reasonable thus bringing in new consumers (Ladies Only Ltd.co.uk,

2016)

Ladies Only LTD sells professional 19
weighted gym adult hula hoops, juices
and other products which is a great way
to get sponsorships and extra revenue
for the gym. On their website they have
included detailed information about the
key features and benefits of using their
gym for example parking and personal
training however it does not mention the
prices for a monthly membership or any
membership packages which is crucial
information for a consumer.

As a future competitor we thought that their website was structured and is the best example
for an all-female gym in Manchester. If we were a consumer, we would feel reassured that
Ladies Only LTD will prioritise our health and we want our consumers to feel the same. We
liked how they highlight their achievements through the article section as it shows their
credibility and transparency as a business. Our favourite section is the testimonials from
previous and current consumers at the gym. It gives an insight for first time members or for
individuals who are wanting to sign up.

www.femalefitness.com WATERSIDE HOTEL LEISURE & CLUB:

At the Waterside hotel and leisure club they provide
a range of facilities, from a pool and spa to
swimming lessons. What is more prominent to
Female Fitness is the ladies only gym. This gym is
only accessible through the ladies changing room if
women want to work out in a space nowhere near
the main gym area. There are free weights, a barbell
and even a squat rack but there are very few unique
features about this gym. There is also very little
information about the gym itself. This is because
members are paying for an all-inclusive membership
which includes the spa and the pool.

2021 THE SELFIE AREA:

The Importance of promoting body positivity & self-confidence:

Very often you find companies promoting or marketing through the use
of selfie areas often at airports and hotels alike, nonetheless the initial
intention is to attract the consumer and interact with them to increase
customer-company relations.

20 The Selfie area is another great advantage we would have, no other gym
appears to be utilising this area much or at least not marketing it
efficiently enough. Commonly used In airports for advertising campaigns
(Lim, 2018). This would have the same effect for our brand image
pushing it out further yet also supporting the community and local
women’s body positivity and confidence.

Our aim is not just to interact with our customers, but to ensure healthy
and happy relationships with them. Selfie areas should improve and
support female confidence and body positivity which can be an issue in
today's world, especially with the role social media plays in everyone's
lives, we plan to challenge this.

www.femalefitness.com

2021 THE MARKETING MIX.

www.femalefitness.com PRICE:
Teen membership : £14.99 per month
Student membership : £19.99 per month
Standard membership : £24.99 per month
Deluxe membership : £34.99 per month
Premium membership : £44.99 per month
PLACE:
Location : 7-10 Eagle Brook Lane, Bolton, Manchester BL1 8TS

21

PRODUCT:

Our service is an all-female gym facility located in Manchester. We provide a healthy, welcoming
and a judgemental free environment for the ladies and we want to build a community which
encourages empowerment. Our services will include security outside to ensure the safety of our
members since the gym will be open 24/7. This allows individuals to workout at any time and will
take the anxieties of jogging outside during the night.

Another advantage we would have over local gyms is being 24/7. The largest names and biggest
gym chains tend to have this underlying theme of being low cost, 24/7 with lots of space, having
Up to date gym equipment but very high numbers of membership to ensure maximum
profitability. However, our gym is not just about profit that may be important in any business, but
our core values suggest otherwise our focus is on the people, benefiting women of various ages,
backgrounds, and religions. We want to create a positive, lively & safe environment.

At FemaleFitness we offer free personal fitness checks which will examine BMI, weight loss,
weight gain and lifting amounts . This will help members with their own personal fitness journeys
and they can also seek advice from our trained staff. We will also have a selfie area so our
members can quickly take a snapshot of their progress before or after their workout using our
facilities.

2021 PROMOTION: (Personal

Selling)

A way in which FemaleFitness could promote the
business is through personal selling. Personal
selling involves speaking to the consumers face
to face or over the phone (Pejak, 2014).

22 A representative from FemaleFitness will
persuade consumers to use our services. They
can give free tours around the gym. An Our example of Advertisement in the
advantage of this type of promotion is ‘Women’s Fitness’ Magazine
communication is much clearer between staff
members and consumers for example if a
customer does not understand or has enquiries a
member of the staff is able to accommodate
them.

Additionally, personal selling is a more
persuasive form of marketing (Frenz, 2017) and
it helps build trust with the customer. It can also
convey more information than any form of
promotion for example a personal call lasts longer
than an ad.

www.femalefitness.com In rare occasions some staff members may However, it is labour intensive and can only
have a personality that does not resonate with reach a limited number of individuals a day. May
the consumer thus it requires a trained staff be less efficient than promoting through
member or instructor to show consumers advertisement. Linking to this is that personal
around. They need to undergo training as they selling is time consuming; it is not easy for
will be a representative of the gym and our someone to talk to a consumer within a short
services. This will be time consuming and costly amount of time to then be convinced.
(Suttle, 2018).

2021 PROMOTION: (Social Media)

Another type of promotion is through social media marketing
which is significant in order for a business to survive in a
competitive marketplace. It helps connect with all generations
especially the younger generation and has grown to become
impactful and helped reach a widespread number of people.
As part of social media marketing, female fitness will provide
an aesthetically pleasing selfie area which will be used to lure
more consumers to our gym as members can tag and post on
their own social media.

On our social media page, we will have a QR code to the
website which will be linked in our bio.

An advantage of this is that it grows brand awareness as 23
social media marketing will make it easy to spread the word
about our services. There will also be better customer
satisfaction as consumers appreciate knowing that when they
post a comment on a social media page, they will receive a
personalised response rather than an automated message
which will improve brand loyalty (Dukart, unknown date).
Furthermore, it is cost effective as signing up and creating a
profile is free for most social media. In addition, any paid
promotion is relatively low in comparison to other marketing
strategies.

On the other hand, social media allows negative feedback to spread easier and can tarnish the brand
(Owen,2019). It also has a low return of investment as the business has to put both time, effort, and
money to see results. This links to it being time consuming and needing to stay engaged and active.
There is also a problem with security and privacy policy issues that need to be addressed (Owen, 2019).

www.femalefitness.com QR CODES:

QR codes are an easy, fast and hassle free way to access a link or website.
This technology has been around for years and is now more commonly
used, saving time for the user. A picture can be taken of the QR code and
the link can be easily accessed at a later date. Most mobile phones have
the feature built in so all you need to do is scan the QR barcode with the
camera to open the link.

FemaleFitness plan to utilise this technology by placing QR codes on
posters, magazine Ads, leaflets & even Fitness exhibitions at a later date.

2021 PROMOTION: (Direct Marketing)

24 Direct marketing is a form of promotion where the Female Fitness Contact Icons
company reaches out directly clients using mail or other Female Fitness Poster
www.femalefitness.com media. The advantage of using this is that it is cheaper
than traditional forms of advertising. It is also easy to do,
and it is often possible to design and mail a promotion
within a few days or weeks. It builds loyalty as it
continuously shares our brand’s message on different
direct marketing channels and can personalise messages
to meet consumer’s needs. Additionally, it is measurable
as direct marketing campaigns can be tracked and
monitored to analyse the campaign and test its
effectiveness. Moreover, it is informative as it gives more
detailed information about the service. Yet some
consumers may find direct marketing annoying and
intrusive which can cause a negative brand association
(Robinson,2018).

PROMOTION: (Advertising)

Another form of promotion is general advertising which
refers to impersonal paid promotion which uses mass
media to deliver a message. These include things like
newspaper or magazine ads, tv spots, internet banners
and outdoors billboards or posters. This is an excellent
way to reach a large number of people which can help
boost awareness. Consumers will remain better informed
about the competing products and their qualities through
the information supplied by general advertising. However,
a disadvantage could be that ad costs might exceed sales
which raises the cost of products and services. Another
disadvantage is that it could have misleading claims
about the product or service (Amjed, 2012).

PProOmotSionT: ERS:

One simple marketing technique is the use of posters, these physical ads are versatile, cost
effective, highly visible and captive the audience. (Wroblewski, 2018). Posters could be placed all
over university campuses to spread the message. The use of QR codes on posters makes it
particularly easy for people to find you and learn more, creating a larger customer basis.

2021

PROMOTION: (Sponsorship)

Last of another form of promotion is through sponsorship Sponsorship Brands Example
which involves supplying resources to the consumer or an
event in exchange for publicity or advertising. In this case 25
female fitness could sponsor female athletes and =
influencers. The gym could be mentioned by these
www.femalefitness.com individuals and they could wear the logo. This can possibly
“buy” publicity and place the company logo where it is
prominently visible which builds awareness of the brand and
it exposes the business to a wider audience. It also gives
positive association on the brand depending on who or what
is sponsored and sponsoring an individual or event that
aligns with your business goal and values it can help position
the business as an expert in the field.

It also gives positive association on the brand depending on
who or what is sponsored and sponsoring an individual or
event that aligns with your business goal and values it can
help position the business as an expert in the field. It can
also attract the ideal client and expose the brand to the right
target market. Then again, there could be potential
controversies as the actions of any person/brant/event a
business sponsors will be linked to the brand that originally
sponsors them in this case female fitness. Any problems
may tarnish the reputation of the brand. Additionally, there
is also no guarantee of returns on the investment (Sharp
minds agency, 2018)

2021 -

PEOPLE: (Employees)

The employees involved in our all-female gym are security, receptionist, personal trainers,
group fitness instructors, management, and cleaners. We would need to employ a receptionist
to handle the front desk (Resource workable, 2013). Their role is to provide deeper information
to new and curious consumers who would want to be a member of our gym. A receptionist
will be the first person a consumer sees and will represent female fitness, furthermore they
need to be professional and welcoming. A consumer should not feel intimidated and should
be open to ask their own queries thus the receptionist needs to be friendly and informative. A
reception would be required to handle multiple clerical roles for example organising the front
desk and handing out leaflets and brochures to any fresh faces that enter the gym. One of the
other core responsibilities is answering phone calls and enquiries on the website so there is
mutual understanding between the customer and the staff working at the gym.

Another employee we need which is essential for our gym is of course personal trainers. What

26 is a gym without personal trainers? Personal trainers will be there to provide assistance and
guidance to those individuals who want a personalised workout. Everybody is different and
some may want an effective fitness programme that suits them. A personal trainer needs to
possess knowledge, skills and be dynamic in order to adapt to any situation. They also need
to be motivational towards their clients in order to reach their goals. We would want to hire
someone who has the qualifications to make dietary recommendations (Cavazos, 2018) and
give them advice on how to live a healthier or balanced lifestyle. It is also expected that a
personal trainer will perform fitness assessments to later on design a programme for their
client (NFPT, n.d).

www.femalefitness.com

2021 PEOPLE: (Employees)

Alongside personal trainers, group fitness instructors are needed
to take on a class. They organise and lead group exercise groups

\

and sets up and monitors class equipment and ensures it is
returned in serviceable condition(Truity ,2012). In addition, they
also ensure that safety and injury prevention and procedures are
adhered to by participants; reports accidents (Truity, 2012)

Female Fitness Class Example Cleaners are essential when running a gym to maintain a hygienic
environment. Disinfecting and wiping down surfaces clean are
significant as FemaleFitness will be used by many women. 27
Having good hygiene is directly linked to customer satisfaction
thus we need cleaners to be well trained and they need to
guarantee that they do their job to the best of their ability to
prevent client injury. We would want to hire female cleaners as all
staff so women feel more comfortable, and it can accommodate
women who might sometimes find it awkward to have a male
cleaner cleaning the toilet.

One of FemaleFitness unique selling points that sets up apart

from other female gyms is being open for 24 hours thus the need

for security to ensure women and employees will feel safer.

#KEEPITCLEAN Example Security can escort them to their car and help prevent

unauthorised entry. Having security will be crucial especially

during the evening where women feel the most vulnerable. We

hope that female fitness can create a safe environment and

PHYSICAL EVIDENCE:provide a space which radiates confidence.

www.femalefitness.com To reassure our customers and give them the best services we will provide a welcoming and friendly
environment where women can feel comfortable in their own skin. Alongside this, we want to provide
well trained staff members that will give advice and more information to customers that are interested.
They will be supervising and wandering around the gym. The gym will be located in an area where it
is accessible for everyone and parking will be available. At the front desk of FemaleFitness there will
be leaflets in the eyesight of consumers and a receptionist will be there to assist newcomers. Up until
the waiting area/ reception windows would be tinted thus our members will not feel like they are being
watched by other passer byes. Our gym will provide a variety of equipment and one of our unique
selling points in comparison to other competitors is the selfie area that can be used anytime whether
our members want to snap a before or after workout selfie. At FemaleFitness there is a choice of being
able to request music that will be played throughout the gym however if there are no requests a playlist
will be played instead.

2021 PHYSICAL EVIDENCE:

FemaleFitness is looking to expand to other locations in the
future however we also want to prioritise releasing a sister
building for the LGBTQ+ community. We would love to be
one of the best queer gyms in the UK and want to stick with
our brand of empowering everyone in society and making
them feel loved. It would include the same exterior and
interior layout of FemaleFitness and we would love to open a
branch in Brighton which is the home of the pride community.

PROCESSES:

The process of launching a gym franchise or chain is challenging enough on its own, you must
have an established, easily recognisable brand image with core values and cost effective pricing.

28 We plan to establish ourselves through the initial launch phase, with a structured marketing
campaign including email campaigns, mass social media posting, the use of influencers to assist
in establishing the name, as well as more ‘old school’ methods such as posters around university
campuses and around the city. This process may take a while perhaps a few weeks, but after a
few months it should be enough to establish the initial brand awareness and help us collect a
mass of members. After this, we can expand our reach and re-invest profits to open further gyms.
We have thoroughly searched the location costs and therefore would have to start somewhere
more cost effective i.e., Aldershot, Hampshire before continuing to expand the brand into major
UK cities where the demand is far more likely to be higher.

Brands like ‘the gym’ & ‘anytime fitness’ have already achieved this with hundreds of Gyms all
over the UK, how can we compete? Well, it is simple we are ‘All-Female’ ensuring women's safety
and security, promoting body positive with unique features expected to be added such as Sauna
and Spa facilities, tanning Salons, Selfie’s areas even swimming pools in some areas perhaps,
all dependant on popularity with the initial trial run more locally. We will need to carry out much
more research before making the decision to add these facilities taking into account all-costs
against popularity and the demand for membership to see if it is feasible.

www.femalefitness.com PARTNERS:

We have an excellent team now, nonetheless as our brand grows so must we. We will need
specialists, and good relationships with our manufacturers and suppliers to ensure further
expansion, this is not limited to building, gym equipment etc. We will also require additional staff
to source them. We will have to contact head-hunters, post the jobs online via linked-in, the
website and much more, but our relations to our partners will be the most critical aspect. Partners
also include potential sponsorships, which are vital to expand and market brand awareness as
well as help to fund marketing campaigns etc.

2021

OPPORTUNITIES THREATS

 With the current case of Sarah  Hiring just female staff might be 29
Everard an all-female gym may be difficult as there is a discrimination
comforting to have an all-female gym law under employment in the UK
right now which has been implemented

 Meet the needs of certain religious  Hard to generate profit when there is
women for example Muslim women a lot of staff to hire

 Members will not have to deal with  As all female gyms are blowing up on
harassment from men at the gym or TikTok, other entrepreneurs may want
being stared at when working out to open up female gyms to

 Female fitness will provide free health  Relating to the last point. There is a
check which will encourage more threat of substitution
consumers to use our services as our
gym will be our consumer will not need  Economic crisis (unemployment)
to visit any other external clinic  Some individuals may choose to go for

 More and more people are trying to a run instead of use the gym -
change their lifestyle. This has especially during the summer but less
increased the need for gyms likely during the winter
especially during the new year were  Not reach the target of signups on the
people new year resolution first day of opening

 Using social media like TikTok to grow
within the sector

www.femalefitness.com

2021 STRENGTHS WEAKNESSES

 Not many women’s gym especially in the  Secluding other genders and might be hard to
UK so competition in the market is limited include the LGBTQ+ community for this reason
especially gyms with security we may open a branch in Brighton

 Staff are all women who may put some  The gym may be more targeted as people will
members at ease for example having know a certain group of people will be there
female cleaners
 Membership will be slightly more expensive this
 For member, a strength would be not because as a business we have to cover extra
receiving any unwanted attention from cost from hiring security
the opposite texts
 As our location is in Manchester, for some
 For members they will receive some hype individuals who want to join our gym, may not live
from each other as the gym will promote close enough or it might not be easily accessible
girl supporting girls
 As much as we want to encourage body
 There is also more intimacy and privacy. positivity, members may still feel insecure about
Gyms for women are generally less noisy going to an all-female gym
than most co’ed gyms (Smith,2018)
which helps members achieve  Consumers is limited in the market as the target
their personal goals market is only women

 Working to collaborate with other  Lack of experience as it is a new business
charities to raise awareness for illnesses
www.femalefitness.com that affect women

 An a female gym will bring to light social
issues for example body positivity and
gender roles

 It will help encourage women
empowerment

 Many women feel more comfortable and
supported when exercising in a female
gym. It is stated that almost half of
women have at some point felt
negatively judged when working out in a
co-ed gym - this affects those aged 18-
24 the most, with 70% feeling this way (
Gladwell,2019)

 A wonderful way to meet friends and it is
an opportunity to meet new people

 Based on other social medias like TikTok
and Instagram an female gym is
demanded by consumers in the market

 Qualified trainers which will be seen as a
strength by our members

2021  Gender pay - There are more senior men than women in the workplace as a whole,
and as senior people tend to be paid more than junior people, this has a negative
POLITICAL effect on the gender pay gap.

ECONOMIC  FemaleFitness will have more women in senior roles

SOCIAL  Total membership for gyms is approaching 10 million in sales and market value is
just under £5 billion. The penetration rate remains at 14.9%, so 1 in every 7 people
TECHNOLOGICAL in the UK is a member of a gym.

www.femalefitness.com ENVIRONMENTAL  The population of females in the UK is 33.82 million, so approximately 10% of that
population would account more revenue for gym memberships in the long-term.
LEGAL
 Reduces illnesses for example, heart disease, depression etc…
 COVID-19 has added more crucial cleaning routines every hour in the gym. So,

the gyms are becoming cleaner and safer.
 Female fitness provides more customer interaction, gaining more females to get to

30know one another.

 Fitness apps have grown by almost 50% in the first half of 2020. It’s a significant
increase that highlights just how popular home fitness has become. Especially
during COVID-19.

 According to a global report from Research and Markets, the home gym equipment
market is expected to grow at a (Compound Annual Growth Rate) CAGR of close
to 9% by revenue from 2019-2025. As a whole the market is evolving the launch
of new fitness devices, which are digitally technologically innovative.

 Another smart technology is making its name into but more out of gyms, is the likes
of Peloton bikes. They saw a vital gap in the market and jumped in to elevate at-
home fitness to match an in-class experience.

 Only utilising & Building on Brownfield sites where they are existing buildings which
are environmentally friendly,

 Employing local people to reduce carbon footprint

 Gender Identity - Due to the rising numbers of new genders. Identifying whether
they are male, or female will require proof of legal documents (Birth certificate) to
prove who they identify as.

2021 FINANCES.

Gym Locations

We had to take into consideration a variety of locations, due to pricing as evidently some
locations can be seen to be rather costly in terms of purchasing land/ or the structure itself.
We decided to focus on areas especially with a higher crime rate - as this would allow us to
solely focus on ensuring security for women and for them to feel safe. The areas within the
UK which had one of the biggest crime rates were : London, Birmingham, Manchester, Leeds
& Sheffield. Our research was based around these areas, in order to find a suitable location
for the gym itself to match our standards and what we stand for. The first priority was to make
sure it is easily accessible (within walking range) for customers to discuss the services we
offer, or to attend the gym itself. Thus, a location within the city centre or relatively close to the
city centre would be ideal to fit the purpose. Although, from our research we were able to find
that spaces which were closer within the city were slightly more expensive if they were to be
bought. Spaces were also very dependent on how many square meters were to be purchased,
and the modern aspect of the building. Lastly, demographics were certainly taken into
consideration in terms of population.

DCorowyndobn,eSloouwthaLroendtohne a£7r5e0a,0s00we r4e65sSeqauracrhe emdetearns d the exact payment and allocated size:

Harrow, North London £850,000 613 Square meters

31 Central London £1.6million 762 Square meters

Prices throughout London can be seen to be very high even with a slightly small location, making
it very hard to base our initial location, as it would be needed for an outstanding amount of
finance for this to occur in which it could be very hard to accumulate for, making it very unlikely
that we would purchase at this price. It could be a possible location to think about in the future
and the development of the company, as it grows and expands. (OnTheMarket, 2021)

Sheffield £775,000 770 Square Meters

Sheffield (City Centre) £600,000 944 Square Meters + Car Park

Sheffield (Outskirts) £550,000 592 Square Meters

www.femalefitness.com Sheffield was also a viable location to look for, even though it was not in the top 5 of locations in
which there are increased crimes. Prices for purchase are relatively cheap for medium and large
scale locations which could be a good start-up for the business especially within a well populated
area such as the city centre. It could most certainly be a location in which we have taken into

consideration.

Birmingham (Outskirts) £800,000 687 Square meters

Birmingham (City Centre) £500,000 519 Square meters

Birmingham £795,000 1858 Square meters (land)

West Midlands £95,000 427 Square meters

Birmingham was also a very considerable location, as very similar to Sheffield in pricing
especially within the city centre. It is also a major city in which crime is a potential problem -
however is also very populated. Hence, being a possible location in which we are able to set up
the business as a base location due to the low pricing and popularity of the city.

2021 Manchester (city centre) £825,000 382 Square meters (4 stories)

Manchester (city centre) £460,000 286 Square meters (2 stories)

Manchester (city centre) £560,000 700 Square meters

Manchester was also researched into, and was more or less similar with the above, as it held
prices which were similar in accordance to the size of each location and its distance from the
city centre. This was also taken into consideration as a potential location to base the business
upon.

Leeds (City Centre) £650,000 1,404 Square meters 32

Leeds (City Centre) £501,400 466 Square meters

Leeds (City Centre) £418,000 297 Square meters (3 stories)

Leeds also presented some affordable prices for commercial units to purchase. It
was certainly harder to find something that was needed for our purpose, and in some
instances prices were high for some outlets due to the size, and location.
Nevertheless, we took this location into consideration and a potential start-up.

Overall, the location in which interested us the most and would be ideal for our initial purpose would
be Manchester, this is due to the fact of low cost of purchasing and it would be an ideal area location
due to the significant crime rate, which could act as an incentive for attracting consumers especially
women who are not as keen in exercising outdoors. Our location is relatively close towards the main
city centre thus allowing consumers to have quick easy access to our gym either by walking, cycling
or driving due to the car parking facility in which it will withhold. Although the other locations were not
chosen as a start-up location it could be a potential source to look into in the future to expand and
possibly to a location in London, where it is more populated and a wider consumer range.

www.femalefitness.com

2021 Staff

As an essential core to our business, staff would be a valuable asset within the operation of our business, as it
would ensure that our customer’s will be satisfied with the service provided and if there are any issues or concerns
they will have easy access to communicate with a member of staff, in order to ensure that the respective issues
are addressed. As our business promotes women’s fitness, and security - it would be essential that our staff will be
solely female only in order to help accommodate our female customers.

Thus, as part of our business the following staff will be required to ensure all areas are running smoothly:

Security:

Security staff will help ensure that there are no breaches, and full security of our customers. As our Gym would be
on a 24hour basis, it would need to consist of at least 2 day-shift workers in which will be there full-time, and 2
Night-shift workers who will also be there full time, it could be a potential that we were to have one part time security,
to cover holidays, and absences. The average Security hourly pay in our location would be £8.04/hour, whereas
for more experienced workers it would be an average of £9.98/hour during daytime hours. (Payscale.com, 2020)
Whereas, for a night shift it would be an average of £10.50-12.50/hour. (Indeed.com, 2021)

Receptionists:

Receptionists would be working on a part time basis, and only during the day and evenings, as there will be no
significant need for receptionists during the night as it would be very unlikely that there will be a need for
receptionists during these hours. The average pay for a receptionist will be £8.48/hour, however this will be
dependent on the activities that are required and will vary up to £10/hour. (PayScale, 2021)

33 Technicians:
Technicians will be on a part time basis, where daily checks will be conducted in order to ensure that our machinery
is effective, and health and safety procedures are done correctly. Monthly intensive checks will be done by
Technicians, to ensure that all gym assets are able to run smoothly and to a good standard. They would need to
be on a flexible basis, as in case of a breakdown they will need to be contacted as soon as possible for a fix to take

place. The average hourly pay for a maintenance technician will be £11.17/hour, it will also vary as it will go

from electricians to general maintenance of the gym equipment.

Cleaners:
Cleaners will be on a full time basis, mostly during daytime hours and preferable during early morning hours to
ensure cleaning standards are excellent, before early hours, and possibly deep cleaning will be held weekly or
every two weeks. The average hourly pay across the UK for cleaners will be £8.74/hour, however this could also
vary depending on shift patterns and how much work is required to be completed. (PayScale, 2021)

www.femalefitness.com General Management:

General Managers will ensure that each staff member is doing their job correctly, and all essential operations are
running smoothly, they will take on a Human Resources role to cover any complaints and feedback of staff
members. This role would also need to consist of Full-time workers both during the night and day in order to support
staff if there are any questions or concerns that they will need to cover. General Management pay will also vary, as
average pay is £52,500/year, whereas it could be a minimum of £37,500/year. (cwjobs, 2021)

Personal Trainers/Group Fitness Instructors:
Personal trainers can be self-employed, however there is also an open possibility in hiring them. As well as group
fitness instructors for special exclusive classes that will take place on a regular basis will be employed in order to
give our customers a fitness experience that will benefit them - and will need to be qualified for such a role. The
pay for a fitness instructors will be at an average of £11.12/hour, whereas personal trainers can charge at their
own rates considering they will not be employed by us. (PayScale, 2021)

In terms of Senior Management, we decided it was not an efficient idea to take this consideration since we are five
members who are in Management positions to ensure the running of the business. We would be able to take the
additional hire of management on a longer term basis into consideration due to a possible expansion, and there will

2021 Sources of
Finance
Positives Negatives
Sources of finance
 Fast way to raise finance, no upfront fees.  If funding target is not received, any finances will be
Crowdfunding  Valuable form of marketing, due to media attention. returned back to investors, leaving us with nothing.
 Good to test public reaction for our product. (feedback
 Failed projects risk damage reputation
etc)  If business isn’t copyrighted, some may steal our

 Investors are able to track investment, and are able to concept.
become loyal customers.
 Can take up some time to bring in investors, and
raise funding.

Bank Loans  It’s temporary, and is not repayable on demand.  Tough to qualify
Overdrafts  Interests rates may be fixed, so its is possible to  Must follow certain conditions
Angel investors  Not flexible
always know how much you are needing to pay back  Always a possibility that we will not be able to pay a
 Reasonable interest rates
 Large amounts can be borrowed certain month etc
 Some cases, loans are secured against assets of the
 Flexible/ emergency purchases ( borrow what you
need, cheaper than a loan) business. (difficult for new business to access)

 Quick and easy access to arrange  Secured against business assets
 No charge if overdue payment  Cannot be used for large borrowing
 Interest is only paid on amounts borrowed  Interest rate higher than loans
 Bank could charge, if the overdraft limit is exceeded

without authorisation.

 Access to investors sector knowledge and contacts  Not suitable for investments <£5,000 and >£150,000
 No repayments or interest.  Giving up company equity
 Provides mentorship and networking opportunities  Giving up a share in the business

Venture Capital  No repayments  Investors own a stake in your company 34
Loans from friends & family  Connection with other leaders/ businesses  Raising funds can be a difficult process
Government Grants &  Additional resources/guidance  May be pushed too far, too fast
Subsidiaries
 Low interest rate or no interest rate  Smaller loan than a bank could give.
Owner’s Capital  Flexible repayment terms  Can damage relationships if payments are not made
 Friends and family will always be the most lenient in
etc
difficult situations
 Difficult to receive
 Essentially free money  Time consuming in terms of paperwork and applying
 Waterfall effect (grants are able to be allocated a lot
etc
easier from others, since they have been given  Terms and Conditions are normally applied.
already.)
 Gain Credibility  Takes time and effort to get a loan
 No strings attached  Ownership dilution (potential loss of control over the
 Available to small businesses.
company)
 Quick and convenient.
 Doesn’t require borrowing money
 No payments in interest need to be made

Sources of finance for assets for gym - thus no full payments needed to buy equipment for the gym

Leasing of machinery such as  Average cost £42 - £71 per equipment. £1800-£1900 Conditions
computers, treadmills etc... per month for gym equipment worth £100,000.  Good credit rating; lower monthly payments.
 Interest rates could be applied, however are fixed.
 Normally pay much more than they are actually
worth.

www.femalefitness.com Hire purchase of machinery such  Treadmills (Premium > Low) £60 - £30 a week  Cross Trainer - £54 a week
as computers, treadmills etc...  Exercise Bikes (Premium > Low) £33 - £18 a week  Gym ball - £2 a week
 Vibration Plates - £54 a week  Mats - £2 a week
 Rowing Machines - £20 a week  Bench and weights £17 a week

Purchasing  Treadmills (Premium > Low) £2,499 - £499  Cross Trainer - £1,995- £499
 Exercise Bikes (Premium > Low) £970 - £355  Squat and Calf - £1,600
 Rowing Machines - £295 - £1,100  Machinery for chest, shoulders, abdomen, legs -

Sour Prices vary from £1,500 - £3,200

 Multistation ( Range off £600 - £2,800) (Multipurpose
machinery)

2021 A significant aspect which had to be taken into consideration were the sources of finance. In order to meet start-up
costs and establish ourselves as a gym franchise, we had to accumulate a variety of funds from different sources,
35 such as crowdfunding.

www.femalefitness.com Crowdfunding comes with many positives in which would be an efficient method of raising finances, due to it being
fast and with no upfront costs. Although, there is a downside to this as if the funding target is not matched all funds
that were received would be returned to investors - leading to a failure of bringing up funds and an increasing risk to
damage reputation. Thus, it is important to aim for realistic targets to ensure safe funding. Additionally it can be a
valuable form of marketing as this would create media attention, and especially with the current circumstances, the
idea of an all-female Gym in which it promotes security would be very appealing, hence attracting viable investors.
Through this, it could be used as a tool to test public reaction and receive feedback on what could be improved/
added to make it something that they would invest in. However, it can very easily lead to other competitors in stealing
concepts in order to enter the market. As well as, in some cases it can take up to some time to bring in investors and
raise the relevant funding. This could be a very big possibility that we would be using this method in order to raise
finance - as it can be seen as something very useful especially for women and enforcing security and privacy. It may
have its drawbacks, but these would be taken into consideration and a suitable target in terms of funds would be
concluded.

Bank loans could also be a good long term solution, although it’s temporary it does not need to be paid on demand.
However, there are certain criteria that firms need to obtain before qualifying meaning that certain conditions must
be followed throughout the payment and are not flexible. On the plus side, interest rates are fixed so it is always
possible to know how much needs to be paid back, and are set at reasonable rates. This comes with a downside, as
it can be possible that payments are not able to be made meaning that loans are secured to the assets to the business.
This could also be a viable solution as large amounts of money can be borrowed which would certainly be needed
for starting up costs, but this would be very dependent if criteria can be met and the amount of money that can be
borrowed.

Overdrafts are based on short term solutions as they are mainly used in emergency purchases, and can be cheaper
than a loan. They are very quick and easy to arrange, and there is no charge on overdue payments as well as interest
is only charged through the amounts borrowed. This also has its downsides, as similar to the bank loan they are
charged against business assets - and cannot be used for large amounts of borrowing. Banks also charge, if the
overdraft limit is exceeded without authorisation. This type of source could potentially be used in urgent instances,
and small amounts of money needs to be borrowed, otherwise it does not serve the purpose of raising finance.

Angel investors can provide knowledge and connections with other investors in raising awareness of the business.
There are no repayments that are needed to be made along with no interest and provides mentorship and networking
opportunities within other markets or companies. On the other hand, this type of finance is not suitable for investments
under £5,000 and over £150,000 meaning that the amount of money will be raised on a strict basis. This would also
give up company equity, along with shares. This would require giving profits from sales to investors due to their
investment. Very similar to Venture capital in terms of what it offers and its drawbacks - however it can be a difficult
process to raise funds as well as time consuming and can be pushed too far, too quickly. These two types of finances
can be very rare to find but if able to find one will provide a good connection with other investors and markets, but
will have some say in the company as they own shares, thus making it difficult to take decisions and splitting profits.

Loans from friends and family could be very controversial for raising finance, as although there are no interest rates
attached and offer flexible repayment time it would be a very small amount of money that would be given and can
damage relationships if payments are not made or argue over dates making it very problematic. This type of finance
will not be used due to the small amount of money that can be given and the high risk of relationships being broken.

Lastly, Government grants and subsidiaries could be a very efficient way of raising finances, as it is essentially free
money which is aided by the government. This could also lead to the waterfall effect as grants will then be allocated
a lot quicker as they have been given already. It is a way of gaining credibility and is mostly available for small
businesses. On the contrary, they can be difficult to receive as certain criteria and conditions need to be met and time
consuming as paperwork needs to be completed and it will include terms and conditions.

2021 Revenue REVENUE FORECASTING – Total SALES

FMoemrbeercshaip sTytpieng £14.99 TOTAL REVENUE 1st MONTH TOTAL REVENUE ADVANCED SALES
£19.99
Teen Membership Pessimistic Realistic Optimistic Pessimistic Realistic Optimistic
Student Membership £24.99 £1339.46 £1954.23 £2648.99 £8032.02 £8951.66 £9616.40
Standard Membership £34.99
Deluxe Membership
Premium Membership £44.99

START UP – FIRST MONTH

Membership Type Pessimistic Realistic Optimistic

Teen Membership £14.99 14 19 23
Student Membership 20 25
£19.99 14
Standard Membership 16 20
Deluxe Membership £24.99 12 12 18
Premium Membership 10 15
£34.99 8
77 101
£44.99 6

Total 54

ADVANCED SALES

Membership Type Pessimistic Realistic Optimistic
Teen Membership 64 70
Student Membership £14.99 60 87 94
Standard Membership 70 75
Deluxe Membership £19.99 69 58 63
Premium Membership 55 58
£24.99 65 334 360

£34.99 55

£44.99 49

Total 298

Revenue forecasting is presented in two separate tables to highlight that we will be expecting a growth in customer’s 36
joining Female Fitness, especially within a period of a few months, through advertising and what we have to offer.
As evident through the data above, it will be split into pessimistic, realistic and optimistic and both of this data would
be included in the first month and after a year. Within the first month, it will be off from a gradual start, and the
revenue that will be received will be relatively low and we will be expecting this for the first few months upon start-
up, so the second table is to illustrate our potential sales within a year’s time and the revenue we will be receiving
strictly only from Gym membership revenue itself.

www.femalefitness.com Profit Margins

The total costs are the operating costs that are needed in order to maintain in the running of the business, they are
made up of rent, wages, insurance as well as gym equipment. The total cost will go for each membership type and
will stay the same.

To calculate total revenue, it will be conducted through the expected number of memberships for each individual
category multiplied by the price of the membership, and these will be summed up to give an overall revenue. From
the start-up of the business, we will be receiving an estimated crowdfunding investment of £10,000 to help with the
extensive costs and will be included within the calculation.

The gross profit will be calculated through the subtraction of Total costs from Total Revenue for all membership
types – in which will lead to the profit margin as it’s proportionality between gross profit and total revenue. The net
profit margin is calculated by the Total Revenue minus the Total Cost and then divided by the total revenue.

Crowdfunding £10,000
Investment

2021 TOTAL COSTS

Rent £3,000
Wages
Internet & Telephone £6,500
Insurance
Gym Equipment £21.95
TOTAL £15.90

Membership Type £3,095
£12,632.85
Teen Membership
Student Membership GROSS PROFIT MARGINS ESTIMATE (REALISTIC SALES)
Standard Membership
Deluxe Membership Number of Costs Total Gross Profit Margin
Premium Membership memberships Revenue Profit
-
TOTALS £14.99 64 - £959.36 - -
-
£19.99 87 - £1739.13 - -
-
£24.99 70 - £1749.30 - 66.65%

£34.99 58 - £2029.42 -

£44.99 55 - £2474.45 -

334 £12,632.85 £8951.66 £6318.81

Breakeven

AThne parilcyesswihsich Female Fitness will be selling the different membership types will be displayed each in their own category.

The variable costs which have been put into a separate table will only consist of water & sewage along with gas &
electricity, as those will be the ones that will always be changing due to the amount that is used monthly. The contribution
margin is the price of each membership subtracted by the variable cost per unit (in this case 170/334), thus will mean it
will lead to the unit price (£14.99 – 170.334) to get the Contribution Margin. The sales mix consists of how many

37 memberships there are for each type divided by the total amount (334) times by 100.
For the breakeven, the weighted contribution average was needed to be taken into consideration as to figure out the
breakeven units it was needed to divide the total fixed costs by the weighted average Contribution average. Contribution
average was calculated by multiplying the respective sales mix by the Contribution Margin for example (£14.48 x 19.2%)
plus the other specific memberships that are included.

The total number of units (gym memberships) that need to be sold in order to breakeven, on a monthly basis would be
480.This is certainly a higher number than our current predicted gym sales – but this analysis does not include the initial
investment from crowdfunding of a minimum of £10,000.

FIXED COSTS - Monthly VARIABLE COSTS - Monthly

Rent £3,000 Water & Sewage £60
Wages £6,500 Gas & Electricity £110
Internet & Telephone £21.95 TOTAL £170
Insurance £15.90
www.femalefitness.com Gym Equipment £3,095 Weighted Avg. Contribution Margin £26.30
TOTAL £12,632.85

Membership Type £14.99 ANALYSIS Contribution Margin Sales Mix Breakeven in
£19.99 Number of units
Teen Membership £24.99 memberships £14.48 19.2%
Student Membership £34.99 £19.48 26.05% -
Standard Membership £44.99 64 £24.48 20.96% -
Deluxe Membership 87 £34.48 17.37% -
Premium Membership 70 £44.48 16.47% -
58 -
55

2021 Total 334 480.34

OPERATIONS. 38

PROCUREMENT

In terms of inventory, FemaleFitness makes use of one
primary suppliers which is for the gym equipment. We then
have a backup supplier for the gym equipment in case the
main supplier has any issues or becomes bankrupt. This way,
we are covered in case of emergencies and will still be able
top have the gym operating.

The current pandemic situation was definitely a concern as
finding a suppler who was able to guarantee full working
equipment on time became the primary objective. As a result,
an agreement was made with XYZ.

www.femalefitness.com

2021

39 To maintains the online presence of FemaleFitness and customer data base system, a combination
of providers were employed. WordPress supports the design and function of the website whilst shopify
supplies the SSL certificate to enable FemaleFitness to take payments online. The actual website is
built on WordPress due to its ease of use and flexibility. The web hosting is supplied by the Google
Cloud platform as they are providing a 1 – year free trial. Additionally, WordPress can also be
integrated with e-commerce platforms such as WooCom-merce to take payments through.

The Website has a bold impact on the viewer instantly, with shades of dark pink, black & white. The
site appears engaging and intriguing with various page links at the top to guide the user to their
specified area. The most exciting and unique feature on the site is the ‘gym locator’ tool this has been
used on all major 24/7 gyms such as PureGym & The Gym Group.

OTHER FEATURES:

 The about us section giving a small incite of our core values, our mission, and a little about our

team.

 The FAQs section, also known as Frequently Asked Questions to assist the user and save us time.
 The Contact Us section, with a contact form. Making it easier and faster for the user to get answers.

www.femalefitness.com THE ‘GYM LOCATOR’ TOOL

The ‘gym locator’ Consists of a specialised map
and tool with all of the planned expansion
locations for FemaleFitness Gyms.

This tool is both easy to use and aesthetically
pleasing further developments would include
adding individual pricing to each location
dependant on area costs, popular / demand, and
other area specific factors. This Tool is both
practical and time saving.

Gym Locator Tool (Female Fitness).

2021 STORAGE

This is where we would store all of the
expensive gym equipment which
would be in the building of our gym.
The building comes with building and
contents insurance and thus, the
equipment is covered by insurance in
case of any thefts, fire and any other
damage so it is a safe location to store
the equipment when they are not in
use.

INSURANCE 40

We used the website : Hiscox Business in order to give us an estimate of what our insurance
would be monthly and annually. The insurance is vital for a business like this as it would protect
us in case of any accidents to members of the public as it would help prevent us from being
sued and covering all our legal fees in case we get taken to court which can go into thousands
of pounds.

www.femalefitness.com

2021 FITNESS PLANS

As part of FemaleFitness’s marketing, we have a basic premade fitness plans to hand out
to members of the public when they come over to our stall when we attend certain fitness
events that occur in the area and across the UK. This is so that people are able to see how
we can help them with their bodies.

FemaleFitness Fitness Plan

 10 minute cardio sessions

What you will need:

 A resistance band
 A water bottle – To keep hydrated
 A timer
 A mat

41 Ladies, first we will stretch:

1) START BY STRETCHING YOUR NECK – MOVE YOUR HEAD IN A CIRCLE FOR 20 SECONDS (MAKING SURE YOU DO THIS EXECERSICE
SLOWLY)

2) MOVE ON TO YOUR TRICEPS BY PLACING ONE HAND ON YOUR BACK AND THE OTHER TOUCHING THE ELBOW
3) SWITCH HANDS
4) WITH THE RESISTANCE BAND, STRETCH IT IS AS LONG AS YOU CAN OUTWARDS USING YOUR ARMS - DO THIS FOR 30 SECONDS
5) GET INTO A LUNGE POSITION AND STRETCH THOSE LEGS
6) NOW COMBINE STEPS 4 & 5
7) NOW LAY ON A FLAT SURFACE OR ON YOUR MAT AND HAVE ONE LEG IN THE AIR WHILST THE OTHER IS ON THE MAT. USING THE

RESITANCE BAND PLACE IT AT THE BOTTOM OF YOUR FOOT AND PULL
8) SWITCH LEGS
9) NOW SIT ON THE MAT WITH YOUR LEGS STRAIGHT WITHOUT THE RESISTANCE BAND
10) TRY AND TOUCH YOUR TOES – YOU SHOULD FEEL THE STRETCH!

WE HAVE NOW FINISHED THE STRETCH, WOOHOO!

REPEAT THIS EXCERSISE TWICE AND BURN 200 CALORIES
EACH EXCERSISE IS 30 SECONDS EXCEPT FOR THE ONE MINUTE JUMP ROPE AT THE END SO USE A TIMER TO TIME YOURSELF

4) START OFF WITH BURPEES 3) DO MOUNTAIN CLIMBERS 2) DO JUMPING SQUATS 1) STAR JUMPS

ww.femalefitness.com 5) DO DOUBLE CRUNCHES 6) DO BICYCLES 8) DO MOUNTAIN CLIMBERS 7) DO JUMPING SQUATS

9) ONE MINUTE JUMP ROPE

2021 KEY PERFORMANCE
INDICATORS.
www.femalefitness.com
 CULTIVATE relationships with charities by

30th April 2021

 GROW Instagram followership to 500 followers

by 30th June 2021

 ACHIEVE 1,000 customers by 30th June 202142

 INCREASE number of sales of packages by

20% by 30th June 2021

 DRIVE more traffic to the website

FUTURE 5 YEARS
P3 LYAEANRSS

Within the next 3 years, FemaleFitness would aim In the following 5 years, we would like to
to dramatically increase their customer base and expand our gym brand by opening a number
focus on building its brand. This would be through of branches all across the UK. Our business
growing its online presence organically and will start in Manchester but we hope to open
through potential relationships such as working gyms in Birmingham, Sheffield, Portsmouth,
with gym clothing brands such as Gymshark and Hampshire, Cardiff and London as it would
go towards to marketing using influences to work be a huge business opportunity which will
with other brands and companies involved in the affect Female Fitness’s growth greatly.
fitness and health industry. FemaleFitness could
partner up with brands like Gymshark to provide By increasing our location it will give us a
branded clothing and could work with on the go chance to grow our consumer base which
fitness box meals brands to also provide fits into our goal of making as many women
recommend meals as part of new packages and in the UK active and keep them safe as
deals. By growing the online presence, it would possible whilst they workout.
mean that the vision would be carried across in a
deeper level which would enable the brand value In addition to this, we plan to open an
to grow exponentially, leading to more LGBTQ+ gym which will be located in
opportunities for the brand in the future such as the Brighton. This is because Brighton is proud
higher profile brands. to be a friendly and welcoming city which
encourages a large number of lesbian, gay,
In keeping with FemaleFitness’s mission objective, bisexual and transgender visitors (Visit
the gyms Brighton, 2016). This would go in hand with
a part of our value statement of providing
individuality. Our gym brand would slowly be
known for catering for all types of people
and they can visit various branches which
caters to them (for example gay people can
visit our branch in Brighton.)

“FEMALEFITNESS WOULD AIM TO ESTABLISH LONG-
TERM RELATIONSHIP WITH HIGH PROFILE HEALTH &

FITNESS BRANDS WHO SHARE THE SAME VISION
FOR CATERING FOR ALL TYPES OF PEOPLE”

2021 THE TIKTOK

ww.femalefitness.com TIikNtokFisLaUsoEciaNl mCedEia sharing app that allows creators to make short 44Screenshot of an Tiktok post

videos ranging from 15 seconds to 1 minute. According to parent Screenshot of an Tiktok post
company By today, the current number of people on TikTok is over
1.29 billion monthly active users up from 500 million mid 2018
(Dean,2020). Thus, with the many users it is not surprising that TikTok
has provided a huge influence on marketing for products and services
as many of these videos have product placement in their videos.
Linking to this, it has impacted the popularity of products and has
increased a vast number of consumers for businesses like little
moons, ceraVe and small businesses. For female fitness, we plan to
market our gym on TikTok as well as using the usual marketing
methods like personal selling and posters.

After deciding as a team we wanted to do an all-female gym, part of
our research included looking at other people’s thoughts about our
services through surveys and social media. We stumbled across a
video on Tiktok which has 534.4K views and 156.6K likes under the
creator nataleebfitness where she is also working on a women's only
gym. Like our gym, she is hoping for no harassment, no unwanted
attention, just music, vibes and body goals central. Under her video,
there are comments that include “this is perfect for Muslim women they
can take of their hijabs or wear any clothing they like”, “This is
amazing!! The main reason I don’t feel comfortable in the gym is the
intense and unwanted look from other gym goers (mainly men)” and
“Once you launch, please tell me you plan on opening other locations.
And by other locations I mean all because I need this in my life”. The
number of comments under her TikTok shows that there is a demand
for an all-female gym and if we launch our business and advertise on
TikTok we will hopefully receive the same support. Whilst we are both
creating a female gym, female fitness will have additional services
like security, selfie walls and having charity events. (See appendices
for the screenshots for demand for all female gyms on Tiktok)

Another TikTok video that we encountered on our for you page was a
video created by glutelabofficial, an all-women’s gym located in San
Diego. The video has blown up as it has 2.9 million views and 903.6K
likes. The comments include “What I would do to have a girl gym
omggg”, “If I had a girls gym I’d actually go every dang day”, “I want
this more than anything” and “You had me wearing cute fits without
being stared at”. The video explained the perks of working out at an
all-girls gym and the majority had agreed to all the benefits stated for
this reason why we predict female fitness will be a success to our
target market and we aspire to open more branches, expanding to
different locations.

Tiktok is not the only social media platform to speak out about this, as
similar things have also been mentioned on Instagram (See
appendices.)

2021

STALL BOOTH
MAs OdisCcuKssUedPas part of marketing, it is of the ultimate importance for FemaleFitness to portray an

upcoming high end gym fitness brand at all sales events. This will be essential in building a customer
base. FemaleFitness has taken note of good practise from the stalls described as part of a marketing
aid was designed upon the following layout and structure for physical advertisement events.

45

FEMALE FITNESS

www.femalefitness.com

2021HUMAN RESOURCES.

Given the current COVID-19 health crisis, as a group, we began to adapt our approach and attitude
to the situation as it would mean that from the very start of the creation of this business, we would all
have to work and collaborate virtually and create a virtual meeting space to submit work for the group
to observe and analyse. By having everyone updated on the current group progress, it allowed for
easier access to the team’s overall progress, which eliminates most questions or issues asked, since
every member was being updated constant on the group progress via Microsoft Planner and our
virtual meeting space and group chats. As well as this, we decided to take a more collaborative
approach to the business task by being more connect and available for each other to contact outside
of the meeting times. Every one of us has a job and so we all collectively adapted to people’s
schedules and worked around this.

The team minutes are available from page 73 onwards.

LEADERSHIP STYLE As time went on we grew fond of each other 46

As a collective, our group has exhibited both a centralised very quickly, hence Maslow’s Psychological
and decentralised organisational structure. Having taken
on numerous roles to aid each other in our own needs and Self-fulfilment needs were met. The
designated role, as a whole we have inherited Douglas
McGregor’s Theory and all the factors that relate to Psychological needs which include;
Maslow's hierarchy needs. Showing how as a group we
can work effectively to our utmost potential. Relating to Belongingness (Friends, relationships) and
McGregor’s Theory Y, all team members were in control
of their own tasks and managed their own roles to Esteem needs (feeling of
produce our parts in the business plan. There was an
atmosphere of freedom as well as having our own accomplishment).These were all achieved
independence to complete our tasks we had assigned
ourselves to. This links to the decentralised structure we wants we had established our part within the
have inherited, as roles were delegated not just from one
person (manager) but from our individual selves. business project as well as regular check-ups

Relating to Maslow’s hierarchy of needs, we all eventually to see where we could enhance our
achieved every stage of his theory. To begin with, our
basic needs which include; Physiological needs (food, creativeness to adapt it to our project.
water, rest) and Safety needs (security and safety) was
ww.femalefitness.com always ensured by each and every team member, as we Our Esteem needs to tie in with Maslow’s final
regularly organised meetings that had minutes taken to stage of the hierarchy and that’s Self- fulfilment
ensure everyone is up to date, and portrayed polite (self-actualization). This is where a more
maxims. Showing our generosity and modesty in knowing centralised approach was demonstrated, as
how things are in a personal context, rather than one team member took on a leading role of
pressuring to complete all the tasks we set for ourselves making sure that everyone understood what
and each other. they were doing and directed us which is the
best way to go about achieving the best quality
piece of our own roles. For example, Kishaan
(Operations director) , arranged specific
documents providing a checklist for the rest of
the team members to coordinate any
unfinished tasks we had to finalise.

2021 Furthermore, our operations director instructed us to conduct our regular meetings via team
meetings. Since originally we would conduct our meetings via zoom, however we noticed that
zoom timings were restricted to only 40mins per session. Compared to Microsoft meetings

which had no time limit thus saving us time in creating new links that we would do during zoom
meetings as well as having no interruptions when our times ran out. Henceforth, the reason for
this circumstance built up our esteem and self-actualization, as all team members agreed to
adapt to the change for our meetings and were not only self-motivated but motivated others to
get our tasks done, during and outside meetings. However, we did use Zoom for when we held
our regular meetings after our lecture as it was easier to continue after the lecture and that was
done via zoom.

47 To sum up everything that has been stated so far, a decentralised structure was more created
than a centralised structure. Every member worked according to their own schedule, even
though there were some areas where we needed to be prompt and told what to do. In terms of
Flat and tall business structures, there weren't any. Everyone had their own say in their roles
and there wasn’t a specific team member we appointed to be the leading figure, we all were
leading figures. Furthermore, we had control over our own work, so there was quite a wide
span of control with no direct leader. Considering we all acknowledge the criteria of the
business project.

ww.femalefitness.com

2021 MICHAEL RAPLEY.

My goal for this project was to assist my colleagues and team mates as much as possible, I
worked hard to give maximum input for ideas, designs and completing my tasks to the best
of my ability. I often shared my ideas and gave useful advice to the group through the use of
screen sharing in group meetings, constantly working closely with my team to ensure the
best possible end result.