This Fitness studio is in one of the wealthiest areas of Orlando. Basic

demographic studies produced strong numbers with this area having a higher than

average concentration of middle-age, affluent populations. The franchise goal is to be in

an area that can service 2,500 people or more with an average family income of $100,000

or more within a five mile radius. The sample demographics studied for this studio

support this business model with a high number of households falling within the

recommended income level.

The number of individual rooms in this facility can be adjusted to either two to three.

Typically, studios range in size from 1100 - 1800 square feet. After doing several new

locations in many states, management believes the key to large-scale success will be

smaller studios, lower start-up and operating costs, higher rates and a waiting list for

prime time slots. Typically, each location attracts clients who live and/or work within a

one to five mile radius.

Although the franchise has trained people ages 13 to 90, the primary market for this company is

men and women ages 35 to 65. In other locations, women make up about 70% of the

client base. The client is middle to highly affluent, usually executives, business

professionals and homemakers. These busy people enjoy and value the convenience and

attention they receive from this franchise.

The Company has identified several effective marketing materials for the months of

startup and growth. The franchisor has contracts with vendors to supply its Franchisees with effective

materials at a reasonable cost. A detailed marketing strategy is a part of the franchise

agreement. The franchise office uses a system of multiple impressions to reach their

audience successfully. Some of the marketing tools that have been successful used

include oversized postcards, high-end door hangers, emotionally driven letters, gift cards,

and referrals.

Emphasis will be placed on creating strategic alliances with service oriented businesses

such as hair salons, massage therapists, and chiropractors. This “Referral Reward

Program” will reward those businesses that inform clients about the franchise. Also, the company will be

actively involved in establishing relationships with women’s groups and corporations by

giving free seminars such as “I want my body back” and “A new body for the new year.”

Additionally, franchise will work with the local paper to get an article written about the new

studio.