This presentation shows the application of geomarketing solutions for fitness center chain development in Russia by Center for Spatial Research. www.geointellect.spb.ru

1. Geomarketing Solutions for
Fitness Center Chain
Development
Center for Spatial Research
2010
Center for Spatial Research, 2010

2. The Problem
•
Fitness Center Chain was expanding its operations and planned to
open new locations.
•
Hundreds of potential real estate lots were available and the major issue
was to choose the RIGHT ones. The following questions arose:
Where do the target clients reside?
Where do they work?
How do they commute?
Where do competitors locate their premises?
What areas are underserved?
Center for Spatial Research, 2010

3. The Solution
•
Center for Spatial Research
•
offered
Geomarketing Information
System
(user-friendly and efficient
site selection software)
Geomarketing Analysis
on Site Selection and
Network Development.
Center for Spatial Research, 2010

4. •Geomarketing
Analysis for fitness center cite selection:
evaluation of city areas and demographics
costumer location
competitor location
potential spaces assessment
3-5 years projections
market research analysis
•Geomarketing
Information System is designed to:
perform multiple site selection analyses
evaluate network locations
provide neighbourhood evaluation
create custom reports
provide forecasting and what-if analysis
Center for Spatial Research, 2010

5. “How it is Made”
SECONDARY RESEARCH
MARKET ANALYSIS
CUSTOMER SURVEYS
TELEPHONE SURVEYS
COMPETITIVE LANDSCAPE,
CLASSIFICATION, INDEXES AND RATES
FIELD RESEARCH (CLUB ATTENDANCE)
MACRO ANALYSIS (CITY LEVEL)
FOR ALL TYPES OF FITNESS CLUBS
GEOMARKETING ANALYSIS
SUITABILITY ANALYSIS FOR LUXURY, PREMIUM
AND MIDDLE-CLASS FITNESS CENTERS
MICRO (LOCAL) ANALYSIS IN SUITABILITY ZONES
DATA, CHARTS, MAPS, DIAGRAMS, MODELS, ETC
GEOMARKETING REPORT
Center for Spatial Research, 2010
METHODOLOGIES, CONCLUSIONS AND
RECOMMENDATIONS

6. DATA
MAPS
ADDRESS LIST OF FITNESS CLUBS AND
SWIMMING POOLS
MAP OF FITNESS CLUBS BY CLUB TYPE
FITNESS CLUB SQUARE FOOTAGE
MAP OF CLUB COUNTS BY CITY
DISTRICTS
POPULATION COUNTS BY CITY DISTRICTS
OR CENSUS BLOCKS
MAP OF FITNESS CENTERS
SATURATIONBY CLUB TYPE
FITNESS CENTER MEMBERS AND VISITORS
COUNTS (LUXURY, PREMIUM AND MIDDLECLASS)
MARKET VOLUME MAP BY CITY DISTRICTS
Macro Analysis
Center for Spatial Research, 2010

7. BUILDING SUITABILITY ZONES
FOR MIDDLE-CLASS FITNESS CLUBS
FOR LUXURY AND PREMIUM FITNESS
CLUBS
LIST OF VARIABLES (SUITABILITY FACTORS)
LIST OF VARIABLES (WEALTH FACTORS)
calculation of weighted variables formula
population wealth evaluation formula
SUITABILITY ZONES FOR MIDDLE-CLASS CLUBS
SUITABILITY ZONES FOR LUXURY AND PREMIUM CLUBS
MICRO ANALYSIS IN SUITABILITY ZONES
Center for Spatial Research, 2010

8. Suitability Zones for Luxury and Premium Fitness
Centers in Saint-Petersburg, Russia (the
Fragment of Report)
• 3 zones have large size and ranked higher
than 5 (in terms of target audience
location) and therefore they are the most
suitable for luxury and premium fitness
centers allocation.
Quantitative Analysis
•0 Luxury fitness clubs in all zones
•2 Premium centers in zones ranked 5 or
higher
•4-7 areas with the highest number of
geomarketing factors. These areas are
considered the most potential for luxury and
premium fitness clubs allocation.
Center for Spatial Research, 2010

9. MICRO ANALYSIS OF SUITABILITY ZONES
SUITABILITY ZONES FOR MIDDLE-CLASS FITNESS CLUBS,
RANK 3 OR HIGHER
SUITABILITY ZONES FOR PREMIUM AND LUXURY FITNESS
CLUBS, RANK 5 OR HIGHER
TARGET AUDIENCE LOCATION AND FLOWS ANALYSIS
TARGET AUDIENCE LOCATION AND FLOWS ANALYSIS
competitive landscape in suitability zones
competitive landscape in suitability zones
AREA DEVELOPMENT ANALYSIS
AREA DEVELOPMENT ANALYSIS
SUITABILITY ZONES RATINGS
Center for Spatial Research, 2010

10. Micro Analysis of Suitability Zones for
Luxury and Premium Clubs.
Target
audience
analysis
Advertising
allocation
analysis
Competitive
landscape
Center for Spatial Research, 2010
Area
development
analysis

11. Micro Analysis of Suitability Zones for
Luxury and Premium Clubs.
Premium Clubs Suitability Zones Ratings
Micro analysis revealed 6 suitability zones that have more than 50% of matches of
geomarketing factors. These zones are the most suitable areas for the opening of luxury
and premium fitness centers in St. Petersburg.
Center for Spatial Research, 2010

12. CITE SELECTION ANALYSIS FOR THE NEW FITNESS CLUBS
SUITABILITY
ZONES RATINGS
IDENTIFICATION OF TOTAL NUMBER (OR TOTAL SQUARE
FOOTAGE) OF CLUBS IN THE AREA
PRIORITY ANALYSIS OF THE LOCATION FOR THE NEW CLUB
ADVERTISING ALLOCATION ANALYSIS
RESULTS ARE PROVIDED AS
SITE SELECTION GEOMARKETING
ANALYSIS REPORT WITH MARKET
RESEARCH, MAPS, CHARTS, AREA
RATINGS
GEOMARKETING INFORMATION
SYSTEM (USER-FRIENDLY AND
EFFICIENT SITE SELECTION
SOFTWARE)
Center for Spatial Research, 2010

13. Map of the Sample Network
2008 - 2009 г.
The left map displays the network of fitness centers
locations before the expansion.
Map of the Sample Network
after 2009 г.
THE RIGHT MAP SHOWS THE NEW LOCATIONS OF THE NETWORK
IDENTIFIED WITH THE APPLICATION OF CITE SELECTION ANALYSIS
PROVIDED BY THE CENTER FOR SPACIAL RESEARCH.
Center for Spatial Research, 2010

14. Geomarketing Solutions for Fitness
Center Chain Development
Your best decision is our care!
The Center for Spatial Research
Center for Spatial Research, 2010