This was part of our final project that went along with our extensive business plan for the Pilates Studio to use guerrilla marketing and some other simple and affordable suggestions that we thought they should implement in order to grow their business.

1. + Kristen Dangora
Kayla Murphy
Lino Samide
Steve Sampson
Alexa Shanahan
Jerad Stahlinski

2. +
Purpose of Report
Goals of The
Pilates Studio
Market
Research on:
• Current Situation
• Market
• Customers
• Competition
New
Marketing
Plan
80% Online
20% Offline

3. +
Background of TPS
Partnership Business Model
Located in Hadley, MA
2012 and 2013 Best of theValley Award
Recipients
6 employees and 3 main services offered

4. Products and Services
• Pilates Apparatus
Session
• Mat Classes
• Gyrotonic Exercises
• Physical Products
Offered

5. Current Marketing Strategies
The Pilates Studio Hadley:Current Target Market for Current
Marketing Strategies
• ThePilatesStudioHadley.com
• Social Media
o TPSH's blog
o TPSH’s twitter
o FaceBook
o YouTube page
• Massappeal
• Physical Marketing-
o The Valley Advocate
o Business Cards
o Flyers
• Word of Mouth

6. +
Problems & Issues
Organizational
Strategy not efficient
Advertising technique
Social media presence
No marketing budget
General confusion
about what Pilates is
for

7. +
Perception of Pilates
UMass Students' Perception of Pilates

8. +
MARKET RESEARCH

9. +
Market Research
Market Trend
Purchasing
Factors
Factors of
Resistance
Other
Purchasing
Factors/Trends
Target Market

10. +
What is the Market?
66 535 people
(Pioneer Valley)
“….total category revenues for fitness clubs
increased from $15.9 billion in 2005 to $20.3
billion in 2010”. Health and Fitness Club
Trends, June 2011, Mintel Oxygen Database

11. +
Finding Criteria for Segmentation
 Market
Trends
Pilates training has
shown an increase of
40% from 2000-2001.
Studies show that just
the 42% of people ages
18/24 have a gym
membership
….
 Factors for
Purchase
Improve their overall
health, start living more of
a healthier lifestyle
Fix minor problems with
their health
Post treatment to physical
therapy
…
 Factors of
Resistance
Lack of Finances
Lack of available Instructor
….

12. +
Criteria for Segmentation
Gender
„Women are more likely to do more low-impact activities, such as yoga,
Pilates, and dance.“ Mintel Oxygen Database, Exercise Trends
Age
Income
„Respondents with household incomes under $50,000 are more likely to
work out at home, a considerably less expensive alternative.”
Attitudes Towards Diet and Exercise -US- January 2005

13. +
Target Market
Target Segment
 89% Female
 Main target market
 45-54 y/o
 To capture younger market you must use: Health - Well Being - Sex appeal
 11% Male
 Should find another way to target males
 Meet Women - Back Pain - Stretch To Help With Manual Labor Jobs(preventive
medicine) - Health - Better Sex Drive
 Lifestyle Considerations
 "Healthy & Active Lifestyle"
 Under $50,000
 4/5 of respondents would exercise if they had:
 Exercise Games - Exercise Equipment - DVD

14. +
Target Market
New Online Segmentation
Females between 18-34
This makes less than $50,000 annually
More likely to workout at home
 Beneficial for online market potential to join online
classes

15. +
Competitors
Pilates Facilities
 Amherst Pilates Amherst
 UMass Amherst Campus Recreation
Center Amherst
 Movement Innovations Florence
 Smart Moves Pilates Florence
 Renew Pilates Studio Easthampton
 Hampshire RegionalYMCA Northampton
 Jean Ida Hoffman Northampton
 Studio Helix Northampton
 The Fix Northampton

16. +
Competitors
LIVE Online Class Websites
GymCube.com
PowHow.com
BalancedBodyStudio.com

17. +
Pricing
Mat
Classes
Individual
Aparatus
Semi-
Private
Apparatus
Group
Apparatus
Open
Workout
Amherst Pilates 13 55 33 18-24 x
The Fix 15 70 45 25 15
Smart Moves 15 65 35 15 20
Renew 13 65 35 25 x
HRYMCA 10 x x x x
UMass Rec free x x x x
Movement Innovations 15 85 x x x
Jean Ida Hoffman 15 65 35 x x
Studio Helix 15 65-95 x x x
AVERAGE 12 67 36 21 17.5
The Pilates Studio 15 65 40 35 20
Membership
PowHow.com $5-$40 per
class
BalancedBodyStudio.com $399/8
classes
GymCube.com $10/month
The Pilates Studio $15/class

18. +
ACTION PLAN

19. +
Action Plan Overview
SMART Goals
Interns and Staff Utilization
Social Media
Internet Advertising
Video Integration and Homepage Layout
Physical Marketing

20. S.M.A.R.T. Action Goals; Marketing
 S – Specific
 M- Measurable/Motivational
 A- Attainable/Accountable
 R- Realistic/Responsible
 T- Timely

21. Utilizing Faculty &
The University of Massachusetts Amherst
Client/Staff
 Time Management
Take Advantage of The
University of Massachusetts
Student Body
 Hire intern(s)
Interns
Staff Utilization
S.M.A.R.T. Goals

22. +
Social Media
+
=

23. +
Boards that
Brand
Increase
Traffic Back to
Website
Attract New
Clients to
Online Classes
Social Media

24. +
Internet Advertising

25. +
Video Integration Software
New video
software that
links directly to
website
Seamless
integration with
payment options



26. +
Product Structure

27. +
QR Codes On Materials

28. +
Questions?

29. +
Factors of Influence
Who joins?People who are looking to:
 Improve their overall health, start living more of a healthier
lifestyle
 Fix minor problems with their health
 Post treatment to physical therapy
 Certified Instructors
 Polestar Certification
 Intrigued by special equipment offered that no other local
studios offer

30. +
Factors of Resistence
Why people do not join:
 Lack of finances
 Private health clubs are costly
 causing people to stay and workout at home
 Lack of availability
 Instructors don't have all the same
qualifications, certificates, and experience

31. +
Other Purchasing Factors/ Trends
 Pilates training has shown an increase of 40% from 2000-2001.
Yoga and Tai Chi have caught on as well.The current trend toward
this type of exercise (low-impact activities) is due to popular
celebrities who participate
 The key motivating factors in Pilate’s participants are fitness,
healing for back problems and/or injuries or increasingly
preventing chronic back problems
 If the fitness club is partnered with health insurers or government
organizations that have vested interest in promoting exercise
 Hearing about government or medical research on the benefits of
exercise