This document discusses geomarketing solutions offered by the Center for Spatial Research to help a fitness center chain with expansion and new location selection. The solutions include: 1) Geomarketing analysis of potential city areas and demographics to evaluate where target customers live and work and where competitors are located. 2) A geomarketing information system that performs site selection analysis, evaluates potential network locations, and provides custom reports and forecasting. 3) Services like market research, creation of suitability zones for different club types, micro-level analysis of zones, and site selection recommendations to aid decision making.

1. Geomarketing Solutions for Fitness
Center Chain Development
•
•
Center for Spatial Research
2007-2012

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 live?
Where do they work?
How do they commute?
Where do competitors locate their premises?
What areas are underserved?

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

4. •Geomarketing Analysis for fitness clubs cite selection:
evaluation of city areas and demographics
customer location
competitor location
potential locations assessment
3-5 years network design projects
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

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

6. Macro Analysis
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
SATURATION BY CLUB TYPE
FITNESS CENTER MEMBERS AND
VISITORS COUNTS (LUXURY,
PREMIUM AND MIDDLE-CLASS)
MARKET VOLUME MAP BY CITY
DISTRICTS

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

8. Spatial mathematics
RESULT
Know How

9. 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.

10. 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

11. Micro Analysis of Suitability Zones for
Luxury and Premium Clubs
Target audience
analysis
Advertising
allocation
analysis
Competitive
landscape
Area
development
analysis

12. 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.

13. 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)

14. Map of the Sample Network
2008 - 2009 г.
The left map displays the network of fitness centers
locations at the first stage of the expansion (2 year
horizon).
Map of the Sample Network
after 2009 г.
The right map shows the new
location of the network identified
with the application of cite selection
analysis provided by the Center for
Spatial Research (5 year horizon).

15. Other type of researches:
• Catchment area (models of creation area) may be
create some modes:
Transport zone
Walking zone
Mental zone (ask people)
Equal distance zone
Haff
Haff in Russia
Zone of deliveries or zone of clients (CRM)

16. Samples of creation zones:
Equal distance
Transport
Walking
Density of delivery DIY per 1 year
Ask Peoples

17. Finally. Recommendations for best
expanding in Russia
1. What you want? (business and planning)
2. Your business for what? ( Who will being potential costumers).
Do you need correction of depending area? Or know?
3. What city for expanding? What is the better: city or town?
4. Where is locations? Do you need detail information or you
decisions – will basing on expert opinion or brokerage (realtors)
recommendations?
5. Who will be competitive? And where my location in this area
inside city (town)?
6. FAQ:«What – if?»
7. Do you need exactly in analitics? What kind of EXACTLY of
forecast and decisions?
8. What is the best instrument or methods for best results? Where
is data in Russia?
9. Is it one problems, or it need to Know every day (every hour)?

18. Your best decision is our care!
• Center for Spatial Research