1. 10 Step Marketing Plan for Gold’s Gym Philippines
Joseph Cunanan
Marketing Management
Ateneo Graduate School of Business
November 2012

2. • HISTORY
Gold's Gym has been the authority on fitness since 1965 dating back to the original Gold's Gym
in Venice, California. It was the place for serious fitness. Gold's Gym quickly became known as
"The Mecca of Bodybuilding.'' In 1977, Gold's Gym received international attention when it was
featured in the cult favorite, Pumping Iron, starring Arnold Schwarzenegger and Lou Ferrigno.
From that first gym in Venice, Gold's Gym has become the largest co-ed gym chain in the world
with more than 610 facilities in 42 states and 30 countries
• Today, Gold's Gym has expanded its fitness profile to offer all of the latest equipment and
services including, group exercise, personal training, cardiovascular equipment, spinning, Pilates
and yoga, while maintaining its core weight lifting tradition. With nearly 3 million members world
wide, Gold's Gym continues to change lives by helping people achieve their individual potential.
• MISSION
• Gold's Gym is the largest gym chain in the world, recognized for our passion, unique heritage,
and experience as the authority in fitness.
• We will inspire our members with unrivaled energy, and provide the finest equipment and fitness
knowledge available to help our members achieve their potential .

3. Steps 1 to 5
• 1. Primary Target Market are “fitness enthusiasts” who want to
change their body, and change their lives.
• 2. These men and women would like to feel good, healthy & fit; and
eventually be adored by others.
• 3. They could go to other gyms like Fitness First, Slimmers World,
Mojo Gym or Elorde Boxing Gym
• 4. Gap lies on the name or the “brand”
• 5. Market size is P 95.70M

4. Steps 6 to 10
• 6. Product: Gold’s Gym, the “mecca” for body building
• 7. Price: High Price, given that it is known worldwide
• 8. Promo: Banking on it’s name and reputation, as it is endorsed by
famous celebrities both locally and abroad. Also offers corporate
memberships with discounted rates.
• 9. Place: Key cities and malls in Metro Manila
• 10. Generic winning strategy mix is a niche market

5. 1. PTM : Fitness enthusiasts who want to
change their body, change their lives
• Demographics: 18-50 years old, AB social class
• Professions: Most are students, working professionals, models,
actors, celebrities
• They value their physical appearance and how people sees them
• Behavior: Willing to work for an “x” number of gym hours to achieve
the change in their physical appearance.
• Convinced by endorsements of local and international celebrities

6. 2. PTM achieves self actualization by changing
the over all look of their body
“I am now “somebody” with my new body. I
can see a change coming”
“I feel beautiful & confident with my new
appearance”

7. 3. Gold’s Gym’s Competition
• Direct: Fitness First, Slimmer’s World, Mojo Gym, Elorde Boxing
Gym
• Indirect: Calayan Group, Cathy Valencia, Belo Medical Group, spa
& wellness centers, aerobic centers
• Variables: Price, Location, Gym Services & Hours, Brand

8. Where Gold’s Gym stand in terms of price and
variety of services
Myriad of Services Limited Services
Gold’s
Gold’s
Fitness
Fitness Gym
Gym
First
First
High Price
Slimmer’
Slimmer’
s s World
World
Low Price Others

9. 4. Positioning
• The gap lies on the name & the brand
• Gold’s gym is known as the “mecca” of body building where you can
“entrust your body to”
• Uses tagline “Change your body, change your life”
• Targets a niche market for celebrities, models and athletes

10. 5.a Market Size - Company Perspective
GOLD’S GYM
• Average number of gym members per branch worldwide is 5,000. There is an annual
attrition rate of 42%, so average active membership is 2,900 per branch. Since Gold’s
Gym Philippines has 11 branches, total number of members is approximately at
31,900.
• http://www.livestrong.com/article/396187-typical-number-of-members-of-a-golds-gym/
• Average monthly fee of members is P3,000 which includes regular, corporate and
promotional membership
• Total market is P 95.70M

11. 5.b Market Size - Competition Perspective
FITNESS FIRST
• 1.2M active members worldwide with a total of 430 clubs. 1.2M/430 = 2,790
members per club
• Philippines have a total of 18 clubs nationwide, so approximate number of members
is 50,232.
• http://www.fitnessfirst.com/group/other/club-and-members-by-country.aspx
• http://www.fitnessfirst.com/
• Average monthly fee of members is P2,500.
• Total market is P 1.25B

12. 5.c Market Size - Customer’s Perspective
Monthly Spending of Filipinos
• There are 101M Filipinos
• Only 1% belongs to the AB social class who can spend extra money for fitness
• 101M x .01 = 1,010,000
• Average Fitness Club, Monthly Fee for 1 adult is P1,000
• 1,010,000 potential members x P1,000 = P1.01B potential market industry
• http://www.numbeo.com/cost-of-living/country_result.jsp?country=Philippines

13. 5. Concluded that fitness market is P1B
monthly
Company – P95.70M
Competition – P1.25B
Customer – P1.01B

14. 6. Product
• Product is Gold’s Gym, the “mecca” for body building
• Mecca means a place that attracts many people with interests in
common

15. 7. Price
• Compared to Fitness First, price is relatively higher for regular
memberships (Fitness First P2,700 up versus Gold’s Gym P3,000 –
P5,000)
• But for corporate memberships, they are relatively cheaper than
Fitness First (Fitness First P2,300 versus Gold’s Gym P1,300)
• Also offers flexible memberships in terms of number of visits per
year, and unlimited access to just one branch

16. 8. Promo
Promo is based on endorsements from local celebrities through TV and
print media

17. 9.Place
• Gold’s Gym is strategically located in key cities & malls in the metro:
Alabang, Galleria, Glorietta, Greenhills, Intercontinental Manila,
North Edsa, Acropolis, Timog, Katipunan, Centris & New Manila

18. 10. Generic Winning Strategy is a Niche Market
• Gold’s Gym caters to athletes, celebrities and models

19. Steps 1 to 5
• 1. Primary Target Market are “fitness enthusiasts” who want to
change their body, and change their lives.
• 2. These men and women would like to feel good, healthy & fit; and
eventually be adored by others.
• 3. They could go to other gyms like Fitness First, Slimmers World,
Mojo Gym or Elorde Boxing Gym
• 4. Gap lies on the name or the “brand”
• 5. Market size is P 95.70M

20. Steps 6 to 10
• 6. Product: Gold’s Gym, the “mecca” for body building
• 7. Price: High Price, given that it is known worldwide
• 8. Promo: Banking on it’s name and reputation, as it is endorsed by
famous celebrities both locally and abroad. Also offers corporate
memberships with discounted rates.
• 9. Place: Key cities and malls in Metro Manila
• 10. Generic winning strategy mix is a niche market

21. 10 Step Marketing Plan for Gold’s Gym Philippines
Joseph Cunanan
Marketing Management
Ateneo Graduate School of Business
November 2012