The Sporting Clubs of America

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The Sporting Clubs of America
The Sporting Club at The Bellevue
Philadelphia, Pennsylvania

Executive Summary

The Sporting Club at The Bellevue is a full-service athletic and fitness club occupying over 90,000 square feet in downtown Philadelphia.  In addition to traditional equipment, the club features an indoor running track, racquetball and squash courts, a full-sized NBA basketball gymnasium, whirlpools, steam rooms and saunas, a 25-meter indoor swimming pool, yoga and meditation room, full amenity locker rooms, four massage therapy rooms, tanning, Pilates studio and boxing facilities. 

In 1995, the club had approximately 4,000 members with a capacity of 6,000.

On-Site Needs

In 1995, Club Sports International, Inc. (CSI), then the club operator, wanted to perform a comprehensive feasibility study and analyze consumer behavior on the senior citizen market segment to increase its market share in Philadelphia.

Aquila Solutions

Aquila performed a consumer behavior analysis for the fitness industry in greater Philadelphia area.

Aquila defined:

• Problem recognition

• External search processes solutions through advertising, social and sales personnel

• Knowledge and involvement solutions through bundle of attributes, bundle of benefits and value satisfiers

• Interpretation processes

Aquila then analyzed CSI’s direct competitors in the immediate area and set a product positioning statement.  Aquila set a positioning statement that was effective since the position appealed to the instrumental and terminal values (staying healthy and living longer).  Additionally, CSI’s product positioning statement satisfied the benefit sought of belonging to a group (sense of community).

Aquila performed:

• Cognitive, affective and behavioral market segmentation

• Psychographics segmentation

• Demographic segmentation by occupation and income

• Demographic segmentation by family lifecycle

Finally, Aquila performed marketing mix recommendations and brand loyalty recommendations for the program.

Client Benefits

By successfully repositioning the senior citizen market segment for then current operator CSI, Aquila helped CSI increase its market share and increase its overall profits.

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