In this particular context by using gamification theory, consumers will be allowed to create digital profiles with loyalty badges, fitness badges and keeping the consumers informed about the various discounts and value added services. In Social Cognitive theory, it is supposed that individuals form knowledge and opinion based on relative view held by societies and peers. Individuals can be encouraged to post their views about the services offered by the gym in their respective social media pages. They can be used to create a community awareness of the deliverables offered by the gym. Theory of reasoned action states that people make decisions based on a combination of individual intention, subjective norms of their peer group and perceived obstacles that prevent the individuals from taking action (Charlesworth, 2014). In this case of the gym, statistical data shows that individuals want to take care of their health and this effort is lauded by the society. The perceived obstacles that are lack of time, costs involved in the process and long-term commitment to gym membership.
To overcome the obstacles, the Gym is open from 6 am to 10 pm. The cost of the gym membership is only 30 £. Non-members are also allowed with daily fees. There is only 30-day notice to end yearly membership. These facts will be mentioned in the websites. Theory of relationship marketing states that there will be increased impact if people take an effort to answer individual queries. The trainers will try to build rapport with the community and potential consumers by using blogs and social media pages.
Bristol City is considered to be core of the ten cities in Britain. Many of the practices followed in UK are also emulated in this city. The median age of people living in Bristol is 33 years (Bristol.Gov.UK, 2015). Families with children are found to be lesser in this area. Consumer spending is lesser than national average. There has been 13% increase in people between the age of 25 to 49 years (Bristol.Gov.UK, 2015). The targeted demography for this service are people aged between 25 to 44 years who already have awareness about the importance of health and are yet to join a fitness club (Mintel, 2015). Importance should be given to the value added services and the perception of knowledge regarding health must be made known to the target audience. Higher earning demography is senior aged 50 to 60 years (Mintel, 2015). Advertising strategies will also include senior in the population.