SWOT Analysis on Physical Fitness Facility. Business & Marketing Essay

SWOT Analysis of a Fitness Facility: Pure Barre
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SWOT Analysis of a Fitness Facility: Pure Barre
The Pure Barre franchise is a boutique gym line of studios that has branches across North America- the US and Canada. The facility was launched in 2001 and franchised in 2009 and has majority of its shares owned by Greenwich and WJ partners (Hendee, 2015; Pure Barre, 2019). The company offers barre techniques comprised of low-impact high intensity movements and has categorized its techniques into four signature classes i.e. foundations, classic, pure empower and pure reform. According to purebarre.com, the franchise is of the world’s leading lie of barre studios with more than 500 studios and a market base of just about 600,000 clients and a presence in both the US and Canada. The table below shows the internal factors (strengths and weaknesses) and external factors (opportunities and threats) present in the business environment of the Pure Barre franchise.
Internal factors

External factors

Strengths

Weaknesses

Opportunities

Threats

A strong national brand with international coverage in the US and Canada

High membership training fees which can cause status discrimination

Has a supportive policy for new businesses which increases their potential to grow

Intense competition from similar enterprises like CrossFit and SoulCycle

Offers streaming services for convenience and flexibility

Lacks a children’s program and men’s program

The adoption of barre especially for women is a growing practice with industrial growth potential

YouTube work-outs pose major competition to the streaming service due to its budget-friendliness

The brand has multiple sources of income like active subscription and branded activewear


Supports training programs for their staff and potential investors to ensure growth


Innovative and skilled personnel and management




Robust marketing and branding campaign with partnerships like MATTE projects and Zimmerman




Offers a variety of value-added programs like cardio exercises and community belonging to ensure brand loyalty




Industry analysis
The emergence of boutique gyms has been a common phenomenon in American fitness preferences. The attendance to the facilities offering similar services grew by 70% between 2012 and 2015 and had a market share of 35% in the multi-billion-fitness market (Henderson, 2016). A growing industry such as boutique gyms and lifestyle facilities with an ever-increasing customer base creates a scramble for the consumers to establish a brand name. Similar facilities to Pure Barre include SoulCycle, Oranget...