Fitness and Health Club Guide

FITNESS AND HEALTH CLUBS
Fitness
Health Clubs 1
SIES (NERUL), COLLEGE OF ARTS,

SCIENCE AND COMMERCE
Gurunath S Bhor
THIRD YEAR B.M.S.
(SEMESTER – V) 2006-2007
SUBJECT: PROJECT WORK
PROJECT TITLE: FITNESS AND HEALTH CLUBS
GUIDED BY: PROF. SWATI SARANGI
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DECLARATION
I, Gurunath S Bhor of SIES (Nerul), College Of Arts, Science and Commerce hereby
declare that I have completed the project entitled “FITNESS AND HEALTH CLUBS”
in partial fulfillment of the requirement for the Third Year of the Bachelor of
Management Studies course for the Academic Year 2006 – 2007.
I further declare that the information submitted by me is true and original to the best of
my knowledge.
GURUNATH S BHOR
TYBMS’A
ROLL NO: - 04
SIES, NERUL
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CERTIFICATE
I, Prof. Swati Sarangi, hereby certify that Gurunath S Bhor, studying in TYBMS at
SIES COLLEGE OF ARTS, SCIENCE & COMMERCE, NERUL has completed a
project on “FITNESS AND HEALTH CLUBS” in the Academic Year 2006-2007
under my guidance.
I further certify that the information submitted is true and original to the best of my
knowledge.
DATE
Prof. SWATI SARANGI DR.U.B. JANGAM
(Project Guide) (Principal)
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ACKNOWLEDGEMENT
I, Mr. Gurunath Bhor would like to acknowledge the following persons for their
never ending support and criticism, which has helped me in not only improving my work
but also in tremendous other fields.
I wish to express my gratitude towards Prof. Swati sarangi for giving me an
opportunity to explore myself to the hilt.
I further take this opportunity to convey my deepest sense of gratitude towards
Prof. E.V.Girish, service sector management professor for guiding me in more than
one-way or the other for completing the project and helping me during difficulties.
Also, I would like to thank Mrs. Shilpee and Mr. Prasanna, manager of the
Talwalkar’s prime fitness and Mr. Amit Agarwal, the founder of the Body zone gym
who gave me all the desired information, without which the project would not have seen
the light of day.
A Special thanks to Nikhil sir and my friends, Bhushan, Nilesh and Anup for
their invaluable moral support & help.
Above all, I humbly thank the Almighty for showering his blessings on me and
helping me meet my challenges and enabling me in presenting this report and also my
parents because of their cooperation, support and understanding nature.
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Project Resources
This part of the project work is the overview of my project and what my project is all
about? In this segment I am going to explain about my ideas and the way I am going to
conduct this project.
In today’s world where life has become so hectic and unhealthy, we are paying less or
ignoring our personal health. We are almost forgetting that for ‘healthy mind you need a
healthy body’. Around the world, scores of people participate in some sort of exercise,
sports, or physical activity. They are overcoming excuses and realizing numerous
benefits that one can achieve from undertaking physical activity on a regular basis.
Exercise is important to keep both your body and mind "in shape". And for that these
health centers play an important role to keep one-self fit. Where in my project I am going
to concentrate on the health centers in ‘vashi’ area.
In vashi there are basically three leading gymnasiums Talwalkars, The body zone and
Gracilite. Gracilite being opened shortly there is not enough information about the
gym, so I am going to concentrate on Talwalkars and The Body zone, and try to find
out the reasons for difference between the two gyms. I am going to conduct this
difference on following basis:-
• Location
• Atmosphere
• Rates
• Quality
• Internal management
• Extra facilities
• And most important there feeling about ‘value for money’
• Suggestions if any,
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INDEX
INTRODUCTION 7-10
The Importance of Physical Fitness 7
The Importance of Exercise 9
HISTORY OF FITNESS 11-12
YOGA 13-16
Yoga Methods 13
The Benefits of Yoga 14
MARKETING FITNESS CENTER 17
STRESS AND FITNESS 18-19
TALWALKARS 20-22
History about Talwalkars 20

Service & facilities 21
BODY ZONE 23-24
History about Body zone 23
Services & facilities 24
EVOLUTION IN THE HEALTH & FITNESSS CENTER 25-30
Interview with Mr. Rahul Talwalkar

7 P’S OF MARKETING 31-36
QUESTIONNAIRE ON HEALTH & FITNESS CENTERS 37-38
INTERPRETATION OF QUESTIONNAIRE 39-48
IDEAL HEALTH MANAGEMENT 49-55
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The Importance of Physical Fitness
With the new understanding of the importance of physical fitness throughout the life
cycle and the aging of the general population, working out has become a notable part of
daily life. These days, exercising is not just good sense; some people use it as a status
symbol. You often hear people discussing their workouts; cycling, exercise classes,
working on the weight machines or treadmills.
They work out before work, at lunchtime, after work and on the weekends. They
eat special foods to maximize endurance and increase fat loss. Yet, the obesity rate in this
country is soaring: more people are overweight than ever in our history, and serious
diseases related to weight (heat disease and diabetes, among others) are taking their toll.
People of all ages are asking, what is happening to us, and how can we stop it?
A wealthy country, an abundance and variety of food, work spent in front of a computer
and time off in front of the television (broken sporadically by dinner out) have created a
culture wherein it is extremely difficult not to gain weight. Adding the impact of high-fat,
high-sugar and high-caloric foods, fast foods, “snacks”, and prepared canned and frozen
foods, the weight gain and poor health afflicting thirty per cent of the population starts to
look much less a mystery. It may be a miracle that even more people aren’t suffering.
So, what can we do about it? The latest craze is low-carb dieting, which controls the
production of insulin in the body, and consequently the increase of body fat. But even
diet books say that diets work in concert with consistent exercise, which burns off excess
calories, replaces fat with muscle and conditions the cardiovascular system. It’s what
we’ve known all along, but recent studies confirm that the single healthiest thing you can
do for yourself is to get regular exercise. It sounds so simple, doesn’t it?
If you’re new to exercising, and have been trying to find the smartest way to work
out, the amount of information available, the contradictions and variety of choices may
seem overwhelming. In fact, there are basically two kinds of exercise, both of which are
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good for you, and one which is necessary if you are seeking health benefits such as
increased cardiovascular health and fat loss. Exercise can be broken into two types, based
on how they impact the body; anaerobic (or “without air”) and aerobic (“with air”). Many
exercises have both anaerobic and aerobic qualities: anaerobic exercises tend to focus
more on muscle-building; aerobic exercises are known to be especially good for fat loss.
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The Importance of Exercise
Around the world, scores of people participate in some sort of exercise, sports, or
physical activity. They are overcoming excuses and realizing numerous benefits that one
can achieve from undertaking physical activity on a regular basis. Exercise is important
to keep both your body and mind "in shape". Here are some of the basic benefits that
people can look forward to, when embarking upon a lifetime fitness outlook that includes
some form of exercise:
Increased Energy
By working out on a regular basis, your body becomes more efficient at burning calories.
This gives you more energy throughout the day.
Increased Metabolism
Increased physical activity through working out leads to more muscle mass, which in
itself leads to a higher metabolism. As per some studies, every extra pound of muscle
allows you to burn anywhere from 50-100 calories when at rest.
Improved Muscle Tone

Physical activity, especially weight training allows you to change the shape of your body.
Since muscle is denser than fat, one can get bigger or smaller by gaining more muscle
mass.
Better Health
Increased exercising leads to a strengthening of the immune system; which means that
one is less likely to get sick when exercising the right amount. On the other hand, over
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exercising can weaken your immune system and make you sick.
Stress Reduction
Stress levels are reduced extensively by regular work outs. They allow the individual to
take their mind off the daily grind and use pent up energies for productive purposes.
Improved Self-Esteem
When following an exercise regimen for a regular basis, you bring about greater self
esteem through the results and accomplishment achieved
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History of fitness
Introduction
As we enter the 21st century, one of the greatest accomplishments to be celebrated is the
continuous pursuit of fitness since the beginning of man’s existence. Throughout
prehistoric time, man's quest for fitness has been driven by a desire to survive through
hunting and gathering. Today, though no longer driven by subsistence requirements,
fitness remains paramount to health and well being. This article will highlight historical
events and influential individuals who have shaped the history of fitness beginning with
primitive man up to the foundation of the modern fitness movement.
Primitive man and fitness (pre-10, 000 B.C)

Primitive nomadic lifestyles required the continual task of hunting and gathering food for
survival (1). Tribes commonly went on one- or two- day hunting journeys for food and
water. Regular physical activity apart from that necessary for hunting and gathering was
also a principal component of life. Following successful hunting and gathering
excursions, celebration events included trips of six to 20 miles to neighboring tribes to
visit friends and family, where dancing and cultural games could often last several hours.
This Paleolithic pattern of subsistence pursuit and celebration, demanding a high level of
fitness and consisting of various forms of physical activity, defined human life (2).
India
In India, individual pursuit of fitness was discouraged as the religious beliefs of
Buddhism and Hinduism emphasized spirituality and tended to neglect development of
the body. Consequently, the importance of fitness within society in general was relatively
low. However, an exercise program similar to Chinese Cong Fu gymnastics developed,
while still conforming to religious beliefs, known as Yoga. Though its exact origin has
yet to be identified, Yoga has existed for at least the past 5000 years. Translated, Yoga
means union, and refers to one of the classic systems of Hindu philosophy that strives to
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bring together and personally develop the body, mind, and spirit. Hindu priests who lived
frugal lifestyles characterized by discipline and meditation originally developed yoga.
Through observing and mimicking the movement and patterns of animals, priests hoped
to achieve the same balance with nature that animals seemed to possess. This aspect of
Yoga, known as Hatha Yoga, is the form with which Westerners are most familiar and is
defined by a series of exercises in physical posture and breathing patterns (5). Bedsides
balance with nature; ancient Indian philosophers recognized health benefits of Yoga
including proper organ functioning and whole well-being. These health benefits have also
been acknowledged in the modern-day United States, with an estimated 12 million
individuals regularly participating in Yoga.
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YOGA
WHAT IS YOGA?
The system of yoga is based on an integrated holistic philosophy that covers every aspect
of our lives. The red hyperlinks at the top of this page will take you to other pages where
you can read articles on the different aspects of yoga philosophy and thought.
YOGA METHODS:–
Yoga is comprised of five distinct sciences that are designed to be interactive with each
other. Each science has a selection of techniques to assist those who practice yoga to
become effective in experiencing their own essential nature. The sciences are listed with
a selection of techniques relevant to each one.
• Karma Yoga: Work with a meditative awareness (practices include observing
silence, breath awareness and mantra
• Bhakti Yoga: Devotion and Worship (practices include chanting of mantra, ritual,
reading the scriptures, meditation and karma yoga)
• Raja Yoga: Meditation and Mind Control (practices include Mantra, Kriya,
Kundalini, Pranayama)
• Hatha Yoga: Physical Health and exercise (practices include postures, breathing
and cleansings techniques for the internal organs)
• Gyana Yoga: Wisdom and Intuition (practices include control of pranic energy,
meditation and concentration exercises)
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The Benefits of Yoga

By Della Menechella
The benefit of yoga practice goes far beyond the actual time you spend in the poses. One
of the most common reasons why people begin practicing yoga is to improve their health
and well-being. Yoga means union. It is a union of the mind, body and breath, so all
aspects of your life are impacted by your practice.
A major benefit of yoga is physical.
Yoga improves your flexibility.

The stretching that you engage in during every practice helps lengthen and stretch
muscles, which helps reduce the risk of injuries.
It helps to improve your balance.

The majority of yoga practices include some type of balancing in the poses. A significant
number of people, especially as they began to get older, start to have problems with
balance, which can lead to major injuries due to falls. By having a greater sense of
balance, you are able to move more easily and safely.
Yoga can help reduce pain. –

Tense muscles often contribute to pain. Relaxing muscles helps to minimize muscle
tension and the pain that is associated with it. Also, breathing deeply into muscles helps
lessen pain by altering your perception of it.
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It tones your muscles.

Yoga works all the muscles in your body. It helps strengthen and tone them and also
builds endurance and stamina.
It helps to increase your level of energy.

Carrying tension in your body takes an enormous toll on your energy reserves. By
learning how to relax through your yoga practice, you benefit by enjoying higher levels
of energy so you can more thoroughly enjoy your daily activities.
Yoga helps promote a sense of relaxation.

Most people breathe high in their chests. This not only does not allow them to get
sufficient oxygen, it also triggers the stress response, which contributes to feelings of
anxiety. Breathing deeply as practiced in yoga, helps relax your muscles and also brings
much needed oxygen to your cells. The deep sense of relaxation also leads to better
quality sleep.
Each yoga practice ends with some type of relaxation. Since your body and mind are one,
by relaxing your body you also relax your mind. Many yoga experts believe that a
relaxation pose is the most beneficial pose in any yoga practice.
Another benefit of yoga is mental.
Yoga clears your mind and helps you focus your

attention.
During your practice, you are focusing your attention on your breath and turning inward.
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This concentration allows you to withdraw from the distractions in your environment. A
significant benefit of yoga practice is that you can take this ability to focus your attention
into every aspect of your life.
You can be fully present with whatever you are doing instead of worrying about
tomorrow or regretting yesterday. Not only will your actions be more productive, you can
also enjoy them in a greater way.
Yoga helps reduces stress. –

Deep breathing helps reduce the hormones that are released when you are feeling
overwhelmed, overloaded, and frazzled. The internal focus that accompanies the poses
helps create a relaxation response in your body.
Yoga can help release stuck emotions.

Often stuck emotions find their way into our bodies. Remember, your mind and body are
one, and if you are suppressing any painful emotions, you will often experience that as
pain in some part of your body. A benefit of yoga is that by breathing deeply into places
in your body that hold tension, you can help release the emotions that may be buried
there. You can then examine these emotions and let go of those that do not serve you.
Also, as you take your body past the limits of where it has been, you start to feel that you
can move past other limitations in your life as well.
You gain a sense of peace and tranquility. –

Most yoga practices include some time for meditation. Regular meditation helps your
mind reach a state of inner calm. It helps you gain control over your thinking instead of
being at the mercy of wayward thoughts.
As you can see, the benefit of yoga has far reaching effects in every area of your life.
Maintain a regular yoga practice, and you will see for yourself, how yoga can benefit you
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too.
Marketing Fitness Centers

Case study-1
By Amy Hall
Marketing fitness centers well is crucial to the success of any gym, as well as the
employees who work in these centers. The fact is, the fitness business is booming, but the
competition that goes along with this big business is also booming. There are fitness
centers right on top of other fitness centers, so the need for smart fitness marketing is
growing.
If you have ever been in any big metropolitan area, such as Los Angeles or New York
City, you may have noticed two or three gyms on the same street, only blocks away from
each other. This competition can be tough on gym owners who have little experience in
marketing fitness centers. It takes a good strategic plan to make your facility stand out
from the rest, especially if you don't want to lower your membership fees.
Marketing Fitness Centers Intelligently

How do you gain an edge over your competitors in such a demanding business? Well, if
you learn how marketing fitness centers works, you may be able to stand out from the
pack. Some gyms offer specials to lure in their customers, such as no money down to
join, with a month-to-month membership. People like these month-to-month
memberships because they aren't locked in to a year term or longer.
Other gyms will charge less monthly if customers sign up for a year contract. This can
also be beneficial for clientele who are regular gym-goers and who have no plans to
move away from the area. If you offer more membership plans and are flexible in your
marketing strategies, you may find that more people are coming to your fitness center to
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get in shape than the fitness center of the guy down the street.
Stress & fitness

Stress Reduction Techniques - 3 Reasons Why Weight Training Reduces Stress and
Negative Thoughts
Author: John Purfield
Are you stressed out and tired of not being happy? Perhaps you are not paying enough
attention to yourself. While many stress reduction techniques are available, I would like
to discuss weight training as a stress reduction technique.
The payoff for a regular weight lifting routine is enormous benefits to your body and
mind. This includes increased muscle tone and optimal body functioning.
Here are three reasons why lifting weights reduces stress and negative thoughts.
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First, the act of lifting weights helps you shift focus off of others and on to yourself.
You'll have a mental and physical break from rising energy prices, taking care of your
children and working marathon hours wondering if you're
getting downsized. You will find it very tough to think of other things while moving
weight.
Try to find a secluded space at home or limit socializing at the gym. Your outlook will
change on many things. As weight lifting becomes your hobby, allow extra time to focus
on yourself by planning your workouts ahead of time in a journal. A journal helps your
set goals for your workout while you forget about your daily grind.
Next, exercise makes you feel good. Meaning, you can have an overall feeling of
happiness that you may have been missing lately.
During weight training (and almost any exercise), endorphins are released into your body.
Endorphins provide an effect similar to pain relievers and anti-depressants. Also, working
out can increase antidepressant chemicals in your brain. In other words, if you feel
depressed from a discouraging day, weight training can make you feel better.
Finally, weight training builds self confidence. Confidence is the key to achieving your
goals. After completing your work out you'll have a sense of achievement. Achieving
goals helps you build confidence in yourself.
If you don't have confidence in yourself, you'll make it impossible to achieve your
dreams. The more workouts you complete the more you start believing in yourself. You
will set the tone for your life.
Starting a weight training program will help you with stress overload. It is very easy to
start your own program. However, talk to a doctor on how exercise can help you ease
your mind and body of stress and make sure you are physically able to start weight
lifting.
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All you need is a standard weight set and maybe a weight bench to get started. If you can
afford a gym membership and/or a personal trainer, that will benefit you greatly. You
may be surprised that you can reduce your stress levels.
History about Talwalkars
Established in 1932, Talwalkars Better Value Pvt Ltd (TBVF) better known as
Talwalkars, is India's largest chain of health centers. It has 50,000 members and 33
ultramodern branches across major cities in the country.
Our phenomenal growth can be attributed to the trust our customers have in us. They
benefit from our expert advice, personalized supervision, continuous facility upgrades,
result-oriented approach and most of all from the immense experience we have gathered
in this field over 70 years of existence.
Apart from the experience gathered from being in the fitness and health business for the
past many decades, Talwalkars has established a Research and Development (R&D)
department, which improves health programmes designed to cater to individual
requirements.
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Service & facilities
A gym is a specialized area where people of various ages come to spend time on their
health and body. It needs to be spacious and designed to ensure safety and comfort in
movement. A gym typically has the following features:
It is spread over a carpet area of 3,500 to 5,000 sq ft

It has aesthetically designed interiors and is fully
air-conditioned
Usually divided into sections which include:
Cardio facility
Strength training
Free weights
Massage
Steam / sauna
Nutrition counseling
Changing area with lockers
Juice bar and garden
It specializes in programs such as Personal Exercise Programme (PEP), body sculpting

and body shaping. Our team of experts analyzes and formulates programs for members
abiding by health standards.
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PEP
Personal trainers are assigned to members who have enrolled for this programme.
The trainer motivates and encourages without being forceful. The one-to-one attention
creates a good rapport between the member and the trainer and our trainers try and
understand each one's limits and potential.
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Bod Zone
The complete family gym
History about Body zone
Established in year 2000, The Body zone was founded by Mr.amit agarwal & Mr. sanjay
kapoor. It has a branches spread all over the city namely vashi, nerul, mulund, ghatkopar,
vile-parle & pune in the prime locations.
We were the first and the most complete Fitness Club to be established in New Mumbai!!
Since the last 5 years were have dedicated ourselves to the service of New Mumbai and
Vashi residents by providing comprehensive health services and fitness programs. The
thousands of members who enjoy better health and confidence, thanks to our programs
are our biggest testimonials!
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Services & facilities
Our Features Include:
 State-of-the-art Weight Training Equipment

 State-of-the-art Cardiovascular Equipment
 Passive Slimming
 Nutrition Counseling
 Steam Bath
 Therapeutic Aroma Massages
 Personalized Exercise Programs (PEP)
 Weight gain/loss program
A combination of passive slimming (muscle exercises, vaccum therapy & muscle

stimulator) sessions & active exercises along with therapeutic body massages &
regular nutrition counseling by certifies dieticians to achieve significant instant
results.
The overall programme will be supervised by our certified doctors, general

physician, and dieticians.
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Evolution in the Health

&
Fitness centers
As we enter the 21st century, one of the greatest accomplishments to be

celebrated is the continuous pursuit of fitness since the beginning of man’s existence.
Throughout prehistoric time, man's quest for fitness has been driven by a desire to
survive through hunting and gathering. Today, though no longer driven by subsistence
requirements, fitness remains paramount to health and well being. This article will
highlight historical events and influential individuals who have shaped the history of
fitness beginning with primitive man up to the foundation of the modern fitness
movement.
This interview with the Rahul Talwalkar, highlight the recent change in the health
& fitness centers.
Rahul Talwalkar, the director of Talwalkar Fitness Solutions Pvt. Ltd., which,
with 40 sites, is India's largest club chain, is the grandson of the company's founder,
Vishnu Ramakrishna Talwalkar. Rahul, who attempts to emulate his grandfather's
consistent, disciplined approach to daily life and business, earned a bachelor's degree in
chemistry from Mithibai College in Mumbai. He is married, and his wife, Sonali, is
involved in the management of the Talwalkar's facility in Borivili, Mumbai. The couple
have two sons, Aahan and Anuj. The family owned and operated enterprise, based in
Mumbai, has annual revenues of Rs 60-70 crore ($12-$14 million), and plans to have
some 100 locations nationwide by 2010.
QUESTION: The Talwalkars family is virtually synonymous with fitness in India. How
did it happen to get involved in the health club industry?
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Rahul Talwalkar: My grandfather, Vishnu Ramakrishna Talwalkar, was an

accomplished wrestler and bodybuilder in our hometown of Ashata. But, at that time,
because he was a Brahmin, athletics wasn't considered a proper profession. He worked
first as an instructor, essentially a personal trainer, with businessmen, and founded India's
first physical-training institute, Ramakrishna Physical Culture Institution, in 1932. Today,
we have some 40 centers throughout the country.
QUESTION: Tell us something, if you would, about the industry's development in India.
RT: Ten years ago, there were practically no health clubs in India. Today, it seems,
there's one on every corner. The main reasons for the growth are ongoing exposure to the
West via cell phones, the Internet, and the general media boom; greater awareness about
the benefits of exercise; and changing lifestyles. The increased stress and reduced
physical activity of contemporary life have created dramatic problems—people are
coming down with diseases, at 25, that normally begin to appear at 40—which has driven
the demand for clubs.
QUESTION: What's the general attitude, on the part of the public, about the value of
regular exercise?
RT: Everyone knows that fitness is essential to good health, longevity, etc., but, as in the
U.S., most people don't want to admit or accept it. Tomorrow always seems like the right
time to embark on an exercise regimen. You know that it's good for you, but how do you
utilize your time. Health club . . . or nightclub? That’s the general attitude.
QUESTION: Has the Indian industry looked to the West for inspiration and information
or devised its own style, approaches, business models, etc.
RT: We've visited the U.S. and attended IHRSA's convention every year for the past 5-6
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years, and we attempt to incorporate things we learn about that seem appropriate for our
market. The American gym industry is very well organized. They're very savvy, do a
wonderful job of communicating with one another, and package their product offerings
extremely well. Americans give their weight-loss programs catchy titles, and make all of
their programs attractive and appealing, imbuing the club experience with glitz and
glamour. We're also impressed by their marketing and advertising.
QUESTION: In what ways do Western and Indian clubs differ?
RT: They differ, primarily, in terms of sheer size and financial structure—we can't match
them in those two areas. Otherwise, the facilities, equipment, and management are pretty
much the same. One of the big advantages that U.S. clubs enjoy is easy access to
relatively inexpensive equipment. Most of the equipment companies are based in the
U.S., so clubs can incorporate changes quickly. They can also lease equipment, which our
economy doesn't allow. Another critical issue is exchange rates and duties; equipment
from abroad may cost Rs 4-5 million ($80,000-$100,000), but, with a 56%-58% duty
added, the total cost might reach Rs 10 million ($200,000). It will be great when the duty
on equipment is reduced. Fortunately, things have been simplified a lot. There are no
more licensing hassles—there's a simple one-page form, and you can get all the necessary
clearances in just two days.
Other differences? Our marketing skills need polishing. We need to package our brand
better. We need more of the vibrancy that typifies U.S. clubs. Their trainers are so much
more engaging—their language is exciting, and their step so energetic. We need more of
that!
QUESTION: If we were to visit a typical Talwalkars club, what sort of equipment,

programs, and amenities would we find?
RT: Our older centers were 2,000-4,000 square feet in size, but now, with our newer
centers, we aim for 6,000-7,000 square feet. While all of our centers are different,
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because of the specific requirements of each location, they're normally divided into three
areas: the cardiovascular, weight/strength-training, and wet areas. Generally, in the cardio
area, we have 6-10 treadmills and other kinds of cardio equipment, such as cycles, stair
climbers, and elliptical. The strength-training component—a core part of our business—
provides free weights, benches, and a variety of other machines. The wet area includes a
sauna, steam room, Jacuzzi, chill showers, etc.—not every center has these; it depends on
the city, local weather conditions, etc. Some sites have group-exercise floors, but trends
change; five years ago, aerobics was big, but today, group cycling is catching up. The
newer centers also have cafes that offer juices and healthy snacks. Because property is so
expensive in India, it's difficult to provide childcare, but we plan to do so in the future.
QUESTION: Mind/body disciplines, such as yoga, which originated in India, have

exploded in popularity in the U.S. in recent years. What's Talwalkars doing along those
lines?
RT: We've never offered yoga. Yoga is a specific discipline and requires a certain
ambience—it's not something that you can do anywhere. Our core business is developing
health clubs; we're not interested in experimenting with fusion concepts.
QUESTION: Talwalkars is India's largest club operator. Who are its principal
competitors?
RT: There's no national competitor, but each of our centers competes with local facilities.
A couple of American brands—Gold's Gym and Power Gym—have a presence in the
market, which shows that the U.S. is taking our country seriously. In May, the U.K.'s
Fitness First, the world's largest club chain, announced plans to open 20 clubs in India.
Those companies come with a foreign tag and their predesigned programs, but we've
created our programs with only our clients in mind. We know what India needs.
QUESTION: What are your criteria for opening a new club?
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RT: Since the basic annual membership fee is about Rs 20,000 ($400), our clientele is
restricted to the upper class and upper middle class. Every city with a stable infrastructure
is a potential market, but what's more important is location; the area has to be
predominantly residential, with adequate parking and dependable water and electricity
service. Frequently, instinct also plays a pivotal role in deciding on a particular location.
QUESTION: Many observers believe that the 21st century is going to be defined by the
economic emergence of India and China. How do you see this development affecting the
club industry, in general, and Talwalkars, specifically?
RT: With respect to business, the changes seem very positive. As I mentioned before, a
number of factors—modernization, increased communication, growing affluence, rising
expectations, sedentary lifestyles, extended longevity, etc.—are providing us with both
new opportunities and greater responsibilities. It's much easier for us to open branches
now, and, with the economy expanding and spending power increasing, our profitability
will improve. India is still a nascent market. While, in the U.S., approximately 14% of the
population belong to clubs, in India, only about 2% do. Here, our brand name is linked to
fitness in the same way that Coke, for instance, is linked to soft drinks in people's minds.
Our public persona is a conservative one—we're perceived as the place to go for serious
workouts, which is exactly the image we want. We don't organize art exhibitions or do
wine-and-cheese get-togethers. But when it comes to fitness—we're the first choice, the
safe choice.
QUESTION: Bottom-line: how do you see all of this activity playing out for
Talwalkars?
RT: We'll continue to drive and feed the industry's growth by opening more centers. We
expect to have a total of 100 within four years, which, I hope, will help IHRSA hit its
target of 120 million members worldwide by 2010. Another of our major goals is to
develop and open about 15 centers that will cater to price-sensitive clients, charging
about Rs 10,000-15,000 ($200-$300) per year. We're also about to introduce a cobranded
30
line of organic foods, and may eventually do something similar with apparel. Looking
ahead, we see tremendous opportunities.
QUESTION: On an operational level—what are the greatest challenges that Talwalkars

facilities have to deal with?
RT: The same, I suspect, as at any other club in the world—meeting clients' needs and
keeping up with their expectations. Today, our members are telling us that they want
larger spaces and more amenities. They also want us to introduce new equipment,
programs, and methods as soon as they appear in the West. Because no fitness
certification courses are offered in India, and because obtaining credentials abroad can
cost as much as $30,000, we obviously have a problem when it comes to recruiting
qualified employees. We tend to pick young local men and women who have had some
experience with clubs. We've also set up two training facilities—the Talwalkars Fitness
Academies—in Pune and Mumbai. In most cases, our general managers have had 10-12
years experience in the field.
On a personal note, one of my pet peeves is all of the useless fitness products and gadgets
that are advertised on TV—they seem legitimate because they're on TV, so people buy
them. They're more competition than Gold's Gym!
QUESTION: Do you feel that Talwalkars has something valuable to teach club owners
elsewhere in the world?
RT: We're one of the few large family owned health club chains, and we think of our
clients as an extension of our family. During the marriage season here in India, we attend
at least three weddings a day—that's how close we are to our members. Our parents have
worked very hard to create a successful brand, and the third generation of our family is
working equally hard to deal with increased competition. Occasionally, we have
differences of opinion, but we iron them out just as we would any other family problem.
31
We're very good at adapting to change—that's why we're here today. Perhaps the West,
with its strict corporate orientation, could learn something from that.
7 P’s of marketing on Health

&
Fitness centers
In order for your business to sell its products and services as successfully as possible, you
need to look at what products your selling in detail to ensure they will be attractive and
needed; the price to ensure it not too cheap or too expensive; where you are best
distributing your product; and finally, how you can create interest and awareness for your
products. All these elements need to be targeted to the right people at the right time. In
order for your business to tackle this correctly, you need to get the right type of mix
(marketing mix), the mix should include four main elements: Product, Price, Place and
Promotion, by examining each carefully and adapting them to your customer’s needs.
Taking into consideration the health clubs and fitness centers the following 7P’s of
service marketing can be applied:-
PRODUCT: - A product is a set of attributes assembled in an identifiable form. The

product is the central component of any marketing mix. The product component of
marketing mix deals with variety of issues related to development, presentation and
management of the product, which is to be offered to the market place.
Managers must select the features of both the core product and the bundle
of supplementary services surrounding it, with reference to the benefit desired by the
32
customers and offerings of competing products. In short, they must be attentive to all
aspects of service performance that have the potential to create value for customers.
The main product in health & fitness centers maybe any of the following:-
• Fitness services
• Fitness training
• Fitness equipments
• Knowledge of trainers
SUPPORTIVE SERVICES:-
To enrich the health & fitness services certain supportive services are found to be
important. E.g. supply & maintenance of equipments, material & garments, catering
department, maintenance department, music etc, have been also found significantly
important in improving services. The knowledge of the trainers also play an important
role in improving the services of health & fitness centers.
AUXILIARY SERVICES:-
Auxiliary services consists of registration and indoors case of records, stores
management, dietary services. Its important that these services are maintained properly
which would govern the successful operation of a particular department. The security
arrangements, music etc also cannot be ignored.
PRICE: - Price is one of the most prominent elements in the marketing mix. Price
charged must be acceptable to the target customer and it should co-ordinate with other
elements of the marketing mix. Though health & fitness center is a luxurious as well as
need based product, it means those who can afford it as well as find the need to buy the
product for their physical fitness only opt for the product. Price charged by health &
33
fitness centers usually depends upon quality of equipments and training provided by the
respective trainer and facilities offered to the member.
This component addresses management of the expenditure and other outlays
incurred by customers in obtaining benefits from the service product. It is not only related
to traditional pricing tasks of establishing selling price to customers , setting trade
margins and getting credit terms but also , how to minimize other burden on customer
while purchasing – such as time , mental and physical efforts and unpleasant sensory
experiences such as noises and smells.
DIFFERENT PRICING IN THE HEALTH & FITNESS INDUSTRY

• Externally
• Internally
Externally: - Between two gymnasiums even to provide the same service, the prices
differs. Even though the services might be the same pricing differs due to kind of services
provided, pre/post services and the gymnasium’s prestige.
For example: - Talwalkars and Body zone.
Internally: - There is a price differentiation between the services provided by the same
gym. There is a difference between general trainer and special trainer where he will be
there throughout your course of workout. Trainers knowledge and his experience in this
field plays important role.
PLACE: - Place refers to the contact point between the service provider and the
member; who gets the benefits of the services. This element in the marketing mix leads to
the identification of a suitable location.
Two main issues considered regarding the decision of a place are accessibility
and availability of the service to members. Delivering product elements to customer
involves decisions on the place and time of delivery as well as on the methods and
channels employed. Delivery may involve physical or electronic distribution channels or
both depending on the nature of the service being provided.
34
FACTORS INFLUENCING PLACE DECISION:-

• Market size & structure by geographical region
• Number & types of problems in the region
• Local infrastructure
• Location of potentially attractive consumer segment
• Good road access facility
• Public & private transportation network
PROMOTION: - No marketing program can succeed without effective

communication.
This component plays three vital roles:-
• providing needed information and advice (awareness)
• convincing target customer on the merits of a specific product (concentrating on a
particular segment of the market)
• encouraging to take action at a specific time (purchase)
Communication is educational in nature for few customers. Communication can be
delivered by individual such as sales people and trainer, media such as TV, radio,
Newspaper, magazines, etc this promotions is usually used as incentive to catch customer
attention and to motivate them to act.
The following components could be utilized to make health & fitness center promotion
effective:-
• Advertising
• Publicity
• Personal selling
• Sales promotions
• Word-of-mouth promotion
• Telemarketing
• Hoardings
35
PEOPLE: - Many services depend on the direct, personal interaction between

customers and a firm’s employee. This interaction strongly influences the customer
perception of service quality. So, successful service firm devote significant effort to
recruitment, training and motivating their personnel.
It is necessary that the staff of health & fitness center is trained to provide quality
treatment to members with human touch using state of the art technology. In this industry
the staff has to cater to needs of health conscious, overweighed, light-weighed and
agitated lot. Therefore it is very important that the staff of health & fitness center is
friendly and comforting, always wearing a smile.
This objective of providing quality service can be achieved by:-
• Motivating employee
• Providing regular on-job training
• Use of latest technology
• Advice from professional in this field
PROCESS: - It is the method sequence pf actions in which the service operating system
works. This is important as in case of service the production and delivery has to take
place simultaneously. Badly designed process annoyed customers which lead to
likelihood of service failures.
The steps involved in the delivery of health & fitness product as follows:-
• Enquiry & search regarding fitness needs
• Deciding the gym
• Inspection or trail
• Registration & payment
• Use of floor space for training & work-out purpose
• Information from trainers & other members
• Feedback
36
PHYSICAL EVIDENCE: - As the service offering itself is intangible it is necessary

to provide tangible cues to sell a service offering. The appearance of building,
landscaping, vehicle, interior furnishing, equipment, staff member, signs, printed
materials, and other visible cues all provide tangible evidence of the firm’s service
quality. The service firms need to manage physical evidence carefully because it can have
a profound impact on customers’ impression as the service itself is intangible. A tangible
element is often employed to create meaningful symbols in advertising. The following
elements play an important role in health & fitness centers:-
• Dress code to show professionalism & maintain discipline
• The staff should be trained to be understanding, warm and comforting
• Air-conditioned with good lighting
• Ventilation
• Special care should be taken to maintain hygiene
• Certificates of quality if any,
37
1. In your daily life how much importance do you give to fitness and exercise?
A] rarely B] sometimes
C] very often D] regularly
2. Are your gym timings suitable to your work schedule or are you happy with
the timings?
A] yes B] no C] can’t comment
3. What is the number of trainers that your gym owns?
A] 1-3 B] 3-9
C] more than 10 D] does not have
4. How is the ambiance of your gym?
A] poor B] good
C] pleasant D] excellent
5. How is the grievance system of your gym?
A] excellent B] good
C] poor D] does not have
6. What is the quality of equipments in your gym?
A] poor B] good
C] very good D] excellent
38
7. How often does your gym management approach towards cleanliness and
other miscellaneous activities?
A] rarely B] sometimes
C] very often D] regularly
8. How is the Location of your gym?
A]prime area B] comfortable
C] congested D] poor
9. How would you rate the following services provided by the Gym?
A] Car Parking: -
B] Wash room /Changing facility: -

C] Music: -
A] Provided B] not provided
D] Juice /Health drinks: -
A] Available B] not available
10. Would you like to give any suggestions for improvements in the services of
the Gym?
39
Interpretation
Of
Questionnaire
In order to get relevant information about the comparison between Talwalkars & body
zone I distributed 100 questionnaires out of which I distributed 50 to Talwalkars
members & remaining to body zone members. Response was very good & these are the
interpretations of findings on the basis of questionnaire.
1. this was a general question ask to the members of both the gyms (Talwalkars &
body zone) to find out how much importance do they give to fitness & exercise in
their daily life. With the new understanding of the importance of physical fitness
throughout the life cycle and the aging of the general population, working out has
become a notable part of daily life. These days, exercising is not just good sense;
some people use it as a status symbol. You often hear people discussing their
workouts; cycling, exercise classes, working on the weight machines or
treadmills.
40
importance of fitness
A
B
C
D
With this question I found out that 71% of member opted for C & D options,
which shows that people in the city are very much aware of importance of health
& fitness in their daily life, in short they are very health conscious. The remaining
29% members though are not comparatively health conscious, but yet they come
for their various reasons.
2. Time plays a very important role in life, for some people time is money and
taking this into consideration timings at any workplace, organization or even
fitness centers plays an important role. There are various people who come to
gym which includes student, working people, house-wives etc.
In this case where the timings of body zone are 6-11.30 in morning
and 4.30-10 in the evening, considering the 11.30-4.30 as ladies hours.
But in Talwalkars earlier they had separate timings for
ladies, but now they have unisex timings whole day i.e. 6.00 am to 10.00 pm.
The survey ended up in saying that out of 50
members 32% were happy with timings and 68% members were unhappy with the
41
timings in Body zone. In case of Talwalkars 78% of members are happy with the
timings, whereas remaining 22% consists of members with conservative and shy
nature, among this most of them are female members who seemed to be unhappy
with the timings.
3. Personal trainers are assigned to members who have enrolled for this programme.
The personal trainers are professional in their approach which makes a big
difference in the exercise regime. The trainer motivates and encourages without
being forceful. The one-to-one attention creates a good rapport between the
member and the trainer and trainers try and understand one's limits and potential
and accordingly assign a proper fitness regime.
In this case I found out that body zone employs 2 male trainers & 1 female trainer, so
technically it is not possible to handle large number of members at a same time and
thus providing PEP to large number of members is not possible.
Whereas in Talwalkars there are more than 10 trainers. The
ratio of male to female trainers being 1:1. This makes it easy to provide better
attention to members.
4. Ambiance of any gym is an important factor to attract its members towards gym,
42
they feel pleasant and fresh after stepping into the gym. Ambiance is a one factor
which leads its members to form opinion about the gym management.
The result of this question showed very unhappy responses from
Body zone members.45% members said its poor, 35% said its good & 20% said
it’s pleasant. Showing unhappy response from majority of members. The
following picture might give you an idea about member’s low response.
The Talwalkar members were extremely happy with ambiance of the gym.73%
members said it’s pleasant, 19% said its excellent, 7% said good and only 2%
members said poor. The following picture will give idea about the ambiance in
Talwalkars.
43
5. Handling the queries is an important task of the management of the gym, its
shows the effectiveness of the staff towards the members complaints and
suggestions. If the management shows less response toward grievance system
members are likely to leave the gym or tell others about their negative experience.
Where as research shows that those who complain and have their problems
resolved are much more likely to come again. Those who never complain are the
members who seldom visit the gym for exercising.
70
60
50
40
Talwalkars
Body zone
30
20
10
0
A B C D
From the above chart it can be clearly seen that how members of body
44
zone are dissatisfied with the grievance system. Whereas there is a positive
approach from Talwalkar members.
6. Quality speaks for itself. Quality refers to the degree to which a service satisfies
customers by meeting their needs, wants, expectation. Service quality helps in
product differentiation and building customer loyalty. One has to invest in quality
profitably. The following pictures will give definite idea about the quality of
equipments in respective gyms.
Talwalkars:-
45
The body zone: -
46
The survey ended up in saying the following results:-
50
45
40
35
30
Talwalkars
25 Body zone
20
15
10
0
A B C D
7. Here are the results of the question ask about the cleanliness and other
miscellaneous activities to the members: -
47
BODY ZONE
A
B
C
D
TALWALKARS
A
B
C
D
This pie diagram clearly shows the difference in service between the respective
gyms.
48
8. Location of a gym is relevant factor to attract its members, which focuses

attention on the offering of services by the providers to the ultimate users and the
place of location for the service generating organizations. In some of the cases we
find that providers have no option but to locate the branches as per the
instructions of the apex body. Some of the essential features are taken into
consideration such as easy and convenient accessibility, safety or protection,
availability of the infrastructural facilities, attractive and healthy surroundings etc.
In this case where both the gyms are located in the same locality
(sector 17),Talwalkars enjoys the prime location of the 17 sector, whereas the
Body zone is bit in a congested area. But still many people are happy with the
location of their gym there is no much more difference in the opinion of their
members.
9. To enrich the health club services certain supportive services are found important
these services can also influence the members to take admission in the gym. We
analyze member’s preference on following services provided by respective gyms.
A] Car parking:-
Car parking facility is a one of the important element of customer service.
Here where both the gyms share the same area for parking facility i.e. sector
17, but the parking area for Body zone members is bit congested, whereas
Talwalkar members enjoy a hustle free parking area.
B] Wash room /Changing facility: -

Wash room/Changing facility is an integral part of any fitness center; here the
members of both the gyms were happy with the facility provided. The response
did not show much of a difference.
49
C] Music: - .
Music has to be good; a better music can change the mindset of person & can
bring him back to normal level from him frustration of any sort. Music is an
important criterion to change the mood of a person.
In case of Body zone the members are especially annoyed with the type of
music played, which they have to keep on requesting to the staff.
In Talwalkar’s the music played is different in different areas i.e. cardio
section, work-out section and changing room. So the members have a variety
in their choice of music.
D] Juice /Health drinks: -

After a healthy work-out a fresh fruit juice and health drinks are essential for
human body. Where in case of Talwalkars juice and health drinks are
provided, where as Body zone does not provide any sort of fruit or health
drinks to its members.
10. No service is 100% perfect, so there is always a scope for improvement. By

taking into consideration member’s suggestions & ideas they can make enormous
profit and provide customer satisfaction.
When asked about the suggestions on both the gyms members always
insists on better quality, service, innovations, supportive services, etc. the survey
showed more number of Body zone members
50
Ideal Health Management Services
Health management services leads to an ideal health management system, which is useful
for efficient & effective services. Your company culture is unique, incorporating your
history and geography and reflecting the personal qualities of your leadership, workforce
and client base. It offers a totally integrated approach to health management. All
processes—health status analysis, lifestyle and chronic condition coaching programs,
incentive program administration, tracking and reporting—are provided and managed on
one integrated software platform.
These techniques are taken up from the well known ‘Gordian health solution’. An ideal
health management service could be achieved through following steps.
• Program Design and Management

• Health Coaching Center
• Program Communication
• Incentive Management
• Program Evaluation and Measurement
Program Design and Management
Gordian’s proprietary systems, as well as all its products, are designed to be highly
flexible, allowing customization to fit your needs. We begin with a Personal Health
Analysis that can be either customized via our standard online analysis engine, or we can
51
deliver totally custom-developed questionnaires, and reports based on specific client

criteria.
Gordian’s flexibility ranges from simple private labeling, to newly created content and
design, to foreign translation options. We can customize communications pieces to
incorporate your logo or a unique program name and custom branding, as well as content
that describes your program and how it will be implemented. Management reports can be
customized to include statistics on any question item in the extensive Gordian database,
or for any identified sub group within your company.
Gordian’s Client Service team of human resource executives, health promotion experts
and health care professionals works closely with each of our clients to help them design a
program that fits with their organization and meets their health management goals. A
Client Service Team consisting of a Client Services Manager, IT Systems Representative,
Processing Team member, Communications specialist, and Health Coach Representative
is assigned to each client to monitor delivery and provide seamless program
implementation, management support, troubleshooting and issue resolution.
Although each client is unique, Gordian’s comprehensive program includes assessment

and evaluation of many of the following areas:
• Program goals and objectives

• Company and workforce profile
• Medical claims analysis and other cost issues
• Existing health management initiatives
• Benefit plan characteristics
• Participant profile
• Program name
• Program customization
• Incentive program(s)
• Personal Health Analyses (standard/customized)
• Biometric screenings
52
• Lifestyle management programs

• Chronic Condition programs
• Health education (including self-care)
• Management reporting
• Communications campaign(s)
• Coordination with existing vendors and internal programs
• Training and development of client staff (as needed)
• Billing/budget
• Outcomes measurements
• Data management
Health Coaching Center
Our Client Service Team works closely with each of our clients through the design and
implementation of your program, and beyond. Gordian ensures your program will have
the support it needs on an ongoing basis through our Health Coaching Center, which
operates Monday through Friday, from 7 a.m. to 10 p.m. and Saturday from 9 a.m. to 4
p.m., Central Standard Time.
Every aspect of your customized Gordian program is reviewed with our Operations Staff
and our Health Coaches through pre-implementation training by the Client Services
Account Manager. Training includes details about your company’s program rollout,
services, vendor coordination, communications materials, and incentive program. What’s
more, our Operations Staff is also provided an overview of your company, your industry,
and your corporate culture.
Your employees will be given a Gordian Hotline telephone number to call so our
experienced Health Coaching Center Staff can directly address questions about
incentives, the Personal Health Analysis, eligibility, screening dates and signups,
program features and requirements, and more.
53
For Personal Health Analysis website questions relating to account creation, keycode,
updating your account, retrieving your password, privacy, security, and other technical
aspects, Gordian provides telephonic support Monday through Friday from 8 a.m. to 5
p.m., Central Standard Time.
Program Communication
Good communication demands great preparation. Accurate timing, positive messaging,

and targeted intelligence about the audience are ingredients to the successful launch of
even the most generous employee benefit program.
With more than 100 program implementations behind us, the experts at Gordian Health
Solutions make it their business to know which employee hot buttons to push and how to
push them to get the best results. Positive, carefully planned employee communication
campaigns are the beginning of great population health management programs. At
Gordian, we have the experience and know-how to put it all together—Our six
components of a good employee communications campaign form the backbone for
continued program success.
A Client Services Manager and Gordian’s in-house Creative Services department works
with each client to design a communications campaign customized to attract and maintain
participation in your program. The Gordian enrollment package includes an initial
program announcement overview brochure containing enrollment, screening and
incentive details.
A variety of optional communication pieces can be custom designed to augment program

communication efforts to meet your branding requirements.
54
Incentive Management
Gordian’s proven incentive management paves the way.
The success of your population health management program—and your return on

program investment—will depend on participation. That’s why Gordian’s expertise in
incentive plan development is a valuable component of our programs.
We begin with a thorough understanding of the client’s company and years of experience
in knowing what motivates employees. Gordian incentive programs are designed to
maximize enrollment—both at kickoff and on an ongoing basis—and to keep participants
engaged throughout the duration of the program. Industry research and Gordian's own
client experiences have proven that the greater the level of incentive, the greater the
program participation. And high participation increases the chances of success in
modifying risky health behaviors and reducing health care costs.
Gordian’s incentive programs range from achievement awards to aggressive financial

incentives. Estimated program participation levels range from 15% to 90% depending on
the level and type of incentive.
Medical Benefits-Integrated Incentives, offered only by Gordian, have proved to be the

most effective means of achieving high levels of participation and improvement in
health status and healthcare costs. These are financial incentives that are typically
incorporated into the insurance premium structure (payroll deduction amount) for all
employees and, in some cases, for spouse premiums (if included in the program). These
incentives are most commonly designed as a discount to each pay period’s premium rate
(payroll deduction) based on voluntary participation in the health improvement program.
Medical benefits-integrated incentives work because employees can draw a direct

connection between their participation in the program and their paycheck. They know
that the steps they are taking to improve their health reap financial benefits every pay
period. Medical benefits-integrated incentives also return the highest level of
55
participation, and thus investment, for our clients. Learn more by reading the six things
an employer needs to know about health status analysis and use of incentives.
Other incentive programs used by Gordian clients include:
• Achievement Awards: Offeringcook books, self-care books, pedometers, etc.

• Financial Awards: These include cash awards, co-pay waivers, and gift cards.
Program Evaluation and Measurement
Gordian's extensive tracking and reporting capabilities are based in science and
technologic expertise, which set us apart from our competitors. We evaluate our
performance through employee satisfaction surveys, analyses of health status and
economic outcomes such as return on investment, participation reports, physician referral
reports and more.
We begin with a comprehensive Group Report that identifies health risks unique to your
company. Using aggregate data from your population’s Personal Health Analysis (PHA)
results, you’ll see graphic representation and narrative analysis of your group’s health
risk status, demographics, health risk factors and preventable deaths by disease
categories. Over time you will also receive a Group Progress Report incorporating
follow-up PHA data.
To monitor your intervention program’s progress, Gordian provides a Member Activity

Summary, so you can identify the total number of employees that completed the PHA as
well as the number eligible for lifestyle and chronic condition management programs and
the respective enrollment rates.
56
The Stratified Members (Stratified Members by Package Detail) report illustrates an

aggregate look at members qualifying for Gordian Health Coaching subcategorized by
Lifestyle Coaching Programs, Chronic Condition Coaching Programs or both.
A Program Activity (Activity Summary by Program and Package) report identifies

the number and percentage of stratifications and enrollments for participants who
stratified for and were enrolled in a coaching program at the time of the report. The
analysis will also reflect the enrollment percent of those stratified by program and
package.
Gordian also helps you keep up with our activity through a Contact Summary of calls
and mailings.
The Goal Achievement Analysis lets you know how many participants have
successfully met their goals or made progress to reduce their risk factors through our
coaching programs.
The Physician Referral Analysis shows the numbers, percentages and types of
conditions contributing to physician referrals within your employee group. This
information is used to implement programs to manage the most frequently occurring
risks. Early detection or significant findings by attending physicians will also be tracked
and reported.
Personalized coaching is monitored on an ongoing basis through telephonic or electronic

contact with a Health Coach, allowing for immediate feedback and adjustments to meet
each individual’s needs. At six months and at the end of each individual coaching cycle
an anonymous Program Evaluation Survey is conducted to determine the effectiveness
of the program. This data is compiled into a group report to give you an overall program
satisfaction evaluation.
57
BIBLIOGRAPHY
Books:
• Service sector management by Prof.R.Subramaian

• Gordian health solution
Magazine & Newspaper articles:

• Times of India
• Cosmopolitan
• India today
• Men’s health
Websites:
• www.Google.com
• www.Articleinsider.com
• www.Fitnessguru.com
58

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FITNESS AND HEALTH CLUBS

SIES (NERUL), COLLEGE OF ARTS,

SUBJECT: PROJECT WORK

PROJECT TITLE: FITNESS AND HEALTH CLUBS

GUIDED BY: PROF. SWATI SARANGI

SIES COLLEGE OF ARTS, SCIENCE & COMMERCE, NERUL has completed a

project on “FITNESS AND HEALTH CLUBS” in the Academic Year 2006-2007

Prof. SWATI SARANGI DR.U.B. JANGAM

(Project Guide) (Principal)

their invaluable moral support & help.

parents because of their cooperation, support and understanding nature.

HISTORY OF FITNESS 11-12

STRESS AND FITNESS 18-19

History about Talwalkars 20

EVOLUTION IN THE HEALTH & FITNESSS CENTER 25-30

Interview with Mr. Rahul Talwalkar

The Importance of Physical Fitness

The Importance of Exercise

Improved Muscle Tone

Primitive man and fitness (pre-10, 000 B.C)

The Benefits of Yoga

A major benefit of yoga is physical.

Yoga improves your flexibility.

It helps to improve your balance.

Yoga can help reduce pain. –

It tones your muscles.

It helps to increase your level of energy.

Yoga helps promote a sense of relaxation.

Another benefit of yoga is mental.

Yoga clears your mind and helps you focus your

Yoga helps reduces stress. –

Yoga can help release stuck emotions.

You gain a sense of peace and tranquility. –

Marketing Fitness Centers

Marketing Fitness Centers Intelligently

Stress & fitness

History about Talwalkars

Service & facilities

It is spread over a carpet area of 3,500 to 5,000 sq ft

It specializes in programs such as Personal Exercise Programme (PEP), body sculpting

History about Body zone

Services & facilities

Our Features Include:

 State-of-the-art Weight Training Equipment

A combination of passive slimming (muscle exercises, vaccum therapy & muscle

The overall programme will be supervised by our certified doctors, general

Evolution in the Health

As we enter the 21st century, one of the greatest accomplishments to be

Rahul Talwalkar: My grandfather, Vishnu Ramakrishna Talwalkar, was an

QUESTION: In what ways do Western and Indian clubs differ?

QUESTION: If we were to visit a typical Talwalkars club, what sort of equipment,

QUESTION: Mind/body disciplines, such as yoga, which originated in India, have

QUESTION: What are your criteria for opening a new club?

QUESTION: On an operational level—what are the greatest challenges that Talwalkars

7 P’s of marketing on Health

PRODUCT: - A product is a set of attributes assembled in an identifiable form. The

DIFFERENT PRICING IN THE HEALTH & FITNESS INDUSTRY

FACTORS INFLUENCING PLACE DECISION:-

PROMOTION: - No marketing program can succeed without effective

PEOPLE: - Many services depend on the direct, personal interaction between

PHYSICAL EVIDENCE: - As the service offering itself is intangible it is necessary

B] Wash room /Changing facility: -