MKTG1047: Uplift Health Club* is a Singapore gym brand, offering a high-end blend of fitness and wellness facilities: Market Research Case Study, RMIT, Singapore

Uplift Health Club* is a Singapore gym brand, offering a high-end blend of fitness and wellness facilities. The brand is positioned in the market as “functional but stunningly luxe”. This gym offers highly exclusive membership, which is limited to only 500 consumers across three desirable locations in Singapore.

Uplift Health Club has undergone growth in the past 5 years, COVID withstanding. There are as many as 120 classes every week, as well as personal training, mineral pools, sauna and steam rooms, massages, a kiosk for healthy meals and juices, and a balcony space for relaxing and socializing with views of Singapore’s iconic skyline.

Current Situation

The fitness industry in the Asia-Pacific is worth US$15.4 billion, representing an annual growth rate of 3.9% in the last five years. Several factors drive this rapid growth – many consumers are striving for a healthier lifestyle, athleisure apparel has grown in popularity, and we have witnessed the emergence of the ‘boutique’ gym.

However, the Singapore fitness industry is now highly competitive, as many brands have capitalized on health and wellness trends. There are now many different types of gyms on offer to Singaporeans. Some position themselves on providing maximum convenience; others offer unique fitness experiences; and others provide a luxury experience.

During COVID, the lockdowns and social-distancing measures imposed took a toll on revenues and drove consumer uptake of at-home and online fitness options. These factors have compounded the challenges in the marketplace. As such, fitness brands are required to develop strong marketing positioning and respond to changing consumer needs.

The member is at the heart of Uplift Health Club, and understanding their members is important to ensure their facilities, classes, and instructors/trainers appeal to the target market. With the post-pandemic recovery of the fitness industry being projected to take at least the next two years, Uplift Health Club’s marketing manager would like to ensure the company has a solid understanding of who exactly their members are and what they think, feel, need, and want in relation to their health and fitness journey.

Thus, Uplift Health Club would like to learn more about its member profile and competitive situation. Specifically, their research aims to address the following objectives:

• To understand the member segments that use Uplift Health Club.
• To describe factors that are important to members when selecting a gym.
• To understand members’ facilities and services experiences at Uplift Health Club.