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Finding out what the member wants and uses is the key. Talking to the member can retrieve this information. After polling approximately 2,000 health club members it was found that the core members-the diehard fitness enthusiasts- desired, more than anything else, is convenience and quality customer service. (Feld, IRSHA 2005) They did not want a lot of extras. In the fast paced environment that most people live in if was found that health club members wanted to come in, get their work in, and leave. Within the fitness industry it has been found that quality service, location, affordable membership dues and word of mouth referrals proves that the marketing mix of product, place, price and promotion really works...
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