Marketing Plan for Health Club

The population of the DenverBoulder metropolitan area approximates 1.9 million persons (Bureau of the Census, 1991). The population in the metropolitan area is growing at the rate of 1.5 percent per year. Approximately twothirds of the metropolitan area population is in the 1864 age group, which is the age group in which most users of health clubs are found (Stein, 1990). A significant proportion of the 18to64 year old population segment in the DenverBoulder metropolitan area is comprised of the socalled babyboom generation. As they age, the babyboom generation is considered to be a prime target for health clubs (Waldrop, 1989).

The mean household gross annual income in the DenverBoulder metropolitan area approximates $38,500. Thus, the DenverBoulder metropolitan area is well able to support an expanding health club market (Stein, 1990).

The major opportunity available to health club operators in the DenverBoulder metropolitan area is the babyboom population component that is now beginning to enter their forties. A second, although smaller opportunity, is found in the 65 years old and older population segment. More and more people in this population segment are seeking to maintain fitness as they age (Wa