h club firms operating in the Denver-Boulder metropolitan area. These firms are Club Sports International (seven facilities), Bally's Holiday Health Club (six facilities), Mademoiselle Spa (five facilities), Fitness America, Ltd. (two facilities), Lady Fitness (two facilities), and World of Health (two facilities). Of the 97 health club facilities, 19 may be considered to be upscale in character. Positioning the health club firm in the upscale segment of the health club market in the metropolitan area will limit total market size; however, the positioning will also reduce the number of competing firms.
The primary target market for the health club firm, therefore, will be that portion of the 40-64 age group that is in the above average income bracket. The second segment of the target
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