tein, 1990, pp. 46 52).
The major opportunity available to health club operators in the metropolitan area is the baby boom 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 (Waldrop, 1989, p. 6). This segment accounts for approximately 12 percent of the metropolitan area population in the early 1990s. This proportion is expected to rise to approximately 15 percent by the turn of the century.
Competitive positioning for the health club firm requires the consideration of the existing competitive environment. In 1993, 97 health clubs serve the metropolitan area. Most of these clubs are single facility operations. There are, however, six multi facility health club firms operating in the metropolitan area. These firms are Club Sports International, Bally's Holiday Health Club, Mademoisell
...