Who is your Customer?
Bernhard Keim, Business Consultant, Germany
The question you should ask yourself: what is the difference, that makes a difference for your customers? And does it matter to your customers?
I could tell you easily what I do not like at most fitness clubs. E.g. they have to be absolutely clean. Smelly, filthy clubs are a no go. Think yourself what you/other people might dislike in a normal club.
What about women? Do you offer times when they can workout without men?
What about children? May be you can offer them low-cost training facilities at times, when the club is not frequented a lot.
In short: if it is not different, it's not strategic. Copying competitors might work, but won't provide lasting advantage.