💼AP Business with Personal Finance
3. ActiveCore Fitness—a regional chain of health clubs—wants to redesign its gym floor plans to improve member satisfaction and gain a competitive advantage.
The fitness industry is highly competitive, and ActiveCore wants to ensure its facilities accommodate the actual usage habits of its members. The executive team believes that optimizing the layout to match member behavior will reduce crowding, enhance the overall customer experience, and increase member retention.
To gather data on member behavior, ActiveCore management conducted field observations. Over a two-week period, trained staff members discreetly observed the actual behavior of 1,200 members during peak hours. The staff recorded which equipment zone each member visited first upon entering the gym and tracked the average time members spent in each zone.
As shown in Figure 1, the observation revealed the percentage of members who visited each equipment zone first: Cardio 45%, Free Weights 30%, Resistance Machines 15%, and Stretching/Mobility 10%. As shown in Table 2, the average time spent in each zone per visit was Free Weights 35 minutes, Cardio 25 minutes, Resistance Machines 20 minutes, and Stretching/Mobility 10 minutes.
Describe a market research method ActiveCore Fitness executives employed to gather the information represented in the scenario.
Figure 1. First Equipment Zone Visited by Members
Describe a finding revealed by the research. Use data from Figure 1 or Table 2 to support your response.
Explain how ActiveCore Fitness could use a finding from the research to achieve a business goal.
Table 2. Average Time Spent per Zone
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