PESTLE ANALYSIS OF FITNESS INDUSTRY FOR STRATEGIC MANAGEMENT

Abstract

Fitness is something that is broadly considered to be of great importance. The
fitness industry is growing very fast around the world. It is evolving from a niche to a
mainstream industry, and many have entered it with long-term plans and marketing
strategies. Fitness industry is associated with many other product and services where other
stakeholders are involved in the economy. The fitness industry comprises of gyms, fitness
equipment, health club, fitness class, sports nutrition, wellness centre, fitness apparel, smart
fitness equipment, personal trainer, dietician, fitness model etc. The industry is diverse
requiring study and research for proper policy and planning.
PESTEL analysis is a tool used by industry to analyze the macro environment in the
increasing competitive environment so that opportunities and risk of threats can be reduced
efficiently and effectively. The main objective of this paper is to conduct PESTLE analysis
of fitness industry in Manipur state, India. PESTEL stands for Political, Economic, Social,
Technological, Environmental and Legal factors. Such analysis is usually done to understand
the macro environment of the organization which may also affect the immediate
environment. This tool allows the assessing of the current environment and potential changes.
To fulfill the objective of the study, fitness industry located in Imphal West and Imphal East
districts of Manipur are taken for the study. Imphal west and Imphal East have large number
of fitness industry as compared to other districts. To collect the data case study method was
adopted and data were collected from gym owner/instructor, fitness equipment manufacturer,
fitness class provider, sports nutritionist, personal trainer and fitness model.
After analyzing the data, it was found that in political factor, changes in government policies,
increase awareness level of the importance of being fit and healthy makes individual demand
and avail for fitness services and product. In economic factor increase in individual disposal
income tends to increase in gym membership and other fitness class. In Social factor young
generation has increased demand for fitness services especially gym that prioritize
technology whereas aging population inclined toward fitness class namely yoga and
neighborhood location of fitness centre is also a motivating factor among the individual.
Under technology wearable devices motivates the individual to continue their fitness
activities because it gives customized result. Legal factors such as safe working conditions,
safety equipment which are regularly maintained and inspected with proper label of warning
and instruction is important in the enrollment. Most of the fitness industry studied lacks
awareness about environmental factor.