Abstract des Autors

This article presents the results of a piece of research focusing on the competition
between fitness and wellness clubs in the Prague region, which belong to worldwide
chains. The research was realized on two levels; from the institutions‘ business
managers‘ points of view, and from the institutions‘ customers‘ point of view. The research was conducted in 2011 through a deep interview and written questionnaire. The interview and questionnaire were used only for the purpose of this research. The deep interview with business managers was focused on the characteristics and marketing philosophy of the chosen institutions, their target groups and the assortment of offered services, offered membership, pricing policy, as well as the managers' own view on their institution‘s competition. The written questionnaire for fitness and wellness club customers was focused on key criteria for choosing an institution. This included – the possibilities of using the offered services, customers' sensitivity about prices, and membership evaluation that includes reasons for its termination. The results of this research specify the marketing philosophy of running companies with fitness and wellness services – rival institutions, the low-level loyalty of Prague customers, prior reasons for a visit and a weakened function of some marketing tools. The results were sorted according to Porter's competitive forces analysis and present the competitive rivalry between fitness and wellness centres in Prague, customers‘ powers of negotiation, suppliers negotiation force, the threat of substitutes replacing fitness and wellness services and the threat of new rival
institutions turning up. Verf.-Referat