Discussion Activity: Designing a Gym Business Plan in the UAE 1. Context

 

The UAE fitness industry is booming due to:

- Rising health awareness among residents.

- Government wellness initiatives (Dubai Fitness Challenge, workplace wellness programs).

- Social media influence and fitness influencers shaping consumer choices.

Your teams are tasked with designing a business plan for a new gym that can stand out in this competitive market.

Activity Instructions

Step 1: Value Creation

How will your gym create value for customers?

Step 2: Value Capture

How will your gym capture value to remain profitable and sustainable?

Step 3: Value Chain Mapping

 Map the following  activities that deliver value from start to finish.

- Inbound Logistics: How will you source equipment, supplements, or technology?

- Operations: What services will you run daily?

- Outbound Logistics: How will memberships and bookings be managed?

- Marketing & Sales: How will you attract customers?

- Service: How will you support customers after joining (loyalty programs, nutrition counseling)?