A medium$-$sized regional gym, Elite Gyms, is trying to expand and slightly update their current model that works well in Massachusetts. The company has been in business for $15$ years and has built a reputation for providing a high$-$level of personalized customer service even during the Covid years. It has $20$ local gyms in Massachusetts staffed with highly qualified salespeople who specialize in various fitness trends. Covid$-19$ and competition have been a struggle these past years but because of their high levels of customer service and fantastic reputation they are doing well. Elite gym$\text{'}$s target market is focused on a professional willing to pay more for service and amenities that also desires a smaller feel to their gym. These are their core customers, which have helped keep them profitable.

This industry deals with change and is highly competitive. Elite Gyms website and social media could work. The marketing department has collected $560,000$ email addresses for most of the areas of CT they want to expand $($see below$)$ to as they are hoping to expand in $2023.$

Gyms are heavily marketed via direct mail; TV and a variety of electronic media and Elite gyms is looking to update their promotional mix for their target market segment in CT$.$

This new Gym is in West Hartford and will serve as a new prototype for future openings, as well as a renovation concept for current gyms.