1. In terms of marketing, why is it important for customers to see mike Boyle working out and super-vising trainers at his gym facilities every day?
2. Mike Boyle only wants to attract custoemrs who will be frequent users of his facilities and training services. What does this suggest about how MBSC manages service expectations.
3. How, Specifically, can customers evaluate the search qualities, experience qualities, and credence qualities of MBSC?

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Video Case 13.1 Mike Boyle's Services Are Not for Everyone Everyone wants to be strong, healthy, and fit. But not every- one is in the target market for Mike Boyle Strength & Condi- For school athletes in their teens and twenties, MBSC tioning (MBSC). With two Massachusetts locations, MBSC offers services such as middle-school athletic training, high- offers a variety of services to help athletes at all levels build school performance training, and college-break workout ses- strength, improve endurance, and enhance performance. sions. For adults, MSBC offers small-group strength and Cofounder Mike Boyle developed his approach to athletic training services and private or semi-private personal train- ing geared to each customer's individual needs and goals, training as a result of working as a trainer for various sports including weight loss, better stamina, and better mobility. teams and with Boston University. He's also trained Olym- In addition, MBSC provides services to help adults improve pic athletes, professional athletes, and celebrities. capabilities and performance in specific sports, such as Over the years, Boyle noticed how many people join golf. Prices vary, depending on the duration of the service a gym with good intentions but then lose their motivation programs and whether customers receive private or group and rarely use the facilities. So when Boyle opened his first training. gym, he went down a different marketing path. He wants to As they age, professional athletes who want to continue provide services to customers who expect to actively train, their high-performance careers see MBSC's services as a customers who will set personal goals and then come to the way to keep up their strength, speed, and endurance. Even gym for regular one-on-one or group training. Boyle recog- adults who aren't athletes see MBSC as a resource for tak- nizes that his business doesn't just provide equipment and ing fitness to the next level, learning to prevent injuries, and space for workouts-it also offers social support and profes- getting in shape to look their best. Customers also have the sional guidance, encouraging customers to make progress option of requesting services such as massage therapy and toward their fitness and performance goals, week after week. physical therapy to regain strength and improve agility.390 members in their 80s. A small percentage of cus. tomers are professional athletes, and many of his customers are young men and women who want training to supplement their school sports activities. Because he was known for his work with the Boston Bruins hockey team and with Boston University's hockey team, Boyle attracts many varsity hockey players from the Boston area. These days, Boyle has little extra time for the kind of extended workouts he once enjoyed. Still, he makes the rounds of his gyms every day, training in brief, intensive stints and serving as a role model for the ongoing benefits of maintain- ing strength and conditioning at all ages and for FATCAMERA/E+/GETTY IMAGES all lifestyles. 35 Boyle reaches out to a wider audience with "how Questions for Discussion to" videos that educate and encourage people who want to know about his training and services. His Facebook 1. In terms of services marketing, why is it important for customers to see Mike Boyle working out and super- page has nearly 45,000 likes, his Twitter account has 35,800 followers, and his You Tube channel has 11,000 vising trainers at his gym facilities every day? subscribers. Boyle maintains a dialogue with customers 2. Mike Boyle only wants to attract customers who will and prospects by posting notes and videos on his blog be frequent users of his facilities and training services. and social-media accounts about diverse topics, including What does this suggest about how MBSC manages effective training techniques and the benefits of school service expectations? athletics. 3. How, specifically, can customers evaluate the search Today, MBSC offers services to customers as young qualities, experience qualities, and credence qualities as 11 years old, and at the other end of the spectrum, to of MBSC