Singaporeans are getting health conscious and fitness is one key factor to destress and age gracefully. Jewel Gym is an emerging chain of fitness centres providing customised professional coaching with facilities for personal training and group fitness activities such as Yoga, kick boxing, Zumba and Pillates. Fitness Fast currently consists of eleven fitness centers throughout Sydney. Jewel Gym has 10 centres and is currently opening two more centres in the new towns of Sengkang and Canberra. The CEO has allocated S$600k marketing fund to promote Jewel Gym to acquire new customers.

The marketing team has identified five different segments of Singapore residents that are attracted to joining a fitness center as below:

Segments Segmentation variable Profile Proportion of Market Looking Good This group is attracted to On average, this group is aged 18 to 30% improve the physical look of 35 and tend to be fairly dedicated to their body fitness - but they also like to party too Losing Weight As the name suggests, this group This group is slightly older, around 20% is attracted to a fitness center to 30 to 45 years. Their fitness help them with their weight loss dedication seems to go in cycles goals (that is, up and down) Just Surviving This is a relatively new This group is predominately aged 50 10% segment. They view fitness as years plus. They don't have vital to long-term health and ambitious goals, and are happy to work out to help make their do a light work out a few times a day-to-day life easier week: Among Friends This group see fitness center This group mostly consists of 30% as a great place to make females aged 25 to 40 years, who friends and meet people. work part- time (due to children). They are reasonably committed to fitness, even though it is their secondary motivation Pushing the These people use fitness This group is mainly aged under 30 10% Boundaries centers to help them achieve and are extremely committed to goals in other areas (that is, their fitness goals, even though they play top level sports, or they may only use fitness centers engage in extreme or on an ad hoc basis endurance sports