While most outdoor social activities like heading to the mall and meeting up with friends have resumed, many people continue to work from home. This means that we are spending a lot of time in our seats, and without the daily commune to and from the office, few can claim to be really active. These days, gyms are conducting paid classes held over video conferencing app Zoom or in classes at their studios, attended by a limited number of participants.

Selected gym brand: Dennis Gym (Singapore)

Question: Examine the fitness and gym industry in Singapore then discuss, with supporting evidence, whether it is in the maturity stage of its product life cycle (PLC). Suggest three (3) marketing strategies that the selected gym can adopt to increase its customers and sales revenue.