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Fitness First (Thailand) Limited expands its customer base into the eastern region with the launch of “Fitness First Central Plaza Chonburi” as the 18th branch with an investment of more than 80 million baht. The new branch is provided on a service area of over 1,500 square meters, fully equipped with standard fitness exercise equipments and facilities. Fitness First also uses sport marketing strategy with a sponsorship of Chonburi FC, Thailand’s leading football club, to provide a venue for practice and physical efficiency development to the club’s football players worth a combined more than 2 million baht. The company reveals it is not worried about the market situation as it can achieve sales of 50% higher than the target. It also plans to expand service area or new branch to neighboring locations if it gets a good feedback from consumer.
 Mr. Mark Buchanan, Managing Director of Fitness First (Thailand) Limited, discloses that this expansion to province is the second branch after a great success of The Mall Korat branch, Fitness First’s first branch in province, showing the increase in market opportunity besides of the expansion of branches in Bangkok and vicinity. However, the branch expansion to Central Plaza Chonburi which is located in Muang District of Chonburi is the eastern region’s first branch with the company’s business views as followings:
1. Purchasing power of target market in Chonburi and other neighboring provinces is quite high as it is the location of main businesses in the eastern region. People’s income is higher than those in other provinces and there are a lot of foreigners living in the province.
2. The number of competitor in the province is very few, especially in Muang District. There is also no large fully-equipped fitness center operated by a private company in the area.
3. Efficiency control in services management which must be retained at an international standard of Fitness First.
4. Strong confidence in the management of Central Pattana (CPN), one of Fitness First’s major partners, also known as “where there is Central, there is Fitness First.” Presently, Fitness First makes presence at all six branches of Central Department Store throughout Bangkok and vicinity.
“Fitness First Central Plaza Chonburi” is the 18th branch of fitness center under the management of Fitness First (Thailand) Limited, the world’s leading health club operator running business in Thailand for more than five years with over 550 branches in 17 countries worldwide. “Fitness First Central Plaza Chonburi” is on the third floor, Central Plaza Chonburi, fully equipped with modern exercise and fitness equipments and facilities on an area of more than 1,500 square meter.
In the service area, there are health promotion area including Cardio Area, Weight Resistant Area, Free Weight Area, Combo Group Exercise Studio, Cycle Studio, Member Lounge, Steam Room and Sauna. All are designed and constructed under the standard approval of Fitness First in the international standard. Members can receive a right exercise consultant from sport science expertises and specialists. The company spends an investment budget of over 80 million baht for “Fitness First Central Plaza Chonburi”.
 For the cooperation between Fitness First and Chonburi Football Club, Mr. Wittaya Khunpleum who is the Club’s Manager says the club is pleased to join the cooperation and he is personally appreciated that Fitness First sees an importance of football sport in Thailand. Chonburi FC is regarded as Thailand’s leading football club where a lot of national athletes are the member and produces quality football personnel for Thailand. Fitness First presents annual membership to all staff at the club, together with providing fitness and exercise specialist to train football players every week. This sponsorship is valued at over 2 million baht.
“Fitness First Central Plaza Chonburi” has a presale of 30% higher than an expectation during pre-launch. After it has opened since July 6, 2010, there are a total number of over 1,500 members, 50% higher than the target. Of this number, 95% are Thais living in Chonburi and aged between 15 to 58 years old and the rest 5% are expatriates working in industrial estates in Chonburi. However, the company expects the Central Plaza Chonburi branch will get a good response from customers more and more resulted from the standard of services and advertisement as well as public relations that reaches wider target by the sponsorshop of Chonburi FC which is the pride of local people. The company also plans to expand services area and new branch in Bangkok and provinces if it receives a good feedback from consumer, Mr. Mark Buchanan concludes. |
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