"Super Gyms for the Super Rich"

Paper Summary:

The paper discusses how Susan Yara's article, entitled "Super Gyms for the Super Rich", suggests that the wealthy, as with so many other aspects of their lives, get in shape differently than ordinary Americans. The paper further discusses Yara's analysis that certain gyms, by targeting higher-end consumers, have established a niche market through careful advertising, marketing, and appeal to a crucial 'snob factor' that makes getting in shape for the elite more attractive. The paper examines how the elite are more determined to create enclaves that are for a select few, who are willing to pay any price. The paper includes the original article.

From the Paper:

"While the basic fitness centers at a local strip mall might offer a treadmill, these new elite gyms offer the best in personal training and fitness equipment, as might be expected. These gyms also offer concierge services, private cabanas in which consumers can change for the pool, elegant rooftop patios where clients can show off their newly toned figures, private spas and, instead of Power Bars and Gatorade, the gym's dining areas serving gourmet food. Customers are not simply given standard dietary and workout advice, they are given specific meal and supplement plans, as well as medical assessments to go with customized workout regimes."

Sample of Sources Used:

• Kerin, Hartley, Berkowitz, & Rudelius. (2005) Marketing. 8th edition, New York:McGraw-Hill Irwin.
• Yara, Susan. (27 April 2006) "Super Gyms For The Super-Rich." Forbes Magazine.

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