SAMPLE CLUB
SAMPLE CLUB
YOUR LATENT DEMAND FORECAST The final step is to calculate how many members you’re likely to attract to your facility, which – as you’ll see in the breakdown (next page) – we break down by Mosaic type to help you fine-tune your planning. We estimate the latent demand for fitness at the Sample Club to be 2,016. This is the total number of members we feel could be achieved. This figure includes allowance for 25% of the total to come from outside the estimated catchment area. It also includes some negative consideration for competition in the area. Note that this isn’t about stretch goals. It’s about what 20+ years of accumulated data and experience tell us is actually feasible. We’re here to help you set realistic expectations. Let’s go into a bit more detail, including which population types your members are likely to come from. In the following breakdown, you’ll see three columns. The first column lists all 66 Mosaic types, while the second column shows the total number of adults aged 15+ in your catchment that fall into each type. The final column shows the estimated demand for your facility, within your catchment, from each Mosaic type. That is, how many members you’re likely to actually get from each type. Note that these individuals could be brand new to gym membership or cannibalised from elsewhere. All estimates are based on the various filters applied within our model – i.e. the estimated penetration rates for each type are calculated based on your offering, location, pricing, the local competition and so on. Each filter applied or changed will therefore also change the penetration rate for each type.
ESTIMATE OF LATENT DEMAND FOR HEALTH & FITNESS Based on a two-mile radius of Sample Club
Mosaic UK Type
Total Adult Population (15+)
Total Health & Fitness Demand
A01
World-Class Wealth
0
0
A02 Uptown Elite
0
0
A03 Penthouse Chic
0
0
A04 Metro High-Flyers
0
0
B05
Premium Fortunes
26
1
B06 Diamond Days
89
5
B07
Alpha Families
69
3
B08 Bank of Mum and Dad
656
30
B09
Empty-Nest Adventure
258
13
C10
Wealthy Landowners
327
6
C11
Rural Vogue
8
0
C12
Scattered Homesteads
0
0
C13
Village Retirement
28
1
D14
Satellite Settlers
68
2
D15
Local Focus
0
0
D16
Outlying Seniors
0
0
D17
Far-Flung Outposts
0
0
E18
Legacy Elders
156
5
E19
Bungalow Haven
0
0
E20
Classic Grandparents
655
22
E21
Solo Retirees
1,101
33
F22
Boomerang Boarders
617
26
F23
Family Ties
1,852
87
F24
Fledgling Free
63
3
F25
Dependable Me
293
11
G26 Cafés and Catchments
26
1
G27
Thriving Independence
525
19
G28 Modern Parents
1,798
100
G29 Mid-Career Convention
165
9
H30 Primary Ambitions
5,487
249
H31
Affordable Fringe
641
24
H32 First-Rung Futures
9
0
H33 Contemporary Starts
1,680
75
H34 New Foundations
165
0
H35 Flying Solo
224
6
continued overleaf
SITE ANALYSIS REPORT
SITE ANALYSIS REPORT
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