Goodlife Fitness Marketing Strategy

1) When creating a marketing campaign, it is crucial that it aligns with Goodlife Fitness’s purpose statement “To give every Canadian the opportunity to live a fit and healthy good life”. On this basis, the Goodlife Fitness can create a marketing campaign in which it involves television and social media advertisements with a 10% discount code. The advertisements will include both men and women performing a series of dance together and individually, with the special slogan “Dance is for everyone, which includes you!”. By incorporating this slogan, and specifically showing men and women dancing together and individually, it shows to men that dancing is not only for women and it can be done with or with or without a partner. Demonstrating to potential …show more content…
According to Shaw (1999) who has stated that “The stereotyping of leisure activities, with some activities being considered appropriate for males and other considered for females, will inevitably affect expressed preferences”, which means that how the leisure activity is viewed by society will dominate which whether males or females will participate. The fear of embarrassment or discomfort, that comes with participating in an activity that is normally designed for a single gender is a huge constraint that will prevent the other gender from participating as well. As such, many companies have specifically designed the activity to one gender to better cater the customer which only supports the stereotypes. Shaw (1999) has also stated that “Activity participation studies and time-use surveys have documented the higher participation rates of men in sports and physical activities, and higher involvement of women in arts and cultural activities”, which demonstrates certain activities are seen to be more masculine or feminine making it inconvenient for certain genders to participate. In the case of Goodlife Fitness, the dance classes that were being offered are stereotyped to feminine in nature and designed specifically for women. As such, the classes were directed to females as they have women only and co-ed class both of which were dominated by females and it is evident that Goodlife Fitness has done this to better support much of their client base. Evidently, for men interested in joining the class they may be embarrassed or intimidated by the non-inclusive environment. Thus, the activities that are stereotyped to be masculine are far less than the ones stereotyped to be feminine. For women, participating in cultural or arts activities is seen as reasonable and justified however they may also participate in activates that are masculine such as sports