Review the fact statements in Chapter 1, and perform Internet research to find out as much as you can about fitness center operations. Using this background, conduct a SWOT analysis with at least three entries in each area.

What will be an ideal response?

Answers will vary.Some possible responses follow:
Personal Trainer, Inc. owns and operates fitness centers in a dozen Midwestern cities. Strengths
• Personal Trainer is an experienced fitness provider, and has done well at its dozen Midwestern centers.
• It appears that a strong management team is in place.
• It also appears that Cassia is providing strong leadership, and has a keen awareness of the need to plan carefully and develop IT resources that will be necessary.
Weaknesses
Not many are obvious, but here are some potential issues:
• Is Cassia spread too thin with so many direct reports?
• The firm has no experience with online access. Could this be a major concern?
• The firm has never assembled so many activities, including brand-new ones, under the same roof. Should that be a concern?
Opportunities
• The company is planning an international expansion by opening a new “supercenter” in the Toronto area.
• If the supercenter approach is successful, it will become the model for Personal Trainer’s future growth.
• As the first in the industry, Personal Trainer will have a significant lead on any potential competitors in the future.
Threats
• As a multinational operation, US and/or Canadian government regulations might be a major factor.
• Customers might cut back in an uncertain economy.
• Fuel costs might have an impact on customers, and increase operating costs at the centers.