Consumers of fitness services have become more demanding
and discerning in their choices. In fact, many now want
fitness services shaped around them as distinct from the more
traditional gym-centric services.
The fitness industry is highly competitive with respect to price,
location of services, quality of facilities and services offered. In
addition to this, most market segments tend to be well catered
for, posing challenges for industry businesses to be able to
differentiate themselves by the range of services offered and
the introduction of innovative approaches and programs. But,
the pursuit of innovation must not come at the cost of ensuring a
high standard of customer care, safety and service.
Fitness Australia believes that highlighting quality and standards
in the industry is important for the future development,
reputation and positioning of the industry. Enhancing the
professionalism of the workforce through enhancement of the
professional registration system remains another key prior