According to Baby Center (surveying 7000 mothers), 61% of new moms said they expected
to be back down to their pre-pregnancy weight by their baby's first birthday. Also, data tells that
the tested moms of 1- to 2-year-olds, nearly 60 percent were still carrying at least a few added
pounds. 87% of women say their stomach still hasn't returned to normal. Nearly half of our
moms said their breasts are different now, and 37 percent said they have wider hips. But the
post-baby tummy or “baby fat”, is what really seems to blow most moms away. One to two years
after having their baby, 86 percent of women say their belly still hasn't returned to normal.
Most women can relate when it comes to their low self-esteem. Being a mother changes
everything. It changes their bodies, their way of thinking, their entire life. Once you have a child,
you’re not who you used to be a few months ago.
There are plenty of women that can say they “lost their figure” by all of the pregnancy
weight they put on and are having trouble getting rid of. Everyone can have a different situation
but there’s many who have a tough time because of stress and everything going on around them.
Our goal at Mommy & Me Fitness is to help those mothers who are having a tough time losing
weight and gaining their self-confidence back because of certain circumstances.
One of the most important services Mommy & Me Fitness provides is childcare. As you
workout and let go of some stress, we’ll take care of your children. For those single moms out
there who can’t count on anyone to watch their child for a while, can count on us. And for those
who can’t seem to find anything they can enjoy, we offer a variation of classes that can possibly
be what you’ve been looking for. We offer classes such as Zumba, Boot Camp, Yoga,
Swimming Classes, Cycling, Pilates, HIIT Training, Cross-Fit Training and so much more.
These classes are for all ages being that we offer 3 different levels. Perhaps, our late evening
classes and flexible facility hours would help you fit a class into your schedule. would be one of
the most appreciated by the moms with the hectic and lengthy schedules.
Mothers are in need of a place where they can feel safe and sound with stress-free
activities. Being a mother usually means around the clock care for children, and it can mitigate
other aspects of her life as a result. We notice through many forums, videos, and even
organizations, that the need for a child-centered facility for moms to relieve stress is a growing
trend. Mothers do their best with fitness, such as taking a few minutes at home, going for walks
with their kids, etc., but the lack of consistency due to life revolving around one’s kids is still
present. Surveying suburban areas as well as common rural communities just so happens to yield
large numbers of women in need of fun activities to restore their energy, confidence, and more.
More and more we see mothers try to balance day care, therapeutic services, exercise, and more,
and it’s clear there isn’t enough time in the day to accomplish said needs, especially when the
search for said services are usually never in the same county. They’d be lucky to get their nails
done a week before a social event with their overwhelming schedules, but that’s where our
facility comes in.
Looking through multiple company profiles, it’s noticeable that gyms are more generic,
not specializing or catering to a specific niche. And whilst that works for gyms such as Crunch
and Blink, it tends to attract very active crowds, all the whilst having other groups shy away
from the sheer popularity and peak times of a the gyms. Whilst we aren’t the first to specialize in
mother-based gyms, we are the only one to offer a day care as well as spa services. Take, for
example, Mommy Fix Fitness. Taking off at the beginning of this year based in Florida, the
company sought out to give mothers the opportunity to work out together, to take care of their
premarital as well as post baby bumps. However, whilst affordable classes are present, it’s
limited in time frames as well as specific group training, without the inclusion of children on the
premises. Another example is MomLifeFitness which is located in Arkansas. Founded in 2010,
the company had a unique take on mom fitness by involving toddler accessories, such as strollerbased exercise classes. Innovative, but their programs are overall simplistic, as they are basically
just a stepping stone to get back into a regular gym lifestyle, nothing more nothing less. These
fitness centers are becoming successful as the need for mom-based gyms arise, but we’re
expanding and giving mothers relief through our day care, hours, and various levels of programs.
Perhaps the most comparable would be Fun Family Fitness located in Texas. This
company was founded in 2006 and 5,000 square feet of activities such as swimming, boxing,
even a batting cage. They also offer a day care service, though it’s not extensive. Its downfall is
certainly its lack of marketing, as there isn’t enough social media presence (with their website
only updating posts once or twice a year), but it truly shows potential with its large community.
With more effort put into market segmentation, Fun Family Fitness can expand further. Mommy
& Me will be much more consistent with updating websites as well as being active with
Facebook and other social media outlets.
Another comparable company similar to Mommy & Me is Equinox Fitness which differs
as a well established fitness gym with over 178 locations. Interestingly enough Equinox operates
several separate fitness brands such as Equinox, PURE, Yoga, Blink Fitness and SoulCycle.
Equinox's daycare is known as Kids Club which is a safe place for members to leave their kids
while they work out. The unique thing about the child care services offered by Equinox is that
they are offered by highly trained childhood education specialists. Unlike Equinox, Mommy &
Me fitness seeks to include child care services in our gym membership packages as opposed to
charging per child, per visit or service. In addition, we are not just a daycare but we have fitness
programs, activities and equipment for children to reinforce the importance of staying fit and
active. Lastly, our daycare is not your typical daycare setting but rather acts as a daycare but
really functions as a children's fitness center.
“Family Fun Fitness.” Library Log In, 2006, 0subscriber.hoovers.com.liucat.lib.liu.edu/H/company360/overview.html?companyId=786087762
&newsCompanyDuns=NONE. Accessed on November 8, 2018.
“Mommy Fix Fitness.” Library Log In, 2018, 0subscriber.hoovers.com.liucat.lib.liu.edu/H/company360/overview.html?companyId=64917437
&newsCompanyDuns=NONE. Accessed on November 8, 2018.
“Mommy Life Fitness.” Library Log In, 2010, 0subscriber.hoovers.com.liucat.lib.liu.edu/H/company360/overview.html?companyId=72921715
&newsCompanyDuns=NONE. Accessed on November 8, 2018.
Team 2: Marketing Proposal
Business Name: Mommy & Me Fitness
To all the mothers out there who cannot seem to find the time or babysitter to workout and lose
some weight or stay in shape, we might be the place for you. This gym will offer classes to any
mothers who seem to have no time to make it to the gym or can’t find any motivation to do so.
We will offer plenty of services to make sure you never get bored. No babysitter? No problem!
We have an onsite care center as you workout.
Product and Services
Apart from the basic gym equipment you can find at gyms, we will be offering plenty of classes.
These classes include yoga, cycling, aerobics, zumba, bootcamp, swimming classes, cross-fit
and mommy and me classes that will be offered once a month. Those classes include:
swimming, zumba, yoga, cardio and aerobics classes. We will also have personal trainers and
nutritionists, which will be included in the membership. There will be community events to
connect with fellow members, as well as a variety of activities for children of all ages.
We will also include a department for a relaxing spa, therapy, physical and psychiatric care, for
those who are struggling with this endeavor known as life. The goal being that we want to make
this organization as caring and dedicated as possible. To make our services more convenient,
the children’s day care is only a few steps away within the facility.
Our gym is generally catered towards all women, but we’re specifically addressing the fitness
and health needs of mothers, typically from the ages of 20-50. Given how busy their lives are
with a family, job, school, etc., we wanted to give them an outlet where they can exert some of
that stress through exercise, without the worry of feeling alienated. The gym’s hours are:
Monday-Friday 5AM until 12AM Saturday 5AM until 8PM and Sundays 5AM-6PM.
One service we offer in our center is the “Stride with Mine” workout. This 60 minute workout is
incorporated of cardio and core training, strengthening challenges, while also having a fun time
with the little ones with music and activities. It’ll be a worthwhile experience and you will leave
the day more energized and more connected with your little blessing!
We understand in most cases women tend to lose their figure after giving birth. The next service
we offer you is the “Baby Where?” workout. This 8 week program consists of regaining that
wonderful figure you once had. You would look like you didn’t gave birth the first place! The
military style 60 min daily session is created to strengthen and empower you to a whole other
level. And it doesn’t stop there! We also provide nutrition advice tips to educate and direct you
to the path of a healthier lifestyle!
If you are too tired to work out but can use a little “me time” our spa deck would be the perfect
place for you. Our spa will include infrared saunas, a hydrotherapy pool, massages, facials,
body treatments, and a nail salon. The saunas and hydrotherapy pool will aide in rejuvenation of
the body and mind as well as recovery from fatigue. Our saunas also have anti-aging and
detoxifying benefits and specializes in relief in headaches, achy muscles and stress. Our
hydrotherapy pool helps stretch out stiff muscles and improve fitness levels. There will also be a
bar poolside which will include delicious smoothies and alcoholic beverages. Our nail salon are
by appointments but also take walk-ins.
There’s plenty of gyms, day-cares, etc., plenty of options out there. However, that’s added
expenses throughout different counties, as finding the “perfect” gym, spa, daycare, etc., is never
an easy task. The community of Mommy & Me is second to none. With our quality equipment,
certified staff, convenient locations, and package membership deals (including free trial classes
offered), we believe women will feel right at home knowing their children are safe and sound
within arms reach, as well as feeling satisfied with their workout sessions.
Business Development Strategy
This business provides a unique and convenient opportunity for moms to stay fit without being
inconvenienced by motherly duties and responsibilities. What sets us apart from other gyms or
fitness centers is the fact that we cater to moms and children specifically. Mommy & Me seeks
to bring innovation to the fitness industry by meeting a need that has been somewhat
“overlooked" for decades. For many years moms have had a difficult time going to the gym and
one of the leading reasons has been due to lack of childcare resources. Our business will
provide a plausible solution to help moms solve this recurring problem.
We know we will face challenges along the way as an innovative startup company. Potential
challenges of the business may include being able to successfully market to moms (specifically
millennials), utilizing social media platforms to engage our customers and brand our business
and expand locally and globally.
How are we different?
There are plenty of gyms out there, but what makes Mommy & Me Fitness unique is that we’re
the only gym offering a variety of services in one location. Do you ever realize that cross-fit
fitness centers are usually in a separate location from a regular gym? Or spa services are only
offered in Spas, and mommy & me classes in a different location. Furthermore, day care
services are very limited and locations are strenuous. With our format, the hours are more
lenient, and the staff are on-site and reliable, giving moms a “safe at home” feeling for their
children whilst eliminating their stress. We want to make it easy and convenient for everyone. If
you’re in the mood to meet with your personal trainer, or take any of the classes offered or come
in for a massage, you can come in and decide what you’re in the mood for right on the spot. No
need to leave our Facility once you do decide, even if you want to just relax and have a
smoothie without hearing “mommy” repetitively just for a moment, “Mommy and Me Fitness” will
be the place for you.
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