ETA

RESEARCH
PROJECT
Virgin Active Lone hill

Zakhe Mandlazi
 Research project

Series 1

white
black
indian
other

The research facility in terms of the demographics of the members that train in facility near me Lone
hill virgin active by race is as follows:

60% white population

30% black population

7% Indian population

3% other

Since I have been training and working at Lone hill virgin active for a period of three weeks I have
noticed a huge difference in races as the club that i used to work for the past five years and a couple
of months in four ways virgin active situated inside four ways mall was that of huge difference when
it came to the demographics by race as most of the people who trained there were black people,
followed by white people, Indian and other, and which 46% of that 100% of members training at
Lone hill members are with Vitality and daily access form Monday to is 2500 members.

Gender –most of these members that train there at Lone hill by gender would be as follows:

1. There are more women than men who train, more woman are more involved in aerobics
than men as this increases the number of women in the club.
2. Here at Lone hill it is the opposite of what we know off at Fourways Virgin Active at Lonehill
virgin Active the 60% of the population training there are White people of which 40% of that
60% is Female and20% of that is Male,30% goes to the Black population and which 20% of
that population is Female and 10% of that is Male,7% of that population is Indian of which
4% is Female and 3% is Male and 3%of that population will belong to other. The reason
being is that the fitness facility is situated in a white suburban area, an area where rich white
people are situated at, and most of them are not from the country as this is made possible
 by the statistics of Virgin Active when these members are being signed in by the sales
consultants and accent that one hears when servicing the members.

Geographical area

1. As said above 60% of the white population that is training at this facility are people that
are staying around the area and most them are people who are here in the country by
business and are renting in the area as the facility is situated in a complex for the
residents of that area not like other gyms that are situated inside shopping malls.
2. 30% of that population stated above is the Black population and which by the
geographical area 27% of that are people who stay around the area of Lonehill and
Fourways and 3% of that population will come from Diepsolt
3. 7% of that population is Indian of which they also from around the area of Fourways and
some of them are from Lonehill and Brynston and that maybe of the fact that they work
within the complex
4. 3% the other population are people who work within the complex and some of them are
from the area and some come from within Gauteng central.

The purpose of this fitness facility is to bring health and wellness to the community of Lonehll as
this facility is situated in a complex which once belonged to community of the area. The facility
was once owned by our competitors known as Planet fitness and when Virgin active took over
their aim was to build another gym for the community of lonehill so that the neighbouring clubs
that were getting congested would have room to breathe and that our members would not have
to travel longer distances to the gym, as this may lead to member retention to our clubs.

The structure of our facility Is a two stories building which has the following:

1. Club- v centre for children of the ages raging from 6 weeks to 7 years.
2. A reception area where members are swipe in when they access the facility and a
waiting area as well for non members.
3. A internet café for members of the club
4. A tan can room for members to tan.
5. Changing rooms for both men and women
6. A swimming pool that has 4 lanes water is heated with a temperature for members to
see and the lanes are 20 meters long.
7. A circuit area
8. A free weight section
9. Offices(Cub general manager’s office, Sales office, Administration office, Operations
office, Fitness managers office, Presentation rooms x2, Ignition office x2, Maintenance
office.)
10. Plant room
11. Storage room
12. Cardio area
13. Stretch area
14. Spinning studio
15. Aerobics studio and
16. Power plate studio
The concept of the fitness facility and its role to the community of Lonehill and its role
that it plays is that this fitness facility is there to bring health and wellness in that
community so that people living in that area to have a facility to training, increase their
life span. Another role that the facility is playing is that it is decreasing the number of
neighbouring clubs such as Fourways, Broadaces, Brynpark and Sunning hill. Also Virgin
believes in making a difference in all their customer’s eyes and that it stands for value
for money, quality, innovation, fun and a sense of competitive challenge. It expect
extraordinary things from customers – a fact which puts them a unique position of trust
and strength, but which also gives them a responsibility not to disappoint. So being well
known brand like Virgin means they no longer need to make promises they do but most
importantly they keep them.