3 Phase Figure Correction




	Huge Potential (UNTAPPED MARKET) Over 50 million Americans are dieting at any given time. Ninety percent of those participating in the commercial diet industry are female. Baby boomers have created a profound shift in the U.S. marketplace; half of the U.S. population is 50 years of age. Inches-A-Weigh is strategically positioned for three major markets of opportunity within the “women’s only” niche and has introduced advanced service formats catering to each category. Morning Classes Generally, from 8:30 to 12:30 we service 60- to 80-year-old senior women who are typically retired, widowed, lonely, and in search of social fellowship. Four out of 10 of these customers may be physician referred. These women come to our center expecting social, therapeutic and rehabilitative benefits, including improved flexibility and range of motion. Aging women have a desire for continued long-term health and higher energy levels for a full life. They enjoy the most discretionary time and money. It is not unusual to have 10 women daily waiting for your center to open at 8:30 a.m. Afternoon Classes During our 12:30-4:30 classes, we service 35- to 59-year-old women. Our women are in three diverse groups motivated by similar factors: affluent women, stay-at-home mothers, and female executives. These women are busy meeting the daily demands of marriage ,children and a fast-paced lifestyle. Young and middle-aged women who have focused on building careers and nurturing family realize how much they’ve neglected their own well-being, and are feeling the pressures of problematic hormonal weight gain and loss issues. These women have mentally grown out of leotards, mirrors and aerobics and prefer a softer figure salon environment. They do not necessarily have a lot of weight to lose, but they want to tone, tighten and firm their shape in addition to losing inches and dress sizes. Lockers, pools, weights, and coed clubs are unappealing. Instead, they would like to energize themselves with good nutrition and a balanced lifestyle. Inches-A-Weigh helps rejuvenate their spirit by creating a soft, quiet, women’s day spa-like environment. It is common to hear a client say “this is the first thing I have done for myself in years.” Evening Classes Generally, from 4:30-7:30 we service professional women of all ages. Our client mix includes government, educators, health-care, clerical, retail, and industrial-based working women. Due to busy schedules, many of these customers have been highly “inactive” for 1month to 10 years. This sedentary lifestyle with convenient vending machines and fast food meals can lead to excess weight gain. Obesity, which results from caloric intake that exceeds caloric expenditure, is defined as the percentage of body fat greater than 36% for women. With a declining heart and metabolic rate, our clients cannot initially participate in strength building, free weights or aerobic exercise due to frustration, soreness and potential for injury. Inches-A-Weigh strongly believes the unique feelings and special needs of our customers have been underserved by diet and fitness centers. Our centers feature a comfortable atmosphere offering weight loss and physical activity, the cornerstones of a permanent healthy lifestyle change.