The business idea for Mein-Fitnessabo.ch was developed with the author’s partner and grew out of the irritating fact that it is difficult to get an overview of the number of fitness offerors in Switzerland. Mein-Fitnessabo.ch provides transparency in the fitness branch and supports fitness providers in attracting more paying customers. The author wants to implement her business idea in real life. To facilitate the start and founding of the startup, she decided to develop a company strategy, analyze the feasibility of her business idea, and evaluate the market potential and customer needs.

In the theoretical section, an overview of strategic management, based on existing literature, and the concept of strategic management is given. In the practice-oriented part, the project Mein-Fitnessabo.ch is introduced and explained more in detail, and what the business model includes. Furthermore, a market and feasibility analysis are done based on the branch report 2018 of the SFGV and from data gathered from two online surveys conducted with professionals (gyms) and individuals (end customers). Finally, five out of eight steps of the strategic management concept are developed.

Mein-Fitnessabo.ch will focus on three business segments. The platform will include an online search for fitness providers and a membership area where professionals can set up a customized profile. The utilization for individuals is free of charge, whereas professionals can choose between different price models. The market potential in Switzerland is of 843 privately owned gyms, which corresponds to 72,1% of the total fitness market. The results of the two surveys showed that the business idea is feasible and that there is a customer need for it. Around 50% of professionals and around 60% of individuals would make use of the platform and even pay for the usage. The author could identify three main competitors and assessed their main strengths and weaknesses. The competitive advantage that Mein-Fitnessabo.ch will reach is through the comparison of fitness providers and the lead generation. Mein-Fitnessabo.ch will also cope with future challenges of the highly competitive market by offering high-level service, customized products, and price models. The startup will also seek collaboration with established partners to raise brand awareness, its popularity, and reputation.