From concept to launch

: a comprehensive business plan for a dynamic reformer pilates studio in Germany

Abstract

The objective of this thesis is to develop a comprehensive business plan for establishing a Reformer Pilates studio in Germany. The study aims to bridge the gap between conceptualizing the business idea and launching a viable fitness enterprise, focusing on service quality, customer experience, financial projection and strategic innovation. The thesis employs a multifaceted approach to business model development, integrating qualitative and quantitative analyses. Key frameworks, including the SERVQUAL model, ERRC framework, and Lean Canvas, are used to ensure a robust foundation. Market research was conducted through competitor analysis and customer feedback, which informed the design of marketing strategies and operational improvements. Financial projections, encompassing two scenarios with variable parameters, were developed to analyze the business's viability and evaluate risks under changing conditions. Additionally, the study highlights riaka and mitigating measures as essential components of strategic planning. Findings reveal a significant demand for premium fitness experiences that emphasize personalized instruction and quality service delivery. This demand underpins the studio's value proposition, which focuses on addressing customer needs through innovative offerings and organizational excellence. The study also identifies critical success factors, such as instructor expertise, operational efficiency, and effective branding. Concluding, the thesis underscores the importance of aligning service quality with core activities to ensure sustainable growth and customer loyalty. By synthesizing insights from literature, empirical analysis, and financial modelling, this research provides a roadmap for launching a competitive Pilates studio and contributes to broader discussions on business model innovation within the fitness industry.

Date of Award	29 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)