Active Lifestyle (AL) was founded by John Monroe 20 years ago as a local gym targeting men aged 18 to 40.

• AL has expanded into a network of 41 gyms offering traditional facilities such as saunas, steam rooms, and aerobics studios.
• John Monroe emphasizes the importance of consistent gym workouts for fitness and weight loss, dismissing quick fixes like apps and online videos.

Ownership and Management:

• John Monroe is the CEO of AL, with his son, Alfred, serving as General Manager of Strategy and Business Development.
• John retains significant control over AL's activities, with decisions often requiring his approval.

Challenges and Opportunities:

• AL has faced stagnant membership growth and a decline during the COVID-19 pandemic, with members seeking alternative fitness solutions.
• Alfred recognizes the need to adapt to changing trends in the fitness industry, including the rise of online solutions and integrated fitness approaches.

Competition and Industry Perception:

• Traditional gyms like AL face competition from newer fitness alternatives like 12RND Fitness and BodyFit Training.
• Alfred believes traditional gyms struggle to attract the younger generation and must evolve to remain competitive.

New Partnership Opportunities:

• AL has explored partnerships with companies offering innovative fitness solutions, including outdoor fitness Bootcamp and psychology-based weight loss apps.
• Alfred sees potential synergies in partnering with these companies to expand AL's services and attract new customers.

Management Challenges:

• John Monroe's reluctance to embrace change and focus on core gym offerings has hindered AL's ability to innovate.
• Alfred's efforts to introduce new initiatives, such as a senior wellness unit, have been met with resistance from senior management.

Organizational Culture:

• AL's top-down management approach and reluctance to deviate from traditional gym models have stifled innovation and proactive decision-making.
• Employees express frustration over the lack of flexibility and responsiveness to market trends.

1) Please Review the CEO's actions and behaviour in the context of strategic leadership actions

2) Please Identify the leadership actions that strengthen the strategic direction of the firm.

3) Please Provide recommendations to the CEO on strategic leadership aspects that he can improve.

Please note, that the focus is "strategic leadership," not general leadership-related concepts. You can draw on corporate leaders as examples.

 

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Review of the CEOs Actions and Behavior in Strategic Leadership John Monroes actions and behavior as CEO of Active Lifestyle AL suggest a mix of stren... View the full answer