Everyone wants to be strong, healthy, and fit. But not everyone is in the target market for Mike Boyle Strength & Conditioning (MBSC). With two Massachusetts locations, MBSC offers a variety of services to help athletes at all levels build strength, improve endurance, and enhance performance. Cofounder Mike Boyle developed his approach to athletic training as a result of working as a trainer for various sports teams and with Boston University. He’s also trained Olympic athletes, professional athletes, and celebrities.

Over the years, Boyle noticed how many people join a gym with good intentions but then lose their motivation and rarely use the facilities. So when Boyle opened his first gym, he went down a different marketing path. He wants to provide services to customers who expect to actively train, customers who will set personal goals and then come to the gym for regular one-on-one or group training. Boyle recognizes that his business doesn’t just provide equipment and space for workouts—it also offers social support and professional guidance, encouraging customers to make progress toward their fitness and performance goals, week after week. 

Questions for Discussion

1. In terms of services marketing, why is it important for customers to see Mike Boyle working out and supervising trainers at his gym facilities every day

2. Mike Boyle only wants to attract customers who will be frequent users of his facilities and training services. What does this suggest about how MBSC manages service expectations

3. How, specifically, can customers evaluate the search qualities, experience qualities, and credence qualities of MBSC