BASED ON THE TEXT BELLOW, PREPARE A $300$ WORDS SWOT ANALYSE FOR THE COMPAGNY Northwest Fitness

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On September $1,2018,$ David Bryan, owner of Northwest Fitness $($Northwest$),$ was analyzing the past year of operations and planning for the future of the business. Northwest was a fitness studio in London, Ontario that focused on $$functional fitness$$ training, which could help people improve everyday aspects of their lives. Bryan had launched the studio with the help of a bank loan and a CA$$20,0001$ line of credit. After three years of success, he wondered if the company was now in a financial position that would allow him to expand the studio$$s services.

THE FITNESS INDUSTRY

The fitness industry was in a period of growth. People of all ages had begun to view exercise as part of a regular weekly routine. Obesity and inactivity$-$related health issues were on the rise, with more of the population seeking regular exercise as a preventive measure and a way to maintain health and well$-$being. In an effort to reduce spending on obesity$-$related health care, health insurance companies and businesses had begun to provide monetary incentives for employees to take part in physical fitness activities. With both individuals and businesses seeing the importance of regular physical fitness, the industry was expected to grow at an annualized rate of $3\mathrm{.}1$ per cent to reach revenues of $$3\mathrm{.}6$ billion by $2022\mathrm{.}2$

In Canada, the top fitness trend in $2018$ was functional fitness training. Canadians were beginning to see fitness as a way to improve their everyday lives rather than just as a means to lose weight. Functional fitness training simulated movements that individuals regularly made, such as carrying groceries$\mathrm{.}3$ Due to the working population$$s limited leisure time, high$-$intensity interval training $($HIIT$)$ was also popular because it focused on brief high$-$intensity activities $($e$.$g$.,$ sprinting$)$ followed by a short period of rest$4$ and promoted weight loss in less time than other types of workouts.

To become a personal trainer, candidates had to complete a certification program recognized by the industry governing bodies and insurance companies. Continuing education credits were required to ensure personal trainers were kept up to date with the evolving fitness industry. New fitness trends and training methods emerged regularly; to guarantee quality training sessions, personal trainers were required to be educated on them.

NORTHWEST FITNESS

Bryan had been involved in fitness from a young age$$from taking part in team sports to competing in body building competitions, he had experience in almost all facets of the fitness industry. After completing his education in Police Foundations at Fanshawe College in London, Ontario, Bryan joined the Canadian Armed Forces $($CAF$)$ as an artilleryman. Upon leaving the CAF in $2015,$ Bryan opened Northwest and turned his passion for fitness into a career.

He completed his personal trainer certification through the International Sports Science Association $($ISSA$),$ a distance$-$education and certifying agency. Certification from the ISSA was recognized in $91$ countries, offered $12$ different fitness certifications, and had certified over $200,000$ trainers$\mathrm{.}5$ Wanting to further his education and differentiate himself from traditional gym personal trainers, Bryan took certification courses in the United States from the Onnit Academy in Austin, Texas, which focused on unconventional training for functional strength, conditioning, and agility using alternative tools such as kettlebells, sandbags, steel maces, steel clubs, and battle ropes$\mathrm{.}6$ Bryan believed that these types of alternative fitness regimens helped his clients improve functional fitness while adding variety to their workouts and avoiding boredom. Bryan was the only certified Onnit Specialist in Northwest in London.

Northwest operated out of a private $600-$square$-$foot $($approximately about $183$ square metres$)$ studio equipped with all of the aforementioned tools along with dumbbells, barbells, and a large multi$-$station rig$\mathrm{.}7$ Bryan offered one$-$on$-$one personal training, small group personal training, and regularly scheduled group fitness classes. To avoid hiring an administrative assistant, he used an online appointment scheduler, which allowed clients to book, cancel, or reschedule their personal training sessions and sign up for fitness classes using a computer or smartphone.

COMPETITION

The fitness industry was becoming increasingly competitive, and Northwest competed with large established fitness chains such as GoodLife Fitness, Movati Athletic, and Planet Fitness $($see Exhibit $1).$ Smaller independent gyms and many specialized fitness classes such as crossfit training and yoga were also competitors, but these different types of activities often lacked the privacy that Northwest was able to offer its customers. With new fitness businesses consistently opening, fitness companies were constantly com