Each week, you will have a management challenge or a case study to analyze. With all of these assignments, please write them as if you are responding to your supervisor or the board. Be succinct, factual $($use research$),$ and provide a solution moving forward. This week, you have a management$/$leadership challenge to analyze.

Sunrise Recreation Center is a medium$-$sized fitness center located in a suburban area. The facility offers a range of fitness services, including gym memberships, group fitness classes, personal training sessions, and wellness programs. Despite initial success, Sunrise Recreation Center is facing challenges due to increased competition, changing consumer preferences, and the impact of the COVID$-19$ pandemic on gym attendance and revenue.

You are the CEO of this Rec Center and need to develop a $2-$day strategic planning session to discuss ways to differentiate Sunrise and discuss new opportunities to explore based on a tax increase that will give the center an influx of cash. Your team consists of a VP of Marketing, VP of Operations, VP of Sales, VP of Finance, and VP of Tech.

Increased Competition: The fitness industry is becoming increasingly saturated, with new gyms, boutique studios, and online fitness platforms entering the market, offering similar services and amenities.

Changing Consumer Preferences: Consumers are seeking more personalized and convenient fitness options, such as boutique fitness classes, virtual training sessions, and outdoor fitness activities, challenging traditional gym models like Sunrise Recreation Center.

Enhance Customer Experience: Improve the overall gym experience for members by upgrading facilities, introducing new equipment, and offering personalized services such as fitness assessments, goal setting sessions, and nutrition counseling. Adapt to

Digital Fitness: Develop online fitness programs, virtual training sessions, and mobile apps to provide members with flexible and convenient fitness options, particularly during periods of reduced in$-$person attendance or closures. Diversify

Revenue Streams: Expand revenue sources beyond traditional gym memberships by offering additional services such as personal training, nutrition coaching, retail sales of fitness apparel and equipment, and corporate wellness programs. Strengthen

Facility Upgrades: Assess current facilities and equipment, identify areas for improvement, and invest in renovations, upgrades, and new equipment to enhance the gym environment and attract new members.

Revenue Diversification: Explore opportunities to expand revenue streams

Build an agenda for a $2-$day planning session that will create an environment where the team can discuss these challenges and build a solid strategic plan for the year to come.