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History A medium-sized regional gym, Elite Gyms, is trying to increase the repeat business generated from its database of past clients. The company has been in business for 10 years and has built a reputation of providing a high-level of personalized customer service. It has 20 local gyms staffed with commissioned salespeople and it is struggling with stiff competition By comparison to competing gyms Elite Gyms are somewhat dated, its website was designed by the daughter of a friend of the owner and the marketing department has collected 360,000 email addresses. The email list is has not been 'cleaned' or 'scrubbed' since 2009. Elite Gyms is feeling pressure from other local gym operations, which offer a wide range of similar fitness services. Some of these gyms have newer equipment and offer personal trainers (at extra costs). The other gyms are also are heavily marketed via direct mail, TV and a variety of electronic media. Industry Analysis - What are the trends in the industry? Is this a growth industry? This is an overview of the industry and key insights into competitors, suppliers, the environment, customers and the company's place within the industry. Provide research here. Competitor Analysis - List their names, their size, their location. What is it they offer and to whom? What is one strength and what is one weakness