The 60-hour course is made up of five modules as described below. ? The Context of Fitness Centre Management introduces participants to the evolution, characteristics and the dynamics of the fitness industry and to key stakeholders such as members/clients, other health care organisations, the general public and regulatory organisations. o Evolution of the fitness industry o Equipment and business model trends in North America, Europe and Australasia o Where does Thailand stand? ? Business Concepts introduces participants to the various options available, what they should be looking to create and what the implications of their choices are in terms of finance, operations, staffing and marketing. o Understanding and segmenting the market o Choosing a target market and positioning one’s business o Creating a business concept o Creating a business plan ? Front-Office Management includes key issues related to the “visible” part of the business: principles and techniques of marketing, membership management, programme management, facility design and staffing. o Marketing and sales o Member management o Programme management ? Back-Office Management covers the key issues that are less visible to members but key to successful operations as follows: o Facility standards and guidelines o Financial management o Human resource management ? Strategic Planning introduces models to help managers evaluate their organisational performance, assess the competitive environment, forecast industry trends and plot their future strategy.