Fitlife Change Management Project For Health And Fitness

Identify Change Issues

Discuss about the Fitlife Change Management Project for Health and Fitness.

Fitlife is one of the renowned health and fitness organizations that has been operating across various cities of e Australia for the last 40 years. The organization provides personal fitness training courses to their customers and currently employs some of the best personnel of the fitness industry for the same.

A recent market study by the Statistica Australian Marketing Research Agency ( or the SAMRA) has revealed that the emergence of various new entrants in the market is challenging the Fitlife ’s status of ‘Key player’. The market research team of SAMRA has advised the higher management of Fitlife to include certain key changes in the organization, the details of which would be discussed in this report.

Identify the strategic change needs through an analysis of organizational objectives

The market study conducted by the research team of Statistica Australian Marketing Research Agency indicated that at present, the organizational goals of Fitlife should be:

To increase the number of customers who currently utilize their services.

To include new forms of fitness training courses so as to attract new customers.

To join hands with corporate houses and academic institutions so as to attract the Gen Y in attending their fitness programs.

Besides the above mentioned strategies, the research team of SAMRA has also advised the higher management of Fitlife to make a better utilization of their ICT systems to attract the attention of the new age consumers.

The following section of the report would provide an in-depth analysis of the operational strategies currently utilized by Fitlife and the changes that have been recommended by the research team of SAMRA.

Sl. no	Current policy and practice	Contribution	Limitation
1	Fitlife currently utilizes their own set ups for providing training to the clients.	Allows the utilization of world-class physical training facilities	Restricts the chances of providing services to that section of the population who do not stay in proximity to the Fitlife training centers.
2	Current working hours are from 10 am to 5.30 pm, with the weekends being off days.	In accordance to the Fair Work Act 2009, results in well-rested employees.	Restricts the participation of working professionals due the short working hours.
3	Provides basic personal fitness training to the customers	Provides well known physical training services to the customers.	Does not allow the development of experimental fitness training programs
4.	Provides basic information to the customers on the official webpage	Helps in providing crucial operational information to the customers.	Potential customers are not able to obtain the answers to specific queries or take admissions/ make payments directly through the official website.

Sl. no	Required policy and practice	Rationale
1.	Provide fitness training to the customers at their places.	Such a strategy would allow providing services to such customers who are unable to travel to the Fitlife gyms.
2.	Join hands with corporate houses and educational institutes and provide fitness wellness trainings to their employees and/ or students.	Such strategies would essentially help the organization to provide services to a large number of working professionals, besides allowing them to draw the attention of the younger generation.
3	Increase the work hours and make employees work in shifts.	Will allow providing services to the office-goers other practicing professionals.
4.	Include chat facilities on the official website	Will help in resolving queries raised by the customers.
5.	Inclusion of new fitness training trends	Will help in meeting the demands of potential clients

The following section of the report would analyze the impact of the organizational behavior and external environment on the strategies recommended by SAMRA.

Sl. No	Organizational behavior	Impact
1.	The individuals working at Fitlife	i. Chances of career growth ii. Scope of new employment
2.	Organizational groups	i. Growth of new leaders ii. Work related stress might increase
3.	Organizational processes	No significant change

Sl. no	External Factors	Impact
1.	Competition	The strategies are custom designed for keeping Fitlife ahead in the competitive market
2.	Government policies	No significant effect
3.	Infrastructure	New infrastructural set up would be required.
4	Demographic factors	Services can be provided to a larger section of the population
5	Social, Cultural and technological	No significant effect

The following section of the report would provide information regarding the changes that would be included in the operational activities of Fitlife s so as to implement the strategies developed recommended by SAMRA.

Sl. no	Operational change requirements	Rationale
1.	Changes in working hours	Longer working hours would allow the organization to serve the office goers and practicing personnel.
2.	Introduction of contemporary physical training forms like that of yoga, zumba, pilates, etc.	Meeting customer demand
3.	Conducting physical fitness training classes in collaboration with corporate organizations and academic institutes	Would facilitate the process of catering to a larger section of the population.
4.	Providing physical fitness training classes at the homes of the customers who are unwilling or unable to attend Fitlife fitness centers.	Would facilitate the process of catering to a larger section of the population.

The prioritization of the changes mentioned in the sections above have been done in the following table:

Sl. No	Change requirements	Rationale	Priority
1	Provide fitness training to the customers at their places.	1. Increase number of customers 2. Unique service, would help to stay ahead in competition	4
2	Join hands with corporate houses and educational institutes and provide fitness wellness trainings to their employees and/ or students.	1. Cater to the working adults 2. Draw attention of young generation customers, who are more likely to be interested in fitness trainings	3
3	Increase the work hours and make employees work in shifts.	Encourage the working class to attend the fitness classes	2
4	Include chat facilities on the official website	Provide real time answers to queries generated by students	1
5	Inclusion of new fitness training trends	Cater to the demands of customers interested in contemporary fitness regimes.	1

Undertake cost benefit analysis

Sl. no	Category (cost)	Cost (in AUD)
1.	Development of infrastructure for new training sessions	55,000
2	Development of infrastructure at corporate houses and or academic institutions	34000
3	Employment of new employees	10,000
4.	Developing ICT infrastructure	3400

Sl. no	Category (benefit)	Cost
1.	Meeting the demands of clients	1, 00,000
2	Increase in number of customers	50, 000
3.	Providing services to larger number of customers	30, 000
4	Encouraging more fitness freaks to join Fitlife	5, 000

Payback estimations:

Year	Year 0	Year 1	Year 2	Year 3	Year 4	Year 5	Year 6
Initial Investment	$ 102,400.00
Cash flow		$ 180,000.00	$ 170,000.00	$ 180,000.00	$ 200,000.00	$ 230,000.00	$ 260,000.00
Cumulative cash flow	$ (102,400.00)	$ 77,600.00	$ 247,600.00	$ 427,600.00	$ 627,600.00	$ 857,600.00	$ 1,117,600.00
Payback period	6.728695652	years

As mentioned in the table above, the payback period is expected to be approximately 7 years.

Sl. No	Barrier	Likelihood	Impact	Consequence	Risk Level	Risk ranking	Risk Mitigation
1.	Lack of finances	Moderate	High	The entire project might stall for an uncertain period of time	Significant	1	Taking financial help from sponsors
2	The current employees of the organization might resist the changes	Minimum	High	The project might fail due to lack of employee support	Significant	2	Encourage employees to participate in change management process
3	The changes incorporated by the organization might not be financially beneficial	Moderate	High	Failure of the project	Significant	1	Optimized branding of the services

The schedule of the change management project has been provided below:

Outline Number	Task Name	Duration	Start	Finish	Predecessors
0	Fitlife Change Management Project	153 days	Tue 11/1/16	Thu 6/1/17
1	Start date	0 days	Tue 11/1/16	Tue 11/1/16
2	Market study	30 days	Tue 11/1/16	Mon 12/12/16
2.1	Conducting market survey to collect information about the contemporary fitness training programs in trend	15 days	Tue 11/1/16	Mon 11/21/16	1
2.2	Conducting surveys among working adults to collect information about their fitness requirements	15 days	Tue 11/1/16	Mon 11/21/16	1
2.3	Conducting surveys among aged adults to collect information about their fitness requirements	15 days	Tue 11/1/16	Mon 11/21/16	1
2.4	Conducting market surveys regarding the facilities available for these groups	15 days	Tue 11/22/16	Mon 12/12/16	3,4,5
3	Strategizing changes	47 days	Tue 12/13/16	Wed 2/15/17
3.1	Developing strategies for meeting the requirements of these three groups	20 days	Tue 12/13/16	Mon 1/9/17	6
3.2	Estimating the costs required for implementing the strategies	15 days	Tue 1/10/17	Mon 1/30/17	8
3.3	Conducting discussion with employees regarding the changes	7 days	Tue 1/31/17	Wed 2/8/17	9
3.4	Including any changes suggested by the employees	5 days	Thu 2/9/17	Wed 2/15/17	10
4	Change management phase 1: increasing the work hours	43 days	Thu 2/16/17	Mon 4/17/17
4.1	Deciding the official working hours of Fitlife fitness centers	5 days	Thu 2/16/17	Wed 2/22/17	11
4.2	Finalizing shift hours	5 days	Thu 2/23/17	Wed 3/1/17	13
4.3	Estimating the number of new employees to be recruited for this process	5 days	Thu 3/2/17	Wed 3/8/17	14
4.4	Interviewing new resources	10 days	Thu 3/9/17	Wed 3/22/17	15
4.5	Recruiting new employees in the fitness centers	3 days	Thu 3/23/17	Mon 3/27/17	16
4.6	Providing necessary training to them	15 days	Tue 3/28/17	Mon 4/17/17	17
4.7	Commissioning the fitness centers with new work hours	0 days	Mon 4/17/17	Mon 4/17/17	18
5	Change management phase 2: include chat facilities on the official website	40 days	Thu 2/16/17	Wed 4/12/17
5.1	Communicate with the ICT service provider	5 days	Thu 2/16/17	Wed 2/22/17	11
5.2	Deciding on the services to be availed and cost to be paid	15 days	Thu 2/23/17	Wed 3/15/17	21
5.3	Implementation if new system	20 days	Thu 3/16/17	Wed 4/12/17	22
5.4	Commissioning new chat system	0 days	Wed 4/12/17	Wed 4/12/17	23
6	Change management phase 3: inclusion of new fitness training trends	76 days	Thu 2/16/17	Thu 6/1/17
6.1	Finalizing the new fitness training to be included in Fitlife	10 days	Thu 2/16/17	Wed 3/1/17	11
6.2	Interviewing training personnel having specialization in the said fitness trends	10 days	Thu 3/2/17	Wed 3/15/17	26
6.3	Finalizing financial contracts with the selected trainers	10 days	Thu 3/16/17	Wed 3/29/17	27
6.4	Employment of new trainers	5 days	Thu 3/30/17	Wed 4/5/17	28
6.5	Developing the infrastructure required for the newly incorporated sessions	40 days	Thu 4/6/17	Wed 5/31/17	29
6.6	Finalizing the timings and schedules for the new physical fitness training sessions	1 day	Thu 6/1/17	Thu 6/1/17	30
6.7	Commission the services to the customers	0 days	Thu 6/1/17	Thu 6/1/17	31
7	Change management phase 4: join hands with corporate houses and educational institutes	60 days	Thu 2/16/17	Wed 5/10/17
7.1	Communicating with corporate houses and/ or educational institutes	20 days	Thu 2/16/17	Wed 3/15/17	11
7.2	Proposing the plans to set up fitness training classes for the employees and/ or students of the organizations	5 days	Thu 3/16/17	Wed 3/22/17	34
7.3	Finalizing discussions	5 days	Thu 3/23/17	Wed 3/29/17	35
7.4	Setting up infrastructure required for conducting fitness training classes	30 days	Thu 3/30/17	Wed 5/10/17	36
7.5	Commissioning classes for the corporate clients/ students	0 days	Wed 5/10/17	Wed 5/10/17	37
8	Change management phase 5: provide fitness training to the customers at their places.	50 days	Thu 2/16/17	Wed 4/26/17
8.1	Identify services that can be provided to the customers at their homes	15 days	Thu 2/16/17	Wed 3/8/17	11
8.2	Developing specialist team for providing such facilities to the potential customers	10 days	Thu 3/9/17	Wed 3/22/17	40
8.3	Deciding on the financial aspects of the services	5 days	Thu 3/23/17	Wed 3/29/17	41
8.4	Marketing the uniqueness of the services	20 days	Thu 3/30/17	Wed 4/26/17	42
8.5	Commissioning the services to the customers	0 days	Wed 4/26/17	Wed 4/26/17	43
9	End Date	0 days	Thu 6/1/17	Thu 6/1/17	19,24,32,38,44

Figure: Gantt chart of the project

(Source: Developed by author in MS Project).

Parent Task	Sub Task	Labour	Capital	Cost (AUD)	Time	Outcome
Market study	Conducting market survey to collect information about the contemporary fitness training programs in trend	Business analytic team	N/A	150	15 days	Collecting information relevant to the project
Conducting surveys among working adults to collect information about their fitness requirements	Business analytic team	N/A	150	15 days	Collecting information relevant to the project
Conducting surveys among aged adults to collect information about their fitness requirements	Business analytic team	N/A	150	15 days	Collecting information relevant to the project
Conducting market surveys regarding the facilities available for these groups	Business analytic team	N/A	150	15 days	Collecting information relevant to the project
Conducting market survey to collect information about the contemporary fitness training programs in trend	Business analytic team	N/A	150	15 days	Collecting information relevant to the project
Strategizing changes	Developing strategies for meeting the requirements of these three groups	Business analyst, marketing team,	N/A	500	20 days	Finalization of strategies
Estimating the costs required for implementing the strategies	Business analyst, marketing team, project manager	N/A	1000	15 days	Finalization of costs
Conducting discussion with employees regarding the changes	Project team manager	N/A	200	7 days	Including the employees in the change management process
Including any changes suggested by the employees	Business analyst, marketing team, project manager	N/A	100	5 days	Including relevant ideas put forward by employees
Change management phase 1: increasing the work hours	Deciding the official working hours of Fitlife fitness centers	Fitness experts associated with project management team	N/A	200	5 days	Finding options regarding the probable working hours
Finalizing shift hours	Project manager	N/A	100	5 days	Finalization of working hours
Estimating the number of new employees to be recruited for this process	Fitness experts associated with project management team	N/A	200	5 days	Finalization of the number of employees who would be recruited
Interviewing new resources	Project manager, HR team	N/A	300	10 days	Short listing of employees
Recruiting new employees in the fitness centers	Project manager, HR team	N/A	100	3 days	New employees recruited
Providing necessary training to them	Fitness experts associated with project management team	N/A	600	15 days	Well trained employees, ready to serve customers
Change management phase 2: include chat facilities on the official website	Communicate with the ICT service provider	Fitness experts associated with project management team	N/A	200	5 days	Collecting information regarding the cost of including a chat service
Deciding on the services to be availed and cost to be paid	Fitness experts associated with project management team	N/A	600	15 days	Finalization of the services to be availed and the cost associated with it
Implementation of new system	ICT service provider	N/A	3000	20 days	Developing and implementing real time chat options
Commissioning new chat system	ICT service provider, Project manager,	3000	450	5 days	Real time chat options included in website
Change management phase 3: inclusion of new fitness training trends	Finalizing the new fitness training to be included in Fitlife	Fitness experts associated with project management team	N/A	500	10 days	Finalization of new fitness training programs
Interviewing training personnel having specialization in the said fitness trends	Project manager, HR team	N/A	700	10 days	Short listing of training personnel
Finalizing financial contracts with the selected trainers	HR team	N/A	100	10 days	Finalization of the payments and other facilities to be made to the newly recruited trainers
Employment of new trainers	HR team	N/A	50	5 days	Employment of new trainers
Developing the infrastructure required for the newly incorporated sessions	Project management team	50, 000	5000	40 days	New infrastructure developed
Finalizing the timings and schedules for the new physical fitness training sessions	Project management team	N/A	100	1 day	Schedules of new classes finalized
Commission the services to the customers	Project manager	N/A	N/A	0 days	Services commissioned
Change management phase 4: join hands with corporate houses and educational institutes	Communicating with corporate houses and/ or educational institutes	Project management team	N/A	500	20 days	Identification of corporate houses or academic institutes who might be interested in setting up fitness training centers
Proposing the plans to set up fitness training classes for the employees and/ or students of the organizations	Project management team	N/A	250	5 days	Sharing of business proposals
Finalizing discussions	Project management team	N/A	1000	5 days	Finalizing the proposal
Setting up infrastructure required for conducting fitness training classes	Project management team	30000	4000	30 days	Setting up the fitness training centres
Commissioning classes for the corporate clients/ students	Project manager	N/A	N/A	0 days	Services commissioned
Change management phase 5: provide fitness training to the customers at their places.	Identify services that can be provided to the customers at their homes	Fitness experts associated with project management team	N/A	1500	15 days	Services finalized
Developing specialist team for providing such facilities to the potential customers	Project management team	N/A	1000	10 days	Specialized team developed
Deciding on the financial aspects of the services	Project management team, Project manager	N/A	1500	5 days	Finalization of charges to be made
Marketing the uniqueness of the services	Project management team	1500	1000	20 days	Potential customers well informed
Commissioning the services to the customers	Project manager	N/A	N/A	0 days	Services commissioned

Sl. No	Reporting Protocol	Stakeholder 1 (Sponsor)	Stakeholder 2 (Client)	Stakeholder 3 (Employees)	Stakeholder 4 (Customers)
1	Outcomes	Awareness regarding the progress of the project and the utilization of funds	Awareness regarding the: 1.Progress of the report 2. Issues associated with the project	Awareness regarding the: 1. organizational changes 2 new processes to be followed	Awareness regarding the services provided by Fitlife
2	Key Message	1.Progress reports 2.Financial reports	1. Progress reports	New operational instructions	Promotions of new services
3	Channel	1.Official meetings 2.Well Documented reports	1. Official mails 2.Well Documented reports and presentations	Official mails	E marketing, branding using social media and news media
4	When/ frequency	Once in a month	Once in every 15 days	As and when required	As and when required

Review existing policies and practice against strategic objectives

The change management cycle that has been utilized in this project has been depicted below:

Figure: The Change Management Cycle

(Source: Developed by author)

Name	Description	Signature	Date
Service Owner Name	I hereby approve the change management plan	Please insert	Please insert
Business Change Manager	I hereby approve the change management plan	Please insert	Please insert
Project Manager Name	Plan approved by Business Change Manager	Please insert	Please insert

The meetings to be conducted with the stakeholders of the project ( the employees and the client of the project) would include discussions on the following points:

The aims and objectives of the project
The potential benefits of the project
The changes being incorporated
The modes and manner in which communication between stakeholders is conducted.

Evaluation Report

Performance gaps

The performance gaps of the project have been provided in the following table:

Parent Task	Sub Task	Labour	Capital	Cost (AUD)	Time	Outcome	New Outcome
Market study	Conducting market survey to collect information about the contemporary fitness training programs in trend	Business analytic team	N/A	150	15 days	Collecting information relevant to the project	As expected
Conducting surveys among working adults to collect information about their fitness requirements	Business analytic team	N/A	150	15 days	Collecting information relevant to the project	As expected
Conducting surveys among aged adults to collect information about their fitness requirements	Business analytic team	N/A	150	15 days	Collecting information relevant to the project	As expected
Conducting market surveys regarding the facilities available for these groups	Business analytic team	N/A	150	15 days	Collecting information relevant to the project	As expected
Conducting market survey to collect information about the contemporary fitness training programs in trend	Business analytic team	N/A	150	15 days	Collecting information relevant to the project	As expected
Strategizing changes	Developing strategies for meeting the requirements of these three groups	Business analyst, marketing team,	N/A	500	20 days	Finalization of strategies	Strategies not finalized
Estimating the costs required for implementing the strategies	Business analyst, marketing team, project manager	N/A	1000	15 days	Finalization of costs	Not finalized
Conducting discussion with employees regarding the changes	Project team manager	N/A	200	7 days	Including the employees in the change management process	As expected
Including any changes suggested by the employees	Business analyst, marketing team, project manager	N/A	100	5 days	Including relevant ideas put forward by employees	As expected
Change management phase 1: increasing the work hours	Deciding the official working hours of Fitlife fitness centers	Fitness experts associated with project management team	N/A	200	5 days	Finding options regarding the probable working hours	As expected
Finalizing shift hours	Project manager	N/A	100	5 days	Finalization of working hours	Resisted by employees
Estimating the number of new employees to be recruited for this process	Fitness experts associated with project management team	N/A	200	5 days	Finalization of the number of employees who would be recruited	As expected
Interviewing new resources	Project manager, HR team	N/A	300	10 days	Short listing of employees	As expected
Recruiting new employees in the fitness centers	Project manager, HR team	N/A	100	3 days	New employees recruited	As expected
Providing necessary training to them	Fitness experts associated with project management team	N/A	600	15 days	Well trained employees, ready to serve customers
Change management phase 2: include chat facilities on the official website	Communicate with the ICT service provider	Fitness experts associated with project management team	N/A	200	5 days	Collecting information regarding the cost of including a chat service	As expected
Deciding on the services to be availed and cost to be paid	Fitness experts associated with project management team	N/A	600	15 days	Finalization of the services to be availed and the cost associated with it	As expected
Implementation of new system	ICT service provider	N/A	3000	20 days	Developing and implementing real time chat options	As expected
Commissioning new chat system	ICT service provider, Project manager,	3000	450	5 days	Real time chat options included in website	Task postponed by 2 working days
Change management phase 3: inclusion of new fitness training trends	Finalizing the new fitness training to be included in Fitlife	Fitness experts associated with project management team	N/A	500	10 days	Finalization of new fitness training programs	As expected
Interviewing training personnel having specialization in the said fitness trends	Project manager, HR team	N/A	700	10 days	Short listing of training personnel	As expected
Finalizing financial contracts with the selected trainers	HR team	N/A	100	10 days	Finalization of the payments and other facilities to be made to the newly recruited trainers	As expected
Employment of new trainers	HR team	N/A	50	5 days	Employment of new trainers	As expected
Developing the infrastructure required for the newly incorporated sessions	Project management team	50, 000	5000	40 days	New infrastructure developed	As expected
Finalizing the timings and schedules for the new physical fitness training sessions	Project management team	N/A	100	1 day	Schedules of new classes finalized	As expected
Commission the services to the customers	Project manager	N/A	N/A	0 days	Services commissioned	As expected
Change management phase 4: join hands with corporate houses and educational institutes	Communicating with corporate houses and/ or educational institutes	Project management team	N/A	500	20 days	Identification of corporate houses or academic institutes who might be interested in setting up fitness training centers	As expected
Proposing the plans to set up fitness training classes for the employees and/ or students of the organizations	Project management team	N/A	250	5 days	Sharing of business proposals	Plan Approved by only 2 corporate houses
Finalizing discussions	Project management team	N/A	1000	5 days	Finalizing the proposal	As expected
Setting up infrastructure required for conducting fitness training classes	Project management team	30000	4000	30 days	Setting up the fitness training centres	As expected
Commissioning classes for the corporate clients/ students	Project manager	N/A	N/A	0 days	Services commissioned	As expected
Change management phase 5: provide fitness training to the customers at their places.	Identify services that can be provided to the customers at their homes	Fitness experts associated with project management team	N/A	1500	15 days	Services finalized	As expected
Developing specialist team for providing such facilities to the potential customers	Project management team	N/A	1000	10 days	Specialized team developed	Additional 5 days were required
Deciding on the financial aspects of the services	Project management team, Project manager	N/A	1500	5 days	Finalization of charges to be made	As expected
Marketing the uniqueness of the services	Project management team	1500	1000	20 days	Potential customers well informed	As expected
Commissioning the services to the customers	Project manager	N/A	N/A	0 days	Services commissioned	As expected

The outcome of the risk management process of the project have been provided in the following table:

Sl No	Risk	Root causes	Risk Control measures (actions to be taken)	Monitoring procedure	Responsible person	Timeline
1	Lack of finances	Inappropriate budgeting	Taking financial help from sponsors	Supervision of the budgeting process	Project manager	Within 15 days of the issue being noticed
2	The current employees of the organization might resist the changes	The employees might not be able to accept the changes being incorporated in the organization	Encourage employees to participate in change management process	Appropriate communication with the employees.	HR manager	Within 5 days of the issue being noticed
3	The changes incorporated by the organization might not be financially beneficial	Inappropriate market survey	Optimized branding of the services	Supervision of the marketing/ branding procedure	Project manager	Within 90 days of the issue being noticed

Conclusion

The preceding sections of the report provide insight into the change management project being implemented in Fitlife. Section 1 of the report emphasizes on the identification of the issues that need to be considered on an emergency basis, while the change management strategy has been discussed in section 2 of the report. Section 3 sheds some light on the manner in which the changes would be communicated with the stakeholders while the last section essentially highlights the process of monitoring the change management activities.

In the light of the discussions made in the report, it can be said that the strategic changes mentioned in the report can be successfully implemented with the utilization of appropriate monitoring and implementation processes.

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