Allie Routzahn, Parker Wenos, Joey Cutting

EXECUTIVE SUMMARY
Igniting a Revolution seeks to embody the essence of Flex Plexs
commitment to providing the Piedmont Triad of North Carolina with
the premium platform for personal wellness, pride in recreation, and
individual appreciation for fitness through sport. Since Flex Plexs
beginning in 2003, we have learned that by showing people of all ages
love, acceptance, and respect, we can in turn help change their lives.
With many of Flex Plexs services and programs, we hope to inspire
people of the community to reach for individual enlightenment through
our core values of Play, Opportunity, Work, Excellence and Respect!

EXECUTIVE SUMMARY
There is a recognized need in the Triad for a sports complex that enables
kids to learn the unlimited and priceless benefits of exercise through
play. The premise of Flex Plex is based on the value of play for kids
while also offering a multitude of other programs including family and
adult memberships, after school programming, charity events,
recreational sports leagues, academic tutoring, and specific sports
performance training. By initiating the movement to create a sports
medicine program, outreach effort to inner-city youth, connection with
surrounding universities, community influence program, an increased
amount of segmented adult programming, multitude of free sports
camps, and a relationship with the Carolina Panthers franchise, we hope
to build off of our well-established foundation.

EXECUTIVE SUMMARY
At Flex Plex, not only is our goal to help children achieve their best
athletically, but also to assist families in raising academically, spiritually
and emotionally well-rounded children. By becoming the #1 regionallyrecognized fitness brand in the Piedmont Triad, we look forward to
surpassing all competitors in the industry while honing in on our
numerous competitive advantages as an organization. We hope our
continued success can positively influence the surrounding towns,
counties, and region in order to become a more engaged, healthy, and
accountable generation.

OVERVIEW
Organizational Context
Executive Summary
Mission Statement
Guiding Principles (P.O.W.E.R.)
Assumptions
Analysis
Objectives
Action Plan
Evaluation and Control

MISSION
To inspire, cultivate, and ignite the
residents of the Piedmont Triad of North
Carolina by generating pride and passion
for personal wellness through fitness,
sport, and recreation.

GUIDING PRINCIPLES
Flex Plex operates under the
guiding principles of
P.O.W.E.R., which represents
the organizations core values.

GUIDING PRINCIPLES
Play
The belief that Play, defined as
spontaneous activity of children, is a
vital part of a fulfilling life for adults
and children alike.

GUIDING PRINCIPLES
Opportunity
At Flex Plex, every individual has the
opportunity to advance in body, mind and
spirit through play, sport, or service by
recognizing, embracing, and creating
opportunity for oneself and others in our
community.

GUIDING PRINCIPLES
Work
Deeply ingrained in the Flex Plex family
and imparted to our coaches, staff, and
members is the work ethic that drives
individuals to persevere and overcome
obstacles and achieve goals.

GUIDING PRINCIPLES
Excellence
Throughout Flex Plex, you will find
individuals applying the values of discipline
in order to excel and attain a superior level
of performance in ones life and in the
community to serve others.

GUIDING PRINCIPLES
Respect
At the very core of all that Flex Plex
symbolizes and executes is the value of
respect, which is embodied in staff and
members by demonstrating humility in
victory and defeat, coaching and mentoring,
and self-improvement through health and
fitness.

ASSUMPTIONS
1. Organizational success is dependent upon Flex Plexs
ability to continue to adapt to the surrounding competitive
responses and future industry conditions.
2. Current staff continues to value customer service while
progressing with individual professional development.
3. Entire organization stays grounded with Flex Plexs
P.O.W.E.R. guiding principles.
4. Flex Plex maintains a commitment to excellence by
continual evaluation and analysis of holistic programming
and accepted industry standards.

ANALYSIS
INTERNAL

Strengths:
o Well-established in the surrounding
community
o Large variety of sport and recreational
programming for all ages
o Ties with the Carolina Panthers NFL franchise
o Sales and membership numbers have been
increasing steadily
o State of the art facility and equipment

ANALYSIS
INTERNAL

Weaknesses:
o Not the leading fitness organization in the
immediate area
o Not enough staff to support the large amount of
programming we currently offer
o Allocation of resources has been found to be offbalance
o An overall decrease in youth involvement with
programming
o Currently not appealing to every relevant
demographic in the area

ANALYSIS
EXTERNAL

Opportunities:
o Regional markets that can be tapped into for
sales (Piedmont Triad)
o Plenty of square footage in the facility to grow in
size and programming
o Strong alumni base from the five universities in
the area
o Opportunity to incorporate student
involvement

ANALYSIS
EXTERNAL

Threats:
o Real-Steel Fitness is the number one company in
the local fitness market
o Fitness is not the number one priority to
consumers in today's day and age
o Apathy from children due to technological
distractions from being a part of the millennial
generation
o Rise in number of participants choosing home
fitness programs over gym memberships

OBJECTIVES
1. Within two years, Flex Plex will become the number one fitness organization in the city of
Greensboro, NC.
2. Flex Plex will become a regionally-established organization in the Piedmont Triad of North
Carolina within the next five years of operation.
3. Flex Plex will become the recognized brand of choice in the Piedmont Triad for fitness, sport,
and recreation within the next year.
4. Expand on Flex Plexs current programming and potential activities portfolio to engage youth
through technology.
5. By 2020, develop opportunities to meet the local and regional university student populations.
6. Analyze financial books in order to promote the efficiency of our allocation of funds on a yearly
basis.
7. Appeal to every relevant demographic within Flex Plexs geographic and psychographic reach.
8. Tap into the current relationship with the Carolina Panthers in order to uncover new
competitive organizational advantages and opportunities.

STRATEGIES
Local Recognition:
In order to become the number one fitness
organization in the city of Greensboro, Flex
Plex will:
1. Conduct a members assessment to determine what
needs currently are and are not being met.
2. Compare competitive organizational analyses to that
of Flex Plex to determine what demands consumers are
looking for.

STRATEGIES
Regional Accreditation:
In order to become a regionally-established
fitness organization in the Piedmont Triad of
North Carolina, we will:
1. Define the scope of the organization in order to
reach regional level in five years.
2. Identify the competition in the region and develop a
plan to surpass competition.

STRATEGIES
Brand Awareness:
In order to increase Flex Plexs brand
awareness, we will:
1. Allocate a greater percentage of the budget towards
public advertising with local universities, local minor
and youth league sports, and television commercials.
2. Sponsor local fitness-related charity events to
connect with the community and increase awareness
of our organization.

STRATEGIES
Engage Youth through Technology:
In order to expand on Flex Plexs current
programming and potential activities portfolio
to engage youth, we will:
1. Assess the need for and integrate technology with
athletic and recreational programming.
2. Design and implement varying levels of
programming and activities that appeal to youth ages
5-18, targeted to specific age groups.

STRATEGIES
Connection with Student Populations:
In order to develop opportunities to meet the
local and regional university student
populations, we will:
1. Offer a variety of internship and scholarship
opportunities for local college and high school students
within the Piedmont Triad.
2. Develop marketing plans to promote these
opportunities both on campus and via social media.

STRATEGIES
Promote Organizational Efficiency:
In order to promote the efficiency of our
allocation of funds, we will:
1. Examine our current program funding, analyzing
where we can re-allocate funding.
2. Provide programs that are cost efficient but still
meet the demands of our patrons.

STRATEGIES
Demographic Appeal:
In order to appeal to all relevant demographics
within Flex Plexs geographic and
psychographic reach, we will:
1. Develop a new targeted marketing strategy to new,
specified groups of people that will extend the
organization's reach to the Piedmont Triad.
2. Develop programming that caters and appeals to
broader, more diversified segments of sport, fitness,
and recreation consumers.

STRATEGIES
Relationship with the Carolina Panthers:
In order to tap into the current relationship
with the Carolina Panthers, we will:
1. Partner with NFL Play 60 in order to encourage
exercise through their interactive mobile app while
hosting a Pass, Punt, Kick Competition.
2. Sponsor the Carolina Panthers to utilize Flex Plexs
training facility for a day and to host a meet-andgreet following their training session.

ACTION PLAN
Objective 1: Local Recognition
Strategies:
Conduct current member assessment
Determine consumer demands
1. We will conduct a needs assessment by creating a qualtrics
questionnaire (delivered via email to existing patrons) that specifically
targets questions referring to the desires of patrons.
2. Information gathered will be analyzed to inform Flex Plex on the success
of existing programming, facilitation, and ease of access. Our survey will
also Inform Flex Plex of programs to add and implement in the future.

ACTION PLAN
Objective 2: Regional Accreditation
Strategies:
Define organizational scope
Surpass regional competition
1. Revisit mission and values of Flex Plex with professional staff to refine and
emphasize the organizational vision.
1a. Meet annually with key stakeholders to share revisited organizational mission,
values, and vision.
2. Search public records to acquire available resources concerning competition
2a. Utilize benchmarking as means to view competitive facilities and gather ideas
for program and facility improvements.
2b. Conduct a fundraising campaign to target new stakeholders and acquire new
sources of revenue that will go directly into improving Flex Plex.

ACTION PLAN
Objective 3: Brand Awareness
Strategies:
Allocate a greater percentage of the budget towards public advertising
Sponsor local fitness related charity events
1. Prioritize spending in each program area by ranking each line item in
the budget on a scale from 1 (essential for programming) to 3 (not
essential, but desired).
2. Conduct an annual 5k race to engage the community and increase
brand awareness
2a. Sponsor youth sports teams via purchasing naming rights to reach out
and appeal to family demographics

ACTION PLAN
Objective 4: Engage Youth through Technology
Strategies:
Assess technology needs within all aspects of programming
Integrate technology into existing programming as well as develop new
youth activities
1. Assess needs and feasibility of technology-based programming (by conducting a
survey and consulting program leaders)
1a. Purchase Required Technology (initial purchase) followed by continual approved
purchases
2. Utilize and integrate purchases into current programming activities
3. Create and develop new programming based on new technology

ACTION PLAN
Objective 5: Connection with Student Population
Strategies: Offer internship and scholarship opportunities for local
students
Promote these opportunities on campuses via social media
1. Assess and evaluate needs within programming in regards to student
staffing
1a. Create positions for students based on determined needs

1b. Fill these positions based on most qualified applicants (through

marketing with schools)
2. Hire students to work on a social media campaign directed towards
their school

ACTION PLAN
Objective 6: Promote Organizational Efficiency
Strategies:
Examine and analyze current funding of programs
Develop cost-efficient programming
1.Study and analyze the revenue and expenditures for each
individual program
1a. Make financial cuts where indicated to programs with
excess spending

2. Recalculate expenditures into line-item budget and

monitor program spending

ACTION PLAN
Objective 7: Demographic Appeal
Strategies:
Define organizational scope
Surpass regional competition
1a. Analyze the current membership base of Flex Plex in order to find any holes
and/or patterns of patron demographics.
1b. Match up marketing efforts and methods of communication accordingly,
based on the newly-established target population.
1c. Tailor the marketing budget to match the needs of the new marketing plan.
2a. After analysis, Flex Plex will implement programs that match with the
interests of the newfound target segments.
2b. Train relevant staff members to be able to fulfill and facilitate all new
programming

ACTION PLAN
Objective 8: Relationship with the Carolina Panthers
Strategies:
Partner with NFL Play 60
Host a public training day for the Panthers at Flex Plex
1a. Advocate for every new youth member to download the NFL Play 60 mobile
app in order to increase youth involvement and interest in joining Flex Plex.
1b. Through NFLs Play 60, connect with the Punt, Pass, and Kick competition
organizers in order to set up a local competition and signups at Flex Plex.
1c. Utilize the Carolina Panthers kicker Graham Gano to host development
program prior to the start of the Pass, Punt, Kick competition.
2a. Connect with Carolina Panthers coaching, weight training, and community
relations personnel (through current relationship) in order to establish a training
day at Flex Plex.
2b. Organize food, beverages, and other hospitality elements for all Panthers
players and staff who choose to participate in order to make the experience as
appealing as possible.

EVALUATION AND CONTROL

Objective 1: Local Recognition
Performance evaluation of staff: Comprehensive staff evaluations are to be
conducted bi-yearly to ensure top quality performance.
Gain performance evaluation feedback from patrons: Patron feedback will be
collected monthly to monitor satisfaction rates as compared with competing
organizations.
Objective 2: Regional Accreditation
Overall membership will be monitored on an annual basis. We will revisit strategies
for this objective if percent increases are not met yearly.
Membership should be at a 10% increase within the first year of implementation of
our strategic plan.
Objective 3: Brand Awareness
Develop activity cost analysis to be checked bi-yearly. Determine what unnecessary
program costs can be allocated towards advertising.
Gain constituent feedback on brand awareness in region: to be evaluated every three
months.

EVALUATION AND CONTROL

Objective 4: Engage Youth
We will monitor youth participation with a membership count on an annual basis:
We will revisit strategies for this objective if percent increases are not met yearly.
Membership should be at a 10% increase within the first year of implementation of
our strategic plan.

Objective 5: Connection with Student Population

Assess growth of student population in staff (hiring/contracting at least 5 per
semester, expanding to 8 per semester the following year-2017)
Monitor social media presence with a 5% increase in number of followers per
semester
Objective 6: Promote Organizational Efficiency
Revert to comprehensive line-item budget on a monthly basis to track progress of
annual revenue and expenditures.
Conduct an internal, annual audit to justify expenditures.
Conduct bi-yearly staff performance evaluations concerning management of activity
costs.

EVALUATION AND CONTROL

Objective 7: Demographic Appeal
Log followership in all areas of communication where possible; no specific
number of followers set within various demographics.
Set minimum number of registrants for new programs. Cut programs if they
do not reach the minimum number by the end of year 1 in order to set a
standard of cost efficiency.
Objective 8: Relationship with the Carolina Panthers
Track overall registration of youth for the Pass, Punt, and Kick competition,
as well as fan attendance at the Panthers training day at Flex Plex.
Look to increase numbers for each event by 5% every year through 2020.

IN SUMMARY
#1 in Piedmont Triad in 5 years
Stick to who we are based on our guiding principles of
P.O.W.E.R.
With our strategic plan, we will maintain the
guidelines to continue growth through 2020 and
surpass all competition to reach our goals.

Together, Flex Plex will Ignite a Revolution