The RPM Health Club will be significantly differentiated from other health facilities and membership clubs. Major points of differentiation are:
a) Design. The RPM Health Club is professionally designed by professionals in the high end health and social club industry. The Club's designer Abacus Design has worked with the operator before in designing the Cascade Club, Bangkok considered to be the "finest health club west of LA"
b) In order to establish itself as the premier health and social club in Phuket the RPM Health Club will employ a Traditional member orientation. This club operating philosophy recognizes that true clubs are an association of people with similar interests and needs, and that clubs are joined, not paid for. Similarly, in return for their monthly dues, members expect recognition, good service, and well maintained facilities. Presently in Phuket available fitness clubs utilize a "customer / guest" orientation which is more appropriate for a business model which assumes that users pay for the use of a club's facilities and services, not for the intangibles which are associated with membership.
c) Attention to intangibles - The RPM Health Club is positioned by its design and services to operate at the highest end of the market, thus price is not a significant factor to differentiate it from other clubs. People join private clubs for intangible reasons tied to personal objectives, individual goal attainment, recognition and lifestyle factors. Members want their club to have a good image. Therefore the RPM Health Club will not make the price of its memberships to be a major selling point.
d) Customization - The RPM Health Club allows member's total customization in their own pursuit of personal fitness, health, and lifestyle benefits. The Club's programming, range of facilities, and luxurious amenities offer a very high degree of flexibility and personalization for members to achieve their fitness and health objectives.
e) Disclosure - Presently in Phuket most fitness Centres even at resort hotels have a customer or guest orientation which extends to the attitude about member service.