Parsana Health Centre Private Limited, one of the pioneers of the organized fitness industry in the city, of Ahmedabad, had been actively engaged in inculcating, nurturing and promoting a healthy lifestyle to the general public through fitness regimes over the last two decades. The thirteen Parsana centres in the different parts of the city were reduced to eight centres facing stiff competition from the local players and the Parsana brothers had to set their priorities right, in order to discover the best strategy for growth. They thereby had to put together an appropriate promotional and positioning strategy in view of the long term objectives.