Fitness centres needs a perfect amount of publicity for attracting the clients in a proper manner. When an individual chooses a particular fitness centre, the main concern of that person is to identify whether the fitness centre has all of the right kind of equipment or not. Even the needs for the well qualified trainers are needed. In the provided cases scenario, as my friend has to select the strategic alliance for the growth of his business, therefore, I would suggest to make a strategic alliance with hospitals and health companies, wellness centers and pharmaceutical companies. All of these will be a suitable choice for strategic alliance as these companies have similar kind of goal to promote health and fitness. Another point is that people tend to believe and pay good attention to the advices of these organizations.