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Fitness First


In 2016, Fitness First asked us to identify which clubs in its 300+ global gym estate could grow their memberships through a marketing-led price and promotions strategy that aimed to increase overall membership volumes without eroding the core price point of the business.

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Fitness First


In 2016, Fitness First asked us to identify which clubs in its 300+ global gym estate could grow their memberships through a marketing-led price and promotions strategy that aimed to increase overall membership volumes without eroding the core price point of the business.

Our first task was to gather the right data.
Data that:

Would show us which clubs would react best to reductions in headline prices

Which consumer groups were most likely to respond to a price and promotions strategy

Which sales messages would create the most consumer interest with the target groups in the target locations

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Targeted Growth through insight


Targeted Growth through insight


Our second task was to bring this analysis to life and help the organisation take action. 
- We blended consumer research from existing brand trackers with internal club level finance data to show which clubs would respond favourably
- We statistically analysed perception data to understand which messages best supported price premiums
- We modelled the price reductions required to drive 10% new member growth and recommended a targeted campaign strategy, tailored to five different regions
- We worked with management to  make the recommendations actionable for the organisation

The leap of insight.
- Offering discounts to affluent consumers, in higher priced gyms, is more valuable than directing promotions at value hunters. The reductions are perceived to be greater and more motivating, plus the discounted price need not undermine the base price offered to everyday consumers. 

Takeout: we selected the highest potential groups based on consumer research data and management consultation