Fitness Technology Company

Using brand strategy to revitalize and capitalize on the market opportunity for a 10-year old start-up.

Capabilities Deployed: Brand, Strategy, Culture, Insights

The Challenge

Our client was the pioneer in CRM technology for the health and fitness industry. Their first mover advantage had paid great dividends in the past, however, several new, well-funded competitors had entered the field with more flexible technology platforms, and more advanced features and capabilities. The company needed to assess of the brand and technology, their needs and expectations regarding CRM technologies, and the future opportunity for the company. Leadership also recognized the need to provide greater clarity around the strategic vision, and help employees (particularly design and development teams) feel a greater sense of purpose, excitement, and connection to the vision.

Our Solution

We organized a project team consisting of the company leadership, managers and board members. We conducted market research with existing customers, non-customers, and industry executives to assess the brand, product, competition, customer needs, and opportunities. We then led client ideation sessions to develop ”future state scenarios” and brand/product positioning concepts to address those scenarios. We led primary customer research focused on identifying Identify key market needs, product gaps, competitive vulnerabilities and adjacent market potential – leading to the development of a new, expanded brand positioning, strategic vision, and roadmap to becoming the industry’s first full-service CRM and member lifecycle management solution.

The Outcome

The company developed a new  product innovation roadmap, including a refreshed product vision, new features and enhancements, new integration partnerships, and a launch plan for the new platform. The company has now developed one of  the industry’s most compete technology solutions -- an end-to-end solution covering fitness club membership sales, member lifecycle management, marketing, personal training, club operations, and staff training and development. Sales focus and marketing content pivoted effectively to the new positioning and expanded product offering. The strategy also led to a long-term M&A strategy including identifying possible targets to deliver on the SaaS Supply Chain vision.