repositioning 24 hour fitness
DESCRIPTION
As a finals project for a class, we picked 24 Hour Fitness club and identified a problem that we, as existing customers experience. Our solution was focusing on a new target -- active seniors.TRANSCRIPT
Introduction
Company story
Started in 1983 as a one-‐club operation, the club was originally called 24 Hour Nautilus founded by Mark Mastrov.
Introduction
Company story
They have over 425 clubs around the U.S. alone and several clubs in Hong Kong, Singapore, and Mainland China under the name “California Fitness”.
Introduction
Brand Mantra
“Change lives through Kitness”
Problem
Membership
Problem
Retention
Goal
Lifestyle
Company Competitors
Gold’s Gym (Direct)
Mantra: “Know Your Own Strength”
Company Competitors
Fitness First (Direct)
Mantra: “Making the world a 5itter place; like minded members and like minded staff work together to make that difference”
Company Competitors
Kaiser Permanente (Indirect)
Mantra: “To contribute to the well-‐being of our communities”
Trends Report
Small-Group Activities
Trends Report
Anti-aging Programs
Trends Report
Extra-care Wellness service
Who are we talking to ?
Active aging adults (from 50-65)
Who are we talking to ?
Key Insight
Have more time and while they try to connect to the world like the youth, at the mean time still needing a guide that’s appropriate for them to be healthy.
Our Main Message
“Wellness for Life”
Brand Channels, Opportunities, Suggestions
TV
Brand Channels, Opportunities, Suggestions
Brand Channels, Opportunities, Suggestions
Newspaper
Brand Channels, Opportunities, Suggestions
Brand Channels, Opportunities, Suggestions
Magazine
Brand Channels, Opportunities, Suggestions
Brand Channels, Opportunities, Suggestions
Brand Channels, Opportunities, Suggestions
Conclusion
Company story
This is not just a gym, it’s a Community that encourages a way of life that makes you healthy.