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Bringing the global nº1 fitness franchise network Anytime Fitness to Germany, shifting it from a low-cost to a mid-premium fitness club model. Tasks: Business Strategy, Market Research, Club Design & Customer Experience, CRM and 360º Marketing Campaign. (Interim Chief Marketing & Strategy Officer)



Our challenge was to change brand perceptions and transform a mainstream franchise model into a premium boutique-style and customer-oriented club experience, all within the boundaries of the franchise guidelines. It was key to understand the competitive fitness market in Germany and analyse what would succeed: A distinctive brand promise, a premium look and feel, a personalised and familiar club atmosphere and the right pricing and membership model, to allow for long-term customer satisfaction.