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)
COACHING, COMMUNITY & GOOD FUN.
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.
SPORT MAKES YOU HAPPY.
Our launch campaign "Sport makes you happy" positioned ourselves away from other fitness clichés, which tend to focus on no pain no gain attitudes, featuring extremely beautiful people suffering to fulfil physical perfection. At Anytime Fitness Germany we wanted embrace a much wider mindset: the benefits of an active lifestyle within a community are not only physical but also psychological, and those start the minute you begin to exercise!
PRE-SALE & MEMBERSHIP OFFERS