We helped the new owners quantify the benefits of rebranding and transforming the member experience so Fitness First would stand out in an increasingly crowded, dynamic market.
This analysis enabled the business to invest £250 million in refurbishing its global 350 club network, in new brand communications and in digital product innovation.
To safeguard return investment, we installed a global brand and customer experience tracker, enabling managers at all levels to know the facts about where they are what to do next to deliver the strategy.
As part of the new brand experience we identified 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.
Blended consumer research from existing brand trackers with internal club level finance data to show which clubs would respond favourably.
Modelled the price reductions required to drive 10% new member growth and recommended a targeted campaign strategy, tailored to five different regions.
Analysed perception data to understand which messages best supported price premiums.
Installed a global brand and customer experience tracker, enabling managers at all levels to know the facts about where they are what to do next to deliver the strategy.
“Any business needs to outpace its competitors and accelerate delivery of insights which can be used to grow performance and value. Virtually all customer-facing initiatives have been formed from Morar HPI’s unique approach to consumer tracking and subsequent performance analysis."
“Instead of subjective opinion, Morar HPI’s market and member trackers have given us an invaluable objective tool for assessing what our customers really want not what we think they want.”