Client: Fitness Center
(Boston, MA / Financial District)
Inspiring Vision
Our client, Forward Fitness, has an intimate and upscale training Facility with highly qualified, and genuinely personable and likable trainers. The relationship is based on a commitment from the member as much as the trainer to create and/or “adjust” a workout routine tailored to the needs of their individual members.
Yet, the current membership base suggests that Fitness Forward has a range of members that are not all seeking a trainer’s expertise, but rather 70% of its members are treating Fitness Forward as a “gym.” Yet, in order to sustain their revenue goals, Fitness Forward needs to capitalize on its location (near those that can afford “more” / those working in the finance realm) and, equally so, keeping their highly qualified personnel “busy.”
Brave Your Standard
First, there was much gleaned in doing our research:
The intensity of the exercise performed in most classes now being offered is simply unpleasant to the average person
A personal trainer is a particularly good idea for middle-aged and older Americans, who are more likely than younger people to hurt themselves if they do exercises improperly.
Yet the most telling insight when taking into account considering their intrinsic qualities they can in build-on without their immediate competition having a sufficient “counter-attack,” as well as, considering their potentially most receptive audience plus, we found this insight:
According to Gordon (CEO of Gordon’ Guide), “getting fit is no different than navigating a failing company back to health, analyze, execute a plan, then track and monitor results. It comes down to what you commit to…it’s all about self-discipline.” (USA Today, 2/2007)
And, in addition, we found: while most people follow the latest diet fad or join the local gym CEOs spend thousands of dollars per pound – or even ounce – lost. (USA Today, 2/2007)
Our strategy – getting ahead – marries Forward Fitness values with their clienteles that showcases their unique qualities and those of their prospective clientele with an emotional descriptor as a way to pull them in (that go beyond logistical rationale) and keeps them motivated beyond the utilitarian value of the workout.
First, we married inherent need with natural solution: A clientele that takes their fitness needs very seriously plus a training center’s staff with a proven athletic background and can truly customize a workout and program based on their member’s needs and objectives.
Second, we sought to move beyond the primary benefit and “see beyond” towards braving their standard and that was to see Forward Fitness as integral to “the agenda” when fulfilling their clientele’s “drive to become more powerful.” In other words, the actual work (as slated in the agenda) transcends the actual “work results.” By giving the most power, they derive the “most power” and that means their choice of fitness centers needs to except the most and enable them to give the most. In turn, maximum results for their time means “more powerful” living – a more powerful life. The solution is now available.
Advance
Forward Fitness ideal prospective clients are not “gym people.” In short, a gym is not willing to structure itself or is not organized enough for them to risk investing their time and energy. Because of what else is “going on” in their lives, particularly their demanding work schedules.
Together, Forward Fitness and its clientele are committed to maximizing “Power.”
We wanted to convey the notion that it is really up to their clientele, at this point. The solution: place, equipment, staff and mindset are there. From here, we developed our client’s website, the messaging was focused on our deep understanding of our clientele and, in turn, seamlessly, fitting-in with how they would structure any other priority need. We used phrases such as:
“The power is yours. What’s your challenge?”
“Unleash your Power.”
With images of the client working together, while at the same time inseparable in their mutual drive and commitment to maximizing their respective power. With this particular case, we showed the client with a “rope/band” around them as they are trying to run forward with the “trainer” working to hold them in-place.
Exact results were not accessible to us, yet all deliverables were well received and highly admired. For more information on this campaign or any questions, in general, or to get started feel free to contact us.