Brand and Promotional Alignment for Fitness Company
Our client specializes in orthopedic rehabilitation and personal training services, finding themselves situated in the highly competitive fitness industry. With a unique expertise on technical based training, our client aims to leverage their industry knowledge to create hybrid modules for fitness training.
Situation
The COVID-19 pandemic has had a devastating impact on the fitness industry, leading to a significant decline and financial losses. Consequently, our client was forced to downsize their facility space and relocate to a sub-optimal location. With the industry now witnessing a surge in digital and at-home fitness trends, it is crucial for us to assist our client in making a successful transition online while ensuring they provide the utmost value to their customers.
Challenge
Our client’s business currently faces multiple challenges. For one, his business’s UI/UX needed to be updated, as the previous website was convoluted and difficult to navigate. Secondly, many of our client’s customers left him as a result of the pandemic. Our team was tasked with devising pricing strategies that can help his business acquire new customers, as well as evaluating competition in the local marketplace to identify our client’s competitive advantage.
Approach
The client's limited capacity to make operational changes due to financial and staffing constraints necessitated a strategic focus on areas where we had flexibility and the ability to drive significant improvements. Our team identified marketing and promotions, UI/UX, and finances as key areas for intervention. We recognized that the client's clinical background was a unique differentiator that had not been fully capitalized on across all platforms. Leveraging our expertise in financial management, marketing, and UI/UX design, we utilized REM's pillars of community and innovation to tap into growth opportunities within the local community, such as partnering with universities and small businesses.
Prior to engaging with the client, we conducted thorough research on the complex fitness industry, with a specific focus on the market dynamics in Ann Arbor, Michigan, where the client was situated. This enabled us to have informed discussions with the client, aligning our understanding of their core capabilities and differentiators to provide systematic solutions and promotional ideas that showcased their unique strengths.
Navigating a market with prominent competitors posed a challenge, prompting extensive conversations centered around the client's core capabilities and differentiators. By leveraging our team's expertise and strategic thinking, we developed comprehensive solutions and promotional strategies that effectively highlighted the client's distinctive abilities, enabling them to stand out in a crowded market and attract their target audience.
Impact
Our team made significant contributions to the client by optimizing their pricing strategies, improving the UI of their website, and implementing effective promotional strategies. We conducted a thorough financial assessment to recommend optimal price points that would maximize profit while remaining competitive. Additionally, we provided a wireframe suggestion for a cleaner and more user-friendly website interface, focusing on clear call-to-actions. Our expertise in marketing and promotions allowed us to suggest engaging social media content and seasonal discount ideas to better promote the client's brand. Through these efforts, we successfully enhanced profitability, user experience, and brand recognition for the client in the competitive fitness industry.
Team Breakdown
Team Lead: Molly Steinberg
Team Lead: Kayla Park
Strategist: Benny Fong
Strategist: Zach Zimmerman
Junior Strategist: Grace Schuchard
Relevant Background Information
Business Type: for-profit
Industry: fitness
Location: Ann Arbor, MI
At Rem and Company, we're on a mission to keep doors open and dreams alive. Rem and Company started as a social impact initiative offering free consulting services to small businesses impacted by COVID-19. Rem and Company has become an information hub and digital community platform for small businesses in need. At Rem and Company, small businesses stay up to date on trends in their industries, learn new approaches from peers, build a network, and develop the capacity to adapt as the world around them changes. Our consulting teams provide small businesses with the opportunity to identify and prioritize issues facing their business, propose innovative strategies and facilitate execution. If you are a small business owner and want to learn more about how we can help, request a free consultation.