Launch Strategy Redesign for a Fitness Studio
Situation:
COVID-19 delayed our client’s initial launch and they wanted to adapt to changing needs of its customer base in the wake of a pandemic. Our client wanted to redesign the UX of their current website, create an ambassador program to create excitement for their launch and develop a strategy centering around pre-sale membership prior to their launch. Our approach to rehauling the fitness studio’s launch strategy was affected by the sweeping evolution that the fitness industry was undergoing in the midst of the pandemic and evaluating what market trends were effective to employ.
Challenge:
Overall, the client’s needs were to improve their positioning as an up-and-coming brand through improving the UX, redefining the launch strategy, promoting their marketing strategy and improving the profitability of the fitness studio long-term. Our team encountered a few pressing challenges throughout the project, mainly stemming from the fact that the studio was not an established company. Without credibility and an organic audience that many fitness studios relied on for alternative revenue streams throughout the pandemic through virtual fitness classes, this strategy was not available in the short-run.
Approach:
The challenges our client faced were relatively consistent across the industry: shifting to online offerings, creating a space where clients feel safe despite health concerns, and building a strong community despite difficult circumstances. However, this particular fitness studio’s position as a new company with plans to open doors created a unique challenge and accordingly a unique approach. Our focus throughout this client project was on User Experience and Strategy.The client’s online presence and virtual user experience needed an overhaul in order to more adequately address client concerns and build its reputation. Furthermore, the business’s overall strategy was shifted in order to address changing industry standards. In order to accomplish these key areas, our research focused on both fitness studio opening strategies in “the old normal” and the shifts that fitness studios are making to address the COVID-19 pandemic. Our strategy was a three phase approach to build a brand reputation in phase one, develop a launch strategy in phase two, and plan for continued growth in phase three. Throughout the process, our team learned about fitness studio launch strategies (specifically social media, brand awareness, membership pre-sales, and ambassador programs) and key considerations resulting from COVID-19.
Impact:
When we first spoke with the client, the Rem team saw great ambition, but a lack of concrete plans. Upon concluding the consulting engagement, the client had a concrete plan of action to improve its branding, gain traction, and ultimately open safely. The team plans to stay involved with the company in the future to continue to contribute to future success of the company.
Rem and Company Team:
Senior Strategist: Justin Wyman
Strategist: Marissa Friedman
Strategist: Dhruv Thakkar
Brief description of the client:
Company: Fitness Studio
Industry: Wellness
Location: Washington D.C.
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.