Repositioning 24 Hour Fitness
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Started in 1983 as a single club called 24 Hour Nautilus, the company now has over 425 clubs in the US and internationally. It aims to change lives through fitness and combat problems with membership retention by promoting fitness as a lifestyle. The document discusses the company's competitors, trends in small group activities and anti-aging programs, and targeting active aging adults with the message of "Wellness for Life" through various brand channels and positioning the clubs as a community for healthy living.
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Repositioning 24 Hour Fitness
- 2. Introduction Company story Started in 1983 as a one-‐club operation, the club was originally called 24 Hour Nautilus founded by Mark Mastrov.
- 3. Introduction Company story They have over 425 clubs around the U.S. alone and several clubs in Hong Kong, Singapore, and Mainland China under the name California Fitness .
- 4. Introduction Brand Mantra Change lives through Kitness
- 5. Problem Membership
- 6. Problem Retention
- 7. Goal Lifestyle
- 8. Company Competitors Gold s Gym (Direct) Mantra: Know Your Own Strength
- 9. Company Competitors Fitness First (Direct) Mantra: Making the world a 5itter place; like minded members and like minded staff work together to make that difference
- 10. Company Competitors Kaiser Permanente (Indirect) Mantra: To contribute to the well-‐being of our communities
- 11. Trends Report Small-Group Activities
- 12. Trends Report Anti-aging Programs
- 13. Trends Report Extra-care Wellness service
- 14. Who are we talking to ? Active aging adults (from 50-65)
- 15. Who are we talking to ?
- 16. Key Insight Have more time and while they try to connect to the world like the youth, at the mean time still needing a guide that s appropriate for them to be healthy.
- 17. Our Main Message Wellness for Life
- 18. Brand Channels, Opportunities, Suggestions TV
- 19. Brand Channels, Opportunities, Suggestions
- 20. Brand Channels, Opportunities, Suggestions Newspaper
- 21. Brand Channels, Opportunities, Suggestions
- 22. Brand Channels, Opportunities, Suggestions Magazine
- 23. Brand Channels, Opportunities, Suggestions
- 24. Brand Channels, Opportunities, Suggestions Facebook
- 25. Brand Channels, Opportunities, Suggestions
- 26. Conclusion Company story This is not just a gym, it s a Community that encourages a way of life that makes you healthy.