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Situation

Competition in the health and fitness provider market has become fierce as more than 78 million aging baby boomers try to stay fit or feel healthier. Today, this $14.1 billion industry serves over 40 million people through health club memberships in the US. Recent research suggests that as this large market segment continues to mature, they will be looking for more effective ways to maintain and improve their health. Diet and exercise are the recognized methods to achieve this objective with proper training and guidance at a well equipped fitness center with qualified trainers. With this growing demand, many communities have witnessed a surge in new and often look-and-sound-a-like fitness facility franchises. These cookie-cutter resources and similarities make it difficult for most people to differentiate one provider from another.

Old Logo: Opportunity for improvement

Ultimate Fitness, located in Mill Valley, California, offers custom workout programs for people of all ages, delivered one-on-one with a certified professional trainer using specially-designed equipment in an appointment-only, clean and bright, personal fitness studio. For over 8 years, they’ve specialized in delivering “slow-protocol” strength and flexibility training programs that require just 20 minutes, twice a week. With the Slow-Motion Strength Training method, the primary emphasis is on building strength quickly by exercising slowly, while minimizing the effects of momentum and gravity. By simply slowing the speed of movement while lifting weight, it creates more tension in a muscle. And physiologically, lifting more slowly and deliberately activates a greater number of muscle fibers for a given movement. The result provides more strength development in a shorter period of time with greater safety and much better efficiency.

The recent economic environment has added pressure to acquire new customers and grow revenue at Ultimate Fitness as cost-conscious consumers today look for resources and services that can add value and deliver more for less.

Strategy

Define, create and produce a brand position that effectively communicates the unique value that Ultimate Fitness offers and that is focused on customer benefits that differentiate Ultimate Fitness from their competitors. Create a distinctive voice and unique brand personality that is intelligent, thoughtful, disarming and fun! Present a more professional, polished brand image in all media to reflect the premium price and high value of their service while improving brand and message consistency. Support new prospect recruitment efforts and sustain relationships with existing customers. Build and foster an online community by leveraging blogging, social media and Web 3.0 technology to provide a self-service mechanism for updating content and services as needs and market requirements change.

Results

Teamworks Communications created a custom tool-kit of specially constructed communication components which function to provide a visual and verbal vocabulary for identifying and differentiating the Ultimate Fitness brand when used consistently across different media. We also developed and deployed and integrated marketing program that included a web site, blog, social media, advertising, collateral, facilities signage, promotion, email outreach and direct mail that were completed in about 90 days.

As Sara Ellis, Founder and Owner of Ultimate Fitness added: “The comprehensive program that Paul and his team planned, developed and produced for us has completely transformed our business. Our branding, messaging and visible market presence now support our core mission of helping our customers maintain a healthy, strong body as the essential vehicle for a successful life. What’s more, our prospect inquiries are up, more customers are joining us, our image in the community is polished and our members are energized by the changes we’ve made to our facility, our brand and our message!”