Developing real Spirit
Helping Spirit Health Clubs exploit a true USP
In the highly competitive fitness market, it pays to have a real USP.
So when we were appointed to overhaul the marketing and brand strategy of Spirit Health Clubs, we were delighted to uncover a truly surprising fact. On profiling their membership we discovered that while three quarters of health club members are usually under 35, three quarters of Spirit members were actually over 35 - with half of these being over 50.
Immediately recognising the potential of this discovery, and the increase in the older health market, we worked with Spirit Health Clubs to tailor a highly targeted approach towards capturing older, lifestyle conscious members.
We devised a brand new identity, 'Find your true Spirit' and geared our messages to those who weren't out to achieve the perfect body, but who now wanted to squeeze more out of life and feel years younger.
To help establish the brand online, we created a bright new website that presented a warmer, brighter, more social face to Spirit Health Clubs than the average health club, and radically overhauled all offline visual communications incorporating a core drive to the website.
And the impact?
Spirit Health Clubs now has a clearly defined foothold in one of the fastest growing sectors, and are perfectly placed to take full advantage of a strong ‘older’ health and fitness market.
Results for Jan/Feb 07 show that this fully integrated sales driving campaign generated over 1,500 new members across 40 clubs in just one month, gaining a 34% uplift in sales against Jan 2006.