Business Challenge
Part of the InterContinental Hotels Group, Spirit Health Clubs needed to improve brand awareness and increase membership throughout their 40–club network
Insight
Visiting several competitor gyms confirmed our extensive market gap analysis and data profiling that there was a real opportunity to attract a whole new membership for Spirit
Idea
To break away from the market clichés and reposition Spirit Gym as the gym that appealed to the over 35's and their completely different attitude to health and fitness. A new tone of voice, identity and brand positioning which encapsulated the lifestyle and health benefits of membership were created and then communicated in a targeted and integrated campaign across outdoor, press, POS and digital.
Business Created
Since redeveloping the brand, Spirit has experienced an increase in membership levels and sales way in excess of expectations; close to 1400 new members in a single month; 51% on budgeted sales and 60% increase on membership year–on–year.
From the Blog
Shopping for stories
13th Jul 2010
We may be in a new age of austerity, but according to a recent report, spend on luxury status symbols is showing no sign of abating. Apparently, while the rest of us have been swapping Sainsbury’s for Aldi, those with the financial assets to do so have been snapping up cars and jets, country homes and works of art.