Marketing and branding strategy for a new fitness center.
Pioneering innovation in fitness and wellness.
Goals
- Create a new concept in fitness and wellness in Dubai.
- Develop a highly innovative and cutting-edge brand.
- Create a compelling business case to gain financing.
Obstacles
The project holder came to us with only a dream and a small budget: he had close connections with well-resourced investors who agreed in principle to finance his project of launching a new gym. But he had no tangible ideas on how to turn his vision into reality.
Analysis
Market research uncovered a few market gaps:
Dubai had plenty of indoor gyms and fitness centers but close to nothing when it came to outdoor training facilities.
In addition, yoga was very popular but hot yoga was nowhere to be found yet, at the time.
Only a handful of large communities in Dubai had no fitness centers around that time, and DSO was the one area that caught our attention.
Actions
- Developed a feasibility study for the project.
- Identified the right location for the fitness center in DSO, Dubai.
- Identified the right type of equipment to install and amenities. Special focus was granted to outdoor training equipment (the first of its kind in the Emirates at the time).
- Introduced the concept of hot yoga to the UAE (because it was the latest trend at the time).
- Pioneered the concept of female-only gym in Dubai.
- Led brand-building strategy starting with gym ambiance, architectural design, ambiance and look-and-feel of the facility.
- Was instrumental in creating and pricing new packages, and pre-launch promotional offers.
- Led efforts in planning and producing efforts to create the brand identity and promotional materials (website, leaflets, subscription forms etc.).
Results
In 5 years after inauguration, the center had 2000 active members which persuaded management to inaugurate a second branch (surface area of 2200 sq. m) in the same area.
Five years later, the company developed a franchise program to expand regionally.
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