Not everyone is looking for the same things.
Sales growth could not be achieved with just one or two member-customer segments.
We identified four segments, each of them with their own needs.
People with a busy schedule, who still managed to find time for the gym.
People who knew they should go to the gym, but could not find the time.
People who went to the gym because they wanted a healthy lifestyle.
People who went to the gym out of vanity – to get the perfect body.
Like with any other services company, managing to get different segments to co-exist under the same roof was never going to be an easy task.
Some mental reward, common to all, needed to be offered.
If we focused on the reasons for going to the gym, the disparity was unsolvable. However, biologically, we saw that everyone could achieve the same goal – we know that, due to a phasic dopamine release, everyone feels better after some physical training.