Insight Powering Proposition, Retention & Growth

A Mixed-Methods Multi-Stage Study

Client problem

A major UK gym chain wanted to strengthen its position in a competitive market dominated by value players and local independents.

To drive future growth the brand needed to understand key segments (in terms of volume and value), how its existing member base compared to the broader market, and how to best attract new members, reduce churn and identify the segments most critical for long-term growth.

The Methodology

The brand had already segmented the market in both the US and Australia. The focus of this study was to test the validity of the segments in the UK. Using the segmentation model as a starting point, we examined whether the segments were distinct enough as currently defined in other markets or if any lacked homogeneity.

This has obvious cost benefits, but most importantly, allowed for a common framework to be used across all three markets.

The research program had four key stages:

• Measure - Market Segmentation: A nationwide online survey profiling exercisers and fitness intenders to size and understand seven distinct consumer segments.

• Compare - Member Base Profiling: A follow-up survey of nearly 5,000 registered members to compare their needs, attitudes and behaviours against the wider market to understand where the brand over/under indexes vs. market potential.

• Deep Dive - Qualitative Diaries: To bring survey findings to life via a week-long diary study.

• Activation – Annual Conference: Key findings were presented in St George’s Park, home of the FA in front of 300+ AF staff from UK & surrounding markets.

Outcomes

The insights are helping inform marketing and proposition development—shaping efforts to strengthen member experience, improve retention and attract new audiences in a competitive market.

Collaborators:

Nick Bonney (Deep Blue Thinking)
Suppliers: Field Notes, Omnisis