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FuseIQ Fitness Industry Technology Client

Fitness Technology Company

Revitalizing and repositioning a 10-year-old start-up for a new market opportunity.

Capabilities Deployed: Brand, Strategy, Culture, Insights

The Challenge

Our client was the pioneer in technology for the health and fitness industry. Their first mover advantage had paid great dividends in the past, however, several new, well-funded competitors had entered the field with more flexible technology platforms, and more advanced features and capabilities. The company needed to assess the brand and technology, customer needs and expectations regarding health and fitness technologies, and the future market opportunities. Leadership also recognized the need to provide greater clarity around the strategic vision, and help employees (particularly design and development teams) feel a greater sense of purpose, excitement, and connection to the vision.

Our Solution

We organized a project team consisting of the company leadership, managers and board members. We conducted market research with existing customers, non-customers, and industry executives to assess the brand, product, competition, customer needs, and opportunities. We then led client ideation sessions to develop ”future state scenarios” and brand/product positioning concepts to address those scenarios. We led primary customer research focused on identifying key market needs, product gaps, competitive vulnerabilities and adjacent market potential – leading to the development of a new, expanded brand positioning, strategic vision, and roadmap to becoming the industry’s first full-service member lifecycle management solution.

The Outcome

The company developed a new product innovation roadmap, including a refreshed product vision, new features and enhancements, new integration partnerships, and a launch plan for the new platform. The company has now developed one of the industry’s most complete technology solutions including an end-to-end solution covering fitness club membership sales, member lifecycle management, marketing, personal training, club operations, and staff training and development. Sales focus and marketing content pivoted effectively to the new positioning and expanded product offering. The strategy also led to a long-term M&A strategy including identifying possible targets to deliver on the SaaS Supply Chain vision.

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