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Positioning of the Fitness clubs in a three-dimensional space /images/cases/fitness-first/fitness-first-1.jpg Our approach /images/cases/fitness-first/fitness-first-2.jpg Two folders contain the final Fitness First brand mission /images/cases/fitness-first/fitness-first-3.jpg

Brand strategy and positioning

Fitness First

The challenge

Fitness First, the world’s leading fitness group, needed to define and sharpen the positioning of their brand in the German market. Pepper’s tasks were to define exactly Fitness First’s current position in the market, to develop a strategy and reposition the brand, and to develop the overall brand concept.

The idea

The company’s positioning and brand concept were identified and developed in a process based on multi-layered analyses. Different qualitative and quantitative methods were used (employee and member interviews, online survey, analysis of studies, customer data) to evaluate complex interaction and create an attractive, plausible, unique image of employees, members, and former and potential clients. Pepper also carried out analyses of market development, trends, competition and target groups through expert interviews, desk research and web 2.0 analysis. The company’s future direction and brand strategy were developed in a workshop together with the client, and the positioning was reviewed with focus groups.

The result

• Definition and development of overall brand concept and strategy
• Development of brand communication campaign, based on brand mission statement
• German brand mission statement broughtto European level to work as blueprint for all European countries