Not just a place to sweat: Transforming to meet members in a shifting landscape

COVID-19 changed a lot of things – from the way we think about our homes, schools and offices, to how we think about work-life balance. But nothing changed more than the way we view our health. Gyms have constantly been at the center of what drives “healthy,” with expansive offerings across machines, cardio, weights and sometimes even juice bars, swimming pools and basketball courts.

Over the last three years, the way we think about health and wellness has shifted. Previously seen as a place to lose weight and gain muscle, gyms are now seen as critical to our overall physical and mental health. To match consumers’ shifting expectations, 24 Hour Fitness developed a road plan to expand beyond cardio and weights to offer a broad selection of products and services to allow our members to focus on their personal wellness, in any way that speaks to them. Through strategic and innovative brand partnerships, they’ve expanded service offerings with top brands in adjacent categories and have differentiated from the typical gym.

Key takeaways:

1. How to leverage insights to create nimble change in a time of rapid consumer shifts.
2. A diversified approach to exceeding member expectations through innovative brand partnerships.
3. Case studies on how 24 Hour Fitness identified and partnered with other brands to deliver more holistic health and wellness offerings.

Case Study Consumers Presentation by End-Client