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Helping The Gym Group better understand, engage and retain its customers

  • Created an attitudinal customer model for one of the UK’s largest gym operators.
  • Conducted focus groups for 100+ Gym Group customers.
  • This model is now used as the basis for all new customer proposition development.

We all know establishing sustainable exercise habits isn’t easy, but low-cost gym operators are reliant on their customers making their New Year’s resolutions stick and returning in order stay profitable. The Gym Group asked us to help them find ways to better engage and retain their customers. We started by gaining a deeper understanding of their motivations.

We created a new attitudinal customer model, based on rigorous data analysis and insight from focus groups with more than 100 The Gym Group customers. This model was used as the basis for new propositions, designed to engage each customer group differently based on their specific attitudes to exercise and the gym.