Not all consumers go to the gym just to exercise.

Market Situation / Problem
Virgin Active (South Africa) needed to better understand the market and their current user base in order to develop meaningful marketing strategies that target different individual needs vs. one size fits all approach.  To  help the gym bunnies within Virgin Active (Marketers, Managers and  staff in the gyms) to understand and empathise with the attitudes and needs of everyone else in the world!

Our Approach
To provide an insight-based consumer segmentation of the market in order to understand the different attitudes to wellness and how this translates into gym membership (or non-membership) and usage.  Insight jamborees with customers to understand attitudes to wellness and gyms.  Market mapping™ workshop to create a hypothetical segmentation.  Quantitative survey to validate and size the segmentation.  Taking the data and humanising it for staff in gyms and marketing managers.   Bringing the segments to life in ‘passports’ to be used across the business. 

Result
Virgin Active taking a customer-centric approach developing and tailoring different products and services to suit different customer segments (eg. Body IQ, cycling clubs, social group training, Virgin Active Classic).