Brand Change and Website Redesign

Goal:

Grow membership, brand change, website redesign. Fitness, nutrition and lifestyle gym.

Situation:

Client was first in Minneapolis/St. Paul to open highly competitive fitness franchise. Market has become saturated. Owner has more years of fitness, nutrition and healthy lifestyle experience and education than any competitor. Client wants to gain new members and change brand name and focus of gym to incorporate his personal philosophy of whole mind/body fitness. Client wants Kathy to provide strategy for new brand launch.

Backpocket’s solution:

Kathy worked with client to gain confidence in his unique ability and experience to build new brand around the owner himself. Kathy educated client on benefits of social media and building awareness to his philosophy and highlight his strengths and vast expertise within this saturated field. Kathy recommended all new photos for new website change and new content for site. Kathy hired photographer and recommended new brand be reflected in what owner wore at work every day as well as what he wore during photoshoot. Kathy worked with owner and photographer on vision of website and created shot list to reflect that new vision.

Backpocket’s impact:

New website which includes member testimonials highlight this gym’s unique position within the saturated fitness marketplace. Photographs and content reflect how this gym is different than other gyms by incorporating fitness, nutrition, sleep, weight training assessments rather than boilerplate workouts. Client refocused new brand to reflect his personal and professional philosophy, began social media posts to reflect his unique knowledge and opinions. Owner’s new professional daily workout wear has his new brand as well as owner’s philosophy (quotes) on 5 different versions of t-shirts, which are also highlighted on new site. Membership is growing.