DAVID BARTON GYM
Founded in 1992, David Barton Gym is a premier, boutique gym group operating stylish, upscale health clubs and providing industry leading personal training services. The company operated six clubs in four major US cities. DBG had plans to open 15 new clubs in various locations. DBG needed a complete brand assessment and marketing plan strategy to ensure the success of their expansion plan, and the further development of their brand.
Goals:
To research and assess all aspects of the growing health club industry, to create an overview that would help DBG properly position the DGB brand within the industry and to determine the marketing strategy needed to make the planned expansion a success.
Process:
Using qualitative research we drilled beyond the demographics into our customer values and defined the DBG market in term of psychographics. DGB customers make strong emotional connections. They seek social energy/interaction. They are willing to pay more for what they consider to be “unique and cool”.
Understanding the DGB customer, we took a close look at their specific communication channels. Where do they get their information? Which channels of information do they believe in, which do they disregard? How do we reach our customers in these planned new markets? What features of the DBG product are most likely to resonate and attract in new facilities?
Results:*
We presented DBG with a marketing analyses including:
Development and Marketing Plan
Qualitative Survey Results & Analyses
SWOT Analyses
Key Findings and Insights
Marketing Plan recommendations.
* (Specific results are confidential and will not be included here.)
“I hired Scott for a routine brand analysis. What I got was a brilliant strategy, groundbreaking ideas and a crystal clear understanding of my market in a world where the rules change every day.”
- David Barton, David Barton Gym