SplitFit: Brand Positioning and Value Proposition
Challenge: The founders of BodyScapes Fitness, with locations in Boston, Brookline and Cambridge, launched a new concept in personal training called SplitFit, which provides greater affordability and flexibility than traditional personal training offerings by allowing non-gym members access to individual and pooled (2-3 people) personal training sessions with no contracts or membership required. Reactions to the initial launch of the app were positive.
Objective: To evaluate the long-term opportunity for expanding the concept, in particular determining the optimal target audience and better understanding key drivers and barriers to using SplitFit.
Solution: A two-phase study was conducted. A qualitative exploratory, consisting of in-depth interviews among the target audience helped to better understand the consumer fitness mindset as it relates to this new personal training concept. A quantitative follow-up was conducted to further test and quantify the insights uncovered in the qualitative phase. The two phases helped uncover mindsets and behavior with respect to fitness and personal training, reactions to the SplitFit concept, key drivers and barriers to using the app, and value of potential features.
Result: Based on insights and learning from this two-phase study, Plan-it provided recommendations regarding app features, pricing, policies, and target audiences, as well as messaging and strategies to drive trial of the new app, to attract and retain new users.