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 fitness-minded consumers to explore the fitness mindset and reactions to this new personal training concept. A quantitative follow-up was conducted to further test and quantify the insights uncovered in the qualitative phase and confirm key drivers and barriers to using the concept/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 and ongoing usage of the new app.