Fitness Together Case Study on Franchise Marketing
Fitness Together: A Fit Business = A Fit Client
Wondering if it’s possible to inspire mass adoption of a corporate marketing package at the local level? Curious if that very thing could lead to increased traffic and new customer acquisition? Affirmative. Heinrich provided a convenient, brand-aligned, budget-conscious solution and watched it happen.
Who the Client Is: Established in 1996, Fitness Together is a top wellness company that leads the industry in one-on-one personal fitness training. They have over 350 privately owned and operated franchises across the country.
What Fitness Together Wanted: 1) Increase franchise participation in corporate marketing. 2) Provide franchise owners with consistent messaging and look and feel, thereby maintaining the integrity of the Fitness Together brand and promise. 3) Enable hundreds of passionate, certified fitness professionals to use turnkey marketing solutions to build a profitable business.
How Heinrich Approached the Project: Because the franchise owners are primarily busy fitness professionals, who are passionate about improving the lives of their clients, we knew we needed an intuitive plan with tools that studio owners could learn and implement on the fly — something that didn’t require a ramp-up with lengthy training or education.
What Heinrich Delivered: A comprehensive, actionable, easy-to-follow corporate marketing package based on the goals of acquisition, lead management and customer retention. “Our 360-degree tactical marketing wheel includes direct mail, signage, content marketing, referral programs, print ads, Internet marketing, networking tactics and more — all brand aligned and ready to go,” says Jay Rael, Account Director for Heinrich Marketing.
Why It’s Working: According to Rael, the key to Heinrich’s solution is convenience and cost-effectiveness. Studio owners find the user-friendly format and schedule easy to implement and can adapt the tactics to their local budget. This drives them to take action. Perhaps most significant is the plan’s real-time adjustments. “We make updates on a quarterly cycle.” says Jay. “As we learn from one owner’s success, we can revise strategies for a similar market — all online by updating the franchise owner’s website.”