About this Case Study

This case study provides an example for fitness organizations seeking to rebrand and attract new members. If you are in the fitness, wellness, or health club industry responsible for membership growth or marketing strategies, this case study is for you. It focuses on understanding the barriers and motivations of non-members to drive gym engagement and rebranding success.

Summary

Balance Gym, a Washington, DC-based fitness organization, sought to understand non-member perceptions, fitness priorities, and barriers to engagement. Positive Brand conducted a survey to uncover the primary drivers for gym attendance and reasons for inactivity. The results highlighted the need for Balance Gym to address key pain points such as lack of motivation and prioritize fitness goals like weight loss.

Here’s the Challenge

Balance Gym needed to refine its messaging and offerings to appeal to non-members who had either lapsed from gym usage or never joined a fitness facility. The challenge was to identify:

• Key fitness goals that resonate most with non-members.
• Barriers preventing individuals from achieving their fitness objectives.

Here’s the Idea

PositiveBrand designed a targeted survey to explore non-member attitudes, behaviors, and fitness challenges. The study included questions on:

• Q4: Identifying primary fitness goals of non-members.
• Q6: Understanding the primary barriers to fitness.

Here’s the Execution

The survey revealed critical insights:

• Q4: 35.84% of respondents identified weight loss as their primary fitness goal, followed by 15.03% who simply wanted to stay active.
• Q6: 36.42% of respondents cited a lack of motivation as the main barrier to achieving their fitness goals, while 20.23% struggled with time constraints.

These findings highlight that non-members value achievable and results-oriented fitness solutions but face significant challenges with motivation and time.