Background
Ella is the general manager
of Athleta Club*, a 10000-square-foot
health club in a suburb
near many corporate offices.
Ella has introduced several
programs, including tanning,
a senior citizens program,
and a 30-minute circuit.
She also used a direct mail
campaign to try to increase
awareness of Athleta in
the local healthcare community.
However, none of these efforts
led to significant new revenues
or profits.
Athleta continues to see
high member turnover and
recently lost two large
corporate relationships
when those companies contracted
with specialized workplace
wellness providers.
The club owners are pressing
for more revenues and profits.
Ella recently attended an
industry conference and
noticed that "wellness"
came up frequently. She
and her staff thinks adding
wellness might be the key
for Athleta, but she's not
sure where to start.
*not actual company name
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How we helped
Ella thinks wellness services
will jumpstart revenues,
so she calls Radial and
enrolls in the
30-Day Wellness Business
Bootcamp. Radial discusses
Athleta's business goals
with Ella and the owners.
Since they're losing customers
and struggling to win new
ones, Radial suggests they
start by looking at updated
market and demographic data.
The analysis shows that
Athleta's suburb is adding
young families but has few
seniors or 20-30 year-old
singles. Radial advises
refocusing on family fitness
and moving away from senior-oriented
programs and tanning. Ella
and her staff develop family-friendly
programs like pre-and post-natal
fitness and kid-oriented
classes. They work with
Radial to build Athleta's
image in the medical community.
By year-end, Athleta adds
broader wellness programs
to its family-friendly foundation.
The bottom line
Athleta gets off the "program
of the month" one-size-fits-all
merry-go-round, with a clear
picture of their target
customer and specific plans
for growing their business
now and in the future.
Back to Wellness Centers,
Fitness Centers & Health
Clubs Overview
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