Challenge & Selection

For the challenge I am facing, the first tool I was thinking of using is ethnographic. Investing in fitness  gyms meaning that having a greater vision then making people fit, to help them find a better sustainable  lifestyle. I am part of a fitness gym and mainly faced challenge is having withdrawal in annual  membership rate. Most sold membership were monthly and 3 months. The reason behind that  customers get tedious from the available equipment. The gym is equipped with all body weight training  and a studio. The company is thinking of expanding the business and having plans to develop and enrich  the business. For that step see the light, the company members held a brainstorming meeting to  address the struggles. The ideas rose to the surface is to diversify the training regimen and approach the  customers.

Application

We personally approached customers and ask them; how can we help to optimize your experience?  Also, posted a questionnaire on social media accounts for future customers. The questionaries resulted  in two major bubble charts/ categories – age and gender based on ethnicity. The gym wants to attract all  ages and ethnicity to all groups. The new expansion integrated customers’ needs with equipping the  gym with multi-sport needs like boxing, calisthenics, and mini bouldering wall. Three multipurpose  rooms for all kind of classes. Hired diverse team of coaches and not focused only on strength, but also  mobility, flexibility, and dancing. And most importantly, dedicated ladies only hours for women who  desire to be more comfortable in their training and ladies only classes. One last sport was not covered  due to lack of space and infrastructure, swimming. This issue was tackled by giving discount vouchers for  3+ months membership to a local swimming pool gym and 2 free weeks lessons for those who selected  annual membership that could be redeemed in 3 months. Increasing flexibility within reason to freeze  your membership was also applied and that was working well for customers who pulls shift. Lastly, there  is bi-monthly gathering for customers to enrich the community.  That covers what wows

Insight & Approach

Approaching customers and talking to them of how to get their experience has given multiple insights of  how to grow the community as well as the business. The big vision for this company is to promote a  healthy lifestyle while having fun. The base of the design workflow questions surfaced a lot of  opportunities and insights. Having customers empathy has attract more diverse group of customers. The  facility now has diverse types of training that accommodates multiple needs. The percentage of  returning customers has increased to 10%. Additionally, the membership sales have increased to more  than 15% for annual and 6 months memberships. And most importantly the community has nourished.

