The David Lloyd product and marketing teams wanted 1FitLife to take a new group exercise class from concept to launch creating its positioning against other GX products, developing its brand, the look and feel and marketing assets across a number of marketing channels.
Through a facilitating a brand workshop we defined the positioning and name of the group exercise class, named IGN1TE.
Developed the brand story, designed all the marketing assets for different communication channels including digital, in-club, printed, social as well as creating a product-led promotional video.
The group exercise class is now live in-club across 100 clubs in the UK and the clubs have seen a huge number of members attending. The classes have been designed to attract more men into group exercise and there are some promising signs so far this is happening.