Multi-tasking: Fresh Fitness clubs only ever have one staff member on duty at any one time
It was not easy to reach our numbers. Our very low price makes people doubt the quality of the product
“It was not easy to reach our numbers
as the market is very competitive and our very low price makes people doubt the quality of the product,” says Ingerslev. Using a well-known Danish TV fi tness personality as its ambassador has made up for some of the “uneasiness”, he says. But by far the best way of attracting members has been word of mouth. “There is no doubt that, regardless of the effort we put in externally, no single media can compare to word of mouth from happy members. Whatever they tell friends and family about us is far more credible that what we say we are,” Ingerslev adds. Fresh Fitness has also come up with an
ingenious ongoing marketing campaign. It offers a higher-priced Black Label membership which allows members to bring friends for free whenever they want. “We consider it more or less a member referral programme. Black Label members bring leads to our clubs and, if these guests really want to work out, it’s very likely that they’ll join because of our very low price,” says Ingerslev.
HOW’S IT GOING? Fresh Fitness won’t reveal membership numbers but Ingerslev says it’s “working out fine”, though he admits there is currently little to benchmark against.
march 2011 © cybertrek 2011
“It’s clear we’re attracting people to our clubs who haven’t belonged to a gym previously,” he says. His goal, though, is to be both market
developer and market leader: “We want to make more people exercise and to be best in class in our segment.” So, assuming there will soon be some
competition, how does Fresh Fitness plan to stay ahead? “I believe our strong know-how about our market and the highly experienced team we have sets us apart in both our category and in the industry. Short term we’re chosen because we’re the lowest priced, with an exceptionally strong value for money offering. Long term we’ll be picked because we’re best in class.” The team is realistic about the
opportunities within Denmark, however, hence the desire for international development. “Denmark only has four cities with more than 100,000 inhabitants, and real low-cost clubs will not be sustainable in smaller markets,” says Ingerslev. “We believe we have a strong concept – a total package from design, equipment and virtual exercise to marketing and operating standards which would work in more or less all markets.” The story of Fresh Fitness will be a fascinating one to follow.
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