Creating a brand with a strong sense

of community and belonging

 

UX Strategy • API Integration  • Website Design & Development

• Search Engine Optimisation • Responsive Design

Creating a brand with a strong sense of community and belonging

 UX Strategy • API Integration  • Website Design & Development • Search Engine Optimisation • Responsive Design

The Exodus Club wanted to use the digital environment to increase both its brand awareness and its membership numbers.

As the ‘fitness industry’ becomes increasingly competitive, it’s essential to offer something more than just cheaper memberships and incentives to attract new customers. Gyms throughout New Zealand use their brand to drive compelling messages to attract their audiences. Messages ranging from the ‘highest energy’ to ‘lowest prices’. Our initial research showed that Exodus was experiencing a lower than expected rate of membership retention, meaning that some members just weren’t happy.

On further investigation, it also became clear that Exodus had a poor online reputation which was contributing to a lack of trust in the market. This was potentially just a case of their brand overpromising and under-delivering. As they had an out-dated and non-responsive website and a general lack of quality consumer facing communication. For a brand that had reasonably strong recognition, it was in desperate need of reinvigorating its approach to membership engagement.

exodus_homepage

Our solution was to educate the importance of membership support and to help build a brand that focused on its members’ needs. By embedding health tips, dietary advice and blogging articles that focused purely on the members needs, we were able to establish the basis for a brand that truly supported its customers. The infrastructure of the site centred around ‘consumer value’, implementing in-depth class information and booking forms to enable the member to interact with the site and take control of their own timeframes.

By being transparent about membership options, and ensuring that there were no hidden charges we were able to detail everything that new members needed to know to make informed decisions. We also devised a strategy to educate existing members about all the perks that were entitled to as part of their membership but may not have been aware of. This has lead to a greatly improved online reputation and higher membership retention rates.

exodus_fitpage

The team at Spire were and are outstanding with their ideas, innovation, designs and advice. They have created for us at Exodus a world class website that enables us to interact with our members, keep them updated and informed along with being very easy to manage and maintain.

Gary Cottle, General Manager, Exodus

exodus_freetrial

For the brand itself, we focused on developing a sense of ‘community’, as gyms are an extension of our social lives it was important for new members to feel that they were joining a group of people with similar goals and values to themselves. We made this ‘community’ essence feel more real by publicising the active community events that Exodus either sponsored or were involved in, including promoting which of the

local sports teams that Exodus endorsed. With all of this in place, we utilised SEO/Google techniques to attract new customers to Exodus to ensure that membership numbers continued to grow. Also, advertising through Social media helped to increase inbound traffic to the site, furthering brand awareness and maintaining strong enquiry growth.

exodus_zumba

Today Exodus experiences higher rates of bookings and class involvement. An increase of 35% in their organic search results, as well as higher rates of membership satisfaction and retention. We continue to

consult with Exodus to improve their business and marketing strategies while helping them to refine what they are doing to attract and retain their members.

Let’s discuss your requirements

Creating a brand with a strong sense of community and belonging

The Exodus Club wanted to use the digital environment to increase both its brand awareness and its membership numbers.

As the ‘fitness industry’ becomes increasingly competitive, it’s essential to offer something more than just cheaper memberships and incentives to attract new customers. Gyms throughout New Zealand use their brand to drive compelling messages to attract their audiences. Messages ranging from the ‘highest energy’ to ‘lowest prices’. Our initial research showed that Exodus was experiencing a lower than expected rate of membership retention, meaning that some members just weren’t happy. On further investigation, it also became clear that Exodus had a poor online reputation which was contributing to a lack of trust in the market. This was potentially just a case of their brand overpromising and under-delivering. As they had an out-dated and non-responsive website and a general lack of quality consumer facing communication. For a brand that had reasonably strong recognition, it was in desperate need of reinvigorating its approach to membership engagement.

exodus_homepage

Our solution was to educate the importance of membership support and to help build a brand that focused on its members’ needs. By embedding health tips, dietary advice and blogging articles that focused purely on the member’s needs, we were able to establish the basis for a brand that truly supported its customers. The infrastructure of the site centred around ‘consumer value’, implementing in-depth class information and booking forms to enable the member to interact with the site and take control of their own timeframes. By being transparent about membership options, and ensuring that there were no hidden charges we were able to detail everything that new members needed to know to make informed decisions. We also devised a strategy to educate existing members about all the perks that were entitled to as part of their membership but may not have been aware of. This has lead to a greatly improved online reputation and higher membership retention rates.

exodus_fitpage

The team at Spire were and are outstanding with their ideas, innovation, designs and advice. They have created for us at Exodus a world class website that enables us to interact with our members, keep them updated and informed along with being very easy to manage and maintain.

Exodus

exodus_freetrial

For the brand itself, we focused on developing a sense of ‘community’, as gyms are an extension of our social lives it was important for new members to feel that they were joining a group of people with similar goals and values to themselves. We made this ‘community’ essence feel more real by publicising the active community events that Exodus either sponsored or were involved in, including promoting which of the local sports teams that Exodus endorsed. With all of this in place, we utilised SEO/Google techniques to attract new customers to Exodus to ensure that membership numbers continued to grow. Also, advertising through Social media helped to increase inbound traffic to the site, furthering brand awareness and maintaining strong enquiry growth.

exodus_zumba

Today Exodus experiences higher rates of bookings and class involvement. An increase of 35% in their organic search results, as well as higher rates of membership satisfaction and retention. We continue to consult with Exodus to improve their business and marketing strategies while helping them to refine what they are doing to attract and retain their members.

exodus_feature

Let’s discuss your requirements