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Spirit Health Clubs

Spirit Health Clubs have 40 health clubs throughout the UK that offer a relaxed and personal touch. Their Lifestyle Consultants believe in providing more than exercise regimes and quick-trim solutions, they pride themselves on supplying healthy lifestyle solutions to help people get the very most out of life. Target Local carried out customer profiling and research in each Club catchment area and allowed them to maximize marketing potential.

Challenge

Spirit’s national network of fitness centres inside Holiday Inns throughout the UK gives guests and local members a healthy boost. The client approached Send to help them whip their marketing strategy into shape by providing centre managers with insight into their current club membership, customer segmentation and the best way to attract new customers.

Solution

Our six-stage Target Local analysis programme helped to focus Spirit’s local marketing activity in each of the different health clubs’ catchment zones. A comprehensive report including customers’ homes overlaid with drive-times, competitor locations and neighbourhood and member demographics was produced for each club.

Result

A fabulously healthy marketing toolkit for each club manager, enabling them to focus recruitment activity more effectively than ever before. A report for Spirit’s central management team also compares the activity of all clubs to highlight regional and local differences.