Problem: New York Sports Clubs had dominated the East Coast in the 90s but had failed to evolve with the times. By 2015 their business model had been disrupted by ClassPass and new boutique gyms and they were rapidly losing market share.
Solution: Qualitative research pointed us to what NYSC lacked and their competitors were doing better: a flexible, personalized, clean user experience in and out of gyms. With a focus on flexibility, we created the platform “Fitness that Fits You” which became the north star for the product direction and rebrand. The new identity focused on a healthy, positive brand expression, with bold, direct, inclusive messaging. The redesigned product streamlined all their offerings and created digital tools to personalize the app experience with workout tracking, suggested classes and locations, and easy account management.
Results: The new work had an immediate impact on revenue and conversion, and following the rebrand launch in November 2016, NYSC’s stock value (NASDAQ: CLUB) increased over 200% in the next year.
Creative Direction. Agency: Kettle.