John Moeller

New York Sports Club: Digital Rebrand

Work

New York Sports Club: Digital Rebrand

Problem: New York Sports Clubs had become undesirable and out of date, and were rapidly losing their market share to ClassPass and new boutique gyms.

Solution: After winning the business for a full digital rebrand, we conducted user research that led to our brand platform “Fitness that fits you.” Our product vision was a flexible, streamlined digital ecosystem that recorded user preferences and stats, using the data to give personalized feedback, workouts, and cross marketing of new products. In addition to redesigning and rebuilding a flexible and responsive digital experience, we refreshed the brand identity and in-gym environmental design, and created a photo campaign highlighting the NYSC community that featured throughout the digital ecosystem.

Results: Our work had an immediate impact on revenue and conversion, and their stock value (NASDAQ: CLUB) increased over 200% in the year following the rebrand launch in November 2016. Read a review of the rebrand on Brand New.

Creative Direction. Agency: Kettle