By 2015, New York Sports Clubs felt incredibly out of date, and despite hundreds of gym locations across the East Coast, were rapidly losing their market share to ClassPass and new boutique gyms.
Our initial user research defined their greatest customer pain points: lack of digital tools to make the most of membership, lack of flexibility, and lack of community. In response to these insights, we developed the platform “Fitness that Fits You,” which drove our brand and product vision. We refreshed and streamlined the brand identity and voice, designed and built a robust digital product ecosystem that offered personalized ClassPass-like flexibility and data-driven feedback, shot marketing and website content highlighting the NYSC community, and applied the identity to club interiors at point of entry.
The fully integrated rebrand, website, and app added up to a complete overhaul of the brand experience and had an immediate impact on revenue and conversion. NYSC’s 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.