Next Generation

This is a study of a launch of a 'super gym' in a run-down locality in Edinburgh. In spite of obvious drawbacks the key marketing objectives were to deliver 1,000 members before the opening date at a target cost of £600 per annum for each member.
Author: Not credited
Agency: Citigate SMARTS  

 Scottish Awards 2001

Next Generation

It's like gym marketing, but not as we know it

SUMMARY

Citigate SMARTS was given the task of launching Next Generation's new flagship 'super gym' in the summer of 2000. The luxurious health and leisure offering was unparalleled in Edinburgh, a real 'first' for the city. The key marketing objective was clearcut: to deliver 1,000 members preopening at an acquisition cost of 40 per member with a target of 600 per average membership.

But there were major obstacles to overcome. Construction was in progress, so...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands