How to manifest sportcity in the next five years as the ideal gym?

SportCity, a successful gym chain in the Netherlands, has asked The Young to deep-dive into their world of personal guidance and training and come up with a future proof positioning.

Consumer Research

The Young carried out extensive research amongst their members, based on qualitative data and quantitive data from WhatsApp interviews. Also, The Young took great joy in emerging in the gym culture. By talking to the founders, management team and gym owners we collected insights into current success and the improvements needed for solid future growth. We also occasionally jumped into exercise ourselves. What better way to find the right words for the desired experience then by immersing in it yourself?

Future scenarios for brand strategy

We combined our insights into personas and various scenarios for a future proposition. In co-creation sessions, these scenarios were discussed and fine-tuned until we found a solid new purpose, positioning and promise. We visualised the scenarios as new homepages for the brand to capture the new direction in a consumer-facing design. Key people from the organisation could decide easily what direction they wished to own.

Customer journeys

Based on the different personas we created a future-forward customer journey to implement our strategic findings into the organization. People from HR, Marketing, Sales and Housing & Outfitting joined in our sessions to find the core values that expressed the way forward while connecting to the roots. Together we decided upon a feasible, yet ambitious roadmap towards the (near) future.

Brand book and brand movie

Seeing SportCity as an all-in-one destination for a healthy lifestyle helped us to claim a new direction for SportCity. A place of understated luxury that offers your personal balance between exercise and relaxation. We captured our findings – from research to roadmap – into a brandbook for internal application. We shot a brand movie to spark internal support and enthusiasm for the new strategy. The strategy is fully adopted by the headquarters and gym owners and first implemented at SportCity’s pilot location in Amsterdam.

Future Lab

SportCity is part of a holding together with sister company Fit For Free. They set a goal for themselves to take more advantage of tech in and around the gym. For both brands, we developed the Future Fitness Lab, to immerse people in the possibilities of technological development. People from both organisations were mixed with suppliers and other experts from outside the organisations. This energetic group of people joint via WhatsApp in the days before the workshop to share ideas and insights up front. During sessions, we benchmarked  futuristic scenarios with the current journey in the gym to decide what the ultimate journey in 2025 would look like.

“The Young’s energetic team is able to pick up challenges quickly and thoroughly.
Their deep-dive into and connection to our organisation has provided broad support for their research, strategy and design work. Working with them feels like a seamless journey.”

Jos Traa (Marketing and Sales Manager SportCity and Fit For Free)