The entry of specialist players in any services market is a clear indication of market maturity, something the bigger players cannot ignore.
Background
In recent years the fitness industry has undergone a major transformation with the entry of multiple overseas and smaller / specialty brands entering the market. The advent of F45, Anytime Fitness and She are all examples of how gyms can expand markets by specialising in product, access or even segment. The entry of specialist players in any services market is a clear indication of market maturity, something the bigger players cannot ignore. Having designed Fitness First’s only Titanium grade club at Barangaroo two years ago, we were invited back to re-develop their flagship CBD stores.
Challenge
Coinciding with Apple’s launch of Gym Kit, the redevelopment of Bond Street – the largest gym in the Southern hemisphere – is the most complex project we have worked on in terms of logistics, access and timing. This project would not have been possible if it weren’t for the contractors MPA who never gave the impression that they were not in complete control of the juggernaut.
Approach
Simplify. Thirty screens becomes one screen in the right place (the largest ever to be deployed in a retail space in Australia). Equipment is reorganised to align with the natural auditorium shape of the space, focussing users towards the screen. Retail is consolidated, removed or re designed to be more aligned to customer and trainers needs today. For example, replacing a pop up supplements store with a permanent customer lounge where personal trainers can comfortably interview new members has enabled a far better experience for members and trainers alike.
Result
Member and staff feedback has been overwhelmingly positive since the re-opening of Bond Street December 2017. We are now working on several other CBD clubs as part of Fitness First’s initiative to defend its position as Australia’s premier gym brand.
