Fitness Time is driven by discounts and while the customers like the brand for its convenience, there was a lack of proper bond between the brand and it's client base.
Fitness Time marketing team briefed WG to create a brand strategy document to support the overall business strategy, ultimately determining a focused approach through which Fitness Time can redefine its position in the industry.
The goal was to map out a direction through which Fitness Time can be perceived as a trendsetter that introduces its clientele to a lifestyle, rather than just provide them with a membership to a top-notch gym - repositioning itself as an engaging brand.
A shift from being a gym to becoming a wellness and lifestyle destination.
Fitness Time has more than 150 branches in 27 cities across KSA, the outbreak of Covid-19 resulted in closing them all out.
Upon announcing the reopening of the industry, Fitness Time approached WG to prepare a full plan communicating the measures that were taken to ensure the safety of clients.
The reopening of the industry was announced abruptly, and WG had to prepare a full educational campaign within time constraints and lockdown difficulties.
The main focus was on ensuring that the opening strategy would be aligned with the requirements and guidelines set by the Ministry of Sport.