Brainstorming S.2, How a brand can define itself. Let's talk about a crossfit gym that does all.
Updated: Jan 12, 2020
Here's a story about that might just give you idea an for your own,
CrossFitHamilton (CFH) .Passion.Pride.Power : Locating @ Hamilton, New Jersey, United States
The ideas that relate to this brand is convenience, which seems as powerful as any other aspect of promotion. Soon to be realize that they might introduce more franchised locations promising to what they identify. Let us jot down few points while we are here:
The Dots: CFH online presence and demographics, the facts that matter
CFH CAMPAIGNS:
1) WODWEEKLY : They lay out daily workout of the week.
2) WE ARE CFH : Stories of the community members of how CrossFit has helped them in their lives.
CFH REPRESENTS:
Pride, Power, Passion
They Offer Training in : Cross-fit, Strength Conditioning, & Personal Training
Their Highlights : "Community, Coaches, and Programming"
They Provide : Beginner's Coaching, Nutrition Guidance, A Mentor Coach, Cheaper Rates, Pain Management Sessions
The Lines:
As mentioned on their website, CFH takes pride on their coaches, their people, and their techniques. They introduce a trial class to let CFH know their potential customer and the other way around. They understand the nature of fitness and state to have themselves accommodated for any level of fitness their potential customers are. Taking a note of some major on-going trends in fitness:
1) The approach has been of Play+Exercise = Fitness,
2) The "at home" features of fitness devices such as online videos of fitness influencers, convenience health monitoring, etc. provides arguably a feasible reason to ditch the gym.
3) More and more people are becoming aware of mental health, and they are looking for workouts that includes this aspect such as yoga and meditation,
4) Conscious Deceleration and Micro-HIIT are some of the exercise formats being introduced for a busier lifestyle.
Noted: The fitness lifestyle follows the human nature into four stages of mindset :
1) inertia (Willingness + No Efforts), 2) introduction (Efforts + Higher Inconsistency), 3) momentum (Visible Results + Higher Consistency), and 4) sustainability (Achieved Results/Goals + Maintaining Routine + Improvisation).
This doesn't include any uncontrolled aspects of living, which can disorient these stages. Additionally, the individual human nature affects the length of these stages.
Understanding of Cross-fit (available on social platforms):
It essentially means cross training the best aspects of other training to achieve a great shape. However, it has been programmed differently at different cross-fit gyms and requires extensive expertise and knowledge of techniques and forms to get it right. Thus, they have been coined as dangerous as to the effect of ineffective cross-fit. Cross-fit when done right, is good for joints and provides great physical benefits of low-intensity workouts like speed, strength, agility, balance, flexibility, weight loss, aerobic fitness, and so on.
The image: the journey from now where the CFH stands and how to proceed further
Community : Here in mercer county, CFH can be appealed to people in different ways depending on the community work profiles and means of media access to these community. Emphasizing on the "Community", CFH can work towards its goals by helping the less privileged group of people. The human tends to seek human interaction and bond in current world of high usage of social media, a virtual universe. Here, they can advantage their "Community" to these tackle these tendencies.
CFH targets : CFH should also promote the community they intend to care to. Volunteering can be one of the formats in terms of social initiative contributed by the community.
Media: People in Hamilton, NJ commute from an average of 27 minutes - 90 minutes. CFH can advertise themselves on Radio stations. In terms of content they can introduce fun podcasts with content such as the stages of fitness, trending workout songs, fitness precautions, and diet facts. Instagram posts/stories and Facebook posts can be around daily resolutions and in terms of diet facts, introduction of their community through their community culture and their habits, and stories of their veterans. The media contents can be segmented across various days of the weeks by top occupation roles and top occupation industries.
Coaches: CFH can promote their coaches to be their brand. This would establish transparency and authenticity. Introduction or Series can be introduced of the profile and journey of their coaches. This can be later continued in terms of people who train under them and their current progress.
Also, introducing coach-trainee bond, coach can mentor their assigned trainee through these different stages (mentioned above) in different formats established by CFH. This can be their "secret recipe".
Programming:
The CFH online videos & challenges can be coined around the correct form and technique. In the cross-fit industry these two are some of the crucial factors in the areas of programming a workout.
A physiotherapist can be introduced as we understand the nature of the cross-fit training. CFH can further leverage their safe, proven workout techniques to appeal to their potential customers.
Theme introducing: Rugged, Untraditional gym, Extra-Curricular, Fun
On an Ending Note, many aspects of CFH can be leveraged to add an undeniable and distinguished feature that can leverage them into a branded community. The above mentioned ideas can be approached individually or cross-linked into different phases.
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