Vanity fair


to create a knowledge base from which to develop a new in-house service for a national fitness chain.


At first, the idea of  establishing a brand new area for the fitness trainers to develop their skills seemed to slot smoothly into the concept of a premium fitness chain. However, it turned out that the insights required to get would-be trainers on board were lacking. And how would the new concept change the general public’s view of the brand?


A combination of in-depth interviews with (would-be) fitness trainers and an insight-based online survey provided valuable learnings and evaluations about a range of concepts.


The in-house platform will enter into operation in spring 2017 according to recommendations made by september. The target group communication addresses the implicit psychological motives that we managed to tease out of the would-be trainers.