Purpose Brands – the parent company of Anytime Fitness, Orangetheory Fitness, The Bar Method, Waxing the City, Basecamp/SUMHIIT and Stronger U – set out to reframe the lens of how they view the consumer’s health and wellness journey. Leveraging modern methodologies like AI interviewing and social narratives, the multi-phased approach was developed to drive profound business impact.
Uniting several individual brands under one holistic consumer segmentation can be a daunting task but modern techniques allow for a new age of market research. Utilizing a truly empathetic consumer viewpoint, the business can see the world as they do. Purpose Brands approached consumer segmentation using a jobs-to-be-done approach that leveraged radical empathy utilizing AI interviewing and developed robust segments with social narratives that were developed through digital personas.
Key takeaways:
1. The evolution of holistic wellness versus more narrow traditional fitness industry thinking and the impact on the future.
2. Consumer narratives uncover deeper mind-sets that contextualize real-world opportunities.
3. Strategic recommendations and best practices on how to guide stakeholders and the C-level through disruptive change.
