A Different Approach to Market Differentiation; Shifting from Fitness to Well-Being
Published: April 17, 2018
At the 2018 IHRSA Convention in San Diego, the dominant topic of dialogue was innovation, change and differentiation. It appears the club industry is highly cognizant of how important it is to innovate and differentiate in today’s hyper-competitive club environment. In this White Paper we explore one possible course of differentiation; moving from a business model built around fitness to one centered on Well-Being. Well-Being represents a new frontier for the fitness club industry, and hence, an opportunity to stand out from the crowd.