Case Study: David Fairlamb Fitness
David Fairlamb Fitness is a business that has been operating for 25 years in personal training, life coaching, group sessions, 1:1 and group motivation, corporate wellness and wellbeing packages.
The Business Clinic was approached by David, who wanted some support to create a marketing strategy which would help raise the profile of the business to both existing and new clients.
The student team, Trusted Consultancy, undertook two in-depth surveys: one to understand consumers’ general fitness habits, social media usage and gym brand awareness, and the other to gain insights from DFF customers on why they chose DFF, why they keep coming back and any aspects of the business they think could be improved. The key issues identified were DFF’s limited social media presence, limited market reach, and a lack of awareness of the business among potential customers who live outside of North Tyneside, where David’s studio is based.
On the back of this research, they came up with a series of recommendations to help David promote his business, including making better use of digital platforms to improve DFF’s online presence, investing in strategic digital marketing, introducing gym management software and hosting community events to raise awareness of the business.
David said: “The assistance I received from the Business Clinic has been nothing short of phenomenal. When I started DFF all those years ago, social media wasn’t around so I’ve tended to promote my business via more traditional means.
“I have great customer retention rates but digital channels offer so much more scope for me to bring new customers through the door. The students have given me several excellent recommendations which I can take forward to promote my businesses.”
Lauren Oxer, the team leader, said: “I didn’t do a placement year at university so this was a great opportunity to learn some new skills and gain knowledge about the commercial side of running a business. David has been very successful in business but he just needed some ideas on how to attract new customers”
