Jim Hart

11.16.13

New York Sports Clubs and the UXF Brand

When searching for a product, I wanted to pick something that was different and unique. I was looking for something that was not necessarily going to be stocked on a shelf or available for purchase at a local retailer. I wanted something dynamic. It is for those reasons that I chose UXF, or the Ultimate Fitness Experience, which is a product marketed by New York Sports Clubs, which also happens to be the company that I work for. The Ultimate Fitness Experience, or UXF as we will call it for the remainder of this paper, is aimed at competing directly with the ever growing and extremely popular new fitness craze of CrossFit. CrossFit is a strength and conditioning workout that challenges even the most physically fit athlete. The program is based on functional movements and pits the athletes against others and against themselves for repetitions of certain exercises completed over time. CrossFit began in early 2000 and was founded by a former gymnast names Greg Glassman. The brand began with approximately 18 gyms nationwide and has grown exponentially to over 3000 estimated locations in the United States. These gyms are usually dark and dingy places with very few amenities and ancillary services offered. They are a “no frills” approach to health and fitness. These CrossFit gyms are also only for the physically fit, and individuals who are just starting out or individuals who have injuries or limitations should steer clear or risk severe injury. With this type of growth and a limited segment of the marketplace being served by these gyms, New York Sports Clubs saw an opportunity to serve another segment of the population and to do it better than the CrossFit nation. Town Sports International who is the parent company for New York Sports Clubs with their 157 health and fitness clubs located regionally in the North East and specifically in Boston, New York, Philadelphia and Washington DC, was primed and ready to expand and create an entire new service product offering to its members. Why not tap into the CrossFit craze that has been sweeping the world for some time now, and still offer all of the ancillary benefits of their current health clubs while doing so. Now, not only can a member partake in this type of high intensity functional training workout but they can take a spin class on off days or just relax in the sauna after putting in all that hard work. If that was not enough however, TSI did something else to brand itself in the marketplace. The Company has also begun to transform sections of its clubs into areas with artificial turf, marked floors for specific exercises, TRX suspension training areas, and with additional equipment such as tires, sleds and kettle bells. All of this is specifically geared to market the UXF brand to not just the fitness junkie CrossFit customer, but to any current or prospective member looking to have fun and achieve the results they are looking for. There are a number of key markets that the UXF product could specifically address, but for the purposes of this paper we will focus on the segment of the population that is out of shape and looking to get into shape with a fun and non-traditional form of exercise that will keep them engaged and motivated. The majority of these individuals who typically can come from any age range and can be of either gender, are busy people with families and jobs who have the desire to work out and exercise to be physically fit and or look better but either can’t find the time or are intimidated by the machines and equipment that most gyms have. The majority of these people have tried multiple fad diets, purchased the latest fitness craze DVD from an infomercial at least once, and have had a gym membership before but have gotten bored and not seen the results they were looking for through walking or running on a treadmill or an elliptical. By marketing UXF to them, TSI can offer a fun and challenging exercise regimen that is self paced and based on improvements over the individual’s baseline starting point. The through the marketing strategy, the prospective member will see the results that other people have been able to achieve through the workout, see that they are normal people just like them who have been able to do the exercise and they will see that they will learn and do different things each week that will keep them engaged and coming back for more each and every time. The UXF brand is and should be marketed not only in TSI’s Health Clubs, but it should be marketed to parents with kids that need a quick and easy workout routine that they can do to keep up with their little ones. It should also be marketed to individuals entering into their late 30’s and into their 40’s when their metabolism starts to slow down and they may be getting bored with their current workout routine (if they even have one). Lastly, when branding the UXF logo on posters and on marketing materials, the pictures that people see should not only be of the physically gifted specimens and freaks of nature that most often are plastered on these types of marketing materials, but should contain photos of the average individual and depict them having fun and working hard on their journey to health and wellness.

When looking at New York Sports Clubs and relating it to the topic of sensation and perception, you must first start with their external marketing strategy which takes on the tone of being edgy and humorous. This tone in marketing is portrayed on their standard white billboard with black letters in the middle. This style has become part of the brand identity, as the company has remained consistent with this marketing technique for many years. Each month, the marketing team produces a new slogan that relates to pop culture or to current events. One such monthly marketing poster read,
“There are 2 ways to avoid gaining weight over the holiday season:
1. Don’t eat 2. Join our clubs
Another marketing slogan took a slightly edgier route in reference to the recent reemergence of Anthony Wiener and his decision to run for mayor of New York City. That marketing poster read:
“Hey Carlos Danger, We pay special attention to our members too. Join today!”
Regardless of the slogan, the company plays on sensory imaging when it displays its standard and consistent messaging on its marketing posters each month, allowing you to read the message and immediately identify with the brand. They also aim to stand out with witty and humorous messages geared to make you laugh and look for the next one that comes out the following month, wondering what they will say next.
New York Sports Clubs has also worked very diligently to execute proper brand positioning. The company fully understands who its primary customer is. They are focused on the metro customer who may live in the suburbs and work in the city, and they have located their clubs with the focus in mind of providing you with a place to work out at home and at work. The specific age range for the members will vary from club to club, and the clubs certainly provide programming for every age range and fitness level, however the primary focus member is 25-50 with above average income level. They market specifically where that member will be, and where that members similar interests will be. They focus on radio and print where those members will be listening and reading, as well as on external marketing on subways and public transportation hubs. They also position the brand in a fun and youthful manner so as to attract that type of member.
New York Sports Clubs has also demonstrated family branding and product line extensions with a branching off of the UXF brand that was discussed earlier in the paper. As noted earlier, UXF or the Ultimate Fitness Experience is a brand within the NYSC brand that promotes functional training in a safe and positive environment for individuals of varying fitness levels. The classes are run for 8 weeks and cost an additional $180 for the 8 week session, and carry a maximum of 4 participants per class. New York Sports Clubs has also expanded on that UXF brand and started what they call UXF Ripped and UXF Core. These two expansions are a large group exercise class for members who wish to work out in a larger group atmosphere and who wish to still train in a functional style. The classes that are held are at varying levels of difficulty and they do not require an additional fee. All members are invited to attend the classes as a pert of their core membership. These brands are slight changes off of the primary brand but they are still close enough so there is association.
A huge part of the New York Sports Clubs marketing strategy is focused on needs and motivation. Starting with the marketing in print and on radio, the focus is placed on making sure that the customer knows that New York Sports clubs can help the customer lose weight and get in shape regardless of what condition you may be in now. They also will show the customer pictures of people working out and exercising, which paint the picture in the customers mind that they too can get to that level and look like that. Then, the next steps are to invite the member into the club and establish needs with the member and create the want so that the individual purchases a membership. The ability for the club and company to establish value and paint exercise as a need instead of a want is the crucial step in becoming successful.
Each of the four major needs that were discussed in class are easily identified in the strategy for New York Sports Clubs. The need for power is identified when the member is made to feel like if they work out they will have control over their appearance and their surroundings. They will gain more confidence and feel much more self assured. The need for achievement is fulfilled when the member is able to reach their goal and gain a sense of accomplishment. They understand what it is to want something, work hard to get it, and achieve it. The need for affiliation is achieved when the member feels as though they are included in a special members only club. They are made to feel like they belong and they are welcomed like family. They then feel a personal connection to the club, which keeps them coming back day after day. Lastly, the need for uniqueness is fulfilled when the member can design a workout program that fits their needs and is unique to them.
When these needs are met, the member then becomes involved with the brand and with the company. They will then become an advocate for the company. This then is a huge step toward success for the company and allows the company to grow through member referrals and through positive word of mouth which can be much more powerful than print or media advertising.