LIFE FITNESS - STORE-IN-STORE
Life Fitness, a division of the $6 billion Brunswick Corporation, sells its acclaimed exercise equipment through multi-brand independent fitness equipment dealers throughout the United States. Regrettably, brand attributes and state-of-art engineering are often lost in a sea of look-alike product and "low price" emphasis, resulting in brand commoditization.
After STEIN's successful Brunswick Pavilion store-in-store branded environment developed for the billiard division, the firm was retained to create a branded shop that would empower a customer in the decision-making process surrounding fitness equipment.
Data received from Life Fitness in conjunction with independent dealer interviews led to a retail concept that emphasizes the health attributes of exercise along with personalized routines of real people. The format also features the benefits of combining cardio and strength training to maximize conditioning.
A POD system was designed, dominated by bold kinetic fabric membranes depicting in-home installations, which answer the F.A.Q. of how the equipment might look at home.
Computer kiosks and product information displays enable the customer to access top-line product data and narrow choices, thus making time spent with sales personnel more productive. Stein notes that in creating branded environments for today's customers, people don't want to be sold as much as they wish to be "empowered to purchase."
