In late 2008, a prominent Manhattan fitness studio was growing at a fast pace and garnering lots of publicity for their challenging and effective workouts. They were faced with the decision to remain exclusively a physical studio or to branch into the consumer goods arena and develop a product that anyone across America could use in their own home to achieve the same powerful results they deliver in the their workout classes.

To help them make this decision, they partnered with dComm to explore the viability of developing a product line and to determine the best marketing approach. To start, we performed an in-depth competitive analysis looking at other hard-goods & soft-goods fitness products available in the market. Through this analysis we helped the client refine their true market position and discover their unique “niche” in the marketplace. With this understanding we built a blueprint for their potential product line.

Once it was determined that the client had a viable market positioning and product(s), we then developed a strategic marketing plan that provided them with a roadmap for the different phases involved in the marketing of their product(s). This roadmap offered varying degrees of marketing, from conservative to aggressive, with a financial analysis showing estimated break-even points for each so they were able to understand all of their options and determine the best approach according to their appetite.

At the conclusion of our engagement, the client decided to move forward with product development and further engaged dComm to assist in this endeavor, as well as with the marketing of the finished product.