Question

Topic: Taglines/Names

Tagline For Athletic Club

Posted by marketing on 12/7/2016 at 12:21 AM ET 250 Points
Hi, I work for an athletic club located in a metro area. It's a private club with a very traditional image and older membership. We are trying to come up with a slogan or tagline that appeals to the downtown employee, probably younger and breaks down the perception that we are elitist and too expensive, without saying, "Hey, we're cheaper than you might think." We often hear people say, "We never even asked what membership rates were because we figured we couldn't afford it." Any suggestions are appreciated!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 12/7/2016 at 8:09 AM Member
    What's the name of the club?
    Located in what area?
    Why would someone want to join - how are you noticeably different from your nearby competition?
  • Posted by marketing on 12/7/2016 at 9:40 AM Author
    @Jay Hamilton-Roth

    The Downtown Athletic Club. It's located in downtown Eugene, Oregon. Current tag is, "Where fitness meets social."

    We are the high end option in town with luxury amenities, laundry service, personal lockers, brand new fitness equipment you don't have to wait to use, over 100 group exercise classes a week, two pools.

    Our price point is essentially the same as some boutique studios that are cropping up (cross-fit, barre3, yoga), but we offer those classes included and you get so much more with membership. We are also the only gym in the heart of downtown.

    As I mentioned, our aim is to try to shake the idea that we are too elite, closed off and pricey.
  • Posted on 12/7/2016 at 11:24 AM Moderator
    You really need to interview a dozen folks in your target audience to see what words and ideas they use when discussing the ideal club for them. We can all guess at what kind of tagline will appeal to them, but it's just going to be a guess. If our guess doesn't resonate with the folks who really count, this exercise is a waste of time.

    Why do these folks go to a fitness club? How often do they go? Is it convenient? What do they like about it? What do they wish could be better? Etc. Etc.

    It might even make sense to consult with a market research professional on this.

    Perhaps using words like "new energy" or "fit for life" will work ... but what do WE know about how your target audience will respond? This is an important strategic issue. Don't treat it lightly.
  • Posted by Jay Hamilton-Roth on 12/7/2016 at 9:49 PM Accepted
    The (Strong) Heart of Eugene
    Fitness For Everyone
    Fitness For Every Body
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