Brand: Top Secret Lifestyle Fitness Brand
Team: Listen
Context
As one of the world’s leading health clubs and a global brand with 233 clubs in 8 countries, our client was tasked with opening a new flagship location - and they were interested in putting sound and music at the center of the experience and launch. They came to us looking for a sound and music strategy that would make the club experience world-class, and which could create a pilot model that could be adopted worldwide.
Insight
After a thorough review of data and insights from design partners Gensler, brand marketing, and club trainers - we mapped the entire customer journey. This revealed a crucial insight: instead of treating each part of the experience as a separate design exercise, sound and music was the central thread that would make the club experience seamless and connected. All while building anticipation for an epic group workout experience.
Solution
Our creative platform aimed to celebrate instructors as the hero - by instilling them with the power and prowess of rock star DJ’s.
Complete with custom sound and music curation to supplement on-site sound and music guidelines, we partnered with local DJ’s to host collaborative training modules for instructors - making sure we upped their game and ensured their skills were top notch. The result: a best-in-class workout experience, and a crew of happy trainers empowered to raise the bar.
The pilot program is being scaled globally, enhancing brand consistency and using music to elevate the club experience around the world.
Results
Program adopted by management to scale globally across four continents
Increased customer and employee engagement
Increased brand equity via consistency
