Case Study – Bravofit
APPA Gold Award Winner – Promotional Product Innovation and Design – 2022
Client’s Objective
Our client BravoFit (Trading as Planet Fitness) is a franchisee of the USA based gym giant which opened in Australia in 2019. Their plans are to open a minimum of 35 new clubs across the East Coast of Australia offering consumers a low cost, high value model including a wealth of benefits and additional perks. The company’s mission is to enhance people’s lives by providing a high-quality fitness experience in a welcoming, not-intimidating environment, which they call the Judgement Free Zone. The Planet Fitness (PF) environment is designed where members can relax, go at their own pace, do their own thing without having to worry about being judged.
To reinforce this across all clubs, Bravo Fit approached us to design and manufacture some unique custom-made products as rewards for their Club Managers. These awards would be inspiring, have a high perceived value and be presented at the Planet Fitness Annual Conference Sydney in April 2021.
Challenge
Creating these unique and innovative products required our Design Team to think outside the box and search for new and interesting products that would fit the mould that Bravofit was looking for. This entailed investigating high and low for something that would truly fit the challenge and be a glorious prize for the receiver. Along with the bespoke awards, Bravofit also outlined their plans for future expansion, and the Get Smart Team undertook the massive responsibility of designing, branding, warehousing and distributing of a large range of custom Planet Fitness Merchandise, including Drinkware, Clothing, Bags, Stationary, Headwear, as well as Lifestyle and Leisure products.
Results
Our team met with renowned Australian Surfboard maker Brett Munro based in Byron Bay, NSW. Together they created two amazing design Longboards capturing the striking Purple & Yellow colours of the PF Brand. Each side of the surfboards were different incorporating the PF cog logo and the “Thumbs Up” icon on the other side, proudly alongside the iconic Munro logo.
We also commissioned a “cut-n-sew” manufacturer for the two Basketball Jerseys and then liaised with a quality framing manufacturer to mount them and apply the engraved plaques.
With the help of the Get Smart Team, Bravofit have successfully launched 10 new clubs utilising the Event Merchandise, with 3 in Sydney, 2 in the Central Coast NSW, 1 in Wagga Wagga and 4 in Queensland including as far north as Townsville. With 100% achieving the WELL Healthy-Safety Rating KPI.
In order for us to meet the important merchandise requirements his solution captured imagery, product descriptions and pricing for each of the abovementioned products so that individual clubs could log-in with secure passwords and order/replenish stocks as required. Goods are shipped out within 24-48 hours of processing their order. This online solution provided Bravo Fit management with key financial data on Club orders enabling them to manage costs and on charge the club owners for products shipped to them. More than 95% of PF stores are owned and operated by independent businessmen and women. The detailed reporting functionality included in the Online Store solution met BravoFit’s requirements and also helped forecast product demand to optimise retail sales opportunities. By providing this on line solution and logistics services, this enabled us to deliver BravoFit with bulk buying savings, brand consistency across all products, secure warehousing free of charge and also saved them on valuable real estate space and warehousing staff costs.
