Fiit - Digital Loyalty Strategy
About the brand
Fiit is a market leading digital fitness app which experienced significant UK growth during the pandemic.
Recognising the strength of their proposition, the management team have ambitious plans for growth, both in the UK and globally, with the USA being the first new territory targeted for expansion.
The Challenge/Task
The digital fitness sector was already experiencing significant growth before Covid restrictions contributed to an exponential growth in the number of users.
Fiit’s management team were confident that brand loyalty would minimise the impact of gyms and fitness studios re-opening to their UK user base but required an independent assessment of future usage. With ambitious plans for growth, Fiit also required an in-depth assessment of the USA market to inform their pre-launch marketing strategy.
WHAT WE DID
Pragma worked closely with the Fiit team to understand the brand proposition and desired expansion plans and developed a detailed programme of work to assist in informing future strategy including:
Nationally representative surveys with USA and UK residents to understand overall digital fitness penetration, key differences between the UAS and UK market, brand preferences, current and expected usage of digital fitness and reaction to potential new concepts
A detailed online survey with current users to understand current and expected future usage and levels of satisfaction in comparison with users of other brands
In depth interviews with industry experts to provide additional understanding of Fiit’s competitive position and opportunities and risks within both the UK and the US
Detailed assessment of current and future digital fitness market size, including the extent to which this is expected to be impacted by the re-opening of gyms and fitness studios
The Result
Pragma’s report provided a robust foundation on which to build future strategy and to engage with existing and potential investors.