A Killer Strategy is Within Your Reach

The thought of creating a brand and marketing strategy can seem like a big ask, especially if your organisation tends to shoot from the hip. However, as demonstrated by Kerry Curtis, Brand Development Director at health club brand Total Fitness, it is entirely possible to build an effective strategy from the ground up. Kerry’s experience shows that with the right approach, strategic thinking, and a customer-first mindset, growing your brand doesn’t have to be overwhelming. Here’s how you can do it.

Plugging the Leaks

When Kerry joined Total Fitness in 2018, she found a brand that “felt like a startup” in desperate need of direction. Kerry remembers the lack of a clear proposition to market or joined-up customer journey. Her priority was identifying and addressing these “leaks” in the customer funnel. By understanding where potential gym members were dropping off along the path, Kerry could implement targeted fixes, focussing energy where it was needed and creating a more efficient joining journey for customers. 

Know Thyself 

One of the key changes Kerry insisted on was getting to the bottom of the brand’s core strengths, to then develop a clear brand framework.  This included defining the competitive advantage and who Total Fitness are – before crafting how that is communicated. 

By doing the hard yards to create this blueprint, defining the essence of the brand, it acts as THE firm foundation upon which all marketing communications, strategies, and decisions are built.  

Know Thy Customers

A central part of Kerry’s approach has been her firm stance on gathering customer insights. By conducting regular surveys, focus groups, and brand tracking studies, Total Fitness makes sure that its marketing efforts are always aligned with customer needs and preferences.

One standout concept born from this approach is the Women’s Gym. The idea emerged from observing the popular women’s spaces in existing clubs and recognising a wider market opportunity. Research, including a study by Strava and This Girl Can, highlighted that many women avoid gyms due to intimidation or harassment. Kerry’s team commissioned their own survey, revealing that women wanted a space that recognised women’s changing needs in the short and long term,  whilst building confidence and progressing in their workouts at their own pace.

And So She Was Born 

The Women’s Gym at Total Fitness is a great example of the brand’s commitment to innovation that has its customers at heart. From adjustable equipment designed for women’s bodies to individual private showers and changing areas, every detail has been carefully considered – a celebration of the fact that women’s needs are different to men’s.  

This attention to detail extends to the look and feel of the gym, with bamboo ceilings for a calming effect and the placement of familiar equipment in certain areas to reduce intimidation. The result is a space that not only meets but exceeds the expectations of its users.

Staying Ahead 

Chasing the next big thing is common in the fitness industry. So Kerry highlights the importance of strategic focus. By assessing every new idea or decision to follow a trend with the brand framework, Total Fitness avoids the pitfalls of fleeting fads. “We can assess any innovation or trend and think, is this right for us? Yes or no?” This disciplined approach ensures that the brand remains true to its core values AND continues to meet the evolving needs of its members.

Just Start Small 

For those now persuaded to put your customers truly at the centre of your marketing strategies, Kerry’s advice is… “Just start. It doesn’t matter how small.” 

Kerry is a fan of a mix of primary and secondary research. Before investing in larger-scale surveys or lengthy qualitative methods, a great starting point would be ethnographic research- observing customers using your product in real life. You could also run your own small focus groups, speak to your customer service team, and dive into existing published research in your industry. The key is to be flexible and open to insights from all areas of your business.

So Remember…

With strategic thinking and customers front and centre, Kerry has grown Total Fitness into a brand that both understands its customers AND leads the way in meeting their needs. 

Remember that, although building a strong brand doesn’t happen overnight, by laying strong foundations with considered Brand Framework, and carefully listening to customers, even for businesses that haven’t yet embraced this type of thinking, a killer growth marketing strategy isn’t out of reach.  

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Kerry Curtis is Director of Brand Development at Total Fitness, a leading health club brand in the North of England and Wales.