Basic-Fit is a leading gym chain in the Netherlands, Belgium, Luxembourg, France, and Spain. The chain manages over 1,100 fitness centres and serves over 2 million members. With around 7,000 employees, Basic-Fit aims to solidify its position as the most cost-efficient and high-quality global fitness brand. Basic-Fit launched Fit@Work, a new corporate subscription service to enhance employee well-being. They sought the expertise of Graduate Consulting to refine their strategies for selling to both businesses and individual consumers.
The project started with a comprehensive analysis of the corporate fitness market and competitive landscape, providing a deep understanding of industry dynamics. Graduate Consulting conducted interviews with companies to identify and categorise their needs. They also mapped the B2B sales journey to understand how businesses engage with corporate fitness offerings. In addition, they carried out customer interviews to uncover and classify consumer needs, shedding light on the B2C sales journey.
The insights gained from this project allowed Basic-Fit to refine its value proposition for Fit@Work and address the needs of both businesses and their employees. The detailed report equipped Basic-Fit with actionable insights to implement recommended strategies effectively. The successful collaboration with Graduate Consulting met Basic-Fit’s expectations and laid the groundwork for future opportunities, highlighting the value of their partnership and the potential for continued growth.
