Meet the Client
For a quick overview, Co.Fit Studio is a community-minded studio that run small group classes for everyday people – they welcome all fitness levels, whether you’re just starting out or are experienced and still looking for the right fit. Based south of Perth, Western Australia, Co.Fit Studio was born out of a previously run franchise model that owners Jake and Sam wanted to move away from to bring the business more in line with their personal vision. They were keen to find a partner to design and implement a robust business strategy for their community focused vision yet maintain the brand identity so a consistent user experience would fit alongside all future studios.
Prior to the partnership the product offering was slightly confusing due to the numerous membership packages, reflected by the feature heavy website and social media campaigns, a hangover from the previous franchise owners. Assumptions around membership price point, member retention and profitability weren’t being pressure tested due to poor data visibility, and target marketing was being hampered by a lack of vision and true value proposition. In short, the key drivers for the business being created, bringing the community together to live a healthier lifestyle, feel motivated to reach their fitness goals and welcomed as part of a team, had been lost along the way.
Finding The Right 'Fit'
Our vision has always been to create a space where everyday people can come exercise, feel supported and achieve their health and fitness goals with the help of our knowledgeable coaches and friendly community.
At Co.Fit we welcome all fitness levels, whether you’re just starting out or are experienced and still looking for the right fit, we can help you reach your fitness goals.
We provide an environment where you will be continually challenged, motivated, and always welcomed as a part of our team!
With over 75 classes available each week over 7 days, we’re sure there’s a time for you. We also have a kid’s area available to all members free of charge, so you can bring your little ones along to your workout.
Ethos
Flexible Workouts
We believe that the best kind of exercise is the one you enjoy and can sustain with your lifestyle. That’s why our sessions are designed to be flexible, enjoyable, and motivating. Our sessions change every day, so you’ll never be bored and combine both interval and strength training to maximise results in just 25 minutes.
With no more than 10 people in each session our coaches can adapt every workout to suit those that are in each class. Meaning that we’re able to challenge even the fittest of members whilst providing alternatives for those that may just be staring out or have limitations.
Managing Meals
Sometimes exercise is only half the battle when it comes to achieving your health and fitness goals, that’s why we also offer nutrition support and guidance with all membership options.
Having the support and accountability of a coach, to help educate you make sustainable and healthy nutrition choices as well as keep you on track in terms of nutrition can make all the difference.
Find Your Focus
Having the right mindset when it comes to reaching your health and fitness goals is often paramount to achieving success.
We offer one to one coaching as part of all membership options, which allows us to sit down with each of our members and set realistic goals to work towards and come up with a plan structured to help them be successful
Balance is Important
Finding a health and fitness routine that fits in with your lifestyle is what will lead to great results.
Each of our members are local everyday people who motivate and inspire us daily!
Our Role
Our role as ‘Guardian’ and strategic partner began with big picture decisions that go well beyond each individual membership or service. With our experience in health club management, we knew the Refocus Programme would jumpstart the partnership — it enabled us to dive in and quickly get up to speed with the brand’s purpose, value, and pain points. After a series of meetings to understand Co.Fit Studio’s vision and goals, we collectively began answering questions and providing recommendations that matched the vision and fitted the narrative. Essentially, we realigned Co.Fit’s messaging and services — and as a result, customers have a clear understanding of what’s on offer, how it’s different and why it’s ‘the right service for them’; simultaneously the right third-party contracts, systems and processes are now in place. More importantly we’re now in the greatest position to make meaningful and accountable business decisions that fulfils on the vision, hits the financial targets and over-delivers on member expectations.
Taking the Strategic Lead
Our first challenge was understanding why and what Co.Fit Studio truly set out to be — which became apparent was more than just a fitness studio. With the greatest opportunity for growth and general organisational purpose, it made sense to tackle some of the most glaring issues first and to work backwards from there. Following the revised visionary piece and who the ideal customer was, we realigned the products and services from the ground up, laying the foundation to remodel the customer journey and adjust the marketing message going forward.
Groundwork beyond the client's knowledge
Through the Refocus Programme we’re able to take the time to talk with the owners about their history, the current competitive landscape over in Western Australia, and the potential for the brand. Then we got to work. Considering our initial challenge was not only to understand the high-level visionary piece of the owners, but also to streamline the product offering and shift away from the previous operational franchise model — we understood that the ongoing partnership would only be as effective as our Refocus Programme had been.
The following deliverables allowed us to be confident with our recommendations as we moved forward to the delivery phase, informing both the product redesign, customer journey and marketing messaging.
- Marketing Focus Piece
- Product Design Balance
- Strategic Gap Model
- Customer Journey
- Budget Modelling
Co.Fit Studio itself is very different from the other local competitors. Rather than focus on price and the features the facility has to offer, Co.Fit Studio views customers as friends and family within the local community, each with their own unique starting point and desired lifestyle destination. That said, the Co.Fit Studio website and marketing was initially struggling to resonate with many locals looking for a family friendly, community focused environment. Rather, the brand was being predominantly promoted using customary health club verbiage and stereotypical ‘stock’ images. Co.Fit Studio needed a clear value proposition that would not only communicate its unique differentiators but would inspire locals to embark on a meaningful lifestyle journey that supported their personal goals and gave them a compelling social reason to return.
After completion of the Refocus Programme, extending the partnership onto the Sentinel Programme, we began developing versatile systems and processes that would empower the owners, prompt sustainable retention from existing members and entice enquiries from new ‘targeted’ prospects. With the draw for locals now being twofold (personal benefits for those passionate about improving their health and wellbeing, and those looking for a fun filled community experience), it was important we shape a business that could grow and collaborate with key local partners, such as Fremantle Football Club, whilst symbolize both the value to the member and the local community.
Going Forward
In the 12 months since commencing the Refocus Programme and implementing a laser guided focus, we saw a 35 percent increase in members, a 119 percent monthly boost in revenue, and a staggering 612 percent increase in profit for the same calendar period. With those numbers directly equating to Australian dollar signs for the franchisee turned company owners, they have also referred us to support local business Tennis Academy Perth.
“Highly recommend Dave and Paul from Your Guardian.
They’ve helped me regain focus on why I started my business and confidence on where I want to take it, whilst also offering their industry knowledge to help me develop the business further.
Not only do they offer support and guidance they also make you feel like you’re just chatting with your mates, offering trustworthy advice with so much knowledge and expertise between them that is invaluable to a business owner.
I look forward to our regular catch-up calls and always leave feeling inspired, motivated and assured with what the next steps I need to take are.”
Jake Edwards
&
Sam Laking
Co.Fit Studio
Our Thoughts....
“When Co.Fit Studio came to us, they had a business strategy in need of updating and required a plan on how to deliver on this, the Refocus Programme is an ideal framework to build upon this. Aligning their personal and company vision we wanted the brand to have a strong ‘community’ emphasis, unique customer experience, and all supported by the right marketing and promotion to support this messaging. After our initial strategy sessions and a complete product review, we soon got to work finding the right solutions. This partnership has been a great example of how returning to the original vision, has resulted in smart product design, reliable data driven efficiencies and a business now set up for long-term success.”
Paul Dorkings
Your Guardian Director
Dave Christophi
Your Guardian Director
“Co.Fit Studio are clients close to my heart having previously worked alongside Jake in Australia. Both Jake and Sam really understand their audience and local community inside and out. For a company on the other side of the world to bring us into major decision-making — such as product design, customer journey and financial modelling — was a real treat. We formed an extremely collaborative relationship with the Co.Fit team — it was really a true partnership. As such we were able to bring the full weight of our expertise to the table and watching them and their membership grow has been hugely satisfying, what more could you want?”
Dave Christophi
Your Guardian Director
For more information about any of the content within our blog, or if you would like to have more of a talk through any part of what we do and how we might be able to help and support your business please feel free to let us know.
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