When she first became pregnant, Emily was shocked to discover there were no professionals offering anything beyond pregnancy yoga for expecting mum’s in her local area. Personal trainers were not equipped with the right knowledge or experience and would shy away from working with expecting mothers.
“And after your baby is born,” Emily explained, “you have so much more on your hands that getting to a class on time or even out the house becomes even harder. Exercise is so important for your body’s recovery and mental wellbeing. That’s why I decided to create a service that understands and meets this gap in the market.”
Impact Fitness offers bespoke one-on-one and small group personal training that fits around their customers lifestyles, as well as nutrition advice. They can come to you or meet you at their well equipped home gym and yoga studio. They also plan to offer small group yoga classes on a weekly basis. Their key audience will be new and expectant mums, but Emily also expects to train men too… “as soon as they see my success with their partners!”
Because the service is highly personal and will be focusing on quality one-on-one sessions, the brand would need to convey the right lifestyle and price points to attract the right audience.
Avoiding the obvious PT route that focuses on rippling muscles, we went for luxury, high quality, holistic health and fitness messages.
Our strategy focusses on harnessing social media to drive engagement and develop her brand story so the target audience can feel connected and inspired. Instagram and Facebook offer the perfect medium and allow for controlled growth while delivering presence.
Now based in Hong Kong, we wish Impact Fitness every success with the expat community.