During the height of the COVID pandemic, IHRSA commissioned the consulting firm ClearView to develop a new messaging campaign for the fitness industry that would be effective in getting members to return and attracting new members once health clubs were allowed to reopen. After carefully analyzing what the drivers would be to accomplish this objective, ClearView concluded the best way to get people more active and involved with the fitness industry was to focus on what fitness does for people’s mental health as much or more than what it does for their physical health. ClearView used the expression “Blue Ocean” opportunity. Why? Because no one is doing it!
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