Pinnacle Health Club was a pretty ordinary suburban gym when fitness enthusiast Ben Stallworthy purchased the business in 2008. He had a vision for a gym that was more of a community than a place to sweat, strut and strain and set about changing the way his gym engaged with its members.
What he’s built, with his wife Emma, is an inspired and loyal membership of more than 6,500 converts, from just 420 members when he started out. These members buy into the need to train regularly to achieve results and call on the resources throughout the gym (that include a dietician and dedicated personal trainers that really are specialists in a field where the workforce tends to be transient and temporary).
But how do you communicate this, demonstrate this, without looking disingenuous or opportunistic?
The Schaefer Group came into the picture last year when Ben and Emma came to the realisation that with all the great stories they have to tell, they needed help crafting the messages into a cohesive strategy that extended the solid reputation they have with their membership out to the community at large. The campaign Pinnacle is launching is about the real stories of its members; the real pain, the hard-earned sweat, the tears of emotion and ultimate joy of reaching your peak and the constant search for goals that keep the team at Pinnacle and its members inspired to achieve more.
With tailored programs to meet the needs of the self-motivated right through to those that consider fitness their job, it’s a strategy that’s working to re-define fitness in a market where differentiation has been negligible up until now.
On Saturday 6th February, from 10am to 2pm, Ben, Emma and the team at Pinnacle will host a re-launch at their Oakleigh gym with free activities for the family, tours and complimentary classes that bring their vision to life of a gym for everyone in the community. Drop in to experience the next generation in fitness and results training…and maybe discover your potential!
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