You are to assume the role of director of brand management for Exertion, a company that produces luxury stationary bicycles and treadmills that allows users to stream classes for the company’s fitness studio via monthly subscription. The director of marketing wants the company to broaden into a lifestyle brand rather than simply an exercise brand and wants you to determine what products it can offer to achieve that.
Exertion produces two types of luxury fitness equipment: stationary bicycles and treadmills. The equipment has a large touchscreen that allows users to watch live and recorded workout classes. The price of Exertion's stationary bicycle is $2,000 and the luxury treadmill is $4,000. The membership required to stream the live or recorded workout classes costs $39.99/month.
Exertion has become a favorite among the upper class across the nation. With less than 50 retail locations, most customers have paid expensive shipping fees to have the equipment delivered.
Executives are happy with the success of the company, but feel it is time to expand. While the Exertion brand is well-known for exercise equipment, the director of marketing feels it would benefit Exertion to be seen as a lifestyle brand. The director of marketing hopes that if Exertion can be viewed as a lifestyle brand, even customers without the Exertion exercise equipment will become customers.
The director of marketing wants you to determine additional products and/or services that Exertion can offer that will showcase the company as a lifestyle brand. You must include the primary target market and positioning concept along with a product mix.
