• EDUCATE. EMPOWER. SUCCEED.
  • Subscribe
  • Newsletter
  • Media Kit
  • Contact
  • Login
Club Solutions Magazine
  • Topics
    • Leadership
    • Marketing & Sales
    • News
    • Operations
    • Programming
  • Magazine
    • Current Issue
    • Past Issues
    • Subscribe
    • Newsletter
    • Media Kit
    • Contact Us
  • On-Demand
  • Education
    • Club Solutions Leadership Summit
    • Club Solutions Leadership Retreat
    • Pickleball Innovators
    • The Leadership Accelerator Video Series
    • Club Solutions Book Club: High Road Leadership, John C Maxwell
    • Club Solutions Book Club: The Advantage
  • Supplier Insights
    • Brand Voice
    • Supplier Voice
    • Supplier News
  • Podcast
  • Webinars
    • Thought Leaders: A Virtual Roundtable Series
    • On-Demand Webinars
  • Buyer’s Guide
No Result
View All Result
  • Topics
    • Leadership
    • Marketing & Sales
    • News
    • Operations
    • Programming
  • Magazine
    • Current Issue
    • Past Issues
    • Subscribe
    • Newsletter
    • Media Kit
    • Contact Us
  • On-Demand
  • Education
    • Club Solutions Leadership Summit
    • Club Solutions Leadership Retreat
    • Pickleball Innovators
    • The Leadership Accelerator Video Series
    • Club Solutions Book Club: High Road Leadership, John C Maxwell
    • Club Solutions Book Club: The Advantage
  • Supplier Insights
    • Brand Voice
    • Supplier Voice
    • Supplier News
  • Podcast
  • Webinars
    • Thought Leaders: A Virtual Roundtable Series
    • On-Demand Webinars
  • Buyer’s Guide
No Result
View All Result
Club Solutions Magazine
No Result
View All Result
Home In Print

The Potential Risks of Brand Extensions

Christina DeGuardi by Christina DeGuardi
August 3, 2015
in In Print, The Essentials
0
brand extensions
Share on FacebookShare on LinkedIn

As the fitness marketplace increasingly becomes more competitive, it’s important to ensure you are increasing your brand’s awareness in any way you can. Brand extensions (also known as spin-offs) are a great way to expand your footprint and gain access to new audiences. Finding relevant and appropriate extensions can be a powerful strategy to increase and leverage your existing brand equity and provide additional revenue streams.

There can also be significant risks in brand extensions, however, which may lead to dilution of the brand image. Having recently been part of an extension that was less than successful and, thankfully short-lived, I can attest that in many cases the risk can far outweigh the rewards.

This unsuccessful venture into brand extension drove me to start trying to identify more foolproof brand extensions. Were there areas that could be extended less dramatically, with less investment and diminished risk?

Your environment is the most obvious brand extension. Your space, and the elements that fill it, need to represent who you are. From sight to smell to sound, the customer should have each sense telling him or her about your brand. But it’s the people and their feelings about the space you created and the experience you provide that represents the real opportunity to extend your brand.

Your employees represent the largest brand extension opportunity you have — if you ensure they believe in what they do, are happy and personally participate in the brand experience.

The participation part of that list can be incredibly powerful, so give your employees branded apparel, invite them to take classes and provide them with free training sessions so that they are personally and positively impacted by the brand.

As we know, people’s personal networks can be huge, so the extension possibilities for your brand — with an army of employees that are true ambassadors — are endless.

Stay ahead in the fitness industry with exclusive updates!

Christina DeGuardi

Christina DeGuardi is the former senior vice president of marketing, branding and communications for Crunch.

Previous Post

Letting Go of the Outdated

Next Post

The Fun and Value in Aquatics

Christina DeGuardi

Christina DeGuardi

Christina DeGuardi is the former senior vice president of marketing, branding and communications for Crunch.

Related Posts

Fitness Premier
Cover Story

Fitness Premier: The Game Plan for Success

July 8, 2025
Players Health
Brand Voice

Inside Players Health’s Mission to Redefine Risk Management

July 8, 2025
recovery
Features

More Than a Cooldown: Why Recovery is Essential in Modern Fitness

July 8, 2025
staffing
Features

Solving the Staffing Puzzle

July 8, 2025
Cancellations
Solutions On

Smart Cancellations, Stronger Retention

July 8, 2025
circuit training
Solutions On

Circuit Training: Build Community, Drive Growth, Repeat

July 8, 2025
Next Post
The Fun and Value in Aquatics

The Fun and Value in Aquatics

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

GET UPDATES IN YOUR INBOX

Facebook Twitter Instagram LinkedIn

The Current Issue

July/August Issue 2025

July/August Issue 2025



Browse

  • Home
  • Subscribe
  • Newsletter
  • Media Kit
  • The Magazine
  • Club Solutions On-Demand
  • Buyer’s Guide
  • Contact Us

© 2025 Club Solutions Magazine. Published by Peake Media.

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In
No Result
View All Result
  • Topics
    • Leadership
    • Marketing & Sales
    • News
    • Operations
    • Programming
  • Magazine
    • Current Issue
    • Past Issues
    • Subscribe
    • Newsletter
    • Media Kit
    • Contact Us
  • On-Demand
  • Education
    • Club Solutions Leadership Summit
    • Club Solutions Leadership Retreat
    • Pickleball Innovators
    • The Leadership Accelerator Video Series
    • Club Solutions Book Club: High Road Leadership, John C Maxwell
    • Club Solutions Book Club: The Advantage
  • Supplier Insights
    • Brand Voice
    • Supplier Voice
    • Supplier News
  • Podcast
  • Webinars
    • Thought Leaders: A Virtual Roundtable Series
    • On-Demand Webinars
  • Buyer’s Guide

© 2025 Club Solutions Magazine. Published by Peake Media.