At 24 Hour Fitness, a healthy lifestyle is more than exercise. While the time spent in the gym is crucial, another essential component is nutrition. Therefore, developing a line of nutritional products seemed like a natural extension of the brand.
Recently, 24 Hour Fitness re-launched its exclusive supplement line, Apex. Andrew Dottermusch, the senior director of retail at 24 Hour Fitness, explained the Apex line has been around for a while, but it needed re-formulation and a fresh perspective in order to better meet member needs.
Among the products launched were two protein powder formulations made from 100 percent whey isolate and a whey concentrate/isolate blend. When deciding what to offer, Dottermusch said member feedback was key.
“We started by canvasing members to see what they wanted, then also understanding what currently sells within our assortment and the industry,” said Dottermusch. “Then looking at the broader market to see what is up and coming, what is the latest research in regards to supplements and then compiling all of that together for the best solutions to all of those.”
When it comes to marketing the new product launch, strategies included strong visual merchandising, outfitting team members with Apex t-shirts and developing a digital campaign.
“Additionally, we are in the process of launching a multi-month education program both for our team members, as well as our members,” added Dottermusch. “It is not focused as specifically on Apex, but it is more to make sure our team members are experts in supplementation and different member’s needs, then also trying to explain in the simplest terms for our members the features and benefits of these products.”
While focus currently remains on the success of the new and improved Apex line, according to Dottermusch, other products are being developed for the future. “Once we understand member reaction, which has been very strong, we can understand what additional products we can build off of,” he said. “Already in the pipeline, we are working on the formulation of a vegan protein because that is very important in the marketplace.”
Other products for the future include an amino acid recovery formula and a full line of vitamins. “We will continue from there,” added Dottermusch. “I see this as a living breathing program that will always be there to incorporate what is important in the fitness industry, the latest science and then of course, what are members are looking for, while trying to maintain reasonable price points.”
