GoodLife Fitness Apple Watch Mobile Application Case Study - Strategies to Improve Customer Experien

About GoodLife Fitness Centers, Inc.

Case Study

GoodLife Fitness Apple Watch Mobile Application Case GoodLife Fitness Centers, Inc. owns and operates fitness club and gym facilities in Canada. The company offers group fitness classes, such as aqua, strength and toning, cardio, dance, cycling, les mill, body pump, spinning, yoga, and hot yoga classes. It also provides training programs, such as small group and personal training; health and wellness programs; and workplace wellness workshops. The company was founded in 1979 and is based in London, Canada.

Goodlife Fitness Centres Inc. is the largest health club company in Canada and the fourth largest in the world with 1,000,000 members, over 300 locations across the country, and over 13,000 associates. GoodLife Fitness has become the largest Canadian fitness organization by adhering to a simple philosophy: caring. GoodLife Fitness is a 2014 Platinum Club winner of Canada's Best Managed Companies, as well as Platinum Level Canada's 10 Most Admired Corporate Cultures. In spite of its leadership position, the company hasn’t always enjoyed smooth sailing. In January 2011, GoodLife Fitness came in second place in the CBC Big Gym Ripoff survey ranking gyms with the most problems with over-billing and cancellations.

In October 2016, a class action lawsuit was launched against Goodlife Fitness alleging that it failed to pay certain employees of its Ontario gyms the wages they were owed under Ontario law, including overtime. In line with its mission give every Canadian the opportunity to live a healthier, happier life – and feel better about themselves – Goodlife Fitness launched a first version of a watch mobile application early on, in 2013.

The application failed to impress its clients, attracting mixed reviews in the App Store. The watch mobile application was seemingly abandoned between 2015 and 2016. In 2017, the company introduced new application features such as social media logins, setting goals and challenges, membership barcode scan and the ability of finding a class.

In spite of these efforts customers have rated the usefulness of the app with a mere rating of 1.7 out of 5 in the App Store, and 2.8 out of 5 in the Play Store. The company is committed to address the poor reviews, namely in the App Store:

• According to the GoodLife Fitness case provided, create and assess strategies to develop an Apple Watch native watch mobile application intended to make the customer experience more enjoyable and efficient, distributing and promoting new on-site services, while considering the evolving target market needs.

• Assess the best strategy to identify how the product will meet the need of customers

Week 7

    Applicable VLO’s for This Week’s Case Study

• Formulate a marketing plan for a business including marketing objectives, marketing mix, strategies, budgetary considerations, and evaluation criteria. (Part: 2)

   This Week’s Detailed Case Study Information

• Develop a strategy for marketing plan implementation
• Analyze budget and formulate an estimate for your marketing plan
• Develop an evaluation criteria and highlight how you will assess your marketing plan

   Deliverables, Format and Marking Scheme for This Week’s Case Study

• Marketing plan strategy (2%)
• Analyze budget and formulate an estimate for your marketing plan (2%)
• Evaluation criteria (1%)