STARBRANDS // BUILT TO SHINE: Building a new fitness brand in CEE p. 1

STARBRANDS
—
Market Analysis
© Starbrands / 2014
17.07.2014

17.07.2014
Market
Analysis
Fitness is perceived as a part of a bigger picture - healthy lifestyle of
modern people. The other elements include beauty care (skin care,
personal care, wellness), nutrition, fashion, travel&leisure and
entertainment.
Source: Own evaluation based on secondary data, Starbrands, July 2014

17.07.2014
Market
Analysis
Fitness/gym has a wide appeal across different age groups but of
different reasons that may function as possible areas for new brand
positioning.
aged
0 - 12
aged
13 - 17
aged
18 - 25
aged
40 - 60
aged
60+
Kids grows very fast and thus their bodies needs lots of vitamins and minerals. Therefore parents tend to buy for
them lots of vegetables, fruits and diary products to help them grow and stay healthy. Kids have lotd of energy and
need a lot of outdoor activities. They do not go to any fitness or gym as they have sport at school while after school
they play with friends outdoor. Nevertheless more and more kids prefer playing video games to sport activities, so
this is a future niche.
Teens are still growing. First menstruation appears and so problems with complexion (acne & pimples). They are
very active physically and intelectually (school). They also tend to live quite unhealthy lifestyle (partying, drinking
alcohol, smoking). Own bunch of friends and their acceptance is the most important thing for them, not school or
parents. They become sexually aware and physical attractiveness becomes very important to them as they want to
have boyfriend/girlfriend and discover pleasures of body. Boys become obssessed iwth muscular body and start
going to gym to shape their body and gain muscules as part of their new sexual appeal. This is also an age when they
start to question social norms, parents, authority, mass culture.
This is a most productive time of professional work and development as women has to perform a role of employee,
mother & wife while men role of the hunter/provider. People become very busy and spend long hours at work to
provide for their families, have own apartment, car. The lifestyle changes from active to passive with little excercise.
Additionally metabolism slows down. Due to that obesity, stress, high blood presure & fatigue appears that take its
toll on their appearance. Additionally aging process starts, which affects especially female body, which becomes
their serious concern. Men gain overweight and loss hair, while women skin and body looses firmness and shape.
This is a stage when people start paying for mistakes of the youth - unhealty lifestyle while body aging is more
severe – skin looses its density and elasticity. Menopause and high cholseterol appear. Men start to die of
cardiovascular diseases. Additionally you looses even more hair, which become grey, your immunity is weaker,
energy level & fertility lower. Nevertheless we all know that 60 is a new 30 – you still want to look and feel healthy,
active and attractive. It seems that this a big potential and fitness have great relevance to them. REGAINING YOUTH
They know that their body got old and they feel it. But in mind they are still young and would like to enjoy healthy
and good life with their husband/wife, children and friends. They do not chase luxury and richness but harmony and
relax. They don`t believe in miracles but in natural medicine. They would like to avoid serious health problems and
visits in hospitals. Despite that they would like to be able to walk, bike, swim or dance. They focus on inner beauty,
mental wellness and comfort. They want stay fit to enjoy life with their family as long as possible – LONGEVITY.
aged
25 - 40
This is a time when family (women) and career (men) become most important. People look for lifetime partner and
relationship. This is also a time when some people start working or studying. They have to fit in society thus they
become less categorical in their views and behaviour, The appearance becomes less of visual representation of
unique style or belonging to youth subculture but more of belonging to tribe of an elite – successful and happy
people.
Source:Ownevaluationbasedonsecondarydata,Starbrands,July2014

17.07.2014
Market
Analysis
Current Polish market can be segmented into PREVENT and TREAT
domain, each of them consisting of Health and Beauty sub-domain.
TREATPREVENT
HEALTH BEAUTY HEALTH BEAUTY
MENTAL PHYSICAL INNER OUTER
REGAIN HEALTH AND
YOUTHFULL LOOK
PROLONG HEALTH AND
YOUTHFULL LOOK
•Peace of mind
•Allay stress
•Fight depression
•To be calm and
relaxed
•To control
frustration and
anger
•Peace of mind
•Allay stress
•Fight depression
•To be calm and
relaxed
•To control
frustration and
anger
•To have
beautiful
personality and
character
•To be confident
•To have self
confidence
•To like oneself
•No cellulite
•Firm breasts,
arms and
buttocks
•Slim &no fat
•Muscular &
athletic body
•To fight obesity
•To fight high
blood pressure
•To be fit
•Vitality &
strenght
•To fight obesity
•To fight high
blood pressure
•To fight low
bone density
•To be agile
•To have
beautiful
personality and
character
•To be confident
•To have self
confidence
•To like oneself
•No cellulite
•Firm breasts,
arms and
buttocks
•Slim body
Source: own evaluation based on secondary data, Starbrands, July 2014

17.07.2014
Market
Analysis
Outer Beauty in Prevent Domain seems to be best fitted and most
appealing to people aged 18-25 and part of people aged 25-40 because of
their needs.
TREATPREVENT
REGAIN HEALTH AND
YOUTHFULL LOOK
PROLONG HEALTH AND
YOUTHFULL LOOK
•Peace of mind
•Allay stress
•Fight depression
•To be calm and
relaxed
•To control
frustration and
anger
•Peace of mind
•Allay stress
•Fight depression
•To be calm and
relaxed
•To control
frustration and
anger
•To have
beautiful
personality and
character
•To be confident
•To have self
confidence
•To like oneself
•No cellulite
•Firm breasts,
arms and
buttocks
•Slim & no fat
•Muscular &
athletic body
•To fight
obesity
•To fight high
blood pressure
•To be fit
•Vitality &
strenght
•To fight obesity
•To fight high
blood pressure
•To fight low
bone density
•To be agile
•To have
beautiful
personality and
character
•To be confident
•To have self
confidence
•To like oneself
•No cellulite
•Firm breasts,
arms and
buttocks
•Slim body
aged
18 - 25
aged
25-40
aged
25-40
aged
25-40
aged
25-40

17.07.2014
Market
Analysis
Within Preventive Domain the biggest need states are youthfulness,
vitality & energy followed by healthy growth of children.
Source: Euromonitor, 2011

17.07.2014
Market
Analysis
Health is the main component of good life around the world regardless
age. However own home, financial security (job), happy marriage and kids
come next.
Source: GfK Roper Reports: Health and Well-being Category Inisghts, 2008

17.07.2014
Market
Analysis
Core elements of good life are universal.

17.07.2014
Market
Analysis
Poland and Russia belong to countries whose citizens feel stress fairly
often due to long working hours. People work long as they are afraid of
loosing a job.

17.07.2014
Market
Analysis
People around the world find it difficult to maintain the right work-life
balance.

17.07.2014
Market
Analysis
Central Europe desires money over time most strongly.

17.07.2014
Market
Analysis
Poles and Russians prefer more money even if it would cost them more
stress.

17.07.2014
Market
Analysis
Good Life Implications
Sell the Good Life:
People’s expectations are increasing, probably faster than their ability to
achieve their goals, so help them “catch up” explaining consumers how a
brand may help them achieve core good life components: health, home, job
and family.
Example: Home delivery services, which help save time & money.
Market to the “Gap”:
Help people overcome stress and work-life balance gaps by offering
solutions or helping them manage their expectations offering convenience
and efficiency like faster results, longer lasting effects or multi-functional
usage. Most people still choose money over time, but time is gaining
ground. Ultimately, people really want both, so help them achieve both
ends.
Example: Show how your products may help them `burn stress`
and provide the most value for less.
Summary

17.07.2014
Market
Analysis
Health & Fitness is a Top-10 value nearly everywhere.

17.07.2014
Market
Analysis
For most people long-term health is not the first priority.

17.07.2014
Market
Analysis
Importance of Healthy Activities do not necessarily translate into Action.

17.07.2014
Market
Analysis
Poles and Russians are among the least active nations.

17.07.2014
Market
Analysis
Central Europeans are the least health-conscious.

17.07.2014
Market
Analysis
Health-Related Implications
Long-term health is not #1 priority:
The disconnect between valuing good health and obtaining good health
continues to expand as well. Thus, fit health in where it belongs:
Example: promote easy ways to relax (TV, radio, media device that
gradually lowers the volume over time – to get the good night’s sleep
people yearn for)
Gaps provide opportunities:
Turning the importance of healthy habits into action has been a constant
struggle for consumers. Thus, encourage people to take “baby steps” if
“giant steps” are too intimidating.
Example: promote nutritional benefits of everyday foods that they’re
already consuming (calcium in milk, vitamin C in juice, etc.)
Healthy but unhealthy:
Consumers continue to exhibit both healthy and unhealthy behavior. Show
people how they can make healthier decisions and feel better – without
totally denying themselves of life’s many pleasures.
Summary

17.07.2014
Market
Analysis
In small and mid-sized cities in Poland, low-budget fitness centers function
mainly as non-branded, home-based small gyms where bunch of friends
lift weights and build its muscles. There is no shower, no other equipment
and activities. Women go to a small and separate places where they fit or
practice aerobics.
Source: Market observations, Starbrands, July 2014

17.07.2014
Market
Analysis
In bigger cities in Poland, value fitness centers function as branded gyms,
fitness/aerobics clubs, which usually offer wider selection of activities incl.
body-building, aerobics, zumba, pilates and dance classes. They are better
equipped, have nicer design and facilities incl. dressing rooms with lockers,
showers, sauna and bar.
1200-1500m2

17.07.2014
Market
Analysis
In mid-sized cities located at suburbs of big cities competition includes also
mass & upper mass fitness clubs, which in terms of price positioning are at
competitive level to value venues in big cities.
1100m2

STARBRANDS
—
Market Trends
17.07.2014

17.07.2014
Trend
Analysis
Current fitness and gym market situation has been changing affected by 3
consumer mega trends:
Health Obsession Cult of Body &
Youthfulness
Feminism of Men &
Masculism of Women

17.07.2014
Trend
Analysis
Key worldwide mega-trends shaping consumers` lifestyles globally.
Health Obssesion
•Health is a key people motivation stemming from a
strong orientation towards self-reliance and awareness
that good health extends longevity.
•The need for everyday performance in professional and
personal lives dictates the obligation to be in a good shape
all the time. Living old and in good health is a central
aspiration of the post-modern society who praises
youthfulness and evacuates the idea of handicap, illness
and death.
•People seek a healthy environment across all aspects of
their life. People also want to feel better, physically and
mentally. Looking after oneself impacts the quality of life
and relationships. Home hygiene becomes increasingly
important in shaping the emotional/mental well-being of
consumers (healthy nesting).
•Alleviating stress and relaxation via improvement of
work/life balance are considered an important component
of well-being.
•Consumer act more holistically - they are taking more
responsibility for self-care and adopting a wellness
orientated lifestyle.
•Broad health concerns have increased anxiety over
product safety in regards to i.e. allergens, an uptake of
min. processed products or content of harmful
ingredients. At the same time consumers look for more
nutritional information.
What is the evidence?
•76% of Europeans and US consumers is
conscious of health and wellness issues on
a daily basis.
•Over 95% of Europeans consider obesity
as a health danger.
•90% of European and US consumers
indicate as important a need to improve
physical health.
•80% of consumers in the emerging
economies hope to improve their work/life
balance.
•To counter stress, more than a third of
European and US consumers make
conscious attempts to improve their work-
life balance.
Source: Datamonitor 2009
Health became key purchase driver in food
choices in many countries.

17.07.2014
Trend
Analysis
Health Obssesion
Who is most affected?
•Health is an aspiration common for all generations
and targets, but translates more into concrete
behaviors beginning at the age of 30, especially
amongst women and in the middle/higher social
classes:
– Younger group associates health more with
good, attractive physical appearance while
elder ones with good physical and mental
condition.
•Children are being trained to health issues partially
as a result of growing obesity incident among them.
•Senior populations in developed societies are
actively involved with health, through their diet, self-
medication, anti-ageing products and rejuvenating
cures.
•Consumers are adopting a broader wellness
perspective towards living, which represents the
quest for vitality, balance and physical health and be
split into occupational, emotional, physical,
nutritional and relationship wellbeing.
•Healthy eating and exercise often considered as
`our first medicine` in many countries and spreading
into middle classes.
•Organic food as well as macro-biotic and functional
foods (i.e. Ponds pomegranate juice, Flora Active) are
evolving from niche to more mainstream in
developed countries (US, WE).
•Half of US and European consumers use nutritional
info on packaging more frequently to help make food
and drink choices in 2005-2006.
•Growing range of products that meet consumers
sports and active lifestyle needs.
Why is it so important?

17.07.2014
Trend
Analysis
Health Obssesion
What are the implications?
•Segmenting consumers by wellness attitudes.
•Wellness / personal care will move beyond simple beauty concerns and focus also on physical and
mental health i.e. stress-busting `me-time` products.
•Wellness to embrace sleep programs due to growing sleep problems.
•To counter stress, more European consumers will make conscious attempts to improve their work-
life balance.
•Stress-related consumption will remain a key driver of the premiumization.
•Growth of healthy, energizing, relaxing food & beverages incl. energizing drinks as well as natural,
organic food containing health promoting ingredients i.e. fiber, Omega-3, whole grains or antioxidant-
rich naturally functional fruits/vegetables such as pomegranates, blueberries, nuts, fish.
•Upsurge in demand for fresh, locally sourced products as being the most important route to healthy
eating and perceived also as safe and tasty. Manufacturers of of frozen, jarred and canned food and
drinks will probably suffer from this trend.
•Positive nutrition will be the most important component of the healthy food.
•Diet and lifestyle will be increasingly linked to enabling good rest with implications for how food and
drinks are marketed.
•Proliferation of weight-loss, stress-decrease, positive-nutrition positioned products.
•Promotion of health should tap into positive emotions such as longevity, self-confidence, energy,
vitality, enjoyment, looking good.
•Growing sports nutrition consumption led by food & beverages (sports bars).
•Growth of Internet importance (blogs, forums) in search of info on health, healthy food and services.
Source: Datamonitor 2009, trendwatching.com

17.07.2014
Trend
Analysis
Feminism of Men, Masculism of Women
•Traditional masculine and
feminine roles are being
swaped.
•Progress and influence of
feminine values in all arenas
– Work, family, fashion,
politics, business
– Consumer behavior and
consumption
•Societies are becoming are
more and more dominated by
females with growing rate of
birth of girls vs boys and growing
death rate of males.
•The era of male power and
domination has been changing
but over yet!
•Men and women are
increasingly conscious that a new
balance needs to be found.
•Growing feminization of manhood
–48% of `Generation X` fathers spend 3 to 6h a day on child rearing
–married men are spending more time on housework – 9.7h/week in
2002 vs 4.4h in 1965
•Males are becoming more wellness orientated
–91% of males consider improving physical health as important (vs 91%
women)
–72% of male consider spending time on appearance as important (vs
73% women)
•Disruption of men's sense of identity
–men's role unclear for from 36% of Indian men to 64% of French men
–current role of `hunters/providers and protectors` blurred by the rise of
single and gay parents along w/advances in the science of reproduction
–homosexuality getting acceptance across Europe (Pink TV in France,
GAY-TV in Italy)
•Females are increasingly independent and empowered
–women working full-time today are earning 31% more than they did in
1979 (US)
–growing prevalence of tertiary educated women across the US and
Europe
•Women are indulging in a more bachelor like lifestyle
–growth of female alcoholic drinks market (2002-2005 CAGR 3%)
–av. age of women at first marriage has risen to 29.4y in Europe
–av. age of women entering motherhood has risen from 29y in 1995 to
30y in 2005

17.07.2014
Trend
Analysis
Feminism of Men, Masculism of Women
•Women are looking for a new post-feminist model
as they would like to combine modern lifestyle with
traditional family values.
•Women want men to be a new version of the Prince
Charming, softer but a real guy. The metro-sexual
men like Clooney or Beckham are highly attractive to
them.
•Women idealize the relationship based on
complementarities while men still aspire to a
comfortable family cocoon. This discrepancy is often
source of misunderstandings and conflicts.
•Younger men are more confident in their
masculinity.
•Fatherhood is becoming a strong aspiration, and is
experimented in many ways (‘fathering’).
•Men will become more aware of female issues and
routines and will embrace beauty & wellness.
•Women will spend more time socializing and dating
so there will be clear opportunities for products that
serve women's social needs.
•Possible cross usage of cosmetics (skincare,
personal care) between males and females.
•Further growth of beauty products for men.
•Emergence of simple and clear products and
services that empower women i.e. do-it-yourself
home repair tool kits
–`Women at Work` tiling course at Hornbach
hardware store in Germany
–Volvo 40, designed by women for women
–Nike Women
–Borba drinkable skincare
•Proliferation of products and services positioned
against pink/gay segment.
What are the implications?

17.07.2014
Trend
Analysis
Cult of Body & Youthfullness
•Physical appearance is no longer only about looking good
as it is associated with health, personal hygiene, happiness
and wellbeing.
•Consumers are increasingly conscious of the link between
outer beauty and inner health. They have a broad view of
what affects their looks and what they can do to change it.
•Though women rate many inner qualities ahead of physical
appearance attributes in their evaluation of what makes a
woman beautiful this does not mean that women reject
physical components of beauty. In fact proper body shape
and weight are extremely important elements of physical
beauty, which is dictated by popular culture and fashion.
•In terms of physical beauty, body shape and odor/sweat
problems as well as skin dryness and sensitiveness are key
EU and US consumers concerns they are ready to act upon.
•Physical appearance plays an important status and
recognition defining role – slim body and attractive
appearance are perceived as a symbol of success and high
status.
•Slimness has become almost a diktat.
Bodies are getting more and more
standardized while faces convey diversity.
•Globally, only 10% women (15-64) have
never been concerned about their body
shape or weight.
•High pressure upon looking and feeling
good and healthy generates a growing tide
of appearance anxiety among both men and
women.
•More than 85% of women around the
world strongly agree that a woman can be
beautiful at any age.
•Consumers` growing focus on `positive
nutrition` - getting enough of the right
nutrients into diet rather than merely
focusing on limitation intake.

17.07.2014
Trend
Analysis
Who is most affected?
•Young adults in their 20s and 30s are the most
obsessed with their appearance.
•Slimness, fighting against stress and preserving their
health in the long term translate into daily control of
their diets.
•People in their 40s and 50s too, work hard on their
body and diet. But they try to reconcile control and
pleasure through well being methods and softer
sports.
•Women over 50 (and more and more often, over
60) are big clients of plastic surgery.
•Elderly people in many countries practice soft
physical exercise in groups.
•Physically attractive people are considered as
more intelligent and interesting. In an ever
changing world, flexibility and mobility are the
keys to social success. It translates into a light,
slim and dynamic body, the new norm and icon
of the XXI st century.
•As we live longer, our societies are
increasingly youth orientated. Bodies have to
stay young and fit at all times.
•The body now conveys our position in society,
obesity being seen as personal and social
failure.
•The body is a personal medium, which allows
to express your individuality.
•The body is one of the very last things people
have control on.

17.07.2014
Trend
Analysis
Who are the implications?
•In a busy life consumers will look for solutions that allow them to look good with
minimal fuss – supplements, plastic surgery.
•Growth of opportunities behind consumers` desire to supplement diets with
specific nutrition and to retain a youthful, healthy appearance.
•The health-beauty crossover will intensify and thus it is likely that personal care
regimes will consist of mix of using regular personal care products with specific,
branded dietary and lifestyle adjustments incl. branded fruit and water intake,
exercising as well as use of oral beauty products. However orally ingested beauty
supplements will probably more popular than making significant lifestyle changes.
•Real, authentic and natural images of beauty incl. models will be increasingly
valued as consumers seek to get rid of feelings of appearance anxiety i.e. Dove
advertising campaign.
•Consumers will buy into cosmetic brands that make them feel and look good – slim
and fit.
Source: Datamonitor 2009, trendwatching.com

17.07.2014
Trend
Analysis
Because of new consumer mega trends the market structure is changing –
a new important domain is arising – LIFESTYLE. Being fit, healthy and
looking attractive and youthful became a cool, became a fashion.
TREATPREVENT
REGAIN HEALTH AND
YOUTHFULL LOOK
PROLONG HEALTH AND
YOUTHFULL LOOK
LIFESTYLE

17.07.2014
Executive
Summary
Key Findings
•Fitness is perceived as a part of a bigger picture - healthy lifestyle of
modern people. The other elements include beauty care (skin care,
personal care, wellness), nutrition, fashion, travel&leisure and
entertainment.
•Current Polish fitness market can be segmented into PREVENT and TREAT
domain, each of them consisting of Health and Beauty sub-domain.
•Within Preventive Domain the biggest need states are youthfulness,
vitality & energy.
•Outer Beauty in Prevent Domain seems to be best fitted and most
appealing to people aged 18-25 and part of people aged 25-40 because of
their needs.
•Good health is the main element of good life followed by happy marriage,
kids and good financial situation worldwide.
•Fitness/gym has a wide appeal across different age groups.
•Health & Fitness is a Top-10 value nearly everywhere but for most people
long-term health is not the first priority. However importance of health
doesn`t translate into actions.

17.07.2014
Executive
Summary
Key Findings
•Poles & Russians aspire to modern & healthy lifestyle but there is a
discrepancy between their wishes and activities as they feel very stressed
and are one of least health-conscious and exercising nations. They have
difficulties with right work-life balance as Central Europe desires money
over time most strongly acroos the globe. Despite that they are ready to
accept more stress for more money.
•Consumer choices around the world are heavily impacted by 4 long-term
consumer mega-trends: Health Obsession, Cult of Body & Youthfullness,
Feminism of Men and Masculism of Women.
•Because of new consumer mega trends the market structure is achanging
– a new important domain is arising – LIFESTYLE. Being fit, healthy and
looking attractive and youthful became a cool, became a fashion.
•In small and mid-sized cities in Poland, low-budget fitness centers
function mainly as non-branded, home-based small gyms.
•In bigger cities in Poland, value fitness centers function as branded gyms,
fitness/aerobics clubs, which usually offer wider selection of activities incl.
body-building, aerobics, zumba, pilates and dance classes.

STARBRANDS
—
Competitive Analysis
17.07.2014

17.07.2014
Competitive
Analysis
The low-budget competition includes mainly Polish and only locally known
brands.

17.07.2014
Competitive
Analysis
Domestic competition positioned against Outer Beauty in Prevent
Domain seems to be most appealing to people aged 25-40 because of
their needs. No Polish fitness or gym brand positions itself against
lifestyle.
TREATPREVENT
REGAIN HEALTH AND
YOUTHFULL LOOK
PROLONG HEALTH AND
YOUTHFULL LOOK
LIFESTYLE
Source: Own assessment based on secondary data, Starbrands, July 2014

17.07.2014
Competitive
Analysis
Communication of Polish fitness & gym brands is very generic, very
functional, unappealing and focused mainly on establishing a brand
within the category and promoting services offered.

17.07.2014
Competitive
Analysis
Lifestyle domain seems to be dominated by international sportswear
brands. Sport became a part of healthy & fashionable lifestyle.
TREATPREVENT
REGAIN HEALTH AND
YOUTHFULL LOOK
PROLONG HEALTH AND
YOUTHFULL LOOK
LIFESTYLE

17.07.2014
Competitive
Analysis
Adidas Brand Communications
In Lifestyle approach it is about fighting and winning. Fighting with your
weaknesses, fighting with your fears, fighting for your better body and
self, fighting for your dreams.

17.07.2014
Competitive
Analysis
Nike Brand Communications

17.07.2014
Competitive
Analysis
New Balance Brand Communications

17.07.2014
Competitive
Analysis
Reebok Brand Communications

17.07.2014
Competitive
Analysis
It seems, based on brand communication, that the Hard Candy is a luxury
fitness brand (for material girls), which is positioned somewhere between
Beauty and Lifestyle.
Hard Candy Brand Communications

17.07.2014
Competitive
Analysis
It seems, based on brand communication, that the Equinox brand is a luxury
fitness&beauty brand positioned against Lifestyle domain (beautiful body is
more than just fitness, it is part of life).
Equinox Brand Communications

17.07.2014
Competitive
Analysis
It seems, based on brand communication and tagline (`Look Better Naked`),
that the DavidBarton brand is a superluxury fitness brand, which is
positioned against Beauty domain (physical attractiveness/sex appeal as a
lure).
DavidBurton Brand Communications

17.07.2014
Competitive
Analysis
Equinox seems to be best positioned against Lifestyle followed by Hard
Candy and DavidBartonGym.
TREATPREVENT
REGAIN HEALTH AND
YOUTHFULL LOOK
PROLONG HEALTH AND
YOUTHFULL LOOK
LIFESTYLE

17.06.2014
Competitive
Analysis
Polish competition is focused on very rational messaging while
international brands on emotional.
Negative
Messaging
Positive
Messaging
Rational
Emotional

17.07.2014
Competitive
Analysis
Other examples of competitve brand communication.

17.07.2014
Executive
Summary
Key Findings
•Value competition includes Polish brands of locally-known brands.
•It seems that domestic competition is mainly targeting people aged 25-40
with Prevent / Outer Beauty and Physical Health positioning. No domestic
brand in Lifestyle Domain.
•Communication of Polish fitness & gym brands is very generic, very
functional and rational and unappealing, focusing mainly on promoting
services offered.
•The Lifestyle Domain is occupied by international sportwear brands, which
communication is more emotional as it is based on deeper psychological
consumer insights.
•The Lifestyle positioning is about fighting and winning/success. Fighting
with your weaknesses, fighting with your fears, fighting for your better body
and self, fighting for your dreams.
•DavidBurton Gym brands are positioned against Beauty Domain while
Equinox against Lifestyle. The HardCandy brand is in-between as it is also
reflects the attitude (no pain no game).
•Another int. fitness brands are positioned against Treat Domain and their
communication focuses on fighting obesity or portrays dreamed results.

17.07.2014
Executive
Summary
Key Findings
•Strong & fit body is over-used in brand communications in the fitness
category. Basing communications of a new brand on just exposing a body
without a unique creative idea will lead to lack of brand`s differentiation.

17.07.2014
Confidentiality note
The contents of this document are strictly confidential and are
intended solely for the addressee(s). All the information presented
in this document and all its attachements are intellectaul and legal
property of the STARBRANDS agency and thus can not be changed,
modified, distributed or copied in any form, without a written
permission of the STARBRANDS agency. Unauthorised disclosure
and/or use of information contained in this document may result in
civil and criminal liability.
The Starbrands warns that all analysis, tools, conclusions, concepts
and proposals are the sole property of the Starbrands agency and
thus legally protected accordingly to the legal act of unlawful
competition. Unlawful usage of the Starbrands property will be a
subject to a legal lawsuit in Poland and in other EU countries.
This document does not constitute a trade offer within the meaning
of the Civil Code, but only an invitation to contract (art. 71 k.c.).
This document was registerd by the Polish notary`s office.

Thank you
www.starbrandsagency.com

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