Advertising
Virgin Active
Our biggest competitor within the South African fitness market is definitely Virgin Active. Virgin Active dominates around 70% of the market followed by chains like Planet Fitness and Zone Fitness. Virgin Active is classified as a big-box gym. A big box gym is an impersonal fitness center usually in a box-like building equipped with a variety of fitness equipment, facilities (basketball courts, etc.), and usually offer sporadic group workout classes or other amenities.
Sample of Virgin Active Commercial
Orangetheory Fitness
Orangetheory has several advantages going in to the South African fitness market. First and foremost, being a fitness boutique give OTF the first mover advantage as there are currently only box-gym brands present within the country. Also according to consumer statistics (see market plan), surveys indicate a progressing trends of the South African consumer preferring a more intimate relationship with their businesses, an encouraging factor for a personal fitness boutique like OTF.
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Analysis
Virgin Active's commercial focuses on relatable aspects to the modern consumer that may feel that their body hinders them from normal activities or internal contentedness. The commercial focuses only briefly on the actual gym itself, but significantly on the implication that the membership at a Virgin Active Gym would fix their problems.
Comparative Sample of Orangetheory Fitness Commercial
Analysis
Orangetheory's commercial focuses on the normal people and tight-knit community vibe of the fitness boutique. Unlike Virgin Active's brief focus on their own gym, OTF's commercial takes place entirely within its facilities and uses facts/statistics to convince its audience to come try their workouts. Of course, this video is not an actual TV commercial, but it would be beneficial for OTF to look into producing television compatible advertisements as 87.3% of the Cape Town population has access to a television.
Alternate Proposal for OTF Marketing
Besides the obvious advantage of investing in television compatible advertisements, my statistics pointed to another potentially profitable marketing strategy. Like football to the United States, rugby garners a significant amount of attention and following in South Africa. Proposing a partnering sponsorship deal with the Stormers, the professional rugby team headquartered in Cape Town could be the competitive edge Orangetheory Fitness needs to successfully break into the South African fitness market.
