Background

East Ayrshire Leisure is a community sport and culture charity that manages the majority of the sport and cultural venues and services in East Ayrshire. Like all charitable trusts, the funding they receive from their local authority is being cut and they need to maximise income from their chargeable products and services, fitness membership being their core income generator.

Purpose

The Senior Management Team of East Ayrshire Leisure were seeking to considerably increase the income generated from fitness membership. Primarily they were unsure of whether there was marketing demand for this, given the sector is very saturated and competitive. If market potential was identified, how best to achieve the growth potential.

Method

McGowan Marketing carried out a comprehensive market audit of the health and fitness market, East Ayrshire demographics, brand/marketing communications audit and a mystery visit programme. We cross-referenced all of our information sources to generate a comprehensive picture for the Senior Management team.

Impact

Our report enabled the East Ayrshire Leisure Senior Management Team to make decisions about packages on offer, prices charged, staff training and marketing communications planning.

Quote

“The input we had from McGowan Marketing was extremely useful and very much appreciated. On the back of the report we are now busy launching a new membership product and committing to a host of staff training.”

Chris Murphy, East Ayrshire Leisure

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