A Case Study on Planet Fitness, LA Fitness, and Crunch
All retailers know how vital it is to understand their customers. Businesses can rise and fall based on this level of understanding. There simply isn’t room for a retailer to generalize or make assumptions about its customers, as shoppers at even the closest brand competitors can differ dramatically. Recently, we put this premise to the test. Using mobile GPS data, we gathered insights into consumer behavior at three of the biggest retail fitness brands: Planet Fitness, Crunch, and LA Fitness. Our analysis zeroed in on consumer patterns since the retailers reopened their doors at the end of 2020 or beginning of 2021, when COVID-19 pandemic restrictions began to ease. From the GPS data, we determined:- The average trade area across hundreds of locations for each fitness retailer
- Where the consumers live and work
- Insights into what they’re like and what’s important them (based on top psychographic segments and Esri LifeMode and Urbanization clusters)
Planet Fitness Customers
We looked at GPS data points from the paths of 109,302 Planet Fitness customers at 200 sites who visited between March 1, 2021 and June 1, 2021. The average trade area across these locations was 11.3 minute drive time.
Crunch Customers
We looked at GPS data points from the paths of 158,825 Crunch customers at 201 sites who visited between December 1, 2020 and June 1, 2021. The average trade area across these locations was 10.8 minutes.
LA Fitness Customers
We looked at GPS data points from the paths of 89,602 LA Fitness customers at 200 sites who visited between March 1, 2021 and June 1, 2021. The average trade area across these locations was 11.6 minutes.
Do You Really Know Who Your Customers Are?
As our analysis bears out, retailers with similar brands like Planet Fitness, Crunch, and LA Fitness can serve vastly different customers. It’s this type of data-driven insight that can enable you to:- Increase your ROI on marketing spend
- Predict revenue of potential sites with higher accuracy
- Open locations directly in the path of your target customers