“The market research Blueprint conducted helped us to identify opportunities to create a unique experience for members and guests. Now the club is on its way to becoming the finest adult health club in Canada.”
– Jeff Tareta, General Manager

Bankers Hall Club
Bankers Hall Club has been providing adult fitness facilities for close to 15 years. The club is owned by Brookfield Properties and managed by Health Systems Group, a national fitness operations supplier. The arrival of a new general manager in January, 2005 presented an opportunity to research member expectations and articulate a unique and meaningful experience for members and guests.

Through internal stakeholder interviews and a series of facilitated sessions with the management team, a vision for the brand was defined. In-depth interviews were conducted with current and lapsed members to understand their needs and reasons for leaving. Based on the research, a brand promise and key messages were articulated to help the club leverage its strengths while enhancing the value and prestige of membership. Bankers Hall Club would differentiate its experience beyond the functional attributes of membership by creating a sense of community. Lastly, priorities for improvement were identified and immediate actions taken to increase loyalty and performance.