What was it about the Washington Sports Club brand that prompted Barack Obama to choose to join its clubs over all others when he came to Washington after his election to the U.S. Senate in 2004?
Firms spend millions of dollars to discover how to get consumers to purchase their products, and invariably, the companies that succeed most impressively are those that understand the importance of appealing to the senses and psyche. Sight, sound, touch, taste and smell — all play major roles in getting someone to make a purchase. In addition, companies must also cultivate strong positive associations with their product, and do their best to eliminate any negative ones. Consider how a few industries utilize such techniques.
Going the Distance
With 23 clubs and counting, Sport & Health is the largest fitness chain in the Washington D.C. metropolitan area. Locally owned and operated for more than 30 years, the company is led by CEO Jonathan Adler and President and COO Mark Fisher, two dynamic leaders who have created a plan that will allow the company to grow systematically over the next five years, while also improving its existing locations.
Left to Right: Jonathan Adler, CEO; Mark Fisher, COO and President, Sport & Health Clubs, in the virtual cycling studio at Old Town Sport & Health fitness center in Alexandria, Va.
Anyone who has been lucky enough to live in or visit our nation’s capital knows that it is truly unlike any other place in the world. Brimming with diversity and steeped in history, the Washington Metro Area is comprised of innumerable
