SAMA FITNESS BRAND GROWTH STRATEGY

Sammut-Bonnici (2015) defines a brand as a group of physical and non-physical characteristics that build the brand image and also generate brand awareness and identity. There are four ways in which a brand can grow itself and this includes market penetration, product development, market development and diversification. For the purpose of this blog, we will explore the SAMA Fitness brand.

SAMA Fitness is a health and wellness establishment that was founded by the South African Medical Association (SAMA) with the aim to provide vitality through professional expertise. It is also a professional body that assists medical professionals and students with representation aimed at influencing medical health regulations. The first of its kind, SAMA Fitness has one branch based in Mthatha in the Eastern Cape.

The considerations of potential growth strategies

SAMA Fitness is a new kid on the block and has great potential for growth and in order for the brand to grow big than it already is, it needs to consider using the market development strategy. The market development strategy is about tapping into new markets with existing products. SAMA Fitness already has services that will withstand competition with other gym facilities and these include services such as having trained doctors on-site to provide clients with guidance on health and fitness, nutrition and mental health depending on what the client wants.

The gym is currently only in Mthatha and for a start I would recommend it opens in big cities around the Eastern Cape such as East London and Port Elizabeth. These cities, just like Mthatha are university cities that have medical schools and work together with doctors that founded the brand in Mthatha. The big cities will provide exposure to the brand and help it grow bigger than it already is.

SAMA Fitness is a product of a corporate brand extension. As mentioned above, the brand emanates from the South African Medical Association which is a trusted association in the medical field and this has assisted the gym to inherit the good reputation of the Association.

One last strategy that the brand can possibly adopt is the diversification strategy. This would be done through product brand extension, which means that the brand would go into new markets and introduce a new product as well. This would be achieved by having physiotherapists that will assist clients when they encounter injuries during workouts, not just assist them with providing information but be there for the practical and physical healing journey of a client as well.

The risks and benefits of possible growth strategies

SAMA Fitness tapping into new markets will assist the brand to increase brand awareness, not many people are aware of the brand and this is because it is only in one town but with the excellent services it offers, it deserves a bigger market to thrive.

Also, the brand establishing itself in other cities will build brand resilience. The different pressures and challenges from its different markets will be able to test how strong the brand is so that if not, it can rebrand to be able to stand in a bigger market.

SAMA Fitness also needs to grow its brand so that it can acquire new clients. This will enable the brand to increase its revenue margins. Also, implementing the product brand extension will enable the brand to provide more value to its clients.

However, growing the brand also has risks attached to it, some of the decisions to grow might put the brand at risk. For example, the reason SAMA Fitness might be thriving in Mthatha could be because the competition is not much with the other two gyms in town, but if it goes to big cities where there are more than five gym facilities and it is unable to attract clients, the brand might lose out on the capital and resources it invested.

Also, since the bigger market has tough competition such as Virgin Active, which has partnered with Kauai for healthy meals that are customised for different body goals, the brand might struggle to survive since the name is new in the market and usually clients are comfortable with brands they are familiar with.

Lastly, there is a high risk of inconsistency if the brand stretches itself too thin, the service might not be the same and since the brand is still new and has no testimonials, clients might be put off easily.

The future benefits and vision of the new strategy

The vision of the new strategy is to be a leading health and fitness brand in the Eastern Cape with a goal to impart health and fitness knowledge to clients. Brand growth of SAMA Fitness will also lead to the brand being the Eastern Cape champion of unlocking holistic potential in fitness, health and wellness through customised workout plans and medical education.

The strategy will also assist SAMA Fitness to grow and reach new clients in a planned and structured way and this will potentially increase the company's revenue.

Lastly, this new strategy will assist the Eastern Cape to fight the prevalence of obesity and associated risk factors, creating a conducive platform for guided healthy living from people with a wealth of knowledge about the human body.

References

https://www.samafitness.co.za/

Sammut-Bonnici, T., 2015. Brand and Branding. In: Wiley Encyclopedia of Management. s.l.:John Wiley & Sons, Ltd.