TAKING HOME LINE

TO THE NEXT LEVEL

ESIC IMBA - GROUP 3

352098 | 354202​
351455 | 350928
1. Where are we?

2. Where do we want to be?

3. How are we going to get there?

4. Control

5. Conclusions and next steps

Where are we?
 Technogym´s 5 main pillars for becoming a world leader as a wellness solution provider

Innovation in Product Brand Positioning and Expansion into New Building a Wellness Digital Transformation and
Design and Technology Global Presence Markets and Segments Ecosystem Customer Engagement

1983 Hack Squat 1990 World Cup Supplier 1996 Wellness System 2012 Mywellness Cloud
2010 Opening of Global Stores
1984 Isotonic Line 2012 Mywellness Cloud 2018 Biocircuit
2000, Olympics Supplier Technogym Village
1986 Única -04, -07, 2012 2022 Wellness TV 2020 Skillrow
-08, -16,
1990 CPR System -18, -20 Milan Flagship Store 2022 Technogym Live with AI 2021 SkillAthletic
Opened introduced
1992 Rehab Equipment 2017
2021 My Cycling

2016 Skillmill Headlined Expo Technogym Live with AI

2015 2022
Milano introduced
2017 Skillrow and Skillrun

2018 Skillbike
 Disruptive
Innovation
throughout
history

1) TECHNOGYM (2019). Technogym Financial results Financial Report

Snapshot of current situation

Strengths Weaknesses
● Practicality machines ● High price , limited accessibility
● Brand recognition ● Difficulty for installation
● Personalization ● Delivery delays
● Design
● Significant customer base worlwide
● Strong innovation in technology

Opportunities Strengths Utilization (SO Strategies): Weaknesses Mitigation (WO Strategies):

● B2C and Physical activities market have growth
potential
● Users are influenced by celebrities and influencers
● Home workouts have a growing demand since pandemic.
● Build a community around our current customer base
● Take advantage of current customer base to get partnerships with influential people
● Taking advantages of other communities to use our equipments
● Focus on home segment for users that can afford it
● Use the cost of our equipment to create a sense of additional
usage, which builds our community
● Use the difficulty in the installation process and delivery delays
to create additional services or solutions

Threats Mitigation (ST Strategies): Pivoting Areas & Exploration of new

Threats
● Diverse solutions available for working out ● Work on top of strong customer base and brand recognition to differentiate from
● Constant evolution of apps and gadgets for home competition and make partnerships
exercise ● Utilize the brand's strong worldwide presence to cultivate a global community of
● Competitive market wellness enthusiasts
● Software interoperability issues with other health apps ● Engage with brand ambassadors from diverse fields, including elite sports, fitness
and hardware. influencers, and medical experts, to endorse Technogym's commitment to wellness
● Design an end-to-end customer experience that covers every touchpoint (from
exploring products to purchase, installation, and after-sales support)
● Innovate in machines compatible with other solutions in the market
Opportunities:
● Highlight the advantages of using our apss and equipment vs
our competitors solutions
● In the face of numerous apps and gadgets for home exercise,
Technogym can pivot by creating an integrated digital wellness
ecosystem
● Address the high price point by introducing a subscription-based
model that offers value beyond just the equipment.
● Leverage personalization as a strength to counteract delivery
delays and installation difficulties.
● Utilize the strength of a significant customer base to mitigate
the threat of a competitive market.

To develop a community-centric
ecosystem that connects users, with
the influence of brand ambassadors,
and leveraging from the customer
base or influencers
What do we need?
To create an end-to-end customer experience, as Diversifying the approach to different
a way to create additional value and address the markets and segments, with tailored
high price point and accessibility issues. marketing strategies for brand positioning.
There is an attractive
HOME Market opportunity
and growth potential for
B2C

1) TECHNOGYM (2023). Technogym Financial results H1 Report 2023

 Our vision Our commitments

Become a world leader in wellness

solutions, marked by continuous
innovation and a global presence

1) TECHNOGYM (2023). Technogym Financial results H1 Report 2023

Marketing approach

Competences Market
Our Needs Our Commitment
Opportunities
Wellness lifestyle for
community
Community-Centric
Ecosystem

Physical Activities Home Market

End-to-end customer

+ + +
experience

Tailor-made marketing
Technogym 4.0 strategies
 Technogym 4.0 Home Line Equipment
MyRun treadmill | Technogym Bike |Technogym Bench
Technogym Cycle | Technogym Eliptica
Wellness Ball Active Sitting | Unica

Our focus:
Home Line equipment
sales and
Technogym 4.0 ecosystem
growth
Where do we want
to be?
Financial Analysis

Trend Analysis

Technogym has demonstrated resilience and an ability

to grow with iconic achievements. For instance, the
significant 20% growth in 2021 over 2020, despite
the global pandemic, highlights a strong market
demand, possibly fueled by a surge in home fitness.
However, the growth has been driven mainly by the
B2B market, despite of the B2C opportunity.

Home Fitness Boom

The 71% growth in the home fitness segment in

2020 suggests that this market segment was a key
driver. As the world normalizes, we must assess if this
trend is sustainable or if there will be a rebalancing
towards traditional gym equipment. We must
readdress our marketing efforts to produce a better
performance towards the Home Line and home market
segment.
1) TECHNOGYM (2023). Technogym Financial results H1 Report 2023
Demand & Key Markets

1) TECHNOGYM (2023). Technogym Financial results H1 Report 2023

 Have a 50% increase in revenues in B2C, by the end of
2024.

SMART Increase Technogym workout community by 20% by the

end of 2024 by fostering the live app.
OBJECTIVE
S
Increase the market share from 10%(1) to 15% in the
exercise equipment industry by the end of 2025.

1) CFA Institute Research Challenge, 2023

How are we getting
there?
 Strengthening a community that workouts from home

Inshop
Customer experience, e-
Oriented commerce,
Events

4 Cs
Unique Luxury WOM, Social
& Prestige Media, Events,
positioning App.
 Who are our customers?

Noemi Bence
Age: 42
Civil status: Married
Age: 28
Income level: High
Civil status: Single
Place of residence: London. UK
Income level: Mid High
Languages: English, Spanish
Place of residence: L.A, US
Education background: Finance PHD
Languages: Hungarian, English, Spanish
Job Position: CFO
Education background: Marketing Masters
Job position: Marketing Manager

Interests and activities: Movies, books, hanging out with friends, travel,
Social media
Goals / objectives: Work life balance, Healthier habits, Become CMO
Needs: Time management, Beginners advice for workout, Motivation for
workout.
Interests and activities: Share time with his family and working out
Goals / objectives: Meeting new people and trying new workout activities
Needs: Share experiences with other people
 Workout with your favorite Influencer
Be part of our community from home

Technogym share
3 Strategies Give and get access to new equipment

Home, SWEAT, home (Marketing campaign)

Working out from your safe space
Detailed plan
Workout with your favorite
Influencer
Be part of our community from home
 Key insight:

Influencers can motivate our potential users to start working out using Technogym
equipment.
 Mutually beneficial partnership
+ Influencers build their popularity and gain services
+ Brands gain visibility
+ Increased number of customers interested in buying
Key insight: their products

Bring fitness home and share the wellness with Technogym, where opening your door to
neighbors grants you access to more equipment and makes premium fitness more accessible
for everyone
The chosen influencers will:
+ create content showcasing Technogym equipment in their
workout routines - photos, videos, live workouts
+ have access to exclusive promotions and discounts
+ participate in fitness events with the opportunity to create
real-time content
 Real-time interaction

Adaptability to different fitness levels

Collaborating with fitness
influencers can significantly
contribute to accessibility.
Consistency and motivation

Community building
 What are we looking for in our “fitfluencers”?

Content and follower

Punctuality and
Europe good
base
communication

Weekly posts on a Growing reach,

given topic, bi- engagement and
weekly live conversion
sessions in metrics
rotation 5% discount
United
States
Share your Technogym
equipment
Give and get access to new equipment
 Key insight:

Users would like to share workout experiences and try new equipment in a more accessible
way.
 Equipment

Available hours:

Location:

Equipment:

Feeling alone? Not anymore with

SHARE
 Current users
+ Give more use to your unused machines
+ Create a community
+ Boost motivation and commitment

Key insight:
+ Earn discounts from Technogym towards future
purchases

Bring fitness home and share the wellness with Technogym, where opening your door to
neighbors grants you access to more equipment and makes premium fitness more accessible
for everyone

Potential customers
+ Access to Premium Equipment
+ Try new machines
+ Personal interaction
+ No Long-Term Commitment
+ Get inspiration
 Campaign Channels
App

Emailing
Web page

Social Media
For current users and for the general public
 Chanel Action

App - Bi-weekly pop out notifications to app users to highlight featured equipment available for sharing in
their vicinity
- MyRun treadmill
Monthly fitness challenges that encourage users to try| Technogym Bike |Technogym
different equipment Bench
available for sharing
Technogym Cycle | Technogym Eliptica
Wellness Ball Active Sitting | Unica
Web Page - Landing page specifically for the "Share your Technogym equipment" campaign with information,
sign-up forms, and FAQs.
- Blog Series: Bi-weekly blog articles on the Technogym website with the benefits of equipment sharing,
and workout plans that can be done on shared equipment.
Actions for
2024 Emailing - Monthly Newsletter: Highlighting user stories of shared experiences, providing tips for maximizing
workouts with Technogym equipment, and announces new equipment available for sharing.
- Exclusive Offers every two months: Targeted emails offering exclusive discounts on future purchases
for users who share their equipment with others or who join the sharing community.

Social Media Instagram, Facebook

- Monthly post that spotlights a user who has shared their equipment, including a short testimonial about
their experience and the benefits they’ve enjoyed.
- Monthly post on Wednesday "Wellness Wednesday"announcing the benefits of sharing.
Instagram
- Monthly live session where a Technogym expert answers questions about equipment sharing and the
best practices for hygiene and safety.
Home, SWEAT Home
Marketing campaign
Working out from your safe space
 Key insight:

Gyms have undesirable situations for some users. Working out from home presents a better
option.
More time in the car than working out…

“I don't know how to use the machines and I feel embarrassed”

Not knowing which routine to follow while everybody seems to know

Other users not cleaning the machines after they use it

“I don't feel confident with my body in exercise clothes”

Someone else has loud music or makes disturbing noises

“Smells bad in there”

That annoying man is again trying to talk to you

Someone is using the equipment you want

Home, SWEAT, Home
Workout Forget Home,
like
those SWEAT,
uncomfortable
nobody's looks. Home
watching Workout in your
home

Swipe up
Traffic jam to the gym?

Better workout at home

Home,
SWEAT,
Home
Workout
like
NOBODY´S
WATCHING Home, SWEAT,
Home
Anonymous Better workout at
SWEAT? Home

Not in my
Home GYM
Crowded GYM? Better workout at
Home

Not in my
Home GYM
Out of Home

Social Media

Fitness Magazines
Campaign Channels
 Chanel Action

Out of home - 30 billboards in high-traffic areas in New York, Los Angeles, Chicago, Houston,
MyRun treadmill | Technogym Bike |Technogym Bench
Phoenix, London, Birmingham, Glasgow, Liverpool, Bristol, Manchester, Tokyo,
Yokohama, Osaka, Nagoya, Sapporo, Technogym
FukuokaCycle | Technogym Eliptica
Wellness Ball Active Sitting | Unica

Fitness magazines - During the year:

Actions for - 1000 coupons inserted in magazines that provide 10% of discount on
2024 -
Technogym equipment for readers.
3 articles explaining the benefits of working out from home

Social Media - Weekly video series featuring workouts that can be done using Technogym home
equipment
- Videos and graphic pieces of Home , Sweat Home campaign.
 Customer Journey
Reach Act Convert Engage

S HAR E

Advertising of 3 campaigns
through different channels:
Workout from home
Landing page + email + stores:
Buy equipment for your home
gym
Referral codes and coupons: Technogym 4.0 + live events:
Workout experiences and
Recommendations from community building
influencers and members of
the community to close the
purchase
Control
 Workout with your favorite Influencer

Live Session Attendance Engagement Rate on Number of Machines Sold Revenue Generated from Influencer
Influencer Content Using Influencer Codes Conversion Rate Codes

Share your Technogym equipment

Traffic to Referral Program Landing Page Number of Machines Sold Using Other Users’ Revenue Generated from Users’ Codes
Conversion Rate
Metrics Codes

Home, SWEAT, home

Monitoring (Marketing campaign)

Impression and traffic on Sales of Home Line in Key Countries

Sales of Home Line in Other Countries Impression & Interaction in Brand Awareness
website SSMM

Other metrics

Net Promoter Score (NPS) Among ParticipantsCustomer Acquisition Cost (CAC) via
App Downloads/Registration Average Discount
each Tactic
 KPIs

B2C Revenues Monthly Active Exercise Equipment

Users Market Share
CURRENT

$ 165 M 100K 10%

GOAL

120K 15%
$ 248 M
Conclusions
 Conclusions

Technogym faces a big opportunity in the B2C market. The company has brand positioning and innovation capabilities to strengthen
its position in this area through the Home Line equipment and Technogym 4.0 digital ecosystem

The marketing approach should focus in creating a community as this is a huge motivator for working out. Creating a community
will also have a multiplier effect as this will expand brand awareness beyond equipment and into the Physical activity industry.

Campaigns must target users with messages that connect with the Key Insights presented in the 3 strategies. This intends to show
the users the benefits of working out from home without losing the connection and motivation driven by community.

It is crucial to follow the implementation of the strategies with the metrics presented. Nevertheless, alignment through different areas
of the company should be done with the 3 KPIs in the main dashboard.
 References:
Friedman, D. (May 10, 2023). Most Fitness Influencers Are Doing More Harm Than Good. Available at: https://www.nytimes.com/2023/05/10/well/move/fitness-influencers.html Accessed: 10
January, 2024

La Vanguardia. (2020). El dueño de Technogym explica cómo ha conseguido llevar el gimnasio al salón de casa. Available at:
https://www.lavanguardia.com/magazine/buena-vida/20200331/48176024400/technogym-fitness-gimnasio-cuarentena-diseno.html Accessed: 10 January, 2024

McKeough, T. (January 4, 2022). How to Design a Home Gym That You’ll Actually Use. Available at: https://www.nytimes.com/2022/01/04/realestate/build-a-home-gym.html Accessed: 11
January, 2024

Report Prime (15 September, 2023): Treadmill Machines Market Insights and Forecast to 2030. Available at:
https://www.linkedin.com/pulse/treadmill-machines-market-insights-forecast-2030-reportprime?utm_source=share&utm_medium=member_ios&utm_campaign=share_via Accessed:
12 January, 2024

Shacknakai, D. (August 4, 2023). Forty Years On, Technogym Continues To Pave The Way In Fitness Equipment And Technology. Available at :
https://www.forbes.com/sites/gabbyshacknai/2023/08/04/forty-years-on-technogym-continues-to-pave-the-way-in-fitness-equipment-and-technology/?sh=20f4334761e6 Accessed: 10 January,
2024.

Technogym. (n.d.). Influencer marketing and the hotel industry. Available at: https://www.technogym.com/gb/newsroom/influencer-marketing-hotel-industry/ Accessed: 10 January, 2024.

Techogym. (n.d.). Technogym Corporate. Available at: https://corporate.technogym.com/ Accessed: 9 January, 2024

Technogym (2019): Annual Report. Available at: https://corporate.technogym.com/sites/technogym2016cor/files/annual_report_2019_final_0.pdf Accessed: 12 January, 2024

Technogym (2023): Technogym Financial Results H1 2023. Available at: https://corporate.technogym.com/sites/technogym2016cor/files/analyst_presentation_h1_2023.pdf Accessed: 12
January, 2023