EssenInternational
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A journey of aggressive growth

21
million visitors in 2014

$300M+
revenues in 2014

“Essen International was an essential partner in SATS’s successful brand transformation journey in terms of insights and strategies as well as qualitative hands-on deliveries ranging from identity to physical interiors”

Eva Lundström
Group Marketing Manager

The problem

SATS entered the Scandinavian market in 1995 trying to claim a market share among previous national market leaders and local alternatives focusing on the not always so healthy concept of body-building. Having designed the previous Swedish market leader Friskis & Svettis in the late 1980s, we knew that the market was ready for something new; something aligned with the needs and wishes emanating from a new generation wanting to live their lives in a more healthy way. We saw the opening for a new progressive Scandinavian premium brand within the areas of health and fitness.

Our ambition

Our ambition was to redesign SATS to allow for a premium offer while still maintaining a broad market appeal – in three countries. To create a never before seen unisex experience with the best classes, trainers, venues and partners – brought in from around the world. We wanted to fuel SATS’s journey of aggressive growth with enthused customers during a period of increased pricing and, as a result, margins.

Our process

We helped SATS to define the core of their brand, to communicate it with a new identity, new product brands and a new retail concept. We partnered on implementation in three countries by designing employer branding, communication collateral, uniforms, furniture and a brand portal with a corresponding brand management program. And last but not least by partnering for 5 years of daily opportunities and obstacles.

The result

The result has trumped our initial ambition which is a rare thing to say. With the merger of Elixia, SATS today has over 160 venues throughout Scandinavia with more than 8 000 employees and is one of the largest fitness companies in Europe.