Case Studies (PodFitness)

Background
PodFitness provides downloadable personal training instruction for use during workouts in the club, at home or outdoors.

Program Detail
A staggering 91 percent of the Life Time Fitness audience is online daily and 60 percent use and iPod or MP3 player. PodFitness used an integrated media program relying heavily on Experience Life magazine, in-club television and signage, event sponsorship and online tactics over a six-month period.

Results
More than 51 percent of the Life Time Fitness audience said that they would visit the PodFitness Web site. PodFitness was impressed with the conversion rate of Life Time Fitness members to PodFitness customers. When Life Time Fitness members visited the PodFitness
Web site, they converted at a much higher rate than others.

Source: Questus Research April 2007