Engagement Highlights

– ABC Fitness partnered with Winalytics to strengthen demand in SMB and mid-market gym segments.

– The team refined value propositions, buyer maps, and customer stories by segment.

– Messaging became more relevant, relatable, and usable in sales conversations.

The Opportunity

ABC Fitness needed to accelerate growth beyond enterprise fitness chains and increase demand from smaller gyms with different priorities, buying processes, and expectations. Its existing messaging worked for large accounts but did not connect with SMB and mid-market buyers.

Although ABC Fitness had strong traction with large national chains, growth in smaller segments lagged. Most content focused on enterprise proof points and bottom-of-funnel assets, while SMB gyms needed simple, relatable value stories tied to member acquisition and revenue management. Mid-market buyers required messaging that reflected broader stakeholder involvement and operational consistency across multiple locations. Without segment-specific positioning, smaller prospects did not see ABC Fitness as a fit.

The Solution

ABC Fitness built a segment-specific messaging and content approach for growth.

– Interviewed 15 customers to uncover segment priorities and decision patterns.

– Revised value propositions, personas, and buying maps by segment.

– Expanded content with blogs, infographics, checklists, testimonials, and customer stories.

– Aligned Marketing and Sales through recurring voice and strategy sessions.

The Results

– 18% growth helped ABC Fitness reach its aggressive revenue goal.

– 105% of SMB target achieved through improved positioning and personalized content.

– 37% SQL-to-close rate reached in the mid-market segment.