Familiar, safe, and traditional – like the entire market

Forever has a long history in the Finnish fitness market; thus, it is seen as a familiar and safe operator. Although Forever is well-known, it doesn’t stand out strongly enough in the market. The entire market is seen as somewhat bland, and no single player stands out as a significant innovator. For this reason, the importance of price as a selection criterion is overly emphasized.

A bolder, target-group-focused profile

One key objective of the strategy work was to find ways to create a bolder target-group profile. It is just as important to decide what the company does not want to be as it is to set future goals. Based on consumer and market insights, clear target group profiles, a positioning strategy, strategic focus areas, and guidelines for implementing the strategy were built. The journey towards a more distinctive and recognizable Forever Pihlajalinna chain begins immediately.