Swim University was used to innovating new online marketing approaches in the pool and hot tub industry, but had never marketed anything quite like this exercise program made for use in backyard hot tubs. Videography and industry contacts were not issues, but direct-to-consumers sales would be the challenge in the crowed fitness marketplace.
We went from pen to Zen by researching home fitness, hot water therapy, and hot yoga markets first, then settling on main user benefits and a long term view of an umbrella communications plan. Hot Tub Fitness Club was born, to allow for future DVDs and other instructors. This sales page and intro video for the first DVD was up in about two weeks! Owner Matt Giovanisci has much potential to look forward to.