Offer and positioning: sharp instead of blunt
Many people are familiar with the Matterhorn. Why? It isn’t the highest mountain or the biggest. Yet for many, it is the epitome of the mountain. The reason for this is that the Matterhorn has a shape that observers remember forever: a pointed, strongly delineated profile that is unlike all other mountains surrounding it. The fitness market could be compared with a mountainous landscape. There are monoliths, hills, mountains, massifs and chains – in other words, more or less striking small companies, medium-sized companies, large enterprises and chains. Which are you familiar with? The large and the outstanding ones. The more focused the offer, the more striking the summit. "Kieser specialises in health-focused strength training on machines and offers a scientifically proven impact based on physiological criteria. Our positioning between fitness and medicine makes us unique on the market."
Michael Antonopoulos, CEO and co-owner of Kieser