Zyn22 Competitive Analysis
Prior to determining a digital strategy for fitness studio Zyn22, I wanted to look at other fitness studios that could be seen as competition to Zyn22. We looked at the competition to see where we wanted to move Zyn22 on a perceptual map to help the company stand out amongst its competition. Zyn22 has multiple competitors, specifically in the DFW area, as well as nationwide. Each of its competitors offer classes and class packages at fairly similar price points and its direct cycle studio competitors have a similar social media presence. I analyzed the competition in terms of customer diversity as well as workout intensity. The fitness studios that focus on barre classes have workouts that are more
calm, whereas studios focused more on cardio have more intense workouts. Pure Barre, Smart Barre, and D Method are geared more towards women, while Orange Theory and 9 Rounds tend to have a more diverse customer base, specifically because they are more focused on interval training. Spin studios fall somewhere in the middle in terms of customer diversity and workout intensity. CycleBar is more of a competitive and intense workout than SoulCycle and Zyn22. We want to get Zyn22 up by 9 rounds in terms of customer diversity, while offering a workout that is challenging, yet more relaxed than the traditional cycle studio. Ultimately this analysis provided my team with important knowledge to develop a digital strategy to connect with consumers from the beginning to the end of their customer journey.