Loop is a Danish fitness chain focused on circuit training with a low entry barrier. But that wasn’t always the case. In its early years, the chain aimed for a more elite look – mirrors on the walls included. Many felt intimidated. According to CEO Brian Schneider, everything changed when the mirrors came down.
Instead of highlighting performance and body image, the space became more inclusive. The result? Everyday Danes felt welcome – and membership numbers grew significantly.
So…:
What can you do that goes against the norm and mainstream perception – and attracts new customer types?
Source:
Picture: