SITUATION
Atlantic Coast Athletic Clubs are privately owned and operated lifestyle-based fitness and wellness centers. ACAC offers comprehensive services, programs, classes and equipment to appeal to today’s consumer. ACAC wanted to increase membership in December, a month when people are busy and focused on multiple tasks and agendas—holiday preparation, holiday parties, etc. This means less time, less disposable income and less interest
in fitness centers.

CHALLENGE
Develop a marketing strategy to overcome the reduced interest in fitness during the month of December, in order to meet the annual membership goal of adding 150 new members.

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