Assess Brand Health and Member Experience

W5 partnered with a leading active lifestyle company to evaluate brand health, understand member experiences, and track lapsed-member behaviors across its West Coast markets.

The multi-phase research program provided a clear read on market awareness, member and prospect perceptions, and engagement to guide growth and marketing efforts.

APPROACH

W5 first conducted a brand health survey across key West Coast markets to measure awareness, familiarity, image, value perceptions, and competitive context among current and prospective members.

To add depth, W5 conducted virtual in-depth interviews with current and lapsed members and fielded quarterly lapsed-member surveys. These qualitative and tracking components explored member expectations, perceived value, and cancellation drivers while maintaining an ongoing read on membership dynamics.

RESULTS

The research delivered clear benchmarks showing how well the brand is known, how it compares in local markets, and where opportunities exist to strengthen visibility and relevance. It also clarified how perceptions of offerings, facilities, and experience shape engagement across members and prospects.

Qualitative interviews and quarterly lapsed tracking provided added insight into satisfaction drivers, perceived value, and evolving expectations around pricing, service, and amenities. Together, these findings support refinements to client communication, membership strategy, and overall experience delivery.