We first took a deep dive into understanding the Village Clubs brand by secret shopping each of their locations. We then did an in-depth brand audit that included an analysis of their competitors, both direct and indirect, a website and marketing technical analysis, and member interviews. The interviews give a better understanding of the buyer’s journey and their reason for joining and staying with the Village which helped structure their key personas. Through brand immersion, from the depths of the web to the cafe and cardio room, we understood their members’ motivations and pain points when selecting a high-end health club which allowed the Village to launch successful campaigns that targeted their ideal personas.