Brands & Branding and Private Labels Case Study

Technogym, the Italian Fitness Brand: Tapping Global Markets

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Abstract:
Technogym, an Italian company, was the world's second-largest maker of fitness equipment. Founded in 1983, it designed, manufactured and marketed stylish hi-tech equipment for both commercial and home gymnasiums. It had a strong presence in the US, the world's leading fitness market. A weakening dollar affected the export-oriented firm and it eyed growth opportunities in new, emerging markets such as Dubai, Russia and China. The case examines Technogym's strategy to enter into these markets, where the fitness industry had not evolved to markets such as Europe and the US. It also analyses the opportunities and challenges presented by these markets.

Pedagogical Objectives:

• To understand the dynamics of the global fitness industry.
• To examine Technogym's emergence as a global fitness brand.
• To examine the entry of Technogym into new markets like Dubai, Russia and China.

Keywords :  Technogym, Fitness, Wellness, Kinesis Personal, Excite, FLEXability, Life Fitness, Olympic, Exercise, Technogym Emirates