Assignment 2- Crash Course in Creativity, Professor Tina Seelig, Stanford University

1. Assignment #2, Are You Paying Attention?
INSIGHTS and HIDDEN OPPORTUNITIES
by Mark Kooyman
IMPORTANT NOTE:
Photos were taken on an away weekend game day so fewer people were
working out and there was much less than average traffic. (An opportunity
missed to bring in new clients!)

2. Outside Signage
Does a poor job of representing the club.
The Omni Club is the Official Health &
Fitness Club of the UGA Athletic
Association and the outdoor signage does
not do a good job to reflect that.
The Smoothie King is more recognizable
than the club itself, and the Smoothie King
occupies only a small fraction of space
inside the club!

3. Exterior
Does a poor job of representing the club.
As most fitness clubs are retro-fitted
shopping center space as this is, the
exterior facia should be painted in black
and red with their logo to provide the UGA
resemblance.

4. Outside Entry
It’s not until you approach the entry that
you get the sense this is an athletic club.
Also note how they have incorporated the
Smoothie King inside to help re-fuel your
body after workouts.

5. Environment Inside:
High ceilings, lots of floor space filled with equipment for all types.
This could be intimidating to a newcomer, novice, or someone wanting to
begin a workout routine. Signage above the areas to help identify the
equipment types would be helpful to all. (except the more advanced of course!)

6. Client Engagement
QR Coded stickers for entering contests attempt to lure you to scan the
code to find out more and let you know they have a Facebook page and
Twitter profile. While a good attempt, an addition with the url would have
been more helpful for someone to remember. Most people would
probably see this once and ignore it.

7. Client Engagement
Each machine offers its own tv with a
variety of cable channels to watch while
exercising.

8. Cleanliness:
The club does a great job at emphasizing
cleanliness and sanitary while encouraging
exercise. There are many wipe stations
throughout the facility to wipe down
machines before/after use.

9. Client Assistance / Aides
In additional to a meal planning center,
monitors playing workout snippets, there
are color-coded labels attached to each
workout device to identify the muscle
groups the machine works.

10. Towels
The Omni West provides clients free hand
towels to use while exercising. This is a
missed opportunity for branding or 3rd party
advertising. The provided towels are
generic white towels; a blank canvas for a
marketing opportunity.

11. Merchandising
The Omini should be taking advantage with
their marketing affiliation with UGA Athletes
and merchandise clothing and other
workout gear.

12. Client Assistance / Aides
Although personal trainers are available
and part of their business model, each
member should be given a few basic
routines in a booklet form for guidance and
inspiration…which may lead to a personal
trainer.

13. Club Atmosphere
Locker room with a few club amenities to relax
after a good workout.