Kenrick Briffa (left) and Flavio Garuti (right), both of Technogym
In a competitive fitness market, the Italian company Technogym is rapidly expanding its global footprint with its unique Total Wellness Solution approach. They launched Technogym Forever in 2016, in collaboration with DLL, which embraces Life Cycle Asset Management as a key to a total wellness future.
Technogym is an ambitious player in an ambitious market. For starters, the Cesena-based company views fitness as only one component of the much larger wellness industry. Secondly, leading a contingent of local government agencies, restaurants and industries, the company rebranded its home region as Wellness Valley. Thirdly, with operations in 18 countries across three continents and a portfolio surpassing €100 million, Technogym is one of DLL’s most global partners.
“Our competition focuses purely on fitness, but we are much more than that. We are all about movement, nutrition and positive mental approach,” says Kenrick Briffa, Technogym’s Services Director. “Hardware, software, biometrics, technology, specific programs – all our solutions actively support and promote our wellness philosophy.”
Technogym envisions a significant growth of sales in the next 2-3 years. To achieve this, however, requires a strategic shift away from new sales alone and towards equipment replacement driven by a specific solution selling approach. For this reason the company recently launched Technogym Forever in close collaboration with its financial solutions partner DLL. As the name suggests, the program focuses on Life Cycle Asset Management and retaining customers for life.