Background

GoFit.net creates fitness products that can change lives. The company targets consumers at every athletic performance level – from novice to expert – with a wide variety of exercise gear as well as instructional videos and books that focus on core fitness development and sports performance.

GoFit’s Kettlebells are its most popular product. The dynamic training tool provides an intense workout in half the usual time while producing twice the results. Kettlebells come in sizes between 10 and 45 pounds, and are popular not only among athletes but with celebrities as well. The product has even been featured on the popular E! cable channel.

Renowned fitness expert and GoFit partner, Sarah Lurie, had seen recent success in working with San Diego-based Groovy Like a Movie, a full service, multi-media production company, on creating instructional DVDs – reaching number one on Amazon.com and selling 65,000 copies within the first six months. She felt that a similar project could help solve an ongoing issue for the GoFit product lines. Lurie and the company were continuously flooded with questions by customers on how best to use the equipment sold in stores. Moreover, not only could professionally-produced DVDs help increase customer satisfaction for the GoFit products, but could also support the company’s desire to stand out among fitness leaders.  

Solution

GoFit contracted Groovy to make “Athletes Performance” and “Sports Performance” DVDs. The production firm was responsible for all facets, including storyboarding, script writing, shooting, post production and delivery. Lurie and other fitness gurus were responsible for describing the exercises and routines they wanted filmed to Groovy’s staff.  

From there, Groovy began the creative writing process, and devised scripts that could be displayed on a teleprompter should the individual performing the exercise need assistance. The goal of each DVD was to convey an understanding of how to use GoFit’s equipment properly to ensure maximum results and decrease the chance of injury.

To date, Groovy has produced three workout videos for the GoFit Kettlebell line, with each edition varying between 20 to 45 minutes in length to assist customers of all levels of fitness experience. The DVDs are included in the product packaging as well as available for separate purchase.

“The gym certainly isn’t for everyone and some individuals require one-on-one instruction. When contemplating strategies to meet the spectrum of client needs, Groovy was able to provide us with a creative way to package our products and engage individuals at all levels,” said Richard Davis, president of GoFit.net. 
 

Results

GoFit’s Kettlebells DVDs have received phenomenal rankings on Amazon.com in terms of sales:

• GoFit Kettlebells DVD Volume 1 - ranked 3^rd in Kettlebells and 17^th in weights.
• GoFit Kettlebells DVD Volume 2 - ranked 2^nd in Kettlebells and 11^th in weights.
• GoFit Kettlebells DVD Volume 3 - ranked 4^th in Kettlebells and 18^th in weights.

GoFit has also seen a significant drop in customer inquiries on how to best use the products to achieve desired results, and has contracted Groovy to make additional DVDs for other product lines, including Stability Pods, Gravity Bar and their Suspension Gym workout system.  

“Groovy exceeded our expectations. The idea of packaging fitness DVDs into our products was primarily based around helping our customers learn how to use the equipment while also differentiating ourselves from our competition. We want to be viewed as the premium brand, and this was a good way to do that,” said Davis. “Not only did they surpass our goals in this matter, but they in fact created another popular product line for us. That’s why we’re moving forward with Groovy to develop additional DVDs.” 

About Groovy Like A Movie

San Diego-based Groovy Like A Movie is a full service, multi-media production company catering to corporations, government and advertising agencies in Southern California. The company mission is to inspire people to think, feel, and do. Groovy Like a Movie is a past winner of the Better Business Bureau’s TORCH award for ethics, has been verified "green" by the county of San Diego, and is also on the most current San Diego Business Journal 100 Fastest Privately-Held Companies list. For more information, visit www.groovylikeamovie.com.  

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© 2009 by Groovy Like A Movie, Inc.  All rights reserved.

Case Study: Groovy Like A Movie increases ridership for MTS with “Dump the Pump” video  

Background

The San Diego Metropolitan Transit System provides bus and rail services directly or by contract with public or private operators. The system covers 570 square miles of the urbanized areas of San Diego County as well as the rural parts of East County, and serves approximately 86 million passengers annually. 

Each year, MTS participates in the National Dump the Pump Day to emphasize the various environmental and financial benefits of public transit. The annual campaign aims to encourage residents to forgo their vehicles and make use of public transportation. As a result of their print and billboard marketing campaigns in 2007, the agency noticed a more than four percent rise in trolley and bus ridership. This year, MTS began searching for ways to reach a broader audience to boost ridership even more. In an effort to reach that goal, the agency teamed with Groovy Like a Movie to create a 30-second “Dump the Pump” video for commercial airing. 

“We wanted to take advantage of the recent sudden rise in gasoline prices and speak to a larger percentage of San Diegans about using our mass transit services,” explained Rob Schupp, Director of Marketing and Communications for MTS. “Groovy Like A Movie brainstormed several concepts for a television advertisement that would not only hit home and catch viewers’ attention, but provide some comic relief as well.”  

Solution – Groovy Like A Movie

Groovy Like A Movie’s team devised a fun and humorous commercial in where a middle-aged man declares his apparent long-standing love affair with a gas pump during dinner at a restaurant; akin to a boyfriend-girlfriend break up. After researching numerous prospective locations in downtown San Diego to shoot the commercial, Groovy felt Dussini’s Mediterranean Grill would provide an ideal atmosphere to accompany the script.  

Timing being of the essence, the project was put on an accelerated schedule. Groovy was responsible for all aspects of the commercial from start to finish, including developing storyboards, writing scripts, casting an actor and selecting 1950-style music for the background. Because of the tight timeline, Groovy worked quickly to ensure the appropriate shots were taken and could be cut together.  

“I was thoroughly impressed with the manner in which Groovy worked on this project. Given the amount of time spent on the commercial, they were very ambitious and their staff worked diligently to ensure a professional end product,” said Schupp.  

Results – Increased ridership

Creating a commercial to increase MTS’ ridership could not have come at a better time with fuel prices soaring. When the video first aired, gas prices averaged $4.53 per gallon, and the amusing commercial reminded viewers that less expensive, alternative modes of transportation were readily available The positive impacts of MTS’ “Dump the Pump” video became visibly noticeable.  

A month after the commercial began airing on cable outlets including CNN, the Comedy Channel and local NBC affiliate that sponsors its Gasoline Price Watch segment, ridership was up more than 15 percent. Shell-branded gas stations included the commercial on their “pump-top” televisions to increase awareness. MTS also made the video available on YouTube. The advertisement generated many positive comments from the public, and was a contributing factor to the agency’s record-setting month. 

“Groovy Like A Movie created several concepts for us and provided an exceptional value in producing our advertisement. Cable television advertising allows you to reach a very specific audience, and Groovy couldn’t have done a better job in helping us reach our goals.” said Schupp. “Moreover, I was impressed by their energy, creative ideas, responsiveness, flexibility and ability to produce an outstanding product.” 

About Groovy Like A Movie

San Diego-based Groovy Like A Movie is a full service, multi-media production company catering to corporations, government and advertising agencies in Southern California. The company mission is to inspire people to think, feel, and do. Groovy Like a Movie is a past winner of the Better Business Bureau’s TORCH award for ethics, has been verified "green" by the county of San Diego, and is also on the most current San Diego Business Journal 100 Fastest Privately-Held Companies list. For more information, visit www.groovylikeamovie.com.