Case Study – Designing the Ideal Fitness Studio Subscription with MaxDiff
Case Study – Designing the Ideal Fitness Studio Subscription with MaxDiff
The challenge
A startup is launching a new fitness studio with a monthly subscription model. With a wide range of possible services — from personalized coaching to sauna access — the founders need to determine which services should be included in the base subscription and which should be offered as paid add-ons, in order to maximize perceived value while keeping costs sustainable.
The solution
A MaxDiff study tested 12 service options — some included in the subscription and some as paid add-ons — across all potential members and the key young adult segment (18–35). The results reveal which services drive the most preference and should anchor the core offering.
Study impact: By structuring the subscription around the top-ranked included services and positioning premium add-ons strategically, the startup achieved a 25% higher sign-up rate and 92% member satisfaction within the first 6 months.
Startup advantage: This MaxDiff study was conducted before launch among target prospects — enabling data-driven decisions on the service mix from day one, avoiding costly trial-and-error.
ℹ️About the real study behind this case
This case study was derived from a real study conducted by MaxDiffPro. It has been anonymized for confidentiality: the tested options and results shown here do not correspond exactly to reality. The actual study had the following characteristics:
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Country
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Items tested
16
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Respondents
~330
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Timeline
5–7 days
The timeline depends on the complexity of the study and the target audience.
Popularity Ranking of Fitness Services
Bubble Chart – Perception Map
ⓘ Understanding this chartThis chart shows how fitness services relate to each other in members' minds. Bubble size represents overall preference. Items close together are perceived as similar and may substitute each other. Items further apart tend to be complementary.
Bubbles combine preference strength (size) and strategic positioning (x/y) to identify services that are both popular and complementary in the subscription offering.
Product Mix Report – Recommended Service Portfolio
ⓘ How to read this chartThis chart identifies the optimal combination of services. The first item is the most preferred individually. Each additional service is selected because it adds the highest incremental preference when combined with the previous ones. Bars show the incremental contribution of each service, while the line represents the cumulative preference generated by the mix.
Recommended core subscription: Unlimited access, personalized training program, small group classes and express sessions cover the widest range of member preferences with minimal overlap.
Business impact
By building the subscription around data-driven priorities, the startup launched with a compelling offering that resonated with its target audience and drove strong early traction.
Member retention
+25%
Sign-up rate
+30%
Satisfaction score
92%
Run a Similar Study for Your Product
MaxDiff helps teams identify which messages, features, or ideas truly resonate with customers.
Typical study: 15–25 items tested · 150–300 respondents · Results in 3–5 days
