Opening a gym in today’s competitive fitness industry requires more than quality equipment and experienced coaches. For Lars, founder of Mana in Eindhoven, the goal was never simply to create another place to train. He wanted to build a premium wellbeing destination that combined fitness, hospitality, and community into one seamless experience.
Working with Fitness Marketing Agency, Lars developed a pre-launch strategy that reflected Mana’s unique identity and attracted members before the doors even opened. By focusing on brand, experience, and long-term positioning rather than short-term promotions, Mana quickly reached full capacity and established itself as one of the city’s most distinctive fitness destinations.
The journey wasn’t without its challenges, but it demonstrates how a clear vision, thoughtful branding and strategic marketing can create lasting momentum from day one.
The Challenge
Launching a new gym is always a significant investment, but Lars chose to take an even bigger leap.
Rather than opening a conventional fitness facility, he transformed one of Eindhoven’s most iconic landmark buildings into a premium wellbeing destination. The project involved navigating months of planning approvals, making a substantial financial investment, and convincing the market that Mana was more than just another gym.
As Lars explained:
“I knew there had to be something special. Nowadays, if you want to be seen in the market, you have to do something special.”
Instead of competing on price or promotions, Lars wanted every aspect of the business to reflect a premium experience. From the location and interior design to the customer journey and hospitality, every decision was made with intention.
He also understood that building a recognisable brand would take time
“It will take a lot of time—five, six years, maybe longer—until people think, ‘Hey, I get it now.’ Are you willing to wait that off?”
The Strategy
Before opening its doors, Mana focused on building a brand rather than simply launching a gym.
Drawing on his background in brand design, Lars believed that people should immediately feel what Mana represented without needing it explained.
“Without telling anything, people have to feel the standards when they come in here.”
Rather than relying on traditional gym marketing centred around weight loss or fitness transformations, the strategy positioned Mana as a premium lifestyle brand built around wellbeing, community and exceptional experiences.
Every touchpoint reinforced that positioning. The landmark location, carefully considered interior, branded equipment, hospitality-first culture and calm environment all worked together to create a memorable experience that members wanted to be part of.
The pre-launch campaign reflected this same philosophy, generating interest before opening without relying on discounts or aggressive sales tactics. Instead, it focused on attracting people who connected with the vision behind the brand.
As the podcast host observed:
“We had all this success without talking about weight loss or toning up. We sold a way of life rather than an end result.”
Lars also believed that protecting the brand meant being selective about what was included.
“The amount of times we’re saying no to things is way more important than getting more things in.”
That discipline ensured every decision strengthened the overall member experience.
The Results
Mana’s launch demonstrated the impact of combining a distinctive brand with a carefully executed pre-launch strategy.
The gym opened with strong demand and quickly reached full capacity, validating the vision that Lars had spent years developing. Rather than competing as another traditional fitness facility, Mana established itself as a premium wellbeing destination where members wanted to spend time, not simply complete a workout.
The unique experience also reduced the need to rely heavily on ongoing marketing, with the brand itself becoming one of the business’s strongest marketing assets.
Reflecting on the journey, Lars explained why he believed investing in a premium concept was actually the lower-risk option.
“If I started a gym for €500,000 somewhere else without this location, I would mark that as a bigger risk than this.”
The podcast host summed up the outcome perfectly:
“When you build an experience like this, marketing is so much easier. You spend less on marketing, you have less activity, and it all just comes towards you.”
Today, Mana stands as an example of how a clear vision, unwavering attention to detail and a commitment to delivering an exceptional member experience can create a business that stands out in a competitive market.
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