By 2013, eGym as a B2B business had already grown a considerable size, receiving seed funding to successfully introduce a hardware and software fitness product into the German market. The hardware product was a circuit of high-tech fitness-machines, which increased workout quality and effectiveness. The software product enabled trainers to deliver individualized customer service.
After having focused initially on Germany, Philipp was eager to expand internationally and was seeking to secure additional funding. The product Gym Premium would make use of the eGym fitness-machines and activate additional training methods, as well as personalized workout programs as a subscription on an individual basis. Philipp and his sales force ensured a rapid development of the product and a quick launch, but sales were disappointing. Consequently, Philipp brought in Arthur whose task was to turn eGym Premium into a successful business. Arthur was confronted with a fully functional, completely developed product that employed state-of-the-art scientific findings ensuring the most effective training. What should Arthur do? Should Premium be adapted to match the current customers’ needs? How could Arthur ensure long-term success of this product and turn it into a business unit matching Philipp’s aspirations?

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RSM Case Development Centre

Based on field research; 16 pages.
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Erasmus Research Institute of Management

Milanovic, A., Laker, M., Gupta, S., Hulsink, W., & Sousa, C. (2016). eGym – Make fitness your lifestyle. RSM Case Development Centre. Retrieved from