Maintaining relevant positioning in a highly competitive leisure market

CSSC is a British not-for-profit civil servants membership organisation with over 160,000 members. The organisation helps public sector employees lead healthy and active lifestyles. The challenge for the nearly 100-year-old organisation is to maintain a relevant offering and positioning in the highly competitive sports and leisure market. CSSC wanted to understand the shifting customer needs and trends, and turn these insights into strategic and tactical action points for different teams across the organisation.


We set up a Leanlab customer community programme, connecting over 200 CSSC members with CSSC marketing, product and membership development teams. Through an active 2-week community facilitation period with discussions, diaries, photo galleries and surveys, we helped CSSC uncover new insights about their users, as well as to ideate and validate different propositions directly with their members.

To turn insights into action, we facilitated a 2-day sprint with key stakeholders from the CSSC organisation, to develop a 3-year roadmap of actions that will help CSSC achieve its new updated vision.

The Leanlab approach is intensely customer-focused and future-looking, forcing us to think about our business from our customers' perspective, and about the main trends impacting our industry. The Leanlab community received a high participation from our members and equally, the 2-day workshop with our staff was highly critical to accumulate shared customer knowledge and get everyone's commitment on the key topics. The programme really brought clarity to our roadmap and is helping us to future-proof our business.
Mark Harris, CSSC Sports and Leisure Commercial Director

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