Dan Ali — Chief Marketing Officer, Amped Fitness
Published:
Price never stopped mattering. We just realized it shouldn’t be the most interesting thing about us. ‘High-value, low-price’ tells you the economics. It doesn’t tell you why someone would be excited to walk through the door… What we gave up was some immediate simplicity. Price is easy to communicate. Experience takes more storytelling.
What does Dan Ali say on The Agile Brand?
Dan Ali, Chief Marketing Officer, Amped Fitness, says: Dan Ali, CMO of Amped Fitness, discusses the company’s strategic shift from leading with low price to emphasizing immersive brand experience, arguing that price should follow experience rather than define it. He explains how Amped measures whether themed rooms and creator programs are working, warns against treating creators as a media channel, and offers simple behavioral tests and kill criteria to judge experience investments.
From: The Agile Brand
Cite as: Dan Ali. (2026). On The Agile Brand. Retrieved from https://research.agilebrandguide.com/insights/dan-ali-price-never-stopped-mattering-we-just-realized-it-shouldnt