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Club Sportif MAA (the MAA) was an iconic fitness club and athletic institution in Montreal and the oldest fitness facility in Canada. In early 2017, the club’s president and general manager faced a changing market and pressure to ensure that the club evolved and remained competitive. Consumer and fitness trends had increasingly fragmented the market in this area, and the MAA membership declined since 2016. The MAA, which traditionally served a fairly exclusive clientele, needed to examine its fitness, health, and social offerings to determine how to meet the evolving needs of a wider and increasingly diverse customer base without sacrificing the character of the brand. The president needed to decide how to preserve the MAA’s upmarket image while expanding its appeal. He needed to determine which market segments to target and how best to communicate the MAA’s offerings to these specific groups.

Club Sportif MAA (the MAA) was an iconic fitness club and athletic institution in Montreal and the oldest fitness facility in Canada. In early 2017, the club's president and general manager faced a changing market and pressure to ensure that the club evolved and remained competitive. Consumer and fitness trends had increasingly fragmented the market in this area, and the MAA membership declined since 2016. The MAA, which traditionally served a fairly exclusive clientele, needed to examine its fitness, health, and social offerings to determine how to meet the evolving needs of a wider and increasingly diverse customer base without sacrificing the character of the brand. The president needed to decide how to preserve the MAA's upmarket image while expanding its appeal. He needed to determine which market segments to target and how best to communicate the MAA's offerings to these specific groups.

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In 2013, Mohamed Hage, founder of the rooftop farming business called Lufa Farms, thought his company had reached a level of maturity where scaling the business model was the next logical step. With two greenhouses already in Canada, he was looking into other locations in the U.S. Though Lufa Farms' advanced cultivation technologies made the company stand out in its sector, the industry was still young and investors were not fully comfortable putting their resources into rooftop farms. This case explores the intricacies of a rooftop farming business, how it built a successful brand, and presents the challenges that might lie ahead for the company as the founder thinks about expansion.