Fitness First



Fitness First


Fitness First




Product Category:

Entertainment / Culture / Leisure

OOH Format:



United Kingdom


Redefine a tired category and return the business to profit. Rebuild Fitness First into a radical, technology-rich brand to motivate people to get more from life.
Over-reliant on price and struggling with a devalued core offer, Fitness First’s brief was clear and ambitious.

Target Group:

People going to the gym on a regular basis.

Strategy and Media Used:

Recommended that Fitness First occupy a premium position within the mass market, and justify its increased price point with a richer, more motivating experience. Blending innovative technology with a newly-trained fitness team we developed a series of branded product and service icons that were delivered online as well as on the gym floor.

In contrast to competitors, we stopped talking about fitness goals and focused on members’ aspirations in life – and trained frontline staff to do the same. For existing as well as potential members it was tangible proof that Fitness First was ‘re-writing the rules of fitness’.

To signal this wholesale change, out-of-home including DOOH, Subway Platform print, digital and social media were used to promote the changes and new look of Fitness First.


New memberships increased by 10% year-over year in the first six months after re-launch, with revenue up 10-15% across all international markets.

The first 19 rebranded clubs attracted 16,000 new members in 8 months with the rate of rebranding the rest of the estate increased by 55% as a result.

Retention rates increased 5%, with a 15% rise in international sales.