New spaces. New technology. A fresh fitness philosophy. Even an impending tie-up with Team GB. The relaunch campaign for Fitness First presented us with a high-class problem: how do you communicate a lot of different, exciting bits of news in a single-minded way that’ll resonate with potential customers?


To find the answer we focused on a key insight directing Fitness First’s transformation – people simply don’t like the way traditional gyms do things any more. Attitudes, aptitudes and technology have moved on. So isn’t it about time the fitness industry did the same?

With Fitness First’s new brand promise of Go Further guiding the brief, we hit upon ‘Rewriting the Rules of Fitness’ as our big idea for moving Fitness First ahead of the curve once again.

From starting outdoor boot camps to launching fitness-tracking technology based on proven behavioral psychology, Rewriting the Rules was the perfect vehicle for the new Fitness First to communicate all kinds of industry-leading improvements. And as the results quickly revealed, the Great British Public wanted a piece of the action…


The first 19 rebranded Fitness First clubs – around which this print, outdoor and online campaign were targeted – attracted 16,000 new members in 8 months.

These results also represented the first time Fitness First has achieved like-for-like new membership growth for over 5 years.

From a brand perspective, a fresh direction for Fitness First’s marketing communications was also successfully set – one that clearly demonstrates how all the brand elements we redeveloped should work together when applied to advertising.

Campaign development | Tone of voice | Design | Digital, print & outdoor advertising

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