Over-reliant on price and struggling with a devalued core offer, Fitness First’s brief was clear and ambitious. Redefine a tired and undifferentiated category, drive reappraisal with a valuably different branded proposition and return the business to profit.


We recommended 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, we transformed the brand identity. Redesigning every element, we benchmarked our work against apparel brands to create something consumers would be proud to be associated with and that made a statement about them and the way they lived their lives.


New joiner rates rose by 10% year-on-year in the first six months after re-launch, with like-for-life sales 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.

We’ve also noticed that The Clearing is now a fitter, healthier place.

10% increase in new joiner rates

Retention rates have increased 5%

15% rise in international sales

Brand strategy | Brand positioning | Brand architecture | Proposition development | Brand identity | Tone of voice | Brand environment | Internal engagement | Campaign development

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