Celebrity Fitness

From rivals to teammates

The fitness industry in Asia is as overcrowded as a PureGym in January. But two brands stand out like the superstar PTs amongst the Christmas bingers; Fitness First Asia and Celebrity Fitness. So when these big-time rivals merged to join the same team, they needed a portfolio strategy that would give each a clear space to own in the category. A strategy that would allow them to work together to grow the fitness industry across the region.

What makes this celebrity stand out from the crowd?

The new Celebrity Fitness brand is designed to reflect its audience. Highly social, social media savvy and hot on pop culture, this is a group of people who want to be seen and are most empowered when they’re together. Fitness is an important part of their life because it grows a confidence within themselves; they get fit to feel fierce and fabulous.

Creating a vibe to start a tribe

This brand helps people to look and feel sensational. It rebels against ordinary workouts. It’s created to challenge convention. It’s bold, unapologetic and a little bit cheeky. It’s at home on Instagram. It makes getting fit fun. It’s like no gym you’ll find in the UK. In fact, it’s like not gym you’ve ever seen before.

Fit, fierce and getting results

Within the first year, this new brand grew the CF member tribe by 26%. The new distinction between Celebrity Fitness and Fitness First encouraged 10,000 Fitness First members to upgrade to ‘dual club membership’. Both clubs are continuing to help people get fitter so they can feel better within themselves and achieve more in life.

This brand also received a Highly Commended award at the 2019 Brand Impact awards.