FITNESS FIRST
Building a brand from scratch

Commenced work for this business from the start when it had only a single fitness club near Bournemouth in 1994, responsible for communications up to its flotation in 1996 and thereafter.

At flotation, the concept of providing the best gym equipment and high quality facilities for a truly affordable price was greeted with scepticism and was treated with some scepticism.

By keeping the offer simple and consistent, by communicating it to all relevant audiences in the same manner and through maintaining very close attention to the customer’s needs, Fitness First has grown rapidly into Europe’s largest health club operator with over 200 clubs now open. The key to success was in developing a brand that is relevant, simple to understand and affordable.