Rewriting the rules of fitness
The fitness landscape changed and customers were no longer satisfied with a one-size-fits-all gym experience.
Prompted by this insight, Fitness First emerged from a global rebranding exercise with a new fitness philosophy and a new brand identity. They needed a global digital presence to match.
We worked together to create a vision for a data-driven connected fitness experience that helps Fitness First members go further in training. Then we set about implementing the first phase of the strategy.
We started by making the Fitness First site mobile-first and fully responsive, working across 200+ devices and screen sizes.
We reconfigured and repositioned tools such as Club Search and Class Finder to be more discoverable, intuitive and to help members get more from their training life. And, we redesigned the homepage to better express the brand’s new position around premium fitness and holistic lifestyles.
Our partnership helped Fitness First reach their ambition of becoming a data-driven, member-led and truly digital gym brand.