Fitness First launches brand transformation with Jane Fonda via MercerBell and Ogilvy PR Health

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FitnessFirst-Advert.jpgToday Fitness First Australia will unveil its new brand – a transformation of its fitness philosophy, customer service, and clubs, to deliver a better fitness experience for its members via MercerBell and Ogilvy PR Health.

Two-time Academy Award winner and fitness guru, Jane Fonda, who is an inspirational role model for both fitness and change, is set to unveil the new brand today at an exclusive event at the Fitness First Market Street club.

The new branding, being introduced globally, will see Fitness First replace its familiar blue logo with a new, vibrant red ‘F’ logo, symbolising, passion, energy and strength. Fitness First’s new philosophy to help members ‘go further’ is more than just a new logo, it’s a 360-degree approach to change, across all aspects of the organisation, from the inside out.

Fitness First marketing director, Anthony McDonough, said that the re-brand was imperative as Fitness First had lost its way – it had become a business focussed on price and location, rather than on its members and service, but all of that is changing.

Says McDonough: “While the rest of the industry is busy building soulless boxes (gyms) full of equipment, we are creating fluid workout spaces designed for members to interact with other members and staff.

“We had a choice to continue doing what everyone else was doing, or we could go back to what made Fitness First successful when they first launched over 20 years ago, which was motivating members to achieve their fitness aspirations and go further, not only in fitness but also in life.

FitnessFirst-web-1.jpg“Over the past 18-months, we have been listening to our members and are excited to be introducing a number of industry firsts to demonstrate that we too, can change for the best and lead by example. Today is just the beginning of a complete transformation, as we redefine the fitness experience for our members FitnessFirst-web-2.jpgand the fitness industry.”

Fitness First has invested more than $20m in the past 12 months, and will continue the transformation by doubling that investment during 2014 to $40m across capital expenditure, staff trainingFF-Changeforthebest-1.jpg and innovative new products. Five Fitness First clubs across Sydney (The Zone, Market St, Kings Cross, Darlinghurst, Bondi Junction Platinum) will be first to showcase the new brand.

Says McDonough: “A financial investment is just one part of our commitment to making changes for the best across Fitness First.

“We are also investing in our people so we can raise the bar on customer service, ensuring that we have a team that offers both exceptional service and fitness expertise. We know that machines don’t motivate people – people motivate people, so we are making a significant investment in developing and training our team to ensure they can help our members to go further. We are also working to link what our members do outside of the club, with what we offer inside the club, especially with the growth of mass participation sports events, such as triathlon.”

Beyond the initial club roll-out, Fitness First will showcase the new brand as part of its upcoming sponsorship of thefitness_first_logo_signage.jpg Sydney Gay & Lesbian Mardi Gras and the Fitness First Corporate Triathlon National Series.

Says McDonough: “Part of our new brand philosophy is all about helping our members and staff to go further – both in and out of the gym. That’s why being involved in these important community and sporting events is crucial for the new Fitness First.”

At the launch event, Fitness First will announce unbeatable flexibility as part of the new brand.

Says McDonough: “We know that our members join for a reason, a season or a lifetime. We want to be able to increase the flexibility of memberships. We know we have a reputation for locking people into contracts. We want to change that. As of today we are excited to launch Pay As You Go, removing the necessity for a contract and allowing members to pre-purchase a number of visits, providing them the flexibility to use their membership as and when it suits them.

“In addition, we’re introducing a revolutionary first to the fitness industry – our Fitness Guarantee. For any member who uses their membership on average three times or more per week, they can cancel their membership – even within contract – at any time, without notice. This is our way of saying to members that if they commit to their fitness, we’ll honour their efforts with the ultimate in flexibility.

As part of the new brand, Fitness First will also roll out a raft of new fitness initiatives and innovations, including:

  • New fitness innovations: new training programs built around the principles of Dynamic Movement Training (DMT), a faster, more effective training philosophy that works every part of the body through three dimensions
  • Custom Bio Age: a new scientifically designed fitness test that measures your biological versus actual age and acts as a motivation and behaviour change tool
  • Custom Fit: a unique fitness program for every member that scientifically assesses members’ ‘training personality’ and goals in order to establish a personalised program from a range of over 350,000 programs
  • Fitness App & iPoint: new motivational technology enabling members to track progress daily, get feedback and connect socially as a fitness community

Says McDonough: “No other gym chain in Australia has gone to this length to support its members’ fitness needs. From the physical transformation of our clubs to our bold new identity, we are making a number of significant changes to help our members to take their health and fitness further. To be the best, to be a leader, you can’t stand still, you need to embrace change and keep challenging the status quo, and this is what we are doing at Fitness First.”

The launch of the new Fitness First brand and product offerings is a pivotal point in Fitness First’s journey and the biggest change the company has undergone in its history of operation in Australia.