Topic: The Fitness First Rebrand : Cracking the Code on Retention - Identifying human behaviours to redesign member experience - How to support and enhance the development of member habit in the search of cracking the code on retention - Discoveries and insight provided throughout the rebrand journey - Challenges faced by Fitness First and the Leisure industry as a whole

1. David Langridge
Marketing within the Leisure Sector

2. © Fitness First 2014
CUSTOMFIT & BIOAGE
THE MASTERPLAN
2nd
October 2014

3. © Fitness First 2014
CONTEXT
Who are FF and where are we on the
rebrand ?

4. © Fitness First 2014
© Fitness First 2015
Page 4
INITIAL INSIGHTS: PRE REBRAND

5. © Fitness First 2014
CATEGORY: DEVOID OF BRANDS
SAME KIT, DIFFERENT
COLOURED BOX

6. © Fitness First 2014
© Fitness First 2015
RATIONAL PURCHASING DECISION
CONSIDERATIONS WHEN JOINING A GYM IN THE FUTURE:

7. © Fitness First 2014
© Fitness First 2015
Page 7
CREATING A HABIT

8. © Fitness First 2014
© Fitness First 2015
Page 8
CREATING A HABIT

9. © Fitness First 2014
© Fitness First 2015
Page 9
THE REBRAND BRIEF

10. © Fitness First 2014
RESEARCH AND TESTING

11. © Fitness First 2014
© Fitness First 2015
Page 11
FULFILLING HUMAN NEEDS

12. © Fitness First 2014
CRACKING THE CODE

13. © Fitness First 2014
Our Choice
PROVIDE ACCESS
TO EQUIPMENT
or
HELP PEOPLE TO
GO FURTHER
IN LIFE

14. © Fitness First 2014

15. © Fitness First 2014

16. © Fitness First 2014

17. © Fitness First 2014

18. © Fitness First 2014

19. © Fitness First 2014

20. © Fitness First 2014

21. © Fitness First 2014
© Fitness First 2015
OUR FITNESS EXPERIENCE NEEDS TO MATCH THE
FITNESS EXPERIENCE OF OUR MEMBER
MY CURRENT
FITNESS EXPERIENCE
My fitness places Digital services layer
Personal hardware
MY CURRENT
FITNESS FIRST EXPERIENCE
‘I go to Fitness First
once a week’
‘And they bill me
X monthly’
‘I go to Fitness First
Once a week’
‘I run to work sometimes,
Play netball on Thursday
and run round the park
at the weekend’
‘I have a Fitbit’
‘I use Withings’

22. © Fitness First 2014
© Fitness First 2015
Page 22
INTRODUCING

23. © Fitness First 2014
© Fitness First 2015
Page 23
BRAND SIGNATURES

24. © Fitness First 2014
OUR USP

25. © Fitness First 2014
PHASE 1: PILOT RECRUITMENT MATERIALS

26. Page 26© Fitness First 2015

27. Page 27© Fitness First 2015

28. © Fitness First 2014
THE
FUTURE

29. © Fitness First 2014

30. © Fitness First 2014

31. © Fitness First 2014
PLAY BRAND VIDEO OUT ?

32. © Fitness First 2014

33. © Fitness First 2014

34. Roundtable Question
Discuss this statement: A market position is only defendable if
you are leading the market?
Marketing within the Leisure Sector