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David Langridge
Marketing within the Leisure Sector
© Fitness First 2014
CUSTOMFIT & BIOAGE
THE MASTERPLAN
2nd
October 2014
© Fitness First 2014
CONTEXT
Who are FF and where are we on the
rebrand ?
© Fitness First 2014
© Fitness First 2015
Page 4
INITIAL INSIGHTS: PRE REBRAND
© Fitness First 2014
CATEGORY: DEVOID OF BRANDS
SAME KIT, DIFFERENT
COLOURED BOX
© Fitness First 2014
© Fitness First 2015
RATIONAL PURCHASING DECISION
CONSIDERATIONS WHEN JOINING A GYM IN THE FUTURE:
© Fitness First 2014
© Fitness First 2015
Page 7
CREATING A HABIT
© Fitness First 2014
© Fitness First 2015
Page 8
CREATING A HABIT
© Fitness First 2014
© Fitness First 2015
Page 9
THE REBRAND BRIEF
© Fitness First 2014
RESEARCH AND TESTING
© Fitness First 2014
© Fitness First 2015
Page 11
FULFILLING HUMAN NEEDS
© Fitness First 2014
CRACKING THE CODE
© Fitness First 2014
Our Choice
PROVIDE ACCESS
TO EQUIPMENT
or
HELP PEOPLE TO
GO FURTHER
IN LIFE
© Fitness First 2014
© Fitness First 2014
© Fitness First 2014
© Fitness First 2014
© Fitness First 2014
© Fitness First 2014
© Fitness First 2014
© Fitness First 2014
© Fitness First 2015
OUR FITNESS EXPERIENCE NEEDS TO MATCH THE
FITNESS EXPERIENCE OF OUR MEMBER
MY CU...
© Fitness First 2014
© Fitness First 2015
Page 22
INTRODUCING
© Fitness First 2014
© Fitness First 2015
Page 23
BRAND SIGNATURES
© Fitness First 2014
OUR USP
© Fitness First 2014
PHASE 1: PILOT RECRUITMENT MATERIALS
Page 26© Fitness First 2015
Page 27© Fitness First 2015
© Fitness First 2014
THE
FUTURE
© Fitness First 2014
© Fitness First 2014
© Fitness First 2014
PLAY BRAND VIDEO OUT ?
© Fitness First 2014
© Fitness First 2014
Roundtable Question
Discuss this statement: A market position is only defendable if
you are leading the market?
Marketing ...
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David Langridge, Fitness First: The Fitness First Rebrand: Cracking the Code on Retention

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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

Published in: Marketing
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David Langridge, Fitness First: The Fitness First Rebrand: Cracking the Code on Retention

  1. 1. David Langridge Marketing within the Leisure Sector
  2. 2. © Fitness First 2014 CUSTOMFIT & BIOAGE THE MASTERPLAN 2nd October 2014
  3. 3. © Fitness First 2014 CONTEXT Who are FF and where are we on the rebrand ?
  4. 4. © Fitness First 2014 © Fitness First 2015 Page 4 INITIAL INSIGHTS: PRE REBRAND
  5. 5. © Fitness First 2014 CATEGORY: DEVOID OF BRANDS SAME KIT, DIFFERENT COLOURED BOX
  6. 6. © Fitness First 2014 © Fitness First 2015 RATIONAL PURCHASING DECISION CONSIDERATIONS WHEN JOINING A GYM IN THE FUTURE:
  7. 7. © Fitness First 2014 © Fitness First 2015 Page 7 CREATING A HABIT
  8. 8. © Fitness First 2014 © Fitness First 2015 Page 8 CREATING A HABIT
  9. 9. © Fitness First 2014 © Fitness First 2015 Page 9 THE REBRAND BRIEF
  10. 10. © Fitness First 2014 RESEARCH AND TESTING
  11. 11. © Fitness First 2014 © Fitness First 2015 Page 11 FULFILLING HUMAN NEEDS
  12. 12. © Fitness First 2014 CRACKING THE CODE
  13. 13. © Fitness First 2014 Our Choice PROVIDE ACCESS TO EQUIPMENT or HELP PEOPLE TO GO FURTHER IN LIFE
  14. 14. © Fitness First 2014
  15. 15. © Fitness First 2014
  16. 16. © Fitness First 2014
  17. 17. © Fitness First 2014
  18. 18. © Fitness First 2014
  19. 19. © Fitness First 2014
  20. 20. © Fitness First 2014
  21. 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. 22. © Fitness First 2014 © Fitness First 2015 Page 22 INTRODUCING
  23. 23. © Fitness First 2014 © Fitness First 2015 Page 23 BRAND SIGNATURES
  24. 24. © Fitness First 2014 OUR USP
  25. 25. © Fitness First 2014 PHASE 1: PILOT RECRUITMENT MATERIALS
  26. 26. Page 26© Fitness First 2015
  27. 27. Page 27© Fitness First 2015
  28. 28. © Fitness First 2014 THE FUTURE
  29. 29. © Fitness First 2014
  30. 30. © Fitness First 2014
  31. 31. © Fitness First 2014 PLAY BRAND VIDEO OUT ?
  32. 32. © Fitness First 2014
  33. 33. © Fitness First 2014
  34. 34. Roundtable Question Discuss this statement: A market position is only defendable if you are leading the market? Marketing within the Leisure Sector

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