3. CONCEPTUALISING THE ZONE
We have created a world-first training facility in The Zone in Sydney’s CBD,
but what were we solving for? There were 4 big key questions driving the
concept development of The Zone.
QUESTIONS
BIG4THE
3
4. CONCEPTUALISING THE ZONE
1 We have asked our members what factors derail their efforts to make fitness a regular
part of their lives. In developing the concept for The Zone, we took what we have learned
and started by trying to find solutions to the three biggest hurdles our members face on
their path to a fit lifestyle. We asked, “How best overcome the obstacles of lack of time,
low motivation and uncertainty about how to train while in our clubs?”
OUR
MEMBER’S
NEEDS
? 4
5. CONCEPTUALISING THE ZONE
2When conceiving The Zone, we wanted to create a statement-
making paradigm shift in training in the CBD, putting member
motivation at the core of the club and fitness philosophy.
We want motivation to be the difference between us and
other providers of fitness experiences by posing the question,
“What is the most motivating way to exercise?”
THEULTIMATE
INMOTIVATION
? 5
6. CONCEPTUALISING THE ZONE
3We asked ourselves “What happens when fitness shapes a club,
rather than conforming to the floor plan of an existing space?”
Pushing architecture, club design, equipment layout, interior design
and graphics from the fitness philosophy outward was a key objective
in developing the club.
ACLUB
FROM
FITNESS
? 6
7. CONCEPTUALISING THE ZONE
4We operated from the premise that through building valuable differentiation into our city clubs
we could create a complete fitness offering to our members, and an enticing draw to potential
members. When building this “System” with our fitness offering in the heart of Sydney’s CBD,
what would draw people to the club and away from our competitors clubs. We asked “What
would drive our members to walk past their closest club to use this new concept club?”
UNIQUE
CITYFITNESS
DESTINATION
? 7
8. CONCEPTUALISING THE ZONE
The Zone is a world first. Six zones that are designed to take you
beyond your fitness limits, using new types of movement and equipment
regardless of your current fitness level, from beginner to advanced.
The Zone is a time efficient workout that allows you to get the
maximum results in the minimum amount of time.
OURSOLUTION...
8
9. CONCEPTUALISING THE ZONE
1The Zone combats each of these barriers head on. The sessions are short at 15,
30 and 45 minutes to allow members to make the most of their time. An all Small
Group Training environment takes care of motivation, with a fun, competitive vibe
that encourages all to go beyond what they thought possible, no matter their fitness
level or starting point. And finally, every session is lead by one of our qualified
Fitness Instructors, so our members have the opportunity to learn something new,
improve their form, and gain the encouragement they need to fuel a return visit.
OUR
MEMBER’S
NEEDS
=
“How best
overcome the
obstacles of
lack of time, low
motivation and
uncertainty about
how to train while
in our clubs?”
9
10. CONCEPTUALISING THE ZONE
2Unleashing your competitive spirit and sense of team is the key to motivation at
The Zone. Supported by like-minded members to push yourself to the limits and
go further than you thought possible. We inspire our members to achieve more
with expertise on hand at all times to provide world class instruction and, in turn,
motivation so you never have to train on your own again.
The motivating powers of The Zone are for the many, not the few; progressive in
nature and intensity level, and designed to be intuitive for the member to navigate
around the zones based on their fitness level and how hard they would like to
workout. Participants simply need to turn up, enter a ‘Zone’ they feel matches
their fitness/intensity level and let our world class instructor team lead the way.
=
“What is the
most motivating
way to exercise?”
THEULTIMATE
INMOTIVATION
10
11. CONCEPTUALISING THE ZONE
A unique aspect of The Zone is that this is the first club where our approach
to fitness truly shaped the club, rather than simply fitting into an existing
club space. In a floor plan like no other, our members flow through the action
unrestricted, and the energy can be felt and enjoyed by all. There’s simply
nothing like it. All options were considered when creating enough height and
space for free movement, an overflow of energy from one Zone to the other,
and intelligent spaces for new observers to catch the action.
One of the most striking and surprising aspects of The Zone is the open space.
With very little cardio equipment and machines to get in the way, the action of
our members is central to the club; The Zone is an urban fitness playground
with the energy of our trainers and members at the heart.
=
“What happens
when fitness
shapes a club,
rather than
conforming to the
floor plan of an
existing space?”
3ACLUB
FROM
FITNESS
11
12. CONCEPTUALISING THE ZONE
Uncompromisingly unique, The Zone, intentionally has very
little of the equipment and programs of our other CBD clubs.
The Zone is time efficient, motivating and teaches our
members new ways to train, empowering them on their fitness
journey. Far from detracting from the strength of our city clubs,
The Zone is a complementary offering which supports a varied
training regimen encompassing traditional classes, pin loaded
weights and cardio. We anticipate that The Zone will become
a regular favourite of a highly competitive, driven urban thrill-
seeker who may use the club almost exclusively, but a densely
packed timetable ensuring a great workout at only a few
minute’s notice means that any CBD member who is pressed
for time will add a session at The Zone to their weekly training.
The driving strategy over the coming years is to develop
unique training personalities, embodying aspects of our
fitness philosophy, in each of the 5 clubs in our increasingly
strong Sydney CBD “System”, creating a fitness rich
complete offering making a Fitness First membership
the natural choice. As a club that demands
attention, announces change, and puts our
fitness expertise firmly at the fore, The Zone
is just the beginning of a change strategy our
members can see, experience, and enjoy.
=
“What would drive
our members to
walk past their closest
club to use this new
concept club?”
4UNIQUE
CITYFITNESS
DESTINATION
12
13. CONCEPT
A world first in fitness training, The Zone is leading
the Australian fitness industry with a time efficient,
highly motivating group training experience. An inner
city club dedicated entirely to small group training,
allows people to share, compare and compete in this
fast, inspiring custom designed training environment.
There are 6 progressive, dynamic movement training
zones of different intensity levels to offer variety,
challenge and cater for every fitness goal and
every fitness level.
Qualified trainers lead a series of short 15, 30 and
45 minutes sessions in each zone using Dynamic
A WHOLE
NEW CONCEPT
IN TRAINING
Movement Training principles to deliver total body,
energy demanding, functional workouts that challenge
the muscular, cardiovascular and neural systems at once.
Each small group is limited to between 8 and 12 people
to provide a quality experience with sessions running
all day from opening to closing at staggered 15 and
30 min intervals.
For people on the go who want maximum results in
minimum time, The Zone provides the fitness expertise
to keep their workouts fresh so the body continues to
reap the rewards of training. Push beyond your limits
and achieve more than you thought possible.
13
14. FITNESS
WHAT ARE THE TRAINING
BENEFITS OF THE ZONE?
EFFICIENCY
We help you make every minute count by
delivering maximum results in minimum time
with 15, 30 and 45 minute signature workouts
MOTIVATION
We inspire you to achieve more with expertise on hand at
all times to provide world class instruction, motivation so
you never have to train on your own again
PROGRESSION
An innovative variety of progressive workouts for all levels and
all goals, so you never have to think about what to do, or how
to change your workout, simply turn up and let us do the rest.
14
15. FITNESS
· Industry leading progressive and fully integrated
training environment
· 6 progressive zones suitable for all fitness levels
(fitness newbie to urban athlete)
· Multiple small group training sessions commencing
simultaneously and staggered in 15 – 30 min intervals
based on time of day
· Every minute counts – 15 & 30 min workouts to give
MAX results in minimum time
WHAT IS
· Never have to train on your own again -
Machines don’t motivate people. We do.
· Members have access to expertise and motivation at all
times with a team of certified and employed trainers on
hand and in every training zone
· Dynamic movement training workouts designed to use
more of your total body to fast track your training benefits
· Get more out of life - reduced total ‘visit’ time by up to 20%
A revolutionary way to train built entirely around our fitness philosophy of Dynamic Movement Training:
15
16. FITNESS
The Zones work intuitively on fitness levels and
intensity ratings from Level 1 (beginner level/lighter
intensity) to Level 6 (advanced level/high intensity)
The standard class in each zone runs for 30 minutes,
with some more advanced and intense classes running
for only 15 min, and a couple of extended classes that
go for 45 min. Unlike traditional group training each
class is limited to between 8 and 12 people to ensure
quality of expertise, motivation and a more
personalised and safe training experience.
HOW DO THE
ZONES WORK?
Approx 95
small group training
sessions per day
Integrated
DMT
club layout
6 progressive
zones of varying
intensity
Each DMT zone
can accommodate
up to 12 people
at any one time
Maximum of
110 members
per 30 min
can experience the club
Members choose a suitable
training zone based on
their fitness level
Designed so members
workout in 1 or 2
zones max
each session
Each DMT Zone runs
30 min group
sessionsand
some have advanced
15 min options
Number of DMT
Zones active
at any one time is
dependent on attendance
patterns and time
Always one Zone
availablefor
1 on 1 PT
(zone changes regularly)
Each zone is led by a qualified
memberof the fitness team
All zones feature different
signature workouts
that challenge
and inspire
16
17. FITNESS CONCEPT
ZONE SUMMARY
TRAINING ZONE
INTENSITY RATING
(out of 6)
How hard will it be?
FITNESS LEVEL
How fit do I need to be?
TRAINING BENEFITS
What will I achieve?
CYCLE 1-2 Beginners and ALL Levels Cardiovascular fitness, fat loss, endurance
KINESIS 1-2 Beginners and ALL Levels
Cardiovascular fitness, fat loss, functional strength,
lean muscle activation/tone
FREESTYLE 2-3 Beginners and ALL Levels
Cardiovascular fitness, fat loss, endurance, functional
strength, flexibility, core strength, stability, lean
muscle activation/tone
FUNCTIONAL 3-4 Beginners and ALL Levels
Cardiovascular fitness, fat loss, endurance, functional
strength, flexibility, rotational power, core strength,
stability, lean muscle activation/tone
H.I.I.T (High Intensity
Interval Training)
4-6 Intermediate to Advanced
Cardiovascular fitness, fat loss, endurance, functional
strength, power, speed, lean muscle activation/tone,
improved sports performance
XT (Cross Training) 5-6 Intermediate to Advanced
Cardiovascular fitness, fat loss, endurance, functional
strength, power, speed, lean muscle activation/tone,
improved function & performance
17
18. CLUBDESIGN
In designing The Zone club space, Fitness First collaborated with Award Winning
Melbourne-based architectural firm, Baldasso Cortese. BC were tasked with pushing
the boundaries of what a club space looks like, and in a reversal of the status quo for
fitness club design, to allow the fitness philosophy and training approach to shape the
club, rather than have the fitness contained by conventional spaces.
Removing barriers to the flow of movement was central to the BC proposal, and visibly
increased the space and light in a notoriously dark and enclosed space. Relocating
the Reception desk, creating Self Swipe facilities to allow flow-through without the
impediment of turnstiles, and removing a number of walls resulted in a design where
the fitness action is not only central to the club, but visible from a number of vantage
points. The absence of barriers between the sessions creates a unified approach to
the fitness offering in a light-filled, high energy environment. This effect was further
enhanced by the removal of most of the traditional fitness equipment and machines
to make space for the Group sessions.
Colour in the club is primary and punchy; Vibrant, dynamic ground markings and
tracks create an athletic playground, where people and motivation are the true heart
of the club. Much of the brightly-coloured equipment used in the sessions from
TRX and Rip Trainer to a custom-built cage for weight training is visually unique
and intriguing, inviting bystanders to test and play. Textural accents of wood panelling,
red ropes and astro-turf make ironic reference to classic gym kit, in a strikingly new
urban environment.
INDUSTRY
LEADING FULLY
INTEGRATED
TRAINING
ENVIRONMENT
18
20. CLUBDESIGN
FLOOR PLAN OF TRAINING ZONES
Freestyle Zone: DMT 2
SGT: SHOCKWAVE 30, ViPR 15/30, CORE 30, Fusion 30
Equiip:2 XFTs, 4 x Waterowers, 6-20kg ViPRs, 10 BOSUs, 1-
0kg med balls, 1-10kg DB, and overhead monkey bars
XT Zone: DMT 5
SGT: XT Intro 30, XT 30, XT Challenge
Equip: Custom Matrix 3 Cell Cage, 8 Olympic
bars (4M/4F), 2 full sets of bu7mper plates w
racks, 4 x Torsonators, 4 x Olympic Rings, Power
bands
Functional Zone :DMT 3
SGT TRX 15/30, RIP15/30, Fusion 30
Equip: Ceiling Mounted suspension
system (TRX x 12), RIP Stand & 10 RIP
Trainers, 10 x Treadmills, 3 x XTrainers, 3
x Seated bikes
H.I.I.T Zone:DMT 4
SGT: H.I.I.T Power15/30, H.I.I.T Blast 15/30
Equip: 16m x 1.8m Sled track and sled
(Astroturf), 4 x Boxing bags, 2 x Battleropes, 2 x
Kettlebell sets (6-32kg) 2 x Plyo boxes (set of 3),
4 x Aqua bags
General area:
Equip: 1 x 10-30kg
dumbbells, 1 x 10-40kg
barbells, 3 adjustable
benches, mats, 1 set x 6-
32kg KB, Swiss Balls
Stretch Zone:
Equip: Power plate x 2,
Stretch Mats, integrated
steps
Kinesis Zone: DMT 1
SGT: Kinesis 15/30
Equip: 2 x Kinesis ONE dual cables, 6 x Kinesis Stations
functional movement pin loaded machines (Chest Press, Low
Pull, High Pull, Overhead Press, Rotation, Crunch, and Squat)
Virtual Cycle Studio:
MyRide virtual
technology and projector
screen, 40 x spin bikes,
bifold doors to open up
onto training floor
PITT ST TRAINING ZONES
Overview of the 5 Progressive Dynamic Movement
Training (DMT) Zones and the 2 other general areas
Freestyle Zone: DMT 2
SGT: SHOCKWAVE 30, ViPR 15/30, CORE 30, Fusion 30
Equiip:2 XFTs, 4 x Waterowers, 6-20kg ViPRs, 10 BOSUs, 1-
0kg med balls, 1-10kg DB, and overhead monkey bars
XT Zone: DMT 5
SGT: XT Intro 30, XT 30, XT Challenge
Equip: Custom Matrix 3 Cell Cage, 8 Olympic
bars (4M/4F), 2 full sets of bu7mper plates w
racks, 4 x Torsonators, 4 x Olympic Rings, Power
bands
Functional Zone :DMT 3
SGT TRX 15/30, RIP15/30, Fusion 30
Equip: Ceiling Mounted suspension
system (TRX x 12), RIP Stand & 10 RIP
Trainers, 10 x Treadmills, 3 x XTrainers, 3
x Seated bikes
H.I.I.T Zone:DMT 4
SGT: H.I.I.T Power15/30, H.I.I.T Blast 15/30
Equip: 16m x 1.8m Sled track and sled
(Astroturf), 4 x Boxing bags, 2 x Battleropes, 2 x
Kettlebell sets (6-32kg) 2 x Plyo boxes (set of 3),
4 x Aqua bags
General area:
Equip: 1 x 10-30kg
dumbbells, 1 x 10-40kg
barbells, 3 adjustable
benches, mats, 1 set x 6-
32kg KB, Swiss Balls
Stretch Zone:
Equip: Power plate x 2,
Stretch Mats, integrated
steps
Kinesis Zone: DMT 1
SGT: Kinesis 15/30
Equip: 2 x Kinesis ONE dual cables, 6 x Kinesis Stations
functional movement pin loaded machines (Chest Press, Low
Pull, High Pull, Overhead Press, Rotation, Crunch, and Squat)
Virtual Cycle Studio:
MyRide virtual
technology and projector
screen, 40 x spin bikes,
bifold doors to open up
onto training floor
PITT ST TRAINING ZONES
Overview of the 5 Progressive Dynamic Movement
Training (DMT) Zones and the 2 other general areas
Zone:2 Kinesis
Zone:4 Functional Zone:5 H.I.I.T Zone:6 XT
Zone:1 Cycle
Zone:3 Freestyle
20
21. PUTTING THE ZONE
TO THE MEMBER TEST
The initial concept for the Zone in direct response to the 4 Key Questions was
developed from the expertise of various teams across the business, Fitness,
Development and Marketing to name just a few. While working in a collaborative
away to connect these various areas of expertise resulted in an ostensibly
sound approach to fitness and club design, the resulting concept pushed the
boundaries of club development into exciting, but untested new places.
It became very clear that a club concept was forming without precedent –
how will our members respond to such a radical departure from what they
know and are familiar with? Will they even use the club?
To find the answer, we refined the concept to the point that it could be
communicated clearly to others, both verbally and visually, and then tested with
our member base. A difficult task for a club we felt needed to be experienced to be
understood, and an important discipline to ensure the club being created can be
succinctly described and understood.
We conducted an intensive online member survey of 40 of our existing
Fitness First Pitt Street members, and followed with two hour-long focus group
sessions with another 20 CBD club members, inclusive of Pitt Street members.
Overwhelmingly, our members were excited by the concept, the investment and
the innovation, and many said they were looking forward to seeing it in action.
More importantly, they did pose a number of questions which helped us refine
the concept considerably.
CONSUMER TESTING
THE MOOD BOARDS USED
IN THE RESEARCH
21
22. SOME KEY FINDINGS
& CONCEPT CHANGES
CONSUMER TESTING
“Pitt Street is
small – is
there room
for all this?”
Adding education to the club
concept so that our members
understand how to connect
an advanced 15 minute Blast
workout to a longer 30 or 45
minute session which differs in
focus to achieve a true Dynamic
Movement Training workout
of varying intensity. Clearing the club of all
extraneous gym equipment,
developing a flow-through
floor plan, increasing the
light and removing walls
to bring down the barriers
to the Zones and deliver
a sense of open space – a
fitness playground.
“Can I really get
a workout in
15 minutes?”
Q Q
A
A
22
23. CONSUMER TESTING
TIMETABLE BOARDS
POSITIONED THROUGHOUT
THE CLUB AND AVAILABLE
ONLINE VIA THE WEBSITE
Creating dynamic timetabling boards which show
a countdown to the next session, the Zone and the
training focus. The timetables are the main focal
point in the club’s Reception, and are positioned
over the stairs in the entryway to inspire passing foot
traffic with the fitness rich club environment below.
Timetable boards are positioned throughout the club,
as well as countdown clocks so that any member who
walks into the club can see when a session is about to
commence. Additionally, we have posted session times
on the website, for our members to access from work.
“How will I
know what’s on
and where?”
A
Q
SOME KEY FINDINGS
& CONCEPT CHANGES
23
24. FOCUS GROUP QUOTES
CONSUMER TESTING
“I’d go back if it was well
structured, efficient, and
I get a good workout.”
“It’s interesting, it’s a different way to
train - there’s something for everyone.”
“They need really good instructors
and a high energy atmosphere to
get you excited!”
“Variety is good to break the old habits and kick-
start your fitness levels – we’ve all been the
same people in Spin classes for years!”
24
25. COMMUNICATINGTHEZONE
The Zone works on 3 levels (efficient, motivating and supported) to deliver a unique fitness experience to our members, creating
a degree of complexity in communicating the concept in simplest terms and with absolute clarity. With no club to compare with,
the challenge was to create excitement about the innovative approach prior to launch in ways that could be understood without
seeing and experiencing the club, balancing all 3 benefits at the same time. Working at a rapid pace, we were challenged with
communicating the club to the public and members before the concept reached its final stages. Innovative club, innovative
fitness formed the early description, while the intricacies of the club concept were being finalised, followed by Never train on
your own again and Make every minute count as the concept crystalised.
In delivering a solution to our member’s lack of time, flagging motivation and
uncertainty about how to train, we had to convey the 3 benefits in simple terms so that
our members understand that they function together to give a innovative approach to
training that will deliver results.
We created a single, driving message for the communication of The Zone, and
supported the message with a Copy Deck to share with all agencies working with
Fitness First to launch the club. This ensured that internal team developing Marketing
collateral, web or social media content, as well as agencies were using the same
tone, straplines, and descriptions of the fitness programming in each Zone.
COMMUNICATION
CHALLENGES:
COMMUNICATION
SOLUTIONS:
25
26. COMMUNICATINGTHEZONE
• Positioning
• Elevator Speech
• Concept, briefly and in detail
• Training benefits
• How do the Zones work?
• What are the Training benefits?
• What is our fitness philosophy?
• What is Dynamic Movement Training?
• Which Zone is for me?
• Detailed descriptions of each Zone, including an overview,
the intensity level, required fitness level, training benefits,
“attitude” of the Zone, signature classes, and equipment
WHATWASINTHECOPYDECK?
Full Copy Deck is available on request from
Kell Dunnohew, Brand and Communications Manager, Fitness First Australia
kelldunnohew@fitnessfirst.com.au
26
27. COMMUNICATINGTHEZONE
Promo clips – more than words
The concept was brought to life further through promotional videos shot
prior to club launch which convey the energy, intensity, fun and challenge
of The Zone. These clips were used in social media, and linked into the
launch invitation to bring the club to life in a visceral way that words
simply can’t convey. This supplementary step in communicating the
concept drove home the idea that The Zone is a singular place, where
movement, energy and a passion for fitness come to life.
PROMOCLIPS
CLICK TO PLAY VIDEO
27
28. BRANDING
Stepping away from the traditional branding of Fitness First , the
implementation of a brand new logo, set of typefaces and core colours were
all built to signal change to the market, visually generate strong eye-catching
design style and match this world first in fitness and innovative club design.
If members are to believe this is a fast, inspiring and highly motivating fitness
experience the visual identity needed to reflect this. A powerful red matched
with the strength of black and contrasted with white were immediately
chosen for this purpose.
A slick, fresh and solid sans-serif typeface for the main logo-
Soho Gothic Pro was selected and the strength and differing weight choices of
the typeface Din Pro was chosen for body copy and sub heading text across all
messaging in marketing, advertising and communication of the brand. To tie
back to Fitness First, the global logo was attached to the bottom right of the
main Zone logo to ensure it is still identifiable and it’s ownership
is acknowledged.
To add to the speed and fast pace factor of the club a digitalized typeface –
DS Digital was generated across club timetable boards and to partner
the overall message of maximum results in minimum time for time poor
workers. Urban fitness accelerated.
The inclusion of angular, gradient line work elements that scrape the corners
of each piece of The Zone collateral were designed for integrating intensity,
reflecting differing fitness levels and the progressive nature of the club.
Black White
PMS 186 C
C0 M100 Y81 K4
SOHO GOTHIC PRO - LOGOS, HEADLINES
OR BREAKOUT
DIN PRO - BODY COPY, HEADLINES
DS DIGITAL - FOR USE ON NUMBERS
VISUALIDENTITY
28
29. BRANDING
To add a visual aspect to the innovation of
the club and to fuel hype prior to launch, a
photoshoot featuring the key revolutionary
fitness philosophy of Dynamic Movement
Training was executed with hand selected
members of staff pushing their own limits
in this new training environment. Using
the exact same signature equipment as
The Zone such as TRX, RiP, weighted
sleds, box jumps, water rowers and boxing
etc imagery and video was generated that
perfectly reflected the high energy, big
impact and motivating identity of The Zone.
IMAGERY
29
31. MEMBER COMMUNICATIONS
FIRST MEMBER EMAIL FINAL MEMBER EMAIL WELCOME EMAIL
• Use of both email and letters to communicate to members about the changes (home and preferred club members)
• Initial teaser email sent to all Pitt Street home members as well as anyone who had used the club in the last 60 days
• Follow-up letter sent to a selected group of the above members advising them of the club closure dates
and membership options during this time.
• Final email sent to the same group above inviting them back to The Zone opening week.
• Ex-member letter sent after re-opening
31
32. ATL MEDIA ACTIVITY
TRAIN STATION ADVERTISING
WESTFIELD SHOPPING CENTRE TVC
$71,000 investment in ATL media from July 15th onwards.
Cross Tracks
campaign
estimated
reach of
1,838,000
within the
18 - 54
demographic
across 4 weeks
Estimated
reach of
1, 432,800
traffic through
Westfield
Sydney Central
Plaza
32
34. ATL MEDIA ACTIVITY
CINEMA & LOBBY SCREEN TVC
To promote The Zone in the Sydney CBD, we ran an
inspiring, high energy promotional trailer prior to all city
screening of The Wolverine at Event Cinemas through the
month of August. With a pulsing soundtrack, and featuring
an impressive cast of our own fittest and brightest
Fitness First trainers and instructors, the trailer brings
the experience of training in The Zone to life in a visceral
and exciting way.
With 5 screens broadcasting
the advert 5 times a day,
resulting in 175 screenings
a week. The Zone has been
experienced cinematically
by 12,000 movie goers in
it’s first week.
To excite and engage our CBD club teams around the launch
of The Zone, we held a special advance screening of The
Zone promotional trailer prior to the movie The Wolverine at
Events Cinemas Gold Class. Managing Director Fitness First
Australia, Pete Manuel, and Head of Fitness Rob Hale, took
our Fitness Firsters through the concept for the club, then
rolled the 1 minute trailer, larger than life, launching a night
of fun and celebration.
What is the Zone?
Our new club at 94 King Street, Sydney (formerly Fitness First Pitt St),
The Zone is dedicated entirely to small group training in a fast,
inspiring custom designed training environment. Combine training
zones of different intensity levels with short 15, 30 and 45 minutes
sessions with qualified trainers, and you’ve got a ground-breaking
club for people on the go who want maximum results in minimum time.
The Zone offers variety, caters for every fitness goal and every fitness
level, and will challenge you to go further than you ever thought possible.
And best of all, it’s all part of a normal Fitness First membership.
What: Join us for a light dinner and a screening of
Pain and Gain, featuring a preview of The Zone
When: Wednesday July 24th at 6:00pm
Where: Event Cinema George St, Sydney
Gold Class Cinema 1
RSVP: Monday 22nd
July to Sam Hale:
samhale@fitnessfirst.com.au
The Club OF The FuTure iS COming TO The Sydney
Cbd, And we wAnT yOu TO be The FirST TO CATCh
The lArger ThAn liFe vibe FirST On The big SCreen.
in celebration of our innovative new fitness experience, a preview of
The Zone will be played before a screening of Pain and gain, starring
mark wahlberg and dwayne Johnson, and we want our team to have
the first sneak peak!
Find OuT mOre
facebook.com/TheZoneFitnessFirst fitnessfirst.com.au/thezone
Staff invitation to
celebrate the pre launch
of The Zone
34
35. CLUB MARKETING
A6 OUTREACH FLYERS
PROMOTIONAL TEAMS
Approx 10,000 flyers
handed out over 3 days
in the Sydney CBD.
35
36. CLUB MARKETING
NEW PRODUCT PRESENTER
MEMBER LAUNCH
T-SHIRTS FOR FIRST 100 MEMBERS
WHY US?
WHAT IS
DYNaMIC
MoVEMENT
TraINING?
A world first in fitness training,
The Zone at 94 King St, Sydney, is
a highly motivating group training
experience dedicated entirely to small
group training in a fast, inspiring
custom designed training environment.
Combine training zones of different
intensity levels with short 15, 30 and
45 minutes sessions with qualified
trainers, and you’ve got a ground-
breaking club for people on the go who
want maximum results in minimum
time. The Zone offers variety, caters
for every fitness goal and fitness level,
and will challenge you to go further
than you ever thought possible. And
best of all, it’s all part of your normal
Fitness First membership.
With 5 clubs in the Sydney CBD at
George St, Park St, Market St, Bond St
and The Zone we have all your fitness
needs covered, from cardio and classes,
to cycle and weight training, and beyond.
The Zone gives you a new workout
choice when in a group setting in 6
varied Zones for different fitness levels.
Your body was designed to move with purpose. At the Zone,
we empower you to go further in life with the right balance of
movement, healthy eating and inspiration. We will support you with
expertise to reach your personal best and achieve more than you
thought possible, delivering maximum results in minimum time.
It’s more than exercise, it’s fitness that suits your style and fits
your life. We keep you moving forward.
THE ZoNE: A WHOLE NEW CONCEPT IN TRAINING
THE ZoNES
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FIND OUT MORE
facebook.com/TheZoneFitnessFirst
9225 3900
94 King Street, Sydney
fitnessfirst.com.au/thezone
CYCLE
FREESTYLE
H.I.I.T
KINESIS
FUNCTIONAL
XT
1 2 3 4 5 6
1 2 3 4 5 6
1 2 3 4 5 6
1 2 3 4 5 6
1 2 3 4 5 6
1 2 3 4 5 6
FITNESS LEVEL:
Beginners and ALL Levels
TraINING BENEFITS:
Cardiovascular fitness, fat loss, endurance
FITNESS LEVEL:
Beginners and ALL Levels
TraINING BENEFITS:
Cardiovascular fitness, fat loss, endurance,
functional strength, flexibility, core strength,
stability, lean muscle activation/tone
FITNESS LEVEL:
Intermediate to Advanced Training
BENEFITS:
Cardiovascular fitness, fat loss, endurance,
functional strength, power, speed, lean
muscle activation/tone, improved sports
performance
FITNESS LEVEL:
Beginners and ALL Levels
TraINING BENEFITS:
Cardiovascular fitness, fat loss, functional
strength, lean muscle activation/tone
FITNESS LEVEL:
Beginners and ALL Levels
TraINING BENEFITS:
Cardiovascular fitness, fat loss, endurance,
functional strength, flexibility, rotational
power, core strength, stability, lean muscle
activation/tone
FITNESS LEVEL:
Intermediate to Advanced Training
TraINING BENEFITS:
Cardiovascular fitness, fat loss,
endurance, functional strength, power,
speed, lean muscle activation/tone,
improved function & performance
We want to understand your
goals before you get started
so we can work together to
achieve them.
First name:
Mobile number:
Last name:
Other number:
Email:
What motivated you to come to see us today?
Date of birth:
Getting Started
Membership
options
THEZONE JULY2013
Choosing your membership option is easy:
1. Your Start Up fee $75
2. Choose your Fitness Integration option
3. Choose your term
4. Choose your access
New to The Zone?
We recommend trying zones
1, 2, 3, or 4 for the first few weeks
before progressing.
1:1 PT Sessions x 3
$75 (normally $180)
One-on-one sessions with a qualified
Personal Trainer.
Weekly Dues (debited fortnightly)
Minimum total cost
Minimum total cost
Weekly Dues (debited fortnightly)
Access
Your 14 day comfort guarantee
We want you to feel safe about starting a fitness habit so we provide a 14 day comfort guarantee.
If you are unhappy for any reason, you can have your money back on the weekly dues and if you
haven’t used the personal training you can have that back too. All you have to pay is your Start Up Fee.
Flexible Membership
Get fit on your own terms with
our month-to-month Flexible
Membership which allows you to
keep your options open and the added
flexibility of low cost freezing.
Lifestyle Membership
Over 12 months our Lifestyle
Membership is a cost effective
membership with the flexibility of
freezing if you need to take a break.
It’s the perfect choice if you want to see
the benefits of commiting to your fitness.
LifestyleFlexible
PaSSPorT PLaTINUM
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$21.45
$27.95
$1115.40
$111.80
$1271.40
$123.80
$24.45
$30.95
*
*Valid for one person plus a guest to The Zone Fitness First (94 King Street)
only for one visit. Not valid with any other offers. This invitation must be
presented to gain access to the club. Guest pass expires 31st December 2013.
Notes:
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To welcome our members back into the club during launch week we provided a complimentary breakfast for them to grab and go after
their workout, reinforcing the time efficiency focus of the club. A ready team of Fitness Firsters toured any interested people around the
Zones and explained the training approach, and supported our members through their first sessions in the new club.
36
37. CLUB MARKETING
MEMBER INFORMATION BOOKLET
CLICK TO VIEW FULL VERSION
Provided a general club overview to members and a simplified guide to each of the training zones.
37
38. CLICK TO PLAY VIDEO
DIGITAL MEDIA ACTIVITY
WEB PAGE DISPLAY ADVERTISING
YOUTUBE VIDEO
$30,000 investment in digital media including display advertising, video advertising and facebook ads.
FACEBOOK ADVERTISING
First week =
1.5m impressions, 858 clicks
The video has
been viewed
32,857 times
and counting.
38
39. WEBSITE/TIMETABLE
Investment in a new online timetable for The Zone to more effectively display
each zone and the large number of classes each day.
The Zone page on the Fitness First website
CLICK TO VIEW
39
40. SOCIAL MEDIA
FACEBOOK
Creation of a new facebook page for The Zone.CLICK TO VIEW
We created a Facebook page for The Zone
which most of the launch comms directed
to help us drive page fans. Building and
retaining an engaged following is the core
objective of this page. The page was live
during the club closure and renovation
phase, and now we are looking to generate
leads and conversions. Content on
the page has been created to educate
people about The Zone, and to create
a personality for club, separate
from Fitness First. We are running
advertising on Facebook pushing to the
page, as well as banner ads and video
advertising. The page had 2,000 likes
by opening, and growing. Engagement
is strong and the feedback on the
page has been positive.
OVER 2,000
FACEBOOK
FANS IN
ONE WEEK
40
43. CORPORATE MARKETING
The Zone Corporate Strategy is designed to build
awareness and create excitement, inspiring
corporate employees to get into The Zone, presenting
to businesses within 7 minutes walk of the club.
Companies include: GPT Group, Law Society of NSW,
Morgan Stanley, BUPA, Freehills, ANZ, QBE, CBA,
Westpac, JP Morgan, Apple, ING Direct
We provided each business with a professional
invitation to send out to their employees via email
or to place on their TV screens. The presentation
was a mix of video showcasing The Zone Concept
and the Dynamic Movement Training philosophy,
and explained the different zones and benefits of
training in The Zone. Each participant who attended
a presentation was provided with their own pack
that contained exclusive invitations to train in The
Zone and a Team Building flyer. We have had a good
response from the businesses we have presented
to, and many have been to The Zone. We are starting
to receive bookings from companies looking to have
fitness team building sessions.
CORPORATE MARKETING ZONE PACK
POWERPOINT
PRESENTATION
43
44. PR-MEDIALAUNCH
On Thursday 25 July 2013, Fitness First hosted over 40 key consumer media,
fitness bloggers, as well as key industry representatives, to the launch of The
Zone. A live demonstration in each of the zones gave guests the opportunity
to witness the full extent of The Zone’s offering. Following a brief tour, guests
participated in a workout in one of the 6 Zones – a dynamic, challenging
experience few will forget.
In attendance on the evening was Associate Professor Paul Taylor from the
University of San Francisco, who provided a third party perspective on the
benefits of Dynamic Movement Training, as well as Teresa Boyce, who is the
resident nutritionist at our Walker Street club. Teresa consulted on the menu
for the event and offered our media guests some tips and suggestions for
their audience on good post-training nutrition.
The media have expressed a real interest in The Zone and already we have
had a few looking to include The Zone as part of forthcoming feature articles,
and some magazines and blogs that will run competitions for readers to
win a membership.
We will be distributing widely an interactive media release, which will host
all of our media assets including a video that was shot on the night.
BRIEF
OVERVIEW
THE AIM OF THE EVENT WAS TO:
• Promote Fitness First’s change message
• Demonstrate this change through
investment in new fitness
innovations - The Zone
• Raise awareness of the rapid rate of
change and the benefits for members
44
45. PR-MEDIALAUNCH
A number of media and industry stakeholders included:
• Sydney Morning Herald
• The Sunday Telegraph
• Daily Telegraph
• Australian Women’s Health Magazine
• Australian Men’s Health Magazine
• Cleo Magazine
• Cosmopolitan Magazine
• Australian Women’s weekly
• Good Health Magazine
• Men’s Style Australia
• Maxim
• GQ
• News.com.au
• Lifestyle channel
MEDIA GUESTS
• NineMSN
• Yahoo!7
• Hit and Run Blog
• Last Chance Training
• Metabolic Jumpstart
• Mums On The Go
• The Wellness Warrior
• Australian Triathlete
• Australian Fitness Network
• Triathlon Multi Sport Magazine
• Radio 2GB
• Mix 106.5 FM
• Radio 2UE
45
46. PR-MEDIALAUNCH
The following provides an overview of the key components of the event:
Arrival: Live demonstrations in both Zones 3 and 5 in progress on guest arrival;
welcomed by Fitness First team and Ogilvy staff, guests were provided with
water and sweat towel and directed to change rooms and lockers, then on to
Zone 4 for the welcome address
Special guest/MC: Our MC Geoff Huegill welcomed guests and introduced
Pete Manuel and Rob Hale
Welcome: guests welcomed by the Fitness First team; a short address from
Pete Manuel, Managing Director, and Rob Hale, Head of Fitness.
- An overview of the format for the evening
- A brief overview of some of the changes that Fitness First is making and the
investment that is being made
- Overview of The Zone and how it works
Credentials: a brief overview on the benefits of dynamic movement training;
delivered in a casual interview style between Rob Hale and Professor Paul Taylor
Tour & workout: guests divided into small groups for a tour of The Zone,
accompanied by a Fitness First Host and Co-host. The tour concluded with a
30-minute, all-in workout with the media.
Nutritionist: Fitness First Walker St resident nutritionist, Teresa Boyce;
principles of sports nutrition
Event close: Guests thanked by Rob Hale at the conclusion of the evening and
invited to visit the club for group workouts with their teams at a later date
EVENT
OVERVIEW
46
47. PR-MEDIALAUNCH
GUEST SPEAKERS
Geoff Huegill:
Australian Swimming
Olympian/World
Champion and Fitness
First member. Geoff
talked about how
being a member
of Fitness First
supported his training,
and his plans to use
The Zone.
Pete Manuel:
Fitness First
Australia
Managing Director
Short address and
welcome to guests.
Pete talked about
the positive changes
in the business.
Rob Hale:
Head of Fitness
Overview of The
Zone and how it
works and interview
with Paul Taylor on
benefits of Dynamic
Movement Training.
Professor Paul Taylor:
Accredited Exercise
Physiologist and
practicing Nutritionist.
Professor Taylor
discussed benefits of
Dynamic Movement
Training with Rob
Hale, and participated
in the workout.
Teresa Boyce:
Fitness First
Walker St resident
Nutritionist. Talk on
the basics of sports
nutrition and post-
training nutrition
options. Teresa
consulted on the
menu for the evening.
47
49. LAUNCHFEEDBACK
“We’ll definitely write about this -
was a great workout!”
– Carrie Kwan, Daily Addict
“Hope you liked the social media write
up’s and be sure to send through more
content later on as it comes through” –
Alison Stephenson, News.com.au
“I would love to come back to do a
full workout” – Kate Hallett,
WHO Online (Kate had an injury)
“Keep a look out on our blog
and Facebook!”
– Iantha Yu, Shop Till You Drop“I just wanted to thank you, I enjoyed it
thoroughly! You guys did a great job!” –
Ashleigh Austen, Reader’s Digest
“Really enjoyed it, liked the small group sessions you
get such a better workout! We would love to bring the
whole team in” – Sarah Ranawake, Cleo
“I know we wrote a negative piece, but we
will definitely write a great story about this”
– Sharri Markson, Cleo
49
51. SOCIALMEDIAENGAGEMENT
BLOGS A select group of influential fitness bloggers with a large presence on
social media channels Instagram, Facebook and Twitter were invited to
attend the Zone Media Launch event. Each was able to experience the
club first hand through a workout on the evening, shared via Twitter ,
Instagram and beyond. After the event they were incentivised with a club
membership to engage their fanbase around a win a year’s membership
to The Zone Competition.
Influencer: Nick Cheadle, Nick Cheadle Fitness
Reach: 22K+ Likes on Facebook, 5K+ Followers on Twitter,
8.5K+ Followers on Instagram
Influencers: Jody Nasca & Erica Phan, Hit and Run Blog
Reach: 15K+ hits on their blog, 350 followers on their
month-old Instagram
51
52. NEXTSTEPS
• New trigger email to be sent to members daily
upon their first swipe into The Zone inviting them to
complete a feedback survey.
• The Zone specific referral campaign to launch
after opening with an offer to win a training session
at The Zone for up to 10 friends.
• Email to be sent to all NSW members after launch
with an invitation to come and try out The Zone.
&getyour
friends
downto
theZone.
Every friend you refer gives you
an entry into the draw to win a
private workout at The Zone
with 9 of your friends.
*Entries close on August 31st. The winner will be entitled to
a 30 minute training session in The Zone with 9 friends. The
winner will be able to choose the zone they wish to workout in.
Your Full Name:
Your Phone Number:
Fitness First Club:
Friends Name:
Friends Phone Number:
*Entries close on August 31st. The winner will be entitled to a 30 minute training session in The Zone with 9 friends. The winner will be
able to choose the zone they wish to workout in.
EntryForm
REFERAFRIENDFORYOURCHANCE
TOWIN APRIVATE WORKOUTIN
tHEZonE FORYOUAND9FRIENDS.
REFERRAL CAMPAIGN
MEMBER SURVEY
52
53. MEMBERFEEDBACK-VOXPOPS
‘I did the TRX class. It was really fun and good for
something different. I come to Fitness First five
nights a week but I usually do weights just on my
own and that is very dull and repetitive – you just
kind of go through the motions and get it done.
But that class was actually fun. It was definitely a lot more
motivating to have other people around with you and the
fun thing about it is, normally I wouldn’t use things like
that because I feel like I’m not going to do it right, that
people are going to look at me and I’ll feel like an idiot.
Whereas when everyone is laughing and trying and just
getting involved you don’t feel so bad. With the trainer
there you know you’re getting the technique right and
you’re not going to wake up with a bruised shoulder or any
sort of injury in the morning. It makes you feel much more
willing to get involved and try new things when someone’s
instructing you the correct way and everyone is trying
it with you...I’d recommend it one hundred percent to a
friend. It was absolutely fantastic. I had a ball and I’ll
definitely be back.’ Stephanie, Corporate Migration
‘I like the layout. I like that there’s six different zones from strength
training to cardio. That’s a plus for me. I think it’s good for a change.
Something different from what I usually do and I think this is what’s
it’s offering. I like the fact I can come in and do my own circuits as
well as training in a group.’ Doug, lives and works in the city.
‘I think the short, activity-
based exercises with the
groups are the way to go.’
Gary, Macquarie Bank.
‘I liked that it’s a small class – I did the TRX today. I go
to the Fitness First at Market Street, but sometimes the
classes are quite big there. I think it’s a good variety
because sometimes you get bored of the other classes
so it’s good to have some new classes. Here you can
try out all the classes and work your way around.’
Sam, insurance worker.
‘I came yesterday and again today trying
out some things I wouldn’t otherwise have
tried. I’ve done the ShockWave session the
RIP session and the TRX. I like the programs
and the fact they’re not just at lunch time
and in the mornings. So there’s a bit more
flexibility which is good.’ Mark, Accountant.
Collected 30th
July (2nd
day of club opening)
53
54. MEMBER SURVEY FEEDBACK
Loved their
instructor.
Loved
self swipe.
Said their workout at The Zone
pushed them beyond what they
thought was possible.
Described the service of The Zone
as “Great”, “Good” or “Amazing”.
Loved The Zone
from their
first moments
walking in.
Said they’d
recommend
The Zone
to a friend.
Said they would train
at The Zone again.
75%
77%
92%
86%
76%
85%
92%
54
55. BYTHENUMBERS
Our first fast and
efficient self-swipe
club in Australia
OVER
2,500
OVER
2,000
FITNESSFIRSTCLUBS – 90 CLASSES PER WEEK
THEZONE - MORE THAN 90 CLASSES PER DAY
LAUNCHEVENT
ATTRACTED
OVER 60
KEY MEDIA
swipes
in first
5 days
facebook
fans in
one week
CONTINUOUS
daily fitness instruction,
from 1 to 12 members
fitnessfirst.com.au/thezone
had 12,000 hitsin the
2 weeks prior to launch
55
