Fitness First have revealed the next phase of their transformation plans to redefine their role as the market leader in fitness and leisure.
They claim to have listened to feedback from their members and have upgraded clubs across the UK, with a phase in Australia to start soon. They have a bold new identity and logo.
The video would suggest they’re going heavy on small group sessions, looking to produce faster results in less time, a move from machines to movement, more outdoor exercise sessions, and with more transparent terms for members.
This is more-or-less what we predicted in our blog post about trends for 2014, and think Fitness First will be the first of many leisure firms to adopt this model. We wish Fitness First all the best with their rebrand.
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