Fitness First whopping £225 million rebrand

Design, Development, Industry News By Josanne Griffin-Mason, 24th July 2014

Fitness First has decided to completely rebrand themselves, which is going to cost them a total of £225m. The global re-brand includes a revamped website which will be fully responsive and will enhance user experience and navigation.

This has been created by Tribal Worldwide, the new website will go hand in hand with the brand promise to motivate and support members.

“Our new site provides members with a seamless, more user-friendly experience, fully embodying our new brand.  We want to be the fitness leaders and that means to lead the industry in everything we do,” said David Langridge, group marketing director, Fitness First.

Research has revealed that more than 50 per cent of Fitness First UK members access the website using a mobile device. The new website has been built to adapt to all platforms which allows users to access classes and connect with their club on the go.

Tom Roberts, MD of Tribal Worldwide, London, commented: “The launch of the new website is a fantastic digital complementation to what Fitness First has already done. We are now leading the way into a digital world inside and outside the club to support and motivate members.”

Later in the year Fitness First will launch a second phase to its new digital strategy with the launch of a member’s area.

Take a look at their new website: