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

David Langridge

Marketing within the Leisure Sector

© Fitness First 2014

CUSTOMFIT & BIOAGETHE MASTERPLAN2nd October 2014


CONTEXT

Who are FF and where are we on the rebrand ?



Page 4

INITIAL INSIGHTS: PRE REBRAND


CATEGORY: DEVOID OF BRANDS

SAME KIT, DIFFERENT COLOURED BOX



RATIONAL PURCHASING DECISION

CONSIDERATIONS WHEN JOINING A GYM IN THE FUTURE:



Page 7

CREATING A HABIT



Page 8

CREATING A HABIT



Page 9

THE REBRAND BRIEF


RESEARCH AND TESTING



Page 11

FULFILLING HUMAN NEEDS


CRACKING THE CODE


Our Choice

PROVIDE ACCESS TO EQUIPMENT

orHELP PEOPLE TO

GO FURTHERIN LIFE










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 Firstonce a week’

‘And they bill me X monthly’

‘I go to Fitness FirstOnce 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’



Page 22

INTRODUCING



Page 23

BRAND SIGNATURES


OUR USP


PHASE 1: PILOT RECRUITMENT MATERIALS

Page 26© Fitness First 2015

Page 27© Fitness First 2015


THE FUTURE




PLAY BRAND VIDEO OUT ?



Roundtable Question

Discuss this statement: A market position is only defendable if you are leading the market?

Marketing within the Leisure Sector