Fitness First CASE STUDYFitness First started small, as a single health and fitness club in Bournemouth in 1993. Now trading as DW Fitness First, they’re now the second largest gym, health and fitness club group in the UK with 131 Fitness First clubs and 88 shops in the UK with still one club mentality - every single Fitness First member counts. The Challenge For Fitness First, the challenge has always been to acquire new customers and to retain its long-term membership in an industry where member attrition can be as high as 80% per annum and to make Fitness First accessible to different fitness motivations, however daunting it may be, and to use member achievement as the genuine ‘face’ of the brand.Actions Rocktime and Ideology (Brand Consultants) were commissioned to redevelop Fit

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