OVER-RELIANT ON PRICE AND STRUGGLING WITH VALUE PERCEPTION, FITNESS FIRST’S AMBITION WAS TO REDEFINE A TIRED AND UNDIFFERENTIATED CATEGORY, MAKE PEOPLE LOOK AGAIN, AND RETURN TO PROFIT.

I developed and implemented a brand voice that allowed Fitness First to move past talking about traditional, gym-based goals and focus on people's life aspirations instead... 

At its most distinctive the new Fitness First is provocative – the kind of brand that makes confident, bold statements and stands behind them. The voice of Fitness First also has a 'progressive' side to it. Personal, energetic and insightful, it's dialled up when talking about new services – such as exclusive classes or the brand's companion app...

My writing work during this rebrand programme took in everything from tone of voice development, to campaigns, to in-club customer comms. The Pro Cycling film below being one such example.

The Fitness First rebrand won 3 Golds, 2 Silvers and the Grand Prix at the 2015 Transform awards. New memberships leapt 10% year on year. The first 19 revamped clubs – around which the relaunch campaign was targeted – attracted 16,000 new members inside 8 months.