Fitness First's £225m global rebrand presses ahead with new online portal to support and motivate members

By Gillian West | Social media manager

Tribal DDB London

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Fitness First article

July 22, 2014 | 2 min read

As part of Fitness First’s £225m global rebranding, the privately-owned health club has revamped its website introducing a fully responsive design and enhanced user experience and navigation.

Created by Tribal Worldwide, the new visual style of the website goes hand-in-hand with the brand promise to motivate and support members both inside and outside of the gym.

“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.

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Following research revealing that more than 50 per cent of Fitness First UK members access the site via mobile, the new website has been built to adapt to all platforms with members and non-members now able to access classes, learn about new products 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 is to launch a second phase of its digital strategy with the launch of a member’s area responding to research highlighting that gym users want a constant access to expert feedback and tracking.

Roberts added: “The Fitness First experience will ultimately provide a holistic service, tailored to each member, which connects their fitness regime with their wider lifestyle.”

The finished digital experience will cater for members of all fitness levels, abilities and experience to track their progress with tips and customised workout plans.

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