Cherry London

Fitness First - Cherry London

Fitness First


The brief
Fitness First, the world’s largest privately owned health club group, wanted to encourage members of all ages and fitness levels to achieve their fitness goals, through a global loyalty programme, to increase frequency of visits, prevent churn and attract new-to-club members. The programme was to be piloted in Australia and then launched across various markets.

Creating the extraordinary together
We developed a bespoke loyalty programme focused around Milestones, called Momentum. Piloted in Australia, we also worked closely with other markets from Germany to India. Momentum was supported by brand partnerships, sourced by us at a local level, providing offers at various ‘milestones’ to incentivise members to reach their aspirational fitness goals. We collaborated with Fitness First to understand their audience segmentation, modelling and data and uncover key trends and insights to help inform and shape our strategy.

The success story
A strategy and loyalty programme the markets could get behind and adopt simplistically to drive results, reduce churn and include a member get member element.
Increased frequency.
Generated high number of new members.
Drove profitability.