Fitness First launches brand transformation with Jane Fonda via MercerBell and Ogilvy PR Health
Today Fitness First Australia will unveil its new brand – a transformation of its fitness philosophy, customer service, and clubs, to deliver a better fitness experience for its members via MercerBell and Ogilvy PR Health.
Two-time Academy Award winner and fitness guru, Jane Fonda, who is an inspirational role model for both fitness and change, is set to unveil the new brand today at an exclusive event at the Fitness First Market Street club.
The new branding, being introduced globally, will see Fitness First replace its familiar blue logo with a new, vibrant red ‘F’ logo, symbolising, passion, energy and strength. Fitness First’s new philosophy to help members ‘go further’ is more than just a new logo, it’s a 360-degree approach to change, across all aspects of the organisation, from the inside out.
Fitness First marketing director, Anthony McDonough, said that the re-brand was imperative as Fitness First had lost its way – it had become a business focussed on price and location, rather than on its members and service, but all of that is changing.
Says McDonough: “While the rest of the industry is busy building soulless boxes (gyms) full of equipment, we are creating fluid workout spaces designed for members to interact with other members and staff.
“We had a choice to continue doing what everyone else was doing, or we could go back to what made Fitness First successful when they first launched over 20 years ago, which was motivating members to achieve their fitness aspirations and go further, not only in fitness but also in life.
“Over the past 18-months, we have been listening to our members and are excited to be introducing a number of industry firsts to demonstrate that we too, can change for the best and lead by example. Today is just the beginning of a complete transformation, as we redefine the fitness experience for our members 
and the fitness industry.”
Fitness First has invested more than $20m in the past 12 months, and will continue the transformation by doubling that investment during 2014 to $40m across capital expenditure, staff training
and innovative new products. Five Fitness First clubs across Sydney (The Zone, Market St, Kings Cross, Darlinghurst, Bondi Junction Platinum) will be first to showcase the new brand.
Says McDonough: “A financial investment is just one part of our commitment to making changes for the best across Fitness First.
“We are also investing in our people so we can raise the bar on customer service, ensuring that we have a team that offers both exceptional service and fitness expertise. We know that machines don’t motivate people – people motivate people, so we are making a significant investment in developing and training our team to ensure they can help our members to go further. We are also working to link what our members do outside of the club, with what we offer inside the club, especially with the growth of mass participation sports events, such as triathlon.”
Beyond the initial club roll-out, Fitness First will showcase the new brand as part of its upcoming sponsorship of the
Sydney Gay & Lesbian Mardi Gras and the Fitness First Corporate Triathlon National Series.
Says McDonough: “Part of our new brand philosophy is all about helping our members and staff to go further – both in and out of the gym. That’s why being involved in these important community and sporting events is crucial for the new Fitness First.”
At the launch event, Fitness First will announce unbeatable flexibility as part of the new brand.
Says McDonough: “We know that our members join for a reason, a season or a lifetime. We want to be able to increase the flexibility of memberships. We know we have a reputation for locking people into contracts. We want to change that. As of today we are excited to launch Pay As You Go, removing the necessity for a contract and allowing members to pre-purchase a number of visits, providing them the flexibility to use their membership as and when it suits them.
“In addition, we’re introducing a revolutionary first to the fitness industry – our Fitness Guarantee. For any member who uses their membership on average three times or more per week, they can cancel their membership – even within contract – at any time, without notice. This is our way of saying to members that if they commit to their fitness, we’ll honour their efforts with the ultimate in flexibility.
As part of the new brand, Fitness First will also roll out a raft of new fitness initiatives and innovations, including:
- New fitness innovations: new training programs built around the principles of Dynamic Movement Training (DMT), a faster, more effective training philosophy that works every part of the body through three dimensions
- Custom Bio Age: a new scientifically designed fitness test that measures your biological versus actual age and acts as a motivation and behaviour change tool
- Custom Fit: a unique fitness program for every member that scientifically assesses members’ ‘training personality’ and goals in order to establish a personalised program from a range of over 350,000 programs
- Fitness App & iPoint: new motivational technology enabling members to track progress daily, get feedback and connect socially as a fitness community
Says McDonough: “No other gym chain in Australia has gone to this length to support its members’ fitness needs. From the physical transformation of our clubs to our bold new identity, we are making a number of significant changes to help our members to take their health and fitness further. To be the best, to be a leader, you can’t stand still, you need to embrace change and keep challenging the status quo, and this is what we are doing at Fitness First.”
The launch of the new Fitness First brand and product offerings is a pivotal point in Fitness First’s journey and the biggest change the company has undergone in its history of operation in Australia.
13 Comments
“A new, vibrant red ‘F’ logo, symbolising, passion, energy and strength.”
For F’s sake. F for Finance First.
Agreed. One of the greediest organisations around. A new look wont save you,
I actually like the rebrand. Any business that is prepared to admit past mistakes should be applauded, most would bury them under the carpet and pretend they never happened.
As a past fitness first member this rebrand and restructure of what’s on offer is fantastic.
The only real pitty is that when you click on the clubs and want more information you get directed to pages with the old branding. Would have been great to launch it all at once.
Looking great guys.
love the new gym on Pitt St (zone). use it all the time. staff is always so nice. I think the investment is paying off
I have definitely noticed the difference in service and flexible memberships- love it
I think it is fantastic. Fitness first have come a long way and should be applauded for listening to feedback and changing their policies and procedures to accommodate their loyal and future members.
I have noticed recently that the comments on the blog start with about 5 folks saying how much they love the work, then the next group come into bag it, as usual.
That’s fine, put something up that has an idea, no matter how small, big, smart or stupid, it will be judged in this forum.
But here’s a judgement that works on two levels, the logo is really very good, the ads are really very ordinary.
Hi Lesley, Thank you for your feedback. Your ‘The Zone’ Team
The article is interesting. For the life of me I can’t work out what the new value to me as a potential customer actually is. There’s a lot of talk about rebrand, but a brand doesn’t deliver value. What is different? You already have casual visits. You’re letting people cancel, but no one joins to cancel, so not a lot of value there. People will motivate me – but how? You don’t say there’s more staff on the floor, or that I get a trainer, or that I get ongoing service in any way. None of the fitness innovations are actually new or unique. You can eithe4 do them online or they are offered by other gyms. I’m truly not trying to be negative – but if you have a different formula, you need to tell me what it actually is that you offer.
There are tonnes of new activities included in memberships such as small group training, fitness programs, workshops, boot camp and many of the features mentioned earlier, the changes are all about making member experiences better and ensuring members who may not be regulars to a gym will have the ability to train safely and attain results they’re looking for. I’ve worked for Fitness First for the last year or so in one of the most visited clubs in NSW and have seen the changes in not only prices, but in staff attitudes and general management of the clubs also, before you make a judgement on the new changes, I would recommend coming down and trying things out for yourself. Since the company has changed ownership it’s only looking up in my opinion.
-J
Sorry this is the way for me to complained because I had tried different way but it was not work. 1st I had complained the rockdale club is dirty at toilet and studio. They have improved only two weeks after that no more still dirty. 2. Many members have complained that why they cut out the class at Thursday night at 7:30pm. The manager said that not enough members in that class but it is not. Normally 15 to 30 members attended. On Thursday night the last class is 6:30pm and Friday night is 5:30pm that’s why over 60 members comes on Saturday’s classes. Do you know why. Because not enough classes at Thursday and Friday night. It is not fare for members after work. They have no choice. In rockdale they have some good instructors such as Ryan and Edmond but not many classes for them. Good instructors are parts of your capital. If the club have good instructors and good enough classes of course will attract more members to come. I have requested that increase more classes at night such as body combat, body attrack and body jam. I don’t know why no body jam some members like dancing. They have one Zumbia at night but not qualify. Body jam is good I think they have no instructor. I am very disappointed I hope they will improved.
“No other gym chain in Australia has gone to this length to support its members’ fitness needs”
I used to train at fitness first and when you hear this crap it just upsets me. At least they have realized they have done a bad job, but just be honest, don’t over exaggerate, just the same as you were before. Wish I could do something to get back the money in monthly fees I payed even after my membership was cancelled, these days I train at Fitness Clinic in Five Dock Sydney and they have a pay as you go option its up on their website (www.fitnessclinic.com.au), so this is nothing special haha – am sure loads of others have it.
““We’re the only chain in Australia and potentially globally that offers this as an option,” – am sure there are plenty of others
This logo looks 1980′s