Gym bold or gym daunted?
Fitness First has over 950,000 members in 16 different countries and needed to counter disruption from smaller gyms.
This campaign is the balance of internal and external alignment. Customer retention in the gym world is a big issue and the the greatest asset is the people and trainers on hand and the customer experience.
As a creative strategist I was involved in developing a segmentation program to think differently about gym users, then as a creative director in rolling it out to all staff to enable more tailored experiences. We identified and fleshed out 6 different ‘types’ promoting this internally to fitness trainers, and externally to customers.
My question was, ‘Gym bold, or Gym daunted?’
I was involved in developing a global member segmentation to enable staff to attract, serve and retain their most valuable members. We identified different segments and were able to show them how to tailor their approach accordingly.
Award winning work. Across UK trial clubs since launch we have seen significant improvement in Member Satisfaction and 20% reduction in Member Cancellations.
Strategic direction, script and storyboard for the film. Beautifully put together by others.
