Project Description

Gym bold or gym daunted?

Customer segmentation program to think differently about gym users, then rolling it out to all staff to enabl emor etailored experiences. Fitness First has over 950,000 members in 16 different countries needed to counter disruption from smaller gyms through their greatest assets: their people and their member experience. So my question was, ‘Are you 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.