Fitness First Asia has launched a digital membership for both members and non-members in a bid to broaden the reach of its brand and inspire people to stay active.

Working in partnership with fit-tech company Wexer, the digital membership is delivered through the CustomFit app, Fitness First’s version of the Wexer Mobile app. The Wexer app was created as a white label solution for operators to extend their reach beyond the four walls of the gym.

The CustomFit app allows Fitness First to live-stream group fitness classes from its clubs, direct to users wherever they are, and provide a library of hundreds of on-demand virtual classes.

Additional modules in the app include a workout builder, class bookings, challenges, results-focused programmes and a tool for personal trainers to formulate workout plans for their clients.

Simon Flint, chief executive of Evolution Wellness – the parent company for Fitness First Asia - said: “Fitness First understands that in today’s busy life there may be occasions where members won’t always be able to make it to the gym, so we want to provide tools and content which will allow them to stay on track with their fitness regimen.

“We’re keen to continue to help keep people inspired wherever they may be – at home, at work, or while travelling – through fitness-rich experiences.”

Paul Bowman, Wexer chief executive, added: “Our key objective is to help clubs stay relevant in a world where consumers are increasingly looking online for fitness inspiration and content.

“Wexer Mobile is a digital extension of the club’s offering. It allows the operator to maintain its relationship with members 24/7, while also expanding the reach of the business by engaging a new cohort of non-gym-goers.”

Read our recent interview with Simon Flint in the July edition of Health Club Management