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The Retention Guru
The Retention Guru
The Retention Guru
Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

News

Fitness First to invest £270m in brand makeover

Global fitness operator Fitness First believes it has unlocked the key to motivation and is investing approximately £270m (US$445m, €329m) over the next three years in bringing its global estate in line with its new philosophy.

The gym chain, which has 189,000 members in the UK and 377 clubs worldwide, has worked with Professor Stuart Biddle of Loughborough University, UK, to understand motivation, in a bid to turn new year resolution recruits into long-term gym goers.

Biddle has identified that keeping up a new exercise regime, requires more than simply willpower: “Most think motivation to exercise is down to willpower, but it goes much deeper, as we need to meet psychological needs to maintain the habit. If key things can be put in place in order to meet those needs, then our new year’s resolutions have a much greater probability of success.”

Motivation comes down to three specific psychological needs: seeing signs of improvement and feeling competent; feeling like we have a choice of what we are doing and feeling a sense of belonging in the surroundings.

Fitness First has already started investing to meet these needs. The 82 clubs in the UK will benefit from new technology, better trained staff and a number of new workouts and services. This includes a growing focus on functional training, with ‘freestyle’ small group sessions offered on the gym floor.

Twenty London clubs have been refurbished and rebranded, with plans to complete 34 this year and the rest of the estate by 2016.

Physical changes include vibrant new branding, removing barriers on entry to create a welcoming reception; using touchscreen technology to give information and allow members to track progression and aid personal consultation.

Freestyle zones are being added to the gym floor for personal and small group exercise in functional training. Forty clubs already have new style shower blocks and spas with bespoke ceramics, lighting and finishes.

Bio Age, a scientifically designed fitness test to measure biological age, which acts as a motivation and behaviour change tool is being introduced, along with a new induction programme, Custom Fit, which will assess members’ training personality, to inform their unique programme.

Fitness First CEO, Andy Cosslett, says to date gyms haven’t delivered what people need and his company is rewriting the rules of the fitness industry. “We've expanded variety and choice, offering members a huge range of expertly created short workouts which are delivered by skilled staff. We know members want to feel welcome, safe, inspired and not intimidated and these needs shaped our new staff training programme, designed with Professor Biddle, which includes expert instruction on how to motivate members.”

“No gym brand has gone to this length to supports its members’ fitness. From the physical transformation of our clubs to a bold new brand identity, we are making a quantum leap forward for fitness and Fitness First.”

And today - deemed the most depressing day of the year, by psychologist Cliff Arnall, based on lack of sunshine, holiday debt and failed New Year’s resolutions – Fitness First is getting upbeat with free Freestyle team workouts throughout the day, with trainers offering hands on support.

Global fitness operator Fitness First believes it has unlocked the key to motivation and is investing approximately £270m (US$445m, €329m) over the next three years in bringing its global estate in line with its new philosophy.
HAF,FIT,ACD,RES,SSC
941891_462111.jpg
Latest News
Nick Whitcombe, the independent gym owner who refused to shut his gym during the October ...
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Up to 100k people will benefit from the free gym and physical activity sessions, thanks ...
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I used to worry about competition, but today, I have such confidence in our new business model I don’t feel worried. The rest of the market can try to compete, but our clubs will be in a different league
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Bulmershe Leisure Centre, run by Places Leisure, is providing its community with state-of-the-art fitness machines from Octane Fitness
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With January now close on the horizon your thoughts will be firmly focused on sales campaigns to attract new members through your doors in the new year rush.
Opinion: Sealing the Leaky Bucket – 7 Research-Based Tips for Retaining New Members in January 2021
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Company profiles
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Catalogue Gallery
Click on a catalogue to view it online
Directory
Member feedback software
AskNicely: Member feedback software
Skincare
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Wearable technology solutions
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Direct debit solutions
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Management software
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Hydrotherapy / spa fragrances
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Exercise equipment
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Property & Tenders
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03-06 Jun 2021
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ExCeL London, London, United Kingdom
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01-07 Dec 2022
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News

Fitness First to invest £270m in brand makeover

Global fitness operator Fitness First believes it has unlocked the key to motivation and is investing approximately £270m (US$445m, €329m) over the next three years in bringing its global estate in line with its new philosophy.

The gym chain, which has 189,000 members in the UK and 377 clubs worldwide, has worked with Professor Stuart Biddle of Loughborough University, UK, to understand motivation, in a bid to turn new year resolution recruits into long-term gym goers.

Biddle has identified that keeping up a new exercise regime, requires more than simply willpower: “Most think motivation to exercise is down to willpower, but it goes much deeper, as we need to meet psychological needs to maintain the habit. If key things can be put in place in order to meet those needs, then our new year’s resolutions have a much greater probability of success.”

Motivation comes down to three specific psychological needs: seeing signs of improvement and feeling competent; feeling like we have a choice of what we are doing and feeling a sense of belonging in the surroundings.

Fitness First has already started investing to meet these needs. The 82 clubs in the UK will benefit from new technology, better trained staff and a number of new workouts and services. This includes a growing focus on functional training, with ‘freestyle’ small group sessions offered on the gym floor.

Twenty London clubs have been refurbished and rebranded, with plans to complete 34 this year and the rest of the estate by 2016.

Physical changes include vibrant new branding, removing barriers on entry to create a welcoming reception; using touchscreen technology to give information and allow members to track progression and aid personal consultation.

Freestyle zones are being added to the gym floor for personal and small group exercise in functional training. Forty clubs already have new style shower blocks and spas with bespoke ceramics, lighting and finishes.

Bio Age, a scientifically designed fitness test to measure biological age, which acts as a motivation and behaviour change tool is being introduced, along with a new induction programme, Custom Fit, which will assess members’ training personality, to inform their unique programme.

Fitness First CEO, Andy Cosslett, says to date gyms haven’t delivered what people need and his company is rewriting the rules of the fitness industry. “We've expanded variety and choice, offering members a huge range of expertly created short workouts which are delivered by skilled staff. We know members want to feel welcome, safe, inspired and not intimidated and these needs shaped our new staff training programme, designed with Professor Biddle, which includes expert instruction on how to motivate members.”

“No gym brand has gone to this length to supports its members’ fitness. From the physical transformation of our clubs to a bold new brand identity, we are making a quantum leap forward for fitness and Fitness First.”

And today - deemed the most depressing day of the year, by psychologist Cliff Arnall, based on lack of sunshine, holiday debt and failed New Year’s resolutions – Fitness First is getting upbeat with free Freestyle team workouts throughout the day, with trainers offering hands on support.

Global fitness operator Fitness First believes it has unlocked the key to motivation and is investing approximately £270m (US$445m, €329m) over the next three years in bringing its global estate in line with its new philosophy.
HAF,FIT,ACD,RES,SSC
941891_462111.jpg

News

Nick Whitcombe, the independent gym owner who refused to shut his gym during the October
This year's UK government Spending Review, announced in Parliament by chancellor Rishi Sunak on 25
Up to 100k people will benefit from the free gym and physical activity sessions, thanks
To the relief of the sector, the UK government confirmed yesterday (23 November) that gyms,
Closing gyms and leisure facilities during any possible future lockdown would be "unthinkable", according to
Gyms, health clubs and leisure centres will be able to open their doors when the
MIE FitQuest
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The University of Stirling has opened its new £20m sports and fitness centre. The building,
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Ruskin Fitness Club has transformed its gym in partnership with Technogym, adding the new Excite Live line, as well as dedicated workout zones
HCM Magazine
Opinion
Steve Ward celebrates the transformational energy being unleashed in the fitness industry by the pandemic
HCM Magazine
Sponsored
Andy Hall, COO of data and tech solutions brand, Volution, looks at the trends we can expect to see emerging in the global fitness market in 2021
HCM Magazine
Promotion
Wattbike AtomX leads the future of indoor cycling, says Richard Baker
HCM Magazine
Editor's letter
The science shows being fit mitigates against COVID-19. We’ve proven we can operate safely under the SAGE COVID-secure Framework. Time to join it up by securing essential service status
HCM Magazine
Butt, bottom, booty, bum – whatever you call it, working the backside is a vital part of the balance, power and wellbeing equation and has been ignored for too long, as Tom Tawell reports
HCM Magazine
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A new study from the Global Wellness Institute highlights the scope of the $121bn mental wellness market, as Katie Barnes and Megan Whitby report
HCM magazine
I used to worry about competition, but today, I have such confidence in our new business model I don’t feel worried. The rest of the market can try to compete, but our clubs will be in a different league
HCM magazine
Bulmershe Leisure Centre, run by Places Leisure, is providing its community with state-of-the-art fitness machines from Octane Fitness
HCM magazine
With many older people in crisis due to the pandemic, ukactive’s head of health and wellbeing development, Kenny Butler, explains why the organisation is launching an active ageing consultation and how you can get involved
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Our road map is to manage leisure facilities, developing them into community hubs and ensuring the most in need get the most support
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Regular sessions of new-generation yoga can help tackle the lockdown blues, increase sleep quality and boost mental health
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HCM People

Nick Whitcombe

Founder, Body Tech Fitness
I’ve been in the industry for a decade and it’s the first time I’ve seen it truly unified from the top to the bottom
HCM magazine
Given its support for the NHS, should the fitness industry be classified as an essential service, and if so, how do we get the sector reclassified? Kath Hudson asks industry leaders for their views
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We haven’t applied a blanket freeze to membership during lockdown 2, instead we’ve challenged our members to use the time to achieve a specific health and fitness goal
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Opinion
promotion
With January now close on the horizon your thoughts will be firmly focused on sales campaigns to attract new members through your doors in the new year rush.
Opinion: Sealing the Leaky Bucket – 7 Research-Based Tips for Retaining New Members in January 2021
Featured supplier news
Featured supplier: The Shredquarters partners with Physical Company to underpin expansion plans
Functional training gym, The Shredquarters, has moved into franchising, partnering with Physical Company to support its rapid growth.
Featured supplier news
Featured supplier: Converting members in January has never been so simple with Volution’s new Lead Generation tool
Volution – the leading data solutions specialist for the fitness industry – has launched a Lead Generation tool that enables operators to harness the power of mobile technology and cloud-based infrastructure to streamline sales.
Company profiles
Company profile: Wexer
Our mission at Wexer is to make world-class exercise accessible to everyone by harnessing the ...
Company profiles
Company profile: Legend Club Management Systems (UK) Ltd
Legend provides the leading software solution for driving improvements in leisure operations. We deliver savings ...
Supplier Showcases
Supplier showcase - Powering through
Catalogue Gallery
Click on a catalogue to view it online
Directory
Member feedback software
AskNicely: Member feedback software
Skincare
Comfort Zone - Davines S.p.A: Skincare
Wearable technology solutions
MyZone: Wearable technology solutions
Direct debit solutions
Harlands Group: Direct debit solutions
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Management software
fibodo Limited: Management software
Fitness Software
FunXtion International BV: Fitness Software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Exercise equipment
Power Plate: Exercise equipment
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
03-03 Dec 2020
Virtual,
Diary dates
09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
Diary dates
02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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