Fitness First | Choose Progress
Repositioning fitness culture from perfection to progress
300%+
More prospects reached
versus previous campaigns
11%
Reduction in cost per acquisition
113%
More paid social joiners MoM
As part of our ongoing quarterly campaign work with Fitness First, we led the development of their September-October campaign to re-establish and strengthen brand positioning during their busiest months. The fitness market remained dominated by brands chasing hype with extreme messaging, creating opportunity for differentiated positioning.
Unlike many gym brands chasing hype with extreme or edgy messaging, Fitness First champions something more powerful. It's not about perfection, it's about progress. Every rep, every class, every choice adds up to real change. Results don't come from quick fixes. We developed the 'Choose Progress' campaign to champion smaller wins and incremental gains that build into lasting achievement, establishing authentic connection with diverse demographics seeking sustainable fitness experiences.
Philosophy as Competitive Advantage
We developed 'Choose Progress' as the campaign's central positioning, differentiating Fitness First from perfectionist fitness culture. The strategy celebrates authentic member stories over dramatic results, creating market distinction through progress-focused messaging that resonates across all fitness levels. This positioned Fitness First as the accessible fitness brand championing real results, differentiating from extreme messaging competitors.
Authentic Storytelling at Scale
Working with Fitness First's existing member stories, we curated and amplified authentic testimonials featuring diverse fitness journeys, from rehabilitation to transformation to outdoor parks to calisthenics influencer success. Each narrative follows strategic progression whilst providing genuine social proof that demonstrates Fitness First's inclusive community values. This created an authentic content library driving engagement and conversion through real member representation across all demographics.
Experience Architecture
We engineered a comprehensive digital ecosystem featuring persona-based landing pages and conversion pathways designed to support September joiner targets whilst delivering the full brand story. Performance advertising adapts content based on user behaviour, serving relevant member stories at optimal decision moments with data-driven optimisation driving qualified lead generation. Beyond digital, Fitness First seamlessly adopted our campaign concept across their club portfolio, creating a cohesive phygital ecosystem where members experience consistent brand ethos at every touchpoint, from online discovery through in-club engagement.
The Choose Progress campaign repositioned Fitness First within London's competitive fitness landscape, creating authentic differentiation that resonates with diverse community demographics. Our ongoing partnership continues refining campaign messaging through member feedback and performance data, ensuring the Choose Progress philosophy evolves with changing member needs whilst maintaining core authenticity that drives sustainable growth.
Success stems from understanding that fitness marketing requires emotional intelligence alongside strategic precision. By celebrating real progress over impossible perfection, Fitness First built a brand that members genuinely connect with and prospects actively seek out.
CONTINUE THE JOURNEY
Helping to tell the world the secret to a healthier life
Where would you like to go?
We’d love to understand more about your business needs and challenges. Talk to a team of exciting minds and create a collaborative partnership focused on driving growth for your business.