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Communicate Levant | Advertising, marketing, public relations and media in the Arab world and beyond

Fitness First has new brand identity and philosophy


Fitness First has new brand identity and philosophy

Fitness First unveils new fitness philosophy based on the principles of behavioral psychology, an industry first, to encourage its members to go further in adopting a healthier and fitter lifestyle. The brands’ new philosophy focuses on motivating members to go further in life with the right balance of training, healthy eating and motivation.

George Flooks, chief operating officer says in a press statement, “Leadership comes with great responsibility and as a fitness leader, Fitness First constantly strives and invests in its facilities and product innovation through introduction of new concepts and services that will benefit its members. As a trusted expert, we believe it is our responsibility to motivate our members to not just push themselves in the gym but go further in life as well and inspire others to do the same.”

Fitness First will introduce fitness products, an enhanced club environment, a focus on service and expertise, and the development of a connected fitness platform. It created Freestyle Training, its core product, which includes Freestyle Group Training classes, and will be launching HARDCORE MAXX, based on the science of Dynamic Movement Training.

Fitness First’s marked another milestone with the launch of Nutrition by Fitness First. The initiative will ensure that Fitness First provides its members with the best wellness solutions as well as help them achieve their ideal individual fitness and wellness ambitions thus making Fitness First a one stop Fitness shop for wellness and lifestyle solutions.

The rebranding will also introduce a “Raise the Bar” training program where employees will learn new techniques to understand member motivation, build rapport and create deeper connections. The future plan involves fitness certification for all Fitness First employees.

The new brand identity will be extended to a larger number of Fitness First clubs, including the 80 to 100 clubs that have already been earmarked for as a part of a five year expansion plan in new territories and markets that show growth potential. In the short-term, seven new clubs are set to open in the financial year 2014-15 and an additional seven in 2015-16 financial year.

The opening of new clubs will ensure easy access for members to follow a regular fitness regime. There is no denying that with new innovations and the availability of Internationally Accredited Personal Trainers makes it easier for the members to stay motivated and make fitness into a habit which leads to better results.

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