David Langridge, Fitness First: The Fitness First Rebrand: Cracking the Code on Retention
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Topic: The Fitness First Rebrand : Cracking the Code on Retention - Identifying human behaviours to redesign member experience - How to support and enhance the development of member habit in the search of cracking the code on retention - Discoveries and insight provided throughout the rebrand journey - Challenges faced by Fitness First and the Leisure industry as a whole
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David Langridge, Fitness First: The Fitness First Rebrand: Cracking the Code on Retention
- 1. David Langridge Marketing within the Leisure Sector
- 2. © Fitness First 2014 CUSTOMFIT & BIOAGE THE MASTERPLAN 2nd October 2014
- 3. © Fitness First 2014 CONTEXT Who are FF and where are we on the rebrand ?
- 4. © Fitness First 2014 © Fitness First 2015 Page 4 INITIAL INSIGHTS: PRE REBRAND
- 5. © Fitness First 2014 CATEGORY: DEVOID OF BRANDS SAME KIT, DIFFERENT COLOURED BOX
- 6. © Fitness First 2014 © Fitness First 2015 RATIONAL PURCHASING DECISION CONSIDERATIONS WHEN JOINING A GYM IN THE FUTURE:
- 7. © Fitness First 2014 © Fitness First 2015 Page 7 CREATING A HABIT
- 8. © Fitness First 2014 © Fitness First 2015 Page 8 CREATING A HABIT
- 9. © Fitness First 2014 © Fitness First 2015 Page 9 THE REBRAND BRIEF
- 10. © Fitness First 2014 RESEARCH AND TESTING
- 11. © Fitness First 2014 © Fitness First 2015 Page 11 FULFILLING HUMAN NEEDS
- 12. © Fitness First 2014 CRACKING THE CODE
- 13. © Fitness First 2014 Our Choice PROVIDE ACCESS TO EQUIPMENT or HELP PEOPLE TO GO FURTHER IN LIFE
- 14. © Fitness First 2014
- 15. © Fitness First 2014
- 16. © Fitness First 2014
- 17. © Fitness First 2014
- 18. © Fitness First 2014
- 19. © Fitness First 2014
- 20. © Fitness First 2014
- 21. © Fitness First 2014 © Fitness First 2015 OUR FITNESS EXPERIENCE NEEDS TO MATCH THE FITNESS EXPERIENCE OF OUR MEMBER MY CURRENT FITNESS EXPERIENCE My fitness places Digital services layer Personal hardware MY CURRENT FITNESS FIRST EXPERIENCE ‘I go to Fitness First once a week’ ‘And they bill me X monthly’ ‘I go to Fitness First Once a week’ ‘I run to work sometimes, Play netball on Thursday and run round the park at the weekend’ ‘I have a Fitbit’ ‘I use Withings’
- 22. © Fitness First 2014 © Fitness First 2015 Page 22 INTRODUCING
- 23. © Fitness First 2014 © Fitness First 2015 Page 23 BRAND SIGNATURES
- 24. © Fitness First 2014 OUR USP
- 25. © Fitness First 2014 PHASE 1: PILOT RECRUITMENT MATERIALS
- 26. Page 26© Fitness First 2015
- 27. Page 27© Fitness First 2015
- 28. © Fitness First 2014 THE FUTURE
- 29. © Fitness First 2014
- 30. © Fitness First 2014
- 31. © Fitness First 2014 PLAY BRAND VIDEO OUT ?
- 32. © Fitness First 2014
- 33. © Fitness First 2014
- 34. Roundtable Question Discuss this statement: A market position is only defendable if you are leading the market? Marketing within the Leisure Sector