Personal fitness has always been a highly competitive environment requiring more than convenience and location to significantly improve member attrition rates.

Brief

Create a series of innovative new fitness experiences to allow Fitness First to research, evaluate and develop an alternative offer to the traditional ‘box gym’ format

Insight

People want a more personalised fitness offer to fit around their lifestyle

Idea

Use alternative urban spaces to shape different fitness experiences

Scope

Consumer research
Competitor analysis
Experiential development

Result

CONCEPT SELECTED FOR PILOT