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
The Ology
People want a more personalised fitness offer to fit around their lifestyle
The Idea
Use alternative urban spaces to shape different fitness experiences
The Scope
Consumer research
Competitor analysis
Experiential development
Result
Concept selected for pilot