Executive Summary
Fitness First has demonstrated groundbreaking vision in driving growth through a unique customer relationships initiative that has dramatically improved value for our members whilst strengthening our business.
Objective
Fitness First is a world-leading health and fitness brand but was caught in the "squeezed middle" of a highly competitive market polarised between budget and premium clubs.
Our objectives were to:
- Identify, acquire and retain our most valuable (Core) members
- Give our staff clear direction on how to provide better service to members
- Increase satisfaction for every member
By building strong customer relationships we could improve our bottom line and...