Fitness First: Putting Our Members First

This case study shows how Fitness First, a health club brand, used data segmentation to identify its core UK audience and provide a more tailored service.

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...

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