Fitness First appoints Matt Fletcher as head of marketing

Matt Fletcher has been appointed head of marketing for gym chain Fitness First, replacing Samantha Bragg who joined Oporto at the end of last year, Mumbrella can reveal.

Fletcher is currently ANZ director for the United States travel promotion body, Brand USA, having joined the organisation in August 2016 after four years with Contiki in the UK and Australia.

Before joining Contiki in the UK, Fletcher was London-based head of marketing for STA Travel.

Fitness First’s marketing has been relatively low key since the UK-founded company’s Australian operations were taken over by private equity company Oaktree Capital in 2016.

In 2017, Bragg told the Mumbrella Health and Wellness Marketing Summit that health and fitness marketing is “actually really boring” and pointed out the chain’s focus was on on reducing member churn with a tightly targeted marketing strategy.

The last high-profile campaign run by Fitness First was the ‘How Did I Get Here’ integrated push across radio, digital and out-of-home which featured a 75-year-old grandma on a night out in a gay club and a 45-year-old mother rock climbing ask themselves ‘how did I get here?’ in a new campaign for Fitness First.

Mumbrella has contacted Fitness First for comment.


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