Fitness First rebrands in an attempt at dispelling ‘Finance First’ reputation
The new Fitness First logo
Fitness First Australia has rebranded, replacing its blue logo with a new red ‘F’ logo which is said to symbolise “passion, energy and strength” and is set to launch its first ever Australian brand campaign in a $5m push.
The rebranding saw the fitness chain transform its fitness philosophy, customer service and clubs as part of the brand attempting to find its way after becoming too focussed on price and location.
Marketing manager Anthony McDonough told Mumbrella: “Fitness First found itself in a lot of trouble primarily because it had a reputation of being Finance First where it was always putting finance before members.
“As with most organisations when you’re a market leader and you don’t have any competition you get a little bit lazy, you take the eye off the member and you end up focussing on yourself as opposed to your members and that absolutely happened at Fitness First.”
The chain has invested more than $20m in the past 12 months and will continue the transformation by doubling that during 2014 across capital expenditure, staff training and new products.
“For the last 18 months we’ve been on a change journey which has been about changing the way we do business, putting members first and finding a way for us to reconnect with the Australian public.”
The old Fitness First logo
Customer experience agency MercerBell assisted the chain develop the creative execution and the new message of ‘Change is for the best’ while UK independent brand consultancy agency The Clearing developed the new logo.
And changing the logo from blue to red was deliberate, McDonough said.
“When we spoke to ex-members globally, when we asked them what would it take for you to re-evaluate Fitness First, they were very clear that we could no longer be blue because blue to them was the old Fitness First and if we wanted them to believe and have a signal of change we had to change our colour.
“We looked at yellow and we looked at green and we looked at red and red came through as a strong, powerful, vibrant, energetic colour that said this is the brand direction we wanted to go in.”
Five clubs across Sydney – The Zone, Market St, Kings Cross, Darlinghurst and Bondi Junction Platinum – will be the first gyms to showcase the new brand with the physical rollout to be completed within the next three years.
“The actual true rebrand is what’s happening with our people and that will be completed within the next six months,” McDonough said.
“We say to our people you may still have a blue logo above the door but you have red running through the heart.”
As part of the rebrand, Fitness First is implementing a new training process which will see every single person who works in the chain’s gyms trained on how to deal with customers.
McDonough said: “We’re talking to every one of our staff members and saying to them this is the new way of customer service for us for the future, the member comes first and if you can’t change the way we’re changing we don’t you working in our business.
“We’re spending in excess of three days with every one of our employed staff training them around member experience, not around sales, not around contracts but how to actually deal with members in our clubs. We’re really the only gym chain in the world that’s investing that much in our people.”
The chain has a number of what McDonough calls “proof points” to highlight to members the rebrand is more than just a logo change.
The most notable change has seen the chain introduce a ‘Pay As You Go’ membership system, removing the necessity for a contract and allowing members greater flexibility through being able to pre-purchase a number of visits when it suits them.
“We lost the trust of our members and of our ex-members through our contracts, there was a feeling when you joined Fitness First you joined forever and you could never get out of a contract,” said McDonough. “It’s one of those things that we are absolutely committed to changing.”
The options include a 4-week membership or a 10 visit pass.
“We’re the only chain in Australia and potentially globally that offers this as an option,” McDonough said.
The chain is also introducing a “Fitness Guarantee” which allows members who use their membership on average three times or more per week to cancel their membership – even within contract – at any time, without notice.
“We believe we’re the first in the world to offer that and the reason we’re doing that is because our competitors are here building small boxes, filling them with equipment and selling lots of memberships and hoping people don’t come – that’s the old way the fitness industry works – and what we’re doing is actually we want our members to come and use our clubs,” McDonough explained.
The chain launched its rebrand with a visit from Academy Award winner and fitness guru Jane Fonda .
“Primarily we’ve bought her out because our new brand is about more than sweating it out in the gym it’s about how people go further in their life through fitness,” McDonough said.
“We believe she is a great ambassador for relaunching our brand and getting the message across that fitness helps you go further in life.”
As part of the new brand, the chain will also roll out a range of new fitness and will showcase the new brand as part of its upcoming sponsorship of the Sydney Gay & Lesbian Mardi Gras and the Fitness First Corporate Triathlon National Series.
Miranda Ward
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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A good test of intent will be how they treat current members in regards to their membership rates; new rates are a lot less than current rates and if they want to prove its about the customer not the dollar they’ll need to drop their charges that current members are paying.
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My experience with Fitness First was exactly that 0- Finance first – they will need to do a lot more than change the logo of that shift is going to occur.
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Does that F look like a £ upside down?
Plus, the red makes it look like Jett fitness.
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I actually really like it.
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This is a step back aesthetically to me. It somehow takes away any ‘prestige’ the old logo had.
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Even with their brand overhaul and attempted customer first focus, their prices highlight the fact that they’re still Finance First.
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A Gym with no competition -brilliant
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“We say to our people you may still have a blue logo above the door but you have red running through the heart.” – I wonder if his people vomit profusely when he says this?
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red logo looks more like a finance brand than the previous one.
They 80’s called, they want their logo back.
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Its amazing how change is clearly feared by many based off the previous information, and how negative people really are. Good on you fitness first for being honest about a business mistake that many companies make and for putting your foot forward in making the change – Excited
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I’m not sure having the TM as the first stop for your eye is the best way to dispel the notion they are a money hungry corporation.
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Im amazed the marketer would say these comments outloud. Silly. Takes more than a coat of paint.
That said love the new logo.
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Very expensive launch promo in market st Sydney today.
Most people in my building(same one) go to other gyms now.
Its def Finance First
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Any marketing person who says that they are going in the direction of a colour is an embarrassment to the industry. All those years ago we learnt a lot from TESCO, change your service, change your product, improve your training and people management, and when it is working – make real promises to consumers, starting with your loyal customers first. The giant F is just missing a few letters. #neverseemebackthereagain.
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I like how only the first few pages of their website have been rebranded, and all the other pages are still in the old branding.
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I thought FF got bought out by Goodlife Gyms? They just all suddenly disappeared a while back.
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Congratulations to Mr McDonough for acknowledging their issues head on.
It’s only after you can acknowledge the problem that you can create a plan to resolve it. Publically saying it means they can hold their staff to account for the past and what’s expected in the future. Well done.
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Let’s hope that they also scrap having pushy sales people approach you on every corner in Sydney too to try out their membership!!
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Gyms are like kitchen gadgets ending in ‘maker’: the vast majority of them can be replaced by simply using your skillet better.
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New colour, philosophy and payment options sounds and looks a lot like Virgin Active…
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When seeing this F, I thought it was for Formula One car racing… Ferrari red ?
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It gets worse – their MD sent this out today: We are introducing a revolutionary first to the fitness industry – our Fitness Guarantee. This allows any member, new or existing, who trains on average three times a week or more throughout their membership to leave us at any time, even within contract. We truly want you to come to the gym, enjoy the benefits and see results.
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Agree with Jeroen when I saw it this morning – F1 is a brilliant logo
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This looks like a bank’s logo. Ironic, innit.
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Anthony, I dream that what you say is true. As a member I can tell you the customer service is shocking. And I’ve yet to see improvement.:
1. I have a wealth of emails back and forth over one issue. The issue was passed from front line staff to club manager to something called the “service compliance committee”. All promised to come back with a resolution. No-one ever did. I gave up.
2. I received an email on my birthday inviting me to book in for a free bio-age assessment. I filled out the on-line form requesting it and then heard nothing. Three messages to my local club and promises that someone would call back amounted to nothing.
3. The timetable of my local city club has a class listed as starting at 12pm. The usual instructor turns up between 12.05 and 12.10 to start the class. This, she says, is because she teaches another class elswewhere beforehand that finishes at midday. When it’s a different instructor the class starts at midday. So none of the attendees know whether to turn up at midday or 12.10 (this in a busy Sydney city club where most are workers on a lunch break). A discussion with the club manager went nowhere. Consequently it’s still an issue and attendees never know whether the class will start at midday or 12.10.
Sigh.
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“Fitness First found itself in a lot of trouble primarily because it had a reputation of being Finance First where it was always putting finance before members.”
Why on earth would you say that?! I had no idea they were known for that but now I do, courtesy of their own marketing person!
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Only time will tell if this huge makeover will pay off, but I think previous members who were soured by the ridiculous contracts may not come back as the damage was done. I also think with all the competition coming around offering more flexible membership options, FF had no choice but to do something to stay in business.
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It takes a brave company to admit to its problems and openly attack the issues. It sounds like huge investments in change are happening to benefit all members. Well done Fitness First, I look forward to seeing change beyond the way you look!
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Personally I prefer chips to training.
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Finally someone is honest enough to acknowledge their problems and willing to make a change. A bold one at that. Pay as you go is an awesome option. My membership is running out soon with the competitor so I’ll definitely look into FF.
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I really do hope that finance first, I mean FITNESS first actually focusses on their customers and loses their greedy ways.
I tried to run a PT business (franchise) and was appalled by the company attitude of ‘smashing’ the client so they think they are getting a workout. No mention of educating lifestyle changes here.
I’d love to see when FF starts advertising for customer service trainers. I’ll put my hand up!
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I am a member and asked in club today for them to lower my weekly rate to the new, cheaper advertised rates. I was told I would have to start a new contract and there would be fees associated with doing that. What’s changed? Still finance first…
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I’m with ‘S’.
Never heard of the Finance First tag before this rebrand and now it’s all I will ever think.
Too much honesty.
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What about the 6 Million backpacks that everyone seems to have with the old branding?
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It is plainly evident to me as a non Fitness First industry professional, that Fitness First are no longer the old company they use to be and good on them for acknowledging their mistakes from the past. I do believe they are truly committed to strengthening their brand by offering their members a world class fitness club. Their actions in endeavouring to prove themselves will undoubtedly win old members back.
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You ‘bought’ out Jane Fonda or you just haven’t proofread this properly…
Am hearing a lot of hype which makes me uneasy. Perhaps the giving credit to those current staff members who help make attending Fitness First more motivating and fulfilling experience would be important to encourage a positive ongoing effect with lasting outcomes rather than the perception of’whitewashing’ of the brand. I would feel more encouraged by speeches given on the building on past positives while creating new alternatives rather than the current blank slating being driven down our throats via the magazine and articles such as this.
On another note, Android phone users make up 70% of the mobile phone market, yet Fitness First only have IOS apps and magazine options. I am less likely to make an effort in how I feel about brand loyalty if apps are not available across board.
Increased options and flexibility for attendees is a welcome step.
Staff development is important and I would welcome also staff training in the use of social media platforms to encourage communities built around locations of gyms.
Thank you for reading and I hope my point of view may be of some use.
Best regards,
Alison
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Fitness First have the best gyms…try moving to Bowen and paying the same amount and not even getting change rooms.
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You can spend all that money and talk about how they are transforming their people, but when you only invite the “good looking” PTs to the media launch and exclude the rest, is that really an investment in your team??? Remembering that the PTs are the front line for the company! I thought that was disgraceful, if you want to start off on a positive note, ALL staff should be there. My PT wasn’t and she’s been with the company forever!!!
Great start Fitness First
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I can’t believe the negativity from some people. I know fitness first has had it’s issues in the past, but they have put their hands up and apologised for that, and have committed to change.
Rather than complain about things here, why don’t you go and see someone at the gym and 9/10 you will have your problems resolved. The main issue is morons signing up for 12 months then deciding after 3 months they want to quit!!! What do u expect FF to say?
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Andy – There’s no fees to recommit mate, you might wanna double check that one.
Bob – Are u serious mate? Sooking cos your PT wasn’t at the launch haha he was probably training clients
‘All Staff Should be there’ haha righto who’s gonna open the gym then mate?
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Been a member of FF since launch in ’97 thereabouts – big change required and having experienced the new brand last night at Darlinghurst and some of the new innovations (card swipe entry) it definitely feels like they are taking a far more customer centric approach – time will tell though. Like the new logo – strong, confident, bold, very achievement oriented…when other gyms are playing the wellbeing angle.. i don’t mind it
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I used to be a member of Fitness First Kings Cross but left to join Virgin Active – primarily because I was sick of the state of the gym. Weights left lying around, no staff other than personal trainers on the gym floor, and the disgusting state of the changing rooms. FF would have been better spending $20 an hour on cleaners during peak periods than wasting money on rebranding.
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hmmm…….not sure if I am buying it
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Whilst I wish them success in their changeover, I did cringe when the Marketing Manager is quoted as saying “when you are the market leader and you don’t have any competition and you get a little lazy”.
As Hmm says. Wow. The arrogance. Do you think any business would propose such changes unless they were losing a significant number of members and revenue to their competitors?
Some areas of Sydney are incredibly over serviced by the number of gyms nearby within a short radius.
101 – Yes that is very ordinary. The Join Us page on their website still has the old logo and colours. Oops.
willy loman – love your work
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Fitness First has always had a strong culture and can pride itself on their standard of gyms. In comparison to cheaper competitors. I would much rather be a part of a gym that strives to improve its image and membership programs than a run of the mill gym that offers nothing more to its members and ceases to change
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Not very innovative branding, red has been done many times in the Fitness industry. I suggest they do their research as their comments on what small box clubs are doing is incorrect. They were too cocky and disregarded the new competition in the Fitness Industry while disregarding their members along the way. there are far better offerings out there from the smaller box, clubs now, pricing, convenience and care factor. Check out Anytime Fitness 320 clubs Australia wide, they have my loyalty now.
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I like it!
Well done Fitness First and keep up the good work to keep on top
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I agree on the small box comment, I am a member at Anytime Fitness and they DO encourage me to attend. They also have an amazing club culture, staff are great!
I can train at any of the 300+ clubs with no fees! Will take FF alot to better this.
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um julie, anytime fitness is a garage gym compared tp FF. noone there to help you, no safety and fitness advice, NO classes or member focused programs and limited equipment. you may aswell drag out the old ab-pro and throw on an olivia newton john DVD
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I’ve been a member of FF for a number of years now and really actually like the experience. I’ve also been a member of many other gyms in the past and FF is certainly one of the better ones I’ve been to. Although did hear in the past about tough lock in contracts my understanding is that these issues have been addressed and a lot more flexibility is allowed. In fact they allowed my wife when pregnant to put her contact on hold without any problem for the past 6 months. Lastly I really like the new look!
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Ladies & Gents,
I’m gonna assume most of the negativity is coming from the UK, coz you all like to have a whinge on a daily basis.
For the whingers that are Aussie: get over it. If ANY company are willing to admit fault and start making a change only succeed at it then congratulate them – you know that’s the Australian way. If they fail, then you can shit-stir them for it for the next 3 years – coz that too is the Australian way. 🙂
Until then, give ’em a bloody good go.
Expressing that they can’t do it and dredging up old issues is counter-productive. Get to gym, actually do a challenging workout and if you still have an issue go see them (calmly) and see whether their staff’s re-training has paid off and you get a better resolution.
Sitting here whingeing isn’t getting you fitter or happier.
You want a resolution? Go be part of the resolution.
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Seriously, the only reason Fitness First got the name Finance First is because people signed on for 12 month contracts, didn’t go, and then whinged that the company was robbing them blind!!! It’s a contract, people!!! You know what you’re getting into!! A commitment that for 12 months you’re gonna have to fork out dough! It’s not rocket science!! Good on you Fitness First for giving the people who can’t read, a simple pay-by-the-visit option. Some ppl are simple beings.
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Fitness First is a brand new company now. Ex senior managers now manage Anytime, Fit n Fast and Virgin Active health clubs.
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Bob, your poor uninvited PT. Fitness First has about 1500 PTs Australia wide. They couldn’t all fit into the photo.
Olivia, brilliant, and completely on the money. A contract is a contract. A cooling off period is provided should new members change their mind or not agree with the fine print. Why is it Fitness First’s fault that some members chose not to honour their commitment?
(I’m not with FF by the way)
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Well Steve I have to tell you there dozens of reasons why people may want out of a contract. New job, relocating getting married, poor equipment, not enough classes, health problem, injury, bad music, arsehole members, locker room theft or plain old shit service, and total lack of value. There’s millions. Any of which is legitimate ground to cancel your membership.
MdDonoufh has done his research well, because the self assessment is bang on the money. More importantly they’ve put the focus back on the customer by delivering product, pricing and membership packaging based on what the customer wants.
Then they’re working on getting the staff to live and breath the customer experience. And herein lies the relevance of the logo change. I don’t particularly love it, but it does say to the staff, members and future members that a line in the sand has been drawn and there is a new Fitness First.
And just to add a bit of noise around this issue we will get Miss Jane along for a tour and a chat.
Takes a lot more than an ad campaign to fix a company that’s believes it’s own bullshit. This is good and I hope it succeeds. Well done
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I train at Fitness Clinic in Five Dock Sydney and they have a pay as you go option its up on their website (www.fitnessclinic.com.au), so this is nothing special haha
““We’re the only chain in Australia and potentially globally that offers this as an option,” – am sure there are plenty of others
This logo looks 1980’s
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Good gyms, lousy money-grubbing service. Judging by the comments, lot of astroturfing going on. Will take LOTS more than a logo change to get me back.
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This is about these “fashionable” gyms generally, not necessarily Fitness First :
The point is they renew 12 months contracts automatically and you have to plead, beg, and threaten over numerous visits and phone calls to get them to stop. And you can’t deal with them over the phone, no you have to visit. And they won’t stop direct debit ; no, you have to write a letter to your bank – and the bank won’t stop direct debits without authorisation from the payee.
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I’m very sorry but… LOL
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I was actually impressed when a receptionist at my Fitness First in Bourke St (Melbourne), stopped me one day and told me that I’m paying too much on my membership. He updated my membership and I’m now paying $20 less a fortnight.
That gets my tick of approval 🙂
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Anybody know who did the re-brand?
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I’m with Kerry. Seems to be quite a few comments here that fall into the astroturf category. Sorry, I have to give the brand change campaign an F.
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WOW I am genuinely surprised at the deluge of negativity listed here, it’s a gym re-brand for goodness sake, that’s all… personally I think they did a good job on their re-brand communication piece, it’s been extremely visible, and they seem to be more customer focused in their approach (in terms of no lock in contracts)
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Rearranging deck chairs much? Is this what happened on the Titanic?
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Hang on, why does it take 3 years to complete a livery and rebranding rollout?
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The logo looks daggy and takes away from the prestige of the chain.
Perhaps for this reason it will appear more cheap and cheerful like other no frills gyms popping up.
Great that they are learning from past mistakes nonetheless!
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I have two months on my membership left but I recently switched to Virgin Active, simply because of the customer service.
I hated going to Fitness First, everyone was so unhelpful- the gym was nothing special and we are paying loads for it. Whenever I’d phone up asking about things no one had any idea what was going on, I changed my address with them and they kept sending things to my old address then demanded I pay fees.
Virgin Active has amazing staff, amazing equipment and actually makes paying $47 a fortnight worth it, Fitness First definitely wasn’t.
They don’t need a rebrand- they need to change the dynamics of their staff and make them actually remember that customer service is important.
A leopard can’t change it’s spots.
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I’m a copywriter, but I also teach group fitness at FF. There’s been a big internal push from the company about this new brand (with compulsory summits and a lot of internal consultation) – and from the inside, it feels really genuine. I’m excited to be on the “other side” of a rebrand for once – I’m fascinated to see how it all plays out!
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I’ll consider them again when they refund the $1,200 they took from my account after I spent half an hour cancelling (when I was already finished my 12month contract).
I cancelled my membership when I was moving overseas, I spent 30mins filling out surveys and exit forms, two weeks later I left the country. It wasn’t until my father noticed serious bank letters coming through (from an account I no longer used) that he opened one, they had continued to take money for months.
Bunch of shonky people who ruined their customer base. There are plenty of much better gyms out there, go to them instead of funding a crappy change of logo, and let’s be honest, that’s all it is.
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You lost me ages ago Fitness First. At my local FF gym the suggestions box had a bin underneath it, yes all the suggestions went straight in the trash. Also the rebranding is just copying Virgin Active. I won’t be giving them another look.
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