Tribal Worldwide London Revamps Fitness First Web Experience

Innovation-led digital agency Tribal Worldwide, London, has unveiled a new website for gym brand Fitness First, the largest, privately owned health club in the world. You can view the website here.

The revamped website has enhanced user experience and navigation and a fully responsive design which enables access at any time and from anywhere for increasingly busy gym users.

The comprehensive refresh is part of Fitness First’s £225m global rebranding, unveiling transformed clubs, a new fitness philosophy and enhanced staff expertise, underpinned by a new brand identity.  The punchy, visual style of the new website goes hand in hand with the new promise of the brand to motivate and support members inside and outside the club so they get the maximum benefit from their workout.

The brand meets the trend of busy professionals whose fitness has to suit their style and fit their digital lifestyle and can now access the new site which is built on the latest platform technology. Research by Fitness First reveals that over 50% of UK members access the website on their mobile devices, driving its entry into a new digital era for the brand. Members and non-members can now access classes, learn about new products and connect with their clubs on the go.   

The second phase of the digital strategy will be revealed later in the year and will see the launch of the new member’s area. Fitness First research highlights that gym users want constant access to expertise, feedback and tracking, which will be delivered through a purpose built digital platform.   The new digital landscape will specifically be designed for members of all fitness levels, abilities and experience to track their progress, follow insightful tips and download customised workout plans.

Tom Roberts, Managing Director, Tribal Worldwide, London said: “The launch of the new website is a fantastic digital complementation to what Fitness First has already done. We are now leading the way into a digital world inside and outside the club to support and motivate members. The Fitness First experience will ultimately provide a holistic service, tailored to each member, which connects their fitness regime with their wider lifestyle.”

David Langridge, Group Marketing Director, Fitness First added: "Our new site provides members with a seamless, more user-friendly experience, fully embodying our new brand.  We want to be the fitness leaders and that means to lead the industry in everything we do. We will soon herald a whole new digital era with our connected fitness experience for members, building their confidence wherever they are. This will complement our staff expertise, new clubs and workouts.  We worked together with Tribal Worldwide, London as they had the right expertise and shared the same digital vision.”