Rewriting the rules of fitness

With new gym spaces, the latest tech, and a fresh fitness philosophy, the relaunch campaign for Fitness First presented us with a classic problem: how do you communicate a lot of exciting changes, in a single-minded way?

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With Fitness First’s new brand promise of Go Further guiding the brief, we hit upon ‘Rewriting the Rules of Fitness’ as our big idea. It was the perfect vehicle to communicate the industry-leading intentions of the brand and that it was listening to what cutomers wanted. From designing new group training sessions and starting outdoor boot camps, to launching fitness-tracking technology based on proven behavioral psychology, Rewriting the Rules was able to able to cover it all.

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