Delivering smarter service to transform member retention

Business challenge

With over 950,000 members in 16 different countries, Fitness First is a leader in a global fitness industry that is rapidly fragmenting and being disrupted by the rise of a number of budget operators. Following a £75m investment in club re-fits and the repositioning of the brand as a premium offer, Fitness First needed to further differentiate themselves through their greatest assets: their people and their member experience.


Solutions delivered

Working with Fitness First’s HR, Marketing and Operations teams we defined and delivered a service improvement programme designed to:

  • Embed a global member segmentation
  • Equip teams to attract, serve and retain their most valuable members
  • Help club teams to identify different segments and deliver tailored service styles
  • Drive the proactive actions required to improve member retention and profitability


Performance improvement

Across UK trial clubs since launch we have seen:

  • 10% increase in member satisfaction
  • 40pt improvement in member net promoter score
  • 5% increase in member retention
  • 25% improvement in employee engagement
If you’d like to understand this project or our approach in more detail,
email or call 02380 828 505 and ask for Rich Webley
Ready to get in touch?
We’d love to hear from you.Either call 023 8082 8505, send an email to, or if you’ve only got a minute to spare, complete this form and we’ll get back to you.

4 & 5 Grosvenor Square
SO15 2BE
Tel +44 (0)23 8082 8505
11 Golden Square
Tel +44 (0)20 3405 7963
Los Angeles
Second Floor
12402 West Washington Blvd
Los Angeles
California 90066
Tel +1 (310) 300 4848
6/50 Reservoir St
Surry Hills, Sydney
New South Wales
NSW 2010
Tel +61 (0) 2 8007 6474