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Delivering smarter service to transform member retention

Fitness First


Increase in member satisfaction


Improvement in member net promoter score


Increase in
member retention

The 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.

The solution


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

If you'd like to understand this project or our approach in more detail,

email or call 023 8082 8505

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