Delivering smarter service to transform member retention

Fitness First

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 hello@dragonfishuk.com or call 023 8082 8505

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