Delivering smarter service to transform member retention
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.
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