Pepper develops a new brand strategy for Fitness First
Fitness First, the world’s largest privately owned fitness-club operator, has employed the marketing and communications agency Pepper, Munich, to help its German branch develop a new brand strategy for the German market. Part of this strategy is the formulation of the brand mission statement and the positioning of four club categories: “Black Label”, “Platinum”, “Lifestyle” and “Ladies”.
“We’re delighted to have won such a high-profile fitness club operator as a new client, and to be reformulating and implementing their new brand strategy with them,” says Dirk Otten, Client Services Director at Pepper. And according to Stefan Tilk, Managing Director of Fitness First Germany: “Over the last few years, Fitness First has consistently increased its share in a steadily growing market. What we have to do now is build our brand and product profile amongst a new generation of customers who really know what they want.”
Fitness First Germany is one of the biggest operators of fitness center in Germany, with over 100 clubs and more than 280,000 members. The central office is in Frankfurt am Main. It is actually owned by the British fitness club global chain Fitness First, which has more than 540 clubs in 24 countries and over 1.4 million members. The company was founded in Bournemouth in 1992, and has clubs in Asia and Australia and Europe. The company started operations in Germany as Fitness Company.PDF-Download