Fitness First hires first CMO to quicken pace of rebrand

Fitness First has hired its first permanent CMO to lead the fitness chain’s ‘innovation agenda’ as it looks to step up the pace of its rebrand.

fitness-first-campaign-2014-460

David Anderson joins as global CMO from Virgin Australia Airlines where he was the general manager of brand strategy and performance. Prior to that he held marketing roles at Intercontinental Hotels Group, Hilton Hotel and British Airways.

Anderson replaces Steven Wheeler, who held the position on a temporary basis for 12 months.

The move comes as Fitness First accelerates its rebrand with plans to double the number of club makeovers to reach 155 clubs globally and half a million members by the end of 2014. In the UK that means 66 gyms will have been rebranded by the start of 2015, up from 19.

It is also planning an innovation drive that will see the brand launch a number of new services, fitness products and brand campaigns. That will start with the introduction of a new fitness app in 2015 that will offer members personalised fitness plans via their smartphones.

Fitness First has invested more than £52m in its business over the past two years in training and new technology, as well as a rebrand that positions the gym chain at the more premium end of the market. The company claims the rebrand and accompanying campaign earlier this year led to an increase in revenue and a five per cent rise in both new joiners and member retention.

Andy Cosslett, Fitness First CEO, says: “[David’s] time working with some of the world’s best known customer facing businesses makes him ideally suited to lead the next phase of Fitness First’s journey from a traditional gym business to a 21st century fitness brand.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here