Sports | Wednesday 25 March, 2015 10:30 am |

New identity underpinned with expansion of club network, launch of innovative signature products and services, and new staff training program

Standards and industry practices within the fitness sector are set to undergo a paradigm shift as Fitness First unveils its new fitness philosophy based on the principles of behavioural psychology, an industry first, to encourage its members to go further in adopting a healthier and fitter lifestyle.

Fitness First aims to rewrite the rules of the fitness industry with its new fitness philosophy, which focuses on motivating members to go further in life with the right balance of training, healthy eating and motivation.

George Flooks, Chief Operating Officer said, “Leadership comes with great responsibility and as a fitness leader, Fitness First constantly strives and invests in its facilities and product innovation through introduction of new concepts and services that will benefit its members. As a trusted expert, we believe it is our responsibility to motivate our members to not just push themselves in the gym but go further in life as well and inspire others to do the same.”

“We believe that fitness contributes to building confidence in individuals which in turn helps them achieve a lot more in life and hence we want to bring fitness into people’s lives, inspire them to perform beyond their own expectations and go further in life. From our own perspective, we are confident that our new identity and innovative product offering will take our brand further and perfectly complement the changes we are making”, added George Flooks.

Fitness First’s efforts in pushing the boundaries of performance include the introduction of pioneering fitness products, an enhanced club environment, a focus on service and expertise, and the development of a connected fitness platform. It created Freestyle™ Training, its core product, which includes Freestyle Group Training classes, and will be launching HARDCORETM MAXX), based on the science of Dynamic Movement Training. It has also developed and introduced several signature classes including Pro Cycling, a class developed for Fitness First by Olympic cyclists. Fitness First were also first to bring MYZONE, an advanced and accurate performance monitoring and measurement system to the Middle East, and also boasts of a range of lifestyle services such as the Swim Academy, Fitness First Running Club powered by Adidas and SportZone a world class indoor sporting facility providing coaching for a range of sports activities including cricket, basketball and badminton. These innovations make it convenient for the members to make fitness a habit and stay motivated.

Fitness First’s marked another milestone with the launch of Nutrition by Fitness First. The initiative will now ensure that Fitness First provides its members with the best wellness solutions as well as help them achieve their ideal individual fitness and wellness ambitions thus making Fitness First a one stop Fitness shop for wellness and lifestyle solutions and create an environment where they can cater to all fitness needs under a single roof.

In another instance of industry firsts, Fitness First has introduced a “Raise the Bar” training programme where employees will learn new techniques to understand member motivation, build rapport and create deeper connections. The future plan involves fitness certification for all Fitness First employees, which will be developed and managed by Fitness First Education Academy.

The new brand identity will be extended to a larger number of Fitness First clubs, including the 80 to 100 clubs that have already been earmarked for as a part of a five year expansion plan in new territories and markets that show growth potential. In the short-term, seven new clubs are set to open in the financial year 2014-15 and an additional seven in 2015-16 financial year.

The opening of new clubs will ensure easy access for members to follow a regular fitness regime. There is no denying that with new innovations and the availability of Internationally Accredited Personal Trainers makes it easier for the members to stay motivated and make fitness into a habit which leads to better results.

ENDS

For further information contact:
Tel: 800 FITNESS (348 6377) | www.fitnessfirst-me.com | Facebook: facebook.com/fitnessfirstme | Twitter and Instagram: @Fitnessfirstme

About Fitness First:
Fitness First Middle East is part of the world’s leading health and fitness chain, a franchise owned and operated under license by Landmark Group. Fitness First has over 61 clubs across 47 locations in the Middle East located in the UAE, Bahrain, Qatar, Saudi Arabia, Kuwait and Jordan, which includes facilities divided into Mixed clubs, Ladies only clubs and Male only clubs. We offer world-class amenities including best in class equipment, free group exercise classes, Personal Training by internationally accredited fitness professionals and the latest innovation in the fitness industry.

Fitness First’s pipeline for the region includes branches at Khurais Road in Riyadh, KSA, Vision Towers, Business Bay in Dubai, Ayla Hotel - Al Ain, Sama Mall, Agil - Kuwait and Juffair Mall in Bahrain. Fitness First is committed to provide members with easy access to fitness through establishing new clubs across the Middle East. Fitness First is also proud to bring the latest innovation in the fitness industry to its members including XFit, Swing Yoga, TUFF, Queenax, Lifescape, BILT, PurMotion, MYZONE and many more.

Fitness First has been awarded Winner of Retail Middle East’s award for 'Most Admired Retailer - Leisure' in 2013, Best in Woman's Fitness by Mother Baby and Child Awards, and Best Fitness Class/Centre by Ahlan Awards 2014. Fitness First was also voted to first position in the ‘Favourite Fitness Clubs’ category in the What’s On Dubai Awards 2014. Fitness First Mirdif City Centre was also awarded the Best UAE Facility of the year at the 2014 Fit Awards.

Fitness First is a global brand that originated in the UK. Backed by an experience of over 17 years, the fitness chain has grown into a network of over 380 clubs and 1.0 million members globally in more than 15 countries worldwide.