With the Coronavirus pandemic impacting fitness operators with enforced closures and apprehensive members hesitant to return to facilities during 2020, Fitness First is seeking to highlight the importance of making time to exercise with the launch of a new brand platform ‘Put Yourself First’.
The new platform and accompanying campaign was inspired by YouGov Galaxy research which found that 60% of Australians believe they need to find more time to stay fit and healthy and that more than half of the population feel that they need to find a way to sometimes put their own needs first and before others.
This particularly applied for parents of children under 12, with 83% of them saying they needed to look after themselves more.
Mindful of these figures and that many people find it hard to put their own needs first, the ‘Put Yourself First’ campaign suggests that people should ‘Be Selfish’ in making time to see to their physical and psychological needs by being active.
Explaining how the campaign encourages people to get active at the group’s network of facilities, Matt Fletcher, Fitness First’s Head of Brand Strategy explains “at Fitness First we believe the real journey to fitness is both physical and mental. Inner-strength and resilience is just as important as physical training and healthy eating.
“Fitness First has clubs in convenient locations, 24/7 access, thousands of classes, world class facilities and leading personal trainers, to help our members put themselves first. We are determined to encourage people to look after their own needs, and ensure that people stay fit and healthy, especially as we are now living in such a challenging environment.”
Developed by creative agency Thinkerbell, the campaign is rolling out in every Fitness First gym and then launching on TV, online video and in out-of-home, press, digital and social media along with owned channels.
Commenting on their role, Thinkerbell Executive Creative Tinker, Paul Swann advised “we challenged ourselves to develop a brand platform that promotes the benefits of exercise outside of the usual physical benefits, such as weight loss and muscle gain.
“The ‘Put Yourself First’ platform aims to celebrate it’s not selfish to take care of yourself and ultimately when you do, you can show up better for others.”
Images courtesy of Fitness First.
About the author
Editor, Australasian Leisure Management
Artist, geoscientist and specialist writer on the leisure industry, Karen Sweaney is Editor of Australasian Leisure Management. Based in Sydney, Australia, her specific areas of interest include the arts, entertainment, the environment, fitness, tourism and wellness.
She has degrees in Fine Arts from the University of Sydney and Geological Oceanography from UNSW.
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