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Hollywood magic and aerobics heritage underpin Fitness First relaunch

Hollywood magic and aerobics heritage underpin Fitness First relaunch
January 23, 2014

The relaunch of Fitness First Australia's brand this week was led by two-time Academy Award winner and 80s aerobics guru Jane Fonda.

Fonda, whose exercise videos transformed fitness in the 1980s, brought her Hollywood glamour to Fitness Firsts own transformation at the chain's relaunch event in the Sydney Market Street Fitness First club this week.

Under the banner 'Changing for the Best', Fitness First Australia unveiled a transformation of its fitness philosophy, customer service, and clubs, to deliver a better fitness experience for its members as part of a three-year global strategy to upgrade its clubs and customer service.

Explaining Fonda's high profile role at the relaunch Fitness First Australia Managing Director Pete Manuel stated "she's our ambassador for our 'change for the best' campaign but she's obviously an industry icon, someone who has been a legend in fitness for many years and has inspired many people.

"The opportunity to work with Jane was a natural fit for us and a great honour."

Fonda attended the Fitness First brand launch to unveil its new look and product offerings at the revamped Market Street Fitness First in Sydney, marking some of the biggest changes for the company globally in its 22 years of operation.

Manuel added "we need to redefine ourselves and lead the way once more as the fitness leader. But this doesn't mean simply putting a different logo above our door and carrying on as before. It means asking some fundamental questions of ourselves and our members and be willing to bring radical new changes to the fitness industry."

Explaining her perspective, Jane Fonda stated "fitness is not just about sweating it out in the gym. It builds confidence that helps you go further in life. I redefined myself from being an actress to a fitness professional when I introduced the Jane Fonda Workout. Fitness has made a significant impact on my life and I want to take opportunities like this to encourage others to not just get into fitness, but get fitness into their lives."

The rebrand event also included Fitness First staff display the heritage of fitness, from weight lifting gyms on the 70s, aerobics in the 80s and through to the present day.

The rebrand follows significant changes in the business over the last 18 months with another $30 million planned for use by the Australian business in 2014 to consolidate its gym offerings, reconnect with its members and introduce new member experiences and facilities.

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