philosophy, customer service, and clubs, to deliver a better fitness experience for its members.
The new branding, introduced globally, Fitness First replaced the familiar blue logo with a new, vibrant red 'F' logo, symbolising, passion, energy and strength.
Fitness First's new philosophy to help members 'go further' is more than just a new logo, it's a 360-degree approach to change, across all aspects of the organisation, from the inside out.
Fitness First had lost its way - it had become a business…
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