Fitness First Group

Case Study

Fitness First started small, as a single health and fitness club in Bournemouth in 1993. They're now one of the largest gym, health and fitness club group in the world with over 1 million members in more than 400 Fitness First clubs. There's over 80 clubs in the UK alone with still one club mentality - every single Fitness First member counts  

The Challenge

Rocktime and Idealogy (Brand Consultants) were commissioned to redevelop their UK website proposition in late 2006. Subsequently the agency became involved in all online promotional campaigns for acquisition and retention strategies.   

The Solution

A number of developed sites were created all built on Rocktime Logic CMS to manage a comprehensive range of online content including individual club information throughout the UK.

One specific project involved the development of a member retention site enabling club members to gain access to rewards provided by 3rd party partners and tailored according to the longevity of a member with Fitness First. Rocktime supported the desktop site with a mobile alternative which included the facility for vouchers to be presented and used to redeem with the partner.
Member data is uploaded to account for membership changes on a regular basis by CSV upload.

Overall services offered include:

  • Website design & build ASP.NET 
  • Online membership payment application & web service integration
  • Rocktime's Content Management System - Logic CMS
  • Dynamic maps for UK club locator
  • Website accessibility compliance
  • Mobile development for Fitness First and First Club Member Rewards
  • Digital Workshops
  • Content Mapping
  • Online Profiling
  • Rocktime Web Hosting 
  • Rocktime's Warranty Support
  • Bespoke Web Applications & Software
  • Mobile Platforms
  • Tailored Hosting
  • Support & Maintenance
Fitness First Group


The success of the online activity has reinforced the importance of the online experience for all potential and existing members as a means to secure greater loyalty.

Through the work carried out it has enabled Fitness First to accelerate its digital offering in line with the business' internal drive and ambition.