Fitness First UK – Premium Membership Upgrade
Overview
Founded in 1993, Fitness First UK is part of the global Fitness First brand, renowned for its state-of-the-art gym facilities, diverse fitness classes, and personalised training services.
LeisureLabs serves as the dedicated development partner for Fitness First UK, responsible for their branded member app, which boasts over 55,000 monthly active users.
LeisureLabs serves as the dedicated development partner for Fitness First UK, responsible for their branded member app, which boasts over 55,000 monthly active users.
Challenge
In September 2024, Fitness First UK introduced a new “Premium” membership tier across its 27 clubs, aimed at offering enhanced value to members. The “Premium” tier included several elevated benefits such as:
- Extended booking rights for fitness classes
- Comprehensive whole-health support, including GP, physiotherapy, dietician, and mental health services
- Access to advanced body composition scanning and analysis tools
- Additional exclusive features
Approach
Fitness First UK engaged LeisureLabs to:
- Refresh and modernise the app’s visual design and overall user experience
- Build distinct app experiences tailored to both “Premium” and “Basic” members
- Implement intuitive prompts and nudges within the app to encourage “Basic” members to upgrade to “Premium"
- Integrate third-party services like HealthHero and Evolt seamlessly into the user experience
- Ensure the app aligned with Fitness First UK's web platform for a unified digital presence
Solution
LeisureLabs developed a fully upgraded app for Fitness First UK, packed with new features designed to enhance the user experience based on membership type. Key updates included:
- A redesigned barcode check-in system for smoother entry
- Features and class booking rights tailored to membership tiers
- Single sign-on (SSO) integration with Fitness First UK's web platform
- A dedicated marketing page highlighting the benefits of the HealthHero membership
- A personalised experience that promotes upgrades to “Premium” membership
Results
The updated Fitness First UK app launched on time and within budget, ahead of the new membership tier’s release in September 2024. Since launch, Fitness First UK has already observed members upgrading to the “Premium” membership tier through the new app experience.
LeisureLabs played a crucial role in the success of our new ‘Premium’ membership launch. They refreshed our app, seamlessly integrated new features, and aligned it with our web platform, resulting in a seamless and more engaging digital upgrade experience.
Matt Sharpe
Director @ Fitness First UK
