Fitness First UK – Personalising the Member Experience
Overview
Founded in 1993, Fitness First UK is one of the UK’s most recognisable gym brands, known for premium training environments, diverse fitness classes and an evolving digital ecosystem. With a focus on innovation and personalisation, Fitness First UK continues to invest in digital experiences that connect better with every member.
As their long-term technology partner, LeisureLabs supports the strategy, design & development of the Fitness First UK member app, which now sees over 55,000 monthly active users.
As their long-term technology partner, LeisureLabs supports the strategy, design & development of the Fitness First UK member app, which now sees over 55,000 monthly active users.
Challenge
Heading into Q4 2024, Fitness First UK identified a key opportunity: how to better understand members' individual goals, preferences and training styles.
To deliver on their brand promise of personalisation, they needed a frictionless and engaging way to capture this data from every member. And with a large and diverse user base, any solution had to feel effortless and inclusive for all.
To deliver on their brand promise of personalisation, they needed a frictionless and engaging way to capture this data from every member. And with a large and diverse user base, any solution had to feel effortless and inclusive for all.
Approach
Fitness First UK partnered with LeisureLabs to design a new onboarding experience that felt both intuitive and impactful. The brief was clear:
The questionnaire was built as a lightweight microweb app, embedded seamlessly within the existing Fitness First mobile app. It was made configurable at the club level, allowing a phased rollout via feature flag.
- Create a lightweight but engaging questionnaire to surface member goals, gym experience and class preferences.
- Deliver it in a way that ensures 100% completion by all users.
The questionnaire was built as a lightweight microweb app, embedded seamlessly within the existing Fitness First mobile app. It was made configurable at the club level, allowing a phased rollout via feature flag.
Solution
The onboarding experience was launched to members in February 2025, available to both new and existing users of the app. With thoughtful UX, strategic pacing, and clear benefit messaging, the questionnaire achieved:
- 100% completion rate across all member types
- Real-time data syncing for personalised content, class suggestions, and emails
- Club-level controls for phased rollout and testing
Results
Since launch in February 2025, the app has collected 53,000+ responses — each one tied to an individual profile.
Fitness First UK continues to work with LeisureLabs as their preferred technology partner for supporting the mobile app’s ongoing evolution through strategy, UX design and full-stack development.
Fitness First UK continues to work with LeisureLabs as their preferred technology partner for supporting the mobile app’s ongoing evolution through strategy, UX design and full-stack development.
