Fitness First UK – Premium Membership Upgrade

Date

2024

Client

Fitness First UK

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 530,000 active users each month.

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

Fitness First UK needed a seamless, engaging way to promote these new benefits to its existing and potential members, ensuring the app experience reflected these enhancements and encouraged upgrades from “Basic” memberships.

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

Back to all projects

Keep up to date

Stay updated with our latest news! By signing up for our newsletter, you consent to receive email communications from us. We respect your privacy and will only use your personal information to provide you with the newsletter. You can unsubscribe at any time. For more information on how we process and protect your data, please check out our Privacy Policy.