Yuletide Jog

One of our largest clients, Fitness First, were recently tasked with a mission - 'to shape up the business world and create fitter office teams full of energy!' and so that meant that Idealogy were also tasked with a mission - 'to produce a dedicated Fitness First microsite with an individual look and feel that enabled members and non-members of Fitness First to quickly become involved in the 'Operation Shape Up' corporate campaign.'

Piece of cake… no, thinking about it, better make it a piece of fruit...

From a participants point of view there are 4 stages to Operation Shape Up:

Registration, Initial Assessment, Secondary Assessment and Results. You sign-up, select your preferred club and then:
1. Take the shape up assessment at the start
2. Workout at least 6 times over the next 3 weeks
3. Take the shape up assessment again
4. See the improved results

Whether the user has been to a Fitness First Club before or not doesn't matter; clever stuff going on in the background of the site takes care of that. Already a member? We recognise that email address, go to this page! So, your company has a corporate account with Fitness First? Right, go to this page. What do you mean you just want temporary membership for Operation Shape Up only? OK, go to this page.

The main thing is to get everybody motivated, quickly and seamlessly, with support not only from the allocated Personal Trainers at the respective clubs but via personalised data sheets that at various stages of the campaign are emailed to the users - The Shape Up Guide, Male and Female Score Cards, Visits Card, Company Results etc. This is in addition to users' personalised pages on the site itself, where scores given for each stage of the assessment need to be entered for later use and progress is tracked.

So, completed just in time for Christmas, the site looks set to provide a great tonic to festive over excess.



Posted by Paul Skinner

A real first for Idealogy! FIRST CLUB. Helping Fitness First make fitness pay for itself!

Here’s a breakthrough moment!

How much more regularly would everyday fitness enthusiasts go to their clubs if they also had access to a basket of other great benefits on top of the obvious health improvements? The more you train, the better-off you feel!

That’s the theory behind Fitness First’s FIRST CLUB and the cue for Idealogy to get involved with the online function for this powerful Member Benefits programme.

FIRST CLUB provides committed members with value-based offers, discounts and rewards at many High Street, Travel, Energy, Insurance & Lifestyle brands that soon add up. All Members are entitled to FIRST CLUB member benefits and those members who have been with the club for over a year are automatically upgraded to FIRST CLUB + where they will benefit from another level of rewards.

Working with initial concepts from the Fitness First internal team, Idealogy were tasked with creating a sympathetically branded web environment as a home for this fantastic campaign.

The Fitness First UK site already attracts over 100,000 visitors per month and FIRST CLUB has been designed from the ground up to say ‘Thank You’ to all members and to reflect membership needs as they migrate through the benefits offer.

Idealogy, already the creative and management resource behind www.fitnessfirst.co.uk, has huge experience in web-based customer experience marketing and the FIRST CLUB challenge went live in record time, due to fantastic cooperation from the Fitness First internal marketing and digital teams.

Is that what they mean by being first to market?






Posted by Simon Johnson