Fitness First appoints member communications agency

Fitness First Australia has appointed Global Red Australia as its direct member communications agency.
The agency will develop and manage a multi-faceted behaviour based marketing solution to communicate and interact with more than 350,000 existing Fitness First members across 92 Australian clubs.
Fitness First Australia Marketing Director Andy Mallinson said the appointment of Global Red is part of a broader strategy to reinforce the member experience and engage members more, explaining that "thereâs already a sense of community among Fitness First members and weâre aiming to build on that existing loyalty by providing our members with more information which is useful to them, more motivation and rewards for their fitness achievements or long-term loyalty.
âWe also understand that while all our members share a common interest in health, fitness and wellbeing, they are all very different, very individual people so our communication with members must be relevant to their individual needs and goals.
âGlobal Redâs brief is to focus on increasing member satisfaction and motivation therefore increasing club visitation and length of membership.�?
The member communications and reward program will include the creation of a database of members tailored with each individualâs goals, motivations and interests to allow targeted communication to assist in them achieving their fitness goals.
Mallinson said Global Red was selected due to their creative thinking, proven strategic approach and ability to provide close, ongoing support management, adding "we were impressed with Global Redâs creative approach to the challenge backed up with a successful track record of delivering results and, being a boutique agency, the senior people are very hands-on nd available to work very closely with us.
âThis program needs to move fast and be very flexible so we were looking for an agency which could be an active partner for our marketing team and they have a great fit with us.�?
Fitness First Australia will begin rolling out its new member communications program in the first quarter of 2010.