Fitness First Middle East looks to become region's 'most admired brand'

Outlining plans for the gym group’s growth in the Middle East and Arabian Gulf, Fitness First Middle East Chief Executive George Flooks has advised that the business is focusing on innovation, the delivery of quality member experiences and customer loyalty.

Speaking to Gulf News, Flooks explained how the brand values loyalty of its members, commenting “loyalty is a two-way street and we have to maintain and hone that.

“No matter what country you are from we have someone in our facility, whether it is group exercise or personal training, who will connect with you on a one-on-one level.

“Experience is about how you feel when you come to the club and engage yourself with a personal trainer, or a group class, or even on your own.

“It is that feeling you want to repeat and it becomes your reason for coming back.”

With the fitness industry in the Arabian Gulf region has seen an explosion of different types of fitness concepts over recent years, Flooks is enthusiastic about the growing awareness of initiatives undertaken to get people active, stating “Fitness First, in particular, conducts events all the time to keep people active.”

Highlighting that Fitness First’s business is anchored by personal training and group exercise, Flooks advises “we have 65 different nationalities from across the globe working with us, which makes us significantly unique.

“No matter what country you are from we have someone in our facility, whether it is group exercise or personal training, who will connect with you on a one-on-one level.”

Fitness First also puts in a lot of effort into bringing in the latest innovation, with Flooks adding “there are many single concept boutique clubs or studios that charge a massive amount of money for an hour of workout.

“We can give you all of that under one roof for the best value proposition. Besides, we have 60 clubs in 50 locations across the Middle East, plus international access so wherever you go you have a club to go, offering a whole new level of convenience.

“Members can come and use versatile types of equipment and have a short but effective workout

“This keeps the enthusiasm levels very high as opposed to doing the same old mundane exercises.”

Looking forward, Flooks concludes “in (10 years) I see us as the most admired brand in the Middle East.

“The possibility of taking 60 clubs to 100 in the next five years is right on target.”

Images: George Flooks (above and below) and a Fitness First Middle East circuit (middle).