January 25, 2021 11:02
After a physically and mentally draining year, Fitness First is seeking to highlight the importance of staying fit, launching new brand platform ‘Put Yourself First’.
The new platform and accompanying campaign was inspired by YouGov Galaxy research which found that 60% of Australians believe they need to find more time to stay fit and healthy and 83% of parents of children under 12 saying they needed to look after themselves more.
The out-of-home execution
In response, Fitness First is targeting both the physical and psychological benefits of keeping active, as well as its range of facilities.
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“At Fitness First we believe the real journey to fitness is both physical and mental. Inner-strength and resilience is just as important as physical training and healthy eating,” says Matt Fletcher, Fitness First’s head of brand strategy.