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Fitness First Australia unveil new branding

Word on the street is that something big is about to happen to one of Australia’s most visible fitness chains.

Yesterday, Fitness First Australia flew 76-year-old fitness icon Jane Fonda into Sydney, to launch the rebrand of the often-criticised health chain in an event being held today at Market Street club.

#changeforthebest is the chain’s new tagline, and the revamped website shows obvious cosmetic changes have been applied to the brand, with its dark blue logo being replaced by an eye-catching red and white emblem.

Often reputed for its difficult process for members to extract themselves from an existing contract, members, and potential members alike, will appreciate the introduction of ‘pay as you go’ membership options, plus the chain are launching a ‘a fitness guarantee’ and a revamped $35,000 New You Awards program.

Do you have a Fitness First experience to share? What do you think about the new Fitness First branding and campaign? What would you like to see in their new lineup of ‘promises’? Or do you know of a fitness chain or club who are setting an example that could be learned from? Leave your comments below.

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