Fitness First, a global health and fitness chain, has unveiled a new fitness philosophy based on the principles of behavioural psychology, to encourage its members to adopt the right balance of training, healthy eating and motivation.

George Flooks, chief operating officer said: “Leadership comes with great responsibility and as a fitness leader; Fitness First constantly strives and invests in its facilities and product innovation through introduction of new concepts and services that will benefit its members. As a trusted expert, we believe it is our responsibility to motivate our members to not just push themselves in the gym but go further in life as well and inspire others to do the same.”

“We believe that fitness contributes to building confidence in individuals which in turn helps them achieve a lot more in life and hence we want to bring fitness into people’s lives, inspire them to perform beyond their own expectations and go further in life.

"From our own perspective, we are confident that our new identity and innovative product offering will take our brand further and perfectly complement the changes we are making,” added George Flooks.

Fitness First’s efforts in pushing the boundaries of performance include the introduction of pioneering fitness products, an enhanced club environment, a focus on service and expertise, and the development of a connected fitness platform. It created Freestyle Training, its core product, which includes Freestyle Group Training classes, and will be launching Hardcore Maxx, based on the science of dynamic movement training.

Fitness First marked another milestone with the launch of Nutrition by Fitness First. The initiative will now ensure that Fitness First provides its members with the best wellness solutions as well as help them achieve their ideal individual fitness and wellness ambitions thus making Fitness First a one stop shop for wellness and lifestyle solutions and create an environment where they can cater to all fitness needs under a single roof.

In another instance of industry firsts, Fitness First has introduced a “Raise the Bar” training programme where employees will learn new techniques to understand member motivation, build rapport and create deeper connections. The future plan involves fitness certification for all Fitness First employees, which will be developed and managed by Fitness First Education Academy.

The new brand identity will be extended to a larger number of Fitness First clubs, including the 80 to 100 clubs that have already been earmarked for as a part of a five-year expansion plan in new territories and markets that show growth potential. In the short-term, seven new clubs are set to open in the financial year 2014-15 and an additional seven in 2015-16 financial year.

Fitness First Middle East is part of the world’s leading health and fitness chain, a franchise owned and operated under license by Landmark Group. Fitness First has over 61 clubs across 47 locations in the Middle East. – TradeArabia News Service