Fitness First gears up for loyalty scheme launch

by James Quilter , promotionsandincentives.co.uk 23-Jun-09, 14:58

LONDON - Fitness First is looking for brand partners to take part in the launch of a loyalty scheme being developed for the gym's members.

Fitness First has appointed Cocktail Marketing to head up the search for lifestyle brands. The scheme, which has not yet been named, will be launching in September.

Brands are being asked to offer exclusive 12-month benefits for members. The aim is for them to be able to use the scheme through a Fitness First members' site.

Speaking about the launch Fitness First marketing development manager said: "By offering value to our members discounts and offers with leading brands is a great way for us to add value to our membership, which in today's climate is extremely important."

This is not the first time Fitness First has looked to create partnerships with brands. Last month it teamed up with Intercontinental Hotels Group (IHG) to offer the gym chain's members free nights at the IHG hotels.

The promotion, which was also negotiated by Cocktail Marketing, offered a two nights for the price of one deal to the gym's members at IHG's Holiday Inn and Express by Holiday Inn hotels.