International workout facility Fitness First dropped its loyalty program, and replaced it with a data-driven rewards offering. The gym experienced a significant branding overhaul at the beginning of 2014, including logo change and web redesign, and is continuing to pass mile markers in improving its customer experience reputation.
The three-year project to beef up its brand was motivated by a desire to become more in-tune with members on increasingly personalized levels. Until now, Fitness First had maintained a traditional customer....