Case Study: Fitness First achieves 250% increase in customer engagement with GBG Marketing Services

Fitness First - Customer Case Study

Fitness First, a global fitness brand with over 189,000 members in the UK and hundreds of clubs worldwide, needed to turn raw customer data into highly personalised, behaviour-driven marketing to boost attendance and retention. To achieve this it partnered with GBG, using GBG Marketing Services (including a Single Customer View and bespoke database consultancy) to consolidate data and enable more targeted communications.

GBG implemented a behavioural, automated email programme—personalised newsletters, a data-led welcome series, visit‑triggered nudges, and automated reporting—so Fitness First could match timing, creative and content to individual member behaviour. The result: GBG’s work drove a more than 250% increase in gym visits by new customers and a 42% uplift in engagement for the personalised newsletter, while the SCV and reporting freed the marketing team to focus on strategy.

Fitness First

Rhian Reilly

Customer Relationship Management Manager