When DW Sports acquired Fitness First, they became the largest sports brand in the UK. But their brand didn’t effectively communicate that they were a relevant player in the sportswear market or reflect their broader offering.

When it comes to fitness, ‘great’ means something different to everyone, whether that’s getting started with a first pair of running shoes or achieving a personal best in the gym. The line ‘Great starts here’ reflects this inclusiveness and encompasses the training apparel, nutrition and fitness arms of the business.

Creating a single customer view using online and offline data, the brand also capitalised on the opportunity to further understand their customers end-to-end, helping to meet their fitness training needs 24/7, whether they are in or out of a club. A single ‘currency’ that could be used across both these areas of the business to drive loyalty was created. CORE, the market’s first loyalty fitness app and store card, rewards both gym members and sportswear customers. From booking classes, shopping and exclusive discounts on sportswear to in-store offers. Tracking their training programmes and unique customer experiences, the data enables DW Fitness First to understand member motivations.

A highly personalised customer experience ensures the brand stays one step ahead of the competition, increases revenue and raises awareness of the breadth of the DW offering.