DW Fitness First reveals plans to becoming "UK’s largest sports participation brand"
POSTED 04 May 2018 . BY Tom Walker
We’re creating an end to end customer proposition which is unique to anything you’ll find elsewhere in the retail and gym industry – Martin Long
Gym chain DW Fitness First has revealed its strategic vision to become the UK’s largest sports participation brand.
Formed following DW Fitness' takeover of Fitness First's 62-strong UK portfolio in September 2016, the business now boasts 120 gyms and 90 DW Sports-branded retail stores – a mix which the firm plans to utilise.
During 2018, the company will begin a programme of merging the gym and retail side of the business to create a "seamless customer experience".
A key focus will be to blur the boundaries between the leisure and retail elements and "bring the dynamism of the gym into stores" – while making sportswear shoppable in the gyms.
It will result in the creation of new concept DW Sports stores, with softer and less masculine designs and layouts, featuring interactive elements such as Run Labs - where customers can have their gait analysis taken.
In 2018 the group is also planning to launch ‘pop up’ style gym classes and workouts within their retail stores – a market first.
In total, the group plans capital investments at around 50 sites.
The strategy also includes raising the group's profile among consumers.
The business has secured a number of partnerships with national governing bodies of sport and has secured a deal to become the official retail and leisure partner of England Athletics, Welsh Athletics, Scottish Athletics and Athletics Northern Ireland.
It has also become the first ever channel sponsor of Sky Sports Mix, which will see DW Fitness First featured in ambassador-led TV Ads, social content, programme pre-roll and live activations.
A new e-commerce platform will also be launched, bringing the DW brands together by offering customers the opportunity to navigate between gym and store and to match their training regime to their performance-wear needs.
Speaking exclusively to Leisure Opportunities, CEO Martin Long said the changes will "revolutionise the business".
"We’re creating an end to end customer proposition which is unique to anything you’ll find elsewhere in the retail and gym industry," he said.
"With the combined strength of the group our customers are no longer seen as ‘gym members’ or ‘retail customers'. Our vision is to create a unique and seamless experience for everyone, whether you shop with us, train with us or ultimately both.
"Going forward, we will explore the opportunities to merge our retail and gym offerings and while we cannot physically provide the combined retail and gym experience in every DW location, taking our e-commerce offering to DW Fitness First clubs in London is really important.
"Last year we built the foundations; we launched a new leisure website, a new ecommerce platform and started to refurbish a number of our gyms, as well as opening new retail stores.
"We are receiving very positive customer feedback, and seeing great results, with both DW stores in Newcastle's Metrocentre and Derby being part of our top ten sites already.
"Across the Group we plan to invest in 50 sites this year, which is a massive uptake.
"Everywhere that we are making changes to DW Fitness First, we are seeing successful results and we are confident that our new model will continue to successfully take the business forward."
Exclusive: Martin Seibold leaves Fitness First following DW deal POSTED 08 May 2017. BY Matthew Campelli Martin Seibold, the managing director of Fitness First, is leaving the company eight
months after it was acquired by DW Sports, Health Club Management can reveal.
DW Sports swoops for all 62 UK Fitness First clubs POSTED 30 Sep 2016. BY Matthew Campelli DW Sports has become one of the largest health club operators in the UK in one fell swoop
with the acquisition of Fitness First UK and its whole 62-club portfolio.
Italian Exhibition Group – the organiser behind industry events Dubai Active and Dubai Muscle
Show – has been appointed to deliver the Health and Wellness Expo and Fire and Safety Expo at
the 16th World Firefighters Games.
It’s been five years since the fitness industry reopened after the last lockdown – long enough
to look back on the impact the pandemic had on the sector and what might come next.
Panatta brought together four of the most influential figures in bodybuilding history on the
stage of RiminiWellness 2026: Phil Heath, Lee Haney, Ronnie Coleman and Hany Rambod. [more...]
DW Fitness First reveals plans to becoming "UK’s largest sports participation brand"
POSTED 04 May 2018 . BY Tom Walker
We’re creating an end to end customer proposition which is unique to anything you’ll find elsewhere in the retail and gym industry – Martin Long
Gym chain DW Fitness First has revealed its strategic vision to become the UK’s largest sports participation brand.
Formed following DW Fitness' takeover of Fitness First's 62-strong UK portfolio in September 2016, the business now boasts 120 gyms and 90 DW Sports-branded retail stores – a mix which the firm plans to utilise.
During 2018, the company will begin a programme of merging the gym and retail side of the business to create a "seamless customer experience".
A key focus will be to blur the boundaries between the leisure and retail elements and "bring the dynamism of the gym into stores" – while making sportswear shoppable in the gyms.
It will result in the creation of new concept DW Sports stores, with softer and less masculine designs and layouts, featuring interactive elements such as Run Labs - where customers can have their gait analysis taken.
In 2018 the group is also planning to launch ‘pop up’ style gym classes and workouts within their retail stores – a market first.
In total, the group plans capital investments at around 50 sites.
The strategy also includes raising the group's profile among consumers.
The business has secured a number of partnerships with national governing bodies of sport and has secured a deal to become the official retail and leisure partner of England Athletics, Welsh Athletics, Scottish Athletics and Athletics Northern Ireland.
It has also become the first ever channel sponsor of Sky Sports Mix, which will see DW Fitness First featured in ambassador-led TV Ads, social content, programme pre-roll and live activations.
A new e-commerce platform will also be launched, bringing the DW brands together by offering customers the opportunity to navigate between gym and store and to match their training regime to their performance-wear needs.
Speaking exclusively to Leisure Opportunities, CEO Martin Long said the changes will "revolutionise the business".
"We’re creating an end to end customer proposition which is unique to anything you’ll find elsewhere in the retail and gym industry," he said.
"With the combined strength of the group our customers are no longer seen as ‘gym members’ or ‘retail customers'. Our vision is to create a unique and seamless experience for everyone, whether you shop with us, train with us or ultimately both.
"Going forward, we will explore the opportunities to merge our retail and gym offerings and while we cannot physically provide the combined retail and gym experience in every DW location, taking our e-commerce offering to DW Fitness First clubs in London is really important.
"Last year we built the foundations; we launched a new leisure website, a new ecommerce platform and started to refurbish a number of our gyms, as well as opening new retail stores.
"We are receiving very positive customer feedback, and seeing great results, with both DW stores in Newcastle's Metrocentre and Derby being part of our top ten sites already.
"Across the Group we plan to invest in 50 sites this year, which is a massive uptake.
"Everywhere that we are making changes to DW Fitness First, we are seeing successful results and we are confident that our new model will continue to successfully take the business forward."
Exclusive: Martin Seibold leaves Fitness First following DW deal POSTED 08 May 2017. BY Matthew Campelli Martin Seibold, the managing director of Fitness First, is leaving the company eight
months after it was acquired by DW Sports, Health Club Management can reveal.
DW Sports swoops for all 62 UK Fitness First clubs POSTED 30 Sep 2016. BY Matthew Campelli DW Sports has become one of the largest health club operators in the UK in one fell swoop
with the acquisition of Fitness First UK and its whole 62-club portfolio.
Italian Exhibition Group – the organiser behind industry events Dubai Active and Dubai Muscle
Show – has been appointed to deliver the Health and Wellness Expo and Fire and Safety Expo at
the 16th World Firefighters Games.
It’s been five years since the fitness industry reopened after the last lockdown – long enough
to look back on the impact the pandemic had on the sector and what might come next.
Wattbike has announced a new integration with EGYM, which enables the bikes to contribute to
the Cardio BioAge score of individuals via a VO2 max result.
Les Mills has launched a reformer Pilates workout. The 45-minute workout blends traditional
reformer movements and more contemporary exercises, choreographed to music.
Panatta brought together four of the most influential figures in bodybuilding history on the
stage of RiminiWellness 2026: Phil Heath, Lee Haney, Ronnie Coleman and Hany Rambod. [more...]
