Fitness First launches mobile marketing campaign

Location-based functionality helps gym chain to improve customer targeting and boost membership

Fitness First is targeting potential leads via mobile

Fitness First is using mobile technology to improve the effectiveness and relevance of its marketing campaigns.

The mobile strategy, powered by O2, aims to target consumers living in postcodes near the chain’s gyms, who have an interest in health, wellbeing and sports and are aged between 18 and 35.

Potential customers fitting that profile will be sent an SMS which asks them to respond to a code with their postcode. Those who respond receive a text voucher for a sample membership and Fitness First is provided with a daily email with qualified leads that can be contacted by the marketing department.

According to the gym group, the location-based functionality maximises both membership success rates and relevance of the offer.

“Using this highly targeted medium is helping to ensure maximum campaign effectiveness, proving mobile to be one of our most successful acquisition tools to date," said Sophie Lawler-Hall, UK marketing manager at Fitness First.