Fitness First has appointed David Anderson as chief marketing officer to lead the latest phase of its brand overhaul.
Joining from Virgin Australia Airlines where he was general manager, brand strategy and performance, Anderson will lead an innovation agenda to create added value services, new fitness products and brand campaigns as the company continues to utilise technology in a bid to “redefine” the gym experience.
Last week Fitness First unveiled a new partnership with Team GB and has outlined a road map aimed at combatting the gym industry’s previous innovation inertia.
Anderson will oversee the launch of a new fitness app and digital platform in January 2015 to give members access to personalised fitness plans, expertise, and feedback.
Andy Cosslett, Fitness First CEO, commented: “David played a key role in the growth of IHG’s brands, including InterContinental and helped design the system that commercialised them to great success. His time working with some of the world’s best known customer facing businesses makes him ideally suited to lead the next phase of Fitness First’s journey from a traditional gym business to a 21st century fitness brand.”
Fitness First is aiming to double the pace of its club rebrand roll out to reach 155 clubs globally and over half a million members by the end of 2014.