"Yes to a strong body" -
Kieser Training put its corporate identity under a comprehensive analysis in the past year, which now forms the basis for image adjustments in 2014. "We wanted to question our identity self-critical," explains Patrik Meier, Chief Brand Officer of Kieser Training AG.
Alongside the actual offering also the brand itself, its values, the internal culture and behavior towards customers had been reviewed. "We got a clear answer: The product convinces, particularly the focus and efficiency of Kieser Training" said Meier. Another result: The Kieser Training brand has a high level of awareness.
However, it was expressed that the image of Kieser Training is more occupied with "training for old and sick people." "This aspect has to be revised with the image change now, because our customers benefit lies in these three areas: strong body, strong back, good life. Our customers know this and are convinced of our offer. We need to change our image among those who still do not work out with us. "

"Rewriting the rules of fitness" -
Fitness First also wants to reposition itself in the face of growing competition and focus on the premium segment of the market. Since mid-January, the rebranding of Fitness First started with a new logo and a marketing campaign to draw attention to the changes and the positioning of the fitness chain as a "national institution" in the fitness sector. The campaign is first presented in 20 Fitness First clubs in London before it becomes global and thus also distributed in Germany.
The second stage will be a revamped website and a mobile app starting in spring. The company says it wants to transition its website from being a sales portal to a much more engaging experience, letting members sign in and track their fitness. The rebrand is also in response to rising competition in the fitness market following the launch of budget rivals such as easyGym and Fitness4less. Fitness First says the mid-market is becoming saturated but that there is room for “sustainable growth” at the top end, citing Deloitte research.
Fitness First has not ruled out increasing its prices in line with the rebrand, saying that a more premium environment could lead to a more premium price. However, it says its priority at the moment is to engage with members, with the opportunity to look at membership prices only coming if feedback is good and it can offer value for money.

It remains to be seen whether rebranding and change of image of the two providers also brings the expected success.

Source: press release Kieser Training, Marketingweek UK
Picture: Fitness First