Fitness First wants everyone to put themselves first via Thinkerbell

Chris Pash
By Chris Pash | 25 January 2021

Fitness First launched a new brand platform, Put Yourself First, to highlight the importance and benefits that come from finding the time to look after yourself and stay fit. 

2020 was a physically and mentally exhausting year for everyone, with Australians struggling to find time to prioritise their own needs.

Research by YouGov Galaxy found that more than 60% of Australian’s believe they need to find more time for themselves to stay fit and healthy.

More than half of all Australian’s agree that they need to find a way to sometimes put their own needs first, before others.

This was especially true for parents of children under 12 with 83% of them saying they needed to look after themselves more.

With many Australian’s finding it hard to find the time to put their own needs first the new brand platform aims to give Australian’s a gentle nudge, and permission, to start to Put Yourself First.

“At Fitness First we believe the real journey to fitness is both physical and mental. Inner-strength and resilience is just as important as physical training and healthy eating,” says Matt Fletcher, head of brand strategy at Fitness First.

“Fitness First has clubs in convenient locations, 24/7 access, 1000s of classes, world class facilities and leading personal trainers, to help our members put themselves first. We are determined to encourage people to look after their own needs, and ensure that people stay fit and healthy, especially as we are now living in such a challenging environment,” says Fletcher.

Paul Swann, executive creative tinker at Thinkerbell: “We challenged ourselves to develop a brand platform that promotes the benefits of exercise outside of the usual physical benefits, such as weight loss and muscle gain.

“The Put Yourself First platform aims to celebrate it’s not selfish to take care of yourself and ultimately when you do, you can show up better for others." 

The work will roll-out across the entire gym experience and then into TV, online video, OOH, press, digital and social channels along with owned channels.


Fitness First:
Head of Brand Strategy - Matt Fletcher
Brand and Communications Manager- Mei Wong
Executive Creative Tinker - Paul Swann
Head Production Tinker - Grant Anderson
Lead Production Tinker - Paul Leaning
Lead Thinker - Lauren Shelley
Chief Thinker - Adam Ferrier
General Manager - Katie Dally
Thinker - Sarah Siv
Head Creative Tinker - Sesh Moodley
Lead Creative Tinker - Chris McMullen
Creative Tinker - Sam Cable
Head Brand Thinker - Gerry Cyron
Thinkerbell PR
Head PR Thinker - Natalie Duncan
PR Thinker - Laura Mitchell
Media Agency - PHD Media
TVC Production company - Clockwork Films
Director: Alex Feggans
Executive Producer: Heath George
Producer: Alan Robinsons
Stills Production company: Flint
Photographer: Toby Dixon
Executive Producer: Tim Berriman

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