DW Sports and Fitness

When DW Sports & Fitness acquired Fitness First they became the biggest end-to-end sports retailer and fitness name in the UK. But their branding didn’t reflect their great offering. They needed a refreshed brand that would reposition them in the market, and appeal to both their loyal customer base and anyone thinking about leading a more active lifestyle.

Using our knowledge of the fitness industry – gained over years of working with Anytime Fitness and LA fitness – we rebranded DW Sports & Fitness. We began with a series of workshops where we got to the heart of the brand and defined an ‘ownable’ and compelling proposition.

When it comes to fitness, ‘Great’ means something different to everyone, whether that’s getting started with your first pair of running shoes or smashing your personal best in the gym. The line ‘Great starts here’ reflected this inclusiveness, and worked for both the retail and gym arms of the business. This, together with a more refined brand marque, contemporary colour palette and simple sports-centred pattern, brought DW into the limelight as an accessible, mid-tier brand that resonates with today’s consumers.

Although the new brand was well received, the real test was in how it performed when used. And it looks like great really does start here! The January campaign we produced surpassed all expectations, and saw a 40% increase in new members across all 79 DW Fitness clubs. And the spring retail campaign that followed was equally successful, delivering a 26% sales uplift on the previous year.