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 new joint offering. They needed a refreshed brand that would reposition them in the market so they could attract high profile partners like Adidas and Nike. They also wanted keep their loyal customer base and appeal to anyone thinking about leading a more active lifestyle.
Using our knowledge of the fitness industry, gained over years of working with clients in this sector, we began rebranding DW Sports & Fitness. Through a series of workshops we got to the heart of the brand and defined a strong, ‘ownable’ proposition.
We know that 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 motivational line ‘Great starts here’ reflected this inclusiveness and worked for both the retail and gym sectors of the business. This, together with a more refined brand identity, contemporary colour palette and simple sports-centred graphics, brought DW into the limelight as an accessible brand that resonates with today’s consumers.
Taking the ‘Great Starts Here’ proposition, we then rolled out all in-store branding and gym interiors, before launching member acquisition campaigns and a January Sale retail message. The response was hugely positive. This spring, we introduced a campaign with the line ‘Great is in you. Surprise yourself’. Encouraging, supportive and driving retention, this made an impact too. We’ve also recently launched a new sub brand comprising a retail card and app, called Core.
The new brand was well received, but the real test was how it performed. And it didn’t disappoint.
• 40% increase in new members during the January campaign
• 26% sales uplift on the previous year during the spring retail campaign
• 5.5k downloads during the first week of the Core app launch