Fitness First is to get a new look
Body beautiful firm Fitness First is shaping up for a new look.
Members at the global gym, the largest privately-owned health club in the world, will soon see a new colour code.
Fitness First logos will be changing from “cool blue” to “energetic red” as part of a global move implemented by UK-based owner Oaktree Capital Management.
The firm, which has 30 health clubs in the UAE and 52,000 members, is the biggest “by a longshot” in its industry in the country, chief operating officer George Flooks said.
South African Flooks, who has been based in the UAE for five years, declined to reveal the firm’s turnover but insisted it was “very, very healthy”.
Flooks said that a new “360” wellness programme comprising fitness and nutrition is set to be implemented too.
Healthy meal packages will be available for customers, however the COO would not name the food firm involved as the deal has not yet been fully completed.
Fitness First is also changing its slogan globally from “help make the world a fitter place” to “go further”.
“If you’re physically fitter, you go further in life,” said Flooks, who is also an the ironman triathlete.
And while the Dubai stone might be a reality for many, Flooks thinks it’s a myth – insisting the UAE isn’t any less fit than other countries.
He said the UAE was “streets ahead” of other GCC nations and “on the fast-track to getting people healthy”.
