Client's Brief:
Since 2001, Fitness First has been serving the needs of fitness enthusiasts in Malaysia. To continue to offer higher level of services in each of its areas of operations and the respective programs, Fitness First recognized that a marginal increase in fees was necessary to accommodate pressures due to costs in the areas of facility rentals, equipment and operations.

This was the first time in nearly a decade that Fitness First was making minor adjustments to the membership fee of its existing members.

Business Challenge:
The proliferation of Fitness Clubs in Malaysia has been escalating, with each player competing to differentiate its expertise from the other. While Fitness First enjoys an established a reputation in the market for superior fitness programs and offerings, communicating its key differentiation as a market leader that instills an active lifestyle was necessary. As such, it was then essential to create a communications platform to showcase to its existing and future customers its first class facility, unique offering of its programs and its professional fitness trainers.

Essence's PR Strategy:
In line with its communications objective, Essence had conceptualized consumer ground-level events and media interviews that allowed Fitness First to excite audiences and create appreciation for those who want to improve their health through an active lifestyle. Since Fitness First had increased 5% of its membership fee, Essence’s communication strategy was simple. It was about sharing with present an future customers on the rationale behind the fee increase. 

Fitness First had recently collaborated with the Women’s Sports and Fitness Foundation Malaysia (WSFFM) in creating a ground level program that was aimed at empowering women in leading a healthier lifestyle. This platform also allowed Fitness First to showcase is social responsiveness in addressing health and fitness issues of women. During the event, participants were introduced to a myriad of exercises that had very much appealed to them.

Secondly, a series of interviews were conducted in showcasing Fitness First’s facilities and its professional fitness trainers.

Results:
Overall, communications on Fitness First had appeared positive. It was clear that members had understood the need for Fitness First to increase its membership fee.

In addition, through its ground level activity, Fitness First has paved way other organizations to the likes of WSFFM to collaborate in educating the public at large on heath issues and the need to retain a healthier lifestyle.