27 Oct 2021
Fitness First UK drops prices by nearly 30 per cent and offers flexible contracts with no joining fee
BY Tom Walker
Fitness First UK has changed its pricing structure and is now offering a flexible membership
with no contract and no joining fee, giving members the option to access up to all of its 45 clubs.
Members opting for the new Fitness First FFX flexible memberships are signed up on a rolling contract which can be cancelled with a month's notice at any point.
Like other membership options, these "no commitment" memberships will offer unlimited access to the full facilities at the chosen club around the clock – as well as access to other Fitness First clubs.
For the multi-gym access element, Fitness First has divided its 45 UK clubs into seven pricing tiers.
Those on Fitness First's FFX membership will be able to use any club in their membership tier or lower.
The cost of the flexible, no contract membership for the highest tier – Tier 1, which includes four London clubs at Baker Street, Bishopsgate, Cottons and Tottenham Court Road and gives access to 35 gyms across London – has been dropped to £99 a month from £139, for example – almost a 30 per cent reduction. The cost of Fitness First's other membership options remain unchanged.
All the new packages can be calculated using a ready reckoner on the Fitness First website.
MD Lee Matthews said: "This is a really cool move, which allows people to get a gym membership which is as flexible as they are.
"Our mission statement has always been clear, we want to encourage fitness and not limit access to it in any way, shape or form.
"With this in mind and the world of work becoming more fluid, our new flexible membership options ensure we meet this demand, producing the perfect environment where both office work and gym routines are fully flexible and dovetail with each other.”
"A no-contract element has always been part of our proposition and options – although people have previously got a better rate with a six- or 12-month contract."
The company has also relaunched its app so members can book PTs straight to their phone, take on-demand classes whenever they want and use contactless check-in when entering clubs.
Fitness First is reasserting itself following a tumultuous time during which it was part of DW Fitness First – a company formed by the acquisition of the Fitness First UK portfolio in 2016 by Dave Whelan's DW Sports.
The two businesses parted company in August 2020, when DW went into administration with its assets being picked up by Mike Ashley.
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