Fitness First Magazine
Fitness First is a global health club with strong digital foundations unpinning their success. The journey onto the iPad is another successful move for the health club.
| Title: | Fitness First Magazine |
| Website: | http://www.fitnessfirst.com.au |
| Client: | Fitness First |
| Publisher: | Active Media Group |
| Frequency: | Monthly |
| Download: | App Store |
The Fitness First iPad magazine is the inaugural Winner of the 2011 Excellence Awards for Best App on Mobile or Tablet Device – Publishers Australia.
Fitness First is the largest global health club and gym operator with over a million members in 500 clubs worldwide and over 90 gyms across Australia.
Fitness First operates in 15 countries with over 1.2 million members. A secret to their success is their early adoption of digital media, they have published their Fitness First magazine on the iPad using Oomph since November 2010.
Fitness First magazine is Australia’s highest circulating bi-monthly health and fitness magazine. Not only does the iPad provide another channel for generating advertising revenue, but a more important factor leading to the decision to publish on iPad was to hold their place as market leader as a health and fitness publisher.
“Fitness First is headed by a very techno-savvy, early-adopter type; so the opportunity to enter the digital/ipad format was appealing from the very beginning. It was a strategy to ensure the Fitness First brand is regarded as a market leader” says Analee Matthews, Editor of Fitness First magazine. “Ultimately, it was to make money via advertising” says Analee, “But that said, the recognition of being a market leader in terms of authorities in the area of health, fitness and wellbeing and providing our expertise to the globe via this interactive, fun and enticing format is where our focus lies right now.”
Now with such a strong iPad presence, Fitness First is proving it’s ability to keep up with consumer trends in the ever-changing digital landscape. The iPad magazine exists not as a clone of the print magazine, but an extension of the brand which allows the user to interact with the brand and be delivered information in a more engaging and personal way. Analee notes: “The iPad is the perfect way to provide information to users we would otherwise be unable to share. For example, the exercise videos play an important role in allowing people to actually see the correct form rather than guessing from a sequence of static images.”
Annalee has had a positive experience in working with the team at Oomph, “I’ve had a fantastic experience, their response times are fast and support is excellent. I would definitely recommend the Oomph platform to other businesses.” Going forwards it’s clear that Fitness First and their approach to digital media and embracing new technology will help them achieve their goal to remain the #1 app in Health and Fitness, with a goal to get the app used more globally. A strategy that aligns to their physical global expansion.
Fitness First is a brand synonymous with “achieving results” and now the iPad magazine can also claim to achieve results through the rave reviews from fans around the world.
Fitness First Customer Reviews:
“The Fitness First iPad app is leaps and bounds ahead of most of the comparable content out there. Well done! It accurately reflects the metaphor of what the creators of the iPad had in mind, in regard to the way users interact with the application.”
“I think the iPad issue is great. I love the videos showing exercise instructions and products as well as training and nutrition tips. It’s the best way to interact with the Fitness First magazine. I downloaded my third issue and enjoyed it very much.”
“I love, love, love the iPad version of your magazine. I can pick up what ever I was last reading as it keeps your spot, right where you left it. It doesn’t get all old and wrecked from repeated readings and it doesn’t mysteriously disappear from the coffee table.
“The iPad version of the Fitness First magazine is the best magazine I have ever seen for the iPad. Keep them coming!”
“Your iPad magazine is amazing. It is very classy. The presentation and little live tutorials are fantastic, great idea whoever came up with this. I was even contemplating taking my iPad to the gym to look at the live examples whilst trying out the new program regimes in edition one and two. Keep up the good work”