While redesigning Fitness First’s international gym network, we were also asked to explore new training formats. The aim was to test emerging fitness trends and understand which could strengthen the wider gym offer.

We created BEAT: an energetic, boutique-style training concept combining HIIT, resistance exercise and live heart-rate tracking. We developed the strategy, identity, interiors, graphics and communications as one connected experience.

BEAT gave Fitness First a live environment in which to test new ideas and learn from member behaviour. These insights helped the business identify lasting trends and make more informed investment decisions across its main gyms.