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Posted 23rd May, 2014

Delivering a new brand vision to the world

Global health club giant Fitness First approached Scharp to bring their bold new club concept to life. In 2012 they looked beyond their own borders and espoused the desire to ‘go further’ thus striving to revolutionise the health and fitness sector. “Our brief was fairly audacious,” said Michele Harding, Head of PMO at Fitness First. “We needed to redefine the category and this began with the transformation of our Flinders Street flagship club.”


Architects Baldasso Cortese worked in collaboration with Fitness First for an eighteen-month period whilst the re-visioning of the brand evolved. “We began to define new brand signatures such as the members lounge, freestyle area and training facilities with an emphasis on creating a premium customer experience,” said David Chandler, Interior Architect at Baldasso Cortese. It was the development of these signatures that led to the decision by the Fitness First leadership team to use the Flinders Street gym as a benchmark for the global redesign.

Fitness First appointed Scharp to bring the new brand vision to life in a fly-through movie that was premiered at the global leadership summit.


“The movie not only helped us to explain our re-envisioned club concept to local audiences, but to the Fitness First global leadership team,” said Harding. The Flinders Lane club’s development created a benchmark example of how the design was to be rolled out to the rest of the world.

Scharp fused fly-through animation and music to deliver a cutting-edge movie experience befitting of the clubs design evolution. “The marketing movie was an incredibly powerful way to showcase Fitness First’s new club fit-out which exemplified our new fitness philosophy”, said Harding.


The Flinders Street flagship club reopened its doors at the beginning of the year to a very positive public response. Fitness First is in the midst of its $490 million brand revamp, upgrading clubs across the globe with the flagships benchmark design.

Harding said, “It was an incredible journey working with Baldasso Cortese and Scharp to develop our local project for the world stage. Andy Cosslett, our Global CEO, summed up the project  best when he walked through the club once it was completed and said ”18 months ago I had a vision about our brand, and today I am standing in it”.


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