"Our Claim: Fitness"
Interview
Fitness today is no longer just sweating in the 'muscle gym' or doing an aerobics class in tight shiny outfits. Rather, fitness is a lifestyle that permeates all areas of everyday life from training to diet and a fundamentally inspired attitude towards life. This is the view of Fitness First Germany GmbH based in Frankfurt am Main. With a wide range of offerings in over 80 clubs nationwide, the company is the ideal partner for all those who want to integrate more fitness into their lives.
"‘We are Fitness Leaders who inspire people to go further in life,' this is our vision," reports Stefan Tilk, Managing Director of Fitness First and author of the book "Courage: More Courage in Management". "Our claim as fitness leaders and fitness experts is to offer our members the best training support and innovative programs that help them achieve their goals sustainably."
Members are the focus at Fitness First. The company's aim is to inspire people to embrace fitness in their everyday lives.
"It's not enough to come to us once a week," adds Stefan Tilk. "Fitness can happen in small doses – 20 minutes three times a week. We help our members integrate fitness into their everyday life, into their life. It is about motivation and inspiration, about a lifestyle that includes not only visiting our studios but also diet and a basic active attitude towards life."
In November 2014, Fitness First also acquired the company NewMoove, an online gym with 100,000 registered members.
"The ability to train at home or on the go expands the offerings of Fitness First," emphasizes the managing director. "This concept is intended to contribute to sustainability: It has been proven that people whom we can reach in this way are significantly more motivated to keep at it."
The perfect offer for everyone
In addition to private members, the corporate fitness sector is also of central importance for Fitness First. More and more companies are trying to provide offers in this area to their employees.
"The areas of fitness and health are today of central importance for employers. Fit employees have fewer absences due to illness and are overall more resilient," knows Stefan Tilk. "In addition, employees who feel that their employer values them and is interested in their balance and well-being are more motivated and focused in a company."
For corporate customers, Fitness First offers various options. In the discount model, employees and their partners can register with the fitness provider at reduced rates, while in the subsidy model, the employer pays part of the fees.
"If this subsidy remains under 44 EUR, it is tax-free as a non-cash benefit," says the managing director. Full memberships, for example as a present for Christmas, are especially offered to their employees by smaller companies.
A 20-person team at Fitness First works in the corporate customers area. About a third of the company's 270,000 members sign up through their employer. The 1,800 listed corporate contract customers in this segment include well-known names such as Deutsche Bahn, Siemens, and RWE.
"We primarily position ourselves in two areas Lifestyle and Platinum," explains Stefan Tilk about the concept of Fitness First. "Both areas offer the same, excellently trained trainers and the products and the quality of the consultation are no different. However, our Platinum Studios are a higher-quality version. They are equipped with swimming pools and have extensive wellness areas. They cater to particularly demanding customers and business people."
Other areas also include the exclusive Black Label Clubs and the Women Clubs, which are specifically designed to meet the needs of modern, fitness-oriented women.
With courage and consistency
The successful company was already founded in the 1990s under the name Fitness Company. In 2008, it was then taken over by the globally active Fitness First Group.
The German subsidiary of the group based in Great Britain is one of the largest fitness providers in Germany and generates a turnover of 150 million EUR with its 4,500 members.
"Part of our success is that we master the great art of being attractive to a wide audience through a broad portfolio," says Stefan Tilk. "We have also managed to put our product in the spotlight and always stay close to our members."
With courage and consistency, the philanthropist leads the company and always keeps an eye on the profitability of the concepts. "We work consistently on topics such as trends and market development, and we have succeeded in becoming a trendsetter in the industry with our freestyle training."