GBP5m Deal Sees Adare Fit And Healthy

Adare has won a GBP5m marketing contract with UK health club company Fitness First.

Adare has won a GBP5m marketing contract with UK health club company Fitness First.

The contract covers all the marketing literature, door drop and point of sale materials for Fitness First, the largest health club operator in the UK and Europe, with almost 400 clubs and over one million members worldwide.

Fitness First undertook a tendering exercise earlier this year, their key drivers being the delivery of significant cost savings, strong account management and an innovative web-based service.

After thoroughly testing the market, Fitness First settled on Adare as its chosen marketing communications provider.

Adare said it was able to demonstrate its proven and sizeable track record to Fitness First, but integral to the contract win was Adare's account management model, dealing with all of the 150 UK Fitness First clubs directly and managing their in-club and direct marketing project work, added the company.

That requires a wide, robust industry knowledge within the team as projects can vary hugely from monthly scratch-card campaigns to sourcing and delivering crates of Fitness First-branded apples to every club, said Adare.

Steve Pomeroy, Adare's client services director, said: "We are obviously thrilled to be working so closely with the leading player in the European health club market.

We have demonstrated our ability to offer both web based and traditional marketing communications expertise, coupled with a dedicated and pro-active account management approach.

It is a win-win situation for Fitness First." Jeremy Richardson, purchasing manager of Fitness First said: "We are delighted to have selected Adare to deliver our marketing print management service.

The company has proved to be innovative and flexible in its approach and we are already enjoying the benefits in terms of cost savings across our business.

Adare's hands-on account management style provides the close support our marketing teams need and its service will continue to form an integral part of the Fitness First marketing strategy moving forward.".

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